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Harnessing the Power of Retail Media in Digital Advertising

Choozle — Tue, 08 Oct 2024 06:25:42 +0000

Retail media is taking a strategic position in the digital advertising space, emerging as a powerful, future-proof channel to bring brands closer to their target audiences. According to a recent forecast by eMarketer, omnichannel retail media ad spend is set to hit $59.98 billion in 2024. With such substantial investment flowing into this channel and a growing demand for first-party data, it’s clear that many other businesses will seek to capitalize on the opportunities presented by retail media. In this blog, we’ll outline what retail media is and how you can capitalize on this advertising opportunity.

Leveraging Data for Precision Targeting

Successful retail brands are capitalizing on the rich reservoirs of data housed within major retailers’ ecosystems. By tapping into finely-tuned, purchase-based audiences, these brands achieve closed-loop measurement, accurately attributing online and in-store sales to their digital campaigns.

Retail media allows advertisers to target specific audiences based on their shopping behaviors, preferences, and demographics. This targeted approach enhances the effectiveness of advertising campaigns by reaching consumers who are more likely to be interested in the products or services being promoted.

Despite uncertainties surrounding cookie-based targeting and shifts towards opt-in advertising, retailers remain resilient, leveraging their vast repositories of first-party consumer data to drive personalized ad delivery and measured performance.

What is retail media?

In brief, retail media refers to advertising strategies where brands collaborate with retailers to reach their target audience. When you think of retail media, you probably think of more traditional examples, like branded in-store end caps or coupons and catalogs via direct mail, but modern retail media has evolved significantly with the digital transformation of the industry.

By becoming a more integral part of the digital marketing landscape, retail media has become a mechanism where brands can leverage the data and, in many cases, the on-site inventory of their retailers and their respective platforms to promote their own products or services. Today, retailers are rolling out their own advertising platforms (see: Walmart Connect, Amazon Ads, or Kroger Precision Marketing) or partnering up with industry-leading buy-side platforms to provide advertisers the ability to target against their first-party, purchase-based audiences and accurately measure the corresponding performance and impact of their marketing efforts. So which retailer is leading the charge?

Diversified Placement Opportunities

As retail and ad tech continue to merge, retailers are expanding their array of media placement options significantly. These encompass “on-site” advertising opportunities, which involve showcasing ads and videos directly on the retailer’s own websites or apps (for instance, Amazon Sponsored Product Ads). Meanwhile, there’s also what’s commonly known as “off-site advertising,” where retailers furnish advertisers with the necessary data to target their customers across third-party channels like Connected TV (CTV) streaming platforms, diverse web publishers, or social media platforms. Notably, all this is accomplished while leveraging the invaluable audience data inherent in their respective retail platforms.

4 Strategies for Retail Media Success

In the dynamic world of retail media, savvy brands are capitalizing on the wealth of data provided by retailers to execute highly effective omnichannel campaigns. These campaigns employ a diverse array of targeting strategies, each tailored to engage and resonate with specific audience segments, such as:

1. Competitive Conquesting: This tactic empowers advertisers to zero in on consumers who have previously or frequently purchased products from their competitors. Depending on the retailer’s capabilities, this approach can vary from broadly targeting frequent purchasers of products within your category to more precisely retargeting individuals who have recently bought specific items from your competitors.

2. Retargeting Past Purchasers: Particularly impactful for brands in industries like CPG, F&B, and apparel, retargeting past purchasers serves as a potent method to re-engage with an existing customer base. Whether the aim is to advertise a sale, introduce a new product, or maintain brand awareness, this tactic stands as a cornerstone within retail media, consistently delivering strong results across diverse campaign objectives.

3. Excluding Past Purchasers: Leveraging the same past purchaser data, many brands opt to exclude these individuals from their targeting efforts to ensure their ad impressions aren’t wasted on users who have already made a purchase and are no longer potential customers. This tactic is commonly employed by brands with a focus on one-time purchases, such as appliances or consumer electronics.

4. Targeting Lifestyle and Past & Predictive Category Buyers: Targeting Lifestyle and Past & Predictive Category Buyers: An essential aspect of retail media strategy involves leveraging retailer-syndicated lifestyle and purchase category segments to connect with the desired audience. Whether it’s a burgeoning healthy snack brand seeking out regular purchasers of organic or health-conscious products, or a pet food brand aiming to increase awareness among new or existing pet owners, this tactic serves as a fundamental upper-funnel approach for all retail media campaigns.

In summary, retail media is important due to its ability to target consumers effectively, provide valuable data insights, accurately measure results, and enhance the overall shopping experience. As the retail landscape evolves with technological advancements and changing consumer expectations, retail media is poised to become an even more crucial marketing strategy moving forward.

Ready to get started?

With Choozle, you gain access to a network of top-tier retailers and buy-side platforms, allowing you to execute strategic and high-performing media campaigns seamlessly. Whether your brand is featured on Amazon, Walmart, Target, Kroger, Albertsons, Walgreens, Meijer, Drizly, Fanatics, or any other major retailer, we’ve got you covered.

If your brand is already selling through these retail channels or simply interested in exploring the potential of retail media, our team is here to help. Reach out to us at sales@choozle.com, and let’s schedule a call to discuss how Choozle can tailor a solution to meet your specific marketing objectives. Let’s elevate your brand together.

Hunter Phillips

Hunter Phillips is the Director of Business Development and Learning at Choozle and is passionate about helping companies drive growth through marketing technologies. Throughout his seven-year tenure with Choozle he has worked in various roles across AdOps, Product, and Partnerships. Before Choozle, Hunter led marketing efforts for several early-stage technology companies. Outside of work, Hunter spends his time traversing Colorado outdoors with his rescue pup, Pepper, and exploring all the new restaurants and live music Denver offers.

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Sleigh Your Sales: The Ultimate 2024 Holiday Advertising Strategy

Choozle — Thu, 22 Aug 2024 16:46:16 +0000

As the holiday season approaches, it’s not just about decking the halls—it’s about crafting the perfect advertising strategy to capture consumer attention and drive sales. The 2024 holiday season presents a golden opportunity for brands to shine, but with fiercer competition, it’s essential to have a well-planned and executed advertising strategy. This guide will help you unwrap the secrets to a successful holiday advertising campaign, ensuring you’re not just a part of the holiday buzz, but leading it.

Start Early: The Early Bird Gets the Sale

In the world of holiday advertising, timing is everything. While it might feel like summer just ended, savvy marketers know that holiday campaigns must start early—much earlier than you might think. More than half of consumers begin their holiday shopping in October or earlier, and nearly a quarter start as early as August. This trend highlights the importance of getting your holiday campaigns up and running well before the first frost.

Key Strategy: Launch your holiday advertising campaigns by late summer or early fall. Early engagement captures eager shoppers and establishes your brand’s presence in the competitive holiday landscape.

Holiday Advertising Checklist: Your Blueprint for Success

As you prepare for the holiday rush, a strategic plan is essential. Here’s a checklist to guide your holiday advertising efforts:

Understand Consumer Sentiment: Tailor your advertising to match the mood of your audience. Are they seeking luxury, or are they budget-conscious? Craft your messages to resonate with their current mindset.
Omnichannel Approach: Implement an integrated advertising strategy across online and offline channels, including programmatic, search, social media, and in-store promotions.
Consistent Messaging: Ensure your holiday message is consistent across all platforms, reinforcing your brand identity and offers.
Personalization: Use diverse audience segmentation to deliver personalized ads that speak directly to different consumer groups.
Retargeting: Focus on high-value targets like cart abandoners and previous holiday shoppers. Retargeting these groups can significantly boost conversion rates.
Performance Measurement: Equip yourself with tools that allow you to measure the effectiveness of your ads in real-time. Adjust your strategy based on what’s working and what’s not.

This checklist isn’t just a one-time guide—it’s a dynamic plan that should evolve as the holiday season unfolds.

Retail Media Networks: The Star of Your Holiday Strategy

Retail media networks are becoming the cornerstone of effective holiday advertising. Partners like Target (Roundel) or Walmart Connect offer unparalleled access to first-party data, allowing for precise targeting of holiday shoppers.

Why Retail Media Should Be Your Focus:

Unmatched Data Accuracy: Retail media networks utilize deterministic data, sourced from loyalty programs and purchase histories, ensuring your ads reach the most relevant audience.
Long-Term Value: The wealth of historical customer data available through retail media networks provides insights into life stages and lifestyle segments, allowing for more accurate targeting.
Scalability: Retail media enables you to scale your holiday campaigns efficiently, reaching a vast audience while maintaining targeting precision.

Pro Tip: Leverage first-party data from retail partners to refine your targeting. This approach will help you reach high-intent shoppers more effectively and maximize your return on ad spend.

The Power of Connected TV: Where Holiday Dreams Are Made

Connected TV (CTV) is a rising star in the holiday advertising scene. With 43% of CTV users finding TV ads helpful for holiday shopping and 72% willing to scan a QR code from a TV ad, it’s clear that CTV is an essential component of any modern holiday campaign.

Why CTV Should Be on Your Nice List:

Deep Emotional Impact: TV remains one of the most effective platforms for storytelling, allowing brands to connect with audiences on an emotional level that drives purchase decisions.
Cross-Device Reinforcement: CTV viewers often use multiple devices simultaneously. Cross-device targeting can reinforce your holiday message across platforms, increasing the likelihood of conversion.
Interactive Elements: Incorporating interactive features like QR codes in your CTV ads can engage viewers directly, making it easy for them to transition from watching to shopping.

Incorporating CTV into your holiday advertising strategy can help you create memorable brand experiences that resonate with consumers long after the season ends.

Social Media: The Holiday Mall of the Digital Age

Social media platforms have transformed into digital shopping malls where consumers discover, research, and purchase holiday gifts. Platforms like Instagram, Facebook, and TikTok are not just social networks—they’re crucial advertising channels that can drive significant holiday sales.

Maximizing Social Media for Holiday Advertising:

Engagement and Discovery: Use visually compelling and holiday-themed content to capture attention and inspire gift ideas.
Influencer Marketing: Partner with influencers to showcase your products in an authentic, relatable way that resonates with their followers.
Shoppable Posts: Utilize features like Instagram Shopping and TikTok’s Spark Ads to enable direct purchases, shortening the customer journey from discovery to conversion.

Pro Tip: Focus on creating high-quality, engaging content that blends seamlessly into the social media experience. Holiday-themed campaigns that align with current trends can help your ads stand out in a crowded space.

E-Commerce Advertising: Sleighing the Holiday Season

E-commerce continues to be a powerhouse during the holiday season, with sales projected to rise by 9.5% in 2024. Despite concerns about consumer spending, e-commerce will play a critical role in driving holiday sales.

Key E-Commerce Advertising Strategies:

Mobile Optimization: Ensure your e-commerce site is mobile-friendly, as mobile shopping will account for a significant portion of holiday sales.
Speedy Shipping: Promote fast and free shipping options in your ads to meet consumer expectations and reduce cart abandonment.
Personalized Ad Experiences: Use data-driven insights to create personalized ad experiences that resonate with individual shoppers.

Capitalizing on these e-commerce trends can capture a larger share of the holiday market and turn seasonal shoppers into loyal customers.

