2020 Visions: Decline of the scaled ID and rise of the modern measurement framework

As we head into what is set to be a seminal year for the digital industry, NDA has been talking to leaders across the market to hear their thoughts on what 2020 holds.

Joseph Pamboris, Head of Marketing Technology at Annalect has an impeccable digital pedigree. Previous roles include Head of Adtech Consulting at Publicis Media and Head of Tracking Technology at OMD.

We caught up with him to find out what he believes will be driving the industry in 2020.

What has been the most important development of 2019 in the digital industry and your professional highlight of the last decade?

The most important development of 2019 (in terms of being a game-changer) has been the rise of consumer privacy. 

Aside from regulations and consumer awareness, the browsers have shown us just how powerful a market force they can be. In the likely event that Chrome will at some point iteratively follow-suit with the privacy approach of Firefox and Safari, this will affect the ability of any ad-tracker to follow users across the web.

Almost everyone in the advertising industry should be preparing for a world without third-party ad-tracking cookies, and the browsers are the force with the most gravitas to end their existence.

What are you most excited about in digital in 2020?

Digital technologies and platforms have continued to grow at an astounding pace, but I believe 2020 will see a greater emphasis on both the processes and people required to operate them.

I’m most excited in seeing the success of companies who will develop people and processes in alignment with the technology, rather than those who focus solely on the next shiny product.

Why should advertisers be excited about digital in 2020?

The decline of the scaled ID and the focus on privacy and transparency will open up much greater possibilities and innovations within a range of digital measurement and effectiveness capabilities which take into account incrementality, continual testing, long-term brand impact and growth.

Despite the decline of the ID, programmatic media buying will continue to grow – especially in emerging areas such as audio and connected TV.  This will offer up even more opportunities to create impactful omni-channel marketing campaigns. 

This modern measurement framework will help reduce the reliance on short-term proxy KPI’s for success, which can and have been easily gamed in the past.

We are seeing a plethora of new companies entering the space. Other than your own company, who are you most excited about?

Infosum, which gives brands and publishers the means for first-party data sources to be safely and securely connected, analysed and activated, without moving any raw data between parties.

As the cookie declines, there will be a greater focus on leveraging strong and trusted data partnerships for activation, but equally for building insight into customers and prospects.

What is your one Christmas Wish for the digital industry in 2020?

That the user is treated with much greater respect- and receives better value in return for relevant and creative advertising and marketing content.  

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