All posts tagged: Technology

Chrome Cookies. Best Before: 2023

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We’re a couple of years away from a radical change in the way digital marketing operates. In 2023, third-party cookies, little pieces of code that report back on users’ internet journeys, will no longer be supported by Google’s Chrome browser. One piece of good news: first-party cookies are safe.

While Safari and Firefox have done the exact same thing for a while now, it matters because Chrome enjoys a 62% market share in the region. That doesn’t mean Google will stop tracking and targeting users in its ecosystem, but it will stop ‘sharing’ and create another walled garden instead.

Is this in the interest of consumer privacy or an attempt to strengthen its dominance in the advertising market? You can come to your own conclusions but we’re going for the latter.

The reliance on third-party cookies for multiple aspects of marketing is significant, despite their imperfections and limits. Even though they can’t follow users across devices, more than 60% of them are blocked or deleted and, when they’re not, half of them are poorly matched across the web, causing bad targeting, cookies are everywhere.

Understandably, the news of their deprecation could cause you panic or despair. How will you:

  • Analyse and gain insights into your existing or potential audiences
  • Optimise your campaigns in terms of reach and frequency
  • Target, retarget audiences or create suppression audiences
  • Run multi-touch attribution analysis (who want last touch attribution anyway)?

Thankfully, viewability, brand safety, ad fraud and econometric models won’t be affected as they rely on other data sources. Ad recall, brand equity and brand lift studies will be more complex but not impossible.

The biggest issue will be the ability to determine who’s been exposed to your ads (and who hasn’t). The implications on marketing effectiveness are far reaching. In particular, walled gardens operating in isolation from others, like social media and now Google, prevent marketers from working with universal reach and frequency or retargeting users from one environment in another. Proprietary IDs that exist within walled gardens don’t allow for interoperability or spend optimisation across channels at a time when ROI is king. The likely duplication from the absence of cookies will lead to over-targeting, budget wastage and lower ROI.

What’s more, marketers also need a solution to:

  • gather audience insights to build accurate profiles based on the users exposed to their ads, who engaged with them or visited their site. Traditional methods to understand existing or potential audiences will not help with the data enrichment of exposed audiences or the creation of lookalike audiences with other DMPs
  • retarget of users identified in the Google environment on the web, in apps or social
  • tailor and serve ad creatives on the fly based on multiple attributes, including time, location and interests
  • map conversion paths and attribute value across digital media channels as well as physical locations. This requires a consistent identity across the open internet as well as the real world

The good news is that the deprecation of cookies is not an Armageddon because the solution already exists. At MEmob+, 95% of our work is cookie-free and privacy-compliant.

Our solution is the Connected ID. It connects first-party data to multiple data layers from other first-party and second-party sources, mobile measurement partners and our proprietary location intelligence. While it connects to device identifiers and Mobile Advertising IDs, it is not dependent on them to deliver accuracy. It matches many other attributes and behaviours across devices and ecosystems to create individual profiles and segments that can be identified and targeted with relevant messages, based on demographic, psychographic, geographic or technographic attributes. MEmob’s audiences can even be used on Facebook and Instagram, effectively tearing down the walls around these walled gardens.

MEmob+ operates on a data universe that comprises billions of individual records, covering 144 countries and the whole Middle East. It is quite simply the largest and most precise resource on people and places in the region and the world. Because it provides a single view of individuals, our Connected ID answers all the challenges created by the moves to protect consumer privacy, in terms of insights, data enrichment, targeting/re-targeting, frequency capping, multi-touch attribution, measurement and reporting on users rather than devices.

Thanks to MEmob’s proprietary technology solutions, brands can enrich, mine, activate and monetise their first party data. Once matched in our data universe, they can select offline attributes, such as location, brand affinity and interests, to create custom segments or use existing ones. Given this holistic understanding of their existing or potential customers in the real world, marketers gain an enhanced yield on their audience and inventory, with a higher marketing ROI and lower spillover. All without a single third-party cookie.

To remove cookies from your marketing diet, contact us at cr@memob.com

IhabChrome Cookies. Best Before: 2023
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Advertising to Tourists Using MEmob

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The Economics of Tourism in UAE

Travel and Tourism have grown to be one of the UAE’s main economic drivers for the past decade. With Dubai Expo 2020 coming this October, the expectations, statistics, and opportunities in this sector are expected to double. The travel and tourism sector contributed to more than 20% of UAE’s overall GDP with more than 20 Million tourists, 15 Million in Dubai, cumulatively spending more than 110 Billion AED in the past year. While Indian nationals rank as the top UAE tourists in 2019, it is Saudi Arabian, United Kingdom, Chinese and Russian nationals who have been the biggest spenders in the country in travel, fashion and luxury goods.