Amazon DSP: Your North Pole for Holiday Advertising

Amazon’s Demand-Side Platform (DSP) offers holiday advertisers a sleigh full of opportunities. With access to exclusive inventory on platforms like Prime Video, FireTV, and Twitch, Amazon DSP allows you to maintain a strong, consistent presence throughout the holiday season.

Leveraging Amazon DSP for Holiday Success:

Precision Targeting: Amazon’s proprietary data lets you target shoppers based on real-time behaviors, interests, and lifestyle segments.
Exclusive Inventory: Gain access to premium ad placements on Amazon-owned properties, ensuring your brand is visible to millions of engaged holiday shoppers.
Cross-Channel Consistency: Use Amazon DSP to integrate your advertising efforts across devices, creating a seamless experience for consumers as they move through the holiday shopping journey.

Incorporating Amazon DSP into your holiday advertising strategy will help you reach the right audience at the right time, driving conversions when it matters most.

Conclusion: Wrap Up Your Holiday Advertising with a Bow

The 2024 holiday season offers boundless opportunities for brands that are prepared to innovate and adapt. By starting your campaigns early, leveraging retail media networks, embracing CTV, and making the most of social media and e-commerce, you can create a holiday advertising strategy that stands out in a crowded marketplace.

Remember, the key to holiday advertising success lies in an omnichannel approach that keeps the consumer journey at the forefront. As the season progresses, stay agile, measure your results, and refine your strategy to ensure you’re not just participating in the holiday season—you’re leading it.

Here’s to a season of successful holiday advertising and record-breaking sales!

About the Author

Kelsey Greissing, Director of Client Strategy at Choozle, brings extensive media expertise to the team. Her career began in political media before she transitioned into the diverse realm of digital, encompassing major media outlets, the publisher side, the agency side, and now, the DSP world. Kelsey is passionate about exploring innovative opportunities and out-of-the-box ideas, aiming to craft strategic, tailored marketing experiences for every client. She thrives on collaborating with clients and cross-functional teams to bring campaign visions to life. When not building proposals or exploring the latest industry trends, Kelsey enjoys discovering new restaurants with her husband, Brendan, and their pup, Kobi, and adding to her Goodreads 'Want to Read' list.

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Taking a Full-Funnel Approach to Paid Search

ANNIE WISSNER — Thu, 30 May 2024 05:20:42 +0000

When we talk about effective channels for reaching customers, the first that often comes to mind is paid search advertising. It promises to put your message right in front of the people and raise brand awareness. A lot of top-of-the-funnel channels do a great job of finding large amounts of people who might be interested in your product, all while providing little tangible proof that your advertising did the job. Additional studies show that just five percent of a brand’s audience is “in market” at any given time.

If you only use paid search for capturing customers at the end of the purchasing process, you’re shortchanging yourself. Every click, whether it’s for research or quick clicking, is part of a potential customer’s journey to a sale. So you might as well take advantage of paid search across all three stages of the marketing funnel. Oh, and by the way, if you’re not already hip to what a marketing funnel is, we’ll give you a brief primer after we make our case.

The benefits of a full-funnel approach

A connection is formed from top to bottom in a full-funnel strategy that aligns resources, goals, and measurement. The strategy also learns from the testing of off-brand assets that paid search can be present at every stage of the funnel and when it is, it has a significantly better effect than in-funnel assets. In a willful inversion of the received wisdom on paid search, we argue that the best way to grow the business impact of your paid search programs is to invest more in off-brand assets that drive more prospects into the funnel.

How you use search to improve key performance indicators (KPIs) hinges on the stage of the marketing funnel you are trying to optimize. Each stage benefits from a somewhat different way of doing paid search.

At the top of the funnel, you use paid search to increase the number of people who see your ad (reach), which can be done via broad keywords, generic ad text, and open targeting. As you move down the marketing funnel, you use paid search to try to get these same people to take some sort of action (conversion), and you try to get them to take action sooner (influencing the timeline toward conversion). At the bottom of the funnel, you use paid search and paid search alone to create demand and ensure that, whenever a potential customer converts, you get the credit.

Top of funnel

Using paid search at the top of the funnel—also known as the awareness stage—offers many opportunities to reach prospective customers. Non-branded paid search is an effective awareness tactic that zeroes in on the “I’m searching for info” moments in a job search to connect with people using your top-of-the-mind terms. When you’re new to the scene, these are the non-name search terms or queries that (when tapped) then create that first important connection with a searcher that gives them increased awareness of your brand and what it has to offer.

Attempt running distinct paid search initiatives for keywords that aren’t associated with our brand. You’ll bid on the names of our competitors as well as general industry keywords. Make sure the ad copy is friendly and informative, creating the appearance of a company with which the prospective customer might like to do business. For calls to action, invite the prospect to “learn more” or “browse now” rather than “buy today.” Remember, you’re creating a top-of-funnel campaign to generate the interest that is the very first step toward conversion. And then, pay attention to the awareness metrics. You don’t want a top-of-funnel campaign to just appear as though it’s generating a lot of impressions. You also want to make sure you’re achieving that impression with a lot of people.

Mid funnel

Your goal in the middle of the funnel is to get searchers to consider your brand after they click on a paid search ad. If you have remarketing tags set up, you can come at searchers from all sides and send them deeper into the funnel. At the middle of the funnel, you can start using keywords that lean more into specific details within your industry or speak to a potential direct comparison between you and a competitor. Knowledge of your audience is really key for this stage.

Bottom of the funnel

In the final stages, your paid search should target keywords for branded searches. At this point, you’re searching for customers who already have a strong affinity for your brand. They likely already know your name and are using you as a trusted source. Their searches will include product names and the like, ensuring that you make appearance when they’re interacting with the search engine results page (SERP).

You can also bid on very specific product names, ensuring that, for example, you’re the first result when the user inputs “Nude Palette.” Because these keywords have such a strong connection with your brand, they tend to have lower competition and click rates. Finally, after passing through this stage, we’re able to track mirrored revenue.

Some final ideas

Achieving brand growth and conversions at all funnel stages through the use of a full-funnel paid search strategy is not easy, not every business can pull it off. It takes a high level of expertise to get it right, and not every account manager at every paid search agency is skilled enough. However, when it is done right, it works. And we’re not just talking about paid search at the very top of the sales funnel either; we’re also talking about driving people back to your site with top funnel content.

And yes, we’ve talked a lot about “full funnel” and the various stages within it, and that’s because it truly is a funnel and not a straight line. If you’ve somehow fallen into thinking otherwise, then hopefully the final image of this series will give you a better perspective.

Connect with us at Choozle to run your full-funnel search campaign!

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Driving Results with Paid Media: 6 Key Trends for 2024

Choozle — Tue, 30 Apr 2024 10:18:27 +0000

In today’s digital landscape, change isn’t just happening; it’s accelerating. According to Gartner’s 2023 CMO Spend and Strategy Survey, 25.6% of marketing budgets are now dedicated to paid media, underscoring its critical role in marketing strategies. The combination of new technology, changing consumer behavior, and updated regulations means the old ways of reaching customers aren’t going to cut it anymore. It’s crucial not just to keep up but to lead.

This blog is your roadmap through the key trends in paid media that will shape not only 2024 but also the years ahead. Identifying these trends is step one. The real game-changer is knowing how to use them to get real results—increasing engagement, driving up ROI, and building meaningful connections with your audience.

We’re diving into the essential paid media trends for 2024, showing you how to thrive in a digital advertising world that never stands still. This isn’t about keeping up with the future of advertising; it’s about defining it.

Understanding Digital Paid Media

Paid media is all about strategic promotion. Brands buy exposure and visibility across digital channels like search engines, social media, display networks, Connected TV (CTV), and other online spaces. The main goal? Target the right people, drive traffic, and convert leads.

Let’s break down paid media into five key elements:

1. Search Engine Advertising (SEA): Have you ever noticed those ads at the top of your search results? That’s paid search in action. When you search for something, like “best pizza near me,” those businesses have paid to appear there. Platforms like Google Ads allow companies to bid on keywords to increase ad visibility. And it’s a significant industry. According to eMarketer, 42% of all digital marketing spending goes into search marketing. Its popularity stems from its effectiveness.

2. Social Media Advertising: You’ve probably seen sponsored posts pop up on. your Facebook or Instagram feed.edia advertising at work. Advertisers can target their campaigns based on your age, interests, and even what you’ve been chatting about online. According to a recent report from Datareportal, more people discover new brands, products, and services via social media ads than word-of-mouth recommendations, brand and product websites, and consumer review sites.

3. Display Advertising: You know those flashy banners or videos that sometimes show up on websites? That’s display advertising. They’re there to catch your attention and get you to click through to learn more. Google has the largest display ads network, reaching 90% of internet users worldwide. It includes over 35 million websites, apps, and Google-owned properties.

4. Native Advertising: Ever read an article online or caught a show on your favorite streaming service and noticed a recommendation for a product or service that fits seamlessly into the content? That’s native advertising. It blends right in with what you’re already reading or watching, making it feel like a natural part of the experience. And they work. Native ads can increase brand lift by as much as 82%, based on the 2024 Gitnux Marketdata Report.

5. Content Promotion Advertising: Sometimes, brands want to get their content in front of more people. That’s where content promotion comes in. Whether it’s a blog post, a video, or an infographic, companies can pay to boost it, making sure more folks see it and engage with it. And it continues to grow. In 2024, 45% of content marketers expect their content marketing budget to increase, according to Zippia.

Unlocking Growth: The Strategic Power of Paid Media

Paid media isn’t just a checkbox on your marketing to-do list; it’s a strategic powerhouse that fuels growth and amplifies your brand’s impact. Here’s why paid media is an indispensable part of any integrated marketing strategy:

Amplification Beyond Organic Reach: Paid media extends your voice beyond the confines of organic efforts. It’s like turning up the volume on your brand message, ensuring it resonates with a broader audience. When your organic reach hits its limits, paid media steps in, ensuring your content and messages reach the right people at the right time. Based on data from Techjury, PPC traffic converts 50% better than organic site visitors.

Laser-Sharp Targeting Efficiency: Imagine having a precision-guided missile for your marketing campaigns. That’s what paid media offers. You can zero in on specific demographics, behaviors, and interests with granular targeting options. Eliminate concerns about wasting resources on irrelevant audiences. With our outstanding strategy team backing you, your message resonates with the precise audience your brand aims to engage.

Driving Conversions and Revenue: Paid media isn’t just about impressions; it’s about action. It funnels traffic to your landing pages, product showcases, or lead forms. When a user clicks, subscribes, or purchases, that’s where the magic happens. Paid media directly impacts conversions and revenue.

Evolution of Paid Media

Over the years, paid media has evolved significantly:

Early 2000s: Keyword-Centric Approach Intense bidding wars for keywords with advertisers competing for top spots in search engine results.

2010s: Segmentation and Personalization Targeted ad placements based on demographics, behavior, and interests, thanks to more sophisticated platforms.

2010s-2020s: Mobile and Video Dominance Content optimized for smartphones and the rise of video ads, with platforms like YouTube becoming key for engaging video ads. Streaming platforms like Netflix and Disney+ gained prominence, offering a vast library of TV shows and movies. CTV became the technical core for programmatic TV (PTV), enabling precise audience-based targeting.

