[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"page-listing-blog":3},{"articles":4,"page":24114},[5,348,631,853,1131,1364,1520,1731,1896,2061,2297,2537,2766,2936,3137,3457,3645,3857,4016,4219,4411,4535,4725,4813,5012,5302,5624,5732,5939,6126,6317,6481,6716,6843,6935,7057,7178,7340,7455,7594,7704,7835,7939,8127,8292,8425,8670,8727,8895,9040,9216,9361,9481,9664,9796,9915,10044,10174,10258,10383,10536,10694,10814,10951,11136,11308,11430,11560,11707,11905,12129,12290,12364,12446,12559,12679,12788,13088,13161,13252,13348,13431,13511,13849,13941,14022,14100,14173,14259,14335,14441,14524,14635,14722,14786,14924,14994,15142,15269,15374,15507,15629,15745,15861,15966,16077,16419,16582,16691,16757,16882,16961,17115,17204,17345,17486,17572,17710,17811,17948,18085,18238,18361,18498,18629,18769,18907,18999,19097,19219,19322,19451,19592,19712,19860,19963,20111,20271,20403,20561,20776,20908,21064,21178,21338,21448,21576,21678,21867,22032,22132,22335,22419,22563,22672,22748,22904,23065,23207,23362,23540,23610,23679,23756,23850,23944,24032],{"id":6,"uid":7,"url":8,"type":9,"href":10,"tags":11,"first_publication_date":12,"last_publication_date":13,"slugs":14,"linked_documents":16,"lang":17,"alternate_languages":18,"data":27},"aqf1GREAAC0AdR9z","3-simple-ways-to-unlock-full-youtube-performance","\u002Fresources\u002Fblog\u002F3-simple-ways-to-unlock-full-youtube-performance","article_blog","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aqf1GREAAC0AdR9z%22%29+%5D%5D",[],"2026-09-15T09:10:16+0000","2026-09-15T10:39:52+0000",[15],"1.-focus-on-your-audience-not-the-algorithm",[],"en-gl",[19,23],{"id":20,"type":9,"lang":21,"uid":22},"aqwLABMAACkAqi8_","es-la","3-maneras-simples-de-desbloquear-todo-el-potencial-de-performance-de-youtube",{"id":24,"type":9,"lang":25,"uid":26},"asAathEAACcAzt2R","pt-br","3-maneiras-simples-de-desbloquear-todo-o-potencial-de-performance-do-youtube",{"title":28,"external_link":29,"summary":31,"slices":32,"author_name":270,"author_position":271,"author_description":38,"author_image":272,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":281,"contact_formid":38,"contact_title":283,"contact_description":284,"contact_cta":38,"url_form_triggers":285,"category":288,"date":289,"featured_image":290,"thumbnail":297,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":300,"meta_title":328,"meta_description":332,"og_title":336,"og_description":339,"og_image":342,"no_index":280},"3 simple ways to unlock full YouTube performance",{"link_type":30},"Any",[],[33,81,86,159],{"variation":34,"version":35,"items":36,"primary":37,"id":79,"slice_type":80,"slice_label":38},"default","initial",[],{"anchor_id":38,"title":38,"content":39,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":78},null,[40,53,56,59,62,64],{"type":41,"text":42,"spans":43,"direction":52},"paragraph","We already know that younger audiences are watching YouTube. In fact, our global ‘From funnel to flexibility’ study showed that 29% of consumers under 24 primarily use YouTube to watch video content. Yet many marketers still aren’t using YouTube to its fullest potential.\n",[44],{"start":45,"end":46,"type":47,"data":48},82,108,"hyperlink",{"link_type":49,"url":50,"target":51},"Web","https:\u002F\u002Fwww.wearemiq.com\u002Fuk\u002Fresources\u002Finsights\u002Ffrom-funnel-to-flexibility","_blank","ltr",{"type":41,"text":54,"spans":55,"direction":52},"But with the right data, activation and optimization, YouTube can become a marketers’ best friend. ",[],{"type":41,"text":57,"spans":58,"direction":52},"",[],{"type":41,"text":60,"spans":61,"direction":52},"Read on to learn what makes YouTube such a good performance engine, how to unlock the best from it, and why it should be a priority for you.\n\nReady to drive measurable business results that are far from average? \n\n\n",[],{"type":41,"text":57,"spans":63,"direction":52},[],{"type":65,"url":66,"alt":38,"copyright":38,"dimensions":67,"id":70,"edit":71},"image","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FQz_VTmuluYML3aBl_GL-ADVANCED_TV-YT-Visuals-1.jpg?auto=format%2Ccompress&rect=244%2C24%2C1352%2C169&w=1600&h=200",{"width":68,"height":69},1600,200,"Qz_VTmuluYML3aBl",{"x":72,"y":73,"zoom":74,"background":75},244,24,1.18,"transparent","white","None","black","text_component$9b6f9679-12af-4bfd-9acf-459eef0815d4","text_component",{"variation":34,"version":35,"items":82,"primary":83,"id":85,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":84,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":78},[],"text_component$2646f7ab-8735-43c4-8ab6-3aadb1dcb788",{"variation":34,"version":35,"items":87,"primary":88,"id":158,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":89,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":78},[90,98,101,104,111,114,116,124,126,129,132,137,140,143,145,148,150],{"type":91,"text":92,"spans":93,"direction":52},"heading2","\n1. Focus on your audience (not the algorithm)",[94],{"start":95,"end":96,"type":97},1,46,"strong",{"type":41,"text":99,"spans":100,"direction":52},"The first rule of performance? Know who you’re trying to reach.",[],{"type":41,"text":102,"spans":103,"direction":52},"Broad demographics and generic audience segments get your ad campaign moving, but they don’t necessarily get you closer to the people who are most likely to engage with your brand.",[],{"type":41,"text":105,"spans":106,"direction":52},"In fact, the audience you think you’re targeting and the audience most likely to deliver results aren’t always the same. So it’s smarter to combine different signals on demographic, interests, viewing behaviors, content preferences and real-world consumer data. This helps to build a better picture of your ideal audience. ",[107],{"start":108,"end":109,"type":110},26,31,"em",{"type":41,"text":112,"spans":113,"direction":52},"\n",[],{"type":41,"text":57,"spans":115,"direction":52},[],{"type":65,"url":117,"alt":38,"copyright":38,"dimensions":118,"id":119,"edit":120},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F3LlLavyFrgC-fZf-_GL-ADVANCED_TV-YT-Visuals-2.jpg?auto=format%2Ccompress&rect=232%2C25%2C1368%2C171&w=1600&h=200",{"width":68,"height":69},"3LlLavyFrgC-fZf-",{"x":121,"y":122,"zoom":123,"background":75},232,25,1.17,{"type":41,"text":57,"spans":125,"direction":52},[],{"type":41,"text":127,"spans":128,"direction":52},"\nImagine you’re a sportswear brand trying to reach active young adults. Sure, a traditional approach might be a good starting point. But what if you could identify the people actually consuming fitness and sports content, and then use browsing and buying signals to see if they’re on the hunt for relevant products? \n",[],{"type":41,"text":130,"spans":131,"direction":52},"Suddenly, your audience is more than an age bracket. It becomes a group of real people that matter to your business.",[],{"type":91,"text":133,"spans":134,"direction":52},"\n2. Connect YouTube to your wider video strategy",[135],{"start":95,"end":136,"type":97},48,{"type":41,"text":138,"spans":139,"direction":52},"YouTube doesn’t exist in isolation. And your consumers certainly don’t behave as if it does. They move between YouTube, connected TV, linear TV, social video and other digital environments throughout the day. So why plan and activate each channel separately?\n",[],{"type":41,"text":141,"spans":142,"direction":52},"A joined-up approach can help marketers understand where YouTube fits within the wider media mix and, more importantly, where it can add incremental value.",[],{"type":41,"text":57,"spans":144,"direction":52},[],{"type":41,"text":146,"spans":147,"direction":52},"That could mean using YouTube to extend reach among audiences who are harder to find on traditional TV. It could mean using viewing insights to identify content environments that over-index with your target audience. Or it could mean coordinating YouTube with other video channels to build reach and frequency more efficiently.",[],{"type":41,"text":112,"spans":149,"direction":52},[],{"type":65,"url":151,"alt":38,"copyright":38,"dimensions":152,"id":153,"edit":154},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fg-uinbx3gSRKuM7L_GL-ADVANCED_TV-YT-Visuals-4-1-.jpg?auto=format%2Ccompress&rect=296%2C23%2C1304%2C163&w=1600&h=200",{"width":68,"height":69},"g-uinbx3gSRKuM7L",{"x":155,"y":156,"zoom":157,"background":75},296,23,1.23,"text_component$fe0b6737-445d-4a94-b340-88a742c94024",{"variation":34,"version":35,"items":160,"primary":161,"id":269,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":162,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":78},[163,170,172,179,186,190,196,198,205,207,210,215,219,222,225,228,231,234,236,244,246,248,253,256,259],{"type":41,"text":164,"spans":165,"direction":52},"\nYouTube gives marketers access to an enormous range of viewing behaviors and content environments. When you use the data strategically, you can make smarter decisions about where it can deliver the most value. \n\nWhen you work with an official YouTube Activation Partner like MiQ, you’ll better connect YouTube activity to broader video and omnichannel strategies so every impression works harder.\n\n",[166],{"start":72,"end":167,"type":47,"data":168},270,{"link_type":49,"url":169,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fuk\u002Fresources\u002Fnews\u002Fmiq-named-to-official-youtube-activation-partner-program",{"type":41,"text":57,"spans":171,"direction":52},[],{"type":65,"url":173,"alt":38,"copyright":38,"dimensions":174,"id":176,"edit":177},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FrvZ-0FBfpGU0YsdN_GL-ADVANCED_TV-YT-Visuals-6.jpg?auto=format,compress",{"width":68,"height":175},293,"rvZ-0FBfpGU0YsdN",{"x":178,"y":178,"zoom":95,"background":75},0,{"type":41,"text":180,"spans":181,"direction":52},"\nWant to see how IKEA made a winning YouTube strategy part of the furniture?\n",[182],{"start":95,"end":183,"type":47,"data":184},77,{"link_type":49,"url":185,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fcase-study\u002Fusing-miq-advanced-tv-to-deliver-effective-and-measurable-incrementality-for-ikea",{"type":91,"text":187,"spans":188,"direction":52},"\n3. Optimize for outcomes ",[189],{"start":95,"end":108,"type":97},{"type":41,"text":191,"spans":192,"direction":52},"If you’re aiming to drive consideration, site visits, sales or other business outcomes, then metrics like impressions, views and view-through rates only tell part of the story. ",[193],{"start":194,"end":195,"type":97},176,177,{"type":41,"text":112,"spans":197,"direction":52},[],{"type":65,"url":199,"alt":38,"copyright":38,"dimensions":200,"id":201,"edit":202},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F-ZC0Fq5L38hvbG0F_GL-ADVANCED_TV-YT-Visuals-3-1-.jpg?auto=format%2Ccompress&rect=288%2C25%2C1312%2C164&w=1600&h=200",{"width":68,"height":69},"-ZC0Fq5L38hvbG0F",{"x":203,"y":122,"zoom":204,"background":75},288,1.22,{"type":41,"text":57,"spans":206,"direction":52},[],{"type":41,"text":208,"spans":209,"direction":52},"\nThe next step is to continually connect media performance back to the outcome you’re trying to achieve, and then use those insights to make smarter decisions. \n",[],{"type":41,"text":211,"spans":212,"direction":52},"That means looking beyond “Did my ad run?” and asking questions like:\n",[213],{"start":108,"end":214,"type":110},42,{"type":216,"text":217,"spans":218,"direction":52},"list-item","Which audiences are driving the strongest engagement?",[],{"type":216,"text":220,"spans":221,"direction":52},"Which content environments are delivering the best results?",[],{"type":216,"text":223,"spans":224,"direction":52},"Where are we paying too much for incremental reach?",[],{"type":216,"text":226,"spans":227,"direction":52},"Which creative or formats are driving action?",[],{"type":216,"text":229,"spans":230,"direction":52},"What should we shift budget toward, or away from?",[],{"type":41,"text":232,"spans":233,"direction":52},"And remember that YouTube audiences, content and campaign performance changes. The strategy that worked on day 1 might not be the strategy that delivers on day 30. \n\n",[],{"type":41,"text":57,"spans":235,"direction":52},[],{"type":65,"url":237,"alt":38,"copyright":38,"dimensions":238,"id":240,"edit":241},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FsLGFQXbX_kbAhCMw_GL-ADVANCED_TV-YT-Visuals-5.jpg?auto=format%2Ccompress&rect=167%2C31%2C1381%2C196&w=1600&h=227",{"width":68,"height":239},227,"sLGFQXbX_kbAhCMw",{"x":242,"y":109,"zoom":243,"background":75},167,1.16,{"type":41,"text":57,"spans":245,"direction":52},[],{"type":41,"text":112,"spans":247,"direction":52},[],{"type":91,"text":249,"spans":250,"direction":52},"Get the YouTube strategy you deserve ",[251],{"start":178,"end":252,"type":97},37,{"type":41,"text":254,"spans":255,"direction":52},"YouTube is now one of most powerful and flexible environments for reaching consumers throughout their purchase journey. And when you combine the right data, the right activation, and the right optimization, YouTube can deliver much more than views.  \n",[],{"type":41,"text":257,"spans":258,"direction":52},"You heard it here first: start with better audience intelligence, activate YouTube as part of a broader video strategy, and optimize until you can’t optimize anymore. \n",[],{"type":41,"text":260,"spans":261,"direction":52},"Ready for a YouTube strategy that’s far from average? Discover MiQ’s YouTube solution.",[262,264],{"start":178,"end":263,"type":97},86,{"start":265,"end":266,"type":47,"data":267},63,76,{"link_type":49,"url":268,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fmedia-solutions\u002Fadvanced-tv","text_component$67226dc4-dbf2-4944-8bc7-2c7064668ec7","Jasmine Mehta","Global YouTube Partnership Lead",{"dimensions":273,"alt":38,"copyright":38,"url":275,"id":276,"edit":277},{"width":274,"height":274},512,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FUXhOlSpJvUet9Ub0_JasmineMehta.png?auto=format,compress","UXhOlSpJvUet9Ub0",{"x":178,"y":178,"zoom":95,"background":75},"gradient-dark","full",false,{"link_type":282},"Document",[],[],[286],{"trigger":38,"form":287},{"link_type":282},"DATA DISCOVERIES","2026-09-15T00:59:00+0000",{"dimensions":291,"alt":38,"copyright":38,"url":294,"id":295,"edit":296},{"width":292,"height":293},1200,628,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FlpDTXAHZYPX2t4oI_GL-ADVANCED_TV-YT-blog.jpg?auto=format,compress","lpDTXAHZYPX2t4oI",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":298,"alt":38,"copyright":38,"url":294,"id":295,"edit":299},{"width":292,"height":293},{"x":178,"y":178,"zoom":95,"background":75},[301,310,319],{"related_article":302},{"id":303,"type":9,"tags":304,"lang":17,"slug":305,"first_publication_date":306,"last_publication_date":307,"uid":308,"link_type":282,"key":309,"isBroken":280},"anRcDBIAACkAHes4",[],"streaming-has-changed-the-digital-marketing-game","2026-08-11T09:55:38+0000","2026-08-11T13:04:01+0000","how-to-use-ctv-measurement-to-prove-the-positive-impact-of-tv","b219691b-a920-4353-944f-bbd0452534d4",{"related_article":311},{"id":312,"type":9,"tags":313,"lang":17,"slug":314,"first_publication_date":315,"last_publication_date":316,"uid":317,"link_type":282,"key":318,"isBroken":280},"afHDGxIAACkA-feF",[],"unlock-watching-browsing-and-buying.-download-the-report","2026-04-30T13:02:42+0000","2026-06-08T16:14:13+0000","watching-how-multi-screen-habits-are-shaping-ctv-advertising","fee61cba-b481-49cd-9f72-3b15597b9361",{"related_article":320},{"id":321,"type":9,"tags":322,"lang":17,"slug":323,"first_publication_date":324,"last_publication_date":325,"uid":326,"link_type":282,"key":327,"isBroken":280},"afxXiBIAACMACKQ7",[],"unlock-watching-browsing-and-buying.","2026-05-07T11:54:43+0000","2026-05-07T11:59:57+0000","browsing-the-death-of-doomscrolling","adb87fec-db92-4168-858a-9ec9ce624edd",[329],{"type":41,"text":330,"spans":331,"direction":52},"3 simple ways to unlock full YouTube performance | MiQ",[],[333],{"type":41,"text":334,"spans":335,"direction":52},"Discover 3 simple ways to unlock YouTube’s full performance potential, from smarter audience targeting to better activation and optimization. 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And when we look at connected TV and the rise of streaming, it's easy to see why. \n",[367],{"start":368,"end":369,"type":47,"data":370},12,38,{"link_type":49,"url":50,"target":51},{"type":41,"text":372,"spans":373,"direction":52},"Marketers are under increasing pressure to prove the impact TV advertising has on sales, showing the path from exposure to outcome, actionable metrics and accurate attribution. But it's never been harder to achieve.\n",[],{"type":41,"text":375,"spans":376,"direction":52},"We're here to change that, and help marketers feel confident measuring their TV ad exposure. Read on to learn why outdated CTV metrics don’t measure up, 4 ways to connect your CTV ad to a sale, how to optimize every part of your TV campaign, and get 3 top tips to optimize your ad spend.   \n",[377],{"start":378,"end":379,"type":97},290,291,{"type":41,"text":381,"spans":382,"direction":52},"With a CTV measurement strategy that's far from average, you'll see real bang for your ROI buck. Ready to see what you’ve been missing? \n",[],{"type":41,"text":112,"spans":384,"direction":52},[],{"type":41,"text":57,"spans":386,"direction":52},[],{"type":65,"url":388,"alt":38,"copyright":38,"dimensions":389,"id":390,"edit":391},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FIIUYHHZ40p4qksjU_GL-TV_Measurement-Visuals-1-1-.jpg?auto=format%2Ccompress&rect=229%2C27%2C1288%2C161&w=1600&h=200",{"width":68,"height":69},"IIUYHHZ40p4qksjU",{"x":392,"y":393,"zoom":394,"background":75},229,27,1.24,{"variation":34,"version":35,"items":396,"primary":397,"id":85,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":398,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],{"variation":34,"version":35,"items":400,"primary":401,"id":158,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":402,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[403,408,411,418,420,428,430,437,442,445],{"type":91,"text":404,"spans":405,"direction":52},"Streaming has changed the digital marketing game \n",[406],{"start":178,"end":407,"type":97},49,{"type":41,"text":409,"spans":410,"direction":52},"With viewers spread across platforms like Netflix, Hulu, Peacock, Max, and Paramount+, it’s become much harder to reach the right people at scale. \n\n",[],{"type":65,"url":412,"alt":38,"copyright":38,"dimensions":413,"id":414,"edit":415},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FxIJtE2UneOCEod0P_GL-TV_Measurement-Visuals-2.jpg?auto=format%2Ccompress&rect=283%2C25%2C1240%2C155&w=1600&h=200",{"width":68,"height":69},"xIJtE2UneOCEod0P",{"x":416,"y":122,"zoom":417,"background":75},283,1.29,{"type":41,"text":112,"spans":419,"direction":52},[],{"type":41,"text":421,"spans":422,"direction":52},"On top of that, our viewing habits have changed too. Many of us are scrolling on our phones, shopping online, or chatting with friends while watching TV. In fact, 91% of consumers use a second device while watching TV. \n\nSo, how can you make sure you’re measuring everything that matters to understand whether your campaign is really performing? Read on to find out. ",[423],{"start":424,"end":425,"type":47,"data":426},20,34,{"link_type":49,"url":427,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fresources\u002Fblog\u002Fwatching-how-multi-screen-habits-are-shaping-ctv-advertising",{"type":41,"text":57,"spans":429,"direction":52},[],{"type":41,"text":431,"spans":432,"direction":52},"Fancy getting the industry’s only complete view of audience, campaign and competitor intelligence?\n",[433],{"start":178,"end":434,"type":47,"data":435},99,{"link_type":49,"url":436,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fmedia-solutions\u002Ftv-intelligence",{"type":91,"text":438,"spans":439,"direction":52},"\nOutdated CTV metrics don’t measure up ",[440],{"start":95,"end":441,"type":97},39,{"type":41,"text":443,"spans":444,"direction":52},"For years, TV has been measured using reach and gross rating points. It’s focused on what you can’t easily see: the viewer who never clicks, the in-store purchase that happens weeks later, or the connection between someone seeing an ad and eventually taking action. In comparison, digital campaigns are judged on clicks, conversions, and return on ad spend. ",[],{"type":65,"url":446,"alt":38,"copyright":38,"dimensions":447,"id":450,"edit":451},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F7KFx-5jvjit6Bnb__BlogATVmeasurementquote2.png?auto=format,compress",{"width":448,"height":449},1642,404,"7KFx-5jvjit6Bnb_",{"x":178,"y":178,"zoom":95,"background":75},{"variation":34,"version":35,"items":453,"primary":454,"id":269,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":455,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[456,462,464,469,471,479,484,489,494,498,507,509,513,521,524,527,530,533,536,543,548,553,557,562,566,569],{"type":41,"text":457,"spans":458,"direction":52},"Now let’s add CTV's high-impact, unskippable ads into the mix. They're great for building brand awareness and recall, but brand lift surveys and ad recall studies don't always tell the full performance story. Sure, they indicate whether people remember an ad, but they don't necessarily show whether it influenced real customer behavior. \n\nThe upshot? It’s not that TV isn’t performing, it’s that we need to look beyond awareness metrics. By connecting ad exposure to conversions and purchase outcomes, marketers can get a much clearer picture of how CTV campaigns are really performing and the value they deliver. \n\n",[459],{"start":460,"end":461,"type":97},338,340,{"type":41,"text":112,"spans":463,"direction":52},[],{"type":65,"url":465,"alt":38,"copyright":38,"dimensions":466,"id":467,"edit":468},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FnGOZAw7HpvJQRkjf_GL-TV_Measurement-Visuals-3-2-.jpg?auto=format,compress",{"width":68,"height":175},"nGOZAw7HpvJQRkjf",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":112,"spans":470,"direction":52},[],{"type":41,"text":472,"spans":473,"direction":52},"Want a tasty insight? See how we delivered 11.5% incremental reach for Subway\n",[474],{"start":475,"end":476,"type":47,"data":477},22,78,{"link_type":49,"url":478,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fcase-study\u002Fserving-up-advanced-tv-and-incrementality",{"type":91,"text":480,"spans":481,"direction":52},"\n4 ways to connect your CTV ad to a sale",[482],{"start":95,"end":483,"type":97},40,{"type":485,"text":486,"spans":487,"direction":52},"o-list-item","Start with ad exposure \nA household is served a CTV ad. Then what? Impression-level data or automatic content recognition (ACR) creates a verified record of what was watched and when.\n",[488],{"start":178,"end":73,"type":97},{"type":485,"text":490,"spans":491,"direction":52},"Resolve identity\nThat exposure is then linked to a household or individual using privacy-safe identity graphs or clean rooms, creating a bridge between TV viewing and digital activity.\n",[492],{"start":178,"end":493,"type":97},17,{"type":485,"text":495,"spans":496,"direction":52},"Track engagement\nNext come the behavioral signals like searches, website visits, product views, app activity, or even store visits. These don't prove a purchase on their own, but they show growing intent and help build the path from exposure to action.\n",[497],{"start":178,"end":493,"type":97},{"type":485,"text":499,"spans":500,"direction":52},"Measure outcomes\nFinally, exposed households are matched with retail, point-of-sale, or CRM (customer relationship management) data to see whether they were more likely to convert than households that weren't exposed. This is where marketers can quantify the true business impact of a CTV campaign.\n\nConnect all your measurement dots in one place.",[501,502],{"start":178,"end":493,"type":97},{"start":503,"end":504,"type":47,"data":505},300,346,{"link_type":49,"url":506,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fsigma",{"type":41,"text":57,"spans":508,"direction":52},[],{"type":91,"text":510,"spans":511,"direction":52},"\nHow to optimize every part of your TV campaign ",[512],{"start":95,"end":136,"type":97},{"type":41,"text":514,"spans":515,"direction":52},"Instead of relying on platform-reported metrics alone, brands need a more complete picture of performance. That's where a solution like Total Measurement comes in. It helps you:",[516],{"start":517,"end":518,"type":47,"data":519},136,153,{"link_type":49,"url":520,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fsigma\u002Foptimize",{"type":216,"text":522,"spans":523,"direction":52},"See deduplicated reach across linear TV, streaming, and CTV.",[],{"type":216,"text":525,"spans":526,"direction":52},"Identify the households that saw your campaign.",[],{"type":216,"text":528,"spans":529,"direction":52},"Match exposed households with retail, point-of-sale, or CRM data.",[],{"type":216,"text":531,"spans":532,"direction":52},"Measure sales lift by comparing exposed households with a control group.\n",[],{"type":41,"text":534,"spans":535,"direction":52},"All in all, your campaign performance can be measured using business outcomes that matter. \n\n",[],{"type":65,"url":537,"alt":38,"copyright":38,"dimensions":538,"id":541,"edit":542},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FGHlQl3R4Epkxx9af_QuoteATVmeasurement1.png?auto=format,compress",{"width":539,"height":540},1698,458,"GHlQl3R4Epkxx9af",{"x":178,"y":178,"zoom":95,"background":75},{"type":91,"text":544,"spans":545,"direction":52},"3 top tips to optimize your ad spend",[546],{"start":178,"end":547,"type":97},36,{"type":485,"text":549,"spans":550,"direction":52}," Measure across every screen \nCross-platform measurement gives you a deduplicated view of reach across linear TV, streaming, and CTV, so you know who you're actually reaching.\n",[551],{"start":178,"end":552,"type":97},29,{"type":485,"text":554,"spans":555,"direction":52},"Connect exposure to real business outcomes\nBrand lift is a useful starting point, but it shouldn't be the finish line. By linking ad exposure to first-party data, retail sales, or CRM systems, you can understand the real impact your campaigns have on conversions and revenue.\n",[556],{"start":178,"end":214,"type":97},{"type":485,"text":558,"spans":559,"direction":52},"Treat TV like a performance channel\nThe days of running a campaign and reviewing the results weeks later are over. The most effective brands optimize campaigns while they're live, learn from every impression, and use those insights to make the next campaign even stronger.",[560],{"start":178,"end":561,"type":97},35,{"type":91,"text":563,"spans":564,"direction":52},"See what you’ve been missing ",[565],{"start":178,"end":552,"type":97},{"type":41,"text":567,"spans":568,"direction":52},"TV is more powerful than ever. And now, so is CTV measurement. It’s time for marketers to track campaign effectiveness, connect TV exposure to user actions across channels, and make data-driven decisions that optimize ROAS.",[],{"type":41,"text":570,"spans":571,"direction":52},"Ready for a measurement strategy that’s far from average? Discover MiQ’s Advanced TV solution.",[572],{"start":573,"end":574,"type":47,"data":575},67,84,{"link_type":49,"url":268,"target":51},"Jasper Engel","Senior Product Marketing Manager, Global ATV",{"dimensions":579,"alt":38,"copyright":38,"url":580,"id":581,"edit":582},{"width":274,"height":274},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FOh5rWyMo1D1XIhqs_JasperEngel.jpg?auto=format,compress","Oh5rWyMo1D1XIhqs",{"x":178,"y":178,"zoom":95,"background":75},{"link_type":282},[],[],[587],{"trigger":38,"form":588},{"link_type":282},"2026-08-11T00:59:00+0000",{"dimensions":591,"alt":38,"copyright":38,"url":592,"id":593,"edit":594},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FdZWyUfulg2B0nBDN_GL-CTV_MEASUREMENT-blog.jpg?auto=format,compress","dZWyUfulg2B0nBDN",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":596,"alt":38,"copyright":38,"url":592,"id":593,"edit":597},{"width":292,"height":293},{"x":178,"y":178,"zoom":95,"background":75},[599,602,605],{"related_article":600},{"id":312,"type":9,"tags":601,"lang":17,"slug":314,"first_publication_date":315,"last_publication_date":316,"uid":317,"link_type":282,"key":309,"isBroken":280},[],{"related_article":603},{"id":321,"type":9,"tags":604,"lang":17,"slug":323,"first_publication_date":324,"last_publication_date":325,"uid":326,"link_type":282,"key":318,"isBroken":280},[],{"related_article":606},{"id":607,"type":9,"tags":608,"lang":17,"slug":323,"first_publication_date":609,"last_publication_date":610,"uid":611,"link_type":282,"key":327,"isBroken":280},"agMSpxIAAC0AEo-G",[],"2026-05-12T15:07:12+0000","2026-05-12T15:07:24+0000","buying-shopping-online-has-never-been-easier",[613],{"type":41,"text":614,"spans":615,"direction":52},"The impact of CTV measurement on sales | MiQ",[],[617],{"type":41,"text":618,"spans":619,"direction":52},"Looking to prove how TV drove sales? Read our blog to discover how smarter CTV attribution and measurement can show better than average results.",[],[621],{"type":41,"text":614,"spans":622,"direction":52},[],[624],{"type":41,"text":618,"spans":625,"direction":52},[],{"dimensions":627,"alt":38,"copyright":38,"url":628,"id":629,"edit":630},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FEfHaeLCpZWhNidcT_GL-CTV_MEASUREMENT-blog-MiQ.jpg?auto=format,compress&rect=0,1,1200,627&w=1200&h=627","EfHaeLCpZWhNidcT",{"x":178,"y":95,"zoom":95,"background":75},{"id":632,"uid":633,"url":634,"type":9,"href":635,"tags":636,"first_publication_date":637,"last_publication_date":637,"slugs":638,"linked_documents":639,"lang":17,"alternate_languages":640,"data":641},"akObrxIAAC4A36Uc","making-the-industry-better","\u002Fresources\u002Fblog\u002Fmaking-the-industry-better","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22akObrxIAAC4A36Uc%22%29+%5D%5D",[],"2026-07-15T14:19:43+0000",[323],[],[],{"title":642,"external_link":643,"summary":644,"slices":645,"author_name":792,"author_position":793,"author_description":38,"author_image":794,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":801,"contact_formid":38,"contact_title":802,"contact_description":803,"contact_cta":38,"url_form_triggers":804,"category":288,"date":807,"featured_image":808,"thumbnail":813,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":816,"meta_title":835,"meta_description":839,"og_title":843,"og_description":846,"og_image":849,"no_index":280},"Making the industry better: we put MiQ Sigma to the test",{"link_type":30},[],[646,666,687,787],{"variation":34,"version":35,"items":647,"primary":648,"id":79,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":649,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[650,658],{"type":41,"text":651,"spans":652,"direction":52},"We can’t believe it’s already been a year since we launched MiQ Sigma. And in that time, it’s powered over 40,000 campaigns for more than 2,300 advertisers. But running lots of campaigns isn’t enough on its own to make sure that Sigma is leading the programmatic industry and actually making it better. So we put it to the test. \n",[653],{"start":654,"end":655,"type":47,"data":656},60,69,{"link_type":49,"url":657,"target":51},"https:\u002F\u002Fbit.ly\u002F3STJ8iu",{"type":41,"text":659,"spans":660,"direction":52},"We found out that Sigma campaigns deliver $2.22 in value compared to $1 across standard programmatic. Read on to see how Sigma also enhances audience engagement, reduces media wastage, and drives better results for marketers.",[661,663],{"start":214,"end":662,"type":97},72,{"start":664,"end":665,"type":97},131,132,{"variation":34,"version":35,"items":667,"primary":668,"id":685,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":669,"title":38,"text":676,"link":681},{"dimensions":670,"alt":38,"copyright":38,"url":673,"id":674,"edit":675},{"width":671,"height":672},600,779,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fad5dVp1ZCF7ETL2r_From-funnel-to-flexibility_report_Cover01-low.jpg?auto=format,compress","ad5dVp1ZCF7ETL2r",{"x":178,"y":178,"zoom":95,"background":75},[677],{"type":678,"text":679,"spans":680,"direction":52},"heading6","Unlock watching browsing and buying. ",[],{"link_type":49,"key":682,"url":683,"target":51,"text":684},"76593239-9ee5-4443-af0b-38f34e6c6896","https:\u002F\u002Fbit.ly\u002F4weZWQl","Download the report","article_download$1df7b897-9bc1-4cec-8c8f-6e42fc37fc14","article_download",{"variation":34,"version":35,"items":688,"primary":689,"id":158,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":690,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[691,695,698,701,704,707,710,713,716,719,722,725,728,736,738,742,745,748,751,756,761,767,772,777,780],{"type":91,"text":692,"spans":693,"direction":52},"How did we test MiQ Sigma?",[694],{"start":178,"end":108,"type":97},{"type":41,"text":696,"spans":697,"direction":52},"First, we had to make the tests as fair and representative as possible. So between Q2 2025 and Q2 2026, we ran a series of experiments across display, connected TV and online video with different KPIs (increased reach, low CPA, and conversions), and across verticals:",[],{"type":216,"text":699,"spans":700,"direction":52},"Retail",[],{"type":216,"text":702,"spans":703,"direction":52},"Media and entertainment",[],{"type":216,"text":705,"spans":706,"direction":52},"Consumer packaged goods (CPG)",[],{"type":216,"text":708,"spans":709,"direction":52},"Travel",[],{"type":216,"text":711,"spans":712,"direction":52},"Education",[],{"type":216,"text":714,"spans":715,"direction":52},"Politics",[],{"type":216,"text":717,"spans":718,"direction":52},"Automotives",[],{"type":216,"text":720,"spans":721,"direction":52},"Utilities.",[],{"type":41,"text":723,"spans":724,"direction":52},"We ran equal budgets through Sigma and standard programmatic technology, comparing performance across set-up and activation. We made sure that both tests had quality assurance features (brand safety, viewability, fraud controls, inventory quality) and supply-path optimization models, to ensure a base level of delivery quality was applied to both.",[],{"type":41,"text":726,"spans":727,"direction":52},"Then the magic happened. Our expert traders put Sigma to work on the test campaigns, tapping into different combinations of tech features and tactics for the best optimization possible.",[],{"type":41,"text":729,"spans":730,"direction":52},"Using a combination of advanced data-driven audience, competitor and contextual targeting, alongside campaign-specific inventory and bidding features (built from Sigma’s 700 trillion watching, browsing and buying data points) they customized each test campaign. Not only did activation features like Gen-AI Audience Personas allow for faster setup and optimization from the start and continuous bid and budget optimization, tools like Trading Agent also freed up our traders’ time. (And let them make double the campaign adjustments than before.)",[731],{"start":732,"end":733,"type":47,"data":734},275,285,{"link_type":49,"url":735,"target":51},"https:\u002F\u002Fbit.ly\u002F4piLSSI",{"type":41,"text":57,"spans":737,"direction":52},[],{"type":91,"text":739,"spans":740,"direction":52},"What were the results?",[741],{"start":178,"end":475,"type":97},{"type":41,"text":743,"spans":744,"direction":52},"Spoiler alert: MiQ Sigma outperformed standard campaign setups, delivering smarter and more effective results across platforms.",[],{"type":41,"text":746,"spans":747,"direction":52},"We normalized the results across all tests, using the control group KPI as the baseline. Then we compared the test group KPI to calculate lift, and applied this to media spend. And, to keep things fair, we included KPIs even where the control outperformed Sigma.",[],{"type":41,"text":749,"spans":750,"direction":52},"This is what we found out:",[],{"type":216,"text":752,"spans":753,"direction":52},"Sigma campaigns returned $2.22 in value compared to $1 when run via standard programmatic",[754],{"start":122,"end":755,"type":97},55,{"type":216,"text":757,"spans":758,"direction":52},"Campaigns optimized by Sigma delivered 36.5% more reach per dollar",[759],{"start":441,"end":760,"type":97},66,{"type":216,"text":762,"spans":763,"direction":52},"Sigma delivered 27% higher incremental reach beyond linear across campaigns",[764],{"start":765,"end":766,"type":97},16,44,{"type":216,"text":768,"spans":769,"direction":52},"Conversion rates were 27% higher across Sigma-optimized campaigns",[770],{"start":178,"end":771,"type":97},32,{"type":216,"text":773,"spans":774,"direction":52},"Sigma achieved 24% lower CPAs across campaigns.",[775],{"start":776,"end":552,"type":97},15,{"type":41,"text":778,"spans":779,"direction":52},"When it comes to programmatic, the proof is in the pudding. And these tests show just how sweet Sigma is.",[],{"type":41,"text":781,"spans":782,"direction":52},"Ready to take your programmatic to the Nth degree? Book a demo.",[783],{"start":784,"end":265,"type":47,"data":785},51,{"link_type":49,"url":786,"target":51},"https:\u002F\u002Fbit.ly\u002F3Tn7QIf",{"variation":34,"version":35,"items":788,"primary":789,"id":791,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":790,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$e296dcfc-0c3b-4b03-8dd1-41b54fa5ae0b","Rachel Foskett","VP, Global Product Marketing",{"dimensions":795,"alt":38,"copyright":38,"url":798,"id":799,"edit":800},{"width":796,"height":797},157,192,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaV0RWnNYClf9o0cF_T04MMQMF8-UJBDNVB5H-e96c3a7a0266-192.png?auto=format,compress","aV0RWnNYClf9o0cF",{"x":178,"y":178,"zoom":95,"background":75},{"link_type":282},[],[],[805],{"trigger":38,"form":806},{"link_type":282},"2026-07-15T00:59:00+0000",{"dimensions":809,"alt":38,"copyright":38,"url":810,"id":811,"edit":812},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FduF2HbYKw0duw5v4_GL-SIGMA-Making_industry_better-blog_header.jpg?auto=format,compress","duF2HbYKw0duw5v4",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":814,"alt":38,"copyright":38,"url":810,"id":811,"edit":815},{"width":292,"height":293},{"x":178,"y":178,"zoom":95,"background":75},[817,820,828],{"related_article":818},{"id":312,"type":9,"tags":819,"lang":17,"slug":314,"first_publication_date":315,"last_publication_date":316,"uid":317,"link_type":282,"key":318,"isBroken":280},[],{"related_article":821},{"id":822,"type":9,"tags":823,"lang":17,"slug":824,"first_publication_date":825,"last_publication_date":826,"uid":827,"link_type":282,"key":309,"isBroken":280},"acEj0RIAAC4A5pLM",[],"is-your-confidence-in-ai-on-track-download-the-report","2026-03-26T10:35:35+0000","2026-04-30T15:51:05+0000","ai-and-campaign-insights",{"related_article":829},{"id":830,"type":9,"tags":831,"lang":17,"slug":824,"first_publication_date":832,"last_publication_date":833,"uid":834,"link_type":282,"key":327,"isBroken":280},"aVvbkhoAAE4A4r9m",[],"2026-01-06T15:21:16+0000","2026-04-30T15:51:01+0000","ai-integration-in-marketing-measuring-campaign-confidence",[836],{"type":41,"text":837,"spans":838,"direction":52},"Making the industry better: we put Sigma to the test | MiQ",[],[840],{"type":41,"text":841,"spans":842,"direction":52},"We put our award-winning adtech to the test to see just how impressive it really is. Read the results and take your programmatic to the Nth degree with Sigma.",[],[844],{"type":41,"text":837,"spans":845,"direction":52},[],[847],{"type":41,"text":841,"spans":848,"direction":52},[],{"dimensions":850,"alt":38,"copyright":38,"url":851,"id":811,"edit":852},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FduF2HbYKw0duw5v4_GL-SIGMA-Making_industry_better-blog_header.jpg?auto=format,compress&rect=0,1,1200,627&w=1200&h=627",{"x":178,"y":95,"zoom":95,"background":75},{"id":854,"uid":855,"url":856,"type":9,"href":857,"tags":858,"first_publication_date":859,"last_publication_date":859,"slugs":860,"linked_documents":862,"lang":17,"alternate_languages":863,"data":864},"aibUVhEAACgA8QJB","decades-largest-global-marketing-moment","\u002Fresources\u002Fblog\u002Fdecades-largest-global-marketing-moment","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aibUVhEAACgA8QJB%22%29+%5D%5D",[],"2026-06-08T14:45:37+0000",[861],"the-consumer-spend-opportunity",[],[],{"title":865,"external_link":866,"summary":867,"slices":868,"author_name":1073,"author_position":38,"author_description":38,"author_image":1074,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":1075,"contact_formid":38,"contact_title":1076,"contact_description":1077,"contact_cta":38,"url_form_triggers":1078,"category":288,"date":1081,"featured_image":1082,"thumbnail":1088,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":1089,"meta_title":1112,"meta_description":1116,"og_title":1120,"og_description":1123,"og_image":1126,"no_index":280},"The largest global marketing moment of the decade",{"link_type":30},[],[869],{"variation":34,"version":35,"items":870,"primary":871,"id":79,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":872,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[873,876,879,882,885,888,891,894,897,900,903,905,908,911,914,919,922,925,928,930,933,940,943,946,950,953,955,958,961,964,966,969,976,979,982,985,988,991,993,995,998,1002,1005,1008,1012,1015,1018,1022,1025,1028,1031,1034,1037,1039,1041,1044,1047,1053,1056,1058,1061,1064,1071],{"type":41,"text":874,"spans":875,"direction":52},"The 2026 World Cup is set to become the largest live sporting event ever hosted in the United States, and a gold rush for brands looking to capture consumer attention at scale.  ",[],{"type":41,"text":877,"spans":878,"direction":52},"The numbers alone are staggering:",[],{"type":216,"text":880,"spans":881,"direction":52},"~6 billion projected global viewers",[],{"type":216,"text":883,"spans":884,"direction":52},"48 teams competing across 104 matches",[],{"type":216,"text":886,"spans":887,"direction":52},"16 host cities spanning the U.S., Canada, and Mexico",[],{"type":216,"text":889,"spans":890,"direction":52},"$30.5 billion in projected economic impact",[],{"type":216,"text":892,"spans":893,"direction":52},"$6.4 billion in visitor spend across host markets",[],{"type":41,"text":895,"spans":896,"direction":52},"But the true opportunity extends far beyond the pitch.",[],{"type":41,"text":898,"spans":899,"direction":52},"This is a multiscreen, multicultural, always-on consumer experience unfolding across streaming platforms, social feeds, stadiums, grocery aisles, ride shares, QSRs, and digital out-of-home screens. The official music video for Shakira’s World Cup anthem ‘Dai Dai’ surpassed 10 million views its first day on YouTube. ",[],{"type":41,"text":901,"spans":902,"direction":52},"A fan base this fervent won’t simply tune into the tournament. They’ll plan their whole summers around it. And you can become their next obsession.",[],{"type":41,"text":57,"spans":904,"direction":52},[],{"type":91,"text":906,"spans":907,"direction":52},"The consumer spend opportunity",[],{"type":41,"text":909,"spans":910,"direction":52},"If you can’t play like a champion, spend like one, as no one says.  ",[],{"type":41,"text":912,"spans":913,"direction":52},"Upwards of 5 million fans are expected to attend at least one match, which has driven up hotel costs in host cities by north of 300%. ",[],{"type":41,"text":915,"spans":916,"direction":52},"For retailers:",[917],{"start":178,"end":918,"type":97},14,{"type":216,"text":920,"spans":921,"direction":52},"Licensed merchandise sales historically increase by ~25%",[],{"type":216,"text":923,"spans":924,"direction":52},"TV and streaming device purchases jump nearly 39%",[],{"type":216,"text":926,"spans":927,"direction":52},"Nearly 10% of fans plan to buy a new TV for the tournament",[],{"type":41,"text":57,"spans":929,"direction":52},[],{"type":41,"text":931,"spans":932,"direction":52},"Meanwhile, grocery and QSR brands are preparing for a full season of game-day shopping. ",[],{"type":65,"url":934,"alt":38,"copyright":38,"dimensions":935,"id":938,"edit":939},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaiG3cweQX7-eWv13_US-WORLD_CUP-stat-1.png?auto=format,compress",{"width":936,"height":937},1467,533,"aiG3cweQX7-eWv13",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":941,"spans":942,"direction":52},"QSR activity rises 22.6%, and major brands like Domino’s and Wingstop historically see game-day spikes exceeding 40–50%",[],{"type":41,"text":944,"spans":945,"direction":52},"Perhaps most importantly for advertisers:",[],{"type":41,"text":947,"spans":948,"direction":52},"21% of U.S. fans say they’ve tried a new brand because of World Cup exposure.",[949],{"start":178,"end":765,"type":97},{"type":41,"text":951,"spans":952,"direction":52},"The inventory abounds, but true influence requires intelligence. ",[],{"type":41,"text":57,"spans":954,"direction":52},[],{"type":91,"text":956,"spans":957,"direction":52},"Attention all over the map",[],{"type":41,"text":959,"spans":960,"direction":52},"World Cup audiences are strewn across their phones, streaming, linear, YouTube, social, stadiums, back to their phones… Their attention is about as steady as the ball in play. ",[],{"type":41,"text":962,"spans":963,"direction":52},"You likely know what they’re watching and across what platforms, but these signals individually don’t amount to much. Unless, of course, you had a tool that could harmonize them.",[],{"type":41,"text":57,"spans":965,"direction":52},[],{"type":91,"text":967,"spans":968,"direction":52},"MiQ Sigma",[],{"type":41,"text":970,"spans":971,"direction":52},"Trained on one of the world’s most connected global datasets, MiQ Sigma helps brands understand what World Cup fans are watching, browsing, and buying in real time. It makes sense of disparate signals by stitching commerce, retail media, behavioral, contextual, and media exposure data into a single intelligent view.",[972],{"start":973,"end":974,"type":47,"data":975},62,71,{"link_type":49,"url":506,"target":51},{"type":41,"text":977,"spans":978,"direction":52},"In play, this translates to:",[],{"type":216,"text":980,"spans":981,"direction":52},"Identifying audiences actively researching travel, merchandise, or streaming services",[],{"type":216,"text":983,"spans":984,"direction":52},"Understanding when consumers are browsing versus ready to purchase",[],{"type":216,"text":986,"spans":987,"direction":52},"Activating across channels dynamically based on live behaviors and signals",[],{"type":216,"text":989,"spans":990,"direction":52},"Optimizing campaigns in real time as fan behavior shifts throughout the tournament",[],{"type":41,"text":57,"spans":992,"direction":52},[],{"type":41,"text":57,"spans":994,"direction":52},[],{"type":91,"text":996,"spans":997,"direction":52},"How brands can activate around the World Cup",[],{"type":41,"text":999,"spans":1000,"direction":52},"YouTube Sports Activation",[1001],{"start":178,"end":122,"type":97},{"type":41,"text":1003,"spans":1004,"direction":52},"World Cup fandom has found a home on YouTube through match highlights, creator commentary, reaction videos, and short-form sports content.",[],{"type":41,"text":1006,"spans":1007,"direction":52},"Sigma helps brands drive performance across premium, contextually relevant YouTube sports inventory aligned to tournament engagement.",[],{"type":41,"text":1009,"spans":1010,"direction":52},"TV extension strategies",[1011],{"start":178,"end":156,"type":97},{"type":41,"text":1013,"spans":1014,"direction":52},"Fans watching matches on linear or CTV don’t stop there.",[],{"type":41,"text":1016,"spans":1017,"direction":52},"Using ACR-driven strategies, marketers can extend messaging beyond the television screen and reinforce campaigns across CTV, digital, social, and mobile. ",[],{"type":41,"text":1019,"spans":1020,"direction":52},"Real-time proximity and sports sync",[1021],{"start":178,"end":561,"type":97},{"type":41,"text":1023,"spans":1024,"direction":52},"Does seeing your favorite player on the field get you in your feels? The World Cup is a highly emotional event, and Sigma allows brands to activate around peaks in engagement to increase campaign relevance.",[],{"type":41,"text":1026,"spans":1027,"direction":52},"That could look like:",[],{"type":216,"text":1029,"spans":1030,"direction":52},"Triggering social ads based on live match events",[],{"type":216,"text":1032,"spans":1033,"direction":52},"Reaching stadium goers across DOOH and digital environments",[],{"type":216,"text":1035,"spans":1036,"direction":52},"Synchronizing messaging with moments generating the highest audience engagement",[],{"type":41,"text":57,"spans":1038,"direction":52},[],{"type":41,"text":57,"spans":1040,"direction":52},[],{"type":91,"text":1042,"spans":1043,"direction":52},"Sigma’s career stats",[],{"type":41,"text":1045,"spans":1046,"direction":52},"MiQ’s sports solutions are already putting points on the board.",[],{"type":65,"url":1048,"alt":38,"copyright":38,"dimensions":1049,"id":1051,"edit":1052},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaiG3cweQX7-eWv14_US-WORLD_CUP-stat-2.png?auto=format,compress",{"width":936,"height":1050},467,"aiG3cweQX7-eWv14",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":1054,"spans":1055,"direction":52},"Now, multiply that by the World Cup scale.",[],{"type":41,"text":57,"spans":1057,"direction":52},[],{"type":678,"text":1059,"spans":1060,"direction":52},"Transcending the tournament",[],{"type":41,"text":1062,"spans":1063,"direction":52},"More than an opportunity for impressions or sponsorship visibility, the World Cup is a global event unfolding across screens, platforms, travel, retail, commerce, social, you name it. ",[],{"type":41,"text":1065,"spans":1066,"direction":52},"With MiQ Sigma, brands can ride the full momentum of the World Cup to drive measurable growth long after the final whistle.",[1067],{"start":1068,"end":760,"type":47,"data":1069},57,{"link_type":49,"url":1070,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fus\u002Fevent\u002Fworld-cup-2026",{"type":41,"text":57,"spans":1072,"direction":52},[],"US Marketing",{},{"link_type":282},[],[],[1079],{"trigger":38,"form":1080},{"link_type":282},"2026-06-05T00:59:00+0000",{"dimensions":1083,"alt":38,"copyright":38,"url":1085,"id":1086,"edit":1087},{"width":68,"height":1084},837,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaiG4JQeQX7-eWv2m_US-WORLD_CUP-BLOG_HEADER.jpg?auto=format,compress","aiG4JQeQX7-eWv2m",{"x":178,"y":178,"zoom":95,"background":75},{},[1090,1094,1103],{"related_article":1091},{"id":312,"type":9,"tags":1092,"lang":17,"slug":314,"first_publication_date":315,"last_publication_date":316,"uid":317,"link_type":282,"key":1093,"isBroken":280},[],"0e063c0a-353d-46da-ba7c-f9b9a02b7dde",{"related_article":1095},{"id":1096,"type":9,"tags":1097,"lang":17,"slug":1098,"first_publication_date":1099,"last_publication_date":1100,"uid":1101,"link_type":282,"key":1102,"isBroken":280},"aMFTCRoAAEYAuPX6",[],"why-relevant-ads-perform-better","2025-09-16T09:56:43+0000","2026-04-30T15:51:04+0000","how-relevant-is-relevance","c069fa8b-03de-4693-848f-6658b4042c41",{"related_article":1104},{"id":1105,"type":9,"tags":1106,"lang":17,"slug":1107,"first_publication_date":1108,"last_publication_date":1109,"uid":1110,"link_type":282,"key":1111,"isBroken":280},"aY47NR8AAEsAoxpn",[],"1.-streaming-is-now-how-a-majority-of-viewers-watch-the-super-bowl.","2026-02-13T12:36:20+0000","2026-04-27T16:35:48+0000","super-bowl-lx-the-year-the-super-bowl-went-streaming-first","a209ee9d-dc61-4aa7-a95d-ea4ae57ce734",[1113],{"type":41,"text":1114,"spans":1115,"direction":52},"The largest global marketing moment of the decade | MiQ",[],[1117],{"type":41,"text":1118,"spans":1119,"direction":52},"The World Cup has one winner, but brands have billions of opportunities to score wins. 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The pandemic saw more and more people turn to mobile and online shopping, and now it’s a key part of the modern consumer journey. In 2020, mobile sales grew by 46% in the US, and Amazon added roughly 50 million new subscribers across 2020 and 2021. And, while in-store shopping is back, the long-term effects of the pandemic are clear to see.",[],{"type":41,"text":57,"spans":1151,"direction":52},[],{"type":41,"text":1153,"spans":1154,"direction":52},"We love mobile apps and cashless payments, and more people are willing to buy large purchases online than ever before. Big-ticket items like furniture and electronics are now readily available to buy online. And what was once a consumer journey that spanned hours or weeks has become something much more fragmented.",[],{"variation":34,"version":35,"items":1156,"primary":1157,"id":685,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":1158,"title":38,"text":1162,"link":1165},{"dimensions":1159,"alt":1160,"copyright":38,"url":673,"id":674,"edit":1161},{"width":671,"height":672},"From funnel to flexibility report cover",{"x":178,"y":178,"zoom":95,"background":75},[1163],{"type":678,"text":679,"spans":1164,"direction":52},[],{"link_type":49,"key":682,"url":1166,"target":51,"text":684},"https:\u002F\u002Fbit.ly\u002F4dj4kVP",{"variation":34,"version":35,"items":1168,"primary":1169,"id":1188,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1170,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1171,1175],{"type":91,"text":1172,"spans":1173,"direction":52},"What does the modern consumer journey look like?",[1174],{"start":178,"end":136,"type":97},{"type":41,"text":1176,"spans":1177,"direction":52},"\nOnline shopping and rapid delivery has become the norm for the modern consumer, and their attention has become spread across multiple devices at once. And it’s not just shopping online: consumers are researching products quickly before moving on to something new. Today’s consumers move rapidly between states of watching, browsing and buying, taking in new information, marketing signals and recommendations from social media, and making purchases online, across multiple devices at the same time.",[1178,1183],{"start":1179,"end":1180,"type":47,"data":1181},314,322,{"link_type":49,"url":1182,"target":51},"https:\u002F\u002Fbit.ly\u002F4uBIjIK",{"start":1184,"end":1185,"type":47,"data":1186},324,332,{"link_type":49,"url":1187,"target":51},"https:\u002F\u002Fbit.ly\u002F4u980AL","text_component$7853a2ba-f448-48f0-9675-e21991971a4c",{"variation":34,"version":35,"items":1190,"primary":1191,"id":1207,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1192,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1193,1198],{"type":91,"text":1194,"spans":1195,"direction":52},"Online shopping has made buying a transitory state",[1196],{"start":178,"end":1197,"type":97},50,{"type":65,"url":1199,"alt":1200,"copyright":38,"dimensions":1201,"id":1204,"edit":1205},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fad5kwp1ZCF7ETL79_From-funnel-to-flexibility_report-chart.png?auto=format%2Ccompress&rect=0%2C122%2C1440%2C1100&w=1440&h=1100","Graph showing movement between the 3 stages of the consumers journey (watching, browsing and buying)",{"width":1202,"height":1203},1440,1100,"ad5kwp1ZCF7ETL79",{"x":178,"y":1206,"zoom":95,"background":75},122,"text_component$a5563e6a-0eb1-4be9-8456-1fda38ed5eb8",{"variation":34,"version":35,"items":1209,"primary":1210,"id":158,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1211,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1212,1227,1232,1236,1239,1242,1245,1248,1252,1257],{"type":41,"text":1213,"spans":1214,"direction":52},"Buying is an active consumer state, but also one that often happens at the same time as browsing and watching. According to our ‘From funnel to flexibility report’, 34% of consumers are in a buying state at any given moment: browsing products, adding them to carts, or finalizing purchases. Within the same hour, 17% will move to browsing and 28% will move to watching. And consumers are more likely to move from watching to buying (18%) than from watching to browsing (3%).",[1215,1219,1223],{"start":1216,"end":1217,"type":47,"data":1218},88,96,{"link_type":49,"url":1187,"target":51},{"start":1220,"end":1221,"type":47,"data":1222},101,109,{"link_type":49,"url":1182,"target":51},{"start":1224,"end":1225,"type":47,"data":1226},129,162,{"link_type":49,"url":1166,"target":51},{"type":41,"text":1228,"spans":1229,"direction":52},"Nearly half (47%) of consumers using a mobile device while watching video are shopping online - browsing online stores, researching products, checking prices, or buying something.",[1230],{"start":178,"end":1231,"type":97},179,{"type":91,"text":1233,"spans":1234,"direction":52},"Online shopping on a second screen",[1235],{"start":178,"end":425,"type":97},{"type":41,"text":1237,"spans":1238,"direction":52},"We’ve all heard the stories of Netflix creating shows that cater to the second screen audience. These aren’t just rumours: there’s plenty of data to back it up. Half of adults say they frequently use another device while watching, and half of those say they’re shopping online.",[],{"type":41,"text":1240,"spans":1241,"direction":52},"This is big news for both content producers and advertisers. Your audience is always reachable, even when they’re watching ad-free content. More importantly, their mindset isn’t firmly in the watching state: they may shift to buying, causing them to potentially forget what they were watching and\u002For shopping for, and then re-read, re-browse or rewind.",[],{"type":41,"text":1243,"spans":1244,"direction":52},"However, consumers still believe that they’re taking linear paths to purchase. 54% believe they follow a rational, step-by-step process before making big purchases. They spend their time bouncing around online and between screens, but mentally feel locked in on their major purchase. Only 9% believe they make big purchases impulsively, and 42% say that their path is more random.",[],{"type":41,"text":1246,"spans":1247,"direction":52},"Some of this is generational. Older consumers are more likely to say that they still follow a step-by-step process for making big purchases - and that lines up with those consumers being less likely to ping-pong between different screens.",[],{"type":91,"text":1249,"spans":1250,"direction":52},"How do people use AI while shopping?",[1251],{"start":178,"end":547,"type":97},{"type":41,"text":1253,"spans":1254,"direction":52},"Nearly half (45%) of consumers say they’ve used a tool like ChatGPT or Gemini when making purchases.",[1255],{"start":178,"end":1256,"type":97},100,{"type":41,"text":1258,"spans":1259,"direction":52},"AI is playing a bigger role in these purchases now. Nearly half (45%) of consumers say they’ve used a tool like ChatGPT or Gemini as a sort of AI shopping assistant. The most common uses are comparing products and brands (27%), asking for gift ideas and recommendations (18%), and summarizing reviews (16%). AI shopping is most prevalent among consumers ages 18-34. Older consumers prefer to use AI for shopping to compare products and brands, while younger consumers will ask it for recommendations.",[],{"variation":34,"version":35,"items":1261,"primary":1262,"id":1272,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1263,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1264,1266],{"type":91,"text":57,"spans":1265,"direction":52},[],{"type":65,"url":1267,"alt":1268,"copyright":38,"dimensions":1269,"id":1270,"edit":1271},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FagMXEaYofJOwHH3x_GL-FUNNEL-Blog-Browsing-Visuals-1-.jpg?auto=format,compress","Bar chart showing how likely respondents are to use an AI shopping assistant in the future.",{"width":68,"height":937},"agMXEaYofJOwHH3x",{"x":178,"y":178,"zoom":95,"background":75},"text_component$05fa68d6-16e7-430c-be4d-4941c962480d",{"variation":34,"version":35,"items":1274,"primary":1275,"id":1313,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1276,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1277,1282,1286,1289,1292,1295,1300,1307],{"type":91,"text":1278,"spans":1279,"direction":52},"How can advertisers tap into consumers’ split attention?",[1280],{"start":178,"end":1281,"type":97},56,{"type":41,"text":1283,"spans":1284,"direction":52},"70% of consumers say they get distracted while researching new products and come back to buy something later",[1285],{"start":178,"end":46,"type":97},{"type":41,"text":1287,"spans":1288,"direction":52},"The fragmented consumer journey can work both ways for advertisers. While it provides an opportunity to reach consumers when they’re otherwise engaged with ad-free content, it also means their divided attention is easy to short-circuit. More than 70% of consumers say they get distracted while researching new product purchases, and return to their online shopping later after being reminded or triggered by something new. ",[],{"type":41,"text":1290,"spans":1291,"direction":52},"Video is a key part of this process for brands, even if their attention is divided: 71% of consumers say they discover brands they like while watching video content. (Even if they aren’t shopping.) And this jumps to 95% for consumers in the 18-24 age group.\n",[],{"type":41,"text":1293,"spans":1294,"direction":52},"It’s clear that consumers are far more susceptible to advertising and product messaging when watching content than they realize. But catching those moments is critical. A smart brand strategy has to be able to react quickly to the rapidly shifting consumer states. In these multi-screen environments, having AI-based tools to plan and execute media plans is a must. ",[],{"type":91,"text":1296,"spans":1297,"direction":52},"How can MiQ Sigma tap into the buying stage of the consumer journey?",[1298],{"start":178,"end":1299,"type":97},68,{"type":41,"text":1301,"spans":1302,"direction":52},"That’s where tools like MiQ Sigma come in. Sigma brings the latest advanced AI models together with a Data Spine of 700+ trillion signals related to consumer browsing, buying, and watching to make decisions. Sigma can unify your data, media, and platforms to decode the modern consumer and drive faster, more customized decisions about your media buys to truly move the needle on your business goals.",[1303],{"start":73,"end":1304,"type":47,"data":1305},33,{"link_type":49,"url":1306,"target":51},"https:\u002F\u002Fbit.ly\u002F48YgS3v",{"type":41,"text":1308,"spans":1309,"direction":52},"See MiQ Sigma in action for yourself.",[1310],{"start":178,"end":252,"type":47,"data":1311},{"link_type":49,"url":1312,"target":51},"https:\u002F\u002Fbit.ly\u002F48UGLRV","text_component$cca53016-5b19-490b-b000-91b49e11d409",{"variation":34,"version":35,"items":1315,"primary":1316,"id":791,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1317,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"Marketing",{},{"link_type":282},[],[],[1324],{"trigger":38,"form":1325},{"link_type":282},"2026-05-12T00:59:00+0000",{"dimensions":1328,"alt":38,"copyright":38,"url":1329,"id":1330,"edit":1331},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FagMTHqYofJOwHH1o_GL-FUNNEL-BUYING.jpg?auto=format,compress","agMTHqYofJOwHH1o",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":1333,"alt":38,"copyright":38,"url":1329,"id":1330,"edit":1334},{"width":292,"height":293},{"x":178,"y":178,"zoom":95,"background":75},[1336,1339,1342],{"related_article":1337},{"id":312,"type":9,"tags":1338,"lang":17,"slug":314,"first_publication_date":315,"last_publication_date":316,"uid":317,"link_type":282,"key":318,"isBroken":280},[],{"related_article":1340},{"id":321,"type":9,"tags":1341,"lang":17,"slug":323,"first_publication_date":324,"last_publication_date":325,"uid":326,"link_type":282,"key":327,"isBroken":280},[],{"related_article":1343},{"id":822,"type":9,"tags":1344,"lang":17,"slug":824,"first_publication_date":825,"last_publication_date":826,"uid":827,"link_type":282,"key":309,"isBroken":280},[],[1346],{"type":41,"text":1347,"spans":1348,"direction":52},"Buying: Shopping online has never been easier | MiQ",[],[1350],{"type":41,"text":1351,"spans":1352,"direction":52},"Online shopping is a major part of the consumer journey. But AI shopping tools and the rise of second screening has changed how we buy. Read more.",[],[1354],{"type":41,"text":1347,"spans":1355,"direction":52},[],[1357],{"type":41,"text":1351,"spans":1358,"direction":52},[],{"dimensions":1360,"alt":38,"copyright":38,"url":1361,"id":1362,"edit":1363},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FagMTIqYofJOwHH1p_GL-FUNNEL-BUYING-MiQ.jpg?auto=format,compress&rect=0,1,1200,627&w=1200&h=627","agMTIqYofJOwHH1p",{"x":178,"y":95,"zoom":95,"background":75},{"id":321,"uid":326,"url":1365,"type":9,"href":1366,"tags":1367,"first_publication_date":324,"last_publication_date":325,"slugs":1368,"linked_documents":1369,"lang":17,"alternate_languages":1370,"data":1371},"\u002Fresources\u002Fblog\u002Fbrowsing-the-death-of-doomscrolling","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22afxXiBIAACMACKQ7%22%29+%5D%5D",[],[323],[],[],{"title":1372,"external_link":1373,"summary":1374,"slices":1375,"author_name":1318,"author_position":38,"author_description":38,"author_image":1475,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":1476,"contact_formid":38,"contact_title":1477,"contact_description":1478,"contact_cta":38,"url_form_triggers":1479,"category":288,"date":1482,"featured_image":1483,"thumbnail":1488,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":1491,"meta_title":1501,"meta_description":1505,"og_title":1509,"og_description":1512,"og_image":1515,"no_index":280},"Browsing: The death of doomscrolling?",{"link_type":30},[],[1376,1386,1396,1407,1471],{"variation":34,"version":35,"items":1377,"primary":1378,"id":79,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1379,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1380,1383],{"type":41,"text":1381,"spans":1382,"direction":52},"The way we browse online has changed. We’ve become more focused, more intentional, and more aware of the impact of ‘doomscrolling’. Younger consumers are seeking out more intimate online communities, and Google’s AI search summaries on the results page have allowed us to get the answers we’re looking for even quicker than before.\n",[],{"type":41,"text":1384,"spans":1385,"direction":52},"By spending less time wandering in cyberspace and more time seeking out exactly what we’re looking for, how do consumers discover things organically? Well, scrolling is still a popular activity and, where discovery does happen, it’s likely through curated feeds and groups, or heavily influenced by the algorithm. Consumers will still spend multiple hours per day scrolling through content (usually on social media). And, unsurprisingly, younger consumers are the most susceptible to dopamine-driven doomscrolling.",[],{"variation":34,"version":35,"items":1387,"primary":1388,"id":685,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":1389,"title":38,"text":1392,"link":1395},{"dimensions":1390,"alt":38,"copyright":38,"url":673,"id":674,"edit":1391},{"width":671,"height":672},{"x":178,"y":178,"zoom":95,"background":75},[1393],{"type":678,"text":679,"spans":1394,"direction":52},[],{"link_type":49,"key":682,"url":683,"target":51,"text":684},{"variation":34,"version":35,"items":1397,"primary":1398,"id":1207,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1399,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1400,1404],{"type":91,"text":1401,"spans":1402,"direction":52},"How often are we browsing?",[1403],{"start":178,"end":108,"type":97},{"type":65,"url":1199,"alt":1200,"copyright":38,"dimensions":1405,"id":1204,"edit":1406},{"width":1202,"height":1203},{"x":178,"y":1206,"zoom":95,"background":75},{"variation":34,"version":35,"items":1408,"primary":1409,"id":158,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1410,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1411,1419,1421,1424,1428,1430,1433,1435,1438,1441,1443,1446,1448,1451,1456,1458,1465],{"type":41,"text":1412,"spans":1413,"direction":52},"According to our ‘From funnel to flexibility’ report, consumers spend about one quarter of their time online browsing. And, within any given hour, 25% will move to watching content, and one third will shift to making a purchase. Although browsing is an active state, often driven by a goal, it’s also the state consumers are most likely to leave. However, it’s also when consumers are the most receptive to advertising. ",[1414],{"start":1415,"end":1416,"type":47,"data":1417},164,172,{"link_type":49,"url":1418,"target":51},"https:\u002F\u002Fbit.ly\u002F4uwbcG6",{"type":41,"text":57,"spans":1420,"direction":52},[],{"type":41,"text":1422,"spans":1423,"direction":52},"91% of consumers use a second device to browse the internet while they’re watching something, with the most common activities being scrolling through social media, reading the news, or watching short-form videos.\n",[],{"type":91,"text":1425,"spans":1426,"direction":52},"The impact of AI on search",[1427],{"start":178,"end":108,"type":97},{"type":41,"text":57,"spans":1429,"direction":52},[],{"type":41,"text":1431,"spans":1432,"direction":52},"Old habits die hard. Google is still the default starting point for a purchase or research. But the rise of generative AI for search has the power to change that. Consumers can now receive faster, more direct answers from AI chatbots and AI generated overviews, which can reduce traffic to websites and lead to most users ending a search before clicking through at all. Plus, these AI search overviews will usually take their content from sources like Wikipedia, YouTube and Reddit, funneling consumers back towards these larger platforms.",[],{"type":41,"text":57,"spans":1434,"direction":52},[],{"type":41,"text":1436,"spans":1437,"direction":52},"The result is a double-edged sword. While consumers who click through to those websites are likely to be more engaged, the sharp drop-off in general browsing and consumer traffic generally means fewer opportunities for advertisers to reach people outside of Google.\n",[],{"type":41,"text":1439,"spans":1440,"direction":52},"And as more adults become comfortable with large language models (LLMs), they’re also becoming more comfortable using tools like ChatGPT for product research and purchases. Nearly half (44%) of consumers say they’ve used a tool like ChatGPT or Gemini when shopping, either to compare products and brands, summarize reviews, ask for gift ideas, or make recommendations. Of course, this is even higher among younger consumers. One in four have used AI to help write a difficult message, like a breakup text or resignation, and about as many plan to use AI shopping assistants in the next year. ",[],{"type":41,"text":57,"spans":1442,"direction":52},[],{"type":41,"text":1444,"spans":1445,"direction":52},"Using AI to search in this way makes it much more active than the usual browsing state, but not quite traditional buying. As people continue to use AI for search more and more, LLMs will likely become an even more vital channel for advertisers.",[],{"type":41,"text":57,"spans":1447,"direction":52},[],{"type":41,"text":1449,"spans":1450,"direction":52},"But, with fewer people spending time doomscrolling and generally browsing online, advertisers are facing a challenge. They need to make the most of the opportunities they have to reach every consumer. And this means adopting a cross-device strategy to reach people across multiple devices as they switch between watching, browsing and buying. And this is where having AI-powered adtech can really come in handy.",[],{"type":1452,"text":1453,"spans":1454,"direction":52},"heading3","How MiQ Sigma can decode browsing",[1455],{"start":178,"end":1304,"type":97},{"type":41,"text":57,"spans":1457,"direction":52},[],{"type":41,"text":1459,"spans":1460,"direction":52},"MiQ Sigma makes planning and executing media plans a breeze with the latest advanced AI models, and backed by a Data Spine of more than 700 trillion data signals. Sigma unifies your data, media and platforms to better understand your audience as they go along the new consumer journey. That means you can make faster, more customized decisions about your media buys to really achieve your campaign goals.",[1461],{"start":178,"end":1462,"type":47,"data":1463},9,{"link_type":49,"url":1464,"target":51},"https:\u002F\u002Fbit.ly\u002F4utN8Us",{"type":41,"text":1466,"spans":1467,"direction":52},"See MiQ Sigma in action for yourself",[1468],{"start":178,"end":547,"type":47,"data":1469},{"link_type":49,"url":1470,"target":51},"https:\u002F\u002Fbit.ly\u002F3Rrieh9",{"variation":34,"version":35,"items":1472,"primary":1473,"id":791,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1474,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],{},{"link_type":282},[],[],[1480],{"trigger":38,"form":1481},{"link_type":282},"2026-05-07T00:59:00+0000",{"dimensions":1484,"alt":38,"copyright":38,"url":1485,"id":1486,"edit":1487},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FafxZvcBOoF08xtgD_GL-FUNNEL-BROWSING.jpg?auto=format,compress","afxZvcBOoF08xtgD",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":1489,"alt":38,"copyright":38,"url":1485,"id":1486,"edit":1490},{"width":292,"height":293},{"x":178,"y":178,"zoom":95,"background":75},[1492,1495,1498],{"related_article":1493},{"id":312,"type":9,"tags":1494,"lang":17,"slug":314,"first_publication_date":315,"last_publication_date":316,"uid":317,"link_type":282,"key":318,"isBroken":280},[],{"related_article":1496},{"id":822,"type":9,"tags":1497,"lang":17,"slug":824,"first_publication_date":825,"last_publication_date":826,"uid":827,"link_type":282,"key":309,"isBroken":280},[],{"related_article":1499},{"id":830,"type":9,"tags":1500,"lang":17,"slug":824,"first_publication_date":832,"last_publication_date":833,"uid":834,"link_type":282,"key":327,"isBroken":280},[],[1502],{"type":41,"text":1503,"spans":1504,"direction":52},"Browsing: The death of doomscrolling? | MiQ",[],[1506],{"type":41,"text":1507,"spans":1508,"direction":52}," As doomscrolling becomes less popular, and more people turn to AI for search, how can advertisers stay in front of their audience as they browse? Read more.",[],[1510],{"type":41,"text":1503,"spans":1511,"direction":52},[],[1513],{"type":41,"text":1507,"spans":1514,"direction":52},[],{"dimensions":1516,"alt":38,"copyright":38,"url":1517,"id":1518,"edit":1519},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FafxZusBOoF08xtgC_GL-FUNNEL-BROWSING-MiQ.jpg?auto=format,compress&rect=0,1,1200,627&w=1200&h=627","afxZusBOoF08xtgC",{"x":178,"y":95,"zoom":95,"background":75},{"id":312,"uid":317,"url":1521,"type":9,"href":1522,"tags":1523,"first_publication_date":315,"last_publication_date":316,"slugs":1524,"linked_documents":1525,"lang":17,"alternate_languages":1526,"data":1530},"\u002Fresources\u002Fblog\u002Fwatching-how-multi-screen-habits-are-shaping-ctv-advertising","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22afHDGxIAACkA-feF%22%29+%5D%5D",[],[314],[],[1527],{"id":1528,"type":9,"lang":1529,"uid":855},"ahYBWRIAACgAPjIM","en-us",{"title":1531,"external_link":1532,"summary":1533,"slices":1534,"author_name":1318,"author_position":38,"author_description":38,"author_image":1685,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":1686,"contact_formid":38,"contact_title":1687,"contact_description":1688,"contact_cta":38,"url_form_triggers":1689,"category":288,"date":1692,"featured_image":1693,"thumbnail":1698,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":1701,"meta_title":1712,"meta_description":1716,"og_title":1720,"og_description":1723,"og_image":1726,"no_index":280},"Watching: How multi-screen habits are shaping CTV advertising",{"link_type":30},[],[1535,1550,1562,1598,1642],{"variation":34,"version":35,"items":1536,"primary":1537,"id":79,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1538,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1539,1542,1544,1547],{"type":41,"text":1540,"spans":1541,"direction":52},"The way we watch TV has changed radically since the pandemic, and this has had a knock-on effect on the consumer journey. In early 2020, Netflix gained 15.7 million users, and weekly streaming minutes more than doubled. With the continuation of the binge-watching boom and subscription growth, we’re seeing more and more consumers making the switch from traditional linear TV to OTT. (Consumers have gone from watching fewer than 2 hours of OTT a day to nearly 5).",[],{"type":41,"text":57,"spans":1543,"direction":52},[],{"type":41,"text":1545,"spans":1546,"direction":52},"And since COVID-19, watching content is no longer a case of just one screen. Second screen viewing has become the norm, with people watching different platforms across different devices (sometimes at the same time), and using second screens to browse and shop while watching. Continued lockdowns saw e-commerce soar, as consumers were forced to stay home while shopping. And now the consumer journey has changed forever.\n",[],{"type":41,"text":1548,"spans":1549,"direction":52},"Consumer journeys have become fragmented. People jump between screens while watching content, shortening the purchase journey from a matter of weeks or days, to just hours or minutes.",[],{"variation":34,"version":35,"items":1551,"primary":1552,"id":685,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":1553,"title":38,"text":1556,"link":1560},{"dimensions":1554,"alt":38,"copyright":38,"url":673,"id":674,"edit":1555},{"width":671,"height":672},{"x":178,"y":178,"zoom":95,"background":75},[1557],{"type":678,"text":1558,"spans":1559},"Unlock watching browsing and buying. Download the report",[],{"link_type":49,"key":682,"url":1561},"https:\u002F\u002Fbit.ly\u002F4tJkrmy",{"variation":34,"version":35,"items":1563,"primary":1564,"id":1207,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1565,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1566,1569,1571,1575,1581,1584,1590,1595],{"type":91,"text":1567,"spans":1568,"direction":52},"Second screen viewing",[],{"type":41,"text":57,"spans":1570,"direction":52},[],{"type":41,"text":1572,"spans":1573,"direction":52},"91% of consumers have used a second device while watching connected TV or streaming video and half say they do so most of the time.\n",[1574],{"start":178,"end":664,"type":97},{"type":41,"text":1576,"spans":1577,"direction":52},"The majority of people we surveyed for our 'From funnel to flexibility' report in January 2026 said they use a second device while watching CTV - and half say that’s their default state. 86% said that they at least occasionally switch between totally different digital activities within the same hour - from searching and checking socials, to viewing videos on their second screen. Nearly half (48%) said they either frequently or always use a second device, like a phone or laptop, while streaming video.",[1578],{"start":766,"end":1579,"type":47,"data":1580},70,{"link_type":49,"url":1561,"target":51},{"type":91,"text":1582,"spans":1583,"direction":52},"What does second screen viewing mean for CTV advertising?",[],{"type":41,"text":1585,"spans":1586,"direction":52},"It’s not a matter of capturing consumer attention, but determining what stage of the consumer journey they’re in while their attention is split. Predictably, shifting between online activities is most common among younger consumers. 1 in 5 consumers between 18 and 34 say they’re always second screening while watching TV or streaming. As this audience ages and their buying power increases, this will become a key pattern of behavior to bear in mind for effective CTV advertising.",[1587],{"start":1588,"end":1589,"type":97},280,287,{"type":1452,"text":1591,"spans":1592,"direction":52},"\nWatching is the most common state - and the stickiest",[1593],{"start":95,"end":1594,"type":97},54,{"type":65,"url":1199,"alt":1200,"copyright":38,"dimensions":1596,"id":1204,"edit":1597},{"width":1202,"height":1203},{"x":178,"y":1206,"zoom":95,"background":75},{"variation":34,"version":35,"items":1599,"primary":1600,"id":158,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1601,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1602,1610,1613,1618,1621,1624,1627,1629,1633],{"type":41,"text":1603,"spans":1604,"direction":52},"In a given week, 43% of the time advertisers can reach a consumer will be while they’re watching video content, either on a connected TV or other device. And consumers are still likely to be watching when we check back 30 minutes or an hour later. However, in a given hour 15% will peel off, moving to either a browsing state (5%) or a buying state (10%). ",[1605],{"start":1606,"end":1607,"type":47,"data":1608},311,319,{"link_type":49,"url":1609,"target":51},"https:\u002F\u002Fbit.ly\u002F3Rz98yW",{"type":41,"text":1611,"spans":1612,"direction":52},"But even when they’re in this watching state, it’s likely they’re also browsing, buying, or even second screen viewing. In a given hour, as many as 10% of consumers are using 2 devices at the same time, the most common option being a mobile device (69%).",[],{"type":41,"text":1614,"spans":1615,"direction":52},"Nearly half (47%) of consumers using a mobile device while watching TV or streaming video is shopping - browsing online stores, researching products, checking prices, or buying something.\n",[1616],{"start":178,"end":1617,"type":97},187,{"type":41,"text":1619,"spans":1620,"direction":52},"When second screening, consumers are most likely to be scrolling through social media, reading the news, or watching short-form video content, like TikToks and Instagram Reels. This activity is usually unrelated to whatever they’re watching on TV, and makes up more than 40% of activity. Another 25% will be using their phones to browse online stores, check prices, or purchase items unrelated to what they’re watching. And 22% say they’re looking up products related to what they’re watching.\n",[],{"type":41,"text":1622,"spans":1623,"direction":52},"This quickly shifting consumer journey means that many people are often ready to slip into a purchase - or abandon one - at a moment’s notice: 76% of consumers say they’re likely to abandon a purchase if a website is slow or the checkout is complicated (in-line with industry benchmarks for cart abandonment rates).\n",[],{"type":41,"text":1625,"spans":1626,"direction":52},"This is good news for measurement, as trying to measure attribution for CTV advertising can be tricky. In fact, 68% of consumers say they do most of their TV\u002Fvideo watching on a smart TV or streaming device.",[],{"type":41,"text":57,"spans":1628,"direction":52},[],{"type":1452,"text":1630,"spans":1631,"direction":52},"When you're watching TV or streaming video, how often are you also using another internet-connected device? (eg. mobile, tablet, laptop)",[1632],{"start":178,"end":517,"type":97},{"type":65,"url":1634,"alt":1635,"copyright":38,"dimensions":1636,"id":1639,"edit":1640},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FafMo48BOoF08xfd9_Second-device-watching.jpg?auto=format%2Ccompress&rect=0%2C79%2C771%2C400&w=771&h=400","Bar chart showing how people second screen while watching TV",{"width":1637,"height":1638},771,400,"afMo48BOoF08xfd9",{"x":178,"y":1641,"zoom":95,"background":75},79,{"variation":34,"version":35,"items":1643,"primary":1644,"id":791,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1645,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1646,1649,1652,1657,1660,1671,1674,1680],{"type":41,"text":1647,"spans":1648,"direction":52},"Most consumers regularly watch 1-3 streaming services, and 1 in 4 say that the ability to skip or avoid ads is a key decision in their choice of services. Nearly half (45%) say they skip or avoid ads whenever possible.\n",[],{"type":91,"text":1650,"spans":1651,"direction":52},"Ad-free streaming on CTV",[],{"type":41,"text":1653,"spans":1654,"direction":52},"For 24% of consumers, the ability to skip or avoid ads is a key factor in choosing a streaming service.\n\nFor years now, ad-free options on streaming services have presented a divide in the consumer space: the more affluent and valuable consumers can effectively opt out of ads, turning CTV advertising into a tax on less well off viewers. For advertisers, this shifts the demographics of who can still be effectively reached by advertising. However, we now know that many of these ad-free viewers will likely be second screening while watching TV, making them reachable on that device.",[1655],{"start":178,"end":1656,"type":97},103,{"type":91,"text":1658,"spans":1659,"direction":52},"How can CTV advertising tune into watching, browsing and buying?",[],{"type":41,"text":1661,"spans":1662,"direction":52},"The average consumer spends more than 6 hours online every day, and one third to one half of that time is spent watching video. (That’s 40+ hours per week). This creates new challenges for advertisers as they try to adapt their strategies across the new consumer journey: watching, browsing and buying. Cross-device plans aren’t enough, as they also need a way to track and target consumers as they move between these states. This is where AI-powered tech can make a huge difference.",[1663,1666],{"start":1664,"end":378,"type":47,"data":1665},282,{"link_type":49,"url":1609,"target":51},{"start":1667,"end":1668,"type":47,"data":1669},295,301,{"link_type":49,"url":1670,"target":51},"https:\u002F\u002Fbit.ly\u002F4eDawdB",{"type":91,"text":1672,"spans":1673,"direction":52},"How MiQ Sigma simplifies the modern consumer journey",[],{"type":41,"text":1675,"spans":1676,"direction":52},"MiQ Sigma brings the latest advanced AI models and a Data Spine of 700+ trillion data signals across what your audience is watching, browsing and buying. Sigma can unify your data, media, and platforms to understand the modern consumer and drive faster, more customized decisions about your media buys, and truly move the needle on your business goals.\n",[1677],{"start":178,"end":1462,"type":47,"data":1678},{"link_type":49,"url":1679,"target":51},"https:\u002F\u002Fbit.ly\u002F4ulw8jm",{"type":41,"text":1308,"spans":1681,"direction":52},[1682],{"start":178,"end":252,"type":47,"data":1683},{"link_type":49,"url":1684,"target":51},"https:\u002F\u002Fbit.ly\u002F4tLFtB0",{},{"link_type":282},[],[],[1690],{"trigger":38,"form":1691},{"link_type":282},"2026-04-30T00:59:00+0000",{"dimensions":1694,"alt":38,"copyright":38,"url":1695,"id":1696,"edit":1697},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FafJGWcBOoF08xcXW_GL-FUNNEL-WATCHING.jpg?auto=format,compress","afJGWcBOoF08xcXW",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":1699,"alt":38,"copyright":38,"url":1695,"id":1696,"edit":1700},{"width":292,"height":293},{"x":178,"y":178,"zoom":95,"background":75},[1702,1706,1709],{"related_article":1703},{"id":321,"type":9,"tags":1704,"lang":17,"slug":323,"first_publication_date":324,"last_publication_date":325,"uid":326,"link_type":282,"key":1705,"isBroken":280},[],"9d9431ad-602e-46f6-899c-1d5ae30d0f6f",{"related_article":1707},{"id":607,"type":9,"tags":1708,"lang":17,"slug":323,"first_publication_date":609,"last_publication_date":610,"uid":611,"link_type":282,"key":309,"isBroken":280},[],{"related_article":1710},{"id":830,"type":9,"tags":1711,"lang":17,"slug":824,"first_publication_date":832,"last_publication_date":833,"uid":834,"link_type":282,"key":327,"isBroken":280},[],[1713],{"type":41,"text":1714,"spans":1715,"direction":52},"How multi-screen habits are shaping CTV advertising | MiQ",[],[1717],{"type":41,"text":1718,"spans":1719,"direction":52},"The consumer journey has changed, so CTV advertising has to change with it. Discover how second screening has impacted the way consumers are watching.",[],[1721],{"type":41,"text":1714,"spans":1722,"direction":52},[],[1724],{"type":41,"text":1718,"spans":1725,"direction":52},[],{"dimensions":1727,"alt":38,"copyright":38,"url":1728,"id":1729,"edit":1730},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FafJGWMBOoF08xcXV_GL-FUNNEL-WATCHING-MiQ.jpg?auto=format,compress&rect=0,1,1200,627&w=1200&h=627","afJGWMBOoF08xcXV",{"x":178,"y":95,"zoom":95,"background":75},{"id":1732,"uid":1733,"url":1734,"type":9,"href":1735,"tags":1736,"first_publication_date":1737,"last_publication_date":1738,"slugs":1739,"linked_documents":1741,"lang":17,"alternate_languages":1742,"data":1743},"adaNVxIAAC4A9Up8","powered-by-people-and-tech-miq-took-center-stage-at-the-digiday-awards","\u002Fresources\u002Fblog\u002Fpowered-by-people-and-tech-miq-took-center-stage-at-the-digiday-awards","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22adaNVxIAAC4A9Up8%22%29+%5D%5D",[],"2026-04-09T13:50:14+0000","2026-04-27T16:35:49+0000",[1740],"breaking-the-fragmentation-cycle",[],[],{"title":1744,"external_link":1745,"summary":1746,"slices":1747,"author_name":1836,"author_position":38,"author_description":38,"author_image":1837,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":1838,"contact_formid":38,"contact_title":1839,"contact_description":1840,"contact_cta":38,"url_form_triggers":1841,"category":1844,"date":1845,"featured_image":1846,"thumbnail":1851,"featured_description":1857,"featured_video":38,"show_updated_on":280,"articles":1858,"meta_title":1879,"meta_description":1882,"og_title":1885,"og_description":1888,"og_image":1891,"no_index":280},"Powered by people and tech — MiQ took center stage at the Digiday Awards",{"link_type":30},[],[1748],{"variation":34,"version":35,"items":1749,"primary":1750,"id":1835,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1751,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1752,1763,1769,1772,1776,1779,1782,1785,1791,1794,1801,1804,1807,1810,1813,1816,1819,1822,1825,1828],{"type":41,"text":1753,"spans":1754,"direction":52},"But for MiQ, this year’s recognition across the Digiday Media Awards Europe and Digiday WorkLife Awards represents more than trophies on a shelf. These wins spotlight the powerful synergy between human talent and machine intelligence that defines who we are and how we innovate.",[1755,1759],{"start":136,"end":1756,"type":47,"data":1757},75,{"link_type":49,"url":1758,"target":51},"https:\u002F\u002Fdigiday.com\u002Fmedia\u002Ffinancial-times-twitch-and-politico-are-among-the-winners-of-this-years-digiday-media-awards-europe\u002F",{"start":1760,"end":1656,"type":47,"data":1761},80,{"link_type":49,"url":1762,"target":51},"https:\u002F\u002Fdigiday.com\u002Fmedia\u002Fcritical-mass-rare-beauty-and-olipop-are-among-winners-of-this-years-worklife-awards\u002F",{"type":41,"text":1764,"spans":1765,"direction":52},"At MiQ, our mission has always been rooted in the belief that technology works best when it amplifies people. That philosophy comes to life through MiQ Sigma, our award-winning AI-powered platform designed to help teams trade smarter, unify fragmented data, and respond to change with speed and precision. But technology alone doesn’t win awards. People do. And it’s our teams who build and activate that technology in ways that create real impact.",[1766],{"start":1767,"end":796,"type":47,"data":1768},148,{"link_type":49,"url":506,"target":51},{"type":91,"text":1770,"spans":1771,"direction":52},"Breaking the fragmentation cycle",[],{"type":41,"text":1773,"spans":1774,"direction":52},"At the Digiday Media Awards Europe, MiQ was named Best Ad Tech Platform, recognized for breaking the fragmentation cycle in today’s complex digital ecosystem. In an industry where marketers navigate disconnected channels, data silos, and evolving consumer behavior, MiQ Sigma stands out by unifying intelligence across platforms and optimizing campaigns in real time.",[1775],{"start":1197,"end":974,"type":97},{"type":41,"text":1777,"spans":1778,"direction":52},"This achievement is the result of cross-functional collaboration between technologists, product leaders, marketers and strategists working together to solve one of advertising’s toughest challenges. For clients, the award reinforces that our agnostic approach and smarter decision making is powering what matters most—clear, measurable results.",[],{"type":91,"text":1780,"spans":1781,"direction":52},"Where culture and innovation meet",[],{"type":41,"text":1783,"spans":1784,"direction":52},"Innovation goes beyond client solutions. At the Digiday WorkLife Awards, MiQ was recognized for how we bring AI and inclusion into our own workplace.",[],{"type":41,"text":1786,"spans":1787,"direction":52},"We were honored with Best Use of AI in the Workplace for how MiQ Sigma and MiQ Home (our AI-powered internal platform that streamlines workflows) support faster, more informed decision making, freeing up MiQers to focus on higher-value work.",[1788],{"start":1789,"end":1790,"type":97},21,52,{"type":41,"text":1792,"spans":1793,"direction":52}," The goal of automation is empowerment—smarter tools mean stronger teams.",[],{"type":41,"text":1795,"spans":1796,"direction":52},"At MiQ, we’re product obsessed but people first. Our commitment to inclusive policies and meaningful support for working families was recognized with the award for Best Employer for Parents. And with Most Dedicated to Employee Growth, Digiday spotlighted our investment in continuous learning and career development. Together, these honors are proof of what’s possible when culture and technology evolve in lockstep.",[1797,1799],{"start":1415,"end":1798,"type":97},189,{"start":69,"end":1800,"type":97},233,{"type":91,"text":1802,"spans":1803,"direction":52},"The humans powering the machine",[],{"type":41,"text":1805,"spans":1806,"direction":52},"Behind every AI agent or platform enhancement are the people who bring it to life. The architects behind MiQ Sigma. Product teams embedding AI into everyday tools. HR and People teams designing policies that support balance and belonging. Leaders who champion experimentation and learning.",[],{"type":41,"text":1808,"spans":1809,"direction":52},"They share an ethos of developing technology that amplifies human creativity, not replaces it. ",[],{"type":91,"text":1811,"spans":1812,"direction":52},"Why it matters",[],{"type":41,"text":1814,"spans":1815,"direction":52},"For clients, these awards validate MiQ’s position in a crowded adtech market. They signal a partner built to navigate complexity with confidence.",[],{"type":41,"text":1817,"spans":1818,"direction":52},"For current and prospective talent, they prop up MiQ as a place to grow your career and nurture ideas through technology that supports work-life balance. ",[],{"type":41,"text":1820,"spans":1821,"direction":52},"And for the industry, they set a new precedent: meaningful innovation comes from environments where people and technology elevate each other.",[],{"type":91,"text":1823,"spans":1824,"direction":52},"Looking ahead",[],{"type":41,"text":1826,"spans":1827,"direction":52},"While we have much to hang our hat on, we’re only getting started. Our commitment to pushing the boundaries of programmatic media while putting people at the center of everything we do is immutable.",[],{"type":41,"text":1829,"spans":1830,"direction":52},"Watch the short video to hear how Sigma is saving planners and buyers time, and helping marketers to drive impact.",[1831],{"start":1832,"end":1789,"type":47,"data":1833},10,{"link_type":49,"url":1834,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fsigma?utm_campaign=37178139-GLUPSCON0126storiesEX&utm_source=Organic+Social&utm_medium=LinkedIn&utm_term=Sigma+Stories&utm_content=US","text_component$6a7e02ac-ce49-40ea-940f-640e6f9d0d9e","MiQ Marketing",{},{"link_type":282},[],[],[1842],{"trigger":38,"form":1843},{"link_type":282},"LIFE AT MiQ","2026-04-09T13:00:00+0000",{"dimensions":1847,"alt":38,"copyright":38,"url":1848,"id":1849,"edit":1850},{"width":68,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fadewrp1ZCF7ETCZQ_GL-DIGIDAYAWARDS-blog-1200x628-2.jpg?auto=format,compress","adewrp1ZCF7ETCZQ",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":1852,"alt":38,"copyright":38,"url":1854,"id":1855,"edit":1856},{"width":1853,"height":1084},673,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FadewrZ1ZCF7ETCZO_GL-DIGIDAYAWARDS-blog-505x628-thumb-2.jpg?auto=format,compress","adewrZ1ZCF7ETCZO",{"x":178,"y":178,"zoom":95,"background":75},"Industry recognition means more when it reflects the impact we have on clients, on innovation, and on people.",[1859,1868,1875],{"related_article":1860},{"id":1861,"type":9,"tags":1862,"lang":17,"slug":1863,"first_publication_date":1864,"last_publication_date":1865,"uid":1866,"link_type":282,"key":1867,"isBroken":280},"aXeC4x8AAEsA-xoh",[],"is-your-confidence-in-ai-on-track","2026-01-27T10:48:12+0000","2026-04-30T15:50:59+0000","overcoming-data-fragmentation-with-ai","9d3214c4-9d5e-44e4-ac45-22fccad6a5ed",{"related_article":1869},{"id":1870,"type":9,"tags":1871,"lang":17,"slug":824,"first_publication_date":1872,"last_publication_date":833,"uid":1873,"link_type":282,"key":1874,"isBroken":280},"aSRhCxoAAEMAuWH7",[],"2025-11-26T11:15:46+0000","choosing-the-right-ai-tool","28007aed-bfa8-4ef4-8cad-3f9315d48afa",{"related_article":1876},{"id":830,"type":9,"tags":1877,"lang":17,"slug":824,"first_publication_date":832,"last_publication_date":833,"uid":834,"link_type":282,"key":1878,"isBroken":280},[],"d54ef816-1c73-4aca-9294-f202203d2871",[1880],{"type":41,"text":1744,"spans":1881,"direction":52},[],[1883],{"type":41,"text":1857,"spans":1884,"direction":52},[],[1886],{"type":41,"text":1744,"spans":1887,"direction":52},[],[1889],{"type":41,"text":1857,"spans":1890,"direction":52},[],{"dimensions":1892,"alt":38,"copyright":38,"url":1893,"id":1894,"edit":1895},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fadewr51ZCF7ETCZR_GL-DIGIDAYAWARDS-blog-1200x628-MiQ-2.jpg?auto=format%2Ccompress&rect=0%2C1%2C1600%2C836&w=1200&h=627","adewr51ZCF7ETCZR",{"x":178,"y":95,"zoom":95,"background":75},{"id":822,"uid":827,"url":1897,"type":9,"href":1898,"tags":1899,"first_publication_date":825,"last_publication_date":826,"slugs":1900,"linked_documents":1901,"lang":17,"alternate_languages":1902,"data":1903},"\u002Fresources\u002Fblog\u002Fai-and-campaign-insights","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22acEj0RIAAC4A5pLM%22%29+%5D%5D",[],[824],[],[],{"title":1904,"external_link":1905,"summary":1906,"slices":1907,"author_name":2008,"author_position":2009,"author_description":38,"author_image":2010,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":2015,"contact_formid":38,"contact_title":2016,"contact_description":2017,"contact_cta":38,"url_form_triggers":2018,"category":2021,"date":2022,"featured_image":2023,"thumbnail":2030,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":2033,"meta_title":2046,"meta_description":2050,"og_title":2054,"og_description":2055,"og_image":2056,"no_index":280},"AI and campaign insights",{"link_type":30},[],[1908,1926,1944,1974],{"variation":34,"version":35,"items":1909,"primary":1910,"id":79,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1911,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1912,1915,1918,1922],{"type":41,"text":1913,"spans":1914,"direction":52},"AI has the potential to fundamentally reset how this industry works because of the intelligence it can unlock. After years of wrestling with fragmented datasets and slow reporting loops, the ability to interrogate massive volumes of consumer data in seconds and turn that into clear, usable insight is a genuine change for marketers who want to really understand behavior, not just chase clicks.",[],{"type":41,"text":1916,"spans":1917,"direction":52},"In practice, those AI-driven insights show up in two main places:",[],{"type":216,"text":1919,"spans":1920,"direction":52},"Audience insights: upfront, before a campaign launches, helping shape who you go after, what you say, and how you show up creatively.",[1921],{"start":178,"end":493,"type":97},{"type":216,"text":1923,"spans":1924,"direction":52},"Campaign insights: during flight and after the fact, telling you how the work actually performed and where to lean in, fix, or rethink the next wave of delivery.",[1925],{"start":178,"end":493,"type":97},{"variation":34,"version":35,"items":1927,"primary":1928,"id":1943,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":1929,"title":38,"text":1936,"link":1940},{"dimensions":1930,"alt":38,"copyright":38,"url":1933,"id":1934,"edit":1935},{"width":1931,"height":1932},832,1080,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaRMURbpReVYa4VPp_Confidence-report-cover.jpg?auto=format,compress","aRMURbpReVYa4VPp",{"x":178,"y":178,"zoom":95,"background":75},[1937],{"type":678,"text":1938,"spans":1939},"Is your confidence in AI on track? Download the report",[],{"link_type":49,"key":1941,"url":1942},"9c4d1009-4ec8-4deb-b559-9e828f350520","https:\u002F\u002Fbit.ly\u002F4lNxjou","article_download$a01b5f3e-7a3d-4c9a-a0a5-4a061aab10d7",{"variation":34,"version":35,"items":1945,"primary":1946,"id":1207,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1947,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1948,1952,1954,1960,1963,1965,1968],{"type":41,"text":1949,"spans":1950,"direction":52},"How do marketers feel about campaign insights?",[1951],{"start":178,"end":96,"type":97},{"type":41,"text":57,"spans":1953,"direction":52},[],{"type":41,"text":1955,"spans":1956,"direction":52},"Generally, marketers feel they have adequate campaign reporting and intelligence - 44% of marketers surveyed in our global study strongly agreed that the post-campaign intelligence they receive is useful - but are less enthusiastic about the pre-campaign audience intelligence they receive from tools, partners, and vendors (32%). As an industry, we’re much more comfortable with data that looks backward - comparing the results of A\u002FB tests, optimizing channel mix, and reallocating budgets - than we are using audience insight to build something new. \n\nHow can AI in marketing make campaign insights better?",[1957],{"start":1958,"end":1959,"type":97},555,609,{"type":41,"text":1961,"spans":1962,"direction":52},"While AI tools offer a potential solution, they’re not necessarily something marketers are confident with yet. Only 45% of marketers in our study said they were fully confident in their team’s ability to use AI to create useful insights and intelligence. ",[],{"type":41,"text":57,"spans":1964,"direction":52},[],{"type":41,"text":1966,"spans":1967,"direction":52},"The key reason for this lack of enthusiasm? An inability to use client or brand data in AI tools, hampering marketers’ ability to generate quality signals from large datasets. This disconnect can be a fatal flaw when it comes to using AI tools to drive results - even the best tools need data to function, and internal tools are falling short.",[],{"type":65,"url":1969,"alt":38,"copyright":38,"dimensions":1970,"id":1972,"edit":1973},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FacEvHpGXnQHGY2af_GL-AI-Blog-Visuals.jpg?auto=format,compress",{"width":68,"height":1971},667,"acEvHpGXnQHGY2af",{"x":178,"y":178,"zoom":95,"background":75},{"variation":34,"version":35,"items":1975,"primary":1976,"id":158,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":1977,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[1978,1981,1983,1987,1990,1992,1995,2000],{"type":41,"text":1979,"spans":1980,"direction":52},"And when marketers have the data connections they need, it’s not guaranteed they’ll be able to use collected intelligence effectively. Only 40% of marketers feel strongly that they’re able to use audience intelligence to drive results. And the same percentage of marketers feel they’re able to effectively use reports and findings from one campaign to improve another - even when recommendations are being made, putting them to meaningful use is difficult.",[],{"type":41,"text":57,"spans":1982,"direction":52},[],{"type":41,"text":1984,"spans":1985,"direction":52},"So what about reporting and campaign measurement?",[1986],{"start":178,"end":407,"type":97},{"type":41,"text":1988,"spans":1989,"direction":52},"The reporting itself is part of the problem: end-of-campaign reports and research dashboards look great, but often fail to deliver actionable insights, or can’t clearly be put to real use. All that leads to a lack of confidence when it comes to driving results. But metrics and campaign measurement also play a role here, where easy metrics make for more confidence, even if they don’t actually result in brand outcomes. ",[],{"type":41,"text":57,"spans":1991,"direction":52},[],{"type":41,"text":1993,"spans":1994,"direction":52},"Using AI in marketing to effectively optimize against KPIs requires the right mix of data, metrics, and the ability to seamlessly turn the insights you collect into something you can actually use. Every new audience or behavior you discover needs to be turned into a target, then fed back into your campaign strategy. This is where advertisers often get tripped up.",[],{"type":41,"text":1996,"spans":1997,"direction":52},"\nHow does MiQ Sigma make campaign measurement easier?",[1998],{"start":95,"end":1999,"type":97},53,{"type":41,"text":2001,"spans":2002,"direction":52},"While AI tools can analyze large datasets easily, taking that analysis and converting it into results can be a more complicated process. This is where MiQ Sigma comes in. Its ability to generate custom audience personas for a brand or advertiser, turn those into recommended audience segments for targeting, and perform natural language optimization, ensures that traders are able to make better decisions than ever before. Sigma’s unique infrastructure combines more than 300 datasets, 12 DSPs, dozens of creative format options, and the full campaign process in one platform.\n\nAnd those insights don’t just sit in Sigma - while it’s powered by the largest connected data ecosystem in programmatic - with over 2.6 petabytes of data flowing through it daily - those new insights on what an audience is watching, browsing, and buying can be seamlessly connected to your reporting. Sigma’s unified campaign insights create actionable reports around creative, reach, frequency, or cross-channel insights, supporting strategic decisions for your programmatic advertising.",[2003],{"start":2004,"end":2005,"type":47,"data":2006},151,160,{"link_type":49,"url":2007,"target":51},"https:\u002F\u002Fbit.ly\u002F4lTWSV0","Atul Saurabh","Global product director",{"dimensions":2011,"alt":38,"copyright":38,"url":2012,"id":2013,"edit":2014},{"width":274,"height":274},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaV0QH3NYClf9o0bc_T04MMQMF8-U0SPQKH8U-270380139481-512.png?auto=format,compress","aV0QH3NYClf9o0bc",{"x":178,"y":178,"zoom":95,"background":75},{"link_type":282},[],[],[2019],{"trigger":38,"form":2020},{"link_type":282},"INDUSTRY WISDOM","2026-03-26T01:59:00+0000",{"dimensions":2024,"alt":38,"copyright":38,"url":2027,"id":2028,"edit":2029},{"width":2025,"height":2026},800,419,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FacPydpGXnQHGY9M2_GL-AI-and-campaign-insight-blog_header.jpg?auto=format,compress","acPydpGXnQHGY9M2",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":2031,"alt":38,"copyright":38,"url":2027,"id":2028,"edit":2032},{"width":2025,"height":2026},{"x":178,"y":178,"zoom":95,"background":75},[2034,2038,2042],{"related_article":2035},{"id":1861,"type":9,"tags":2036,"lang":17,"slug":1863,"first_publication_date":1864,"last_publication_date":1865,"uid":1866,"link_type":282,"key":2037,"isBroken":280},[],"8dd6b725-6895-460e-b20e-4038e732c73a",{"related_article":2039},{"id":1870,"type":9,"tags":2040,"lang":17,"slug":824,"first_publication_date":1872,"last_publication_date":833,"uid":1873,"link_type":282,"key":2041,"isBroken":280},[],"ac21d8bd-cbd7-44f9-925d-ac06d4c9330b",{"related_article":2043},{"id":830,"type":9,"tags":2044,"lang":17,"slug":824,"first_publication_date":832,"last_publication_date":833,"uid":834,"link_type":282,"key":2045,"isBroken":280},[],"9534aa36-55ec-40ba-a90e-456b0352b3ef",[2047],{"type":41,"text":2048,"spans":2049,"direction":52},"Using AI for marketing campaign insights",[],[2051],{"type":41,"text":2052,"spans":2053,"direction":52},"From campaign measurement to reporting and analysis, AI can help you gain better marketing campaign insights. Boost your AI confidence and read our blog.",[],[],[],{"dimensions":2057,"alt":38,"copyright":38,"url":2058,"id":2059,"edit":2060},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FacPyeZGXnQHGY9M5_GL-AI-and-campaign-insight-blog_header-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C800%2C418&w=1200&h=627","acPyeZGXnQHGY9M5",{"x":178,"y":95,"zoom":95,"background":75},{"id":1105,"uid":1110,"url":38,"type":9,"href":2062,"tags":2063,"first_publication_date":1108,"last_publication_date":1109,"slugs":2064,"linked_documents":2065,"lang":17,"alternate_languages":2066,"data":2072},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aY47NR8AAEsAoxpn%22%29+%5D%5D",[],[1107],[],[2067,2070],{"id":2068,"type":9,"lang":21,"uid":2069},"aac-4xoAAEUAtSBi","super-bowl-lx-el-ano-en-que-el-super-bowl-se-volvio-primero-en-streaming",{"id":2071,"type":9,"lang":25,"uid":1110},"aac-jBoAAEEAtR_S",{"title":2073,"external_link":2074,"summary":2075,"slices":2076,"author_name":2243,"author_position":2244,"author_description":38,"author_image":2245,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":2252,"contact_formid":38,"contact_title":2253,"contact_description":2254,"contact_cta":38,"url_form_triggers":2255,"category":288,"date":2258,"featured_image":2259,"thumbnail":2264,"featured_description":2265,"featured_video":38,"show_updated_on":280,"articles":2266,"meta_title":2279,"meta_description":2282,"og_title":2286,"og_description":2289,"og_image":2292,"no_index":280},"Super Bowl LX: The year the Super Bowl went streaming-first",{"link_type":30},[],[2077],{"variation":34,"version":35,"items":2078,"primary":2079,"id":2242,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":2080,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[2081,2087,2090,2093,2095,2098,2101,2105,2107,2114,2117,2120,2123,2126,2128,2131,2133,2136,2139,2142,2144,2150,2153,2160,2162,2165,2168,2171,2173,2180,2183,2186,2189,2193,2197,2202,2210,2212,2217,2221,2226,2234],{"type":41,"text":2082,"spans":2083,"direction":52},"Every year, the Super Bowl gives us a snapshot of where American media consumption actually is - not where we think it is, or where it was a year ago. This year’s game delivered a clear verdict: for the first time, more US households watched through streaming platforms than through traditional cable and broadcast television.",[2084],{"start":2085,"end":2086,"type":97},195,326,{"type":41,"text":2088,"spans":2089,"direction":52},"That’s the headline finding from MiQ’s TV Intelligence dataset - ACR data from 70M+ US devices tracked through our Sigma platform. And while the how-we-counted matters (more on that below), the implication for advertisers is hard to overstate. The largest live television event in the country is now, by our measurement, a streaming-first event.",[],{"type":41,"text":2091,"spans":2092,"direction":52},"Here are the three things that stood out.",[],{"type":41,"text":57,"spans":2094,"direction":52},[],{"type":91,"text":2096,"spans":2097,"direction":52},"1. Streaming is now how a majority of viewers watch the Super Bowl.",[],{"type":41,"text":2099,"spans":2100,"direction":52},"Using MiQ’s analysis of viewership data across 70 million+ TV sets, we analyzed household-level viewing on Super Bowl Sunday (February 8, 2026). We sorted viewers into two groups: those who accessed the game through a traditional cable or broadcast feed, and those who watched via a streaming app on a smart TV or connected device.",[],{"type":41,"text":2102,"spans":2103,"direction":52},"The result: approximately 54% of households watched via streaming. Traditional cable and broadcast accounted for 46%.",[2104],{"start":178,"end":368,"type":97},{"type":41,"text":57,"spans":2106,"direction":52},[],{"type":65,"url":2108,"alt":38,"copyright":38,"dimensions":2109,"id":2112,"edit":2113},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaY8ueFWLo0XkEfyz_SuperBowlbyplatform2026-MiQ%402x.png?auto=format,compress",{"width":2110,"height":2111},2602,1099,"aY8ueFWLo0XkEfyz",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":2115,"spans":2116,"direction":52},"An important methodological note: our streaming figure includes virtual MVPDs - YouTube TV, Hulu Live, Sling, etc. Nielsen rolls vMVPD viewing into its broadcast and cable totals, meaning Nielsen’s numbers for this game would not show a streaming majority. We made a different choice, and here’s why: these services are internet-delivered, app-based, and multi-device. More importantly for our audience, they’re accessible to advertisers through programmatic buying platforms like The Trade Desk and DV360. From a media planning and buying standpoint, they behave like streaming inventory. We believe this classification better reflects how much of the programmatic industry transacts.",[],{"type":41,"text":2118,"spans":2119,"direction":52},"Even setting the vMVPD debate aside, Peacock alone captured over 21% of viewership in our dataset - a remarkable figure for a single streaming platform during a live broadcast.",[],{"type":41,"text":2121,"spans":2122,"direction":52},"A few other details worth noting: traditional viewers watched longer per session (96 minutes vs. 81 minutes for streaming), and we excluded a small number of dual-mode households that watched through both streaming and traditional feeds.",[],{"type":41,"text":2124,"spans":2125,"direction":52},"The practical takeaway is straightforward. With Super Bowl viewership now fragmented across Peacock, YouTube TV, and multiple other streaming platforms, cross-platform measurement and deduplication have become table stakes. ",[],{"type":41,"text":57,"spans":2127,"direction":52},[],{"type":91,"text":2129,"spans":2130,"direction":52},"2. AI and tech dominated the ad lineup",[],{"type":41,"text":57,"spans":2132,"direction":52},[],{"type":41,"text":2134,"spans":2135,"direction":52},"The composition of this year’s advertiser roster tells its own story about where the economy is heading.",[],{"type":41,"text":2137,"spans":2138,"direction":52},"Seven AI-first companies bought in-game airtime: OpenAI, Anthropic, Google, Amazon, Meta, Genspark, and Base44. Add AI-adjacent brands like Salesforce, Microsoft, and Artlist, and tech\u002FAI represented roughly 30% of all brands advertising during the game - up from 11% in 2020. One of the more striking creative choices: Anthropic ran a series of spots directly challenging OpenAI’s decision to introduce ads into ChatGPT, taking the on-field rivalry to the screen. ",[],{"type":41,"text":2140,"spans":2141,"direction":52},"That tech surge came at the direct expense of legacy Super Bowl categories. Automotive, historically the event’s anchor vertical, collapsed from 16% of brands in 2020 to just 2%; entertainment dropped from 24% to 8% of brands. Financial services and health\u002Fpharma brands, meanwhile, all expanded their presence during the game bookending the Bad Bunny concert.  ",[],{"type":41,"text":57,"spans":2143,"direction":52},[],{"type":65,"url":2145,"alt":38,"copyright":38,"dimensions":2146,"id":2148,"edit":2149},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaY8ueVWLo0XkEfy1_SuperBowlcategory2020vs2026-MiQ%402x.png?auto=format,compress",{"width":2110,"height":2147},1419,"aY8ueVWLo0XkEfy1",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":2151,"spans":2152,"direction":52},"Within the AI cohort, the creative strategies were notably varied. Several brands - Squarespace, Wix, Artlist, OpenAI - competed to own the “creator class” positioning. Others - Google, Salesforce, Peloton - took a humanization approach, framing AI as emotionally grounded rather than technically abstract. Salesforce and Adobe leaned into consumerized B2B creative, with Salesforce enlisting MrBeast. ",[],{"type":41,"text":2154,"spans":2155,"direction":52},"The humanization approach appears to have generated a strong audience response, consistent with Pew Research’s October 2025 finding that Americans express significantly more concern than excitement surrounding AI.",[2156],{"start":2157,"end":664,"type":47,"data":2158},124,{"link_type":49,"url":2159,"target":51},"https:\u002F\u002Fwww.pewresearch.org\u002Fglobal\u002F2025\u002F10\u002F15\u002Fconcern-and-excitement-about-ai\u002F",{"type":41,"text":57,"spans":2161,"direction":52},[],{"type":91,"text":2163,"spans":2164,"direction":52},"3. The broadcast spot is now one component of a larger activation",[],{"type":41,"text":2166,"spans":2167,"direction":52},"With in-game spots reportedly running $8 - 12 million per 30 seconds, the most sophisticated advertisers treated their broadcast spot as a single element within a multi-phase activation: pre-game teasers, hero spot, creator amplification, post-game commerce activation, and measurement.",[],{"type":41,"text":2169,"spans":2170,"direction":52},"The creative ambition matched the investment. Taika Waititi directed three spots (Lay’s, Xfinity, Pepsi), Yorgos Lanthimos directed two (Squarespace, Grubhub), and Spike Jonze, Joseph Kosinski, and Henry-Alex Rubin each helmed campaigns for Instacart, Michelob ULTRA, and Redfin\u002FRocket, respectively.",[],{"type":41,"text":57,"spans":2172,"direction":52},[],{"type":65,"url":2174,"alt":38,"copyright":38,"dimensions":2175,"id":2178,"edit":2179},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaY8uelWLo0XkEfy2_SuperBowldirectors2026-MiQ%402x.png?auto=format,compress",{"width":2176,"height":2177},2338,640,"aY8uelWLo0XkEfy2",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":2181,"spans":2182,"direction":52},"Meanwhile, some brands bypassed the broadcast entirely. Nissan and Jeep both premiered their Super Bowl-adjacent campaigns on YouTube and social media. e.l.f. Cosmetics ran a two-minute telenovela-style spot on Peacock’s adjacent content rather than paying for in-game inventory. These approaches delivered cultural presence at a fraction of the cost - and underscore that the Super Bowl is increasingly a media moment, not a single media buy.",[],{"type":91,"text":2184,"spans":2185,"direction":52},"What this means",[],{"type":41,"text":2187,"spans":2188,"direction":52},"Super Bowl LX confirmed what the trend data has been pointing toward. The implications are specific:",[],{"type":41,"text":2190,"spans":2191,"direction":52},"The measurement gap is now a business problem. If you’re only measuring broadcast delivery for a Super Bowl campaign, you’re missing a significant portion of viewership. Unified cross-platform measurement - connecting CTV, linear, social, and creator touchpoints - isn’t a capability flex, it’s the minimum viable approach for understanding whether your investment actually worked.",[2192],{"start":178,"end":96,"type":97},{"type":41,"text":2194,"spans":2195,"direction":52},"vMVPD inventory is addressable in ways broadcast isn’t. YouTube TV and Hulu Live audiences can be planned against, targeted, and measured with a precision that linear broadcast can’t match. Advertisers with access to programmatic CTV can extend a live sports strategy beyond the 30-second spot and into targeted pre-roll, companion placements, and post-game retargeting.",[2196],{"start":178,"end":755,"type":97},{"type":41,"text":2198,"spans":2199,"direction":52},"Planning needs to start from how people actually watch, browse, and buy, not how they used to. The 54\u002F46 streaming-traditional split isn’t a blip. It’s the new baseline, and it will tilt further next year. Campaign planning, audience strategy, and budget allocation should reflect the screen people are actually on.",[2200],{"start":178,"end":2201,"type":97},93,{"type":41,"text":2203,"spans":2204,"direction":52},"Learn more about MiQ’s Advanced TV and MiQ Sigma, our AI-powered operating system.",[2205,2208],{"start":156,"end":425,"type":47,"data":2206},{"link_type":49,"url":2207,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fus\u002Fmedia-solutions\u002Fadvanced-tv",{"start":441,"end":136,"type":47,"data":2209},{"link_type":49,"url":506,"target":51},{"type":41,"text":112,"spans":2211,"direction":52},[],{"type":41,"text":2213,"spans":2214,"direction":52},"Methodology and data sources",[2215],{"start":178,"end":2216,"type":97},28,{"type":41,"text":2218,"spans":2219,"direction":52},"MiQ TV Intelligence data: ACR (Automatic Content Recognition) and STB (Set-Top Box) data from 70M+ US devices tracked through MiQ’s Sigma platform on February 8, 2026. Analysis covers device-level viewing behavior across streaming and traditional TV platforms, including reach, session duration, platform distribution, and network affiliates. Virtual MVPDs (YouTube TV, Hulu Live, Sling, Fubo) are classified as streaming based on their delivery method, app-based user experience, and accessibility through programmatic buying platforms. A small number of households that viewed through both streaming and traditional feeds were excluded.",[2220],{"start":178,"end":73,"type":97},{"type":41,"text":2222,"spans":2223,"direction":52},"Limitations: this data captures smart TV and connected device viewing; it does not capture out-of-home viewing, mobile-only viewing, or households using non-smart televisions without set-top box devices.",[2224],{"start":178,"end":2225,"type":110},11,{"type":41,"text":2227,"spans":2228,"direction":52},"Super Bowl ad creative analysis: Analysis of 111 ad files representing 83 unique campaigns sourced from the YouTube AdBlitz Super Bowl 60 playlist, accessed on February 9th, 2026. Each campaign was assessed for brand, category, creative approach, talent, and strategic positioning. 2020 comparison data sourced from Superbowl-Ads.com using the same framework.",[2229,2230],{"start":178,"end":109,"type":97},{"start":46,"end":2231,"type":47,"data":2232},146,{"link_type":49,"url":2233,"target":51},"https:\u002F\u002Fwww.youtube.com\u002Fplaylist?list=PLjncHZSg0GNEEXh1IGaOKRa_jgrjKZYHy",{"type":41,"text":2235,"spans":2236,"direction":52},"Viewership context: Super Bowl LX drew 124.9 million viewers across NBC, Peacock, and Telemundo (Nielsen), making it the second most-watched Super Bowl in history.",[2237,2239],{"start":178,"end":2238,"type":97},18,{"start":424,"end":1225,"type":47,"data":2240},{"link_type":49,"url":2241,"target":51},"https:\u002F\u002Fwww.nielsen.com\u002Fnews-center\u002F2026\u002Fsuper-bowl-lx-delivers-124-9-million-viewers\u002F","text_component$9a2e22a1-1b09-486e-8486-f4a4e798362d","Moe Chughtai","Global VP of strategy and partnerships, MiQ",{"dimensions":2246,"alt":38,"copyright":38,"url":2249,"id":2250,"edit":2251},{"width":2247,"height":2248},500,508,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZ9RHKTiBA97Gif7u_Moe-GradientRoundel.png?auto=format,compress","Z9RHKTiBA97Gif7u",{"x":178,"y":178,"zoom":95,"background":75},{"link_type":282},[],[],[2256],{"trigger":38,"form":2257},{"link_type":282},"2026-02-13T01:59:00+0000",{"dimensions":2260,"alt":38,"copyright":38,"url":2261,"id":2262,"edit":2263},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaY9JRFWLo0XkEgGH_US-SUPER-BOWL-blog_header.jpg?auto=format,compress","aY9JRFWLo0XkEgGH",{"x":178,"y":178,"zoom":95,"background":75},{},"What that means for reach, measurement, and the new economics of event advertising",[2267,2271,2275],{"related_article":2268},{"id":1861,"type":9,"tags":2269,"lang":17,"slug":1863,"first_publication_date":1864,"last_publication_date":1865,"uid":1866,"link_type":282,"key":2270,"isBroken":280},[],"760acfc9-b6a0-421d-a423-82ac752aaad8",{"related_article":2272},{"id":1870,"type":9,"tags":2273,"lang":17,"slug":824,"first_publication_date":1872,"last_publication_date":833,"uid":1873,"link_type":282,"key":2274,"isBroken":280},[],"bdd28f13-6fa8-4090-959b-3dce386117df",{"related_article":2276},{"id":830,"type":9,"tags":2277,"lang":17,"slug":824,"first_publication_date":832,"last_publication_date":833,"uid":834,"link_type":282,"key":2278,"isBroken":280},[],"bafce82c-cc5f-43d4-95c5-0367e54b8b23",[2280],{"type":41,"text":2073,"spans":2281,"direction":52},[],[2283],{"type":41,"text":2284,"spans":2285,"direction":52},"MiQ TV Intelligence shows the latest Super Bowl was watched more via streaming than cable in US homes, marking a streaming‑first era for advertisers.",[],[2287],{"type":41,"text":2073,"spans":2288,"direction":52},[],[2290],{"type":41,"text":2284,"spans":2291,"direction":52},[],{"dimensions":2293,"alt":38,"copyright":38,"url":2294,"id":2295,"edit":2296},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaY9JRFWLo0XkEgGG_US-SUPER-BOWL-blog_header-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","aY9JRFWLo0XkEgGG",{"x":178,"y":95,"zoom":95,"background":75},{"id":2298,"uid":2299,"url":38,"type":9,"href":2300,"tags":2301,"first_publication_date":2302,"last_publication_date":2303,"slugs":2304,"linked_documents":2305,"lang":17,"alternate_languages":2306,"data":2307},"aYs6ThkAAEEAyLWr","build-your-confidence-by-bringing-human-know-how-together-with-ai","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aYs6ThkAAEEAyLWr%22%29+%5D%5D",[],"2026-02-11T11:16:51+0000","2026-04-30T15:51:02+0000",[824],[],[],{"title":2308,"external_link":2309,"summary":2310,"slices":2311,"author_name":792,"author_position":793,"author_description":38,"author_image":2490,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":2493,"contact_formid":38,"contact_title":2494,"contact_description":2495,"contact_cta":38,"url_form_triggers":2496,"category":2021,"date":2499,"featured_image":2500,"thumbnail":2505,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":2510,"meta_title":2523,"meta_description":2527,"og_title":2531,"og_description":2532,"og_image":2533,"no_index":280},"Build your confidence by bringing human know-how together with AI",{"link_type":30},[],[2312,2333,2346],{"variation":34,"version":35,"items":2313,"primary":2314,"id":2332,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":2315,"content":2316,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},"Bringing together human know-how with AI",[2317,2320,2323,2326,2329],{"type":41,"text":2318,"spans":2319,"direction":52},"There’s no question that AI tools have transformed modern marketing. With the power to analyze vast data sets, optimize campaigns in real time, and even generate creative assets, AI can move faster and at a larger scale than any human ever could.",[],{"type":41,"text":2321,"spans":2322,"direction":52},"But despite these capabilities, AI isn’t meant to replace marketers: it’s meant to enhance them.",[],{"type":41,"text":2324,"spans":2325,"direction":52},"The real magic happens when humans and machines work together, combining AI data analytics with strategic thinking, brand expertise, and creative flair. This collaborative approach, sometimes called co-intelligence, is what separates average results from breakthrough outcomes.",[],{"type":41,"text":2327,"spans":2328,"direction":52},"Still, just 46% of marketers say they’re confident in their team’s ability to use AI tools to optimize channel selection. That confidence gap suggests something important: AI might be powerful, but it’s only as effective as the people using it, and how well it’s integrated into day-to-day workflows.",[],{"type":41,"text":2330,"spans":2331,"direction":52},"In this article, we’ll explore how to build that confidence, how to work in harmony with AI, and how AI training, strategy, and the right tools can unlock better results.",[],"text_component$077f04e0-65a8-4352-ae3c-55a81aeea075",{"variation":34,"version":35,"items":2334,"primary":2335,"id":2345,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":2336,"title":38,"text":2339,"link":2342},{"dimensions":2337,"alt":38,"copyright":38,"url":1933,"id":1934,"edit":2338},{"width":1931,"height":1932},{"x":178,"y":178,"zoom":95,"background":75},[2340],{"type":678,"text":1938,"spans":2341},[],{"link_type":49,"key":2343,"url":2344},"809f3095-ed4f-4955-b0e9-8fbf7e1157ff","https:\u002F\u002Fbit.ly\u002F4r8UBad","article_download$2b538805-ed62-4143-a480-23f02a517e04",{"variation":34,"version":35,"items":2347,"primary":2348,"id":2489,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":2349,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[2350,2353,2356,2359,2362,2365,2368,2370,2373,2376,2380,2384,2388,2392,2396,2398,2400,2406,2409,2411,2414,2417,2420,2423,2427,2431,2435,2438,2440,2446,2449,2452,2455,2458,2461,2463,2466,2472,2475,2478,2481,2484],{"type":91,"text":2351,"spans":2352,"direction":52},"Humans and AI: a partnership, not a rivalry",[],{"type":41,"text":2354,"spans":2355,"direction":52},"There’s a lot of fear and uncertainty around AI replacing marketers. And it’s understandable. Generative AI for marketing can now write copy, build personas, analyze trends, and even create visual assets in seconds. But here’s the truth: while AI can reach speeds and scale no human can match, it still lacks one essential ingredient. And that’s human judgement.",[],{"type":41,"text":2357,"spans":2358,"direction":52},"That’s why achieving co-intelligence is the key to successfully using AI for marketing. Working with AI isn’t about letting it take over. It’s about letting it handle the time-consuming, repetitive tasks so you can focus on high-impact work. AI can scan millions of data points to find correlations, but it can’t tell you which message will resonate emotionally with your audience. It can suggest audiences to target, but it can’t always understand your brand nuance or campaign goals.",[],{"type":41,"text":2360,"spans":2361,"direction":52},"In that sense, AI is a multiplier, not a replacement. And this partnership works best with co-intelligence:",[],{"type":216,"text":2363,"spans":2364,"direction":52},"AI delivers speed, scale, and pattern recognition.",[],{"type":216,"text":2366,"spans":2367,"direction":52},"Humans provide context, critical thinking, and creativity.",[],{"type":41,"text":57,"spans":2369,"direction":52},[],{"type":91,"text":2371,"spans":2372,"direction":52},"So what can AI help you with?