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Topic: Data Privacy

How to Reach Your Target Audience – Without Cookies

Posted on by Aliana Heffernan

As we embark on a new year, digital advertisers are faced with a seismic shift – the long-anticipated (or perhaps, dreaded) death of the cookie. Google’s announcement in 2020 set the stage for the gradual phasing out of third-party cookies, and now, the depreciation of the cookie is finally a reality. In this blog post, we’ll explore the history behind this change, what it means for advertisers, and how you can continue to succeed in a cookieless digital ecosystem. 

A Brief History of Cookie Depreciation 

The journey to a cookieless era began in January 2020 when Google revealed plans to phase out third-party cookies in its Chrome browser. However, the timeline faced several delays. In June 2021, Google pushed back the deadline from 2022 to 2023, citing the need for more testing in its Privacy Sandbox initiative. By late 2023, it became clear – the cookie was on borrowed time. 

Google developers confirmed just a few weeks ago that Chrome would disable third-party cookies for 1% of users from January 4, 2024, gradually increasing to 100% by Q3 2024. The Privacy Sandbox and disabling of cookies aim to enhance consumer privacy but pose challenges for advertisers relying on cookies for targeted advertising and ad platforms that use cookies to generate revenue. 

What This Means for Your Business 

With cookies disabled, marketers lose access to valuable Chrome website data. This impedes their ability to track consumers’ real-time digital footprints for precise audience targeting and detailed campaign reporting. Marketers will no longer be able to report on campaign effectiveness with the granularity to which they have become accustomed. Yet despite these challenges, innovative advertisers are finding alternative solutions. While some are collecting and using first-party data, others are finding targeting and measurement methods that work without relying on cookies. 

How You Can Prepare 

Cadent has been proactive in preparing for the cookieless future since 2020. Our Aperture Viewer Graph, powered by multiple household identifiers, serves as a robust alternative to cookie-dependent signals. Aperture Viewer Graph is used for data onboarding, audience management, audience-based activation, and advanced measurement within Aperture Platform. 

Rather than relying on cookies, Cadent leverages +40 billion daily signals in addition to both deterministic and probabilistic data sets, covering areas such as truth set, postal address resolution, geolocation, and more. These sources are ultimately resolved to the household, which enables Aperture Viewer Graph to run without cookies and support accurate household resolution across a variety of identifiers. This patented model for associating identifiers to households is always-on, always-learning, and always validating that devices are mapped to the correct households.  

Since 2020, Cadent’s TV-first approach to identity has shielded our advertiser customers from the cookie dilemma. While hashed email becomes more prominent, Cadent recognizes the need for privacy-safe, device-level signals as consumer habits shift to CTV (Connected TV) and mobile devices.  

Next Steps 

Going forward, as audiences increase their consumption of CTV, digital, and mobile media, there will be an increased need for privacy-safe, device-level signals. Advertisers will require consistent and accurate linkage between IP, Device IDs, and households to support outcome-based measurement and improved frequency capping for cross-channel campaigns. 

In the evolving digital landscape, the demise of cookies is a catalyst for innovation. Aperture Viewer Graph exemplifies our future-thinking approach to advertising, embracing the cookieless era. As the advertising ecosystem continues to transform, advertisers must adapt to stay ahead. Ultimately, the cookie may have crumbled, but opportunities for strategic adaptation are boundless. 

Get in touch today to learn more about Aperture Viewer Graph and how Cadent can support your advertising initiatives. 

CONTACT US

Cadent Launches Clean Room Offering on Google Cloud to Enable Privacy-Safe TV Ad Targeting

Posted on by Aliana Heffernan

Cadent Aperture Platform on Google Cloud Brings Interoperability to CTV

NEW YORK, Feb. 15, 2023 – Cadent, the largest independent platform for advanced TV advertising, today announced that it is expanding the capabilities of its Aperture Platform on Google Cloud with a new data Clean Room offering. Built utilizing reference architecture and infrastructure from Google Cloud, the new Clean Room enables advertisers and publishers to share and analyze important data in the cloud more securely. The partnership expands Cadent’s integrations across the advanced TV ecosystem, creating new opportunities for advertisers at a time when there is greater focus on privacy and a diversity of audience choice.

As a Google Cloud partner, Cadent Aperture Platform provides the access and interoperability that clients need to onboard, build, and deploy audiences for activation anywhere, at scale, in a fully secure environment.

Cadent’s industry-leading Aperture Audience Studio and Viewer Graph, and its new Clean Room running on Google Cloud, allow major broadcast media and national programmer clients to onboard, build and deploy audiences to Google Ad Manager or other platforms for activation, all in a privacy-preserving manner. This partnership improves workflow for clients while ensuring privacy, with controls in place for data storage and movement.