Present: Data-Driven Optimization Use of advanced analytics and machine learning to fine-tune campaigns in real-time, informed by every click, impression, and interaction. CTV ads are streamed through smart TVs, connected devices (Roku, Amazon Fire Stick, etc.), gaming consoles, and more. Advertisers leverage CTV’s flexibility to communicate with customers along their buying journey. CTV ad spending has surged, projected to reach over $41 billion by 2027.

But that’s just the beginning! Next, let’s review the top trends to watch in 2024 as paid media continues to evolve and shape the digital landscape.

6 Top Paid Media Trends to Watch in 2024

As we look at media trends for 2024, innovation is driving key shifts in advertising strategies. From location targeting to the rise of AI and machine learning, each trend brings unique opportunities and challenges for marketers seeking to stay ahead of the curve. Let’s explore these trends and their implications for advertisers in the ever-changing digital ecosystem.

Trend 1: Location Targeting

We’re witnessing a significant shift towards local advertising targeting. Location targeting is becoming a key player in delivering highly relevant content to specific audiences based on their location.

Location-based targeting tactics include geofencing, geoframing, and geolocation targeting:

Geofencing allows you to draw a virtual fence around a location and serve ads to mobile device users inside that geofenced area.
Geoframing collects mobile device IDs from users who have entered a predefined location at a specific time and allows you to target those users after they’ve left.
Geolocation targeting allows you to target countries, cities, neighborhoods, or regions by postal code.

By leveraging these tactics, you can increase brand visibility, compete with more prominent brands, and capture the attention of your target audience at the right place and time. The Choozle advertising platform is purpose-built to excel in location targeting, delivering impactful results for our clients.

“Choozle was incredibly supportive by increasing our website traffic and inbound marketing leads. I also like that they have solutions for CRM audience matching, geofencing and geoframing campaigns.” – Nicole C., G2 Review

Trend 2: The Rise of AI and Machine Learning in Ad Optimization

AI and machine learning are reshaping the paid media landscape, fundamentally altering ad targeting, bidding, and personalization. These cutting-edge technologies deliver unparalleled precision and efficiency, utilizing algorithms to forecast audience behavior and optimize campaigns in real time. Marketers are experiencing substantial improvements in ROI and campaign effectiveness as a result.

AI workflow streamlines processes and levels the playing field, empowering all stakeholders to prioritize strategy and outcomes. This AI-driven transformation enhances scalability and agility and equips marketers with deeper insights into campaign performance, facilitating data-driven decision-making and strategy refinement. As AI continues to advance, its pivotal role in paid media will undoubtedly redefine the future of advertising.

Trend 3: Interactive and Immersive Ad Formats

The emergence of interactive and immersive ad formats, such as AR, VR, and interactive video, reshapes how brands engage with their audiences. These formats allow for deeper and more engaging experiences, capturing consumers’ attention like never before. Brands leverage these technologies to create compelling experiences that resonate with their audience and drive meaningful interactions.

Trend 4: Social Commerce and Shoppable Ads

Social media platforms are evolving into full-fledged shopping destinations, with the integration of e-commerce capabilities directly into ads. Shoppable ads transform social platforms into valuable sales channels, allowing brands to turn engagement into revenue. Marketers are exploring best practices for leveraging these trends to drive sales and foster customer relationships.

Trend 5: Third-Party Cookie Alternatives

Google’s decision to eliminate third-party cookies from Chrome by early 2025 has sparked uncertainty among marketers and advertisers in medium-sized businesses regarding the future of tracking, targeting, and measurement. Despite the impending changes, this transition also opens doors for pioneering new and inventive strategies with the potential for substantial returns.

At Choozle, our approach to advertising in a post-cookie world is proactive and solution-oriented. While there are concerns about Google’s progress raised by the IAB, We see this shift as a significant opportunity for industry collaboration to strengthen the open web.

We’ve outlined five key actions to address the core challenge:

Implementing Privacy-First Frameworks like UID 2.0: Once they gather a critical mass of opted-in emails, publishers should seamlessly incorporate this signal into ad placements. Privacy-first frameworks like UID 2.0 enable secure interactions without relying on third-party cookies.
Geospatial Data Drives Better Insights: Leveraging technologies like Geocoding transforms digital maps for retailers. By understanding customer behavior and demographics, precise geotargeting becomes possible. This alignment with privacy regulations benefits advertisers and the broader regulatory landscape, leading to tailored marketing campaigns and increased foot traffic.
Enhancing First-Party Engagement for Advertisers: Advertisers, especially beyond e-commerce, need authentic strategies to collect first-party engagement. This challenge persists in non-e-commerce spaces like CPG, where retailers often mediate interactions.
Ensuring Compliance and Security for Third-Party Data Providers: Third-party data providers must prioritize compliance and security when collecting identity data.
Collecting Opted-In First-Party Data from Publishers: Publishers and streaming content providers are adopting paywalls and daily caps to incentivize email collection from logged-in users, yielding valuable first-party data.

Interested in learning how you can succeed in advertising in a post-cookie world? Check out our Guide to Navigating the Post-Cookie World.

Trend 6: Market Consolidation

The media industry continues to experience an intense phase of consolidation, marked by notable mergers such as Disney’s acquisition of Twentieth Century Fox and the CBS-Viacom merger, reshaping the landscape. This consolidation trend is centralizing control, forming larger media conglomerates with enhanced bargaining power and strategic capabilities in advertising. A recent World Federation of Advertisers survey found that 79% of brands planned an agency transformation process while 53% sought to centralize agency.

With this consolidation, the big players are delivering robust capabilities and strategies accessible at all levels, not just in creative aspects but also in workflow and predictive clearing. They’re streamlining the supply path, reducing intermediaries, and improving market clarity while creating more value.

With that said, as independent media outlets decrease, competition for ad spaces within these conglomerates intensifies. This can lead to higher prices and decreased negotiability in ad placements. Additionally, the concentration of media ownership may result in fewer, albeit more expansive, advertising platforms, influencing the strategy and execution of media buys.

Advertisers need to prioritize building strong relationships with conglomerates that control multiple media properties to navigate this consolidated landscape. Leveraging integrated advertising solutions these conglomerates offer can grant access to a wider audience through a single negotiation point. Advertisers should also examine advanced targeting and personalization options enabled by the consolidated data capabilities of these large entities to enhance campaign effectiveness.

Delivering Meaningful Outcomes

In today’s fiercely competitive digital landscape, aligning emerging trends with specific marketing objectives is crucial for brands and agencies aiming to stay relevant and succeed. Ensuring they’re aligned with your business goals is important to leverage these trends effectively. Whether your focus is on increasing brand awareness, boosting website traffic, enhancing customer loyalty, or improving conversion rates, this alignment forms the foundation of an effective strategy.

Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA)

Media Mix Modeling (MMM) is a foundational method for evaluating how well different media channels contribute to achieving business goals. This method involves looking at past data to see how channels like CTV, audio, and digital-out-of-home (DOOH) advertising impact sales and other important metrics. By measuring each channel’s impact on overall marketing success, MMM gives marketers a thorough understanding of their media strategy.

Unlike Multi-Touch Attribution (MTA), which focuses on individual interactions, MMM provides a broad view of marketing effectiveness across all channels. Using advanced statistical techniques, MMM identifies connections between media spending and business results. With these insights, marketers can adjust their media mix to get the most out of their investment and effectively meet strategic goals.

In the end, Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) help marketers make smart decisions about allocating resources by showing which media channels drive the best results.

At Choozle, we leverage cutting-edge AI-powered tools such as Multi-Touch Attribution (MTA) and Marketing Mix Modeling (MMM) to empower our advertisers with invaluable insights that elevate their marketing strategies and drive tangible outcomes. These sophisticated tools not only unveil inefficiencies but also streamline resource allocation, enabling brands to achieve superior results by minimizing wastage. While MTA focuses on pinpointing the effectiveness of individual touchpoints, MMM broadens the scope by delving into wider marketing dynamics, encompassing external variables. By synergizing MTA’s granular insights with MMM’s comprehensive analysis, advertisers are equipped to make well-informed, data-backed decisions, optimize campaign performance, and ultimately maximize efficiency.

The Bottom Line

As we’ve explored the evolving landscape of paid media in 2024, it’s evident that the path to success lies in identifying key trends and harnessing them to deliver meaningful outcomes.

By aligning emerging trends with specific business objectives, brands and agencies can unlock new opportunities for growth and engagement. Whether leveraging location targeting to reach audiences with pinpoint accuracy or embracing AI and machine learning to optimize ad performance, strategically integrating these trends is essential for driving results.

Methodologies like Media Mix Modeling (MMM) and Multi-Touch Attribution (MTA) offer invaluable insights into the effectiveness of marketing efforts, empowering marketers to make data-driven decisions and optimize resource allocation for maximum impact.

Navigating the dynamic landscape of paid media requires innovation and adaptability. By embracing change and experimenting with new strategies, marketers can keep pace with the evolving digital ecosystem and define the future of advertising itself.

Adam Woods

Adam Woods is the Chief Executive Officer (CEO) and held two other roles at Choozle — Chief Client Officer and Chief Technology Officer. Throughout his tenure at Choozle, he has been improving the way that advertisers buy media through the Choozle platform. He has led initiatives to ensure that Choozle leads the space in terms of being a consultative partner that helps ensure the effective deployment of media through a combination of omni-channel planning, targeting best practices, upfront goal setting, and effective measurement.

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Fostering Inclusivity: The Power of Inclusive Language in the Workplace

Choozle — Tue, 09 Apr 2024 10:30:04 +0000

In today’s diverse and dynamic workplaces, fostering inclusivity isn’t just a buzzword—it’s a fundamental aspect of creating a supportive and productive environment for all employees. One powerful tool in achieving this goal is the use of inclusive language. By consciously choosing our words and expressions, we can create a workplace culture where everyone feels valued, respected, and empowered to contribute their best. In this blog, we’ll delve into why inclusive language matters and how employees can become advocates to each other in this journey.

Welcoming Diversity

Inclusive language acknowledges and respects diversity in all its forms—race, ethnicity, gender identity, sexual orientation, age, ability, or any other characteristic. By using neutral and affirming language, we avoid unintentionally marginalizing or excluding certain groups of people. For instance, instead of using gender-specific terms like “he” or “she,” opting for gender-neutral pronouns like “they” can ensure that individuals of all genders feel seen and respected.

Promoting a Sense of Belonging

In addition, inclusive language promotes a sense of belonging among employees. When individuals hear their identities reflected positively in the language used within the workplace, they feel more valued and accepted. This, in turn, leads to increased morale, engagement, and productivity. Inclusive language also helps to break down stereotypes and biases by challenging assumptions and promoting a more open-minded perspective.

How can employees be advocates to each other in promoting inclusive language and fostering an inclusive workplace culture?

1. Educate Yourself: Take the initiative to educate yourself about different identities, experiences, and perspectives. This could involve attending workshops, reading relevant literature, or conversing with colleagues from diverse backgrounds. The more you understand, the better equipped you’ll be to use inclusive language and support your peers.

2. Speak Up: Don’t stay silent if you hear someone using exclusionary or offensive language. Politely educate them about the impact of their words and suggest alternative, more inclusive language. Sometimes, people may not be aware of the harm caused by their language, so your intervention can help raise awareness and promote positive change.

