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Data, Location and Brand Safety in the French Reviera

Data, Location and Brand Safety in the French Reviera
 At Cannes Lions, creativity and technology met with the goal of moving the digital advertising industry forward. Between soaking up the sun and taking in the beauty of the Riviera some very interesting conversations were taking place. Here are a few of the key topics that everyone had in mind:
Data-Driven Audiences:
Audience segmentation has got all the buyers interested, as they still find themselves sifting through high volumes of traffic to find relevant users. The rise in QPS, and thus in server costs, is weighing down on programmatic buyers and it’s time to start being smarter, and more efficient when it comes to filtering traffic. Volume is no longer the goal especially considering that buyers are seeing the same traffic from multiple sources. Instead, buyers would rather receive only relevant traffic and increase efficiency. Quality is definitely kicking quantity’s behind, in the eyes of buyers.
Brand Safety:                      
In March, Youtube faced prosecution from advertisers whose ads were being displayed next to extremist content on the platform. The Times’ investigation into this matter caused some major concerns among brands, and subsequently with agencies and DSPs. The entire Riviera was a-buzz when it came to ensuring brand safety and avoiding situations where their ads were showing up around content that would jeopardize a brand’s image and reputation. As a result, programmatic players are now increasingly concerned with how they can ensure that campaigns run in a safe, clean environment, thus ensuring both advertiser satisfaction, as well as performance.
Location, Location, Location:
Hyper-based targeting is on everyone’s minds, and the need for precise GPS driven geo-location data is more important than ever. With mobile advertising already surpassing desktop and set to take over the market in 2020 with over 30% of US market share (eMarketer 2017), getting to the right user at the right time is crucial. Mobile ads have become a key player in point-of-sale conversions and by using GPS advertisers can drive mobile users to conduct in-store purchases. This got all the tech players on the hunt for location-equipped inventory, as pressure from brands who are interested in generating more in-store sales increases.

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