With the current shift and upcoming changes happening in the industry, companies by now have realized that one of the most important assets to future-proof their business for the cookieless era is their first-party data and the quality of such data.
In the latest episode of our Identity Architects podcast our Director Sales CE Dennie Trost sat down with Dajana Manthey, CRO at Opinary, to discuss identity, collaboration, understanding the consumers, intent to buy, and more.
“In the US there is a strong tendency towards data clean rooms and the willingness to make one's own data usable for others is definitely increasing. Whereas here [in Germany] I feel the status quo is still completely unimaginable. That's why I personally believe that in the short term there will be a lot of silo solutions until the market starts to realize that this cannot work in a scalable way.”
The data clean room trend has definitely reached Central Europe, with more companies discovering how to use them and the benefits they deliver. But there are still lingering questions around the future of identity - for without identity, how will companies collaborate?
“I think we will see a lot of hybrid models at first and you will soon realize that it's not always about the technology, but in the end, it's about the data quality and the question of how scalable is the data you own.”
And like all of us Dajana agrees that having only one solution to solve it all could carry significant risk. But how are the preparations for the cookieless era going in Central Europe specifically?
“I feel like many publishers and advertisers are still not ready for the age of cookieless. I mean, we're now in May 2022. And I am really amazed how few publishers and advertisers are currently in the stage of testing new technologies and possibilities and learning real lessons. And sooner or later it will lead us to giving even more budgets to the walled gardens, I think, and only very few feel the responsibility that comes with it.”
Giving the walled gardens even more data and with it more power than they already have. So what can we do now - collectively as an industry to keep this from happening?
“Both advertisers and publishers are missing the type of data that we call intent data, and even if there's first-party data, the data points are simply just not sufficient enough to identify users, and it is intentional data that's missing. To make truly meaningful assumptions about a user.”
This is what it all comes down to - the consumer, their needs and benefits to them. Getting as deep and holistic insights as possible to determine interests, needs and intent, as Dajana mentioned.
“Just because the user is reading an article in the automotive environment does not mean that they are willing to buy the next car. And just because the article is specifically about electromobility that also does not mean that the user is imagining switching to an electric car. We need to understand, does this user need a car to even get around, and if so, what for? [...] It's about personalization and it's also about the willingness to pay for it. [...] What I truly believe in is that we need intent data and this is the biggest challenge in the open web.”
Thanks, Dajana Manthey, for the chat.