3. Lead by Example: Be mindful of your language in everyday interactions. Use inclusive language in meetings, emails, presentations, and informal conversations. By demonstrating a commitment to inclusivity in your own words and actions, you inspire others to do the same.

4. Support Diversity Initiatives: Advocate for diversity and inclusion initiatives within your organization. This could involve participating in diversity training programs, joining employee resource groups, or supporting diversity-focused recruitment efforts. By actively championing diversity, you create a more inclusive workplace culture for everyone.

The power of inclusive language in the workplace cannot be overstated. It’s a simple yet profound way to show respect, build trust, and foster a sense of belonging among employees. Together, let’s commit to making inclusivity a goal and a reality in our workplaces and beyond.

How We Created This Guide

The journey towards creating an inclusive language guide began with recognizing the importance of diversity and inclusion within our company culture at Choozle. We worked alongside employees who shared their experiences and perspectives, highlighting the impact of language on fostering inclusivity. Internal discussions and external influences, such as societal shifts towards greater awareness of diversity issues, spurred our commitment to address language usage comprehensively. Formal initiatives were initiated, including forming a committee dedicated to diversity and inclusion. We conducted employee surveys and held focus groups to gather input on language preferences and concerns. Collaborating closely with team members, we developed best practices through iterative processes. Employees at all levels participated, offering valuable insights and feedback. This collaborative effort led to creating a comprehensive guide that serves as a reference for all communication within the organization, reflecting our collective commitment to inclusivity at Choozle.

How You Can Use This Guide

The following guidelines reflect the principles of inclusive language: utilize gender-neutral terms; refrain from using ableist language; prioritize individuals over their disabilities or circumstances; avoid making sweeping generalizations about people, regions, cultures, and countries; and steer clear of slang, idioms, metaphors, and other words with potentially negative connotations or histories. While this list isn’t exhaustive, it highlights the types of language to be mindful of.

This guide will be a valuable resource for auditing language across various mediums, including websites, software applications, documentation, and verbal communication.

Problematic Words and Phrases

This is not meant to be an all-inclusive list; please do your own research to continue to build your awareness.

Problem Words	Alternatives
Blackout Days/Dates Black/Gray Days	Blackout Days/Dates Black/Gray Days
Black & White	Contrasting concepts, simplicity, clarity, clear distinction,
Black List	deny/denied list/block list
White List	Allow list/preferred list
Blackbox	Closed box, closed system, opaque glassbox, unknown origin
Whitebox	Known, open system, clear box testing
Blackbox/Whitebox	clear/opaque, viewed/hidden, visible/invisible, clarify
Master	Primary, main, template, active, primary
Dummy Pixel	Placeholder, test
Story Grooming, Hardening	Refinement, planning, finalizing, securing, sure-up
Blindspot	unknowns
Pow-wow	Meeting, sync
Long Time No See	It’s been a while, it’s been forever
Gyp or Gypped	Robbed, cheated, defrauded
Rule of Thumb	Benchmark, guideline, standard, specification, protocol
Low-hanging Fruit, Easy-job	Fact-based, quick wins, most attainable
Circle the Wagons	Circling back, follow-up
Low Man on the Totem	Need to get approvals from others
Hold Down the Fort	Keep up to date on, being point of contact, taking the lead, get together as a team
“My Spirit Animal”	That person inspires me, I identify w/, very relatable, that’s my vibe
Mission Critical	High importance, urgency
Being on the Front Lines	Client facing
In the Trenches	Working together/alongside, still working through
Dancing Around the Fire	On the same page, alignment
Drinking the Kool-Aid, Lions Kool-Aid	Groupthink
Age Comments	Compliment facts, don’t make generalizations/assumptions/grouping
Drinkers vs Non	Coffee or drink
Anti-Country	Redirect conversation back to purpose
Political References	Redirect conversation back to purpose
Name Pronunciation	Ask them, make an effort
Mental Health, Crazy, OCD, Bipolar, ADHD	Feeling different/off/focused

Fostering Inclusivity

In addition to creating an inclusive language guide, fostering a truly inclusive workplace involves actively supporting one another as advocates by standing in solidarity. Advocates play a crucial role in advocating for and supporting marginalized colleagues. This can include amplifying their voices in meetings, challenging biased language or behavior, and actively seeking opportunities to include them in conversations and decision-making processes. By standing up against discrimination and inequality, advocates contribute significantly to creating a more inclusive environment where everyone feels valued and respected.

Solidarity transcends mere sympathy; it demands active engagement, education, and unwavering commitment to dismantling oppressive structures and fostering social justice. It’s about leveraging privilege and influence to challenge systemic inequalities, biases, and discrimination.

At its core, solidarity involves listening to marginalized voices, amplifying their experiences, advocating for their rights, and taking tangible steps toward creating an inclusive and equitable society where everyone can thrive. But solidarity doesn’t end there. It’s also about acknowledging mistakes and having the humility to apologize and learn from them.

Don’t forget that self-advocacy is equally important. Employees should feel empowered to speak up for themselves, assert their needs, and seek support when necessary. This may involve communicating preferences regarding language or accommodations, addressing instances of discrimination or microaggressions, and actively participating in initiatives to promote diversity and inclusion within the company. By advocating for themselves, employees ensure that their voices are heard and contribute to shaping a workplace culture that embraces and celebrates diversity in all its forms.

Self-advocacy is knowing one’s worth, setting clear goals, and communicating assertively, which are just a few key strategies in the arsenal of self-advocacy. By actively seeking feedback, documenting achievements, and building supportive relationships, individuals can empower themselves to navigate their professional and personal journeys with confidence and resilience.

Celebrating personal victories and fostering a culture of cross-departmental success can further bolster self-esteem and morale. And when it comes to feedback, let’s not confine ourselves to the limitations of yearly reviews. Embracing tools for continuous feedback ensures that growth and improvement remain ongoing processes.

In essence, solidarity and advocacy are intertwined pathways to empowerment and inclusivity. By embracing these principles, we not only uplift ourselves but also contribute to a more just and equitable world for all.

Final Thoughts

By fostering a culture of solidarity and advocacy alongside creating an inclusive language guide, we can continue to move forward on our journey toward building a workplace where every individual feels valued, respected, and empowered to succeed.

Christine Jones

Christine Jones is a seasoned People Operations professional with more than 15 years of diverse experience in the field. Serving as the Senior People Operations at Choozle, Christine leads all aspects of People Operations functions, playing a critical role in shaping the company’s organizational culture and enhancing employee engagement. Christine’s expertise encompasses talent acquisition, performance management, employee relations, training and development, benefits administration, key initiatives, and compliance. Committed to fostering inclusive workplaces, Christine strives to ensure every employee feels valued, respected, and empowered to thrive.

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Decoding California’s Privacy Changes: 5 Must-Read Updates for Digital Marketers

Choozle — Tue, 05 Mar 2024 06:42:46 +0000

Attention digital marketers and agencies: California’s recently updated privacy regulations are now in full effect. The California Privacy Protection Agency (CPPA) has signaled they intend to enforce them quickly.

Meet Ben Isaacson, Choozle’s Fractional Privacy Officer

When navigating the amended CCPA and its expanded Regulations, it’s critical for businesses to be clear about all their data uses and vendor relationships, and take necessary steps to meet the Regulations’ prescriptions. Here at Choozle, we’re privileged to have Ben Isaacson as our Fractional Privacy Officer. In this blog, Ben explores the 5 essential privacy-compliance requirements that are now enforceable in California.

Updated Privacy-Compliance Requirements

1. Privacy policies must be transparent and instructive. The Regulations illustrate how privacy policies should be a place of actionable instruction and not merely a restating of the text of the law. For example, to meet “notice at collection” requirements, businesses can link to a dedicated ‘collection’ section of their privacy policy, leverage just-in-time mobile disclosures, and other such strategic prompts. Privacy Policies must also inform consumers of not just their rights, but how to exercise them.

Under the CCPA as amended by the CPRA, consumers have the right to opt-out of data ‘sales’ and also from their data being ‘shared’ with targeted advertising providers. Additionally, if a website or mobile app collects ‘sensitive personal information’ such as precise geographic location (GPS), ethnicity or citizenship status, consumers must also be allowed to specifically opt-out of those uses. The privacy policy must state these (and all other consumer privacy rights) and mechanisms to exercise such rights.

2. Third party advertising opt-outs are through prescribed links and need to be ‘controlled’ by the Business. Businesses must provide opt-out links that post either a “Do Not Sell or Share My Personal Information” and a “Limit the Use of My Sensitive Personal Information” link (if such information is used). Instead of both links, businesses have an alternative option to reference a “Your Privacy Choices” link.

The link(s) must live in the website’s footer. The link(s) should direct users to specific, granular choices to opt out of targeted ads (aka; ‘cross contextual behavioral ads’) associated with third parties disclosed from visits to that Business website or app. For opt outs of the use of sensitive personal information, a Business may choose to make the opt outs granular and use-case specific.

To be clear; there is no requirement under California or any other state privacy laws to push a ‘proactive’ cookie consent banner to website or mobile app visitors, but many websites have chosen to do so as a best practice and simple way of providing user choices with targeted advertising.

However, we know from the CA AG’s enforcement examples that a Business must ‘control’ the opt-out, which means that websites or apps should enable a ‘one-stop shop’ mechanism where a consumer can opt-out and/or toggle their third-party advertising choices (such as through a consent management platform (CMP) ‘cookie banner.’)

Simply pointing visitors to the third party advertising service websites privacy pages or to industry opt outs like the Digital Advertising Alliance’s (DAA) opt-out from a privacy policy link may not be sufficient for compliance with these new regulations.

See below for more information on what to look for in selecting a consent management platform.

3. Websites must recognize ‘Opt-Out Preference Signals’ in addition to offering other opt-out mechanisms. Consumers may now be using privacy-forward browsers (eg. DuckDuckGo) or browser plugins (eg. Privacy Badger) to automatically broadcast their opt-out requests to all websites that may ‘sell or share’ personal information (under the CA or other state privacy laws). The Regulations confirm that Opt-Out Preference Signals like Global Privacy Control (GPC) are additive and not a replacement for the other designated opt-out mechanisms a Business must provide.

Every CMP should have simple options to enable these opt-out signals to now be honored, and to provide the user with a confirmation that their opt-out signal has been recognized. But note that many CMPs do not necessarily recognize opt out preference signals by default. Be sure to affirmatively enable your CMP to recognize and honor opt out preference signals, and to provide consumers with a confirmation notice that their signals are in fact being honored.

4. Your advertising services contracts should be clear about whether the entity collecting or receiving personal information is a ‘service provider’ or a ‘third party business’ processing data related to ‘sales’ or ‘shares’. It’s imperative for companies to designate in their commercial agreements whether they are a ‘service provider’ (or ‘processor), and include the corresponding prescriptive language surrounding data disclosures that restrict any ‘selling or sharing’ without specific written instructions. The Regulations explicitly state that if the prescribed language is not included in the contract that the entity may be considered a ‘Third Party.’

For every other advertising and marketing service that is not classified as a ‘service provider’, they may then be classified as a ‘third party’ [as long as they meet the ‘business’ threshold under CA law]. Third party businesses are responsible for complying with Do Not Sell or Share opt-outs and other privacy requests they may receive from their clients (e.g., through a GPC-enabled CMP).

