In this week's member-guest post we hear from Tanya Field, Co-Founder, and CPO of Novatiq, as she analyses McKinsey's recent report on post third-party cookie strategies and provides key recommendations on how to go beyond owned intelligence in order to succeed in a post third-party cookie world.
McKinsey’s recent report into the post third-party cookie advertising ecosystem recommends three strategies for brands to take: 1) leverage owned touchpoints to generate first-party data, 2) partner with second-party data vendors for additional insights, and 3) leverage contextual strategies.
While this is welcome insight from a company outside the core adtech ecosystem, the recommendations do little to move the debate on. Moreover, while the steps outlined by the consultant will have a significant positive impact on brands’ marketing efforts, they still fail to meet the core requirement that will follow the loss of third-party cookies: verifying audiences at scale across the anonymous web.
Our view is that McKinsey’s analysis provides only part of the answer. First-party data will undoubtedly take on added importance for brands and publishers alike, and there is of course a convincing argument to be made for augmenting this data with that of second-party organisations. McKinsey is suggesting an approach where universal IDs are leveraged as first-party cookies to activate and enrich consented information across marketing channels, adtech providers, and publishers.
However, while universal IDs will clearly play a role in the emerging programmatic ecosystem, they cannot be the only solution. This is because universal IDs are not capable of providing a joined-up view of web users across the anonymous web, nor are they able to recognise users across devices.
Going further than McKinsey, we would therefore also recommend the use of an interoperable pseudonymous verification ID. This ID would enable advertisers and publishers to leverage telco intelligence to verify users behind the telco firewall.
The benefits of using telco intelligence are clear: telcos have full visibility of subscribers across devices and are trusted by consumers, which will be important for managing consent. Moreover, using the pseudonymous verification ID removes the need to transact personally identifiable information, making this a privacy-first design.
McKinsey rightly notes the importance of data partners to solving the post third-party cookie challenge. To reach users on both the authenticated and anonymous web, telcos must be one of these partners, and interoperable pseudonymous verification IDs a core enabler of programmatic transactions.
Our proposed approach will mean that advertisers can retain all the current benefits of verified audiences at scale and will therefore not need to rely on contextual to fill the gap (the third of McKinsey’s strategies). While there’s a role for contextual advertising, it does not currently have what it takes to reach the right audiences every time.
McKinsey has provided useful, objective insights for advertisers and there is much of value in its analysis. However, first-party data is only the beginning of a solution, not the solution itself. By combining brands’ owned data with that of publishers and verifying it with the help of telcos, advertisers can build complete, 360-degree profiles of their customers that are as rich, if not richer, than anything available today through third-party cookies.
For more information on the ID ecosystem, and strategies for responding to the withdrawal of third-party cookies, read IAB Europe’s updated Guide to the Post Third-Party Cookie Era. Here you can learn more about interoperable pseudonymous verification IDs and how they will interact with universal IDs and other solutions to help create the privacy-first programmatic ecosystem of tomorrow.
In just a few weeks, the E-commerce Berlin Expo will be kicking off! This is definitely an event not to be missed if you are in the e-commerce industry. With hundreds of exhibitors and thousands of visitors expected, you are sure to gain some valuable insights that will help your business grow. Make sure to get ready for the biggest e-commerce event of the year!
About E-commerce Berlin Expo
The E-commerce Berlin Expo is a one-day event that will be taking place on the 5th of May 2022. This Expo is the perfect opportunity to learn about the latest trends and developments in the e-commerce industry. Additionally, you will have the chance to network with other industry professionals and learn from their experiences. As an exhibitor, you will have the opportunity to showcase your latest products and services to a large audience.
In 2022, over 10 thousand visitors, 206 exhibitors, more than 50 speakers and over 50 media partners on 10k m2 in the event venue are expected.
Who attends E-commerce Berlin Expo?
The E-commerce Berlin Expo is attended by business owners, managers, and professionals from a wide range of industries. They all sell or are going to start selling services and products online – from e-commerce pure players through retailers and marketplace passionate to wholesale experts and manufacturers.
If you are looking to expand your knowledge about e-Commerce and meet new people in the industry, then this Expo is the perfect event for you.
Speakers of EBE 2022
EBE organizers managed to gather a lot of the top minds in the e-Commerce industry. They know that innovations are key to any industry, so they invited speakers who are experts in this field. During our event, attendees will have a chance to hear from the best in the business. Leading industry experts present their talks and share their expertise on numerous stages during the EBE, giving attendees an opportunity to learn about current e-commerce trends, use cases, and predictions. In 2022, the EBE stage hosts representatives of some industry giants such as Hubspot, Amazon, BigCommerce, MediaMarktSaturn, Pipedrive, Vodafone, Otto and Delivery Hero.