\n",[],{"type":41,"text":2374,"spans":2375,"direction":52},"If you’re still getting comfortable with AI for marketing, here are a few practical ways to use it:",[],{"type":216,"text":2377,"spans":2378,"direction":52},"Audience creation: Generate AI personas for B2B marketing by analyzing behavioral data and firmographic inputs.",[2379],{"start":178,"end":493,"type":97},{"type":216,"text":2381,"spans":2382,"direction":52},"Channel optimization: Use AI to identify the best-performing platforms for different segments, based on real-time data.",[2383],{"start":178,"end":424,"type":97},{"type":216,"text":2385,"spans":2386,"direction":52},"Creative testing: Run A\u002FB tests faster and more accurately using machine learning to analyze engagement.",[2387],{"start":178,"end":765,"type":97},{"type":216,"text":2389,"spans":2390,"direction":52},"Reporting: Let AI build custom dashboards and surface key insights automatically.",[2391],{"start":178,"end":1462,"type":97},{"type":216,"text":2393,"spans":2394,"direction":52},"Data harmonization: Combine first and third-party data to uncover patterns you might miss manually.",[2395],{"start":178,"end":2238,"type":97},{"type":41,"text":57,"spans":2397,"direction":52},[],{"type":41,"text":57,"spans":2399,"direction":52},[],{"type":41,"text":2401,"spans":2402,"direction":52},"Want to see how leading marketers are building confidence in AI? Read our AI confidence curve report to explore how they’re closing the gap between potential and performance.\n",[2403],{"start":2404,"end":1256,"type":47,"data":2405},65,{"link_type":49,"url":2344,"target":51},{"type":91,"text":2407,"spans":2408,"direction":52},"Training AI and yourself to work smarter",[],{"type":41,"text":57,"spans":2410,"direction":52},[],{"type":41,"text":2412,"spans":2413,"direction":52},"Using AI successfully isn’t just about knowing what it can do. It’s understanding AI training, including when to trust it and where to guide it.",[],{"type":41,"text":2415,"spans":2416,"direction":52},"Just like people, AI systems need the right context, input, and direction to work well. That’s where AI model training and AI training data come in. A generic tool trained on broad datasets might be useful for basic tasks, but if it hasn’t been tailored to your business, your vertical, or your objectives, its output may fall flat.",[],{"type":41,"text":2418,"spans":2419,"direction":52},"Similarly, AI training for marketing teams is just as important. The more your team understands how the tool thinks, what data it’s drawing from, what decisions it automates, and where human oversight is needed, the more effective and creative your outputs will be.",[],{"type":41,"text":2421,"spans":2422,"direction":52},"Here are a few key areas where you can focus your training efforts:",[],{"type":216,"text":2424,"spans":2425,"direction":52},"Tool capabilities: What is your AI designed to do and not do?",[2426],{"start":178,"end":493,"type":97},{"type":216,"text":2428,"spans":2429,"direction":52},"Data inputs: What kind of data should you feed it to get better outputs?",[2430],{"start":178,"end":2225,"type":97},{"type":216,"text":2432,"spans":2433,"direction":52},"Workflow integration: Where in the process should AI take over and when should you step back in?",[2434],{"start":178,"end":424,"type":97},{"type":91,"text":2436,"spans":2437,"direction":52},"\nMiQ Sigma: AI that empowers human creativity",[],{"type":41,"text":57,"spans":2439,"direction":52},[],{"type":41,"text":2441,"spans":2442,"direction":52},"MiQ Sigma isn’t just another AI marketing tool. It’s an AI-powered AdTech platform built specifically for marketers, and backed by real human trading and strategy expertise. That means it understands the nuance, pressure, and complexity of live marketing campaigns and uses that context to support, not override, human decisions.",[2443],{"start":178,"end":1462,"type":47,"data":2444},{"link_type":49,"url":2445,"target":51},"https:\u002F\u002Fbit.ly\u002F4ttKxdq",{"type":41,"text":2447,"spans":2448,"direction":52},"Unlike standalone tools or fragmented data dashboards, Sigma brings everything together in one place:",[],{"type":216,"text":2450,"spans":2451,"direction":52},"Real-time campaign data",[],{"type":216,"text":2453,"spans":2454,"direction":52},"Audience modeling",[],{"type":216,"text":2456,"spans":2457,"direction":52},"Automated reporting",[],{"type":216,"text":2459,"spans":2460,"direction":52},"Performance optimization across platforms.\n",[],{"type":41,"text":57,"spans":2462,"direction":52},[],{"type":41,"text":2464,"spans":2465,"direction":52},"Sigma is transparent, intuitive, and built to give you control. You can pull reports, explore insights, and build audiences with clarity. And because it’s designed to complement rather than replace marketers, Sigma helps you strike that perfect balance between automation and instinct, speed and strategy, machine logic and human creativity.",[],{"type":41,"text":2467,"spans":2468,"direction":52},"Book a Sigma demo to see how co-intelligence comes to life when the right platform meets the right people.",[2469],{"start":178,"end":493,"type":47,"data":2470},{"link_type":49,"url":2471,"target":51},"https:\u002F\u002Fbit.ly\u002F3ZxWZLB",{"type":91,"text":2473,"spans":2474,"direction":52},"\nConfidence grows when you understand co-intelligence",[],{"type":41,"text":2476,"spans":2477,"direction":52},"At its best, AI gives marketers the tools to do more, see more, and move faster. But tools alone don’t build confidence. Confidence comes from understanding your audience, your strategy, and your AI.",[],{"type":41,"text":2479,"spans":2480,"direction":52},"When marketers take the time to learn how to use their tools, train their models, and blend automation with intuition, they unlock the full potential of AI for marketing. And that leads to better results, faster decisions, and greater creative freedom.",[],{"type":41,"text":2482,"spans":2483,"direction":52},"When you stop thinking of AI as a threat and start thinking of it as a teammate, you open the door to more agile, effective, and inspired marketing.",[],{"type":41,"text":2485,"spans":2486,"direction":52},"Read our AI confidence curve report to discover how co-intelligence can take your programmatic campaigns even further.",[2487],{"start":178,"end":561,"type":47,"data":2488},{"link_type":49,"url":2344,"target":51},"text_component$cae58116-c89b-4a4e-a869-0bbb7241c791",{"dimensions":2491,"alt":38,"copyright":38,"url":798,"id":799,"edit":2492},{"width":796,"height":797},{"x":178,"y":178,"zoom":95,"background":75},{"link_type":282},[],[],[2497],{"trigger":38,"form":2498},{"link_type":282},"2026-02-11T01:59:00+0000",{"dimensions":2501,"alt":38,"copyright":38,"url":2502,"id":2503,"edit":2504},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaYtgQN0YXLCxVqOD_GL-Build-confidence-in-AI-blog_header.jpg?auto=format,compress","aYtgQN0YXLCxVqOD",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":2506,"alt":38,"copyright":38,"url":2507,"id":2508,"edit":2509},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaYtgQ90YXLCxVqOE_GL-Build-confidence-in-AI-blog_header-MiQ.jpg?auto=format,compress","aYtgQ90YXLCxVqOE",{"x":178,"y":178,"zoom":95,"background":75},[2511,2515,2519],{"related_article":2512},{"id":1861,"type":9,"tags":2513,"lang":17,"slug":1863,"first_publication_date":1864,"last_publication_date":1865,"uid":1866,"link_type":282,"key":2514,"isBroken":280},[],"028247c8-8ea0-4fef-80f9-9972fcc1ca2e",{"related_article":2516},{"id":1870,"type":9,"tags":2517,"lang":17,"slug":824,"first_publication_date":1872,"last_publication_date":833,"uid":1873,"link_type":282,"key":2518,"isBroken":280},[],"aa8bf693-e760-4a4b-a275-eec1581c18a3",{"related_article":2520},{"id":830,"type":9,"tags":2521,"lang":17,"slug":824,"first_publication_date":832,"last_publication_date":833,"uid":834,"link_type":282,"key":2522,"isBroken":280},[],"8437998f-1d6e-4bb4-a014-f41a0111bf8f",[2524],{"type":41,"text":2525,"spans":2526,"direction":52},"AI Tools: Co-Intelligence and Smarter Marketing",[],[2528],{"type":41,"text":2529,"spans":2530,"direction":52},"Learn how marketers can confidently work with AI tools and training data to unlock creativity, improve outcomes, and get the most from AI in B2B marketing.",[],[],[],{"dimensions":2534,"alt":38,"copyright":38,"url":2535,"id":2508,"edit":2536},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaYtgQ90YXLCxVqOE_GL-Build-confidence-in-AI-blog_header-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627",{"x":178,"y":95,"zoom":95,"background":75},{"id":1861,"uid":1866,"url":38,"type":9,"href":2538,"tags":2539,"first_publication_date":1864,"last_publication_date":1865,"slugs":2540,"linked_documents":2541,"lang":17,"alternate_languages":2542,"data":2549},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aXeC4x8AAEsA-xoh%22%29+%5D%5D",[],[1863],[],[2543,2546],{"id":2544,"type":9,"lang":25,"uid":2545},"aac11hoAAEsAtRMk","superando-a-fragmentacao-de-dados-com-ia",{"id":2547,"type":9,"lang":21,"uid":2548},"aacuvxoAAEsAtQfj","superando-la-fragmentacion-de-datos-con-ia",{"title":2550,"external_link":2551,"summary":2552,"slices":2553,"author_name":2008,"author_position":2714,"author_description":38,"author_image":2715,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":2718,"contact_formid":38,"contact_title":2719,"contact_description":2720,"contact_cta":38,"url_form_triggers":2721,"category":2021,"date":2724,"featured_image":2725,"thumbnail":2730,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":2735,"meta_title":2751,"meta_description":2755,"og_title":2759,"og_description":2760,"og_image":2761,"no_index":280},"Overcoming data fragmentation with AI",{"link_type":30},[],[2554,2574,2592],{"variation":34,"version":35,"items":2555,"primary":2556,"id":2573,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":2557,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[2558,2561,2564,2570],{"type":41,"text":2559,"spans":2560,"direction":52},"Digital marketers today have access to more data, more tools, and more platforms than ever before. While this abundance should feel empowering, it can sometimes feel overwhelming. The rise of data fragmentation, with information spread across countless systems, partners, and platforms, can leave marketers unsure where to begin.",[],{"type":41,"text":2562,"spans":2563,"direction":52},"But what if this complexity was an opportunity rather than a barrier?",[],{"type":41,"text":2565,"spans":2566,"direction":52},"In today’s programmatic marketing environment, the ability to integrate, activate, and analyze data across platforms isn’t just nice-to-have, it’s a competitive advantage. A vendor-agnostic, AI-powered data integration platform empowers marketers to go beyond limited partnerships and channel-specific data. It connects the dots between quality and quantity, combining best-in-class AI tools and models to unlock smarter targeting and better outcomes.",[2567],{"start":2568,"end":2569,"type":110},201,202,{"type":41,"text":2571,"spans":2572,"direction":52},"In this article, we’ll explore how marketers can take control of fragmentation, build trust in their data, and use AI-driven platforms like MiQ Sigma to deliver more confident, effective marketing campaigns.",[],"text_component$ec6dafd5-e63a-4c20-a494-758852b4ee5b",{"variation":34,"version":35,"items":2575,"primary":2576,"id":2591,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":2577,"title":2580,"text":2581,"link":2588},{"dimensions":2578,"alt":38,"copyright":38,"url":1933,"id":1934,"edit":2579},{"width":1931,"height":1932},{"x":178,"y":178,"zoom":95,"background":75},"Free report",[2582,2585],{"type":678,"text":2583,"spans":2584,"direction":52},"Is your confidence in AI on track?",[],{"type":41,"text":2586,"spans":2587,"direction":52},"See how 1,000+ marketers are building confidence in AI — and where most teams are still falling short.",[],{"link_type":49,"key":2589,"url":2590,"text":684},"0feff5f3-4b07-4431-bb24-04188ae9fafb","https:\u002F\u002Fbit.ly\u002F4rcNKMz","article_download$3b9c7357-2f8c-445d-a4e3-074a5713b0d0",{"variation":34,"version":35,"items":2593,"primary":2594,"id":2713,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":2595,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[2596,2599,2602,2605,2608,2611,2614,2617,2620,2625,2628,2631,2637,2640,2643,2646,2649,2652,2654,2657,2660,2666,2669,2672,2675,2678,2681,2684,2686,2689,2692,2695,2698,2701,2704,2707],{"type":91,"text":2597,"spans":2598,"direction":52},"Fragmentation isn’t the problem, it’s how you handle it",[],{"type":41,"text":2600,"spans":2601,"direction":52},"So, what is data fragmentation?",[],{"type":41,"text":2603,"spans":2604,"direction":52},"In simple terms, data fragmentation happens when your marketing data is split across different systems, teams, platforms, or vendors. One platform holds your campaign results, while another stores audience insights. Your CRM holds customer data. Meanwhile, third-party platforms track engagement across social, display, and search.",[],{"type":41,"text":2606,"spans":2607,"direction":52},"The result? Your data is disconnected, making it difficult to activate in real time or gain a single view of performance. In the world of programmatic marketing, this fragmentation limits your ability to reach the right audiences, make data-informed decisions, and optimize effectively.",[],{"type":41,"text":2609,"spans":2610,"direction":52},"But fragmentation is not inherently bad. It’s a by-product of a healthy, evolving ecosystem where marketers can choose the platforms and partners that work best for their needs. The problems arise when there’s no way to unify and activate that fragmented data in a cohesive, intelligent way.",[],{"type":41,"text":2612,"spans":2613,"direction":52},"That’s where AI comes in.",[],{"type":41,"text":2615,"spans":2616,"direction":52},"When used effectively, AI can sit on top of fragmented data environments and act as the connective tissue. With the right AI tool for data analysis, marketers can turn chaos into clarity. Machine learning models can spot patterns across disconnected datasets, surface real-time insights, and help optimize campaigns across every channel.",[],{"type":41,"text":2618,"spans":2619,"direction":52},"Still, confidence is key. And too often, marketers hesitate to trust AI because they’re unsure if it’s working with the right inputs, or biased by incomplete data sets. That’s why data confidence matters as much as data access.",[],{"type":41,"text":2621,"spans":2622,"direction":52},"Want to learn how marketers are building stronger confidence in AI? Read our AI confidence curve report to see how industry leaders are solving the fragmentation challenge.",[2623],{"start":1299,"end":1416,"type":47,"data":2624},{"link_type":49,"url":2590,"target":51},{"type":91,"text":2626,"spans":2627,"direction":52},"The case for a partner-agnostic, best-in-class approach",[],{"type":41,"text":2629,"spans":2630,"direction":52},"To truly thrive in programmatic, marketers need flexibility. Locking yourself into a single programmatic marketing platform or data vendor limits your reach, your options, and your insights. A vendor-agnostic data platform opens the door to something better: a broader, more confident approach to campaign targeting, measurement, and activation.",[],{"type":41,"text":2632,"spans":2633,"direction":52},"That’s exactly what MiQ Sigma delivers.",[2634],{"start":424,"end":552,"type":47,"data":2635},{"link_type":49,"url":2636,"target":51},"https:\u002F\u002Fbit.ly\u002F4riitI9",{"type":41,"text":2638,"spans":2639,"direction":52},"Sigma is AI-powered advertising technology, built for marketers who want to work smarter, not harder. Instead of relying on a single data source or black-box tool, MiQ Sigma integrates data from across your programmatic campaigns, applies the reasoning power of three leading LLMs, and empowers you to identify quality users, not just large audiences.",[],{"type":41,"text":2641,"spans":2642,"direction":52},"This ‘best in class’ approach means you don’t have to compromise. You can:",[],{"type":216,"text":2644,"spans":2645,"direction":52},"Tap into multiple data platforms and sources without losing visibility or control",[],{"type":216,"text":2647,"spans":2648,"direction":52},"Use AI tools trained for different objectives, from audience modeling to creative optimization to bidding",[],{"type":216,"text":2650,"spans":2651,"direction":52},"Analyze, test, and activate campaigns across DSPs, publishers, and partners, all from one centralized platform.",[],{"type":41,"text":57,"spans":2653,"direction":52},[],{"type":41,"text":2655,"spans":2656,"direction":52},"Finding the best combination of tools, data, and models for your needs is an instant boost to your AI confidence.",[],{"type":41,"text":2658,"spans":2659,"direction":52},"And because Sigma is fully partner-agnostic, you can explore new AI programmatic advertising strategies without being locked into a specific vendor or data provider. That’s how you drive both scale and precision, reaching the right person, in the right moment, with the right message.",[],{"type":41,"text":2661,"spans":2662,"direction":52},"Book a demo of MiQ Sigma to see how this approach works, and how it could transform the way you manage campaigns across fragmented ecosystems.",[2663],{"start":178,"end":122,"type":47,"data":2664},{"link_type":49,"url":2665,"target":51},"https:\u002F\u002Fbit.ly\u002F4pYjqnW",{"type":91,"text":2667,"spans":2668,"direction":52},"AI makes programmatic smarter, if you use it right",[],{"type":41,"text":2670,"spans":2671,"direction":52},"AI is everywhere in marketing today. From predictive targeting to dynamic creative optimization, machine learning is reshaping what’s possible. But not every AI marketing tool is created equal.",[],{"type":41,"text":2673,"spans":2674,"direction":52},"The most effective AI systems are those that are:",[],{"type":216,"text":2676,"spans":2677,"direction":52},"Trained on diverse, high-quality data",[],{"type":216,"text":2679,"spans":2680,"direction":52},"Integrated across platforms",[],{"type":216,"text":2682,"spans":2683,"direction":52},"Aligned with measurable business outcomes.",[],{"type":41,"text":57,"spans":2685,"direction":52},[],{"type":41,"text":2687,"spans":2688,"direction":52},"AI shouldn’t operate in isolation. It should be woven into your entire programmatic marketing workflow, from data analysis to campaign execution to performance reporting.",[],{"type":41,"text":2690,"spans":2691,"direction":52},"The challenge? Too many marketers are still working with siloed systems. They’re stuck using AI tools within individual DSPs or relying on platforms that can’t scale across their broader ecosystem. That’s why a data integration platform like MiQ Sigma is so important. It bridges the gap between AI capabilities and real-world marketing complexity.",[],{"type":41,"text":2693,"spans":2694,"direction":52},"With Sigma, AI is more than a buzzword. It’s a practical engine for finding high-value audiences, optimizing spend, and boosting overall campaign performance, even in a fragmented landscape.",[],{"type":91,"text":2696,"spans":2697,"direction":52},"Overcome fragmentation, build AI confidence, improve outcomes",[],{"type":41,"text":2699,"spans":2700,"direction":52},"Marketers today don’t suffer from a lack of data, they suffer from a lack of integration. With so many platforms, tools, and models available, aligning them all to your marketing goals is what poses the biggest challenge.",[],{"type":41,"text":2702,"spans":2703,"direction":52},"By taking a vendor-agnostic approach and using a unified platform like Sigma, you gain clarity, flexibility, and confidence. You can navigate fragmentation with ease. You can build data confidence, knowing your AI tools are working with the right inputs. And you can deliver AI programmatic advertising campaigns that are as intelligent as they are scalable.",[],{"type":41,"text":2705,"spans":2706,"direction":52},"In an era where the marketing landscape is defined by complexity, your ability to simplify, connect, and act is what sets you apart.",[],{"type":41,"text":2708,"spans":2709,"direction":52},"Want to learn how to turn fragmented data into better results? Read our AI confidence curve report to see how top marketers are using AI and data integration to move from chaos to clarity.",[2710],{"start":265,"end":2711,"type":47,"data":2712},98,{"link_type":49,"url":2590,"target":51},"text_component$a150f862-62e5-4c0d-b866-f85c3ca79218","Global director of product",{"dimensions":2716,"alt":38,"copyright":38,"url":2012,"id":2013,"edit":2717},{"width":274,"height":274},{"x":178,"y":178,"zoom":95,"background":75},{"link_type":282},[],[],[2722],{"trigger":38,"form":2723},{"link_type":282},"2026-01-27T01:59:00+0000",{"dimensions":2726,"alt":38,"copyright":38,"url":2727,"id":2728,"edit":2729},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaXeF_QIvOtkhB8OC_GL-Overcoming_data_fragmentation-blog.jpg?auto=format,compress","aXeF_QIvOtkhB8OC",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":2731,"alt":38,"copyright":38,"url":2732,"id":2733,"edit":2734},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaXeGCAIvOtkhB8OF_GL-Overcoming_data_fragmentation-blog.jpg?auto=format,compress","aXeGCAIvOtkhB8OF",{"x":178,"y":178,"zoom":95,"background":75},[2736,2740,2744],{"related_article":2737},{"id":1870,"type":9,"tags":2738,"lang":17,"slug":824,"first_publication_date":1872,"last_publication_date":833,"uid":1873,"link_type":282,"key":2739,"isBroken":280},[],"372a466e-e22c-4b5c-b5a9-ee9bf373f3ad",{"related_article":2741},{"id":830,"type":9,"tags":2742,"lang":17,"slug":824,"first_publication_date":832,"last_publication_date":833,"uid":834,"link_type":282,"key":2743,"isBroken":280},[],"bf464c0d-b1f6-438d-bf8d-451b48a46a97",{"related_article":2745},{"id":2746,"type":9,"tags":2747,"lang":17,"slug":824,"first_publication_date":2748,"last_publication_date":1100,"uid":2749,"link_type":282,"key":2750,"isBroken":280},"aTmBWRkAAEUATaFR",[],"2025-12-11T10:14:47+0000","5-ways-marketers-can-build-ai-confidence-in-2026","67a5d41a-41ab-43e2-85e3-4595fe118ef2",[2752],{"type":41,"text":2753,"spans":2754,"direction":52},"Data Integration in Programmatic Marketing",[],[2756],{"type":41,"text":2757,"spans":2758,"direction":52},"Discover how a vendor-agnostic data integration platform can help you overcome data fragmentation and drive success in programmatic marketing with AI.",[],[],[],{"dimensions":2762,"alt":38,"copyright":38,"url":2763,"id":2764,"edit":2765},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaXeF6wIvOtkhB8OA_GL-Overcoming_data_fragmentation-blog-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","aXeF6wIvOtkhB8OA",{"x":178,"y":95,"zoom":95,"background":75},{"id":2767,"uid":2768,"url":38,"type":9,"href":2769,"tags":2770,"first_publication_date":2771,"last_publication_date":826,"slugs":2772,"linked_documents":2773,"lang":17,"alternate_languages":2774,"data":2775},"aWd29BoAAE0AwIdP","performance-in-ai","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aWd29BoAAE0AwIdP%22%29+%5D%5D",[],"2026-01-15T11:01:21+0000",[824],[],[],{"title":2776,"external_link":2777,"summary":2778,"slices":2779,"author_name":2887,"author_position":2888,"author_description":38,"author_image":2889,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":2895,"contact_formid":38,"contact_title":2896,"contact_description":2897,"contact_cta":38,"url_form_triggers":2898,"category":2021,"date":2899,"featured_image":2900,"thumbnail":2905,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":2908,"meta_title":2921,"meta_description":2925,"og_title":2929,"og_description":2930,"og_image":2931,"no_index":280},"Performance in AI",{"link_type":30},[],[2780,2797,2810,2827,2857],{"variation":34,"version":35,"items":2781,"primary":2782,"id":2796,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":2783,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[2784,2787,2790,2793],{"type":41,"text":2785,"spans":2786,"direction":52},"AI feels like the new kid on the block. But, when it comes to delivering results and optimizing campaigns, the advertising industry figured out the value of AI in marketing more than a decade ago. So when people started talking about AI marketing tools in 2024, many were all too aware of what it could achieve for marketers.",[],{"type":41,"text":2788,"spans":2789,"direction":52},"Machine learning in marketing is ideal for making sense of the massive datasets generated by consumers interacting with ads. Using AI to determine which behaviors and audiences to target, and how much to bid, is the established norm - not a cutting-edge solution.",[],{"type":41,"text":2791,"spans":2792,"direction":52},"So why do marketers lack confidence when it comes to using AI to optimize their marketing? In our AI confidence curve report (a global survey of marketers in September 2025), we found that only 44% were fully confident in their teams’ ability to use AI to optimize performance against marketing KPIs. And they were only slightly more likely to be confident in their teams’ ability to use AI for cross-channel marketing (46%). This is despite the fact that almost every marketer in our sample was using at least one AI platform for media buying, the most common being Google’s Performance Max (55%). ",[],{"type":41,"text":2794,"spans":2795,"direction":52},"Ultimately, too many marketers feel like their organization doesn’t understand how LLMs or AI work well enough (38%) - even when they feel like they personally have a good handle on it. And a further 38% feel like they haven’t received proper training on working with or using AI marketing tools. As a result, these marketers fall back on generalist tools like ChatGPT instead of the specialized AI tools on offer.",[],"text_component$331fad37-137a-4013-ad2f-ce81ee201f11",{"variation":34,"version":35,"items":2798,"primary":2799,"id":2809,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":2800,"title":38,"text":2803,"link":2806},{"dimensions":2801,"alt":38,"copyright":38,"url":1933,"id":1934,"edit":2802},{"width":1931,"height":1932},{"x":178,"y":178,"zoom":95,"background":75},[2804],{"type":678,"text":1938,"spans":2805},[],{"link_type":49,"key":2807,"url":2808},"ee91820d-68b3-4fff-a3db-64debdd73409","https:\u002F\u002Fbit.ly\u002F3KXLSbi","article_download$ce647f5e-65e3-4ba1-aa3c-a8d48d796592",{"variation":34,"version":35,"items":2811,"primary":2812,"id":2826,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":2813,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[2814,2817,2820],{"type":91,"text":2815,"spans":2816,"direction":52},"Finding the right goals",[],{"type":41,"text":2818,"spans":2819,"direction":52},"Some of the challenges that marketers are facing with AI are related to measurement. While 86% believe they’re tracking success against the right goals, only 44% agree strongly. And this is tied to the feeling that their organization has the correct measurement systems in place to track performance. With or without AI, marketing teams are going to optimize against the KPIs they’ve been given - even if they don’t believe they’re the best goals to aim for.",[],{"type":65,"url":2821,"alt":38,"copyright":38,"dimensions":2822,"id":2824,"edit":2825},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaWfZAwIvOtkhBgwJ_GL-PerformanceinAI-Visuals-Confidence.jpg?auto=format,compress",{"width":68,"height":2823},733,"aWfZAwIvOtkhBgwJ",{"x":178,"y":178,"zoom":95,"background":75},"text_component$ca1ddbfb-55a2-4986-a8c6-6aff68a3fc31",{"variation":34,"version":35,"items":2828,"primary":2829,"id":2856,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":2830,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[2831,2834,2836,2841,2844,2847,2850],{"type":41,"text":2832,"spans":2833,"direction":52},"When it comes to optimization itself, actual goals don’t matter. Marketers in our study were just as likely to feel confident in their ability to optimize against outcomes, whatever they were measuring against. So the good news is that AI-based measurement gives marketers the confidence to focus on more difficult-to-measure metrics beyond what they’d have expressed years ago.",[],{"type":41,"text":57,"spans":2835,"direction":52},[],{"type":41,"text":2837,"spans":2838,"direction":52},"Marketers who felt confident in their ability to drive results aren’t necessarily more likely to be already using AI marketing platforms, but they are much more likely to ramp up their use of AI in digital marketing. 75% said they’d use AI much more in their role in the next 12 months. But despite upping their usage, they still see training as an issue. ",[2839],{"start":2840,"end":2004,"type":110},147,{"type":91,"text":2842,"spans":2843,"direction":52},"Expert tools in expert hands",[],{"type":41,"text":2845,"spans":2846,"direction":52},"Keeping up with rapidly changing technology can sometimes feel like an uphill battle. But the best results come from putting powerful tools in the hands of the experts. MiQ Sigma drives superior performance for cross-channel marketing because it’s the result of cutting-edge AI marketing tools and the expertise of experienced traders.",[],{"type":41,"text":2848,"spans":2849,"direction":52},"\nSigma delivers 66% additional value on client campaigns as a percentage of campaign budget spent. This is thanks to the market-leading SPO, advanced data-driven marketing, and AI-generated audiences combined with expert inventory and advanced strategies that are baked in.",[],{"type":65,"url":2851,"alt":38,"copyright":38,"dimensions":2852,"id":2854,"edit":2855},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaWfZAAIvOtkhBgwI_GL-PerformanceinAI-Visuals-Results.jpg?auto=format,compress",{"width":68,"height":2853},867,"aWfZAAIvOtkhBgwI",{"x":178,"y":178,"zoom":95,"background":75},"text_component$3aaf751b-c6bb-4fcf-8190-97dc12d73290",{"variation":34,"version":35,"items":2858,"primary":2859,"id":2886,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":2860,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[2861,2864,2866,2869,2872,2875,2878,2881,2883],{"type":41,"text":2862,"spans":2863,"direction":52},"66% of people currently use AI marketing tools on most or all of their projects, and 72% say they plan to use AI more in their roles over the next 12 months. But with uncertainty and a lack of confidence in the background, we can expect to see a difference between marketers ‘using AI right’ and those struggling to get value with it.",[],{"type":41,"text":57,"spans":2865,"direction":52},[],{"type":41,"text":2867,"spans":2868,"direction":52},"The winning marketers will be those who:",[],{"type":216,"text":2870,"spans":2871,"direction":52},"Are actively able to incorporate and use client data in their models and tools",[],{"type":216,"text":2873,"spans":2874,"direction":52},"Make the best use of resources when it comes to finding external partners for AI marketing tools",[],{"type":216,"text":2876,"spans":2877,"direction":52},"Work with the right partners with specialized AI tools",[],{"type":216,"text":2879,"spans":2880,"direction":52},"Work actively to educate internal teams on new developments in AI.\n",[],{"type":41,"text":57,"spans":2882,"direction":52},[],{"type":41,"text":2884,"spans":2885,"direction":52},"Making good use of AI in marketing doesn’t have to mean building your own solutions internally. The key to success is building confidence in the face of the shifting challenges that new tech presents. And MiQ is here to help you navigate them.",[],"text_component$a62e67a0-9436-49d2-aaf7-5322500bdac9","Lavan Sornarajah","Associate strategy director, AI",{"dimensions":2890,"alt":38,"copyright":38,"url":2892,"id":2893,"edit":2894},{"width":2891,"height":2891},636,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaRcgQbpReVYa4fBk_LavanSornarajah.png?auto=format,compress","aRcgQbpReVYa4fBk",{"x":178,"y":178,"zoom":95,"background":75},{"link_type":282},[],[],[],"2026-01-15T01:59:00+0000",{"dimensions":2901,"alt":38,"copyright":38,"url":2902,"id":2903,"edit":2904},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaWfS5gIvOtkhBgsr_GL-Performance-in-AI-blog_header-1-.jpg?auto=format,compress","aWfS5gIvOtkhBgsr",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":2906,"alt":38,"copyright":38,"url":2902,"id":2903,"edit":2907},{"width":292,"height":293},{"x":178,"y":178,"zoom":95,"background":75},[2909,2913,2917],{"related_article":2910},{"id":830,"type":9,"tags":2911,"lang":17,"slug":824,"first_publication_date":832,"last_publication_date":833,"uid":834,"link_type":282,"key":2912,"isBroken":280},[],"0d4e1757-ea9a-4b6e-bcf8-fbb48f70ea19",{"related_article":2914},{"id":2746,"type":9,"tags":2915,"lang":17,"slug":824,"first_publication_date":2748,"last_publication_date":1100,"uid":2749,"link_type":282,"key":2916,"isBroken":280},[],"80876489-4aaf-4ac0-a337-6c6e528431b8",{"related_article":2918},{"id":1870,"type":9,"tags":2919,"lang":17,"slug":824,"first_publication_date":1872,"last_publication_date":833,"uid":1873,"link_type":282,"key":2920,"isBroken":280},[],"472a965a-93db-40f8-9de3-e15f4aad6c9e",[2922],{"type":41,"text":2923,"spans":2924,"direction":52},"How to use AI in marketing | Performance",[],[2926],{"type":41,"text":2927,"spans":2928,"direction":52}," Learning how to use AI in marketing doesn't have to be complex. Discover how AI marketing tools can improve results for your cross-channel marketing.",[],[],[],{"dimensions":2932,"alt":38,"copyright":38,"url":2933,"id":2934,"edit":2935},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaWfS2QIvOtkhBgsq_GL-Performance-in-AI-blog_header-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","aWfS2QIvOtkhBgsq",{"x":178,"y":95,"zoom":95,"background":75},{"id":830,"uid":834,"url":38,"type":9,"href":2937,"tags":2938,"first_publication_date":832,"last_publication_date":833,"slugs":2939,"linked_documents":2940,"lang":17,"alternate_languages":2941,"data":2942},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aVvbkhoAAE4A4r9m%22%29+%5D%5D",[],[824],[],[],{"title":2943,"external_link":2944,"summary":2945,"slices":2946,"author_name":792,"author_position":3084,"author_description":38,"author_image":3085,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":3088,"contact_formid":38,"contact_title":3089,"contact_description":3090,"contact_cta":38,"url_form_triggers":3091,"category":2021,"date":3094,"featured_image":3095,"thumbnail":3100,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":3105,"meta_title":3122,"meta_description":3126,"og_title":3130,"og_description":3131,"og_image":3132,"no_index":280},"AI integration in marketing: measuring campaign confidence",{"link_type":30},[],[2947,2961,2973],{"variation":34,"version":35,"items":2948,"primary":2949,"id":2960,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":2950,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[2951,2954,2957],{"type":41,"text":2952,"spans":2953,"direction":52},"Artificial intelligence has changed how we build and execute digital marketing campaigns. From targeting to automation, AI offers unprecedented speed, personalization, and efficiency. But despite its potential, AI can’t drive results unless it knows what to aim for. That’s where marketing KPIs (key performance indicators) come into play.",[],{"type":41,"text":2955,"spans":2956,"direction":52},"The real power of AI integration comes from its ability to measure, learn, and optimize towards your business goals. Without that link between automation and performance, even the most advanced systems will end up working in the dark. By aligning your AI tools with clear KPIs, you’ll get a much better idea of whether your campaign is delivering value and how it’s winning.  ",[],{"type":41,"text":2958,"spans":2959,"direction":52},"In this blog, we explore how you can integrate AI with your campaign measurement, why KPIs are essential to your digital marketing campaigns, and how the right AI marketing tools can make your life easier. When you bring together the right data, the right performance indicators, and the right platform, you can build real confidence in your strategy - and the technology behind it.",[],"text_component$50804e39-c11b-4a09-8b4f-50d99e9d2baa",{"variation":34,"version":35,"items":2962,"primary":2963,"id":2972,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":2964,"title":38,"text":2967,"link":2970},{"dimensions":2965,"alt":38,"copyright":38,"url":1933,"id":1934,"edit":2966},{"width":1931,"height":1932},{"x":178,"y":178,"zoom":95,"background":75},[2968],{"type":678,"text":1938,"spans":2969},[],{"link_type":49,"key":2971,"url":2808},"aabe286d-0035-4e13-993f-7b33f403e478","article_download$04f896af-5bf4-40b8-9bf1-8095b15342ee",{"variation":34,"version":35,"items":2974,"primary":2975,"id":3083,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":2976,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[2977,2980,2983,2986,2989,2992,2999,3002,3005,3008,3012,3016,3020,3023,3026,3029,3032,3034,3037,3040,3043,3046,3049,3052,3055,3058,3065,3068,3071,3074,3077],{"type":91,"text":2978,"spans":2979,"direction":52},"What are KPIs in marketing, and why do they matter?",[],{"type":41,"text":2981,"spans":2982,"direction":52},"KPIs, or key performance indicators, are the metrics used to track progress towards specific marketing goals. Whether you’re measuring click-through rates, cost per acquisition, return on ad spend, or brand lift, your KPIs define what success looks like. More importantly, they tell you whether your digital marketing campaigns are moving in the right direction.",[],{"type":41,"text":2984,"spans":2985,"direction":52},"KPIs in marketing act like a compass. Without them, you’ll find it tricky to optimize, difficult to benchmark, and almost impossible to prove the value of your efforts. Throw AI into the mix, and you might start to feel really lost.",[],{"type":41,"text":2987,"spans":2988,"direction":52},"When AI advertising is connected to performance measurement, you can automate with confidence. So while campaigns run and budgets continue to be spent, you’ll get a better insight into what’s driving results, and whether the AI is optimizing towards the right outcomes at all.",[],{"type":41,"text":2990,"spans":2991,"direction":52},"This is why measurable, relevant KPIs should always be the foundation of any AI-powered strategy. They’re the link between marketing intelligence and marketing impact.",[],{"type":41,"text":2993,"spans":2994,"direction":52},"Curious to see how confidence in AI grows when KPIs are clearly defined and integrated into your digital marketing campaigns? Read our AI confidence curve report and discover real-world insights.\n",[2995],{"start":2996,"end":2997,"type":47,"data":2998},126,161,{"link_type":49,"url":2808,"target":51},{"type":91,"text":3000,"spans":3001,"direction":52},"How to measure KPIs and why AI should help, not hinder",[],{"type":41,"text":3003,"spans":3004,"direction":52},"If KPIs are your compass, then AI is your engine. It should help you achieve your goals faster by making sense of your data and acting on it. But if your AI tool isn’t properly integrated with your campaign measurement setup, it can create more problems than it solves.",[],{"type":41,"text":3006,"spans":3007,"direction":52},"How to measure KPIs effectively depends on your systems, your data, and your goals. But no matter the stack, a few rules always apply:",[],{"type":216,"text":3009,"spans":3010,"direction":52},"Your KPIs must be quantifiable. Vague goals like “improve awareness” or “get more engagement” won’t cut it. Instead, set metrics like impressions, reach, viewability, or video completion rates.",[3011],{"start":178,"end":109,"type":97},{"type":216,"text":3013,"spans":3014,"direction":52},"They must be time-bound. Knowing whether you’ve hit a target in a week, a month, or a quarter matters for AI optimization.",[3015],{"start":178,"end":73,"type":97},{"type":216,"text":3017,"spans":3018,"direction":52},"They must align with business outcomes. Every performance indicator should map back to your broader goals, like revenue growth or customer retention.\n\n",[3019],{"start":178,"end":441,"type":97},{"type":41,"text":3021,"spans":3022,"direction":52},"When done right, AI marketing tools can make this whole process more efficient, crunching performance data, identifying patterns, and optimizing campaigns in real-time. But they can only do this when the KPIs are integrated into the system.",[],{"type":41,"text":3024,"spans":3025,"direction":52},"That’s where many platforms fall short. Some AI tools offer flashy automation features but don’t connect well with performance analytics. Others may track results but lack the intelligence to optimize your campaigns with the best recommendations.",[],{"type":41,"text":3027,"spans":3028,"direction":52},"The good news? MiQ Sigma does both.\n",[],{"type":91,"text":3030,"spans":3031,"direction":52},"MiQ Sigma: AI integration that simplifies measurement and multiplies impact",[],{"type":91,"text":57,"spans":3033,"direction":52},[],{"type":41,"text":3035,"spans":3036,"direction":52},"A lot of marketers find themselves juggling multiple platforms: one for creative, another for bidding, a third for analytics, and another for reporting. It’s complicated, inefficient, and hard to manage. MiQ Sigma changes all of that, offering one centralized space to connect AI advertising capabilities directly with KPI measurement, real-time optimization, and audience insights across your marketing ecosystem.",[],{"type":41,"text":3038,"spans":3039,"direction":52},"Built by AI experts and data scientists, Sigma doesn’t just automate campaigns. It integrates performance data across platforms and DSPs, putting the power of bespoke AI behind your most important business goals. ",[],{"type":41,"text":3041,"spans":3042,"direction":52},"Wherever you’re running AI marketing campaigns in the programmatic ecosystem, Sigma connects marketing campaign delivery seamlessly with real-time performance feedback, all in one place.",[],{"type":41,"text":3044,"spans":3045,"direction":52},"This means:",[],{"type":216,"text":3047,"spans":3048,"direction":52},"You can set KPIs that matter, and know MiQ Sigma will optimize towards them.",[],{"type":216,"text":3050,"spans":3051,"direction":52},"You can target your exact perfect audience to achieve your KPIs.",[],{"type":216,"text":3053,"spans":3054,"direction":52},"You gain confidence knowing your AI tools are working with your strategy, not against it.",[],{"type":41,"text":3056,"spans":3057,"direction":52},"\nWhether your KPIs are tied to conversions, brand lift, cost-efficiency, or audience engagement, Sigma lets you bring all of your metrics together in one place. It’s AI integration done right.",[],{"type":41,"text":3059,"spans":3060,"direction":52},"Ready to see how Sigma can help you smash your KPIs and take your programmatic to the Nth degree? Book a demo today.\n",[3061],{"start":2711,"end":3062,"type":47,"data":3063},115,{"link_type":49,"url":3064,"target":51},"https:\u002F\u002Fbit.ly\u002F496O21l",{"type":91,"text":3066,"spans":3067,"direction":52},"Closing the confidence gap with AI and performance alignment",[],{"type":41,"text":3069,"spans":3070,"direction":52},"There’s no question that AI in advertising is here to stay. It’s faster, smarter, and more scalable than traditional approaches. But it’s only as good as the goals it’s working towards. Without clear KPIs and seamless connectivity, AI can quickly become a black box: one that’s hard to trust, harder to manage, and nearly impossible to optimize.",[],{"type":41,"text":3072,"spans":3073,"direction":52},"Confidence in AI marketing comes from visibility. From knowing your tools are measuring the right things and adjusting campaigns based on real outcomes. It comes from reducing guesswork, increasing accountability, and connecting every decision to a measurable goal.",[],{"type":41,"text":3075,"spans":3076,"direction":52},"Integrating AI with your KPI framework has the power to transform complexity into clarity. It makes your AI marketing campaigns creative and automated, and effective and accountable. And most importantly, it helps your team move from uncertainty to confidence, every step of the way. ",[],{"type":41,"text":3078,"spans":3079,"direction":52},"Want to learn how other marketers are building trust in AI through smarter measurement? Read our AI confidence curve report and start moving forward with clarity.",[3080],{"start":1216,"end":3081,"type":47,"data":3082},123,{"link_type":49,"url":2808,"target":51},"text_component$1a361461-604b-4a43-a530-1f7e3b646d92","VP, Global product marketing",{"dimensions":3086,"alt":38,"copyright":38,"url":798,"id":799,"edit":3087},{"width":796,"height":797},{"x":178,"y":178,"zoom":95,"background":75},{"link_type":282},[],[],[3092],{"trigger":38,"form":3093},{"link_type":282},"2026-01-06T01:59:00+0000",{"dimensions":3096,"alt":38,"copyright":38,"url":3097,"id":3098,"edit":3099},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaV0oPnNYClf9o0qi_GL-AI-marketing-integration-1-.jpg?auto=format,compress","aV0oPnNYClf9o0qi",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":3101,"alt":38,"copyright":38,"url":3102,"id":3103,"edit":3104},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaV0oHnNYClf9o0qb_GL-AI-marketing-integration-1-.jpg?auto=format,compress","aV0oHnNYClf9o0qb",{"x":178,"y":178,"zoom":95,"background":75},[3106,3110,3114],{"related_article":3107},{"id":2746,"type":9,"tags":3108,"lang":17,"slug":824,"first_publication_date":2748,"last_publication_date":1100,"uid":2749,"link_type":282,"key":3109,"isBroken":280},[],"0c3b12a9-edd7-42df-8293-6ddc32170218",{"related_article":3111},{"id":1870,"type":9,"tags":3112,"lang":17,"slug":824,"first_publication_date":1872,"last_publication_date":833,"uid":1873,"link_type":282,"key":3113,"isBroken":280},[],"1e1bab7c-589a-41ce-b2d9-1ae53dc56414",{"related_article":3115},{"id":3116,"type":9,"tags":3117,"lang":17,"slug":3118,"first_publication_date":3119,"last_publication_date":3120,"uid":3118,"link_type":282,"key":3121,"isBroken":280},"aC9CchoAAEQA3Fs3",[],"an-open-letter-from-miqs-co-founders","2025-06-04T09:06:21+0000","2026-04-27T16:35:28+0000","01c1ea5c-4751-46f1-98f6-6ff31760f236",[3123],{"type":41,"text":3124,"spans":3125,"direction":52},"Measuring successful marketing KPIs with AI integration",[],[3127],{"type":41,"text":3128,"spans":3129,"direction":52},"Learn how integrating AI with KPI measurement boosts marketing performance. Discover how to align AI tools with campaign goals and optimize results.",[],[],[],{"dimensions":3133,"alt":38,"copyright":38,"url":3134,"id":3135,"edit":3136},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaV0oOnNYClf9o0qf_GL-AI-marketing-integration-MiQ-2-.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","aV0oOnNYClf9o0qf",{"x":178,"y":95,"zoom":95,"background":75},{"id":2746,"uid":2749,"url":38,"type":9,"href":3138,"tags":3139,"first_publication_date":2748,"last_publication_date":1100,"slugs":3140,"linked_documents":3141,"lang":17,"alternate_languages":3142,"data":3143},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aTmBWRkAAEUATaFR%22%29+%5D%5D",[],[824],[],[],{"title":3144,"external_link":3145,"summary":3146,"slices":3147,"author_name":1318,"author_position":38,"author_description":38,"author_image":3410,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":3411,"contact_formid":38,"contact_title":3412,"contact_description":3413,"contact_cta":38,"url_form_triggers":3414,"category":2021,"date":3417,"featured_image":3418,"thumbnail":3423,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":3426,"meta_title":3442,"meta_description":3446,"og_title":3450,"og_description":3451,"og_image":3452,"no_index":280},"5 ways marketers can build AI confidence in 2026",{"link_type":30},[],[3148,3162,3174],{"variation":34,"version":35,"items":3149,"primary":3150,"id":3161,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":3151,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[3152,3155],{"type":41,"text":3153,"spans":3154,"direction":52},"In 2025, marketers took their biggest step yet into AI. Chatbots, predictive engines, AI dataset analysis, and real-time personalization reshaped digital marketing workflows almost overnight. Teams tested everything from AI data analysis tools to generative AI for marketing, proving how powerful automation can be when paired with strong human oversight.  ",[],{"type":41,"text":3156,"spans":3157,"direction":52},"\nIn MiQ’s first global edition of the ‘AI confidence curve’ report, we found that nearly all marketers were using at least one AI tool for their digital marketing. Most were actually using several, with content creation, marketing automation, and social media management tools topping the popularity charts. When it comes to how often marketers used the tools, 66% said they applied AI to most - if not all - of their projects. \n\nGiven this, it’s no surprise that the industry plans to invest more in AI. Looking ahead to 2026, 72% of marketers said they planned to use AI either “somewhat more” or “much more” in their role. While this varied by country, no market showed any plans to decrease usage overall. \n\nYou’d be forgiven for thinking that all of this points towards a high level of satisfaction. But we’re very much in the first stage on the AI confidence curve: learning and exploring. We’re beginning to understand what AI can do, and prove the benefit of applying AI tools to our workflows to improve efficiency and increase performance. But there’s a lot more to it, and proving results can be harder than we thought. \n\nAs we head into 2026, marketers are re-evaluating their AI setups, their partners, and their expectations. So here are five ways to move forward with confidence in AI, and get the most from your technology, your teams, and your data.",[3158],{"start":369,"end":760,"type":47,"data":3159},{"link_type":49,"url":3160,"target":51},"https:\u002F\u002Fbit.ly\u002F493ApzV","text_component$9494666c-5382-43e9-a1c6-2b0622c3eba4",{"variation":34,"version":35,"items":3163,"primary":3164,"id":3173,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":3165,"title":38,"text":3168,"link":3171},{"dimensions":3166,"alt":38,"copyright":38,"url":1933,"id":1934,"edit":3167},{"width":1931,"height":1932},{"x":178,"y":178,"zoom":95,"background":75},[3169],{"type":678,"text":1938,"spans":3170},[],{"link_type":49,"key":3172,"url":3160},"12d3d999-39e2-4945-83fb-e2afe2c56c15","article_download$c41622e0-0cfe-421a-9239-655f2ae2227a",{"variation":34,"version":35,"items":3175,"primary":3176,"id":3409,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":3177,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[3178,3181,3184,3187,3190,3193,3196,3199,3202,3205,3207,3213,3215,3218,3221,3224,3227,3230,3232,3235,3238,3241,3244,3247,3250,3253,3255,3258,3261,3264,3267,3270,3273,3275,3278,3281,3284,3287,3290,3293,3295,3298,3301,3304,3307,3310,3313,3315,3318,3320,3323,3329,3332,3335,3338,3341,3344,3347,3349,3352,3355,3358,3361,3364,3367,3370,3373,3376,3379,3381,3384,3387,3390,3393,3396,3399,3401],{"type":91,"text":3179,"spans":3180,"direction":52},"1. Turn personas into plans",[],{"type":41,"text":3182,"spans":3183,"direction":52},"Gen-AI tools like ChatGPT have made it easier than ever to build AI personas and run rapid consumer research. Many marketers now generate early-stage personas, audience hypotheses, or even AI personas for B2B marketing in minutes. Some tools can even ingest first-party data to create richer AI generated personas using signals from search, browsing, social interactions, and CRM inputs.",[],{"type":41,"text":3185,"spans":3186,"direction":52},"But while these personas look great on paper, marketers still lack confidence when translating them into real, tangible audiences.",[],{"type":41,"text":3188,"spans":3189,"direction":52},"AI can tell you who your audience might be, but building segments inside platforms, shaping bidding rules, and mapping creative messaging still requires strategic expertise and deep data integrations.",[],{"type":41,"text":3191,"spans":3192,"direction":52},"In 2026, marketers will need tools or partners that go beyond surface-level personas. It’s no longer enough to create profiles. You need a system capable of:",[],{"type":216,"text":3194,"spans":3195,"direction":52},"Turning persona signals into actionable audience segments",[],{"type":216,"text":3197,"spans":3198,"direction":52},"Feeding persona insights into AI campaign management tools",[],{"type":216,"text":3200,"spans":3201,"direction":52},"Connecting persona traits to channel optimization",[],{"type":216,"text":3203,"spans":3204,"direction":52},"Aligning AI personas with AI for personalized advertising.",[],{"type":41,"text":57,"spans":3206,"direction":52},[],{"type":41,"text":3208,"spans":3209,"direction":52},"Platforms like MiQ Sigma enable this leap. By pulling together fragmented datasets and running AI tools for data analysis, Sigma helps marketers convert AI personas directly into programmatically activated audiences.",[3210],{"start":776,"end":73,"type":47,"data":3211},{"link_type":49,"url":3212,"target":51},"https:\u002F\u002Fbit.ly\u002F4iPsAB3",{"type":41,"text":57,"spans":3214,"direction":52},[],{"type":91,"text":3216,"spans":3217,"direction":52},"2. Transform analysis into action ",[],{"type":41,"text":3219,"spans":3220,"direction":52},"AI excels at analysis. It can parse millions of data signals, far more than humans ever could, and run deep AI data analysis to identify underperforming segments, rising trends, and behavioral shifts. Tools today can:",[],{"type":216,"text":3222,"spans":3223,"direction":52},"Run AI datasets at scaleFlag anomalies in performance",[],{"type":216,"text":3225,"spans":3226,"direction":52},"Provide reporting faster than any analyst",[],{"type":216,"text":3228,"spans":3229,"direction":52},"Surface optimization opportunities instantly.",[],{"type":41,"text":57,"spans":3231,"direction":52},[],{"type":41,"text":3233,"spans":3234,"direction":52},"But analysis is not action. And this is where confidence can drop.",[],{"type":41,"text":3236,"spans":3237,"direction":52},"Marketers trust AI-driven reporting, but they struggle to connect insights with execution. They want insights to automatically feed into:",[],{"type":216,"text":3239,"spans":3240,"direction":52},"Audience creation",[],{"type":216,"text":3242,"spans":3243,"direction":52},"Bidding rules",[],{"type":216,"text":3245,"spans":3246,"direction":52},"Frequency caps",[],{"type":216,"text":3248,"spans":3249,"direction":52},"DSP decisioning ",[],{"type":216,"text":3251,"spans":3252,"direction":52},"Creative rotations.",[],{"type":41,"text":57,"spans":3254,"direction":52},[],{"type":41,"text":3256,"spans":3257,"direction":52},"In 2026, the marketers ahead of the curve will move beyond standalone Gen-AI tools and adopt integrated systems designed specifically for AI campaign management. Purpose-built platforms take analysis and push it straight into activation, delivering continuous optimization without losing human oversight.\n",[],{"type":91,"text":3259,"spans":3260,"direction":52},"3. Meet consumers in the moment ",[],{"type":41,"text":3262,"spans":3263,"direction":52},"The classic marketing funnel simply doesn’t map to real consumer behavior anymore. People don’t move from awareness to consideration to conversion. Today’s consumers:",[],{"type":216,"text":3265,"spans":3266,"direction":52},"See a social post and buy immediately",[],{"type":216,"text":3268,"spans":3269,"direction":52},"Hear an influencer recommendation and skip straight to checkout",[],{"type":216,"text":3271,"spans":3272,"direction":52},"Move between channels fluidly and unpredictably.",[],{"type":41,"text":57,"spans":3274,"direction":52},[],{"type":41,"text":3276,"spans":3277,"direction":52},"This means that mapping AI tools to funnel stages often creates blind spots. Marketers need new models that understand moments. What mindset is the consumer in right now? What signals predict their readiness to engage or convert? This is where AI becomes a differentiator.",[],{"type":216,"text":3279,"spans":3280,"direction":52},"AI excels at moment-based decisioning because it can:",[],{"type":216,"text":3282,"spans":3283,"direction":52},"Spot behavior readiness signals",[],{"type":216,"text":3285,"spans":3286,"direction":52},"Identify channel patterns tied to conversion",[],{"type":216,"text":3288,"spans":3289,"direction":52},"Recognize emotional or contextual triggers",[],{"type":216,"text":3291,"spans":3292,"direction":52},"Adjust strategies dynamically.",[],{"type":41,"text":57,"spans":3294,"direction":52},[],{"type":41,"text":3296,"spans":3297,"direction":52},"In other words, this is how AI is used in advertising at its most powerful: unlocking intent in real time.",[],{"type":41,"text":3299,"spans":3300,"direction":52},"In 2026, the strongest marketers will focus on moment-driven frameworks supported by:",[],{"type":216,"text":3302,"spans":3303,"direction":52},"Predictive algorithms",[],{"type":216,"text":3305,"spans":3306,"direction":52},"Real-time bidding logic",[],{"type":216,"text":3308,"spans":3309,"direction":52},"Adaptive creative",[],{"type":216,"text":3311,"spans":3312,"direction":52},"Contextual understanding informed by AI tools for data analysis.",[],{"type":41,"text":57,"spans":3314,"direction":52},[],{"type":41,"text":3316,"spans":3317,"direction":52},"Marketers who understand which channels spark action, and deploy AI advertising tools to meet consumers at the right second, will outperform competitors relying on traditional funnel thinking.",[],{"type":41,"text":57,"spans":3319,"direction":52},[],{"type":91,"text":3321,"spans":3322,"direction":52},"4. Create the perfect channel mix",[],{"type":41,"text":3324,"spans":3325,"direction":52},"In the first edition of MiQ’s ‘AI confidence curve’ report, we saw that almost half of marketers felt fully confident using AI to pick the right channels. But fewer than half think their budgets and channels are effectively mapped to their audience across the purchase journey. ",[3326],{"start":109,"end":3327,"type":47,"data":3328},58,{"link_type":49,"url":3160,"target":51},{"type":41,"text":3330,"spans":3331,"direction":52},"There’s a clear gap: confidence in the tools vs confidence in the outcomes. To bridge this, marketers need an ideal AI marketing workflow. That workflow should include:",[],{"type":216,"text":3333,"spans":3334,"direction":52},"AI data analysis to surface channel performance",[],{"type":216,"text":3336,"spans":3337,"direction":52},"Persona insights feeding into targeting logic",[],{"type":216,"text":3339,"spans":3340,"direction":52},"Multi-platform activation via a partner-agnostic platform",[],{"type":216,"text":3342,"spans":3343,"direction":52},"Creative testing powered by AI creative tools",[],{"type":216,"text":3345,"spans":3346,"direction":52},"Measurement systems validating and improving AI confidence over time.",[],{"type":41,"text":57,"spans":3348,"direction":52},[],{"type":41,"text":3350,"spans":3351,"direction":52},"A ‘closed-loop’ structure ensures AI does more than optimize channels, it teaches itself to get better with every cycle.",[],{"type":91,"text":3353,"spans":3354,"direction":52},"5. Build and test better creative",[],{"type":41,"text":3356,"spans":3357,"direction":52},"Around a third of marketers already use AI to design and optimize creative. But this number will climb as AI creative tools get smarter and AI tools with creative analysis gain adoption.",[],{"type":41,"text":3359,"spans":3360,"direction":52},"The real power of AI is not just producing creative quickly; it’s understanding why creative works. ",[],{"type":41,"text":3362,"spans":3363,"direction":52},"In 2026, marketers will rely on AI to:",[],{"type":216,"text":3365,"spans":3366,"direction":52},"Evaluate creative performance in real time",[],{"type":216,"text":3368,"spans":3369,"direction":52},"Identify which messages resonate",[],{"type":216,"text":3371,"spans":3372,"direction":52},"Map creative impact to channels",[],{"type":216,"text":3374,"spans":3375,"direction":52},"Understand which elements drive conversion ",[],{"type":216,"text":3377,"spans":3378,"direction":52},"Test hundreds of variations without slowing campaigns",[],{"type":41,"text":57,"spans":3380,"direction":52},[],{"type":41,"text":3382,"spans":3383,"direction":52},"Yet fewer than half of marketers feel they truly understand how targeting and creative work together. This lack of connection weakens performance and reduces AI confidence. ",[],{"type":41,"text":3385,"spans":3386,"direction":52},"Sigma helps close this gap by:",[],{"type":216,"text":3388,"spans":3389,"direction":52},"Running creative and audience data through unified AI models",[],{"type":216,"text":3391,"spans":3392,"direction":52},"Linking performance insights to persona traits",[],{"type":216,"text":3394,"spans":3395,"direction":52},"Using real trader expertise to validate the machine logic",[],{"type":216,"text":3397,"spans":3398,"direction":52},"Generating feedback loops that help creative, targeting, and bidding improve simultaneously.",[],{"type":41,"text":57,"spans":3400,"direction":52},[],{"type":41,"text":3402,"spans":3403,"direction":52},"The brands that pair fast production with fast analysis will win in 2026. \n\nReady to confidently jump into 2026?  \nAs an industry, we’re only at the start of the AI confidence curve. We’re beginning to realize the potential of AI, but it’s still challenging to use it effectively. To continue our  journey along the AI confidence curve and push performance forward, marketing leaders now need to invest in AI and lean into purpose-built tools. \n\nWatch this space… ",[3404,3405],{"start":266,"end":3062,"type":97},{"start":3406,"end":3407,"type":47,"data":3408},316,335,{"link_type":49,"url":3160,"target":51},"text_component$ed847368-f504-4bd9-b132-8596d8f7c628",{},{"link_type":282},[],[],[3415],{"trigger":38,"form":3416},{"link_type":282},"2025-12-11T02:00:00+0000",{"dimensions":3419,"alt":38,"copyright":38,"url":3420,"id":3421,"edit":3422},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaTmB5HNYClf9oBHA_GL-5-ways-to-build-AI-confidence.jpg?auto=format,compress","aTmB5HNYClf9oBHA",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":3424,"alt":38,"copyright":38,"url":3420,"id":3421,"edit":3425},{"width":292,"height":293},{"x":178,"y":178,"zoom":95,"background":75},[3427,3431,3438],{"related_article":3428},{"id":1870,"type":9,"tags":3429,"lang":17,"slug":824,"first_publication_date":1872,"last_publication_date":833,"uid":1873,"link_type":282,"key":3430,"isBroken":280},[],"8b835c3d-9e49-4679-b4ca-11e1cdd1bcc2",{"related_article":3432},{"id":3433,"type":9,"tags":3434,"lang":17,"slug":3435,"first_publication_date":3119,"last_publication_date":3436,"uid":3435,"link_type":282,"key":3437,"isBroken":280},"aC89KhoAAEMA3FMY",[],"building-industry-leading-tech-that-doesnt-cost-the-earth","2026-04-27T16:35:27+0000","376fa54a-f59f-448a-93c5-9287cf2cb08e",{"related_article":3439},{"id":3116,"type":9,"tags":3440,"lang":17,"slug":3118,"first_publication_date":3119,"last_publication_date":3120,"uid":3118,"link_type":282,"key":3441,"isBroken":280},[],"68144aa0-a707-4c1e-a700-0425e6bef591",[3443],{"type":41,"text":3444,"spans":3445,"direction":52},"5 ways to build AI confidence in 2026",[],[3447],{"type":41,"text":3448,"spans":3449,"direction":52},"AI is here to stay. So let's look ahead to 2026 and see how marketers can build their confidence with AI tools, and boost results. Read the blog now.",[],[],[],{"dimensions":3453,"alt":38,"copyright":38,"url":3454,"id":3455,"edit":3456},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaTmB5nNYClf9oBHB_GL-5-ways-to-build-AI-confidence-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","aTmB5nNYClf9oBHB",{"x":178,"y":95,"zoom":95,"background":75},{"id":3458,"uid":3459,"url":38,"type":9,"href":3460,"tags":3461,"first_publication_date":3462,"last_publication_date":3463,"slugs":3464,"linked_documents":3465,"lang":17,"alternate_languages":3466,"data":3467},"aS8ElxkAAEIA1zAP","are-you-wasting-your-rmn-spend-a-q4-playbook-for-driving-incremental-value","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aS8ElxkAAEIA1zAP%22%29+%5D%5D",[],"2025-12-05T13:01:53+0000","2026-04-27T16:35:42+0000",[3459],[],[],{"title":3468,"external_link":3469,"summary":3470,"slices":3471,"author_name":3586,"author_position":3587,"author_description":3587,"author_image":3588,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":3589,"contact_formid":38,"contact_title":3590,"contact_description":3591,"contact_cta":38,"url_form_triggers":3592,"category":2021,"date":3593,"featured_image":3594,"thumbnail":3599,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":3600,"meta_title":3627,"meta_description":3630,"og_title":3634,"og_description":3637,"og_image":3640,"no_index":280},"Are you wasting your RMN spend? A Q4 playbook for driving incremental value",{"link_type":30},[],[3472],{"variation":34,"version":35,"items":3473,"primary":3474,"id":3585,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":3475,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[3476,3479,3482,3485,3489,3492,3496,3499,3503,3506,3510,3513,3517,3520,3524,3528,3531,3534,3537,3540,3542,3546,3549,3553,3556,3560,3563,3568,3571,3575,3578],{"type":41,"text":3477,"spans":3478,"direction":52},"Q4 is a high stakes time for grocery brands. Spend is concentrated, but so are the challenges: new less healthy food (LHF) legislation, hybrid shopper behaviour, and media costs climbing to 14% higher than last year. The pressure is on to make every single pound count.",[],{"type":41,"text":3480,"spans":3481,"direction":52},"Many brands are turning to off-site Retail Media Network (RMN) activations to find an edge. But are they doing it right, or are they just doing more? Simply extending on-site tactics to off-site channels risks wasting budget and failing to be memorable.",[],{"type":41,"text":3483,"spans":3484,"direction":52},"This article provides a tested, pragmatic playbook for off-site RMN activation. We’ll walk through how to move beyond simple brand presence to deliver what actually matters: incremental sales, loyalty growth, and measurable brand strength.",[],{"type":41,"text":3486,"spans":3487,"direction":52},"Why many off-site activations fail (and waste money)",[3488],{"start":178,"end":1790,"type":97},{"type":41,"text":3490,"spans":3491,"direction":52},"Before we get to the solution, let’s identify the problem. We see brands make these three common (and costly) mistakes when activating off-site via RMNs.",[],{"type":485,"text":3493,"spans":3494,"direction":52},"The “more-of-the-same” mistake.",[3495],{"start":178,"end":109,"type":97},{"type":41,"text":3497,"spans":3498,"direction":52},"This is treating off-site as a simple extension of on-site tactics. But shopper behaviour isn’t the same. Off-site is your chance to build the brand and prospect new audiences, not just capture active buyers. It’s a different job that demands a different strategy, one that can be effective and LHF-compliant.",[],{"type":485,"text":3500,"spans":3501,"direction":52},"The “last-click” trap.",[3502],{"start":178,"end":475,"type":97},{"type":41,"text":3504,"spans":3505,"direction":52},"If you only measure on-site conversions moments after a click, you’re missing the true value of your investment. The real, pragmatic question is incrementality: did your off-site spend drive additional sales or new customers you wouldn’t have captured otherwise? Brands must look at integrated measurement across all retailers to understand the full impact.",[],{"type":485,"text":3507,"spans":3508,"direction":52},"The “one-size-fits-all” creative.",[3509],{"start":178,"end":1304,"type":97},{"type":41,"text":3511,"spans":3512,"direction":52},"With at least 50% of an ad’s success riding on the creative, underinvesting here is a critical error. Off-site spans multiple channels and formats. This is your opportunity to connect with shoppers at multiple points, build brand equity, and influence the final purchase, but not if your creative is an afterthought.",[],{"type":41,"text":3514,"spans":3515,"direction":52},"The off-site pivot: from wasted spend to brand value",[3516],{"start":178,"end":1790,"type":97},{"type":41,"text":3518,"spans":3519,"direction":52},"The challenges are clear, but so is the opportunity. The data shows why a strategic pivot to off-site is essential for Q4 success.",[],{"type":216,"text":3521,"spans":3522,"direction":52},"Shoppers are already there: digital’s share of groceries continues to climb. With 71% of UK consumers buying at least some groceries online, your audience is navigating a complex holistic journey before they ever hit ‘add to basket’.",[3523],{"start":178,"end":393,"type":97},{"type":216,"text":3525,"spans":3526,"direction":52},"Moments are fragmented: peak shopping moments are compressed. Shopper attention splits between CTV, mobile, and in-store experiences (MiQ’s TV Insights report this year shows 55% of consumers second-screen while watching TV). Off-site channels like social, display, and CTV are where you interrupt, remind, and redirect shoppers.\n",[3527],{"start":178,"end":73,"type":97},{"type":41,"text":3529,"spans":3530,"direction":52},"\nThis is why we need to think of off-site RMNs as the strategic answer to the traps. When done right, off-site activation stops being more of the same, and becomes the essential catalyst for:",[],{"type":216,"text":3532,"spans":3533,"direction":52},"Reaching high intent audiences before they even visit the retailer’s site.",[],{"type":216,"text":3535,"spans":3536,"direction":52},"Building memorable creative journeys that carry through to a sale.",[],{"type":216,"text":3538,"spans":3539,"direction":52},"Driving incremental outcomes by new purchase opportunities (click-to-collect, QR-linked offers, etc.).\n",[],{"type":41,"text":57,"spans":3541,"direction":52},[],{"type":41,"text":3543,"spans":3544,"direction":52},"A pragmatic three step playbook for Q4",[3545],{"start":178,"end":369,"type":97},{"type":41,"text":3547,"spans":3548,"direction":52},"Here is the practical playbook for turning strategy into measurable outcomes.",[],{"type":41,"text":3550,"spans":3551,"direction":52},"Step 1: Start with holistic measurement",[3552],{"start":178,"end":441,"type":97},{"type":41,"text":3554,"spans":3555,"direction":52},"Before you spend a penny, define success. In a fragmented market, this means moving beyond last-click. A well-crafted sales lift study that spans multiple retailers is the only way to prove the true, incremental value of your activity and make the case for future investment.",[],{"type":41,"text":3557,"spans":3558,"direction":52},"Step 2: Orchestrate your channels",[3559],{"start":178,"end":1304,"type":97},{"type":41,"text":3561,"spans":3562,"direction":52},"Don’t just meet shoppers; orchestrate the journey. Shoppers are everywhere, and no single RMN or DSP has the scale to reach them all. A multi-DSP, multi-RMN approach might seem daunting, but it’s the most pragmatic way to connect with your audience across their entire consumer journey, and build real brand equity.",[],{"type":41,"text":3564,"spans":3565,"direction":52},"Step 3: Build your creative for the journey",[3566],{"start":178,"end":3567,"type":97},43,{"type":41,"text":3569,"spans":3570,"direction":52},"Your creative is the strategy. Pair eye-catching formats (from brand-building video to QR code-driven, ‘shop now’ banners) with high-attention placements. This allows you to build a sequential, memorable story for your consumers, dramatically increasing their likelihood to purchase.",[],{"type":41,"text":3572,"spans":3573,"direction":52},"Beyond the basket: a final take on Q4",[3574],{"start":178,"end":252,"type":97},{"type":41,"text":3576,"spans":3577,"direction":52},"Capturing demand is the old playbook. Creating demand is the pragmatic new path. It requires an orchestrated strategy that avoids the pitfalls of legacy approaches, and proves its worth through true incremental sales and building long term relationships with the consumer. It’s the only way forward in a quarter where every pound is under pressure. This playbook provides the framework to move from being present to driving value. The only question left is, will your Q4 strategy just capture demand, or create it?",[],{"type":41,"text":3579,"spans":3580,"direction":52},"\nLooking to influence the entire path to purchase? See what MiQ Commerce can do for you.",[3581,3582],{"start":95,"end":784,"type":97},{"start":784,"end":1216,"type":47,"data":3583},{"link_type":49,"url":3584,"target":51},"https:\u002F\u002Fbit.ly\u002F4nABu6Y","text_component$1a59ba85-88d2-4938-93d6-7b0508cf076f","Debbi Rosenthal","Senior Director, UK Product and Solutions",{},{"link_type":282},[],[],[],"2025-12-05T10:00:00+0000",{"dimensions":3595,"alt":38,"copyright":38,"url":3596,"id":3597,"edit":3598},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaTLTb3NYClf9n2uB_UK-retailmediaage-Commerce.jpg?auto=format,compress","aTLTb3NYClf9n2uB",{"x":178,"y":178,"zoom":95,"background":75},{},[3601,3609,3618],{"related_article":3602},{"id":3603,"type":9,"tags":3604,"lang":17,"slug":3605,"first_publication_date":3606,"last_publication_date":833,"uid":3607,"link_type":282,"key":3608,"isBroken":280},"aOjrFRoAAEgAc2oE",[],"ready-to-tune-in-to-winning-tv-insights--download-the-report","2025-10-21T09:39:26+0000","everything-is-shoppable","2f8563b1-5b2f-417c-bb90-192a6375ae24",{"related_article":3610},{"id":3611,"type":9,"tags":3612,"lang":17,"slug":3613,"first_publication_date":3614,"last_publication_date":3615,"uid":3616,"link_type":282,"key":3617,"isBroken":280},"aQt81hkAAD8AB9Ak",[],"connecting-the-basket-to-the-wallet","2025-11-10T11:55:48+0000","2026-04-27T16:35:39+0000","the-new-commerce-opportunity","6bf479ca-f185-4d89-9eec-5ba0d01d5178",{"related_article":3619},{"id":3620,"type":9,"tags":3621,"lang":17,"slug":3622,"first_publication_date":3623,"last_publication_date":3624,"uid":3625,"link_type":282,"key":3626,"isBroken":280},"aMk2xxoAAEAA9pIB",[],"why-second-screens-belong-in-every-ctv-strategy","2025-09-29T13:57:55+0000","2026-04-30T15:51:03+0000","make-second-screens-your-first-priority","9edec052-e620-465b-a428-407f1191b727",[3628],{"type":41,"text":3468,"spans":3629,"direction":52},[],[3631],{"type":41,"text":3632,"spans":3633,"direction":52},"Learn how to move beyond simple brand presence to deliver what actually matters: incremental sales, loyalty growth, and measurable brand strength.",[],[3635],{"type":41,"text":3468,"spans":3636,"direction":52},[],[3638],{"type":41,"text":3632,"spans":3639,"direction":52},[],{"dimensions":3641,"alt":38,"copyright":38,"url":3642,"id":3643,"edit":3644},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaTLTlHNYClf9n2uG_UK-retailmediaage-Commerce-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","aTLTlHNYClf9n2uG",{"x":178,"y":95,"zoom":95,"background":75},{"id":3646,"uid":3647,"url":38,"type":9,"href":3648,"tags":3649,"first_publication_date":3650,"last_publication_date":3463,"slugs":3651,"linked_documents":3653,"lang":17,"alternate_languages":3654,"data":3655},"aS3CfxkAAE0A1UHV","inclusion-that-nurtures-revealing-what-shapes-a-nurturing-employee-resource-group","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aS3CfxkAAE0A1UHV%22%29+%5D%5D",[],"2025-12-03T11:55:42+0000",[3652],"tell-us-about-your-experiences-with-ergs-at-miq-and-how-it-has-nurtured-you-as-a-lead.",[],[],{"title":3656,"external_link":3657,"summary":3658,"slices":3659,"author_name":3794,"author_position":3795,"author_description":38,"author_image":3796,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":3797,"contact_formid":38,"contact_title":3798,"contact_description":3799,"contact_cta":38,"url_form_triggers":3800,"category":1844,"date":3801,"featured_image":3802,"thumbnail":3807,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":3812,"meta_title":3839,"meta_description":3842,"og_title":3846,"og_description":3849,"og_image":3852,"no_index":280},"Inclusion that nurtures: revealing what shapes a nurturing employee resource group",{"link_type":30},[],[3660],{"variation":34,"version":35,"items":3661,"primary":3662,"id":3793,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":3663,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[3664,3667,3669,3672,3675,3678,3681,3683,3686,3689,3692,3695,3698,3700,3703,3706,3709,3712,3715,3718,3721,3724,3727,3730,3733,3736,3739,3742,3744,3747,3750,3753,3756,3759,3762,3765,3770,3773,3776,3779,3781,3784,3791],{"type":41,"text":3665,"spans":3666,"direction":52},"Our ERGs are part of what makes MiQ such a welcoming and inclusive place to work. Vidhya Sathyamurthy, Women iQ lead for India, discusses what leading an ERG has done for her, and why they matter so much in today’s workplace.",[],{"type":41,"text":57,"spans":3668,"direction":52},[],{"type":91,"text":3670,"spans":3671,"direction":52},"Tell us about your experiences with ERGs at MiQ and how it has nurtured you as a lead.",[],{"type":41,"text":3673,"spans":3674,"direction":52},"My experience with ERGs at MiQ has been deeply meaningful, both personally and professionally. ERGs at MiQ are built on the foundation of creating strong communities, where people can rely on each other for support, connection, and growth. As an ERG lead, I have the opportunity to create spaces where individuals feel encouraged to participate, collaborate, and grow together. This role has exposed me to diverse cultures, ethnicities, and perspectives, and has helped me learn how to navigate and resolve core challenges that surface within cross-cultural groups.",[],{"type":41,"text":3676,"spans":3677,"direction":52},"Leading the CoE Women’s ERG in particular has been especially nurturing. It has strengthened my ability to be inclusive, to listen actively, and to recognise the unique needs of different members. This role has helped me develop a deeper understanding of what people require to feel empowered and heard. It has also taught me to evaluate situations not only from my own viewpoint, but through the lens of others, which is essential for meaningful leadership.",[],{"type":41,"text":3679,"spans":3680,"direction":52},"Overall, my ERG journey at MiQ has shaped me into a more empathetic, collaborative, and thoughtful leader, and it continues to enrich my ability to build supportive and impactful communities.",[],{"type":41,"text":57,"spans":3682,"direction":52},[],{"type":91,"text":3684,"spans":3685,"direction":52},"Can you tell us a little about your ERG?",[],{"type":41,"text":3687,"spans":3688,"direction":52},"When I first heard from colleagues that Women iQ had been in a start–stop mode since 2017, it struck me how much potential was waiting to be unlocked. There were passionate pockets of work happening - tech circles, leadership discussions, informal learning groups - but they were all functioning in silos. In 2021, we saw an opportunity to bring these fragmented efforts together and create one unified, powerful platform: Women iQ India.",[],{"type":41,"text":3690,"spans":3691,"direction":52},"With a small but committed group of core members, we shaped our ERG around three pillars that reflected the realities of our ecosystem: mindful leadership, life lessons, and women in tech. Our vision was to build a space where women could learn, grow, and show up as their authentic selves while strengthening their brand and presence.",[],{"type":41,"text":3693,"spans":3694,"direction":52},"The journey hasn’t been easy. Supporting women required a tailored, empathetic approach. We focused on addressing the leaky pipeline, advocating for meaningful change, and building support structures inside and outside the workplace. Introducing men as allies, fostering gender sensitization, and promoting inclusive leadership became essential parts of our evolution.",[],{"type":41,"text":3696,"spans":3697,"direction":52},"Today, we are a proud, growing ERG of 20 members in India - and we’re just getting started. My inspiration comes from the belief that every woman’s journey deserves a community that uplifts her, and I am committed to building exactly that. ",[],{"type":41,"text":57,"spans":3699,"direction":52},[],{"type":91,"text":3701,"spans":3702,"direction":52},"In what three ways does your ERG help to nurture MiQers? ",[],{"type":41,"text":3704,"spans":3705,"direction":52},"Firstly, it creates a supportive and inclusive community where women and allies can come together, feel heard, and build a genuine sense of belonging. By offering safe spaces for open conversations, peer support, and shared learning, Women iQ India helps MiQers build confidence and feel like themselves at work. This emotional and community-driven support strengthens engagement and promotes overall wellbeing.",[],{"type":41,"text":3707,"spans":3708,"direction":52},"Secondly, Women iQ India promotes professional growth through structured learning, mentorship, and networking opportunities. With a focus on both personal and technical development - including women in tech initiatives, industry partnerships, and internal knowledge sharing - our ERG helps employees build new skills, expand their professional networks, and gain visibility. These opportunities allow MiQers to learn from each other, recognise emerging leaders, and grow beyond perceived limitations.",[],{"type":41,"text":3710,"spans":3711,"direction":52},"Thirdly, Women iQ India nurtures the broader MiQ culture by driving awareness, advocacy, and allyship. By engaging allies as active participants and communicators, Women iQ normalizes conversations around women-specific challenges and promotes equity over equality. Allies amplify initiatives, foster inclusive team environments, and advocate for diverse voices, helping MiQ strengthen its inclusive brand internally and externally.",[],{"type":41,"text":3713,"spans":3714,"direction":52}," ",[],{"type":91,"text":3716,"spans":3717,"direction":52},"How did the first Rise summit help to celebrate your work as a leader, and the work of the ERG? ",[],{"type":41,"text":3719,"spans":3720,"direction":52},"The first Rise summit was a powerful celebration of my journey as a leader and of the collective impact of our ERG. It served as an important platform to highlight the work we’ve been doing to build community, strengthen belonging, and create safe, supportive spaces for MiQers. For the first time, we had the opportunity to share our initiatives, challenges, and successes with our global counterparts, allowing us to exchange ideas, learn from each other, and offer mutual support. This cross-regional visibility not only amplified the voice of our ERG, but also reinforced the global commitment to inclusion and diversity.",[],{"type":41,"text":3722,"spans":3723,"direction":52},"The summit acknowledged the effort, collaboration, and intention behind the programs we drive as leaders - whether it is mentoring, awareness-building, or enabling professional growth. It allowed me to reflect on the importance of empathetic and inclusive leadership, and the responsibility that comes with creating opportunities for others to thrive.",[],{"type":41,"text":3725,"spans":3726,"direction":52},"Overall, the Rise summit was both a recognition and a reinforcement. It celebrated how far we’ve come as an ERG, showcased the strength of our collective contributions, and strengthened our resolve to continue leading with purpose, empathy, and openness, while staying connected and aligned with our global community.",[],{"type":41,"text":3728,"spans":3729,"direction":52},"This year, Women iQ US delivered nine in-person events to bring your community closer. Why was that so important to achieve? ",[],{"type":41,"text":3731,"spans":3732,"direction":52},"These in-person events allowed us to deepen connection in ways that virtual interactions simply can’t replicate. In-person gatherings create space for authentic conversations, real-time learning, and genuine relationship building - elements that are essential when nurturing a community centred on trust, support, and shared growth.",[],{"type":41,"text":3734,"spans":3735,"direction":52},"These events helped break down silos between teams, introduced members to new networks, and gave women and allies the opportunity to openly share experiences, challenges, and aspirations. Being physically present with one another fosters a sense of belonging and psychological safety that strengthens engagement and encourages more people to participate in ERG initiatives.",[],{"type":41,"text":3737,"spans":3738,"direction":52},"In-person events also allow us to celebrate milestones, recognise contributions, and create memorable experiences that reinforce the value of the ERG within MiQ. They help to energise the community, build momentum, and demonstrate the tangible impact of collective effort.",[],{"type":41,"text":3740,"spans":3741,"direction":52},"Most importantly, these gatherings serve as a reminder that empowerment and connection thrive when people feel seen and supported. By bringing the community closer in person, Women iQ US strengthened its foundation and created meaningful opportunities for members to learn, uplift each other, and grow together.",[],{"type":41,"text":57,"spans":3743,"direction":52},[],{"type":91,"text":3745,"spans":3746,"direction":52},"How will Women iQ continue to grow and connect MiQers next year? ",[],{"type":41,"text":3748,"spans":3749,"direction":52},"We’re going to continue deepening our focus on allyship, leadership, and holistic wellness while strengthening our internal and external communities. We’re planning to expand our flagship initiatives (Hack4Her, inter-corporate ERG meetups, and He4She allyship workshops) to drive stronger cross-industry engagement and bring more voices into the conversation. A key priority will be increasing men’s representation in the core Women iQ group, ensuring allyship becomes an active, shared responsibility.",[],{"type":41,"text":3751,"spans":3752,"direction":52},"Our membership will continue to reflect the richness of MiQ, bringing together women from diverse roles, regions, and career stages. Through this, we’ll build greater psychological safety, representation, and connection across the business. Plus, we’re going to introduce a curated Women’s Leadership Cohort to nurture emerging leaders and strengthen leadership pathways.",[],{"type":41,"text":3754,"spans":3755,"direction":52},"Wellness will remain central to our agenda, with focused sessions on women’s health and hormones, financial wellbeing, and everyday holistic practices that help MiQers live with balance. In partnership with CSR, we’ll broaden our impact in the community through tech-fluency programmes and continued support for underrepresented groups.",[],{"type":41,"text":3757,"spans":3758,"direction":52},"Guided by our themes (stronger together, leading with purpose, living with balance) Women iQ will continue to create spaces where MiQers feel connected, supported, and empowered to grow.",[],{"type":41,"text":3760,"spans":3761,"direction":52},"  ",[],{"type":91,"text":3763,"spans":3764,"direction":52},"How do you personally nurture your own passion for progress? ",[],{"type":41,"text":3766,"spans":3767,"direction":52},"I nurture my passion for progress by staying anchored to purpose, continuous learning, and the impact I can create for those around me. I believe in the quote: “Passion is energy. Feel the power that comes from focusing on what excites you.” It reminds me that growth begins with the willingness to evolve - personally and as a leader.",[3768],{"start":2005,"end":3769,"type":97},241,{"type":41,"text":3771,"spans":3772,"direction":52},"To fuel this passion, I intentionally invest in developing new skills, seeking diverse perspectives, and stepping outside my comfort zone. This keeps me adaptable, innovative, and equipped to solve complex challenges. I translate learning into action by setting clear goals, tracking outcomes, and celebrating incremental wins that create momentum.",[],{"type":41,"text":3774,"spans":3775,"direction":52},"Supporting others, understanding their experiences, and creating safe spaces for dialogue reinforces why progress matters. Every time someone feels encouraged, seen, or empowered, it strengthens my commitment to building environments where people can thrive.",[],{"type":41,"text":3777,"spans":3778,"direction":52},"I surround myself with people who inspire and challenge me, ensuring I continue to grow. Ultimately, I nurture my passion for progress by learning continuously, acting with intention, and helping others rise along the way.",[],{"type":41,"text":57,"spans":3780,"direction":52},[],{"type":41,"text":3782,"spans":3783,"direction":52},"_____",[],{"type":41,"text":3785,"spans":3786,"direction":52},"Want to discover more about inclusion that nurtures and hear from other MiQers? Head to our dedicated landing page. ",[3787],{"start":1760,"end":3788,"type":47,"data":3789},114,{"link_type":49,"url":3790,"target":51},"https:\u002F\u002Fmiq-digital-preview.vercel.app\u002Fidea-2025",{"type":41,"text":57,"spans":3792,"direction":52},[],"text_component$062788ca-dc68-452e-ac23-9270e686b136","Vidhya Sathyamurthy","Women iQ India",{},{"link_type":282},[],[],[],"2025-12-03T02:15:00+0000",{"dimensions":3803,"alt":38,"copyright":38,"url":3804,"id":3805,"edit":3806},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaS2693NYClf9npfq_IDEA-blog-posts-Vidhya.jpg?auto=format,compress","aS2693NYClf9npfq",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":3808,"alt":38,"copyright":38,"url":3809,"id":3805,"edit":3810},{"width":293,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaS2693NYClf9npfq_IDEA-blog-posts-Vidhya.jpg?auto=format%2Ccompress&rect=572%2C0%2C628%2C628&w=628&h=628",{"x":3811,"y":178,"zoom":95,"background":75},572,[3813,3822,3831],{"related_article":3814},{"id":3815,"type":9,"tags":3816,"lang":17,"slug":3817,"first_publication_date":3818,"last_publication_date":3819,"uid":3820,"link_type":282,"key":3821,"isBroken":280},"aS26rxkAAEgA1TQn",[],"what-is-bystander-intervention-training-and-how-has-it-evolved","2025-12-03T11:56:36+0000","2026-04-27T16:35:44+0000","inclusion-that-nurtures-why-we-champion-bystander-intervention-training","12ca682d-e253-47a1-b2cf-fbbd29d641bd",{"related_article":3823},{"id":3824,"type":9,"tags":3825,"lang":17,"slug":3826,"first_publication_date":3827,"last_publication_date":3828,"uid":3829,"link_type":282,"key":3830,"isBroken":280},"aS2_vxkAAEUA1T09",[],"what-has-ability-iq-done-to-make-miq-more-inclusive-for-people-with-different-abilities","2025-12-03T11:56:57+0000","2026-04-27T16:35:45+0000","inclusion-that-nurtures-meet-ability-iq","0df839fd-be0e-4965-b6ae-6d3856d34dc3",{"related_article":3832},{"id":3833,"type":9,"tags":3834,"lang":17,"slug":3835,"first_publication_date":3836,"last_publication_date":3837,"uid":3835,"link_type":282,"key":3838,"isBroken":280},"Zxf7eRoAAEMAxwW7",[],"talking-privilege-and-neurodiversity","2024-10-22T20:40:08+0000","2026-04-28T15:12:56+0000","c618c8f0-f9d4-4a02-aaae-40443d3692cf",[3840],{"type":41,"text":3656,"spans":3841,"direction":52},[],[3843],{"type":41,"text":3844,"spans":3845,"direction":52},"Ability iQ is one of our ERGs that help to create the welcoming and inclusive culture we have here at MiQ.",[],[3847],{"type":41,"text":3656,"spans":3848,"direction":52},[],[3850],{"type":41,"text":3844,"spans":3851,"direction":52},[],{"dimensions":3853,"alt":38,"copyright":38,"url":3854,"id":3855,"edit":3856},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaS269nNYClf9npfp_IDEA-blog-posts-Vidhya-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","aS269nNYClf9npfp",{"x":178,"y":95,"zoom":95,"background":75},{"id":3824,"uid":3829,"url":38,"type":9,"href":3858,"tags":3859,"first_publication_date":3827,"last_publication_date":3828,"slugs":3860,"linked_documents":3861,"lang":17,"alternate_languages":3862,"data":3863},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aS2_vxkAAEUA1T09%22%29+%5D%5D",[],[3826],[],[],{"title":3864,"external_link":3865,"summary":3866,"slices":3867,"author_name":3967,"author_position":3968,"author_description":38,"author_image":3969,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":3970,"contact_formid":38,"contact_title":3971,"contact_description":3972,"contact_cta":38,"url_form_triggers":3973,"category":1844,"date":3974,"featured_image":3975,"thumbnail":3980,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":3987,"meta_title":4000,"meta_description":4003,"og_title":4006,"og_description":4009,"og_image":4012,"no_index":280},"Inclusion that nurtures: meet Ability iQ",{"link_type":30},[],[3868],{"variation":34,"version":35,"items":3869,"primary":3870,"id":3966,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":3871,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[3872,3875,3877,3880,3883,3886,3889,3892,3895,3898,3900,3903,3910,3912,3914,3917,3920,3923,3925,3928,3931,3934,3937,3940,3944,3947,3950,3953,3955],{"type":41,"text":3873,"spans":3874,"direction":52},"Ability iQ is one of our ERGs that help to create the welcoming and inclusive culture we have here at MiQ. Three leaders of the ERG, Renu Rochlani, Samgnya Shamasunder and Deepali Sahu, opened up about why Ability iQ is so vital to the business, and what they’re doing everyday to make sure we nurture inclusion.",[],{"type":41,"text":112,"spans":3876,"direction":52},[],{"type":91,"text":3878,"spans":3879,"direction":52},"What has Ability iQ done to make MiQ more inclusive for people with different abilities? ",[],{"type":41,"text":3881,"spans":3882,"direction":52},"Inclusion can't exist in silence. We realized there was a barrier separating our colleagues from the PWD (People with Disabilities) community, but it wasn’t as simple as a lack of communication. It was something far more human: fear. The hesitation stemmed from a deep-seated fear of saying the “wrong” thing or not reacting “appropriately”.\n\nIt was then that we knew we needed to influence people, not just policy. So we took action. We launched 'Signlusion’ (an initiative teaching MiQers Indian Sign Language and offering corporate mentorship to hearing-impaired individuals) and what started out as a program became a movement. 25% of our CoE didn't just learn a few signs; they built the confidence to connect. We built a cohort of true advocates, which in turn helped us successfully place 94 deaf students into professional roles. Our goal has been, and continues to be, to move beyond awareness and into active allyship, and we are determined to keep working on it.\n\n",[],{"type":91,"text":3884,"spans":3885,"direction":52},"How do simulation games nurture inclusion? ",[],{"type":41,"text":3887,"spans":3888,"direction":52},"They allow people to feel what everyday life can be like for someone with a disability. When employees try reading Braille, draw while looking in a mirror, navigate blindfolded, or learn basic sign language, it stops being theory and becomes a real, eye-opening experience.",[],{"type":41,"text":3890,"spans":3891,"direction":52},"These activities break stereotypes, spark empathy, and get people thinking: “wow, small things can be big barriers.” They also show how simple adjustments like clear communication, accessible spaces and thoughtful design can make a huge difference.",[],{"type":41,"text":3893,"spans":3894,"direction":52},"Most importantly, the experience encourages employees to be better allies. It opens up conversations, builds confidence in interacting with colleagues and community, and strengthens the culture of inclusion across the organization.",[],{"type":41,"text":3896,"spans":3897,"direction":52},"These games make inclusion real, memorable, and human.",[],{"type":41,"text":112,"spans":3899,"direction":52},[],{"type":91,"text":3901,"spans":3902,"direction":52},"What are you working on to improve accessibility to MiQ’s products, offices, and hiring? ",[],{"type":41,"text":3904,"spans":3905,"direction":52},"We’re tackling accessibility on two key fronts: the digital and the physical. First, the physical. You can’t nurture a culture of belonging if a colleague has to second-guess something as fundamental as whether the office is built for them. We’re actively working to re-architect our physical spaces, starting with making our washrooms truly disability-friendly. It’s a practical, non-negotiable statement: this space was built for you. We are also auditing some of our physical offices in the US to ensure they are not just compliant, but welcoming and functional to all.\n\nSecond, the digital. This is where our 'unique perspectives spark innovation’ pillar comes to life. We’re collaborating with our product teams to embed accessibility features directly into our core Sigma platform. This isn't just a 'nice to have' or a compliance fix, but a strategic move to tap into the 'purple economy’. We're shifting our perspective from viewing accessibility as an accommodation, to seeing it as a massive competitive advantage.",[3906,3909],{"start":3907,"end":3908,"type":110},432,435,{"start":3907,"end":3908,"type":97},{"type":41,"text":112,"spans":3911,"direction":52},[],{"type":91,"text":3701,"spans":3913,"direction":52},[],{"type":41,"text":3915,"spans":3916,"direction":52},"We help MiQers learn, speak up, and get involved, so inclusion isn’t just a value on paper, but something everyone can live and experience every day.",[],{"type":41,"text":3918,"spans":3919,"direction":52},"Our ERG creates space for MiQers to learn about different disabilities in a real, relatable way, through workshops, simulation games, speakers, and conversations. We help people understand real-life experiences, break misconceptions, and build everyday empathy.",[],{"type":41,"text":3921,"spans":3922,"direction":52},"We bring MiQers together for volunteering, learning, challenges, and awareness campaigns. These activities make inclusion interactive and fun while creating a community that supports one another, and empowers people to act.",[],{"type":41,"text":112,"spans":3924,"direction":52},[],{"type":91,"text":3926,"spans":3927,"direction":52},"How did the first Rise summit help to celebrate your work as a leader and the work of the ERG?",[],{"type":41,"text":3929,"spans":3930,"direction":52},"Leading an ERG is a passion project. You’re often pushing for change and pouring your heart into it. When you hit a wall, which you inevitably do, you ask yourself “am I qualified for this?” or “is this idea just too ambitious?” ",[],{"type":41,"text":3932,"spans":3933,"direction":52},"The Rise summit was like walking into a room and realizing you weren't shouting into the void. It was a profound, collective exhale. ",[],{"type":41,"text":3935,"spans":3936,"direction":52},"Suddenly, my shortcomings weren't my failures; they were shared challenges. The summit didn't just celebrate our work. It celebrated us as leaders by creating a support system. It was the reassurance that yes, this work is hard, but we are not in it alone.\n\n",[],{"type":91,"text":3938,"spans":3939,"direction":52},"How do you personally nurture your own passion for progress?",[],{"type":41,"text":3941,"spans":3942,"direction":52},"As leads, nurturing our passion for progress starts with staying grounded in why we do this work. We hold on to a very clear vision, one we set for Ability iQ from the beginning. We want to live in a world where accessibility is as natural and unconscious as wearing glasses. Glasses aren’t considered ‘special accommodations’. They’re just tools that help people move through their day without a second thought. Why should it be any different for the PWD community?",[3943],{"start":183,"end":1760,"type":110},{"type":41,"text":3945,"spans":3946,"direction":52},"That image keeps us going. When the work gets heavy, after a tough budget meeting, a project delay, or the usual uphill climb, we simply return to that vision.",[],{"type":41,"text":3948,"spans":3949,"direction":52},"We also stay fueled by staying connected to the people we serve. Hearing real stories, engaging with the community, learning about evolving accessibility practices, and seeing the impact of our initiatives all keep our curiosity alive. Every mindset shift, every conversation, every person who feels seen or supported reminds us why we started this journey.",[],{"type":41,"text":3951,"spans":3952,"direction":52},"For us, a passion for progress is a mix of clarity, purpose, and continuous learning. It’s what keeps us building, advocating, and pushing forward until accessibility isn’t an exception, it’s simply the norm.\n",[],{"type":41,"text":3782,"spans":3954,"direction":52},[],{"type":41,"text":3785,"spans":3956,"direction":52},[3957],{"start":1760,"end":3788,"type":47,"data":3958},{"id":3959,"type":3960,"tags":3961,"lang":17,"slug":3962,"first_publication_date":3963,"last_publication_date":3964,"uid":3965,"link_type":282,"isBroken":280},"aV5NYBoAAEoAstYw","page_default",[],"idea-report-2025","2026-01-07T14:20:26+0000","2026-10-06T15:16:07+0000","idea-2025","text_component$c5f61a0a-532c-46ab-b4a3-52ebbd076877","Deepali Sahu, Renu Rochlani, Samgnya Shamasunder","Ability iQ Leads",{},{"link_type":282},[],[],[],"2025-12-03T02:10:00+0000",{"dimensions":3976,"alt":38,"copyright":38,"url":3977,"id":3978,"edit":3979},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaS268nNYClf9npfn_IDEA-blog-Deepali-Renu-Samgnya.jpg?auto=format,compress","aS268nNYClf9npfn",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":3981,"alt":38,"copyright":38,"url":3984,"id":3985,"edit":3986},{"width":3982,"height":3983},395,492,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaS7PgHNYClf9nsSf_IDEA-blog-thumb-Deepali-Renu-Samgnya.jpg?auto=format,compress","aS7PgHNYClf9nsSf",{"x":178,"y":178,"zoom":95,"background":75},[3988,3992,3996],{"related_article":3989},{"id":3815,"type":9,"tags":3990,"lang":17,"slug":3817,"first_publication_date":3818,"last_publication_date":3819,"uid":3820,"link_type":282,"key":3991,"isBroken":280},[],"bac73ec9-3e07-4db7-9db8-d3a4c15c5aed",{"related_article":3993},{"id":3646,"type":9,"tags":3994,"lang":17,"slug":3652,"first_publication_date":3650,"last_publication_date":3463,"uid":3647,"link_type":282,"key":3995,"isBroken":280},[],"91b424da-b3cf-46c5-bb4f-7422e5399109",{"related_article":3997},{"id":3833,"type":9,"tags":3998,"lang":17,"slug":3835,"first_publication_date":3836,"last_publication_date":3837,"uid":3835,"link_type":282,"key":3999,"isBroken":280},[],"ab0b77d7-d8fc-48a2-ba5b-7fd63cb1d7ca",[4001],{"type":41,"text":3864,"spans":4002,"direction":52},[],[4004],{"type":41,"text":3844,"spans":4005,"direction":52},[],[4007],{"type":41,"text":3864,"spans":4008,"direction":52},[],[4010],{"type":41,"text":3844,"spans":4011,"direction":52},[],{"dimensions":4013,"alt":38,"copyright":38,"url":4014,"id":3978,"edit":4015},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaS268nNYClf9npfn_IDEA-blog-Deepali-Renu-Samgnya.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627",{"x":178,"y":95,"zoom":95,"background":75},{"id":3815,"uid":3820,"url":38,"type":9,"href":4017,"tags":4018,"first_publication_date":3818,"last_publication_date":3819,"slugs":4019,"linked_documents":4020,"lang":17,"alternate_languages":4021,"data":4022},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aS26rxkAAEgA1TQn%22%29+%5D%5D",[],[3817],[],[],{"title":4023,"external_link":4024,"summary":4025,"slices":4026,"author_name":4171,"author_position":38,"author_description":38,"author_image":4172,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":4173,"contact_formid":38,"contact_title":4174,"contact_description":4175,"contact_cta":38,"url_form_triggers":4176,"category":1844,"date":4177,"featured_image":4178,"thumbnail":4183,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":4188,"meta_title":4201,"meta_description":4204,"og_title":4208,"og_description":4211,"og_image":4214,"no_index":280},"Inclusion that nurtures: why we champion bystander intervention training",{"link_type":30},[],[4027],{"variation":34,"version":35,"items":4028,"primary":4029,"id":4170,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":4030,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[4031,4034,4036,4038,4041,4046,4049,4052,4055,4059,4062,4064,4066,4069,4073,4076,4079,4083,4086,4088,4090,4093,4097,4100,4103,4107,4111,4115,4117,4122,4125,4128,4130,4132,4134,4138,4141,4145,4149,4151,4154,4156,4160,4163,4165],{"type":41,"text":4032,"spans":4033,"direction":52},"At MiQ, bystander intervention training is one of the most important parts of our culture and commitment to our people. We spoke to Clare Martin (VP of People growth) and Dillon Drelling (Senior learning and development associate), to hear why it matters so much - and how they nurture inclusion.",[],{"type":41,"text":57,"spans":4035,"direction":52},[],{"type":41,"text":57,"spans":4037,"direction":52},[],{"type":91,"text":4039,"spans":4040,"direction":52},"What is bystander intervention training, and how has it evolved?",[],{"type":41,"text":4042,"spans":4043,"direction":52},"Clare: Bystander intervention training is a worldwide best practice in how we can all show up for our peers, our colleagues, and the community around us. It focuses on what you can do if you witness someone around you experiencing harm. ",[4044],{"start":178,"end":4045,"type":97},7,{"type":41,"text":4047,"spans":4048,"direction":52},"We first introduced it to MiQ a while ago, and it’s since evolved in two ways:",[],{"type":485,"text":4050,"spans":4051,"direction":52},"We have an intro to bystander intervention for new hires, via a live webinar.",[],{"type":485,"text":4053,"spans":4054,"direction":52},"We have tailored modules for events season, i.e. holiday parties, the festive period, events where boundaries may get lowered. This one is intended to be open and approachable, to contextualize opportunities where you can act as an ally and intervene. ",[],{"type":41,"text":4056,"spans":4057,"direction":52},"\nDillon: Bystander intervention training at MiQ is about equipping each MiQer with practical strategies to support colleagues in moments where harassment or discrimination might arise. The goal is to ensure that everyone feels welcome and included. ",[4058],{"start":95,"end":1462,"type":97},{"type":41,"text":4060,"spans":4061,"direction":52},"When someone joins MiQ, they receive this training as part of their onboarding. So they know how to step in and support others from day one. Over time, we’ve evolved this approach with RSVP sessions. These sessions help to keep the conversation fresh and relevant, ensuring we’re always prepared to address new challenges, and actively build a more inclusive environment. Plus, it’s a commitment to ongoing learning and real-world application, not just a one-off training session.",[],{"type":41,"text":57,"spans":4063,"direction":52},[],{"type":41,"text":57,"spans":4065,"direction":52},[],{"type":91,"text":4067,"spans":4068,"direction":52},"How does it nurture a culture of inclusion?",[],{"type":41,"text":4070,"spans":4071,"direction":52},"Clare: Active allyship and bystander intervention are fundamental to nurturing our culture of inclusion, because they’re about demonstrated support. Inclusion is built through the daily actions of our people. By investing in this training, we send a clear message: we take your safety seriously, and we’re equipping everyone with the right skills. The training is accessible, easy to adopt, and fully endorsed by our senior leadership.",[4072],{"start":178,"end":4045,"type":97},{"type":41,"text":4074,"spans":4075,"direction":52},"These sessions are open to all and highly effective for cross-team connection and collaboration. They bring together MiQers from all over the business - from Sales and Account Management to Product, Finance and Marketing. We’ve also had the opportunity to host our client partners and increase awareness across the entire industry.",[],{"type":41,"text":4077,"spans":4078,"direction":52},"This diverse environment allows employees to connect, feel included, and share their experiences. We validate a variety of intervention approaches, emphasizing that everyone can find a way to be an ally comfortably. After all, we’re all in this together.",[],{"type":41,"text":4080,"spans":4081,"direction":52},"\nDillon: Bystander intervention training makes it clear that everyone has a role to play in creating a safe, welcoming environment at work. When MiQers are empowered to take action, no matter how small, it sends a powerful message that inclusion is a daily practice.",[4082],{"start":95,"end":1462,"type":97},{"type":41,"text":4084,"spans":4085,"direction":52},"Normalizing intervention and support breaks down barriers to speaking up, and helps everyone to feel responsible for each other’s wellbeing. This collective accountability strengthens trust and belonging, and makes it clear that exclusionary behavior has no place at MiQ. This helps us to do more than maintain our culture, but actually nurture it and help it grow stronger.",[],{"type":41,"text":57,"spans":4087,"direction":52},[],{"type":41,"text":57,"spans":4089,"direction":52},[],{"type":91,"text":4091,"spans":4092,"direction":52},"Can you explain how we put it into practice last year?",[],{"type":41,"text":4094,"spans":4095,"direction":52},"Clare: We launched MiQ Sigma last year (2025), and it was by far our most significant activation. This was a pivotal moment for MiQ, as it kept us at the forefront of AdTech innovation and highlighted our generative AI capabilities.",[4096],{"start":178,"end":4045,"type":97},{"type":41,"text":4098,"spans":4099,"direction":52},"We recognized that hosting such large global launch events, which required a lot of staff to travel (Canadians visited the UK, US teams headed to Miami, and APAC teams traveled to Bali), could also create moments of anxiety for some employees.",[],{"type":41,"text":4101,"spans":4102,"direction":52},"To ensure that these events were safe and inclusive, we created a multi-pronged strategy:",[],{"type":216,"text":4104,"spans":4105,"direction":52},"Leadership communication. Our leaders clearly communicated the importance of an inclusive culture, and everyone’s role is making these events safe and welcoming for all attendees.",[4106],{"start":178,"end":108,"type":97},{"type":216,"text":4108,"spans":4109,"direction":52},"Live training access. We offered voluntary live bystander intervention training sessions across multiple global locations.",[4110],{"start":178,"end":475,"type":97},{"type":216,"text":4112,"spans":4113,"direction":52},"Humor and accessibility. While we take inclusivity seriously, we knew that bringing a good attitude and a good sense of humor would make our core message more memorable. Our musical video of MiQ leaders outlining the Five Ds of bystander intervention was very well received in particular.",[4114],{"start":178,"end":122,"type":97},{"type":41,"text":57,"spans":4116,"direction":52},[],{"type":41,"text":4118,"spans":4119,"direction":52},"Dillon: We put bystander intervention into practice in a very real way ahead of our Sigma events last year. Recognizing that large gatherings are an opportunity for new connection, but can also sometimes create opportunities for inappropriate behavior, we proactively ran RSVP sessions ahead of event season.",[4120],{"start":178,"end":4121,"type":97},8,{"type":41,"text":4123,"spans":4124,"direction":52},"These sessions gave MiQers the chance to discuss real scenarios, share concerns, and practice strategies for supporting one another in the moment. The impact was clear: people felt more confident stepping in, and we saw a stronger sense of community and safety at our events.",[],{"type":41,"text":4126,"spans":4127,"direction":52},"By making bystander intervention a visible, shared responsibility, we reinforced our commitment to inclusion in every setting - whether in the office or in the wider industry.",[],{"type":41,"text":57,"spans":4129,"direction":52},[],{"type":41,"text":57,"spans":4131,"direction":52},[],{"type":91,"text":3938,"spans":4133,"direction":52},[],{"type":41,"text":4135,"spans":4136,"direction":52},"Clare: I constantly remind myself that this is a tortoise, not a hare, situation. While we occasionally experience exciting leaps forward, sustainable progress is built on small, incremental and consistent steps.",[4137],{"start":178,"end":4045,"type":97},{"type":41,"text":4139,"spans":4140,"direction":52},"I use the same attitude to my running. It’s the consistency of showing up - like making sure I go for my runs twice a week - that allows me to achieve my longer-term goals. The same applies to inclusion:",[],{"type":485,"text":4142,"spans":4143,"direction":52},"Daily commitment. It means showing up everyday as someone who’s interested, curious about alternative perspectives, and fundamentally committed to ensuring others are included.",[4144],{"start":178,"end":2238,"type":97},{"type":485,"text":4146,"spans":4147,"direction":52},"Incremental improvement. I focus on the question “what can we do just a little bit better this year?” This mindset helps to stay motivated, and stops me feeling discouraged if we don’t immediately hit a ‘moonshot’ goal.",[4148],{"start":178,"end":122,"type":97},{"type":41,"text":57,"spans":4150,"direction":52},[],{"type":41,"text":4152,"spans":4153,"direction":52},"In the coming year, I’ll be making the workplace safer and more inclusive for neurodiverse colleagues to comfortably ask for support and resources. This is thanks to relaunching and reviving our Neurodiversity ERG alongside Danny Hopwood and Minaam Baseer.",[],{"type":41,"text":57,"spans":4155,"direction":52},[],{"type":41,"text":4157,"spans":4158,"direction":52},"Dillon: I keep my passion for progress going in two ways. Firstly, I’m always looking for fresh ways to learn and practice inclusion: keeping up with LinkedIn articles, jumping into workshops, or swapping ideas with colleagues from other organizations. Staying curious helps us keep our content and practices evolving.",[4159],{"start":178,"end":4121,"type":97},{"type":41,"text":4161,"spans":4162,"direction":52},"Secondly, I love connecting one-on-one with people across our teams. Those real conversations help me see what matters most to them and how our work shows up in their day-to-day lives. Hearing from them keeps me inspired, and helps me shape inclusion in a way that really fits with who we are and who we want to become.",[],{"type":41,"text":3782,"spans":4164,"direction":52},[],{"type":41,"text":3785,"spans":4166,"direction":52},[4167],{"start":1760,"end":3788,"type":47,"data":4168},{"id":3959,"type":3960,"tags":4169,"lang":17,"slug":3962,"first_publication_date":3963,"last_publication_date":3964,"uid":3965,"link_type":282,"isBroken":280},[],"text_component$84248970-01f6-46e2-a581-4b7a8dc885a6","Clare Martin and Dillon Dreiling",{},{"link_type":282},[],[],[],"2025-12-03T02:00:00+0000",{"dimensions":4179,"alt":38,"copyright":38,"url":4180,"id":4181,"edit":4182},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaS266HNYClf9npfi_IDEA-blog-Clare-Dillon.jpg?auto=format,compress","aS266HNYClf9npfi",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":4184,"alt":38,"copyright":38,"url":4185,"id":4186,"edit":4187},{"width":3982,"height":3983},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaS7Pf3NYClf9nsSe_IDEA-blog-thumb-Clare-Dillon.jpg?auto=format,compress","aS7Pf3NYClf9nsSe",{"x":178,"y":178,"zoom":95,"background":75},[4189,4193,4197],{"related_article":4190},{"id":3646,"type":9,"tags":4191,"lang":17,"slug":3652,"first_publication_date":3650,"last_publication_date":3463,"uid":3647,"link_type":282,"key":4192,"isBroken":280},[],"0a0b82bc-9b79-4cde-afa3-cc6aab611a7a",{"related_article":4194},{"id":3824,"type":9,"tags":4195,"lang":17,"slug":3826,"first_publication_date":3827,"last_publication_date":3828,"uid":3829,"link_type":282,"key":4196,"isBroken":280},[],"9b142e8a-ff19-413f-a689-f4a941eb3f19",{"related_article":4198},{"id":3833,"type":9,"tags":4199,"lang":17,"slug":3835,"first_publication_date":3836,"last_publication_date":3837,"uid":3835,"link_type":282,"key":4200,"isBroken":280},[],"2a5054b7-de6d-45fa-990b-3da24bc9e132",[4202],{"type":41,"text":4023,"spans":4203,"direction":52},[],[4205],{"type":41,"text":4206,"spans":4207,"direction":52},"We spoke to Clare Martin (VP of People growth) and Dillon Drelling (Senior learning and development associate), to hear why bystander intervention training matters so much - and how they nurture inclusion.",[],[4209],{"type":41,"text":4023,"spans":4210,"direction":52},[],[4212],{"type":41,"text":4206,"spans":4213,"direction":52},[],{"dimensions":4215,"alt":38,"copyright":38,"url":4216,"id":4217,"edit":4218},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaS2653NYClf9npfh_IDEA-blog-Clare-Dillon-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","aS2653NYClf9npfh",{"x":178,"y":95,"zoom":95,"background":75},{"id":1870,"uid":1873,"url":38,"type":9,"href":4220,"tags":4221,"first_publication_date":1872,"last_publication_date":833,"slugs":4222,"linked_documents":4223,"lang":17,"alternate_languages":4224,"data":4225},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aSRhCxoAAEMAuWH7%22%29+%5D%5D",[],[824],[],[],{"title":4226,"external_link":4227,"summary":4228,"slices":4229,"author_name":4357,"author_position":4358,"author_description":38,"author_image":4359,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":4364,"contact_formid":38,"contact_title":4365,"contact_description":4366,"contact_cta":38,"url_form_triggers":4367,"category":2021,"date":4370,"featured_image":4371,"thumbnail":4376,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":4379,"meta_title":4396,"meta_description":4400,"og_title":4404,"og_description":4405,"og_image":4406,"no_index":280},"Choosing the right AI tool: how to use the right AI for advertising",{"link_type":30},[],[4230,4244,4257],{"variation":34,"version":35,"items":4231,"primary":4232,"id":4243,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":4233,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[4234,4237,4240],{"type":41,"text":4235,"spans":4236,"direction":52},"Artificial intelligence is transforming how marketers think, work, and win. While it’s never been easier to access powerful AI tools, not every tool is the right one for your marketing goals. In fact, many businesses are discovering that using the wrong AI tool can actually slow them down, create generic outputs, and erode confidence in AI entirely",[],{"type":41,"text":4238,"spans":4239,"direction":52},"Choosing the right AI tool is more than a technical decision. It’s a strategic move that can improve campaign performance, enhance personalization, and empower teams to do more with less. From ideation to activation, using AI for advertising should feel intuitive, intelligent, and aligned with your data. When you make the right choice, the results speak for themselves, and so does your confidence.",[],{"type":41,"text":4241,"spans":4242,"direction":52},"In this article, we’ll explore how to choose the best AI tools for digital marketing, how to match tools to tasks, and why confidence in AI begins with understanding what each tool is designed to do.",[],"text_component$26f38267-e5f3-4217-8534-c395896b0476",{"variation":34,"version":35,"items":4245,"primary":4246,"id":4256,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":4247,"title":38,"text":4250,"link":4253},{"dimensions":4248,"alt":38,"copyright":38,"url":1933,"id":1934,"edit":4249},{"width":1931,"height":1932},{"x":178,"y":178,"zoom":95,"background":75},[4251],{"type":678,"text":1938,"spans":4252},[],{"link_type":49,"key":4254,"url":4255},"31bf108e-f93e-4039-b1ca-b7b08fcc958a","https:\u002F\u002Fbit.ly\u002F4rAjZqf","article_download$4ceda906-6bef-4e76-b980-1675003971a0",{"variation":34,"version":35,"items":4258,"primary":4259,"id":4356,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":4260,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[4261,4264,4267,4270,4273,4280,4283,4286,4289,4294,4297,4300,4306,4309,4311,4314,4317,4321,4325,4329,4331,4333,4336,4339,4342,4345,4348,4351],{"type":91,"text":4262,"spans":4263,"direction":52},"Without data, your AI tool is just guessing",[],{"type":41,"text":4265,"spans":4266,"direction":52},"AI thrives on data. The best AI tools for digital marketing rely on high-quality, relevant inputs to deliver actionable outputs. But if you can’t feed the right data into your tool, or the tool can’t process and apply that data correctly, you’re setting yourself up for poor results.",[],{"type":41,"text":4268,"spans":4269,"direction":52},"Let’s take a common example: You ask a generic AI chatbot to build a media plan. It doesn’t know your budget, your audience segments, or your current performance metrics. It doesn’t remember past campaigns or integrate with your ad platforms. The result? A vague plan with generic channel recommendations and copy-paste insights. It looks like a strategy, but it’s missing the intelligence.",[],{"type":41,"text":4271,"spans":4272,"direction":52},"That’s the risk of using AI in advertising without the right foundations. Just because a platform uses artificial intelligence doesn’t mean it understands your business. Without access to clean, relevant, and actionable data, even the most advanced AI marketing tools will fall short.",[],{"type":41,"text":4274,"spans":4275,"direction":52},"Your confidence in AI should come from watching it work with your real inputs, not just hallucinate based on public data or guesswork. Read our AI confidence curve report to learn how the smartest marketing teams are solving this challenge by integrating AI tools that are truly data-ready.\n",[4276],{"start":4277,"end":4278,"type":47,"data":4279},135,170,{"link_type":49,"url":4255,"target":51},{"type":91,"text":4281,"spans":4282,"direction":52},"Marketing and AI: use the right tool for the right job ",[],{"type":41,"text":4284,"spans":4285,"direction":52},"AI tools come in all shapes and sizes. Some are built for content generation. Others are made for bid optimization, targeting refinement, or predictive analytics. The key is knowing which is the best AI tool for the task at hand.",[],{"type":41,"text":4287,"spans":4288,"direction":52},"You might use a general AI writing tool to spark ideas, then switch to a specialized platform to activate campaigns, run A\u002FB tests, or measure ROI. But many marketers may stretch a tool beyond its strengths, rely too heavily on a one-size-fits-all solution, and then wonder why their AI marketing efforts aren’t delivering meaningful results.",[],{"type":41,"text":4290,"spans":4291,"direction":52},"That’s why MiQ Sigma was built. Sigma is a next-generation AI platform designed specifically for digital marketers who want one intelligent system that can adapt to their full workflow. Unlike chatbots or closed tools trained on limited datasets, Sigma is agnostic. It connects and unifies a range of programmatic platforms and data sources, acting as the backbone for your customized campaign activation. ",[4292],{"start":1184,"end":4293,"type":110},328,{"type":41,"text":4295,"spans":4296,"direction":52},"Whether you’re building campaigns, segmenting audiences, forecasting outcomes, or analyzing performance, Sigma uses artificial intelligence to turn complex challenges into manageable actions. ",[],{"type":41,"text":4298,"spans":4299,"direction":52},"And because it’s built by data scientists and AI marketing specialists, Sigma understands the nuances of performance advertising, creative optimization, and customer behavior. This is what makes it one of the best AI tools for digital marketing today.",[],{"type":41,"text":4301,"spans":4302,"direction":52},"Book a Sigma demo to see how using the right AI tool can help your team work smarter, move faster, and drive better results.\n",[4303],{"start":178,"end":493,"type":47,"data":4304},{"link_type":49,"url":4305,"target":51},"https:\u002F\u002Fbit.ly\u002F3XL9gv4",{"type":91,"text":4307,"spans":4308,"direction":52},"AI advertising works better when your tools fit the task",[],{"type":91,"text":57,"spans":4310,"direction":52},[],{"type":41,"text":4312,"spans":4313,"direction":52},"AI in advertising has gone mainstream, but success depends on more than automation. It requires precision. Whether you’re running paid search, programmatic display, social campaigns, or email personalization, you need AI tools that understand the nuances of each channel.",[],{"type":41,"text":4315,"spans":4316,"direction":52},"For example:",[],{"type":216,"text":4318,"spans":4319,"direction":52},"Campaign creation benefits from AI tools that can generate copy, suggest creative, and localize messaging across multiple languages or regions.",[4320],{"start":178,"end":493,"type":97},{"type":216,"text":4322,"spans":4323,"direction":52},"Audience targeting requires AI systems trained on behavioral patterns, predictive analytics, and conversion signals.",[4324],{"start":178,"end":2238,"type":97},{"type":216,"text":4326,"spans":4327,"direction":52},"Measurement and reporting demand tools that can integrate data sources, track multi-touch attribution, and surface insights in real time.",[4328],{"start":178,"end":122,"type":97},{"type":41,"text":57,"spans":4330,"direction":52},[],{"type":41,"text":57,"spans":4332,"direction":52},[],{"type":41,"text":4334,"spans":4335,"direction":52},"That’s why marketers are increasingly moving away from isolated point solutions and toward platforms that can combine intelligence with execution. The best AI tools today are built not just to think, but to act. They sit at the intersection of data, creative, media, and measurement empowering teams to deliver more efficient and effective campaigns.",[],{"type":41,"text":4337,"spans":4338,"direction":52},"Using AI for advertising doesn’t mean replacing human creativity or strategic thinking. It means enhancing those strengths with systems that can process more data, uncover new patterns, and streamline the decisions that lead to real growth.