For example, the California Attorney General has entered into settlements with both Sephora and Doordash for not providing these sale/share opt-outs related to their third party advertising efforts (Sephora was specifically cited for not respecting GPC).

5. The consent bar is high and consent uses are limited. The original CCPA did not define the term ‘consent’ and used the term haphazardly in describing when it must be obtained. The Regulations now clarify that valid consent must be informed and explicit, and details some scenarios when it may or may not be used.

The key takeaways from this are:

Overt, freely-given consent must be obtained when re-establishing a relationship following an opt-out, including for third party advertising.
Implementing intrusive or overly proactive consent banners that may be attempting to coerce, mislead, or interfere with their ability to use a website or app may be deemed a ‘dark pattern’ which may also be enforced against by the CPPA or AG.
Consent may not be forced through bundled agreements to terms of service, privacy policies, or other unrelated use purposes, or implied through tangential actions like closing a consent pop-up or continuing to browse a site.
The most critical use case for consent is with the collection and selling/sharing of children’s data under 16 years of age. This dramatically differentiates from the federal Children’s Online Privacy Protection Act (COPPA) that requires parental consent for childrens data under 13 years of age. The new CA requirement can be enforced against any website targeting teenagers that uses third party advertising services where a sale or share may be taking place. As a result, websites or apps that are either ad supported, or actively engage in advertising retargeting to teens are encouraged to use proactive consent–based approaches to share visitor information with third party advertising services.

The Bottom Line

To comply with the amended CCPA and its expanded Regulations, it’s critical for businesses to be clear about all their data uses and vendor relationships, and take necessary technical, presentational and contractual steps to meet the Regulations’ prescriptions. As California Attorney General, Rob Bonta, recently stated, “There are no more excuses. Follow the law, do right by consumers, and process opt-out requests made via user-enabled global privacy controls.”

Ben Isaacson

Ben Isaacson is a Principal at In-House Privacy. For more than 25 years, he’s been a leading privacy professional and trusted counsel. During the ‘Internet 1.0’ era, he was instrumental in launching the first self-regulatory guidelines for email marketing, addressable TV, and mobile marketing, as well as lobbying extensively for the CAN-SPAM Act as Executive Director of the Association for Interactive Marketing (acquired by the DMA). He then served as Experian’s global head of digital privacy for a decade, and then built/sold the first push notification filtering app/wearable platform. Ben was one of the first privacy professionals to get certified as a CIPP/US with the IAPP in 2005, and completed the CIPP/E after the GDPR came into effect in 2018. He is a member of the State Bar of California, holds a J.D. from the Thomas Jefferson School of Law, and a B.A. from the University of Kansas.

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Navigating the Post-Cookie World: A Comprehensive Guide for Marketers and Advertisers

Choozle — Sat, 02 Mar 2024 07:11:48 +0000

Google’s announcement to remove third-party cookies on Chrome by early 2025 has left many marketers and advertisers at medium-sized businesses wondering about the future of tracking, targeting, and measurement. While things will be different, this shift also presents an opportunity for collaboration on new and innovative approaches that can deliver significant returns. If you’re looking to thrive in a world without third-party cookies, check out this comprehensive guide that provides a path forward with strategies that you can deploy today.

The Origin of the Cookie

In 1994, at the age of 23, Lou Montulli, an engineer at Netscape, the company responsible for constructing one of the internet’s earliest widely used browsers, conceived the cookie. The motivation behind this invention stemmed from a prevalent issue on the nascent web— websites lacked effective memory. Each time a user loaded a new page, the website treated them as a stranger, hindering the development of fundamental web features we now take for granted, such as persistent shopping carts across various e-commerce pages.

Montulli explored various potential solutions before ultimately opting for the cookie, a decision he later elaborated on in a blog post. A more straightforward approach could have involved assigning each user a unique, permanent ID number, revealed to every website they visited by their browser. However, Montulli and the Netscape team dismissed this option due to concerns about third-party tracking of people’s browsing activity. Instead, they chose the cookie.

The Netscape team’s initial intention was for the cookie to facilitate the management of “state” within a single website. However, the evolving demands of the open web, primarily fueled by advertising, led to the emergence of technologies and tools like ad servers and site analytics companies. These tools played a crucial role in driving growth but faced the challenge of managing and communicating state across multiple sites, particularly for functions such as counting and frequency controls. This necessitated leveraging the cookie framework but applying it to the domain of the enabling technology, such as DoubleClick.

Understanding the Different Types of Cookies

Navigating the intricacies of online browsing and user interactions requires a grasp of the various types of cookies. These digital markers play a key role in elevating user experience, facilitating website functionalities, and providing valuable analytics for publishers and advertisers.

Let’s explore categories of cookies and unravel their respective functionalities in more detail:

Understanding the two types of cookies is crucial in navigating the dynamics of online browsing and user interactions. Cookies are designed to enhance user experience, facilitating website functionalities, and aiding analytics for publishers and advertisers.

First-party cookies: Website visitors willingly opt into first-party cookies. These cookies are crucial in collecting data for tasks such as counting page views and users. Publishers can then share this data with agencies or advertisers, enabling the delivery of targeted ads. Additionally, analytics tools leverage first-party cookies to gain insights into user behavior, contributing to a comprehensive understanding of website interactions.
Third-party cookies: In contrast, third-party cookies are small pieces of data created by a domain other than the one currently being visited. Frequently used for tracking and collecting information about a user’s online behavior across various websites, these cookies serve a broader tracking purpose. Third-party cookies play a significant role in providing insights into user preferences and behaviors across the digital landscape, contributing to a more comprehensive understanding of user engagement and interaction patterns.

The Five Dimensions of Third-Party Cookie Depreciation

The initiation of third-party cookie deprecation by Google holds significant and potentially severe implications for the media activities of medium-sized businesses (e.g. those without direct ownership of or access to market-level data sets or comprehensive identity graphs). This change builds upon actions initiated by Apple and Firefox, involving the mediation/blocking of third-party cookies, as well as security software that routinely deletes them after a specific time period.

The focus here is on third-party cookies, so for advertisers exclusively operating within “walled gardens” (e.g., Google, Amazon, Meta), the impact is less significant. Yet, for mid-market advertisers who have established more comprehensive “full-funnel” models of engagement and price-performance advantage, there exists a significant risk. The risk is heightened when they depend on infrastructures (DSPs/bidders, etc.) that are not linked to comprehensive, permissioned identity frameworks. It’s important to note that media buys using CTV are less immediately impacted as they don’t rely on third-party cookies.

The phase-out of cookies further emphasizes the divide between advertising technologies with abundant resources “have mores” (scale, data, AI investment cloud infrastructure) and those with limited resources “have lesses” (reliance on in-house solutions, closed infrastructure, and dependence on single supply-side methods). This depreciation expedites a transition, compelling mid-level enterprises to strategically align themselves with capabilities that offer flexibility for making informed purchases on the open web or within walled gardens. This alignment is crucial in accordance with performance and the economics of performance.

1. Liability and Compliance: Third-party cookie depreciation cannot be seen in isolation of the changing compliance landscape and the increased commercial risk related to data, identity, and permissions. The new wave of US legislation breaks away from the traditional position held in the industry that data is separated between digital and analog. In Europe, GDPR established a model where all data is at some point identifiable and therefore needs to have adequate notice, choice, and consent. This should be a key driver of how mid-level enterprises consider their overall solution model. The penalty for getting it wrong is both fiscal and reputational.

2. Transit Mechanism: The deprecation of third-party cookies disrupts the stability and signaling of the transit mechanism across the open web advertising model, which is crucial for targeting, communicating state (cookies enable writing name-value pairs for basic functions like counting or remembering the last item in a sequence, etc.), and measurement. To effectively address the challenges posed by cookie deprecation, mid-level enterprises must ensure comprehensive coverage of every aspect of their solution framework affected by cookies. For those utilizing a multi-touch attribution (MTA) model, it is vital to monitor the performance of audience segments and how metrics are trending.

3. Targeting: The elimination of third-party cookies, removes the ability to pass variables in real-time and have that information drive a reaction if it is required to be stored. It also eliminates the “handshake” between partners that “synch” data to support targeting models. The solution for this is to align with partners that have strong permissioned identity graphs and data stores, this supports better, more transparent models (e.g. retail media and access to the enterprise-level DMPs such as TTD or Amazon DSP). There will also be improved options in contextual targets. These will be adequate for some use cases, as they are today but often fail on a price-performance scale.

4. CTV: The current actions on cookies do not directly affect CTV, which is more household-orientated and IP-based. However, we believe this is more of a short-term gap as Apple’s Safari browser offers the ability to block IP in their settings, and Google is considering options in this area. Additionally, it’s crucial to note that all the streaming platforms require logins using email, introducing an element of user identification that may undergo changes in the future. Again, we believe the best remedy is to align with capabilities that connect to enterprise-grade solutions offered by Choozle.

5. Measurement: The biggest net impact to mid-level enterprises from cookie deprecation is measurement. Again this is particularly impactful to those advertisers that have developed (or are developing) integrated strategies that blend open-web strategies that may include directly sourced CTV, retail media, native with search social, and “walled garden inventory”. While the click will still be able to pass parameters that can associate traffic, we will see an overall degradation of measurement capability that is based on view-through or other associated measurement methodologies. This challenges a model that is arguably already over-invested in the last click (visible measurement). As measurement drives investment, audience planning, and decisions related to channels and tactics, addressing this issue becomes paramount. Mid-level enterprises must ensure their partners provide a comprehensive solution for this. The emergence of AI-based causal modeling is making solutions available at an effective cost and scale, and this capability should be a top priority for your partner.

Before you get too concerned, consider that the third-party cookie-matching rates, representing the percentage of cookie IDs synchronized between two distinct platforms, significantly vary among AdTech and MarTech platforms. Generally, third-party cookies aren’t very effective, with attribution accuracy hovering between 40% and 60%. Advertisers should see this as the right moment for a much-needed infrastructure overhaul. Necessity not only sparks invention but also helps overcome inertia.

Why is the Use of Third-Party Cookies Under Scrutiny?

The decline of third-party cookies in web browsers is due to the changing privacy landscape. While cookies are not inherently bad and are used by most websites to ensure a seamless experience for returning visitors, tracking individuals across the web using third-party cookie tracking is becoming more regulated. Governments and web users are demanding more privacy and transparency regarding their data, introducing new privacy laws worldwide to protect user privacy and secure their data.

Privacy Regulations and The Current Climate

The Network Advertising Initiative (NAI), established in 2000, functions as a self-regulatory body within the online advertising industry, primarily focusing on addressing privacy concerns associated with online behavioral advertising. NAI actively develops and enforces industry standards and best practices, promoting responsible data collection and usage among its member companies.

Additionally, the NAI offers an opt-out page, allowing users to manage their browser’s opt-outs from interest-based advertising. Although the NAI facilitates the page, participating members are individually responsible for configuring and honoring opt-out cookies. Users can utilize the page to identify companies engaged in interest-based advertising, learn about individual privacy practices, check their browser’s current opt-out status, and selectively opt out of interest-based advertising from specific companies. It’s important to note that while opting out doesn’t eliminate online ads, it ensures they are not tailored to user interests. The service employs opt-out cookies, and users should be aware that browser settings may impact this process. Furthermore, the NAI recognizes the evolving landscape of advertising technology and provides guidance on non-cookie technologies.

