Introducing StackAdapt! Eyeota recently connected with the DSP's Senior Director of Data Solutions, Denis Loboda. Read more now to learn how the platform is preparing for the demise of third-party cookies, key trends they're excited for in 2022 and learnings emerging from the pandemic.
Can you introduce yourself and StackAdapt?
My name is Denis Loboda, I am the Senior Director of Data Solutions at StackAdapt. My team looks to enrich StackAdapt’s targeting and measurement solutions by partnering with data companies who provide innovative products for our clients.
StackAdapt is a self-serve programmatic advertising platform used by the most exceptional digital marketers. This state-of-the-art platform is where some of the most progressive work in machine learning meets cutting-edge user experience. Ad buyers plan, execute, and manage data-driven digital advertising campaigns across all devices, inventory and publisher partners.
We operate in North America (NORAM), Europe, Asia-Pacific (APAC), the Middle East and Africa (MEA). Our platform provides solutions across a variety of verticals including healthcare, travel, CPG, politics, education, cannabis, B2B, and finance.
Why have you partnered with Eyeota?
We chose to partner with Eyeota for their quality and scale of segments in international markets. As the need for global user reach has become increasingly important for our client base, partnering with Eyeota and their data provider network will grant us the opportunity to scale in previously underserved markets such as APAC and EMEA. With confidence, this partnership provides our clients with targeting solutions that will reach relevant users, no matter where they may be geographically.
What are the key data trends you’re excited about in 2022?
We believe 2022 will be an exciting year for political advertising. According to Kantar/Campaign Media Analysis Group (CMAG) and AdImpact, spending forecasts for the 2022 election cycle are estimating midterm election ad revenue at either $7.8 billion or $8.9 billion. Either of those projections would surpass 2018’s midterm ad spend of over $5 billion, while approaching the nearly $9 billion generated by the 2020 presidential election year ad spend.
These projections mean that the moment for political campaigners to be embracing programmatic is now. Leveraging a digital strategy will drive the results that candidates are looking for, because programmatic allows candidates to connect with voters across all of their devices, capturing when and where they’re paying attention.
The best part is that DSPs like StackAdapt offer many features that benefit political advertising. For example, campaign forecasting enables advertisers to see how their campaign will scale, before the campaign goes live. And geotargeting allows candidates to deliver content to an audience using the geographic location of the recipient, including US congressional district.
With the deprecation of third-party cookies fast approaching, what are StackAdapt’s solutions for audience targeting?
With the privacy landscape evolving, we’re seeing exciting innovation around audience targeting. While it’s not fully clear that third-party cookies will be completely phased out anytime soon, targeting solutions that either don’t rely on cookies, or ones that use alternative identifiers (such as Identity IDs) are offering advertisers new opportunities. For example, contextual advertising, which is one of StackAdapt’s offerings, is making it possible to target niche categories and reach users who are currently reading about a specific topic.
From an alternative ID perspective, we keep a close watch on industry trends and adoption rates. Our targeting infrastructure is set up in a way where we can quickly and easily make adjustments if needed.
The pandemic has resulted in a considerable rise in digital advertising - what are StackAdapt’s insights or learnings?
Throughout the pandemic, people have spent more time at home, and we saw increasing use of mobile phones, laptops and connected TVs to consume content. Spending more time in front of screens is now the norm, and this has helped accelerate the growth of advertising channels like CTV, video, and audio.
Over the last two years we’ve seen the adoption of these channels grow, with marketers leveraging them either as standalone channels or as part of a multi-channel strategy. We’re seeing this trend reflected in the data, too. For example, eMarketer projected that CTV ad spend would reach $14.44 billion by the end of 2021, up 59.9% from 2020—and will increase to $18.29 million by 2024.
I think the main takeaway here is the importance of adapting your digital marketing strategy to reflect the current digital media landscape. For the best results, marketers today should be embracing new ideas and strategies, and consistently testing out creative, targeting and measurement strategies to determine what is helping them achieve their KPIs.
