Interviews, insight & analysis on digital media & marketing

Zee Ahmad of Kogenta: “The open web has developed an addressability problem”

We’re talking to the supporters of our Trinity Lunch event. Next up is Zee Ahmad, VP of Business Development and Strategy at Kogenta 

Why is your organisation supporting the latest Trinity Lunch event?

As a business Kogenta’s offering provides solutions for agencies, publishers and the wider adtech community. We felt that supporting the Trinity Lunch is a perfect way to connect with  leading companies in these sectors. 

The timing of the event is also great in terms of getting an understanding of how the first part of the year has been and to discuss the challenges and opportunities we have in H2 and beyond 

What are the biggest issues your clients/customers are facing at the moment?

We work with a range of partners across dooh, audio, CTV, and mobile. To that end we see a range of challenges specific to each vertical, however a common theme across all our partners is how can they continue to make data driven decisions in a cookieless environment

What are the big priorities for your organisation this year?

We are focused on understanding our clients needs around post cookie  insights, planning and audience activation. We are excited to be educating the partners  around how our Kogenta Explorer Platform and Kogenta Contextual Indexes leverage geo contextual to meet these audience and planning needs 

From a product perspective we are soon to expand into more global markets. Over the course of the year we will launch our data activation and enrichment layer for publishers and roll out our prompt based AI planning tool KAI.  

What do you consider to be the biggest changes to digital marketing over the last 12 months?

Over the past 12 months, the open web has developed an addressability problem. Varying reports cite open web addressability is already well below 50% across all global markets.

Going slightly further back It can be argued that Apple’s approach to ATT and privacy kick started this with tangible effects on ad tech companies product offerings and share prices. Google’s recent  announcement that the third party cookie will not last beyond the end of 2024 denotes the beginning of the end for this approach.  

What trends are you seeing at the moment that might be important over the next 12 months? 

The headwinds around cookies and identity resolution are leading companies to innovate and seek out new approaches.  Over the next 12 months we expect there to be a shift from binary signal targeting (e.g. cookie and MAID Syncing) to a more contextually driven approach to audience targeting and insights.  

One to One targeting will always have a crucial role to play in the marketing mix, but  there is a growing belief that scale can be achieved by also targeting on a one to a few and one to many basis. This can be achieved by unique data assets that are built on robust truth sets 

In terms of truth sets, we expect to see a growing number of partners to lean into real world data such as geo contextual and use that to enrich their own data sets. This could be brands looking to provide additional context and scale on to enrich and analyse their own first party data or a publisher seeking to enrich their own supply. We  see an emerging appetite for geo contextual solutions across both the buy and sell side. 

If you could make one change that would improve your industry as a place to work, what would it be? 

Given all the changes taking place within our industry there has never been a better time to explore how we can add value via collaboration. This may take many forms ranging from educational activities  to product or service led collaboration to add value to a particular brand or vertical. We hope the Trinity Lunch provides us with the opportunity to kick start these discussions!