\n",[],{"type":91,"text":4340,"spans":4341,"direction":52},"Build confidence with the right tools and a little research",[],{"type":41,"text":4343,"spans":4344,"direction":52},"Choosing the right AI tool isn’t about jumping on the latest trend. It’s about understanding what each tool offers, how it integrates with your data, and where it fits within your marketing goals. That’s how you build confidence in your AI systems, by seeing clear connections between the inputs you provide and the outcomes you achieve.",[],{"type":41,"text":4346,"spans":4347,"direction":52},"It’s easy to feel overwhelmed by choice. With thousands of AI tools now flooding the market, many promise big results but offer little real insight. This is where research matters. Look for platforms that are transparent about their data models, their integrations, and their intended use cases. Make sure your team is trained on how to use them. And most importantly, measure performance continuously, so you know your AI tools are making a difference.",[],{"type":41,"text":4349,"spans":4350,"direction":52},"Confidence isn’t built overnight, but it can be accelerated with the right approach. Choosing the right AI tool for your advertising and digital marketing efforts is a simple step that can lead to smarter planning, faster execution, and better returns.",[],{"type":41,"text":4352,"spans":4353,"direction":52},"Read our AI confidence curve report to learn how today’s top marketers are approaching AI with clarity, purpose, and success.",[4354],{"start":178,"end":561,"type":47,"data":4355},{"link_type":49,"url":4255,"target":51},"text_component$c2d97810-e2fc-450b-8e0c-d113afc24621","Tom Richards","SVP product",{"dimensions":4360,"alt":38,"copyright":38,"url":4361,"id":4362,"edit":4363},{"width":1932,"height":1932},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZ8nQhxsAHJWomMk4_Tom_IC.png?auto=format,compress","Z8nQhxsAHJWomMk4",{"x":178,"y":178,"zoom":95,"background":75},{"link_type":282},[],[],[4368],{"trigger":38,"form":4369},{"link_type":282},"2025-11-26T02:00:00+0000",{"dimensions":4372,"alt":38,"copyright":38,"url":4373,"id":4374,"edit":4375},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaSXZTmGnmrmGqTNG_GL-AI-Digital-marketing.jpg?auto=format,compress","aSXZTmGnmrmGqTNG",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":4377,"alt":38,"copyright":38,"url":4373,"id":4374,"edit":4378},{"width":292,"height":293},{"x":178,"y":178,"zoom":95,"background":75},[4380,4384,4388],{"related_article":4381},{"id":3116,"type":9,"tags":4382,"lang":17,"slug":3118,"first_publication_date":3119,"last_publication_date":3120,"uid":3118,"link_type":282,"key":4383,"isBroken":280},[],"f63c7131-6ea5-4626-803f-11319ee410d4",{"related_article":4385},{"id":3433,"type":9,"tags":4386,"lang":17,"slug":3435,"first_publication_date":3119,"last_publication_date":3436,"uid":3435,"link_type":282,"key":4387,"isBroken":280},[],"e9a5265e-c320-4937-9060-c25ebf44315a",{"related_article":4389},{"id":4390,"type":9,"tags":4391,"lang":17,"slug":4392,"first_publication_date":4393,"last_publication_date":2303,"uid":4394,"link_type":282,"key":4395,"isBroken":280},"aOAGixoAAE4AvpZ0",[],"ad-relevance-and-personalization-is-becoming-more-and-more-important-for-tv-viewers.-discover-how-you-could-improve-your-ctv-strategy-with-our-blog.","2025-10-06T13:16:23+0000","how-a-total-video-mindset-can-help-marketers-win-at-youtube-activation","619f57d7-1df3-41c6-9cd9-47c2acd03439",[4397],{"type":41,"text":4398,"spans":4399,"direction":52},"Choosing the right AI tool for digital marketing | MiQ",[],[4401],{"type":41,"text":4402,"spans":4403,"direction":52},"Discover how to choose the best AI tools for your digital marketing goals. Build your confidence when using AI for advertising and choosing the right AI tool.",[],[],[],{"dimensions":4407,"alt":38,"copyright":38,"url":4408,"id":4409,"edit":4410},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaSXZS2GnmrmGqTNF_GL-AI-Digital-marketing-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","aSXZS2GnmrmGqTNF",{"x":178,"y":95,"zoom":95,"background":75},{"id":3611,"uid":3616,"url":38,"type":9,"href":4412,"tags":4413,"first_publication_date":3614,"last_publication_date":3615,"slugs":4414,"linked_documents":4415,"lang":17,"alternate_languages":4416,"data":4417},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aQt81hkAAD8AB9Ak%22%29+%5D%5D",[],[3613],[],[],{"title":4418,"external_link":4419,"summary":4420,"slices":4421,"author_name":3586,"author_position":3587,"author_description":3587,"author_image":4492,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":4493,"contact_formid":38,"contact_title":4494,"contact_description":4495,"contact_cta":38,"url_form_triggers":4496,"category":2021,"date":4497,"featured_image":4498,"thumbnail":4503,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":4504,"meta_title":4517,"meta_description":4520,"og_title":4524,"og_description":4527,"og_image":4530,"no_index":280},"From retailer silos to a single shopper view: The new commerce opportunity",{"link_type":30},[],[4422],{"variation":34,"version":35,"items":4423,"primary":4424,"id":4491,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":4425,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[4426,4429,4432,4435,4437,4440,4443,4446,4449,4451,4454,4457,4460,4463,4466,4469,4472,4475,4478,4480,4483,4486],{"type":41,"text":4427,"spans":4428,"direction":52},"Accelerated by the convergence of identifier deprecation and new post-pandemic shopping habits, retail media has become one of the most significant shifts in our industry. For brands, the appeal is clear: valuable, first-party purchase data that brings media investment closer to the point of sale. This growth, however, has created its own challenge. Brands now face a landscape of more than 25 distinct retail media networks in the UK and over 200 globally, each operating as its own walled garden.",[],{"type":41,"text":4430,"spans":4431,"direction":52},"This siloed approach presents an incomplete picture. It shows us a shopper’s behaviour within one environment but misses the crucial context of their life outside it. Modern consumer states are not linear. With 55% of viewers using a second screen while watching TV, the journey is already fragmented. Our research shows that connecting the dots between a TV ad and a social media ad makes consumers 31% more likely to purchase. They move fluidly from Watching to Browsing to Buying, and our strategies must reflect this reality.",[],{"type":41,"text":4433,"spans":4434,"direction":52},"As media strategies mature, mastering individual silos creates operational and measurement headaches, leaving many brands unsure if they’re maximising their investment. The key is to treat this valuable retail data not as the end goal, but as the foundational layer for a more powerful, connected strategy. This requires a pivot from the limits of ‘retail media’ to the holistic, cross-channel opportunities of ‘commerce media’.",[],{"type":41,"text":57,"spans":4436,"direction":52},[],{"type":91,"text":4438,"spans":4439,"direction":52},"Connecting the basket to the wallet",[],{"type":41,"text":4441,"spans":4442,"direction":52},"To truly understand the modern shopper, we must unify the different dimensions of their purchasing behaviour. Historically, we have had access to granular data that tells us what’s in a shopper’s basket. These are the specific SKUs they purchase from a particular retailer, and this data is the bedrock of retail media.",[],{"type":41,"text":4444,"spans":4445,"direction":52},"But what if we could connect that basket to a view of the shopper’s entire wallet? And beyond?",[],{"type":41,"text":4447,"spans":4448,"direction":52},"We harmonise purchase data, a powerful subset of the 700 trillion consumer signals MiQ processes annually, to understand a consumer’s total category spend, their brand loyalty, and a brand’s true share of wallet across the entire market. This process moves us from a transactional view to a behavioural one. Instead of just seeing the last purchase, we see the potential for future loyalty, allowing our strategies to shape a consumer’s long-term preferences.",[],{"type":41,"text":57,"spans":4450,"direction":52},[],{"type":91,"text":4452,"spans":4453,"direction":52},"Planning for the full journey",[],{"type":41,"text":4455,"spans":4456,"direction":52},"Media fragmentation is not a new problem, but the rise of retail media has brought it into sharp focus. The key is to see this not as an obstacle, but as an opportunity to incorporate these high quality signals as part of an intelligent and integrated approach. Instead of treating each channel as a separate line item, we can orchestrate them based on a single, comprehensive view of the consumer. \n\nA brand, for instance, can use this approach to identify audiences with high category spend who are currently underexposed to their brand. Insights might reveal this audience over-indexes on certain CTV programming or frequents specific locations. With this knowledge, a campaign can be activated across CTV, digital out-of-home, and online video to build awareness precisely where it will have the most impact.",[],{"type":41,"text":4458,"spans":4459,"direction":52},"The result is a strategy that enhances every channel; where brand-building is directly informed by verified purchasing behaviour, creating a powerful link between what people see and what they ultimately buy.",[],{"type":91,"text":4461,"spans":4462,"direction":52},"\nA shared opportunity",[],{"type":41,"text":4464,"spans":4465,"direction":52},"Instead of focusing on the limitations of any single data source, we must ask how to harmonise them to reflect a consumer’s reality: a fluid journey across many retailers and channels based on convenience, immediacy, and need.",[],{"type":41,"text":4467,"spans":4468,"direction":52},"The conversation must evolve to reflect this reality. For brands and agencies, the path forward involves asking deeper questions of media partners. As you plan for the future, consider asking:",[],{"type":216,"text":4470,"spans":4471,"direction":52},"Are we seeing the whole shopper, or just a single slice of their purchasing behaviour?",[],{"type":216,"text":4473,"spans":4474,"direction":52},"How can we connect brand-building on channels like CTV to actual, measurable commerce outcomes?",[],{"type":216,"text":4476,"spans":4477,"direction":52},"Is our strategy built around a unified view of the consumer states, from Watching to Browsing to Buying?",[],{"type":41,"text":57,"spans":4479,"direction":52},[],{"type":41,"text":4481,"spans":4482,"direction":52},"The promise of commerce media is immense, offering rich data and high value signals of consumer behaviour. Yet, the current landscape, with its fragmentation and data silos, feels familiar, echoing the growing pains of programmatic’s own maturation.",[],{"type":41,"text":4484,"spans":4485,"direction":52},"We have been here before. This history teaches us that the fundamental playbook for navigating disruption has never been about mastering a specific channel, but about relentlessly adapting to the consumer. Our strategies must be updated to reflect the natural ways people experience media. By aligning our work to the fluid journey of the consumer, we build a resilient marketing framework that delivers clarity on investment and creates durable brand growth.",[],{"type":41,"text":3579,"spans":4487,"direction":52},[4488,4489],{"start":95,"end":784,"type":97},{"start":784,"end":1216,"type":47,"data":4490},{"link_type":49,"url":3584,"target":51},"text_component$013e4020-d58e-4bc5-b692-5288507c4150",{},{"link_type":282},[],[],[],"2025-11-10T12:00:00+0000",{"dimensions":4499,"alt":38,"copyright":38,"url":4500,"id":4501,"edit":4502},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaQ3wFbpReVYa4O8i_UK-DigitalAge-Commerce.jpg?auto=format,compress","aQ3wFbpReVYa4O8i",{"x":178,"y":178,"zoom":95,"background":75},{},[4505,4509,4513],{"related_article":4506},{"id":3603,"type":9,"tags":4507,"lang":17,"slug":3605,"first_publication_date":3606,"last_publication_date":833,"uid":3607,"link_type":282,"key":4508,"isBroken":280},[],"72f0dcb6-32bf-4a7d-aa49-b512e70c4143",{"related_article":4510},{"id":1096,"type":9,"tags":4511,"lang":17,"slug":1098,"first_publication_date":1099,"last_publication_date":1100,"uid":1101,"link_type":282,"key":4512,"isBroken":280},[],"29e13c49-298f-45c7-99d0-fa5ae737bd45",{"related_article":4514},{"id":3620,"type":9,"tags":4515,"lang":17,"slug":3622,"first_publication_date":3623,"last_publication_date":3624,"uid":3625,"link_type":282,"key":4516,"isBroken":280},[],"d55af455-4c24-4917-9b33-0c5ccbe079e5",[4518],{"type":41,"text":4418,"spans":4519,"direction":52},[],[4521],{"type":41,"text":4522,"spans":4523,"direction":52},"Learn why siloed retail media networks only reveal part of the picture and how moving to commerce media unlocks a new opportunity.",[],[4525],{"type":41,"text":4418,"spans":4526,"direction":52},[],[4528],{"type":41,"text":4522,"spans":4529,"direction":52},[],{"dimensions":4531,"alt":38,"copyright":38,"url":4532,"id":4533,"edit":4534},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaQ3wFLpReVYa4O8h_UK-DigitalAge-Commerce-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","aQ3wFLpReVYa4O8h",{"x":178,"y":95,"zoom":95,"background":75},{"id":3603,"uid":3607,"url":38,"type":9,"href":4536,"tags":4537,"first_publication_date":3606,"last_publication_date":833,"slugs":4538,"linked_documents":4539,"lang":17,"alternate_languages":4540,"data":4541},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aOjrFRoAAEgAc2oE%22%29+%5D%5D",[],[3605],[],[],{"title":4542,"external_link":4543,"summary":4544,"slices":4545,"author_name":1836,"author_position":38,"author_description":38,"author_image":4677,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":4678,"contact_formid":38,"contact_title":4679,"contact_description":4680,"contact_cta":38,"url_form_triggers":4681,"category":2021,"date":4684,"featured_image":4685,"thumbnail":4690,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":4693,"meta_title":4706,"meta_description":4710,"og_title":4714,"og_description":4717,"og_image":4720,"no_index":280},"Everything is shoppable: why shoppable ads should be central to your Advanced TV strategy",{"link_type":30},[],[4546,4561,4579],{"variation":34,"version":35,"items":4547,"primary":4548,"id":4560,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":4549,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[4550,4553],{"type":41,"text":4551,"spans":4552,"direction":52},"It’s official: everything is shoppable. From your smartphone to your smart TV, today’s media isn’t just for viewing, it’s for buying. As more viewers embrace Connected Television (CTV) and on-demand video, shoppable ads are quickly rising to the top of every savvy marketer’s playbook.",[],{"type":41,"text":4554,"spans":4555,"direction":52},"According to MiQ’s Global Advanced TV Report, consumers around the world are not only second-screening more than ever, they’re increasingly expecting, and engaging with, shoppable content. That means the ability to act the moment inspiration strikes is no longer a novelty. It’s a strategic necessity for any modern TV campaign.",[4556],{"start":4557,"end":766,"type":47,"data":4558},19,{"link_type":49,"url":4559,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Ftune-in-to-winning-tv-insights","text_component$3a4c24c6-ea83-4063-84b4-b6f331818b20",{"variation":34,"version":35,"items":4562,"primary":4563,"id":4578,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":4564,"title":38,"text":4571,"link":4575},{"dimensions":4565,"alt":38,"copyright":38,"url":4568,"id":4569,"edit":4570},{"width":4566,"height":4567},816,1056,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaAtzYfIqRLdaBnPg_Tune-in-to-winning-TV-Insights-cover-Global.png?auto=format,compress","aAtzYfIqRLdaBnPg",{"x":178,"y":178,"zoom":95,"background":75},[4572],{"type":678,"text":4573,"spans":4574},"Ready to tune in to winning TV insights?  Download the report",[],{"link_type":49,"key":4576,"url":4577},"7647845e-113b-4b66-839f-9b00fa23f545","https:\u002F\u002Fbit.ly\u002F46LLAML","article_download$6bcc1c73-7a60-4900-9007-e36ac9fa7190",{"variation":34,"version":35,"items":4580,"primary":4581,"id":4676,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":4582,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[4583,4586,4589,4592,4595,4597,4600,4603,4606,4609,4611,4614,4617,4620,4626,4629,4635,4638,4641,4644,4649,4651,4654,4658,4662,4666,4670,4674],{"type":91,"text":4584,"spans":4585,"direction":52},"Shoppable media is on the rise, and viewers are here for it",[],{"type":41,"text":4587,"spans":4588,"direction":52},"Across global markets, audiences are increasingly open to engaging with shoppable media, especially when the experience is relevant, seamless, and tailored to the content they are already watching. Whether it’s a viewer browsing on a tablet or tuning in to a live stream on Roku or another Connected TV platform, the expectation that content should lead directly to action is becoming more common.",[],{"type":41,"text":4590,"spans":4591,"direction":52},"Although adoption levels vary from region to region, the overall trend is clear. Consumers do not just want to be entertained. They want to explore, learn more, and make a purchase in the moment. This is where shoppable ads stand out. They transform passive viewing into an active, commerce-enabled experience.",[],{"type":41,"text":4593,"spans":4594,"direction":52},"From short-form video to long-form streaming, and from mobile to big screen, the future of advertising lies in the shoppability of every format. As more brands adopt this approach, viewers are responding with growing interest and higher levels of interaction.",[],{"type":41,"text":57,"spans":4596,"direction":52},[],{"type":91,"text":4598,"spans":4599,"direction":52},"Why advertisers are betting big on shoppable commerce",[],{"type":41,"text":4601,"spans":4602,"direction":52},"For advertisers, shoppable commerce represents a huge opportunity to collapse the funnel; to move from awareness to conversion in a single interaction. And with the growth of programmatic TV and more sophisticated audience targeting, it’s never been easier to build measurable, ROI-driven shoppable experiences into your Advanced TV campaigns.",[],{"type":41,"text":4604,"spans":4605,"direction":52},"Brands are already shifting budgets to meet this moment. In the US, over a third of media buyers plan to increase their investment in CTV shoppable ads this year. Between Instagram shoppable ads, TikTok shoppable ads, and YouTube shoppable ads, marketers are looking to bridge the gap between inspiration and action, especially on platforms where younger consumers spend their time.",[],{"type":41,"text":4607,"spans":4608,"direction":52},"This isn’t just a passing trend, it’s a fundamental shift in how TV and video advertising is valued. And it’s putting a premium on agility, audience insight and, crucially, the right creative formats.",[],{"type":41,"text":57,"spans":4610,"direction":52},[],{"type":91,"text":4612,"spans":4613,"direction":52},"Match the format to the viewer: why creative flexibility matters",[],{"type":4615,"text":57,"spans":4616,"direction":52},"heading5",[],{"type":41,"text":4618,"spans":4619,"direction":52},"Not every audience engages with media in the same way. A Gen Z viewer watching TikTok on their phone doesn’t want the same ad experience as a family gathered around the television set. That’s why shoppable advertising success depends on having the right creative format for the context and the ability to deploy it at scale.",[],{"type":41,"text":4621,"spans":4622,"direction":52},"Enter MiQ Sigma. Through its Creative capability, advertisers gain access to flexible, customizable formats that adapt to each viewing environment. Whether you’re creating fast-loading verticals for mobile-first viewers or interactive CTV spots for big-screen browsers, Sigma lets you deploy shoppable content that feels native, relevant, and actionable.",[4623],{"start":178,"end":776,"type":47,"data":4624},{"link_type":49,"url":4625,"target":51},"https:\u002F\u002Fbit.ly\u002F3KQK17v",{"type":41,"text":4627,"spans":4628,"direction":52},"And thanks to intelligent automation and audience-level insights, Sigma also enables advertisers to test, learn, and optimize faster, ensuring that shoppability isn’t just an add-on, but a baked-in driver of performance.",[],{"type":41,"text":4630,"spans":4631,"direction":52},"Curious to see how it works? Book a Sigma demo.",[4632],{"start":552,"end":96,"type":47,"data":4633},{"link_type":49,"url":4634,"target":51},"https:\u002F\u002Fbit.ly\u002F4nEoEF3",{"type":91,"text":4636,"spans":4637,"direction":52},"\nFinal thoughts: make every moment shoppable",[],{"type":41,"text":4639,"spans":4640,"direction":52},"The line between content and commerce is fading. From Roku shoppable ads to click-to-buy videos on social, shoppability is now embedded in almost every digital medium. And as Advanced TV continues to evolve, the opportunity for shoppable media will only expand.",[],{"type":41,"text":4642,"spans":4643,"direction":52},"By investing in smart, context-aware shoppable advertising, brands can meet consumers where they are; turning inspiration into action, and views into value.",[],{"type":41,"text":4645,"spans":4646,"direction":52},"Want to understand the bigger picture? Download our Global Advanced TV Report and explore how the world’s leading advertisers are making their media more actionable, more measurable, and more shoppable.",[4647],{"start":441,"end":183,"type":47,"data":4648},{"link_type":49,"url":4577,"target":51},{"type":41,"text":57,"spans":4650,"direction":52},[],{"type":91,"text":4652,"spans":4653,"direction":52},"Glossary highlights ",[],{"type":41,"text":4655,"spans":4656,"direction":52},"Shoppable ads: Video or display ads that allow users to click directly through to a product page or purchase path.",[4657],{"start":178,"end":918,"type":97},{"type":41,"text":4659,"spans":4660,"direction":52},"Shoppable media: Any content that integrates commerce functionality, allowing for product discovery and purchase within the content experience.",[4661],{"start":178,"end":765,"type":97},{"type":41,"text":4663,"spans":4664,"direction":52},"Shoppable content examples: Instagram Stories with product links, YouTube ads with “Buy Now” buttons, or CTV ads with QR codes linking to product pages.",[4665],{"start":178,"end":2216,"type":97},{"type":41,"text":4667,"spans":4668,"direction":52},"Shoppability meaning: The ease and efficiency with which a user can buy a product directly from content they are consuming.",[4669],{"start":178,"end":1789,"type":97},{"type":41,"text":4671,"spans":4672,"direction":52},"What are shoppable ads: A marketing format that combines traditional video advertising with interactive elements enabling instant shopping.",[4673],{"start":178,"end":156,"type":97},{"type":41,"text":57,"spans":4675,"direction":52},[],"text_component$272895b3-35ac-40b7-a466-19b4bc61f933",{},{"link_type":282},[],[],[4682],{"trigger":38,"form":4683},{"link_type":282},"2025-10-22T10:00:00+0000",{"dimensions":4686,"alt":38,"copyright":38,"url":4687,"id":4688,"edit":4689},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaO0T-55xUNkB15as_GL-Everything_is_shoppable-blog.jpg?auto=format,compress","aO0T-55xUNkB15as",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":4691,"alt":38,"copyright":38,"url":4687,"id":4688,"edit":4692},{"width":292,"height":293},{"x":178,"y":178,"zoom":95,"background":75},[4694,4698,4702],{"related_article":4695},{"id":4390,"type":9,"tags":4696,"lang":17,"slug":4392,"first_publication_date":4393,"last_publication_date":2303,"uid":4394,"link_type":282,"key":4697,"isBroken":280},[],"c9fa5bf3-d6a7-4ffc-897d-af566469c463",{"related_article":4699},{"id":3620,"type":9,"tags":4700,"lang":17,"slug":3622,"first_publication_date":3623,"last_publication_date":3624,"uid":3625,"link_type":282,"key":4701,"isBroken":280},[],"aa1677b5-65b2-460f-b6e4-0231a7874583",{"related_article":4703},{"id":1096,"type":9,"tags":4704,"lang":17,"slug":1098,"first_publication_date":1099,"last_publication_date":1100,"uid":1101,"link_type":282,"key":4705,"isBroken":280},[],"a5961e98-9f59-428f-9884-4d04310ffe0c",[4707],{"type":41,"text":4708,"spans":4709,"direction":52},"Everything is shoppable | Shoppable ads and CTV",[],[4711],{"type":41,"text":4712,"spans":4713,"direction":52},"Discover how shoppable ads and content are transforming Advanced TV. Learn how to boost conversions with MiQ Sigma and make every impression count.",[],[4715],{"type":41,"text":4708,"spans":4716,"direction":52},[],[4718],{"type":41,"text":4712,"spans":4719,"direction":52},[],{"dimensions":4721,"alt":38,"copyright":38,"url":4722,"id":4723,"edit":4724},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaO0T-p5xUNkB15ar_GL-Everything_is_shoppable-blog-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","aO0T-p5xUNkB15ar",{"x":178,"y":95,"zoom":95,"background":75},{"id":4726,"uid":4727,"url":38,"type":9,"href":4728,"tags":4729,"first_publication_date":4730,"last_publication_date":4731,"slugs":4732,"linked_documents":4734,"lang":17,"alternate_languages":4735,"data":4736},"aO-kPhkAAEgARwib","launch-member-of-ad-context-protocol-adcp","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aO-kPhkAAEgARwib%22%29+%5D%5D",[],"2025-10-15T16:40:27+0000","2026-04-27T16:35:41+0000",[4733],"we-are-a-launch-member-of-ad-context-protocol-adcp",[],[],{"title":4737,"external_link":4738,"summary":4739,"slices":4740,"author_name":4761,"author_position":4762,"author_description":38,"author_image":4763,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":4770,"contact_formid":38,"contact_title":4771,"contact_description":4772,"contact_cta":38,"url_form_triggers":4773,"category":2021,"date":4774,"featured_image":4775,"thumbnail":4780,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":4785,"meta_title":4798,"meta_description":4802,"og_title":4806,"og_description":4809,"og_image":4812,"no_index":280},"We are a launch member of Ad Context Protocol (AdCP)",{"link_type":30},[],[4741],{"variation":34,"version":35,"items":4742,"primary":4743,"id":4760,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":4744,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[4745,4748,4751,4754,4757],{"type":41,"text":4746,"spans":4747,"direction":52},"We’re excited to share some big news: MiQ has been named a launch member for the newly announced Ad Context Protocol (AdCP). This is a major step forward for both our company and the wider digital advertising industry.",[],{"type":41,"text":4749,"spans":4750,"direction":52},"So, what is AdCP? In simple terms, it’s a new way for all of the different “agents” in our industry that buy ads online – present and future – to talk to each other more easily and efficiently. If you remember how real-time bidding (RTB) changed the game for programmatic advertising years ago, AdCP has the potential to do the same for the new era of AI-powered ad buying. It’s like giving all the different systems in our industry a common language, so they can work together better and faster.",[],{"type":41,"text":4752,"spans":4753,"direction":52},"For MiQ, this is a perfect fit. We’ve always prided ourselves on being connected to the entire ad ecosystem. We are, of course, partner agnostic, meaning we work with everyone…all the major DSPs, SSPs, RMNs, and data providers. Our MiQ Sigma Trading Agent already links to multiple buying platforms and can optimize thousands of ad campaigns at once, often just by using simple text prompts. With AdCP, we’ll be able to connect our technology to even more partners and unlock new capabilities for our clients.",[],{"type":41,"text":4755,"spans":4756,"direction":52},"As a launch member of the Ad Context Protocol, MiQ will now be shaping how we take this technology to the next level.",[],{"type":41,"text":4758,"spans":4759,"direction":52},"We will begin initial testing of AdCP in early 2026 in parallel with our continued roll-out and advancement of our agentic technologies. This is a big opportunity for us to lead the way in making digital advertising smarter, more connected, and more effective — for our clients and for everyone at MiQ.",[],"text_component$a690d0dc-1143-4d60-82d4-34b93ce4fde0","John Goulding","Global chief strategy officer",{"dimensions":4764,"alt":38,"copyright":38,"url":4767,"id":4768,"edit":4769},{"width":4765,"height":4766},883,882,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F44177e89-f222-463e-811b-a755eed77fb7_Sustainability-John_Goulding-quote.png?auto=format,compress","ZdYe9xEAAC4A4RV8",{"x":178,"y":178,"zoom":95,"background":75},{"link_type":282},[],[],[],"2025-10-15T21:59:00+0000",{"dimensions":4776,"alt":38,"copyright":38,"url":4777,"id":4778,"edit":4779},{"width":68,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaO_G4Z5xUNkB1_1o_AdCP-Blog-post.jpg?auto=format,compress","aO_G4Z5xUNkB1_1o",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":4781,"alt":38,"copyright":38,"url":4782,"id":4783,"edit":4784},{"width":1853,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaO_G4p5xUNkB1_1p_AdCP-thumb.jpg?auto=format,compress","aO_G4p5xUNkB1_1p",{"x":178,"y":178,"zoom":95,"background":75},[4786,4790,4794],{"related_article":4787},{"id":4390,"type":9,"tags":4788,"lang":17,"slug":4392,"first_publication_date":4393,"last_publication_date":2303,"uid":4394,"link_type":282,"key":4789,"isBroken":280},[],"6008f607-0c7d-4527-8c03-1b26b9352dd4",{"related_article":4791},{"id":3620,"type":9,"tags":4792,"lang":17,"slug":3622,"first_publication_date":3623,"last_publication_date":3624,"uid":3625,"link_type":282,"key":4793,"isBroken":280},[],"630cee42-4f2d-4a8a-b824-775d7cbb180e",{"related_article":4795},{"id":1096,"type":9,"tags":4796,"lang":17,"slug":1098,"first_publication_date":1099,"last_publication_date":1100,"uid":1101,"link_type":282,"key":4797,"isBroken":280},[],"af7c63c0-1604-4d86-aa3b-16974c30a516",[4799],{"type":41,"text":4800,"spans":4801,"direction":52},"Excited to be a launch member of Ad Context Protocol (AdCP)",[],[4803],{"type":41,"text":4804,"spans":4805,"direction":52},"MiQ has been named a launch partner for the newly announced Ad Context Protocol (AdCP). This is a major step forward for both our company and the wider digital advertising industry.",[],[4807],{"type":41,"text":4800,"spans":4808,"direction":52},[],[4810],{"type":41,"text":4804,"spans":4811,"direction":52},[],{},{"id":4390,"uid":4394,"url":38,"type":9,"href":4814,"tags":4815,"first_publication_date":4393,"last_publication_date":2303,"slugs":4816,"linked_documents":4817,"lang":17,"alternate_languages":4818,"data":4828},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aOAGixoAAE4AvpZ0%22%29+%5D%5D",[],[4392],[],[4819,4822,4825],{"id":4820,"type":9,"lang":21,"uid":4821},"aOPB_RoAAD8Aw9Kt","como-una-mentalidad-de-video-total-puede-ayudar-a-los-marketers-a-ganar-en-la-activacion-de-youtube",{"id":4823,"type":9,"lang":4824,"uid":4394},"aOOCmxoAAEEAw3OE","ja-jp",{"id":4826,"type":9,"lang":25,"uid":4827},"aOPB-xoAAE4Aw9Kn","como-uma-mentalidade-de-video-total-pode-ajudar-os-profissionais-de-marketing-a-vencer-na-ativacao-do-youtube",{"title":4829,"external_link":4830,"summary":4831,"slices":4832,"author_name":4942,"author_position":4943,"author_description":38,"author_image":4944,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":4947,"contact_formid":38,"contact_title":4948,"contact_description":4949,"contact_cta":38,"url_form_triggers":4950,"category":4953,"date":4954,"featured_image":4955,"thumbnail":4960,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":4966,"meta_title":4993,"meta_description":4997,"og_title":5001,"og_description":5004,"og_image":5008,"no_index":280},"How a total video mindset can help marketers win at YouTube activation",{"link_type":30},[],[4833,4925],{"variation":34,"version":35,"items":4834,"primary":4835,"id":4924,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":4836,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[4837,4840,4852,4855,4858,4861,4864,4867,4875,4878,4884,4890,4894,4898,4901,4904,4910,4913,4920,4922],{"type":91,"text":4838,"spans":4839,"direction":52},"Ad relevance and personalization is becoming more and more important for TV viewers. Discover how you could improve your CTV strategy with our blog. ",[],{"type":41,"text":4841,"spans":4842,"direction":52},"MiQ has been named as an inaugural member of the YouTube Activation Partners program. The program helps advertisers and agencies connect with trusted partners to meet their advertising goals on YouTube. ",[4843],{"start":178,"end":574,"type":47,"data":4844},{"id":4845,"type":4846,"tags":4847,"lang":17,"slug":4848,"first_publication_date":4849,"last_publication_date":4850,"uid":4851,"link_type":282,"isBroken":280},"aN_wChoAAEAAvnYa","article_news",[],"miq-named-to-official-youtube-activation-partner-program-recognizes-ability-to-offer-bespoke-programmatic-services-to-clients","2025-10-06T13:15:36+0000","2026-04-27T16:35:35+0000","miq-named-to-official-youtube-activation-partner-program",{"type":41,"text":4853,"spans":4854,"direction":52},"Becoming a member of the YouTube Activation Partners program is another step in MiQ’s journey to unify video across the ecosystem, and make the programmatic industry even better. ",[],{"type":91,"text":4856,"spans":4857,"direction":52},"Why is YouTube so important? ",[],{"type":41,"text":4859,"spans":4860,"direction":52},"With a large global audience, YouTube is the giant of video advertising and is being consumed in an increasing number of ways: Shorts is capturing 200 billion global views on average every single day, and many user sessions have moved to living room screens. At the same time, AI tools are speeding up creative production and enabling better discovery and performance. ",[],{"type":41,"text":4862,"spans":4863,"direction":52},"While all this potential is up for grabs, our recent survey of 3,100 marketers shows that 43% don’t currently buy YouTube. (September 2025.) It’s never been more critical to make the most of the huge and still growing opportunities on the platform.",[],{"type":91,"text":4865,"spans":4866,"direction":52},"How MiQ Sigma helps you win on YouTube ",[],{"type":41,"text":4868,"spans":4869,"direction":52},"On top of 13 years of deep YouTube specialism and other leading industry partnerships, we also have MiQ Sigma: our AI-powered advertising technology. Trained on the most diverse, global dataset, Sigma connects YouTube to your total video plan. You can buy once, measure once, and optimize holistically. ",[4870,4873],{"start":393,"end":425,"type":47,"data":4871},{"link_type":49,"url":4872,"target":51},"https:\u002F\u002Fwearemiq.com\u002Fyoutube",{"start":1256,"end":1221,"type":47,"data":4874},{"link_type":49,"url":506,"target":51},{"type":41,"text":4876,"spans":4877,"direction":52},"By bringing together Sigma’s 700 trillion signals and YouTube’s global reach, you get:",[],{"type":485,"text":4879,"spans":4880,"direction":52},"Watching, browsing and buying signals all in one place, helping you build higher-intent audiences. ",[4881,4882],{"start":178,"end":369,"type":97},{"start":4883,"end":214,"type":97},41,{"type":485,"text":4885,"spans":4886,"direction":52},"Connected planning to predict incremental reach across YouTube, linear TV, CTV and digital video – all before you spend a single dollar. ",[4887,4888],{"start":178,"end":2238,"type":97},{"start":552,"end":4889,"type":97},30,{"type":485,"text":4891,"spans":4892,"direction":52},"Precise activation across YouTube formats (including Shorts and CTV) with AI‑assisted decisioning that aligns context and ad creative. ",[4893],{"start":178,"end":4557,"type":97},{"type":485,"text":4895,"spans":4896,"direction":52},"Cross-screen measurement with consolidated reporting – tying YouTube to cross‑screen outcomes, not just views.",[4897],{"start":178,"end":122,"type":97},{"type":91,"text":4899,"spans":4900,"direction":52},"\nTotal video for total success",[],{"type":41,"text":4902,"spans":4903,"direction":52},"It pays to plan holistically. But our recent survey (September 2025) shows that 28% of marketers still plan primarily by channel, and 46% of agency professionals have separate teams for separate channels. For those who adopt a total video mindset, targeting is more precise, waste is minimized and incremental reach is maximized. It leads to better performance, faster activation and measurable outcomes on a bigger scale. ",[],{"type":41,"text":4905,"spans":4906,"direction":52},"A big CPG brand wanted to achieve just that - more reach, less waste. Bringing together retailer purchase data, TV ad signals and consumer insights, MiQ built a high-intent audience on YouTube. Then, using Sigma, we matched our audience with the best YouTube channels and formats, also pushing those insights into CTV and digital video strategies. One big connected plan delivered efficient and effective reach - and a very happy client. ",[4907],{"start":4908,"end":4909,"type":110},391,394,{"type":91,"text":4911,"spans":4912,"direction":52},"The impact? ",[],{"type":41,"text":4914,"spans":4915,"direction":52},"When it comes to our YouTube solutions, we’ve seen incremental cost per action drop by more than 40%, and predictive accuracy improving nearly 50x across the board.With advertisers achieving more efficient performance. It’s clear proof that YouTube drives sustained growth. ",[4916,4918],{"start":4917,"end":1220,"type":97},97,{"start":4919,"end":2840,"type":97},143,{"type":41,"text":57,"spans":4921,"direction":52},[],{"type":41,"text":57,"spans":4923,"direction":52},[],"text_component$1c65adda-55b8-41d7-88bf-767b4f4e53f5",{"variation":34,"version":35,"items":4926,"primary":4927,"id":4941,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":4928,"title":38,"text":4934,"link":4938},{"dimensions":4929,"alt":38,"copyright":38,"url":4931,"id":4932,"edit":4933},{"width":1202,"height":4930},750,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F9c27ce9b-6594-45f1-b3c4-bb1188fdb94d_Youtube_1440x750.png?auto=format,compress","ZeilshIAACcAq2i_",{"x":178,"y":178,"zoom":95,"background":75},[4935],{"type":678,"text":4936,"spans":4937},"Ready to win big on YouTube? \nGet in touch and chat with our YouTube specialists.",[],{"link_type":49,"key":4939,"url":4940},"2e7f8659-355c-426d-a34a-b51832fb31fd","http:\u002F\u002Fwearemiq.com\u002Fresources\u002Fblog\u002Fhow-a-total-video-mindset-can-help-marketers-win-at-youtube-activation?form=true","article_download$b885c445-ff93-43a5-b0d4-124c31d66153","Mohammad Chughtai","Global Vice President of Strategy and Partnerships",{"dimensions":4945,"alt":38,"copyright":38,"url":2249,"id":2250,"edit":4946},{"width":2247,"height":2248},{"x":178,"y":178,"zoom":95,"background":75},{"link_type":282},[],[],[4951],{"trigger":38,"form":4952},{"link_type":282},"PROGRAMMATIC SOLUTIONS","2025-10-06T13:30:00+0000",{"dimensions":4956,"alt":38,"copyright":38,"url":4957,"id":4958,"edit":4959},{"width":68,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaOAON55xUNkB1dbd_YTAP-BLOG-HEADER-1200x628.jpg?auto=format,compress","aOAON55xUNkB1dbd",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":4961,"alt":38,"copyright":38,"url":4963,"id":4964,"edit":4965},{"width":1853,"height":4962},839,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaOAPRZ5xUNkB1dbx_YTAP-BLOG-THUMB-505x628.jpg?auto=format,compress","aOAPRZ5xUNkB1dbx",{"x":178,"y":178,"zoom":95,"background":75},[4967,4976,4985],{"related_article":4968},{"id":4969,"type":9,"tags":4970,"lang":17,"slug":4971,"first_publication_date":4972,"last_publication_date":4973,"uid":4974,"link_type":282,"key":4975,"isBroken":280},"Zxf8ChoAAEkAxwbg",[],"how-marketers-can-connect-youtube-insights-to-their-wider-strategy","2024-10-22T20:39:58+0000","2026-04-27T16:34:41+0000","we-need-to-talk-about-youtube","6914bc36-df80-41d4-86ee-30d22a4268c4",{"related_article":4977},{"id":4978,"type":9,"tags":4979,"lang":17,"slug":4980,"first_publication_date":4981,"last_publication_date":4982,"uid":4983,"link_type":282,"key":4984,"isBroken":280},"Zxf5khoAAEkAxwHd",[],"finding-valuable-ctv-audiences","2024-10-22T20:40:40+0000","2026-04-27T16:35:17+0000","miq-marketing","210b81ca-de00-488f-9038-f82ecd625336",{"related_article":4986},{"id":4987,"type":9,"tags":4988,"lang":17,"slug":4989,"first_publication_date":4990,"last_publication_date":1100,"uid":4991,"link_type":282,"key":4992,"isBroken":280},"Z64J9xoAAEcA08uD",[],"cost-efficiency-make-every-dollar-count","2025-02-13T15:18:42+0000","the-3-biggest-takeaways-from-miqs-advanced-tv-report","2a3f548f-ab04-4236-9fe3-73013c0161b4",[4994],{"type":41,"text":4995,"spans":4996,"direction":52},"How a total video mindset can help marketers win at YouTube activation | MiQ Blog",[],[4998],{"type":41,"text":4999,"spans":5000,"direction":52},"Ad relevance and personalization is becoming more and more important for TV viewers. Discover how you could improve your CTV strategy with our blog.",[],[5002],{"type":41,"text":4995,"spans":5003,"direction":52},[],[5005],{"type":41,"text":5006,"spans":5007,"direction":52},"Delivering better outcomes by connecting YouTube to your broader video and programmatic strategy",[],{"dimensions":5009,"alt":38,"copyright":38,"url":5010,"id":4958,"edit":5011},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaOAON55xUNkB1dbd_YTAP-BLOG-HEADER-1200x628.jpg?auto=format%2Ccompress&rect=0%2C1%2C1600%2C836&w=1200&h=627",{"x":178,"y":95,"zoom":95,"background":75},{"id":3620,"uid":3625,"url":38,"type":9,"href":5013,"tags":5014,"first_publication_date":3623,"last_publication_date":3624,"slugs":5015,"linked_documents":5016,"lang":17,"alternate_languages":5017,"data":5018},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aMk2xxoAAEAA9pIB%22%29+%5D%5D",[],[3622],[],[],{"title":5019,"external_link":5020,"summary":5021,"slices":5022,"author_name":1836,"author_position":38,"author_description":38,"author_image":5258,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":5259,"contact_formid":38,"contact_title":5260,"contact_description":5261,"contact_cta":38,"url_form_triggers":5262,"category":2021,"date":5263,"featured_image":5264,"thumbnail":5269,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":5270,"meta_title":5283,"meta_description":5286,"og_title":5290,"og_description":5294,"og_image":5297,"no_index":280},"Make second screens your first priority",{"link_type":30},[],[5023,5067,5079],{"variation":34,"version":35,"items":5024,"primary":5025,"id":5066,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":5026,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[5027,5033,5035,5038,5041,5044,5048,5052,5056,5058,5060],{"type":41,"text":5028,"spans":5029,"direction":52},"Second screening isn’t a sideshow anymore. It’s how audiences actually watch TV. The smartest TV campaigns now plan for living room impact and second screen action. And by using Advanced TV intelligence, you’ll achieve incremental reach, control frequency, and drive outcomes across devices.",[5030],{"start":5031,"end":5032,"type":110},139,142,{"type":41,"text":57,"spans":5034,"direction":52},[],{"type":91,"text":5036,"spans":5037,"direction":52},"Why second screens belong in every CTV strategy",[],{"type":41,"text":5039,"spans":5040,"direction":52},"Whether you call it second screening, dual screening, or multi‑screen advertising, viewers everywhere watch TV with a phone or tablet in hand. That’s a massive opportunity for any Connected Television (CTV) or broader Advanced TV campaign. Targeting that second screen can extend reach, deepen engagement, and convert curiosity into action in the exact right moment.",[],{"type":41,"text":5042,"spans":5043,"direction":52},"When you build second‑screen thinking into your TV plan from day one, you can:",[],{"type":216,"text":5045,"spans":5046,"direction":52},"Add incremental reach by finding streaming‑first or light‑linear audiences.",[5047],{"start":178,"end":1789,"type":97},{"type":216,"text":5049,"spans":5050,"direction":52},"Improve outcomes with sequential messaging, tailored creative and tappable formats.",[5051],{"start":178,"end":765,"type":97},{"type":216,"text":5053,"spans":5054,"direction":52},"Measure what matters (not just VTRs): site visits, app activity, footfall, and sales.",[5055],{"start":178,"end":424,"type":97},{"type":41,"text":57,"spans":5057,"direction":52},[],{"type":41,"text":57,"spans":5059,"direction":52},[],{"type":41,"text":5061,"spans":5062,"direction":52},"Want the full global picture? Download our latest Winning TV insights report for country‑by‑country viewing and advertising trends.",[5063],{"start":1197,"end":266,"type":47,"data":5064},{"link_type":49,"url":5065,"target":51},"https:\u002F\u002Fbit.ly\u002F46Y9Qeq","text_component$8a36028c-6c15-4afd-af2b-f588dff47f77",{"variation":34,"version":35,"items":5068,"primary":5069,"id":5078,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":5070,"title":38,"text":5073,"link":5076},{"dimensions":5071,"alt":38,"copyright":38,"url":4568,"id":4569,"edit":5072},{"width":4566,"height":4567},{"x":178,"y":178,"zoom":95,"background":75},[5074],{"type":678,"text":4573,"spans":5075},[],{"link_type":49,"key":5077,"url":5065},"511dc76c-76fc-49fc-9b21-b340e3457f73","article_download$38954732-7617-47ad-a92f-8eb87c5bb0d1",{"variation":34,"version":35,"items":5080,"primary":5081,"id":5257,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":5082,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[5083,5086,5089,5093,5097,5101,5105,5107,5110,5114,5118,5122,5126,5128,5131,5135,5140,5144,5146,5152,5154,5157,5160,5164,5168,5172,5176,5178,5181,5183,5186,5190,5194,5198,5202,5206,5208,5211,5214,5218,5222,5226,5228,5234,5237,5240,5245,5250],{"type":91,"text":5084,"spans":5085,"direction":52},"How people use second screens around the world",[],{"type":41,"text":5087,"spans":5088,"direction":52},"Second screen habits vary by market, but the behavior is everywhere and it’s highly actionable for marketers. Some of the most common things people do on a second screen while watching TV are:",[],{"type":216,"text":5090,"spans":5091,"direction":52},"Messaging and social – chatting about the show, posting reactions, joining live polls.",[5092],{"start":178,"end":424,"type":97},{"type":216,"text":5094,"spans":5095,"direction":52},"Search and discovery – looking up actors, teams, products, music or plot points.",[5096],{"start":178,"end":424,"type":97},{"type":216,"text":5098,"spans":5099,"direction":52},"Shopping – price‑checking or purchasing products seen in ads or on‑screen.",[5100],{"start":178,"end":4121,"type":97},{"type":216,"text":5102,"spans":5103,"direction":52},"Companion content – live stats, behind‑the‑scenes, episode guides and quizzes.",[5104],{"start":178,"end":493,"type":97},{"type":41,"text":57,"spans":5106,"direction":52},[],{"type":41,"text":5108,"spans":5109,"direction":52},"When you’re planning a successful CTV campaign that targets second screening, it’s best to think in four buckets as you plan:",[],{"type":216,"text":5111,"spans":5112,"direction":52},"Second‑screen content – extras that enrich the main story (recaps, AR filters, stats).",[5113],{"start":178,"end":1789,"type":97},{"type":216,"text":5115,"spans":5116,"direction":52},"Second‑screen experience – interactive moments tied to the TV screen (live votes, play‑along games, QR code triggers).",[5117],{"start":178,"end":73,"type":97},{"type":216,"text":5119,"spans":5120,"direction":52},"Second‑screen advertising – synchronized mobile\u002Fvideo\u002Fdisplay that complements the TV spot and nudges action.",[5121],{"start":178,"end":122,"type":97},{"type":216,"text":5123,"spans":5124,"direction":52},"Double screening behavior – the audience reality you plan around to control reach and frequency across devices.\n",[5125],{"start":178,"end":122,"type":97},{"type":41,"text":57,"spans":5127,"direction":52},[],{"type":91,"text":5129,"spans":5130,"direction":52},"Local snapshots (examples):",[],{"type":216,"text":5132,"spans":5133,"direction":52},"United Kingdom – A majority of viewers routinely use a second screen while watching TV; plan sequential journeys and coordinated frequency to avoid over‑exposure.",[5134],{"start":178,"end":918,"type":97},{"type":216,"text":5136,"spans":5137,"direction":52},"Canada – A sizable share of viewers almost always use a second screen; build shoppable moments and search‑ready creative to capture intent spikes.",[5138],{"start":178,"end":5139,"type":97},6,{"type":216,"text":5141,"spans":5142,"direction":52},"United States and Australia – High rates of smartphone second‑screening mean your CTV creative should always have a mobile follow‑up. Think attention‑grabbing hooks in the first 3 seconds, and clear calls to action.",[5143],{"start":178,"end":393,"type":97},{"type":41,"text":57,"spans":5145,"direction":52},[],{"type":41,"text":5147,"spans":5148,"direction":52},"Ready to translate behavior into outcomes? Explore Advanced TV with MiQ.",[5149],{"start":784,"end":973,"type":47,"data":5150},{"link_type":49,"url":5151,"target":51},"https:\u002F\u002Fbit.ly\u002F4gIQBc6",{"type":41,"text":57,"spans":5153,"direction":52},[],{"type":91,"text":5155,"spans":5156,"direction":52},"What if your market second screens less? (France, for example)",[],{"type":41,"text":5158,"spans":5159,"direction":52},"Not every country second screens at the same rate. In markets like France, frequent smartphone second‑screening is comparatively lower. But that doesn’t mean you can’t drive outcomes. It means you shift the emphasis:",[],{"type":216,"text":5161,"spans":5162,"direction":52},"Lean into the TV screen itself: use Broadcast Video On Demand (BVOD) overlays, QR codes, and longer‑form storytelling to earn attention in‑screen.",[5163],{"start":178,"end":4889,"type":97},{"type":216,"text":5165,"spans":5166,"direction":52},"Boost reach with addressable: complement linear\u002FBVOD with CTV segments that uncover light‑TV or streaming‑first households.",[5167],{"start":178,"end":2216,"type":97},{"type":216,"text":5169,"spans":5170,"direction":52},"Sync companion experiences: if viewers aren’t glued to phones, make the companion experience irresistible: time‑boxed rewards, live predictions, or exclusive content accessible after the spot.",[5171],{"start":178,"end":108,"type":97},{"type":216,"text":5173,"spans":5174,"direction":52},"Optimize frequency holistically: cap at the household level across linear + streaming, then add cautious second‑screen bursts during big cultural moments (e.g. sports finals) when dual screening spikes.",[5175],{"start":178,"end":109,"type":97},{"type":41,"text":57,"spans":5177,"direction":52},[],{"type":91,"text":5179,"spans":5180,"direction":52},"How to actually activate second screen retargeting (that works)",[],{"type":41,"text":57,"spans":5182,"direction":52},[],{"type":41,"text":5184,"spans":5185,"direction":52},"The key is connecting what’s on TV to what’s on mobile in the moment and then measuring the lift. Here’s a proven playbook you can run with MiQ:",[],{"type":485,"text":5187,"spans":5188,"direction":52},"Real‑time TV -> mobile retargeting\nUse ACR‑powered TV exposure data to reach households on a second screen within seconds of seeing your TV spot. Great for brand recall, site\u002Fapp nudges and in‑store prompts.",[5189],{"start":178,"end":561,"type":97},{"type":485,"text":5191,"spans":5192,"direction":52},"Overexposed \u002F underexposed balancing\nSuppress over‑exposed households and shift budget to the underexposed to maximize unique reach and minimize waste.",[5193],{"start":178,"end":252,"type":97},{"type":485,"text":5195,"spans":5196,"direction":52},"Sequential messaging\nServe a short, action‑oriented mobile ad to viewers right after TV exposure (e.g., product details, price, local availability). Follow with a reminder 24–72 hours later for high‑intent segments.",[5197],{"start":178,"end":1789,"type":97},{"type":485,"text":5199,"spans":5200,"direction":52},"Search and social surge capture\nOwn branded and category search immediately after your TV spot airs. Pair with social placements that catch real‑time conversation.",[5201],{"start":178,"end":771,"type":97},{"type":485,"text":5203,"spans":5204,"direction":52},"Outcome measurement\nAttribute second screen activity to TV exposure: brand lift, site visits, app opens, store visits or sales, then optimize mid‑flight.",[5205],{"start":178,"end":424,"type":97},{"type":41,"text":57,"spans":5207,"direction":52},[],{"type":91,"text":5209,"spans":5210,"direction":52},"Where Sigma Intelligence fits in",[],{"type":41,"text":5212,"spans":5213,"direction":52},"MiQ Sigma connects what people are watching (TV exposure), browsing (web\u002Fapp behavior) and buying (commerce signals) to build precise, privacy‑ready audiences and automated workflows. In a second‑screen plan, Sigma helps you:",[],{"type":216,"text":5215,"spans":5216,"direction":52},"Identify over and underexposed viewers and automate budget shifts to maximize incremental reach.",[5217],{"start":1462,"end":4889,"type":97},{"type":216,"text":5219,"spans":5220,"direction":52},"Trigger sequential messaging across mobile, video and social right after CTV\u002Flinear exposure.",[5221],{"start":4121,"end":2216,"type":97},{"type":216,"text":5223,"spans":5224,"direction":52},"Forecast and cap household‑level frequency across programmatic TV and digital.",[5225],{"start":493,"end":214,"type":97},{"type":41,"text":57,"spans":5227,"direction":52},[],{"type":41,"text":5229,"spans":5230,"direction":52},"See Sigma in action or book a demo.\n",[5231],{"start":156,"end":425,"type":47,"data":5232},{"link_type":49,"url":5233,"target":51},"https:\u002F\u002Fbit.ly\u002F42eepie",{"type":91,"text":5235,"spans":5236,"direction":52},"Conclusion: Second screens are now the first place to win",[],{"type":41,"text":5238,"spans":5239,"direction":52},"Second screening is the default, not the exception and it’s central to any winning programmatic TV plan. Make second screen behavior a core brief item for every TV campaign, use Connected Television to find incremental reach, and let data‑driven sequencing do the heavy lifting for outcomes.",[],{"type":216,"text":5241,"spans":5242,"direction":52},"Explore MiQ’s Advanced TV capabilities",[5243],{"start":4121,"end":369,"type":47,"data":5244},{"link_type":49,"url":5151,"target":51},{"type":216,"text":5246,"spans":5247,"direction":52},"Get the global Advanced TV report for the latest country‑level insights",[5248],{"start":4121,"end":1304,"type":47,"data":5249},{"link_type":49,"url":5065,"target":51},{"type":216,"text":5251,"spans":5252,"direction":52},"Learn more about MiQ Sigma or book a demo",[5253,5255],{"start":493,"end":108,"type":47,"data":5254},{"link_type":49,"url":506,"target":51},{"start":4889,"end":4883,"type":47,"data":5256},{"link_type":49,"url":5233,"target":51},"text_component$febcc2a1-a750-498b-82be-9d5a534c0bc9",{},{"link_type":282},[],[],[],"2025-09-30T01:00:00+0000",{"dimensions":5265,"alt":38,"copyright":38,"url":5266,"id":5267,"edit":5268},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaNbJ8p5xUNkB1KhC_GL-Make-second-screens-your-first-priority.jpg?auto=format,compress","aNbJ8p5xUNkB1KhC",{"x":178,"y":178,"zoom":95,"background":75},{},[5271,5275,5279],{"related_article":5272},{"id":3433,"type":9,"tags":5273,"lang":17,"slug":3435,"first_publication_date":3119,"last_publication_date":3436,"uid":3435,"link_type":282,"key":5274,"isBroken":280},[],"d3f6ebc6-68ab-406d-8652-0cfab194131b",{"related_article":5276},{"id":3116,"type":9,"tags":5277,"lang":17,"slug":3118,"first_publication_date":3119,"last_publication_date":3120,"uid":3118,"link_type":282,"key":5278,"isBroken":280},[],"3458b5ca-259c-4c61-87ce-d5b71169009b",{"related_article":5280},{"id":4987,"type":9,"tags":5281,"lang":17,"slug":4989,"first_publication_date":4990,"last_publication_date":1100,"uid":4991,"link_type":282,"key":5282,"isBroken":280},[],"177fcaa6-6003-4ee8-807c-49152a829a05",[5284],{"type":41,"text":5019,"spans":5285,"direction":52},[],[5287],{"type":41,"text":5288,"spans":5289,"direction":52},"Second screening is now the norm. Learn how advertisers are planning and measuring campaigns that drive action",[],[5291],{"type":41,"text":5292,"spans":5293,"direction":52},"Second screen advertising | Why it should be your first priority",[],[5295],{"type":41,"text":5288,"spans":5296,"direction":52},[],{"dimensions":5298,"alt":38,"copyright":38,"url":5299,"id":5300,"edit":5301},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaNbJ8Z5xUNkB1KhB_GL-Make-second-screens-your-first-priority-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","aNbJ8Z5xUNkB1KhB",{"x":178,"y":95,"zoom":95,"background":75},{"id":1096,"uid":1101,"url":38,"type":9,"href":5303,"tags":5304,"first_publication_date":1099,"last_publication_date":1100,"slugs":5305,"linked_documents":5306,"lang":17,"alternate_languages":5307,"data":5308},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aMFTCRoAAEYAuPX6%22%29+%5D%5D",[],[1098],[],[],{"title":5309,"external_link":5310,"summary":5311,"slices":5312,"author_name":1836,"author_position":38,"author_description":38,"author_image":5576,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":5577,"contact_formid":38,"contact_title":5578,"contact_description":5579,"contact_cta":38,"url_form_triggers":5580,"category":2021,"date":5583,"featured_image":5584,"thumbnail":5589,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":5594,"meta_title":5607,"meta_description":5611,"og_title":5614,"og_description":5617,"og_image":5620,"no_index":280},"How relevant is relevance?",{"link_type":30},[],[5313,5355,5367],{"variation":34,"version":35,"items":5314,"primary":5315,"id":5354,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":5316,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[5317,5320,5323,5329,5331,5334,5337,5344,5347,5350,5352],{"type":41,"text":5318,"spans":5319,"direction":52},"In today’s crowded TV landscape, standing out means doing more than showing up. For brands investing in Connected TV (CTV), relevance isn’t just a metric. It’s a powerful driver of performance, helping ads reach the right people in the right moment with the right message.",[],{"type":41,"text":5321,"spans":5322,"direction":52},"But what does relevance actually look like in the context of a TV campaign, and how can advertisers ensure their creative is truly resonating with viewers?",[],{"type":41,"text":5324,"spans":5325,"direction":52},"MiQ’s Global Advanced TV report reveals that relevance plays a defining role in campaign success. Brands that prioritize relevant creative and audience alignment consistently see higher completion rates, stronger engagement, and greater lifts in brand awareness. This article explores the role of relevance across creative formatting, targeting strategies, and the growing role of AI-driven personas. It’s time to reframe relevance not as a bonus, but as the baseline for effective Connected TV advertising.",[5326],{"start":178,"end":771,"type":47,"data":5327},{"link_type":49,"url":5328,"target":51},"https:\u002F\u002Fbit.ly\u002F3JZr7Ld",{"type":41,"text":57,"spans":5330,"direction":52},[],{"type":91,"text":5332,"spans":5333,"direction":52},"Why relevant ads perform better",[],{"type":41,"text":5335,"spans":5336,"direction":52},"When viewers feel like an ad speaks to them, they’re more likely to watch, remember, and act. That’s the power of relevance.",[],{"type":41,"text":5338,"spans":5339,"direction":52},"Our UK Advanced TV report found that 67% of viewers are more likely to engage with ads that feel personalized to their interests or situation. In the US, that figure rises to 71%. This points to a growing expectation: viewers want ads that align with their preferences, habits, and content choices.",[5340],{"start":5341,"end":122,"type":47,"data":5342},4,{"link_type":49,"url":5343,"target":51},"https:\u002F\u002Fbit.ly\u002F47GGjH0",{"type":41,"text":5345,"spans":5346,"direction":52},"The benefits are clear. When relevance increases, so does brand recall, brand preference, and ultimately purchase intent. This isn’t about bombarding users with volume. It’s about matching message to moment, and making sure your ads feel like a natural part of the viewing experience.",[],{"type":41,"text":5348,"spans":5349,"direction":52},"That’s especially important in the CTV environment, where users are in control. The remote is never far away, and tolerance for generic messaging is low. The more relevant your ad, the better your chance of holding attention and delivering impact. ",[],{"type":41,"text":57,"spans":5351,"direction":52},[],{"type":91,"text":57,"spans":5353,"direction":52},[],"text_component$04c50fe4-2c53-4242-90a4-2f131f9988a6",{"variation":34,"version":35,"items":5356,"primary":5357,"id":5366,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":5358,"title":38,"text":5361,"link":5364},{"dimensions":5359,"alt":38,"copyright":38,"url":4568,"id":4569,"edit":5360},{"width":4566,"height":4567},{"x":178,"y":178,"zoom":95,"background":75},[5362],{"type":678,"text":4573,"spans":5363},[],{"link_type":49,"key":5365,"url":5328},"79761c59-a66f-449c-93b8-ef7a8b2311e5","article_download$9d22e95c-7847-406e-934d-911f99abfb28",{"variation":34,"version":35,"items":5368,"primary":5369,"id":5575,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":5370,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[5371,5374,5377,5380,5383,5389,5391,5394,5397,5400,5405,5408,5411,5417,5419,5422,5425,5428,5431,5434,5437,5440,5443,5446,5448,5451,5456,5458,5461,5466,5472,5477,5484,5486,5489,5491,5496,5498,5503,5505,5514,5516,5526,5528,5533,5535,5543,5545,5550,5552,5557,5559,5564,5566],{"type":91,"text":5372,"spans":5373,"direction":52},"Why creative format is just as important as message",[],{"type":41,"text":5375,"spans":5376,"direction":52},"Even the most relevant message can fall flat if the format doesn’t fit the platform. CTV is not traditional TV, and expecting standard 30-second spots to perform equally well across devices and contexts is a missed opportunity.",[],{"type":41,"text":5378,"spans":5379,"direction":52},"Different content environments call for different types of creative. An interactive ad during a mobile viewing session may perform better than a long-form spot on a smart TV. Responsive placements, tailored overlays, and sequential creative strategies allow brands to adapt to both the screen and the mindset of the viewer.",[],{"type":41,"text":5381,"spans":5382,"direction":52},"With programmatic TV, these adjustments can be made dynamically, enabling advertisers to fine-tune formats based on real-time performance. This ensures your creative is not only relevant to the user, but also appropriate for the device, time of day, and type of content being consumed.",[],{"type":41,"text":5384,"spans":5385,"direction":52},"By thinking beyond one-size-fits-all ads, marketers can unlock stronger engagement and a smoother viewer experience. Explore: MiQ Advanced TV solutions",[5386],{"start":5387,"end":2004,"type":47,"data":5388},117,{"link_type":49,"url":268,"target":51},{"type":41,"text":57,"spans":5390,"direction":52},[],{"type":91,"text":5392,"spans":5393,"direction":52},"From audience to individual: customization and AI-powered personas",[],{"type":41,"text":5395,"spans":5396,"direction":52},"If creative formatting ensures your ad looks right, customization ensures it feels right. This is where data, AI, and real audience insight come together.",[],{"type":41,"text":5398,"spans":5399,"direction":52},"Traditional audience segments like age, gender, or location only scratch the surface. To really improve ad relevance, brands need to go deeper, using behavioral insights and dynamic data to build user personas that reflect real motivations, needs, and interests.",[],{"type":41,"text":5401,"spans":5402,"direction":52},"Tools like MiQ Sigma allow marketers to move from broad targeting to true personalization. By combining media, purchase, and contextual data, Sigma can generate AI-powered personas that reflect actual viewing behaviors. These personas inform not only who sees the ad, but how it should be presented to maximize resonance.",[5403],{"start":2225,"end":424,"type":47,"data":5404},{"link_type":49,"url":506,"target":51},{"type":41,"text":5406,"spans":5407,"direction":52},"For example, if Sigma identifies that a specific user persona watches a lot of sports content late at night, your campaign can automatically serve creative that matches that tone and moment, perhaps highlighting high-energy messaging or late-night offers.",[],{"type":41,"text":5409,"spans":5410,"direction":52},"This kind of custom ad delivery is no longer out of reach. It’s a growing expectation from both viewers and marketers who want to improve effectiveness without increasing spend.",[],{"type":41,"text":5412,"spans":5413,"direction":52},"Want to see how this works in action? Book an MiQ Sigma demo to explore our persona-driven customization in live environments.",[5414],{"start":369,"end":654,"type":47,"data":5415},{"link_type":49,"url":5416,"target":51},"https:\u002F\u002Fbit.ly\u002F4nsmPub",{"type":41,"text":57,"spans":5418,"direction":52},[],{"type":91,"text":5420,"spans":5421,"direction":52},"Final thoughts: why relevance will shape the future of Advanced TV",[],{"type":41,"text":5423,"spans":5424,"direction":52},"Let’s be clear: relevance is not just a performance booster, it’s a baseline requirement for modern advertising success.",[],{"type":41,"text":5426,"spans":5427,"direction":52},"As the Global Advanced TV Report shows, audiences are spending more time with streaming platforms and expect personalized, meaningful content. On average, viewers now watch 3.48 hours of video per day, and 73% still prefer the big screen for their viewing. But the way they interact with ads is changing fast.",[],{"type":216,"text":5429,"spans":5430,"direction":52},"Over one-third (37%) of consumers discover new brands through TV ads.",[],{"type":216,"text":5432,"spans":5433,"direction":52},"85% of advertisers are familiar with Retail Media Networks and 88% plan to use them in their CTV strategies.",[],{"type":216,"text":5435,"spans":5436,"direction":52},"A striking 82% of advertisers plan to maintain or increase their streaming spend over the next 12 to 18 months.",[],{"type":216,"text":5438,"spans":5439,"direction":52},"Eye-catching creatives are considered the top driver of advertising performance, cited by 43% of advertisers.",[],{"type":216,"text":5441,"spans":5442,"direction":52},"Over 64% of viewers use a second screen while watching TV content and 26% say they research products they’ve seen on screen.",[],{"type":216,"text":5444,"spans":5445,"direction":52},"Consumers say that personalized and targeted ads based on their interests are the #1 factor influencing purchase decisions.",[],{"type":41,"text":57,"spans":5447,"direction":52},[],{"type":41,"text":5449,"spans":5450,"direction":52},"In short, the more relevant your ad, the more likely it is to be noticed, remembered, and acted on. Programmatic tools like MiQ Sigma make it easier to deliver persona-led creative at scale, turning insights into meaningful action and static formats into dynamic moments of brand impact.",[],{"type":41,"text":5452,"spans":5453,"direction":52},"Want to go deeper? Download the full Global Advanced TV report to explore how ad relevance, data-driven targeting, and creative optimization can help you win the next era of TV.",[5454],{"start":4557,"end":973,"type":47,"data":5455},{"link_type":49,"url":5328,"target":51},{"type":41,"text":57,"spans":5457,"direction":52},[],{"type":91,"text":5459,"spans":5460,"direction":52},"Next steps:",[],{"type":216,"text":5462,"spans":5463,"direction":52},"Learn more about Advanced TV",[5464],{"start":178,"end":2216,"type":47,"data":5465},{"link_type":49,"url":268,"target":51},{"type":216,"text":5467,"spans":5468,"direction":52},"Read the full Global Advanced TV report",[5469],{"start":178,"end":441,"type":47,"data":5470},{"link_type":49,"url":5471,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Ftune-in-to-winning-tv-insights?utm_campaign=11549870-GLATVCON0425reportEX&utm_source=Organic+Social&utm_medium=LinkedIn&utm_term=ATV+Winning+Report+Promo",{"type":216,"text":5473,"spans":5474,"direction":52},"Explore the MiQ Sigma product page",[5475],{"start":178,"end":425,"type":47,"data":5476},{"link_type":49,"url":506,"target":51},{"type":216,"text":5478,"spans":5479,"direction":52},"Book a demo to see persona-led customization in action\n",[5480,5483],{"start":178,"end":755,"type":47,"data":5481},{"link_type":49,"url":5482,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fsigma#demo",{"start":1594,"end":755,"type":97},{"type":41,"text":57,"spans":5485,"direction":52},[],{"type":91,"text":5487,"spans":5488,"direction":52},"Glossary: Connected TV and programmatic advertising",[],{"type":41,"text":57,"spans":5490,"direction":52},[],{"type":41,"text":5492,"spans":5493,"direction":52},"What is brand relevance?\nBrand relevance refers to how well a brand aligns with the needs, values, and expectations of its target audience. In advertising, high brand relevance means the brand’s message feels timely, meaningful, and personalized, boosting engagement and long-term loyalty.",[5494,5495],{"start":178,"end":73,"type":97},{"start":122,"end":483,"type":97},{"type":41,"text":57,"spans":5497,"direction":52},[],{"type":41,"text":5499,"spans":5500,"direction":52},"What is brand awareness?\nBrand awareness is the extent to which consumers recognize or recall a brand. It’s a key step in the customer journey and a foundational metric for measuring the success of marketing and TV campaigns.",[5501,5502],{"start":178,"end":73,"type":97},{"start":122,"end":483,"type":97},{"type":41,"text":57,"spans":5504,"direction":52},[],{"type":41,"text":5506,"spans":5507,"direction":52},"What is Connected TV (CTV)?\nConnected TV refers to televisions that connect to the internet and stream digital video content via apps or platforms. CTV includes smart TVs, streaming devices (like Roku or Fire Stick), and gaming consoles used for streaming. It allows advertisers to deliver targeted video ads in a premium, non-skippable format. Explore: MiQ’s Advanced TV solutions",[5508,5509,5510],{"start":178,"end":393,"type":97},{"start":2216,"end":483,"type":97},{"start":5511,"end":5512,"type":47,"data":5513},345,381,{"link_type":49,"url":268,"target":51},{"type":41,"text":57,"spans":5515,"direction":52},[],{"type":41,"text":5517,"spans":5518,"direction":52},"What is programmatic TV?\nProgrammatic TV is the automated buying, placement, and optimization of TV ads using data-driven software. It enables advertisers to target specific audiences on Connected TV platforms, making TV campaigns more efficient and measurable. Explore: Programmatic media solutions with MiQ",[5519,5520,5521],{"start":178,"end":73,"type":97},{"start":122,"end":483,"type":97},{"start":5522,"end":5523,"type":47,"data":5524},262,308,{"link_type":49,"url":5525,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fmedia-solutions",{"type":41,"text":57,"spans":5527,"direction":52},[],{"type":41,"text":5529,"spans":5530,"direction":52},"What is a user persona generator?\nA user persona generator is a tool that creates detailed audience profiles based on data, such as demographics, behaviors, and media consumption habits. In CTV advertising, it helps brands tailor their messaging to different viewer types for greater relevance and engagement.",[5531,5532],{"start":178,"end":1304,"type":97},{"start":547,"end":3327,"type":97},{"type":41,"text":57,"spans":5534,"direction":52},[],{"type":41,"text":5536,"spans":5537,"direction":52},"What is an AI persona generator?\nAn AI persona generator uses artificial intelligence and machine learning to build predictive user personas from vast datasets. These personas help advertisers customize ad delivery and creative strategy in real time, especially within platforms like MiQ Sigma.",[5538,5539,5540],{"start":178,"end":771,"type":97},{"start":547,"end":1068,"type":97},{"start":5541,"end":175,"type":47,"data":5542},284,{"link_type":49,"url":506,"target":51},{"type":41,"text":57,"spans":5544,"direction":52},[],{"type":41,"text":5546,"spans":5547,"direction":52},"What is ad relevance?\nAd relevance describes how closely an advertisement matches the interests, behaviors, or context of the viewer. High ad relevance improves attention, recall, and conversion, especially when paired with customized creative formats.",[5548,5549],{"start":178,"end":1789,"type":97},{"start":475,"end":425,"type":97},{"type":41,"text":57,"spans":5551,"direction":52},[],{"type":41,"text":5553,"spans":5554,"direction":52},"What is market relevance?\nMarket relevance refers to how well a brand or product meets the current needs and trends within its market. In advertising, maintaining market relevance means ensuring your campaigns reflect cultural moments, audience expectations, and evolving media behaviors.",[5555,5556],{"start":178,"end":122,"type":97},{"start":108,"end":214,"type":97},{"type":41,"text":57,"spans":5558,"direction":52},[],{"type":41,"text":5560,"spans":5561,"direction":52},"What are custom ads?\nCustom ads are personalized creatives that adapt to audience segments, viewing contexts, or campaign goals. These ads may change format, messaging, or visual elements depending on who is watching and what content they are watching.",[5562,5563],{"start":178,"end":424,"type":97},{"start":1789,"end":109,"type":97},{"type":41,"text":57,"spans":5565,"direction":52},[],{"type":41,"text":5567,"spans":5568,"direction":52},"How to improve ad relevance\nImproving ad relevance involves aligning creative with audience data, using AI-powered segmentation, adjusting formats for different screens, and ensuring that your message fits the viewing context. Tools like MiQ Sigma help automate and optimize this process at scale.",[5569,5570,5571],{"start":178,"end":393,"type":97},{"start":369,"end":1197,"type":97},{"start":5572,"end":5573,"type":47,"data":5574},238,247,{"link_type":49,"url":506,"target":51},"text_component$f049a2cf-f11d-4888-9a74-a372231d2734",{},{"link_type":282},[],[],[5581],{"trigger":38,"form":5582},{"link_type":282},"2025-09-16T21:59:00+0000",{"dimensions":5585,"alt":38,"copyright":38,"url":5586,"id":5587,"edit":5588},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaMQQ0WGNHVfTPFnE_GL-How-relevant-is-relevance.jpg?auto=format,compress","aMQQ0WGNHVfTPFnE",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":5590,"alt":38,"copyright":38,"url":5591,"id":5592,"edit":5593},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaMQQ0GGNHVfTPFnD_GL-How-relevant-is-relevance-MiQ.jpg?auto=format,compress","aMQQ0GGNHVfTPFnD",{"x":178,"y":178,"zoom":95,"background":75},[5595,5599,5603],{"related_article":5596},{"id":3433,"type":9,"tags":5597,"lang":17,"slug":3435,"first_publication_date":3119,"last_publication_date":3436,"uid":3435,"link_type":282,"key":5598,"isBroken":280},[],"440bddf8-cbf9-4359-9e8d-12318e428f8f",{"related_article":5600},{"id":3116,"type":9,"tags":5601,"lang":17,"slug":3118,"first_publication_date":3119,"last_publication_date":3120,"uid":3118,"link_type":282,"key":5602,"isBroken":280},[],"b613a4b8-bb9b-4825-befd-415f1aff4a74",{"related_article":5604},{"id":4987,"type":9,"tags":5605,"lang":17,"slug":4989,"first_publication_date":4990,"last_publication_date":1100,"uid":4991,"link_type":282,"key":5606,"isBroken":280},[],"561affcb-9c30-4d09-89c4-b709e799d307",[5608],{"type":41,"text":5609,"spans":5610,"direction":52},"The importance of ad relevance for CTV campaigns | MiQ Blog",[],[5612],{"type":41,"text":4999,"spans":5613,"direction":52},[],[5615],{"type":41,"text":5609,"spans":5616,"direction":52},[],[5618],{"type":41,"text":4999,"spans":5619,"direction":52},[],{"dimensions":5621,"alt":38,"copyright":38,"url":5622,"id":5592,"edit":5623},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaMQQ0GGNHVfTPFnD_GL-How-relevant-is-relevance-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627",{"x":178,"y":95,"zoom":95,"background":75},{"id":3116,"uid":3118,"url":38,"type":9,"href":5625,"tags":5626,"first_publication_date":3119,"last_publication_date":3120,"slugs":5627,"linked_documents":5628,"lang":17,"alternate_languages":5629,"data":5634},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aC9CchoAAEQA3Fs3%22%29+%5D%5D",[],[3118],[],[5630,5632],{"id":5631,"type":9,"lang":25,"uid":3118},"aJI2DhkAAEkAs9RX",{"id":5633,"type":9,"lang":21,"uid":3118},"aIc94xoAAEkAYtPv",{"title":5635,"external_link":5636,"summary":5637,"slices":5638,"author_name":38,"author_position":38,"author_description":38,"author_image":5680,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":5681,"contact_formid":38,"contact_title":5682,"contact_description":5683,"contact_cta":38,"url_form_triggers":5684,"category":2021,"date":5685,"featured_image":5686,"thumbnail":5691,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":5692,"meta_title":5715,"meta_description":5718,"og_title":5722,"og_description":5725,"og_image":5728,"no_index":280},"An open letter from MiQ’s Co-founders",{"link_type":30},[],[5639],{"variation":34,"version":35,"items":5640,"primary":5641,"id":5679,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":5642,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[5643,5646,5649,5652,5660],{"type":41,"text":5644,"spans":5645,"direction":52},"The evolution of programmatic has been nothing short of astounding. ",[],{"type":41,"text":5647,"spans":5648,"direction":52},"The growth of data, platforms, inventory and media choice has been unprecedented. This has resulted in the single biggest problem facing advertisers today: fragmentation. Programmatic simply wasn't designed for what it’s become. The ecosystem is now far too complex, doesn't always work for buyers and our clients are in desperate need of improved visibility, control, speed, and performance.",[],{"type":41,"text":5650,"spans":5651,"direction":52},"At the same time, we are all becoming more comfortable using artificial intelligence, and the world is on the cusp of an AI revolution. This could be another huge problem for advertisers. Or… AI could become the solution to unlocking the full potential of programmatic.",[],{"type":41,"text":5653,"spans":5654,"direction":52},"We believe it’s the latter, and we set out on a multi-year mission to make that a reality.\n\nA tech legacy 15 years in the making \nFrom the day we founded MiQ in 2010, we set out to make the programmatic industry better. We knew that to deliver the best outcomes for our clients, we needed to adopt an unbiased and agnostic approach across the advertising ecosystem.\n\nWhile much has changed in that time, we still believe whole-heartedly in our approach. Our values of agility, passion, determination, courage and unity still hold strong. The result of those values is that we’re always excited by change.\n\nThat’s why we started to incorporate machine learning, deep learning and generative AI into our technology more than a decade ago. Over the years, our teams have built three different platforms. Trading Lab enabled an efficient, multi-DSP approach. Intelligence Hub connected agnostic access across the industry. And Identity Spine realized the value of first-party data.     ",[5655,5658],{"start":5656,"end":5657,"type":97},92,105,{"start":5659,"end":1224,"type":97},106,{"type":41,"text":5661,"spans":5662,"direction":52},"\nBut an evolving world requires evolving technology. To drive our next chapter, we did two things that were really very challenging. First, we connected together our technology, and hundreds of data sources. Then, we built an AI layer allowing our traders to make custom, unbiased decisions that deliver faster, smarter and more effective outcomes.\n\nIntroducing MiQ Sigma  \nWe’re proud to bring together all of our experience, expertise and passion in launching our new AI-powered advertising technology: MiQ Sigma.\n\nSigma is a mathematical term meaning ‘the sum of all parts’, and it’s a natural inspiration for the name. MiQ Sigma really is the result of unwavering ambition, years of learnings, and constant innovation. \n\nIt unifies our existing platforms, along with all the best parts of the advertising and AI ecosystems. By connecting and leveraging over 700 trillion data signals, MiQ Sigma helps our traders to reveal valuable answers to questions like: ‘Who is watching Stranger Things, browsing travel blogs and shopping on Amazon?’ No other platform offers so much intelligence or customization under one roof. \n\nBut the AI powering Sigma doesn’t just surface insights: it’s trained to put them into action and deliver specific brand outcomes. Features like the Trading Agent (which acts like ChatGPT) make campaign set-ups quicker, optimization across DSPs faster, and decisions even smarter. All of this puts immense power into the hands of our traders, enabling them to deliver value where it makes the most difference.    \n\nA personal thank you \nFrom the sheer level of financial investment we’ve made, to the amount of people who have worked on Sigma at any one time, we’ve never had this scale of strategic focus across the business. Without a shadow of a doubt, this is the single biggest thing we’ve ever done. \n\nIt shows how serious we are about supporting our people, exceeding our clients’ expectations and changing the idea of what’s possible. \n\nWe’re both so proud of what our people have accomplished, and so inspired by the collective determination to make the industry better. \n\nTo everyone who has made this technology possible, we want to say a heartfelt thank you. To our clients of today and tomorrow, we’re pleased to offer you the unsurpassed results Sigma delivers. And to the wider industry, stay tuned. \n\nLee Puri and Gurman Hundal\nCo-founders, MiQ",[5663,5666,5669,5672,5675,5678],{"start":5664,"end":5665,"type":97},350,373,{"start":5667,"end":5668,"type":97},516,517,{"start":5670,"end":5671,"type":110},1019,1022,{"start":5673,"end":5674,"type":97},1540,1561,{"start":5676,"end":5677,"type":110},2342,2385,{"start":5676,"end":5677,"type":97},"text_component$ce7adae1-9320-4c0a-9603-8a172c41325a",{},{"link_type":282},[],[],[],"2025-06-04T11:00:00+0000",{"dimensions":5687,"alt":38,"copyright":38,"url":5688,"id":5689,"edit":5690},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaEAh3rh8WN-LVk9K_Sigma-MANIFESTO-GandLee.jpg?auto=format,compress","aEAh3rh8WN-LVk9K",{"x":178,"y":178,"zoom":95,"background":75},{},[5693,5697,5706],{"related_article":5694},{"id":3433,"type":9,"tags":5695,"lang":17,"slug":3435,"first_publication_date":3119,"last_publication_date":3436,"uid":3435,"link_type":282,"key":5696,"isBroken":280},[],"4c3f0544-66a4-4fcd-bc9a-488f2fc69947",{"related_article":5698},{"id":5699,"type":9,"tags":5700,"lang":17,"slug":5701,"first_publication_date":5702,"last_publication_date":5703,"uid":5704,"link_type":282,"key":5705,"isBroken":280},"Zxf2VBoAAEAAxvtr",[],"sustained-excellence-in-programmatic-advertising","2024-10-22T20:41:04+0000","2026-04-27T16:35:26+0000","sustained-excellence","67691eed-3e9e-4c5c-b7fb-1da8f23d21fb",{"related_article":5707},{"id":5708,"type":9,"tags":5709,"lang":17,"slug":5710,"first_publication_date":5711,"last_publication_date":5712,"uid":5713,"link_type":282,"key":5714,"isBroken":280},"Zxf5choAAEUAxwGS",[],"why-programmatic-ad-spending-has-changed","2024-10-22T20:40:42+0000","2026-04-28T15:13:03+0000","why-programmatic-ad-spending-has-changed-big-time","c90c5e32-282e-41fe-b1de-50855e535f39",[5716],{"type":41,"text":5635,"spans":5717,"direction":52},[],[5719],{"type":41,"text":5720,"spans":5721,"direction":52},"We’re proud to bring together all of our experience, expertise and passion in launching our new AI-powered advertising technology: MiQ Sigma.\n\nSigma is a mathematical term meaning ‘the sum of all parts’, and it’s a natural inspiration for the name. MiQ Sigma really is the result of unwavering ambition, years of learnings, and constant innovation. ",[],[5723],{"type":41,"text":5635,"spans":5724,"direction":52},[],[5726],{"type":41,"text":5720,"spans":5727,"direction":52},[],{"dimensions":5729,"alt":38,"copyright":38,"url":5730,"id":5689,"edit":5731},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaEAh3rh8WN-LVk9K_Sigma-MANIFESTO-GandLee.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627",{"x":178,"y":95,"zoom":95,"background":75},{"id":3433,"uid":3435,"url":38,"type":9,"href":5733,"tags":5734,"first_publication_date":3119,"last_publication_date":3436,"slugs":5735,"linked_documents":5736,"lang":17,"alternate_languages":5737,"data":5743},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22aC89KhoAAEMA3FMY%22%29+%5D%5D",[],[3435],[],[5738,5741],{"id":5739,"type":9,"lang":25,"uid":5740},"aJI1ghkAAEgAs9N_","construyendo-tecnologia-que-cuida-el-planeta",{"id":5742,"type":9,"lang":21,"uid":5740},"aIc99BoAAEYAYtQL",{"title":5744,"external_link":5745,"summary":5746,"slices":5747,"author_name":38,"author_position":38,"author_description":38,"author_image":5899,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":5900,"contact_formid":38,"contact_title":5901,"contact_description":5902,"contact_cta":38,"url_form_triggers":5903,"category":1844,"date":5685,"featured_image":5904,"thumbnail":5909,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":5910,"meta_title":5923,"meta_description":5926,"og_title":5929,"og_description":5932,"og_image":5935,"no_index":280},"Building industry-leading tech that doesn’t cost the earth",{"link_type":30},[],[5748],{"variation":34,"version":35,"items":5749,"primary":5750,"id":5898,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":5751,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[5752,5755,5758,5761,5765,5768,5772,5777,5781,5785,5789,5791,5796,5799,5803,5810,5813,5816,5821,5824,5828,5831,5835,5842,5845,5847,5852,5855,5858,5861,5864,5866,5870,5873,5876,5879,5881,5885,5888,5892,5895],{"type":41,"text":5753,"spans":5754,"direction":52},"MiQ Sigma is the product of 15 years’ hard work. We’ve always strived to lead the programmatic industry and make it better, and we believe that MiQ Sigma allows us to continue to do that. But we also know the world is a different place to what it was 15 years ago.",[],{"type":41,"text":5756,"spans":5757,"direction":52},"Embracing AI is inevitable and necessary to stay competitive in the market. And we know that championing this game-changing technology comes with a new set of challenges - especially around ESG (environmental, social and governance). We take our vision of being a responsible advertiser in the ESG space very seriously, so we have made sure to keep this in mind throughout our Sigma journey - from development to launch.",[],{"type":41,"text":5759,"spans":5760,"direction":52},"John Goulding, our Global chief strategy officer, sits down with Sara Axelbaum, our Global EVP of inclusion and ESG, to answer the most pressing questions following the launch of MiQ Sigma.",[],{"type":41,"text":5762,"spans":5763,"direction":52},"What guiding principles did you consider for how MiQ Sigma would be created?\nThe vision for MiQ Sigma was to create a unified experience for world-class programmatic campaigns across any platform, channel, or KPI. That means being both sustainable and high-performing.",[5764],{"start":178,"end":266,"type":97},{"type":41,"text":5766,"spans":5767,"direction":52},"We followed five key principles as we developed Sigma:",[],{"type":485,"text":5769,"spans":5770,"direction":52},"Experimentation: validate our findings with small, quick experiments.",[5771],{"start":178,"end":493,"type":97},{"type":485,"text":5773,"spans":5774,"direction":52},"Objectivity: make sure that we’re always championing the best ideas (because great ideas can come from anyone).",[5775],{"start":178,"end":5776,"type":97},13,{"type":485,"text":5778,"spans":5779,"direction":52},"Focus: keep the most common use cases at front of mind.",[5780],{"start":178,"end":4045,"type":97},{"type":485,"text":5782,"spans":5783,"direction":52},"Marketability: build something that will be genuinely useful to our customers.",[5784],{"start":178,"end":776,"type":97},{"type":485,"text":5786,"spans":5787,"direction":52},"Pragmatism: balance the long with the short term.",[5788],{"start":178,"end":368,"type":97},{"type":41,"text":57,"spans":5790,"direction":52},[],{"type":41,"text":5792,"spans":5793,"direction":52},"How do you balance innovation and maximizing profit with responsible AI deployment - especially in a fast-paced industry like ad tech?",[5794],{"start":178,"end":5795,"type":97},134,{"type":41,"text":5797,"spans":5798,"direction":52},"We’ve been developing AI solutions for around 12 years now, so striking this balance isn’t new for us. Developing Sigma has been an iterative process, so there has been a lot of testing and feedback from end users along the way. With responsible advertising as one of our ESG pillars, we made sure to keep best practices in mind throughout. We’ve followed privacy centric principles, such as those set out by GDPR, which include thoughtful consideration around the use of AI. And, of course, we’ve also been constantly consulting with our legal, privacy, and compliance teams, running each use case past them to ensure their safety. \n",[],{"type":41,"text":5800,"spans":5801,"direction":52},"Knowing that embracing AI is the key to futureproofing, but also that it generates significant carbon emissions, what was MiQ’s philosophy to Sigma as it applies to the environment and sustainability?\n",[5802],{"start":178,"end":69,"type":97},{"type":41,"text":5804,"spans":5805,"direction":52},"We include our IT costs - which factor in data processing and model training - in our scope 3 emissions calculations featured in our annual carbon footprint reports. These are a fraction of our overall scope 3 emissions and, even as our AI usage grows, they will never be as high as our business travel or the emissions of our media buying, for example.",[5806],{"start":5807,"end":1415,"type":47,"data":5808},133,{"link_type":49,"url":5809,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fgetting-even-greener",{"type":41,"text":5811,"spans":5812,"direction":52},"So if MiQ Sigma can allow us to buy media more efficiently, and run campaigns more effectively, it should be a net positive for the environment, as we continue to strive to run our business in the most sustainable ways possible.",[],{"type":41,"text":5814,"spans":5815,"direction":52},"With this in mind, we will be monitoring these emissions and keeping an eye on how they grow over the coming years.",[],{"type":41,"text":5817,"spans":5818,"direction":52},"How did you train the model to mitigate bias, especially in the development of the audience personas on Sigma?",[5819],{"start":178,"end":5820,"type":97},110,{"type":41,"text":5822,"spans":5823,"direction":52},"This was challenging, as LLMs (large language models) are trained on the entire Internet. As this can be very generalizing, it naturally posed some risk to our audience persona tool. So we committed to working on two key things when generating our personas:",[],{"type":41,"text":5825,"spans":5826,"direction":52},"1. Safety",[5827],{"start":178,"end":1462,"type":97},{"type":41,"text":5829,"spans":5830,"direction":52},"We mitigate as much risk as possible, so we don’t generate inappropriate audiences that contain offensive content, with a large keyword blocklist to prevent end users from abusing the tool.",[],{"type":41,"text":5832,"spans":5833,"direction":52},"2. Representation",[5834],{"start":178,"end":493,"type":97},{"type":41,"text":5836,"spans":5837,"direction":52},"We provide the LLM with demographic data at the national level and ask it to match its outputs to a representative gender and ethnicity distribution. Not only is this what marketers want and expect, it’s also the right thing to do according to our company values.",[5838],{"start":5839,"end":5522,"type":47,"data":5840},248,{"link_type":49,"url":5841,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fabout\u002Fpartner-you-can-trust",{"type":41,"text":5843,"spans":5844,"direction":52},"There probably will be instances that we can’t predict, but we’re committed to continually refine and teach Sigma’s AI. To continue improving, MiQ Sigma has a handy help tool where users can submit their feedback. ",[],{"type":41,"text":57,"spans":5846,"direction":52},[],{"type":41,"text":5848,"spans":5849,"direction":52},"A big part of social responsibility to employees is job security. How are you looking at the impact of Sigma on your workforce?",[5850],{"start":178,"end":5851,"type":97},127,{"type":41,"text":5853,"spans":5854,"direction":52},"MiQ Sigma is intended to enhance the employee experience, supporting them with the best tools to make their lives easier.",[],{"type":41,"text":5856,"spans":5857,"direction":52},"How many MiQers eat lunch at their desks, work weekends or long hours? MiQ Sigma will give employees a better work-life balance, while still scaling and delivering programmatic that’s far from average. The hope is that, over time, we can all manage more revenue and campaigns, while also avoiding burnout and excessive hours spent at our desks. In fact, we believe that Sigma will empower us to fulfil our ambitions and continue to grow as a company. And, while our headcount may not grow as fast as our revenue (due, in part, to the efficiencies provided by Sigma), it will still grow over the coming years.",[],{"type":41,"text":5859,"spans":5860,"direction":52},"Becoming specialists in our new AI-powered tools will help us retain and expand upon our ‘people-powered’ advantage, while also becoming more creative. Being an MiQer means you have to know and learn a lot of information to do your job: Sigma allows everyone to have up-to-date, easy-to-access information at their fingertips. ",[],{"type":41,"text":5862,"spans":5863,"direction":52},"We already employ some of the smartest people in the industry. Imagine what they can do with Sigma.",[],{"type":41,"text":57,"spans":5865,"direction":52},[],{"type":41,"text":5867,"spans":5868,"direction":52},"What other usability considerations went into the development of Sigma?",[5869],{"start":178,"end":974,"type":97},{"type":41,"text":5871,"spans":5872,"direction":52},"From the beginning, we interviewed a broad cross-section of employees from across the business to hear how our tech could make their lives easier. This has been a driving force for the launch of Sigma.",[],{"type":41,"text":5874,"spans":5875,"direction":52},"In terms of visual design, inclusion is always at the front of our mind. We always strive to design for everyone, inclusive of low vision, dyslexia and the autism spectrum, among other things, making sure that all our data and information is presented clearly.",[],{"type":41,"text":5877,"spans":5878,"direction":52},"The development of ‘dark mode’ is just the beginning of how we’re making Sigma a platform for all. And watch this space for the rollout of our multi-language support.",[],{"type":41,"text":57,"spans":5880,"direction":52},[],{"type":41,"text":5882,"spans":5883,"direction":52},"How are you addressing the privacy and security of client data?",[5884],{"start":178,"end":265,"type":97},{"type":41,"text":5886,"spans":5887,"direction":52},"We have a dedicated team that works on data governance, applying technical controls to follow the principles of the major global privacy regulations. This includes minimal use of data and limits the potential for human error. Within this governance, client data is permissioned only for use by the relevant client team.\n",[],{"type":41,"text":5889,"spans":5890,"direction":52},"How are you looking at AI holistically for MiQ’s future?",[5891],{"start":178,"end":1281,"type":97},{"type":41,"text":5893,"spans":5894,"direction":52},"In simple terms, we have the opportunity to improve results for clients, and make working at MiQ more fun. Tools like Trading Agent do both of these things - as well as turbocharging our work.",[],{"type":41,"text":5896,"spans":5897,"direction":52},"A future working alongside these powerful agents means instant access to knowledge, powerful optimization tools at our fingertips, and a more connected, seamless workflow. Operating it as responsibly as we can is table stakes. We’re only just getting started - and we can’t wait for the next few years.",[],"text_component$0daa3c73-8aab-42dc-bf66-f413c9920ff7",{},{"link_type":282},[],[],[],{"dimensions":5905,"alt":38,"copyright":38,"url":5906,"id":5907,"edit":5908},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaD35o7h8WN-LVfuo_Sigma-ESG-blog.jpg?auto=format,compress","aD35o7h8WN-LVfuo",{"x":178,"y":178,"zoom":95,"background":75},{},[5911,5915,5919],{"related_article":5912},{"id":3116,"type":9,"tags":5913,"lang":17,"slug":3118,"first_publication_date":3119,"last_publication_date":3120,"uid":3118,"link_type":282,"key":5914,"isBroken":280},[],"18e96670-9414-49bc-82d4-d16d536e82f1",{"related_article":5916},{"id":5699,"type":9,"tags":5917,"lang":17,"slug":5701,"first_publication_date":5702,"last_publication_date":5703,"uid":5704,"link_type":282,"key":5918,"isBroken":280},[],"6d61f45a-f833-42b7-9496-e8319ce30e60",{"related_article":5920},{"id":5708,"type":9,"tags":5921,"lang":17,"slug":5710,"first_publication_date":5711,"last_publication_date":5712,"uid":5713,"link_type":282,"key":5922,"isBroken":280},[],"fdcd5616-f1df-432e-bbf7-8ba509c72f8d",[5924],{"type":41,"text":5744,"spans":5925,"direction":52},[],[5927],{"type":41,"text":5753,"spans":5928,"direction":52},[],[5930],{"type":41,"text":5744,"spans":5931,"direction":52},[],[5933],{"type":41,"text":5753,"spans":5934,"direction":52},[],{"dimensions":5936,"alt":38,"copyright":38,"url":5937,"id":5907,"edit":5938},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FaD35o7h8WN-LVfuo_Sigma-ESG-blog.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627",{"x":178,"y":95,"zoom":95,"background":75},{"id":5940,"uid":5941,"url":38,"type":9,"href":5942,"tags":5943,"first_publication_date":5944,"last_publication_date":5945,"slugs":5946,"linked_documents":5948,"lang":17,"alternate_languages":5949,"data":5950},"Z8WDbx4AAE0ADBq5","how-miq-and-mbb-are-proving-healthcare-roi-in-a-privacy-conscious-world","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Z8WDbx4AAE0ADBq5%22%29+%5D%5D",[],"2025-04-03T13:52:21+0000","2026-04-30T15:50:58+0000",[5947],"interested-in-seeing-the-full-story",[],[],{"title":5951,"external_link":5952,"summary":5953,"slices":5954,"author_name":1836,"author_position":38,"author_description":38,"author_image":6099,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":6100,"contact_formid":38,"contact_title":6101,"contact_description":6102,"contact_cta":38,"url_form_triggers":6103,"category":2021,"date":6106,"featured_image":6107,"thumbnail":6112,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":6113,"meta_title":6116,"meta_description":6117,"og_title":6118,"og_description":6121,"og_image":6122,"no_index":280},"How MiQ and MBB are proving healthcare ROI in a privacy-conscious world",{"link_type":30},[],[5955,6039,6059,6076],{"variation":34,"version":35,"items":5956,"primary":5957,"id":6038,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":5958,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[5959,5972,5976,5985,5987,5992,5994,5997,5999,6005,6019,6021,6025,6030,6032],{"type":41,"text":5960,"spans":5961,"direction":52},"The challenge of proving ROI has long kept healthcare marketing as “cost center” in the eyes of hospital system executives. But an innovative new measurement solution from MiQ is changing that equation. Read on to see how our partner MBB leveraged MiQ’s Hospital Doctor Influence (HDI) to help a regional hospital system’s marketing team prove that their digital media was a powerful driver of new patient interactions. \n",[5962,5967],{"start":5963,"end":5964,"type":47,"data":5965},234,237,{"link_type":49,"url":5966,"target":51},"https:\u002F\u002Fmbbagency.com\u002Fexpertise\u002Fhealth\u002F",{"start":5968,"end":5969,"type":47,"data":5970},254,279,{"link_type":49,"url":5971,"target":51},"https:\u002F\u002Fbit.ly\u002F4jjOJ9W",{"type":41,"text":5973,"spans":5974,"direction":52},"Breaking down barriers in Healthcare Measurement",[5975],{"start":178,"end":136,"type":97},{"type":41,"text":5977,"spans":5978,"direction":52},"MBB’s client – a regional healthcare system challenged both by a more recognizable sister organization operating within the same state and a very famous specialty hospital system in their local area – needed a marketing strategy that increased their visibility and delivered measurable business outcomes that the marketing department could prove. ",[5979,5982],{"start":178,"end":5980,"type":47,"data":5981},3,{"link_type":49,"url":5966,"target":51},{"start":5983,"end":5984,"type":110},261,265,{"type":41,"text":57,"spans":5986,"direction":52},[],{"type":41,"text":5988,"spans":5989,"direction":52},"That’s where MiQ’s HDI solution comes in. Partnering with MiQ, MBB offered their client the only healthcare measurement solution capable of linking media investments directly to patient outcomes. This fully compliant, cookieless approach provided the client hospital system with unmatched insights into how their ads drove patient visits without relying on identifiers.",[5990],{"start":265,"end":760,"type":47,"data":5991},{"link_type":49,"url":5966,"target":51},{"type":41,"text":57,"spans":5993,"direction":52},[],{"type":41,"text":5995,"spans":5996,"direction":52},"How does it work? HDI uses insurance claims data to ground measurement in real outcomes. With access to over 300 million anonymized patient claims —including facility and hospital data—through our Healthcare Data Spine, the HDI dashboard helps hospital marketers move beyond vanity metrics and prove ROI.",[],{"type":41,"text":57,"spans":5998,"direction":52},[],{"type":41,"text":6000,"spans":6001,"direction":52},"Check out this video to hear from MBB about how MiQ’s HDI and how it transformed healthcare marketing ROI for one regional healthcare system client. ",[6002,6004],{"start":178,"end":6003,"type":110},149,{"start":178,"end":6003,"type":97},{"type":6006,"oembed":6007},"embed",{"embed_url":6008,"type":6009,"version":6010,"title":6011,"author_name":6012,"author_url":6013,"provider_name":6014,"provider_url":6015,"thumbnail_url":6016,"thumbnail_width":1667,"thumbnail_height":6017,"html":6018},"https:\u002F\u002Fvimeo.com\u002F1069590345\u002Fa8f5505fdf?share=copy","video","1.0","MiQ Hospital and Doctor Influence Solution: MBB Testimonial","MiQ","https:\u002F\u002Fvimeo.com\u002Fmiqdigital","Vimeo","https:\u002F\u002Fvimeo.com\u002F","https:\u002F\u002Fi.vimeocdn.com\u002Fvideo\u002F2003321452-4862bf2df4a7afecdd15beed0011bad16b5034b71f492051b80384849a92d65e-d_295x166?region=us",166,"\u003Ciframe src=\"https:\u002F\u002Fplayer.vimeo.com\u002Fvideo\u002F1069590345?h=a8f5505fdf&app_id=122963\" width=\"426\" height=\"240\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" title=\"MiQ Hospital and Doctor Influence Solution: MBB Testimonial\">\u003C\u002Fiframe>",{"type":41,"text":57,"spans":6020,"direction":52},[],{"type":41,"text":6022,"spans":6023,"direction":52},"Real results: Proving the power of healthcare measurement",[6024],{"start":178,"end":1068,"type":97},{"type":41,"text":6026,"spans":6027,"direction":52},"Over just a few months, MBB’s hospital system client recorded 4,124 patient claims with 2,762 unique patients reached across local facilities. 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",[],{"type":41,"text":6053,"spans":6054,"direction":52},"Read the case study to see how MiQ and MBB transformed healthcare marketing ROI for one client.",[],{"link_type":49,"key":6056,"url":6057},"71ae6dfc-a952-429d-a623-dd4d2b7c0b72","https:\u002F\u002Fbit.ly\u002F4cjzv2f","article_download$6a0784d9-5352-4882-b184-a3ba15d5020c",{"variation":34,"version":35,"items":6060,"primary":6061,"id":6075,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":6062,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[6063,6067,6070,6073],{"type":41,"text":6064,"spans":6065,"direction":52},"The future of healthcare marketing",[6066],{"start":178,"end":425,"type":97},{"type":41,"text":6068,"spans":6069,"direction":52},"As healthcare marketing continues to evolve and systems look for ways to more accurately measure the full cost and value of each new patient touchpoint, the importance of healthcare measurement in demonstrating ROI and driving patient outcomes will only grow.",[],{"type":41,"text":6071,"spans":6072,"direction":52},"By connecting media investments to patient actions, MiQ’s HDI solution sets a new standard in healthcare measurement, pushing the boundaries of what’s possible in this field.",[],{"type":41,"text":57,"spans":6074,"direction":52},[],"text_component$a656a16c-853a-43df-825c-036384d98c43",{"variation":34,"version":35,"items":6077,"primary":6078,"id":6098,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":6079,"title":38,"text":6086,"link":6090},{"dimensions":6080,"alt":38,"copyright":38,"url":6083,"id":6084,"edit":6085},{"width":6081,"height":6082},1336,891,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZ-6eSHdAxsiBwSQZ_HDI-Header-2.png?auto=format,compress","Z-6eSHdAxsiBwSQZ",{"x":178,"y":178,"zoom":95,"background":75},[6087],{"type":678,"text":6088,"spans":6089},"Curious about how MiQ’s HDI solution can elevate your healthcare marketing strategy? Discover how our unique approach to healthcare measurement drives real patient outcomes.",[],{"id":6091,"type":3960,"tags":6092,"lang":17,"slug":6093,"first_publication_date":6094,"last_publication_date":6095,"uid":6096,"link_type":282,"key":6097,"isBroken":280},"Z7ifPxoAAEoAgXdi",[],"miq-hospital-and-doctor-influence","2025-02-24T14:10:48+0000","2026-10-06T13:13:18+0000","hdi","28bcbd9a-764b-4107-b671-d07e7822a7c4","article_download$ddf00907-5fbd-4fec-8a95-89ef034d6994",{},{"link_type":282},[],[],[6104],{"trigger":38,"form":6105},{"link_type":282},"2025-04-09T13:00:00+0000",{"dimensions":6108,"alt":38,"copyright":38,"url":6109,"id":6110,"edit":6111},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZ8h6JBsAHJWomJpp_US-How-MiQ-and-MBB-Are-Proving-Healthcare.jpg?auto=format,compress","Z8h6JBsAHJWomJpp",{"x":178,"y":178,"zoom":95,"background":75},{},[6114],{"related_article":6115},{"link_type":282},[],[],[6119],{"type":41,"text":5951,"spans":6120,"direction":52},[],[],{"dimensions":6123,"alt":38,"copyright":38,"url":6124,"id":6110,"edit":6125},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZ8h6JBsAHJWomJpp_US-How-MiQ-and-MBB-Are-Proving-Healthcare.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627",{"x":178,"y":95,"zoom":95,"background":75},{"id":4987,"uid":4991,"url":38,"type":9,"href":6127,"tags":6128,"first_publication_date":4990,"last_publication_date":1100,"slugs":6129,"linked_documents":6130,"lang":17,"alternate_languages":6131,"data":6132},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Z64J9xoAAEcA08uD%22%29+%5D%5D",[],[4989],[],[],{"title":6133,"external_link":6134,"summary":6135,"slices":6136,"author_name":1836,"author_position":38,"author_description":38,"author_image":6258,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":6259,"contact_formid":38,"contact_title":6260,"contact_description":6261,"contact_cta":38,"url_form_triggers":6262,"category":2021,"date":6263,"featured_image":6264,"thumbnail":6269,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":6270,"meta_title":6298,"meta_description":6302,"og_title":6306,"og_description":6309,"og_image":6312,"no_index":280},"The 3 biggest takeaways from MiQ’s latest Advanced TV report",{"link_type":30},[],[6137,6173,6190],{"variation":34,"version":35,"items":6138,"primary":6139,"id":6172,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":6140,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[6141,6144,6147,6150,6160,6167],{"type":41,"text":6142,"spans":6143,"direction":52},"As the lines between traditional TV and digital media blur, CTV continues to dominate viewership and presents unparalleled opportunities for advertisers to maximize cost, frequency, and operational efficiencies. MiQ’s latest report breaks down how to go from average to winning in the world of Advanced TV advertising.",[],{"type":41,"text":6145,"spans":6146,"direction":52},"Here are the three biggest takeaways from the report:",[],{"type":91,"text":6148,"spans":6149,"direction":52},"Cost Efficiency: Make Every Dollar Count",[],{"type":41,"text":6151,"spans":6152,"direction":52},"The Challenge\nCTV accounts for 28% of time spent with digital media but only captures 10% of digital ad spend. Concerns around rising CPMs during high-demand periods, like political campaigns or major events, are keeping advertisers cautious. For instance, CPMs surged by 30-40% during the 2022 U.S. midterm elections and jumped another 10.8% during the 2024 Olympics.",[6153,6154,6157],{"start":178,"end":918,"type":97},{"start":6155,"end":6156,"type":97},272,278,{"start":6158,"end":6159,"type":97},337,342,{"type":41,"text":6161,"spans":6162,"direction":52},"The Solution\nAdvertisers must shift focus to cost-per-household reached, especially for niche audiences. Leveraging YouTube on CTV, which accounts for 47.2% of viewing time on the platform, can also help lower CPMs while maintaining impactful engagement.",[6163,6164,6166],{"start":178,"end":5776,"type":97},{"start":6165,"end":974,"type":97},45,{"start":2004,"end":1416,"type":97},{"type":41,"text":6168,"spans":6169,"direction":52},"Winning with MiQ\nMiQ delivers 38% more efficient CPMs compared to DSP private marketplaces. With our advanced TV intelligence, brands can optimize targeting and make better use of their budgets during key events.",[6170,6171],{"start":178,"end":493,"type":97},{"start":4889,"end":1999,"type":97},"text_component$7f3afd8d-178d-48d7-94cf-ecefcb28f17b",{"variation":34,"version":35,"items":6174,"primary":6175,"id":6189,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":6176,"title":38,"text":6182,"link":6186},{"dimensions":6177,"alt":38,"copyright":38,"url":6179,"id":6180,"edit":6181},{"width":6178,"height":2025},618,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZ03fTJbqstJ979Wn_Advanced-TV-Benchmarking-US-cover.jpg?auto=format,compress","Z03fTJbqstJ979Wn",{"x":178,"y":178,"zoom":95,"background":75},[6183],{"type":678,"text":6184,"spans":6185},"Start winning in CTV advertising today! Download our new \"Going from Average to Winning\" Advanced TV report.",[],{"link_type":49,"key":6187,"url":6188},"d3691d04-d160-42d3-8dc8-9d19a38cad50","https:\u002F\u002Fbit.ly\u002F3DoP0sd","article_download$0ca9a52c-2d3b-47f9-bfa3-0e3e7df409dd",{"variation":34,"version":35,"items":6191,"primary":6192,"id":6257,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":6193,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[6194,6197,6206,6215,6219,6222,6231,6235,6244,6247,6250,6255],{"type":91,"text":6195,"spans":6196,"direction":52},"Frequency Efficiency: Avoid Overlap and Saturation",[],{"type":41,"text":6198,"spans":6199,"direction":52},"The Challenge\nWith the average U.S. household subscribing to four OTT apps, audience overlap can waste ad budgets. In fact, up to 64% of audiences are shared across the top five apps. 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The biggest trend was undoubtedly the progression of the Inflation Reduction Act’s negotiated drug pricing, which sees CMS negotiating on pricing for a published list of ten high-cost prescription drugs under medicare part D plans. ",[6340,6344],{"start":1224,"end":6341,"type":47,"data":6342},152,{"link_type":49,"url":6343,"target":51},"https:\u002F\u002Fwww.kff.org\u002Fmedicare\u002Fissue-brief\u002Ffaqs-about-the-inflation-reduction-acts-medicare-drug-price-negotiation-program\u002F?gad_source=1&gclid=Cj0KCQiAu8W6BhC-ARIsACEQoDBNYhHaVgy5G0m37aCYNjvRkEWA3al70iUWqM62jxWyMK20AMtM9LQaAqDUEALw_wcB",{"start":6345,"end":1800,"type":47,"data":6346},224,{"link_type":49,"url":6347,"target":51},"https:\u002F\u002Fwww.cms.gov\u002Fnewsroom\u002Ffact-sheets\u002Fmedicare-drug-price-negotiation-program-negotiated-prices-initial-price-applicability-year-2026",{"type":41,"text":6349,"spans":6350,"direction":52},"This initiative represents a potential shift in addressing the rising costs of healthcare and aims to create a more sustainable financial framework for the national health system. While this is good news for patients, it will have a profound impact on the financial calculus of pharma, which will see reduced profitability of drugs negotiated in this manner. One of the anticipated downstream consequences of this ought to be a change in marketing strategy to ensure promotional efforts drive ROI for the businesses undertaking them. ",[],{"type":41,"text":6352,"spans":6353,"direction":52},"At the same time, other key trends are reshaping the landscape in ways that demand attention. The rise of consumer privacy regulations is forcing companies to rethink data collection and personalization strategies. Disruptions to the traditional supply chain – accelerated by the growth of telemedicine platforms and direct-to-consumer models like Hims and Hers – are redefining how patients access and engage with healthcare. On top of all this, rising media and measurement costs are putting even more pressure on already tight budgets. ",[],{"type":91,"text":6355,"spans":6356,"direction":52},"What RFK Jr.’s potential HHS leadership could mean for pharma marketing",[],{"type":41,"text":6358,"spans":6359,"direction":52},"The change in federal leadership has also introduced new dynamics for the healthcare sector. President Donald Trump selected Robert Francis Kennedy (RFK) Jr., son of Bobby Kennedy to lead the Department of Health and Human Services (HHS). ",[],{"type":41,"text":6361,"spans":6362,"direction":52},"If confirmed, RFK Jr. will oversee a sprawling network of eighty three thousand employees in over a dozen subordinate agencies in his new role, notably including the National Institutes of Health, Centers for Disease Control and Prevention (CDC), Food and Drug Administration (FDA), Administration for Children and Families, Office of Inspector General, and Centers for Medicare & Medicaid Services (CMS).",[],{"type":41,"text":6364,"spans":6365,"direction":52},"RFK has been a professional advocate for decades now, so there’s a pretty extensive list of priorities the healthcare advertising community might reasonably expect from him.",[],{"type":41,"text":6367,"spans":6368,"direction":52},"An environmental lawyer by training, he has emphasized issues related to environmental health and nutrition, drawing attention to the impact of agricultural practices and dietary factors on public health, with corn derived high fructose sugars going into drinks and food, genetically modified plants, and lack of access to nutritionally balanced food prominent on the list. These all tie in, in various ways, to the research the medical community has advanced on social determinants of health – the non-genetic factors of our lived existence which contribute to health outcomes. ",[],{"type":91,"text":6370,"spans":6371,"direction":52},"Unpacking the HHS’s 2025 health priorities",[],{"type":41,"text":6373,"spans":6374,"direction":52},"Anyone tasked with leading HHS is acutely aware of the twin crises of obesity and cardiovascular wellness that are leading causes and comorbidities driving mortality. How he proposes to solve these issues remains to be seen. Notably, the new class of GLP-1 drugs has shown remarkable efficacy in combating obesity, with American pharma giant Eli Lily’s Zepbound showing a 20% average weight loss in recent clinical trials. RFK Jr. has expressed skepticism about relying solely on pharmaceutical solutions to address the obesity epidemic. An FDA under his supervision will likely be substantially more interested in preventive and non-pharmaceutical interventions.",[6375,6378],{"start":6159,"end":3982,"type":47,"data":6376},{"link_type":49,"url":6377,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fresources\u002Fblog\u002Feli-lilly-shakes-up-the-market-with-its-direct-to-consumer-strategy",{"start":6379,"end":6380,"type":47,"data":6381},399,421,{"link_type":49,"url":6382,"target":51},"https:\u002F\u002Fwww.cnbc.com\u002F2024\u002F12\u002F04\u002Feli-lilly-zepbound-causes-more-weight-loss-than-novo-nordisk-wegovy-trial.html",{"type":41,"text":6384,"spans":6385,"direction":52},"His advocacy for alternative health approaches is well-documented. He supports the deregulation of milk in favor of raw (unpasteurized milk). Similarly, RFK Jr. has voiced opposition to water fluoridation, a practice aimed at improving dental health, and is likely to challenge existing policies by engaging local public health and water authorities. He has also raised concerns about vaccine safety and approval processes. While his new position affords him greater discretion in shaping vaccine-related policies, it is unclear how these views will translate into specific regulatory actions. ",[6386,6389,6394],{"start":1579,"end":476,"type":47,"data":6387},{"link_type":49,"url":6388,"target":51},"https:\u002F\u002Fwww.latimes.com\u002Fenvironment\u002Fstory\u002F2024-12-05\u002Fraw-farm-ceo-reportedly-encouraged-to-apply-for-fda-position",{"start":6390,"end":6391,"type":47,"data":6392},165,182,{"link_type":49,"url":6393,"target":51},"https:\u002F\u002Fwww.sciencenews.org\u002Farticle\u002Frfk-vaccines-fluoride-autism-milk-covid",{"start":6395,"end":6396,"type":47,"data":6397},363,378,{"link_type":49,"url":6398,"target":51},"https:\u002F\u002Fwww.nbcnews.com\u002Fhealth\u002Fhealth-news\u002Frfk-jr-vaccines-cdc-fascism-abuse-catholic-church-autism-conferences-rcna181605",{"type":91,"text":6400,"spans":6401,"direction":52},"A potential shake-up to DTC advertising?",[],{"type":41,"text":6403,"spans":6404,"direction":52},"In addition to these topics, RFK Jr. has also expressed opposition to direct to consumer (DTC) advertising of pharmaceuticals, a practice that has been a cornerstone of the industry’s marketing strategy. While he previously advocated for banning DTC advertising, it is unclear whether this will be a priority should he be confirmed as HHS Secretary.",[6405],{"start":6345,"end":5983,"type":47,"data":6406},{"link_type":49,"url":6407,"target":51},"https:\u002F\u002Fwww.fiercepharma.com\u002Fmarketing\u002Fpossible-ban-dtc-pharma-ads-poses-biggest-threat-rfk-jrs-hhs-appointment-analyst",{"type":41,"text":6409,"spans":6410,"direction":52},"If he were interested in acting, significant barriers exist. His role doesn’t directly involve regulating DTC advertising, which falls more under the FTC than the FDA. Trump has appointed Dr. Martin Makary to lead the FDA, but it’s unclear if Makary shares Kennedy’s views on pharma promotion. Any action would face legal hurdles, including the Supreme Court’s 2010 Citizens United ruling, which protects corporate free speech. Crafting regulations to limit such speech, especially under a deregulation-focused leadership, would be challenging.",[6411,6415],{"start":6412,"end":1617,"type":47,"data":6413},178,{"link_type":49,"url":6414,"target":51},"https:\u002F\u002Fwww.reuters.com\u002Fworld\u002Fus\u002Ftrumps-fda-pick-is-surgeon-writer-martin-makary-2024-11-23\u002F",{"start":6230,"end":6416,"type":47,"data":6417},388,{"link_type":49,"url":6418,"target":51},"https:\u002F\u002Fwww.fec.gov\u002Flegal-resources\u002Fcourt-cases\u002Fcitizens-united-v-fec\u002F#:~:text=Summary-,Summary,the%20ban%20on%20corporate%20contributions.",{"type":41,"text":6420,"spans":6421,"direction":52},"We have clear evidence of the impact of marketing promotion; the ROI for DTC drug advertising has been estimated as ranging as high as 100%-500%, depending on the drug. Consumers, when surveyed, want information about new treatments that can cure or reduce painful symptoms. Any major changes to this practice would need to carefully balance the interests of patients, healthcare providers and pharmaceutical companies while ensuring the flow of information about innovative treatments is not unduly restricted. While much remains uncertain about how RFK Jr.’s leadership will shape the healthcare sector, the new administration’s approach will likely evolve over time, informed by ongoing dialogue with these diverse stakeholders.",[6422,6426],{"start":6423,"end":6424,"type":47,"data":6425},116,144,{"link_type":49,"url":6407,"target":51},{"start":6427,"end":6428,"type":47,"data":6429},180,193,{"link_type":49,"url":6430,"target":51},"https:\u002F\u002Fwww.deepintent.com\u002Fconsumer-survey-findings-impact-pharmaceutical-advertising\u002F",{"type":41,"text":6432,"spans":6433,"direction":52},"What can healthcare advertisers be doing now?",[],{"type":41,"text":6435,"spans":6436,"direction":52},"In the face of potential changes to advertising legislation, healthcare marketers should proactively adapt by focusing on strategies that ensure compliance while maximizing impact. Partnering with experts in the field who specialize in launching data-driven omnichannel campaigns is crucial. These partnerships can help navigate evolving regulations while leveraging data for precise planning, seamless activation, and robust measurement of campaign effectiveness. By integrating insights from digital, social, and traditional media, marketers can maintain a competitive edge, deliver value to their audiences, and remain agile amidst legislative shifts.",[],{"type":41,"text":6438,"spans":6439,"direction":52},"This article was co-authored by Ted Sweetser, advertising partnerships and strategy, PurpleLab and Lauren Kushner, head of healthcare, MiQ",[6440,6442],{"start":178,"end":6441,"type":110},138,{"start":6443,"end":6444,"type":47,"data":6445},85,94,{"link_type":49,"url":6446,"target":51},"https:\u002F\u002Fpurplelab.com\u002F",{"type":41,"text":57,"spans":6448,"direction":52},[],"text_component$42376403-e3ef-403e-a398-01561f6bf134","Lauren Kushner, head of healthcare, MiQ and Ted Sweetser, advertising partnerships and strategy, PurpleLab",{},{"link_type":282},[],[],[],"2025-02-04T14:00:00+0000",{"dimensions":6458,"alt":38,"copyright":38,"url":6459,"id":6460,"edit":6461},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZ6DgF5bqstJ9-LKs_US-PHARMA-RFK-HHS-leadership.jpg?auto=format,compress","Z6DgF5bqstJ9-LKs",{"x":178,"y":178,"zoom":95,"background":75},{},[],[6465],{"type":41,"text":6329,"spans":6466,"direction":52},[],[6468],{"type":41,"text":6469,"spans":6470,"direction":52},"RFK Jr.'s HHS leadership may impact drug pricing & DTC advertising. Marketers must adapt with data-driven omnichannel strategies, ensuring compliance and ROI.",[],[6472],{"type":41,"text":6329,"spans":6473,"direction":52},[],[6475],{"type":41,"text":6469,"spans":6476,"direction":52},[],{"dimensions":6478,"alt":38,"copyright":38,"url":6479,"id":6460,"edit":6480},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZ6DgF5bqstJ9-LKs_US-PHARMA-RFK-HHS-leadership.