Week 3 | May 2024
Times Internet for Marketers
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In-Depth
Our industry has outgrown cookies, despite a deadline extension. Already, half of US consumer interactions lack third-party cookies. Yet, most marketers still heavily rely on them. We're slightly off course, but we can navigate the changes confidently with proactive testing.
The importance of rigorous testing: Testing is vital. Advertisers need to evaluate their reach and measurement capabilities across browsers and devices, tracking performance with and without cookies. Access to results and analysis is crucial for understanding ad effectiveness and outcomes. This evaluation helps advertisers decide on upgrades and refine their media mix for better engagement and growth. Shifting focus to new ad-serving methods that lessen reliance on third-party cookies is key.
Initiate your strategy: As advertisers embrace fresh strategies, collaborating with forward-thinking tech providers can make the transition easier. These partners offer testing and thorough reporting, enabling advertisers to concentrate on their campaign objectives. For example, a leading DSP seamlessly integrates with ongoing campaigns, assessing relevance and expanding reach. This facilitates informed decision-making and improved performance.
Eliminating reliance on third-party cookies: Direct relationships with advertisers and premium publishers globally offer insights into leveraging first-party and third-party signals for targeted ads. AI integration in DSPs enables predictive decision-making for message relevance, reducing reliance on third-party cookies and resulting in increased delivery to cookieless devices and browsers. This benefits advertisers with higher impressions and more efficient CPMs, while publishers gain enhanced addressability of inventory sources.
Industry News
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Disney+ Hotstar has launched version 2.0 of its self-serve platform ahead of the ICC Men’s T20 World Cup 2024, enhancing its initial August 2023 release. The updated platform supports ads in five languages—English, Hindi, Tamil, Telugu, and Kannada—and caters to live sports and entertainment. It offers extensive ad options, targeting flexibility, and special incentives for new advertisers. With automated campaign setup, real-time reporting, and budget flexibility, the platform aims to help advertisers of all sizes connect effectively with their audiences during and beyond the T20 World Cup.
Flipkart has launched Flipkart IRIS (Insights and Research Intelligence System), an advanced platform providing brands with detailed intelligence on customer behaviour. Designed to foster growth and informed decision-making, IRIS offers actionable insights tailored to brand performance on Flipkart. The platform provides comprehensive reports, comparative analysis, and user behaviour insights, helping brands optimize marketing campaigns, enhance customer engagement, and improve conversion rates.
NP Singh, Managing Director and CEO of Sony Pictures Networks India (SPNI), is stepping down after 25 years. With a 44-year career in the industry, Singh will shift to advisory roles focusing on social change initiatives. He has played a key role in SPNI's growth and success, establishing industry benchmarks and expanding the company’s reach. Singh will remain in his role until a successor is found to ensure a smooth transition.
WPP has integrated Anthropic’s advanced Claude AI models, including Opus, Sonnet, and Haiku, into its WPP Open marketing system using Amazon Bedrock, a managed service from AWS. This integration enhances WPP’s capabilities across creative, media, production, and commerce by leveraging AI to improve efficiency, quality, and scalability. Claude's models can handle complex briefs, generate high-quality content, and process various formats, benefiting WPP’s 114,000 employees and diverse client base.