Of course, that is not all - there are more than 50 top-notch speakers at the E-commerce Berlin Expo. You don't want to miss out – read more about speakers here.
To get a better understanding of what to expect at this year's E-commerce Berlin Expo, we have also listed exhibitors and media partners below.
Exhibitors of E-commerce Berlin Expo 2022
The E-commerce Berlin Expo 2022 is about to get in full swing, and the exhibitors will be showing off their latest and greatest products and services! There's a lot of excitement in the air as people will be wandering from booth to booth, checking out all the new offerings.
This year, the list of exhibitors is extremely impressive, including Shopware, Deutsche Post DHL, Freshworks, Tradebyte, Computop, JD.com, Huboo, Wish, Soundcloud, Plentymarkets, Kaufland, Asendia, Spring GDS, Austrian Post, just to name a few.
The Networking Zone is sponsored by Checkout.com, while the VIP Zone is sponsored by Storyblok, BigCommerce, Lowell, Global-E, Namogoo, Octopia are stage sponsors, and E-commerce Germany Awards – a special gala proceeding Expo – is sponsored by TreviPay and Emplifi.
This year's line-up is incredibly diverse, representing the entire market spectrum.
Don’t just read the articles and recaps – come to Berlin and join the event for free. Take part in the event, visit booths, and talk to business partners who will assist you in facilitating sales!
Media Partners of E-commerce Berlin Expo 2022
In addition to our amazing exhibitors, the E-commerce Berlin Expo is also thrilled to have some media partners on board. These organisations will be providing coverage of the event, so make sure to keep an eye out for their articles and announcements. Some of the media partners include: IAB Europe, E-commerce Europe, HDE, Händlerbund, Bundesverband E-Commerce und Versandhandel Deutschland, Bundesverband Onlinehandel, BDOA, InternetRetailing and SIBB. This alone ensures a strong representation of sector professionals at the Expo!
Get your tickets today!
The final countdown has begun for the E-commerce Berlin Expo, which is coming up in just a few weeks. This event is always a highlight of the year for the e-commerce industry, and this year is no exception. You don't want to miss out on the amazing line-up of speakers, who will be discussing everything from digital marketing to payments processing. Plus, there will be plenty of opportunities to network with fellow e-commerce professionals.
Tickets are still available, so make sure to get yours today! See you in May!
The EBE2022 is free to attend. Visitors can register for a ticket here.
Learn more at https://ecommerceberlin.com
For further questions, reach out on pr@ecommerceberlin.com
25 April 2022, Brussels, Belgium - IAB Europe welcomes the Council and European Parliament on the political agreement reached on the Digital Services Act (DSA) proposal on 23 April. The agreement marks an important further milestone in increasing user and business confidence online.
In particular, we commend the EU institutions’ adherence to much of the Commission’s original vision, and the relative lack of overlap with existing EU law, most notably the General Data Protection Regulation (GDPR), in the final text.
“Despite having a number of provisions that relate to use of consumer data, DSA will have a separate enforcement regime from the EU’s privacy and data protection legislation”, noted Greg Mroczkowski, IAB Europe Public Policy Director. “Broad restrictions on the use of data for advertising that were discussed during the legislative process looked like creating a risk of rules governing the same data processing being subject to different, competing enforcement regimes, with the risk of confusion for both users and business. While it would appear that the final text mostly avoids this, the regulatory landscape will nonetheless be a very complex one. IAB Europe will remain invested in constructive dialogue with policymakers and regulators with a view to improving legal certainty”.
IAB Europe looks forward to working with the European Commission and other stakeholders on implementation of the new advertising transparency requirements.
IAB Europe’s Annual Flagship Event Interact is back and ready to welcome you from 25th - 26th May 2022 in Madrid and you have just one week left to get your tickets at an exceptional early bird rate.
Don’t miss out, secure your space today!
Interact is a must-attend event for the digital advertising and marketing industry. For more than a decade, leading European advertisers, industry experts, agencies & media owners have met, got inspired & shared best practices in different capital cities across Europe and we are very excited to welcome you all to Madrid.
In partnership with IAB Spain, we will be hosting two days of keynote speeches, panel discussions, and networking opportunities for you to join.
With a central theme of ‘Driving the Next Digital Decade,’ we will cover a full range of key topics on the agenda as we look to address and drive the digital advertising ecosystem forward. From the attention economy, CTV, and retail media, through to premium publisher’s advertising models, sustainability, the latest policy and regulatory developments, and more, we will dive deep into the next era of digital advertising.
A big thank you to all of our sponsors for helping to make this happen!
Get your Earlybird tickets here.
Latest Speakers Announced:
Alongside our Chief Economist, Daniel Knapp, and our Chairman Emeritus, Constantine Kamaras we have a fantastic line-up of speakers confirmed.