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627",{"x":178,"y":95,"zoom":95,"background":75},{"id":6482,"uid":6483,"url":38,"type":9,"href":6484,"tags":6485,"first_publication_date":6486,"last_publication_date":6487,"slugs":6488,"linked_documents":6490,"lang":17,"alternate_languages":6491,"data":6492},"Z45ruRkAAEIA4G7z","navigating-a-post-tiktok-world-a-guide-for-advertisers","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Z45ruRkAAEIA4G7z%22%29+%5D%5D",[],"2025-01-24T13:44:34+0000","2026-04-27T16:35:24+0000",[6489],"the-impact-of-a-potential-tiktok-exit",[],[],{"title":6493,"external_link":6494,"summary":6495,"slices":6496,"author_name":1836,"author_position":38,"author_description":38,"author_image":6657,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":6658,"contact_formid":38,"contact_title":6659,"contact_description":6660,"contact_cta":38,"url_form_triggers":6661,"category":2021,"date":6662,"featured_image":6663,"thumbnail":6668,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":6669,"meta_title":6697,"meta_description":6701,"og_title":6705,"og_description":6708,"og_image":6711,"no_index":280},"Navigating a potential post-TikTok world: a guide for advertisers",{"link_type":30},[],[6497],{"variation":34,"version":35,"items":6498,"primary":6499,"id":6656,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":6500,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[6501,6508,6510,6513,6516,6519,6521,6524,6527,6529,6532,6535,6537,6540,6543,6546,6549,6552,6554,6557,6560,6563,6566,6569,6571,6574,6577,6580,6582,6585,6588,6591,6593,6596,6600,6604,6608,6612,6614,6617,6620,6622,6625,6628,6631,6634,6636,6639,6641,6644,6647,6650,6653],{"type":41,"text":6502,"spans":6503,"direction":52},"The social media landscape is ever-changing, and the Supreme Court’s decision to uphold the ban of TikTok in the U.S. and then delay it has sent ripples through the advertising world. With 170 million Americans using the platform, its possible exit would create a significant shift, and the $12 billion in ad spend (eMarketer) from 2024 is up for grabs. ",[6504],{"start":3406,"end":6505,"type":47,"data":6506},325,{"link_type":49,"url":6507,"target":51},"https:\u002F\u002Fcontent-na1.emarketer.com\u002Ftiktok-ban-2025",{"type":41,"text":57,"spans":6509,"direction":52},[],{"type":91,"text":6511,"spans":6512,"direction":52},"The impact of a potential TikTok exit",[],{"type":41,"text":6514,"spans":6515,"direction":52},"TikTok's rise to fame has been meteoric, disrupting how we think about content and community. It encouraged us to dance through a global pandemic and ignited a booming creator economy. For advertisers, TikTok became a major player, ranking fourth in ad revenues, behind only Google, Meta, and Amazon.",[],{"type":41,"text":6517,"spans":6518,"direction":52},"The potential exit of TikTok is a major shakeup for the advertising world. However, it’s not a time to panic, but rather a time to adapt. ",[],{"type":41,"text":57,"spans":6520,"direction":52},[],{"type":91,"text":6522,"spans":6523,"direction":52},"Where will the ad dollars go?",[],{"type":41,"text":6525,"spans":6526,"direction":52},"The big question is: where will TikTok’s user base and ad dollars be absorbed? Will it be Instagram Reels, YouTube Shorts, or perhaps another platform? There isn't going to be a direct replacement for TikTok. Instead, advertisers should be prepared to adopt a platform agnostic approach.",[],{"type":41,"text":57,"spans":6528,"direction":52},[],{"type":91,"text":6530,"spans":6531,"direction":52},"Reach: ",[],{"type":41,"text":6533,"spans":6534,"direction":52},"While TikTok has a large US reach of 170 million users, YouTube has a larger reach at 192 million, and Instagram has 126 million. Understanding your audience's core stack will guide your decisions.",[],{"type":41,"text":57,"spans":6536,"direction":52},[],{"type":91,"text":6538,"spans":6539,"direction":52},"Targeting: ",[],{"type":41,"text":6541,"spans":6542,"direction":52},"Each social platform has unique data and targeting approaches. Advertisers need to learn what each platform does best to connect with their community. Consider using signals from outside social media such as CTV, Video and OOH.",[],{"type":41,"text":6544,"spans":6545,"direction":52},"TikTok gets their data from user video engagement and has been at the forefront of the “Social Search” movement - ensuring targeting options help advertisers better reach audiences interested and in-market for various products and services! Audiences lose the Purchase Intent, Video Behavioral and Creator targeting that made them so powerful. ",[],{"type":41,"text":6547,"spans":6548,"direction":52},"Instagram is backed by Meta’s long standing dominance across it’s family of apps - making them one of the most powerful and scalable spaces to reach your audience. When brands pivot to Instagram they gain a world of data and context that other social environments simply don’t have - and their custom audience options and scale make the variety of possible targeting much stronger for low funnel goals with Interests, Demographics (Such as relationship status, education, employment), and more! This targeting taps into both passive audiences as TikTok would and more active prospective customers through powerful retargeting.",[],{"type":41,"text":6550,"spans":6551,"direction":52},"YouTube’s major advantage and strength for advertisers is backed by Google’s massive dominance over the Search landscape and their data powered by the Google Play store. Targeting options here are influenced by how users are actively researching and how immersed they are in longer form video content. You have the most flexibility to reach almost any niche and subset of audience via YouTube while ensuring they are backed by the intent to drive ROI for your brand via their In-Market audiences, Affinity targeting, Detailed Demographics, and Custom Web or App based options advertisers gain.",[],{"type":41,"text":57,"spans":6553,"direction":52},[],{"type":91,"text":6555,"spans":6556,"direction":52},"Creative: ",[],{"type":41,"text":6558,"spans":6559,"direction":52},"What performs well on one platform will not necessarily translate well to another. TikTok's success is based on the feeling of authenticity. You can't always copy and paste content from TikTok to other spaces. Instead, advertisers should embrace how each user likes to engage on a platform.",[],{"type":41,"text":6561,"spans":6562,"direction":52},"TikTok completely reshaped how brands approach creative and showed just how closely influenced creator first storytelling would be in driving performance. In considering how creative can translate:",[],{"type":41,"text":6564,"spans":6565,"direction":52},"Instagram and the Reels environment to-date is home to cross-posting and adapting TikTok content. However audiences here are much more tolerant to brand focused content that relies less heavily on creators. Beyond the 9:16 on Instagram you’ll also be able to tap into other inventory and optimize 1:1’s and meet audiences in various environments beyond the doomscroll TikTok is so notorious for.",[],{"type":41,"text":6567,"spans":6568,"direction":52},"YouTube Shorts plays by the same rules as TikTok and is the most accepting of quickly repurposed content. That being said - YouTube as a channel also draws opportunity for users to be engaged in longer form content by default - thus leaning into opportunities to balance short & deeper education and storytelling styles!",[],{"type":41,"text":57,"spans":6570,"direction":52},[],{"type":91,"text":6572,"spans":6573,"direction":52},"Performance: ",[],{"type":41,"text":6575,"spans":6576,"direction":52},"How success is measured can be different for each platform. A \"share\" may have different implications than a completed view on different platforms. Make sure you are measuring against real ROI metrics. ",[],{"type":41,"text":6578,"spans":6579,"direction":52},"“TikTok Made Me Buy It” showcased the power of how strong video performance can correlate with downstream ROI. Many TikTokers and their performance, however, was less dependent on direct attribution and instead, in-app engagement, VCR and Comments + Sharing was a powerful way to measure media performance rather than outbound traffic!",[],{"type":41,"text":57,"spans":6581,"direction":52},[],{"type":41,"text":6583,"spans":6584,"direction":52},"Instagram should be measured a bit differently to help ensure success when migrating here. Instagram Head Adam Mosseri recently pointed to Shares and Send Rates as a strong indicator of incremental reach and performance against other options. Instagram also does drive much stronger outbound CTR and direct conversion attribution - thus you’re truly able to depend on a full funnel suite of KPIs and tactics running here. ",[],{"type":41,"text":6586,"spans":6587,"direction":52},"YouTube on the other hand - is much more similar to TikTok is that it interacts with users as a destination in itself - users go here for the answer, more than they come here for discovery to learn more elsewhere! This means prioritizing in-app video and engagement metrics will be the best correlated with downstream ROI. Shorts in particular is not a strong VCR tactic but rather helps achieve reach and can be powerful in inspiring conversion.",[],{"type":41,"text":6589,"spans":6590,"direction":52}," ",[],{"type":41,"text":57,"spans":6592,"direction":52},[],{"type":91,"text":6594,"spans":6595,"direction":52},"Key takeaways for advertisers:",[],{"type":216,"text":6597,"spans":6598,"direction":52},"Stay agile: Be open to testing across multiple platforms. Be prepared to adjust quickly to a changing landscape.",[6599],{"start":178,"end":2225,"type":97},{"type":216,"text":6601,"spans":6602,"direction":52},"Embrace individuality: Understand how each platform is unique and cater to how its users interact. Don't copy TikTok content to YouTube or other platforms.",[6603],{"start":178,"end":475,"type":97},{"type":216,"text":6605,"spans":6606,"direction":52},"Find your community: Speak with your audience, not at them. Strengthen targeting using native engagement signals and data from other channels.",[6607],{"start":178,"end":424,"type":97},{"type":216,"text":6609,"spans":6610,"direction":52},"Don't panic: With TikTok gone, there are other avenues to continue reaching your audience. The key is to be strategic and adaptable.",[6611],{"start":178,"end":368,"type":97},{"type":41,"text":57,"spans":6613,"direction":52},[],{"type":91,"text":6615,"spans":6616,"direction":52},"MiQ’s TikTok migration package:",[],{"type":41,"text":6618,"spans":6619,"direction":52},"MiQ is ready to help advertisers navigate this transition through its TikTok Migration Package. We provide a partner-agnostic approach, offering custom analysis to guide your next steps.",[],{"type":41,"text":57,"spans":6621,"direction":52},[],{"type":41,"text":6623,"spans":6624,"direction":52},"Our services include:",[],{"type":216,"text":6626,"spans":6627,"direction":52},"Planning: Developing a strategic media plan with details on how to reach your audience on YouTube and Instagram",[],{"type":216,"text":6629,"spans":6630,"direction":52},"Activation: Providing fully managed execution across YouTube and Instagram, including trafficking and optimizations",[],{"type":216,"text":6632,"spans":6633,"direction":52},"Measurement: Analyzing campaign performance and comparing it to historical TikTok campaign data",[],{"type":41,"text":57,"spans":6635,"direction":52},[],{"type":41,"text":6637,"spans":6638,"direction":52},"Times like these remind us why diversifying your content and paid media strategies is critical.  Allowing engagement to drive your brand's response, will ensure you succeed in this evolving landscape.  ",[],{"type":41,"text":57,"spans":6640,"direction":52},[],{"type":41,"text":6642,"spans":6643,"direction":52},"Data sources used:",[],{"type":485,"text":6645,"spans":6646,"direction":52},"Reach Stats: US Adult Users - Sourced EMarketer with exception of: \nTikTok - US Reach- Sourced TikTok",[],{"type":485,"text":6648,"spans":6649,"direction":52},"Creative: Google Ads - YouTube Shorts ABCDs Summary - Creative, 2024",[],{"type":485,"text":6651,"spans":6652,"direction":52},"Performance: EMarketer - Time Spent by US Adults on Social Platforms, 2024",[],{"type":485,"text":6654,"spans":6655,"direction":52},"Performance: IPSOS x TikTok: Return on Creative Whitepaper",[],"text_component$6b667f00-f0da-4736-8b94-2de462676f77",{},{"link_type":282},[],[],[],"2025-01-21T14:00:00+0000",{"dimensions":6664,"alt":38,"copyright":38,"url":6665,"id":6666,"edit":6667},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZ45sM5bqstJ99pJK_US-TikTok-Ban-blog.jpg?auto=format,compress","Z45sM5bqstJ99pJK",{"x":178,"y":178,"zoom":95,"background":75},{},[6670,6679,6688],{"related_article":6671},{"id":6672,"type":9,"tags":6673,"lang":17,"slug":6674,"first_publication_date":6675,"last_publication_date":6676,"uid":6677,"link_type":282,"key":6678,"isBroken":280},"Zxf7lRoAAEwAxwX0",[],"eroding-identifiers-have-upended-advertising","2024-10-22T20:40:06+0000","2026-04-27T16:34:38+0000","programmatic-without-cookies-its-possible-thanks-to-data-backed-identity-graphs","e826d08e-94b9-477a-b16c-87d88819db4b",{"related_article":6680},{"id":6681,"type":9,"tags":6682,"lang":17,"slug":6683,"first_publication_date":6684,"last_publication_date":6685,"uid":6686,"link_type":282,"key":6687,"isBroken":280},"Zxf6ExoAAD8AxwLo",[],"discussing-privilege-and-gender","2024-10-22T20:40:32+0000","2026-04-28T15:13:00+0000","talking-privilege-and-gender","1b3491d6-2260-4e10-985f-ae015d1ba9a7",{"related_article":6689},{"id":6690,"type":9,"tags":6691,"lang":17,"slug":6692,"first_publication_date":6693,"last_publication_date":6694,"uid":6695,"link_type":282,"key":6696,"isBroken":280},"Zxf6VhoAAEUAxwNy",[],"what-is-anonymous-data","2024-10-22T20:40:27+0000","2026-04-27T16:35:13+0000","what-is-anonymous-data-and-how-can-you-use-it-in-programmatic-campaigns","cb26da1e-2e02-42b4-ba25-cd1c8d27fe13",[6698],{"type":41,"text":6699,"spans":6700,"direction":52},"Navigating a post-TikTok world: a guide for advertisers",[],[6702],{"type":41,"text":6703,"spans":6704,"direction":52},"TikTok's potential ban disrupts the ad landscape. Advertisers must adapt, focusing on platform-agnostic strategies, understanding audience behavior on each platform (YouTube, Instagram), and adjusting creative accordingly. 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Working closely with our sustainability partner 51toCarbonZero, we offset the emissions caused by flights and hotels. Read on to discover how we did it. ",[6753],{"start":5807,"end":2840,"type":47,"data":6754},{"link_type":49,"url":6755,"target":51},"https:\u002F\u002Fwww.51tocarbonzero.com\u002F",{"type":91,"text":6757,"spans":6758,"direction":52},"Carbon offsetting Spark24 ",[],{"type":41,"text":6760,"spans":6761,"direction":52},"To offset the carbon emissions of Spark24, we worked with Klimate. They helped us get involved in local projects that reduced the environmental impact of our event, and gave back to regional communities.",[6762],{"start":3327,"end":2404,"type":47,"data":6763},{"link_type":49,"url":6764,"target":51},"https:\u002F\u002Fwww.klimate.co\u002F",{"type":41,"text":6766,"spans":6767,"direction":52},"One of these projects was Carboneers, which works in the Odisha and Assam regions of India to help farmers store biomass in a stable way. 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Spark24 is our biggest event that’s held at our Centre of Excellence in India. We bring the brightest minds together for insightful discussions and a 24-hackathon, but this inevitably leaves a carbon footprint.",[],[6834],{"type":41,"text":6728,"spans":6835,"direction":52},[],[6837],{"type":41,"text":6831,"spans":6838,"direction":52},[],{"dimensions":6840,"alt":38,"copyright":38,"url":6841,"id":6797,"edit":6842},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZkSt4iol0Zci9KcS_Rectangle.jpg?auto=format%2Ccompress&rect=0%2C60%2C420%2C219&w=1200&h=627",{"x":178,"y":654,"zoom":95,"background":75},{"id":6844,"uid":6845,"url":38,"type":9,"href":6846,"tags":6847,"first_publication_date":6848,"last_publication_date":6807,"slugs":6849,"linked_documents":6851,"lang":17,"alternate_languages":6852,"data":6853},"Zys35BoAAEIA4vaE","miq-and-birddog-partner-with-amazon-to-revolutionize-streaming-tv-advertising","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zys35BoAAEIA4vaE%22%29+%5D%5D",[],"2024-11-07T10:30:40+0000",[6850],"how-the-stv-intelligence-tool-will-benefit-marketers",[],[],{"title":6854,"external_link":6855,"summary":6856,"slices":6857,"author_name":6904,"author_position":38,"author_description":38,"author_image":6905,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":6906,"contact_formid":38,"contact_title":6907,"contact_description":6908,"contact_cta":38,"url_form_triggers":6909,"category":2021,"date":6910,"featured_image":6911,"thumbnail":6916,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":6917,"meta_title":6918,"meta_description":6921,"og_title":6925,"og_description":6928,"og_image":6931,"no_index":280},"MiQ and BirdDog partner with Amazon to revolutionize streaming TV advertising",{"link_type":30},[],[6858],{"variation":34,"version":35,"items":6859,"primary":6860,"id":6903,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":6861,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[6862,6865,6868,6871,6874,6878,6882,6886,6890,6893,6896,6899,6901],{"type":41,"text":6863,"spans":6864,"direction":52},"As the digital ad tech landscape becomes increasingly competitive, brands face growing pressure to optimize their strategies to achieve maximum return on investment (ROI). One way to ensure greater ROI is leveraging pre-campaign insights when building a media plan. Gaining access to this intelligence, however, can be challenging, especially when planning for walled garden environments. ",[],{"type":41,"text":6866,"spans":6867,"direction":52},"MiQ and BirdDog have teamed up with Amazon to co-develop a solution for marketers activating on Amazon. The Streaming TV (STV) intelligence tool is designed to provide brands of any size with pre-campaign insights and recommendations for media planning on Amazon-owned properties, with a core focus on Amazon Prime Video Streaming TV advertising. The goal is to maximize the effectiveness of advertising budgets, driving higher engagement and improved business outcomes,",[],{"type":41,"text":6869,"spans":6870,"direction":52},"Amazon offers a unique platform to reach millions of users in the US, enabling data-backed activations and robust outcome measurement through Amazon DSP and Amazon Marketing Cloud. These powerful tools are enriched by Amazon's billions of first-party signals. The STV intelligence tool developed by MiQ and BirdDog aims to harness this potential for both endemic and non-endemic brands, integrating a variety of data sources to deliver a sophisticated, data-driven approach to audience segmentation, campaign optimization, and performance measurement.",[],{"type":91,"text":6872,"spans":6873,"direction":52},"How the STV intelligence tool will benefit marketers",[],{"type":41,"text":6875,"spans":6876,"direction":52},"Comprehensive Data Integration:\nThe STV intelligence tool will seamlessly integrate data from diverse sources, including Amazon’s first-party data signals, as well as TV viewership data. This integration will provide a holistic view of consumer behavior, enabling more precise targeting and strategic decision-making, whether you sell a product on Amazon or not. The STV tool is designed for brands of all sizes, including for brands that were previously not able to run on Amazon. ",[6877],{"start":178,"end":771,"type":97},{"type":41,"text":6879,"spans":6880,"direction":52},"Advanced Audience Segmentation:\nLeveraging this integrated data, the tool will offer advanced audience segmentation capabilities. Brands will be able to identify and target key audience segments with greater accuracy, ensuring their ads reach the right people at the right time across various channels, including display and Streaming TV ads.",[6881],{"start":178,"end":771,"type":97},{"type":41,"text":6883,"spans":6884,"direction":52},"Optimized Campaign Performance:\nWith features like Media Mix Modeling (MMM) and advanced predictive analytics, the tool will empower brands to optimize their campaign strategies in real time. This includes recommendations on budget allocation and optimization layers for traders to focus on the most effective tactics.",[6885],{"start":178,"end":771,"type":97},{"type":41,"text":6887,"spans":6888,"direction":52},"Measurement and Reporting:\nThe tool will provide detailed measurement and reporting insights, enabling brands to track key performance indicators (KPIs) such as Path to conversion, Incremental Reach, Return on ad spend (ROAS), Conversion rates, and New-to-brand (NTB) metrics. This will facilitate greater transparency and informed decision-making throughout the campaign lifecycle.",[6889],{"start":178,"end":393,"type":97},{"type":91,"text":6891,"spans":6892,"direction":52},"MiQ, Amazon, and Bird Dog collaboration is set to transform digital advertising",[],{"type":41,"text":6894,"spans":6895,"direction":52},"By combining first-party data signals from diverse sources and leveraging advanced analytics, the Amazon STV intelligence tool is set to transform how brands approach digital advertising both on and off Amazon, through the powerful capabilities of Amazon DSP and Amazon Marketing Cloud. It will enhance precision and reach, improve campaign efficiency, and drive better overall business performance through more informed, data-driven strategies.",[],{"type":41,"text":6897,"spans":6898,"direction":52},"This collaboration between Amazon, MiQ, and BirdDog underscores a shared commitment to innovation in digital advertising, providing brands with the tools they need to succeed in a rapidly evolving market.",[],{"type":41,"text":57,"spans":6900,"direction":52},[],{"type":41,"text":57,"spans":6902,"direction":52},[],"text_component$6288809e-901c-403a-b52d-cb2d8075acb5","Nishant Kakar and Swastivikram Joshi",{},{"link_type":282},[],[],[],"2024-11-07T14:00:00+0000",{"dimensions":6912,"alt":38,"copyright":38,"url":6913,"id":6914,"edit":6915},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZzJRD68jQArT0tWw_US-MiQ-Amazon-BirDog.jpg?auto=format,compress","ZzJRD68jQArT0tWw",{"x":178,"y":178,"zoom":95,"background":75},{},[],[6919],{"type":41,"text":6854,"spans":6920,"direction":52},[],[6922],{"type":41,"text":6923,"spans":6924,"direction":52},"In a groundbreaking collaboration, MiQ and BirdDog have teamed up with Amazon to co-develop a co-develop an advanced Streaming TV (STV) intelligence tool. ",[],[6926],{"type":41,"text":6854,"spans":6927,"direction":52},[],[6929],{"type":41,"text":6923,"spans":6930,"direction":52},[],{"dimensions":6932,"alt":38,"copyright":38,"url":6933,"id":6914,"edit":6934},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZzJRD68jQArT0tWw_US-MiQ-Amazon-BirDog.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627",{"x":178,"y":95,"zoom":95,"background":75},{"id":6291,"uid":6296,"url":38,"type":9,"href":6936,"tags":6937,"first_publication_date":6294,"last_publication_date":6295,"slugs":6938,"linked_documents":6939,"lang":17,"alternate_languages":6940,"data":6941},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zyn3XxoAAEIA4SUs%22%29+%5D%5D",[],[6293],[],[],{"title":6942,"external_link":6943,"summary":6944,"slices":6945,"author_name":1836,"author_position":38,"author_description":38,"author_image":7022,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":7023,"contact_formid":38,"contact_title":7024,"contact_description":7025,"contact_cta":38,"url_form_triggers":7026,"category":2021,"date":7029,"featured_image":7030,"thumbnail":7035,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":7036,"meta_title":7039,"meta_description":7042,"og_title":7046,"og_description":7049,"og_image":7052,"no_index":280},"Navigating CTV Supply Path Optimization: unlocking efficiency and transparency",{"link_type":30},[],[6946,7001],{"variation":34,"version":35,"items":6947,"primary":6948,"id":7000,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":6949,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[6950,6954,6957,6960,6964,6967,6970,6974,6978,6982,6986,6990,6993,6997],{"type":41,"text":6951,"spans":6952,"direction":52},"Challenge: Why CTV Supply Path Optimization matters",[6953],{"start":178,"end":784,"type":97},{"type":41,"text":6955,"spans":6956,"direction":52},"Unlike traditional linear TV, CTV operates in a fragmented ecosystem that includes a variety of players—publishers who own the content, streaming apps where the content is syndicated, and original equipment manufacturers (OEMs) that control device-level access. For programmatic buying, demand-side platforms (DSPs) and supply-side platforms (SSPs) come into play, helping advertisers navigate the CTV inventory landscape. Larger holding companies, like Paramount, often bundle multiple streaming apps into a single deal ID, making it even more complex. Without CTV Supply Path Optimization, advertisers risk overspending, under-delivering, or missing their target audience entirely, as they struggle to ensure they’re getting the best value from their investment.",[],{"type":41,"text":6958,"spans":6959,"direction":52},"Without SPO, advertisers risk wasting budget,  underperforming, or even missing their audience completely. CTV Supply Path Optimization changes the game by giving advertisers more control. It helps them cut out inefficient or murky paths, ensuring they’re buying the right inventory at the right price, with no guesswork involved.",[],{"type":41,"text":6961,"spans":6962,"direction":52},"How SPO boosts efficiency on CTV",[6963],{"start":178,"end":771,"type":97},{"type":41,"text":6965,"spans":6966,"direction":52},"At its core, CTV Supply Path Optimization is about getting more from your media buys by making the process more transparent and direct. ",[],{"type":41,"text":6968,"spans":6969,"direction":52},"Here’s how it helps advertisers:",[],{"type":41,"text":6971,"spans":6972,"direction":52},"Inventory transparency: Many publishers bundle inventory, making it hard to see exactly where ads are running. SPO breaks down these bundles, giving advertisers greater control over their buys and ensuring impressions are delivered in top-tier spots. ",[6973],{"start":178,"end":156,"type":97},{"type":41,"text":6975,"spans":6976,"direction":52},"Cost efficiency: With so many intermediaries in the CTV space, prices can fluctuate. SPO identifies the most cost-effective paths, helping advertisers avoid unnecessary fees.",[6977],{"start":178,"end":765,"type":97},{"type":41,"text":6979,"spans":6980,"direction":52},"Better frequency control: One of the biggest pain points in CTV advertising is frequency control. Without SPO, advertisers may struggle with over-delivery of ads to the same households. SPO ensures that campaigns are diversified and balanced, maintaining optimal reach with minimal waste.",[6981],{"start":178,"end":122,"type":97},{"type":41,"text":6983,"spans":6984,"direction":52},"Reaching your audience across platforms: With viewers spread across streaming platforms like Hulu, Sling, YouTube TV, Fubo, and Peacock, SPO ensures you reach your target audience, no matter where they’re watching. Whether it’s Bravo on Hulu or a game on YouTube TV, SPO ensures your ads get in front of the right eyes.",[6985],{"start":178,"end":483,"type":97},{"type":41,"text":6987,"spans":6988,"direction":52},"The future of CTV Supply Path Optimization",[6989],{"start":178,"end":214,"type":97},{"type":41,"text":6991,"spans":6992,"direction":52},"As the CTV market continues to grow, CTV Supply Path Optimization will become even more vital. Advertisers are looking for greater transparency in how their ads are being served and measured. Solutions like clean rooms, where data is securely shared between advertisers and publishers, will likely play a bigger role, offering deeper insights into how campaigns perform. Publishers will also face increasing pressure to provide transparency in their inventory offerings, balancing their own control over content distribution. This push for transparency will benefit advertisers, ensuring cleaner, more efficient buys. ",[],{"type":41,"text":6994,"spans":6995,"direction":52},"Conclusion: SPO is the key to success",[6996],{"start":178,"end":252,"type":97},{"type":41,"text":6998,"spans":6999,"direction":52},"CTV offers advertisers huge opportunities, but it also comes with its fair share of challenges. Supply Path Optimization offers a solution by streamlining access to premium inventory, ensuring transparency, and improving campaign efficiency. As the CTV landscape continues to evolve, advertisers who embrace SPO will be better positioned to cut through the complexity and make sure their ad dollars work harder, delivering the right message to the right audience at the right time. 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",[],{"type":41,"text":7016,"spans":7017,"direction":52},"Discover how we helped IKEA reach net new users across CTV and YouTube and prove cross-channel incremental reach.",[],{"link_type":49,"key":7019,"url":7020},"f751b324-e237-445c-afef-822479ef340d","https:\u002F\u002Fbit.ly\u002F3Ajl9jQ","article_download$083bd880-c53e-4314-91ce-56d58a90a27e",{},{"link_type":282},[],[],[7027],{"trigger":38,"form":7028},{"link_type":282},"2024-11-06T09:00:00+0000",{"dimensions":7031,"alt":38,"copyright":38,"url":7032,"id":7033,"edit":7034},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZyoClK8jQArT0MfR_US-Navigating-CTV-complexity-with-MiQ-header.jpg?auto=format,compress","ZyoClK8jQArT0MfR",{"x":178,"y":178,"zoom":95,"background":75},{},[7037],{"related_article":7038},{"link_type":282},[7040],{"type":41,"text":6942,"spans":7041,"direction":52},[],[7043],{"type":41,"text":7044,"spans":7045,"direction":52},"CTV Supply Path Optimization (SPO) streamlines the complex process of securing premium CTV ad inventory, ensuring advertisers reach the right audience efficiently and transparently.",[],[7047],{"type":41,"text":6942,"spans":7048,"direction":52},[],[7050],{"type":41,"text":7044,"spans":7051,"direction":52},[],{"dimensions":7053,"alt":38,"copyright":38,"url":7054,"id":7055,"edit":7056},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZyoClK8jQArT0MfQ_US-Navigating-CTV-complexity-with-MiQ-header-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","ZyoClK8jQArT0MfQ",{"x":178,"y":95,"zoom":95,"background":75},{"id":6803,"uid":6805,"url":38,"type":9,"href":7058,"tags":7059,"first_publication_date":6806,"last_publication_date":6807,"slugs":7060,"linked_documents":7061,"lang":17,"alternate_languages":7062,"data":7063},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22ZxuAoRoAAEgAzDLQ%22%29+%5D%5D",[],[6805],[],[],{"title":7064,"external_link":7065,"summary":7066,"slices":7067,"author_name":1836,"author_position":38,"author_description":38,"author_image":7149,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":7150,"contact_formid":38,"contact_title":7151,"contact_description":7152,"contact_cta":38,"url_form_triggers":7153,"category":1844,"date":7154,"featured_image":7155,"thumbnail":7160,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":7161,"meta_title":7162,"meta_description":7165,"og_title":7168,"og_description":7171,"og_image":7174,"no_index":280},"A snapshot of this year’s Spark24",{"link_type":30},[],[7068],{"variation":34,"version":35,"items":7069,"primary":7070,"id":7148,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":7071,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[7072,7076,7082,7086,7096,7100,7103,7110,7114,7117,7120,7124,7127,7130,7134,7140,7146],{"type":41,"text":7073,"spans":7074,"direction":52},"What is Spark24? ",[7075],{"start":178,"end":493,"type":97},{"type":41,"text":7077,"spans":7078,"direction":52},"Spark24 is our biggest global event. Held at our Center of Excellence in bustling Bengaluru, we bring together the brightest minds in the industry. It’s a chance for our clients and partners to experience the heart of MiQ, and meet our award-winning data scientists and tech experts. Plus, we solve complex business challenges and make the industry better. ",[7079],{"start":178,"end":4045,"type":47,"data":7080},{"link_type":49,"url":7081,"target":6037},"https:\u002F\u002Fwww.wearemiq.com\u002Fspark24",{"type":41,"text":7083,"spans":7084,"direction":52},"Bigger, better, greener ",[7085],{"start":178,"end":73,"type":97},{"type":41,"text":7087,"spans":7088,"direction":52},"This year, Spark24 hosted over 250 participants, so it was bigger and better than ever before. And it was also more sustainable. Working with 51toCarbonZero, we’re proud to say that this year’s Spark24 was a carbon neutral event. We were also delighted to have Databricks, our valued partners, as our conference sponsor. ",[7089,7092],{"start":5032,"end":7090,"type":47,"data":7091},156,{"link_type":49,"url":6755,"target":51},{"start":5983,"end":7093,"type":47,"data":7094},271,{"link_type":49,"url":7095,"target":51},"https:\u002F\u002Fwww.databricks.com\u002Fresources\u002Febook\u002Fthe-data-lakehouse-platform-for-dummies?scid=7018Y000001Fi0oQAC&utm_medium=paid+search&utm_source=google&utm_campaign=14928107504&utm_adgroup=127807188469&utm_content=ebook&utm_offer=the-data-lakehouse-platform-for-dummies&utm_ad=665998330471&utm_term=databricks&gad_source=1&gclid=Cj0KCQjw4Oe4BhCcARIsADQ0csmbd-yAWkJ0XO4a7zRzziIINEkq_RIXLtWLzvRHZeRA3nFRs741iEMaAjvUEALw_wcB",{"type":41,"text":7097,"spans":7098,"direction":52},"Not your average welcome",[7099],{"start":178,"end":73,"type":97},{"type":41,"text":7101,"spans":7102,"direction":52},"After a traditional opening ceremony and presentation from Gurman Hundal (MiQ’s Co-founder and Global CEO), and Ramya Parashar (COO, India), it was time for the first conference session. ",[],{"type":41,"text":7104,"spans":7105,"direction":52},"Krish Govindarajan (Chief Technology Officer, MiQ) took to the stage with Josh Carroll (Account Executive) and Vasco Henriques (Solutions Architect, Databricks) with a special Spark24 case study on MiQ’s TV Intelligence. The trio gave some great insights into how TV Intelligence scaled from a hack, to the industry’s only platform that looks holistically at TV, streaming and YouTube. ",[7106],{"start":7107,"end":7108,"type":47,"data":7109},198,219,{"link_type":49,"url":436,"target":51},{"type":41,"text":7111,"spans":7112,"direction":52},"Not your average insights ",[7113],{"start":178,"end":108,"type":97},{"type":41,"text":7115,"spans":7116,"direction":52},"In two different conference sessions, John Goulding (Global Chief Strategy Officer, MiQ) posed some provocative questions on the use of generative AI in programmatic, and spoke about MiQ’s sustainability journey. ",[],{"type":41,"text":7118,"spans":7119,"direction":52},"To round the conference off, Richard Dunmall (Global President, MiQ) chaired an eye-opening conversation with an expert panel. Priyanka Bisen Shah (Head of Digital Marketing, Bajaj Auto), Rebecca Dixon (Media Director, THG) and Melissa Champagne (VP Media Planning, Spark Foundry) discussed whether innovation and technology really drive growth, and the challenges they’ve faced along the way.",[],{"type":41,"text":7121,"spans":7122,"direction":52},"Not your average hackathon ",[7123],{"start":178,"end":393,"type":97},{"type":41,"text":7125,"spans":7126,"direction":52},"Then it was time for 14 teams to take on the 24-hour hack. Making the most of our technology and experts, each team developed a solution to solve a business challenge. It was incredible to see such a high standard of work, and just how much was achieved in just a matter of hours. ",[],{"type":41,"text":7128,"spans":7129,"direction":52},"After grabbing a caffeine fix, every team had eight minutes to present their solution to the judges, followed by a brief Q&A session. Cue plenty of deliberation for our judges. ",[],{"type":41,"text":7131,"spans":7132,"direction":52},"And the winners were… ",[7133],{"start":178,"end":475,"type":97},{"type":41,"text":7135,"spans":7136,"direction":52},"Team ‘Whisky Business’ (featuring William Grant & Sons) took home the winning trophy. The team built a solution to navigate retailer data restrictions in the alcohol vertical. They leveraged MiQ’s extensive commerce data and unifying this with the client’s data in a privacy-compliant, and scalable way. They then built a dashboard to visualize this data, making it actionable and insightful. It’s an incredible product, and an incredible feat. Congratulations to the team! ",[7137],{"start":425,"end":1594,"type":47,"data":7138},{"link_type":49,"url":7139,"target":51},"https:\u002F\u002Fwww.williamgrant.com\u002F",{"type":41,"text":7141,"spans":7142,"direction":52},"Want to hear what our clients have to say about Spark24? Read about Alexis Bossi’s (MBB Agency) Spark24 experience.",[7143],{"start":1299,"end":3788,"type":47,"data":7144},{"link_type":49,"url":7145,"target":51},"https:\u002F\u002Fmbbagency.com\u002Fblog\u002F24-hours-14-teams-one-life-changing-experience\u002F",{"type":41,"text":57,"spans":7147,"direction":52},[],"text_component$9395860a-0f57-48d9-8485-bba9537ec8a9",{},{"link_type":282},[],[],[],"2024-10-25T13:00:00+0000",{"dimensions":7156,"alt":38,"copyright":38,"url":7157,"id":7158,"edit":7159},{"width":68,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZxusqIF3NbkBYChG_2024_SPARK24_BLOG.jpg?auto=format,compress","ZxusqIF3NbkBYChG",{"x":178,"y":178,"zoom":95,"background":75},{},[],[7163],{"type":41,"text":7064,"spans":7164,"direction":52},[],[7166],{"type":41,"text":7077,"spans":7167,"direction":52},[],[7169],{"type":41,"text":7064,"spans":7170,"direction":52},[],[7172],{"type":41,"text":7077,"spans":7173,"direction":52},[],{"dimensions":7175,"alt":38,"copyright":38,"url":7176,"id":7158,"edit":7177},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZxusqIF3NbkBYChG_2024_SPARK24_BLOG.jpg?auto=format%2Ccompress&rect=0%2C1%2C1600%2C836&w=1200&h=627",{"x":178,"y":95,"zoom":95,"background":75},{"id":7179,"uid":7180,"url":38,"type":9,"href":7181,"tags":7182,"first_publication_date":7183,"last_publication_date":7184,"slugs":7185,"linked_documents":7187,"lang":17,"alternate_languages":7188,"data":7189},"ZxfxGhoAAEkAxvIY","boost-your-political-tv-advertising-roi-with-viewership-insights","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22ZxfxGhoAAEkAxvIY%22%29+%5D%5D",[],"2024-10-22T20:41:29+0000","2026-04-30T15:50:57+0000",[7186],"the-power-of-political-tv-advertising-reaching-key-markets",[],[],{"title":7190,"external_link":7191,"summary":7192,"slices":7193,"author_name":7305,"author_position":38,"author_description":38,"author_image":7306,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":7307,"contact_formid":38,"contact_title":7308,"contact_description":7309,"contact_cta":38,"url_form_triggers":7310,"category":2021,"date":7313,"featured_image":7314,"thumbnail":7319,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":7320,"meta_title":7323,"meta_description":7326,"og_title":7329,"og_description":7332,"og_image":7335,"no_index":280},"Boost your political TV advertising ROI with viewership insights",{"link_type":30},[],[7194,7220,7241,7288],{"variation":34,"version":35,"items":7195,"primary":7196,"id":7219,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":7197,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[7198,7201,7204,7207,7210,7213,7216],{"type":41,"text":7199,"spans":7200,"direction":52},"The recent Trump-Harris debate provided a wealth of data for political TV advertising strategies as campaigns enter the final stretch before Election Day. For advertisers looking to optimize their media spend, understanding viewership trends and reaching untapped audiences is key.",[],{"type":41,"text":7202,"spans":7203,"direction":52},"With the largest TV data footprint in the US, MiQ has been analyzing viewership for major television events like electoral debates for 6 years, including almost every presidential debate during both the Primary and General Election cycles. Our data from the Trump-Harris debate offers valuable insights for campaign strategists seeking to enhance their political TV advertising efforts.",[],{"type":91,"text":7205,"spans":7206,"direction":52},"The power of political TV advertising: reaching key markets",[],{"type":41,"text":7208,"spans":7209,"direction":52},"Two important findings emerged from our analysis:",[],{"type":485,"text":7211,"spans":7212,"direction":52},"75% of the viewers of the Trump-Harris debate on September 10 did not watch the Trump-Biden debate on June 27.",[],{"type":485,"text":7214,"spans":7215,"direction":52},"39% of the debate’s viewers have not seen a political TV ad from either the Trump or Harris campaigns (or their affiliated super PACs) in the last 30 days.",[],{"type":41,"text":7217,"spans":7218,"direction":52},"This data highlights a critical opportunity for both campaigns to expand their political TV advertising reach, especially in battleground states. In markets such as Atlanta, Phoenix, Pittsburgh, Milwaukee, Las Vegas, and Philadelphia, reach is already high—yet a significant segment of viewers remains untapped.",[],"text_component$43b738ba-99f6-44a3-9ef5-f3f8492ee9d7",{"variation":34,"version":35,"items":7221,"primary":7222,"id":7240,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":7223,"title":2580,"text":7230,"link":7237},{"dimensions":7224,"alt":38,"copyright":38,"url":7227,"id":7228,"edit":7229},{"width":7225,"height":7226},2250,4375,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZusVJ7VsGrYSvkKu_MiQ-Presidential_debate_Sept_2024-2_segment-V4.jpg?auto=format,compress","ZusVJ7VsGrYSvkKu",{"x":178,"y":178,"zoom":95,"background":75},[7231,7234],{"type":678,"text":7232,"spans":7233,"direction":52},"Optimize your political tv advertising",[],{"type":41,"text":7235,"spans":7236,"direction":52},"To learn more about optimizing your political TV advertising based on our latest viewership data, download MiQ’s exclusive 2024 Presidential Debate Viewership Analysis today.",[],{"link_type":49,"key":7238,"url":7239,"target":51},"3b4fad2d-a21d-41fe-a44c-50910fa18bf3","https:\u002F\u002Fbit.ly\u002F3B5ec67","article_download$ca5bf372-f5ae-48e4-8a1c-d37a96d868ec",{"variation":34,"version":35,"items":7242,"primary":7243,"id":7287,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":7244,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[7245,7253,7256,7259,7265,7268,7272,7276,7280],{"type":41,"text":7246,"spans":7247,"direction":52},"The issue of reach isn’t exclusive to the presidential campaigns. MiQ’s Data & Analytics team recently conducted an analysis on the Reach and Frequency of political media. Our data shows that, on CTV, 80% of targeted households received only 19% of tracked impressions, at an average frequency of 4.5x. That means huge segments of an advertiser’s ideal audience are potentially never seeing any ads from them at all. ",[7248,7252],{"start":7249,"end":4278,"type":47,"data":7250},113,{"link_type":49,"url":7251,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fresources\u002Fblog\u002Ffrequency-imbalance-plagues-political-advertisers-across-both-ctv-and-linear-tv-miq-analysis-finds",{"start":2568,"end":1668,"type":97},{"type":41,"text":7254,"spans":7255,"direction":52},"Simply put, buying CTV isn’t enough to solve your reach and frequency challenge—it’s HOW you buy CTV that changes the game. These insights underscore the need for comprehensive, cross-channel audience intelligence when planning CTV media buys.  ",[],{"type":91,"text":7257,"spans":7258,"direction":52},"Growing voter engagement and the need for optimized advertising",[],{"type":41,"text":7260,"spans":7261,"direction":52},"Voter registration and engagement have surged, particularly in battleground states. With high-profile endorsements from figures like Taylor Swift and fundraising efforts led by vice presidential candidate JD Vance, voter interest is peaking. This means now is the time for campaigns to double down on their political TV advertising strategies, particularly by targeting the untapped 39% who remain unexposed to campaign messages.",[7262],{"start":7263,"end":7264,"type":110},344,428,{"type":41,"text":7266,"spans":7267,"direction":52},"Here are three strategies political advertisers can deploy:",[],{"type":485,"text":7269,"spans":7270,"direction":52},"Capitalize on key TV moments: Reach households that tuned into the Trump-Harris debate with targeted political TV ads, leveraging both linear and connected TV platforms.",[7271],{"start":178,"end":552,"type":97},{"type":485,"text":7273,"spans":7274,"direction":52},"Focus on incremental reach: Campaigns should prioritize reaching voters who have been previously untapped by their political TV advertising efforts, especially in battleground states where margins are thin.",[7275],{"start":178,"end":393,"type":97},{"type":485,"text":7277,"spans":7278,"direction":52},"Diversify inventory tactics: Tap expert programmatic partners to expand political TV advertising strategies with an audience first approach across connected TV, streaming services, and digital platforms like YouTube to capture voters across a broader media landscape.",[7279],{"start":178,"end":2216,"type":97},{"type":41,"text":7281,"spans":7282,"direction":52},"With Election Day fast approaching, it’s essential to refine these strategies to capture every possible voter. Make your campaign smarter by tapping into the largest and most diverse TV viewership dataset in the industry. With unmatched insights and expertise, you’ll reach your audience more effectively. This way, you get the best value - not just the best price. Find out what MiQ can do for your political TV advertising.",[7283],{"start":6230,"end":7284,"type":47,"data":7285},424,{"link_type":49,"url":7286,"target":51},"https:\u002F\u002Fbit.ly\u002F3XG5ZOr","text_component$6f326ca2-73db-443f-8cfc-e913d3422faa",{"variation":34,"version":35,"items":7289,"primary":7290,"id":7304,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":7291,"title":38,"text":7297,"link":7301},{"dimensions":7292,"alt":38,"copyright":38,"url":7294,"id":7295,"edit":7296},{"width":7293,"height":7006},446,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZivIpd3JpQ5PTNZA_MiQPoliticalmediaremix2024.png?auto=format,compress","ZivIpd3JpQ5PTNZA",{"x":178,"y":178,"zoom":95,"background":75},[7298],{"type":678,"text":7299,"spans":7300},"With MiQ, political advertisers can give their TV buying a remix. \nIn The Political Media Remix 2.0, MiQ’s latest political advertising strategy guide, we delve into the complexities of omnichannel advertising, and share our proven strategies to get more out of the ever-evolving media landscape. \nGet your copy of The Political Media Remix 2.0",[],{"link_type":49,"key":7302,"url":7303,"target":57},"01342ded-107d-4410-9ca7-f0d76833763c","https:\u002F\u002Fbit.ly\u002F3MKr9oC","article_download$16676aaa-44d2-4490-ba87-d80b15516eb8","Jesse Contario",{},{"link_type":282},[],[],[7311],{"trigger":38,"form":7312},{"link_type":282},"2024-09-19T13:00:00+0000",{"dimensions":7315,"alt":38,"copyright":38,"url":7316,"id":7317,"edit":7318},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZusUSLVsGrYSvkKm_US-Boost-your-political-TV-advertising-ROI-with-viewership-insights-header.jpg?auto=format,compress","ZusUSLVsGrYSvkKm",{"x":178,"y":178,"zoom":95,"background":75},{},[7321],{"related_article":7322},{"link_type":282},[7324],{"type":41,"text":7190,"spans":7325,"direction":52},[],[7327],{"type":41,"text":7199,"spans":7328,"direction":52},[],[7330],{"type":41,"text":7190,"spans":7331,"direction":52},[],[7333],{"type":41,"text":7199,"spans":7334,"direction":52},[],{"dimensions":7336,"alt":38,"copyright":38,"url":7337,"id":7338,"edit":7339},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZusUR7VsGrYSvkKl_US-Boost-your-political-TV-advertising-ROI-with-viewership-insights-header-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","ZusUR7VsGrYSvkKl",{"x":178,"y":95,"zoom":95,"background":75},{"id":7341,"uid":7342,"url":38,"type":9,"href":7343,"tags":7344,"first_publication_date":7345,"last_publication_date":7184,"slugs":7346,"linked_documents":7348,"lang":17,"alternate_languages":7349,"data":7350},"ZxfxChoAAEsAxvH8","the-power-of-cross-channel-media-planning-in-programmatic-advertising","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22ZxfxChoAAEsAxvH8%22%29+%5D%5D",[],"2024-10-22T20:41:30+0000",[7347],"get-the-cross-channel-planner",[],[],{"title":7351,"external_link":7352,"summary":7353,"slices":7354,"author_name":7422,"author_position":38,"author_description":38,"author_image":7423,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":7424,"contact_formid":38,"contact_title":7425,"contact_description":7426,"contact_cta":38,"url_form_triggers":7427,"category":2021,"date":7430,"featured_image":7431,"thumbnail":7434,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":7435,"meta_title":7438,"meta_description":7441,"og_title":7444,"og_description":7447,"og_image":7450,"no_index":280},"The power of cross-channel media planning in programmatic advertising",{"link_type":30},[],[7355,7403],{"variation":34,"version":35,"items":7356,"primary":7357,"id":7402,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":7358,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[7359,7362,7366,7369,7372,7376,7380,7384,7388,7392,7397,7400],{"type":41,"text":7360,"spans":7361,"direction":52},"As programmatic becomes increasingly complex and brands strive to reach target audiences with precision and efficiency, cross-channel media planning will become an indispensable tool for modern programmatic advertising. ",[],{"type":41,"text":7363,"spans":7364,"direction":52},"What is cross-channel media planning? ",[7365],{"start":178,"end":369,"type":97},{"type":41,"text":7367,"spans":7368,"direction":52},"Digital advertising is continually evolving, with new channels and platforms emerging rapidly. From DOOH to social media, there’s many different touchpoints marketers can use to tell their stories. With this fragmentation, marketers are left with a lot of complexity in managing and optimizing campaigns across platforms.",[],{"type":41,"text":7370,"spans":7371,"direction":52},"Cross-channel planning tools are designed to help advertisers make an informed decision on the best environments to plan, activate and measure campaigns across various channels for a specific audience and geographies seamlessly. These tools provide a unified view of reach and impact across multiple investments with the goal of better performance. 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DTC healthcare–accessing medical treatments online through trusted and cost-efficient sources–has surged in the past few years. Eli Lilly has read this trend plainly, and have responded with a new form of distribution that will innovate the pharmaceutical industry. ",[],{"type":41,"text":7479,"spans":7480,"direction":52},"The legacy pharmaceutical company announced the release of a new form of its weight management medication, Zepbound, which will be available directly through its direct-to-consumer website. Zepbound, like Wegovy and Ozempic, is a GLP-1 injectable that aids in weight loss and treats type-2 diabetes by reducing appetite and regulating blood sugar. In the US, these medications have been in high demand. Eli Lilly's DTC Zepbound promises to expand access by increasing supply and maintaining affordability. ",[],{"type":41,"text":7482,"spans":7483,"direction":52},"This new form of Zepbound distribution shakes up the weight management medication market by offering a cheaper, direct-to-consumer option that's about half the price of competitors. Eli Lilly aims to attract consumers who might want to switch medications or whose insurance doesn't cover Zepbound. By making it more cost-effective and easier to order online, Eli Lilly hopes to reach more people who need weight loss and type-2 diabetes treatments, ensuring they can access these medications safely.",[],{"type":91,"text":7485,"spans":7486,"direction":52},"For Eli Lilly, the proof is in the numbers",[],{"type":41,"text":7488,"spans":7489,"direction":52},"According to a recent study by the Alliance for Safe Online Pharmacies (ASOP Global) Foundation, 52% of American consumers have purchased medications from an online pharmacy, reflecting a significant rise from previous years and outpacing the rate of new prescription drug usage. The trend is further underscored by the fact that 71% of respondents have turned to online pharmacies within the last 1-3 years, with 85% of these individuals now regularly using these platforms for their medications. ",[7490],{"start":425,"end":7491,"type":47,"data":7492},95,{"link_type":49,"url":7493,"target":51},"https:\u002F\u002Fasopfoundation.pharmacy\u002F",{"type":41,"text":7495,"spans":7496,"direction":52},"The increasing demand for convenience and cost-savings, coupled with recent drug shortages, is propelling this shift. 60% of online pharmacy users are open to purchasing from sources not approved by U.S. regulators if it enhances convenience, 55% for greater cost-savings, and 47% for access to otherwise unavailable medications. These statistics highlight the growing reliance on and expectation for effective, accessible online medical treatment. ",[],{"type":41,"text":7498,"spans":7499,"direction":52},"Eli Lilly is one of a handful of major pharmaceutical health suppliers that have taken a proactive approach to securing streamlined options for patients. Mark Cuban's DTC healthcare venture, Cost Plus Drug Company, is also making waves in the generic drug pricing space, nearly doubling its range of available medications in just the past month. Amazon Pharmacy also focuses on delivering medications directly to consumer's doors, and will also be offering Zepbound within its suite of medications – a partnership driven by the surge in demand for Zepbound and other weight-loss medications. ",[],{"type":91,"text":7501,"spans":7502,"direction":52},"How DTC healthcare impacts pharma advertising",[],{"type":41,"text":7504,"spans":7505,"direction":52},"Eli Lilly's transition to a direct-to-consumer distribution model marks a significant change in how patients access medications, offering patients enhanced convenience and more direct pathways to obtaining their treatments. However, this change can also raise important concerns that could affect the broader healthcare system.",[],{"type":485,"text":7507,"spans":7508,"direction":52},"Patient Journey Efficacy: With increased direct access to medications, there is a risk of inundating consumers with complex health information across different channels. Pharma brands should leverage cross-channel data to develop comprehensive audience profiles, enabling them to reach patients effectively throughout their entire healthcare journey. By focusing on delivering clear, concise, and helpful content, these brands can guide patients through the process of using this new distribution channel safely and seamlessly.",[7509],{"start":178,"end":108,"type":97},{"type":485,"text":7511,"spans":7512,"direction":52},"HCP and Patient Aligned Advertising: DTC distribution may disrupt traditional channels and relationships with healthcare providers, pharmacies, and patients. \nAs traditional channels and relationships with HCPs and pharmacies evolve, pharma brands, like Eli Lily must align healthcare provider (HCP) and patient journeys to ensure a smooth transition to direct-to-consumer (DTC) distribution. Well-developed marketing strategies will play a key role in this transition, helping to communicate changes and build confidence among doctors. By fostering strong, supportive relationships with HCPs, pharma brands can ensure that doctors remain confident in the new distribution model, even when pharmacists are not involved in dispensing. This approach will help integrate DTC distribution into the healthcare system, enhancing overall efficiency and maintaining trust across all stakeholders.",[7513],{"start":178,"end":7514,"type":97},158,{"type":485,"text":7516,"spans":7517,"direction":52},"Patient Privacy: Pharmaceutical brands must address the potential for increased scrutiny regarding data privacy. 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With consumers increasingly seeking convenience and value, this model could reshape how medications are marketed and sold. ",[],{"type":41,"text":7529,"spans":7530,"direction":52},"Direct-to-consumer sales may become a staple in the pharmaceutical industry, driven by a need for improved efficiencies and consumer engagement. Pharmaceutical companies must now focus on adapting marketing strategies to maximize this new model’s success. A media partner like MiQ, with expertise in healthcare and commerce, can provide the intelligence needed to identify the right audiences, optimize brand marketing efforts, and enhance overall patient and provider reach across their separate journeys. ",[7531],{"start":7532,"end":1664,"type":97},281,{"type":41,"text":57,"spans":7534,"direction":52},[],{"type":41,"text":7536,"spans":7537,"direction":52},"Sources: ",[7538],{"start":178,"end":1462,"type":97},{"type":216,"text":7540,"spans":7541,"direction":52},"https:\u002F\u002Fwww.cnbc.com\u002F2024\u002F08\u002F27\u002Fzepbound-eli-lilly-releases-new-cheaper-form-of-weight-loss-drug.html ",[7542],{"start":178,"end":1220,"type":47,"data":7543},{"link_type":49,"url":7544,"target":51},"https:\u002F\u002Fwww.cnbc.com\u002F2024\u002F08\u002F27\u002Fzepbound-eli-lilly-releases-new-cheaper-form-of-weight-loss-drug.html",{"type":216,"text":7546,"spans":7547,"direction":52},"https:\u002F\u002Fwww.prnewswire.com\u002Fnews-releases\u002Fnational-consumer-survey-more-americans-than-ever-are-buying-prescription-medication-online-despite-a-lack-of-awareness-of-the-dangers-they-pose-302006884.html#:~:text=More%20people%20buy%20medications%20online,of%20new%20prescription%20drug%20usage. ",[7548],{"start":178,"end":378,"type":47,"data":7549},{"link_type":49,"url":7550,"target":51},"https:\u002F\u002Fwww.prnewswire.com\u002Fnews-releases\u002Fnational-consumer-survey-more-americans-than-ever-are-buying-prescription-medication-online-despite-a-lack-of-awareness-of-the-dangers-they-pose-302006884.html#:~:text=More%20people%20buy%20medications%20online,of%20new%20prescription%20drug%20usage",{"type":216,"text":7552,"spans":7553,"direction":52},"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fjoshuacohen\u002F2024\u002F01\u002F02\u002Fmark-cubans-cost-plus-drug-company-sparks-moves-to-change-how-rx-drugs-are-priced\u002F ",[7554],{"start":178,"end":5795,"type":47,"data":7555},{"link_type":49,"url":7556,"target":51},"https:\u002F\u002Fwww.forbes.com\u002Fsites\u002Fjoshuacohen\u002F2024\u002F01\u002F02\u002Fmark-cubans-cost-plus-drug-company-sparks-moves-to-change-how-rx-drugs-are-priced\u002F",{"type":216,"text":7558,"spans":7559,"direction":52},"https:\u002F\u002Fwww.cbsnews.com\u002Fnews\u002Fweight-loss-zepbound-eli-lilly-amazon\u002F",[7560],{"start":178,"end":573,"type":47,"data":7561},{"link_type":49,"url":7558,"target":51},"text_component$fe357db4-3741-4dbd-8356-0c494837b73c","Mariela Sanchez and Alix Le Boterff",{},{"link_type":282},[],[],[],{"dimensions":7570,"alt":38,"copyright":38,"url":7571,"id":7572,"edit":7573},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZtb_Trzzk9ZrW60s_US-Eli-Lilly-shakes-up-the-market-with-its-Direct-to-Consumer-strategy.jpg?auto=format,compress","Ztb_Trzzk9ZrW60s",{"x":178,"y":178,"zoom":95,"background":75},{},[],[7577],{"type":41,"text":7467,"spans":7578,"direction":52},[],[7580],{"type":41,"text":7581,"spans":7582,"direction":52}," DTC healthcare–accessing medical treatments online through trusted and cost-efficient sources–has surged in the past few years. Eli Lilly has read this trend plainly, and have responded with a new form of distribution that will innovate the pharmaceutical industry. ",[],[7584],{"type":41,"text":7467,"spans":7585,"direction":52},[],[7587],{"type":41,"text":7581,"spans":7588,"direction":52},[],{"dimensions":7590,"alt":38,"copyright":38,"url":7591,"id":7592,"edit":7593},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZtb_Tbzzk9ZrW60r_US-Eli-Lilly-shakes-up-the-market-with-its-Direct-to-Consumer-strategy-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","Ztb_Tbzzk9ZrW60r",{"x":178,"y":95,"zoom":95,"background":75},{"id":7595,"uid":7596,"url":38,"type":9,"href":7597,"tags":7598,"first_publication_date":7599,"last_publication_date":7600,"slugs":7601,"linked_documents":7603,"lang":17,"alternate_languages":7604,"data":7605},"Zxf0ARoAAEsAxvbJ","attention-is-earned-not-given-why-quality-is-king-in-streaming-advertising","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf0ARoAAEsAxvbJ%22%29+%5D%5D",[],"2024-10-22T20:41:21+0000","2026-04-27T16:35:21+0000",[7602],"quality-is-king-in-streaming-advertising",[],[],{"title":7606,"external_link":7607,"summary":7608,"slices":7609,"author_name":7665,"author_position":7666,"author_description":38,"author_image":7667,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":7673,"contact_formid":38,"contact_title":7674,"contact_description":7675,"contact_cta":38,"url_form_triggers":7676,"category":2021,"date":7677,"featured_image":7678,"thumbnail":7683,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":7684,"meta_title":7685,"meta_description":7688,"og_title":7692,"og_description":7695,"og_image":7699,"no_index":280},"Quality is King in Streaming Advertising",{"link_type":30},[],[7610],{"variation":34,"version":35,"items":7611,"primary":7612,"id":7664,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":7613,"content":7614,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},"Attention is earned, not given: why quality is king in streaming advertising",[7615,7622,7628,7632,7635,7638,7642,7645,7648,7652,7655,7658,7661],{"type":41,"text":7616,"spans":7617,"direction":52},"Imagine a world where a person’s TV knows what they want to buy before they do - blending together entertainment and commerce. That reality is already here - and the Walmart\u002FVizio deal earlier this year further crystallized a tectonic shift that's been building for years. As consumers’ lives move further online and on-screen, it was only a matter of time before the two most dominant forces in digital – streaming and shopping – converged.   ",[7618],{"start":6017,"end":7619,"type":47,"data":7620},184,{"link_type":49,"url":7621,"target":51},"https:\u002F\u002Fcorporate.walmart.com\u002Fnews\u002F2024\u002F02\u002F20\u002Fwalmart-agrees-to-acquire-vizio-holding-corp-to-facilitate-accelerated-growth-of-walmart-connect-through-vizio-s-smartcast-operating-system",{"type":41,"text":7623,"spans":7624,"direction":52},"There’s proof of this in numbers too. One report found that over 25% of smart TV owners now shop while watching their favorite shows. Second screens are no longer a distraction – they're becoming a revenue driver for advertisers and marketers.",[7625],{"start":2404,"end":6241,"type":47,"data":7626},{"link_type":49,"url":7627,"target":51},"https:\u002F\u002Fkerv.ai\u002Fshoppable-ads-are-paying-off-for-smart-tv-owners\u002F",{"type":41,"text":7629,"spans":7630,"direction":52},"Retailers are building a new way for consumers to shop ",[7631],{"start":178,"end":755,"type":97},{"type":41,"text":7633,"spans":7634,"direction":52},"Nobody understands this better than Amazon. The “OG” of e-commerce has stealthily built an ad business that's now bigger than YouTube's by offering \"free\" content through Prime to drive product purchases and gather priceless consumer data. And at the same time that Walmart was acquiring Vizio, Amazon shifted 130 million Prime memberships to AVOD (Ad Supported Video on Demand). By introducing advertising into this ecosystem, Amazon has created a self-reinforcing flywheel that benefits shoppers and sellers alike. Watch, click, buy, repeat.",[],{"type":41,"text":7636,"spans":7637,"direction":52},"Now others want to borrow from this playbook by closing the loop between eyeballs and wallets. Other retailers like Target have started in-house media networks. Studios like NBCUniversal are pushing further into commerce. The prize they're fighting for is to become that indispensable intermediary that influences what people watch and buy, and a one-stop-shop for advertisers to reach and convert audiences across the entire purchase funnel. ",[],{"type":41,"text":7639,"spans":7640,"direction":52},"Commerce and CTV connects brand to business outcomes",[7641],{"start":178,"end":1790,"type":97},{"type":41,"text":7643,"spans":7644,"direction":52},"For marketers, the convergence of CTV and commerce represents a massive opportunity. Imagine being able to show an ad for your product to a household that just watched content relevant to your category. Or retarget viewers who saw your spot with a shoppable offer on their phone. Or optimize your TV campaign in real-time based on actual sales data. This is the holy grail of advertising – the ability to connect brand messaging with business outcomes.",[],{"type":41,"text":7646,"spans":7647,"direction":52},"The possibilities are great. But, there are plenty of cautionary tales of promising ad innovations that wound up eroding consumer trust because they were rushed to market without adequate concern for the end user experience, like the proliferation of pop-ups to the scourge of spam to the privacy backlash against unchecked data collection, ",[],{"type":41,"text":7649,"spans":7650,"direction":52},"Commerce starts and ends with consumers",[7651],{"start":178,"end":441,"type":97},{"type":41,"text":7653,"spans":7654,"direction":52},"The merging of CTV and commerce holds similar potential pitfalls. Will viewers welcome these interruptions or will it feel intrusive? Will the integration of in-video shopping be additive or disruptive to storytelling? How much is too much when it comes to hyper-targeting based on what happens in your living room? The ad companies that come out on top will be those that use this opportunity not just for short-term gain, but to forge long-term bonds with both marketers and audiences.",[],{"type":41,"text":7656,"spans":7657,"direction":52},"Retailers, for their part, must bring the same uncompromising focus on customer experience and high quality to media that made them merchandising juggernauts. Authenticity and quality can't be sacrificed at the altar of scale. Brand safety, transparency, and privacy have to be baked into retail media platforms from the ground up. The lines may be blurring, but the rules still apply.",[],{"type":41,"text":7659,"spans":7660,"direction":52},"In a world where every screen is becoming a storefront, the advertisers that win will be those that embrace a \"commerce everywhere\" mentality and develop full-funnel, omnichannel strategies that combine the emotive power of TV with the precision and immediacy of retail media. The key, as usual, is striking a balance – using data to effectively connect the dots across key audiences and anticipate their needs. It will be critical to stay present, but not annoyingly intrusive - adding value, not friction. In short, remembering that behind every device and data point are real people.",[],{"type":41,"text":7662,"spans":7663,"direction":52},"As the lines between content and product consumption fade, one truth endures: people want to shop on their terms. The industry’s job is simply to make it easier and more delightful for them to discover and buy what they love. The game is the same, there are just many more ways to play.",[],"text_component$6181830b-c3f3-4581-960b-9c2df4a227be","Erin Madorsky - US co-CEO, MiQ","US co-CEO, MiQ",{"dimensions":7668,"alt":7665,"copyright":38,"url":7670,"id":7671,"edit":7672},{"width":6795,"height":7669},580,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Ffc14ad25-9f21-426b-bfd3-b96c91ecb37f_Erin.jpg?auto=format,compress","ZKKsExEAACkAjyGH",{"x":178,"y":178,"zoom":95,"background":75},{"link_type":282},[],[],[],"2024-08-14T13:00:00+0000",{"dimensions":7679,"alt":38,"copyright":38,"url":7680,"id":7681,"edit":7682},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZrsiV0aF0TcGI4t__US-TV_Commerce-convergence-header.jpg?auto=format,compress","ZrsiV0aF0TcGI4t_",{"x":178,"y":178,"zoom":95,"background":75},{},[],[7686],{"type":41,"text":7606,"spans":7687,"direction":52},[],[7689],{"type":41,"text":7690,"spans":7691,"direction":52},"As consumers’ lives move further online and on-screen, it was only a matter of time before the two most dominant forces in digital – streaming and shopping – converged.  ",[],[7693],{"type":41,"text":7613,"spans":7694,"direction":52},[],[7696],{"type":41,"text":7697,"spans":7698,"direction":52},"As consumers’ lives move further online and on-screen, it was only a matter of time before the two most dominant forces in digital – streaming and shopping – converged.   ",[],{"dimensions":7700,"alt":38,"copyright":38,"url":7701,"id":7702,"edit":7703},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZrsiVkaF0TcGI4t-_US-TV_Commerce-convergence-header-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","ZrsiVkaF0TcGI4t-",{"x":178,"y":95,"zoom":95,"background":75},{"id":7705,"uid":7706,"url":38,"type":9,"href":7707,"tags":7708,"first_publication_date":7709,"last_publication_date":7710,"slugs":7711,"linked_documents":7713,"lang":17,"alternate_languages":7714,"data":7715},"Zxf0NhoAAEsAxvc4","three-questions-that-will-determine-the-future-of-privacy-sandbox","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf0NhoAAEsAxvc4%22%29+%5D%5D",[],"2024-10-22T20:41:18+0000","2026-04-27T16:34:45+0000",[7712],"1-how-will-cookie-choices-be-presented-to-consumers",[],[],{"title":7716,"external_link":7717,"summary":7718,"slices":7719,"author_name":7800,"author_position":7801,"author_description":38,"author_image":7802,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":7803,"contact_formid":38,"contact_title":7804,"contact_description":7805,"contact_cta":38,"url_form_triggers":7806,"category":2021,"date":7807,"featured_image":7808,"thumbnail":7813,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":7814,"meta_title":7815,"meta_description":7819,"og_title":7823,"og_description":7827,"og_image":7830,"no_index":280},"Key Questions for Privacy Sandbox's Future",{"link_type":30},[],[7720],{"variation":34,"version":35,"items":7721,"primary":7722,"id":7799,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":7723,"content":7724,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},"Three questions that will determine the future of Privacy Sandbox",[7725,7731,7734,7737,7739,7742,7745,7748,7751,7754,7757,7760,7763,7766,7768,7771,7774,7778,7781,7784,7787,7790,7793,7796],{"type":41,"text":7726,"spans":7727,"direction":52},"With the news landing this week from Google Chrome that it plans to continue to support cookies after all, it’s hard not to feel deflated. Years of adaptation, huge amounts of effort and a vision for a better future seem to be heading down the drain. It appears the ad tech naysayers have won - especially those that have vested interests in their own cookieless solutions. On the flipside, the companies who have made a concerted effort to test and improve Privacy Sandbox solutions might find themselves asking why they’ve bothered.",[7728],{"start":252,"end":1197,"type":47,"data":7729},{"link_type":49,"url":7730,"target":51},"https:\u002F\u002Fprivacysandbox.com\u002Fintl\u002Fen_us\u002Fnews\u002Fprivacy-sandbox-update\u002F",{"type":41,"text":7732,"spans":7733,"direction":52},"The key question is: was all this effort a waste, or is there still a crucial role for Privacy Sandbox in the future of online advertising?",[],{"type":41,"text":7735,"spans":7736,"direction":52},"The news this week seemingly positions cookies as a long-term competitor to the Privacy Sandbox, which places the Privacy Sandbox in a precarious position. Some projects feel particularly vulnerable: the Protected Audience API is a long way off parity with cookies and is currently a parallel auction which it now feels publishers are less likely to prioritize ahead of traditional RTB auctions. Other elements such as the Attribution Reporting API could still have a bright future. To figure out where we’re heading, there are 3 questions we need to know the answer to:",[],{"type":41,"text":57,"spans":7738,"direction":52},[],{"type":91,"text":7740,"spans":7741,"direction":52},"1) How will cookie choices be presented to consumers?",[],{"type":41,"text":7743,"spans":7744,"direction":52},"If this is a traditional opt-out, we might see only a low-single-digit drop-off in scale. Privacy Sandbox itself is an opt-out, and we see it active on 97% of eligible Chrome browsers. But this wouldn’t make much sense - users can already opt out of cookies on practically every page of the web, every day, as well as blocking third-party cookies in their Chrome settings. ",[],{"type":41,"text":7746,"spans":7747,"direction":52},"Perhaps Google will take inspiration from the likes of iOS and user choice will be presented as a pop-up that does not allow you to browse a site until you’ve made a choice - more prominent and transparent than the current cookie selection windows, with no “dark signals” nudging consumers towards keeping cookies turned on. But when done at the site level, this may create winners and losers amongst publishers - with longtail publishers likely to be the losers - and it wouldn’t replace the need for publishers’ own consent modals, adding to the already messy state of web consent.",[],{"type":41,"text":7749,"spans":7750,"direction":52},"Or perhaps it will be a setting at the browser level, similar to how the Privacy Sandbox currently works. If so, Privacy Sandbox could be presented as the “privacy-centric” alternative to cookies. Given a binary choice, consumers could likely select the Privacy Sandbox over cookies, leading to the odds swinging firmly back in its favor. On the flipside - a trio of options: i) everything (including cookies) ii) Privacy Sandbox or iii) nothing - would present Sandbox as an odd compromise that few consumers are likely to opt for.\n",[],{"type":91,"text":7752,"spans":7753,"direction":52},"2) Does Privacy Sandbox have the potential to expand beyond Chrome?",[],{"type":41,"text":7755,"spans":7756,"direction":52},"So Chrome is still going to have some cookies - but what about Safari, Edge and Firefox - and MAID alternatives for iOS and Android for that fact? Chrome has been courting the other browsers for some time to get them on board. This latest announcement adds new urgency to the task of getting more browsers participating; if they can do this then the project takes on a whole new perspective as a cross-browser solution which has inherent value regardless of Chrome cookie volumes. This direction would likely steer Privacy Sandbox projects further in the privacy-centric direction in order to appease Safari and co.",[],{"type":41,"text":7758,"spans":7759,"direction":52},"The only browser so far to make a commitment to Privacy Sandbox principles is Edge - who announced their own Ad Selection API in March this year. Where they go with this in light of Chrome’s struggles will be an interesting bellwether. ",[],{"type":41,"text":7761,"spans":7762,"direction":52},"There’s also been no communication yet on what this means for Android MAIDs - which were originally soft-signaled for phase out around 2025. If Google introduces ATT-style consent for these in the coming years, then the need for Privacy Sandbox alternatives also increases. ",[],{"type":41,"text":7764,"spans":7765,"direction":52},"If the Privacy Sandbox project can become truly multi-platform and multi-browser, it suddenly gains vastly more relevance in this new context. If it can’t, its relevance will depend entirely on cookie consent rates within Chrome. ",[],{"type":41,"text":57,"spans":7767,"direction":52},[],{"type":91,"text":7769,"spans":7770,"direction":52},"3) Will Google Marketing Platform integrate it?",[],{"type":41,"text":7772,"spans":7773,"direction":52},"Nothing would accelerate the adoption of Privacy Sandbox faster than Google Marketing Platform (GMP) integrating it across their stack. To-date there has been oddly little communicated on this front. As evidence, take a look through a recent DV360 roadmap and you’ll find scores of new platform features, but not a single mention of Privacy Sandbox. If Google are truly committed to this project, this should surely happen, and perhaps their latest move makes it easier for the GMP and Privacy Sandbox teams to collaborate without getting heat for anti-competitive behavior.\n",[],{"type":41,"text":7775,"spans":7776,"direction":52},"So what next?",[7777],{"start":178,"end":5776,"type":97},{"type":41,"text":7779,"spans":7780,"direction":52},"It would be tempting to take this week’s announcement and rewind four years of ‘cookieless’ innovation efforts. This would be a huge mistake for several reasons:",[],{"type":216,"text":7782,"spans":7783,"direction":52},"Until we know the answers to the above questions, we have little indication of the long-term scale & utility of Privacy Sandbox or cookies in Chrome",[],{"type":216,"text":7785,"spans":7786,"direction":52},"The non-Chrome web has moved definitively on since 2019 - cookies aren’t what they once were, and alternative approaches are still entirely necessary",[],{"type":216,"text":7788,"spans":7789,"direction":52},"Signal loss is still happening in Chrome - with intent to move forward with IP Protection plans in the coming years",[],{"type":216,"text":7791,"spans":7792,"direction":52},"Most importantly of all, we consistently find that solutions that don’t use third-party cookies can perform better for our clients",[],{"type":41,"text":7794,"spans":7795,"direction":52},"\nIt seems very likely that the industry will need to continue supporting a selection of targeting and measurement approaches, in order to reach consumers with varying levels of preference around data privacy at scale. Perhaps “both” is better - a recent retargeting test that we undertook showed that using both cookies and first-party data via cookieless identifiers together improved reach by 3x, with just a 1% audience overlap. ",[],{"type":41,"text":7797,"spans":7798,"direction":52},"\nAt MiQ we’re going to keep on investing to ensure we support all the options advertisers need to achieve successful marketing outcomes. Only with this focus can we support a sustainable ad-funded web.",[],"text_component$529f4180-42c5-42f2-8e36-404e6376fc27","John Goulding - Chief strategy officer, MiQ","Chief strategy officer, MiQ",{},{"link_type":282},[],[],[],"2024-07-24T08:00:00+0000",{"dimensions":7809,"alt":38,"copyright":38,"url":7810,"id":7811,"edit":7812},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZqKBkB5LeNNTxgHP_GL-Privacy_sandbox-blog-header.jpg?auto=format,compress","ZqKBkB5LeNNTxgHP",{"x":178,"y":178,"zoom":95,"background":75},{},[],[7816],{"type":41,"text":7817,"spans":7818,"direction":52},"Key Questions Shaping the Privacy Sandbox Future",[],[7820],{"type":41,"text":7821,"spans":7822,"direction":52},"With the news from Google Chrome that it plans to continue to support cookies after all, it’s hard to not feel deflated. Years of adaptation, huge amounts of effort and a vision for a better future seem to be heading down the drain. It appears the ad tech naysayers have won - especially those that have vested interests in their own cookieless solutions. ",[],[7824],{"type":41,"text":7825,"spans":7826,"direction":52},"The three questions that will determine the future of Privacy Sandbox",[],[7828],{"type":41,"text":7821,"spans":7829,"direction":52},[],{"dimensions":7831,"alt":38,"copyright":38,"url":7832,"id":7833,"edit":7834},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZqKBkB5LeNNTxgHO_GL-Privacy_sandbox-blog-header-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","ZqKBkB5LeNNTxgHO",{"x":178,"y":95,"zoom":95,"background":75},{"id":7836,"uid":7837,"url":38,"type":9,"href":7838,"tags":7839,"first_publication_date":6814,"last_publication_date":3624,"slugs":7840,"linked_documents":7842,"lang":17,"alternate_languages":7843,"data":7844},"Zxf0IxoAAEIAxvcN","frequency-imbalance-plagues-political-advertisers-across-both-ctv-and-linear-tv-miq-analysis-finds","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf0IxoAAEIAxvcN%22%29+%5D%5D",[],[7841],"want-to-learn-how-to-prepare-for-a-world-without-cookies-our-miq-unlocked-adapting-to-a-cookieless-world-track-tells-you-everything-you-need-to-know-in-a-live-session-delivered-by-miqs-in-house-experts.-book-now.",[],[],{"title":7845,"external_link":7846,"summary":7847,"slices":7848,"author_name":1836,"author_position":38,"author_description":38,"author_image":7906,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":7907,"contact_formid":38,"contact_title":7908,"contact_description":7909,"contact_cta":38,"url_form_triggers":7910,"category":2021,"date":7911,"featured_image":7912,"thumbnail":7917,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":7918,"meta_title":7919,"meta_description":7923,"og_title":7927,"og_description":7931,"og_image":7934,"no_index":280},"Political Ad Frequency Imbalance: MiQ Analysis",{"link_type":30},[],[7849,7894],{"variation":34,"version":35,"items":7850,"primary":7851,"id":7893,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":7852,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[7853,7856,7859,7862,7865,7868,7874,7877,7880,7883],{"type":41,"text":7854,"spans":7855,"direction":52},"As the 2024 presidential election heats up, MiQ has unveiled new election TV data that exposes a significant frequency imbalance in political advertising: 20% of households received over 80% of ad impressions on both CTV and linear TV, highlighting the urgent need for political advertisers to reassess their media buying strategies.",[],{"type":41,"text":7857,"spans":7858,"direction":52},"Spanning 100 million CTV and 288 million linear TV impressions across 9.2 million devices between January 1, 2024 and May 29, 2024, MiQ’s analysis shows striking disparities across both channels:",[],{"type":216,"text":7860,"spans":7861,"direction":52},"On CTV, 80% of targeted households received only 19% of tracked impressions at an average frequency of 4.5x, while the remaining 20% of households were inundated with 81% of impressions at an alarming average frequency of 77.",[],{"type":216,"text":7863,"spans":7864,"direction":52},"On linear TV, 80% of households accounted for only 20% of tracked impressions at an average frequency of 18x, with the top 20% of households receiving 80% of impressions at an astonishing average frequency of 301",[],{"type":41,"text":7866,"spans":7867,"direction":52},"The long-standing perception has been that shifting ad spend from linear TV to CTV would help flatten the frequency curve, however, our analysis clearly demonstrates that the frequency skew on CTV is just as problematic as it is on linear TV today. Simply buying streaming does not inherently solve the challenge; how you buy streaming is what matters most.",[],{"type":41,"text":7869,"spans":7870,"direction":52},"These insights build upon our recent report, “The Political Media Remix 2.0: Making Your Political TV Buys Smarter.” With households now accessing an average of seven streaming services and audience overlap reaching up to 64% across major CTV apps, the report further spotlights the growing fragmentation of the video landscape, the implications of the frequency skew on CTV as well as linear, and the critical need for data-driven, cross-platform strategies as well as actionable ways to effectively manage reach, optimize TV buys, and minimize ad waste.",[7871],{"start":96,"end":3788,"type":47,"data":7872},{"link_type":49,"url":7873,"target":51},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fpolitical-media-remix-2024",{"type":41,"text":7875,"spans":7876,"direction":52},"Whether for city council or for POTUS, in high-pressure elections, every vote matters and political advertisers can’t afford to squander opportunities. Partnering with experts who not only offer access to impactful inventory but also advanced data and optimization tools is paramount. This empowers campaigns to engage the right voters at the household level with optimal frequency across linear and CTV – a crucial capability that can tip the scales between victory and defeat, particularly in an election year where several contests are yet again projected to be won or lost by less than 1% of the vote.",[],{"type":41,"text":7878,"spans":7879,"direction":52},"MiQ's political advertising solutions harness the industry's largest and most diversified TV data spine, encompassing ACR data from over 50 million households and 70 million devices. Our agnostic tools are helping 250+ of the top political advertisers pinpoint and engage voters often missed by conventional linear and CTV buys. In fact, our programmatic approach recently empowered a major campaign to connect with nearly 30,000 previously unreached voters in a critical primary state, ultimately engaging 10% of the electorate while significantly reducing wasted impressions.",[],{"type":41,"text":7881,"spans":7882,"direction":52},"As the 2024 election cycle intensifies, MiQ is ready to support campaigns and causes at every level. Backed by a team of experienced political experts based in Washington, D.C., we combine our extensive data and advanced technology with a deep understanding of the fast-paced political landscape to successfully launch same-day campaigns up and down the ballot. ",[],{"type":41,"text":7884,"spans":7885,"direction":52},"To learn more about MiQ’s comprehensive political advertising solutions, visit: https:\u002F\u002Fwearemiq.com\u002Fpolitics.",[7886],{"start":1760,"end":1221,"type":47,"data":7887},{"id":7888,"type":3960,"tags":7889,"lang":17,"slug":7890,"first_publication_date":7891,"last_publication_date":7892,"uid":7890,"link_type":282,"isBroken":280},"ZxflgBoAAEsAxuCs",[],"us-politics","2024-10-22T20:41:34+0000","2026-10-08T08:25:00+0000","text_component$328291a3-3194-45b6-b09e-9b83d306a8a2",{"variation":34,"version":35,"items":7895,"primary":7896,"id":7905,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":7897,"title":38,"text":7898,"link":7902},{},[7899],{"type":678,"text":7900,"spans":7901},"Want to learn how to prepare for a world without cookies? Our MiQ Unlocked “Adapting to a cookieless world” track tells you everything you need to know in a live session delivered by MiQ’s in-house experts. Book now.",[],{"link_type":49,"key":7903,"url":7904,"target":51},"0b11249e-7af7-4813-9a58-8cb870315ce1","https:\u002F\u002Fwww.wearemiq.com\u002Fuk\u002Fresources\u002Fmiq-unlocked\u002Fbook-identity","article_download$1a916c62-adf1-4bf4-b119-5a310e810471",{},{"link_type":282},[],[],[],"2024-07-15T08:00:00+0000",{"dimensions":7913,"alt":38,"copyright":38,"url":7914,"id":7915,"edit":7916},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZpEjgx5LeNNTxGo8_US-Frequency-imbalance-plagues-political-advertisers-across-both-CTV-and-Linear-TV.png?auto=format,compress","ZpEjgx5LeNNTxGo8",{"x":178,"y":178,"zoom":95,"background":75},{},[],[7920],{"type":41,"text":7921,"spans":7922,"direction":52},"Political Ad Frequency Imbalance: An Analysis",[],[7924],{"type":41,"text":7925,"spans":7926,"direction":52},"20% of households received over 80% of ad impressions on both CTV and linear TV, highlighting the urgent need for political advertisers to reassess their media buying strategies.",[],[7928],{"type":41,"text":7929,"spans":7930,"direction":52},"Frequency imbalance plagues political advertisers across both CTV and Linear TV, MiQ analysis finds",[],[7932],{"type":41,"text":7925,"spans":7933,"direction":52},[],{"dimensions":7935,"alt":38,"copyright":38,"url":7936,"id":7937,"edit":7938},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZpEjgh5LeNNTxGo7_US-Frequency-imbalance-plagues-political-advertisers-across-both-CTV-and-Linear-TV-MiQ.png?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","ZpEjgh5LeNNTxGo7",{"x":178,"y":95,"zoom":95,"background":75},{"id":7940,"uid":7941,"url":38,"type":9,"href":7942,"tags":7943,"first_publication_date":7944,"last_publication_date":7945,"slugs":7946,"linked_documents":7948,"lang":17,"alternate_languages":7949,"data":7953},"Zxfz_RoAAEQAxvbA","a-strong-newcomer-strategy-starts-with-targeting","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxfz_RoAAEQAxvbA%22%29+%5D%5D",[],"2024-10-22T20:41:22+0000","2026-04-27T16:34:55+0000",[7947],"programmatic-strategies-for-attracting-new-canadian-customers",[],[7950],{"id":7951,"type":9,"lang":7952,"uid":7941},"Zo_vuhEAACoAsfhB","en-ca",{"title":7954,"external_link":7955,"summary":7956,"slices":7957,"author_name":1836,"author_position":38,"author_description":38,"author_image":8091,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":8092,"contact_formid":38,"contact_title":8093,"contact_description":8094,"contact_cta":38,"url_form_triggers":8095,"category":2021,"date":8096,"featured_image":8097,"thumbnail":8103,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":8106,"meta_title":8109,"meta_description":8113,"og_title":8116,"og_description":8119,"og_image":8122,"no_index":280},"Programmatic Strategies for Attracting New Canadian Customers",{"link_type":30},[],[7958,7975,7993,8004,8016,8060,8069],{"variation":34,"version":35,"items":7959,"primary":7972,"id":7973,"slice_type":7974,"slice_label":38},[7960],{"content":7961,"position":7965,"logo":7969,"thumbnail":7970,"cta_link":7971,"cta_text":38},[7962],{"type":41,"text":7963,"spans":7964,"direction":52},"Our ‘Made for Canada’ series looks at custom programmatic solutions that help advertisers reach their audiences with more scale, and more precision. And the maple syrup on top? They’re all backed by Canadian partnerships.",[],[7966],{"type":41,"text":7967,"spans":7968,"direction":52},"Sachi Gurudanti, Director of Solutions",[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$bd763382-056c-46f0-b0c1-1048f9c35227","quotes",{"variation":34,"version":35,"items":7976,"primary":7977,"id":7992,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":7978,"content":7979,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},"In part two of the series, we’re diving into what really happens when newcomers touch down in Canada",[7980,7986,7989],{"type":41,"text":7981,"spans":7982,"direction":52},"A strong newcomer strategy starts with targeting Canada’s next wave of immigrants before they arrive. But the journey doesn’t end there. Consistent and relevant messaging post-arrival is crucial in transforming brand awareness into brand loyalty, particularly among Canada’s vast and disparate newcomer audience. \n",[7983],{"start":45,"end":1220,"type":47,"data":7984},{"link_type":49,"url":7985,"target":6037},"https:\u002F\u002Fwww.wearemiq.com\u002Fca\u002Fresources\u002Fblog\u002Flaying-the-groundwork-targeting-newcomer-audiences",{"type":41,"text":7987,"spans":7988,"direction":52},"A decade ago, I was a newcomer to Canada, and I’ll tell you this: at first, immigrants are a brand-switching bunch in need of guidance. Even if a brand enjoys a high level of awareness among established residents, newcomers like myself will view it with fresh eyes. Brands that take the time to really understand the backgrounds, interests, and needs of newcomers can build stronger connections and become a staple in their new life. ",[],{"type":41,"text":7990,"spans":7991,"direction":52},"\nFor example, immigrants tend to have distinct culinary preferences. These could be influenced by religious practices (e.g., vegetarianism among some Hindu communities) or regional influences (e.g., in China you would find Sichuan, Cantonese, or Hunan cuisines). \n\nSmart brands embrace this newcomer mindset. And they recognize that each demographic group is unique: an Indian immigrant has different needs and consumer habits than a Chinese newcomer. Same goes for a permanent resident and a temporary worker.",[],"text_component$8e34159d-1b34-492e-8bc9-5db9a83619d1",{"variation":34,"version":35,"items":7994,"primary":7995,"id":8003,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":7996,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[7997,8000],{"type":41,"text":7998,"spans":7999,"direction":52},"MiQ’s programmatic campaigns enable marketers to reach newcomers on the channels and platforms they’re using, with messaging optimized based on their media usage and preferences. \n",[],{"type":41,"text":8001,"spans":8002,"direction":52},"Now, imagine the power of programmatic campaigns when we can identify where your newcomer audience has settled in Canada - even down to the postal code? ",[],"text_component$8745f347-11d9-4558-a69a-c019968a1fd4",{"variation":34,"version":35,"items":8005,"primary":8006,"id":8015,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":8007,"content":8008,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},"Our New-to-Canada solutions: Combining location-based insight and activation",[8009,8012],{"type":41,"text":8010,"spans":8011,"direction":52},"Good insights drive the success of programmatic campaigns. That’s why MiQ offers Day-Zero insights to inform decisions around which programmatic channels and messaging to use. \n",[],{"type":41,"text":8013,"spans":8014,"direction":52},"For newcomer campaigns, we wanted an extra layer of targeting capability. So we partnered with Environics Analytics to tap into Canadian immigration trends using data from Immigration, Refugees and Citizenship Canada (IRCC).",[],"text_component$04e6debe-87a9-4c35-b331-0c544bb54f47",{"variation":34,"version":35,"items":8017,"primary":8018,"id":8059,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":8019,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[8020,8025,8028,8031,8034,8036,8040,8042,8045,8048,8051,8054,8056],{"type":41,"text":8021,"spans":8022,"direction":52},"This New-to-Canada dataset gives us access to three details about permanent residents and temporary residents in Canada:",[8023],{"start":178,"end":8024,"type":97},120,{"type":216,"text":8026,"spans":8027,"direction":52},"When they are immigrating (the quarter of the year)",[],{"type":216,"text":8029,"spans":8030,"direction":52},"Where they’re coming from (the country)",[],{"type":216,"text":8032,"spans":8033,"direction":52},"Where they’re settling (from the province, city and FSA) ",[],{"type":41,"text":57,"spans":8035,"direction":52},[],{"type":41,"text":8037,"spans":8038,"direction":52},"From there, we have valuable information for targeting, such as: ",[8039],{"start":178,"end":2404,"type":97},{"type":41,"text":57,"spans":8041,"direction":52},[],{"type":216,"text":8043,"spans":8044,"direction":52},"What neighbourhoods to launch campaigns specifically targeted at newcomers",[],{"type":216,"text":8046,"spans":8047,"direction":52},"What media channels they’re likely to use most",[],{"type":216,"text":8049,"spans":8050,"direction":52},"What proportion of your audience immigrated from a specific country or region",[],{"type":216,"text":8052,"spans":8053,"direction":52},"What areas temporary residents are choosing to reside in",[],{"type":41,"text":57,"spans":8055,"direction":52},[],{"type":41,"text":8057,"spans":8058,"direction":52},"The best part? Through our existing partnerships, these insights can be combined with other demographic and behavioral attributes (like media consumption habits and household size). This gives you a 360-view of your audience. We are able target them more effectively across all media channels that can be bought programmatically - CTV, DOOH, Display, OVL and social. And I think what’s really unique about MiQ is that we’re able to do this while optimizing for the best channel combinations and measuring the impact of channels on driving results.",[],"text_component$d1780bb1-309b-4d73-a32d-fdb0092cb8a6",{"variation":34,"version":35,"items":8061,"primary":8062,"id":8068,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":8063,"content":8064,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},"Results that speak for themselves",[8065],{"type":41,"text":8066,"spans":8067,"direction":52},"One of our advertisers, an insurance provider, was looking to target Canadian newcomers across multiple channels (CTV, OLV and display). Using our New to Canada dataset for targeting, it saw a 27% increase in CTR compared to using standard third-party demographic audiences.",[],"text_component$6906ef32-4765-487e-a7c5-c33ac277a513",{"variation":34,"version":35,"items":8070,"primary":8071,"id":8090,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":8072,"content":8073,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},"Let’s chat",[8074,8085],{"type":41,"text":8075,"spans":8076,"direction":52},"Don’t miss out on new growth opportunities for your brand. Reach out here to learn more, and check out part one of our Made for Canada solutions series on targeting newcomers pre-arrival. \n",[8077,8081],{"start":8078,"end":7396,"type":47,"data":8079},59,{"link_type":49,"url":8080,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fabout\u002Fwhere-we-work",{"start":8082,"end":8083,"type":47,"data":8084},155,188,{"link_type":49,"url":7985,"target":51},{"type":41,"text":8086,"spans":8087,"direction":52},"Sachi Gurudanti is the Director of Solutions at MiQ Canada, where she leads the build and execution of cutting-edge data science, analytics, and technology solutions tailored for media agencies and advertisers. Sachi combines deep industry expertise with innovative thinking to drive impactful results. She holds a Master of Management Analytics from Queen's University, Canada, which has equipped her with advanced skills to excel in the dynamic landscape of data solutions.",[8088],{"start":178,"end":8089,"type":110},475,"text_component$bf975b4f-a91e-4095-9531-65f98be97282",{},{"link_type":282},[],[],[],"2024-07-11T16:08:00+0000",{"dimensions":8098,"alt":38,"copyright":38,"url":8100,"id":8101,"edit":8102},{"width":8099,"height":7225},4000,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZpAkTx5LeNNTxDOq_NewtoCanadapart2BANNER.png?auto=format,compress","ZpAkTx5LeNNTxDOq",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":8104,"alt":38,"copyright":38,"url":8100,"id":8101,"edit":8105},{"width":8099,"height":7225},{"x":178,"y":178,"zoom":95,"background":75},[8107],{"related_article":8108},{"link_type":282},[8110],{"type":41,"text":8111,"spans":8112,"direction":52},"Programmatic Strategies for New Canadian Customers",[],[8114],{"type":41,"text":7963,"spans":8115,"direction":52},[],[8117],{"type":41,"text":8111,"spans":8118,"direction":52},[],[8120],{"type":41,"text":7963,"spans":8121,"direction":52},[],{"dimensions":8123,"alt":38,"copyright":38,"url":8124,"id":8125,"edit":8126},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fae-JycBOoF08xVjM_Zo7ZoR5LeNNTxAZN_NewtoCanada.png?auto=format%2Ccompress&rect=0%2C80%2C1200%2C627&w=1200&h=627","ae-JycBOoF08xVjM",{"x":178,"y":1760,"zoom":95,"background":75},{"id":8128,"uid":8129,"url":38,"type":9,"href":8130,"tags":8131,"first_publication_date":7599,"last_publication_date":8132,"slugs":8133,"linked_documents":8135,"lang":17,"alternate_languages":8136,"data":8139},"Zxf0BhoAAEwAxvbS","laying-the-groundwork-targeting-newcomer-audiences","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf0BhoAAEwAxvbS%22%29+%5D%5D",[],"2026-04-27T16:35:05+0000",[8134],"targeting-newcomer-audiences-strategies-before-arrival",[],[8137],{"id":8138,"type":9,"lang":7952,"uid":8129},"Zo6anREAAC4Ar_0U",{"title":8140,"external_link":8141,"summary":8142,"slices":8143,"author_name":1836,"author_position":38,"author_description":38,"author_image":8259,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":8260,"contact_formid":38,"contact_title":8261,"contact_description":8262,"contact_cta":38,"url_form_triggers":8263,"category":2021,"date":8264,"featured_image":8265,"thumbnail":8270,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":8273,"meta_title":8276,"meta_description":8280,"og_title":8283,"og_description":8286,"og_image":8289,"no_index":280},"Targeting Newcomer Audiences: Strategies Before Arrival",{"link_type":30},[],[8144,8158,8176,8189,8197,8209,8242],{"variation":34,"version":35,"items":8145,"primary":8156,"id":8157,"slice_type":7974,"slice_label":38},[8146],{"content":8147,"position":8150,"logo":8153,"thumbnail":8154,"cta_link":8155,"cta_text":38},[8148],{"type":41,"text":7963,"spans":8149,"direction":52},[],[8151],{"type":41,"text":7967,"spans":8152,"direction":52},[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$5970aa09-3b06-41d2-a657-d9f0e6879819",{"variation":34,"version":35,"items":8159,"primary":8160,"id":8175,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":8161,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[8162,8165,8167,8170,8172],{"type":41,"text":8163,"spans":8164,"direction":52},"In part one of the series, we explore one of the biggest opportunities for Canadian brands and marketers. With immigration at an all time high, there are plenty of ways to build relationships with newcomers. From pre-arrival planning to post-arrival integration, we'll uncover strategies to reach this audience and drive meaningful engagement.",[],{"type":41,"text":57,"spans":8166,"direction":52},[],{"type":41,"text":8168,"spans":8169,"direction":52},"A newcomer’s journey starts long before they board the plane. I know this from personal experience as I immigrated from India to Canada 10 years ago. Before I even stepped foot in Canada, I’d already signed up with Scotiabank, actively researched Canadian mobile plans, and even sussed out a visit to Niagara Falls. ",[],{"type":41,"text":57,"spans":8171,"direction":52},[],{"type":41,"text":8173,"spans":8174,"direction":52},"It can take anywhere between 5 to 18 months to process permanent residency visa applications from countries like India and China. So there’s a big window of opportunity for brands to get in front of soon-to-be newcomers and start building brand awareness and loyalty. ",[],"text_component$3e5da4ed-1f9c-488d-a6f0-8e314f784e03",{"variation":34,"version":35,"items":8177,"primary":8178,"id":8188,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":8179,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[8180,8183,8185],{"type":41,"text":8181,"spans":8182,"direction":52},"If you’re only targeting newcomers post-arrival, you’re missing the chance to reach a key demographic at a critical stage in the consumer journey. ",[],{"type":41,"text":57,"spans":8184,"direction":52},[],{"type":41,"text":8186,"spans":8187,"direction":52},"Back in my day, blog posts were the information gateway. Today, newcomers have many more ways to learn about the products and services that await them in Canada. For example, there are thousands of YouTube channels and WeChat groups dedicated to immigration. My own social channels are bursting with tips from Indian influencers.",[],"text_component$2da8e5a2-0de5-45d6-a75c-94565cd49446",{"variation":34,"version":35,"items":8190,"primary":8191,"id":8196,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":8192,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[8193],{"type":41,"text":8194,"spans":8195,"direction":52},"The bottom line is, brands should be engaging with newcomers as early as possible. And the most effective way to do that is by using an omnichannel programmatic media strategy built on strong data and insights.",[],"text_component$a2754279-9c51-444e-997a-ed5ba66b96f0",{"variation":34,"version":35,"items":8198,"primary":8199,"id":8208,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":8200,"content":8201,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},"New-to-Canada solution: Targeting newcomers when and where it matters",[8202,8205],{"type":41,"text":8203,"spans":8204,"direction":52},"MiQ has crafted custom targeting solutions to reach immigrants from India and China, which continue to be the most important sources of new permanent residents to Canada.",[],{"type":41,"text":8206,"spans":8207,"direction":52},"\nOur solutions always start with Day-Zero insights that tell advertisers what they need to know before they go to market. In this case, it might be when or from what region their newcomer audience is researching Canada, and what channels they’re using. Then we activate against these insights using our full suite of programmatic solutions.",[],"text_component$c1589d2c-a430-41e6-952f-cc4a403b7cc4",{"variation":34,"version":35,"items":8210,"primary":8211,"id":8241,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":8212,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[8213,8216,8219,8222,8225,8228,8231,8233,8236,8238],{"type":41,"text":8214,"spans":8215,"direction":52},"Our clients can: ",[],{"type":216,"text":8217,"spans":8218,"direction":52},"Target audiences in regions most likely to immigrate to Canada",[],{"type":216,"text":8220,"spans":8221,"direction":52},"Target audiences using immigration apps and researching Canada on YouTube",[],{"type":216,"text":8223,"spans":8224,"direction":52},"Target audiences following immigration related pages on WeChat ",[],{"type":216,"text":8226,"spans":8227,"direction":52},"Target audiences searching for immigration keywords on China’s top search engine Baidu ",[],{"type":216,"text":8229,"spans":8230,"direction":52},"Target audiences visiting locations such as visa application centers",[],{"type":41,"text":57,"spans":8232,"direction":52},[],{"type":41,"text":8234,"spans":8235,"direction":52},"Newcomer audiences are complex and diverse, demanding more than a one-size-fits-all approach. Case in point: India has 22 official languages! And there are many cultural nuances that distinguish the country’s many regions. ",[],{"type":41,"text":57,"spans":8237,"direction":52},[],{"type":41,"text":8239,"spans":8240,"direction":52},"Our programmatic solutions help manage this complexity by enabling brands to connect with newcomers on a localized level at each point in the immigration journey.",[],"text_component$b81528ab-681b-466c-8a75-5a70c583017d",{"variation":34,"version":35,"items":8243,"primary":8244,"id":8258,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":8072,"content":8245,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[8246,8255],{"type":41,"text":8247,"spans":8248,"direction":52},"The work (and opportunity) doesn’t end with prospective newcomers. Reach out here to discuss more growth opportunities for your brand. And learn more about targeting newcomers post-arrival in the next instalment of the ‘Made for Canada’ solutions series. \n",[8249,8252],{"start":573,"end":8250,"type":47,"data":8251},81,{"link_type":49,"url":8080,"target":51},{"start":194,"end":8083,"type":47,"data":8253},{"link_type":49,"url":8254,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fca\u002Fresources\u002Fblog\u002Fa-strong-newcomer-strategy-starts-with-targeting",{"type":41,"text":8086,"spans":8256,"direction":52},[8257],{"start":178,"end":8089,"type":110},"text_component$24cbd45d-a828-4a48-b943-b7f2cecc2153",{},{"link_type":282},[],[],[],"2024-07-10T14:28:00+0000",{"dimensions":8266,"alt":38,"copyright":38,"url":8267,"id":8268,"edit":8269},{"width":8099,"height":7225},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZpAkTh5LeNNTxDOp_NewtoCanadaBANNER.png?auto=format,compress","ZpAkTh5LeNNTxDOp",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":8271,"alt":38,"copyright":38,"url":8267,"id":8268,"edit":8272},{"width":8099,"height":7225},{"x":178,"y":178,"zoom":95,"background":75},[8274],{"related_article":8275},{"link_type":282},[8277],{"type":41,"text":8278,"spans":8279,"direction":52},"Targeting Newcomer Audiences Before Arrival",[],[8281],{"type":41,"text":8163,"spans":8282,"direction":52},[],[8284],{"type":41,"text":8278,"spans":8285,"direction":52},[],[8287],{"type":41,"text":8163,"spans":8288,"direction":52},[],{"dimensions":8290,"alt":38,"copyright":38,"url":8124,"id":8125,"edit":8291},{"width":292,"height":344},{"x":178,"y":1760,"zoom":95,"background":75},{"id":8293,"uid":8294,"url":38,"type":9,"href":8295,"tags":8296,"first_publication_date":7944,"last_publication_date":5945,"slugs":8297,"linked_documents":8299,"lang":17,"alternate_languages":8300,"data":8301},"Zxfz3RoAAE0AxvaC","from-average-to-winning-how-to-achieve-quality-programmatic","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxfz3RoAAE0AxvaC%22%29+%5D%5D",[],[8298],"ready-to-transform-your-programmatic-ad-quality-from-average-to-winning",[],[],{"title":8302,"external_link":8303,"summary":8304,"slices":8305,"author_name":1836,"author_position":38,"author_description":38,"author_image":8389,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":8390,"contact_formid":38,"contact_title":8391,"contact_description":8392,"contact_cta":38,"url_form_triggers":8393,"category":2021,"date":8396,"featured_image":8397,"thumbnail":8402,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":8403,"meta_title":8406,"meta_description":8410,"og_title":8413,"og_description":8417,"og_image":8420,"no_index":280},"Achieving Winning Programmatic Quality",{"link_type":30},[],[8306,8320,8342],{"variation":34,"version":35,"items":8307,"primary":8308,"id":8319,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":8309,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[8310,8313,8316],{"type":41,"text":8311,"spans":8312,"direction":52},"The ANA’s (Association for National Advertisers) December report covered some of the biggest issues around programmatic ad quality, including MFA sites, supply path optimization, and sustainability. ",[],{"type":41,"text":8314,"spans":8315,"direction":52},"In the complex and often opaque world of digital advertising, it can be difficult to understand the real world applications of some of these issues. How do these issues impact your media and how can you ensure your campaigns achieve optimum quality and performance? The latest findings from our Global Quality Report shed light on these questions. ",[],{"type":41,"text":8317,"spans":8318,"direction":52},"We’re diving into the top three takeaways so that you can achieve better programmatic ad quality, reduce waste, and boost your ROI. Ready to level up? Let’s get started.",[],"text_component$13f3d0db-15f6-40b8-b5b0-2c5e852fce9c",{"variation":34,"version":35,"items":8321,"primary":8322,"id":8341,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":8323,"title":38,"text":8330,"link":8337},{"dimensions":8324,"alt":38,"copyright":38,"url":8327,"id":8328,"edit":8329},{"width":8325,"height":8326},2550,3311,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZip3kfPdc1huK0Gz_NYAP_report-cover.jpg?auto=format,compress","Zip3kfPdc1huK0Gz",{"x":178,"y":178,"zoom":95,"background":75},[8331,8334],{"type":678,"text":8332,"spans":8333,"direction":52},"Ready to transform your programmatic ad quality from average to winning?",[],{"type":41,"text":8335,"spans":8336,"direction":52},"Discover the game-changing insights that can drive your success with our latest ‘Global quality report.’ Learn how to optimize your ad spend, improve efficiency and boost your ROI.",[],{"link_type":49,"key":8338,"url":8339,"target":51,"text":8340},"3f58bcd4-d937-414d-93da-4b8cfa324945","https:\u002F\u002Fwww.wearemiq.com\u002Fresources\u002Finsights\u002Fquality-in-programmatic"," Download your copy","article_download$016e0cad-7c32-4cf3-97d2-8d57b3dc3c71",{"variation":34,"version":35,"items":8343,"primary":8344,"id":8388,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":8345,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[8346,8350,8353,8356,8360,8363,8366,8370,8373,8376,8380,8383],{"type":41,"text":8347,"spans":8348,"direction":52},"Cutting through the clutter of MFA sites ",[8349],{"start":178,"end":4883,"type":97},{"type":41,"text":8351,"spans":8352,"direction":52},"Made for Advertising (MFA) sites are a persistent problem in the digital ad space. To put it simply, MFA sites are clickbait domains designed to siphon off ad dollars without delivering real value. Our report highlights that 9% of programmatic web budgets are wasted on these low-quality sites. Nearly $22 billion annually is squandered on MFA sites and other quality issues. ",[],{"type":41,"text":8354,"spans":8355,"direction":52},"At MiQ, we’re not just aware of this problem, we’re tackling it head-on. With our advanced proprietary tech and vigilant oversight, we’ve already blocked over 5,400 MFA sites. Thanks to this, we’ve reduced our budget spend on these sites to under 2% (compared to the industry average of 19%). This ensures our clients get better ROI and higher-quality ad placements for their ad dollars. ",[],{"type":41,"text":8357,"spans":8358,"direction":52},"Optimizing supply paths for maximum efficiency",[8359],{"start":178,"end":96,"type":97},{"type":41,"text":8361,"spans":8362,"direction":52},"Supply path optimization (SPO) is essential for minimizing waste and maximizing value.The ANA report revealed that the increasing number of buying paths can result in significant inefficiencies in the supply chain, often leading to inflated costs and reduced effectiveness. Some DSPs might even favor their own supply paths, driving up prices without necessarily delivering better performance.",[],{"type":41,"text":8364,"spans":8365,"direction":52},"MiQ’s approach to SPO involves leveraging log-level data from both SSPs and DSPs to cut through the noise. The result? Since 2021, we’ve reduced the multi-hop supply paths from 25% to 18%. This ensures our clients benefit from more transparent, efficient, and cost-effective media buying, with a significant reduction in intermediary markups. ",[],{"type":41,"text":8367,"spans":8368,"direction":52},"Sustainability and attention: A winning combo",[8369],{"start":178,"end":6165,"type":97},{"type":41,"text":8371,"spans":8372,"direction":52},"Sustainability isn’t just a buzzword; it's a necessity in today’s advertising landscape with the average programmatic campaign generating over five tonnes of carbon. The ANA report stresses the environmental cost of inefficient and low-quality ad practices, citing that MFA sites alone generate 26% more carbon emissions than non-MFA inventory.",[],{"type":41,"text":8374,"spans":8375,"direction":52},"At MiQ, we’re pioneering sustainability efforts through our innovative ‘Attention by MiQ’ solution. This ensures ads are seen by real people on vetted sites, not just delivering meaningless viewable impressions. By focusing on attention and integrating sustainability metrics, we’re not only improving ad performance – we’re also helping to protect the planet. Talk about a win-win. ",[],{"type":41,"text":8377,"spans":8378,"direction":52},"Transform your programmatic ad quality ",[8379],{"start":178,"end":441,"type":97},{"type":41,"text":8381,"spans":8382,"direction":52},"The insights from are clear: to succeed in today’s programmatic landscape, advertisers need to focus on quality, efficiency, and sustainability. So that’s exactly what we do at MiQ.  It’s one of the ways we’re leading the programmatic industry, and making it better.",[],{"type":41,"text":8384,"spans":8385,"direction":52},"Want to dive deeper and discover  how MiQ can help you achieve quality outcomes? Download the full Global quality report today. ",[8386],{"start":434,"end":8024,"type":47,"data":8387},{"link_type":49,"url":8339,"target":51},"text_component$c89a0537-c99e-4a4d-91db-10605b41b83e",{},{"link_type":282},[],[],[8394],{"trigger":38,"form":8395},{"link_type":282},"2024-06-24T13:00:00+0000",{"dimensions":8398,"alt":38,"copyright":38,"url":8399,"id":8400,"edit":8401},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZnnFt5bWFbowe0NU_US-Global_quality_report-header.jpg?auto=format,compress","ZnnFt5bWFbowe0NU",{"x":178,"y":178,"zoom":95,"background":75},{},[8404],{"related_article":8405},{"link_type":282},[8407],{"type":41,"text":8408,"spans":8409,"direction":52},"How to Achieve Winning Programmatic Quality",[],[8411],{"type":41,"text":8317,"spans":8412,"direction":52},[],[8414],{"type":41,"text":8415,"spans":8416,"direction":52},"From average to winning: How to achieve quality programmatic",[],[8418],{"type":41,"text":8317,"spans":8419,"direction":52},[],{"dimensions":8421,"alt":38,"copyright":38,"url":8422,"id":8423,"edit":8424},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZnnFtpbWFbowe0NT_US-Global_quality_report-header-MiQ.jpg?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627","ZnnFtpbWFbowe0NT",{"x":178,"y":95,"zoom":95,"background":75},{"id":8426,"uid":8427,"url":38,"type":9,"href":8428,"tags":8429,"first_publication_date":8430,"last_publication_date":4973,"slugs":8431,"linked_documents":8433,"lang":17,"alternate_languages":8434,"data":8435},"ZxfhFRoAAEIAxtn_","first-look-at-miqs-privacy-sandbox-testing-what-chromes-attribution-reporting-api-solves-lacks-and-changes","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22ZxfhFRoAAEIAxtn_%22%29+%5D%5D",[],"2024-10-22T20:41:37+0000",[8432],"our-learnings",[],[],{"title":8436,"external_link":8437,"summary":8438,"slices":8439,"author_name":8634,"author_position":8635,"author_description":38,"author_image":8636,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":8637,"contact_formid":38,"contact_title":8638,"contact_description":8639,"contact_cta":38,"url_form_triggers":8640,"category":2021,"date":8641,"featured_image":8642,"thumbnail":8647,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":8648,"meta_title":8651,"meta_description":8655,"og_title":8658,"og_description":8662,"og_image":8665,"no_index":280},"Chrome’s Attribution API: What You Need to Know",{"link_type":30},[],[8440,8486,8503],{"variation":34,"version":35,"items":8441,"primary":8442,"id":8485,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":8443,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[8444,8447,8450,8453,8456,8458,8462,8465,8471,8474,8477,8483],{"type":41,"text":8445,"spans":8446,"direction":52},"As we started looking through the event-level reports from our testing of Chrome’s Privacy Sandbox Attribution Reporting API (ARA), one thing was immediately clear: ARA wasn’t as bad as recent industry opinion led us, and many marketers, to believe. Far from it, in fact.",[],{"type":41,"text":8448,"spans":8449,"direction":52},"From our initial analysis, we’ve drawn a few conclusions about what ARA solves, lacks, and changes for marketers and agencies. In this blog, we share our learnings so far so that you:",[],{"type":216,"text":8451,"spans":8452,"direction":52},"Know what to expect from implementing ARA",[],{"type":216,"text":8454,"spans":8455,"direction":52},"Understand why you should test ARA now, if you haven’t already started",[],{"type":41,"text":57,"spans":8457,"direction":52},[],{"type":41,"text":8459,"spans":8460,"direction":52},"Background",[8461],{"start":178,"end":1832,"type":97},{"type":41,"text":8463,"spans":8464,"direction":52},"Chrome’s most recent cookie deprecation delay extends the testing period for its cookieless solutions, Privacy Sandbox, until at least early 2025. For many marketers, however, this latest delay simply pushes Sandbox testing further to the bottom of their to-do lists.",[],{"type":41,"text":8466,"spans":8467,"direction":52},"To date, there’s been little published around Sandbox results and insights, outside of articles like this. Reflecting on these unknowns, we’re now sharing what we’ve learned so far from analyzing ARA’s event-level reports.",[8468],{"start":266,"end":5657,"type":47,"data":8469},{"link_type":49,"url":8470,"target":51},"https:\u002F\u002Fblog.rtbhouse.com\u002Fwe-are-testing-the-privacy-sandbox-heres-what-we-learned-so-far\u002F",{"type":41,"text":8472,"spans":8473,"direction":52},"There are two types of ARA report: ",[],{"type":41,"text":8475,"spans":8476,"direction":52},"Event-level reports associate individual ad clicks and views with attributed conversion events. These row-level reports can contain an auction ID, thus giving them all the same contextual richness of a cookie-based conversion log. Trade-offs of event-level reports include noise (i.e. a small number of fictional conversion events) and delays for added privacy. In theory, these reports should support granular optimization, as long as noise and reporting delays can be managed.",[],{"type":41,"text":8478,"spans":8479,"direction":52},"Summary reports provide aggregated conversion data for a more complete view of performance, including more detail about results such as cart contents and the monetary value of conversions. Summary reports have a limit (or budget) on the granularity of reporting, which constrains the richness of the data for optimization. ",[8480],{"start":178,"end":776,"type":47,"data":8481},{"link_type":49,"url":8482,"target":51},"https:\u002F\u002Fdevelopers.google.com\u002Fprivacy-sandbox\u002Frelevance\u002Fattribution-reporting\u002Fsummary-reports-intro",{"type":41,"text":57,"spans":8484,"direction":52},[],"text_component$d8050620-2512-4643-a87b-76faf176b4c2",{"variation":34,"version":35,"items":8487,"primary":8500,"id":8502,"slice_type":7974,"slice_label":38},[8488],{"content":8489,"position":8493,"logo":8497,"thumbnail":8498,"cta_link":8499,"cta_text":38},[8490],{"type":41,"text":8491,"spans":8492,"direction":52},"We're excited to see MiQ and the wider industry working with the Privacy Sandbox and actively testing the privacy-preserving solutions. We look forward to collaborating with all industry players as they transition to the next era of online privacy.",[],[8494],{"type":41,"text":8495,"spans":8496,"direction":52},"Hanne Tuomisto-Inch, Director of Privacy Partnerships EMEA at Google",[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":8501,"alignment":280},"2","quotes$a83661c1-4fa9-4126-89d1-39c62d914db9",{"variation":34,"version":35,"items":8504,"primary":8505,"id":8633,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":8506,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[8507,8510,8514,8519,8522,8526,8529,8532,8534,8537,8540,8544,8549,8552,8555,8558,8561,8563,8566,8570,8573,8576,8581,8584,8587,8590,8594,8597,8600,8603,8606,8609,8612,8615,8618,8620,8624,8627,8631],{"type":91,"text":8508,"spans":8509,"direction":52},"Our learnings",[],{"type":41,"text":8511,"spans":8512,"direction":52},"What ARA solves: privacy-first optimization",[8513],{"start":178,"end":3567,"type":97},{"type":65,"url":8515,"alt":38,"copyright":38,"dimensions":8516,"id":8517,"edit":8518},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZmlwXZm069VX1qsP_GL-ARA-blog-Visual-1.png?auto=format,compress",{"width":68,"height":1971},"ZmlwXZm069VX1qsP",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":8520,"spans":8521,"direction":52},"In our first wave of testing, ARA reported on 84.9% of the same unique converters as cookies, with an additional 3.7% that cookies did not capture (some of which will be noise). Given that event-level reports capture the same richness of data as legacy conversion pixels, this is a highly viable optimization dataset. A few things to note:",[],{"type":216,"text":8523,"spans":8524,"direction":52},"Although ARA reports on a similar number of converters, it recorded only 1 conversion per user in our tests, compared to sending up to 8 conversions per user with cookies (depending on the campaign). This is partly by design - we chose to limit the campaign to 1 conversion per user in order to reduce noise (which seems to have been effective). From an optimization perspective, it’s debatable the extent to which this matters - repeat converters are potentially more valuable, but also likely less incremental for a campaign.",[8525],{"start":766,"end":1594,"type":110},{"type":216,"text":8527,"spans":8528,"direction":52},"It’s impossible to know how many of the 3.7% additional converters are noise. However even if this is as much as 3%, this is a manageable level which, given it is randomized, is highly unlikely to distort results.",[],{"type":216,"text":8530,"spans":8531,"direction":52},"Comparing ARA to the main alternative - using first party data - there are some major advantages: match rates on first-party data typically range between 40-80% which is lower than ARA. Even campaigns running in 100% logged-in environments will only capture data on advertiser events recorded when an email address is captured, which likely precludes gathering high-scale data on homepage or detailed page view activity for online performance campaigns.",[],{"type":41,"text":57,"spans":8533,"direction":52},[],{"type":41,"text":8535,"spans":8536,"direction":52},"There’s a healthy scope for ARA to improve in the coming months. If more browsers start to adopt it, it could even produce more data scale than cookies at some point in the future.",[],{"type":41,"text":8538,"spans":8539,"direction":52},"In short, ARA appears to have clear value for optimization, and dismissing it will likely place campaigns at a strategic disadvantage come 2025.",[],{"type":41,"text":8541,"spans":8542,"direction":52},"What ARA lacks: a complete measurement dataset",[8543],{"start":178,"end":96,"type":97},{"type":65,"url":8545,"alt":38,"copyright":38,"dimensions":8546,"id":8547,"edit":8548},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZmlwXpm069VX1qsQ_GL-ARA-blog-Visual-2.png?auto=format,compress",{"width":68,"height":1084},"ZmlwXpm069VX1qsQ",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":8550,"spans":8551,"direction":52},"As mentioned, ARA event-level reports see a high % of Chrome converters but, on a campaign running across multiple browsers and devices, see a lower % of total conversions than cookies. This is problematic if this data were to be used in its raw state - fewer conversions means lower ROI. Again there are some important things to note here:",[],{"type":216,"text":8553,"spans":8554,"direction":52},"We chose to only track 1 conversion per user, but there are other limitations with event-level reports which are causing data loss",[],{"type":216,"text":8556,"spans":8557,"direction":52},"ARA is unavailable when Chrome is being used on iOS: our results showed that this contributed to ARA being present across only about 25% of ad impressions",[],{"type":216,"text":8559,"spans":8560,"direction":52},"Some data is lost for more opaque reasons. Even when ARA is running in an eligible Chrome browser, we saw 11% more converters recorded by cookies. The working hypothesis for why this is happening is that data loss is occuring between the conversion event happening and the reports being sent to us. To explain - we configured a 7-day reporting delay on these campaigns. During this period the user might clear their browsing data, or might have their browser closed when the reports are due to be sent. There are also limits on the total number of conversion events that can be stored on a single browser, so highly active web users might not have all their conversions recorded. ",[],{"type":41,"text":57,"spans":8562,"direction":52},[],{"type":41,"text":8564,"spans":8565,"direction":52},"The bottom line here is that ARA data is usable for measurement, but modeling will be required in order to accurately represent the true ROI of campaigns. Given the prevalence of modeled conversions within tools such as Campaign Manager 360, this doesn’t feel like a blocker to ARA’s adoption; ultimately a combination of summary and event-level reports will likely be needed in order to most accurately model out true campaign performance.",[],{"type":41,"text":8567,"spans":8568,"direction":52},"What ARA changes: campaign optimization best practice",[8569],{"start":178,"end":1999,"type":97},{"type":41,"text":8571,"spans":8572,"direction":52},"With the amount of data collectable with cookies, brands and partners often resorted to a ”track everything and sift out what we need later” approach. That doesn’t stick with ARA. Reporting decisions now need to be made up-front, with brands and operational teams deciding which data or conversions they’d like to prioritize in the trigger priority settings, and making calculated tradeoffs between speed, accuracy, and detail. ",[],{"type":41,"text":8574,"spans":8575,"direction":52},"Partners such as MiQ will need to strike the right balance between the number of conversion events that they want to receive and the amount of noise included in reports, with more conversion events leading to more noise. In our testing, we limited tracking to a single conversion event per impression or click but ARA’s trigger priority settings enable us to continue recording different types of conversion.",[],{"type":65,"url":8577,"alt":38,"copyright":38,"dimensions":8578,"id":8579,"edit":8580},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZmlwX5m069VX1qsR_GL-ARA-blog-Visual-3.png?auto=format,compress",{"width":68,"height":5665},"ZmlwX5m069VX1qsR",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":8582,"spans":8583,"direction":52},"Finding the right balance across various settings will become much harder once the testing period ends, when cookie-based comparisons disappear and the noise level is no longer revealed. That’s arguably the most compelling reason to start testing now",[],{"type":41,"text":8585,"spans":8586,"direction":52},"We think that this change will also support more strategic trading as brands work with partners to make considered choices around the pixels actually needed for a campaign, rather than adding a pixel to every page.",[],{"type":41,"text":8588,"spans":8589,"direction":52},"At MiQ, we’re looking forward to the improved focus that we see this change forcing upon conversion tracking, with the potential for positive knock-on effects across trading, campaign setup, and deeper brand-partner relationships. ",[],{"type":41,"text":8591,"spans":8592,"direction":52},"ARA is… almost there",[8593],{"start":178,"end":424,"type":97},{"type":41,"text":8595,"spans":8596,"direction":52},"We think ARA will benefit the industry, the consumer, and the marketer, with more focused data, privacy-first optimization, and more strategic approaches to conversion tracking. That said, we view ARA as one of many powerful solutions which can be used in combination to deliver the best campaign outcomes.",[],{"type":41,"text":8598,"spans":8599,"direction":52},"With at least another year of testing to go, we’re expecting increased industry collaboration around Privacy Sandbox which we hope will lead to improved adoption rates, support for ARA across more device types, and better measurement of total converters leading to more accurate reporting.",[],{"type":41,"text":8601,"spans":8602,"direction":52},"Iterating and improving upon Privacy Sandbox APIs is only possible through continued testing, which marketers can and should get involved with now, for the benefit of both their campaigns and the wider industry.",[],{"type":91,"text":8604,"spans":8605,"direction":52},"What you’ll get by testing ARA with MiQ",[],{"type":41,"text":8607,"spans":8608,"direction":52},"Join our Privacy Sandbox Early-Access Testing Program for priority invitations to all upcoming Sandbox tests. You’ll receive:",[],{"type":216,"text":8610,"spans":8611,"direction":52},"Expert guidance on ARA implementation and testing",[],{"type":216,"text":8613,"spans":8614,"direction":52},"Custom reports on what conversion measurement with ARA means for your business",[],{"type":216,"text":8616,"spans":8617,"direction":52},"Priority access to new optimization and retargeting opportunities using ARA data",[],{"type":41,"text":57,"spans":8619,"direction":52},[],{"type":41,"text":8621,"spans":8622,"direction":52},"Methodology",[8623],{"start":178,"end":2225,"type":97},{"type":41,"text":8625,"spans":8626,"direction":52},"This analysis uses data from 6 brands across 4 different markets. Conversions were measured as visits to landing and conversion pages.",[],{"type":41,"text":8628,"spans":8629,"direction":52},"Stay tuned for our ARA summary-level report analysis, where we’ll dive deeper into the available conversion data. ",[8630],{"start":178,"end":7249,"type":110},{"type":41,"text":57,"spans":8632,"direction":52},[],"text_component$d957411f-b65a-4714-8fa4-671b36543a5f","John Goulding - Global chief strategy officer, MiQ","Global chief strategy officer, MiQ",{},{"link_type":282},[],[],[],"2024-06-10T08:00:00+0000",{"dimensions":8643,"alt":38,"copyright":38,"url":8644,"id":8645,"edit":8646},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZmg2hZm069VX1oc4_GL-ARA-blog-header.jpg?auto=format,compress","Zmg2hZm069VX1oc4",{"x":178,"y":178,"zoom":95,"background":75},{},[8649],{"related_article":8650},{"link_type":282},[8652],{"type":41,"text":8653,"spans":8654,"direction":52},"Chrome’s Attribution API: Key Insights",[],[8656],{"type":41,"text":8445,"spans":8657,"direction":52},[],[8659],{"type":41,"text":8660,"spans":8661,"direction":52},"First look at MiQ’s Privacy Sandbox testing: what Chrome’s Attribution Reporting API solves, lacks, and 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Fragmentation with TV Intelligence",{"link_type":30},[],[8685],{"variation":34,"version":35,"items":8686,"primary":8687,"id":8697,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":8688,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[8689],{"type":41,"text":8690,"spans":8691,"direction":52},"In this Trader Talk TV, Michael Lampard Chisvo, Senior Product Manager, Advanced TV at MiQ is joined by ExchangeWire's Ciarán O’Kane to discuss the connected TV (CTV) landscape, exploring the challenges of fragmentation and the execution of CTV strategies.