Verizon Media today announced the deployment of its next-generation audiences and next-generation purchases in Southeast Asia, the first two tools in its new suite of next-generation solutions. This first-to-market offer for advertisers and publishers is independent of advertising identifiers for creation, purchase or audience measurement. The Next-Gen Solutions suite is designed for the identity-less era to deliver relevant advertising experiences while building consumer confidence.
The new tools use content and other real-time data signals such as weather, location and device types to power machine learning algorithms that allow advertisers to connect with their most important audiences. relevant without the need for cookies, mobile app identifiers, browser storage or user creation. -level profiles.
As laws and consumer privacy preferences evolve and the advertising ecosystem moves away from third-party cookies, advertisers and publishers need new solutions that can reach consumers in relevant and meaningful ways. There is a growing opportunity, given the massive wave of digitization sweeping across South East Asia that has 40 million new internet users in 2020 alone.
however, more than 98% of businesses in the region are in the early stages of digital marketing maturity and still rely on third-party data for customer insights. Next-generation solutions will enable brands and marketers in the the world’s leading mobile-driven consumer economy to sustain their business as they seek to be less reliant on mobile application identifiers, while effectively reaching mobile audiences.
“Innovative solutions for non-addressable inventory are no longer a choice as the future post-cookie approaches, they are a necessity. Yet in this privacy-driven landscape and mobile-driven economy in SEA, advertisers still lack access to privacy-driven credentials that effectively reach the region’s growing digital population. The deployment of Next-Gen Audiences and Next-Gen Buying will allow advertisers with limited identities to reach an addressable audience. The new tools will help advertisers achieve targeted scale, deliver relevant consumer experiences and enable better publisher monetization in the absence of credentials, ”said Rico Chan, APAC Sales Manager at Verizon Media.
Verizon Media’s Next-Gen Solutions suite is an extension of its identity enhancement offerings, which also include Verizon Media Login ID, a unified identity solution built on the diverse and consent-based identity graphic of Verizon Media. Advertisers and publishers now have solutions when an identifier is present, with Verizon Media ConnectID, and when it is not, with Next-Gen solutions. With a unified and comprehensive advertising platform, Verizon Media is uniquely positioned to help advertisers and publishers navigate simply and efficiently through an identity-less future.
The Next-Gen Solutions audience building and buying suite, now available, includes:
Next Generation Audiences to build audiences from machine learning models based on Verizon Media’s extended first party data signals. Enriched with contextual and real-time signals, next-generation audiences leverage existing demo, interest, likeness, and predictive audience signals in an aggregated, privacy-centric fashion to provide brands, agencies, and publishers with accuracy. and identity advertising campaign performance. fewer impressions.
Next-Gen Buying, leveraging Next-Gen Audiences, maintains healthy end-user marketing experiences for identity-less impressions while optimizing advertiser campaigns. Using machine learning-based frequency to limit overexposure, Next-Gen Buying natively integrates into Verizon Media’s DSP to intelligently bid between addressable and identity-less sourcing for seamless buying and delivery.
As cookies and mobile app identifiers disappear, blind spots and conversion inaccuracies will explode, severely limiting the ability to connect touchpoints for measurement. Additionally, silo or cleanroom measurement solutions can hinder understanding of the customer journey or true ROAS.
The next-generation metric, available in Q4 2021, will allow advertisers to retain omnichannel information and metrics. By combining Verizon Media’s measurement methodology, based on first-party aggregate data, with third-party solutions provided by browsers and operating systems, it will provide a comprehensive, reliable and privacy-friendly measurement basis.
Next Generation Audiences and Next Generation Purchases are now available in North America, APAC, and select LATAM markets with expanded market availability going forward. Advertisers will also be able to access Next-Gen Measurement by Q4 2021.