Check out our current list of speakers below:
For more information on tickets, and to join us in Madrid, follow the link here. And be sure to be quick, as our early bird tickets are available until next Friday 29th April.
We look forward to seeing you there!
The E-commerce Berlin Expo is just a few weeks away, and we're getting excited! This year's expo is going to be bigger and better than ever, with tons of great speakers and exhibitors. If you're planning on attending, make sure to check out the agenda for the day. The jam-packed schedule of events will teach you everything you need to know about E-commerce!
The E-commerce Berlin Expo is the leading trade fair for the digital economy. It is the meeting place for decision-makers and innovators from the DACH market. They come to learn about the latest trends and technologies in online retail, network with other industry leaders, and find new partners.
This event is the perfect platform for showcasing your products and services to a highly qualified audience and getting potential new opportunities.
The next E-commerce Berlin Expo will take place on May 5th at STATION-Berlin. This year's expo will be bigger and better than ever, with a range of great speakers and exhibitors. If you're interested in learning more about e-commerce, this is the event to attend.
The one thing you will notice about this agenda is that it is full; there are a lot of different sessions and exhibitors to visit, so make sure you come prepared! The focus will be on the latest trends, actionable case studies, and developments concerning technology and innovations.
Here's an overview of what you can expect from E-commerce Berlin Expo this year:
Would you like to delve deeper into any of these topics? Register now to watch this speech live - Get your ticket at https://ecommerceberlin.com/visit
You won't want to miss it!
An amazing lineup of speakers awaits! Among the brands that will be presenting are: Checkout.com, Hubspot, Amazon, Wish, IKEA, Pipedrive, Moebel24, Henkel, Douglas, MediaMarktSaturn, NBB, KaDeWe, TUI, Vodafone, Zalando, or Shopware.
Here are just a few of the notable presentations and names you can expect to see:
Check the full agenda right here
More to be announced soon! Stay tuned for updates on the website – and register today so you have it penciled in your calendar.
This is just a small taste of what they have in store for you this year. There are plenty of other great sessions and exhibitors, so make sure to check out the website for more information. You don't want to miss out on this opportunity to learn from the best in the business.
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The EBE2022 is free to attend. Visitors can register for a ticket here.
Find out more about the E-commerce Berlin Expo 2022.
The E-Commerce Berlin Expo will be taking place for the sixth time on the 5th of May, 2022, at Station Berlin. Doors will open at 10 AM, and EBE2022 is expected to welcome more than 10,000 visitors. The annual fair has become a leading e-commerce event in Berlin with representatives from Google, Facebook, YouTube, Zalando, Otto Groupm, Amazon and Alibaba Group as past participants. Learn more at https://ecommerceberlin.com
For further questions, reach out to pr@ecommerceberlin.com
1st April, Brussels, Belgium - As part of its regular communication to the market on the Belgian Data Protection Authority (APD)’s decision on IAB Europe and the Transparency & Consent Framework (TCF), IAB Europe has confirmed that the action plan, required by the decision has been submitted today. The submission of the action plan marks a key milestone in the two-phase remediation period foreseen in the decision and should enable a version of the TCF with a broader compliance functionality to be rolled out over a 6-month period under the supervision of the APD.
The action plan outlines how IAB Europe, in its capacity as Managing Organisation of the TCF, will deliver on the formal orders laid down in the decision and reflects in-depth discussions amongst IAB Europe member companies that implement the TCF and convene in the existing TCF working groups and other instances, as well as IAB Tech Lab. These instances are multi-stakeholder, bringing together publishers, ad tech intermediaries, agencies, and CMPs (Consent Management Platforms). The actions in the plan were approved by the TCF Steering Group on 23 March (information about TCF governance is publicly available and may be consulted here). Each of the steps described in the action plan is the result of a careful assessment of which measures appear best suited to meeting the APD’s interpretation of the GDPR and the obligations the decision creates for IAB Europe.
The submission of the action plan is without prejudice to IAB Europe’s appeal of the decision to the Belgian Market Court. The appeal, as previously announced, contests a number of findings in the decision, in particular the findings that IAB Europe acts as a data controller of the TC String (the digital signals created to capture data subjects’ choices on how their personal data can be processed) and as a joint controller for the dissemination of TC Strings and other data processing done by TCF participants under the OpenRTB protocol.
Notwithstanding the appeal to the Market Court, IAB Europe welcomes the opportunity of the forthcoming dialogue with the APD and concerned supervisory authorities on the action plan to solicit their guidance on how best to deliver extended functionality to the TCF. IAB Europe has long aspired to submit the TCF for approval as a transnational GDPR Code of Conduct, and the action plan being submitted today is an important step in this direction.
Once the action plan has been reviewed and validated by the APD and concerned supervisory authorities, IAB Europe will have six months to implement it.
For more information on the APD decision on IAB Europe and the TCF, please find our latest FAQ document here.