\n\nIn this session, Lampard Chisvo and O'Kane discuss:\n\n- The evolution of the TV landscape\n- Consumer and buyer fragmentation\n- Measurement in the UK market\n- Moving money from social back into the TV space\n- Minimising wastage\n- How to complement linear TV with CTV\n- Executing CTV strategies including incremental reach and frequency optimisation\n\nIf you want to have a chat to find out more about MiQ’s TV Intelligence solution and how it can solve your business challenges, contact one of our experts.",[8692],{"start":8693,"end":8694,"type":47,"data":8695},734,760,{"link_type":49,"url":8696,"target":6037},"https:\u002F\u002Fwww.wearemiq.com\u002Fresources\u002Fblog\u002Fexchangewires-tradertalk-tv-miqs-michael-lampard-on-using-tv-intelligence-to-address-the-challenges-of-fragmentation?contact=true","text_component$7d87a3ad-888e-46ef-8e9d-6ca3b471be5a",{},{"link_type":282},[],[],[],"2024-05-30T08:00:00+0000",{"dimensions":8705,"alt":38,"copyright":38,"url":8706,"id":8707,"edit":8708},{"width":68,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZmyDGpm069VX1xYU_ExchangeWire-TV-Intelligence-blog-header.png?auto=format,compress","ZmyDGpm069VX1xYU",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":8710,"alt":38,"copyright":38,"url":8711,"id":8712,"edit":8713},{"width":1202,"height":1202},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZmyDIpm069VX1xYY_ExchangeWire-TV-Intelligence-thumb-2.png?auto=format,compress","ZmyDIpm069VX1xYY",{"x":178,"y":178,"zoom":95,"background":75},"\u003Ciframe 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allowfullscreen>\u003C\u002Fiframe>",[],[8717],{"type":41,"text":8681,"spans":8718,"direction":52},[],[],[],[],{"dimensions":8723,"alt":38,"copyright":38,"url":8724,"id":8725,"edit":8726},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZmyDGpm069VX1xYT_ExchangeWire-TV-Intelligence-blog-header-MiQ.png?auto=format%2Ccompress&rect=0%2C1%2C1600%2C836&w=1200&h=627","ZmyDGpm069VX1xYT",{"x":178,"y":95,"zoom":95,"background":75},{"id":8728,"uid":8729,"url":38,"type":9,"href":8730,"tags":8731,"first_publication_date":8732,"last_publication_date":8132,"slugs":8733,"linked_documents":8735,"lang":17,"alternate_languages":8736,"data":8737},"Zxf0ShoAAEgAxvde","set-your-timers-the-tiktok-clock-is-ticking","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf0ShoAAEgAxvde%22%29+%5D%5D",[],"2024-10-22T20:41:17+0000",[8734],"tldr",[],[],{"title":8738,"external_link":8739,"summary":8740,"slices":8741,"author_name":1836,"author_position":38,"author_description":38,"author_image":8863,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":8864,"contact_formid":38,"contact_title":8865,"contact_description":8866,"contact_cta":38,"url_form_triggers":8867,"category":2021,"date":8868,"featured_image":8869,"thumbnail":8874,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":8875,"meta_title":8876,"meta_description":8880,"og_title":8884,"og_description":8888,"og_image":8891,"no_index":280},"The TikTok Clock is Ticking",{"link_type":30},[],[8742],{"variation":34,"version":35,"items":8743,"primary":8744,"id":8862,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":8745,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[8746,8749,8752,8754,8757,8760,8763,8766,8772,8774,8777,8780,8783,8785,8788,8790,8793,8796,8798,8801,8803,8806,8810,8814,8816,8819,8822,8824,8828,8832,8836,8838,8841,8845,8847,8854,8856,8859],{"type":91,"text":8747,"spans":8748,"direction":52},"TL;DR",[],{"type":41,"text":8750,"spans":8751,"direction":52},"TikTok’s US ban was signed into law on April 24th. Advertisers are already placing bets on YouTube Shorts and Instagram reels as the best places to find audiences that want similar content and opportunities for discovery. MiQ is here to help with migration guidance to future-proof your social video strategy. Keep reading for more! ",[],{"type":41,"text":57,"spans":8753,"direction":52},[],{"type":91,"text":8755,"spans":8756,"direction":52},"Let's get to the facts",[],{"type":41,"text":8758,"spans":8759,"direction":52},"The TikTok ban has been signed into law. Could it be the end of an era? ",[],{"type":216,"text":8761,"spans":8762,"direction":52},"TikTok has until January 19th, 2025 to sell and separate its US operations from foreign owner, ByteDance.",[],{"type":216,"text":8764,"spans":8765,"direction":52},"Once the ban is implemented, US app stores will be required to remove the app for future downloads and updates. Anyone who already has the app will be able to keep it, but won’t be able to download security updates once the ban goes into effect. ",[],{"type":216,"text":8767,"spans":8768,"direction":52},"TikTok is already fighting this law in court, so this isn't the last we'll hear about it. Here’s a message from TikTok's CEO.",[8769],{"start":434,"end":2157,"type":47,"data":8770},{"link_type":49,"url":8771,"target":51},"https:\u002F\u002Fwww.tiktok.com\u002F@tiktok\u002Fvideo\u002F7361448925972155679",{"type":41,"text":57,"spans":8773,"direction":52},[],{"type":91,"text":8775,"spans":8776,"direction":52},"More context",[],{"type":41,"text":8778,"spans":8779,"direction":52},"On Wednesday, April 24th, US President Joe Biden signed a bill into law that requires TikTok to divest from its Chinese parent company, ByteDance, by January 19th, 2025 or risk being removed from all US app stores.",[],{"type":41,"text":8781,"spans":8782,"direction":52},"TikTok reaches more than 170 million Americans and has become a central space for search, discovery and ecommerce, exemplified by the #TikTokMadeMeBuyIt movement. While there’s still time before the law takes effect, industry leaders are eager to figure out what the next big bet is. ",[],{"type":41,"text":57,"spans":8784,"direction":52},[],{"type":41,"text":8786,"spans":8787,"direction":52},"For brands, losing this platform as a vehicle to connect with audiences via its unique and authentic content could have real implications on their business. Advertisers speculate that creators and audiences will begin to spend more time in two primary spaces:",[],{"type":41,"text":57,"spans":8789,"direction":52},[],{"type":216,"text":8791,"spans":8792,"direction":52},"YouTube Shorts: 164.5M US Users (eMarketer)",[],{"type":216,"text":8794,"spans":8795,"direction":52},"Instagram reels: 126M US Users (Instagram)",[],{"type":41,"text":57,"spans":8797,"direction":52},[],{"type":41,"text":8799,"spans":8800,"direction":52},"Only time will tell, but creator incentive packages, product functionality, innovation and the uncertain fate of TikTok’s ability to find a buyer or contest the law in court will also play crucial roles. Nevertheless, it’s not too early for advertisers to begin future-proofing their strategies for reaching audiences in other social video environments.",[],{"type":41,"text":57,"spans":8802,"direction":52},[],{"type":91,"text":8804,"spans":8805,"direction":52},"MiQ’s take?",[],{"type":216,"text":8807,"spans":8808,"direction":52},"Keep your current TikTok strategy active. There are no current signs of an exodus on the user or advertiser front. Some advertisers may panic before audiences leave the platform, giving calm and confident advertisers efficiency with less competition against the same valuable audiences!",[8809],{"start":178,"end":214,"type":97},{"type":216,"text":8811,"spans":8812,"direction":52},"Don’t invest heavily into new builds and integrations. Use the capability stack you currently have in place and lean on trusted partners for support. ",[8813],{"start":178,"end":755,"type":97},{"type":41,"text":57,"spans":8815,"direction":52},[],{"type":91,"text":8817,"spans":8818,"direction":52},"Migration strategies",[],{"type":41,"text":8820,"spans":8821,"direction":52},"MiQ’s TikTok migration package is designed to help advertisers understand where their best opportunities lie outside of TikTok, including: ",[],{"type":41,"text":57,"spans":8823,"direction":52},[],{"type":216,"text":8825,"spans":8826,"direction":52},"Cross-Platform Audience Examination to determine if your audience can be reached across other apps and the best tactics to reach them.",[8827],{"start":178,"end":561,"type":97},{"type":216,"text":8829,"spans":8830,"direction":52},"Testing Activation across TikTok, YouTube and Instagram, supporting trafficking, optimization, maintenance and reporting.",[8831],{"start":178,"end":4557,"type":97},{"type":216,"text":8833,"spans":8834,"direction":52},"Performance and Creative Analysis to compare how channels like YouTube and Instagram align with your creative and audience.",[8835],{"start":178,"end":425,"type":97},{"type":41,"text":57,"spans":8837,"direction":52},[],{"type":91,"text":8839,"spans":8840,"direction":52},"What to do next?",[],{"type":41,"text":8842,"spans":8843,"direction":52},"Leverage MiQ Social Audit to begin building out a data-driven plan for migration. We’ll provide a custom strategic analysis across the apps users may move to – including YouTube and Instagram – which will prepare your team and clients with a proactive data-driven recommendation. ",[8844],{"start":1462,"end":122,"type":97},{"type":41,"text":57,"spans":8846,"direction":52},[],{"type":41,"text":8848,"spans":8849,"direction":52},"To learn more about our TikTok migration package, get in touch with us at wearemiq.com\u002Fcontact or speak to your MiQ representative today.",[8850,8853],{"start":6203,"end":6444,"type":47,"data":8851},{"link_type":49,"url":8852,"target":6037},"https:\u002F\u002Fwearemiq.com\u002Fresources\u002Fblog\u002Fset-your-timers-the-tiktok-clock-is-ticking?contact=true&_gl",{"start":6203,"end":7491,"type":97},{"type":41,"text":57,"spans":8855,"direction":52},[],{"type":91,"text":8857,"spans":8858,"direction":52},"About MiQ",[],{"type":41,"text":8860,"spans":8861,"direction":52},"MiQ helps marketers drive best-in-class activations across video platforms including YouTube, TikTok, Meta, Amazon and ad-supported streaming apps. With our data-driven, tech-enabled and partner-agnostic solutions, we can unify your approach to Advanced TV and develop strategies that align with your brand values. ",[],"text_component$8a9ed8df-d053-415f-8288-4af607083d0d",{},{"link_type":282},[],[],[],"2024-05-23T08:00:00+0000",{"dimensions":8870,"alt":38,"copyright":38,"url":8871,"id":8872,"edit":8873},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZk9vgiol0Zci9ZrJ_TikTok-blog-post.png?auto=format,compress","Zk9vgiol0Zci9ZrJ",{"x":178,"y":178,"zoom":95,"background":75},{},[],[8877],{"type":41,"text":8878,"spans":8879,"direction":52},"The TikTok Countdown: What You Need to Know",[],[8881],{"type":41,"text":8882,"spans":8883,"direction":52},"TikTok US ban signed 4\u002F24. Advertisers eye YouTube Shorts & Instagram Reels. MiQ helps migrate your social video strategy. Keep reading for more!",[],[8885],{"type":41,"text":8886,"spans":8887,"direction":52},"Set your timers! The TikTok clock is ticking",[],[8889],{"type":41,"text":8882,"spans":8890,"direction":52},[],{"dimensions":8892,"alt":38,"copyright":38,"url":8893,"id":8872,"edit":8894},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002FZk9vgiol0Zci9ZrJ_TikTok-blog-post.png?auto=format%2Ccompress&rect=0%2C1%2C1200%2C627&w=1200&h=627",{"x":178,"y":95,"zoom":95,"background":75},{"id":8896,"uid":8897,"url":38,"type":9,"href":8898,"tags":8899,"first_publication_date":8900,"last_publication_date":5945,"slugs":8901,"linked_documents":8903,"lang":17,"alternate_languages":8904,"data":8905},"Zxf89BoAAEoAxwi8","staying-ahead-of-the-curve-what-emarketers-tv-and-connected-tv-ad-spending-forecast-means-for-marketers","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf89BoAAEoAxwi8%22%29+%5D%5D",[],"2024-10-22T20:39:42+0000",[8902],"the-ascendancy-of-ctv-advertising",[],[],{"title":8906,"external_link":8907,"summary":8908,"slices":8909,"author_name":1836,"author_position":38,"author_description":38,"author_image":9013,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":9014,"contact_formid":38,"contact_title":9015,"contact_description":9016,"contact_cta":38,"url_form_triggers":9017,"category":4953,"date":9020,"featured_image":9021,"thumbnail":9026,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":9027,"meta_title":9030,"meta_description":9034,"og_title":9037,"og_description":9038,"og_image":9039,"no_index":280},"TV & Connected TV Ad Spend Forecast",{"link_type":30},[],[8910,8929,8934,8956,9008],{"variation":34,"version":35,"items":8911,"primary":8912,"id":8928,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":8913,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[8914,8917,8920,8923],{"type":41,"text":8915,"spans":8916},"The gap between traditional and digital TV advertising is narrowing rapidly. With the ongoing decline in linear TV ad expenditure, Connected TV (CTV) is swiftly stepping in to occupy the space. The latest TV and Connected TV Ad Spending Forecast from eMarketer delves into the performance of TV and CTV ad spending, offering insights for both ad purchasers and vendors. Here are a few of our biggest takeaways from the report. ",[],{"type":91,"text":8918,"spans":8919},"The ascendancy of CTV advertising",[],{"type":41,"text":8921,"spans":8922},"According to eMarketer's report, CTV ad spend is undergoing a growth surge, surpassing traditional linear TV advertising by a significant margin. The forecast reveals that from 2023 to 2027, total spending in the combined TV and CTV ad market is anticipated to rise by $12.20 billion. This growth is primarily attributed to the burgeoning popularity of CTV platforms, providing advertisers with fresh avenues to engage with their target demographics.",[],{"type":41,"text":8924,"spans":8925},"Marketer’s Takeaway: For digital advertisers looking to expand their reach and drive ROI, investing in CTV advertising is increasingly lucrative. By tapping into the expanding audience base of CTV viewers, advertisers can amplify their messaging and foster meaningful engagement effectively.",[8926,8927],{"start":178,"end":424,"type":110},{"start":178,"end":424,"type":97},"text_component$7f7246a3-85f0-4624-8bea-81e29cf48396",{"variation":34,"version":35,"items":8930,"primary":8931,"id":8933,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":8932,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$4517d0fc-e339-4bfb-8863-22c8b5314a8f",{"variation":34,"version":35,"items":8935,"primary":8936,"id":8955,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":8937,"title":38,"text":8944,"link":8951},{"dimensions":8938,"alt":38,"copyright":38,"url":8940,"id":8941,"edit":8942},{"width":8325,"height":8939},3300,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F9f7b5590-f98a-4b07-a011-82eb0947e208_MiQxBehindthescreens-cover.jpg?auto=format,compress","ZddQExEAACkA5hoy",{"x":178,"y":178,"zoom":95,"background":8943},"#fff",[8945,8948],{"type":678,"text":8946,"spans":8947,"direction":52},"Are you adapting your advertising strategy to the changing TV landscape?",[],{"type":41,"text":8949,"spans":8950,"direction":52},"Stay ahead of the curve with our latest comprehensive report for the US, \"Behind the Screens.\" Gain insights into consumer behavior and trends shaping the industry.",[],{"link_type":49,"key":8952,"url":8953,"text":8954},"35c53bcf-b10a-4838-89d0-16fb18fd2eaa","https:\u002F\u002Fbit.ly\u002F49PBglh","Download your copy","article_download$eede0636-b54e-4987-8637-00808ba5f838",{"variation":34,"version":35,"items":8957,"primary":8958,"id":9007,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":8959,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[8960,8963,8966,8971,8974,8977,8980,8985,8988,8991,8996,8999],{"type":91,"text":8961,"spans":8962},"Linear TV and CTV paths are diverging",[],{"type":41,"text":8964,"spans":8965},"The eMarketer report underscores a notable disparity between traditional linear TV and CTV advertising trajectories. Viewers are increasingly watching more streaming content, with time spent on streaming platforms surpassing linear by 22%. This dichotomy underscores shifting consumer preferences toward on-demand and streaming content consumption.",[],{"type":41,"text":8967,"spans":8968},"Marketer’s Takeaway: Advertisers must reallocate budgets to align with evolving consumer habits. By shifting resources from traditional linear TV to CTV advertising, brands can capitalize on the burgeoning viewership of streaming platforms and forge deeper connections with their target audiences.",[8969,8970],{"start":178,"end":424,"type":110},{"start":178,"end":424,"type":97},{"type":91,"text":8972,"spans":8973},"Amazon's influence on CTV advertising",[],{"type":41,"text":8975,"spans":8976},"Amazon’s CTV monetization is set to grow by 125.0% to $3.13 billion in 2024 and continue to grow at a double-digit YoY rate in 2025. With the introduction of an ad tier for Prime Video, Amazon is poised to propel a surge in CTV ad spending. ",[],{"type":41,"text":8978,"spans":8979},"This strategic move underscores Amazon's commitment to expanding its advertising offerings and capitalizing on the escalating demand for CTV inventory.",[],{"type":41,"text":8981,"spans":8982},"Marketer’s Takeaway: Advertisers should closely monitor Amazon's advancements in the CTV advertising domain and explore avenues to leverage its platform for their campaigns. By including Amazon in their media mix, advertisers can access a vast audience pool and leverage innovative ad targeting capabilities.",[8983,8984],{"start":178,"end":424,"type":110},{"start":178,"end":424,"type":97},{"type":91,"text":8986,"spans":8987},"Anticipating the future of CTV advertising",[],{"type":41,"text":8989,"spans":8990},"Ironically, if there is a constant in TV advertising, it is change. As advertising-based video on demand (AVOD) eclipses traditional pay TV viewers and even subscription-based video on demand (SVOD) and CTV ad spending surpasses linear TV, advertisers must adapt their strategies to remain ahead of the curve. Our data shows that 33% of households are considering ad-supported streaming services as a more cost-friendly alternative to subscription services (SVOD).",[],{"type":41,"text":8992,"spans":8993},"Marketer’s Takeaway: To thrive in the competitive digital advertising landscape, advertisers must embrace CTV advertising as a pivotal component of their media mix. By integrating CTV into their campaigns and harnessing data-driven insights, advertisers can foster engagement, bolster brand visibility, and ultimately achieve their business objectives.",[8994,8995],{"start":178,"end":424,"type":110},{"start":178,"end":424,"type":97},{"type":41,"text":8997,"spans":8998},"In summary, the eMarketer report illuminates compelling growth prospects and opportunities within the CTV landscape. But that landscape also has bad actors, false promises, and fool’s gold – marketers need a trusted expert that can deliver a comprehensive programmatic strategy built around transparency, efficiency, and performance. At MiQ, we specialize in leveraging data-driven insights and innovative technologies to help advertisers harness the power of CTV advertising effectively. ",[],{"type":41,"text":9000,"spans":9001},"Learn more about MiQ and how we help advertisers unlock the full potential of their CTV and stay ahead of the curve in the ever-evolving digital advertising ecosystem. Contact MiQ today.",[9002],{"start":9003,"end":9004,"type":47,"data":9005},168,185,{"link_type":49,"url":9006,"target":51},"https:\u002F\u002Fbit.ly\u002F42XNGFq","text_component$2e66ed0d-c2e8-4e6a-aa6e-e40e4729d47d",{"variation":34,"version":35,"items":9009,"primary":9010,"id":9012,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":9011,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$aebe1eab-4aa9-4441-b3a3-ecfec239e762",{},{"link_type":282},[],[],[9018],{"trigger":38,"form":9019},{"link_type":282},"2024-04-18T08:00:00+0000",{"dimensions":9022,"alt":38,"copyright":38,"url":9023,"id":9024,"edit":9025},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F56c72da9-40d4-4972-88bd-e87523e9e646_Staying-Ahead-of-the-Curve--What-eMarketer%27s-TV-and-Connected-TV-Ad-Spending-Forecast-Means-for-Marketers.png?auto=format,compress","Zh0-XxIAACsAy5dI",{"x":178,"y":178,"zoom":95,"background":75},{},[9028],{"related_article":9029},{"link_type":282},[9031],{"type":41,"text":9032,"spans":9033},"Staying Ahead: TV & Connected TV Ad Spend Forecast",[],[9035],{"type":41,"text":8915,"spans":9036},[],[],[],{},{"id":9041,"uid":9042,"url":38,"type":9,"href":9043,"tags":9044,"first_publication_date":9045,"last_publication_date":9046,"slugs":9047,"linked_documents":9049,"lang":17,"alternate_languages":9050,"data":9051},"Zxf2vRoAAE4Axvws","3-things-you-need-to-know-about-connected-tv-advertising-in-2024","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf2vRoAAE4Axvws%22%29+%5D%5D",[],"2024-10-22T20:41:00+0000","2026-04-27T16:35:20+0000",[9048],"acr-will-become-invaluable-to-traditional-av-planners",[],[],{"title":9052,"external_link":9053,"summary":9054,"slices":9055,"author_name":9192,"author_position":38,"author_description":38,"author_image":9193,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":9194,"contact_formid":38,"contact_title":9195,"contact_description":9196,"contact_cta":38,"url_form_triggers":9197,"category":4953,"date":9198,"featured_image":9199,"thumbnail":9206,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":9207,"meta_title":9208,"meta_description":9212,"og_title":9213,"og_description":9214,"og_image":9215,"no_index":280},"2024 Connected TV Advertising Insights",{"link_type":30},[],[9056],{"variation":34,"version":35,"items":9057,"primary":9058,"id":9191,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":9059,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[9060,9063,9070,9073,9075,9078,9080,9083,9086,9095,9098,9104,9106,9114,9116,9119,9121,9124,9127,9132,9135,9139,9144,9146,9149,9151,9154,9160,9163,9170,9173,9176,9179,9184,9189],{"type":41,"text":9061,"spans":9062},"“The TV ecosystem is changing” - it’s a line we’re all familiar with. But in the complex and fragmented world of TV, this tells just a fraction of the picture. How is it changing? Why is it changing? And significantly, how will it continue to change? Well, one thing's for sure. Connected TV (CTV), a major driving force behind these shifts, will continue to soar. With more eyeballs, more screens, and more consumer options than ever, CTV is growing, and evolving, rapidly. And advertisers are following suit. ",[],{"type":41,"text":9064,"spans":9065},"According to our ‘Behind the Screens’ report 55% of advertisers in the UK are looking to invest in CTV in 2024. But what are these investments? And how can you ensure you’re allocating your media dollars wisely?",[9066,9069],{"start":2238,"end":547,"type":47,"data":9067},{"link_type":49,"url":9068},"https:\u002F\u002Fbit.ly\u002F3vktCRq",{"start":6165,"end":5820,"type":110},{"type":41,"text":9071,"spans":9072},"Like all product managers, I spent the tail end of Q4 (and a worrying amount of Q1) trying to predict what the industry will look like in 2024 and where the opportunity is. I’ll be unpacking my predictions of what shifts we’ll be seeing in the CTV space this year, and how advertisers can prepare for the future of programmatic TV.",[],{"type":41,"text":57,"spans":9074},[],{"type":91,"text":9076,"spans":9077},"ACR will become invaluable to traditional AV planners ",[],{"type":41,"text":57,"spans":9079},[],{"type":41,"text":9081,"spans":9082},"Barb provides our industry with ‘gold’ standard TV viewership data, allowing advertisers to unlock smart insights for planning and measurement, but the real magic begins when you start joining Barb and ACR insights together. ",[],{"type":41,"text":9084,"spans":9085},"Automatic Content Recognition (ACR) (Hardware embedded in Smart TV sets across the UK identifies content on screen and ad exposure, to create a second-by- second viewership data feed) has been challenging the dogma of linear TV measurement for a couple of years now, and it’s ready to cross the Rubicon. ",[],{"type":41,"text":9087,"spans":9088},"We keep hearing: “Not sure if I trust it” and “The numbers don’t match up” to which I say, “You should” and “They do… if you know how to leverage it.”",[9089,9090,9091,9093],{"start":493,"end":214,"type":110},{"start":96,"end":6203,"type":110},{"start":9092,"end":1656,"type":110},91,{"start":46,"end":9094,"type":110},150,{"type":41,"text":9096,"spans":9097},"ACR has great added value by allowing planners to analyse reach split out by 3,000 postal districts instead of 14 broadcast regions. This extra level of granularity can be used to enrich Barb’s audience insights allowing us to plan for incremental reach and complement broadcast buys with CTV. This is becoming more and more important as all demographics are moving away from linear TV to ad-supported streaming services. Not to mention ACR is all based on 100% opt-in data, so customer privacy is ensured. ",[],{"type":41,"text":9099,"spans":9100},"If you’re looking for a real-life example, here’s our case study with UKTV where we helped drive people back to watching linear TV with a connected TV campaign - a great example that showcases how CTV and ACR can be invaluable to broadcasters.",[9101],{"start":3567,"end":1756,"type":47,"data":9102},{"link_type":49,"url":9103},"https:\u002F\u002Fbit.ly\u002F4aiohca",{"type":41,"text":57,"spans":9105},[],{"type":41,"text":9107,"spans":9108},"Prediction: ACR will stand side-by-side with Barb, offering an exciting new solution, a change we’ve seen accelerated in the US e.g. NBCU\u002FComcast reporting that 40% of their TV trading in 2023 was supported by ‘alternative datasets’.",[9109,9110,9111],{"start":178,"end":1800,"type":110},{"start":178,"end":2225,"type":97},{"start":5807,"end":1800,"type":47,"data":9112},{"link_type":49,"url":9113},"https:\u002F\u002Fwww.adexchanger.com\u002Fdigital-tv\u002Fthe-tv-industry-will-finally-shift-to-new-currencies-in-2023\u002F",{"type":41,"text":57,"spans":9115},[],{"type":91,"text":9117,"spans":9118},"VTR will take a back seat ",[],{"type":41,"text":57,"spans":9120},[],{"type":41,"text":9122,"spans":9123},"It’s 2024, and a CTV campaign has come across your desk requiring a view-through rate (VTR) greater than 90%. What do you do? Outside of YouTube, you’ll probably do very little.  ",[],{"type":41,"text":9125,"spans":9126},"Like traditional telly (i.e linear TV), SVOD\u002FAVOD\u002FFAST don’t have a skip button for ad breaks and you can run unskippable on YouTube. Meaning, we see these channels consistently achieve a VTR above 90% with relatively low optimisation needed. So I ask again, if you’re guaranteed a high VTR with every unskippable ad, are you generating value?",[],{"type":41,"text":9128,"spans":9129},"Currently, a lot of CTV spend comes from digital teams where VTR is a great sanitary metric in the online video world, but has little added value on the big screen. As mentioned earlier, 55% of advertisers in the UK are looking to invest in CTV. So as more advertisers look to include CTV in their plans and heavy hitters from traditional AV teams increase CTV investment, we need to rethink our primary KPIs.",[9130],{"start":1617,"end":9131,"type":110},245,{"type":41,"text":9133,"spans":9134},"Enter cost-per-incremental-impact (CPII) and brand lift. ",[],{"type":41,"text":9136,"spans":9137},"TV is great at two things: mass reach and branding. For this reason, we, as marketers, will start judging our campaigns based on how many extra eyeballs we reached and if those eyeballs registered what they saw. The latter is particularly important considering 40% of us almost always use a second screen whilst watching TV. This is why we prioritise long-form content over music videos and podcasts, both of which are passive experiences boasting high VTRs.",[9138],{"start":5983,"end":1184,"type":110},{"type":41,"text":9140,"spans":9141},"Prediction: CPII and Brand Lift will become vital metrics of campaign quality.",[9142,9143],{"start":178,"end":476,"type":110},{"start":178,"end":2225,"type":97},{"type":41,"text":57,"spans":9145},[],{"type":91,"text":9147,"spans":9148},"Streaming will dominate growth ",[],{"type":41,"text":57,"spans":9150},[],{"type":41,"text":9152,"spans":9153},"The only linear TV I've watched this year outside of the RWC (mostly pub-based) was at my nan's over Christmas. The Repair Shop is a great bit of content that transcends generations, but I’ve not watched it since.",[],{"type":41,"text":9155,"spans":9156},"It got me and some media correspondents thinking, ‘what are people watching?’",[9157],{"start":918,"end":136,"type":47,"data":9158},{"link_type":49,"url":9159},"https:\u002F\u002Fwww.theguardian.com\u002Fmedia\u002F2024\u002Fjan\u002F06\u002Fjobs-will-be-next-tv-ad-slump-prompts-more-fear-among-staff-channel-4-itv",{"type":41,"text":9161,"spans":9162},"This raises a fundamental point in this discussion. ​​Mass reach starts with the broadcasters and although watch times are down, that fact isn’t changing in the short term. But, with so much choice out there for consumers, should we start thinking differently about where to start our reach strategies, especially when looking to reach 16-34 audiences en masse in a more addressable way?",[],{"type":41,"text":9164,"spans":9165},"And all the analysis MiQ has done through ACR suggests the same - people who watch linear TV will watch BVOD, meaning there is little opportunity for the UK’s largest advertisers to generate incremental reach. Throw in the fact that 73% of the UK owns a smart TV and it's hard not to conclude that TV has reached an inflexion point.",[9166],{"start":1800,"end":9167,"type":47,"data":9168},263,{"link_type":49,"url":9169},"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F654074\u002Fsmart-tv-penetration-in-uk-households\u002F#:~:text=Smart%20TVs%20%E2%80%93%20televisions%20that%20can,reported%20owning%20a%20Smart%20TV.",{"type":41,"text":9171,"spans":9172},"Individually ad-supported streaming services and long-tail AVOD\u002FFAST publishers may offer piecemeal reach. The magic happens when you link them all together to buy at scale and start measuring incremental reach against linear TV. ",[],{"type":41,"text":9174,"spans":9175},"Suddenly, you're faced with a choice. Do I plug my remaining budget into more linear and hit the same people, or do I think about augmenting my linear TV strategy to include streaming? The latter allows you to reach incremental audiences, while also avoiding diminishing returns on linear TV investment. ",[],{"type":41,"text":9177,"spans":9178},"The extra efficiencies of holistic third-party measurement, cross-platform frequency controls and access to the elusive 16-34 generation mean many media plans will start with streaming and build from there. ",[],{"type":41,"text":9180,"spans":9181},"Prediction: SVOD\u002FYouTube\u002FAVOD\u002FFAST will offer the same measurable reach as broadcasters.",[9182,9183],{"start":178,"end":1216,"type":110},{"start":178,"end":2225,"type":97},{"type":41,"text":9185,"spans":9186},"If you’re interested in learning more about how\u002Fwhere consumers are consuming TV; how UK advertisers are evaluating CTV; and advertiser insights to maximise results, read our latest Behind the Screens: TV Viewing Habits in the UK report.",[9187],{"start":6391,"end":392,"type":47,"data":9188},{"link_type":49,"url":9068},{"type":41,"text":57,"spans":9190},[],"text_component$39281b1b-b687-4f73-a40c-a259da5f0a07","Michael Lampard, Product Manager- Advanced TV, MiQ",{},{"link_type":282},[],[],[],"2024-03-26T00:00:00+0000",{"dimensions":9200,"alt":38,"copyright":38,"url":9203,"id":9204,"edit":9205},{"width":9201,"height":9202},2400,1256,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F32d0112a-3e91-4953-a3f2-3ef2a1bfc9c0_UK-3-things-you-need-to-know-about-connected-TV-advertising-in-2024+%281%29.jpg?auto=format,compress","ZgGHjBIAACgA1Q7U",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[9209],{"type":41,"text":9210,"spans":9211,"direction":52},"Key Insights into Connected TV Advertising for 2024",[],[],[],[],{},{"id":9217,"uid":9218,"url":38,"type":9,"href":9219,"tags":9220,"first_publication_date":9221,"last_publication_date":9222,"slugs":9223,"linked_documents":9225,"lang":17,"alternate_languages":9226,"data":9227},"Zxf2_RoAAE0Axvys","how-miq-identity-spine-boosted-cookieless-reach-by-64-with-experian-graph","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf2_RoAAE0Axvys%22%29+%5D%5D",[],"2024-10-22T20:40:58+0000","2026-04-28T15:12:55+0000",[9224],"identity-spine-boosts-cookieless-reach",[],[],{"title":9228,"external_link":9229,"summary":9230,"slices":9231,"author_name":9326,"author_position":38,"author_description":38,"author_image":9327,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":9328,"contact_formid":38,"contact_title":9329,"contact_description":9330,"contact_cta":38,"url_form_triggers":9331,"category":4953,"date":9334,"featured_image":9335,"thumbnail":9340,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":9347,"meta_title":9350,"meta_description":9354,"og_title":9358,"og_description":9359,"og_image":9360,"no_index":280},"Identity Spine Boosts Cookieless Reach",{"link_type":30},[],[9232,9274,9290],{"variation":34,"version":35,"items":9233,"primary":9234,"id":9273,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":9235,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[9236,9240,9244,9247,9251,9254,9258,9261,9265,9269],{"type":41,"text":9237,"spans":9238},"Navigating the cookieless future isn’t about surviving, it’s about thriving. While third-party cookies fade, MiQ continues to deliver impressive cookieless reach and scale for advertisers, with the support of partners like Experian.",[9239],{"start":178,"end":266,"type":97},{"type":41,"text":9241,"spans":9242},"The challenge: A world beyond cookies",[9243],{"start":178,"end":252,"type":97},{"type":41,"text":9245,"spans":9246},"The cookieless landscape is vast and evolving, brimming with 65+ ID solutions and even more data vendors. Choosing the right ones can feel overwhelming. How do you maximize scale and targeting accuracy without getting lost in the maze?",[],{"type":41,"text":9248,"spans":9249},"MiQ Identity Spine: Your unified answer",[9250],{"start":178,"end":441,"type":97},{"type":41,"text":9252,"spans":9253},"At MiQ, we champion “partner agnosticism,” curating the best global innovations for our clients without vendor lock-in. Our powerful MiQ Identity Spine is a multi-ID audience graph built on this approach. Connecting over 60 cookieless data feeds and 25 ID solutions gives our clients access to the best attributes of each solution, whilst minimizing overreliance on any single partner and ensuring adaptability in light of evolving regulation.",[],{"type":41,"text":9255,"spans":9256},"Strengthening the Spine: Introducing Experian",[9257],{"start":178,"end":6165,"type":97},{"type":41,"text":9259,"spans":9260},"Building MiQ’s Identity Spine around the best data partners we could find led us to Experian – a recognised expert in online and offline identity, offering futureproofed identity resolution through mapping cookieless signals to households and individuals. Through feeding Experian’s Graph on cross-device ownership and cross-channel behavior into our Identity Spine, our traders and analysts have been able to share unique benefits with clients:",[],{"type":216,"text":9262,"spans":9263},"Unified audience view: Exploring target segments across devices and channels, not fragmented cookie crumbs",[9264],{"start":178,"end":475,"type":97},{"type":216,"text":9266,"spans":9267},"Unmatched scale: Expanding reach of seed audiences by matching first-party data to multiple cookieless IDs",[9268],{"start":178,"end":765,"type":97},{"type":216,"text":9270,"spans":9271},"Accurate measurement: Achieving reliable cross-device ID resolution for precise reporting and improved campaign efficiency",[9272],{"start":178,"end":1789,"type":97},"text_component$61d77852-e9c5-45c5-8a4d-64b0f484e550",{"variation":34,"version":35,"items":9275,"primary":9288,"id":9289,"slice_type":7974,"slice_label":38},[9276],{"content":9277,"position":9281,"logo":9285,"thumbnail":9286,"cta_link":9287,"cta_text":38},[9278],{"type":41,"text":9279,"spans":9280,"direction":52},"Experian’s Graph has bolstered our already comprehensive, multi-ID Identity Spine with incredible data on cross-device ownership and cross-channel behavior. Experian supports MiQ’s success in minimizing cookie reliance through unrivaled coverage, privacy-safe practices, and global reach, all qualities mirrored in our Identity Spine.",[],[9282],{"type":41,"text":9283,"spans":9284,"direction":52},"Georgie Haig – Global strategy and partnerships director, MiQ",[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$dc2a73b0-5151-490e-8e99-8298a516e974",{"variation":34,"version":35,"items":9291,"primary":9292,"id":9325,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":9293,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[9294,9298,9301,9304,9307,9309,9313,9319],{"type":41,"text":9295,"spans":9296},"Experian’s impact: Measurable gains",[9297],{"start":178,"end":561,"type":97},{"type":41,"text":9299,"spans":9300},"We’ve seen impressive results since integrating Experian’s digital IDs into our Identity Spine:",[],{"type":216,"text":9302,"spans":9303},"With 6.5 additional devices per matched IP address, we’re accessing more individuals on more devices – cross-device reach has increased by 51% on average!",[],{"type":216,"text":9305,"spans":9306},"Experian has also boosted our reach across cookieless IDs by an average of 64%, helping us unlock hidden audiences beyond traditional cookie-based targeting.",[],{"type":41,"text":6589,"spans":9308},[],{"type":41,"text":9310,"spans":9311},"Don’t just adapt to the cookieless era, dominate it. ",[9312],{"start":178,"end":1999,"type":97},{"type":41,"text":9314,"spans":9315},"Work with leading partners like Experian without losing out on other valuable data partnerships by choosing MiQ’s partner agnostic approach.",[9316],{"start":771,"end":483,"type":47,"data":9317},{"link_type":49,"url":9318,"target":51},"https:\u002F\u002Fwww.experian.com\u002Fbusiness\u002Fsolutions\u002Fidentity-solutions\u002Fidentity-graph",{"type":41,"text":9320,"spans":9321},"Contact us today to learn more about how our cookieless solutions can help you.",[9322],{"start":178,"end":1832,"type":47,"data":9323},{"link_type":49,"url":9324},"https:\u002F\u002Fwww.wearemiq.com\u002Fresources\u002Fblog\u002Fhow-miq-identity-spine-boosted-cookieless-reach-by-64-with-experian-graph?contact=true","text_component$a5cb93b8-fea5-4270-9f80-1c85e629cac0","MiQ Product Marketing",{},{"link_type":282},[],[],[9332],{"trigger":38,"form":9333},{"link_type":282},"2024-03-06T18:00:00+0000",{"dimensions":9336,"alt":38,"copyright":38,"url":9337,"id":9338,"edit":9339},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F3eb4fa53-ec81-456a-bc99-204d76e07a29_MiQ-Experian-client-story-blog+2.png?auto=format,compress","ZenstxIAACcAsSzr",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":9341,"alt":38,"copyright":38,"url":9344,"id":9345,"edit":9346},{"width":9342,"height":9343},313,360,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F346d92e4-47b7-49fe-9e4c-2180fdf5c4e8_MiQxExperian-client-story-blog-thumb.png?auto=format,compress","ZenwSRIAACoAsT2d",{"x":178,"y":178,"zoom":95,"background":75},[9348],{"related_article":9349},{"link_type":282},[9351],{"type":41,"text":9352,"spans":9353},"Boosting Cookieless Reach with Identity Spine and Experian Graph",[],[9355],{"type":41,"text":9356,"spans":9357},"While third-party cookies fade, MiQ continues to deliver impressive cookieless reach and scale for advertisers, with the support of partners like Experian.",[],[],[],{},{"id":9362,"uid":9363,"url":38,"type":9,"href":9364,"tags":9365,"first_publication_date":9366,"last_publication_date":5712,"slugs":9367,"linked_documents":9369,"lang":17,"alternate_languages":9370,"data":9371},"Zxf3FxoAAE0Axvzf","partnering-with-pixability-to-set-a-new-youtube-standard","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf3FxoAAE0Axvzf%22%29+%5D%5D",[],"2024-10-22T20:40:57+0000",[9368],"new-youtube-standards-with-pixability",[],[],{"title":9372,"external_link":9373,"summary":9374,"slices":9375,"author_name":1836,"author_position":38,"author_description":38,"author_image":9456,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":9457,"contact_formid":38,"contact_title":9458,"contact_description":9459,"contact_cta":38,"url_form_triggers":9460,"category":2021,"date":9461,"featured_image":9462,"thumbnail":9467,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":9472,"meta_title":9473,"meta_description":9477,"og_title":9478,"og_description":9479,"og_image":9480,"no_index":280},"New YouTube Standards with Pixability",{"link_type":30},[],[9376,9451],{"variation":34,"version":35,"items":9377,"primary":9378,"id":9450,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":9379,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[9380,9384,9390,9400,9404,9407,9411,9417,9420,9424,9427,9431,9437,9440,9444,9447],{"type":41,"text":9381,"spans":9382},"YouTube reigns supreme\nAs we head into 2024, YouTube continues to lead the digital video space. With 2.6 billion global users who watch 5 billion videos a day and upload 500 hours of new content every minute, it’s a critical channel for marketers.",[9383],{"start":178,"end":475,"type":97},{"type":41,"text":9385,"spans":9386},"Thanks to the scale and diversity of users, their engagement with niche content, and the ability to link ad views to actions, YouTube spend has increased and resulted in a huge $30 billion global ad revenue (up from $15 billion in 2019).",[9387],{"start":195,"end":8083,"type":47,"data":9388},{"link_type":49,"url":9389,"target":51},"https:\u002F\u002Fwww.statista.com\u002Fstatistics\u002F289658\u002Fyoutube-global-net-advertising-revenues\u002F",{"type":41,"text":9391,"spans":9392},"And now, YouTube is set to take over the living room. 44% of total time on YouTube is now spent on the big screen through CTV devices, up from 25% in 2019. And according to eMarketer, YouTube leads the streaming category in time spent and ad revenues. With YouTube’s expansion across devices and viewing environments, brands have a new opportunity to reach target consumers in their most engaged moments on their favorite platform.",[9393,9396],{"start":1594,"end":45,"type":47,"data":9394},{"link_type":49,"url":9395,"target":51},"https:\u002F\u002Fcontent-na1.emarketer.com\u002Fyoutube-bets-on-long-short-content",{"start":9397,"end":6391,"type":47,"data":9398},173,{"link_type":49,"url":9399,"target":51},"https:\u002F\u002Fcontent-na1.emarketer.com\u002Fus-ctv-time-spent-vs-ad-spending-2023",{"type":41,"text":9401,"spans":9402},"Why is this important?\nHeightened consumer attention also raises the stakes for brand suitability. Marketers want to ensure their ads are serving next to appropriate and relevant content, while optimizing for scale and performance. But the two goals don’t always go hand in hand. YouTube’s user-generated content attracts lots of engaged users and creates a myriad of opportunities for contextual alignment, but it also raises concerns for marketers about the suitability of that content.",[9403],{"start":178,"end":475,"type":97},{"type":41,"text":9405,"spans":9406},"While simplistic measures like inclusion lists can promote brand suitability, they may also limit the scale needed for a campaign. And with world events, content and public opinion of creators constantly in flux, suitability is hard to maintain. Google provides their own suitable inventory but doesn’t take into account brand-specific nuances, instead assuming that contextually aligning with industry is the best approach for all advertisers.",[],{"type":41,"text":9408,"spans":9409},"Our newly expanded partnership with Pixability\nBecause of the complexities of YouTube, MiQ believes there’s no one-size-fits-all approach that every brand should follow. Every marketer needs to weigh reach, branding and performance goals against brand suitability considerations to develop a custom strategy that works for the brand.",[9410],{"start":178,"end":96,"type":97},{"type":41,"text":9412,"spans":9413},"That’s why MiQ is on a mission to solve marketer challenges on YouTube, and this is supported through our newly expanded partnership with Pixability. As the only company certified by Google for brand suitability, contextual targeting and content insights, Pixability sources data from YouTube to determine the best channels for a campaign to target. MiQ uses Pixability’s proprietary brand suitability solution bolstered by our own industry-leading data science and trading capabilities to ensure brand-safe and relevant advertising on YouTube.",[9414],{"start":6441,"end":1767,"type":47,"data":9415},{"link_type":49,"url":9416,"target":51},"http:\u002F\u002Fwww.pixability.com\u002F",{"type":41,"text":9418,"spans":9419},"What makes Pixability data special? They have a 10-year history of working with Google, which means 10 years of historical YouTube performance data. As a certified member of the YouTube Measurement Program (YTMP), Pixability ingests data directly from the YouTube and YouTube TV ecosystems and maintains the largest library of ingested YouTube channels and videos in the industry. They categorize all this content based on GARM’s Brand Suitability Framework and the IAB content taxonomy to give partners like MiQ granular control over brand-suitable ad placement for each campaign.",[],{"type":41,"text":9421,"spans":9422},"New capabilities for marketers\nWe expanded our data partnership with Pixability to complement our TV viewership dataset of 60 million devices and 43 million households, the largest and most diverse in the industry. It also consolidates our connected programmatic offering across Linear TV, OTT and YouTube under one roof.",[9423],{"start":178,"end":4889,"type":97},{"type":41,"text":9425,"spans":9426},"This expanded partnership also enables more new capabilities for YouTube campaigns activated through MiQ, including more comprehensive omnichannel pre-campaign planning, competitive intelligence and brand suitability that are unmatched by any other YouTube or CTV partner in the industry.",[],{"type":41,"text":9428,"spans":9429},"Understanding the value\n“It’s not just about quantity today, it’s about quality,” says Mohammad Chughtai, MiQ’s Global head of advanced TV. “The programmatic industry is evolving at a rapid pace, and the necessity for true omnichannel success has never been more critical. By combining our extensive programmatic expertise with Pixability’s leading-edge contextual analytics, we’re continuing to set new industry benchmarks for efficiency, effectiveness, and brand suitability in an area that’s been historically difficult to navigate.”",[9430],{"start":178,"end":156,"type":97},{"type":41,"text":9432,"spans":9433},"This partnership is an extension of our initial engagement with Pixability in 2021 which focused on enhancing YouTube performance on DV360 and leveraging Pixability’s BrandShield technology to provide deep brand suitability at the channel and video level. While our original agreement focused on North America, the new partnership includes Europe and APAC, and enables deeper capabilities for campaign planning, brand suitability and targeting.",[9434],{"start":483,"end":6203,"type":47,"data":9435},{"link_type":49,"url":9436,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fpress-releases\u002Fhow-were-enhancing-youtube-performance-on-dv360-with-our-strategic-partnership-with-pixability\u002F",{"type":41,"text":9438,"spans":9439},"Grant Stratemeyer, Pixability’s SVP of Business Development added, “Our collaboration with a unique partner like MiQ enables us to unlock unprecedented opportunities for advertisers on YouTube, and by combining our respective strengths, we’re not just solving existing challenges – we’re advancing new ways for brands to thrive in an increasingly fragmented media landscape and giving them the assurance and control they need to make every ad dollar count without jeopardizing brand integrity.”",[],{"type":41,"text":9441,"spans":9442},"Set your strategy for 2024\nAs we kick off the new year, it’s the perfect time to start thinking about optimization. And when it comes to YouTube, there’s always a lot to optimize – for better or worse. Marketers need scale, performance, brand suitability and insight, but there’s no silver bullet for all these needs.",[9443],{"start":178,"end":108,"type":97},{"type":41,"text":9445,"spans":9446},"By working with MiQ, marketers get access to the most experienced team with the most sophisticated data to set up, manage and run their YouTube campaigns. Through our in-house capabilities and expanded partnership with Pixability, MiQ empowers marketers with the most comprehensive and holistic approach to the world’s favorite video platform, helping them maximize efficiency and ROAS.",[],{"type":41,"text":9448,"spans":9449},"To learn more about our Pixability partnership and YouTube capabilities, please reach out to your MiQ Sales Rep.",[],"text_component$2b49174e-5c68-4751-afcc-564febfcb260",{"variation":34,"version":35,"items":9452,"primary":9453,"id":9455,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":9454,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$1f79049b-b9d4-4fb9-a188-80e2c92448e0",{},{"link_type":282},[],[],[],"2024-01-29T00:00:00+0000",{"dimensions":9463,"alt":38,"copyright":38,"url":9464,"id":9465,"edit":9466},{"width":68,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F9d1a1b59-68c5-4fcf-8748-05c1a131979e_2024-MiQxPixability-blog.jpg?auto=format,compress","Ze7xABEAACcAX8DZ",{"x":178,"y":178,"zoom":95,"background":8943},{"dimensions":9468,"alt":38,"copyright":38,"url":9469,"id":9470,"edit":9471},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F7b19cc59-86a8-43df-a38d-d96035f64240_Partnering+with+Pixability+to+set+a+new+YouTube+standard.jpg?auto=format,compress","ZdM1IxEAACgAVy4E",{"x":178,"y":178,"zoom":95,"background":8943},[],[9474],{"type":41,"text":9475,"spans":9476,"direction":52},"Setting New Standards in YouTube Advertising with Pixability",[],[],[],[],{},{"id":9482,"uid":9483,"url":38,"type":9,"href":9484,"tags":9485,"first_publication_date":9486,"last_publication_date":9487,"slugs":9488,"linked_documents":9490,"lang":17,"alternate_languages":9491,"data":9492},"Zxf4xBoAAEUAxwAy","miq-marketing3","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf4xBoAAEUAxwAy%22%29+%5D%5D",[],"2024-10-22T20:40:53+0000","2026-04-27T16:34:59+0000",[9489],"only-17-of-ctv-advertisers-consider-themselves-experts",[],[],{"title":9493,"external_link":9494,"summary":9495,"slices":9496,"author_name":1836,"author_position":38,"author_description":38,"author_image":9643,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":9644,"contact_formid":38,"contact_title":9645,"contact_description":9646,"contact_cta":38,"url_form_triggers":9647,"category":2021,"date":9648,"featured_image":9649,"thumbnail":9654,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":9655,"meta_title":9656,"meta_description":9660,"og_title":9661,"og_description":9662,"og_image":9663,"no_index":280},"Future of TV Advertising in Canada",{"link_type":30},[],[9497],{"variation":34,"version":35,"items":9498,"primary":9499,"id":9642,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":9500,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[9501,9504,9507,9510,9513,9516,9519,9522,9525,9528,9534,9537,9540,9543,9546,9549,9552,9555,9558,9561,9568,9571,9574,9577,9580,9583,9586,9589,9592,9599,9602,9605,9608,9611,9614,9621,9624,9627,9633,9636],{"type":41,"text":9502,"spans":9503},"We’ve just released an in-depth report about TV viewing habits in Canada. The headline news?",[],{"type":41,"text":9505,"spans":9506},"Connected TV (CTV) is on the rise.",[],{"type":41,"text":9508,"spans":9509},"Today, over 67% of adults in Canada consume CTV, and 89% of advertisers have already stated their intent to maintain or increase their CTV spend next year. It’s no wonder CTV ad expenditure is expected to hit $1 billion CAD soon.",[],{"type":41,"text":9511,"spans":9512},"It’s an exciting time.\nSo, what’s behind the CTV gold rush in Canada? A variety of factors:",[],{"type":216,"text":9514,"spans":9515},"As the cost of entry to CTV falls, more households are adopting smart TV devices and choose streaming",[],{"type":216,"text":9517,"spans":9518},"We’re witnessing a rise in ad-supported streaming as new TV distribution methods like FAST channels, AVOD, BVOD etc have emerged",[],{"type":216,"text":9520,"spans":9521},"Advertisers are realizing the ROI of CTV can outweigh the perceived (falling) cost",[],{"type":41,"text":9523,"spans":9524},"All these things present a huge opportunity for advertisers. But…",[],{"type":91,"text":9526,"spans":9527},"Only 17% of CTV advertisers consider themselves ‘experts’",[],{"type":41,"text":9529,"spans":9530},"In our report, we discovered only 17% of advertisers using CTV would consider themselves to be CTV ‘experts’.",[9531],{"start":5980,"end":5776,"type":47,"data":9532},{"link_type":49,"url":9533,"target":51},"https:\u002F\u002Fbit.ly\u002F3t5PTBv",{"type":41,"text":9535,"spans":9536},"In fact, 52% admitted to only having ‘some’ or ‘limited’ knowledge of how CTV works — despite 43% using self-serve methods.",[],{"type":41,"text":9538,"spans":9539},"What can advertisers do to increase their knowledge and confidence? It’s about strategy.",[],{"type":91,"text":9541,"spans":9542},"Giving Canadian businesses a CTV boost",[],{"type":41,"text":9544,"spans":9545},"Any Canadian knows there’s no country quite like ours. In our report, our regional differences shone through. TV viewers from Quebec and the Atlantic Provinces were happy to consume up to 7.5 ads in one go, whereas other provinces were only fine with up to 6.5. In the Prairies, 30% of viewers have also migrated entirely to streaming — higher than in other areas.",[],{"type":41,"text":9547,"spans":9548},"Variance across regions, coupled with the task of finding high-quality data, means a strategy backed by truly Canadian insights would be key for Canadian businesses looking to conquer CTV.",[],{"type":41,"text":9550,"spans":9551},"While nearly half of CTV advertisers use self-serve methods, a managed services approach with access to more diverse audience targeting, could be the solution for overcoming diverse challenges and unlocking impactful results.",[],{"type":41,"text":9553,"spans":9554},"Here are three reasons managed services could be exactly what you’re looking for.",[],{"type":91,"text":9556,"spans":9557},"1. The right partnerships",[],{"type":41,"text":9559,"spans":9560},"At MiQ Canada, we’ve partnered with local and global organizations to enhance how we execute CTV campaigns.",[],{"type":41,"text":9562,"spans":9563},"By working with Bell Media, we’re able to access local, linear TV insights into how your (and your competitors’) campaigns are performing. As an example, we used local data to effectively reach CTV audiences in a 10-kilometer radius for Bin There Dump That franchises.",[9564],{"start":5964,"end":9565,"type":47,"data":9566},256,{"link_type":49,"url":9567,"target":51},"https:\u002F\u002Fbit.ly\u002F3t2Aj9y",{"type":41,"text":9569,"spans":9570},"Or, with ACR (automatic content recognition) data, we can classify over- and under-exposed Linear TV ad audiences. Then, we can target those under-exposed viewers, ensuring maximum reach with normalized exposure.",[],{"type":41,"text":9572,"spans":9573},"Our partnership with Environics Analytics lets us tell a bigger story about your campaign performance with deeper insights into viewership data. This gives you the most accurate answer to the question, “Am I reaching the right people?”.",[],{"type":91,"text":9575,"spans":9576},"2. The largest and most diverse CTV offering",[],{"type":41,"text":9578,"spans":9579},"The not-so-secret secret to CTV success is data. The better data you have, the more cost-effective and impactful your campaigns can be.",[],{"type":41,"text":9581,"spans":9582},"Our CTV offering is built by a world-leading team of data scientists, aided by automation and AI. This means we can do incredible things — like measuring everything, right down to online purchases. Yes, TV advertising is no longer reserved for top-of-funnel activity.",[],{"type":41,"text":9584,"spans":9585},"By effectively connecting a wide range of data points, we’ve even developed TV-sync capabilities where we can target your audience on their mobile device right after they’ve seen your ad on TV, or your competitor’s ad. And we make sure you don’t waste impressions with duplication or guesswork.",[],{"type":91,"text":9587,"spans":9588},"3. The tools to get creative",[],{"type":41,"text":9590,"spans":9591},"CTV is an exciting space where you can do things that were, until recently, impossible.",[],{"type":41,"text":9593,"spans":9594},"One example is dynamic CTV. We helped a Canadian online sports betting brand reach 284,000 households it had been unable to access through traditional linear activity — with a 99% video completion rate. We did this by streaming real-time betting odds accompanied by a QR code to encourage users to download the brand’s app. The dynamic ad units with live betting odds resulted in 2x more QR code scans to download the app compared to static ads. Check out the full story here.",[9595],{"start":9596,"end":8089,"type":47,"data":9597},471,{"link_type":49,"url":9598,"target":51},"https:\u002F\u002Fbit.ly\u002F410km0l",{"type":41,"text":9600,"spans":9601},"Another way we help brands deliver impactful ads is with our Creative Suite. Our creative experts will help turn your vision into reality — while you retain total control over everything. We can assist with video, design, development, animation, and much more.",[],{"type":91,"text":9603,"spans":9604},"Multichannel: a stream come true",[],{"type":41,"text":9606,"spans":9607},"But that’s not all! There’s one clear similarity between the best CTV advertisers — they’re doing multichannel right.",[],{"type":41,"text":9609,"spans":9610},"When you consider that 40% of Canadians almost always use a second screen while consuming TV, this presents an opportunity to tell your story across screens – and get a step up on traditional-only competitors.",[],{"type":41,"text":9612,"spans":9613},"It’s important to note, simply targeting multiple platforms isn’t enough — in fact, this can lead to siloed reporting and imbalanced ad saturation. You need a truly connected approach to hit the right screens, in the right places, at the right time.",[],{"type":41,"text":9615,"spans":9616},"In practice, that looks something like this: in just four weeks, a top Canadian DTC jewelry brand boosted sales eightfold in an omnichannel campaign that delivered 4.3 million impressions among prospects. The campaign tripled the website visits and drove 8x the number of online orders. They did this by creating awareness with CTV ads before retargeting households through a performance display campaign. Check out the full story here.",[9617],{"start":9618,"end":3908,"type":47,"data":9619},431,{"link_type":49,"url":9620,"target":51},"https:\u002F\u002Fbit.ly\u002F3T9xnT8",{"type":91,"text":9622,"spans":9623},"Become a CTV expert",[],{"type":41,"text":9625,"spans":9626},"We’re committed to giving Canadian businesses the tools they need to become CTV experts.",[],{"type":41,"text":9628,"spans":9629},"That’s why we created our Unlocked series. It’s a collection of bespoke sessions designed to help you overcome your CTV challenges. Whether you’re looking to level up your CTV skills, or if you’re completely new to the scene, there’s something there for you – and we are constantly adding new sessions.",[9630],{"start":108,"end":4883,"type":47,"data":9631},{"link_type":49,"url":9632,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fmiq-unlocked\u002F",{"type":41,"text":9634,"spans":9635},"Looking to run your first CTV campaign? Or searching for ways to optimize CTV performance? We’d love to help.",[],{"type":41,"text":9637,"spans":9638},"Just book one of our MiQ Unlocked sessions to get started or reach me at amith.vikram@miqdigital.com for more information.",[9639],{"start":7396,"end":1256,"type":47,"data":9640},{"link_type":49,"url":9641},"mailto:amith.vikram@miqdigital.com","text_component$615aeb8b-fe92-4599-9c28-d1f17942f5c8",{},{"link_type":282},[],[],[],"2023-12-05T00:00:00+0000",{"dimensions":9650,"alt":38,"copyright":38,"url":9651,"id":9652,"edit":9653},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F188b5aa0-7fe6-4004-9743-6676bc762426_MiQ-New-ATV-Blog-Image.png?auto=format,compress","ZcoJmhEAACkA9RpE",{"x":178,"y":178,"zoom":95,"background":75},{},[],[9657],{"type":41,"text":9658,"spans":9659,"direction":52},"The Future of TV Advertising in Canada",[],[],[],[],{},{"id":9665,"uid":9666,"url":38,"type":9,"href":9667,"tags":9668,"first_publication_date":9669,"last_publication_date":6685,"slugs":9670,"linked_documents":9672,"lang":17,"alternate_languages":9673,"data":9674},"Zxf3VBoAAEcAxv1c","get-to-know-your-cpg-shoppers-with-basket-analysis-data","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf3VBoAAEcAxv1c%22%29+%5D%5D",[],"2024-10-22T20:40:55+0000",[9671],"cpg-shopper-insights-with-basket-analysis",[],[],{"title":9675,"external_link":9676,"summary":9677,"slices":9678,"author_name":1836,"author_position":38,"author_description":38,"author_image":9775,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":9776,"contact_formid":38,"contact_title":9777,"contact_description":9778,"contact_cta":38,"url_form_triggers":9779,"category":2021,"date":9780,"featured_image":9781,"thumbnail":9786,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":9787,"meta_title":9788,"meta_description":9792,"og_title":9793,"og_description":9794,"og_image":9795,"no_index":280},"CPG Shopper Insights with Basket Analysis",{"link_type":30},[],[9679,9770],{"variation":34,"version":35,"items":9680,"primary":9681,"id":9769,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":9682,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[9683,9686,9690,9693,9696,9699,9706,9710,9716,9722,9726,9730,9733,9736,9741,9744,9748,9752,9756,9760,9763],{"type":41,"text":9684,"spans":9685},"Brand affinity, also known as basket analysis, allows advertisers to see other brands or specific products consumers are purchasing. In this blog post, we’ll reveal how a basket analysis helps marketers deliver more targeted and effective advertising campaigns.",[],{"type":41,"text":9687,"spans":9688},"What is a basket analysis?",[9689],{"start":178,"end":108,"type":97},{"type":41,"text":9691,"spans":9692},"A basket analysis is a data-driven review of a brand’s consumer purchase patterns to identify associations between products or brands. By analyzing historical transactional data, advertisers can uncover hidden connections between items frequently bought together by consumers.",[],{"type":41,"text":9694,"spans":9695},"For instance, if the analysis reveals that customers who purchase organic baby food products also tend to buy eco-friendly cleaning supplies, advertisers can strategically cross-promote these items or tailor advertisements to resonate with this specific demographic. ",[],{"type":41,"text":9697,"spans":9698},"Understanding what people are buying alongside their product allows marketers to take a data-driven approach to audience targeting, from a national brand awareness campaign all the way to a hyper-local, DMA driven campaign to drive sales at a local retailer. MiQ’s Consumer Link provides this analysis for our customers to utilize the data for planning programmatic campaigns effectively.",[],{"type":65,"url":9700,"alt":38,"copyright":38,"dimensions":9701,"id":9704,"edit":9705},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fc03c6e88-ba27-4c37-b265-a137b6fdd13d_CPG-Dashboard-mockup.png?auto=format,compress",{"width":9702,"height":9703},499,336,"ZcoKrREAACkA9Rvd",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":9707,"spans":9708},"Combining RFM and basket analyses for greater personalization",[9709],{"start":178,"end":6202,"type":97},{"type":41,"text":9711,"spans":9712},"A recent Walmart press release stated, “Carts give us a glimpse into our customers’ passions, interests and what matters most in their daily lives.” Knowing the purchase patterns and buying habits of a brand’s audience can help marketers create more targeted offers and more personalized messaging. ",[9713],{"start":493,"end":4889,"type":47,"data":9714},{"link_type":49,"url":9715},"https:\u002F\u002Fcorporate.walmart.com\u002Fnewsroom\u002F2023\u002F07\u002F12\u002Fpatrick-mahomes-becky-g-and-barbie-inspire-new-ways-to-shop-their-favorite-products#:~:text=We%20teamed%20up%20with%20Patrick,these%20famous%20favorites%20from%20Walmart.",{"type":41,"text":9717,"spans":9718},"Let’s look at how a dietary supplement and vitamin brand might use basket analysis and RFM analysis to improve their advertising strategies. ",[9719],{"start":6241,"end":5031,"type":47,"data":9720},{"link_type":49,"url":9721,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fblog\u002Funlock-rfm-analysis-for-cpg",{"type":41,"text":9723,"spans":9724},"Basket Analysis: Using basket analysis data, the brand sees that people who buy their multivitamins often also get fish oil supplements and immune-boosting products. This indicates that some customers are more deeply invested in their overall well-being than those who only buy the multivitamin. ",[9725],{"start":178,"end":765,"type":97},{"type":41,"text":9727,"spans":9728},"RFM Analysis: Using RFM analysis the brand segments its customers into different groups based on their behavior. The brand targets its most loyal customers with related product messaging, such as a special discount on fish oil supplements. It targets shoppers with the highest cart value with premium bundles of multivitamins, fish oil, and immune-boosting products.",[9729],{"start":178,"end":918,"type":97},{"type":41,"text":9731,"spans":9732},"Combining insights from basket analysis and RFM, the brand can create dynamic product recommendations on their website, showing related products to customers based on their past purchases. For instance, when a customer adds multivitamins to their cart, they may receive a pop-up suggesting complementary items like fish oil supplements.",[],{"type":41,"text":9734,"spans":9735},"By utilizing both Basket Analysis and RFM analysis data, the health and wellness brand can deliver tailored advertising messages and offers that cater to different customer segments, thereby increasing personalization, customer engagement, and ultimately, sales.",[],{"type":41,"text":9737,"spans":9738},"How MiQ puts RFM and brand analysis into action",[9739],{"start":178,"end":9740,"type":97},47,{"type":41,"text":9742,"spans":9743},"RFM and brand affinity analyses provide brands valuable insights to be used for planning, but activating a campaign with MiQ is where these insights lead to action.",[],{"type":41,"text":9745,"spans":9746},"Audience targeting. Create audience segments for activation across all leading ad tech platforms given our agnostic position and partnerships in market.",[9747],{"start":178,"end":2238,"type":97},{"type":41,"text":9749,"spans":9750},"Campaign optimization. By utilizing the insights from RFM and basket analysis, coupled with real-time campaign data, MiQ can identify the most effective channels, ad formats and bidding strategies for each audience target. This precision targeting and campaign monitoring ensures that programmatic media investments are allocated strategically, resulting in improved campaign performance and higher ROI.",[9751],{"start":178,"end":1789,"type":97},{"type":41,"text":9753,"spans":9754},"Retention strategies. Since retaining existing customers is a top priority for CPG advertisers, RFM and basket analyses, alongside campaign data, allow marketers to execute campaigns that re-engage and retain these customers. Examples include advertising in curated content, creative with personalized offers and other tactics that strengthen loyalty and foster long-term relationships with customers.",[9755],{"start":178,"end":424,"type":97},{"type":41,"text":9757,"spans":9758},"Results-driven budget planning. Measuring campaign performance can provide insights across the funnel from brand awareness to footfall and sales. Robust reporting leads to intelligent resource allocation decisions that can maximize the impact of future marketing campaigns, ensuring that investments are focused on the areas that generate the highest ROI.",[9759],{"start":178,"end":109,"type":97},{"type":41,"text":9761,"spans":9762},"Ultimately, RFM and basket analysis are tactics in a toolset designed to not only drive better business outcomes, but enhance long term customer relationships that allow marketers to thrive in the competitive CPG landscape. ",[],{"type":41,"text":9764,"spans":9765},"Let us show you how MiQ can elevate your programmatic media buying to new heights. Click here to schedule a demo of Consumer Link.",[9766],{"start":4917,"end":1224,"type":47,"data":9767},{"link_type":49,"url":9768,"target":51},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fcpg-webinar-thankyou-0","text_component$57f65112-7b72-4084-b29f-96d728a31913",{"variation":34,"version":35,"items":9771,"primary":9772,"id":9774,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":9773,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$37f2aa05-df18-4bd3-bdec-ea23ec79931e",{},{"link_type":282},[],[],[],"2023-11-14T00:00:00+0000",{"dimensions":9782,"alt":38,"copyright":38,"url":9783,"id":9784,"edit":9785},{"width":68,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F2b7859c9-9f18-43af-a193-c0d351550773_CPG-Blog-headers-Basket_Analysis.png?auto=format,compress","ZcoKxBEAAC4A9RwC",{"x":178,"y":178,"zoom":95,"background":75},{},[],[9789],{"type":41,"text":9790,"spans":9791,"direction":52},"CPG Shopper Insights: Leveraging Basket Analysis Data",[],[],[],[],{},{"id":9797,"uid":9798,"url":38,"type":9,"href":9799,"tags":9800,"first_publication_date":9801,"last_publication_date":9802,"slugs":9803,"linked_documents":9805,"lang":17,"alternate_languages":9806,"data":9807},"Zxf5zRoAAEQAxwJS","rfm-recency-frequency-monetary-analysis-data-empowers","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5zRoAAEQAxwJS%22%29+%5D%5D",[],"2024-10-22T20:40:36+0000","2026-04-28T15:12:59+0000",[9804],"boost-cpg-media-with-rfm-analysis",[],[],{"title":9808,"external_link":9809,"summary":9810,"slices":9811,"author_name":1836,"author_position":38,"author_description":38,"author_image":9896,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":9897,"contact_formid":38,"contact_title":9898,"contact_description":9899,"contact_cta":38,"url_form_triggers":9900,"category":2021,"date":9780,"featured_image":9901,"thumbnail":9906,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":9907,"meta_title":9908,"meta_description":9911,"og_title":9912,"og_description":9913,"og_image":9914,"no_index":280},"Boost CPG Media with RFM Analysis",{"link_type":30},[],[9812,9891],{"variation":34,"version":35,"items":9813,"primary":9814,"id":9890,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":9815,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[9816,9819,9823,9826,9837,9840,9843,9846,9849,9851,9854,9859,9862,9865,9868,9871,9877,9880,9882,9888],{"type":41,"text":9817,"spans":9818},"RFM (Recency, Frequency, Monetary) analysis data empowers CPG brands to reach their target audience with greater precision and maximize the return on their programmatic media investments. RFM is used to segment existing customers based on purchase patterns and buying behaviors. Marketers can leverage these insights to personalize the creative messages and offers delivered to all of these shopper segments. In this blog post, we will focus on how RFM analysis data helps CPG brands increase customer acquisition, retention and conversion.",[],{"type":41,"text":9820,"spans":9821},"What is RFM analysis?",[9822],{"start":178,"end":1789,"type":97},{"type":41,"text":9824,"spans":9825},"While there are multiple audience segmentation strategies available in the marketplace, RFM is a powerful type of audience segmentation that helps marketers understand shopper behavior. Specifically, MiQ’s RFM allows brands to understand how customers are interacting with their brand now versus how they previously interacted. This insight gives brands the ability to dig into behavioral shifts and how to influence positive LTV (lifetime value). ",[],{"type":41,"text":9827,"spans":9828},"If you’d like to learn more about how an RFM analysis is built, check out this Medium article from Meghana Rangarajan, Senior Business Analyst at MiQ. ",[9829,9830,9834],{"start":178,"end":2004,"type":110},{"start":9831,"end":2201,"type":47,"data":9832},64,{"link_type":49,"url":9833},"https:\u002F\u002Fmedium.com\u002F@meghanarangarajan\u002Frfm-analysis-a-customer-segmentation-strategy-when-what-how-why-7bb6132c3ca3",{"start":434,"end":5387,"type":47,"data":9835},{"link_type":49,"url":9836},"https:\u002F\u002Fmedium.com\u002F@meghanarangarajan?source=post_page-----7bb6132c3ca3--------------------------------",{"type":41,"text":9838,"spans":9839},"With an RFM analysis, marketers can segment their customers into distinct audiences based on recency, frequency, and monetary value.",[],{"type":216,"text":9841,"spans":9842},"Recency – How recently a customer has made a purchase",[],{"type":216,"text":9844,"spans":9845},"Frequency – How often a customer makes a purchase",[],{"type":216,"text":9847,"spans":9848},"Monetary value – How much money a customer spends on the purchase\n",[],{"type":41,"text":57,"spans":9850},[],{"type":41,"text":9852,"spans":9853},"With an RFM analysis, marketers can identify core, high-value customers, as well as promising or slipping consumers. This allows advertisers to create programmatic media campaigns that resonate with a target audience more effectively by reaching them on specific channels with the messaging that is most effective for their specific segment. ",[],{"type":65,"url":9855,"alt":38,"copyright":38,"dimensions":9856,"id":9857,"edit":9858},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F77b5bad1-2878-469f-b7ca-c8f2c3391ff5_CPG-Blog-RFM-cards-1200x628.png?auto=format,compress",{"width":292,"height":293},"ZcoL5BEAAC4A9R29",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":9860,"spans":9861},"With RFM analysis, advertisers can better understand their consumers and the likelihood that they will purchase a particular product, leading to activation strategies that drive ROI by eliminating investment waste. But that’s just the beginning. In today’s era of personalization, MiQ’s Consumer Link RFM analysis empowers CPG brands to create hyper-personalized programmatic media campaigns that appeal to specific customers depending on where they are on their purchase journey. ",[],{"type":41,"text":9863,"spans":9864},"Data-driven targeting capabilities, coupled with highly relevant and personalized ads delivered to distinct customer segments lead to more performant programmatic media buys. ",[],{"type":41,"text":9866,"spans":9867},"For example, a loyal customer of one specific SKU could be a loyalty program message to increase their retention probability. A first-time customer might convert again quickly with a complementary product message, building loyalty and overall customer value. And a competitor’s slipping customers might just switch over with a well-timed coupon promotion. ",[],{"type":41,"text":9869,"spans":9870},"That’s right – with MiQ’s RFM Analysis, you can see (and target) your competitor’s at-risk shopper segments to secure new customers and capture additional dollars. ",[],{"type":65,"url":9872,"alt":38,"copyright":38,"dimensions":9873,"id":9875,"edit":9876},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F402c6df0-0c64-4f66-86ba-a97bf998acf5_RMF-Analysis-Consumer-Link-1-1200x384.png?auto=format,compress",{"width":292,"height":9874},384,"ZcoMCREAAC0A9R32",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":9878,"spans":9879},"With an RFM analysis, marketers can tailor messaging to specific audiences and leverage a dynamic creative optimization strategy that ensures each consumer receives a customized advertising experience that drives interest, engagement, and action. ",[],{"type":41,"text":57,"spans":9881},[],{"type":41,"text":9883,"spans":9884},"MiQ’s Consumer Link  helps CPG brands drive ROI with more effective media buying strategies. See how it would work for your brand, download the CPG Marketer’s Guide to Consumer Link.",[9885],{"start":178,"end":6391,"type":47,"data":9886},{"link_type":49,"url":9887,"target":51},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fmiqs-consumer-link",{"type":41,"text":6589,"spans":9889},[],"text_component$be11058b-162c-4251-bff5-8d9adf143dda",{"variation":34,"version":35,"items":9892,"primary":9893,"id":9895,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":9894,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$b11edfd3-556a-4094-b164-05b7d8ce8023",{},{"link_type":282},[],[],[],{"dimensions":9902,"alt":38,"copyright":38,"url":9903,"id":9904,"edit":9905},{"width":68,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F5a8e1d3d-c260-44d6-a841-b81a97afef31_CPG-Blog-headers-RFM.png?auto=format,compress","ZcoMWxEAAC0A9R5v",{"x":178,"y":178,"zoom":95,"background":75},{},[],[9909],{"type":41,"text":9808,"spans":9910,"direction":52},[],[],[],[],{},{"id":6273,"uid":6278,"url":38,"type":9,"href":9916,"tags":9917,"first_publication_date":6276,"last_publication_date":6277,"slugs":9918,"linked_documents":9919,"lang":17,"alternate_languages":9920,"data":9921},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5qxoAAEgAxwIP%22%29+%5D%5D",[],[6275],[],[],{"title":9922,"external_link":9923,"summary":9924,"slices":9925,"author_name":1836,"author_position":38,"author_description":38,"author_image":10024,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":10025,"contact_formid":38,"contact_title":10026,"contact_description":10027,"contact_cta":38,"url_form_triggers":10028,"category":2021,"date":10029,"featured_image":10030,"thumbnail":10035,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":10036,"meta_title":10037,"meta_description":10040,"og_title":10041,"og_description":10042,"og_image":10043,"no_index":280},"CTV Ad Transparency and Fraud Concerns",{"link_type":30},[],[9926],{"variation":34,"version":35,"items":9927,"primary":9928,"id":10023,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":9929,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[9930,9933,9936,9939,9942,9945,9948,9951,9954,9957,9960,9963,9966,9969,9972,9975,9978,9981,9984,9987,9990,9993,9996,9999,10002,10005,10008,10011,10014,10017,10020],{"type":41,"text":9931,"spans":9932,"direction":52},"Connected TV (CTV) is taking the programmatic industry by storm. “The CTV gold rush” is our new blog series which looks at some of the most prevalent challenges within CTV, and how to overcome them. With some great research-based insights and plenty of tips, you’ll come away armed with more knowledge and better CTV strategies. Check out the other blogs in this series and discover more about evolving viewership trends, and how to find your most valuable audience on CTV.",[],{"type":41,"text":9934,"spans":9935,"direction":52},"Connected TV (CTV) has become a major player in digital marketing, with big dollars up for grabs. But thanks to plenty of bad actors, a lack of selling transparency, and a lack of buying knowledge, CTV is full of murky processes and bad practices. We’ll look at what the issues are, and how marketers can combat them.",[],{"type":41,"text":9937,"spans":9938,"direction":52},"CTV’s first big issue? Fraud.",[],{"type":41,"text":9940,"spans":9941,"direction":52},"Misleading tactics can be used to falsely report the number of impressions for a CTV campaign. The most common type is bot fraud. This is where fake TV devices are used to mimic viewership, when – in reality – the ad was never seen by human eyes. It poses a huge risk for marketers, as measurements might not be ‘measuring’ anything.",[],{"type":41,"text":9943,"spans":9944,"direction":52},"Unfortunately, fraud is on the rise. DV’s Global Insights Report found that CTV bot fraud surged by 69% in 2022 (compared to 2021), and unprotected campaigns experienced a fraud rate of 11.2%, compared to just 0.6% for protected campaigns. Since 2020, the number of CTV fraud schemes and variants detected annually has tripled.",[],{"type":41,"text":9946,"spans":9947,"direction":52},"So, how can you combat fraud? The best defense is to buy inventory solely on a private marketplace (PMP). But while this ensures quality, this brings us to the next issue: app bundling.",[],{"type":41,"text":9949,"spans":9950,"direction":52},"App bundling can create big challenges.",[],{"type":41,"text":9952,"spans":9953,"direction":52},"App bundling is when networks or platforms sell their CTV inventory via a PMP, identified via an ID that’s bought directly through the DSP. Since bundle IDs are manually created, they aren’t regulated and aren’t guaranteed to be unique. This results in a number of problems.",[],{"type":41,"text":9955,"spans":9956,"direction":52},"Firstly, there’s no flexibility. Advertisers are often forced to buy a bundle from premium publishers, even if they just want a specific app or show.",[],{"type":41,"text":9958,"spans":9959,"direction":52},"Secondly, the bundle ID itself tells you nothing about the inventory included. To see what’s included, you’d have to manually look up the URL. Bundle IDs can also include a variety of the different levels of app quality and audiences. This can be a mixture of:",[],{"type":41,"text":9961,"spans":9962,"direction":52},"TV Everywhere apps, which are previous cable or broadcast channels (like Fox or Discovery), who own their own original content and now run a CTV app. These are considered the most premium.",[],{"type":41,"text":9964,"spans":9965,"direction":52},"SVOD (subscription-video-on-demand) apps such as Hulu. These premium subscription-based apps have some ad space available. These apps usually have some amount of original content too.",[],{"type":41,"text":9967,"spans":9968,"direction":52},"AVOD (advertising-video-on-demand) apps, otherwise known as FAST (free ad-supported TV). This includes the likes of Tubi or Pluto which often license TV content from other sources.",[],{"type":41,"text":9970,"spans":9971,"direction":52},"Digital pure-play apps, such as Newsy, WatchFree or Cheddar. These either license content from elsewhere or aggregate short form video content. On free apps, the content is also more likely to run on public CTV, like in gyms or other public spaces. Attention is low and the sound is likely turned off.",[],{"type":41,"text":9973,"spans":9974,"direction":52},"And thirdly, even once you know what’s included, you may not know what percentage of your impressions are being allocated across the bundle. Up to 90% of your spend could be served on digital pure-play apps and you wouldn’t know.",[],{"type":41,"text":9976,"spans":9977,"direction":52},"When we consider that many networks have 100+ bundle IDs (and growing), most marketers simply don’t have the time to get into the details of app and genre level and check the quality of new and existing IDs.",[],{"type":41,"text":9979,"spans":9980,"direction":52},"But there are questions you can ask your CTV partners to ensure you’re getting the transparency you need:",[],{"type":41,"text":9982,"spans":9983,"direction":52},"Do you run via PMPs or Open Exchange?",[],{"type":41,"text":9985,"spans":9986,"direction":52},"Do you provide transparent reporting at the app and genre level?",[],{"type":41,"text":9988,"spans":9989,"direction":52},"Can you provide me the % breakout per app that my ads are being delivered on?",[],{"type":41,"text":9991,"spans":9992,"direction":52},"What % of my campaign is being delivered on OTT vs. CTV?",[],{"type":41,"text":9994,"spans":9995,"direction":52},"How do you determine the CTV app mix that will best hit my objectives?",[],{"type":41,"text":9997,"spans":9998,"direction":52},"Do you include inventory on any public CTVs?",[],{"type":41,"text":10000,"spans":10001,"direction":52},"What is your rate of fraudulent impressions and how do you tackle fraud?",[],{"type":41,"text":10003,"spans":10004,"direction":52},"Getting answers to these questions is a great starting point. Armed with some valuable insights, you can really get to grips with combating fraud and make the most of your campaigns.",[],{"type":41,"text":10006,"spans":10007,"direction":52},"Get in touch for more details on how to get transparent CTV campaign reporting.",[],{"type":41,"text":10009,"spans":10010,"direction":52},"MiQ’s approach to programmatic supply",[],{"type":41,"text":10012,"spans":10013,"direction":52},"Want to know what makes our approach to programmatic supply so good? Let’s get into it. The foundation to our entire approach is the fact we’re truly platform and inventory agnostic. We proactively work with the best inventory providers in the market which means we’re flexible, and constantly a step ahead (if not two).",[],{"type":41,"text":10015,"spans":10016,"direction":52},"We also operate on a refined list of SSPs and publishers. This is all based on previous performance, industry reputation, trust, and human auditing. And we thoroughly vet our sellers before testing and activation. We simply won’t work with anyone who has a history of ad fraud, reselling or intermediaries. If there’s foul play, there’s no partnership.",[],{"type":41,"text":10018,"spans":10019,"direction":52},"Plus, we’re actively working to make 100% of our supply direct-only (meaning no intermediaries). So far, we’ve curated over 2000 direct-to-publisher (or SSP) private marketplace deals categorized by IAB category, price point, and brand suitability. This means that inventory being supplied and transacted on is 100% brand-safe, and it’ll perform up to the MiQ gold standard.",[],{"type":41,"text":10021,"spans":10022,"direction":52},"And thanks to MiQ’s Intelligence Hub, you’ll have transparent campaign reporting and insights at your fingertips. Via your own dashboard, you’ll be able to see a breakdown of impressions, view-through rate by the exact app and content genre served. At any point, you can have any information you need. We don’t keep any secrets.",[],"text_component$917f328c-96b8-493f-8283-de75e847d56b",{},{"link_type":282},[],[],[],"2023-08-15T23:00:00+0000",{"dimensions":10031,"alt":38,"copyright":38,"url":10032,"id":10033,"edit":10034},{"width":68,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653b963c0b105250cf53b86d_CTV-Blog-headers-2-Understanding-where-your-CTV-ads-are-really-running.png?auto=format,compress","ZTuWPAsQUlDPU7ht",{"x":178,"y":178,"zoom":95,"background":75},{},[],[10038],{"type":41,"text":9922,"spans":10039,"direction":52},[],[],[],[],{},{"id":4978,"uid":4983,"url":38,"type":9,"href":10045,"tags":10046,"first_publication_date":4981,"last_publication_date":4982,"slugs":10047,"linked_documents":10048,"lang":17,"alternate_languages":10049,"data":10050},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5khoAAEkAxwHd%22%29+%5D%5D",[],[4980],[],[],{"title":10051,"external_link":10052,"summary":10053,"slices":10054,"author_name":1836,"author_position":38,"author_description":38,"author_image":10155,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":10156,"contact_formid":38,"contact_title":10157,"contact_description":10158,"contact_cta":38,"url_form_triggers":10159,"category":2021,"date":10029,"featured_image":10160,"thumbnail":10165,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":10166,"meta_title":10167,"meta_description":10170,"og_title":10171,"og_description":10172,"og_image":10173,"no_index":280},"Finding Valuable CTV Audiences",{"link_type":30},[],[10055],{"variation":34,"version":35,"items":10056,"primary":10057,"id":10154,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":10058,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[10059,10062,10065,10068,10071,10074,10076,10082,10084,10086,10089,10092,10095,10098,10100,10107,10109,10112,10115,10118,10121,10124,10127,10130,10133,10136,10141,10144,10147],{"type":41,"text":10060,"spans":10061},"Connected TV (CTV) is taking the programmatic industry by storm. “The CTV gold rush” is our new blog series which looks at some of the most prevalent challenges within CTV, and how to overcome them. With some great research-based insights and plenty of tips, you’ll come away armed with more knowledge and better CTV strategies. Check out the rest of the series for more great insights, including the subject of content transparency and fraud, and find out where your CTV ads are really running.",[],{"type":41,"text":10063,"spans":10064},"The potential of Connected TV (CTV) is huge. But while marketers continue to buy CTV in a similar way to linear, its potential is still largely untapped. Advertisers are falling into common traps and aren’t capturing all the audience targeting benefits. In this blog, we look at how to use digital data to reach valuable audiences, and tackle common challenges one-by-one.",[],{"type":41,"text":10066,"spans":10067},"Challenge 1: Finding your fickle audience across CTV content",[],{"type":41,"text":10069,"spans":10070},"The explosion of apps, channels and shows has created endless variety and huge fragmentation. This means consumers are fickle about subscriptions and often change platforms so they can consume the latest content. You can read more about this in our first blog of the series.",[],{"type":41,"text":10072,"spans":10073},"Because of this, apps and genres that worked last month may not work every month. So signing up for a long-term deal with a specific network can be dangerous. Only an agnostic approach to platform connection (under one roof) will future-proof your strategy and adapt to monthly viewership changes. Moral of the story? Don’t put all your eggs in one basket.",[],{"type":41,"text":57,"spans":10075},[],{"type":41,"text":10077,"spans":10078},"To explore this further, watch our recent US webinar: ‘The CTV Gold Rush’. You’ll hear experts across the advertising industry discuss media inventory, transparency ad performance.",[10079],{"start":178,"end":6427,"type":47,"data":10080},{"link_type":49,"url":10081,"target":51},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fatv-gold-rush-webinar?_gl=1*wmgslb*_ga*ODg2ODU4MzguMTY5MzkwNjA1NA..*_ga_Z6HSYG0940*MTY5ODQwMDgyOC40My4xLjE2OTg0MDQxMTguNjAuMC4w",{"type":41,"text":57,"spans":10083},[],{"type":41,"text":10077,"spans":10085},[],{"type":41,"text":10087,"spans":10088},"Challenge 2: Managing frequency across platforms for the best audience reach",[],{"type":41,"text":10090,"spans":10091},"What’s the optimal ad frequency? Research from McKinsey suggests that it’s somewhere between 3 and 4. In spite of this, our TV Intelligence tool shows that some brands actually expose some households to the same TV ad between 10 to 15 times! This can lead to around 80% of ads being shown to just 20% of your audience. It’s a waste of budget, and a wasted opportunity to reach under-exposed audiences. Not to mention it’s a terrible experience for the customer, which negatively affects the brand and the app.",[],{"type":41,"text":10093,"spans":10094},"This used to be a challenge associated only with linear TV, but now direct CTV buys can exacerbate this problem too. The average household has 7+ apps, so there’s often audience overlap. But because it’s tricky to manage frequency over them, there can be either an over-saturation or under-saturation of your audience.",[],{"type":41,"text":10096,"spans":10097},"But there’s a solution to this challenge. By looking at your ad frequency across linear and OTT apps together, you can plan how to reallocate your campaign spend and achieve the right balance.",[],{"type":41,"text":57,"spans":10099},[],{"type":65,"url":10101,"alt":38,"copyright":38,"dimensions":10102,"id":10105,"edit":10106},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653b97fb0b105250cf53b871_CTV-Blog-3-number_of_spots-vs-Audience_reach.png?auto=format,compress",{"width":10103,"height":10104},1217,619,"ZTuX-wsQUlDPU7hx",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":57,"spans":10108},[],{"type":41,"text":10110,"spans":10111},"Challenge 3: Focusing on your true goal",[],{"type":41,"text":10113,"spans":10114},"Whether it’s increasing website visits or encouraging conversions, ad campaigns are generally looking to drive a particular action. It might be that you want to reach people who are most likely to order pizza on your app. But instead of using old-fashioned methods and focusing on broad reach by targeting specific content, there’s a more effective way to reach your audience. (After all, just because someone is watching a cooking show doesn’t mean they want to order pizza!)",[],{"type":41,"text":10116,"spans":10117},"Firstly, it’s important to define what the actual goal is. In this case, perhaps it’s using digital signals to reach people who have ordered pizza over five times in the last year.",[],{"type":41,"text":10119,"spans":10120},"And secondly, it’s important to recognize that you’re most likely to achieve this with the audience you already have in your CRM, with those who have already shown interest in your brand, or those who look most similar to either of those.",[],{"type":41,"text":10122,"spans":10123},"Because CTV is digital, it offers new opportunities to connect those audiences to their viewership data. The catch? It can be complex.",[],{"type":41,"text":10125,"spans":10126},"Technology like our Performance Engine makes connecting your audience with their viewership data less complex. Our Performance Engine allows for fast and scaled data connection which allows for smarter campaign set up, more intelligent optimization strategies, and custom bidding algorithms that hit your precise KPI.",[],{"type":41,"text":10128,"spans":10129},"Challenge 4: Taking share of voice from your competitors",[],{"type":41,"text":10131,"spans":10132},"While you might have a great CTV strategy in place, one thing can stand in the way of those valuable customers: your competitors. If their strategy is better, you could lose out. Luckily, viewership data can help you understand where your competitors’ ads are running. So you can either challenge them, or concentrate on other places to gain market share.",[],{"type":41,"text":10134,"spans":10135},"And with MiQ’s TV Intelligence tool, this process has never been easier. You can see these insights side-by-side with your own campaigns, helping you make quicker and more informed decisions on planning and strategy.",[],{"type":65,"url":10137,"alt":38,"copyright":38,"dimensions":10138,"id":10139,"edit":10140},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653b981d0b105250cf53b872_CTV-Blog-3-TV-Intelligence-2-1200x750.png?auto=format,compress",{"width":292,"height":4930},"ZTuYHQsQUlDPU7hy",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":10142,"spans":10143},"CTV solutions under one roof",[],{"type":41,"text":10145,"spans":10146},"So, as we’ve seen, finding your most valuable audience on CTV isn’t easy. There are multiple challenges: whether it’s navigating fragmentation, achieving the right ad frequency, using digital to achieve your right goal, or taking share of voice from your competitors. But no matter the challenge, our expertise and agnostic approach, together with our Performance Engine and Intelligence Tool can help.",[],{"type":41,"text":10148,"spans":10149},"Get in touch for a demo of our TV Intelligence tool.",[10150,10151],{"start":178,"end":368,"type":97},{"start":178,"end":368,"type":47,"data":10152},{"link_type":49,"url":10153,"target":51},"https:\u002F\u002Fwearemiq.com\u002Fresources\u002Fblog\u002Fmiq-marketing?contact=true","text_component$f80866f8-33e2-4b0b-ba99-abdce835b5ff",{},{"link_type":282},[],[],[],{"dimensions":10161,"alt":38,"copyright":38,"url":10162,"id":10163,"edit":10164},{"width":68,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653b974d0b105250cf53b86f_CTV-Blog-headers-3-How-to-find-your-most-valuable-audience-on-CTV.png?auto=format,compress","ZTuXTQsQUlDPU7hv",{"x":178,"y":178,"zoom":95,"background":75},{},[],[10168],{"type":41,"text":10051,"spans":10169,"direction":52},[],[],[],[],{},{"id":6282,"uid":6287,"url":38,"type":9,"href":10175,"tags":10176,"first_publication_date":6285,"last_publication_date":6286,"slugs":10177,"linked_documents":10178,"lang":17,"alternate_languages":10179,"data":10180},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf3QRoAAEMAxv02%22%29+%5D%5D",[],[6284],[],[],{"title":10181,"external_link":10182,"summary":10183,"slices":10184,"author_name":1836,"author_position":38,"author_description":38,"author_image":10238,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":10239,"contact_formid":38,"contact_title":10240,"contact_description":10241,"contact_cta":38,"url_form_triggers":10242,"category":2021,"date":10029,"featured_image":10243,"thumbnail":10248,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":10249,"meta_title":10250,"meta_description":10254,"og_title":10255,"og_description":10256,"og_image":10257,"no_index":280},"Evolving Viewership Trends Impact CTV Strategy",{"link_type":30},[],[10185],{"variation":34,"version":35,"items":10186,"primary":10187,"id":10237,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":10188,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[10189,10192,10195,10198,10201,10205,10208,10211,10218,10221,10225,10228,10231,10234],{"type":41,"text":10190,"spans":10191},"Connected TV (CTV) is taking the programmatic industry by storm. “The CTV gold rush” is our new blog series which looks at some of the most prevalent challenges within CTV, and how to overcome them. With some great research-based insights and plenty of tips, you’ll come away armed with more knowledge and better CTV strategies.",[],{"type":41,"text":10193,"spans":10194},"It’s safe to say that Connected TV (CTV) content availability has exploded over the last five years, and it’s not slowing down. eMarketer predicts that CTV will account for one fifth of total programmatic video ad spending in 2023. And by 2024, CTV ad spending is predicted to hit almost 30 billion dollars in the US, making up almost 8% of total media spend.",[],{"type":41,"text":10196,"spans":10197},"This ever-evolving industry is driven by the changing way consumers watch content. To keep up with valuable eyeballs, advertisers need to keep up with trends.",[],{"type":41,"text":10199,"spans":10200},"So, what’s happening right now in the world of CTV?",[],{"type":41,"text":10202,"spans":10203},"Consumers are rethinking their CTV subscriptions",[10204],{"start":178,"end":136,"type":97},{"type":41,"text":10206,"spans":10207},"New apps are entering the market all the time, but an increasing number are free.",[],{"type":41,"text":10209,"spans":10210},"eMarketer has found that when it comes to subscription apps, there’s a high level of saturation. (Over 70% of households now have a Prime subscription.) So free apps like Tubi, Pluto and Crackle are seeing their audience numbers sky-rocket, with some achieving over 50 million users. According to eMarkerter’s research, nearly 30% of all US consumers now use free ad-supported TV apps.",[],{"type":41,"text":10212,"spans":10213},"This is all leading to changing consumer attitudes. Thanks to high inflation rates, market saturation and endless choices for TV apps, viewers are putting their subscriptions under a microscope. Last year, PCH Consumer Insights showed that 93% of subscribers are evaluating what subscriptions they keep.",[10214],{"start":10215,"end":239,"type":47,"data":10216},206,{"link_type":49,"url":10217,"target":51},"https:\u002F\u002Finsights.pch.com\u002F",{"type":41,"text":10219,"spans":10220},"Our own research with Sapio shows that 10% of consumers consider themselves ‘Subscription Hoppers’, regularly changing which apps they subscribe to in order to get the latest content. And it could get worse. The Hollywood strikes might lead to less premium content, so consumers might wonder why they should pay when the content isn’t any better than free apps. Because of this, committing to an individual platform is no longer a sensible approach. When your audience moves on, those platforms could leave you high and dry.",[],{"type":41,"text":10222,"spans":10223},"To engage audiences, marketers need a multi-platform approach",[10224],{"start":178,"end":6202,"type":97},{"type":41,"text":10226,"spans":10227},"As a result, a brand’s target audience is no longer easily targeted using one app.",[],{"type":41,"text":10229,"spans":10230},"They are actually now more often found on free ad-supported apps as well as the TV network apps marketers have traditionally focused on. Our own research shows that Hulu has up to a 68% audience overlap with free ad-supported apps (including YouTube, Tubi, Pluto and Peacock.)",[],{"type":41,"text":10232,"spans":10233},"So in the face of the changing CTV landscape and consumer, marketers also need to change their attitudes and approaches. And to stay ahead of the game, it’s important to work with partners who provide access to multiple platforms across the open and closed web, via multiple DSPs. This will give you the flexibility to reach your audience, no matter how their attitudes change.",[],{"type":41,"text":10235,"spans":10236},"To dive into more detail, check out our other blogs in this series. In ‘Content transparency and fraud: Do you know where your CTV ads are really running?’, you’ll find out about murky processes and how to gain transparency. And in ‘How to find your most valuable audience on CTV’, you’ll learn about the challenges facing marketers, and how to maximize success.",[],"text_component$ef2512a6-e661-4ddb-bbb5-d6781fe20b46",{},{"link_type":282},[],[],[],{"dimensions":10244,"alt":38,"copyright":38,"url":10245,"id":10246,"edit":10247},{"width":68,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653b959d0b105250cf53b86c_CTV-Blog-headers-1-Evolving-viewership-trends-impact-your-CTV-media-strategy.png?auto=format,compress","ZTuVnQsQUlDPU7hs",{"x":178,"y":178,"zoom":95,"background":75},{},[],[10251],{"type":41,"text":10252,"spans":10253,"direction":52},"Impact of Evolving Viewership Trends on CTV Strategy",[],[],[],[],{},{"id":10259,"uid":10260,"url":38,"type":9,"href":10261,"tags":10262,"first_publication_date":10263,"last_publication_date":7600,"slugs":10264,"linked_documents":10266,"lang":17,"alternate_languages":10267,"data":10268},"Zxf1-BoAAEYAxvq_","how-to-add-custom-audio-creative-to-your-next-advertising-campaign-with-miq-and-bunny-studio","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf1-BoAAEYAxvq_%22%29+%5D%5D",[],"2024-10-22T20:41:06+0000",[10265],"add-custom-audio-to-your-ad-campaigns-with-bunny-studio",[],[],{"title":10269,"external_link":10270,"summary":10271,"slices":10272,"author_name":10360,"author_position":10361,"author_description":38,"author_image":10362,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":10363,"contact_formid":38,"contact_title":10364,"contact_description":10365,"contact_cta":38,"url_form_triggers":10366,"category":4953,"date":10367,"featured_image":10368,"thumbnail":10373,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":10374,"meta_title":10375,"meta_description":10379,"og_title":10380,"og_description":10381,"og_image":10382,"no_index":280},"Add Custom Audio to Your Ad Campaigns with Bunny Studio",{"link_type":30},[],[10273],{"variation":34,"version":35,"items":10274,"primary":10275,"id":10359,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":10276,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[10277,10283,10286,10289,10295,10298,10302,10305,10311,10316,10320,10323,10327,10330,10332,10337,10353,10356],{"type":41,"text":10278,"spans":10279},"Have you ever considered adding audio into your programmatic strategy? If so, you’d be in the minority. Surprising, right?  In the US, 20% of consumers’ time with digital media is actually spent with audio, yet, it still is an unlikely addition to the campaign mix.",[10280],{"start":4277,"end":10215,"type":47,"data":10281},{"link_type":49,"url":10282,"target":51},"https:\u002F\u002Fcontent-na1.emarketer.com\u002Fus-time-spent-with-media-2022",{"type":41,"text":10284,"spans":10285},"Audio can be a great addition to your advertising strategy. If you offer an experience without any visual creative, listeners will focus intently on what they’re hearing and be more emotionally engaged. The data from listening platforms can help you target users with interests that connect with your brand. So, why isn’t audio advertising more popular?",[],{"type":41,"text":10287,"spans":10288},"The main reason is the lack of audio production capabilities. Advertisers may not have a creative studio, and even if they do, production abilities don’t always cover audio. In designing audio campaigns, marketers typically have a ‘voice’ in mind that they know will be the perfect fit for their brand or campaign. Finding this ‘voice’ can be hard, which can cause delays while options are tested. That’s even before considering adaptations for languages and regional and cultural nuances!",[],{"type":41,"text":10290,"spans":10291},"MiQ’s Creative team decided to partner with end-to-end creative fulfillment provider, Bunny Studio, to expand our audio advertising solution. After choosing Bunny Studio, we experienced a 44% year-on-year growth in audio advertising campaigns. We have used the partnership with Bunny Studio to deliver custom audio for over 90 advertisers across different channels, formats, and platforms in localized languages and accents. ",[10292],{"start":263,"end":2711,"type":47,"data":10293},{"link_type":49,"url":10294,"target":51},"https:\u002F\u002Fbunnystudio.com\u002F",{"type":41,"text":10296,"spans":10297},"So, why do our clients value our partnership with Bunny Studio? ",[],{"type":216,"text":10299,"spans":10300},"All-in-one platform saves voice-hunting time",[10301],{"start":178,"end":766,"type":97},{"type":41,"text":10303,"spans":10304},"We made the process of finding vocal talent simpler for our clients with access to more than 13,000 voices in over 100 languages and accents through Bunny Studio’s global platform. ",[],{"type":41,"text":10306,"spans":10307},"Like our Creative Portal, the platform is self-serve. These platforms have made it easier for clients to find examples of their desired output leading to better informed briefs, smoother production and more collaborative partnerships. ",[10308],{"start":1462,"end":73,"type":47,"data":10309},{"link_type":49,"url":10310,"target":51},"https:\u002F\u002Fportal.miqdigital.com\u002Fus\u002F#%20dynamic-audio",{"type":65,"url":10312,"alt":38,"copyright":38,"dimensions":10313,"id":10314,"edit":10315},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653b8f140b105250cf53b853_Call-out-quotes_Bunnystudio3-1200x500.png?auto=format,compress",{"width":292,"height":2247},"ZTuPFAsQUlDPU7hT",{"x":178,"y":178,"zoom":95,"background":75},{"type":216,"text":10317,"spans":10318},"Ad hoc services improve efficiency",[10319],{"start":178,"end":425,"type":97},{"type":41,"text":10321,"spans":10322},"Not every client uses audio advertising, but we need to be ready for when the request comes in.  Securing dubbing and post-production services on-demand helps drive campaign efficiency. ",[],{"type":216,"text":10324,"spans":10325},"Fifteen-hour turnaround times for faster campaign delivery",[10326],{"start":178,"end":3327,"type":97},{"type":41,"text":10328,"spans":10329},"We pride ourselves on quick campaign turnaround times for clients and need that in a partner. With Bunny Studio, projects had an average turnaround time of fifteen hours. Nice and fast for our clients and important for time-sensitive campaigns.",[],{"type":41,"text":57,"spans":10331},[],{"type":65,"url":10333,"alt":38,"copyright":38,"dimensions":10334,"id":10335,"edit":10336},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653b8f290b105250cf53b854_Call-out-quotes_Bunnystudio2-1-1200x500.png?auto=format,compress",{"width":292,"height":2247},"ZTuPKQsQUlDPU7hU",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":10338,"spans":10339},"Audio is just one of our creative solutions – we cover formats across billboard, interscroller, CTV and more. Explore our in-house creative work at portal.miqdigital.com.  Curious about how using different creative formats in your campaigns can result in improved performance, engagement and awareness? portal.miqdigital.com.  Curious about how using different creative formats in your campaigns can result in improved performance, engagement and awareness? .  Curious about how using different creative formats in your campaigns can result in improved performance, engagement and awareness? Let’s talk.",[10340,10342,10344,10348,10349,10350],{"start":178,"end":10341,"type":110},169,{"start":1767,"end":10343,"type":110},303,{"start":1767,"end":10345,"type":47,"data":10346},602,{"link_type":49,"url":10347,"target":51},"http:\u002F\u002Fportal.miqdigital.com\u002F",{"start":10341,"end":10343,"type":110},{"start":10341,"end":10343,"type":110},{"start":10351,"end":10352,"type":110},592,603,{"type":41,"text":8857,"spans":10354},[10355],{"start":178,"end":1462,"type":97},{"type":41,"text":10357,"spans":10358},"We’re MiQ, the leading programmatic media partner for marketers and agencies. We connect data from multiple sources to do interesting, exciting, business-problem-solving things for our clients. We’re experts in data science, analytics, creative media and programmatic trading, and we’re always ready to react and solve challenges quickly, to make sure you’re always spending your media investments on the right things in the right places.",[],"text_component$7059bff0-c3d8-4cbd-8bd9-77c942dc6388","Priya Shah","Global product marketing associate, MiQ",{},{"link_type":282},[],[],[],"2023-05-18T11:00:00+0000",{"dimensions":10369,"alt":38,"copyright":38,"url":10370,"id":10371,"edit":10372},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653b8eb00b105250cf53b851_Bunnystudio-header-1.png?auto=format,compress","ZTuOsAsQUlDPU7hR",{"x":178,"y":178,"zoom":95,"background":75},{},[],[10376],{"type":41,"text":10377,"spans":10378,"direction":52},"Adding Custom Audio to Ad Campaigns with Bunny Studio",[],[],[],[],{},{"id":10384,"uid":10385,"url":38,"type":9,"href":10386,"tags":10387,"first_publication_date":10388,"last_publication_date":10389,"slugs":10390,"linked_documents":10392,"lang":17,"alternate_languages":10393,"data":10394},"Zxf5TBoAAEgAxwFF","programmatic-advertising-was-designed-to-deliver-results-during-times","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5TBoAAEgAxwFF%22%29+%5D%5D",[],"2024-10-22T20:40:44+0000","2026-04-27T16:34:51+0000",[10391],"programmatic-advertising-in-uncertain-times",[],[],{"title":10395,"external_link":10396,"summary":10397,"slices":10398,"author_name":1836,"author_position":38,"author_description":38,"author_image":10515,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":10516,"contact_formid":38,"contact_title":10517,"contact_description":10518,"contact_cta":38,"url_form_triggers":10519,"category":2021,"date":10520,"featured_image":10521,"thumbnail":10526,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":10527,"meta_title":10528,"meta_description":10532,"og_title":10533,"og_description":10534,"og_image":10535,"no_index":280},"Programmatic Advertising in Uncertain Times",{"link_type":30},[],[10399],{"variation":34,"version":35,"items":10400,"primary":10401,"id":10514,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":10402,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[10403,10410,10414,10417,10420,10423,10425,10431,10433,10437,10440,10443,10446,10449,10451,10458,10465,10467,10469,10471,10475,10479,10483,10487,10491,10495,10498,10502,10505,10508],{"type":41,"text":10404,"spans":10405,"direction":52},"Programmatic advertising was designed to deliver results during times of economic uncertainty. Right now, the economy is one more challenge marketers face in a landscape rife with change and transition. Privacy expectations are evolving, attention is fragmenting, and consumption habits are changing. Whether it is a recession or not, it is definitely a time of uncertainty, and programmatic is still the best option for delivering reliable outcomes and maintaining meaningful growth. ",[10406],{"start":5659,"end":10407,"type":47,"data":10408},154,{"link_type":49,"url":10409,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fblog\u002F5-marketing-strategies-that-cmos-should-be-paying-attention-to-in-2023\u002F",{"type":41,"text":10411,"spans":10412,"direction":52},"Programmatic was born in a recession",[10413],{"start":178,"end":547,"type":97},{"type":41,"text":10415,"spans":10416,"direction":52},"Scarcity breeds creativity. It is only when faced with a monumental challenge that monumental change becomes possible. Real-time bidding was first conceived in 2008 during The Great Recession. At the time, most media buying was done piecemeal, with brands and agencies negotiating prices with publishers directly or through ad networks. Success relied greatly on personal relationships, instincts, and luck. ",[],{"type":41,"text":10418,"spans":10419,"direction":52},"Programmatic revolutionized the way advertisers thought about media buying. It introduced the concept of being inventory agnostic and challenged the notion that advertisers should pay the same amount for all impressions to all users on a website.  With programmatic, advertisers could use data to target their ideal audience and pay to serve media only to that audience, creating massive cost efficiencies at scale. Advertisers could suddenly reach their audience across a much wider spectrum of publishers, creating the opportunity for new methods of achieving marketing objectives. And real-time insights meant faster optimizations, driving even further value. ",[],{"type":41,"text":10421,"spans":10422,"direction":52},"The founding principles of programmatic–greater flexibility, efficiency, and capability–are still relevant today. ",[],{"type":41,"text":57,"spans":10424,"direction":52},[],{"type":41,"text":10426,"spans":10427,"direction":52},"It’s time to rethink recession marketing. Discover how the right media strategy can ensure your desired outcomes are met and prove ROI, even during economic uncertainty.",[10428],{"start":178,"end":10341,"type":47,"data":10429},{"link_type":49,"url":10430,"target":51},"https:\u002F\u002Fmarketing.wearemiq.com\u002Frecession-marketing-reboot",{"type":41,"text":57,"spans":10432,"direction":52},[],{"type":41,"text":10434,"spans":10435,"direction":52},"Programmatic CTV is being born in this time of uncertainty",[10436],{"start":178,"end":3327,"type":97},{"type":41,"text":10438,"spans":10439,"direction":52},"Cord-cutting first started in 2008 with Generation Z canceling expensive cable subscriptions, but it was during the COVID-19 lockdowns of 2020 that huge sections of the population drastically changed the way they consumed video.",[],{"type":41,"text":10441,"spans":10442,"direction":52},"While CTV seems to have gone mainstream with consumers, ad dollar share is lagging behind. According to data from Nielsen and eMarketer, broadcast accounts for 26% of time spent with video but gobbles up 58% of local budget and 63% of national advertising. Why? Uncertainty. ",[],{"type":41,"text":10444,"spans":10445,"direction":52},"The explosion of streaming TV apps and online video platforms has resulted in a huge amount of uncertainty–as content shifts regularly, audiences jump from one subscription to another (while maintaining at least 3 in each household on average), and inventory becomes harder to access due to exclusive partnerships. ",[],{"type":41,"text":10447,"spans":10448,"direction":52},"CTV also brings a tremendous amount of opportunity, in the form of audience data. There is the traditional panel data TV advertisers have relied upon for generations, but now that can be layered over smart device data and ACR data. Programmatic CTV leverages all of that data so advertisers can identify their audience and, using data-driven insights, create media strategies that reach those audiences when they are best positioned to be influenced. ",[],{"type":41,"text":57,"spans":10450,"direction":52},[],{"type":65,"url":10452,"alt":38,"copyright":38,"dimensions":10453,"id":10456,"edit":10457},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653b8b960b105250cf53b848_AdvancedTV._keyVisual.png?auto=format,compress",{"width":10454,"height":10455},2000,1239,"ZTuLlgsQUlDPU7hI",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":10459,"spans":10460,"direction":52},"CTV was made for programmatic, but it takes the right partner to fully leverage its potential. See how our agnostic approach to programmatic CTV ensures you have access to the right audiences across all devices and publishers, delivering media on the best possible supply paths. Visit our Advanced TV page.",[10461],{"start":178,"end":10462,"type":47,"data":10463},306,{"link_type":49,"url":10464,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fatv\u002F",{"type":41,"text":57,"spans":10466,"direction":52},[],{"type":41,"text":6589,"spans":10468,"direction":52},[],{"type":41,"text":57,"spans":10470,"direction":52},[],{"type":41,"text":10472,"spans":10473,"direction":52},"How programmatic delivers certainty now",[10474],{"start":178,"end":441,"type":97},{"type":41,"text":10476,"spans":10477,"direction":52},"Intelligence. One of programmatic’s founding principles is using data to drive decisions. Working with programmatic opens advertisers up to greater audience, planning, and performance intelligence.",[10478],{"start":178,"end":918,"type":97},{"type":41,"text":10480,"spans":10481,"direction":52},"Targeting. You need to be sure that your advertising spend is reaching the right people at the right time and in the right place. Programmatic is built on the ability to target key audience groups for brands. ",[10482],{"start":178,"end":1462,"type":97},{"type":41,"text":10484,"spans":10485,"direction":52},"Transparency. Programmatic gives you a clear perspective of your outcomes, whether in TV, digital or OOH, all in one place.",[10486],{"start":178,"end":918,"type":97},{"type":41,"text":10488,"spans":10489,"direction":52},"Real-time measurement. Programmatic enables you to make changes within flight in order to compensate for unexpected changes to your plan, or even to simply go all-in on a working strategy.",[10490],{"start":178,"end":156,"type":97},{"type":41,"text":10492,"spans":10493,"direction":52},"Optimized for outcomes. Programmatic automates your workflow so that you can focus on the outcomes and not on the minutiae of running multiple advertising campaigns across many different channels.",[10494],{"start":178,"end":73,"type":97},{"type":41,"text":10496,"spans":10497,"direction":52},"With programmatic, advertisers can create campaigns that are priced on conversions that matter to their brand, such as acquisition costs, retention costs, and lifetime value. ",[],{"type":41,"text":10499,"spans":10500,"direction":52},"Agnostic programmatic was made for economic uncertainty",[10501],{"start":178,"end":755,"type":97},{"type":41,"text":10503,"spans":10504,"direction":52},"Programmatic continues to deliver greater capability to target ideal audiences, increased efficiency in reaching those audiences, and more meaningful measurement in what impact a campaign had on the audiences. Regardless of what the economy does next or the next big technological advancement in advertising, programmatic will remain the best path forward for brands, because its foundation was built on delivering certainty, even in uncertain times. ",[],{"type":41,"text":10506,"spans":10507,"direction":52},"At MiQ, we believe programmatic is the best opportunity for brands looking to maximize outcomes while minimizing risk and waste. That doesn’t mean it is easy. Programmatic advertising is an incredibly complex ecosystem that grows more fragmented and siloed every day. To fully take advantage of the benefits of programmatic would require a brand or agency to have partnerships with dozens of data suppliers, DSPs, and publishers. Managing an effective full-funnel, omnichannel programmatic strategy would require a team of data scientists, programmatic traders, creatives, and partner managers. ",[],{"type":41,"text":10509,"spans":10510,"direction":52},"Or a partnership with MiQ. Learn more about how our agnostic approach to programmatic simplifies media buying for our clients while delivering the outcomes that matter most. ",[10511],{"start":1790,"end":1221,"type":47,"data":10512},{"link_type":49,"url":10513,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fmedia-solutions\u002F","text_component$66e0bb18-7b0f-4bec-ad57-3e05365641c6",{},{"link_type":282},[],[],[],"2023-04-12T11:00:00+0000",{"dimensions":10522,"alt":38,"copyright":38,"url":10523,"id":10524,"edit":10525},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653b8b150b105250cf53b846_Programmatic-delivers-certainty.png?auto=format,compress","ZTuLFQsQUlDPU7hG",{"x":178,"y":178,"zoom":95,"background":75},{},[],[10529],{"type":41,"text":10530,"spans":10531,"direction":52},"Programmatic Advertising Certainty in Uncertain Times",[],[],[],[],{},{"id":10537,"uid":10538,"url":38,"type":9,"href":10539,"tags":10540,"first_publication_date":10541,"last_publication_date":4982,"slugs":10542,"linked_documents":10543,"lang":17,"alternate_languages":10544,"data":10545},"Zxf6PhoAAEYAxwNB","the-benefits-of-dtc-and-hcp-alignment","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf6PhoAAEYAxwNB%22%29+%5D%5D",[],"2024-10-22T20:40:29+0000",[10538],[],[],{"title":10546,"external_link":10547,"summary":10548,"slices":10549,"author_name":1836,"author_position":38,"author_description":38,"author_image":10669,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":10670,"contact_formid":38,"contact_title":10671,"contact_description":10672,"contact_cta":38,"url_form_triggers":10673,"category":2021,"date":10674,"featured_image":10675,"thumbnail":10681,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":10682,"meta_title":10683,"meta_description":10687,"og_title":10691,"og_description":10692,"og_image":10693,"no_index":280},"Aligning DTC and HCP in Healthcare Marketing",{"link_type":30},[],[10550],{"variation":34,"version":35,"items":10551,"primary":10552,"id":10668,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":10553,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[10554,10557,10560,10563,10566,10570,10574,10578,10580,10589,10591,10594,10597,10600,10603,10606,10609,10612,10615,10618,10621,10624,10627,10630,10633,10636,10641,10644,10650,10653,10655],{"type":41,"text":10555,"spans":10556,"direction":52},"Aligning DTC and HCP marketing makes sense for pharma marketers–doctors are consumers too, and they are exposed to the same advertising as a brand’s DTC audience. They are equally important to the patient journey. The healthcare professional must understand the treatment or medication before recommending it, and the patient makes the final decision to act on the doctor’s recommendation or not. Aligning these two journeys, and these two strategies, empowers each to inform and optimize the other.  ",[],{"type":41,"text":10558,"spans":10559,"direction":52},"The traditional siloing of DTC and HCP pharma marketing leads to inefficiencies and wastage, especially in the HCP market. As a result, pharma brands have an uphill battle toward scaling their business.  But, by including HCP in the patient funnel, marketers can align supply (eligible health care providers) with demand (patients seeking treatment), minimizing media wastage and maximizing prescription lift performance.",[],{"type":91,"text":10561,"spans":10562,"direction":52},"The benefits of DTC and HCP alignment",[],{"type":41,"text":10564,"spans":10565,"direction":52},"There are numerous benefits to creating a full-patient journey strategy that aligns DTC and HCP marketing at every step. ",[],{"type":41,"text":10567,"spans":10568,"direction":52},"Less waste, more lift. Aligning eligible health care providers with patients seeking treatment enables pharma marketers to minimize media wastage and maximize prescription lift performance. ",[10569],{"start":178,"end":475,"type":97},{"type":41,"text":10571,"spans":10572,"direction":52},"Smarter intelligence. The alignment of supply and demand in healthcare helps identify opportunities to more accurately direct media spend and pharma brand sales rep activity. ",[10573],{"start":178,"end":475,"type":97},{"type":41,"text":10575,"spans":10576,"direction":52},"Better patient experiences. Connecting patients who suffer from a condition to healthcare providers who are able and willing to prescribe your brand helps ensure patients have accessible care.",[10577],{"start":178,"end":2216,"type":97},{"type":41,"text":57,"spans":10579,"direction":52},[],{"type":41,"text":10581,"spans":10582,"direction":52},"In fact, using a multi-DSP approach, MiQ increased reach by 60% against a unique HCP list, while ensuring a 95% re-identification rate, meaning that 95% of campaign impressions were matched back to that list. You can learn more about our programmatic pharma offering here.",[10583,10585,10588],{"start":178,"end":10584,"type":97},209,{"start":10584,"end":6155,"type":47,"data":10586},{"link_type":49,"url":10587,"target":51},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fpharma",{"start":10584,"end":6155,"type":97},{"type":41,"text":57,"spans":10590,"direction":52},[],{"type":91,"text":10592,"spans":10593,"direction":52},"The challenges of aligning DTC and HCP marketing",[],{"type":41,"text":10595,"spans":10596,"direction":52},"For starters, pharma marketers operate in one of the most heavily regulated industries. Their audiences are niche and difficult to target, they are heavily regulated, and, most relevant here, DTC, HCP and OTC often are managed by siloed teams, creating competing priorities that make measuring success across objectives challenging. Both DTC and HCP have their own unique challenges as well, such as: ",[],{"type":216,"text":10598,"spans":10599,"direction":52},"Finding DTC audiences is challenged by poor and\u002For low scaled data.",[],{"type":216,"text":10601,"spans":10602,"direction":52},"Offline metrics such as prescription filled or product purchased makes DTC measurement difficult.",[],{"type":216,"text":10604,"spans":10605,"direction":52},"NPI and HCPs lists can be in the low-thousands, making scalability difficult. ",[],{"type":216,"text":10607,"spans":10608,"direction":52},"Poor modeling solutions in HCP cause issues with reaching the proper audience. ",[],{"type":216,"text":10610,"spans":10611,"direction":52},"Success requires the ability to tie digital ad exposure to dispensed prescriptions and doctor visits (offline metrics). ",[],{"type":41,"text":10613,"spans":10614,"direction":52},"Challenges are not full-stops, however. They are opportunities for innovation and new solutions. ",[],{"type":91,"text":10616,"spans":10617,"direction":52},"How to align DTC and HCP marketing strategies",[],{"type":41,"text":10619,"spans":10620,"direction":52},"Aligning supply (eligible health care providers) with demand (patients seeking treatment), enables pharma marketers to minimize waste, maximize performance, and create a better patient journey. ",[],{"type":41,"text":10622,"spans":10623,"direction":52},"To close the loop between these two marketing strategies, marketers need to be able to pull and combine multiple types of data: ",[],{"type":216,"text":10625,"spans":10626,"direction":52},"NPI data",[],{"type":216,"text":10628,"spans":10629,"direction":52},"Claims data",[],{"type":216,"text":10631,"spans":10632,"direction":52},"Geographic data",[],{"type":216,"text":10634,"spans":10635,"direction":52},"Media data (Where are these users? What are they reading\u002Fwatching? When are they online?)",[],{"type":41,"text":10637,"spans":10638,"direction":52},"And then create a strategy that targets the areas, channels, and devices where their ideal patients and prescribers are present. That’s a monumental task involving multiple data partnerships, DSPs, and of course an in-house team well-versed in data science and programmatic activations. (Or you can work with a partner that does it all for you.) ",[10639],{"start":203,"end":7263,"type":47,"data":10640},{"link_type":49,"url":10587,"target":51},{"type":41,"text":10642,"spans":10643,"direction":52},"At MiQ we built out two audiences–one from HCP data and one from patient claims data. We then overlapped the top zip codes from these audiences. We added one more layer of specificity by overlaying the types of content the two audiences read. From there, we were able to create a bidding strategy that ranked zip codes and\u002For contextual data in real-time. That ensured we were maximizing our bidding on areas where the doctor and patient might be, and when they were most likely to be interested in the treatment. ",[],{"type":65,"url":10645,"alt":10646,"copyright":38,"dimensions":10647,"id":10648,"edit":10649},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653a80670b105250cf53b56d_Pharma-Blog-Email-Graphic.png?auto=format,compress","Diagram of the patient and the prescriber audiences",{"width":292,"height":293},"ZTqAZwsQUlDPU7Vt",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":10651,"spans":10652,"direction":52},"Now imagine the possibilities when other data, such as ACR or OTC purchase data are added. Your omnichannel programmatic campaign can target both the patient and prescriber audience at the right time, on the right screen, and with the right creative to move them toward the final outcome of a dispensed script. ",[],{"type":41,"text":57,"spans":10654,"direction":52},[],{"type":41,"text":10656,"spans":10657,"direction":52},"Explore the top 3 challenges pharma marketers face in 2023, and how our data and partner agnostic approach can reveal the opportunity hidden within, by downloading our new report, 2023 Pharma Marketing Trends Report.",[10658,10659,10662,10663,10665,10667],{"start":178,"end":6341,"type":97},{"start":6341,"end":6427,"type":47,"data":10660},{"link_type":49,"url":10661,"target":51},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fpharma-marketing-trends-2023?