Optimizing media buying in privacy first era — Rohit Maheswaran // Lifesight

Show Notes

• 03:06
  The shift toward a privacy first era in the data landscape

  Advertising has always worked, even before advanced tracking methods emerged. The challenges arise from changes in attribution tracking-based methodologies and marketers ability to keep up with the rapid, sometimes random, nature of these changes.
• 04:46
  Adapting to a third party cookieless future

  The future of marketing will revolve around first-party data and building a robust first-party data strategy, prioritizing data ownership and quality. With third-party cookies going away, marketers need to adapt to new data-driven approaches and reduce reliance on platforms.
• 06:54
  The future of the open web

  The open internet is not going away; it will remain a vital space for various media forms, such as CTV. While it may face challenges in market share, the industry is adapting with consent-based approaches and alternative identifiers like mobile IDs and hashed emails.
• 09:27
  Balancing personalization and privacy in marketing

  Marketers can strike a balance by managing first-party data with strict consent and using CDPs for consent management. They should focus on building a solid data foundation and re-educate themselves to leverage a range of marketing tools beyond traditional attribution tools.
• 12:45
  Consent based data collection

  Brands must get creative with data collection methods beyond cookie banners to motivate consumers to share data. The key is to secure that initial consent, which paves the way for effective data collection and personalized marketing efforts.
• 14:51
  Companies successfully using Lifesight for media buying

  A leading retail group adopted Lifesight's solution end-to-end, leveraging first-party data for enriched insights. The result: a 50% improvement in reach accuracy, a 30% reduction in cost per acquisition, increased ROAS, and the ability to trim marketing budgets while sustaining sales growth.
• 16:11
  Ensuring data privacy while fostering collaboration between teams

  In the mentioned example, a data team is responsible for compliance, data privacy, and customer data management. Consent signals from the website are integrated into a CDP to update customer profiles, and the data team ensures visibility into trends and compliance