Matterkind’s focus on “addressable activation” is generating strong outcomes for top brands globally. To understand how the Interpublic Group (IPG) company is helping clients navigate the dynamic adtech landscape, we met with a few members of Matterkind’s leadership team to learn more.
Read on for compelling insights from Matterkind executives:
Nancy Hall: As we emerge from the pandemic, brands are more eager than ever to understand the impact their marketing spend has on actual business results. So, they’re seeking solutions that deliver outcomes and a strong return on ad spend (ROAS) to justify future budgets.
Nancy Hall: One important trend is the proliferation of second-party data coupled with new advertising opportunities as some large retailers establish retail media networks. We expect these emerging offerings to become more prevalent and valuable for brands as we move into a world without cookies. These new “walled gardens” will give advertisers the ability to target consumers granularly based on purchase behavior and then understand the impact of their spend through accurate, closed-loop measurement.
Elizabeth Schwartz: Based on current and impending privacy regulations, as well as the ultimate demise of the third-party cookie, brands need to focus on building out a scalable, first-party database. Using an opt-in model will help to ensure accurate identity so that brands can connect directly with their consumers in a consistent and compliant manner.
Mike Miller: There’s no excuse not to be prepared. We’ve been monitoring the evolution of browser privacy policies, testing & learning, issuing POVs to clients, and adjusting our targeting approach for several years. This includes achieving CCPA compliance and addressing Apple’s initiative to phase out third-party tracking on its Safari browser (ITP 2.0 and beyond). We continue to work closely with our DSP, data, and client partners to test new solutions and ensure we're leveraging our audiences in the most scalable, cost-efficient, privacy-compliant manner possible.
Mike Miller: We consider a number of factors, including cost, syndication time/effort, match rate, scale (reach and frequency), and performance tied to specific KPIs.
Mike Miller: We're examining the feasibility of maintaining established scale and performance benchmarks as we test various ID solutions across multiple campaign scenarios. This proactive testing will enable us to have educated discussions with our clients and provide actionable recommendations to help them reach their marketing objectives.
Elizabeth Schwartz: We’re agnostic when it comes to adtech industry solutions. Utilizing our open and flexible architecture, we're evaluating and testing various partner solutions independently and in conjunction with one another. By simulating a variety of scenarios, we’re able to make recommendations based on specific client requirements.
This could include consented ID graphs, contextual groupings, panel-based solutions, activating first-party data, tapping into second-party data, and more. We believe successful solutions will provide scalability, increase reach, and be interoperable with key parts of adtech/martech ecosystem like buying platforms/partners, measurement, etc.
Mike Miller: Aside from support with pre-bid strategies for certain individual advertisers, we're partnering with Oracle on several initiatives, including:
Mike Williams is a Manager of Client Partnerships at Oracle Advertising. He is responsible for managing three agency-holding companies and helps his agency partners drive outcomes through Oracle Advertising products. Mike previously worked at AddThis and Grapeshot before merging into Oracle Advertising twice via Oracle acquisitions.