_gl=1*5pzn8l*_ga*MTQyNjMxMDg3Mi4xNjQ2MDQyOTQ2*_ga_Z6HSYG0940*MTY5ODMyOTY3MC4xODEuMS4xNjk4MzMyNjM5LjI0LjAuMA..",{"start":6341,"end":6427,"type":97},{"start":6427,"end":10664,"type":110},216,{"start":6427,"end":10664,"type":47,"data":10666},{"link_type":49,"url":10661,"target":51},{"start":6427,"end":10664,"type":97},"text_component$6c963ea8-e12d-40c2-a5fc-ebec484e3ebc",{},{"link_type":282},[],[],[],"2023-03-15T08:30:00+0000",{"dimensions":10676,"alt":10677,"copyright":38,"url":10678,"id":10679,"edit":10680},{"width":292,"height":293},"Doctor listens to the heart of a young boy being held by his mum","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653a80060b105250cf53b567_Pharma-DTC-and-HCP_Blog-Header_V2.png?auto=format,compress","ZTqABgsQUlDPU7Vn",{"x":178,"y":178,"zoom":95,"background":75},{},[],[10684],{"type":41,"text":10685,"spans":10686,"direction":52},"Aligning DTC and HCP Strategies in Healthcare Marketing",[],[10688],{"type":41,"text":10689,"spans":10690,"direction":52},"Aligning DTC and HCP marketing makes sense for pharma marketers–doctors are consumers too, and they are exposed to the same advertising as a brand’s DTC audience. They are equally important to the patient journey. ",[],[],[],{},{"id":10695,"uid":10696,"url":38,"type":9,"href":10697,"tags":10698,"first_publication_date":10699,"last_publication_date":10700,"slugs":10701,"linked_documents":10703,"lang":17,"alternate_languages":10704,"data":10705},"Zxf5ZBoAAEUAxwF3","5-marketing-strategies-that-cmos-should-be-paying-attention-to-in-2023","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5ZBoAAEUAxwF3%22%29+%5D%5D",[],"2024-10-22T20:40:43+0000","2026-04-27T16:35:19+0000",[10702],"creative-is-king",[],[],{"title":10706,"external_link":10707,"summary":10708,"slices":10709,"author_name":792,"author_position":10788,"author_description":38,"author_image":10789,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":10790,"contact_formid":38,"contact_title":10791,"contact_description":10792,"contact_cta":38,"url_form_triggers":10793,"category":2021,"date":10794,"featured_image":10795,"thumbnail":10801,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":10802,"meta_title":10803,"meta_description":10807,"og_title":10811,"og_description":10812,"og_image":10813,"no_index":280},"5 Key Marketing Strategies for CMOs in 2023",{"link_type":30},[],[10710],{"variation":34,"version":35,"items":10711,"primary":10712,"id":10787,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":10713,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[10714,10717,10720,10723,10726,10729,10732,10735,10737,10745,10747,10750,10757,10760,10763,10766,10769,10772,10775,10778,10781,10784],{"type":41,"text":10715,"spans":10716,"direction":52},"In my previous blog, I covered how the current economic climate, including factors like inflation, labor shortages and geo-political blockers are impacting consumer behavior and spending, as well as leading business executives to place extra scrutiny on marketing spend. So what can marketers do to focus their efforts, prove their business value and progress in 2023?",[],{"type":91,"text":10718,"spans":10719,"direction":52},"Creative is king",[],{"type":41,"text":10721,"spans":10722,"direction":52},"A key way to stretch your recession marketing budget further is to ensure your creative is truly capturing attention and not just in-view. A 2008 study by Millward Brown found that creative had five times more impact on profit than budget allocation. ",[],{"type":41,"text":10724,"spans":10725,"direction":52},"Similarly, using programmatic data to inform your creative messaging can help you ensure your message stays relevant to the fast-changing macro environment. With only 8% of consumers saying they thought brands should stop advertising during the pandemic disruption (data from Kantar), what is more important to consumers is trustworthy brand messaging that resonates with their daily struggles.",[],{"type":91,"text":10727,"spans":10728,"direction":52},"Use dynamic analytics to find your ideal audience and reduce waste",[],{"type":41,"text":10730,"spans":10731,"direction":52},"In volatile times, using static consumer profiles based on just demography or geography will no longer be effective in reaching the right audience, leading to waste of your marketing budget advertising to consumers who do not want your product. First-party data can help seed a better strategy by helping find new audiences with similar attributes to your paying customers. But even if you don’t have first-party data, using an Advanced Pixel to understand your website audience and their behavior can also be a great place to start. ",[],{"type":41,"text":10733,"spans":10734,"direction":52},"Either way, it’s what you do with this data that matters. Having a partner who can help with data science expertise in augmenting your data with a wide range of additional third-party data such as geo-contextual, bidstream, supply-path and macro data such as weather or health can help you with a more strategic approach that will optimize your budget.",[],{"type":41,"text":57,"spans":10736,"direction":52},[],{"type":41,"text":10738,"spans":10739,"direction":52},"t’s time to rethink recession marketing. Discover how the right media strategy can ensure your desired outcomes are met and prove ROI, even during economic uncertainty. Download The Recession Marketing Reboot ebook",[10740,10741,10744],{"start":178,"end":10341,"type":97},{"start":10341,"end":10742,"type":47,"data":10743},214,{"link_type":49,"url":10430,"target":6037},{"start":10341,"end":10742,"type":97},{"type":41,"text":57,"spans":10746,"direction":52},[],{"type":91,"text":10748,"spans":10749,"direction":52},"Don’t turn off all brand activity",[],{"type":41,"text":10751,"spans":10752,"direction":52},"That same 2008 study by Millward Brown I already mentioned indicated that 60% of the brands that went ‘dark’ during an economic downturn (no TV ad spend for 6 months) saw ‘brand use’ decrease 24% and ‘brand image’ decrease 28%. Brands that cut their ad budget at a higher rate relative to their competitors were at a greater risk of share loss. In fact, our report ‘Unboxing the global retail consumer’ highlights how during times of turmoil, trust-focused brand messaging can be even more effective with increasingly nervous consumers who will spend more time assessing purchases.",[10753],{"start":6230,"end":10754,"type":47,"data":10755},401,{"link_type":49,"url":10756,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fwhitepapers\u002Funboxing-the-global-retail-consumer\u002F",{"type":41,"text":10758,"spans":10759,"direction":52},"The reality for many brands may be that their budgets just don’t stretch to big-budget brand commercials where the actual revenue or market share impact may not be felt for months, in a time when they’re likely to be under pressure from shareholders and executives to increase profits sooner. ",[],{"type":41,"text":10761,"spans":10762,"direction":52},"However, brand advertising doesn’t have to mean a potentially wasteful mass market approach. An omnichannel approach to brand ads that includes more targeted digital formats like connected TV, online video and contextually-driven display will still allow you to impact brand recall and positive sentiment amongst a more targeted audience.",[],{"type":91,"text":10764,"spans":10765,"direction":52},"Measurement & optimization",[],{"type":41,"text":10767,"spans":10768,"direction":52},"With cookies on their way out, even without a global recession looming, marketers should already be thinking about adjusting their measurement framework. 2023 will be the last year when testing can take place in a controlled environment alongside cookie-based measurement. ",[],{"type":41,"text":10770,"spans":10771,"direction":52},"Additionally, adopting a full-funnel approach to your measurement framework can help justify investments at all stages of the funnel to support brand activity, which in point three we just learned is super important. New, rich attention data is the ideal option for going beyond measuring viewability at the upper end of the marketing funnel. By driving incrementality in attention alongside recall as measured by brand surveys, you can start to understand shorter term leading indicators for previously tricky-to-measure longer term brand goals. ",[],{"type":41,"text":10773,"spans":10774,"direction":52},"The most important consideration in creating your measurement framework and assessing partners is to ensure you can benchmark what good looks like. This is only possible with a truly agnostic view of the market – partners with only a limited dataset may end up skewing your results. ",[],{"type":91,"text":10776,"spans":10777,"direction":52},"Rethink your digital strategy",[],{"type":41,"text":10779,"spans":10780,"direction":52},"Trends indicate that social media may not be the best place to advertise right now. Consumers are increasingly sceptical of what they see on social media, brand safety concerns are rife, and there is a decrease in trust that platforms are handling their data carefully.",[],{"type":41,"text":10782,"spans":10783,"direction":52},"In addition, seven out of ten consumers are taking a less click-happy approach to purchasing products (from our report Unboxing the Global Retail Consumer), which supports the need for a more sophisticated full-funnel, omnichannel strategy to planning and targeting.",[],{"type":41,"text":10785,"spans":10786,"direction":52},"Overall, there is no need to panic when it comes to marketing in 2023. By making some adjustments to your strategy you can still plan, activate and measure data-driven, agile and impactful campaigns that will build your brand and encourage consumers to take action.",[],"text_component$7014bbbc-db9b-414c-b249-643c00ada601","VP, Global product marketing, MiQ",{},{"link_type":282},[],[],[],"2023-03-08T05:30:00+0000",{"dimensions":10796,"alt":10797,"copyright":38,"url":10798,"id":10799,"edit":10800},{"width":292,"height":293},"Pink magenta and purple circular shape with a black circle in the middle","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653a7ec70b105250cf53b55a_US-Marketing-during-a-recession-blog-1-.png?auto=format,compress","ZTp-xwsQUlDPU7Va",{"x":178,"y":178,"zoom":95,"background":75},{},[],[10804],{"type":41,"text":10805,"spans":10806,"direction":52},"Top Marketing Strategies for CMOs in 2023",[],[10808],{"type":41,"text":10809,"spans":10810,"direction":52},"the current economic climate, including factors like inflation, labor shortages and geo-political blockers are impacting consumer behavior and spending, as well as leading business executives to place extra scrutiny on marketing spend. So what can marketers do to focus their efforts, prove their business value and progress in 2023.",[],[],[],{},{"id":10815,"uid":10816,"url":38,"type":9,"href":10817,"tags":10818,"first_publication_date":10819,"last_publication_date":10820,"slugs":10821,"linked_documents":10823,"lang":17,"alternate_languages":10824,"data":10825},"Zxf2phoAAEYAxvv9","get-serious-about-using-a-data-driven-approach","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf2phoAAEYAxvv9%22%29+%5D%5D",[],"2024-10-22T20:41:01+0000","2026-04-27T16:35:15+0000",[10822],"carefully-assess-your-vendor-relationships",[],[],{"title":10826,"external_link":10827,"summary":10828,"slices":10829,"author_name":792,"author_position":10788,"author_description":38,"author_image":10927,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":10928,"contact_formid":38,"contact_title":10929,"contact_description":10930,"contact_cta":38,"url_form_triggers":10931,"category":2021,"date":10932,"featured_image":10933,"thumbnail":10938,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":10939,"meta_title":10940,"meta_description":10944,"og_title":10948,"og_description":10949,"og_image":10950,"no_index":280},"Data-Driven Marketing During Recession",{"link_type":30},[],[10830],{"variation":34,"version":35,"items":10831,"primary":10832,"id":10926,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":10833,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[10834,10841,10844,10847,10850,10857,10860,10863,10867,10871,10875,10877,10885,10887,10890,10893,10897,10901,10905,10908,10911,10915,10919,10923],{"type":41,"text":10835,"spans":10836,"direction":52},"The word that seems to be on every business executive’s lips as we start 2023 is “recession.” With multiple major macro factors at play, many financial forecasters are predicting a global recession, albeit some are still hedging their bets about how serious it will be. Seven out of 10 economists surveyed by the World Economic Forum consider a global recession at least somewhat likely. ",[10837],{"start":167,"end":10838,"type":47,"data":10839},297,{"link_type":49,"url":10840,"target":51},"https:\u002F\u002Fwww.weforum.org\u002Fpress\u002F2022\u002F09\u002Fglobal-recession-increasingly-likely-as-cost-of-living-soars-say-chief-economists",{"type":41,"text":10842,"spans":10843,"direction":52},"And the word recession strikes fear into the heart of most savvy marketers since it conjures up images of budget cuts and resource freezes. ",[],{"type":41,"text":10845,"spans":10846,"direction":52},"Market macro factors like inflation, labor shortages and geo-political blockers are impacting consumer behavior and spending. Any discerning business executive will be taking note, and one area of business spending that often receives additional scrutiny in volatile times like these is the marketing budget.",[],{"type":41,"text":10848,"spans":10849,"direction":52},"But, should marketing be first on the chopping block? During the last murmurings of recession at the beginning of the coronavirus pandemic, Kantar surveyed 25,000 people across 30 countries, and less than 8% said they thought brands should stop advertising. ",[],{"type":41,"text":10851,"spans":10852,"direction":52},"There are several considerations that CMOs and agency executives need to think about before taking a knee-jerk reaction and scaling back marketing during a recession. Here is a handy list of questions to ask yourself, your team and your partners going into 2023.",[10853],{"start":10854,"end":6390,"type":47,"data":10855},137,{"link_type":49,"url":10856,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fblog\u002Fadvertising-during-a-recession\u002F",{"type":91,"text":10858,"spans":10859,"direction":52},"Carefully assess your vendor relationships",[],{"type":41,"text":10861,"spans":10862,"direction":52},"No marketing team can go it completely alone. We know the martech and adtech landscapes are brimming with possible partnerships and it’s likely that a brand or agency team has a complex stack of vendors. Cost consolidation, rather than cost-cutting, can be an effective first step to cut some of the fat without impacting your marketing outcomes. Some questions that should be considered:",[],{"type":485,"text":10864,"spans":10865,"direction":52},"Can I find a partner who does the job of two or more? Rather than using point solutions for every marketing channel and capability, by seeking a full-service partnership through one vendor, you can likely simplify and streamline your spending.",[10866],{"start":178,"end":1999,"type":97},{"type":485,"text":10868,"spans":10869,"direction":52},"What level of people resourcing will I receive from this partner? Great technology is great,  but nothing can replace proper service levels that you can rely on. Think about what talent gaps you have within your organization and seek a partnership that can help supplement those. A partner who can fill in these skills gaps and showcase accolades and awards for their service will be worth their weight in gold during internal hiring freezes.",[10870],{"start":178,"end":2404,"type":97},{"type":485,"text":10872,"spans":10873,"direction":52},"What are my payment terms with this partner? In hard times, cash is king so it’s important to have partners who you can trust and payment terms that work for your business.",[10874],{"start":178,"end":6165,"type":97},{"type":41,"text":57,"spans":10876,"direction":52},[],{"type":41,"text":10878,"spans":10879,"direction":52},"It’s time to rethink recession marketing. Discover how the right media strategy can ensure your desired outcomes are met and prove ROI, even during economic uncertainty. Download The Recession Marketing Reboot ebook",[10880,10881,10884],{"start":178,"end":4278,"type":97},{"start":4278,"end":10882,"type":47,"data":10883},215,{"link_type":49,"url":10430,"target":6037},{"start":4278,"end":10882,"type":97},{"type":41,"text":57,"spans":10886,"direction":52},[],{"type":91,"text":10888,"spans":10889,"direction":52},"Get serious about using a data-driven approach",[],{"type":41,"text":10891,"spans":10892,"direction":52},"Justifying marketing spend is simply not possible without an effective measurement and optimization framework in place. Some questions to ask yourself and your team this year will be:",[],{"type":485,"text":10894,"spans":10895,"direction":52},"Will our measurement framework survive when cookies go away? With 2023 being the last year that cookies are available for measurement and targeting, it’s important to take this remaining time for testing future-proofed options in a risk-free way, so that you can head into the cookieless future with certainty.",[10896],{"start":178,"end":6202,"type":97},{"type":485,"text":10898,"spans":10899,"direction":52},"Is our short-term measurement based on real business outcomes, or simply proxy metrics? True success for most businesses is likely not simply ad clicks. Take some time as a team or tap into expert data partners to test and discover the ideal custom KPI to help you move the needle.",[10900],{"start":178,"end":1216,"type":97},{"type":485,"text":10902,"spans":10903,"direction":52},"Are our leading indicators sufficient enough to support a long term strategy? Brand goals are still important for marketing during a recession.Arguably more important, since consumers want to spend their precious money with brands they trust. But it can be the hardest part of the marketing budget to justify when brand building takes place over a longer time period. By incorporating really robust leading indicators of brand favorability, like uplift in attention or brand recall, you can be sure your spending is still on the right track.",[10904],{"start":178,"end":476,"type":97},{"type":91,"text":10906,"spans":10907,"direction":52},"Think carefully about where to place your bets",[],{"type":41,"text":10909,"spans":10910,"direction":52},"Consumer attention is shifting rapidly across channels. Thinking carefully about your omnichannel approach can help make the most of your marketing spend during a recession.",[],{"type":485,"text":10912,"spans":10913,"direction":52},"How can I get the impact of TV without the waste? TV is known to be the king of brand marketing, but a mass-reach linear TV campaign may be out of your budgetary reach in the near term. The good news is, data-driven, targeted TV that is still brand safe is now easy to access. In 2022, at MiQ we saw a 105% increase in spending on CTV with excellent results in driving measurable outcomes. ",[10914],{"start":178,"end":1197,"type":97},{"type":485,"text":10916,"spans":10917,"direction":52},"Is social media right for my brand? Many social platforms are in varying states of disarray right now. Brand safety issues pervade and frequency is through the roof, which is the last thing you want when trying to build consumer trust. And in our recent report, Unboxing the Global Retail Consumer, we saw that 7 in 10 consumers are taking a more considered, less click-happy approach to purchasing. This may justify a reduced social media spend in 2023, which could be better allocated to those CTV ads I just mentioned.",[10918],{"start":178,"end":547,"type":97},{"type":485,"text":10920,"spans":10921,"direction":52},"How can I reduce the risk involved in my advertising strategy? In the end, all you want is to ensure you can reach your marketing goals in an efficient way. By working with partners who can help you identify your ideal outcome and use data to achieve it with a channel and platform-agnostic approach, you can protect your brand and your budget.",[10922],{"start":178,"end":265,"type":97},{"type":41,"text":10924,"spans":10925,"direction":52},"The future is not all doom and gloom for marketers, even if we do enter a global recession. In my next blog post blogs, we’ll look at how marketing professionals can adjust their strategy in 2023 to ensure desired marketing outcomes are met to drive continued growth.",[],"text_component$9560628b-786d-41d4-96c0-1c9d18a05d09",{},{"link_type":282},[],[],[],"2023-03-01T03:50:00+0000",{"dimensions":10934,"alt":38,"copyright":38,"url":10935,"id":10936,"edit":10937},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653a7d760b105250cf53b555_US-Marketing-during-a-recession-blog.png?auto=format,compress","ZTp9dgsQUlDPU7VV",{"x":178,"y":178,"zoom":95,"background":75},{},[],[10941],{"type":41,"text":10942,"spans":10943,"direction":52},"Data-Driven Marketing Strategies During Recession",[],[10945],{"type":41,"text":10946,"spans":10947,"direction":52},"The word that seems to be on every business executive’s lips as we start 2023 is “recession.” With multiple major macro factors at play, many financial forecasters are predicting a global recession, albeit some are still hedging their bets about how serious it will be. And the word recession strikes fear into the heart of most savvy marketers since it conjures up images of budget cuts and resource freezes. ",[],[],[],{},{"id":6820,"uid":6822,"url":38,"type":9,"href":10952,"tags":10953,"first_publication_date":6823,"last_publication_date":6824,"slugs":10954,"linked_documents":10955,"lang":17,"alternate_languages":10956,"data":10957},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf0DxoAAEoAxvbl%22%29+%5D%5D",[],[6822],[],[],{"title":10958,"external_link":10959,"summary":10960,"slices":10961,"author_name":11109,"author_position":11110,"author_description":38,"author_image":11111,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":11112,"contact_formid":38,"contact_title":11113,"contact_description":11114,"contact_cta":38,"url_form_triggers":11115,"category":4953,"date":11116,"featured_image":11117,"thumbnail":11123,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":11124,"meta_title":11125,"meta_description":11129,"og_title":11133,"og_description":11134,"og_image":11135,"no_index":280},"Reduce Carbon Footprint in Digital Campaigns",{"link_type":30},[],[10962],{"variation":34,"version":35,"items":10963,"primary":10964,"id":11108,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":10965,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[10966,10974,10977,10980,10983,10986,10989,10992,10995,10998,11001,11004,11007,11010,11013,11015,11018,11021,11023,11030,11032,11035,11038,11041,11044,11047,11049,11052,11055,11058,11066,11069,11072,11074,11081,11083,11086,11089,11093,11102,11104,11106],{"type":41,"text":10967,"spans":10968,"direction":52},"It can be a tad overwhelming thinking about how to reduce the carbon footprint of digital campaigns. The majority of brands now publish ESG or Environmental, Social, and Governance goals, but they might not have thought about how digital advertising – like Sustainable Advertising Solution by MiQ – can help you reach those targets. Do you know the carbon footprint of your digital ad campaigns? Or how many emissions your campaign produces from start to finish? It’s a lot more than you think. That’s why we’ve been hard at work to shape the future of programmatic advertising by improving the sustainability of every digital campaign. We’ve written an entire ebook about it, but here’s a small taste of what’s inside.",[10969],{"start":10970,"end":10971,"type":47,"data":10972},637,675,{"link_type":49,"url":10973,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fwhitepapers\u002Fsustainability\u002F",{"type":41,"text":10975,"spans":10976,"direction":52},"Let’s dive in.",[],{"type":91,"text":10978,"spans":10979,"direction":52},"Four ways you can reduce the carbon footprint of your digital campaigns",[],{"type":91,"text":10981,"spans":10982,"direction":52},"1. Start by measuring the carbon emissions of each programmatic campaign",[],{"type":41,"text":10984,"spans":10985,"direction":52},"It’s all about the numbers and understanding where you stand when it comes to total emissions. If you don’t know how big the carbon footprint of each of your campaigns are, then you won’t know how to lower your impact. You can measure historical campaigns or current ones, but you’ll need at least four weeks of data to get a good idea of your starting point.  Unless you want to grade your own homework, you’ll also want to source a partner with a transparent methodology to help you measure the emissions from your ad campaigns.",[],{"type":41,"text":10987,"spans":10988,"direction":52},"Here’s a quick cheat sheet of some of the items you’ll want to measure:",[],{"type":216,"text":10990,"spans":10991,"direction":52},"Total carbon",[],{"type":216,"text":10993,"spans":10994,"direction":52},"Device analysis",[],{"type":216,"text":10996,"spans":10997,"direction":52},"Domain analysis",[],{"type":216,"text":10999,"spans":11000,"direction":52},"Market analysis",[],{"type":216,"text":11002,"spans":11003,"direction":52},"Ad delivery method",[],{"type":216,"text":11005,"spans":11006,"direction":52},"Supply chain length",[],{"type":216,"text":11008,"spans":11009,"direction":52},"Media optimization",[],{"type":216,"text":11011,"spans":11012,"direction":52},"Creative optimization",[],{"type":41,"text":57,"spans":11014,"direction":52},[],{"type":91,"text":11016,"spans":11017,"direction":52},"2. Understand industry benchmarks to score sustainability results",[],{"type":41,"text":11019,"spans":11020,"direction":52},"Now that you have your emissions data, how do you evaluate if the results are good or bad? This is where understanding digital industry benchmarks comes in. At MiQ, we’ve built out a Green Score Report that can help brands and agencies track their custom Green Score Index and dive into granular campaign emissions data to reduce the carbon footprint of programmatic campaigns.",[],{"type":41,"text":57,"spans":11022,"direction":52},[],{"type":41,"text":11024,"spans":11025,"direction":52},"Using yourGreen Score to build a more sustainable campaign",[11026,11029],{"start":178,"end":1789,"type":47,"data":11027},{"link_type":49,"url":11028,"target":51},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fsustainability-greenscore",{"start":178,"end":3327,"type":97},{"type":41,"text":57,"spans":11031,"direction":52},[],{"type":41,"text":11033,"spans":11034,"direction":52},"The way we use the Green Score Report is simple and doesn’t sacrifice primary KPIs. We made it this easy so that every advertiser can benefit from adding this to their programmatic campaigns risk-free. We use it to:",[],{"type":485,"text":11036,"spans":11037,"direction":52},"Inform tactical day zero planning before your campaign goes live;",[],{"type":485,"text":11039,"spans":11040,"direction":52},"Adapt mid-flight media mixes; and",[],{"type":485,"text":11042,"spans":11043,"direction":52},"Dynamically reduce the carbon footprint of programmatic campaign using MiQ’s proprietary Green Score as a secondary KPI",[],{"type":41,"text":11045,"spans":11046,"direction":52},"You can choose to track the detailed emissions reporting and\u002For you can holistically monitor everything in one Green Score index and track progress overtime.",[],{"type":41,"text":57,"spans":11048,"direction":52},[],{"type":91,"text":11050,"spans":11051,"direction":52},"3. Optimize programmatic media, creative, and supply opportunities",[],{"type":41,"text":11053,"spans":11054,"direction":52},"Finally, you can now identify opportunities to reduce the carbon footprint of programmatic campaigns. You can dive into tactics such as swapping for greener alternatives across the media, creative, and supply mixes to run campaigns that optimize toward greener outcomes. There are so many ways that you can achieve this – from shortening the supply chain length (which also makes campaigns more efficient and saves you money) to switching to streaming creatives (which also helps with viewability and attention).",[],{"type":41,"text":11056,"spans":11057,"direction":52},"Let’s look at the creative produced for campaigns as an example. Simply put, the longer the load, the bigger the emission. The creative format an advertiser considers impacts the frame rate, view length, screen sizes, etc. So naturally, each creative type will have a variance between reported carbon emissions since they each require a different quantity of energy to transfer data. But, you need to understand the drop-off between the wastage from larger emissions versus the effectiveness of the reach x frequency model to know what’s right for your campaign. Yes, switching from video to display might be initially greener, but what increase in frequency, a.k.a energy usage, is needed to reach the same level of campaign performance? By analyzing creative formats for campaign performance and sustainability in tandem, we can help the planet by making greener choices before the campaign delivers its first impression.",[],{"type":65,"url":11059,"alt":11060,"copyright":38,"dimensions":11061,"id":11064,"edit":11065},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653a7c1b0b105250cf53b550_Emission-comparisons-to-digital-advertising-impressions-1-1536x937.png?auto=format,compress","Equivalent emissions statistics for display and video advertising.",{"width":11062,"height":11063},1536,937,"ZTp8GwsQUlDPU7VQ",{"x":178,"y":178,"zoom":95,"background":75},{"type":91,"text":11067,"spans":11068,"direction":52},"4. Educate your team to stay up-to-date on the latest sustainability strategies",[],{"type":41,"text":11070,"spans":11071,"direction":52},"We are all trying to find new ways to help the environment, but we might not know where to start when it comes to reducing carbon emissions from digital advertising campaigns. One thing that everyone can do is to get back into the classroom (or meeting room) and level-up on industry wisdom. If you manage global campaigns, you’ll need to learn about regional sustainability nuances. If you plan for direct response campaigns you’ll want to use the best tactics to see the same great campaign performance that you are used to. Either way, all teams can benefit from a wider understanding of the sustainable ads landscape, partners, and strategies. This is a new way of thinking and acting in our industry that will help the planet. The only way to make it successful is for everyone to be on the same page. Educational opportunities, like our MiQ Unlocked program, are are taught by technical subject matter experts and are vital to reducing the carbon footprint created by advertising.",[],{"type":41,"text":57,"spans":11073,"direction":52},[],{"type":41,"text":11075,"spans":11076,"direction":52},"MiQ Unlocked offers the opportunity to upskill in all things programmatic through sessions on sustainability and more. Learn more here.",[11077,11078],{"start":178,"end":4277,"type":97},{"start":11079,"end":4277,"type":47,"data":11080},119,{"link_type":49,"url":9632,"target":51},{"type":41,"text":57,"spans":11082,"direction":52},[],{"type":91,"text":11084,"spans":11085,"direction":52},"What’s next? Reduce the carbon footprint of digital campaigns with sustainable advertising ",[],{"type":41,"text":11087,"spans":11088,"direction":52},"At MiQ, we are fully invested in making all of programmatic advertising more sustainable. We have a whole suite of Sustainable Ad solutions and a bunch more innovations on the 2023 roadmap. We are committed to 2030 net zero targets and will be releasing annual reports to track our progress. ",[],{"type":41,"text":11090,"spans":11091,"direction":52},"Together, we can (re)program marketing success to be incredibly performant and sustainable.",[11092],{"start":1756,"end":476,"type":110},{"type":41,"text":11094,"spans":11095,"direction":52},"Looking for a programmatic partner to help you meet your ESG goals without losing your ability to deliver outcomes? Reach out to your MiQ rep to get started with your free Green Score. If you are new to MiQ let’s talk.  ",[11096,11097,11100],{"start":178,"end":9004,"type":110},{"start":1416,"end":11098,"type":47,"data":11099},217,{"link_type":49,"url":11028,"target":51},{"start":11098,"end":11101,"type":110},220,{"type":41,"text":57,"spans":11103,"direction":52},[],{"type":41,"text":57,"spans":11105,"direction":52},[],{"type":41,"text":57,"spans":11107,"direction":52},[],"text_component$a4c5e100-3033-4c40-a02f-e4dea4fed44e","Katherine Bialczyk","Global product marketing manager, MiQ",{},{"link_type":282},[],[],[],"2023-02-23T05:30:00+0000",{"dimensions":11118,"alt":11119,"copyright":38,"url":11120,"id":11121,"edit":11122},{"width":292,"height":293},"Hand holds smartphone and flowers above a number four","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653a7b8c0b105250cf53b545_MiQ-Sustainability-blog-2-1.png?auto=format,compress","ZTp7jAsQUlDPU7VF",{"x":178,"y":178,"zoom":95,"background":75},{},[],[11126],{"type":41,"text":11127,"spans":11128,"direction":52},"Reducing Carbon Footprint in Digital Campaigns",[],[11130],{"type":41,"text":11131,"spans":11132,"direction":52},"The majority of brands now publish ESG or Environmental, Social, and Governance goals, but they might not have thought about how digital advertising – like Sustainable Advertising Solution by MiQ – can help you reach those targets. ",[],[],[],{},{"id":6811,"uid":6816,"url":38,"type":9,"href":11137,"tags":11138,"first_publication_date":6814,"last_publication_date":6815,"slugs":11139,"linked_documents":11140,"lang":17,"alternate_languages":11141,"data":11142},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf0MhoAAEIAxvcs%22%29+%5D%5D",[],[6813],[],[],{"title":11143,"external_link":11144,"summary":11145,"slices":11146,"author_name":11109,"author_position":11283,"author_description":38,"author_image":11284,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":11285,"contact_formid":38,"contact_title":11286,"contact_description":11287,"contact_cta":38,"url_form_triggers":11288,"category":4953,"date":11289,"featured_image":11290,"thumbnail":11295,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":11296,"meta_title":11297,"meta_description":11301,"og_title":11305,"og_description":11306,"og_image":11307,"no_index":280},"Why Marketers Avoid Sustainable Advertising",{"link_type":30},[],[11147,11278],{"variation":34,"version":35,"items":11148,"primary":11149,"id":11277,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":11150,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[11151,11158,11161,11170,11173,11176,11179,11182,11188,11195,11198,11201,11204,11210,11213,11216,11222,11227,11230,11232,11237,11240,11243,11245,11248,11250,11256,11258,11261,11264,11267,11273,11275],{"type":41,"text":11152,"spans":11153,"direction":52},"Digital ads generate a lot of emissions. A lot. If the internet was a country, it would be the third largest polluter in the world – after the US and China. We want to change that. In fact, 76% of advertisers agree that our industry should be doing more for decarbonizing the ad world. So why do marketers shy away from sustainable advertising?",[11154],{"start":11155,"end":10742,"type":47,"data":11156},190,{"link_type":49,"url":11157,"target":51},"https:\u002F\u002Fwww.thedrum.com\u002Fnews\u002F2022\u002F11\u002F16\u002Fhow-the-industry-must-tackle-digital-advertising-s-massive-carbon-footprint-2023",{"type":41,"text":11159,"spans":11160,"direction":52},"First, this is very, very new data. Yes, marketers have been discussing sustainable advertising for years, but only recently have we seen this type of transparent emissions reporting applied to digital campaigns. As brands continue to scale adoption of emission reporting, we also expect to see an uptick in demand for sustainable ads.",[],{"type":41,"text":11162,"spans":11163,"direction":52},"But truth be told, we might be hesitating because of the potential trade-offs between business outcomes and helping the planet. PwC found this risk tolerance to hover around 1% for the majority of their survey respondents. This means that a large share of decision-makers will choose to help the planet only if it doesn’t impact the bottom line by more than 1%. ",[11164,11168],{"start":11165,"end":6428,"type":47,"data":11166},128,{"link_type":49,"url":11167,"target":51},"https:\u002F\u002Fwww.pwc.com\u002Fgx\u002Fen\u002Fservices\u002Faudit-assurance\u002Fcorporate-reporting\u002Fesg-investor-survey.html",{"start":10343,"end":11169,"type":110},307,{"type":41,"text":11171,"spans":11172,"direction":52},"Luckily, reality isn’t this bleak.",[],{"type":41,"text":11174,"spans":11175,"direction":52},"Sustainable ad solutions exist, and they no longer have to trade campaign performance for environmental sustainability. By combining the right data, with innovations in tech and dynamic ad strategies, you can reduce your carbon footprint while still delivering highly effective campaigns.  At MiQ we can deliver for you, your customers, and the planet all while supporting your Sustainability or ESG targets with ease – cool, right?",[],{"type":41,"text":11177,"spans":11178,"direction":52},"Let’s dig in. ",[],{"type":91,"text":11180,"spans":11181,"direction":52},"How do digital ads contribute to emissions?",[],{"type":41,"text":11183,"spans":11184,"direction":52},"From the first brainstorming session to when the ad is viewed, emissions keep building up. This is because every online action requires energy to complete the task and that use of energy is what contributes to carbon and greenhouse gas emissions. Our digital ad world is constantly passing data, creatives, and measuring campaign effectiveness to ensure the right message is delivered to the right person. From the lense of the audience, ads and content are constantly being consumed, streamed, or downloaded onto an infinite number of screens. Then, it just keeps building.",[11185,11186],{"start":517,"end":5032,"type":110},{"start":9397,"end":11187,"type":110},186,{"type":65,"url":11189,"alt":11190,"copyright":38,"dimensions":11191,"id":11193,"edit":11194},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F653a79e70b105250cf53b53d_The-Advertising-Value-Chain-for-Carbon-Emissions-1536x824.png?auto=format,compress","The advertising value chain flowchart diagram showing upstream emissions.",{"width":11062,"height":11192},824,"ZTp55wsQUlDPU7U9",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":11196,"spans":11197,"direction":52},"The journey to sustainable advertising is complex. Carbon and greenhouse emissions are generated at each step of the advertising value chain. Even before the campaign can be launched, a significant amount of emissions are created during the initial brainstorming and media production. And it just keeps building.",[],{"type":91,"text":11199,"spans":11200,"direction":52},"The journey to sustainable advertising starts with measurement",[],{"type":41,"text":11202,"spans":11203,"direction":52},"Despite the growing interest in sustainable ads, measurement and activation is still quite complex. In order to understand the carbon footprint of a digital ad campaign, you have to score every single impression to identify trends and tactics to reduce emissions.",[],{"type":41,"text":11205,"spans":11206,"direction":52},"MiQ has plenty of this supply data (we have 22+ offices across 9 countries for our managed services), but we also know better than to grade our own homework. So we turned to our partner, Scope3, to help us apply a transparent methodology to score impressions using a blend of public and open source emissions data. By the time we saw the results we still needed some context to understand the story. Was it good? Or bad? What were similar brands or verticals seeing?",[11207],{"start":1617,"end":6428,"type":47,"data":11208},{"link_type":49,"url":11209,"target":51},"https:\u002F\u002Fwww.scope3.com\u002F",{"type":91,"text":11211,"spans":11212,"direction":52},"MiQ set off on a mission to build the first benchmarks for Sustainable advertising",[],{"type":41,"text":11214,"spans":11215,"direction":52},"To answer these questions, we ran a massive data and analytics project where we analyzed every impression across 360 campaigns with 566 feature combinations (so imagine a decision tree with the bottom row having 566 different outcomes).",[],{"type":41,"text":11217,"spans":11218,"direction":52},"What was the outcome? The first global programmatic benchmarks for sustainability! We actually wrote an entire ebook about it, so if you find this interesting, you can download it here and explore practical tips for planning sustainable campaigns.",[11219,11220],{"start":9003,"end":194,"type":110},{"start":9003,"end":7619,"type":47,"data":11221},{"link_type":49,"url":10973,"target":51},{"type":41,"text":11223,"spans":11224,"direction":52},"HUGE because for the first time, we were able to tell you what ‘good’ looked like and what we can do to close the gap between what they are doing and what their vertical should be striving for. We were also able to stay partner agnostic in our approach meaning that we explored multiple DSPs, exchanges, and more – without bias that comes from the conflict of hosting such a platform. This gives brands a much more holistic view of their overall impact and supply opportunities.",[11225],{"start":11101,"end":11226,"type":97},236,{"type":41,"text":11228,"spans":11229,"direction":52},"We now offer a customized version of this report to all of our clients who want to run a sustainable ad campaign. MiQ’s Green Score is our proprietary KPI to help keep things simple for our clients. You can choose to track the detailed emissions reporting and\u002For you can holistically monitor everything in one Green Score index and track progress overtime.",[],{"type":41,"text":57,"spans":11231,"direction":52},[],{"type":91,"text":11233,"spans":11234,"direction":52},"Using your Green Score to build a more sustainable campaign",[11235],{"start":2225,"end":475,"type":47,"data":11236},{"link_type":49,"url":11028,"target":51},{"type":41,"text":11238,"spans":11239,"direction":52},"The way we use the Green Score Report is simple so that every advertiser can benefit from adding this to their campaigns risk-free, with no impact on performance. We use it to:",[],{"type":485,"text":11241,"spans":11242,"direction":52},"Inform tactical day zero planning (before your campaign goes live);",[],{"type":485,"text":11039,"spans":11244,"direction":52},[],{"type":485,"text":11246,"spans":11247,"direction":52},"Dynamically optimize to greener supply using the Green Score as a secondary KPI\n",[],{"type":41,"text":57,"spans":11249,"direction":52},[],{"type":41,"text":11233,"spans":11251,"direction":52},[11252,11255],{"start":178,"end":8078,"type":47,"data":11253},{"link_type":49,"url":11254,"target":51},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fsustainability-greenscore?_gl=1*upujft*_ga*MTQyNjMxMDg3Mi4xNjQ2MDQyOTQ2*_ga_Z6HSYG0940*MTY5ODMyOTY3MC4xODEuMS4xNjk4MzMxMDc5LjU1LjAuMA..",{"start":178,"end":8078,"type":97},{"type":41,"text":57,"spans":11257,"direction":52},[],{"type":91,"text":11259,"spans":11260,"direction":52},"It’s time for all brands to lean into sustainable advertising",[],{"type":41,"text":11262,"spans":11263,"direction":52},"At MiQ, we are fully invested in making programmatic advertising more sustainable. We have a whole suite of Sustainable Ad solutions and a bunch more innovations on the 2023 roadmap. We are committed to 2030 net zero targets and will be releasing annual reports to track our progress. ",[],{"type":41,"text":11090,"spans":11265,"direction":52},[11266],{"start":1756,"end":476,"type":110},{"type":41,"text":11094,"spans":11268,"direction":52},[11269,11270,11272],{"start":178,"end":1416,"type":110},{"start":1416,"end":11098,"type":47,"data":11271},{"link_type":49,"url":11028,"target":51},{"start":11098,"end":11101,"type":110},{"type":41,"text":57,"spans":11274,"direction":52},[],{"type":41,"text":57,"spans":11276,"direction":52},[],"text_component$8713dde3-b9cd-4156-98ef-3d169568fb2d",{"variation":34,"version":35,"items":11279,"primary":11280,"id":11282,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":11281,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$e75b366b-e03d-43d8-b6e5-8c7fe07486ba","Sr. Global product marketing manager, MiQ",{},{"link_type":282},[],[],[],"2023-02-13T23:00:00+0000",{"dimensions":11291,"alt":38,"copyright":38,"url":11292,"id":11293,"edit":11294},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F8a68d314-479e-43ee-99f2-ac8cfb127243_MiQ-Sustainability-blog-1.png?auto=format,compress","ZerzaBIAACoAtciV",{"x":178,"y":178,"zoom":95,"background":75},{},[],[11298],{"type":41,"text":11299,"spans":11300,"direction":52},"Sustainable Advertising: Why Marketers Hesitate",[],[11302],{"type":41,"text":11303,"spans":11304,"direction":52},"Marketers have been discussing sustainable advertising for years, but only recently have we seen this type of transparent emissions reporting applied to digital campaigns. As brands continue to scale adoption of emission reporting, we also expect to see an uptick in demand for sustainable ads.",[],[],[],{},{"id":11309,"uid":11310,"url":38,"type":9,"href":11311,"tags":11312,"first_publication_date":9669,"last_publication_date":11313,"slugs":11314,"linked_documents":11316,"lang":17,"alternate_languages":11317,"data":11318},"Zxf3WRoAAEAAxv1l","theres-more-to-cookieless-than-google","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf3WRoAAEAAxv1l%22%29+%5D%5D",[],"2026-04-27T16:35:18+0000",[11315],"what-are-we-seeing-at-miq",[],[],{"title":11319,"external_link":11320,"summary":11321,"slices":11322,"author_name":11109,"author_position":11403,"author_description":38,"author_image":11404,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":11405,"contact_formid":38,"contact_title":11406,"contact_description":11407,"contact_cta":38,"url_form_triggers":11408,"category":2021,"date":11409,"featured_image":11410,"thumbnail":11416,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":11417,"meta_title":11420,"meta_description":11424,"og_title":11427,"og_description":11428,"og_image":11429,"no_index":280},"Cookieless Future: Beyond Google",{"link_type":30},[],[11323,11345,11358],{"variation":34,"version":35,"items":11324,"primary":11325,"id":11344,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":11326,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[11327,11330,11333,11336,11338,11341],{"type":41,"text":11328,"spans":11329},"Since Google announced their latest delay in deprecating third-party tracking cookies, the new ‘deadline’ is now two and a half years later than originally planned – H2 of 2024. Google also shared additional timelines around Privacy Sandbox, feeling that more time is needed to test and launch its features fully:",[],{"type":216,"text":11331,"spans":11332},"Testing scaled out to millions of users globally in August 2022",[],{"type":216,"text":11334,"spans":11335},"The Privacy Sandbox APIs will be launched and generally available in Chrome by Q3 2023, so the new timeline gives additional time for testing",[],{"type":41,"text":57,"spans":11337},[],{"type":41,"text":11339,"spans":11340},"This doesn’t come as a surprise to online advertising. Cookieless measurement is one of the most challenging aspects facing advertisers as we move toward a privacy-forward future. This is because the programmatic industry is heavily fragmented – consider all of the media channels, formats, ad exchanges, ad servers, demand vs. supply side platforms, and the different data, measurement, and analytics available within walled gardens versus on the open web. Today, teams of savvy data scientists analyze these supply combinations using a common identifier  – aka tracking cookies – to rank them based on the expected return on investment.  Connecting these solutions is really, really hard even with 3rd party tracking cookies.",[],{"type":41,"text":11342,"spans":11343},"Since the cookie isn’t going to crumble just yet, advertisers might stay the course with existing, cookie-based campaign strategies. But, there’s more to cookieless than Google. Only about 30 – 45% of internet browsing is estimated to be cookie-based. ",[],"text_component$e55a1c37-8db7-495b-b089-806b008b3261",{"variation":34,"version":35,"items":11346,"primary":11356,"id":11357,"slice_type":7974,"slice_label":38},[11347],{"content":11348,"position":11352,"logo":11353,"thumbnail":11354,"cta_link":11355,"cta_text":38},[11349],{"type":41,"text":11350,"spans":11351,"direction":52},"Brands that only use cookie-based solutions are missing out on up to 70% of the open web.",[],[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$9e41abff-ab70-4591-a12d-1285ee97b2ee",{"variation":34,"version":35,"items":11359,"primary":11360,"id":11402,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":11361,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[11362,11365,11368,11371,11374,11377,11380,11382,11385,11387,11390,11393,11396],{"type":41,"text":11363,"spans":11364},"If you find that truth shocking, let’s break it down. Safari and Firefox have blocked third-party cookies for the past three years. Chrome, with roughly 50% share of browsing activity globally, has been the only major player to hold out. Cookie availability continues to be squeezed and even more so with stricter consumer privacy regulations appearing throughout the globe. People who use ad blocking tools or just go incognito are reported to be anywhere from 7% on mobile to about 40% on desktop – all other devices lie somewhere in-between. If you’ve been following along with your calculator, that means cookie-based strategies over-index to just 30% of the open web!",[],{"type":41,"text":11366,"spans":11367},"Only relying on cookie-based strategies is like scratching the surface of programmatic’s scale.  There are massive opportunities to plan, target, and optimize programmatic campaigns without cookies. Regardless of cookie availability and any further changes to the deadline by Google, our focus at MiQ continues to be on rapidly transitioning to a privacy-first programmatic approach – because not only is it better for consumers, but it’s also more performant. As a result, our campaign delivery globally is on-track to be 85% cookieless by the end of 2023. We leverage data from our myriad partners to create MiQ Identity Spine, which connects multiple data signals into a single profile, so brands can achieve connected and accurate measurement across channels. We have 150+ data connections, 8B bids analyzed daily, 300+ data experts, and manage billions of IDs–simplified into one connected solution for better connected marketing.",[],{"type":91,"text":11369,"spans":11370},"What are we seeing at MiQ?",[],{"type":216,"text":11372,"spans":11373},"Proprietary, multi-ID, MiQ Identity Spine that has increased unique reach by 65 % vs cookie-based strategies",[],{"type":216,"text":11375,"spans":11376},"A fully customizable Cookieless Toolkit for brands to tap into cookieless audience solutions, like SimilarWeb and Experian, resulting in significant increases in brand metrics like CTR, VTR, and reach. ",[],{"type":216,"text":11378,"spans":11379},"Rollout of cookieless optimization features such as Inventory Control SPO that uses advanced contextual campaign signals to optimize performance with a 91% improvement rate",[],{"type":41,"text":57,"spans":11381},[],{"type":41,"text":11383,"spans":11384},"At MiQ, campaigns adopting our multi-ID Identity Spine and Cookieless Toolkit have proven that privacy-centric programmatic can and does provide more scale, more intelligence, and greater overall performance – and so we will continue to invest in these strategies for our clients. Although the cookie deprecation timeline is changing yet again, it is even more important to take this (extra) time to rewrite the rules of digital advertising and grow existing alternatives that are right for your brand, while also prioritizing consumer privacy and choice.",[],{"type":41,"text":6589,"spans":11386},[],{"type":91,"text":11388,"spans":11389},"Want to hear more about cookieless?",[],{"type":216,"text":11391,"spans":11392},"Check out our Q&A with MiQ’s product lead for identity, Georgie Haig, for her take on Google’s cookie delay announcement",[],{"type":216,"text":11394,"spans":11395},"Learn why cookieless measurement demands a multi-solution approach",[],{"type":216,"text":11397,"spans":11398},"Looking to future-proof your campaigns without compromising performance? Get in touch.",[11399],{"start":7396,"end":263,"type":47,"data":11400},{"link_type":49,"url":11401,"target":51},"https:\u002F\u002Fwearemiq.com\u002Fresources\u002Fblog\u002Ftheres-more-to-cookieless-than-google?contact=true","text_component$d778b82c-c3fb-4cc3-9b49-0ef7db841b04","Senior product marketing manager, performance and identity, MiQ",{},{"link_type":282},[],[],[],"2022-10-12T22:00:00+0000",{"dimensions":11411,"alt":11412,"copyright":38,"url":11413,"id":11414,"edit":11415},{"width":292,"height":293},"There’s more to cookieless than Google","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F1b9bcead-994a-4e18-b270-2ee2dd03970c_DECODING_GOOGLE_PRESS_RELEASE-blog-1200x628.png?auto=format,compress","ZJLtOxAAACAAnf5N",{"x":178,"y":178,"zoom":95,"background":75},{},[11418],{"related_article":11419},{"link_type":282},[11421],{"type":41,"text":11422,"spans":11423,"direction":52},"Exploring the Cookieless Future Beyond Google",[],[11425],{"type":41,"text":11328,"spans":11426,"direction":52},[],[],[],{},{"id":11431,"uid":11432,"url":38,"type":9,"href":11433,"tags":11434,"first_publication_date":11435,"last_publication_date":11436,"slugs":11437,"linked_documents":11439,"lang":17,"alternate_languages":11440,"data":11441},"Zxf73RoAAEIAxwaH","one-step-closer-to-a-cookieless-future","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf73RoAAEIAxwaH%22%29+%5D%5D",[],"2024-10-22T20:40:01+0000","2026-04-27T16:34:44+0000",[11438],"note",[],[],{"title":11442,"external_link":11443,"summary":11444,"slices":11445,"author_name":11451,"author_position":11455,"author_description":38,"author_image":11530,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":11531,"contact_formid":38,"contact_title":11532,"contact_description":11533,"contact_cta":38,"url_form_triggers":11534,"category":4953,"date":11535,"featured_image":11536,"thumbnail":11543,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":11548,"meta_title":11549,"meta_description":11553,"og_title":11557,"og_description":11558,"og_image":11559,"no_index":280},"Closer to a Cookieless Future: What’s Next",{"link_type":30},[],[11446],{"variation":34,"version":35,"items":11447,"primary":11448,"id":11529,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":11449,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[11450,11454,11458,11461,11464,11468,11471,11475,11487,11491,11494,11498,11501,11505,11508,11512,11515,11518,11522,11525],{"type":41,"text":11451,"spans":11452},"Mega Pandya",[11453],{"start":178,"end":2225,"type":97},{"type":41,"text":11455,"spans":11456},"Data journalist, MiQ",[11457],{"start":178,"end":424,"type":97},{"type":41,"text":11459,"spans":11460},"At MiQ Datathon 6.0 this year, we challenged 57 people divided into 11 teams to think differently. While Google may have delayed its cookieless plans, we’re helping to shape the future of programmatic. For this, our event was all about bringing cookieless solutions into action. Teams were asked to come up with solutions from a fixed data set, to predict a user’s conversion probability and create a business use case. The dataset selected to train the predictive models used Authenticated IDs, which are entirely cookieless and privacy-centric by design. The three winning teams were awarded a prize, and saw their solutions joining the MiQ product roadmap.",[],{"type":41,"text":11462,"spans":11463},"Mayank Sagar is an associate consultant within our capabilities team (DnA). As one of the winners of our MiQ Datathon 6.0, he tells us about his experience, cookieless future and more.",[],{"type":216,"text":11465,"spans":11466},"So, how does it feel to have won the Datathon 6.0?",[11467],{"start":178,"end":1197,"type":97},{"type":41,"text":11469,"spans":11470},"To me, it feels truly ‘unreal’. I’ve been at MiQ for three years, and I’ve participated in every challenge from MiQ. This time, it felt like everything came together; be it the team work, the solution or every single learning that I have had from all the previous participations. It resulted in my team winning the solution of Datathon 6.0: ‘Team HumbleFool’. The idea was to identify the best channels (Display\u002FVideo\u002FCTV\u002FAudio etc.) for a given CRM data of a client based on historic trends and overlap performance.",[],{"type":216,"text":11472,"spans":11473},"Can you describe your experience?",[11474],{"start":178,"end":1304,"type":97},{"type":41,"text":11476,"spans":11477},"Datathon for me is thinking out of the box along with an element of fun in it. It’s an opportunity that has a business aspect to it, where there is expert opinion from the panel. We had thoughtful leaders like Ramya Parashar (COO, India), Lara Koenig (global head of product, solutions), Georgiana Haig (global product lead), Hitesh Nahata (senior manager, data and analytics), Biddappa Muthappa (director, data science RnD). At the same time, it allows for creativity and to produce one’s own idea with no limitations to thinking. This helped me gain critical knowledge about Authenticated ID, cookieless tactics, and cookieless future datasets.",[11478,11481,11483,11484,11486],{"start":11479,"end":11480,"type":97},210,225,{"start":5572,"end":11482,"type":97},250,{"start":203,"end":10343,"type":97},{"start":6505,"end":11485,"type":97},339,{"start":6396,"end":3982,"type":97},{"type":216,"text":11488,"spans":11489},"What are the things you will take back from the MiQ Datathon 6.0?",[11490],{"start":178,"end":2404,"type":97},{"type":41,"text":11492,"spans":11493},"The feeling of winning, having fun with the team, learning from the ideas of other people from the organisation, and more. We had eleven new innovative ideas around business use-cases for a variety of clients across regions. The most important learning being how to build a product and to sell the product. MiQ Datathon 6.0 was the best one till date because coding and product around coding translated into business, which then gets added into the pipeline. ",[],{"type":216,"text":11495,"spans":11496},"What were the top highlights of this year’s MiQ Datathon 6.0?",[11497],{"start":178,"end":6202,"type":97},{"type":41,"text":11499,"spans":11500},"In terms of the ‘Future Drivers’, it’s with cookieless being at the forefront for shaping the future of programmatic advertising. It’s great to see how you can be a part of shaping the future and contribute to the growth of the organisation. This year’s theme was about bringing cookieless data integrations into on-ground testing and experimentation. There were new ideas around user prediction and data infrastructure, effectively helping the RnD teams with new product ideas.",[],{"type":216,"text":11502,"spans":11503},"How does MiQ challenge tech talent??",[11504],{"start":178,"end":547,"type":97},{"type":41,"text":11506,"spans":11507},"MiQ provides a common platform which is a great avenue for data scientists and analysts all across teams to come together with their best ideas. We have brainstorming sessions, meetings, discussions, feedback, and collaboration.  ",[],{"type":216,"text":11509,"spans":11510},"What do you have to say about teamwork, collaboration and cooperation with people outside of your team?",[11511],{"start":178,"end":1656,"type":97},{"type":41,"text":11513,"spans":11514},"The product or analyst roles involve working with different people across departments, even outside of India. You get to know people before you work with them and that makes things easy and helpful. MiQ propagates an inclusive culture that allows collaboration, where I got to work with folks from DnA and RnD team to mix business and tech minds in solving the most critical problems facing the AdTech industry.",[],{"type":91,"text":11516,"spans":11517},"Note:",[],{"type":41,"text":11519,"spans":11520},"Authenticated IDs\u002F Data sets:",[11521],{"start":178,"end":552,"type":97},{"type":41,"text":11523,"spans":11524},"Authenticated IDs\u002F Data sets are typically tied to hashed and encrypted emails, that can do everything cookies can do, and more. This is just one piece of the cookieless future. Being able to recognise and leverage a multitude of solutions and authenticated ID in a privacy-first manner, across a range of platforms and environments, is critical to helping advertisers future-proof their campaigns.",[],{"type":41,"text":11526,"spans":11527},"To be a part of our exciting tech and product crew, check out our careers page.",[11528],{"start":760,"end":476,"type":97},"text_component$33df3e09-4f30-41a4-9dcd-9268d686f994",{},{"link_type":282},[],[],[],"2022-10-06T22:00:00+0000",{"dimensions":11537,"alt":38,"copyright":38,"url":11540,"id":11541,"edit":11542},{"width":11538,"height":11539},1920,1005,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F54ac4107-160c-476e-959c-a84f10c7bb08_1714_Datathon_6.0_Header-Linkedin-FB-Page-1-1920x1005.jpg?auto=format,compress","ZdcjqhEAACkA5XVJ",{"x":178,"y":178,"zoom":95,"background":8943},{"dimensions":11544,"alt":38,"copyright":38,"url":11545,"id":11546,"edit":11547},{"width":292,"height":1202},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Faadd2f31-3ecc-4886-b1e9-9cefd137a748_1714_Datathon_6.0-thumb5.jpg?auto=format,compress","Zer18BIAACsAtdRD",{"x":178,"y":178,"zoom":95,"background":8943},[],[11550],{"type":41,"text":11551,"spans":11552,"direction":52},"Advancing Towards a Cookieless Future: What’s Next",[],[11554],{"type":41,"text":11555,"spans":11556,"direction":52},"At MiQ Datathon 6.0 this year, we challenged 57 people divided into 11 teams to think differently. While Google may have delayed its cookieless plans, we’re helping to shape the future of programmatic.",[],[],[],{},{"id":11561,"uid":11562,"url":38,"type":9,"href":11563,"tags":11564,"first_publication_date":11565,"last_publication_date":11566,"slugs":11567,"linked_documents":11569,"lang":17,"alternate_languages":11570,"data":11571},"Zxf5tBoAAEIAxwIj","cookieless-measurement","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5tBoAAEIAxwIj%22%29+%5D%5D",[],"2024-10-22T20:40:37+0000","2026-04-27T16:34:49+0000",[11568],"kpis-across-every-channel-will-be-impacted",[],[],{"title":11572,"external_link":11573,"summary":11576,"slices":11577,"author_name":11680,"author_position":11681,"author_description":38,"author_image":11682,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":11683,"contact_formid":38,"contact_title":11684,"contact_description":11685,"contact_cta":38,"url_form_triggers":11686,"category":2021,"date":11687,"featured_image":11688,"thumbnail":11694,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":11695,"meta_title":11698,"meta_description":11701,"og_title":11704,"og_description":11705,"og_image":11706,"no_index":280},"Multi-Solution Approach for Cookieless Measurement",{"link_type":49,"key":11574,"url":11575},"7f914ced-f5e9-4448-84fd-b1bebdcbf549","https:\u002F\u002Fwww.wearemiq.com\u002Fblog\u002Fcookieless-measurement\u002F",[],[11578,11595,11611,11643,11656],{"variation":34,"version":35,"items":11579,"primary":11580,"id":11594,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":11581,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[11582,11585,11588,11591],{"type":41,"text":11583,"spans":11584},"Cookieless measurement is one of the most challenging aspects facing advertisers as we move toward the privacy-forward future. Effective measurement is critical in marketing, and measurement serves as a bellwether to broader data and privacy discussions as it is helpful to know what is, and is not, working now. ",[],{"type":41,"text":11586,"spans":11587},"First, let’s get the whole Google story out of the way. Yes, we know Google postponed third-party cookie removal from Chrome to 2024. Cookieless is bigger than a single browser; it’s a response to overwhelming consumer demand. Besides, third-party cookies are already irrelevant on several platforms, including Chrome, Safari, mobile apps and CTV. In fact, only about 30% of internet browsing in the US is estimated to be cookie-based.",[],{"type":41,"text":11589,"spans":11590},"So, why wait? One answer advertisers may be slow to adapt is measurement capabilities. Many advertisers are just beginning to test their ability to deliver cookieless activations, and the thought of measuring performance and cross-channel attribution for those activations is beyond daunting. ",[],{"type":41,"text":11592,"spans":11593},"At MiQ, our future-forward philosophy and technology-agnostic approach empowers us to confront some of these challenges and dispel the ambiguity around cookieless measurement. Let’s dig in. ",[],"text_component$4e062847-0f45-4990-b7df-ce1e8e89868f",{"variation":34,"version":35,"items":11596,"primary":11609,"id":11610,"slice_type":7974,"slice_label":38},[11597],{"content":11598,"position":11605,"logo":11606,"thumbnail":11607,"cta_link":11608,"cta_text":38},[11599],{"type":41,"text":11600,"spans":11601,"direction":52},"Speaking of measurement, are you tracking your progress toward 100% cookieless programmatic? Our CookielessIQ score reveals how your current campaigns deliever cookieless and guide clients from theoretical guessing about preparedness to education, action, and progress. Click here to find out how to get your score!",[11602],{"start":167,"end":1179,"type":47,"data":11603},{"link_type":49,"url":11604,"target":51},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fcookielessiq?_gl=1*kz0dws*_ga*MTA4NzIxNjc1MC4xNjg3NTE2NDA2*_ga_Z6HSYG0940*MTY4ODAzMTc2My44LjEuMTY4ODAzNTczMC42MC4wLjA",[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$3f90600a-5536-4e6b-a2ee-c28f1d1c30bd",{"variation":34,"version":35,"items":11612,"primary":11613,"id":11642,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":11614,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[11615,11618,11621,11624,11627,11630,11633,11636,11639],{"type":91,"text":11616,"spans":11617},"KPIs across every channel will be impacted",[],{"type":41,"text":11619,"spans":11620},"Virtually every channel marketers utilize today will be impacted by the deprecation of cookies, including the measurement data. Household reach, IP-based conversions, footfall, incremental lift, ROAS and CPA all currently rely on cookie-based attribution for measurement for the interlocking key between channels.. ",[],{"type":41,"text":11622,"spans":11623},"For every challenge, there are multiple solutions. Take conversions, one of the most common and most critical data sets that marketers measure. Where currently a cookie is used to link an impression on a publisher site to a conversion on the brand’s page, without cookies we can push Google Floodlight conversions into Google Ads Data Hub for privacy compliant reporting. We can also model conversions using Google’s DV360, predicting conversions based on similar patterns–so in a cookieless environment conversions are attributed via machine learning. Finally, we can record conversions through closed-loop measurement of authenticated IDs. ",[],{"type":41,"text":11625,"spans":11626},"But what if you aren’t on Google, have other partners on your plan or don’t have access to authenticated IDs? How are you going to connect all of the disparate strategies to really know what’s working?",[],{"type":41,"text":11628,"spans":11629},"The important thing to remember when talking about cookieless measurement is that there is no magic bullet. Every measurement marketers are tracking today will be impacted, and there will be new solutions to address each of the challenges those channel-specific measurements present. ",[],{"type":91,"text":11631,"spans":11632},"What’s the solution? There is no one solution.",[],{"type":41,"text":11634,"spans":11635},"A single solution to cookieless measurement isn’t likely. There will be too many identifiers, anonymous and authenticated, scattered across too many channels. ",[],{"type":41,"text":11637,"spans":11638},"Authenticated IDs, clean rooms, in-app measurement, attention, brand surveys, and TV measurement–it’s important to explore multi-solutions that solve for multiple identifiers and to continue to push innovation in measurement through strategic and collaborative partnerships. Solutions will emerge, evolve and complement each other, as there will always be some form of fragmentation that needs to be resolved. ",[],{"type":41,"text":11640,"spans":11641},"At MiQ, we leverage data from our myriad data partners to create the Identity Spine, which connects multiple data signals into a single profile, so brands can achieve connected and accurate measurement across channels. We have 150+ data connections, 8B bids analyzed daily, 300+ data experts, and manage billions of IDs–simplified into one connected solution for better connected marketing.",[],"text_component$c3ff7b08-03fe-4fc2-bc8f-6fb843c68fd9",{"variation":34,"version":35,"items":11644,"primary":11654,"id":11655,"slice_type":7974,"slice_label":38},[11645],{"content":11646,"position":11650,"logo":11651,"thumbnail":11652,"cta_link":11653,"cta_text":38},[11647],{"type":41,"text":11648,"spans":11649,"direction":52},"Want to learn about cookieless future? Check out our e-book Identity: Goodbye cookies, hello future to discover how cookie deprecation will change targeting, planning, and measurement in programmatic.",[],[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$75d65faa-ab26-4946-9c26-5c1c4f9e917e",{"variation":34,"version":35,"items":11657,"primary":11658,"id":11679,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":11659,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[11660,11663,11666,11669,11672],{"type":91,"text":11661,"spans":11662},"Preparing for the cookieless future starts with measurement",[],{"type":41,"text":11664,"spans":11665},"Fragmented measurement in a cookieless environment requires advertisers to be more clever in their planning strategy. First, advertisers should work with their partners to identify how their current campaigns and strategies will be impacted by the removal of third-party cookies. Partners will need to complement each other’s efforts, and not duplicate, to avoid wastage. ",[],{"type":41,"text":11667,"spans":11668},"Take this (extra) time to grow existing alternatives that are right for your brand, while also prioritizing consumer privacy and choice. Evaluate alternative strategies side-by-side, while cookies exist–be sure to check the impact by channel and goal\u002Fkpi. ",[],{"type":41,"text":11670,"spans":11671},"The cookieless journey is an opportunity to unlock new KPIs and identify other metrics that may have an impact. Set clear and actionable goals to narrow the gaps. With the right data science and partners, we have found that reach, relevancy and ROI can actually improve with the removal of cookies. ",[],{"type":41,"text":11673,"spans":11674},"Looking for a partner to help you future-proof your programmatic without losing your ability to measure performance? Let’s talk.  ",[11675,11678],{"start":5387,"end":11165,"type":47,"data":11676},{"link_type":49,"url":11677,"target":51},"https:\u002F\u002Fwearemiq.com\u002Fresources\u002Fblog\u002Fcookieless-measurement?contact=true",{"start":5851,"end":6205,"type":110},"text_component$d790deff-3f13-4635-b8a6-3ffbd7d7bc26","Michelle Samaan","Product Manager, MiQ",{},{"link_type":282},[],[],[],"2022-10-03T22:00:00+0000",{"dimensions":11689,"alt":11690,"copyright":38,"url":11691,"id":11692,"edit":11693},{"width":292,"height":293},"Cookieless measurement demands a multi-solution approach","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fcd20a47d-ef74-4a14-91b9-47e40e599ffd_12.png?auto=format,compress","ZJ1eXBEAAB0AbzMg",{"x":178,"y":178,"zoom":95,"background":75},{},[11696],{"related_article":11697},{"link_type":282},[11699],{"type":41,"text":11572,"spans":11700,"direction":52},[],[11702],{"type":41,"text":11583,"spans":11703,"direction":52},[],[],[],{},{"id":11708,"uid":11709,"url":38,"type":9,"href":11710,"tags":11711,"first_publication_date":9366,"last_publication_date":11712,"slugs":11713,"linked_documents":11715,"lang":17,"alternate_languages":11716,"data":11717},"Zxf3DxoAAEgAxvzS","brand-affinity-what-it-is-why-it-matters-and-how-you-can-calculate-it","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf3DxoAAEgAxvzS%22%29+%5D%5D",[],"2026-04-27T16:34:43+0000",[11714],"what-does-that-mean",[],[],{"title":11718,"external_link":11719,"summary":11720,"slices":11721,"author_name":11875,"author_position":11876,"author_description":38,"author_image":11877,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":11878,"contact_formid":38,"contact_title":11879,"contact_description":11880,"contact_cta":38,"url_form_triggers":11881,"category":2021,"date":11882,"featured_image":11883,"thumbnail":11889,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":11894,"meta_title":11895,"meta_description":11899,"og_title":11902,"og_description":11903,"og_image":11904,"no_index":280},"Brand Affinity: Definition, Importance, Calculation",{"link_type":30},[],[11722],{"variation":34,"version":35,"items":11723,"primary":11724,"id":11874,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":11725,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[11726,11729,11732,11735,11738,11741,11744,11747,11749,11752,11755,11758,11761,11764,11767,11770,11776,11779,11782,11785,11788,11791,11794,11797,11800,11803,11806,11809,11812,11816,11819,11822,11825,11828,11834,11837,11840,11843,11846,11849,11852,11858,11861,11864,11867,11869],{"type":41,"text":11727,"spans":11728},"Providing human-centered customer experiences is pivotal to connecting with your customers and understanding them as individuals. One of the quickest ways to do that? Brand affinity.",[],{"type":91,"text":11730,"spans":11731},"What does that mean? ",[],{"type":41,"text":11733,"spans":11734},"Brand affinity helps brands understand their customers beyond their actions and tune into their customers’ feelings. Brand affinity ideally comes after brand awareness. It means that a consumer not only knows a brand exists but they also have a strong connection to a brand’s identity.",[],{"type":41,"text":11736,"spans":11737},"Affinity is the most valuable level of customer relationship. It can boost business because it encourages trust with customers. When it comes to retaining customers, brand affinity is a goldmine. Studies show that loyal customers are ten times as valuable as their initial purchase. When a customer demonstrates brand affinity, companies can pinpoint a series of distinct benefits, including:",[],{"type":216,"text":11739,"spans":11740},"An increased chance that customers will keep buying from their specific brand, even when given a choice between similar products.",[],{"type":216,"text":11742,"spans":11743},"A high probability that customers will become brand advocates on social media and other public forums.",[],{"type":216,"text":11745,"spans":11746},"Greater overall customer satisfaction.",[],{"type":41,"text":57,"spans":11748},[],{"type":41,"text":11750,"spans":11751},"The benefits of brand affinity are obvious: happier, more devoted customers.",[],{"type":41,"text":11753,"spans":11754},"It’s one of the most powerful ways of acquiring and retaining customers in such a crowded environment.",[],{"type":91,"text":11756,"spans":11757},"What’s a brand to do? ",[],{"type":41,"text":11759,"spans":11760},"First, focus on learning about audiences that have shown an affinity towards your brand. The key is to use brand affinity to translate cross-channel customer engagement into deeper, more meaningful connections. ",[],{"type":91,"text":11762,"spans":11763},"Going Deeper",[],{"type":41,"text":11765,"spans":11766},"Brand affinity may seem at first impression like a subjective metric, but in fact it is highly data-driven, based on correlating consumer preferences and behaviors to determine intent towards a brand.",[],{"type":41,"text":11768,"spans":11769},"It’s about mining a customer’s digital trail of indicators that can be used as data sources (first-party, second-party, and third-party data) to determine affinity.",[],{"type":65,"url":11771,"alt":38,"copyright":38,"dimensions":11772,"id":11774,"edit":11775},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F7894c21f-7a82-417c-b989-45a6e7c7dcf6_22.jpeg?auto=format,compress",{"width":11062,"height":11773},1111,"ZJ2rjhEAACAAcKsR",{"x":178,"y":178,"zoom":95,"background":8943},{"type":41,"text":11777,"spans":11778},"For example, consumers may watch an ad on TV and use their mobile to learn more about the product and its availability before finally making the purchase via their laptops. They are using new technologies to research products and shop through a variety of channels. To capitalize on intent signals, brands must have the capability to build a single customer view that combines every source of customer data into a golden record that tells us everything there is to know about the customer, their device and channel preferences, buying patterns, and transactions.",[],{"type":41,"text":11780,"spans":11781},"After all, it’s not enough to know that a user has affinity to your brand if you don’t know anything else about them or how to reach them with your messaging. ",[],{"type":41,"text":11783,"spans":11784},"This golden record could tell us about their affinity, or predisposition towards brands such as “Nike”, “BMW”, “Deliveroo” etc based on the pages they have visited, searches they have made, social media content they have viewed and TV ads they have been exposed to.",[],{"type":41,"text":11786,"spans":11787},"And if we simply flipped it, we could create a list of “Nike” affinity audiences and understand the full spectrum of their likes and dislikes. ",[],{"type":41,"text":11789,"spans":11790},"By connecting various user signals such as buying patterns, geo location visits, demographics composition and social media behavior, this record could also help us identify channels and device preferences to more effectively reach users with our messaging.",[],{"type":91,"text":11792,"spans":11793},"How we built a brand affinity model",[],{"type":41,"text":11795,"spans":11796},"MiQ has been working on this for a while now and our affinity-based insights capabilities have grown to support a wide array of use cases, geos, devices and channels.",[],{"type":41,"text":11798,"spans":11799},"Our brand affinity model taps into a host of data sources with behavioral attributes from different devices and channels, providing a holistic view of audiences with high affinity towards the brand. ",[],{"type":91,"text":11801,"spans":11802},"Behind the scenes at MiQ",[],{"type":41,"text":11804,"spans":11805},"So, how did we create this?",[],{"type":41,"text":11807,"spans":11808},"First, we built a repository of 400k+ brands ranging from niche to generic and local to global, using sources such as Wikipedia and multiple ad platforms. We work with our global team of campaign managers to add new brands, remove dictionary words and merge alias brands to the list regularly, allowing us to stay relevant.",[],{"type":41,"text":11810,"spans":11811},"Secondly, we incorporated multiple methods and machine learning algorithms to build a list of affinity audiences for these brands in real time, drawing on relevancy scores and thresholds to ensure quality.",[],{"type":41,"text":11813,"spans":11814},"And the relevancy scores don’t live behind gated walls. With our proprietary audience insights tool – Discover, a module within MiQ’s enterprise product Intelligence Hub – relevancy scores and audience sizes can be accessed and exported for the creation of tailored, actionable experiences.",[11815],{"start":4278,"end":1416,"type":110},{"type":41,"text":11817,"spans":11818},"This tool also allows users to visualize insights based on several metrics that are critical to media planning, including demographics and device ownership.",[],{"type":91,"text":11820,"spans":11821},"How to measure affinity",[],{"type":41,"text":11823,"spans":11824},"User affinity profiling starts by capturing each engagement with a digital property and then collecting all of the brand attribute values (e.g. keywords) associated with the interaction.",[],{"type":41,"text":11826,"spans":11827},"Let’s take a look at a few types of interactions and the brands they could help extract:",[],{"type":65,"url":11829,"alt":38,"copyright":38,"dimensions":11830,"id":11832,"edit":11833},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fd49b5713-1cc0-446c-9659-6d16c497274d_23.png?auto=format,compress",{"width":11062,"height":11831},1334,"ZJ2rjhEAACIAcKsS",{"x":178,"y":178,"zoom":95,"background":75},{"type":91,"text":11835,"spans":11836},"Relevancy score weights",[],{"type":41,"text":11838,"spans":11839},"For user-brand interactions to be meaningful, their intensity has to be higher than the general population’s interactions.",[],{"type":41,"text":11841,"spans":11842},"Every time a user interacts with the same brand, the score of that brand is updated by the type of data source (or a combination of data sources ) as well as the region it occurred in. Further, the data source combinations are ranked on their quality of data. This ranking is leveraged in creating the list of top users associated with a brand.",[],{"type":91,"text":11844,"spans":11845},"The beauty of brand affinity",[],{"type":41,"text":11847,"spans":11848},"Brand affinity provides a creative and cost-effective way to reach new users. It helps drive incremental conversions from people with a high propensity to convert. It’s also a fantastic way to reach your competition’s audience.",[],{"type":41,"text":11850,"spans":11851},"Affinity-based insights open up a new world of potential giving brands the power to capitalize on intent signals.",[],{"type":41,"text":11853,"spans":11854},"Contact us to learn more about our audience insights. ",[11855],{"start":178,"end":1832,"type":47,"data":11856},{"link_type":49,"url":11857,"target":51},"https:\u002F\u002Fwearemiq.com\u002Fresources\u002Fblog\u002Fbrand-affinity-what-it-is-why-it-matters-and-how-you-can-calculate-it?contact=true",{"type":41,"text":11859,"spans":11860},"To find out more about MiQ:",[],{"type":216,"text":11862,"spans":11863},"Check out our open positions",[],{"type":216,"text":11865,"spans":11866},"Check out our previous post on making better choices and improving ROI with programmatic advertising",[],{"type":41,"text":6589,"spans":11868},[],{"type":41,"text":11870,"spans":11871},"Purva is a senior product manager at MiQ. Having relocated to London from Bangalore last year, she’s been spending the summer exploring European towns. Bon voyage!",[11872],{"start":178,"end":11873,"type":110},163,"text_component$f7ad08fb-5518-4d48-adea-c6f227359575","Purva Goyal","Senior product manager, MiQ",{},{"link_type":282},[],[],[],"2022-09-20T22:00:00+0000",{"dimensions":11884,"alt":38,"copyright":38,"url":11886,"id":11887,"edit":11888},{"width":11538,"height":11885},1003,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F8848ecc0-5cef-4fc7-a3b3-a21bda5795bd_Blog6_Brand-affinity-What-it-is-why-it-matters-and-how-to-calculate-it-1920x1003.png?auto=format,compress","ZdcdUhEAACsA5WRj",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":11890,"alt":38,"copyright":38,"url":11891,"id":11892,"edit":11893},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F2a9a68d8-10cf-4e06-b943-9ec928d52d49_Brand+affinity_+What+it+is_+why+it+matters+and+how+to+calculate+it.jpg?auto=format,compress","ZdM4LREAACgAVzyD",{"x":178,"y":178,"zoom":95,"background":8943},[],[11896],{"type":41,"text":11897,"spans":11898,"direction":52},"Understanding Brand Affinity: Importance and Metrics",[],[11900],{"type":41,"text":11727,"spans":11901,"direction":52},[],[],[],{},{"id":11906,"uid":11907,"url":38,"type":9,"href":11908,"tags":11909,"first_publication_date":6276,"last_publication_date":6295,"slugs":11910,"linked_documents":11912,"lang":17,"alternate_languages":11913,"data":11914},"Zxf5rxoAAEsAxwIZ","test-how-to-make","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5rxoAAEsAxwIZ%22%29+%5D%5D",[],[11911],"this-is-a-call-to-action-this-is-a-call-to-action-this-is-a-call-to-action-this-is-a-call-to-action-this-is-a-call-to-action",[],[],{"title":11915,"external_link":11916,"summary":11917,"slices":11918,"author_name":12084,"author_position":12085,"author_description":12080,"author_image":12086,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":12093,"contact_formid":38,"contact_title":12094,"contact_description":12095,"contact_cta":38,"url_form_triggers":12096,"category":2021,"date":12099,"featured_image":12100,"thumbnail":12105,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":12110,"meta_title":12113,"meta_description":12117,"og_title":12121,"og_description":12122,"og_image":12123,"no_index":280},"Improve ROI with Programmatic Advertising",{"link_type":30},[],[11919,11930,11948,11964,11992,12025,12041],{"variation":34,"version":35,"items":11920,"primary":11921,"id":11929,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":11922,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[11923,11926],{"type":41,"text":11924,"spans":11925},"The programmatic industry is constantly tasked with making better decisions to improve ROI. Optimizing inventory selection, so that you are delivering your message where your target audience is most likely to convert, is an obvious way to do it but is not as simple as it sounds. The challenge is that digital ad inventory is seemingly endless and supply is heavily fragmented. Inventory selection cannot be a simple, straightforward ‘if, then’ logic. Instead, campaign strategists need to work towards segmenting supply by value to improve decisioning–similar to high, medium, and low value audience segments. ",[],{"type":41,"text":11927,"spans":11928},"Supply Path Optimization (SPO) automates inventory selection based on predetermined or intelligent logic. However, those who optimize inventory within a standard DSP set up often find that they have to break supply features into isolated ad groups to route investment to high-performing inventory combinations, which is difficult to manage. They end up with a bloated campaign architecture that requires constant manual interventions – essentially undoing any gained benefit and making it difficult to see the features’ true potential. ",[],"text_component$17061fc2-cf1f-4310-a7c8-8b7cdd56e580",{"variation":34,"version":35,"items":11931,"primary":11932,"id":11947,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":11933,"title":38,"text":11940,"link":11944},{"dimensions":11934,"alt":38,"copyright":38,"url":11937,"id":11938,"edit":11939},{"width":11935,"height":11936},3000,2181,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fed9a90f2-fdeb-4964-8137-40825087aef9_China_Ebook_1-COVER-MOCK.png?auto=format,compress","ZfhtghIAACkAc5Qo",{"x":178,"y":178,"zoom":95,"background":75},[11941],{"type":678,"text":11942,"spans":11943},"This is a call to action This is a call to action This is a call to action This is a call to action This is a call to action",[],{"link_type":49,"key":11945,"url":11946},"0899a919-e6f8-4376-aceb-8d4a89da45cf","https:\u002F\u002Fold.wearemiq.com","article_download$91935a6a-8a4c-46a6-a671-f0a7d7906d28",{"variation":34,"version":35,"items":11949,"primary":11950,"id":11963,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":11951,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[11952,11955,11961],{"type":41,"text":11953,"spans":11954},"Simply put, SPO for programmatic campaigns is a way to simplify decision making, and boost ROI by trimming all the clutter in the supply path. It’s one of the first tactics a trader, the person who instructs the computer how to bid in the auctions, will deploy to improve campaign performance. This is typically reviewed within the first week  of a campaign’s go-live date, referred to as a ‘test-and-learn’ period. But, with a standard DSP setup, this manual process can be extremely time consuming. ",[],{"type":65,"url":11956,"alt":38,"copyright":38,"dimensions":11957,"id":11959,"edit":11960},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F289a677e-c1c8-480e-afce-c07b3d2dba22_10.jpeg?auto=format,compress",{"width":11062,"height":11958},1025,"ZJxbFxEAACAAapoU",{"x":178,"y":178,"zoom":95,"background":8943},{"type":41,"text":11953,"spans":11962},[],"text_component$b9da2311-3de8-45ee-b212-2374c9d50875",{"variation":34,"version":35,"items":11965,"primary":11990,"id":11991,"slice_type":7974,"slice_label":38},[11966,11978],{"content":11967,"position":11971,"logo":11975,"thumbnail":11976,"cta_link":11977,"cta_text":38},[11968],{"type":41,"text":11969,"spans":11970,"direction":52},"Though SPO is a challenging problem statement the fact that it can bring cost efficiency and performance improvement to our campaigns acted as a motivating factor for building this feature.",[],[11972],{"type":41,"text":11973,"spans":11974,"direction":52},"Divya Prabha M, data scientist at MiQ",[],{},{},{"link_type":30},{"content":11979,"position":11983,"logo":11987,"thumbnail":11988,"cta_link":11989,"cta_text":38},[11980],{"type":41,"text":11981,"spans":11982,"direction":52},"Inventory Control SPO has allowed us to take a first-quality approach to driving efficiency for advertisers. It has allowed out team to effectively improve inventory distribution at a network level that previously required significant manual efforts, which is invaluable for me as a leader of a trading team.",[],[11984],{"type":41,"text":11985,"spans":11986,"direction":52},"Ciaran Slattery, VP of US Trading at MiQ",[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$121d6b2a-dcb3-41dd-b9f4-5a4d3a197e62",{"variation":34,"version":35,"items":11993,"primary":11994,"id":12024,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":11995,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[11996,11999,12003,12007,12012,12016,12020],{"type":41,"text":11997,"spans":11998},"To gain better visibility into the digital supply chain we armed ourselves with log-level data, the details tied to each impression, using an enterprise feed from The Trade Desk, a programmatic demand side platform. We then applied our data science methodologies to analyze the contextual data (Exchange, Seller\u002FPublisher, Site Domain, Deal ID) from every single impression to see exactly what was occurring in each transaction, in every possible feature combination. We then developed a custom scoring logic, which weighed a combination of primary and secondary goals, such as CVR with CPA, to waterfall spend across each cluster of feature combinations to create a compounded efficiency score for the contextual path. This score was then used to direct the volume of ad impressions towards the best results, essentially creating a logic for a dual KPI value-based supply segmentation (see Table A).",[],{"type":41,"text":12000,"spans":12001},"Table A: Feature combinations are first assigned a custom metric score (a weighted combination of the primary & secondary KPI performance), which then involves segmenting supply paths into four segments and using machine learning to assign priority (Table A).  The segment with the highest average custom metric value will be assigned to Segment 2 and Segment with least average custom metric value will be assigned to Segment -1.",[12002],{"start":178,"end":4121,"type":97},{"type":41,"text":12004,"spans":12005},"Segment | What does it mean?",[12006],{"start":178,"end":2216,"type":97},{"type":41,"text":12008,"spans":12009},"2 | Top Choice\nPrioritize buying impressions on this vector before spending budget anywhere else. ",[12010,12011],{"start":178,"end":776,"type":97},{"start":4917,"end":2711,"type":97},{"type":41,"text":12013,"spans":12014},"1 | Next-best pick\nIf the budget remains and there is no more scale with my first choice, prioritize this option instead.",[12015],{"start":178,"end":2238,"type":97},{"type":41,"text":12017,"spans":12018},"0 | Neutral\nAny impression that does not match an Inventory Control list will be defined as “neutral” by default. ",[12019],{"start":178,"end":368,"type":97},{"type":41,"text":12021,"spans":12022},"-1 | The last resort\nIf the budget still remains, buy impressions here to deliver in full.",[12023],{"start":178,"end":1789,"type":97},"text_component$fb60fe0a-e334-4d52-9610-b00ca7502578",{"variation":34,"version":35,"items":12026,"primary":12039,"id":12040,"slice_type":7974,"slice_label":38},[12027],{"content":12028,"position":12032,"logo":12036,"thumbnail":12037,"cta_link":12038,"cta_text":38},[12029],{"type":41,"text":12030,"spans":12031,"direction":52},"Empowering SPO systems to drive more outcomes while maintaining efficiency is at the core of this feature design. 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Words for a Kinder World: A Guide",{"link_type":30},[],[12306],{"variation":34,"version":35,"items":12307,"primary":12308,"id":12337,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":12309,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[12310,12313,12316,12319,12322,12325,12328,12331,12334],{"type":41,"text":12311,"spans":12312},"Language is incredibly powerful. It can comfort and reassure, inspire and motivate, energize and encourage. But it can also sting and wound. It can incite hate, provoke malice and cause great damage. So while language is one of our greatest gifts, it’s also one of our biggest weapons.\n\nPut simply, what we say impacts other people. So in the workplace and beyond, we’re all responsible for the words we choose to use. If someone finds something you said offensive, you don’t have to agree. But you do need to recognize that they’ve been impacted by your language. It’s very important to find a better and more inclusive way to communicate. And with a whole library of alternative words and phrases to adopt, we’re spoiled for choice. There’s no denying that there’s always another way to say something. ",[],{"type":41,"text":12314,"spans":12315},"The only caveat? Language is always evolving, so the words we choose to use change over time. The dictionary continues to expand and the learning never stops.\nWe all get it wrong sometimes – even when we know better. When we do, it’s important that we apologize, correct ourselves, and strive to do better next time. No one is expecting perfection, but we need to make progress.",[],{"type":41,"text":12317,"spans":12318},"To reflect the ever-evolving nature of language, our tone of voice at MiQ is always under review. It can’t be set in stone, so it’s a bit like a living glossary. We also know that the ‘right’ terminology depends on location and context, so it can never be universal. As a global business, we have the courage to have challenging conversations and we try to always do what’s right.",[],{"type":41,"text":12320,"spans":12321},"As a business, we recently decided to adopt the term ‘BIPOC’. It’s a term that’s mostly used in the USA, where ‘Black’ and ‘Indigenous’ is joined with ‘People of Color’ notation. It signifies the important impact of societal and systemic racism on these identities. This term isn’t as relevant in other countries, so where it’s appropriate, we’ve suggested other terms. But globally, we need a way to communicate efficiently, so we typically use ‘BIPOC’ and we’re transparent about why we came to that decision. ",[],{"type":41,"text":12323,"spans":12324},"When talking about race, we also capitalize ‘Black’ and ‘White’. It’s a decision made by the US National Association of Black Journalists, and it’s one we’re proud to stand by. It creates consistency with how other race terms are used and indicates that no race or ethnicity is the default.",[],{"type":41,"text":12326,"spans":12327},"We continue to look into other common language choices. As part of this, inclusive pronouns are also becoming standard practice at MiQ. And as part of HackiQ 2022 in India, one of our team’s even built an AI solution that suggests kinder words to use in Slack.",[],{"type":41,"text":12329,"spans":12330},"We’ve also converted our internal systems so that we avoid phrases like ‘whitelist or blacklist’ and ‘master and slave’ in coding language. Plus, we try to avoid stigmatizing language like ‘crazy’, ‘lame’, and ‘grandfathered in’, as well as culturally appropriative language. We also promote the use of ‘folks, team, all, y’all and everyone’ rather than saying ‘hey guys’.  ",[],{"type":41,"text":12332,"spans":12333},"Being mindful with language is just one of the ways we champion inclusion and diversity across our global business. Every year, we produce a data-driven report detailing what’s worked well and where we need to make progress. To find out more about our inclusion evolution, read this year’s Inclusion, Diversity, Equity and Accountability Report.",[],{"type":41,"text":12335,"spans":12336},"Download the report here.",[],"text_component$aee5c89a-34a2-4eb8-bd5f-bc9606b1cc7f","Sara Axelbaum","Global head of inclusion and diversity",{},{"link_type":282},[],[],[],{"dimensions":12346,"alt":12347,"copyright":38,"url":12348,"id":12349,"edit":12350},{"width":292,"height":293},"Kinder words for a kinder world","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F3f46b094-af8d-4a1e-8527-83387de76512_ID-Kind_words-blog_header.png?auto=format,compress","ZIbj-BUAACwA7Ck3",{"x":178,"y":178,"zoom":95,"background":75},{},[],[12354],{"type":41,"text":12355,"spans":12356,"direction":52},"Promoting Kindness: The Power of Kinder Words",[],[12358],{"type":41,"text":12359,"spans":12360,"direction":52},"Language is incredibly powerful. It can comfort and reassure, inspire and motivate, energize and encourage. But it can also sting and wound. It can incite hate, provoke malice and cause great damage. So while language is one of our greatest gifts, it’s also one of our biggest weapons.",[],[],[],{},{"id":12365,"uid":12366,"url":38,"type":9,"href":12367,"tags":12368,"first_publication_date":12369,"last_publication_date":9487,"slugs":12370,"linked_documents":12372,"lang":17,"alternate_languages":12373,"data":12374},"Zxf1yxoAAEEAxvpl","how-connected-tv-is-transforming-media-investments-in-canada","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf1yxoAAEEAxvpl%22%29+%5D%5D",[],"2024-10-22T20:41:08+0000",[12371],"references",[],[],{"title":12375,"external_link":12376,"summary":12377,"slices":12378,"author_name":12420,"author_position":12421,"author_description":38,"author_image":12422,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":12423,"contact_formid":38,"contact_title":12424,"contact_description":12425,"contact_cta":38,"url_form_triggers":12426,"category":2021,"date":12427,"featured_image":12428,"thumbnail":12434,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":12435,"meta_title":12436,"meta_description":12440,"og_title":12443,"og_description":12444,"og_image":12445,"no_index":280},"How Connected TV Transforms Investments",{"link_type":30},[],[12379],{"variation":34,"version":35,"items":12380,"primary":12381,"id":12419,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":12382,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[12383,12386,12389,12392,12395,12398,12401,12404,12407,12413],{"type":41,"text":12384,"spans":12385},"The digital media world continues to drastically change in Canada. With more screens and fragmented attention than ever before, emerging TV trends are showing what channels marketers need to be investing in to better connect with their target audiences. ",[],{"type":41,"text":12387,"spans":12388},"Rinse and repeat strategies no longer address the changing nature of media, and we are seeing more Canadians move towards streaming advertising-based video-on-demand services (AVODs) and subscription video on-demand (SVODs). That’s why it’s so important that marketing investments include these channels in the media mix. ",[],{"type":41,"text":12390,"spans":12391},"We are especially seeing these trends permeate post-COVID. According to eMarketer, roughly $6 billion dollars was expected to be spent on connected TV at the U.S. upfronts. That’s roughly 17% of the entire TV upfront spend.* This is likely to resonate in Canada as pay TV households will drop below 50% of Canadian households in 2022, and almost 80% of Canadians are now ‘streaming’ their TV content.* ",[],{"type":41,"text":12393,"spans":12394},"In Canada, TV budgets and ad spend do not reflect the viewership landscape. Marketers might find it challenging to reach a growing and engaged audience in exchange for achieving grandfathered broadcast KPI’s not reflective of today’s market. But ignoring connected TV is like saving your cassettes and CD’s – the problem is…you can’t play them anywhere. That’s why being agile and flexible is  necessary to help drive media initiatives forward in the upcoming years. ",[],{"type":41,"text":12396,"spans":12397},"My suggestion for marketers looking to maximize connected TV outputs – continue to test and learn TV strategies for better insights, solutions and media outcomes. A company that is doing this really well is Subway Canada. ",[],{"type":41,"text":12399,"spans":12400},"Subway was looking to optimize their TV strategy by tapping into rich, connected digital and linear TV data. One of their main objectives was to increase the linear TV campaign reach, and driving the frequency of ads shown to their consumers. So we served up an Advanced TV campaign where we targeted non-exposed households with a Subway ad on connected TV, and balanced frequency by targeting ‘light TV viewers’ and cord cutters more heavily. We more than tripled message frequency against ‘light TV’ viewers by serving them ads on connected TV, reaching the audiences that Subway would have otherwise missed. We also extended Subways linear TV reach by an incremental 11.5% with connected TV audiences. This is an example of reaching as much of your addressable audience as possible in the most efficient way, which at the end of the day is one of the most fundamental challenges for marketers. ",[],{"type":41,"text":6589,"spans":12402},[12403],{"start":178,"end":95,"type":97},{"type":91,"text":12405,"spans":12406},"References:",[],{"type":41,"text":12408,"spans":12409},"https:\u002F\u002Fcontent-na1.emarketer.com\u002Fus-upfront-ctv-ad-spending-will-exceed-6-billion-this-year ",[12410],{"start":178,"end":5656,"type":47,"data":12411},{"link_type":49,"url":12412},"https:\u002F\u002Fcontent-na1.emarketer.com\u002Fus-upfront-ctv-ad-spending-will-exceed-6-billion-this-year",{"type":41,"text":12414,"spans":12415},"https:\u002F\u002Fcontent-na1.emarketer.com\u002Fcanada-households-pay-tv-2022 ",[12416],{"start":178,"end":265,"type":47,"data":12417},{"link_type":49,"url":12418},"https:\u002F\u002Fcontent-na1.emarketer.com\u002Fcanada-households-pay-tv-2022","text_component$a48f5771-3849-41d9-929c-7ce60df31004","Craig Hamm","VP, Broadcast Sales, MiQ",{},{"link_type":282},[],[],[],"2022-07-27T22:00:00+0000",{"dimensions":12429,"alt":12430,"copyright":38,"url":12431,"id":12432,"edit":12433},{"width":11538,"height":11539},"How connected TV is transforming media investments in Canada","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fc8e6afd5-2055-4e13-aaf6-805edb4183fd_24.png?auto=format,compress","ZJ2tmREAACEAcLTl",{"x":178,"y":178,"zoom":95,"background":75},{},[],[12437],{"type":41,"text":12438,"spans":12439,"direction":52},"Transforming Media Investments with Connected TV in Canada",[],[12441],{"type":41,"text":12384,"spans":12442,"direction":52},[],[],[],{},{"id":12447,"uid":12448,"url":38,"type":9,"href":12449,"tags":12450,"first_publication_date":12451,"last_publication_date":7945,"slugs":12452,"linked_documents":12454,"lang":17,"alternate_languages":12455,"data":12456},"Zxf7shoAAE0AxwYu","creating-a-custom-platform-design-system-to-delight-users","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7shoAAE0AxwYu%22%29+%5D%5D",[],"2024-10-22T20:40:04+0000",[12453],"custom-platform-design-systems-for-users",[],[],{"title":12457,"external_link":12458,"summary":12459,"slices":12460,"author_name":12529,"author_position":12530,"author_description":38,"author_image":12531,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":12532,"contact_formid":38,"contact_title":12533,"contact_description":12534,"contact_cta":38,"url_form_triggers":12535,"category":2021,"date":12536,"featured_image":12537,"thumbnail":12542,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":12547,"meta_title":12548,"meta_description":12552,"og_title":12556,"og_description":12557,"og_image":12558,"no_index":280},"Custom Platform Design Systems for Users",{"link_type":30},[],[12461],{"variation":34,"version":35,"items":12462,"primary":12463,"id":12528,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":12464,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[12465,12472,12475,12487,12490,12493,12501,12504,12507,12510,12513,12519,12522],{"type":41,"text":12466,"spans":12467},"Tech products are almost never left in their original design form, for example, if you look at the original design of Twitter, it bears almost no resemblance to the popular social media platform many of us use today. Constant tweaks and adjustments, make them evolve into very different applications. That’s a good thing. It shows that tech teams are constantly striving for a better user experience and evolving with the needs of their users.",[12468],{"start":434,"end":12469,"type":47,"data":12470},125,{"link_type":49,"url":12471},"https:\u002F\u002Ftwirpz.wordpress.com\u002F2015\u002F06\u002F03\u002Fthe-history-of-twitter-in-profile-pages-2006-to-2015\u002F",{"type":41,"text":12473,"spans":12474},"Here at MiQ, our technology layer is no different and is a key aspect of our strategy. Our tech and design tie directly into our company values. Our products were built rapidly, to serve our customers’ needs as they emerged, showcasing true agility that powered our success.  They also are a tangible demonstration of our value of unity, supporting our internal teams to execute on our brand promise of better connected marketing through connecting disparate platforms, inventory, datasets into quick and easy-to-use interfaces. ",[],{"type":41,"text":12476,"spans":12477},"But because our platforms were built rapidly, as the influence and scope of our technology grew, we noticed an increase in the inconsistencies around look, behaviour, and usability across our products. Like many other tech companies before us, our brand has matured. We knew it was time to establish clear guidelines on what MiQ should look, feel and sound like. We translated this into thoughtfully designed applications: and so our Fiber Design System was born. ",[12478,12482],{"start":12066,"end":12479,"type":47,"data":12480},242,{"link_type":49,"url":12481},"https:\u002F\u002Fwww.theverge.com\u002F2013\u002F1\u002F24\u002F3904134\u002Fgoogle-redesign-how-larry-page-engineered-beautiful-revolution",{"start":12483,"end":12484,"type":47,"data":12485},434,453,{"link_type":49,"url":12486},"https:\u002F\u002Ffiber.miqdigital.com\u002F",{"type":41,"text":12488,"spans":12489},"Design systems are everywhere and it is important to merge beauty and functionality, to give people more confidence and joy when using applications.",[],{"type":41,"text":12491,"spans":12492},"While popular design systems, such as Material and Bootstrap provide a strong foundation, our industry and brand needs a high level of customization. Focusing on better connected marketing through data and media, means that effective display and access to data are key. Our visual data tables for example, were more complex than what was available in standard libraries. They had to be adapted to further improve readability of currency values and to allow our Trading team to take actions in bulk.  So we decided to create a design system of our own.",[],{"type":65,"url":12494,"alt":12495,"copyright":38,"dimensions":12496,"id":12499,"edit":12500},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F017ddc74-8d79-4b55-8a23-1ebeedb19597_20.png?auto=format%2Ccompress&rect=0%2C0%2C904%2C418&w=904&h=418","Fiber Design System",{"width":12497,"height":12498},904,418,"ZJ2n5REAACAAcJoA",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":12502,"spans":12503},"What has the Fiber Design System done to help MiQ? It has dramatically improved the visual harmony and consistency of MiQ’s applications. A shared vocabulary between designers and developers was established and helped to make for a more productive and collaborative environment. Developers are now aware that every time a design is delivered, everything they see is documented in all its states and edge cases. They are confident that the development time won’t slip out of hand, because everything they see is already available in the design system, ready to use out of the box.",[],{"type":41,"text":12505,"spans":12506},"A custom design system does have to be maintained and adjusted, but it has so many benefits such as making product design more purposeful and honest, ultimately helping all your customers. ",[],{"type":41,"text":12508,"spans":12509},"“The new design system helps to reduce our development time thanks to the standardized formats and central source of truth for product, design and tech teams. It also helps in avoiding simple mistakes which tend to get overlooked during fast-paced development. It also promotes learning since we can learn from other developer’s code during past projects – even if that developer has moved on.” – Rahul Gupta, Developer",[],{"type":41,"text":12511,"spans":12512},"If you want to know more about MiQ and Fiber:",[],{"type":216,"text":12514,"spans":12515},"Like us on dribbble",[12516],{"start":1832,"end":4557,"type":47,"data":12517},{"link_type":49,"url":12518},"https:\u002F\u002Fdribbble.com\u002Fxdiq",{"type":216,"text":12520,"spans":12521},"Check our open positions on the design team (Loc: London, Department: Product)",[],{"type":216,"text":12523,"spans":12524},"Check out our previous post\n",[12525],{"start":918,"end":393,"type":47,"data":12526},{"link_type":49,"url":12527},"https:\u002F\u002Fwww.wearemiq.com\u002Fblog\u002Finternal-products-can-be-beautiful-too\u002F","text_component$9928969a-2e76-48ba-9675-59d92d2f1609","Maria Cerase","Product design lead, MiQ",{},{"link_type":282},[],[],[],"2022-07-25T22:00:00+0000",{"dimensions":12538,"alt":38,"copyright":38,"url":12539,"id":12540,"edit":12541},{"width":68,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F9bd7ab47-6124-48e6-a660-9540103942b2_4_Creating-a-custom-platform-design-system-to-delight-users-blog.png?auto=format,compress","ZdchrxEAACoA5W3n",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":12543,"alt":38,"copyright":38,"url":12544,"id":12545,"edit":12546},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F432d076b-3d89-4627-a7b1-4bb4a367f547_Creating+a+custom+platform+design+system+to+delight+users.jpg?auto=format,compress","ZdM4lhEAACwAVz5v",{"x":178,"y":178,"zoom":95,"background":8943},[],[12549],{"type":41,"text":12550,"spans":12551,"direction":52},"Designing Custom Platform Systems for User Delight",[],[12553],{"type":41,"text":12554,"spans":12555,"direction":52},"Tech products are almost never left in their original design form, for example, if you look at the original design of Twitter, it bears almost no resemblance to the popular social media platform many of us use today. Constant tweaks and adjustments, make them evolve into very different applications. ",[],[],[],{},{"id":12560,"uid":12561,"url":38,"type":9,"href":12562,"tags":12563,"first_publication_date":12564,"last_publication_date":12565,"slugs":12566,"linked_documents":12568,"lang":17,"alternate_languages":12569,"data":12570},"Zxf7YRoAAEIAxwWK","qa-miqs-identity-product-lead-georgie-haig-on-googles-latest-cookies-announcement","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7YRoAAEIAxwWK%22%29+%5D%5D",[],"2024-10-22T20:40:09+0000","2026-04-27T16:34:35+0000",[12567],"not-sure-how-to-get-started-with-the-cookieless-world",[],[],{"title":12571,"external_link":12572,"summary":12573,"slices":12574,"author_name":792,"author_position":12651,"author_description":38,"author_image":12652,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":12653,"contact_formid":38,"contact_title":12654,"contact_description":12655,"contact_cta":38,"url_form_triggers":12656,"category":2021,"date":12536,"featured_image":12657,"thumbnail":12663,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":12664,"meta_title":12665,"meta_description":12669,"og_title":12672,"og_description":12675,"og_image":12678,"no_index":280},"Q&A: Georgie Haig on Google’s Cookies Announcement",{"link_type":30},[],[12575],{"variation":34,"version":35,"items":12576,"primary":12577,"id":12650,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":12578,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[12579,12584,12588,12592,12596,12601,12605,12608,12612,12615,12618,12622,12625,12629,12632,12636,12640,12643,12647],{"type":41,"text":12580,"spans":12581},"Rachel Foskett, senior product marketing manager quizzes Georgie Haig, product lead, identity on the latest Google statement on the phase out of cookies",[12582,12583],{"start":178,"end":918,"type":97},{"start":1068,"end":655,"type":97},{"type":41,"text":12585,"spans":12586},"RF: So, what did Google actually announce?\nGH: Up to now, the industry has been working towards the end of 2021 as the deadline for using cookies in Chrome. But in a blog post on 24th June, Google has pushed that date back until late 2023 – almost two years later than originally planned.",[12587],{"start":178,"end":96,"type":97},{"type":41,"text":12589,"spans":12590},"RF: Why has the delay happened?\nGH: Mainly, it seems to be a response to the UK’s Competitive & Market Authority (CMA) investigation into the possible anti-competitive impact of Chrome’s Privacy Sandbox. Specifically, it appears to be part of a promise by Google to the CMA to publicly disclose timings related to their Privacy Sandbox proposals and give notice of a transition period before they finally phase out third-party cookies. The move also buys them more time to thoroughly test the impact of Privacy Sandbox solutions like FLoC.",[12591],{"start":178,"end":561,"type":97},{"type":41,"text":12593,"spans":12594},"RF: But there are other factors too?\nGH: Yeah, there are definitely a number of other factors that contributed to the decision. The European Commission will also be launching an antitrust investigation that looks into Google’s Privacy Sandbox, with concerns around privacy and the automatic opt-in of FLoC cohorts, among other things. Added to this, a growing number of states are joining a lawsuit against Google for breaking antitrust laws. And that’s without the direct pressure from large brands themselves who don’t feel prepared for the cookieless world.",[12595],{"start":178,"end":483,"type":97},{"type":41,"text":12597,"spans":12598},"RF: This isn’t the first time they’ve dropped a major announcement that changes marketers’ thinking, is it?\nGH: No. Back in March, their ‘bombshell’ was the announcement that Google would not support industry unified IDs for ad-buying – so this is another instance of the industry figuring out what to do in a fluid situation.",[12599],{"start":178,"end":12600,"type":97},111,{"type":41,"text":12602,"spans":12603},"RF: And so, beyond the ‘big’ news, was there anything in the latest announcement that will offer any more clarity about the future of identity?\nGH: Yes. The pushback grabbed the headlines, but there was a lot more in there in terms of the details about how cookie deprecation will happen. So, publishers and advertisers will be expected to migrate to new addressability and measurement solutions over a nine-month period starting late 2022, before Chrome phases out third-party cookie support over a final three-month period, in mid-late 2023. But – and this is a significant caveat – this will only happen after Chrome’s Privacy Sandbox solutions have been fully tested and deployed.",[12604],{"start":178,"end":2840,"type":97},{"type":41,"text":12606,"spans":12607},"They also said they will hold off on testing Privacy Sandbox solutions in the short term, with the current FLoC trial now set to conclude on July 13th. The company plans to make improvements on FLoC before opening up for further testing.",[],{"type":41,"text":12609,"spans":12610},"RF: So, what does it mean for marketers? Can they be a bit more relaxed in preparing for a digital ad ecosystem without cookies?\nGH: There will certainly be that temptation – but it would be a big mistake. Shifting to cookieless strategies and other data sources can be complicated and requires smart thinking and testing, so some marketers might just stick with their tried-and-tested methods for a while longer. But this isn’t a chance of direction. Cookies are still on the way out, so it’s important to stay focused on the future.",[12611],{"start":178,"end":665,"type":97},{"type":41,"text":12613,"spans":12614},"Plus, we know third-party cookies were never that good as a solution for really communicating with consumers. They’re a big reason why so many people have lost trust in advertising in the first place – so why keep using them?",[],{"type":41,"text":12616,"spans":12617},"For advertisers, the next two years will fly by, and third-party cookies will continue to fade away throughout that time. Safari and Firefox have already stopped using, and more and more Chrome users are opting not to be tracked. So, in terms of preparing for the cookieless future, this shouldn’t really change anything.",[],{"type":41,"text":12619,"spans":12620},"RF: How far along the road are we to having non-cookies targeting solutions?\nGH: Well, what we’re finding from our testing is that cookieless solutions can actually provide more scale, more intelligence, and greater overall performance, all while providing stronger consumer privacy protections. So the future is looking bright.",[12621],{"start":178,"end":1760,"type":97},{"type":41,"text":12623,"spans":12624},"And, we know that the global and local data partners we work with have also grown in scope and aptitude and have long term staying power. So the marketers who continue to accelerate their adoption of cookieless strategies now are probably going to be the ones who find more success in the medium term.",[],{"type":41,"text":12626,"spans":12627},"RF: So, in practical terms, what should marketers and advertisers be doing right now?\nGH: The delay gives marketers and the industry more space and time to test, build, and iterate. We’re certain the future of digital advertising will rely on a combination of authenticated and anonymous solutions, so marketers need to continue focusing (or start focusing) on evaluating both authenticated and anonymous solutions in parallel to cookie strategies across 2021-2022.",[12628],{"start":178,"end":6242,"type":97},{"type":41,"text":12630,"spans":12631},"One of the most important things brands should be doing is getting their first-party data, such as CRM data, in order and to it’s ready to connect with cookie-free datasets. And for both agencies and brand marketers, it’s vital to invest in the right partnerships that can provide informed, scalable, and flexible anonymous targeting across both the open and closed web.",[],{"type":41,"text":12633,"spans":12634},"RF: And what would the hallmarks of that kind of partnership be?\nGH: Basically, it means getting access to the right tools (clean rooms, graphs, data sources per market). And, just as important, training up or hiring the talent who can use them efficiently, as well as the right data science expertise to connect disparate datasets from contextual partners, publisher groups, cookieless channels and beyond.",[12635],{"start":178,"end":1299,"type":97},{"type":41,"text":12637,"spans":12638},"RF: So, to sum up, the announcement really shouldn’t change what marketers are doing?\nGH: Exactly. Overall, we’re already seeing that a combination of the right global and local anonymous datasets, combined with authenticated first party data and the right set of tools for connecting all of this across open and closed web environments is proving much more powerful than cookie-based marketing. So, there’s really no reason for marketers to wait when they can start future-proofing their strategies while improving their reach, relevancy and ROI at the same time.",[12639],{"start":178,"end":6242,"type":97},{"type":91,"text":12641,"spans":12642},"Not sure how to get started with the cookieless world?",[],{"type":41,"text":12644,"spans":12645},"The identity crisis can be a confusing space, with a lot of different partners pushing their own agenda. At MiQ we’ve created a dedicated education session on the Cookieless Future so you can get an impartial view on how different players are innovating and what solutions are suitable for differing needs. Book an Unlocked session today",[12646],{"start":11169,"end":6158,"type":97},{"type":41,"text":12648,"spans":12649},"Be prepared: find out more about what activation will likely look like when Chrome finally deprecates cookies.",[],"text_component$cb20594f-cc76-4864-8003-0217c61d34b4","Senior product marketing manager quizzes",{},{"link_type":282},[],[],[],{"dimensions":12658,"alt":12659,"copyright":38,"url":12660,"id":12661,"edit":12662},{"width":292,"height":7006},"Q&A: MiQ’s identity product lead Georgie Haig on Google’s latest cookies announcement","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F1385b984-9c09-4a5b-b329-072f510828a4_11.jpeg?auto=format,compress","ZJ1c7xEAACIAbyxM",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[12666],{"type":41,"text":12667,"spans":12668,"direction":52},"Q&A with Georgie Haig on Google’s Cookies Announcement",[],[12670],{"type":41,"text":12585,"spans":12671,"direction":52},[],[12673],{"type":41,"text":12659,"spans":12674,"direction":52},[],[12676],{"type":41,"text":12585,"spans":12677,"direction":52},[],{},{"id":12680,"uid":12681,"url":38,"type":9,"href":12682,"tags":12683,"first_publication_date":9669,"last_publication_date":6722,"slugs":12684,"linked_documents":12686,"lang":17,"alternate_languages":12687,"data":12688},"Zxf3XhoAAEAAxv1v","in-plain-english-what-does-a-full-stack-developer-do","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf3XhoAAEAAxv1v%22%29+%5D%5D",[],[12685],"it-all-stacks-up",[],[],{"title":12689,"external_link":12690,"summary":12691,"slices":12692,"author_name":12760,"author_position":12761,"author_description":38,"author_image":12762,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":12763,"contact_formid":38,"contact_title":12764,"contact_description":12765,"contact_cta":38,"url_form_triggers":12766,"category":2021,"date":12767,"featured_image":12768,"thumbnail":12776,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":12778,"meta_title":12779,"meta_description":12782,"og_title":12785,"og_description":12786,"og_image":12787,"no_index":280},"What Does a Full-Stack Developer Do?",{"link_type":30},[],[12693],{"variation":34,"version":35,"items":12694,"primary":12695,"id":12759,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":12696,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[12697,12700,12703,12706,12709,12712,12715,12718,12721,12724,12727,12730,12733,12736,12739,12741,12744,12747,12750,12753,12756],{"type":41,"text":12698,"spans":12699},"Every day, we browse a whole range of websites and apps. But have you ever thought about the people behind it all? Full-stack developers are the experts who make it all possible. But what’s it all about, what does it involve and what does it take to become a full-stack developer at MiQ?",[],{"type":41,"text":12701,"spans":12702},"First of all, let's take a step back and explain what full-stack development is.