Notably, Safari, and Firefox, two major browsers, emerged as pioneers in championing user privacy by taking a proactive stance against the setting of third-party cookies, blocking third-party cookies in 2020 and 2017, respectively. Apple heightened its commitment to privacy with the Intelligent Tracking Prevention (ITP) feature, significantly restricting third-party cookies. Governments, notably the European Commission, echoed this sentiment in 2021 by proposing a ban on third-party cookies across all sites, prompting updates to the EU General Data Protection Regulation (GDPR).

Response to increased privacy concerns has been slower in the United States. However, specific states, such as California, have enacted comprehensive laws like the California Consumer Privacy Act (CCPA), granting consumers rights over their personal information.

Navigating the Evolving Landscape: A World After Third-Party Cookies

The elimination of third-party cookies signals a new era. Google’s strategic move to phase out these cookies on Chrome is driving a global shift, ushering in a host of emerging alternatives and possibilities. As we navigate this exciting terrain together, let’s explore the avenues shaping the future of digital advertising post the third-party cookie era.

1. Google’s Privacy Sandbox: Google is phasing out third-party cookies on Google Chrome, starting this year, following a two-year delay from its original announcement. It’s worth mentioning that the first stage of Google’s update, affecting 1% of Chrome’s global users in Q1 2024, has a minimal impact on US internet users. Globally, this amounts to approximately 30 million users, with roughly 1.5 million in the US. With a total browser usage globally hovering around 4.6B worldwide, of which Google Chrome represents 66%, an additional 3B people impacted by Googles elimination of cookies this year.

2. Universal IDs and Unified ID 2.0: The concept of Universal IDs has evolved as a strategic response to the limitations and privacy issues associated with third-party cookies within the digital marketing ecosystem. Historically, ad tech agencies heavily depended on third-party cookies, causing websites to become slow and buggy due to the necessity of third-party software to synchronize cookie information across platforms. Recognizing these challenges, industry stakeholders embarked on exploring alternatives to not only improve user experience but also to address privacy concerns.

In addition to this shift, the emergence of IDs for mobile has become noteworthy. It’s essential to acknowledge that IDs for mobile leverage distinct mechanisms, notably Mobile Ad IDs. This distinction is crucial in understanding the evolving landscape of identification methods in the digital marketing realm.

Considering these advancements, it is pertinent to incorporate this input into discussions surrounding the impact of Universal IDs and Unified ID 2.0.

Universal ID Definition: According to Forbes, a Universal ID is a single identifier that recognizes the user in the digital marketing ecosystem and allows the information associated with the user to be passed onto approved partners in the supply chain. Unlike third-party cookies, Universal IDs open up the ability to create and share an ID with first-party information for the needs of the entire digital advertising ecosystem while respecting privacy.

Universal IDs were introduced as a standardized solution, providing a single identifier within the digital marketing ecosystem. This identifier is assigned to each user, streamlining the transmission of user-related information to approved partners in the supply chain. Unlike third-party cookies, Universal IDs eliminate the dependence on third-party software for syncing, resulting in a more efficient and privacy-conscious system.

LiveRamp introduced the first universal ID in 2016 as an alternative to traditional third-party tracking. Following suit, The Trade Desk launched Unified ID (UID) in 2018, serving as a universal cookie aggregation tool.

To make ad campaigns more resilient in the future, Unified ID underwent modifications and is now known as Unified ID 2.0 (UID2). This updated framework prioritizes transparency, requiring consumers to consent to advertisers’ use of their personal information. With many publishers, advertisers, demand-side platforms, and data providers adopting the framework, the momentum for UID2 continues to grow.

3. Retail Media Networks: Retail Media Networks, one of the fastest-growing channels in the industry, introduces an intriguing model for certain advertisers. These networks have strategically aligned themselves with DSPs that boast substantial size while offering a more effective closed-loop system.

Retail Media Networks offer a lifeline by capitalizing on first-party data, steering clear of the challenges posed by the demise of cookies. The ascendance of retail media, projected to reach a valuation of $100 billion by 2026, is spearheaded by industry behemoths such as Amazon, Tesco, and Walmart. Collaborating with retailers provides brands with access to valuable first-party data, facilitating targeted messaging through the utilization of loyalty schemes and dynamic content optimization.

These platforms empower advertisers to glean insights into shopping behaviors, construct privacy-conscious audiences, and fine-tune advertising formats to boost sales. The evolving landscape witnesses Retail Media Networks extending their reach beyond onsite monetization, integrating various media assets like in-store screens and email databases into comprehensive marketing programs. Investing in offline campaigns emerges as a strategic move for retail media networks, affording them a competitive edge and long-term advantages in the face of privacy concerns and legal interventions.

Success in this dynamic retail media environment hinges on making data-driven decisions and seamlessly integrating retail data analytics into the decision-making process. While the digital advertising realm adapts to a post-cookie era, Retail Media Networks stand out as resilient and data-rich solutions for marketers.

4. Contextual Advertising: Contextual advertising, an evolving approach, involves placing ads based on the content of a website or webpage, a departure from the traditional reliance on user behavior. For instance, a sports equipment brand might showcase ads on a sports news website, ensuring alignment between the ad content and the site’s context. This approach respects user privacy while still facilitating effective targeted advertising. While contextual advertising is a dynamic and evolving approach, it’s crucial to recognize that it constitutes a single tactic rather than a comprehensive advertising strategy.

5; First-Party Data Aggregation: Companies are increasingly recognizing the value of first-party data collected directly from customers with explicit consent. Consider a subscription-based streaming service like Netflix, which utilizes user viewing habits to recommend personalized content. This data-driven approach enhances marketing strategies, providing tailored recommendations and ultimately improving the overall customer experience.

6. Seller-Defined Audiences: The concept of seller-defined audiences revolutionizes how publishers leverage first-party data. Imagine an online fashion retailer collecting data on user preferences, enabling the creation of unique audience segments. These segments, such as “avid sneaker enthusiasts” or “casual wear enthusiasts,” are then offered directly to advertisers, allowing publishers to play a pivotal role in crafting nuanced and effective advertising approaches.

7. Privacy-Enhancing Technologies (PETs): Privacy-enhancing technologies like data clean rooms are gaining prominence for secure data usage. Suppose multiple companies in the healthcare industry collaborate through a data clean room to analyze patient data for research purposes. In this scenario, individual privacy is safeguarded as companies derive insights without directly accessing each other’s sensitive information, ensuring compliance with privacy regulations.

8. CTV—A Bright Spot Among Third-Party Cookie Depreciation: While the demise of third-party cookies poses challenges for digital advertising, the consensus among many media outlets is that Connected TV (CTV) stands to gain significantly from this shift.

Despite the growth in CTV viewership compared to traditional linear TV, advertising in the CTV space has not kept pace. Nielsen reports that 38.7% of TV viewing is through streaming, but only 29% of all TV ad spending in 2023 was allocated to CTV, as per Insider Intelligence.

The unique advantage of CTV lies in its advertising ecosystem, which doesn’t rely on third-party cookies like traditional digital media. This distinction is expected to lead to an influx of first-time CTV brands or a surge in spending for some existing brands in the coming year. With that said, the true opportunity for CTV advertising lies in forming partnerships with direct supply sources, facilitated through collaborations with partners possessing well-established and compliant data strategies.

What’s Choozle’s Stance on Advertising in a Post-Cookie World?

While the IAB raises concerns about Google’s progress, many advertisers are waiting to see what happens. Fortunately, if you need guidance amid this major shift, Choozle is here to help. We view this challenge as a significant opportunity for the industry to collaborate for success for a strong open web.

Addressing the core challenge involves solving for five key actions:

1. Implementing Privacy-First Frameworks like UID 2.0: Once publishers achieve critical mass with opted-in emails, the industry needs them to provide this signal at scale in ad placements. Privacy-first frameworks like UID 2.0 facilitate secure interactions without third-party cookie matching.

2. Geospatial Data Drives Better Insights: Leveraging advanced technologies such as Geocoding, the conversion of addresses into geographic coordinates, brings a transformative edge to digital maps for retailers. This process revolutionizes the understanding of customer behavior and demographics. The resulting data not only supports precise geotargeting but also aligns with privacy requirements and legislative frameworks. This alignment ensures that the precision achieved serves both advertisers and the broader regulatory landscape. As a result, retailers can craft highly tailored marketing campaigns, reaping benefits that span from increased foot traffic to personalized messaging.

3. Enhancing First-Party Engagement for Advertisers: Advertisers, especially outside e-commerce, must improve strategies to authentically collect first-party engagement. Creating strategies to expand consumer interactions is challenging in non-e-commerce spaces like CPG, where retailers often intervene.

4. Ensuring Compliance and Security for Third-Party Data Providers: Third-party data providers must ensure compliance and security in collecting identity data.

5. Collecting Opted-In First-Party Data from Publishers: Many publishers and streaming content providers with logged-in experiences and scaled data are adopting paywalls and daily caps to incentivize email collection.

Amid this considerable shift, we recognize the magnitude of altering entrenched behaviors across tens of thousands of organizations. Choozle stands out by collaborating with both The Trade Desk and Amazon, leading companies with viable DSP solutions for a cookieless future.

Exploring Choozle’s unique position within the advertising ecosystem is valuable for those worried about the future of targeted ads and measurement capabilities. If you haven’t partnered with Choozle yet, ask your DSP about their plans to navigate third-party cookie depreciation. Keep in mind that apart from Google, only The Trade Desk and Amazon are the only players with the scale required to get major publishers and advertisers to the table to align support behind a cookieless solution that relies on user log-in data.

10 Questions You Should Ask Your DSP About Cookie Depreciation if You’re Not Working With Amazon or The Trade Desk

In the evolving digital advertising landscape of third-party cookie depreciation, it’s crucial to ask your DSP the right questions. Explore ten key inquiries, from assessing the impact on your current strategies to understanding innovative roadmaps designed to tackle the challenges of cookie depreciation. Your DSP’s stance on these topics and their ability to answer in a clear manner will reveal their readiness to help you successfully navigate this new era of advertising.

1. Impact Assessment: How will the depreciation of third-party cookies impact my current advertising strategies and targeting capabilities

2. Alternative Targeting Methods: What alternative methods or technologies beyond contextual advertising and first-party data methods does the DSP offer for audience targeting in a post-cookie environment?

3. First-Party Data Integration: How does the DSP support the integration and utilization of first-party data in advertising campaigns?

4. Retail Media Network Integration: Can the DSP integrate with retail media networks to leverage retail-specific audience data and insights?

5. Privacy and Compliance: How does the DSP ensure compliance with privacy regulations while still providing effective targeting options?

6. Measurement and Attribution: What changes can I expect in terms of measuring campaign performance and attribution in the absence of third-party cookies?

7. Cross-Device Targeting: How does the DSP handle cross-device targeting without relying heavily on third-party cookies?

8. Ad Fraud Prevention: What measures does the DSP have in place to prevent ad fraud, especially in a scenario where traditional tracking methods are limited?

9. Education and Resources: Does the DSP provide educational resources or support to help advertisers adapt to the changing landscape of digital advertising?

