Summary of ExchangeWire TraderTalk with Amy Fox & Ciaran O'Kane

00:00:00 - 00:25:00

In this video, Amy Fox and Ciaran O'Kane discuss the problems with the current state of measurement and targeting frameworks, and how the industry needs to move beyond them. They talk about how device ids and opt-outs are becoming a major issue, and introduce the concept of a framework as a way to move beyond the broken state of measurement and targeting.

• 00:00:00 Amy Fox from Bliss discusses how the current state of measurement and targeting frameworks is broken and how the industry needs to move beyond them. She talks about how device ids are a currency that is imploding, and how opt-outs have increased in recent years. Fox introduces the concept of a framework, and explains that it is a way to move beyond the broken state of measurement and targeting.
• 00:05:00 The presenter discusses how the current market situation is causing problems for marketers, including the fact that they are not reaching as many people as they want. They go on to discuss how the post-cookie world is different, and how using data to target and measure is still necessary. They conclude by discussing some of the alternatives to cookie-based targeting.
• 00:10:00 In this video, Amy Fox and Ciaran O'Kane discuss the exchange of cookie and device ID data for performance purposes. They note that the use of cookies and device IDs was once a major driver of performance, but that this is now being threatened by Chrome's plans to discontinue support for cookies and device IDs. They discuss the possible replacement options for cookie and device ID data, including context. They say that while context may be useful for understanding a single audience, it is not scalable and will only have a limited reach.
• 00:15:00 The video discusses the potential benefits and drawbacks of using different types of personal data in ad targeting. ExchangeWire trader Ciaran O'Kane discusses how their company uses first party data to target ads more effectively.
• 00:20:00 The video discusses the importance of location data and how it is used to target ads and track customers. It goes on to discuss how representative the data must be in order to be useful, and how privacy is a concern for the company. It finishes with a discussion of bidding rules, which are used to target ads and track customers based on their activity and location.
• 00:25:00 The speaker discusses how ExchangeWire's tradertalk platform helps traders make better buying decisions based on publisher and location information, free of personal data. The speaker also discusses how traditional engagement metrics like number of people who have finished watching a video or number of people who have engaged with an ad are not as useful in the digital world, and how ExchangeWire's approach of focusing on brand metrics, metrics retention, and micro-targeting can help fill the gap.