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Blizzard’s sexual harassment continues to burn! The fire hit “Diablo 4”-INSIDE

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Since the EU passed GDPR (General Data Protection Regulation) in 2018, “digital data collection and application” has been a hot topic in the digital advertising circle. Under the restrictions of various regulations and various technology companies, the most significant impact is that when advertisers are buying advertisements, the identifiable traffic will decrease day by day.

Limited by regulations, the amount of traffic available for identification will be greatly reduced

At present, in the entire digital advertising circle, about 70% of the traffic can be identified from the discrimination of Cookie and Device ID, but by 2023, only 25% of the identifiable traffic remains. Lisa Chen, senior manager of Verizon Media’s Asia-Pacific advertising platform strategy department, said that when the identifiable traffic is greatly reduced, although audience targeting solutions can continue to be used to execute marketing activities, as the identifiable traffic decreases, the CPM of the identifiable traffic The tide will rise.

In Taiwan, Verizon Media has exclusive and diverse first-party data. Based on this, it has developed different solutions to address the problem of digital identification. More importantly, these programs are not only approved by users, but also developed and used in respect of users’ privacy choices.

Verizon Media proposed three solutions, hoping to help advertisers continue to carry out effective and accurate advertising from different perspectives, and maintain advertising effectiveness.

ConnectID identification solution: accurately find the target group

Using the identification map of the first-party data in the Verizon Media advertising platform to identify users is a solution that does not require cookie identification. Advertisers can accurately find the target group while protecting privacy, or on the publisher’s website Provide a higher audience finding rate.

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Yahoo Qimo has a wealth of first-party data, including 37 exclusive and diverse channels (such as news, sports, entertainment, search, shopping, etc.), plus a large number of Yahoo Email members, to construct a complete identity map. Lisa Chen emphasized that Yahoo Email is the key to opening the identity map. When users log in from different places or use credit cards to make purchases, this key can completely link Yahoo, advertisers and publishers, and establish all the relevant information about this person. Data signal.

ConnectID helps advertisers to import, use, and measure data through the Verizon Media identification map without cookies, and to continuously and consistently identify users.

Photo Credit:Verizon Media
Photo Credit:Verizon Media

Next-Gen Solutions: Target audience lock can be achieved without ID

For advertisers who do not have a login or membership mechanism, the above ConnectID solution cannot be used. Therefore, we propose “Next-Gen Solutions” to enable advertisers to reach their target audience without an ID. Locking and advertising measurement.

Next-Gen Solutions provides three advertising tools to help advertisers find their target audience through Next-Gen Audience without identification, use Next-Gen Buying to set appropriate delivery frequency and advertising optimization, and use Next-Gen Measurement measures the effectiveness of advertising.

In the case of Next-Gen Audience, it uses data signals and machine learning to help advertisers find their target audience. Using logged-in first-party data, including ConnectID data from publishers, to train the model, Lisa Chen said: “We can build models to effectively find target groups that meet customer needs and apply them to marketing activities.” Verzion Media uses These small but identifiable traffic, combined with various types of behavioral data, and real-time signals from bid requests, such as time, location, and content.

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Photo Credit:Verizon Media

Work with partners: expand the data database and create a win-win situation

Verizon Media continues to concatenate data with industry partners in an attempt to expand the first-party data database. At present, it has completed integration with many leading data service providers, including Nielsen, Comscore, Adobe, etc., so that advertisers can use their CRM The data is transmitted to the DSP through CDP or DMP, and is continuously used in marketing activities.

In addition, Verizon Media has also continued to follow industry standards, including the plans of Google and Apple for system development, and completed the development of SKAdnetwork in response to iOS 15 and above, and assist advertisers to track results through SKAdnetwork when delivering In-App ads. .

“The goal of Verizon Media is to create a win-win situation: advertisers can deliver accurately, publishers can make profits, and consumers can make meaningful choices while enjoying free internet,” said Lisa Chen.

Four things advertisers can start immediately

In the doomsday wave of Cookieless, advertisers are not incapable of doing anything. Lisa Chen suggests that advertisers can immediately start four things:

  1. Deeply cultivate members to establish relationships: start various communication plans with their members, and provide content that meets consumer needs.
  2. Provide reasons why consumers are willing to log in: Member login can help advertisers connect users and their behaviors, help group operations through data analysis, and further strengthen membership relationships.
  3. Multi-channel advertising delivery: create Omnichannel omnichannel media strategy, not just banner ads and audio-visual ads, as consumers’ lifestyle changes, various emerging media can assist advertisers to communicate with target consumers at different times and contexts .
  4. Choose a trusted partner: When various platforms have launched various functions and various solutions, Lisa encourages advertisers to actively learn about various solutions, through more contact and more questions, to find a trustworthy partner-such as Yahoo, together Face the challenge of Cookieless with marketers.
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The content of this article is provided by “Verizon Media” and has been reviewed by the editorial and planning editor of the Key Review Media Group.

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