AWNY24 Session Recap: Privacy Hijacks Signals: Future-Proof 1P Data with Real-Time Data Collaboration

Future-Proofing 1P Data with Real-Time Data Collaboration

The Advertising Week New York 2024 conference brought together industry leaders to discuss the latest challenges and innovations in marketing, advertising, and tech. SCUBA, a pioneer in real-time collaborative decision intelligence, hosted a session titled "Privacy Hijacks Signals: Future-Proof 1P Data with Real-Time Data Collaboration." Tony Ayaz, SCUBA CEO, sheds light on the real issues, the path forward, and how leading brands and publishers leverage modern 1P data strategies to win.

Key Takeaways

In this blog, we'll summarize the key takeaways from the session and explore how SCUBA's technology is helping leading brands and publishers succeed in the privacy-driven AI economy.

• How Privacy is Impacting Signal Loss
• The foundational requirements of a modern 1P data strategy
• How leading brands and publishers are succeeding with a modern strategy

How is Privacy Hijacking Signals?

The pursuit of privacy inadvertently hijacks signals in the advertising industry, rendering them incomplete, inaccurate, or obsolete. As regulations like GDPR and CCPA impose stricter controls on data collection and usage, the availability of high-quality signals is dwindling. The hijacking of signals by privacy measures also introduces significant latency into the advertising ecosystem. Delays in signal processing and transmission hinder real-time decision-making, forcing advertisers to rely on stale or incomplete data.

• Privacy regulations and consumer expectations are leading to signal loss. Regulations like GDPR and CCPA limit data collection, leading to incomplete or inaccurate signals. Consumers also expect transparency and control over their data, further impacting data availability.
• The ad tech industry is fragmented and complex. With over 8,000 vendors and an average of 5.4 DMPs per marketer, managing data is challenging and inefficient. This fragmentation results in high ad spend wastage.
• Campaign measurement is complicated and often unreliable. Independent exposure tracking is nearly impossible, and sample limitations make measurement challenging. Managing matches across environments and integrating media further complicates the process.
• ID bridging lacks standardization. Multiple ID solutions exist without a universal standard, hindering system communication and reconciliation.
• Data clean rooms are not a panacea. While touted as a solution, clean rooms are expensive, difficult to integrate, and not designed for the scale of modern data ecosystems.
• Significant negative impact on business. Some of the consequences are reduced ROI, increased costs, and revenue loss.

The Future of MadTEch: The Importance of a Modern 1P Data Strategy

Companies must reevaluate their tech stack and adopt a modern 1P data strategy to overcome signal loss. They must prioritize real-time data collaboration and self-service decision intelligence. This requires purpose-built technology that can handle the complexity and speed of data processing while ensuring data security and privacy.

Critical requirements for a modern 1P data strategy include:

• Decentralized data collaboration at scale
• Real-time event data availability
• Privacy-enhancing technology
• Interoperability
• Flexible ID-bridging
• Decision intelligence
• Seamless activation

The future of MadTech hinges on speed, AI-driven insights, embracing data silos, navigating the fragmented ID landscape, harnessing time-series intelligence, and empowering marketers with self-service decision intelligence. By adopting these strategies, businesses can unlock new opportunities, improve efficiency, and drive growth while ensuring the highest data privacy and security standards.

The future of data management in the advertising industry lies in embracing decentralization and collaboration across data silos through federated data collaboration. This approach prioritizes data security and privacy while enabling real-time insights and compliance. The industry must also use a different approach to the complex identity landscape to navigate the fragmented identity landscape. It must focus on flexible technologies that work across multiple ID frameworks. Time-series intelligence, derived from the timeline of events and interactions within advertising, is crucial for AI-driven decision-making and effective campaigns.

Lastly, the shift towards self-service decision intelligence empowers marketers with accessible data insights and AI-driven analytics, enabling real-time, data-driven decision-making and campaign activation. 

SCUBA's Solution

SCUBA is the only time-series analytics data warehouse optimized to streamline 1P data across channels into unified intelligence for active measurement. SCUBA’s Privacy Enhancing Technology provides an “on-demand” approach to privacy but continues to deliver actionable insights without compromising privacy. SCUBA enables companies to analyze data across any partner or geographic location and anonymize data at ingestion to ensure integrity while providing full audit capabilities to satisfy compliance teams.

Download the complete presentation from SCUBA’s Sesssion: “Privacy Hijacks Signals: Future-Proof 1P Data with Real-Time Data Collaboration” AWNY24!

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