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GroupM’s Kieley Taylor and Amanda Grant are on the lookout for the future of identity in advertising

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Manage episode 286977991 series 2514033
コンテンツは The Digiday Podcast によって提供されます。エピソード、グラフィック、ポッドキャストの説明を含むすべてのポッドキャスト コンテンツは、The Digiday Podcast またはそのポッドキャスト プラットフォーム パートナーによって直接アップロードされ、提供されます。誰かがあなたの著作権で保護された作品をあなたの許可なく使用していると思われる場合は、ここで概説されているプロセスに従うことができますhttps://ja.player.fm/legal

The digital advertising industry is in the midst of an identity crisis. Between the third-party cookie’s impending demise and Apple’s mobile app tracking crackdown, advertisers and agencies are having to figure the future of identity in digital advertising. Fortunately, that future has been a long time coming.

“For better or worse, the crystal ball has been decently clear that this is the direction we’re going from regulatory pressures, from a consolidation in terms of who is owning and controlling experiences through the lens of a browser, through the lens of an operating system. So we take solace in that there’s been a bit of a head start,” said GroupM global head of partnerships Kieley Taylor in the latest episode of the Digiday Podcast. Taylor was joined by GroupM global head of social Amanda Grant.

Further helping advertising figure out the identity situation is Apple’s mobile app tracking crackdown. That change is expected to take place this spring and is “giving us really good training wheels for the cookie-based changes that are going to come about,” Taylor said.

However, what that experience is showing so far is that advertisers may want to exchange the training wheels for off-road tires as they try to navigate the bumpy trails ahead. Although Apple has been fairly clear in saying that apps will need people’s permission in order to continue to track them for advertising purposes, “the platforms are all interpreting that very differently as it impacts their platforms. So it’s not like we have a single rules of the road for social activation moving forward,” said Grant.

  continue reading

373 つのエピソード

Artwork
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Manage episode 286977991 series 2514033
コンテンツは The Digiday Podcast によって提供されます。エピソード、グラフィック、ポッドキャストの説明を含むすべてのポッドキャスト コンテンツは、The Digiday Podcast またはそのポッドキャスト プラットフォーム パートナーによって直接アップロードされ、提供されます。誰かがあなたの著作権で保護された作品をあなたの許可なく使用していると思われる場合は、ここで概説されているプロセスに従うことができますhttps://ja.player.fm/legal

The digital advertising industry is in the midst of an identity crisis. Between the third-party cookie’s impending demise and Apple’s mobile app tracking crackdown, advertisers and agencies are having to figure the future of identity in digital advertising. Fortunately, that future has been a long time coming.

“For better or worse, the crystal ball has been decently clear that this is the direction we’re going from regulatory pressures, from a consolidation in terms of who is owning and controlling experiences through the lens of a browser, through the lens of an operating system. So we take solace in that there’s been a bit of a head start,” said GroupM global head of partnerships Kieley Taylor in the latest episode of the Digiday Podcast. Taylor was joined by GroupM global head of social Amanda Grant.

Further helping advertising figure out the identity situation is Apple’s mobile app tracking crackdown. That change is expected to take place this spring and is “giving us really good training wheels for the cookie-based changes that are going to come about,” Taylor said.

However, what that experience is showing so far is that advertisers may want to exchange the training wheels for off-road tires as they try to navigate the bumpy trails ahead. Although Apple has been fairly clear in saying that apps will need people’s permission in order to continue to track them for advertising purposes, “the platforms are all interpreting that very differently as it impacts their platforms. So it’s not like we have a single rules of the road for social activation moving forward,” said Grant.

  continue reading

373 つのエピソード

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