METRICS TechTalk 

Key takeaways

• We need to develop a standardised understanding of what attention is, both in what we mean by it and how we’re measuring it. We also need to be careful not to view attention as ‘the holy grail of metrics’ – it’s important, but it needs to be situated within a broader context.
• You need to understand what metrics means within your own site – statistics from someone else aren’t necessarily replicable. Then you can identify which areas on your site are most engaging, and work to produce more of that.
• Context for advertisements is key when thinking about attention. Premium formats can significantly increase attention, engagement, and recall of advertisements – and can outperform social and industry benchmarks.
• You need a balance between attention and reach, but it’s understanding the individual business goals in a case-by-case basis to get that mix right.
• Ipsos Iris data is allowing publishers and brands to go beyond blunt audience demographics to understand the attitudinal differences. By understanding the who and the why as well as the what and the how, you can customise your strategies to create more engagement and drive scale.

PRIVACY & IDENTITY TechTalk

KEY TAKEAWAYS

• Tackling the challenge of privacy and identity to create a safe web for users that is also successful for publishers and advertisers will require collaboration across the entire ecosystem. If we’re all learning in isolation, we won’t be able to move rapidly enough.
• An IAB study highlighted that if we completely replace personalised ads with contextually targeted ads, up to $39 billion of advertising and ecosystem revenue could shift away from the open web by 2025.
• There’s no level playing field in privacy and identity management. ‘Reject All’ on a cookie banner means something different for different publishers, and is often displayed very differently as well. We need enforced industry-wide standards to simplify the relationships across the ecosystem.
• Publishers should explore staged consent rather than bundled consent. Users don’t understand the nuances and often dismiss a consent banner because it’s a barrier to the content they want to consume. By separating out the consent required for advertising versus editorial analysis versus any of your organisational priorities, you can acquire more informed consent, and build trust with your users.
• Although they’re not a silver bullet, clean rooms offer a lot of potential for publishers, particularly around building genuine, long-term data partnerships. However, there are a number of challenges still: even testing solutions is an investment in itself, they require new thinking around how you can sell their value to the buy-side, and there is still a lot of ambiguity around the returns they will offer.

Working towards carbon neutral digital publishing

Managing Director, Richard Reeves, Right Thing Media's Gerson Barnett and Essence's Matt McIntyre and Laura Wade explore how tech solutions can help publishers ensure their operations have less impact on the environment and are more sustainable. Advertisers and agencies increasingly focused on their own ESG goals are looking to work with publishing partners with the credentials that match those values; how might technology facilitate trading relationships in a more sustainable ecosystem?

Maximising publisher revenue and redefining privacy

Richard Reeves is joined by James Rosewell, co-inventor, SWAN [Secure Web Addressability Network] to discuss how publishers can not only improve privacy but also maximise revenue by offering advertisers the same or better return on investment to the current in-market offerings. “First-party data strategies on their own are just not going to maximise publisher revenue and have many privacy issues”. Listen in as they explore what will happen if publishers worked together to create a new fully compliant utility for identity and preferences which is run for the good of society. Hosted on Acast. See acast.com/privacy for more information.