Madtech Point – storyboard18

MAdtech Point: Data Clean Rooms as the curator in the digital advertising supply chain

With curation, publishers will be able to collaborate with data providers, brands, and retailers in a privacy compliant manner to build PMPs, package their first-party data with inventory from third-party publishers to sell to buyers. (Representative Image: PAN XIAOZHEN via Unsplash)

Curation shifts the power to leverage, back to the publisher from the DSPs and SSPs and rightfully help the publishers take control over not only their data, but also their partners data, including the advertiser. Clean Rooms as the Curator offers five significant commercial advantages, writes Gowthaman Ragothaman.

MAdtech Point: Data Clean Rooms are the new age media agency

Data Clean Rooms helps the media agency to responsibly use the consumer data. While there are many use cases for clean rooms, it is the media agency that requires this technology the most, writes Gowthaman Ragothaman.

MAdTech Point: How can we make better predictions for the MAdTech industry?

How can we increase our chances of making right predictions? By expanding the aperture of our view of the industry. This can be done by collaborating with at least two adjacent industries. (Representative image by Jon Tyson via Unsplash)

As digital advertising accelerates, we are facing with the challenge of big tech platforms building their own concrete jungles on the back of privacy to grab their share of the pie. There will come a time, when ad spends will end up across 8 to 10 concrete jungles without any means to measure their ROI on common metrics.

MAdtech Point: Last call to save the Open Web

India’s digital ad spending is expected to hit $21 billion in the next five years and as per Redseer's recent report, besides big brands, SMBs are expected to account for 40 per cent of India’s overall digital ad expenditure by 2028. (Representative Image: Markus Spiske via Unsplash)

For the Open Web to survive, the cost of advertising needs to improve very very significantly. Platforms need to take much more accountability in ensuring that all the ads they serve are viewed, measured and delivered on genuine websites that are not just made for advertisers.

What streaming services can learn from direct to consumer companies

Regional OTT content volumes exceeded Hindi language content in 2023 for the first time. (Representative Image: Bastian Riccardi via Unsplash)

A neutral interoperable technology stack for the streaming industry has huge benefits for the industry. Companies can focus more on their own sales and operations. More importantly, they need not worry about investing in a direction less technology stack, instead they can focus on building a universally accepted unit economics.

MAdtech Point: What is between an app and a super app?

The data clean room technology has the potential to offer this independent and neutral solution as a middleware technology for the industry. (Representative Image: Alexander Sinn via Unsplash)

An invisible collaboration layer between app and super app can enable multiple apps to share data in a privacy compliant manner.

MAdtech Point: Decoupling of technology from data and inventory, the AdTech End Game

Since the purchase data is rich in granularity, it significantly increases these sites ability to use their own digital properties to sell advertising to brands, much like a media property would. These sites are now becoming a very valuable resource in a brands’ marketing mix as this helps to engage consumers efficiently. (Representative Image: Markus Spiske via Unsplash)

Conventionally, advertising technology has grown so far by bundling data and inventory with technology, where the cost of technology is recovered or subsidised.