\n",[],{"type":91,"text":12704,"spans":12705},"It all stacks up",[],{"type":41,"text":12707,"spans":12708},"Let’s start with the word stack. In the regular world, it means a large amount or pile of something. But in software development, it takes on a whole other meaning. Here, it’s known as full-stack and it refers to all the components needed for the front-end and back-end development of a website or app.",[],{"type":41,"text":12710,"spans":12711},"But what does front-end and back-end even mean? Well, the front-end is responsible for the visual look and feel of a website or app, while the back-end tackles the behind-the-scenes logic and infrastructure. ",[],{"type":41,"text":12713,"spans":12714},"When we look at the layers of stack, it can be filled with a bunch of things like databases, DevSecOps, cloud technology, networking, and specific features for mobile development.",[],{"type":41,"text":12716,"spans":12717},"Full-stack development requires an agile team and uses something called the T-shaped model. It’s basically where a team is made up of cross-skilled developers and testers who know a few technologies and are comfortable working with the rest.\n",[],{"type":91,"text":12719,"spans":12720},"What does a full-stack developer do?\n",[],{"type":41,"text":12722,"spans":12723},"Let’s clear up a common myth: this isn’t the same role as a web developer. A full-stack developer creates fully-fledged websites and applications. They find out the requirements, propose software designs and implement front-end and back-end code. They also review website designs, integrate databases, manage the security and even get involved in roadmap discussions.  ",[],{"type":41,"text":12725,"spans":12726},"Generally speaking, full-stack developers need to have great knowledge of front-end and back-end technologies and they need to master some basic languages and capabilities. These could include: HTML, CSS, JavaScript, ReactJS, Java, Kotlin, Python, SQL(MySQL,PostgreSQL), NoSQL (MongoDB), AWS, Docker, Kubernetes and Jenkins. ",[],{"type":91,"text":12728,"spans":12729},"What sets developers at MiQ apart?",[],{"type":41,"text":12731,"spans":12732},"At MiQ, our developers need to know more and do more. And they get more back in return. (It’s just one of the reasons why we’ve been recognized as a Great Place to Work.)",[],{"type":41,"text":12734,"spans":12735},"We deal with eye-watering amounts of data at MiQ. We’re talking around 10TB+ of data every single day. Not to mention running around 3400 campaigns at any one time and managing 1500 reports every month. It’s mind-boggling.",[],{"type":41,"text":12737,"spans":12738},"So our full-stack developers need an understanding of programmatic media and the role that data plays. Having this wider context helps them to build our applications, power our products and own the complete software development lifecycle.",[],{"type":41,"text":57,"spans":12740},[],{"type":91,"text":12742,"spans":12743},"Going above and beyond\n",[],{"type":41,"text":12745,"spans":12746},"Because our full-stack developers are at the very core of our business, we look for people who want to go above and beyond. So while we lean towards certain programming languages and frameworks, we’re after people who want to solve business problems in the best way. That means having the courage to step outside comfort zones and the determination to learn different tools and technologies.",[],{"type":41,"text":12748,"spans":12749},"But it’s not all about tech skills. Our developers are part of a collaborative and innovative team, so they need to work well with others. They also need to be passionate about following (and setting) industry standards and coming up with the very best solutions. We create a space where everyone is comfortable being their authentic self and valued for what they bring. This kind of culture means we spot any issues early on and all pull together to achieve amazing things. \n",[],{"type":91,"text":12751,"spans":12752},"Excited?\n",[],{"type":41,"text":12754,"spans":12755},"So that’s a quick insight into what the role is, what it takes and why our full-stack developers are a cut above the rest. It’s one of the most impactful and innovative roles we offer, and it really does sit at the center of our global business.",[],{"type":41,"text":12757,"spans":12758},"If you think you’ve got what it takes and you’d like to see our current full-stack developer roles, please visit our careers page.",[],"text_component$fc36745a-859e-41e7-98e9-2eab1d86bda7","Sumita Mudgil","Technical lead, MiQ",{},{"link_type":282},[],[],[],"2022-07-21T22:00:00+0000",{"dimensions":12769,"alt":12772,"copyright":38,"url":12773,"id":12774,"edit":12775},{"width":12770,"height":12771},2500,1250,"In plain English, what does a full-stack developer do?","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fbc39933f-2ea0-44bc-a75d-899a994ce6ea_18.jpeg?auto=format,compress","ZJ2l-hEAACIAcJDg",{"x":178,"y":178,"zoom":95,"background":8943},{},"A blog series explaining some of the concepts, processes and technologies we need to do our jobs – in plain English.",[],[12780],{"type":41,"text":12689,"spans":12781,"direction":52},[],[12783],{"type":41,"text":12698,"spans":12784,"direction":52},[],[],[],{},{"id":12789,"uid":12790,"url":38,"type":9,"href":12791,"tags":12792,"first_publication_date":12793,"last_publication_date":5703,"slugs":12794,"linked_documents":12796,"lang":17,"alternate_languages":12797,"data":12798},"Zxf1URoAAD8Axvlx","measuring-cross-channel-reach-across-youtube-linear-tv","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf1URoAAD8Axvlx%22%29+%5D%5D",[],"2024-10-22T20:41:11+0000",[12795],"linear-tv-advertisements-vs-youtube-advertisements",[],[],{"title":12799,"external_link":12800,"summary":12801,"slices":12802,"author_name":13057,"author_position":13058,"author_description":38,"author_image":13059,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":13060,"contact_formid":38,"contact_title":13061,"contact_description":13062,"contact_cta":38,"url_form_triggers":13063,"category":2021,"date":13064,"featured_image":13065,"thumbnail":13070,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":13075,"meta_title":13078,"meta_description":13082,"og_title":13085,"og_description":13086,"og_image":13087,"no_index":280},"Cross-Channel Reach: YouTube vs. Linear TV",{"link_type":30},[],[12803,12890,12906,12934,12950],{"variation":34,"version":35,"items":12804,"primary":12805,"id":12889,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":12806,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[12807,12810,12813,12816,12819,12822,12825,12828,12831,12834,12837,12840,12843,12850,12856,12859,12863,12867,12871,12875,12877,12880,12883],{"type":41,"text":12808,"spans":12809},"Earlier in this blog series we introduced the topic of data clean rooms, providing information on why they are important and exploring three main use cases for advertisers today. We then took an in-depth look into Google’s Ads Data Hub, discussing the possible insights that can be unlocked using this privacy-centric data warehouse solution, along with the subsequent limitations.",[],{"type":41,"text":12811,"spans":12812},"In today’s post, we will be exploring just how MiQ is able to leverage Ads Data Hub to start to bridge the gap between two previously disparate channels, by measuring cross-channel reach across YouTube and linear TV.",[],{"type":41,"text":12814,"spans":12815},"Advertisements have evolved across multiple platforms —be it text, display, video or audio— and have allowed advertisers to choose their audience from these various platforms based on their needs. Unifying the experience across these various platforms has caused significant growth over the past decade due to cross-channel marketing, the technique of  using multiple channels to acquire, engage & retain users.",[],{"type":41,"text":12817,"spans":12818},"Cross-channel marketing is not without its own set of complications. As media campaigns are run across multiple channels, there are no universal standards as to how these silos of scattered data are integrated. This also adds to the problem of measuring multi-platform campaigns consistently.",[],{"type":41,"text":12820,"spans":12821},"MiQ came up with a solution for advertisers to monitor cross-channel campaigns and make sense of campaign journeys with the help of relevant data points. In this blog, I will capture one such application of the solution to measure cross-channel incremental reach of YouTube & linear TV campaigns. ",[],{"type":91,"text":12823,"spans":12824},"Linear TV advertisements vs YouTube advertisements",[],{"type":41,"text":12826,"spans":12827},"Linear TV advertisements are often referred to as traditional TV advertisements. They are not targeted or interactive and are scheduled in advance. The ads are unskippable and households tend to see the same advertisement over and over again.  ",[],{"type":41,"text":12829,"spans":12830}," YouTube advertisements are played on Google’s online video platform, YouTube. There’s quite a significant difference in how advertising on linear TV & YouTube works. The advertisements on YouTube can either be skippable or non-skippable, depending upon the campaign goals and need,  and the ads can be targeted based on demographics & geolocations. ",[],{"type":41,"text":12832,"spans":12833},"As the viewership of YouTube content on TV has increased, advertisers now are bundling their TV campaigns with YouTube to expand their reach to a greater amount of people. ",[],{"type":91,"text":12835,"spans":12836},"What is Google ADH?",[],{"type":41,"text":12838,"spans":12839},"Google Ads Data Hub (ADH) is Google’s walled-garden, which was developed as a privacy-safe replacement for DoubleClick, released in 2020, and enables brands to access impression-level data across all of their media campaigns. ADH contains Google Ads data as well as YouTube data which helps companies utilize their data in compliance with GDPR rules, prohibiting advertisers from downloading user-level data.",[],{"type":41,"text":12841,"spans":12842},"ADH combines first-party data with Google data, to retrieve aggregated tables by running BigQuery syntaxes.",[],{"type":65,"url":12844,"alt":38,"copyright":38,"dimensions":12845,"id":12848,"edit":12849},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F878b8c7a-b756-4dd5-913c-4d1ad53a5393_14.png?auto=format,compress",{"width":12846,"height":12847},474,312,"ZJxgpBEAACIAaq_n",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":12851,"spans":12852},"Source - Google",[12853],{"start":1462,"end":776,"type":47,"data":12854},{"link_type":49,"url":12855},"https:\u002F\u002Fwww.blog.google\u002Fproducts\u002Fads\u002Finvesting-next-generation-measurement-youtube\u002F",{"type":91,"text":12857,"spans":12858},"Let’s look at a few features of ADH",[],{"type":216,"text":12860,"spans":12861},"Privacy: Google respects user end privacy complying with GDPR norms.",[12862],{"start":178,"end":4045,"type":97},{"type":216,"text":12864,"spans":12865},"Campaign Log: ADH maintains event-level logs based on Google IDs, Mobile Device IDs (MAIDs), and User Level IDs.",[12866],{"start":178,"end":918,"type":97},{"type":216,"text":12868,"spans":12869},"Activation: Managing audience for use and analysis in ADH",[12870],{"start":178,"end":368,"type":97},{"type":216,"text":12872,"spans":12873},"Data Links: In ADH, a user can connect first-party data using data links such as devices, floodlight, cookies & Liveramp IDs. ",[12874],{"start":178,"end":2225,"type":97},{"type":41,"text":57,"spans":12876},[],{"type":41,"text":12878,"spans":12879},"These features of ADH allow the user to unlock various possibilities with the help of their campaign data. For the purpose of this analysis, we used ADH to understand the duplicate & unique audiences reached through YouTube and linear TV campaigns. ",[],{"type":91,"text":12881,"spans":12882},"Impact of reach",[],{"type":65,"url":12884,"alt":38,"copyright":38,"dimensions":12885,"id":12887,"edit":12888},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F30b1d813-916c-4e91-8e8c-81b56f9db5f9_15.png?auto=format,compress",{"width":12886,"height":10584},584,"ZJxgpBEAACAAaq_m",{"x":178,"y":178,"zoom":95,"background":75},"text_component$ddcff134-72ff-4651-b98c-1a3b241aa77b",{"variation":34,"version":35,"items":12891,"primary":12904,"id":12905,"slice_type":7974,"slice_label":38},[12892],{"content":12893,"position":12897,"logo":12901,"thumbnail":12902,"cta_link":12903,"cta_text":38},[12894],{"type":41,"text":12895,"spans":12896,"direction":52},"In North America, 60% of users use Smartphones while watching TV",[],[12898],{"type":41,"text":12899,"spans":12900,"direction":52},"E-marketer",[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$5d426602-0b4d-444a-a2db-d7895dfd8ec5",{"variation":34,"version":35,"items":12907,"primary":12908,"id":12933,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":12909,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[12910,12913,12916,12919,12925,12928,12930],{"type":41,"text":12911,"spans":12912},"Reach is defined as the number of estimated audiences exposed via a campaign on any given platform. Reach can be used as a parameter to understand and deliver campaigns based on objectives. For example, people are generally engaged on multiple devices, such as their smartphones, tablets, or laptops while watching TV. This makes reaching the audience through a single platform tricky and is the reason why cross-platform media insights prove to be very instrumental in bringing audiences together.",[],{"type":91,"text":12914,"spans":12915},"Insights",[],{"type":41,"text":12917,"spans":12918},"To understand the performance of the campaign, insights can be visualized using Google Data Studio, which captures linear TV & YouTube campaign performance along with incrementality. The metrics can be selected such as impressions, clicks & conversion based on user input which comes as functionality in Google Data Studio",[],{"type":65,"url":12920,"alt":38,"copyright":38,"dimensions":12921,"id":12923,"edit":12924},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F61b83ade-9328-4552-9f46-da0475521437_16.png?auto=format%2Ccompress&rect=0%2C0%2C1081%2C418&w=1081&h=418",{"width":12922,"height":12498},1081,"ZJxgpBEAACIAaq_o",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":12926,"spans":12927},"Process flow of how we can use TV data for Cross channel measurement",[],{"type":41,"text":57,"spans":12929},[],{"type":216,"text":12931,"spans":12932},"YouTube ",[],"text_component$5b764044-48d9-4ece-8481-f187e9610074",{"variation":34,"version":35,"items":12935,"primary":12948,"id":12949,"slice_type":7974,"slice_label":38},[12936],{"content":12937,"position":12941,"logo":12945,"thumbnail":12946,"cta_link":12947,"cta_text":38},[12938],{"type":41,"text":12939,"spans":12940,"direction":52},"YouTube ad revenue in 2021 has increased by 61% in the last 4 years",[],[12942],{"type":41,"text":12943,"spans":12944,"direction":52},"Statista Report",[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$cc8dceb3-8716-4f74-a23d-1f4d7ac5b1be",{"variation":34,"version":35,"items":12951,"primary":12952,"id":13056,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":12953,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[12954,12957,12961,12967,12970,12972,12977,12979,12985,12988,12992,12998,13001,13006,13008,13011,13015,13017,13020,13026,13029,13032,13035,13037,13040,13042,13047,13052],{"type":41,"text":12955,"spans":12956},"As the data streams into DataStudio, you can monitor YouTube Campaigns based on defined metrics\u002FKPIs such as CTR, conversions & impressions using ads data connector in DataStudio. These insights are broadly captured on –",[],{"type":216,"text":12958,"spans":12959},"Demographic level: Distribution of metrics by age and gender. ",[12960],{"start":178,"end":2238,"type":97},{"type":65,"url":12962,"alt":38,"copyright":38,"dimensions":12963,"id":12965,"edit":12966},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F81211ef7-9421-4651-a0ee-cf39da3d7992_17.png?auto=format,compress",{"width":12922,"height":12964},552,"ZJxgpBEAACEAaq_j",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":12968,"spans":12969},"Campaign overview ",[],{"type":41,"text":57,"spans":12971},[],{"type":216,"text":12973,"spans":12974},"Geo-location Insights– Distribution of audience based on DMA’s, country, cities",[12975,12976],{"start":178,"end":1789,"type":97},{"start":1789,"end":156,"type":110},{"type":41,"text":57,"spans":12978},[],{"type":65,"url":12980,"alt":38,"copyright":38,"dimensions":12981,"id":12983,"edit":12984},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F0d9a101a-b012-4d6d-8db2-740f08775393_18.png?auto=format,compress",{"width":12982,"height":379},590,"ZJxgpREAACEAaq_q",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":12986,"spans":12987},"Campaign impressions based on Geo-location",[],{"type":216,"text":12989,"spans":12990},"Strategic Insights: Distribution of delivery of campaign based on creatives, ad-groups, audience",[12991],{"start":178,"end":2238,"type":97},{"type":65,"url":12993,"alt":38,"copyright":38,"dimensions":12994,"id":12996,"edit":12997},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F406ba0db-29c4-45fd-b660-e4b25dd2e452_19.png?auto=format,compress",{"width":12922,"height":12995},407,"ZJxgpBEAACAAaq_l",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":12999,"spans":13000},"Impression shared by YouTube Ad Group",[],{"type":216,"text":13002,"spans":13003},"TV",[13004],{"start":178,"end":13005,"type":97},2,{"type":41,"text":57,"spans":13007},[],{"type":41,"text":13009,"spans":13010},"As cross-channel measurement insights consider audiences of two platforms, the story is half complete if we focus only on YouTube insights. TV campaign performance along with YouTube can bring out a broader understanding of cross-channel campaigns and tweak YouTube campaign delivery as well. TV insights such as demographic details, creative distributions, and channel information can help drive campaigns. ",[],{"type":216,"text":13012,"spans":13013},"Cross-channel measurement Insights ",[13014],{"start":178,"end":561,"type":97},{"type":41,"text":57,"spans":13016},[],{"type":41,"text":13018,"spans":13019},"To measure the cross channel reach across TV & YouTube, we can understand the overlap of duplicate audiences on both platforms, unique audiences reached & get the incremental population on YouTube to understand the success of running cross-platform platforms together.",[],{"type":65,"url":13021,"alt":38,"copyright":38,"dimensions":13022,"id":13024,"edit":13025},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F6bb37c47-cd59-492f-b0ae-f1c7fadbd967_20.png?auto=format,compress",{"width":12922,"height":13023},559,"ZJxgpBEAACAAaq_k",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":13027,"spans":13028},"Linear TV YouTube Campaign overlap",[],{"type":41,"text":13030,"spans":13031},"Can you see yourself innovating on industry-leading Advanced TV measurement solutions? Check out our life at MiQ page.",[],{"type":41,"text":13033,"spans":13034},"Want more tech talk in your life? Our Medium blog covers future-shaping data science and analytics innovation from the MiQ team.",[],{"type":41,"text":57,"spans":13036},[],{"type":91,"text":13038,"spans":13039},"Reference",[],{"type":41,"text":57,"spans":13041},[],{"type":41,"text":12855,"spans":13043},[13044],{"start":178,"end":13045,"type":47,"data":13046},83,{"link_type":49,"url":12855},{"type":41,"text":13048,"spans":13049},"https:\u002F\u002Fchart-na1.emarketer.com\u002F249825\u002Fdevices-that-internet-users-north-america-use-while-watching-video-on-tv-q2-2021-of-respondents",[13050],{"start":178,"end":5795,"type":47,"data":13051},{"link_type":49,"url":13048},{"type":41,"text":9389,"spans":13053},[13054],{"start":178,"end":13045,"type":47,"data":13055},{"link_type":49,"url":9389},"text_component$ba4fd53e-448d-41a2-80d5-afeff42cdd89","Ajar Yajvrat","Product Analyst, MiQ",{},{"link_type":282},[],[],[],"2022-07-05T22:00:00+0000",{"dimensions":13066,"alt":38,"copyright":38,"url":13067,"id":13068,"edit":13069},{"width":68,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F1441f759-e362-439d-94f0-3b2913f73ee0_3_Measuring-cross-channel-reach-across-YouTube-and-Linear-TV-blog.png?auto=format,compress","ZdcjBBEAACoA5XOa",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":13071,"alt":38,"copyright":38,"url":13072,"id":13073,"edit":13074},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Febb10617-869a-4f30-9814-7c25c8c652af_Measuring+cross-channel+reach+across+YouTube+%26+Linear+TV.jpg?auto=format,compress","ZdM1chEAACkAVy-N",{"x":178,"y":178,"zoom":95,"background":8943},[13076],{"related_article":13077},{"link_type":282},[13079],{"type":41,"text":13080,"spans":13081,"direction":52},"Measuring Cross-Channel Reach: YouTube vs. Linear TV",[],[13083],{"type":41,"text":12808,"spans":13084,"direction":52},[],[],[],{},{"id":13089,"uid":13090,"url":38,"type":9,"href":13091,"tags":13092,"first_publication_date":10819,"last_publication_date":12565,"slugs":13093,"linked_documents":13095,"lang":17,"alternate_languages":13096,"data":13097},"Zxf2qxoAAEsAxvwI","robert-whitehouse","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf2qxoAAEsAxvwI%22%29+%5D%5D",[],[13094],"lgbtq-voices-robert-rc-whitehouse",[],[],{"title":13098,"external_link":13099,"summary":13100,"slices":13101,"author_name":38,"author_position":38,"author_description":38,"author_image":13135,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":13136,"contact_formid":38,"contact_title":13137,"contact_description":13138,"contact_cta":38,"url_form_triggers":13139,"category":1844,"date":13140,"featured_image":13141,"thumbnail":13146,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":13151,"meta_title":13152,"meta_description":13155,"og_title":13158,"og_description":13159,"og_image":13160,"no_index":280},"LGBTQ Voices: Robert (RC) Whitehouse",{"link_type":30},[],[13102],{"variation":34,"version":35,"items":13103,"primary":13104,"id":13134,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":13105,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[13106,13111,13113,13122,13126,13130],{"type":41,"text":13107,"spans":13108},"LGBTQ & Ally Voices of MiQ is an interview series that’s part of our Pride celebrations. In this blog, we’ll hear from MiQ people who are in different roles, in different countries, with different experiences. They’ll tell us about their story, how they’re celebrating Pride and what it means to them. This is just one of the ways we’re supporting the LGBTQ+ community and raising awareness. It reflects how far society has come, but how far we still need to go.",[13109],{"start":178,"end":13110,"type":110},462,{"type":41,"text":6589,"spans":13112},[],{"type":41,"text":13114,"spans":13115},"Name: Robert (RC) Whitehouse\nPronouns: He \u002F him\nRegion: United States\nRole: SVP of talent\nSexuality: Gay",[13116,13117,13118,13119,13120],{"start":178,"end":5341,"type":97},{"start":552,"end":369,"type":97},{"start":136,"end":1281,"type":97},{"start":1579,"end":6242,"type":97},{"start":13121,"end":1220,"type":97},90,{"type":41,"text":13123,"spans":13124},"What was your first Pride experience?\nI hadn’t taken part in any Pride celebrations before 2011 because I didn’t want to put myself in that “box.” I’ve always avoided making my gayness a primary identity because I’m so many more things than just that. It’s there, but it’s like having brown hair. I don’t really think of it as something I chose or should be proud about.\nAs a rule, I hate parades because they are too crowded and you can’t see anything. But in 2011, I was invited to march with the Front Runners (New York’s oldest gay running club) in the New York parade. 2011 was the same year that New York passed gay marriage and I thought marching in the parade could be fun. (And give me more physical space than if I was watching.)\nIt was a blast. I remember thinking, “Ok. I get it. I understand why it’s important to recognize this progress.” It’s progress I don’t want to take for granted.",[13125],{"start":178,"end":369,"type":97},{"type":41,"text":13127,"spans":13128},"What does LGBTQ+ Pride mean to you?\nTo me, Pride has always been about recognizing that I survived, and I’ve built a life that I was afraid to imagine as a child. Growing up, I had a higher voice, a particular way of saying words that made the “esss” sound a little more “esss-y” than other boys, and a physicality that was traditionally viewed as more feminine. It put a target on my back. Even though I tried for decades and prayed that God would make me move and sound like the other boys, I couldn’t control these parts of me and it was hard to hide. School was rough – I was pushed around, chased, punched, kicked and taunted. I started to accept this was the way things were.\n\nBut in my freshman year of high school I said no more. I officially came out and started to say, “Do not treat me this way.” I was so fortunate that somehow my own sense of self-respect translated into respect from others.\n\nWhen I think back to my childhood and teen years, I still can’t believe that I now have a job I always wanted, a husband, and family and friends that love me. I never thought it was possible. That’s what gives me pride. In my more indulgent moments, when I feel unsure or lacking in confidence, I remind myself, “You did it. You didn’t let others define who you are or what you could do.”",[13129],{"start":178,"end":547,"type":97},{"type":41,"text":13131,"spans":13132},"How will you be getting involved with and celebrating Pride this year?\nThis year, I’m donating to causes that matter to me, and I’m championing the policies and laws that I think make a difference. I wanted to take part in the Front Runners New York LGBT Pride Run, but I unfortunately won’t be able to. But even though I won’t be out marching or dancing, there are other ways to celebrate. The fact I can simply sit with my husband in the yard and hold hands, and just ‘be’ is a celebration and an act of pride.",[13133],{"start":178,"end":974,"type":97},"text_component$677e7df2-cbc0-4b2e-b4e8-dbca13fed112",{},{"link_type":282},[],[],[],"2022-06-28T22:00:00+0000",{"dimensions":13142,"alt":38,"copyright":38,"url":13143,"id":13144,"edit":13145},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F5591eae7-c653-4046-8fb4-99421b558efe_Blog_RC.png?auto=format,compress","ZdcgfxEAACsA5WrW",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":13147,"alt":38,"copyright":38,"url":13148,"id":13149,"edit":13150},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F030f59d2-88f4-4960-a19a-1b7f089b3329_LGBTQ+Voices+%40+MiQ_+Robert+%28RC%29+Whitehouse.jpg?auto=format,compress","ZdM1vBEAAC4AVzD6",{"x":178,"y":178,"zoom":95,"background":8943},[],[13153],{"type":41,"text":13098,"spans":13154,"direction":52},[],[13156],{"type":41,"text":13107,"spans":13157,"direction":52},[],[],[],{},{"id":13162,"uid":13163,"url":38,"type":9,"href":13164,"tags":13165,"first_publication_date":13166,"last_publication_date":10389,"slugs":13167,"linked_documents":13169,"lang":17,"alternate_languages":13170,"data":13171},"Zxf76xoAAE4Axwak","lgbtq-voices-miq-hivan-herrejon","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf76xoAAE4Axwak%22%29+%5D%5D",[],"2024-10-22T20:40:00+0000",[13168],"lgbtq-voices-hivan-herrejon",[],[],{"title":13172,"external_link":13173,"summary":13174,"slices":13175,"author_name":13222,"author_position":13223,"author_description":38,"author_image":13224,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":13225,"contact_formid":38,"contact_title":13226,"contact_description":13227,"contact_cta":38,"url_form_triggers":13228,"category":1844,"date":13229,"featured_image":13230,"thumbnail":13235,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":13240,"meta_title":13241,"meta_description":13245,"og_title":13249,"og_description":13250,"og_image":13251,"no_index":280},"LGBTQ Voices: Hivan Herrejon",{"link_type":30},[],[13176],{"variation":34,"version":35,"items":13177,"primary":13178,"id":13221,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":13179,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[13180,13183,13185,13194,13198,13202,13206,13210,13214],{"type":41,"text":13107,"spans":13181},[13182],{"start":178,"end":13110,"type":110},{"type":41,"text":6589,"spans":13184},[],{"type":41,"text":13186,"spans":13187},"Name: Hivan Herrejon\nPronouns: He \u002F him\nRegion: United States\nRole: Senior director, account management\nSexuality: Gay",[13188,13189,13190,13191,13192],{"start":178,"end":5341,"type":97},{"start":1789,"end":4889,"type":97},{"start":483,"end":136,"type":97},{"start":973,"end":1656,"type":97},{"start":13193,"end":3062,"type":97},104,{"type":41,"text":13195,"spans":13196},"Do you have a favorite Pride memory?\nI grew up in the diverse city of Chicago, so you might think I attended Pride parades and festivals from a young age. But it wasn’t until my mid to late twenties that I attended Pride. I went with a group of close friends – including some co-workers. That’s one of my favorite moments, because I quickly realized that I didn’t have to hide who I was at work. Everyone accepted me for who I was, not who I loved. ",[13197],{"start":178,"end":252,"type":97},{"type":41,"text":13199,"spans":13200},"What does LGBTQ+ Pride mean to you?\nIt means being able to be your true self, inside and out! And not having to worry about what others think and believe about you. What matters most is your happiness and feeling like your one true self. That all comes from being able to love who you want, identifying how you want, truly loving yourself and allowing your voice to be heard – professionally and personally. We still have a lot of progress to make, but we mustn’t forget how far we’ve come and how important it is to spread our voice.  ",[13201],{"start":178,"end":547,"type":97},{"type":41,"text":13203,"spans":13204},"What do you find inspirational about Pride month?\nPride is the one time of the year when anyone (truly anyone) can be themselves, without any worry in the world. June is a time when individuals who didn’t consider themselves to be allies are able to find ways to help our community in many different ways. It’s beautiful to see everyone unify and come together! Pride shouldn’t just be felt or expressed in June, but all year round. ",[13205],{"start":178,"end":1197,"type":97},{"type":41,"text":13207,"spans":13208},"How will you be getting involved with and celebrating Pride this year?\nI’m the global co-chair of MiQ’s Pride Employee Resource Group, so I’ve had the opportunity to work with some amazing individuals from all over the world. We’re ensuring that our events are not just fun, but also educate and spread awareness both internally and externally. We want to have a positive impact on our community, so we’re helping to support organizations like The Trevor Project. And we want to make sure all of this continues after Pride.",[13209],{"start":178,"end":974,"type":97},{"type":41,"text":13211,"spans":13212},"How have allies supported you in the past?\nI’ve been fortunate enough to have some amazing allies in my life. Some have been there when I really needed support, especially when I wasn’t ready to come out yet. All my allies have encouraged me to express myself, not be afraid of who I want to be and love who I want to love. This has allowed me to grow personally and professionally. Without this support, I wouldn’t be who I am and I wouldn’t be where I am today! ",[13213],{"start":178,"end":3567,"type":97},{"type":41,"text":13215,"spans":13216},"What advice do you wish you had growing up and what would you say to a young LGBTQ+ person now?\nGrowing up, I was always told that I had to be a ‘man’. And that in order to be one, I had to love someone of the opposite gender and have a child with them. In order to succeed in life, I couldn’t love someone of the same sex because I wouldn’t be respected or given the same opportunities as a straight male. (Especially as I’m Hispanic.) So, to become ‘successful’, I had to hide my feelings. But this just made me unhappy. I was hiding who I was and not living as my true self. I was living half a lie for several years. \nWhen I came out, I realized my accomplishments had nothing to do with who I loved. It was down to my character and hard work. I wish that instead of hiding my feelings in my younger years, I’d been able to express them and not listen to what others had said. That way, I could have lived the life I wanted to.\nMy advice would be that you don’t have to hide your feelings in any way. They actually make you one of a kind and are the things that will allow you to live a free and happy life! Your feelings aren’t wrong, they don’t make you weird or different, and they don’t account for what you’ll go on to accomplish.\nAnd lastly, it does truly get better! (I’m sure you’ve heard that a lot.) I say that because even though there’s progress to be made in the world, we can live our truth, be ourselves and love who we love. Just surround yourself with people who care and appreciate you for who you are. They are the ones who will make you even better! ",[13217,13218],{"start":178,"end":1217,"type":97},{"start":13219,"end":13220,"type":97},621,622,"text_component$92502209-cff1-4b91-b065-5a5c01ba4045","Hivan Herrejon","Senior director, account management",{},{"link_type":282},[],[],[],"2022-06-27T22:00:00+0000",{"dimensions":13231,"alt":38,"copyright":38,"url":13232,"id":13233,"edit":13234},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F6401c975-2079-4282-a3f4-a04323705c40_Blog_Hivan.png?auto=format,compress","Zdcd3BEAACkA5WYm",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":13236,"alt":38,"copyright":38,"url":13237,"id":13238,"edit":13239},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F6ccf649f-0ae5-42d6-9b57-468501cb34d8_LGBTQ+Voices+%40+MiQ_+Hivan+Herrejon.jpg?auto=format,compress","ZdM2gxEAACwAVzSi",{"x":178,"y":178,"zoom":95,"background":8943},[],[13242],{"type":41,"text":13243,"spans":13244,"direction":52},"LGBTQ Voices: Featuring Hivan Herrejon",[],[13246],{"type":41,"text":13247,"spans":13248,"direction":52},"I grew up in the diverse city of Chicago, so you might think I attended Pride parades and festivals from a young age. But it wasn’t until my mid to late twenties that I attended Pride. I went with a group of close friends – including some co-workers. That’s one of my favorite moments, because I quickly realized that I didn’t have to hide who I was at work. Everyone accepted me for who I was, not who I loved. ",[],[],[],{},{"id":13253,"uid":13254,"url":38,"type":9,"href":13255,"tags":13256,"first_publication_date":6276,"last_publication_date":9487,"slugs":13257,"linked_documents":13259,"lang":17,"alternate_languages":13260,"data":13261},"Zxf5phoAAEAAxwIF","lgbtq-voices-miq-kate-garvey","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5phoAAEAAxwIF%22%29+%5D%5D",[],[13258],"lgbtq-voices--miq-kate-garveys-perspective",[],[],{"title":13262,"external_link":13263,"summary":13264,"slices":13265,"author_name":13318,"author_position":13319,"author_description":38,"author_image":13320,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":13321,"contact_formid":38,"contact_title":13322,"contact_description":13323,"contact_cta":38,"url_form_triggers":13324,"category":1844,"date":13325,"featured_image":13326,"thumbnail":13331,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":13336,"meta_title":13337,"meta_description":13341,"og_title":13345,"og_description":13346,"og_image":13347,"no_index":280},"LGBTQ Voices @ MiQ: Kate Garvey’s Perspective",{"link_type":30},[],[13266],{"variation":34,"version":35,"items":13267,"primary":13268,"id":13317,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":13269,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[13270,13273,13275,13283,13287,13291,13297,13301,13305,13313],{"type":41,"text":13107,"spans":13271},[13272],{"start":178,"end":13110,"type":110},{"type":41,"text":6589,"spans":13274},[],{"type":41,"text":13276,"spans":13277},"Name: Kate Garvey\nPronouns: They \u002F them\nRegion: Canada\nRole: Executive assistant\nSexuality: Lesbian",[13278,13279,13280,13281,13282],{"start":178,"end":5341,"type":97},{"start":2238,"end":393,"type":97},{"start":483,"end":136,"type":97},{"start":755,"end":6202,"type":97},{"start":8250,"end":5656,"type":97},{"type":41,"text":13284,"spans":13285},"Do you have a favorite Pride memory?\nMy first Pride (2016 in Toronto) is my favorite memory. I was able to see everyone being their full selves – happy, celebrating, colourful, vibrant, loud, crowded, and utterly immersed in celebrating “love is love”. With all the turmoil and history LGBTQ+ members face, it was eye-opening seeing the strength, resilience, overall acceptance and love for everyone. All without any fear, shame, worry or negativity. Everyone seemed free and so utterly proud of who we\u002Fthey are. For me, that was a really awakening and life changing moment.",[13286],{"start":178,"end":252,"type":97},{"type":41,"text":13288,"spans":13289},"What does LGBTQ+ Pride mean to you?\nIn not too many words, everything! Pride is about remembering everyone in the past, present and future who has been, or will be, unable to love freely. People who aren’t able to be who they were born to be. It reminds us of the fight we have every single day, and the fact representation matters so much – especially during these times. Pride is a community and a safe place for people to be who they are and to love who they want, without judgment or reprimand. Pride is there to showcase allies, provide support to the community and show that love is love. Pride is our voice for people who are unable to have a voice.",[13290],{"start":178,"end":547,"type":97},{"type":41,"text":13292,"spans":13293},"What do you find inspirational about Pride month?\nKnowing where our fight has come from and the bravery of the people who made (and continue to make) Pride what it is today. It’s inspirational watching our community and people grow, not just in Canada, but across the world. One day, it will be accepted by the majority. And seeing everyone who believes in that is very powerful. It’s motivation to keep our heads high and stay strong! The people of Pride are always my biggest inspiration.\n\nHow will you be getting involved with and celebrating Pride this year?\nWe’ll be going to all our favorite bars on Church Street and attending the Toronto Pride parade! We’ll also be donating to The Rainbow Railroad charity, which supports people in countries where there are no human rights for the LGBTQ+ community. The charity helps people get to Canada safely, and sorts things like accommodation.",[13294,13295],{"start":178,"end":1197,"type":97},{"start":3983,"end":13296,"type":97},563,{"type":41,"text":13298,"spans":13299},"Who was the first LGBTQ+ character\u002Fcelebrity you remember seeing?\nCarol and Susan from ‘Friends’. I watched this show as a teenager, and their iconic lesbian wedding was one of the first openly gay marriages on TV at the time. It’s something I’ll never forget. It was normalized, and this representation gave me what I needed to not feel ashamed about my sexuality. This really helped me to understand the LGBTQ+ community and where I felt like I ‘fit in’. To this day, Carol and Susan are still two of my favorite lesbian characters on TV.",[13300],{"start":178,"end":760,"type":97},{"type":41,"text":13302,"spans":13303},"Who is your LGBTQ+ hero and what have they taught you?\nMy wife, Deborah Zhu! I say that without any doubt. I don’t want to sound cheesy, but she is absolutely inspirational. I cannot believe how strong and resilient she has been, and still continues to be. \nDebbie comes from a Chinese Christian faith upbringing. Her father was a Pastor who moved from Shanghai to Toronto back in the 1980’s. Unfortunately, Debbie still isn’t supported by her family. Growing up, her family didn’t accept her sexuality and her upbringing was surrounded by shame. \nDespite this, Debbie remains forever kind, caring and strong. She’s got faith that her parents will accept her fully one day. Her positivity and pure heart of hope, joy and selflessness have taught me patience, understanding and a willingness to never give up on what sometimes feels hopeless. \nI’ll leave it there, but if anyone would like to know more or has any questions, we’re an open book here to help, listen, talk and inspire.  ",[13304],{"start":178,"end":755,"type":97},{"type":41,"text":13306,"spans":13307},"What messages do you hear about LGBTQ+ people in your daily life, and from your family, friends and colleagues?\nEvery day, we hear about human rights being taken away from people in our community, people taking their own lives for being LGBTQ+ and people being murdered for their way of life. Those are just a few examples in North America. There’s more media exposure in 2022, but it highlights the need to push harder for our basic human rights – all across the world. We must continue to fight for our freedom. If it impacts one of us, it impacts all of us!\n\nHow have allies supported you in the past?\nThey keep on fighting our fight alongside us and working for full human rights for LGBTQ+ people. They speak up and stand up when things aren’t right in the world, and educate themselves and others. I’m very lucky to have best friends, allies and overall support. It’s something I don’t take for granted. My allies have given me the best life I could ever ask for. They know who they are, and they all make me a better, stronger human. Equality for all!",[13308,13310],{"start":178,"end":13309,"type":97},112,{"start":13311,"end":13312,"type":97},562,605,{"type":41,"text":13314,"spans":13315},"What advice do you wish you had growing up and what would you say to a young LGBTQ+ person now?\nBe exactly who you want and were born to be, and don’t be afraid to find your true self. If your family doesn’t support you or believe in your truth, then go and find the LGBTQ+ family out there. You’ll be welcomed with open arms and encouraged to be your glorious self. There are so many support groups and people who want to help! \nOnce you take the first step, you will find the love, freedom and happiness you deserve. I have to remind myself sometimes, but my biggest bit of advice is that time is key for healing, learning and growth. Patience and hard work will always prevail.",[13316],{"start":178,"end":1217,"type":97},"text_component$4319ab5a-ede2-4935-a804-05bd7946c876","Kate Garvey","Executive assistant",{},{"link_type":282},[],[],[],"2022-06-22T22:00:00+0000",{"dimensions":13327,"alt":38,"copyright":38,"url":13328,"id":13329,"edit":13330},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F978ade1a-db0d-4f6c-8a54-da54d1c0c0bc_Blog_Kate.png?auto=format,compress","Zdcg6hEAACsA5WuQ",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":13332,"alt":38,"copyright":38,"url":13333,"id":13334,"edit":13335},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F4722d326-71f0-479e-99f8-c46880810bc3_LGBTQ+Voices+%40+MiQ_+Kate+Garvey.jpg?auto=format,compress","ZdM2VhEAACkAVzPF",{"x":178,"y":178,"zoom":95,"background":8943},[],[13338],{"type":41,"text":13339,"spans":13340,"direction":52},"LGBTQ Voices @ MiQ: Insights from Kate Garvey",[],[13342],{"type":41,"text":13343,"spans":13344,"direction":52},"My first Pride (2016 in Toronto) is my favorite memory. I was able to see everyone being their full selves – happy, celebrating, colourful, vibrant, loud, crowded, and utterly immersed in celebrating “love is love”. With all the turmoil and history LGBTQ+ members face, it was eye-opening seeing the strength, resilience, overall acceptance and love for everyone. All without any fear, shame, worry or negativity.",[],[],[],{},{"id":13349,"uid":13350,"url":38,"type":9,"href":13351,"tags":13352,"first_publication_date":13353,"last_publication_date":6815,"slugs":13354,"linked_documents":13356,"lang":17,"alternate_languages":13357,"data":13358},"Zxf1qRoAAEEAxvoa","lgbtq-voices-miq-phil-tan","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf1qRoAAEEAxvoa%22%29+%5D%5D",[],"2024-10-22T20:41:09+0000",[13355],"lgbtq-voices--miq-phil-tans-story",[],[],{"title":13359,"external_link":13360,"summary":13361,"slices":13362,"author_name":38,"author_position":38,"author_description":38,"author_image":13403,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":13404,"contact_formid":38,"contact_title":13405,"contact_description":13406,"contact_cta":38,"url_form_triggers":13407,"category":1844,"date":13408,"featured_image":13409,"thumbnail":13414,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":13419,"meta_title":13420,"meta_description":13424,"og_title":13428,"og_description":13429,"og_image":13430,"no_index":280},"LGBTQ Voices @ MiQ: Phil Tan’s Story",{"link_type":30},[],[13363],{"variation":34,"version":35,"items":13364,"primary":13365,"id":13402,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":13366,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[13367,13370,13372,13380,13386,13390,13394,13398],{"type":41,"text":13107,"spans":13368},[13369],{"start":178,"end":13110,"type":110},{"type":41,"text":6589,"spans":13371},[],{"type":41,"text":13373,"spans":13374},"Name: Phil Tan\nPronouns: He \u002F him\nRegion: Canada\nRole: Account coordinator\nSexuality: Gay",[13375,13376,13377,13378,13379],{"start":178,"end":5341,"type":97},{"start":776,"end":73,"type":97},{"start":425,"end":214,"type":97},{"start":407,"end":755,"type":97},{"start":1756,"end":263,"type":97},{"type":41,"text":13381,"spans":13382},"Do you have a favorite Pride memory?\nMy first Pride experience was in Manila. It was small, but knowing there was more visibility in my own country gave me a lot of courage. When it comes to my favorite memory, that has to be here in Vancouver. The parade by English Bay was such a beautiful experience.",[13383,13384],{"start":178,"end":252,"type":97},{"start":13385,"end":2569,"type":110},194,{"type":41,"text":13387,"spans":13388},"What does LGBTQ+ Pride mean to you?\nIt means recognizing the work that came before and the people that got us to where we are now. It means being seen and accepted. And it means loving and celebrating our differences. It’s inspiring to see so much resilience. ",[13389],{"start":178,"end":547,"type":97},{"type":41,"text":13391,"spans":13392},"What has an LGBTQ+ role model taught you?\nI really like what Yuval Noah Harari says about attention. He essentially says that ‘you can’t understand what’s happening today in the world with the attention economy if you don’t observe what’s happening to your attention every moment.’",[13393],{"start":178,"end":4883,"type":97},{"type":41,"text":13395,"spans":13396},"How have allies supported you in the past?\nWhen they see me more than ‘just’ a gay person. Being gay is an important part of who I am, but it’s just one part. ",[13397],{"start":178,"end":3567,"type":97},{"type":41,"text":13399,"spans":13400},"What advice do you wish you had growing up and what would you say to a young LGBTQ+ person now?\nLive with love, an open heart and an open mind – not with fear. Don’t let society’s expectations determine your life or how you feel about yourself.",[13401],{"start":178,"end":1217,"type":97},"text_component$7efd5124-25c1-4474-b0c3-e01a5f418b83",{},{"link_type":282},[],[],[],"2022-06-21T22:00:00+0000",{"dimensions":13410,"alt":38,"copyright":38,"url":13411,"id":13412,"edit":13413},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F406d88b8-519c-4b4f-965e-8e3885e1e2c8_Blog_Phil.png?auto=format,compress","ZdckEREAAC4A5XcN",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":13415,"alt":38,"copyright":38,"url":13416,"id":13417,"edit":13418},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F8064b78e-eee6-462d-99f3-b893b8679411_LGBTQ+Voices+%40+MiQ_+Phil+Tan.jpg?auto=format,compress","ZdM15hEAACgAVzG_",{"x":178,"y":178,"zoom":95,"background":8943},[],[13421],{"type":41,"text":13422,"spans":13423,"direction":52},"LGBTQ Voices @ MiQ: Phil Tan’s Experience",[],[13425],{"type":41,"text":13426,"spans":13427,"direction":52},"My first Pride experience was in Manila. It was small, but knowing there was more visibility in my own country gave me a lot of courage. When it comes to my favorite memory, that has to be here in Vancouver. The parade by English Bay was such a beautiful experience.",[],[],[],{},{"id":13432,"uid":13433,"url":38,"type":9,"href":13434,"tags":13435,"first_publication_date":13436,"last_publication_date":9046,"slugs":13437,"linked_documents":13439,"lang":17,"alternate_languages":13440,"data":13441},"Zxf7yhoAAEQAxwZg","lgbtq-voices-miq-joao-flores","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7yhoAAEQAxwZg%22%29+%5D%5D",[],"2024-10-22T20:40:02+0000",[13438],"lgbtq-voices-joao-flores",[],[],{"title":13442,"external_link":13443,"summary":13444,"slices":13445,"author_name":38,"author_position":38,"author_description":38,"author_image":13484,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":13485,"contact_formid":38,"contact_title":13486,"contact_description":13487,"contact_cta":38,"url_form_triggers":13488,"category":1844,"date":13489,"featured_image":13490,"thumbnail":13495,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":13500,"meta_title":13501,"meta_description":13505,"og_title":13508,"og_description":13509,"og_image":13510,"no_index":280},"LGBTQ Voices: Joao Flores",{"link_type":30},[],[13446],{"variation":34,"version":35,"items":13447,"primary":13448,"id":13483,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":13449,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[13450,13453,13455,13463,13467,13471,13475,13479],{"type":41,"text":13107,"spans":13451},[13452],{"start":178,"end":13110,"type":110},{"type":41,"text":6589,"spans":13454},[],{"type":41,"text":13456,"spans":13457},"Name: Joao Flores\nPronouns: He \u002F him\nRegion: Canada\nRole: Account executive\nSexuality: Gay",[13458,13459,13460,13461,13462],{"start":178,"end":5341,"type":97},{"start":2238,"end":393,"type":97},{"start":252,"end":6165,"type":97},{"start":1790,"end":3327,"type":97},{"start":266,"end":6241,"type":97},{"type":41,"text":13464,"spans":13465},"What was your first Pride experience?\nMy very first Pride experience was in Toronto. I walked in the parade with some friends and even got to see Pabllo Vittar, a Brazilian drag queen and pop singer. (I’m from Brazil, so that was a big deal!) It was great to see so many people support the event. ",[13466],{"start":178,"end":369,"type":97},{"type":41,"text":13468,"spans":13469},"What does LGBTQ+ Pride mean to you?\nThere being no issue with being my true self. (Which isn’t always what the community has been told.) ",[13470],{"start":178,"end":547,"type":97},{"type":41,"text":13472,"spans":13473},"What do you find inspirational about Pride month?\nI love that it’s all about inspiring and educating people, and there being no problem with just being who we are. Love is love – we just want to be happy, without being afraid to be ourselves. ",[13474],{"start":178,"end":1197,"type":97},{"type":41,"text":13476,"spans":13477},"What messages do you hear about LGBTQ+ people in your daily life, and from your family, friends and colleagues?\nI’m lucky to have supportive family and friends. But I have heard a couple comments about other people that I needed to talk about. ",[13478],{"start":178,"end":13309,"type":97},{"type":41,"text":13480,"spans":13481},"What advice do you wish you had growing up and what would you say to a young LGBTQ+ person now?\nDon’t hold back in expressing yourself and being who you are. Live the life you want and don’t settle for less because of what people think or say. Remember you deserve love and happiness.",[13482],{"start":178,"end":1217,"type":97},"text_component$540f2dfa-0774-4952-a5fe-8950d70b02a3",{},{"link_type":282},[],[],[],"2022-06-20T22:00:00+0000",{"dimensions":13491,"alt":38,"copyright":38,"url":13492,"id":13493,"edit":13494},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F87ee064d-f2e1-4eba-9220-9e3c126c0d58_Blog_Joao.png?auto=format,compress","ZdchTBEAAC0A5WxA",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":13496,"alt":38,"copyright":38,"url":13497,"id":13498,"edit":13499},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fcbcccaa8-39f7-4ba1-8a59-44c50797990e_LGBTQ+Voices+%40+MiQ_+Joao+Flores.jpg?auto=format,compress","ZdM2ahEAACwAVzQs",{"x":178,"y":178,"zoom":95,"background":8943},[],[13502],{"type":41,"text":13503,"spans":13504,"direction":52},"LGBTQ Voices: Joao Flores’ Story",[],[13506],{"type":41,"text":13107,"spans":13507,"direction":52},[],[],[],{},{"id":13512,"uid":13513,"url":38,"type":9,"href":13514,"tags":13515,"first_publication_date":13516,"last_publication_date":13517,"slugs":13518,"linked_documents":13520,"lang":17,"alternate_languages":13521,"data":13522},"Zxf7XBoAAEoAxwWB","a-look-at-near-real-time-insights-of-a-live-campaign-in-adh","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7XBoAAEoAxwWB%22%29+%5D%5D",[],"2024-10-22T20:40:10+0000","2026-04-27T16:34:27+0000",[13519],"privacy-checks-in-adh",[],[],{"title":13523,"external_link":13524,"summary":13525,"slices":13526,"author_name":13817,"author_position":13818,"author_description":38,"author_image":13819,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":13820,"contact_formid":38,"contact_title":13821,"contact_description":13822,"contact_cta":38,"url_form_triggers":13823,"category":2021,"date":13489,"featured_image":13826,"thumbnail":13831,"featured_description":13836,"featured_video":38,"show_updated_on":280,"articles":13837,"meta_title":13840,"meta_description":13843,"og_title":13846,"og_description":13847,"og_image":13848,"no_index":280},"Real-Time Insights from Google’s Ads Data Hub",{"link_type":30},[],[13527],{"variation":34,"version":35,"items":13528,"primary":13529,"id":13816,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":13530,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[13531,13537,13540,13543,13549,13552,13555,13558,13561,13564,13566,13569,13572,13577,13579,13582,13585,13588,13590,13596,13599,13602,13610,13614,13621,13624,13628,13635,13638,13661,13664,13667,13670,13676,13679,13682,13685,13688,13691,13694,13696,13699,13702,13709,13714,13721,13727,13730,13734,13736,13743,13746,13749,13754,13757,13765,13773,13776,13779,13782,13786,13789,13796,13799,13802,13807,13810],{"type":41,"text":13532,"spans":13533},"In our previous blog, we introduced and explained the concept of clean rooms; in particular, Google’s privacy-centric data warehouse solution – Ads Data Hub (ADH). ADH provides a clean room environment where advertisers can continue to use their data modeling capabilities within Google’s walled garden and also acquire insights to help optimize the campaign.",[13534],{"start":6424,"end":7090,"type":47,"data":13535},{"link_type":49,"url":13536},"https:\u002F\u002Fdevelopers.google.com\u002Fads-data-hub",{"type":41,"text":13538,"spans":13539},"But, ADH can sometimes be tricky as a data warehouse solution. Its privacy-centric nature can make it challenging to get dynamic insights for a live campaign if the objective is to refresh the data after every two or three days. MiQ needed to come up with a solution to get granular insights on a live campaign using ADH data sources and also refresh the data for the insights after a particular frequency. Read on to understand the challenges and how we solved them.",[],{"type":91,"text":13541,"spans":13542},"Privacy checks in ADH\n",[],{"type":41,"text":13544,"spans":13545},"Each time we write a query in ADH, we need to keep in mind the three privacy checks provided by ADH: ",[13546],{"start":655,"end":13045,"type":47,"data":13547},{"link_type":49,"url":13548},"https:\u002F\u002Fdevelopers.google.com\u002Fads-data-hub\u002Fguides\u002Fprivacy-checks",{"type":91,"text":13550,"spans":13551},"Static Privacy Check",[],{"type":41,"text":13553,"spans":13554},"This helps with the immediate noticeable privacy concern in our queries even before we can run it using ADH UI or API (instant exception thrown).",[],{"type":91,"text":13556,"spans":13557},"Aggregation Privacy Check",[],{"type":216,"text":13559,"spans":13560},"This ensures that every row from the ADH query result includes enough users to protect the end-user privacy. ",[],{"type":216,"text":13562,"spans":13563},"For most queries, we only receive aggregated data on 50 or more users. However, queries that retrieve clicks and conversions can be used to aggregate ten or more users. Any row that doesn’t follow the aggregation check gets filtered out. ",[],{"type":41,"text":57,"spans":13565},[],{"type":91,"text":13567,"spans":13568},"Difference check",[],{"type":216,"text":13570,"spans":13571},"This prevents us from gathering information about individual users by running the same query multiple times for a close or overlapping date range thereby preventing comparison of the data from the multiple sets of users",[],{"type":216,"text":13573,"spans":13574},"So when any query tries to aggregate the same set of users in simultaneous jobs at a particular level (Let’s say, date level aggregate), then a few rows may get filtered out in our current job and may not appear in the result set unless we mention the ‘Filtered Row Summary’ for our query.",[13575],{"start":13576,"end":732,"type":97},252,{"type":41,"text":57,"spans":13578},[],{"type":41,"text":13580,"spans":13581},"Since Ads Data Hub writes the results to a BigQuery table, sometimes we may want to transform those results into a presentable format before sharing them with our teams\u002Fclients. This can be done by:",[],{"type":216,"text":13583,"spans":13584},"Either, directly sharing the BigQuery table if the output data from the ADH query already serves the desired granularity.",[],{"type":216,"text":13586,"spans":13587},"Or, by visualizing the data from the BigQuery table in a Data Visualization or Business Intelligence Tool.",[],{"type":41,"text":57,"spans":13589},[],{"type":41,"text":13591,"spans":13592},"This is where Google Data Studio (GDS) comes in. It serves as a great data visualization tool and is part of the Google Marketing Platform (GMP). It helps in building interactive dashboards, and customized, beautiful reporting. We use GDS to track critical KPIs for clients, visualize trends, and compare performance over time. ",[13593],{"start":918,"end":771,"type":47,"data":13594},{"link_type":49,"url":13595},"https:\u002F\u002Fcloud.google.com\u002Flooker-studio",{"type":91,"text":13597,"spans":13598},"How can you gain insights on a campaign using ADH?",[],{"type":41,"text":13600,"spans":13601},"Running an ADH query once & getting results in BigQuery",[],{"type":65,"url":13603,"alt":13604,"copyright":38,"dimensions":13605,"id":13608,"edit":13609},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F0b2c7395-1ca0-4c8c-9915-417a99999763_2.png?auto=format,compress","Ideal flow for data visualization from ADH",{"width":13606,"height":13607},1400,343,"ZJ1T6hEAACAAbwEW",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":13611,"spans":13612},"Figure 1: Ideal flow for data visualization from ADH\n",[13613],{"start":1790,"end":1999,"type":97},{"type":65,"url":13615,"alt":13616,"copyright":38,"dimensions":13617,"id":13619,"edit":13620},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fde845c87-7523-487f-89f7-f579d0bf525a_3.png?auto=format,compress","BQ Table for insights on line items",{"width":13618,"height":6230},1008,"ZJ1T6hEAACAAbwEX",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":13622,"spans":13623},"Figure 2: BQ Table for insights on line items (Job 1)",[],{"type":41,"text":13625,"spans":13626},"\nLet’s start by understanding a basic flow (Figure 1). Imagine you are an ad agency running a campaign for an advertising client, and their DV360 account is linked to your ADH account. For the campaign, you have created a single insertion order (IO) with a set of 5 line items and you want to get insights on all the 5 line items (Figure 2) by writing an ADH query. The ADH – DV360 data sources could be used as shown in Figure 3 to help create the required query.",[13627],{"start":178,"end":95,"type":97},{"type":65,"url":13629,"alt":13630,"copyright":38,"dimensions":13631,"id":13633,"edit":13634},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F43ace168-c78b-4737-91bb-aabda98216fe_4.png?auto=format,compress","ADH Query",{"width":292,"height":13632},1332,"ZJ1T6xEAACAAbwEZ",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":13636,"spans":13637},"Figure 3: ADH Query",[],{"type":41,"text":13639,"spans":13640},"It’s always a good practice to mention a Filtered Row Summary (FRS) before we execute our query. In this case, to specify the FRS, ‘line_item’ and ‘line_item_id’ can be kept as ‘ConstantConstant’, and ‘impressions’, ‘conversions’, and ‘media_cost’ can be kept as ‘SumSum’. Once your ADH query execution is completed and the data is dumped in BigQuery, it can be easily rendered in the GDS dashboard using the BigQuery connector. ",[13641,13644,13646,13647,13648,13650,13652,13655,13657,13658,13660],{"start":4883,"end":6202,"type":47,"data":13642},{"link_type":49,"url":13643},"https:\u002F\u002Fdevelopers.google.com\u002Fads-data-hub\u002Fguides\u002Ffiltered-row-summary",{"start":665,"end":13645,"type":97},141,{"start":2840,"end":2005,"type":97},{"start":195,"end":2085,"type":97},{"start":2569,"end":13649,"type":97},213,{"start":11098,"end":13651,"type":97},228,{"start":13653,"end":13654,"type":110},230,231,{"start":11226,"end":13656,"type":97},246,{"start":5573,"end":5839,"type":110},{"start":13659,"end":167,"type":97},264,{"start":6155,"end":6775,"type":110},{"type":41,"text":13662,"spans":13663},"This was quite straightforward as it was a one-time job, and if you are lucky none of the rows will get filtered out due to aggregation checks.",[],{"type":91,"text":13665,"spans":13666},"How can you refresh data in the BigQuery table for dynamic insights?",[],{"type":41,"text":13668,"spans":13669},"Running an ADH query with a refresh frequency & getting results in BigQuery",[],{"type":65,"url":13671,"alt":13616,"copyright":38,"dimensions":13672,"id":13674,"edit":13675},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Ff6edb3b8-4690-42b9-8845-f5197a583d72_5.png?auto=format%2Ccompress&rect=0%2C0%2C1106%2C254&w=1106&h=254",{"width":13673,"height":5968},1106,"ZJ1T6hEAACEAbwEU",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":13677,"spans":13678},"Figure 4: BQ Table for insights on line items (Job 2)",[],{"type":41,"text":13680,"spans":13681},"Now let’s consider another scenario where we need to schedule the previously explained ADH query and pull the latest data in the BigQuery table.",[],{"type":41,"text":13683,"spans":13684},"Imagine you run the same query the next day and you may get the result something similar to Figure 4. Now if we try to acquire insights using this BigQuery table, it will be quite misleading. What went wrong in your second run where three of the line items didn’t show up individually and instead were filtered?",[],{"type":41,"text":13686,"spans":13687},"This happens because ADH isn’t a straightforward data warehouse solution where the data could just be queried and retrieved. In the second job scenario, due to difference check, ADH may have detected some vulnerabilities on the level of individual users when comparing a job’s results to previous results, as there may be a large number of overlapping users, and so, a few line items get filtered out. Common blockers users face at this point:",[],{"type":216,"text":13689,"spans":13690},"Data is filtered out at each subsequent run, leaving you with few or zero rows in the output table.",[],{"type":216,"text":13692,"spans":13693},"If the same query is run multiple times, the user may get blocked from running those queries for some time ( usually six-seven hours, which could increase case-wise).",[],{"type":41,"text":57,"spans":13695},[],{"type":91,"text":13697,"spans":13698},"How did we work around this limitation without sacrificing privacy-centricity?",[],{"type":41,"text":13700,"spans":13701},"We understand the limitations of retrieving data from the same ADH query by running it multiple times. So, what can be done to get near real-time data for insights on a live campaign with a refresh frequency of two or three days and get the most data out from the filtered row summary?",[],{"type":65,"url":13703,"alt":13704,"copyright":38,"dimensions":13705,"id":13707,"edit":13708},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F42618c4a-0a1f-44bd-9228-24ae2993a10b_6.png?auto=format,compress","Separate data flow architecture",{"width":13606,"height":13706},773,"ZJ1T6xEAACAAbwEY",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":13710,"spans":13711},"We tried solving this limitation by including a separate data flow architecture (Figure 5)  in our workflow from the second run onwards. ",[13712,13713],{"start":136,"end":1760,"type":97},{"start":46,"end":4277,"type":97},{"type":485,"text":13715,"spans":13716},"Let’s start by terming the BiqQuery table from the first run, as the Master Table. We start by backing up the Master Table from the first run or the previous run in a new Table, called Backup Table. ",[13717,13718,13719],{"start":784,"end":654,"type":97},{"start":655,"end":8250,"type":97},{"start":9004,"end":13720,"type":97},197,{"type":485,"text":13722,"spans":13723},"Next, we continue to run the same ADH query with a start date as the Day 1 of the campaign and the end date being the last valid day in the calendar (yesterday), which will populate the result in a new table, called Temporary Table. ",[13724,13725,13726],{"start":407,"end":9092,"type":97},{"start":6444,"end":1767,"type":97},{"start":10664,"end":13654,"type":97},{"type":485,"text":13728,"spans":13729},"Then, we will truncate the complete Master table and write all the rows from the Temporary Table in it. ",[],{"type":485,"text":13731,"spans":13732},"The next step is to insert rows from the Backup Table with any unique rows (unique line items in our case) which may have been filtered out in the Temporary Table due to privacy checks.\nNow, the final Master table in the second run may look something similar to Figure 6, which has backfilled the missing line items.",[13733],{"start":2085,"end":13654,"type":97},{"type":41,"text":57,"spans":13735},[],{"type":65,"url":13737,"alt":13738,"copyright":38,"dimensions":13739,"id":13741,"edit":13742},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F602be345-4988-40a3-9f21-fc5a182e0f6d_7.png?auto=format,compress","BQ Table on line items",{"width":13740,"height":7264},1108,"ZJ1T6hEAAB0AbwET",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":13744,"spans":13745},"Figure 6: BQ table insight on line items as per the new architecture",[],{"type":91,"text":13747,"spans":13748},"Why not just group the data and sum up the dimensions?\n",[],{"type":41,"text":13750,"spans":13751},"People may tend to ask, why not perform a union of the table from the current run (running the query for only fresh days instead of running it from Day 1) and the previous run and then the group at ‘line_item’ and ‘line_item_id’ level and simply add up all dimensions and recalculate the metrics? ",[13752,13753],{"start":7107,"end":11479,"type":97},{"start":13649,"end":392,"type":97},{"type":41,"text":13755,"spans":13756},"The explanation is quite simple. ",[],{"type":41,"text":13758,"spans":13759},"Let’s say ‘Line Item ID 3’ gets filtered in the second run. So that particular data will be part of the Filtered Row Summary. Then the same line-item reappears in the third run, following which you may just add up the dimensions like ‘impressions’, ‘conversions’, and ‘media_cost’. Now, this data will be misleading because the data for that line item doesn’t include figures from the second run. The idea of just grouping the data and summing up the dimensions is not a good one.",[13760,13761,13762,13764],{"start":1832,"end":108,"type":97},{"start":5963,"end":13659,"type":97},{"start":13763,"end":1588,"type":97},267,{"start":1664,"end":3982,"type":97},{"type":65,"url":13766,"alt":13767,"copyright":38,"dimensions":13768,"id":13771,"edit":13772},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F4d1f286d-b63b-4219-a9d1-8d29f2d6ad64_8.png?auto=format,compress","BQ Table insights on date-level",{"width":13769,"height":13770},814,364,"ZJ1T6hEAAB0AbwEO",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":13774,"spans":13775},"Figure 7: BQ table insights on date-level",[],{"type":41,"text":13777,"spans":13778},"Though the above argument for running the ADH query for the last one or two days instead of running it from Day one of the campaign may work better when we are trying to get insights for a particular date. ",[],{"type":41,"text":13780,"spans":13781},"If we already have an ADH query and a master table with date level trends from 1st-3rd January 20211, but we want to get the data for the 4th & 5th January, then we could try running the ADH query for only those two days and then merge the result to the master table (Figure 7). ",[],{"type":41,"text":13783,"spans":13784},"Then, the date level insights would also help us with some other level (eg: ‘day of week’ level) insights.",[13785],{"start":266,"end":6242,"type":97},{"type":91,"text":13787,"spans":13788},"The solution",[],{"type":65,"url":13790,"alt":13791,"copyright":38,"dimensions":13792,"id":13794,"edit":13795},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F875d5408-27b3-4af1-9fd0-60b171626bd8_9.png?auto=format,compress","Data Studio Dashboard using the master table",{"width":13606,"height":13793},827,"ZJ1T6hEAACEAbwEV",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":13797,"spans":13798},"Figure 8: Data Studio Dashboard using the master table.",[],{"type":41,"text":13800,"spans":13801},"Using the above-suggested solution in all our future runs can make sure all the new rows are updated, and rows that aren’t updated will have the data from the previous runs. This gives us another insight into the rows, which aren’t updating for a long time that the line items may be performing poorly or may have been deactivated. The above flow will help in getting the most details by running the same ADH query with a particular frequency. Even if the rows are filtered out we would have a snapshot of old data to be shown in the dashboard.",[],{"type":41,"text":13803,"spans":13804},"The master table (Figure 6) which gets refreshed after each run can be used in the Data Studio dashboard (Figure 8) for tracking clients’ KPIs and visualizing trends. Each time the master table is refreshed we can refresh the dashboard to render the fresh data (highlighted in red). This will allow for important decisions to be made during the run of the campaign to optimize, improve performance, and, ultimately maximize profits.",[13805],{"start":13806,"end":1588,"type":97},277,{"type":41,"text":13808,"spans":13809},"Can you see yourself innovating in clean rooms like ADH for leading advertising brands? Check out our life at MiQ page.",[],{"type":41,"text":13811,"spans":13812},"Want more tech talk? Our Medium blog covers future-shaping data science and analytics innovation from the MiQ team.",[13813],{"start":122,"end":547,"type":47,"data":13814},{"link_type":49,"url":13815},"https:\u002F\u002Fmedium.com\u002Fmiq-tech-and-analytics","text_component$9e0ae7e2-219c-4b4e-9b42-f43de4acd151","Saptaswa Pal","Software Engineer, MiQ",{},{"link_type":282},[],[],[13824],{"trigger":38,"form":13825},{"link_type":282},{"dimensions":13827,"alt":38,"copyright":38,"url":13828,"id":13829,"edit":13830},{"width":68,"height":1084},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F040ff90d-1892-439a-a066-b1bab1b26e7e_2_A-look-at-near-real-time-insights-of-a-live-campaign-in-ADH-blog.png?auto=format,compress","ZdcgshEAACkA5Wsw",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":13832,"alt":38,"copyright":38,"url":13833,"id":13834,"edit":13835},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F3c5569a2-9d34-4f35-93db-be697b463b7f_A+look+at+near+real-time+insights+of+a+live+campaign+using+Google%E2%80%99s+Ads+Data+Hub.jpg?auto=format,compress","ZdM37xEAAC0AVztf",{"x":178,"y":178,"zoom":95,"background":8943},"How to navigate privacy features when running a query at a particular frequency in Ads Data Hub",[13838],{"related_article":13839},{"link_type":282},[13841],{"type":41,"text":13523,"spans":13842,"direction":52},[],[13844],{"type":41,"text":13532,"spans":13845,"direction":52},[],[],[],{},{"id":13850,"uid":13851,"url":38,"type":9,"href":13852,"tags":13853,"first_publication_date":13854,"last_publication_date":13855,"slugs":13856,"linked_documents":13858,"lang":17,"alternate_languages":13859,"data":13860},"Zxf6SBoAAEoAxwNU","lgbtq-voices-miq-claire-janik","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf6SBoAAEoAxwNU%22%29+%5D%5D",[],"2024-10-22T20:40:28+0000","2026-04-27T16:35:09+0000",[13857],"lgbtq-voices-claire-janiks-story",[],[],{"title":13861,"external_link":13862,"summary":13863,"slices":13864,"author_name":38,"author_position":38,"author_description":38,"author_image":13914,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":13915,"contact_formid":38,"contact_title":13916,"contact_description":13917,"contact_cta":38,"url_form_triggers":13918,"category":1844,"date":13919,"featured_image":13920,"thumbnail":13925,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":13930,"meta_title":13931,"meta_description":13934,"og_title":13938,"og_description":13939,"og_image":13940,"no_index":280},"LGBTQ Voices: Claire Janik's Story",{"link_type":30},[],[13865],{"variation":34,"version":35,"items":13866,"primary":13867,"id":13913,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":13868,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[13869,13872,13874,13882,13886,13890,13894,13898,13902,13905,13909],{"type":41,"text":13107,"spans":13870},[13871],{"start":178,"end":13110,"type":110},{"type":41,"text":6589,"spans":13873},[],{"type":41,"text":13875,"spans":13876},"Name: Claire Janik\nPronouns: She \u002F her\nRegion: Canada\nRole: Trading strategy and development director\nSexuality: Queer",[13877,13878,13879,13880,13881],{"start":178,"end":5341,"type":97},{"start":4557,"end":2216,"type":97},{"start":441,"end":9740,"type":97},{"start":1594,"end":654,"type":97},{"start":6227,"end":7249,"type":97},{"type":41,"text":13883,"spans":13884},"Do you have a favorite Pride memory?\nIt makes me cry when I see parents standing outside Wellesley station (in Ontario, Canada) with signs saying things like ‘free parent hugs to anyone who needs one’. I spend most of Pride crying happy tears. ",[13885],{"start":178,"end":252,"type":97},{"type":41,"text":13887,"spans":13888},"What does LGBTQ+ Pride mean to you?\nTo me, Pride is about celebration for the sake of community, love, and visibility. When I say visibility, I mean education for the sake of equity and change. Pride is about listening to, centering, and standing with the communities who are disproportionately impacted by discrimination, inequity and violence. It’s about demanding a world where everyone can thrive.",[13889],{"start":178,"end":547,"type":97},{"type":41,"text":13891,"spans":13892},"Who was the first LGBTQ+ character\u002Fcelebrity you remember seeing?\nI grew up listening to Pet Shop Boys, and then in high school it was very much Le Tigre. I think ‘But I’m a Cheerleader’ was the first movie I remember that didn’t have a disappointing or straight up horrific outcome for the LGBTQ+ protagonists.",[13893],{"start":178,"end":760,"type":97},{"type":41,"text":13895,"spans":13896},"Do you have a LGBTQ+ hero or role model in your life?\nI’ve learned a lot from Kai Cheng Thom’s writing on social change, intersections, hope, and mental health. ",[13897],{"start":178,"end":1594,"type":97},{"type":41,"text":13899,"spans":13900},"What messages do you hear about LGBTQ+ people in your daily life, and from your family, friends and colleagues?\nI’ve been very lucky as I’ve always been surrounded by positive LGBTQ+ messages in all areas of my life. I’ve got really inspiring friends and family to learn from.",[13901],{"start":178,"end":13309,"type":97},{"type":41,"text":13903,"spans":13904},"I follow a lot of LGBTQ+ figures and media, and while there is a lot of positive stuff out there, there’s also an insight into how different my reality could be. It makes me realise how privileged I am to work somewhere that genuinely values community and discussion, and encourages and celebrates diversity. I’ve been surrounded by wonderful people with the same values, so in over seven years, I’ve never once worried about ‘coming out’.",[],{"type":41,"text":13906,"spans":13907},"How will you be getting involved with and celebrating Pride this year?\nFor the first time in three years, I’ll be in Toronto for Pride. I can’t wait for the 519’s Green Space Festival, where everyone comes together to party for a cause. \n",[13908],{"start":178,"end":974,"type":97},{"type":41,"text":13910,"spans":13911},"What advice do you wish you had growing up and what would you say to a young LGBTQ+ person now?\nThis isn’t necessarily advice, but I’m glad we have biodegradable glitter and I’m happy LGBTQ+ kids now have TikTok. It gives them the community that they might not have had otherwise.",[13912],{"start":178,"end":1217,"type":97},"text_component$b42b6e3f-5746-4ae0-846a-3851a5c0373b",{},{"link_type":282},[],[],[],"2022-06-19T22:00:00+0000",{"dimensions":13921,"alt":38,"copyright":38,"url":13922,"id":13923,"edit":13924},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fa3e9f72b-9586-4f76-8f51-ccc14f681c15_Blog_ClaireJ.png?auto=format,compress","Zdch2xEAACwA5W62",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":13926,"alt":38,"copyright":38,"url":13927,"id":13928,"edit":13929},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fdc3a9fd9-e817-4f89-9015-ac53e99c53c9_LGBTQ+Voices+%40+MiQ_+Claire+Janik.jpg?auto=format,compress","ZdM22hEAACsAVzZQ",{"x":178,"y":178,"zoom":95,"background":8943},[],[13932],{"type":41,"text":13861,"spans":13933,"direction":52},[],[13935],{"type":41,"text":13936,"spans":13937,"direction":52},"It makes me cry when I see parents standing outside Wellesley station (in Ontario, Canada) with signs saying things like ‘free parent hugs to anyone who needs one’. I spend most of Pride crying happy tears. ",[],[],[],{},{"id":13942,"uid":13943,"url":38,"type":9,"href":13944,"tags":13945,"first_publication_date":6285,"last_publication_date":13946,"slugs":13947,"linked_documents":13949,"lang":17,"alternate_languages":13950,"data":13951},"Zxf3LhoAAEcAxv0M","lgbtq-voices-miq-megha-malhotra","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf3LhoAAEcAxv0M%22%29+%5D%5D",[],"2026-04-27T16:34:48+0000",[13948],"lgbtq-voices-megha-malhotra",[],[],{"title":13952,"external_link":13953,"summary":13954,"slices":13955,"author_name":38,"author_position":38,"author_description":38,"author_image":13994,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":13995,"contact_formid":38,"contact_title":13996,"contact_description":13997,"contact_cta":38,"url_form_triggers":13998,"category":1844,"date":13999,"featured_image":14000,"thumbnail":14005,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":14010,"meta_title":14011,"meta_description":14015,"og_title":14019,"og_description":14020,"og_image":14021,"no_index":280},"LGBTQ Voices: Megha Malhotra",{"link_type":30},[],[13956],{"variation":34,"version":35,"items":13957,"primary":13958,"id":13993,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":13959,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[13960,13963,13965,13973,13977,13981,13985,13989],{"type":41,"text":13107,"spans":13961},[13962],{"start":178,"end":13110,"type":110},{"type":41,"text":6589,"spans":13964},[],{"type":41,"text":13966,"spans":13967},"Name: Megha Malhotra\nPronouns: She \u002F her\nRegion: India\nRole: Analyst II (DnA)\nSexuality: Straight \u002F Ally",[13968,13969,13970,13971,13972],{"start":178,"end":5341,"type":97},{"start":1789,"end":4889,"type":97},{"start":4883,"end":407,"type":97},{"start":755,"end":6202,"type":97},{"start":476,"end":6242,"type":97},{"type":41,"text":13974,"spans":13975},"What was your first Pride experience?\nI had my first experience last year when I participated in the Pride Ally Challenge. It was a real eye-opener for me. I found out about mental health issues within the LGBTQ+ community, the correct terms to use and how to use pronouns in a more inclusive way. Most of all, it was really overwhelming to read people’s coming out stories.",[13976],{"start":178,"end":369,"type":97},{"type":41,"text":13978,"spans":13979},"What does LGBTQ+ Pride mean to you?\nIt means unlearning ‘conventional’ thinking that society has taught us. And it’s about being an ally for every person that needs support on their journey.",[13980],{"start":178,"end":547,"type":97},{"type":41,"text":13982,"spans":13983},"What do you find inspirational about Pride month?\nCelebrating people from different walks of life and making them feel welcome in every way possible.",[13984],{"start":178,"end":1197,"type":97},{"type":41,"text":13986,"spans":13987},"Do you have a favorite LGBTQ+\u002Fcelebrity?\nJim Parsons, famously known as Sheldon Cooper from ‘The Big Bang Theory’. ",[13988],{"start":178,"end":4883,"type":97},{"type":41,"text":13990,"spans":13991},"How will you be getting involved with and celebrating Pride this year?\nI’m proud to be part of MiQ’s Pride Employee Resource Group. So I’ll be helping the India team communicate important information, host insightful sessions and hold thought-provoking discussions. ",[13992],{"start":178,"end":974,"type":97},"text_component$f711415e-181b-453e-91cc-c44de50ea945",{},{"link_type":282},[],[],[],"2022-06-14T22:00:00+0000",{"dimensions":14001,"alt":38,"copyright":38,"url":14002,"id":14003,"edit":14004},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Ffd7bd1f0-5125-4233-b28b-9fa79db44660_Blog_Megha.png?auto=format,compress","Zdcf5xEAACkA5Wm-",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":14006,"alt":38,"copyright":38,"url":14007,"id":14008,"edit":14009},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fde43d9db-6df7-4674-81bb-43c8bfb0db7e_LGBTQ+Voices+%40+MiQ_+Megha+Malhotra.jpg?auto=format,compress","ZdM1_REAACgAVzIp",{"x":178,"y":178,"zoom":95,"background":8943},[],[14012],{"type":41,"text":14013,"spans":14014,"direction":52},"LGBTQ Voices: Insights from Megha Malhotra",[],[14016],{"type":41,"text":14017,"spans":14018,"direction":52},"I had my first experience last year when I participated in the Pride Ally Challenge. It was a real eye-opener for me. I found out about mental health issues within the LGBTQ+ community, the correct terms to use and how to use pronouns in a more inclusive way. 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Remember to treat yourself with the kindness that your favorite person in the world treats you with.",[14303,14304],{"start":178,"end":407,"type":97},{"start":14305,"end":1959,"type":97},513,"text_component$de1d0b41-1505-4208-a7fc-dd09eb4d1e1e",{},{"link_type":282},[],[],[],"2022-06-06T22:00:00+0000",{"dimensions":14314,"alt":38,"copyright":38,"url":14315,"id":14316,"edit":14317},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F44e5e38b-5155-49e2-8728-2083375b79d5_Blog_DJ-Keon.png?auto=format,compress","Zdcj3hEAACoA5XZB",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":14319,"alt":38,"copyright":38,"url":14320,"id":14321,"edit":14322},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Ff8776e4f-4f78-4e38-a556-7c1e4704fe02_LGBTQ+Voices+%40+MiQ_+DJ+Keon.jpg?auto=format,compress","ZdM2lREAACoAVzT6",{"x":178,"y":178,"zoom":95,"background":8943},[],[14325],{"type":41,"text":14326,"spans":14327,"direction":52},"LGBTQ Voices @ MiQ: DJ Keon’s Unique Insights",[],[14329],{"type":41,"text":14330,"spans":14331,"direction":52},"My first experience was when I was walking to my friend’s apartment in Toronto right after the parade had finished. I spent the rest of the day walking around the neighbourhood with my friends and enjoying the celebration. Being closeted at the time, this experience is my favorite Pride memory as it was the first time in my life I felt surrounded by a community of people like me.",[],[],[],{},{"id":14336,"uid":14337,"url":38,"type":9,"href":14338,"tags":14339,"first_publication_date":3836,"last_publication_date":10820,"slugs":14340,"linked_documents":14342,"lang":17,"alternate_languages":14343,"data":14344},"Zxf7bxoAAEYAxwWo","lgbtq-voices-miq-anthony-perez","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7bxoAAEYAxwWo%22%29+%5D%5D",[],[14341],"lgbtq-voices-anthony-perez",[],[],{"title":14345,"external_link":14346,"summary":14347,"slices":14348,"author_name":38,"author_position":38,"author_description":38,"author_image":14415,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":14416,"contact_formid":38,"contact_title":14417,"contact_description":14418,"contact_cta":38,"url_form_triggers":14419,"category":1844,"date":14312,"featured_image":14420,"thumbnail":14425,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":14430,"meta_title":14431,"meta_description":14434,"og_title":14438,"og_description":14439,"og_image":14440,"no_index":280},"LGBTQ Voices: Anthony Perez",{"link_type":30},[],[14349],{"variation":34,"version":35,"items":14350,"primary":14351,"id":14414,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":14352,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[14353,14356,14358,14366,14370,14374,14378,14382,14386,14389,14392,14395,14398,14401,14404,14407,14410],{"type":41,"text":13107,"spans":14354},[14355],{"start":178,"end":13110,"type":110},{"type":41,"text":6589,"spans":14357},[],{"type":41,"text":14359,"spans":14360},"Name: Anthony Perez\nPronouns: He\u002Fhim\nRegion: United States\nRole: VP, Commercial Operations (US)\nSexuality: Gay",[14361,14362,14363,14364,14365],{"start":178,"end":5341,"type":97},{"start":424,"end":552,"type":97},{"start":252,"end":766,"type":97},{"start":8078,"end":2404,"type":97},{"start":1217,"end":14054,"type":97},{"type":41,"text":14367,"spans":14368},"What was your first Pride experience? \nI spent every college summer as a camp counselor, so I never attended any major Pride events until my mid-twenties. When I went to Pride for the first time, it was truly powerful. I think everyone remembers their first time going to a gay bar. You feel comfortable because it’s a safe space where you’re surrounded by people like you. But going to Pride and being out in the open? There’s something very freeing about that.\nDuring my first Pride experience, I was surrounded by friends and we had such a great time meeting new people. It was also the first time I saw a gay family with two dads, with children of their own. It gave me hope that I could have that one day.",[14369],{"start":178,"end":369,"type":97},{"type":41,"text":14371,"spans":14372},"How will you be getting involved with and celebrating Pride this year?\nAs the global co-chair of the Pride Employee Resource Group (ERG) at MiQ, I’ll be coordinating our Pride events. I’ll also be fundraising for The Trevor Project throughout June as they continue to raise awareness to end suicide among LGBTQ youth. I’ll also be attending some Pride events in various cities with friends throughout the US. Pride is the best time to visit friends and celebrate with them in their communities!",[14373],{"start":178,"end":1579,"type":97},{"type":41,"text":14375,"spans":14376},"What does LGBTQ+ Pride mean to you?\nPride means celebrating your true self and raising awareness that LGBTQ people exist, and aren’t going away. That awareness is truly powerful, and a real beacon of hope. (Especially for those who don’t have the best support systems.) It’s amazing to see different people celebrate their differences together – especially when it’s most likely driven by shared experiences of hate.\nWhile there has been a lot of positive movement in the last decade, there are people with a lot of hate and prejudice in their hearts. We must continue to fight for all members of the LGBTQ community, including our Trans and BIPOC brothers and sisters. They are under attack and have been for quite some time. We must not leave them behind. That’s why it’s important we continue to celebrate Pride and not back down on its importance for all. ",[14377],{"start":178,"end":547,"type":97},{"type":41,"text":14379,"spans":14380},"Who was the first LGBTQ+ character or celebrity you remember seeing?\nWell, this is pretty embarrassing! I would secretly watch ‘Queer as Folk’ as a kid while my parents were away or sleeping. (I was always ready to switch to something non-gay at a moment’s notice.) It definitely wasn’t age appropriate, but it was the first TV show where I saw all gay storylines and mostly gay characters. It makes me so happy that there are multiple LGBTQ characters in TV and movies these days, and of all types too. It gives today’s youth a chance to see themselves, and that’s amazing. ",[14381],{"start":178,"end":1299,"type":97},{"type":41,"text":14383,"spans":14384},"What messages do you hear about LGBTQ+ people in your daily life, and from your family, friends and colleagues?\nFrom a young age, I knew there was something different about me and who I liked, and I knew I needed to keep it secret. My family wasn’t overtly religious, but I just knew it wouldn’t necessarily be okay.",[14385],{"start":178,"end":13309,"type":97},{"type":41,"text":14387,"spans":14388},"In the first couple of weeks of my senior year, I told the wrong person my secret. If you’re from a small town, you know that gossip doesn’t stop at the high school doors. It spreads into every household, storefront, and bar. Within 48 hours, it felt like the entire town knew my secret, including my dad and stepmom.",[],{"type":41,"text":14390,"spans":14391},"I think the emotional rollercoaster of being outed is something that only an LGBTQ person can describe. Your world is immediately turned upside down. You’ve learnt to live a double life, mask your true identity and present yourself as the version others want to see. So when someone takes that away from you, it’s a shock. All I could do was deny it, but the damage had been done. To this day, 16 years later, I have still never said “Yes, I am gay” to my parents.",[],{"type":41,"text":14393,"spans":14394},"Over the next few months, I was walking on eggshells. Old friends treated me differently, even though I was the same person. My senior year culminated with me arriving home to find my laptop removed from my room. I thought “welp, I’m in trouble for something.” My dad started yelling about how he and my stepmom had been to dinner and heard non-stop about my ‘lifestyle’. They said they needed to put me on a ‘better path’.",[],{"type":41,"text":14396,"spans":14397},"After that, I didn’t go to school for about three days. What hurt the most was that I was a 4.0 student, taking AP courses, in the honor society, and my dad was upset I was gay, rather than being proud of my accomplishments. I graduated with honors and have only been back to that small town a handful of times. ",[],{"type":41,"text":14399,"spans":14400},"Once I made it to college, I found myself surrounded by a flourishing LGBTQ community at The Ohio State University in Columbus, OH. I was able to be myself, and this helped me to enter the professional world as an out person.",[],{"type":41,"text":14402,"spans":14403},"Even after such a positive college experience and a successful job offer, some members of my family stressed concerns that I “wouldn’t be successful in business as a gay man,” that “no one is going to promote a fa**got into a position of importance,” and “you’ll get fired once they find out.”\n\nAt the time, these words cut like a finely sharpened knife. But after years of professional success and plenty of failures unrelated to me being gay, I hold my head high as a proudly out gay man. I know that my success is because of the person I am, not because of who I’m attracted to. ",[],{"type":41,"text":14405,"spans":14406},"I give this long-winded response, not as a “woe is me” answer, but as a reflection on the lived experiences I’ve had as a gay man growing up in a midwest small town. It’s the same experience countless others have experienced – and will continue to experience – no matter how much progress we make.",[],{"type":41,"text":14408,"spans":14409},"While my personal journey was tough, my mom and stepmom have been huge supporters and have always been there for me. Even my dad and I (albeit a longer path) have put the past behind us. But if it wasn’t for my closest friends in high school, my college friends, my coworkers, and my chosen family, I would not be the man I am today.\n",[],{"type":41,"text":14411,"spans":14412},"What advice do you wish you had growing up and what would you say to a young LGBTQ+ person now? \nThe feelings you have are totally normal and you’re not alone! There are people that will always be there for you, you just need to find them. If you’re not finding light in your family, find an outlet in any way you can. It sounds cliche, but it truly does get better – even if you have to wait for it.",[14413],{"start":178,"end":1217,"type":97},"text_component$1d4926c9-0707-4173-afd0-38af4cc6ad63",{},{"link_type":282},[],[],[],{"dimensions":14421,"alt":38,"copyright":38,"url":14422,"id":14423,"edit":14424},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F841c8bf5-b630-47ee-beb3-614b50661e53_Blog_Anthony.png?auto=format,compress","ZdciBBEAACwA5W95",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":14426,"alt":38,"copyright":38,"url":14427,"id":14428,"edit":14429},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F41d9c008-9b57-4635-86c1-7d362c6a2032_LGBTQ+Voices+%40+MiQ_+Anthony+Perez.jpg?auto=format,compress","ZdM3BREAACwAVzco",{"x":178,"y":178,"zoom":95,"background":8943},[],[14432],{"type":41,"text":14345,"spans":14433,"direction":52},[],[14435],{"type":41,"text":14436,"spans":14437,"direction":52},"I spent every college summer as a camp counselor, so I never attended any major Pride events until my mid-twenties. When I went to Pride for the first time, it was truly powerful. I think everyone remembers their first time going to a gay bar. You feel comfortable because it’s a safe space where you’re surrounded by people like you. But going to Pride and being out in the open? There’s something very freeing about that.",[],[],[],{},{"id":14442,"uid":14443,"url":38,"type":9,"href":14444,"tags":14445,"first_publication_date":12295,"last_publication_date":14446,"slugs":14447,"linked_documents":14449,"lang":17,"alternate_languages":14450,"data":14451},"Zxf6HBoAAEgAxwL8","lgbtq-voices-miq-clare-martin","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf6HBoAAEgAxwL8%22%29+%5D%5D",[],"2026-04-27T16:35:02+0000",[14448],"lgbtq-voices-clare-martin",[],[],{"title":14452,"external_link":14453,"summary":14454,"slices":14455,"author_name":38,"author_position":38,"author_description":38,"author_image":14498,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":14499,"contact_formid":38,"contact_title":14500,"contact_description":14501,"contact_cta":38,"url_form_triggers":14502,"category":1844,"date":14312,"featured_image":14503,"thumbnail":14508,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":14513,"meta_title":14514,"meta_description":14518,"og_title":14521,"og_description":14522,"og_image":14523,"no_index":280},"LGBTQ Voices: Clare Martin",{"link_type":30},[],[14456],{"variation":34,"version":35,"items":14457,"primary":14458,"id":14497,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":14459,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[14460,14463,14465,14473,14477,14482,14486,14489,14492],{"type":41,"text":13107,"spans":14461},[14462],{"start":178,"end":13110,"type":110},{"type":41,"text":6589,"spans":14464},[],{"type":41,"text":14466,"spans":14467},"Name: Clare Martin\nPronouns: She\u002Fher\nRegion: EMEA\nRole: Global director, career acceleration\nSexuality: Gay",[14468,14469,14470,14471,14472],{"start":178,"end":5341,"type":97},{"start":4557,"end":2216,"type":97},{"start":252,"end":766,"type":97},{"start":1197,"end":5656,"type":97},{"start":2201,"end":13193,"type":97},{"type":41,"text":14474,"spans":14475},"What was your first Pride experience?\nDespite dating someone of the same gender for four years and living in London, I don’t think I felt pride back then – more shame, or maybe just uncertainty. It was only in my final year of uni that I went to Manchester Pride with my little sister, and a gay male rugby team.\nWe crashed in the rugby team’s hostel room for two nights and had an absolute blast. I felt safe with this group of kind, welcoming and hilarious men. (And I had my sister there, and she’s always been a huge support.) One of the guys even came with me to visit a lesbian bar for a few hours. I’ve since been back to Manchester Pride with another group of friends. I think it’ll always have a soft spot in my heart. ",[14476],{"start":178,"end":369,"type":97},{"type":41,"text":14478,"spans":14479},"What do you find inspirational about Pride month?\nAnd seeing younger generations challenging stereotypes and heteronormative ways of being through more fluid gender expression that better represents who they are.\n\nWho was the first LGBTQ+ character or celebrity you remember seeing?\nThe characters I first remember having some impact were on The L Word. I streamed it online and secretly watched along on my laptop. I know that Carol in Friends was a “first”,  but because it’s centred on Ross’s view as a divorced man, it’s not quite the same and isn’t a positive portrayal. ",[14480,14481],{"start":178,"end":407,"type":97},{"start":12066,"end":1664,"type":97},{"type":41,"text":14483,"spans":14484},"What messages do you hear about LGBTQ+ people in your daily life, and from your family, friends and colleagues?\nIn my family and close friends, it’s support and acceptance. At times, there’s also recognition for how my life has been different and the bravery it takes. (That’s often from friends in the UK who are teaching students about the history of gay rights during Pride month.)",[14485],{"start":178,"end":13309,"type":97},{"type":41,"text":14487,"spans":14488},"From a broader network, it’s often curiosity and sometimes genuine interest. But often, this can be a “you’re different” statement dressed up as a question. ",[],{"type":41,"text":14490,"spans":14491},"In daily life, it can be very mixed. I remember visiting my in-laws in Australia during their plebiscite on gay marriage. I was bombarded with political messaging that told me my life was worth less than others, while they were broadcasting the TV show ‘Married at First Sight’. I remember thinking how can my relationship and marriage be illegal, but marrying a stranger on a TV show be accepted? Challenging friends and allies on why they watched that show was another reminder of how unaware straight people are about equality. I’ve regularly had messages about how my way of being is worth less or is even illegal. ",[],{"type":41,"text":14493,"spans":14494},"From work, I’ve had a lot of support, but there has often been a lack of awareness or knowledge. I’ve had to explain that because it’s illegal for me to be with my wife in certain countries, I can’t travel or relocate to some places. It’s another subtle reminder that our rights aren’t equal, and are also invisible.\n\nWhat advice do you wish you had growing up and what would you say to a young LGBTQ+ person now?\nTrust yourself and don’t worry about labels. You’ll work out what’s right for you, at the time that’s right for you.",[14495],{"start":3406,"end":14496,"type":97},414,"text_component$ec845911-1507-46e5-9069-ae4bd90921d1",{},{"link_type":282},[],[],[],{"dimensions":14504,"alt":38,"copyright":38,"url":14505,"id":14506,"edit":14507},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fdb1456d7-e4b4-43a5-baae-d0c8093cc8ad_Blog_Clare.png?auto=format,compress","ZdckPhEAACsA5Xdi",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":14509,"alt":38,"copyright":38,"url":14510,"id":14511,"edit":14512},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F3c0d3ccf-05e9-4d4d-b987-4d7eead7f0ee_LGBTQ+Voices+%40+MiQ_+Clare+Martin.jpg?auto=format,compress","ZdM2wREAAC0AVzXR",{"x":178,"y":178,"zoom":95,"background":8943},[],[14515],{"type":41,"text":14516,"spans":14517,"direction":52},"LGBTQ Voices: Clare Martin’s Perspective",[],[14519],{"type":41,"text":13107,"spans":14520,"direction":52},[],[],[],{},{"id":6672,"uid":6677,"url":38,"type":9,"href":14525,"tags":14526,"first_publication_date":6675,"last_publication_date":6676,"slugs":14527,"linked_documents":14528,"lang":17,"alternate_languages":14529,"data":14530},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7lRoAAEwAxwX0%22%29+%5D%5D",[],[6674],[],[],{"title":14531,"external_link":14532,"summary":14533,"slices":14534,"author_name":14605,"author_position":14606,"author_description":38,"author_image":14607,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":14608,"contact_formid":38,"contact_title":14609,"contact_description":14610,"contact_cta":38,"url_form_triggers":14611,"category":2021,"date":14612,"featured_image":14613,"thumbnail":14618,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":14623,"meta_title":14624,"meta_description":14628,"og_title":14632,"og_description":14633,"og_image":14634,"no_index":280},"Programmatic Without Cookies: Data-Backed Identity Graphs",{"link_type":30},[],[14535],{"variation":34,"version":35,"items":14536,"primary":14537,"id":14604,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":14538,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[14539,14542,14548,14551,14557,14561,14565,14568,14571,14577,14580,14583,14586,14589,14594,14597,14601],{"type":91,"text":14540,"spans":14541},"Eroding identifiers have upended advertising",[],{"type":41,"text":14543,"spans":14544},"Consumer privacy controls keep changing which forces advertisers to evolve how they target, optimize, and measure advertising. Using third-party cookies as the link to track audiences across marketplaces is becoming less of a solution as consumers opt-out of being tracked. What can be done? Data-savvy tech agencies, such as MiQ, are innovating to build privacy-centric audience graphs that tie together multiple, holistic views of identity, which are not only reliant on cookies which we dive deep into through our Identity e-book series. ",[14545],{"start":14546,"end":14547,"type":97},433,441,{"type":91,"text":14549,"spans":14550},"The frenzy for cookieless identity graphs",[],{"type":65,"url":14552,"alt":38,"copyright":38,"dimensions":14553,"id":14555,"edit":14556},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F46ac8f95-582d-430c-a0b1-d2b22c5e6e9c_27.png?auto=format,compress",{"width":12922,"height":14554},701,"ZJ2vdxEAACEAcL2i",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":14558,"spans":14559},"A brand will advertise across a variety of consumers’ multiple devices (laptop, tablet, mobile, connected TV, etc) and each device has its own ID for targeting. When we unify the IDs under one consumer or household into a Universal ID it is called identity resolution. Previously, this could be accomplished by matching third-party cookies passed between the demand and supply-side advertising platforms to each ID. As cookies are scaled back, the industry must innovate towards unifying alternative signals that adhere to privacy concerns. Without privacy-centric IDs, advertisers are unable to manage optimal reach and frequency of messaging, so campaigns end up over-delivering on a small fraction of their audience, and you have to see the same shoe commercial all day, every day.",[14560],{"start":5839,"end":13763,"type":97},{"type":41,"text":14562,"spans":14563},"What is an identity graph? It is a data tool heavily backed by machine learning that uses the concepts of identity resolution to map devices and online activity to a brand’s opted-in first-party CRM data. The graph works by linking together multiple disparate IDs from a variety of marketplaces: It can tie together persistent identity signals such as emails, e-commerce accounts, loyalty memberships, IP addresses to probabilistic signals such as geo-contextual or articles enjoyed online to create a holistic identity. Consumers have consented to sharing their identity with brands, so it is privacy-centric, and consumer PII information is always securely hashed and encrypted to keep it safe. Since cookieless identity graphs are built off consenting audiences they can continue to activate omnichannel targeting, retargeting, ad personalization, and measurement in the future when cookies are turned off. ",[14564],{"start":2225,"end":393,"type":97},{"type":91,"text":14566,"spans":14567},"MiQ’s Identity Spine enables privacy-centric programmatic advertising through the power of data science ",[],{"type":41,"text":14569,"spans":14570},"MiQ has created the Identity Spine to help marketers realize the value of their first-party data, without depending on cookies. It’s a data-heavy tool that stitches together multiple disparate ID’s from various third-party & first-party data sources into unified user profiles and households to help brands build, scale, and activate first-party data strategies. ",[],{"type":65,"url":14572,"alt":38,"copyright":38,"dimensions":14573,"id":14575,"edit":14576},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F747ea954-456d-4a2f-8fec-660c940686d3_28.png?auto=format,compress",{"width":12922,"height":14574},801,"ZJ2vdxEAACEAcL2n",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":14578,"spans":14579},"Advertisers can use MiQ Identity Spine to solve for cross-device, cross-channel, and cross-DSP activation and measurement. This will help brands to find their existing customers, reach similar customers, and maximize scale and efficiency across the various buying platforms – all on consented data.",[],{"type":41,"text":14581,"spans":14582},"It can also be used for more elevated analysis and segmenting to create high-value audiences like interest-based segments, demographic segments, behavioural segments, etc. This can achieve higher conversions for their campaigns based on their custom KPIs.",[],{"type":91,"text":14584,"spans":14585},"The future is privacy-centric identity resolution ",[],{"type":41,"text":14587,"spans":14588},"Programmatic in a privacy-first world must have a sustainable, first party data strategy at its core. Without one, marketers are expected to spend 10-20% more to get the same returns.¹ Cookie-based trackers no longer align with consumer privacy preferences, and unified IDs need to innovate towards alternative identifiers based on opted-in audiences. ",[],{"type":65,"url":14590,"alt":38,"copyright":38,"dimensions":14591,"id":14592,"edit":14593},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F06b3abb8-bdbc-4137-8c06-b2f6e02efca1_29.png?auto=format,compress",{"width":12922,"height":14574},"ZJ2vdxEAACAAcL2o",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":14595,"spans":14596},"Can you see yourself innovating on industry-leading identity solutions? Check out our life at MiQ page.",[],{"type":41,"text":13811,"spans":14598},[14599],{"start":122,"end":547,"type":47,"data":14600},{"link_type":49,"url":13815},{"type":41,"text":14602,"spans":14603},"¹ Personalizing the Customer Experience Report, McKinsey, 2020.",[],"text_component$b5bc7b42-b5bb-42cb-8904-37e5e4d68aef","Asim Abinash","Data Scientist, MiQ",{},{"link_type":282},[],[],[],"2022-06-05T22:00:00+0000",{"dimensions":14614,"alt":38,"copyright":38,"url":14615,"id":14616,"edit":14617},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F33ce488c-0901-4908-bdef-bcb4110e26ce_1_Programmatic_without_cookies-blogheader.png?auto=format,compress","ZdcdiBEAACkA5WVk",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":14619,"alt":38,"copyright":38,"url":14620,"id":14621,"edit":14622},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F0a8dee76-8959-4751-a2f6-fd3b80ba79c7_Programmatic+without+cookies_+It%E2%80%99s+possible+thanks+to+data-backed+identity+graphs.jpg?auto=format,compress","ZdM1DREAACgAVy2S",{"x":178,"y":178,"zoom":95,"background":8943},[],[14625],{"type":41,"text":14626,"spans":14627,"direction":52},"Programmatic Advertising Without Cookies: The Future with Identity Graphs",[],[14629],{"type":41,"text":14630,"spans":14631,"direction":52},"Consumer privacy controls keep changing which forces advertisers to evolve how they target, optimize, and measure advertising. Using third-party cookies as the link to track audiences across marketplaces is becoming less of a solution as consumers opt-out of being tracked. What can be done?",[],[],[],{},{"id":14636,"uid":14637,"url":38,"type":9,"href":14638,"tags":14639,"first_publication_date":9486,"last_publication_date":14640,"slugs":14641,"linked_documents":14643,"lang":17,"alternate_languages":14644,"data":14645},"Zxf4vxoAAE4AxwAp","lgbtq-voices-miq-aimee-france","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf4vxoAAE4AxwAp%22%29+%5D%5D",[],"2026-04-27T16:35:12+0000",[14642],"lgbtq-voices-aimee-frances-story",[],[],{"title":14646,"external_link":14647,"summary":14648,"slices":14649,"author_name":38,"author_position":38,"author_description":38,"author_image":14695,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":14696,"contact_formid":38,"contact_title":14697,"contact_description":14698,"contact_cta":38,"url_form_triggers":14699,"category":1844,"date":14700,"featured_image":14701,"thumbnail":14706,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":14711,"meta_title":14712,"meta_description":14716,"og_title":14719,"og_description":14720,"og_image":14721,"no_index":280},"LGBTQ Voices: Aimee France’s Story",{"link_type":30},[],[14650],{"variation":34,"version":35,"items":14651,"primary":14652,"id":14694,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":14653,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[14654,14657,14659,14667,14671,14675,14679,14683,14687,14691],{"type":41,"text":13107,"spans":14655},[14656],{"start":178,"end":13110,"type":110},{"type":41,"text":6589,"spans":14658},[],{"type":41,"text":14660,"spans":14661},"Name: Aimee France \nPronouns: She\u002Fthey\nRegion: EMEA\nRole: Associate Trader\nSexuality: Bisexual ",[14662,14663,14664,14665,14666],{"start":178,"end":5139,"type":97},{"start":4557,"end":4889,"type":97},{"start":441,"end":9740,"type":97},{"start":1790,"end":3327,"type":97},{"start":1756,"end":263,"type":97},{"type":41,"text":14668,"spans":14669},"Have you ever been to a Pride celebration?\nFor one reason or another, I’ve never actually been able to go to Pride. So I’m very excited to go this year! ",[14670],{"start":178,"end":3567,"type":97},{"type":41,"text":14672,"spans":14673},"What do you find inspirational about Pride month?\nThat people are able to be themselves, unashamedly and unabashedly! It’s an amazing chance for people to find community, and be around those that identify in the same way they do. ",[14674],{"start":178,"end":1197,"type":97},{"type":41,"text":14676,"spans":14677},"Who was the first LGBTQ+ character or celebrity you remember seeing?\nWillow from ‘Buffy’! There were some issues with it, but it was such a beautiful relationship between Willow and Tara. I remember being very young and confused because I had a crush on Willow. It took me a very long time to call myself bisexual. ",[14678],{"start":178,"end":655,"type":97},{"type":41,"text":14680,"spans":14681},"What messages do you hear about LGBTQ+ people in your daily life, and from your family, friends and colleagues?\nAll sorts really. I’ve had some people say that being bisexual is just being greedy. They said I wasn’t really bisexual because I’ve never been in a relationship with a woman. But on the other hand, I’ve had colleagues be so incredibly kind and encouraging. ",[14682],{"start":178,"end":13309,"type":97},{"type":41,"text":14684,"spans":14685},"How have allies supported you in the past?\nFor a long time I felt really uncomfortable saying I am bisexual. Allies have made me feel more comfortable with who I am.",[14686],{"start":178,"end":3567,"type":97},{"type":41,"text":14688,"spans":14689},"What advice do you wish you had growing up and what would you say to a young LGBTQ+ person now?\nI wish I’d been raised in a space that didn’t make a big deal of not being straight. I wish it was a normalised thing so that no one ever felt the need to ‘come out’ or question it. I hope my future children feel comfortable enough to just bring home whoever they happen to love and introduce them – all without a fear of rejection.",[14690],{"start":178,"end":1217,"type":97},{"type":41,"text":14692,"spans":14693},"My advice would be to never feel ashamed of who you are and to not let anyone get away with bullying you. Go and tell teachers, parents, or whoever has the power to make a change, and don’t stop until the bullying stops. No one should be allowed to make you feel bad about who you are.",[],"text_component$f6829905-4815-44c8-b564-a38a58c876f5",{},{"link_type":282},[],[],[],"2022-05-31T22:00:00+0000",{"dimensions":14702,"alt":38,"copyright":38,"url":14703,"id":14704,"edit":14705},{"width":292,"height":344},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F561d47c0-a544-4f5d-905a-0359ff46263f_Blog_Aimee.png?auto=format,compress","ZdcdtREAACsA5WXk",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":14707,"alt":38,"copyright":38,"url":14708,"id":14709,"edit":14710},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fcf78a27f-0dda-4e3b-8d81-bd24e700458e_LGBTQ+Voices+%40+MiQ_+Aimee+France.jpg?auto=format,compress","ZdM3FREAACoAVzdy",{"x":178,"y":178,"zoom":95,"background":8943},[],[14713],{"type":41,"text":14714,"spans":14715,"direction":52},"LGBTQ Voices: Aimee France's Story",[],[14717],{"type":41,"text":13107,"spans":14718,"direction":52},[],[],[],{},{"id":14723,"uid":14724,"url":38,"type":9,"href":14725,"tags":14726,"first_publication_date":11565,"last_publication_date":14727,"slugs":14728,"linked_documents":14730,"lang":17,"alternate_languages":14731,"data":14732},"Zxf5uRoAAEgAxwIr","its-pride-month","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5uRoAAEgAxwIr%22%29+%5D%5D",[],"2026-04-27T16:34:37+0000",[14729],"celebrating-pride-month",[],[],{"title":14733,"external_link":14734,"summary":14735,"slices":14736,"author_name":14760,"author_position":14761,"author_description":38,"author_image":14762,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":14763,"contact_formid":38,"contact_title":14764,"contact_description":14765,"contact_cta":38,"url_form_triggers":14766,"category":1844,"date":14700,"featured_image":14767,"thumbnail":14773,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":14774,"meta_title":14775,"meta_description":14779,"og_title":14783,"og_description":14784,"og_image":14785,"no_index":280},"Celebrating Pride Month",{"link_type":30},[],[14737],{"variation":34,"version":35,"items":14738,"primary":14739,"id":14759,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":14740,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[14741,14744,14747,14750,14753,14756],{"type":41,"text":14742,"spans":14743},"Today marks the start of Pride month and as the Pride Employee Resource Group (ERG), we’re very excited to hold our first official celebrations. We’ve been working hard to make sure that June is an inspiring, educational, and empowering month for our colleagues across the world.\n\nAt MiQ, the vision is to have inclusion at the heart of our culture. To help achieve that, we’ve set up a dedicated Inclusion and Diversity committee and we publish an annual Inclusion, Diversity and Equity Accountability (I.D.E.A) report. And in June 2021, we were proud to set up our Pride ERG group, giving LGBTQ colleagues and allies a space to connect. We know we have a way to go, so our Pride ERG exists to drive forward even more positive change.",[],{"type":41,"text":14745,"spans":14746},"We know how important it is to raise awareness and make sure the LGBTQ community feels seen and heard. Like many other companies, we’re updating our logo to reflect rainbow themes and outwardly express our support. But it’s about more than just joining a trend. It’s about showing that we’re a place for everyone to feel a true sense of inclusion. ",[],{"type":41,"text":14748,"spans":14749},"And this year, we’ve gone one step further. We’ve updated our branding to mirror the Progressive Pride Flag, which represents the Trans and BIPOC communities. These communities continue to be under political and social attack. As a representation of the LGBTQ community, we’re proud to stand with them.",[],{"type":41,"text":14751,"spans":14752},"So, what else have we got planned for Pride month? Well, for starters, we’re hosting a huge range of internal events. We’re bringing everyone together to listen to different experiences, and even hear from some very special guest speakers. Plus, we’ll get stuck into some social activities along the way and fundraise for charities who support the LGBTQ community.",[],{"type":41,"text":14754,"spans":14755},"We’re also proud to announce our new blog series “LGBTQ & Ally Voices of MiQ.” In this series, we’ll hear from people in different roles, in different countries, with different experiences. They’ll tell us about their story, how they’re celebrating Pride and what it means to them.",[],{"type":41,"text":14757,"spans":14758},"So with lots planned for Pride month, we’re ready to get the celebrations underway.",[],"text_component$dc8caba2-4a70-49c9-b4c0-f95c01815aae","Anthony Perez and Hivan Herrejon","Pride ERG global co-chairs",{},{"link_type":282},[],[],[],{"dimensions":14768,"alt":14769,"copyright":38,"url":14770,"id":14771,"edit":14772},{"width":292,"height":344},"It’s Pride month!","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fff4757bf-e589-4107-91b0-a442171787a8_35.png?auto=format,compress","ZJ23OxEAAB0AcOH0",{"x":178,"y":178,"zoom":95,"background":75},{},[],[14776],{"type":41,"text":14777,"spans":14778,"direction":52},"Celebrating Pride Month: Our Commitment to Inclusion",[],[14780],{"type":41,"text":14781,"spans":14782,"direction":52},"Today marks the start of Pride month and as the Pride Employee Resource Group (ERG), we’re very excited to hold our first official celebrations. We’ve been working hard to make sure that June is an inspiring, educational, and empowering month for our colleagues across the world.",[],[],[],{},{"id":14787,"uid":14788,"url":38,"type":9,"href":14789,"tags":14790,"first_publication_date":11565,"last_publication_date":6685,"slugs":14791,"linked_documents":14793,"lang":17,"alternate_languages":14794,"data":14795},"Zxf5wxoAAEEAxwI-","its-time-to-rethink-recession-marketing-discover","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5wxoAAEEAxwI-%22%29+%5D%5D",[],[14792],"its-time-to-rethink-recession-marketing.-discover-how-the-right-media-strategy-can-ensure-your-desired-outcomes-are-met-and-prove-roi-even-during-economic-uncertainty.",[],[],{"title":14796,"external_link":14797,"summary":14798,"slices":14799,"author_name":1836,"author_position":38,"author_description":38,"author_image":14903,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":14904,"contact_formid":38,"contact_title":14905,"contact_description":14906,"contact_cta":38,"url_form_triggers":14907,"category":2021,"date":14908,"featured_image":14909,"thumbnail":14914,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":14915,"meta_title":14916,"meta_description":14920,"og_title":14921,"og_description":14922,"og_image":14923,"no_index":280},"Simplifying CPG Omnichannel Marketing",{"link_type":30},[],[14800,14898],{"variation":34,"version":35,"items":14801,"primary":14802,"id":14897,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":14803,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[14804,14807,14810,14813,14815,14819,14822,14825,14828,14831,14833,14835,14839,14841,14843,14845,14849,14852,14855,14858,14861,14863,14865,14867,14872,14874,14876,14878,14882,14885,14888,14891],{"type":41,"text":14805,"spans":14806},"Omnichannel marketing for CPG brands is a strategy that provides consistent, related engagement and shopping opportunities to consumers across a variety of channels and devices. True omnichannel is about more than just the number of places your ad  appears; those channels are supposed to work together, moving customers through their path to purchase. ",[],{"type":41,"text":14808,"spans":14809},"Activations running as part of an omnichannel campaign should also be measured together as part of a holistic campaign, and the insights gathered from one platform should inform the next. What CPG marketers need is simplicity–a way to unify omnichannel planning, activation, and measurement. ",[],{"type":41,"text":14811,"spans":14812},"More on that in a moment. First, let’s talk about why CPG marketers should adopt an omnichannel strategy. ",[],{"type":41,"text":57,"spans":14814},[],{"type":41,"text":14816,"spans":14817},"Why CPG brands should take an omnichannel approach",[14818],{"start":178,"end":1197,"type":97},{"type":41,"text":14820,"spans":14821},"According to our latest consumer research report, Unboxing the the Global Consumer, one in three American consumers always research products online (irrespective of value) before making purchase decisions. Shopping, regardless of category, no longer exists inside a vacuum. ",[],{"type":41,"text":14823,"spans":14824},"Even in CPG, where most purchases are made offline and in-store, the buyer’s journey is omnichannel. People research new brands online, they watch commercials on their CTV, they get a coupon offer delivered while playing a game on their phone. They cash in that coupon at the grocery store later that afternoon. ",[],{"type":41,"text":14826,"spans":14827},"Convenience matters to consumers. Omnichannel makes it easy to be everywhere your customer is, inviting them down the path to purchase.",[],{"type":41,"text":14829,"spans":14830},"Omnichannel is also an efficiency strategy. CPG marketers are susceptible to economic trends, and every dollar has to work overtime to earn and prove its return on investment. Omnichannel activations can inform optimizations across channels.",[],{"type":41,"text":57,"spans":14832},[],{"type":41,"text":57,"spans":14834},[],{"type":91,"text":10426,"spans":14836},[14837],{"start":178,"end":10341,"type":47,"data":14838},{"link_type":49,"url":10430},{"type":41,"text":57,"spans":14840},[],{"type":41,"text":57,"spans":14842},[],{"type":41,"text":57,"spans":14844},[],{"type":41,"text":14846,"spans":14847},"The challenges of omnichannel marketing",[14848],{"start":178,"end":441,"type":97},{"type":41,"text":14850,"spans":14851},"One of the most obvious challenges of accomplishing true omnichannel marketing is the fragmentation of the advertising landscape. In order to run a campaign across multiple channels and publishers, marketers must work with multiple DSPs. More and more retailers are running their own retail media networks, adding on an additional layer of complexity. If the campaign has a CTV play (and it should) you are looking at even more DSPs. Managing all of those partners to effectively activate a unified campaign is a major time suck for marketers, who are typically already living with a large workload. ",[],{"type":41,"text":14853,"spans":14854},"Fragmentation also makes measurement a problem. Whether you are a brand marketer or a shopper marketer, your first and largest concern is, as it should be, ROAS. But beyond that, measuring overall performance, total reach, incremental reach between platforms, e-commerce sales versus in-store, and how a campaign drove those actions, are all important and incredibly difficult to report on across a dozen or more activations. ",[],{"type":41,"text":14856,"spans":14857},"In-flight optimization is all but impossible when a marketer is managing so many disparate advertising partners. Fragmented, siloed data makes cross-channel learning and optimizations all but impossible. Most marketers have to rely on post-campaign learnings to optimize their next campaign, but that doesn’t help the campaign running now.",[],{"type":41,"text":14859,"spans":14860},"Lastly, changing consumer expectations around privacy are making it harder for marketers to target their audience. This problem is particularly tricky for CPG brands, who traditionally do not have large amounts of first-party data to rely on. ",[],{"type":41,"text":57,"spans":14862},[],{"type":91,"text":57,"spans":14864},[],{"type":41,"text":57,"spans":14866},[],{"type":91,"text":14868,"spans":14869},"Learn how MiQ’s Consumer Link, the largest and most diversified consumer data footprint, delivers a 360 degree view of shoppers for intelligent omnichannel planning, activation and measurement.",[14870],{"start":178,"end":6428,"type":47,"data":14871},{"link_type":49,"url":9887},{"type":41,"text":57,"spans":14873},[],{"type":41,"text":57,"spans":14875},[],{"type":41,"text":57,"spans":14877},[],{"type":41,"text":14879,"spans":14880},"Omnichannel marketing, one access point",[14881],{"start":178,"end":441,"type":97},{"type":41,"text":14883,"spans":14884},"What CPG omnichannel marketers need is simplicity. A unified access point that allows them to use data from multiple sources to plan their campaigns, activate with a true omnichannel strategy that includes CTV, DOOH, as well as traditional digital media, and measure their separate activations collectively and allow those insights to optimize across channels and within a campaign’s flight. ",[],{"type":41,"text":14886,"spans":14887},"When CPG marketers can show how their CTV and YouTube audience overlap, how shoppable ads increased cart completions, and perhaps most important of all, how many new and returning customer purchases the campaign drove (including the elusive in-store purchases), proving the value of their omnichannel marketing becomes much simpler. ",[],{"type":41,"text":14889,"spans":14890},"We can help with that. Our agnostic approach to partners means we have access to all of the fragmented data marketers need, and the clean room experience needed to integrate that data and derive essential insights from it. We are also DSP agnostic, so marketers have access to all channels and publishers, delivered on optimized supply paths, from one unified platform. And our trading experts use real-time insights to optimize campaign performance in-flight, ensuring our clients meet and exceed their goals.",[],{"type":41,"text":14892,"spans":14893},"Our unique creative strategies coupled with our proprietary technology and agnostic access to inventory helps ensure marketers achieve their goals. Learn more at: https:\u002F\u002Fwww.wearemiq.com\u002Four-business\u002F",[14894],{"start":11873,"end":2568,"type":47,"data":14895},{"link_type":49,"url":14896},"https:\u002F\u002Fwww.wearemiq.com\u002Four-business\u002F","text_component$515e196e-70c5-46a7-8dc5-b14afbd8415a",{"variation":34,"version":35,"items":14899,"primary":14900,"id":14902,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":14901,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$368c7d9c-b48e-4028-bc7d-1bdc8d11b04a",{},{"link_type":282},[],[],[],"2022-03-22T00:00:00+0000",{"dimensions":14910,"alt":38,"copyright":38,"url":14911,"id":14912,"edit":14913},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F467d6be7-014e-4264-9efa-cd075c40751d_OMNI-CPG_Blog-Header.png?auto=format,compress","ZcZVnhIAAC0AYP9M",{"x":178,"y":178,"zoom":95,"background":75},{},[],[14917],{"type":41,"text":14918,"spans":14919,"direction":52},"Simplifying Omnichannel Marketing for CPG Brands",[],[],[],[],{},{"id":14925,"uid":14926,"url":38,"type":9,"href":14927,"tags":14928,"first_publication_date":14929,"last_publication_date":14930,"slugs":14931,"linked_documents":14933,"lang":17,"alternate_languages":14934,"data":14935},"Zxf57BoAAEsAxwKT","exchangewires-tradertalk-tv-miqs-stephen-emsall-on-making-your-youtube-money-work-harder","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf57BoAAEsAxwKT%22%29+%5D%5D",[],"2024-10-22T20:40:34+0000","2026-04-27T16:35:03+0000",[14932],"youtube-money-insights-from-stephen-emsall",[],[],{"title":14936,"external_link":14937,"summary":14938,"slices":14939,"author_name":38,"author_position":38,"author_description":38,"author_image":14968,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":14969,"contact_formid":38,"contact_title":14970,"contact_description":14971,"contact_cta":38,"url_form_triggers":14972,"category":2021,"date":14973,"featured_image":14974,"thumbnail":14981,"featured_description":38,"featured_video":14982,"show_updated_on":280,"articles":14983,"meta_title":14984,"meta_description":14988,"og_title":14991,"og_description":14992,"og_image":14993,"no_index":280},"YouTube Money: Insights from Stephen Emsall",{"link_type":30},[],[14940],{"variation":34,"version":35,"items":14941,"primary":14942,"id":14967,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":14943,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[14944,14947,14950,14953,14956,14959,14962,14964],{"type":41,"text":14945,"spans":14946},"In this latest episode of TraderTalk TV, Stephen Emsall, business enablement director, MiQ, joins ExchangeWire’s Ciaran O’Kane to explore the YouTube opportunity, and how agencies and marketers can make the most of their spend on the platform.",[],{"type":41,"text":14948,"spans":14949},"In this session, Emsall and O’Kane discuss:",[],{"type":216,"text":14951,"spans":14952},"MiQ’s view on YouTube and its position in the CTV ecosystem",[],{"type":216,"text":14954,"spans":14955},"The problems surrounding the platform and how traders can combat this",[],{"type":216,"text":14957,"spans":14958},"How MiQ use insights to apply their practices to YouTube; and",[],{"type":216,"text":14960,"spans":14961},"Whether consumers are using their smart TVs for this purpose",[],{"type":41,"text":57,"spans":14963},[],{"type":41,"text":14965,"spans":14966},"If you want to have a chat to find out more about MiQ’s DOOH solution and how it can solve your business challenges –  contact one of our experts >>",[],"text_component$7937ab91-892c-4792-8d72-6dc25315d1a1",{},{"link_type":282},[],[],[],"2022-02-08T23:00:00+0000",{"dimensions":14975,"alt":38,"copyright":38,"url":14978,"id":14979,"edit":14980},{"width":14976,"height":14977},1024,536,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F242d38d3-5cb3-4589-b98d-315ff195dfb9_1230_ExchangeWire-Youtube_Blog-1024x536.jpg?auto=format,compress","Zer4ghIAACgAteCt",{"x":178,"y":178,"zoom":95,"background":8943},{},"\u003Ciframe title=\"vimeo-player\" src=\"https:\u002F\u002Fplayer.vimeo.com\u002Fvideo\u002F675595655?h=dc53989d9b\" frameborder=\"0\" allowfullscreen>\u003C\u002Fiframe>",[],[14985],{"type":41,"text":14986,"spans":14987,"direction":52},"Making Your YouTube Money Work Harder",[],[14989],{"type":41,"text":14945,"spans":14990,"direction":52},[],[],[],{},{"id":5708,"uid":5713,"url":38,"type":9,"href":14995,"tags":14996,"first_publication_date":5711,"last_publication_date":5712,"slugs":14997,"linked_documents":14998,"lang":17,"alternate_languages":14999,"data":15000},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5choAAEUAxwGS%22%29+%5D%5D",[],[5710],[],[],{"title":15001,"external_link":15002,"summary":15003,"slices":15004,"author_name":1836,"author_position":38,"author_description":38,"author_image":15119,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":15120,"contact_formid":38,"contact_title":15121,"contact_description":15122,"contact_cta":38,"url_form_triggers":15123,"category":4953,"date":15124,"featured_image":15125,"thumbnail":15131,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":15132,"meta_title":15135,"meta_description":15138,"og_title":15139,"og_description":15140,"og_image":15141,"no_index":280},"Why programmatic ad spending has changed",{"link_type":30},[],[15005,15114],{"variation":34,"version":35,"items":15006,"primary":15007,"id":15113,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":15008,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[15009,15012,15016,15022,15025,15028,15031,15033,15037,15043,15046,15049,15051,15055,15062,15065,15067,15071,15074,15077,15080,15083,15086,15089,15092,15095,15098,15101,15104,15107,15110],{"type":41,"text":15010,"spans":15011},"Ad spending has changed, big time. During the pandemic we saw that traditional advertising channel spending dipped 16% globally while digital ad platforms actually grew with a 12% increase compared to the forecasted 9%. While traditional display and video ad spend remained steady, connected TV (CTV) and gaming consoles helped the industry rebound in 2021.",[],{"type":41,"text":15013,"spans":15014},"What traditional vs digital global ad spend looks like",[15015],{"start":178,"end":1594,"type":97},{"type":65,"url":15017,"alt":38,"copyright":38,"dimensions":15018,"id":15020,"edit":15021},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F56db473b-b8da-4609-8bc2-4d0720810e8e_What-traditional-vs-digital-global-ad-spend-looks-like-1080x969+%281%29.png?auto=format,compress",{"width":1932,"height":15019},969,"ZcZTwhIAACsAYPxe",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":15023,"spans":15024},"Since worldwide digital ad spend is climbing upward, how much has been driven programmatically? Seven out of ten ad dollars across digital platforms is being spent programmatically.  