10. Roadmap for Innovation: What innovations or features is the DSP planning to implement to address the challenges posed by cookie depreciation in the future?

The Bottom Line

As we wrap up our exploration of the evolution and impact of cookies, it’s evident that the digital landscape is undergoing a significant transformation. From the inception of Lou Montulli’s invention at Netscape to the widespread adoption of third-party cookies and their subsequent scrutiny, we’ve observed the delicate balance between user experience, personalization, and privacy.

The imminent depreciation of third-party cookies brings forth both challenges and opportunities. Lingering concerns about the limited viability of digital advertising use cases are being addressed through the industry’s response, marked by innovation and collaboration.

Choozle, uniquely positioned in collaboration with industry leaders like The Trade Desk, Amazon, and other prominent retail media networks, stands as a guiding force in the evolving advertising landscape. As we navigate this uncharted territory, Choozle remains at the forefront, ready to assist advertisers and marketers in comprehending the complexities and seizing the opportunities of a post-cookie world. If you haven’t joined us on this journey, we encourage you to reach out for a discussion.

Martin Smith

Martin Smith is the Senior Vice President of Sales at Choozle. He has over 30 years at the leading edge of innovation in media, data and data technology on both the agency and client-side. He is a veteran of businesses in their growth phases including Apple, Audible, MatchLogic and the Lowe Group. Martin has led revenue teams and been a key driver in effectively supporting business transformations enabled by technology and the effective application of data. He’s passionate about supporting advertisers and their agencies to maximize their investments in acquiring and developing their customer relationships.

The post Navigating the Post-Cookie World: A Comprehensive Guide for Marketers and Advertisers appeared first on choozle.

Building Your Dream Team: Who’s On Your Support Squad?

Choozle — Wed, 21 Feb 2024 07:14:43 +0000

I’ve consistently sought to lead an adventurous life, having been fortunate to travel to numerous destinations, reside in various countries, and engage in experiences that entail a certain level of personal risk.

Living a life of adventure

Living an adventurous life has not only shaped my character but also highlighted the importance of having a strong support system. Assembling a dream team to navigate both the exhilarating and challenging moments has proven to be essential.

Scuba diving with hammerhead sharks – Check
Jumping out of a perfectly good airplane – Check
Wreck diving in cold dark waters off of New Jersey and Melbourne Australia – Check
Skiing from a helicopter in the southern alps of New Zealand – Check
Surfing overhead waves that throw you around like you are a feather – Check
Cave diving in the cenotes in Mexico – Check
Climbing 14ers in Colorado – Check
Traveling the world – Check

Engaging in these activities always involves assessing risks, devising plans to mitigate potential negative outcomes, and collaborating with others to establish safety protocols.

What is a support squad, and why do you need one?

I’ve always found it intriguing that the safety protocols for these activities share striking similarities. It involves a combination of planning, understanding your equipment, verifying your own setup, implementing a buddy system for redundancy, cross-checking with your buddy, having a contingency plan for unforeseen challenges, and knowing the escalation process for seeking assistance if necessary.

A support squad is the cornerstone of success, a collective force that helps you navigate life. It’s a support system that contributes unique skills, perspectives, and unwavering support, forming a cohesive unit dedicated to mutual growth and achievement. This squad serves as a bedrock, providing encouragement during tough times and offering diverse insights to sort out the inevitable complexities of life and career.

The squad is more than just a safety net, it’s also the group of people that give you the confidence to push yourself beyond complacency. The genuine self-assurance gained from a supportive squad and established practices is what empowers you to embrace the risk, giving you the courage to go faster, adopt a more aggressive approach, or fully immerse yourself in the experience by overcoming your fears.

My Own Support Squad

Reflecting on my own life, I’ve been privileged to cultivate a support squad that encompasses mentors, friends, my family, and colleagues. These people have been instrumental in shaping my path, offering guidance during difficult moments, and celebrating alongside me during big wins.

In challenging times, having a trusted circle to help brainstorm solutions without being too close to the problem is essential. I consistently turn to a group of individuals when I’m uncertain and need feedback. These people excel at the highest levels of business, advertising, and technology, offering fresh and diverse perspectives. Without exception, they provide direct and honest feedback that I value, even if it isn’t always what I want to hear.

Support is a Two-Way Street

In all areas of life, it’s not always about what you get, but oftentimes, it’s more importantly about what you give. I place a strong emphasis on mentoring, both in formal and informal capacities. My college experience at the University of Colorado was enriched by encountering an influential mentor, Jeff Fromm.

Jeff, the father of one of my skiing buddies, Dave and Aaron. Jeff held a high-ranking position at Hewlett Packard when our paths first crossed. Over the course of several years skiing together, I developed a close bond with their entire family, engaging in numerous insightful conversations.
Consequently, I found myself perceiving the world through a new and previously unfamiliar lens. Jeff played a pivotal role in guiding me towards a path of excellence and focus, which has proven to be immensely impactful in my career. It wasn’t a singular event but rather witnessing someone with more extensive life experiences than I had at that point.
He deepened my understanding of how people’s motivations influence their behavior, and he taught me how to leverage this insight to empower teams. By investing time in understanding each team member’s individual desires from their experiences, he imparted valuable lessons on effective leadership.
I strongly believe in the concept of paying it forward, and find great fulfillment in mentoring early-career Choozle employees and colleagues, contributing to a workplace culture where people can thrive.

Why Not Pay it Forward?

Consider offering your expertise and insights to mentor someone, whether they are early in their career or seeking guidance in your field of expertise. By becoming a mentor, you contribute to the growth and development of others while simultaneously enriching your own perspective and leadership skills. Embrace opportunities within your workplace or explore external mentorship programs to make a positive impact on someone else’s journey. Remember, mentorship is a reciprocal relationship, and by giving back, you play a crucial role in cultivating a supportive and thriving community within your professional network.

Embracing Continuous Learning

Continuous learning is more crucial than ever, according to a recent article from McKinsey & Company 40-60% of an employee’s human-capital value (knowledge, attributes, skills, and experience) is attributed to skills acquired through workplace learning and development. Our company facilitates this by providing complimentary access to career-related LinkedIn Learning® paths along with the entire learning catalog. Additionally, there’s full reimbursement eligibility for approved education specific to each role.

The leadership team at Choozle has designed a program that allows employees across the company to see what growth looks like for every role – not just their current position. This cross-functional collaboration not only illuminates career opportunities for employees but also strengthens relationships throughout the organization.

Why is this so important? The Association for Talent Development (ATD) recently completed a survey where less than one-third of respondents, only about 31% of employees felt their organizations provide the requisite support for learning new skills and expanding their professional capabilities and goals.

Recognizing and Appreciating Your Squad

Recognizing and celebrating milestones and contributions is crucial for fostering a positive and motivated team environment. Recently, at our Revenue Kick-Off meeting and company celebration, we had the opportunity to applaud the exceptional achievements of our team members. The event served as a platform to showcase outstanding performances, with awards highlighting the dedication, innovation, and hard work that forms our collective success as a company. As we reflect on these moments, we’re reminded of what success looks like and how every milestone is driven by our people.

Team Building within Your Company

Employees are the driving force behind your organization, keeping it running smoothly and efficiently. The first step in cultivating a great team is strategic hiring, prioritizing individuals who align with your company’s values and culture. Beyond skills and qualifications, the emphasis on cultural fit ensures a harmonious integration of diverse talents, fostering an environment where everyone shares a common purpose and commitment. By assembling a team that resonates with the core values, you lay the foundation for a cohesive and resilient unit that propels the organization toward its collective goals.

It might seem extreme, but when considering these individuals, would you trust their judgment and skills in a life-and-death situation? If you were climbing with them, could they prevent your fall in time? In the event of an avalanche, do they possess sufficient knowledge of their beacon to locate you swiftly? While diving, if your regulator malfunctioned, would they be close enough for you to swim to them and access their spare air?

In the business world, it’s never a matter of life and death, but can you confidently entrust your livelihood to the people you’ve gathered on your team?

Fostering a Collaborative Work Environment: Cultivating Synergy

Creating a collaborative work environment is instrumental in reaching the full potential of your team. Encourage open communication, idea-sharing, and cross-functional collaboration to break down silos and promote a sense of unity. Whether through team-building activities, regular brainstorming sessions, or utilizing collaborative tools, prioritize initiatives that nurture a culture of teamwork.

A collaborative work environment not only enhances creativity and problem-solving but also strengthens the bonds among team members. In cultivating an atmosphere where every voice is valued and contributions are recognized, you amplify the collective heartbeat of your business, ensuring sustained success.

Tips for Assembling Your Squad

Assembling your support squad is a significant step toward achieving your dreams. Whether in personal or professional realms, having the right people by your side can make all the difference.

Family and Friends – Your Core Team: In your personal life, family and friends form your core team. These relationships offer unwavering encouragement, providing a safe haven during both highs and lows. Identify those whose presence uplifts you, creating a strong foundation for your journey.

Professional Connections: In addition to personal connections, building a solid support squad involves leveraging your professional network. These connections play a vital role in shaping your journey and contributing to your success. It can be as simple as reaching out to someone who is doing the job you’d like to do in the future. Or perhaps there’s someone who has a skill you’d like to further develop such as outstanding writing or speaking skills. You can ask them to help you develop in this area.

Historical and Well-Known Figures: Drawing inspiration from historical or famous figures adds a unique dimension to identifying champions. Studying the lives and accomplishments of iconic individuals can offer insights, motivation, and perspectives that resonate with one’s own journey, serving as a source of inspiration and aspiration.

The Power of Networking

Networking is a strategic tool that extends beyond professional circles. It involves connecting with individuals who can contribute positively to your journey. Here’s how you can leverage the power of networking:

Networking Events:

Attend industry-related events to build connections in your professional sphere.
Actively engage in conversations, exchange ideas, and establish meaningful relationships.

Online Communities:

Use social media platforms and forums to expand your network.
Join groups relevant to your interests or professional goals.
Participate in discussions, share insights, and connect with like-minded individuals.

Remember, networking is about fostering authentic connections that align with your values and aspirations. By strategically navigating your professional and personal networks, you can enhance the diversity and strength of your support squad, ensuring a dynamic approach to navigating life’s journey.

Preparing Your Mindset

Before reaching out to family, friends, or engaging in professional networking, it’s essential to ensure you approach building your team with an open and receptive mindset. Here are some key tips:

Be Open to Receiving Support:

Acknowledge that success isn’t a solo journey.
Open yourself to the love and assistance people want to offer.
Allow support to flow in by being receptive to those cheering you on.

Clarify who in your life energizes you:

Cultivate a support group with those who inspire and encourage you.
Avoid associations with individuals questioning your aspirations.

Understand that asking for help is a strength:

Be receptive to support from those genuinely invested in your success.
Surround yourself with individuals who see your potential and highlight life’s greatness.

Choose Wisely:

Determine the core individuals crucial to lifting you toward your dreams.
Cultivate strong connections with those positively impacting your journey.
Recognize the value of time and carefully select your support squad.

By tapping into personal and professional networks and figuring out who inspires and energizes you, you’ll create a dynamic support system that helps you succeed. And just as it’s important to carefully select the right time, you’ll want to ensure your putting consistent effort into nurturing your squad. This means ensuring you have regular touch points with your team and that you’re also taking the time to appreciate them and acknowledge their contributions to your career and life.