“Expanding the Cadent platform to Google Cloud with this new Clean Room offering provides advertisers with greater scalability, flexibility, and the trusted infrastructure to optimize their campaigns,” said Mari Tangredi, SVP, Audience Solutions at Cadent. “As an independent platform, Cadent integrates with best-in-class partners to provide our clients with the interoperability they need for a seamless experience.”

An early adopter of cloud-based infrastructure, with a platform that is cloud-native, Cadent avoids the costly and time-consuming process of cloud migration, an impending challenge for many legacy ad tech companies. Cloud-based infrastructure provides many benefits including scalability, reliability, security, and low latency, among others. Together, Cadent and Google Cloud bridge the gap in cross-screen data collaboration and enable the best performance in advertising technology.

To learn more about Cadent Aperture Platform, visit https://cadent.tv/platform/.

About Cadent

Cadent powers the evolution of TV brand advertising. We provide marketers, agencies, operators, and media owners with data-driven solutions for buying and selling TV advertising. By connecting brands with opportunities across national inventory sources—cable, broadcast, and OTT—our technology improves efficiencies and boosts the results of linear, addressable, and cross-screen campaigns. For more information, visit cadent.tv or follow @CadentTV.

Media Contact:

Daddi Brand Communications
Hollis Guerra
[email protected]

The Road to More Relevant, More Privacy-Compliant Advertising in 2019

Posted on by Keith Kryszczun

TV has always been a cornerstone of advertising campaigns due to its unique ability to employ sight, sound and motion to grab viewers’ attention, and now, with new digital privacy regulations, it’s also important to know that TV can enable you to connect with households in a more privacy-compliant way.

The General Data Protection Regulation, GDPR, went into effect in Europe this year and fundamentally changed how marketers collect and use data for targeted advertising. In the U.S., the regulation led many global advertisers to take a hard look at data collection practices and about what information needs to be collected, and what can—and can’t—be shared with partners. And it looks like public sentiment will give way to more privacy regulation, whether it’s determined state by state or nationally. California’s digital privacy rules go into effect in 2020, and a similar privacy bill was introduced in New Jersey. A PwC survey found that just half of U.S. businesses affected by the California legislation expect to be compliant by the 2020 deadline.

Regulation is coming at the same time that interest in addressable TV is growing. And since addressable TV has natural safeguards built into it to protect privacy, now is the time for marketers that are reviewing their privacy practices to add addressable TV into their mix. Advertisers know that ultimately, reaching people with relevant messages is key to improving their television advertising ROI and enhancing the overall TV viewing experience, whether for live or on demand, in a home or on a mobile device. The challenge, then, is conducting addressable advertising in a way that completely safeguards consumer data and optimizes relevant ad experiences.

The good news is that TV provides more privacy-compliant ways to reach target audiences—now and for a long time to come.

How Addressable TV Safeguards Data

Addressable advertising, and TV generally, have built-in privacy safeguards. From the beginning, addressable TV advertising has been built to target at the household level, not the individual level. What’s more, addressable TV advertising doesn’t handle personally identifiable information (PII).

One way marketers could preserve customer trust while still delivering relevant ad experiences is by putting a standardized workflow in place between broadcasters and operators.

For example, Sky and Virgin Media work with a blind matching partner to create audience segments using first- and third-party data matched against Virgin or Sky subscriber files. The partner anonymizes those segments by turning them into a unique random identifier, which is then pushed into the Cadent Advanced TV Platform, which is running on premises at the operator. Cadent then matches addressable ad placement opportunities against that anonymous ID. Aggregated reporting is provided, and no ad requests or data leave Sky or Virgin’s network.

This is a more-privacy-compliant approach to TV advertising because persistent IDs and audience qualifiers aren’t propagated outside Sky or Virgin’s footprints—the companies retain control of their data at all times, even in anonymized forms.

In short, Sky and Virgin protect the commercial integrity of their data while maintaining the highest level of privacy for consumers. It’s also a win for broadcasters, content owners and advertisers delivering household addressable advertising to subscribers, who will receive a better, more relevant advertising experience.

There are no fundamental barriers to this kind of partnership; it comes down to simply putting a workflow in place.

It’s inevitable that change will come to data and privacy compliance in the U.S. Reaching customers could get a lot more expensive, complicated and challenging. Addressable TV offers a more privacy-compliant, effective alternative. And as sophisticated targeting continues to attract advertisers to the medium, it becomes an even more compelling alternative to digital advertising platforms.