With NDA’s Summer ‘Trinity Lunch’ approaching, we caught up with the leaders of businesses sponsoring the event. Here, we meet David Fieldhouse, Managing Director Agency & Brands Europe, at Verve Group and find out more about “contextually modelled audiences”…
Why is Verve Group supporting the upcoming Trinity Lunch event?
We are reaching the end of a successful first half of the year, and this seems like the perfect opportunity to check in on friends and peers in the industry, share insights and dare I say debate the addition of pineapple on pizza.
In addition, it will be helpful to provide context for the solutions and capabilities being built inside Verve Group right now that include UA, contextual audiences and cookieless performance and the Trinity Lunch is an excellent springboard to these followups.
What are the biggest issues your clients are facing at the moment?
Marketers should be in a position to confidently reach audiences without second guessing, worrying about budget wastage or hitting additional KPIs ahead of driving return on investment.
This challenge relates to preparing models for cookieless audiences whilst building brand equity, demonstrating sustainability and delivering uplift. Equally challenging is doing this with outdated cookie based technologies.
We believe that by focusing on quality based signals, marketers can reach their audiences within the guardrails of safety, efficiency and attention richness. In addition to contextually modelled audiences, we also empower timing to capture attention when the published information is still fresh and core audiences are relevant.
The challenge of determining those signals at scale is where we can help by using technologies such as the Moments AI feedback loop to comprehend and reach core audiences in real time.
What are the big priorities for your organisation this year?
Expect some big news as Verve Group continues to grow footprint and iterate on product to help marketers and publishers face the post cookie programmatic era.
What do you consider to be the biggest changes to digital marketing over the last 12 months?
Publishers will have an opportunity to regain their momentum and chart an independent course with the rise of first party data. Marketers will become more confident in using contextual signals to build audiences that span silos as we step into (unless postponed again) the cookieless future.
What trends are you seeing at the moment that might be important over the next 12 months?
The merging of lines between buy and sell side will begin to create efficiencies and improve workflows for teams. While this will disrupt ‘traditional’ programmatic models, I see it as a win for the marketers and publishers looking to improve the direction of budgets and delivery.
If you could make one change that would improve your industry as a place to work, what would it be?
Fundamental business and marketing education for all would bridge the gap between human led insight, great ideas and machine led precision.