The Dubai Expo is expected to bring 25 Million Tourists from 200 countries to UAE and boost the economy to 123 Billion AED. Apart from the Travel and Tourism sector, major beneficiaries of the Dubai Expo 2020 are the QSR, FMCG, Fashion and Health industries.

Timing is Everything

These tourists spend an average of 3.5 nights in the country and spend 2,000 AED per day. So while tourists provide a compelling economic opportunity for advertisers, the time window to target them is very small. Traditional methods of audience targeting employed by most DMPs/DSPs are not equipped to handle the nuances of the Tourist segment. It is widely known that most DMPs/DSPs typically update their segments on a biweekly or monthly basis. Users aggregated as Tourists need constant real-time updates to target them while they are traveling. Often the DMP’s and DSP’s data is stale by the time it is activated resulting in wastage of ad spend.

Tourists Segments in MEmob+

Memob+ enables you to identify tourists and access them with the contextually correct timing. Memob+ analyzes over 7 billion devices across 41 countries in real-time. This results in a quantitative understanding of human mobility, in turn, revealing tourists and their offline behavior.

How does Memob+ classify tourists?

Memob+ uses multiple data points to correctly a user as “Tourist”. MEmob+ understands home location, preferred language, carrier data, duration of stay in a country, places visited during that stay and much more. Below is an example.

Discovering Chinese Tourists in UAE

Users confirmed as tourists are then aggregated as “Outbound/Inbound” Audience Cards (updated real-time), ready to be used for added behavioral analysis and campaign activation.

Tourists Audience Cards include countries from the Middle East, Europe, America, Asia, and ANZ.

Targeting tourists in MEmob+

Since the window of opportunity to target tourists is limited, you will need campaign workflows that facilitate fast activation of campaigns and offer flexibility to adjust campaign delivery while it is live. Additionally, your campaigns need to be mobile-first as mobile is the advice of choice for most tourists since they have limited/no access to desktops. MEmob+ is built to launch campaigns faster and our support team will assist in monitoring the campaign.

Email us at cmt@memob.com to unlock the power of Tourists audience segments.

AdminAdvertising to Tourists Using MEmob
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MEmob’s Location Technology

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While mobile phones keep advancing and focusing on the biggest visual changes to their platforms, this time around, the operating systems’ engineers focused on expanding feature sets and improving workflows while adding a ton of new tools for developers to give their apps more abilities than ever before.Continuity.

The most impressive new enhancement methodologies revolve around adjusting security especially through the advance tracking blockers that are being set for users whereby the new updates for the OS, Android, and IOS are hammering the SDK business with a lot of restrictions on data sharing.

Previously, the applications would read your location whether you have them open or not and this allows companies to store your data and use them. Normally, most apps request device information that companies use to build marketing profiles for each individual who has the app.

Today, the software updates that mobile industries have focused on is limiting this accessibility for those major companies. Every new phone is openly exposing every app that is reading the user’s location and giving the option to the user to choose whether the app can read the location while using the app only or never or all the time. Obviously, the users started choosing ‘while using the app only’.

This change has disrupted the location technology suppliers as they heavily relay on the SDK location data to attribute footfall to stores and see user mobility in order to collect, manage, and segment the collected data. When people run errands or perform their normal daily activities, most of the time their mobile devices are not being used therefore location tracking is not active and footfall data is not collected.

Nowadays, gathering information and segmenting your audience has become more critical with the rise of competition and similar businesses. It has become very difficult to gain loyal customers. When you collect data, and to leverage it most effectively, organizations need to integrate this data with all other customer data or risk creating inconsistent and potentially irrelevant customer experiences due to incomplete insights especially with the rise of new OS updates that render the apps from collecting the needed data. Noting that mobile phones are the most used platforms, it has become more important than ever to unify your data as an organization to include the proper and correct audience for your business.

Having the wrong technology or trackers is costly, time-consuming, and useless. Here is where MEmob comes in place. MEmob’s location data is proprietary and doesn’t rely on an SDK to read the location. We simply rely on the signals from the mobile device through the hardware itself, no need for the user to open an app to read his location, we read the hashed device ID location to attribute footfall and audience mobility. These hashed IDs are unique identifiers that are also anonymous and play an instrumental role in all the stages of every user’s journey and experience. It exists on both Android and IOS. This will allow you to monitor and analyze footfall data without relying on SDKs and without waiting for users to open their mobile devices.

AdminMEmob’s Location Technology
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