NinaData Announces Registration to IAB Europe’s Transparency and Consent Framework
June 6, 2024Cutting down the carbon footprint of Contextual Intelligence with LLMs and Efficient Crawling
August 28, 2024
NinaData had Robert Kelly and CTO Kimmo Valtonen present at the largest gathering of programmatic leaders in Europe and APAC during two days on May 22-23. Europe’s top advertisers, agencies, publishers and tech providers covered all the pressing challenges and opportunities faced by programmatic and digital media leaders.
Key messages from key speakers and panelists were:
- Cookies are going away. They have already gone away for the greater part of the inventory.
- Waiting for Google to finalize the transition is not clever. Advertisers should already be intensely testing and preparing.
- There are several frameworks to use: first-party data, universal IDs and contextual targeting. All have their role to play.
- Marketing used to be probabilistic before the cookies, and now it is returning to it through contextual advertising.
- Cookies have always given a false sense of precision.
Across several presentations, the value of real-world case studies over theoretical scenarios was raised to be critical for the success of the forthcoming transition, so everyone should already start building their portfolio with contextual suppliers.
A number of contextual players were present alongside NinaData, and contextual solutions were highly visible. We discovered in numerous discussions that our new WordIntent product is unique and that there is interest in it, as advertisers are indeed looking for transparent alternatives to search marketing.
Further, it might be noted that though there were plenty of brands and specialists presenting, some of the largest programmatic players, such as The Trade Desk, were either absent or low-key in their participation. There also did not appear to be yet a crystallised, shared agreement on what the post-cookie world would exactly look like, and discussion on how precisely the open web fits in with the larger advertising ecosystem, including CTV, programmatic radio, etc. is still an exciting development phase. Also, DOOH and retail media were not nearly as prominent as earlier.
