ID5 on the Road London event write-up

Landing in London for the first time in almost three years, ID5 on the Road London took place on October 11, 2022 and was a great success. Inviting experts from across the industry to join us on stage, we saw buy-side discussions, sell-side perspectives, omnichannel deep dives, data protection discussions and more.

If you weren’t able to make it to the event, or if you’re looking for a recap of the sessions, keep on reading to learn about some of the best bits from the day.

For this session, Sincera.io, an engine that crawls 200,000+ of the top websites running Prebid, shares a sneak preview of its study into the harmful effects of cookie syncing. Speakers: Mike O’Sullivan, Co-founder at Sincera and Ian Meyers, Co-founder at Sincera.

The study looks at:

For this session, the buy side takes to the stage to discuss authenticated vs unauthenticated audiences, the next big step the buy side should take, and more. Speakers: Georgina Bankier, Global Strategic Partnerships at Eyeota, Chris Keenan, VP, Business Development EMEA at MediaMath, Amelia Waddington, SVP of Product, Captify, Morys Ireland, Head of Data & Technology Services, Mindshare and Joanna Burton, Chief Strategy Officer at ID5 (moderator).

The highlights:

Third-party cookies have been around for a long time, so moving an entire industry away from its reliance on them is no small task. Companies have had to implement significant changes to rewire their business for a world without third-party cookies, and have been focussing on leveraging first-party IDs in order to test and ensure they continue to provide the same level of service to their clients.

It was called to attention that it is unrealistic to rely on first-party data alone – most advertisers do not have enough of it. Instead, other solutions, such as universal identifiers, must be implemented into their identity strategies to ensure a future-proofed transition into this next chapter.

Recent tests, such as the recent one conducted by MediaMath and ID5, prove the value of The ID5 ID for advertisers. IBM was able to create a retargeting segment of 1.4 million unique users and maximize its campaign budget with the average CPM being up to 21% lower across Apple iOS.

It was noted that a lot of tests have been conducted over the past year, with the majority being significantly activation centred. Eyeota’s Georgina Bankier believes that the next big focus for the year ahead is on measurement.

For this session, the speakers discussed all things omnichannel, from moving away from a siloed strategy to the benefits of an omnichannel approach, and more. Speakers: Piper Heitzler, Head of Growth, EMEA at Amobee, Simon Rochlitz, Customer Success Director at Semasio, and Davide Rosamilia, Director of Product Management at ID5 (moderator).

The highlights:

Amobee’s Piper Heitzler noted that enormous event in the world of identity in Europe was the deprecation of Tapad’s cross-device graph back in June 2021 – giving a 30-day notice to take the graph away from our platforms. After that, not only did we need an identity graph for today’s world, but we also needed something that was future-proofed and scaled across the fragmented ecosystem in Europe.

Another viewpoint was that over the past few years, many companies that are moving into programmatic have shifted their mindset from performance to value, which is a combination of price plus performance. This is what identity helps to provide: a basis of multi-domain cross-channel open internet tracking, frequency capping, and measurement. This gives these companies an idea of where programmatic adds value to their media plan so they can allocate budgets and share them accordingly.

ID5, in partnership with Amobee, enabled boutique wine brand Gusbourne to expand its reach by 76% and achieve a conversion rate of 95% while reducing CPA by 23% for a recent direct-response, cross-device display campaign. 

Finally, Heitzler also made it clear that they want to move into a world where publishers define the audiences themselves. Ten years ago, the eye of the DSP was much wider than the publishers’. DSPs have been able to see across every single domain and every single publisher and reaped a lot of the benefits. The pendulum is now swinging towards the publisher – where it should be. The publisher should be able to monetize, access, and see exactly how their data and traffic are transacting.

For this session, the discussion turns to how the digital advertising industry can clean up its reputation, the evolution of the TCF, and more. Speakers: Elena Turtureanu, Senior Compliance Director, Legal & Privacy at Adform, Townsend Feehan, CEO at IAB Europe, and Mathieu Roche, CEO and Co-founder at ID5 (moderator).

The highlights:

Much like the industry itself, reputational issues are complex and interconnected. However, factors that influence the negative perception of the industry amongst EU policymakers include:

IAB Europe’s Townsend Feehan suggested that dialogue and standardization can help address the legitimate grievances that industry and outside stakeholders have with each other. This includes standardizing transparency, accountability, ROI, and brand safety for advertisers as well as appropriately educating consumers on the value exchange. If we do not work this out together, there is a significant chance that we will see more regulation come into place and lose the information-and-choice paradigm.

Advertising is the business model that supports access to content and services for free based on the information and choice paradigm. To better fit this paradigm, Adform’s Elena Turtureanu suggested that the evolution of the TCF, and privacy, in general, may be largely influenced by the publisher and vendor side. Publisher compliance checks of the vendors are essential in achieving better transparency and control.