IAB Spain , the Spanish association for advertising and digital communication, together with the Spanish Association of Advertisers (aea), organized the IAB-aea Digital Advertising and Communication Seminar this Monday, September 11 .
A day in which the protagonist has been a concept that is totally in vogue: data & cross device . The objective? To advance towards a unique identifier through the conclusions and ideas of the large group of experts who have met.
Following the opening by Lidia Sanz , general manager of the AEA, and Antonio Traugott , general manager of IAB Spain, the day began with a presentation by Maylis Chevalier , country manager for Spain at Ligatus . She focused on a series of data that highlight the importance of technology and the digital environment.
«In Spain, the average number of devices used per user is 3.3 . A figure that australia phone number clearly shows why we cannot move forward without a cross-device strategy.» «The first challenge is to have a cross-device marketing strategy , followed by understanding the data between the different devices and, of course, brand safety .»
The challenge of multi-device measurement
A topic that Miquel Trias (Google) has focused on . “ Google searches on mobile devices exceed those made on desktop and tablet combined. The mobile device is becoming more and more important.” “There are more and more searches because there are more and more expectations of being able to do things on mobile devices.”
"90% of people say they complete tasks by switching between devices ," Trias said, noting that the average conversion rate is two devices.
“A cross-device conversion is any conversion in which the cookie is not useful,” he clarified. Based on this, we identified two challenges. The first of these is “having a global picture of the user’s journey ” through the 3.3 devices mentioned in these lines.
The second refers to attribution . “When a sale is made, you must know how to attribute it appropriately.” “The future is a model in which we don’t just take into account the last click, but we focus on all the points and give them the corresponding value.”
Cross-device data: demystifying DMP
The day continued with the study presented by Manuel Mercader ( Contversión ) based on the benefits and functionality of the Data Management Platform.
«The DMP is a data platform. In recent times it has tried to connect the world in which we develop campaigns and the one that refers to the user.» «The power that technology gives us is to be able to impact the user in an advertising way across the entire spectrum.»
Major software companies have begun to work on a scenario in which these two worlds are combined "to have a unified user experience to treat them in a unique way." The problem comes when it is linked to only one cookie in the cross-device world we live in.
When implementing a DMP, we must be aware that the data is disaggregated. “We have to normalize the data, especially the first-level data, knowing what our data structure is. The next step refers to the linking of this data,” said Mercader.
It is time for the unique identifier . “A complex part because we have two ways of identifying it. The Facebook and Google environment”, because many users identify themselves on these platforms through their email account. But we cannot forget the cookies that we find on other platforms “such as Wi-Fi network connections ”.
"We must take into account that the identifications we make are based on the user's connection to certain environments that we have identified ," so it is very important to know in each of the points where the user is present, and in a reliable way.
The use cases for which a DMP is to be implemented must be clearly defined . This involves analysing the investment we make in media for optimisation, having a sufficient level of data maturity when combining all the company's departments, determining internal knowledge with the same taxonomy and segmentation of the user experience, and taking into account user monetisation.