Technology as a Support Squad Member

In the ever-evolving landscape of personal and professional growth, technology stands as an indispensable member of your support squad. As a technology professional myself, and someone who has coded and lived in that world, I know firsthand how crucial it is to harness the power of technology to work smarter and go faster. Because of this, I’d argue that in today’s world, it’s essential to consider technology as an important member of your team. There are now a nearly unlimited number of tools and software designed to streamline operations, boost productivity, and enhance overall efficiency.

Navigating these solutions and selecting the right ones to enhance your work and daily life has become crucial to becoming more efficient and getting time back. Why not empower yourself to face challenges head-on and achieve your goals with greater ease. From enhancing your health with improved sleep, exercise, and nutrition to streamlining and automating your work, there’s an app for every need.

Personally, while I have some misgivings about the broader impact of ChatGPT as an AI technology, I find that Microsoft’s Copilot has become an indispensable part of my daily work routine. I rely on it to outline content, conduct research, and sometimes create images.

Building Your Technology Stack

Building your technology stack is like assembling a comprehensive toolkit tailored to fortify and streamline your entire business operation. Navigating the diverse landscape of technology solutions requires a strategic approach, starting with a deep understanding of your business needs, objectives, and target audience. Your technology stack should be a well-integrated ecosystem, where each component synergizes to enhance efficiency and drive innovation.

Begin by selecting the right foundational elements, such as cloud computing services, to provide a scalable and flexible infrastructure. Integrate collaboration tools to facilitate seamless communication and teamwork across your organization. Implement customer relationship management (CRM) systems for centralized data management, ensuring a cohesive view of your interactions with clients and customers. Embrace cutting-edge technologies like AI and machine learning to automate processes, enhance decision-making, and stay ahead of the curve. Regularly assess and optimize your technology stack to align with shifting business requirements and technological advancements. The goal is to create a cohesive and adaptable technology stack that acts as a strategic enabler, propelling your entire business toward sustained growth and success.

The Importance of Services To Support Your Technology

Amidst the strategic assembly of a robust tech stack, the significance of services to maximize your technology investments cannot be overstated. We’ve all encountered the futility (and frustration) of purchasing software, a subscription, or a membership, only to never fully utilize it—or, worse, never use it at all.

Services act as a guaranteed guide to ensure you use what you own and enjoy the complete benefits of your investment. From expert consultations guiding you to maximum efficiency, specialized services act as the linchpin that transforms tools into solutions that generate results. Additionally, ongoing support services provide a safety net, offering troubleshooting assistance, updates, and continuous improvements to address any emerging challenges or changing business needs.

Recognizing the critical role of services to enhance results, at Choozle we’ve introduced managed services to enhance our omnichannel advertising platform. Tailored to navigate the complex world of paid media, our managed services guide clients in selecting the best media buys. Our platform is underpinned by detailed consumer data that fuels strategic planning and precision media buying, allowing brands to connect with their target audience across diverse media and channels. By leveraging Choozle’s managed services, advertisers can not only save time and money but also break through the noise of the saturated information landscape, delivering meaningful and impactful advertising outcomes.

The Bottom Line

Building your dream team is a continuous adventure, much like the diverse experiences shared earlier. Whether it’s conquering personal challenges or achieving professional milestones, the power of a well-crafted support system is undeniable.

Remember, your squad extends beyond the immediate circle of family and friends; it includes mentors, colleagues, and even the technological tools at your disposal. Why go it alone? By nurturing these connections, you not only fortify your own journey but also contribute to the growth and success of others.

As you embark on the ongoing quest of assembling, appreciating, and evolving your support squad, keep in mind that it’s a dynamic process. Regular touchpoints, genuine appreciation, and consistent effort in nurturing your team will ensure its resilience and effectiveness.

In the grand tapestry of life and career, your support squad is the vibrant thread that weaves moments of triumph and resilience. Embrace the diversity of perspectives, relish the shared victories, and be open to the continuous learning that your squad brings to your journey.

So, whether you’re scuba diving with hammerhead sharks or navigating the intricate landscape of professional growth, your support squad will be there, propelling you forward. Cheers to building and sustaining the dream team that not only supports your aspirations but also adds depth and meaning to the tapestry of your life. Happy squad-building!

Adam Woods

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How to tell if your digital marketing campaign is running efficiently

Choozle — Thu, 03 Mar 2022 06:33:00 +0000

When running a digital advertising campaign, you can set yourself up for success from the launch of your campaign and continue to be efficient with how you spend your budget and measure your success. But, how do you know if those efforts are actually helping your campaign run efficiently? There are a few main pieces that will show (and tell) you whether you’re running an efficient digital marketing campaign—performance metrics and budget.

Performance Metrics

First, it’s important to point out that what is efficient for your campaign may not be the most effective strategy for others. Before launching a campaign, performance goals should be set to determine where your campaign should be with the daily budget, click-through rate, win rate, impressions, and/or cost-per-acquisition. Hitting performance metrics shows that your budget is being put in the right place and your campaign is reaching the audience it needs to reach to achieve the overall goals.

If your performance metrics are falling behind there are strategies that can be used to make adjustments and create the results you want to see.

Check out these posts for more information:

“What tools help with campaign efficiency?”

“Metrics that translate to marketing campaign performance”

Full funnel conversion goals

Full-funnel marketing is built upon the idea that not all marketing tactics and channels serve the same purpose or audience. At Choozle we recommend creating an omnichannel, full-funnel, digital marketing strategy that utilizes multiple tactics to reach several audiences and drive them towards the conversion stage of the buyer’s journey. The tactics that drive each section of the marketing funnel are different and utilize different performance metrics to show their results. An incremental conversion goal is set for each stage to keep leads moving through the marketing funnel. For example, a campaign speaking to top-funnel prospects will focus on sharing your brand and will track metrics like earned impressions or video completion rates to show success in creating brand awareness. While a campaign at the bottom of the funnel is focused on booking demos or driving in-store visits, and will use metrics like form completions or landing page traffic to realize your most qualified leads and measure the effectiveness of driving consumers closer to making a purchase.

Check out these posts for more information:

“What is full-funnel marketing?”

“Full-funnel marketing series: Awareness”

Budget

Another way to tell if you have an efficient digital marketing campaign, which coincides with performance metrics, is if your budget is meeting daily spend caps. This is also known as pacing. If you’re hitting your daily budgets, your campaign is spending the amount of money it should be, which in turn would mean reaching your targeting audience. An efficient campaign should use the entire budget within the campaign flight date.

Check out “How can you be efficient with your budget?” for more information on budgeting during a campaign.

If performance metrics and budget line up, you can now say you are running an efficient (and effective) digital marketing campaign.

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Utilizing high-quality connected TV deals on Choozle

Choozle — Tue, 22 Feb 2022 06:44:52 +0000

Choozle prioritizes your ability to have a simple and understandable ad management experience by curating the highest quality inventory available for every campaign launched. Our non-conflicted platform brings together all sides to provide seamless access to top-quality, sourced connected TV (CTV) inventory. By using Choozle’s Deal Explorer, you are guaranteed inventory in brand-safe, high-traffic ad environments. Deliver your message to new audiences and reduce wasted ad spend on low-quality inventory when you run CTV ads with Choozle.

Jump to:

Top-quality CTV placements

Choozle curated deals

Best practices

Key advantages

Top-quality CTV placements

Connected TV advertising is a game-changing opportunity to reach massive and highly targeted audiences watching national live streams of sports and other premiere TV. Reports show that over 213 million people watched TV monthly through an internet-connected device in 2021. That means over 72% of households are reachable through CTV. This scalability and the real-time nature of programmatic advertising enables you to narrow in on the most relevant audience segments while still being able to spend ad budget at scale.

Choozle curates and organizes the best private marketplace (PMP) deals available for CTV inventory, including both live-streaming and library streaming content. We recommend creating a strategy focused on building brand awareness while utilizing the first-party data gained during your CTV campaigns to effectively drive customers through your marketing funnel.

Access TV advertising staples, like live sports and local news, with the targeting capabilities and detailed digital advertising analytics. Compare inventory streaming on Hulu, Sling TV, ESPN, and more. Shop by household segmentation to target specific audiences based on demographics, purchase intenders, and behavioral data.

Events like NCAA March Madness, Champions League, or The Masters will build out your first-party data quickly with massive reach you can use to create retargeting campaigns.

Choozle curated deals

Choozle’s deal explorer is built to connect you with the highest-performing connected TV deals available right now. Browse sourced inventory for upcoming live events, audience segments, and contract groups with transparent CPMs and estimated impressions. Choozle’s deal library cuts through the clutter and curates inventory with proven success and scalability.

If you can think of any TV advertising opportunity, chances are we have access and can help you create a strategy around it, including shoulder content and other creative channels to scale your campaigns. The availability and rates of inventory are subject to change, but if you’re interested in seeing what’s available, Choozle has a pre-negotiated library with details on placement, dimensions, price floors, and geographic availability for inventory. If you’re interested in something specific, reach out to our Media Strategy team to build something around your goals.

Best practices

Connected TV advertising uses most of the same optimization tools that can be tailored to specific outcomes, but CTV campaigns can continue to be improved and utilized further with a little bit of knowledge and best practices to follow.

When using inventory with an oversized reach like most CTV placements, targeting geolocation, first-party data, or third-party data can help you hone in on your most valuable viewers and households. We recommend not excluding data segments when targeting CTV because audiences are based on entire households, so you could inadvertently narrow your reach. For example, if you exclude men, you will be excluding every household where a male resides.

Also, be sure to set up your live event CTV inventory in a separate ad group from the rest of your CTV and video inventory. This ensures that the pacing of the other ads won’t interfere with your ability to bid on these short spurt live events that need to pace individually.

When you think about how you want messages presented to audiences, making compelling content is key. Regardless of format, the content needs to be relevant, engaging, and informative. This is another area where your demographic information plays a major role – it helps brands and agencies personalize the creative, making it authentic, emotionally compelling, clear and concise.

Key Advantages

CTV allows for better control and transparency when creating a campaign. As said before, brand safety and viewability are guaranteed through the private marketplace deals curated by Choozle. If brand building is your goal, you’ll be able to set and track specific metrics to indicate your success that are unavailable through traditional TV marketing. You can find and track new audiences watching live events you wouldn’t be able to target otherwise. With that new audience data, you can continue to reach them with retargeting campaigns. Brand resonance is statistically much higher when consumers watch ads from the same brand on different mediums. Additionally, you can continue to connect your CTV ad exposure data with website visits, sales, and lead actions to better understand the brand impact of your CTV placements and the qualified leads attributed to the campaign. Compare placements, audiences, and creatives down to the deal level to understand what campaigns are driving success. And finally, the death of the third-party cookie is looming. CTV is one of the few digital channels that are mostly immune to its demise.

Shopping for internet-connected TV advertising is easy with Choozle. We set you up for success with top-quality CTV inventory with proven success, scalable reach, and in-depth targeting capabilities. If you are looking to build brand resonance during upcoming live sporting events like NCAA March Madness, check out Choozle’s Deal Explorer to fully understand what is available. And if you are interested in building out a retargeting strategy using your newfound CTV audience, reach out to our Media Strategy team to find out what can be done.

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