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The big lieHow ad tech is butchering your
user: time to regain control
Alessandro De Zanche, Global Product Lead | Data Activation
Email: alessandro.dezanche@gfk.com | Twitter: @fastbreakdgtl
Is digital audience really an audience?
How can we
successfully
implement a Single
Customer View?
Imbalance within
the players in the
ecosystem and
different agendas make
it difficult
to fully and
effectively leverage
audience data.
What is the
current status
of the industry?
What goals: Funding? Exit strategy? Real value?
Ad tech
The publisherOften stuck between the past and the future,
unable to move on and hostage of ad tech
In between the advertiser and the
content, the advertiser and the user
The media agency
A resource to protect and support
or a cash cow to exploit until it lasts?
The advertiser
Is that all?
As we should see him
The user
As seen by many in ad tech
The user
Keeping the dangers at bay
Low barriers
to entry
Losing touch
with the user
Conflicting
agendas
Fragmentation
inside and
outside
We are not doing proper gatekeeping, giving away the long term
sustainability of the industry in exchange for short term revenue
What is affecting the value of your
digital audiences?
Siloed
data sources
Lack of
expertise
Legacy
platforms
Teams
working in
isolation:
adv & mktg
Fragmentation from inside your organization
Incomplete
views of the
same user,
depending on
vendor
Data Points
vs.
People
Obsession
with reach vs.
depth, quantity
vs. quality
Missing
context =
wrong
assumptions
Ad tech (and media agency) induced data fragmentation
What is affecting the value of your
digital audiences?
Homogeneous demographic twins
may differ completely…
Prince Charles Ozzy Osbourne
male male
1948 1948
UK UK
wealthy wealthy
dogs/Alpsdogs/Alps
2 children2 children
Gender
Age class
Interests
Income
Place of residence
Household size
To understand behaviours it is
necessary to dig deeper…
Values are dominating our decisions …
Romance
Wisdom
Tradition
Tolerance
Wealth
Creativity
Respecting ancestors
Faith
Enduring love
? ? ?
?
?
?
?
?
? ?
???
Status
Stable personal relationships
Looking good
Preserving the environment
Friendship
FamilyHaving fun, excitement
Helpfulness
Individuality
Duty
Learning
Health
Authenticity
“…they do this, because they impose rules to us under which we decide (unconsciously) on what is good or
bad, what is true or false, what is tasteful or nasty, acceptable or unacceptable.”
“…they are a more or less unconscious basis of our living and consumption decisions.”
Dr. Eike Wenzel, Oliver Dziemba; Wie geht es der Welt?; 2008
Converging media channels have challenged the conventional
path to purchase
We need to understand the contribution of each touchpoint (TV/digital/offline) to the
purchase decision if we are to drive new customers to buy.
Be aware of the receptivity issue
Increased number of touchpoints leads to information overload and consumers can opt in and out from hearing from your
brand when they want to.
It is crucial to tell the right message at the right time to your audience.
Conclusions
Conclusions
Choosing the right approach
Value the relationship
with your users
Choosing the right approach
Nurture and treasure
your users’ data
Conclusions
Choosing the right approach
Improve your company's knowledge,
leverage experts
Conclusions
Choosing the right approach
Conclusions
Hire the right people
Choosing the right partners
Conclusions
Choose
Ad-tech players
that talk to each
other
Demand
transparency
It's your user,
it’s your data,
it's the future
of your
business.
Your point of contact
+44 207 890 9957
Global Product Lead | Data Activation
Alessandro De Zanche
alessandro.dezanche@gfk.com
Thank you very much
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