‘Cookies are terrible, inefficient & old technique for audience data’
By Bhawana Anand - October 16, 2020
OOH industry must break the silos and start conversations with omnichannel media, assert tech leaders
The ‘DPAA Video Everywhere Summit 2020’ concluded with a panel discussion on the topic ‘A World Without Cookies: What does this Mean for DOOH?’. The session, addressed by Mike Pisula, VP Technology & Partnerships – Xaxis; Ari Buchalter, CEO – Place Exchange; Grant Simmons, VP Client Analytics – Kochava; and chaired by David Moore, CEO – BritePool, brought home the understanding that cookies are “terrible, inefficient and an old technique to source audience information”. However, the panelists also pointed out that it would be challenging for DOOH to explore new ways to obtain audience data.
Pointing to the steps required in the direction of audience data, Ari Buchalter said, “Foremostly, the OOH industry must break the silos and start conversations with omnichannel media. While there can be other platforms to replace the audience signals, measurement will remain crucial for the business. There has to be a statical approach towards aggregating audience data”.
Mike Pisula was of the view that while the road ahead for the business could be bumpy “contextual targeting” would help the players to stay the course. “There are thousands of brands looking to target audiences and there is a huge number of audiences interested in brands. Hence, there is a need to build conversations and that can be done via an omnichannel strategy,” he articulated.
1st party data can also be a solution as per Grant Simmons. He mentioned about mobile data that is built on real time feedback from consumers. “There is a need to work around replacing cookies with building an ecosystem that answers marketing conversations,” he said.
In regard to privacy issues, Ari mentioned that consumer permission is paramount. Since OOH doesn’t have a direct connect with audiences, getting consent will become a secondary process.
The panellists also pointed out that AR, VR, AI and ML can be great replicants for cookies. “Though it is yet to be seen how much audience will accept innovations like facial recognition. However, embracing technology can be helpful in targeting audiences. OOH will need to be technology driven for audience engagement,” summed up Mike.