Navigate a Cookieless World with First Party Data Mastery
While the digital advertising world is always evolving, the phasing out of third-party cookies by Chrome and Apple’s iOS privacy update have compelled advertising giants to reassess their strategies. With nearly 83% of marketers traditionally relying on third-party cookie data for digital campaigns, a paradigm shift is essential.
Enter the era of First Party Data, where ETML, as a data pioneer, has already marched ahead by delivering advertising infrastructure built on this innovative approach.
One of the used case scenarios would be : ETML’s Adbytzz playing a pivotal role in First Party Data Activation, Full Funnel Optimization and Quality Audience Cohort Building for an Online Payment App. Through a comprehensive diagnostic study, they seamlessly traced the user journey beyond ad-panels and MMP’s data, providing actionable insights for scaling effective campaigns, constructing high-quality audience cohorts, and identifying optimal optimization signals. This success story underscores the power of a data-driven approach, leading to strategic budget reallocation and increased efficiency in acquiring quality customers by utilizing First Party Data
Read the caselet for a glimpse into the next era of advertising in a cookieless digital world.
1. INDUSTRY BUZZ :
Reliance-Disney merger a threat to Google-Meta duopoly?
Reliance Industries and The Walt Disney have announced a merger between Viacom18 and Disney Star, forming India’s largest media company. With an anticipated 40% TV advertising and 42% TV market share, the merged entity is predicted to have a 34% digital OTT market share in 2023, catering to over 750 million viewers globally. While experts suggest the new company could challenge tech giants like Google and Meta, it may primarily impact the ad revenue pie in the OTT space, especially against YouTube. The merger is set to dominate the sports market, controlling 75-80% of India’s sports AdEx, presenting a challenge to global OTT platforms.
Expansion of YouTube CTV ads measurement key step forward for global Nielsen ONE strategy
Nielsen, a global leader in audience measurement, is teaming up with Google to extend its measurement of YouTube ads on Connected TV (CTV) into 11 international markets. This expansion integrates YouTube CTV measurement into Nielsen ONE Ads, providing advertisers with comprehensive insights into audience reach and frequency metrics. The markets covered include India, Australia, Germany, Indonesia, Italy, Japan, Mexico, the Philippines, South Korea, Thailand, and the UK. This move enhances Nielsen’s cross-platform campaign measurement product suite, offering advertisers a more complete understanding of their campaigns across various platforms globally.
PhonePe launches Indus Appstore to rival Google Play Store in India
PhonePe has introduced Indus Appstore, an Android-based mobile application store in India, directly competing with Google’s Play Store. With over 200,000 apps and games available in 12 Indian languages, the move aims to tap into the rising mobile usage in India. PhonePe has waived app listing fees for developers until April 1, 2025, and uniquely allows developers to choose any third-party payment gateway. Indus Appstore facilitates the download of apps and games in 45 categories, catering to 95% of Indians’ language preferences, along with a new short-video discovery feature for engaging app exploration.
- ETML SPEAKS:
ETML wins the Google Premier Partner Awards 2023 for “Workplace Excellence”
We’re grateful to announce that ETML has received the Google Premier Partner Award 2023 for Workplace Excellence in India. Over the years, we’ve strived to instill a culture of excellence across our company and this accolade not only honors our achievement in doing so but also underscores the outstanding commitment and teamwork of our entire staff. Here’s to many more in the coming years!
To expand the lead campaigns for a U.S.-based “Indian Music Classes” brand targeting Indians, two main challenges were faced: a small target audience and limited searches using specific Indian-related keywords. The solution focused on recognizing the Indian persona in searches, broadening the target audience. Utilizing YouTube Video Action Campaigns with “Custom Intent” audiences based on Indian-related keywords proved successful. Click here to read more.
- DATA & ANALYTICS:
Google Analytics 4 launches default Google Ads report
Google Analytics 4 has introduced a new default Google Ads report, now accessible in the performance reporting section of your account. To use this report, you simply need to link your GA4 profile with your Google Ads account. This inclusion simplifies data access, helping you analyze what’s effective and where improvements are needed, streamlining campaign optimization. To find the report, go to the Advertising section, click on “Performance,” and then select “Google Ads.” Google emphasizes linking your ads account to continue receiving these insights for effective campaign management.
Top 8 Marketing Attribution Tools and Software for 2024
Marketing attribution tools are essential for shedding light on the impact of marketing efforts. They track various interactions, such as social media posts and email campaigns, assigning credit to each touchpoint to reveal their contribution to conversions. These tools eliminate guesswork, helping identify effective channels, optimize budget allocation, and calculate the return on marketing investment. Explore the top attribution tools for 2024 that would empower your data-driven decisions, uncover hidden customer journeys, and enhance the overall effectiveness of your marketing strategies.
Google Analytics 4 launches new trend detection insight
Google Analytics 4 has introduced a trend change detection feature that focuses on identifying slow, long-term changes in data, providing a more detailed view compared to traditional anomaly detection. This tool is valuable for spotting both sudden and extended trends, offering deeper insights for data-driven decision-making and optimization. Users can find trend change data in the Insight card within the Insights and Recommendations section on the GA4 homepage, visible in Reports snapshot, Advertising snapshot, and the Insights hub.
- GROWTH STACK:
‘It’s business critical’ — How 3 global brands are preparing for a privacy-first future
Today, airlines are facing the dilemma of catering to customers who desire personalized services based on their travel habits but are hesitant to share personal information online. This challenge is prevalent across industries, especially with the phasing out of third-party cookies. To address this, a new wave of AI-powered solutions is emerging, and three Google tools – Google Analytics 4, enhanced conversions, and consent mode – are proving highly effective. These tools are exceeding expectations in building customer relationships and enhancing performance for prominent European brands like SEAT, Air France, and Intersport. Click here to read more about it.
From Digital to TV+Print: Are D2C firms headed for brand building now?
Digital Performance Marketing has been crucial for D2C brands, but now, they are increasingly investing in brand building amid a shift in strategies. Top Indian D2C brands are reallocating their ad budgets to establish brand identity after trimming overall marketing spends. The D2C market in India is poised to reach $30-35 billion by 2027, showing substantial growth potential. As these brands mature, the focus on brand building becomes vital for long-term sustainability and differentiation. Traditional media channels, particularly TV, offer broad reach and effective brand awareness, supplementing D2C brands’ growth strategies.