Now, let’s break down how that looks for different regions. ",[],{"type":41,"text":15026,"spans":15027},"Mature markets like the US and EMEA lead the pack with about 85-90% of digital ad spending happening through programmatic channels, while emerging markets like SEA, MENA and ANZ aren’t quite there yet, but are expected to grow significantly over the next few years. ",[],{"type":41,"text":15029,"spans":15030},"These predictions show a really bright future for programmatic. By 2025, nine out of ten ad dollars globally will be spent programmatically with mature markets like EMEA and the US having an almost 95% programmatic adoption. ",[],{"type":41,"text":6589,"spans":15032},[],{"type":41,"text":15034,"spans":15035},"How much digital ad spending is being done programmatically?",[15036],{"start":178,"end":654,"type":97},{"type":65,"url":15038,"alt":38,"copyright":38,"dimensions":15039,"id":15041,"edit":15042},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F7110dcaf-1e96-4026-a277-5d894255342d_How-much-digital-ad-spending-is-being-done-programmatically-1080x909.png?auto=format,compress",{"width":1932,"height":15040},909,"ZcZT6RIAACcAYPym",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":15044,"spans":15045},"This impressive growth for the global programmatic industry is expected to keep going at a rate of 12% year-on-year over the next five years. China, India and MENA are driving this growth. So, how much money is going to be spent on programmatic? The US is likely to break the $150 billion mark by 2025 with China coming up close behind. ",[],{"type":41,"text":15047,"spans":15048},"The growth is not only with traditional programmatic channels, like online display, video and audio but also emerging channels,like CTV and DOOH. The opportunities are massive.  Take a look at the US market trends and forecasted spending where you can see CTV as an untapped opportunity. ",[],{"type":41,"text":6589,"spans":15050},[],{"type":41,"text":15052,"spans":15053},"Digital ad spending across platforms in the US ",[15054],{"start":178,"end":9740,"type":97},{"type":65,"url":15056,"alt":38,"copyright":38,"dimensions":15057,"id":15060,"edit":15061},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F655dfb11-c5fb-4859-842c-7545de25431a_Digital-ad-spending-across-platforms-in-the-US.png?auto=format,compress",{"width":15058,"height":15059},1234,846,"ZcZUGxIAAC0AYPzw",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":15063,"spans":15064},"Digital opportunities are only going to grow with the transition from traditional channels. But marketers should remember that consumers are not only in one place, meaning a cross-channel campaign can really help to reach the right audience. 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Change and Inclusivity in India",{"link_type":30},[],[15283],{"variation":34,"version":35,"items":15284,"primary":15285,"id":15347,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":15286,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[15287,15290,15293,15296,15299,15302,15305,15308,15311,15314,15317,15320,15323,15326,15329,15332,15335,15338,15341,15344],{"type":41,"text":15288,"spans":15289},"MiQ is committed to being an inclusive and diverse company throughout all of our offices around the globe. Our team in India wants to inspire real change and, while that is a challenging goal, they have created programs and projects to benefit MiQers as well as the community. ",[],{"type":41,"text":15291,"spans":15292},"Here are a few of the initiatives our India office has created to fulfill that goal.  ",[],{"type":91,"text":15294,"spans":15295},"Learning Labs – Unlock Adtech with MiQ ",[],{"type":41,"text":15297,"spans":15298},"Students in India are looking for new opportunities to build strong online portfolios and MiQ in India is looking to educate the next generation about the adtech and programmatic world. Put both of these goals together and you have Learning Labs, a ten-week training program that provides hands-on experiences to a diverse group of applicants. The Learning Lab initiative hopes to attract female students in India, as well as people who are looking to return to the workforce and LGBTQ candidates.",[],{"type":41,"text":15300,"spans":15301},"Since the pandemic started, many educational opportunities for students have been put on hold and they have been looking for ways to learn something new to make themselves stand out. We introduced our Learning Labs program to universities and students in collaboration with AFH (Aspire for Her) in a webinar that was attended by 950 students across various universities. Students in the program not only learn about what MiQ does and the roles of engineers, analysts and traders but also skills like networking and time management. We had 40 students participate in the first Learning Labs program. ",[],{"type":41,"text":15303,"spans":15304},"Throughout the program, students build their professional experiences by learning through webinars, info sessions and development workshops. At the end of the ten weeks, students receive a certificate of completion and a letter about the courses with their scores. If the program has sparked an interest in employment at MiQ, students are encouraged to apply for open positions and their application will be prioritized. ",[],{"type":91,"text":15306,"spans":15307},"Sign language program ",[],{"type":41,"text":15309,"spans":15310},"Building inclusion in the workplace is an ever-growing goal of MiQ in India. ",[],{"type":41,"text":15312,"spans":15313},"We realized that hard of hearing or Deaf people can struggle to not only get jobs but, once they are working, can have problems communicating. So, we wanted to help MiQers to learn the language. India has over five million Deaf people, which is the total population of some countries, such as Norway, Ireland, Costa Rica. ",[],{"type":41,"text":15315,"spans":15316},"To help create a better culture of inclusivity, we’ve organized Virtual Basic Indian Sign Language classes conducted by EnAble India. Participants learn sign language and awareness about Deaf people and Deaf culture, so they can contribute to the community.",[],{"type":41,"text":15318,"spans":15319},"The program, called Signlusion, includes a mentorship aspect where team members are paired with 30 Deaf students to interact with and learn together. This program helps to build awareness towards deaf inclusion.",[],{"type":91,"text":15321,"spans":15322},"Women’s Day ",[],{"type":41,"text":15324,"spans":15325},"For International Women’s Day, we held a month-long event titled, ‘Choose to challenge’, where we helped to raise awareness of bias, celebrate women’s achievements and take action for equality. Over 450 participants joined various sessions, including a session from Viva Asmelash on how being true to oneself intersects with championing and advocating for others. ",[],{"type":41,"text":15327,"spans":15328},"The WiQ India team is building a vision through mindful leadership, collaborating with women in tech (WiT), industry partnerships and knowledge sharing platforms.",[],{"type":91,"text":15330,"spans":15331},"Giving back ",[],{"type":41,"text":15333,"spans":15334},"As well as specific workplace initiatives, MiQ India also has a strong culture of corporate social responsibility where we provide time and resources to things that help the wider community. We give back in many ways. Recently, this has revolved around our response to the Covid pandemic.  ",[],{"type":41,"text":15336,"spans":15337},"During the second wave of the pandemic, the CSR Team India responded quickly with a team of volunteers to identify critical areas that would benefit from aid. We decided to provide medical support and daily essential support (for groceries, safety kits) for underprivileged communities.",[],{"type":41,"text":15339,"spans":15340},"During phase one of this initiative, we provided essentials for people with disabilities over a period of three months through the NGO SmileysIndia. We also partnered with an NGO called Sangama to provide daily grocery kits for 150+ sexual\u002Fgender minorities whose livelihoods depend on seeking alms, sex work, daily wages and musical performance. We also are proud to have provided ‘happiness kits’ containing nutritious food items, immunity boosters, and learning materials for children from underprivileged communities in partnership with Akshayapatra.",[],{"type":41,"text":15342,"spans":15343},"The team is now in phase two where they are helping unemployed people and giving educational support to underprivileged children.",[],{"type":41,"text":15345,"spans":15346},"We are excited to continue to invest in people and the community to make MiQ in India a more inclusive and diverse place to work. ",[],"text_component$430c52ce-6ca3-429a-8352-81cea3c17107","Deepa Narasimhan","Senior Manager-Inclusion & Diversity",{},{"link_type":282},[],[],[],"2021-10-30T22:00:00+0000",{"dimensions":15357,"alt":15358,"copyright":38,"url":15359,"id":15360,"edit":15361},{"width":1932,"height":7007},"Inclusion and diversity in action: Inspiring change and inclusivity in India","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F5c01ae07-6ce2-47ec-b1f7-ee3cc9c0c6e3_Spotlight_IDEA_Report-Deepa_BLOG.jpeg?auto=format,compress","ZIbjYxUAACwA7CZl",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[15365],{"type":41,"text":15366,"spans":15367,"direction":52},"Inspiring Inclusivity and Change in India",[],[15369],{"type":41,"text":15288,"spans":15370,"direction":52},[],[],[],{},{"id":15375,"uid":15376,"url":38,"type":9,"href":15377,"tags":15378,"first_publication_date":12793,"last_publication_date":15379,"slugs":15380,"linked_documents":15382,"lang":17,"alternate_languages":15383,"data":15384},"Zxf1PxoAAEwAxvlJ","in-plain-english-what-are-data-clean-rooms-and-why-should-advertisers-consider-adding-them-to-their-tech-stack","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf1PxoAAEwAxvlJ%22%29+%5D%5D",[],"2026-04-27T16:34:56+0000",[15381],"so-what-are-data-clean-rooms",[],[],{"title":15385,"external_link":15386,"summary":15387,"slices":15388,"author_name":15482,"author_position":11681,"author_description":38,"author_image":15483,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":15484,"contact_formid":38,"contact_title":15485,"contact_description":15486,"contact_cta":38,"url_form_triggers":15487,"category":2021,"date":15488,"featured_image":15489,"thumbnail":15495,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":15496,"meta_title":15497,"meta_description":15501,"og_title":15504,"og_description":15505,"og_image":15506,"no_index":280},"Data Clean Rooms: Why Advertisers Need Them",{"link_type":30},[],[15389],{"variation":34,"version":35,"items":15390,"primary":15391,"id":15481,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":15392,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[15393,15397,15400,15403,15406,15409,15412,15415,15418,15421,15424,15427,15430,15433,15436,15439,15442,15445,15448,15451,15454,15457,15461,15465,15469,15473,15477],{"type":41,"text":15394,"spans":15395},"(NB. There’s a glossary of terms at the bottom of this post for explanations of some of the technical terms marked with *). ",[15396],{"start":178,"end":2157,"type":110},{"type":41,"text":15398,"spans":15399},"A great way to understand the concept of clean rooms is actually found in the opening credits of The Simpsons. Think of the way Homer handles the radioactive material through a wall with gloves. He can move and manipulate the material, but he can’t take it out of the sealed environment. A data clean room is very similar to this (without any radioactive threats) and allows for privacy-compliant data science*.",[],{"type":91,"text":15401,"spans":15402},"So, what are data clean rooms?",[],{"type":41,"text":15404,"spans":15405},"A data clean room is a platform where advertisers and agencies can perform analysis and data science on any dataset in an aggregated way (meaning, at a group level rather than data that can be linked to specific individuals), and without moving it out of the platform. One data policy will cover all use cases. ",[],{"type":41,"text":15407,"spans":15408},"Data has been the fuel for driving effective programmatic advertising* since the industry’s start. In fact, data has been dubbed the ‘new oil’ in the digital industry, due to its high value, but also because it needs to be expertly refined in order to be useful. ",[],{"type":41,"text":15410,"spans":15411},"Read our Identity ebook, ‘What activation looks like in a world without cookies’, to learn more about data cleanrooms.",[],{"type":91,"text":15413,"spans":15414},"Why can advertisers use clean rooms in their tech stack?",[],{"type":41,"text":15416,"spans":15417},"There are three main uses for clean rooms for marketers. ",[],{"type":91,"text":15419,"spans":15420},"1) Measurement",[],{"type":41,"text":15422,"spans":15423},"Marketers need to measure their campaigns. But, the main thing you need for measurement is data – from campaign performance, sales data, and so on. Without cookies, getting access to this kind of data is becoming more of a challenge, as brands and platforms both have to rethink how much data is safe to share without compromising user privacy. ",[],{"type":41,"text":15425,"spans":15426},"Clean rooms are a great way of getting around this problem. In data clean rooms, advertisers don’t need to share their data with measurement partners, who drive the analytical heavy lifting on measurement and attribution. And, likewise, other players in the ecosystem, like publishers, DSPs, SSPs and others, don’t need to share their data with brands so they can understand campaign performance. Everyone can put their data in the ulta-secure clean room, the measurement experts can do their thing, get all the insights they need, and then everyone gets their untouched data back again. ",[],{"type":91,"text":15428,"spans":15429},"2) Brand collaboration",[],{"type":41,"text":15431,"spans":15432},"Clean rooms are a great way for brands to collaborate with each other, connecting their first-party data to find insights for mutual benefit. ",[],{"type":41,"text":15434,"spans":15435},"It’s particularly exciting for brands in adjacent spaces who have a shared but non-competitive audience. Think about a food delivery app and a fast-food restaurant, or an airline and a car rental company. ",[],{"type":41,"text":15437,"spans":15438},"Without clean rooms, there’s no way brands would share their first-party data. But in a clean room situation, both the brands can compare their audiences and find insights without ever compromising security. ",[],{"type":91,"text":15440,"spans":15441},"3) Comparing multiple datasets",[],{"type":41,"text":15443,"spans":15444},"Campaign footprints from any demand-side platform and ad-server foot-prints or log-level data are now available in data clean rooms like Ads Data Hub and Amazon Marketing Cloud. These datasets are hidden gems for an advertiser to unlock the behavioral trends of online users, showing things like device type, websites, browsers, geo, and much more. ",[],{"type":41,"text":15446,"spans":15447},"Using these contextual learnings works wonders for advertisers when they are layered on top of first-party data, as they allow them to build a much deeper view of their customers. Data clean rooms make this kind of layering possible in a privacy-compliant way.",[],{"type":41,"text":15449,"spans":15450},"Data clean rooms are the new powerhouse for driving data science-driven campaigns in a privacy-compliant way. As clean rooms become more and more commonplace, we will cover the topic in more depth in upcoming blogs. ",[],{"type":41,"text":15452,"spans":15453},"******************************************************************************",[],{"type":91,"text":15455,"spans":15456},"Glossary:",[],{"type":41,"text":15458,"spans":15459},"Tech stack: The technology stack is a combination of programming languages, frameworks, and tools that developers use to build a web or mobile app. The two main components of any app are client-side (front-end) and server-side (back-end). Each layer of the application is built atop the one below, thus creating a stack.",[15460],{"start":178,"end":368,"type":97},{"type":41,"text":15462,"spans":15463},"Data science: Data science means preparing data for analysis, including cleansing, aggregating, and manipulating the data to perform advanced data analysis. Analytic applications and data scientists can then review the results to uncover patterns and enable business leaders to draw informed insights.",[15464],{"start":178,"end":918,"type":97},{"type":41,"text":15466,"spans":15467},"Programmatic advertising: This is the automated buying and selling of online advertising.  Targeting tactics are used to segment audiences using data so that advertisers only pay for ads delivered to the right people at the right time, and depend less on the “spray and pray” method of digital advertising.",[15468],{"start":178,"end":122,"type":97},{"type":41,"text":15470,"spans":15471},"Contextual signals: When you’re searching on mobile, Google will now factor in what they call “contextual signals” –  time of day, date of search, and the location of you and your mobile phone to allow for even better personalization. They will also keep track of your past searches.",[15472],{"start":178,"end":4557,"type":97},{"type":41,"text":15474,"spans":15475},"Closed web: A closed platform, walled garden, or closed ecosystem is a software system where the carrier or service provider has control over applications, content, and\u002For media, and restricts convenient access to non-approved applicants or content.",[15476],{"start":178,"end":2225,"type":97},{"type":41,"text":15478,"spans":15479},"Open Web: The Open Web Platform is the collection of open technologies which enable the web. Using the Open Web Platform, everyone has the right to implement a software component of the web without requiring any approvals or waiving license fees. ",[15480],{"start":178,"end":1832,"type":97},"text_component$bd490b32-4c9c-4efd-acef-1e8325aa5576","Abhishek Chakraborty",{},{"link_type":282},[],[],[],"2021-10-28T22:00:00+0000",{"dimensions":15490,"alt":15491,"copyright":38,"url":15492,"id":15493,"edit":15494},{"width":12770,"height":12771},"In plain English: What are data clean rooms? And why should advertisers consider adding them to their tech stack?","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F7d938479-8fc7-4347-ac35-677fdc0a7fa2_10.jpeg?auto=format,compress","ZJ1alhEAAB0AbyEN",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[15498],{"type":41,"text":15499,"spans":15500,"direction":52},"Data Clean Rooms: Essential for Advertisers",[],[15502],{"type":41,"text":15398,"spans":15503,"direction":52},[],[],[],{},{"id":15508,"uid":15509,"url":38,"type":9,"href":15510,"tags":15511,"first_publication_date":6693,"last_publication_date":15512,"slugs":15513,"linked_documents":15515,"lang":17,"alternate_languages":15516,"data":15517},"Zxf6WxoAAEYAxwN7","top-tips-for-programmatic-success-in-china","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf6WxoAAEYAxwN7%22%29+%5D%5D",[],"2026-04-27T16:35:01+0000",[15514],"tips-for-programmatic-success-in-china",[],[],{"title":15518,"external_link":15519,"summary":15520,"slices":15521,"author_name":38,"author_position":38,"author_description":38,"author_image":15605,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":15606,"contact_formid":38,"contact_title":15607,"contact_description":15608,"contact_cta":38,"url_form_triggers":15609,"category":2021,"date":15610,"featured_image":15611,"thumbnail":15617,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":15618,"meta_title":15619,"meta_description":15623,"og_title":15626,"og_description":15627,"og_image":15628,"no_index":280},"Tips for Programmatic Success in China",{"link_type":30},[],[15522],{"variation":34,"version":35,"items":15523,"primary":15524,"id":15604,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":15525,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[15526,15529,15532,15535,15538,15542,15546,15549,15553,15556,15560,15563,15567,15570,15574,15577,15581,15584,15588,15591,15594,15597],{"type":41,"text":15527,"spans":15528},"Marketing to Chinese consumers presents global brands with an unprecedented growth opportunity: one billion people are now connected to the internet, China is home to the world’s largest middle class, and Chinese tourists are the global leader in international tourism spending. The list goes on… ",[],{"type":41,"text":15530,"spans":15531},"The same is true for programmatic. The average adult in China spends between four and five hours per day with digital media, the most of any media channel. Marketing budgets in China follow suit. In 2020, 76% of total ad spend in China was digital, forecast to grow to 84% by 2024. And digital is synonymous with programmatic in China, now a $50 billion a year industry and tipped to represent almost 80% of digital display ad spend in 2021.",[],{"type":41,"text":15533,"spans":15534},"Moreover, just earlier this year P & G’s Mark Pritchard said: ‘If you want to see the future of marketing, look to China. It’s where a lot of transformation is happening in terms of our use of data and digital technology in order to drive our business through programmatic’. The world’s largest advertiser is a good barometer of the direction of travel, a signal that programmatic in China will continue to grow and grow.",[],{"type":41,"text":15536,"spans":15537},"But finding success with programmatic in China is not always straightforward. The ecosystem is different, the digital advertising players are different and consumers are different. It can leave many agencies and marketers at a crossroads: knowing that programmatic in China is a huge growth opportunity, one they fear missing out on, but in equal measure apprehension of getting it wrong. But we think you’ve got to be in it to win it.",[],{"type":41,"text":15539,"spans":15540},"Whether you’re looking to scale in China with programmatic for the first time, or seeking a fresh approach in the market, here are some of our top tips to make the most of your programmatic investment in China.",[15541],{"start":178,"end":11479,"type":97},{"type":216,"text":15543,"spans":15544},"Local works better than global",[15545],{"start":178,"end":4889,"type":97},{"type":41,"text":15547,"spans":15548},"Technology giants Google, Amazon, Facebook and many others aren’t prominent in China, instead replaced with local players, engineered to meet China’s exact specifications. For unfiltered access to the best inventory, data, ad verification and measurement solutions in China, ensure you have local partnerships at the heart of your programmatic activation. This way you’ll be close to the ground even if you’re far away.",[],{"type":216,"text":15550,"spans":15551},"Be mobile first",[15552],{"start":178,"end":776,"type":97},{"type":41,"text":15554,"spans":15555},"China is a world-leader in time spent on mobile. Since 2018 adults have spent 20 minutes more per day on their mobile than they did the year before. By 2023, 60% of all media consumption will be on mobile devices, 25% more than consumers in the UK or US. In China mobile is king, programmatic planning should reflect this. Access to premium, multi format mobile app inventory is the key to reaching Chinese consumers on their terms, on their device of choice.",[],{"type":216,"text":15557,"spans":15558},"Audience targeting is all-important",[15559],{"start":178,"end":561,"type":97},{"type":41,"text":15561,"spans":15562},"With one billion people online and a diverse range of consumers, audience segmentation is essential for making your programmatic investment work as hard as it should. Choose a partner who curates audiences using data sourced from China’s most popular apps, and transparently discloses the taxonomy of your audience before campaign launch. It’s important to have audience targeting at the forefront of your programmatic activation, and for you to know you’re targeting who you think you are in such a vast market.",[],{"type":216,"text":15564,"spans":15565},"Ad Fraud is an issue in China, but don’t let it be your issue",[15566],{"start":178,"end":6202,"type":97},{"type":41,"text":15568,"spans":15569},"Reports outline more than 80% of the world’s ad fraud originates from China, other local vendors indicate a third of all online ad traffic in China is invalid. You can’t skirt the issue but solutions exist. Select an ad verification partner that has post-bid and pre-bid measures in place, and is independently verified delivering to global standards. If you don’t receive this from the get-go, 30% of your programmatic investment might not go where you need it to.",[],{"type":216,"text":15571,"spans":15572},"Measure quality, not only quantity",[15573],{"start":178,"end":425,"type":97},{"type":41,"text":15575,"spans":15576},"Success measurement in China is different from the West, with 27% of global marketers citing measurement inconsistency as their top concern in China. Programmatic KPIs in China can often be governed by cost-efficiencies and bottom-funnel metrics such as CPM, CTR and CPC, it can be a numbers game. Look to partners that go-beyond, to translate your business goals into authentic programmatic results and insights to better inform future strategy.",[],{"type":216,"text":15578,"spans":15579},"Creative that tells your story",[15580],{"start":178,"end":4889,"type":97},{"type":41,"text":15582,"spans":15583},"Creative specifications are yet to be standardized in China, publishers and apps often develop ad placements native to their environment. This leads to fragmentation, but also higher user engagement – a trade off. To tell the story you have to tell in China, work with a partner that can help you understand and build creatives to China’s requirements. Doing so is often the difference between accessing inventory from China’s premium publishers and apps or not.",[],{"type":216,"text":15585,"spans":15586},"Work with a trusted partner",[15587],{"start":178,"end":393,"type":97},{"type":41,"text":15589,"spans":15590},"61% of global marketers who make decisions about their programmatic investment in China identify a lack of local market knowledge as a major roadblock. 52%, meanwhile, are worried about their reputation if they get it wrong. Working with a partner that understands China’s programmatic ecosystem and your marketing objectives in equal measure is important, and that’s the partner we aspire to be. A safe pair of hands in a complex market.",[],{"type":41,"text":15592,"spans":15593},"We know programmatic success in China doesn’t come overnight, it’s a journey. We’ve spent more than three years in the market and are still learning its intricacies. But we’re passionate for what the future holds, to help agencies and marketers turn China’s huge growth opportunity into huge programmatic addressability.",[],{"type":41,"text":15595,"spans":15596},"Discover how we can help you connect with one of the largest markets in the world from anywhere in the world. ",[],{"type":41,"text":15598,"spans":15599},"Get in touch.",[15600,15601],{"start":178,"end":5776,"type":97},{"start":178,"end":5776,"type":47,"data":15602},{"link_type":49,"url":15603,"target":51},"https:\u002F\u002Fwearemiq.com\u002Fresources\u002Fblog\u002Ftop-tips-for-programmatic-success-in-china?contact=true","text_component$bc444d74-3b09-43f2-99bd-1a39919e29d6",{},{"link_type":282},[],[],[],"2021-10-26T22:00:00+0000",{"dimensions":15612,"alt":15613,"copyright":38,"url":15614,"id":15615,"edit":15616},{"width":1932,"height":7007},"Top tips for programmatic success in China","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F02ed07c3-f964-4ed9-8c66-3c43f6b91888_20.jpeg?auto=format,compress","ZJ7GkREAAB0AdcNW",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[15620],{"type":41,"text":15621,"spans":15622,"direction":52},"Tips for Success in Programmatic Advertising in China",[],[15624],{"type":41,"text":15527,"spans":15625,"direction":52},[],[],[],{},{"id":15630,"uid":15631,"url":38,"type":9,"href":15632,"tags":15633,"first_publication_date":15634,"last_publication_date":11712,"slugs":15635,"linked_documents":15637,"lang":17,"alternate_languages":15638,"data":15639},"Zxf41hoAAD8AxwBY","get-to-know-the-china-team-4","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf41hoAAD8AxwBY%22%29+%5D%5D",[],"2024-10-22T20:40:52+0000",[15636],"meet-simin-zheng-ad-operations-china",[],[],{"title":15640,"external_link":15641,"summary":15642,"slices":15643,"author_name":38,"author_position":38,"author_description":38,"author_image":15721,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":15722,"contact_formid":38,"contact_title":15723,"contact_description":15724,"contact_cta":38,"url_form_triggers":15725,"category":1844,"date":15726,"featured_image":15727,"thumbnail":15733,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":15734,"meta_title":15735,"meta_description":15739,"og_title":15742,"og_description":15743,"og_image":15744,"no_index":280},"Meet the China Team: Further Insights",{"link_type":30},[],[15644],{"variation":34,"version":35,"items":15645,"primary":15646,"id":15720,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":15647,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[15648,15651,15654,15657,15660,15663,15666,15669,15672,15675,15678,15681,15684,15687,15690,15693,15696,15699,15702,15705,15708,15711,15714,15717],{"type":91,"text":15649,"spans":15650},"Meet… Simin Zheng, Ad Operations, China",[],{"type":41,"text":15652,"spans":15653},"Our bi-lingual China team at MiQ has a passion for programmatic but who are the people working hard for our clients? We’ve placed the spotlight on our great team members, Jerry Li, Simin Zheng, Jia-Long Ye and Sihan Ding.",[],{"type":41,"text":15655,"spans":15656},"Let’s meet… Simin. ",[],{"type":41,"text":15658,"spans":15659},"…… ",[],{"type":41,"text":15661,"spans":15662},"I am an Ad Operations Executive in our China team, based in MiQ’s London office. In my role, I manage asset trafficking with our Chinese platforms, streamline technical campaign components and support our clients to ensure their ad copy is impactful and resonates with Chinese audiences. Much of my work is to make our client’s lives just that little bit easier. And that’s what I enjoy most, meeting clients and supporting them get the most from their programmatic investment in China.",[],{"type":91,"text":15664,"spans":15665},"My background",[],{"type":41,"text":15667,"spans":15668},"I grew up in Chengdu, located in the Sichuan Province of China. After high school I moved to Wuhan, to follow my passion and study fashion design at Wuhan Textile University, but the work experience that would follow took me in a slightly different direction. ",[],{"type":41,"text":15670,"spans":15671},"After graduation, I took a role in the marketing department of a record label. We were heavily involved in digital media, pushing new launches and our services across social platforms including WeChat and Weibo. It provided the foundation for me to better understand China’s digital advertising ecosystem.",[],{"type":41,"text":15673,"spans":15674},"At the time, programmatic advertising was taking off. We hadn’t tried it before but decided to give it a go, to promote and sell our new products through e-commerce platforms. The results were unexpectedly welcome, we generated twice as much sales and revenue from our programmatic campaigns than we’d anticipated. It intrigued me and I’ve taken an interest in the programmatic advertising industry ever since.  ",[],{"type":41,"text":15676,"spans":15677},"In 2019, I moved to London and undertook a Masters degree in Creative and Cultural Entrepreneurship at Goldsmiths, University of London. I learned all about consumer behavior, and different business models, with much of it centred around the trends and preferences of Asian international students.",[],{"type":91,"text":15679,"spans":15680},"Why China? Why MiQ?",[],{"type":41,"text":15682,"spans":15683},"I knew I wanted to stay in London after my Masters, and I knew I wanted to work in a role where I could use my Chinese heritage paired with my academic experience and passion for digital advertising. That was my job criteria. During my search, I saw that MiQ had an opening in their China Ad Operations team. At that time, I didn’t know much about ad operations, but I’d stayed close to all the latest and greatest in the programmatic advertising space. ",[],{"type":41,"text":15685,"spans":15686},"When choosing my next role what set MiQ apart from my other options was the company culture and values. It’s important to me that a company’s culture is in line with my preferred work environment, MiQ exceeded my expectations. For that reason, I took the job.",[],{"type":41,"text":15688,"spans":15689},"MiQ respects people from all walks of life and truly embraces inclusion and diversity. During my interview process I remember being asked questions like: what would my friends say about me? Tell us about yourself, without references to your work experiences. I could tell the company wanted something more than just hard-skills, more than just a resume filled with top grades from top universities. They wanted to ascertain if I’d be a good fit, and would be able to add to the company culture, whether I was passionate to learn and determined to go beyond. Moreover, they wanted to know if MiQ would offer me the best place for me to grow and dream big. They had my best interests at heart.",[],{"type":41,"text":15691,"spans":15692},"Since day one, everyone I’ve met at MiQ are interesting souls, all uniquely talented at what they do and what they bring to the table. Also timing worked in my favour, when I started our China team was expanding with new team members and our client base had grown 400% year over year. New people bring fresh perspectives and new clients bring exciting new challenges. ",[],{"type":91,"text":15694,"spans":15695},"The China day to day",[],{"type":41,"text":15697,"spans":15698},"Fast forward to today, I start most of my mornings by reading through China’s asset trafficking requests on our Jira board, taking the priority tickets and those with the nearest deadlines. My first step is always to check their creative specifications, China is particularly fragmented when it comes to creative specifications, yet to develop levels of standardization like we’ve become accustomed to in the West. Getting creatives right or wrong in China is often the difference between a successful campaign or not, and the determining factor in whether our clients meet the specifications of the most important apps and publishers in China.",[],{"type":41,"text":15700,"spans":15701},"We’ve made a conscious effort to enable clients to maintain many of their global ad operations best practices in China. We’ve struck partnerships in China to permit ad tracking via Google Campaign Manager, and many other Western ad servers, so our clients can independently measure delivery and the metrics they normally do, even in China. So I spend a lot of my time embedding impression 1x1s and click tags in our China creatives. I also implement anti ad fraud solutions to measure and preemptively mitigate ad fraud through our integrated pre-bid partnerships with our preferred ad verification vendor RTBAsia and our Chinese DSPs.",[],{"type":41,"text":15703,"spans":15704},"I provide clients feedback on their creative messaging and ad copy. Consumers in China are sensitive to signs of adaptation from global brands. It’s important that a global brand’s message and tone is translated in a manner that will resonate with Chinese tradition and culture. Creative can often be overlooked in a data-driven programmatic world, so I enjoy imparting my wisdom and background to help our clients strike the right balance in China to get the most of their programmatic investment.",[],{"type":91,"text":15706,"spans":15707},"The future looks bright",[],{"type":41,"text":15709,"spans":15710},"The programmatic market in China is growing, and I’m excited to grow with it. With the easing of UK lockdown restrictions I’ve been fortunate to meet our clients and partners in person, to build personal rapports. I get a tremendous amount of satisfaction and sense of fulfilment when I know I’ve helped them to get better results, uncover insight that otherwise wouldn’t have been found, or just to make the process of launching new campaigns simpler, all through my day to day work in ad operations.",[],{"type":41,"text":15712,"spans":15713},"But above all, I am proud to be part of the China team. We’re all super passionate about the opportunities the Chinese market presents our global clients, and motivated by the role each of us play in making the Chinese market addressable from anywhere in the world. Long may it continue!",[],{"type":41,"text":15715,"spans":15716},"上善若水，水善利万物而不争 – The highest good is just like water, which nourishes all things without dispute.",[],{"type":41,"text":15718,"spans":15719},"Find out how Simin can help your brand reach Chinese audiences here. ",[],"text_component$84f7b9bc-5253-4eb8-a6ff-40081028104e",{},{"link_type":282},[],[],[],"2021-10-24T22:00:00+0000",{"dimensions":15728,"alt":15729,"copyright":38,"url":15730,"id":15731,"edit":15732},{"width":1932,"height":7007},"Get to know… the China team","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F9f7f1f28-f429-44d0-8b1d-1dc24e2b091b_28.jpeg?auto=format,compress","ZJ7lOhEAAB0AdlT_",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[15736],{"type":41,"text":15737,"spans":15738,"direction":52},"Meet the China Team: In-Depth Insights",[],[15740],{"type":41,"text":15652,"spans":15741,"direction":52},[],[],[],{},{"id":15746,"uid":15747,"url":38,"type":9,"href":15748,"tags":15749,"first_publication_date":15750,"last_publication_date":6487,"slugs":15751,"linked_documents":15753,"lang":17,"alternate_languages":15754,"data":15755},"Zxf5oRoAAEcAxwH8","inclusion-and-diversity-in-action-enhanced-parental-leave-for-all-from-our-inclusion-and-diversity-committee","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5oRoAAEcAxwH8%22%29+%5D%5D",[],"2024-10-22T20:40:39+0000",[15752],"launching-the-inclusion-committee",[],[],{"title":15756,"external_link":15757,"summary":15758,"slices":15759,"author_name":15833,"author_position":15834,"author_description":38,"author_image":15835,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":15836,"contact_formid":38,"contact_title":15837,"contact_description":15838,"contact_cta":38,"url_form_triggers":15839,"category":1844,"date":15840,"featured_image":15841,"thumbnail":15847,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":15848,"meta_title":15851,"meta_description":15854,"og_title":15858,"og_description":15859,"og_image":15860,"no_index":280},"Enhanced Parental Leave from Inclusion Committee",{"link_type":30},[],[15760],{"variation":34,"version":35,"items":15761,"primary":15762,"id":15832,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":15763,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[15764,15767,15770,15773,15776,15779,15782,15785,15788,15791,15794,15797,15800,15803,15806,15809,15812,15815,15818,15820,15823,15826,15829],{"type":41,"text":15765,"spans":15766,"direction":52},"Inclusivity programs have taken the spotlight over the past few years with almost every company looking to commit to making the workplace more inclusive and removing biases. ",[],{"type":41,"text":15768,"spans":15769,"direction":52},"And the idea behind making workplaces accessible to everyone is fantastic – but even with the best intentions, it’s extremely hard to create change. How does that change usually happen? Usually a group of people, consisting of board members and HR teams, get together to decide on their strategy and then develop policies that look good on paper for prospective hires and current employees. But this may not be the best way to increase inclusivity.",[],{"type":41,"text":15771,"spans":15772,"direction":52},"So, how can you understand the actual concerns and needs of employees? Ask them. ",[],{"type":41,"text":15774,"spans":15775,"direction":52},"That’s what we did. ",[],{"type":91,"text":15777,"spans":15778,"direction":52},"Launching the Inclusion Committee ",[],{"type":41,"text":15780,"spans":15781,"direction":52},"We created a committee of employees from all over the world to join a group that would actually make change. People from offices all across the world applied and went through a competitive application process, which included pitching an inclusion initiative that mattered to them to become part of the committee. ",[],{"type":41,"text":15783,"spans":15784,"direction":52},"In April 2020, the committee began its meetings and we decided on the goals for the next year, which included inclusion, allyship, and bias training for all MiQ employees as well as a focus on inclusive policies. The committee has a seat at the table to help make sure decisions and communications are inclusive, as well as guide the internal inclusion surveys and I.D.E.A. Reports.",[],{"type":41,"text":15786,"spans":15787,"direction":52},"One of the first policies that the committee helped to enact was the addition of two annual global inclusion days for every employee to take as they see fit. Employees can take these paid days off to celebrate religious or cultural holidays, support a cause they are passionate about, or for a mental health day. ",[],{"type":41,"text":15789,"spans":15790,"direction":52},"The committee was just getting started. ",[],{"type":91,"text":15792,"spans":15793,"direction":52},"Parental leave policy change ",[],{"type":41,"text":15795,"spans":15796,"direction":52},"One key observation from the committee was that we had room to be best-in-class, more inclusive, and consistent globally when it came to the leave we were offering new parents and caregivers of children. Creating an inclusive policy was a challenge and one that we really wanted to get right.  The committee started with two goals for this policy change: to ensure MiQ is a company that supports our employees through all stages of their lives and to drive equity and consistency throughout our global business.",[],{"type":41,"text":15798,"spans":15799,"direction":52},"The old policies were more than most standard offerings, but they created inequity between birthing and not-birthing parents. We knew we could do better than that. We wanted to make this life transition easier and help eliminate barriers to family leave and time to bond with a new child. It doesn’t matter if you are the birthing parent, an adoptive parent, or a mother, father, or grandparent: everyone is eligible for this policy. ",[],{"type":41,"text":15801,"spans":15802,"direction":52},"Since parental leave policies vary everywhere in the world, we wanted to put together a plan that would be based on heart and not local laws, and then make them available to all employees, equally. ",[],{"type":41,"text":15804,"spans":15805,"direction":52},"What benefits did the committee come up with? Here are the highlights of the enhanced parental leave policy: ",[],{"type":216,"text":15807,"spans":15808,"direction":52},"Six months paid leave for all parents who bring a new child into their home, with all new parents strongly encouraged and supported to take a minimum of 4 weeks off.",[],{"type":216,"text":15810,"spans":15811,"direction":52},"All employees are eligible, regardless of whether you are the birthing or non-birthing parent, or if the child comes into your home through fostering, adoption or surrogacy.",[],{"type":216,"text":15813,"spans":15814,"direction":52},"Your base salary and bonus are eligible for the whole six-month period, converting to local government benefits (if applicable in your region) for months seven through twelve. Commission\u002FGP share accrues for the first three months you are on leave.",[],{"type":216,"text":15816,"spans":15817,"direction":52},"New training and support options for parents and managers to ease the transition back to work as a working parent.",[],{"type":41,"text":57,"spans":15819,"direction":52},[],{"type":41,"text":15821,"spans":15822,"direction":52},"As a people-first business, we created this policy out of the desire to support employees when they become a caregiver to a child and to help them have a positive return to work experience. We are incredibly proud to offer a best-in-class parental leave policy to all employees.",[],{"type":91,"text":15824,"spans":15825,"direction":52},"Expanding the committee ",[],{"type":41,"text":15827,"spans":15828,"direction":52},"The I&D committee has plans to make the committee even more inclusive. We want to expand the group to include representation from more countries and people with even more varied experiences so we can understand the needs and wants of every MiQ employee. ",[],{"type":41,"text":15830,"spans":15831,"direction":52},"Our work is just starting and is ever evolving as we try to make MiQ a more inclusive place to work. Our work is deliberate and intentional. And we aim to continue to create positive change both within MiQ and in our industry for people from all backgrounds.",[],"text_component$eb44d5b4-7132-4f7d-a93f-57d97ee8307d","Jamie Niss","Sales director, US and Georgie Haig, global product lead – Identity",{},{"link_type":282},[],[],[],"2021-10-13T22:00:00+0000",{"dimensions":15842,"alt":15843,"copyright":38,"url":15844,"id":15845,"edit":15846},{"width":1932,"height":7007},"Inclusion in action: Enhanced parental leave for all from our Inclusion Committee","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F570cb557-8ef5-44eb-a807-04bedce04e8c_30.jpeg?auto=format,compress","ZJ2xTBEAAB0AcMYy",{"x":178,"y":178,"zoom":95,"background":8943},{},[15849],{"related_article":15850},{"link_type":282},[15852],{"type":41,"text":15756,"spans":15853,"direction":52},[],[15855],{"type":41,"text":15856,"spans":15857,"direction":52},"Inclusivity and diversity programs have taken the spotlight over the past few years with almost every company looking to commit to making the workplace more diverse and removing biases. ",[],[],[],{},{"id":15862,"uid":15863,"url":38,"type":9,"href":15864,"tags":15865,"first_publication_date":9221,"last_publication_date":6286,"slugs":15866,"linked_documents":15868,"lang":17,"alternate_languages":15869,"data":15870},"Zxf3AhoAAE4Axvy1","get-to-know-the-china-team-3","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf3AhoAAE4Axvy1%22%29+%5D%5D",[],[15867],"meetsihan-dingsenior-trader-china",[],[],{"title":15871,"external_link":15872,"summary":15873,"slices":15874,"author_name":38,"author_position":38,"author_description":38,"author_image":15943,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":15944,"contact_formid":38,"contact_title":15945,"contact_description":15946,"contact_cta":38,"url_form_triggers":15947,"category":1844,"date":15948,"featured_image":15949,"thumbnail":15954,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":15955,"meta_title":15956,"meta_description":15960,"og_title":15963,"og_description":15964,"og_image":15965,"no_index":280},"Meet the China Team: More Insights",{"link_type":30},[],[15875],{"variation":34,"version":35,"items":15876,"primary":15877,"id":15942,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":15878,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[15879,15882,15884,15887,15889,15892,15894,15897,15900,15903,15906,15909,15912,15915,15918,15921,15924,15927,15930,15933,15936,15939],{"type":91,"text":15880,"spans":15881},"Meet… Sihan Ding, Senior Trader, China",[],{"type":41,"text":15652,"spans":15883},[],{"type":41,"text":15885,"spans":15886},"Let’s meet… Sihan. ",[],{"type":41,"text":15658,"spans":15888},[],{"type":41,"text":15890,"spans":15891},"I am a Senior Trader in our China team, based in MiQ’s Chicago office. In my role, I help our US based agencies and clients to market to consumers in China. I manage and optimize campaigns in China using our purpose-built Chinese programmatic tech stack, bringing our US agencies and clients closer to the Chinese market than they’ve ever been before. ",[],{"type":91,"text":15664,"spans":15893},[],{"type":41,"text":15895,"spans":15896},"I’m from Hangzhou, China, born and raised. Located just an hour’s train ride South West of Shanghai, Hangzhou is the capital of Zhejiang province, famous for the West Lake – known by many as one of the most beautiful sights in China.",[],{"type":41,"text":15898,"spans":15899},"After high school it was and still is very common for parents to send their children abroad to study, aspirations to become Presidents, Prime Ministers and so on. It’s fair to say I haven’t made it that far yet… but I did make the move to the US in 2013.",[],{"type":41,"text":15901,"spans":15902},"I studied at the University of Virginia, double majored in Finance and Statistics, minored in Quantitative Finance. Before I graduated, I started looking for jobs. Searching for roles as a ‘Trader’ made sense, it’s what I had studied for. At the time the movie Wolf of Wall Street had not long been released, I envisaged dressing like a gentleman, handing out business cards and telling others it took five minutes to go from Long Island to Fifth Avenue in Manhattan via helicopter.",[],{"type":41,"text":15904,"spans":15905},"It’s fair to say that my career didn’t go down that path. Instead, I landed a job with MiQ as a ‘Trader’ in the field of programmatic advertising. It’s not what I had expected, but truth be told, looking back at it now I think I’ve found it more exciting than what a career in finance may have had in store for me. I am passionate about data and making sense of it, at MiQ I get to do that day in and day out. That’s what keeps me motivated as I head into my ninth year in the US and my fifth working at MiQ.",[],{"type":91,"text":15907,"spans":15908},"Beginning my MiQ Journey",[],{"type":41,"text":15910,"spans":15911},"I started my MiQ career as an Associate Trader in the Washington D.C. office in 2017. At the time, our D.C. operation was relatively small, humble but fast-growing. Start-up vibes. Our office reflected that, situated above one of the few Nando’s in the US. I still vividly  remember the smell of grilled chicken that would waft through our office each lunch time. ",[],{"type":41,"text":15913,"spans":15914},"Jokes aside, I loved working in the D.C. office. The team was entrepreneurial and go-getters. Every day, I was learning, trading, optimizing campaigns and meeting clients. I spent almost three years working in D.C., it provided me with invaluable knowledge and experience of working with US clients. I learned how to over-deliver on campaign objectives and how to translate the data I was seeing into meaningful insights, those that would help our clients to make more informed marketing decisions for the future. ",[],{"type":41,"text":15916,"spans":15917},"Throughout this time though, I was driven and passionate for what China might one day mean for our business. I wrote an email to all the senior management I knew back then, but at the time China wasn’t on our radar. If I knew who my boss was now, I would have included him on the thread too – it might have made things happen a bit sooner. Although this was a precursor for what was to follow. Early 2018 I bumped into our CEO, at a work event in Chicago, we got chatting. It then transpired that we did have plans for China. I was hugely excited and determined to get involved.",[],{"type":91,"text":15919,"spans":15920},"Joining the China team",[],{"type":41,"text":15922,"spans":15923},"Fast forward to today, I am a Senior Trader in the China team. My day to day is managing and optimizing campaigns in China from the US, but I wear many hats. I oversee inventory initiatives, to better make Chinese inventory available to US clients. I am deeply involved in Chinese platform and product testing, building POCs to innovate and bring fresh ideas to our clients. Moreover, I partner with our US clients to help them navigate what is and what is not possible in China, to translate their marketing objectives into programmatic success.",[],{"type":41,"text":15925,"spans":15926},"There are many differences between programmatic advertising in the West and in China, many things we take for granted here, are not the same in China and vice versa. Much of the time, it comes down to understanding both sides of the equation. As a Senior Trader I am afforded the autonomy to build solutions to meet our clients largest business challenges. ",[],{"type":41,"text":15928,"spans":15929},"One client in particular comes to mind, a US multinational technology corporation. Their challenge centered around measurement – to understand how much programmatic investment to allocate to mobile app vs. web environments. Their sales mostly happen on web, yet China is a mobile app dominated market. More than 90% of our daily programmatic bid requests on any given day are from mobile apps. It created a headache, they were caught at a crossroads, knowing that a mobile app was the right thing to do but unable to link their investment to sales that would almost entirely happen on web. I developed a privacy compliant method using impressions, click and conversion timestamps and IP addresses to triangulate the influence of programmatic display, video and native ads on sales. It has step changed their programmatic activation in China. A small POC two-years ago, is now an evergreen partnership that has allowed them to confidently scale their programmatic investment in China from the US.",[],{"type":41,"text":15931,"spans":15932},"Growing up in China, working in the US, and having a role that leans on my academic experience couldn’t be better. When my parents sent me packing after high school all those years ago neither they nor I would’ve thought I’d be doing what I’m doing now. I am passionate about what the future holds. ",[],{"type":41,"text":15934,"spans":15935},"China is such a large opportunity for our clients. If I can help to make the world a smaller place, to enable our US clients to reach consumers in China, no matter where they are or how big or small they are, I’ll be satisfied.",[],{"type":41,"text":15937,"spans":15938},"人类最强的两个武器，是习惯和信任 – The two strongest weapons of a mankind, is habit and trust.",[],{"type":41,"text":15940,"spans":15941},"Find out how Sihan can help your brand reach Chinese audiences here.",[],"text_component$c77295b3-7a16-4eab-a0d7-87d85724abd0",{},{"link_type":282},[],[],[],"2021-10-10T22:00:00+0000",{"dimensions":15950,"alt":15729,"copyright":38,"url":15951,"id":15952,"edit":15953},{"width":1932,"height":7007},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fdb47a163-2a5f-49c0-abcd-7cc98123d132_31.jpeg?auto=format,compress","ZJ7tpxEAACIAdn9q",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[15957],{"type":41,"text":15958,"spans":15959,"direction":52},"Meet the China Team: Additional Insights",[],[15961],{"type":41,"text":15652,"spans":15962,"direction":52},[],[],[],{},{"id":15967,"uid":15968,"url":38,"type":9,"href":15969,"tags":15970,"first_publication_date":15971,"last_publication_date":14027,"slugs":15972,"linked_documents":15974,"lang":17,"alternate_languages":15975,"data":15976},"Zxf20xoAAEkAxvxZ","get-to-know-the-china-team-2","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf20xoAAEkAxvxZ%22%29+%5D%5D",[],"2024-10-22T20:40:59+0000",[15973],"meet-jerry-li-trader-china",[],[],{"title":15977,"external_link":15978,"summary":15979,"slices":15980,"author_name":38,"author_position":38,"author_description":38,"author_image":16053,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":16054,"contact_formid":38,"contact_title":16055,"contact_description":16056,"contact_cta":38,"url_form_triggers":16057,"category":1844,"date":16058,"featured_image":16059,"thumbnail":16065,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":16066,"meta_title":16067,"meta_description":16071,"og_title":16074,"og_description":16075,"og_image":16076,"no_index":280},"Meet the China Team: Insights & Updates",{"link_type":30},[],[15981],{"variation":34,"version":35,"items":15982,"primary":15983,"id":16052,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":15984,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[15985,15988,15990,15993,15995,15998,16000,16003,16006,16009,16012,16015,16018,16021,16024,16027,16030,16033,16036,16039,16042,16045,16049],{"type":91,"text":15986,"spans":15987},"Meet… Jerry Li, Trader, China",[],{"type":41,"text":15652,"spans":15989},[],{"type":41,"text":15991,"spans":15992},"Let’s meet… Jerry. ",[],{"type":41,"text":15658,"spans":15994},[],{"type":41,"text":15996,"spans":15997},"I am a Chinese Trader, based in MiQ’s London office. In my role, I help our UK based agencies and clients expand their business in China. I manage and optimise campaigns in China using our purpose-built Chinese programmatic tech stack and enjoy making one of the largest markets in the world accessible from anywhere in the world. ",[],{"type":91,"text":15664,"spans":15999},[],{"type":41,"text":16001,"spans":16002},"My story starts in Prague, Czechia where I was born and raised in a family of Chinese origin. I attended an international school, having the opportunity to meet people from all walks of life, yet despite living in Prague throughout my youth I never actually learned Czech. Instead I spoke my mother tongue – Chinese – with English as my second language.",[],{"type":41,"text":16004,"spans":16005},"My family, early academic experience and background gives me a unique perspective that I bring to my role every day – well, it certainly helps me reach prospective international students in China for the higher education institutions I work with today. In all seriousness, I do think my background provides a strong foundation for the work I do and my role at MiQ, although getting here wasn’t straightforward…",[],{"type":41,"text":16007,"spans":16008},"Life at MiQ began after the completion of my Master’s program at Lancaster University. I studied International Relations and Politics, but soon after took an interest in digital advertising and media. ",[],{"type":41,"text":16010,"spans":16011},"I was invited to an MiQ assessment day and, literally the next day, flew to London. At first, I was applying for a role in our UK team but then I caught wind there was a China team based in the UK. I thought that was odd (‘a China team, located in the UK, why?’) but I was inquisitive to find out more. I chatted with the China team based in the UK following my assessment and was instantly hooked. It felt too good to be true, I had an opportunity to use my language and background, combined with my interest in the industry. After a few more interviews I was offered a position in the China team.",[],{"type":41,"text":16013,"spans":16014},"That was it, I was set, or so I thought. I packed my bags, said goodbye to my friends and family in Prague, and travelled to London… But unfortunately then the pandemic hit. It brought immediate uncertainty. I was back home in a heartbeat. I’d always wanted to move and work in London, and now everything was at risk and it seemed on hold. A few months passed, but I soon joined MiQ, onboarding and training remotely from home. Eventually getting the opportunity to move to the UK at the end of 2020.",[],{"type":91,"text":16016,"spans":16017},"My role at MiQ",[],{"type":41,"text":16019,"spans":16020},"Today, I am responsible for ad operations and managing\u002Foptimising campaigns in China, for our global agencies and clients based in the UK. At first I was mostly focused on ad operations responsibilities: trafficking Chinese creatives into our DSPs, re-sizing creatives, copywriting native text, translations, and making it as easy as possible for our global clients to transcend their international copy and creative, ready for China. ",[],{"type":41,"text":16022,"spans":16023},"Creative is hugely important in China, perhaps an underestimated component of executing programmatic successfully in China. There are, for instance, more daily native programmatic bid requests than any other ad format in China, different to the dominance of display banners in most international programmatic markets. China is also a mobile 1st market, over 75% of internet time being spent on mobile, so creative needs to be designed with this in mind. ",[],{"type":41,"text":16025,"spans":16026},"Then there’s the fragmentation and lack of standardisation in creative specifications in China. Not getting it right is the difference between being compliant and buying across Weibo, iQiyi, Baidu, Youku etc. or not. I help our clients to navigate these complexities. It’s satisfying because I know I can make a tangible difference to our clients campaigns – ensuring they have addressability to Chinese consumers across the best inventory in the market.",[],{"type":91,"text":16028,"spans":16029},"Moving forward",[],{"type":41,"text":16031,"spans":16032},"As I write this, I am in the process of transitioning to a trader position within the China team. I currently train new members in our ad operations team, while increasingly spending more time managing and optimising campaigns for our clients executing programmatic in China. Most of my time is spent building data-driven audiences in our Chinese DMPs, setting up targeting line items in our Chinese DSPs and liaising with our clients to deliver successful campaigns. ",[],{"type":41,"text":16034,"spans":16035},"The most exciting part of my role is optimising campaigns to over-deliver on client KPIs, and bringing China to life through our programmatic strategies and insight. I routinely shift and manage investment allocation between optimisation nodes – provinces, audiences, creative sizes, channels etc. using a blend of manual and algorithmic decisioning. I have a lot of buttons at my fingertips and tools at my disposal to ensure I manage our clients Chinese campaign investment in the right way.",[],{"type":41,"text":16037,"spans":16038},"Moreover, our ability to derive insight from our campaigns to make a meaningful difference in growing our clients business in China is really inspiring. I build and maintain relationships with clients, sharing weekly reports and analysis to drive results, but also to help our clients learn from a unique and fascinating China ecosystem. ",[],{"type":41,"text":16040,"spans":16041},"Like many newer MiQ’ers, I have grown accustomed to the work\u002Flifestyle dynamic the pandemic has brought about – I have known no different in my professional career. I enjoy the optionality and comfort of working from home, but in equal measure having the opportunity to meet my colleagues and clients in person more recently has been immensely rewarding. ",[],{"type":41,"text":16043,"spans":16044},"China is an unprecedented opportunity for our clients, and transcending that opportunity to addressability through our approach in China is one I take huge pride and pleasure in.  I hope my next 18-months are just as exciting as my first, but this time with a little less video conferencing…",[],{"type":41,"text":16046,"spans":16047},"星星之火, 可以燎原 – Small sparks can start the largest fires!",[16048],{"start":178,"end":2225,"type":97},{"type":41,"text":16050,"spans":16051},"Find how Jerry can help your brand reach Chinese audiences here. ",[],"text_component$88338014-8f23-4b0c-bc53-3e3fd1e84b02",{},{"link_type":282},[],[],[],"2021-09-20T22:00:00+0000",{"dimensions":16060,"alt":15729,"copyright":38,"url":16062,"id":16063,"edit":16064},{"width":11538,"height":16061},960,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F17effe06-bd47-470b-9ecc-e35155bc8b39_29.jpeg?auto=format,compress","ZJ7nSREAACIAdl8c",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[16068],{"type":41,"text":16069,"spans":16070,"direction":52},"Meet Our China Team: Key Insights and Updates",[],[16072],{"type":41,"text":15652,"spans":16073,"direction":52},[],[],[],{},{"id":16078,"uid":16079,"url":38,"type":9,"href":16080,"tags":16081,"first_publication_date":15147,"last_publication_date":12134,"slugs":16082,"linked_documents":16084,"lang":17,"alternate_languages":16085,"data":16086},"Zxf6JhoAAEkAxwMP","revealed-canadas-fastest-growing-artificial-intelligence","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf6JhoAAEkAxwMP%22%29+%5D%5D",[],[16083],"ranking-canadas-ai-initiatives-globally",[],[],{"title":16087,"external_link":16088,"summary":16089,"slices":16090,"author_name":1836,"author_position":38,"author_description":38,"author_image":16398,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":16399,"contact_formid":38,"contact_title":16400,"contact_description":16401,"contact_cta":38,"url_form_triggers":16402,"category":288,"date":16403,"featured_image":16404,"thumbnail":16409,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":16410,"meta_title":16411,"meta_description":16415,"og_title":16416,"og_description":16417,"og_image":16418,"no_index":280},"Canada’s Fastest-Growing AI Hotspots Revealed",{"link_type":30},[],[16091],{"variation":34,"version":35,"items":16092,"primary":16093,"id":16397,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":16094,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[16095,16102,16104,16106,16108,16110,16113,16115,16118,16121,16124,16126,16128,16131,16134,16136,16138,16141,16144,16146,16148,16151,16154,16156,16158,16161,16164,16166,16168,16171,16174,16176,16178,16181,16184,16186,16188,16194,16196,16203,16206,16212,16224,16228,16232,16236,16240,16244,16246,16250,16254,16258,16262,16266,16268,16272,16276,16280,16283,16287,16289,16293,16297,16301,16305,16309,16311,16315,16319,16323,16327,16331,16333,16337,16341,16345,16349,16353,16355,16359,16363,16367,16371,16375,16377,16384,16386,16388,16391,16394],{"type":41,"text":16096,"spans":16097},"It’s no fluke that Canada has become one of the world’s leading hubs of activity for artificial intelligence companies, ranking 4th out of 62 countries for its AI ecosystem. Canada’s federal and provincial governments have invested mightily in the Canadian AI ecosystem and its future. The Canadian government’s Pan-Canadian Artificial Intelligence Strategy, the world’s first national AI strategy, spent CA$125 million accelerating Canada’s AI advancements and recruiting world-class research talent.",[16098],{"start":6505,"end":16099,"type":47,"data":16100},357,{"link_type":49,"url":16101,"target":51},"https:\u002F\u002Fwww.newswire.ca\u002Fnews-releases\u002Fcanada-funds-125-million-pan-canadian-artificial-intelligence-strategy-616876434.html",{"type":41,"text":57,"spans":16103},[],{"type":41,"text":57,"spans":16105},[],{"type":41,"text":57,"spans":16107},[],{"type":41,"text":57,"spans":16109},[],{"type":91,"text":16111,"spans":16112},"Ranking Canada’s AI initiatives globally",[],{"type":41,"text":57,"spans":16114},[],{"type":41,"text":16116,"spans":16117},"(Rankings out of 64)",[],{"type":91,"text":16119,"spans":16120},"Talent – 8th",[],{"type":216,"text":16122,"spans":16123},"When it comes to the availability of skilled AI specialists, Canada ranks in the top 10 globally, with the US, India, Singapore and the UK taking the top spots.\n",[],{"type":41,"text":57,"spans":16125},[],{"type":41,"text":57,"spans":16127},[],{"type":91,"text":16129,"spans":16130},"Infrastructure – 16th",[],{"type":216,"text":16132,"spans":16133},"Canadian AI infrastructure, including electricity, internet and supercomputing capabilities, has a way to go before competing with countries like the US, China, Singapore, Hong Kong and Ireland.\n",[],{"type":41,"text":57,"spans":16135},[],{"type":41,"text":57,"spans":16137},[],{"type":91,"text":16139,"spans":16140},"Operating environment – 20th",[],{"type":216,"text":16142,"spans":16143},"Looking at data regulations, industry diversity, and public trust of AI, Canada ranks 20th, with Poland, Ireland, Saudi Arabia, and China scoring higher for their data protection regulations, diversity among tech graduates, and public support of AI.\n",[],{"type":41,"text":57,"spans":16145},[],{"type":41,"text":57,"spans":16147},[],{"type":91,"text":16149,"spans":16150},"Research – 5th",[],{"type":216,"text":16152,"spans":16153},"Canada ranks high for specialist research taking place around AI. Along with the US, China, the UK and Germany, Canada has more AI labs per capita and is cited in more academic publications than other countries.\n",[],{"type":41,"text":57,"spans":16155},[],{"type":41,"text":57,"spans":16157},[],{"type":91,"text":16159,"spans":16160},"Development – 9th",[],{"type":216,"text":16162,"spans":16163},"Canada ranks in the top 10 globally for the number of platforms and algorithms being developed to run AI. Along with the US, South Korea, China and Australia, the country scores highly for its R&D spend and participation in setting global standards for AI.\n",[],{"type":41,"text":57,"spans":16165},[],{"type":41,"text":57,"spans":16167},[],{"type":91,"text":16169,"spans":16170},"Government Strategy – 3rd",[],{"type":216,"text":16172,"spans":16173},"Regarding government commitment to AI projects, Canada ranks 3rd globally, outpacing the US and China, but topped by the UAE and Saudi Arabia.\n",[],{"type":41,"text":57,"spans":16175},[],{"type":41,"text":57,"spans":16177},[],{"type":91,"text":16179,"spans":16180},"Commercial – 6th",[],{"type":216,"text":16182,"spans":16183},"With a high concentration of startup activity and AI business initiatives, the country is among the top 10 most AI-centric nations, with the US, China, Israel and the UK ranking highest.\n",[],{"type":41,"text":57,"spans":16185},[],{"type":41,"text":57,"spans":16187},[],{"type":41,"text":16189,"spans":16190},"See the full rankings here.",[16191],{"start":475,"end":108,"type":47,"data":16192},{"link_type":49,"url":16193,"target":51},"https:\u002F\u002Fwww.tortoisemedia.com\u002Fintelligence\u002Fglobal-ai\u002F",{"type":41,"text":6589,"spans":16195},[],{"type":65,"url":16197,"alt":38,"copyright":38,"dimensions":16198,"id":16201,"edit":16202},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fddced118-84fd-4d44-af90-6ae3c0cdc5e6_Artificial-Intelligence-Hotspots-in-Canada-MiQ.jpg?auto=format%2Ccompress&rect=0%2C0%2C1280%2C2031&w=1280&h=2031",{"width":16199,"height":16200},1280,2031,"ZcZRqxIAAC0AYPiR",{"x":178,"y":178,"zoom":95,"background":8943},{"type":91,"text":16204,"spans":16205},"Canada’s fast-growing AI hotspots",[],{"type":41,"text":16207,"spans":16208},"Canada has several major centres of AI expertise. Waterloo and Quebec City rank among the top 50 tech talent markets in North America, but with 273 AI firms, Toronto has the densest AI startup cluster overall.",[16209],{"start":13121,"end":1217,"type":47,"data":16210},{"link_type":49,"url":16211,"target":51},"https:\u002F\u002Fwww.cbre.us\u002Fresearch-and-reports\u002Fscoring-tech-talent-in-north-america-2021?article=%7Bd3ea4cc8-b064-4ceb-a696-26b6b84f9bf6%7D",{"type":41,"text":16213,"spans":16214},"Canada’s three AI institutes—Amii in Edmonton, Alberta province, Mila in Montreal, Quebec, and Vector Institute in the Toronto-Waterloo corridor foster AI partnerships and growth beyond their geographic areas.",[16215,16218,16221],{"start":552,"end":1304,"type":47,"data":16216},{"link_type":49,"url":16217,"target":51},"https:\u002F\u002Fwww.amii.ca\u002F",{"start":2404,"end":655,"type":47,"data":16219},{"link_type":49,"url":16220,"target":51},"https:\u002F\u002Fmila.quebec\u002Fen\u002F",{"start":7491,"end":12600,"type":47,"data":16222},{"link_type":49,"url":16223,"target":51},"https:\u002F\u002Fvectorinstitute.ai\u002F",{"type":41,"text":16225,"spans":16226},"Toronto",[16227],{"start":178,"end":4045,"type":97},{"type":216,"text":16229,"spans":16230},"Number of AI firms: 273",[16231],{"start":178,"end":4557,"type":97},{"type":216,"text":16233,"spans":16234},"Number of people employed in tech: 270,400",[16235],{"start":178,"end":425,"type":97},{"type":216,"text":16237,"spans":16238},"Growth of tech-related jobs: 12.6%",[16239],{"start":178,"end":2216,"type":97},{"type":216,"text":16241,"spans":16242},"Average tech salary: $89,648",[16243],{"start":178,"end":424,"type":97},{"type":41,"text":57,"spans":16245},[],{"type":41,"text":16247,"spans":16248},"Montreal",[16249],{"start":178,"end":4121,"type":97},{"type":216,"text":16251,"spans":16252},"Number of AI firms: 119",[16253],{"start":178,"end":4557,"type":97},{"type":216,"text":16255,"spans":16256},"Number of people employed in tech: 160,700",[16257],{"start":178,"end":425,"type":97},{"type":216,"text":16259,"spans":16260},"Growth of tech-related jobs: 17.7%",[16261],{"start":178,"end":2216,"type":97},{"type":216,"text":16263,"spans":16264},"Average tech salary: $84,240",[16265],{"start":178,"end":424,"type":97},{"type":41,"text":57,"spans":16267},[],{"type":41,"text":16269,"spans":16270},"Vancouver",[16271],{"start":178,"end":1462,"type":97},{"type":216,"text":16273,"spans":16274},"Number of AI firms: 91",[16275],{"start":178,"end":4557,"type":97},{"type":216,"text":16277,"spans":16278},"Number of people employed in tech: 91,200",[16279],{"start":178,"end":425,"type":97},{"type":216,"text":16259,"spans":16281},[16282],{"start":178,"end":2216,"type":97},{"type":216,"text":16284,"spans":16285},"Average tech salary: $89,190",[16286],{"start":178,"end":424,"type":97},{"type":41,"text":57,"spans":16288},[],{"type":41,"text":16290,"spans":16291},"Waterloo",[16292],{"start":178,"end":4121,"type":97},{"type":216,"text":16294,"spans":16295},"Number of AI firms: 47",[16296],{"start":178,"end":4557,"type":97},{"type":216,"text":16298,"spans":16299},"Number of people employed in tech: 25,900",[16300],{"start":178,"end":425,"type":97},{"type":216,"text":16302,"spans":16303},"Growth of tech-related jobs: 30.9%",[16304],{"start":178,"end":2216,"type":97},{"type":216,"text":16306,"spans":16307},"Average tech salary: $87,992",[16308],{"start":178,"end":424,"type":97},{"type":41,"text":57,"spans":16310},[],{"type":41,"text":16312,"spans":16313},"Calgary",[16314],{"start":178,"end":4045,"type":97},{"type":216,"text":16316,"spans":16317},"Number of AI firms: 28",[16318],{"start":178,"end":4557,"type":97},{"type":216,"text":16320,"spans":16321},"Number of people employed in tech: 46,700",[16322],{"start":178,"end":425,"type":97},{"type":216,"text":16324,"spans":16325},"Growth of tech-related jobs: 5.9%",[16326],{"start":178,"end":2216,"type":97},{"type":216,"text":16328,"spans":16329},"Average tech salary: $95,826",[16330],{"start":178,"end":424,"type":97},{"type":41,"text":57,"spans":16332},[],{"type":41,"text":16334,"spans":16335},"Ottawa",[16336],{"start":178,"end":5139,"type":97},{"type":216,"text":16338,"spans":16339},"Number of AI firms: 22",[16340],{"start":178,"end":4557,"type":97},{"type":216,"text":16342,"spans":16343},"Number of people employed in tech: 74,000",[16344],{"start":178,"end":425,"type":97},{"type":216,"text":16346,"spans":16347},"Growth of tech-related jobs: 10.5%",[16348],{"start":178,"end":2216,"type":97},{"type":216,"text":16350,"spans":16351},"Average tech salary: $91,666",[16352],{"start":178,"end":424,"type":97},{"type":41,"text":57,"spans":16354},[],{"type":41,"text":16356,"spans":16357},"Quebec",[16358],{"start":178,"end":5139,"type":97},{"type":216,"text":16360,"spans":16361},"Number of AI firms: 11",[16362],{"start":178,"end":4557,"type":97},{"type":216,"text":16364,"spans":16365},"Number of people employed in tech: 29,400",[16366],{"start":178,"end":425,"type":97},{"type":216,"text":16368,"spans":16369},"Growth of tech-related jobs: 36.4%",[16370],{"start":178,"end":2216,"type":97},{"type":216,"text":16372,"spans":16373},"Average tech salary: $85,093",[16374],{"start":178,"end":424,"type":97},{"type":41,"text":57,"spans":16376},[],{"type":41,"text":16378,"spans":16379},"One to watch: Given its tech talent, deep roots in machine learning, and talk of an Edmonton-Calgary tech corridor, Alberta may be positioned to become a global AI force in the next few years.",[16380,16381],{"start":178,"end":5776,"type":97},{"start":6423,"end":3081,"type":47,"data":16382},{"link_type":49,"url":16383,"target":51},"https:\u002F\u002Fbetakit.com\u002Fai-nation-alberta\u002F",{"type":41,"text":57,"spans":16385},[],{"type":41,"text":57,"spans":16387},[],{"type":91,"text":16389,"spans":16390},"Which Industries are optimizing AI?",[],{"type":41,"text":16392,"spans":16393},"AI is gaining traction in industries countrywide, including fintech, advanced manufacturing, biotechnology, agri-tech, sports, and automotive fields. It’s also making inroads in healthcare, from predicting bottlenecks in hospital emergency rooms to applications in development in prevention, treatment and rehabilitation, that will allow for more rapid diagnoses and reduced costs.",[],{"type":41,"text":16395,"spans":16396},"AI tools like chatbots and intelligent tutors are reshaping higher education. And AI is changing the Canadian retail landscape, from revolutionizing the management of supply chains to equipping more brick-and-mortar stores in a post-pandemic world with robots that kill bacteria with ultra-violet light.",[],"text_component$51e6626f-8485-45dd-9f7f-429b52325df4",{},{"link_type":282},[],[],[],"2021-09-12T23:00:00+0000",{"dimensions":16405,"alt":38,"copyright":38,"url":16406,"id":16407,"edit":16408},{"width":11538,"height":11539},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F9afac86c-ea6e-484d-903c-7572ad49169f_Artificial-Intelligence-in-Canada-MiQ.jpg?auto=format,compress","ZcZRcRIAACoAYPgn",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[16412],{"type":41,"text":16413,"spans":16414,"direction":52},"Canada’s Fastest-Growing AI Hotspots Uncovered",[],[],[],[],{},{"id":6690,"uid":6695,"url":38,"type":9,"href":16420,"tags":16421,"first_publication_date":6693,"last_publication_date":6694,"slugs":16422,"linked_documents":16423,"lang":17,"alternate_languages":16424,"data":16425},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf6VhoAAEUAxwNy%22%29+%5D%5D",[],[6692],[],[],{"title":16426,"external_link":16427,"summary":16428,"slices":16429,"author_name":16558,"author_position":16559,"author_description":38,"author_image":16560,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":16561,"contact_formid":38,"contact_title":16562,"contact_description":16563,"contact_cta":38,"url_form_triggers":16564,"category":2021,"date":16565,"featured_image":16566,"thumbnail":16570,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":16571,"meta_title":16572,"meta_description":16576,"og_title":16579,"og_description":16580,"og_image":16581,"no_index":280},"Anonymous Data in Programmatic Campaigns",{"link_type":30},[],[16430],{"variation":34,"version":35,"items":16431,"primary":16432,"id":16557,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":16433,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[16434,16437,16440,16443,16446,16449,16452,16455,16458,16461,16464,16467,16470,16474,16478,16482,16486,16489,16493,16496,16499,16502,16505,16508,16511,16514,16517,16520,16523,16526,16529,16532,16537,16541,16545,16549,16553],{"type":41,"text":15394,"spans":16435},[16436],{"start":178,"end":2157,"type":110},{"type":41,"text":16438,"spans":16439},"We’re currently in the midst of the biggest shift in the way digital advertising works since its inception. And that’s all because of what’s changing in the world of user identity.  ",[],{"type":41,"text":16441,"spans":16442},"Driven by consumer privacy concerns and accelerated by technology changes, identifiers that used to be widely adopted like third-party cookies and mobile device IDs are going away. ",[],{"type":41,"text":16444,"spans":16445},"This big question is: what will this new world of anonymity look like for advertisers and brands?",[],{"type":41,"text":16447,"spans":16448},"In the first blog of this mini-series, we looked at authenticated data and how advertisers can use it in programmatic campaigns. This time, we’re looking at the other side of the new data landscape: anonymous data. ",[],{"type":91,"text":16450,"spans":16451},"What is anonymous data?",[],{"type":41,"text":16453,"spans":16454},"As the name would suggest, anonymous data is the most privacy-conscious form of data, in that an individual person’s identity or identifiers are never exposed or shared in any form. It’s already very attractive for brands who have a low-risk threshold when it comes to potentially misusing data.",[],{"type":41,"text":16456,"spans":16457},"Instead, contextual data points are collected about the context in which a consumer is browsing. This can be either online data (the kind of websites they visit) or geo-contextual data based on things like zip code or postal codes and census data, rather than the identity or behavior of a specific individual or device.",[],{"type":41,"text":16459,"spans":16460},"These data points can be gathered together (or ‘aggregated’) into cohorts, groups of users all sharing the same behavioral characteristics. By doing so, advertisers can target people within certain cohorts, but never get any access to anything that will identify an individual user. ",[],{"type":91,"text":16462,"spans":16463},"How does anonymous data work in programmatic?",[],{"type":41,"text":16465,"spans":16466},"Contextual data has been around for ages. Things like census data pre-date digital by a long way. But innovations around how we can use contextual and cohort-based data in digital advertising are gathering momentum, presenting strong new opportunities to reach valuable audiences at scale.",[],{"type":41,"text":16468,"spans":16469},"Let’s take a look at the various anonymous solutions out there:",[],{"type":41,"text":16471,"spans":16472},"Anonymous planning signals: This approach uses data that has been collected at a geo level. The identification of the geographic location of a user is captured via a variety of data collection methods. The data is typically aggregated to a postal code, or census tract that allows for granular segmentation, but not exposing an individual’s data.",[16473],{"start":178,"end":2216,"type":97},{"type":41,"text":16475,"spans":16476},"Contextual targeting: This approach is based on web page-level contextual signals. By using contextual intelligence, advertisers and publishers can determine the kind of websites similar users visit and build relationships between them. So, obviously, if you’re selling cars, you want to advertise on websites about cars. But, using contextual data, you might also be able to identify the other types of websites car-website visitors regularly go to such as car insurance or personal finance sites, niche car blogs and forums, or even subsections of larger websites like ebay. ",[16477],{"start":178,"end":475,"type":97},{"type":41,"text":16479,"spans":16480},"Cohort targeting: When it comes to marketing, the term ‘cohort’ refers to specific experiences, behaviors, or other factors shared by a group of consumers. These cohorts are used to identify and target segments of the market that, although they may fit into other models, are more effectively grouped and treated as one. ",[16481],{"start":178,"end":2238,"type":97},{"type":41,"text":16483,"spans":16484},"For example, men between the ages of 55 and 70 are a demographic grouping. But men between the ages of 55 and 70 who served in the Navy on board aircraft carriers are a cohort. Cohorts are far more specific than standard demographic groupings and as such are a valuable tool for precisely targeted marketing campaigns and niche businesses.",[16485],{"start":178,"end":2225,"type":97},{"type":41,"text":16487,"spans":16488},"By using cohorts, advertisers can separate specific groups of people even within their demographic groupings, preserving the anonymity of the user whilst still allowing audience targeting, site retargeting, and attribution.",[],{"type":41,"text":16490,"spans":16491},"Anonymous measurement: There are also new approaches for cohort-based measurement, provided by the browser. This solution – proposed by the Google Chrome team as part of their ‘Privacy Sandbox’ solutions and still in early testing – in theory allows ad optimization and campaign attribution to happen while avoiding any user-level tracking.  ",[16492],{"start":178,"end":475,"type":97},{"type":91,"text":16494,"spans":16495},"Using anonymous data in real-world campaigns",[],{"type":41,"text":16497,"spans":16498},"Here’s an example of how we’ve tried using anonymous data in one of our campaigns for the quick-service restaurant, Subway. ",[],{"type":41,"text":16500,"spans":16501},"In the campaign, Subway wanted people to know that they can order their meals through all the major food delivery apps. ",[],{"type":41,"text":16503,"spans":16504},"Usually, the food delivery apps work within a two-mile radius of an outlet, so a standard user-level targeting approach might be to run digital ads that target people within that area. But that would be really inefficient – it’s highly unlikely that your audience is going to be evenly distributed across the two miles.",[],{"type":41,"text":16506,"spans":16507},"Using anonymous mobile data (provided by one of our partners) we could be more precise. By finding out the locations of active delivery app users we built clusters of audiences all in the same area that were much more useful. So, we could target, for instance, areas where there are lots of students, but avoid areas where ordering would be less common, like residential care homes or office blocks at the weekends. ",[],{"type":41,"text":16509,"spans":16510},"We can then go further. Using behavioral trends from the anonymous mobile data, we built a richer picture of the kinds of sites the target audience was browsing, as well as the times and days they were most likely to be using delivery apps. ",[],{"type":41,"text":16512,"spans":16513},"By using anonymized mobile data rather than cookies, the campaign drove over 112,000 clicks to Subway’s website, with a total of 497,000 unique target customers made aware of Subway’s availability on food delivery apps. ",[],{"type":41,"text":16515,"spans":16516},"This translated into a 7.5% uplift in brand awareness of Subway’s availability on food delivery apps, accurately reaching half a million customers with specific messaging. ",[],{"type":91,"text":16518,"spans":16519},"Start testing now",[],{"type":41,"text":16521,"spans":16522},"Unlike some of the other solutions that are rising up to replace cookies, anonymous data has actually been around for a while. Though the ways we use it and the technologies involved are becoming increasingly sophisticated, there’s no reason to ‘wait and see’ – you can start testing the power of anonymous data in your campaigns right now. ",[],{"type":41,"text":16524,"spans":16525},"And one thing’s for sure – the marketers who get in early and work out the best way to use it to achieve their precise goals will be the ones best placed for when cookies are finally phased out.",[],{"type":41,"text":16527,"spans":16528},"*********************************************************************************************************",[],{"type":91,"text":16530,"spans":16531},"Glossary of terms ",[],{"type":41,"text":16533,"spans":16534},"Cookies – Little bits of data stored in your browser that allow consumers to be tracked around the web – to remember where they’ve been and what they’ve looked at. Soon to be a thing of the past. ",[16535,16536],{"start":178,"end":4045,"type":97},{"start":4045,"end":1832,"type":110},{"type":41,"text":16538,"spans":16539},"Identity – The overarching term for the technologies and techniques advertisers use to differentiate between people on the internet so they can understand and target them more effectively.",[16540],{"start":178,"end":4121,"type":97},{"type":41,"text":16542,"spans":16543},"Authenticated data – Data that’s obtained by someone logging in to a site or platform, usually based on long-lasting identifiers like email addresses and phone numbers.",[16544],{"start":178,"end":2238,"type":97},{"type":41,"text":16546,"spans":16547},"Contextual Data – Contextual data is information that provides perspective into an event, person or thing. It provides a broader understanding by showing how disparate pieces of data relate to each other, placing them into a larger picture.",[16548],{"start":178,"end":493,"type":97},{"type":41,"text":16550,"spans":16551},"Anonymity – The measure of how possible it is to identify an individual consumer based on the data collected from them. ",[16552],{"start":178,"end":1832,"type":97},{"type":41,"text":16554,"spans":16555},"Programmatic advertising- Programmatic advertising is the automated buying and selling of online advertising. Targeting tactics are used to segment audiences using data so that advertisers only pay for ads delivered to the right people at the right time, and depend less on the “spray and pray” method of digital advertising.",[16556],{"start":178,"end":122,"type":97},"text_component$64167499-7648-4e74-abb4-981222eeed76","Lara Koenig","Global product lead, MiQ",{},{"link_type":282},[],[],[],"2021-09-12T22:00:00+0000",{"dimensions":16567,"alt":16568,"copyright":38,"url":15492,"id":15493,"edit":16569},{"width":12770,"height":12771},"In plain English: What is anonymous data? And how can you use it in programmatic campaigns?",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[16573],{"type":41,"text":16574,"spans":16575,"direction":52},"Using Anonymous Data in Programmatic Campaigns",[],[16577],{"type":41,"text":16438,"spans":16578,"direction":52},[],[],[],{},{"id":16583,"uid":16584,"url":38,"type":9,"href":16585,"tags":16586,"first_publication_date":15634,"last_publication_date":7600,"slugs":16587,"linked_documents":16589,"lang":17,"alternate_languages":16590,"data":16591},"Zxf4zRoAAD8AxwBE","get-to-know-the-china-team","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf4zRoAAD8AxwBE%22%29+%5D%5D",[],[16588],"my-background",[],[],{"title":16592,"external_link":16593,"summary":16594,"slices":16595,"author_name":38,"author_position":38,"author_description":38,"author_image":16668,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":16669,"contact_formid":38,"contact_title":16670,"contact_description":16671,"contact_cta":38,"url_form_triggers":16672,"category":1844,"date":16673,"featured_image":16674,"thumbnail":16679,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":16680,"meta_title":16681,"meta_description":16685,"og_title":16688,"og_description":16689,"og_image":16690,"no_index":280},"Meet the China Team",{"link_type":30},[],[16596],{"variation":34,"version":35,"items":16597,"primary":16598,"id":16667,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":16599,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[16600,16603,16606,16608,16611,16614,16616,16619,16622,16625,16628,16631,16633,16636,16639,16642,16645,16648,16651,16654,16657,16660,16664],{"type":41,"text":16601,"spans":16602},"Our bi-lingual China team at MiQ has a passion for programmatic but who are the people working hard for our clients? We’ve placed the spotlight on our great team members, Jerry Li, Simin Zheng, Jia-Long Ye and Sihan Ding. ",[],{"type":41,"text":16604,"spans":16605},"Let’s start by meeting Jia-Long. ",[],{"type":41,"text":15658,"spans":16607},[],{"type":41,"text":16609,"spans":16610},"As a China programmatic expert, I support our global clients in expanding their business in China. I lead a team of specialist bi-lingual traders and ad operations executives based in London. We’re responsible for managing and optimising campaigns in China using our purpose-built Chinese programmatic tech stack, enabling our clients to run programmatic in China from the UK, or anywhere in the world for that matter!",[],{"type":41,"text":16612,"spans":16613},"Being second generation Chinese, I naturally have a strong connection with China. But my path to working on the China team at MiQ wasn’t a linear one.",[],{"type":91,"text":15664,"spans":16615},[],{"type":41,"text":16617,"spans":16618},"Both my parents emigrated from Qingtian, Zhejiang province in the 1980s to Austria, where I grew up. I travelled back and forth to China in my youth but when I turned 18, I relocated to the UK to study Business and Economics of Contemporary China at the University of Nottingham.",[],{"type":41,"text":16620,"spans":16621},"With an interest in the business world and my culture, I was able to study abroad at the Ningbo campus in east China’s Zhejiang province. During this time, I worked as a summer audit intern at PWC, giving me experience and insight into Chinese business culture. ",[],{"type":41,"text":16623,"spans":16624},"My job search led me to MiQ in Germany. I didn’t have a background in programmatic, but it seemed like a fascinating and growing industry. I moved from Austria and joined the company as a trader, responsible for operating MiQ’s pan-European programmatic campaigns for our clients in the DACH region.",[],{"type":41,"text":16626,"spans":16627},"As a trader, I set up campaigns, optimised in programmatic platforms and derived trends for insight reports and QBRs. I also supported our clients so they understood how I was managing their campaign to drive results. This was my favorite part of the role, sharing, collaborating, and ideating with clients.",[],{"type":41,"text":16629,"spans":16630},"I became fluent in the world of programmatic to deliver campaign success and real world business outcomes for clients across Europe. In 2018, Lee Puri, MiQ’s co-founder, asked me to conduct research on the viability of launching MiQ in the Chinese market. I worked in both roles until I made the switch to the China team fully in 2019. ",[],{"type":91,"text":15919,"spans":16632},[],{"type":41,"text":16634,"spans":16635},"Joining the China team at an early stage gave me the chance to bring my academic, programmatic know-how, and cultural background together in one of the largest and fastest growing markets in the world. ",[],{"type":41,"text":16637,"spans":16638},"We developed our own unique approach to programmatic in China (take a look here to find out more), one necessitated by the unique and interesting nature of the ecosystem. We use our Chinese platforms to buy inventory from display through to CTV, across some of the largest mobile-apps in the world. And source local data from the likes of Baidu, Alibaba, Tencent for custom audience targeting – it’s great to have this and our broader Chinese programmatic tech stack at our fingertips when running campaigns in China. ",[],{"type":41,"text":16640,"spans":16641},"It didn’t take long before we launched our first China campaigns with our UK based clients. I re-sized creatives, uploaded advertiser docs and trafficked assets into our platforms, built custom audiences in our DMPs, setup targeting line items in our DSPs and built reporting infrastructure to feedback to our clients results on an ongoing basis. It was end-to-end work that finished with me delivering MiQ’s first impression in China. ",[],{"type":41,"text":16643,"spans":16644},"Very quickly we saw success, with our China business reporting the fastest six-month growth MiQ had seen from any new market. I moved to London, which serves as our central China hub for servicing our European based clients. Unfortunately, our early excitement was subdued by the onset of COVID-19. The pandemic brought an abrupt end to travel and education verticals, which formed a large part of our China demand at that time. Other sectors were affected for the next year.  ",[],{"type":91,"text":16646,"spans":16647},"Bouncing back",[],{"type":41,"text":16649,"spans":16650},"In Q4 2020, things changed and we turned a corner. Our China team has more than doubled in size since and our client-base is up 400% year-on-year, thanks to our significant product improvements and growth of the programmatic industry in China.",[],{"type":41,"text":16652,"spans":16653},"We have built proprietary technology around each of our Chinese platforms for aggregated data ingestion, central campaign management and holistic reporting and insights. We improved the depth of programmatic capabilities with more product and inventory partnerships. We also have taken proactive measures to be compliant with China’s new data privacy law; Personal Information Protection Law (PIPL) ahead of its enactment on November 1st this year. ",[],{"type":41,"text":16655,"spans":16656},"Today, not only do I manage campaigns but I also lead a team of traders and ad operations executives, helping them to deliver success in China for our clients. I am also influential in putting forward use-cases from our clients to expand upon our product solution and Chinese programmatic tech stack.",[],{"type":41,"text":16658,"spans":16659},"China is an innovative market and presents unprecedented opportunities for our clients. I am pleased to bring the Chinese audience closer to our clients in the UK and to work at a business that’s expanding in China, a place that has shaped my past and will undoubtedly impact my future. Bring it on.",[],{"type":41,"text":16661,"spans":16662},"有志者，事竟成 – Where there’s a will, there’s a way!",[16663],{"start":178,"end":4045,"type":97},{"type":41,"text":16665,"spans":16666},"Find out how Jia-Long can help your brand reach Chinese audiences here. ",[],"text_component$b8de8908-7469-4ddf-9dba-46e2c5eca767",{},{"link_type":282},[],[],[],"2021-09-08T22:00:00+0000",{"dimensions":16675,"alt":15729,"copyright":38,"url":16676,"id":16677,"edit":16678},{"width":11538,"height":16061},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F39338f56-9537-467a-a0fd-893efad2bcc0_30.jpeg?auto=format,compress","ZJ7sRREAAB0AdnhP",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[16682],{"type":41,"text":16683,"spans":16684,"direction":52},"Meet the China Team: Key Members and Roles",[],[16686],{"type":41,"text":16601,"spans":16687,"direction":52},[],[],[],{},{"id":16692,"uid":16693,"url":38,"type":9,"href":16694,"tags":16695,"first_publication_date":9221,"last_publication_date":4982,"slugs":16696,"linked_documents":16698,"lang":17,"alternate_languages":16699,"data":16700},"Zxf3CxoAAEsAxvzH","exchangewires-tradertalk-tv-miqs-ben-holmes-on-dooh","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf3CxoAAEsAxvzH%22%29+%5D%5D",[],[16697],"dooh-in-the-uk-traditional-vs-programmatic",[],[],{"title":16701,"external_link":16702,"summary":16703,"slices":16704,"author_name":1836,"author_position":38,"author_description":38,"author_image":16736,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":16737,"contact_formid":38,"contact_title":16738,"contact_description":16739,"contact_cta":38,"url_form_triggers":16740,"category":2021,"date":16741,"featured_image":16742,"thumbnail":16747,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":16748,"meta_title":16749,"meta_description":16753,"og_title":16754,"og_description":16755,"og_image":16756,"no_index":280},"DOOH in the UK: Traditional vs Programmatic",{"link_type":30},[],[16705],{"variation":34,"version":35,"items":16706,"primary":16707,"id":16735,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":16708,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[16709,16712,16715,16718,16721,16724,16727,16729],{"type":41,"text":16710,"spans":16711},"In this latest episode of TraderTalk TV, Ben Holmes, technical account manager, UK, at MiQ, joins ExchangeWire’s Lindsay Rowntree to discuss programmatic digital out-of-home (PDOOH) and MiQ’s approach to DOOH in the UK.",[],{"type":41,"text":16713,"spans":16714},"In this session Lindsay and Ben discuss:",[],{"type":216,"text":16716,"spans":16717},"MiQ’s marketing evolution",[],{"type":216,"text":16719,"spans":16720},"What DOOH is and how it differs from traditional out-of-home advertising",[],{"type":216,"text":16722,"spans":16723},"MiQ’s approach to the planning, activation and measurement of DOOH campaigns in the UK",[],{"type":216,"text":16725,"spans":16726},"The future of DOOH – the omnichannel and creative opportunities it presents",[],{"type":41,"text":6589,"spans":16728},[],{"type":41,"text":16730,"spans":16731},"If you want to have a chat to find out more about MiQ’s DOOH solution and how it can solve your business challenges, contact one of our experts.",[16732],{"start":5387,"end":6424,"type":47,"data":16733},{"link_type":49,"url":16734,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fcontact\u002F#contact-us","text_component$b552df05-6798-4f72-9ada-3406a0efe554",{},{"link_type":282},[],[],[],"2021-08-18T23:00:00+0000",{"dimensions":16743,"alt":38,"copyright":38,"url":16744,"id":16745,"edit":16746},{"width":14976,"height":14977},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F71465f23-e878-42d0-a4f8-5ee660bd4a1c_ExchangeWire-DOOH_Blog.jpg?auto=format,compress","Zer4ghIAACsAteCs",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[16750],{"type":41,"text":16751,"spans":16752,"direction":52},"DOOH in the UK: Comparing Traditional and Programmatic",[],[],[],[],{},{"id":16758,"uid":16759,"url":38,"type":9,"href":16760,"tags":16761,"first_publication_date":16762,"last_publication_date":7710,"slugs":16763,"linked_documents":16765,"lang":17,"alternate_languages":16766,"data":16767},"Zxf43RoAAEgAxwBl","what-is-authenticated-data-and-how-can-you-use-it-in-programmatic-campaigns","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf43RoAAEgAxwBl%22%29+%5D%5D",[],"2024-10-22T20:40:51+0000",[16764],"what-is-authentic-data",[],[],{"title":16768,"external_link":16769,"summary":16770,"slices":16771,"author_name":16858,"author_position":16859,"author_description":38,"author_image":16860,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":16861,"contact_formid":38,"contact_title":16862,"contact_description":16863,"contact_cta":38,"url_form_triggers":16864,"category":2021,"date":16865,"featured_image":16866,"thumbnail":16870,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":16871,"meta_title":16872,"meta_description":16876,"og_title":16879,"og_description":16880,"og_image":16881,"no_index":280},"Understanding & Using Authenticated Data",{"link_type":30},[],[16772],{"variation":34,"version":35,"items":16773,"primary":16774,"id":16857,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":16775,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[16776,16779,16782,16785,16790,16793,16796,16799,16802,16805,16808,16811,16814,16817,16820,16823,16826,16829,16831,16834,16839,16843,16847,16851,16854],{"type":41,"text":15394,"spans":16777},[16778],{"start":178,"end":2157,"type":110},{"type":41,"text":16780,"spans":16781},"The digital advertising industry is undergoing a huge shift. Identifiers like cookies* and mobile device IDs, once the nucleus of the ad tech ecosystem, are on the way out.",[],{"type":41,"text":16783,"spans":16784},"The big question is, what’s going to replace them? ",[],{"type":41,"text":16786,"spans":16787},"It’s a question that’s still in flux as the industry grapples with the new post-cookie world (we have a go at answering it in full here), but part of the answer is certain to involve authenticated data. ",[16788],{"start":16789,"end":2568,"type":97},183,{"type":91,"text":16791,"spans":16792},"What is authentic data?",[],{"type":41,"text":16794,"spans":16795},"Essentially, authenticated data is when a consumer has logged into a website or platform, explicitly verifying their identity (usually via an email address) and providing their consent so advertisers and publishers can build an idea of their actions within that ecosystem.",[],{"type":41,"text":16797,"spans":16798},"Authenticated data is very powerful. The identifier in question is usually based off of an email address, making the tracking very persistent compared to cookies – which go out of date very rapidly. This means the data connected to that identifier is very high quality, making it easier for advertisers to understand a user’s behavior and the effectiveness of their campaigns over a much longer period of time.",[],{"type":41,"text":16800,"spans":16801},"But there are downsides to authenticated data, too. Because it requires a user to log in and consent to their data being used, it’s not as easy to obtain as cookies. This means that scaling campaigns might be trickier. Also, it makes each website or platform where a user logs in its own mini walled garden – in other words, a user might log in to eBay and also log in to the Wall Street Journal, but unless you have a way of joining those two data sources together, you might waste money targeting the same user twice. Equally, unless a consumer logs in to the publisher site to see an ad, and then the brand site when they go on to buy the product, user-level attribution becomes a thing of the past. ",[],{"type":91,"text":16803,"spans":16804},"How does authenticated data work in programmatic? ",[],{"type":41,"text":16806,"spans":16807},"Let’s say you’re looking to advertise with a publisher like eBay. Rather than targeting via cookies, you’re now bidding on users who are logged into the site. For each user who logs in, eBay knows the user behavior associated with each email address. The platform then sends a hashed, encrypted ID based on that email address to a DSP specializing in authenticated IDs like UID2* or LiveRamp RampID*. ",[],{"type":41,"text":16809,"spans":16810},"These DSPs collect hashed (ie anonymous) data from a whole range of platforms and publishers that require logins (eBay, Amazon, Wall Street Journal and so on) so you can build a picture of a user’s behavior across the web and work out the value of targeting them, but without actually getting any personally identifying information on that user. ",[],{"type":41,"text":16812,"spans":16813},"In this way, authenticated data can replicate the effect of cookies, but with much higher levels of user privacy. ",[],{"type":41,"text":16815,"spans":16816},"However, this example also shows the drawback of authenticated data. Not only does it require far greater levels of user consent, it also means the DSPs need to all have adoption from publishers across the web. While that’s going to be relatively easy for premium publishers, it’s going to be harder for smaller sites and more niche environments, potentially affecting the reach and scale of authenticated data. ",[],{"type":91,"text":16818,"spans":16819},"What does the future look like? ",[],{"type":41,"text":16821,"spans":16822},"There’s no doubt at all that authenticated data will form part of the post-cookies landscape. How big a part will depend on various factors such as publisher adoption of ID resolution platforms and the extent to which authenticated IDs are addressable in environments like Google. ",[],{"type":41,"text":16824,"spans":16825},"Right now, all the signs look positive for authenticated data, so marketers need to be experimenting and testing things out with it right now so they’re fully prepped for the world beyond cookies. ",[],{"type":41,"text":16827,"spans":16828},"We’ve run some test campaigns with LiveRamp, a leader in the authenticated data space, and the results have been very encouraging. In a campaign using authenticated data, we were able to deliver 67% higher reach, with a 9% reduction in CPM, compared to a cookies- only campaign. These lower CPMs are almost because fewer brands are buying using the authenticated DSPs, so savvy brands should act now when testing is low-risk and inexpensive, rather than when such strategies have become fully normalized. ",[],{"type":41,"text":16527,"spans":16830},[],{"type":91,"text":16832,"spans":16833},"Glossary",[],{"type":41,"text":16835,"spans":16836},"UID: Unique Identification Number. In digital advertising, a random number is assigned to a user so you can gain insights, target campaigns and measure effectiveness, without knowing any personal details. ",[16837],{"start":178,"end":16838,"type":97},5,{"type":41,"text":16840,"spans":16841},"Liveramp Ramp ID – is a front-runner in this area, with over 200m user IDs available to be connected to other datasets. With ID resolution partners, you can combine the identity graph data with your own first-party data, essentially offering the best of both the first-party and third-party worlds.",[16842],{"start":178,"end":2238,"type":97},{"type":41,"text":16533,"spans":16844},[16845,16846],{"start":178,"end":4045,"type":97},{"start":4045,"end":1832,"type":110},{"type":41,"text":16848,"spans":16849},"DSP – Demand-side platform. A tech platform where advertisers can bid for and buy digital ad inventory. ",[16850],{"start":178,"end":5341,"type":97},{"type":41,"text":16538,"spans":16852},[16853],{"start":178,"end":4121,"type":97},{"type":41,"text":16554,"spans":16855},[16856],{"start":178,"end":122,"type":97},"text_component$d6319efa-9591-4f6f-b002-9236cce1d007","Maneesh Mohan","Associate product manager, MiQ",{},{"link_type":282},[],[],[],"2021-08-15T22:00:00+0000",{"dimensions":16867,"alt":16868,"copyright":38,"url":15492,"id":15493,"edit":16869},{"width":12770,"height":12771},"What is authenticated data? And how can you use it in programmatic campaigns?",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[16873],{"type":41,"text":16874,"spans":16875,"direction":52},"Understanding and Using Authenticated Data in Programmatic Campaigns",[],[16877],{"type":41,"text":16780,"spans":16878,"direction":52},[],[],[],{},{"id":16883,"uid":16884,"url":38,"type":9,"href":16885,"tags":16886,"first_publication_date":12793,"last_publication_date":16887,"slugs":16888,"linked_documents":16890,"lang":17,"alternate_languages":16891,"data":16892},"Zxf1SBoAAEQAxvlc","exchangewires-tradertalk-tv-miqs-alex-deats-on-reaching-chinas-programmatic-market","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf1SBoAAEQAxvlc%22%29+%5D%5D",[],"2026-04-27T16:35:08+0000",[16889],"want-to-know-more",[],[],{"title":16893,"external_link":16894,"summary":16895,"slices":16896,"author_name":38,"author_position":38,"author_description":38,"author_image":16937,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":16938,"contact_formid":38,"contact_title":16939,"contact_description":16940,"contact_cta":38,"url_form_triggers":16941,"category":2021,"date":16942,"featured_image":16943,"thumbnail":16948,"featured_description":38,"featured_video":16949,"show_updated_on":280,"articles":16950,"meta_title":16951,"meta_description":16955,"og_title":16958,"og_description":16959,"og_image":16960,"no_index":280},"Reaching China’s Programmatic Market: Alex Deats",{"link_type":30},[],[16897],{"variation":34,"version":35,"items":16898,"primary":16899,"id":16936,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":16900,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[16901,16904,16907,16910,16913,16916,16918,16921,16924,16927,16930,16933],{"type":41,"text":16902,"spans":16903},"In this latest episode of TraderTalk TV, ExchangeWire’s Ciaran O’Kane is joined by Alex Deats, EVP China, MiQ, to discuss China’s programmatic ecosystem and how MiQ’s China solution empowers global brands to connect with the second-largest ad market in the world, from anywhere in the world.",[],{"type":41,"text":16905,"spans":16906},"In this session Ciaran and Alex discuss:",[],{"type":216,"text":16908,"spans":16909},"How China’s programmatic ecosystem differs from those of other markets.",[],{"type":216,"text":16911,"spans":16912},"How MiQ have built their local Chinese programmatic tech stack.",[],{"type":216,"text":16914,"spans":16915},"What the future of programmatic in China looks like.",[],{"type":41,"text":57,"spans":16917},[],{"type":91,"text":16919,"spans":16920},"Want to know more?",[],{"type":41,"text":16922,"spans":16923},"At MiQ, our whole philosophy is about giving global brands the opportunity to reach China, from anywhere in the world. We’ve built a local Chinese tech stack providing instant addressability to that market, with our campaigns operated by bilingual Traders & Account Managers located across the globe.",[],{"type":41,"text":16925,"spans":16926},"We’ve undertaken these steps so global brands can seize the unprecedented opportunity the Chinese market presents, without having to bear the front of the challenges and complexities that often come with it or without compromising on the depth of local capabilities needed to be successful in that market.",[],{"type":41,"text":16928,"spans":16929},"To find out more, take a read of our recent ebook – download here >>",[],{"type":41,"text":16931,"spans":16932},"For information about how you can succeed with programmatic in China – check out our approach >> ",[],{"type":41,"text":16934,"spans":16935},"If you want to have a chat now about how we can help your global brand take a new approach to China, there’s nothing we’d love more –  contact one of our experts >>",[],"text_component$b0d7e03f-3087-406b-b560-76ec2eba0cfd",{},{"link_type":282},[],[],[],"2021-08-04T22:00:00+0000",{"dimensions":16944,"alt":38,"copyright":38,"url":16945,"id":16946,"edit":16947},{"width":14976,"height":14977},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F67b2ddae-1433-4356-b150-1ff025006efe_Exchange-Wire-ChinaTTTV-blog.png?auto=format,compress","Zer4ghIAACoAteCv",{"x":178,"y":178,"zoom":95,"background":75},{},"\u003Ciframe src=\"https:\u002F\u002Fplayer.vimeo.com\u002Fvideo\u002F583352761?h=36953dc397&color=ffca01&portrait=0\" width=\"640\" height=\"360\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" allowfullscreen>\u003C\u002Fiframe>\n\u003Cp>\u003Ca href=\"https:\u002F\u002Fvimeo.com\u002F583352761\">ExchangeWire's TraderTalk TV: Reaching China’s Programmatic Market\u003C\u002Fa> from \u003Ca href=\"https:\u002F\u002Fvimeo.com\u002Fuser84828789\">MiQ\u003C\u002Fa> on \u003Ca href=\"https:\u002F\u002Fvimeo.com\">Vimeo\u003C\u002Fa>.\u003C\u002Fp>",[],[16952],{"type":41,"text":16953,"spans":16954,"direction":52},"Reaching China’s Programmatic Market with Alex Deats",[],[16956],{"type":41,"text":16902,"spans":16957,"direction":52},[],[],[],{},{"id":16962,"uid":16963,"url":38,"type":9,"href":16964,"tags":16965,"first_publication_date":12793,"last_publication_date":16966,"slugs":16967,"linked_documents":16969,"lang":17,"alternate_languages":16970,"data":16971},"Zxf1WhoAAEsAxvmD","driving-programmatic-performance-for-indian-brands","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf1WhoAAEsAxvmD%22%29+%5D%5D",[],"2026-04-28T15:13:04+0000",[16968],"programmatic-success-for-indian-brands",[],[],{"title":16972,"external_link":16973,"summary":16974,"slices":16975,"author_name":1836,"author_position":38,"author_description":38,"author_image":17091,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":17092,"contact_formid":38,"contact_title":17093,"contact_description":17094,"contact_cta":38,"url_form_triggers":17095,"category":2021,"date":17096,"featured_image":17097,"thumbnail":17102,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":17107,"meta_title":17108,"meta_description":17111,"og_title":17112,"og_description":17113,"og_image":17114,"no_index":280},"Programmatic Success for Indian Brands",{"link_type":30},[],[16976,17086],{"variation":34,"version":35,"items":16977,"primary":16978,"id":17085,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":16979,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[16980,16983,16986,16989,16993,16997,17001,17004,17007,17009,17013,17016,17019,17022,17024,17029,17032,17036,17040,17044,17048,17052,17056,17060,17063,17066,17069,17072,17075,17077,17082],{"type":41,"text":16981,"spans":16982},"by Vidula Ashok, Product and Media Analytics Lead, MiQ",[],{"type":41,"text":16984,"spans":16985},"At the recent Agency Reporter Front Bencher Awards, we were delighted to win three awards: Digital Marketing Excellence, Best Performance Marketing, and Best Moment Marketing.",[],{"type":41,"text":16987,"spans":16988},"And winning awards is great. But, for us, the real success is that the campaigns delivered such powerful results for our clients. Here’s a look at the campaigns that grabbed us the gongs, and how our data partnerships across online and offline data providers helped us build a robust and connected data lake of around 700m customers in India.",[],{"type":41,"text":16990,"spans":16991},"1. SOCIAL & MOMENT – COINSWITCH",[16992],{"start":178,"end":109,"type":97},{"type":41,"text":16994,"spans":16995},"\nHow we used Twitter and search signals as key proxy signals to identify demand\nWith consumers beginning to take notice of cryptocurrency as an alternate financial investment option, leading cryptocurrency brand CoinSwitch wanted to focus their digital advertising activity on educating and growing their audience. Identifying the audience with high affinity to these topics was the key to targeting the right segment with the right call to action to drive education, app installation, and revenue growth.",[16996],{"start":178,"end":1760,"type":97},{"type":41,"text":16998,"spans":16999},"Using Twitter Trends",[17000],{"start":178,"end":424,"type":97},{"type":216,"text":17002,"spans":17003},"Twitter has had a major impact on crypto market trends. By identifying the high correlation keywords and hashtags, we tracked trends across the volume of Tweets by hour, date and geo.",[],{"type":216,"text":17005,"spans":17006},"By creating an automated algorithm which scaled ad delivery in accordance to cryptocurrency focused volumes, we were able to adjust spend dynamically.\n",[],{"type":41,"text":57,"spans":17008},[],{"type":41,"text":17010,"spans":17011},"Using the search and browsing trends",[17012],{"start":178,"end":547,"type":97},{"type":216,"text":17014,"spans":17015},"Online search and browsing are the first behaviour demonstrated by users, so we combined data signals across users’ online browsing behaviour and search trends to find the right audience. ",[],{"type":216,"text":17017,"spans":17018},"By capturing the search and browsing volumes for relevant keywords, we created an index score which helped us score demand on an hourly basis.",[],{"type":216,"text":17020,"spans":17021},"By syncing our campaign’s delivery and bids with the above data, we could then deliver ads when the high intent audience was available online.",[],{"type":41,"text":57,"spans":17023},[],{"type":41,"text":17025,"spans":17026},"Korra, our agency partner and CoinSwitch helped refine the details of twitter and search trends to help us do more precise tracking and bidding.",[17027,17028],{"start":178,"end":16838,"type":97},{"start":4889,"end":483,"type":97},{"type":41,"text":17030,"spans":17031},"Using these strategies, we boosted metrics like click-through rates while also reducing the cost-per-click. In fact, the CTR increased by 2x, leading to a higher number of installs and registration.",[],{"type":41,"text":17033,"spans":17034},"2. PERFORMANCE MARKETING – L’OREAL PROFESSIONAL",[17035],{"start":178,"end":9740,"type":97},{"type":41,"text":17037,"spans":17038},"\nHow we used custom targeting strategies and solutions to drive performance\nWith the advent of the online beauty vertical, the way consumers browse and buy beauty products has changed. L’Oréal Professional, one of the leading beauty businesses, wanted to drive awareness around its range of professional products by connecting interested users to their WhatsApp Business account to build a personalized relationship with their customers.",[17039],{"start":95,"end":1756,"type":97},{"type":41,"text":17041,"spans":17042},"WhatsApp Business integrated creatives: Using our in-house creative solutions, we were able to integrate L’Oréal’s WhatsApp Business account with the best performing social creatives. This led any consumer who was interested directly to the WhatsApp page where they could then interact with a beauty expert and get help.",[17043],{"start":178,"end":369,"type":97},{"type":41,"text":17045,"spans":17046},"Social boost creatives: We used social boost creative formats, which focus on embedding L’Oréal’s social creatives in digital advertising assets, to increase user awareness of the brand and its services.",[17047],{"start":178,"end":475,"type":97},{"type":41,"text":17049,"spans":17050},"Custom scoring algorithm: We used a custom scoring algorithm, which helped score and bid higher for inventory signals which had a higher propensity to drive more clicks and better view-ability. ",[17051],{"start":178,"end":122,"type":97},{"type":41,"text":17053,"spans":17054},"Cherry picking the target audience: We used a brand survey to better understand the client’s audience and improve the accuracy of the intent audience rules.",[17055],{"start":178,"end":561,"type":97},{"type":41,"text":17057,"spans":17058},"Sync with demand: We used a beauty demand index – a tool that tracked when target consumers were online and browsing for beauty products – and increased or decreased the intensity of the campaign as the beauty demand index went up or down on an hourly basis. This created massive efficiencies.",[17059],{"start":178,"end":493,"type":97},{"type":41,"text":17061,"spans":17062},"We also used a few additional strategies:",[],{"type":216,"text":17064,"spans":17065},"Targeting the generic beauty affinity audience",[],{"type":216,"text":17067,"spans":17068},"Fine tuning our audience strategy to L’Oréal specific signals",[],{"type":216,"text":17070,"spans":17071},"Optimising programmatic inventory",[],{"type":216,"text":17073,"spans":17074},"Regular servicing and client connect.",[],{"type":41,"text":57,"spans":17076},[],{"type":41,"text":17078,"spans":17079},"We worked with L’Oréal and Wavemaker to coordinate on getting the hyper local data, salon addresses, best performing social creatives and Whatsapp business account integration. It was a perfect integrated approach.",[17080,17081],{"start":776,"end":475,"type":97},{"start":393,"end":547,"type":97},{"type":41,"text":17083,"spans":17084},"These strategies helped us deliver stellar results: our campaign achieved 1.18x the benchmark CTR, and a 4% growth in brand awareness, with 62% of the users exposed to MiQ ads saying they were likely to consider L’Oréal in the future.",[],"text_component$9c35e991-50ad-4aa3-912d-486adabda085",{"variation":34,"version":35,"items":17087,"primary":17088,"id":17090,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":17089,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$c33005f8-df8b-4af0-96a0-5646ddb9799d",{},{"link_type":282},[],[],[],"2021-07-13T23:00:00+0000",{"dimensions":17098,"alt":38,"copyright":38,"url":17099,"id":17100,"edit":17101},{"width":1932,"height":7007},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F1feba903-4e51-4a62-8408-5690727948ee_AgencyReporterAwards_Blog_Header.jpg?auto=format,compress","ZdccTREAACgA5V_b",{"x":178,"y":178,"zoom":95,"background":8943},{"dimensions":17103,"alt":38,"copyright":38,"url":17104,"id":17105,"edit":17106},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fbe43e4e9-ffc2-4436-9310-6bf95294af94_Driving+programmatic+performance+for+Indian+brands+%E2%80%93+A+look+at+the+campaigns+that+won+three+Agency+Reporter+Front+Bencher+Awards.jpg?auto=format,compress","ZdM3XBEAACsAVzi5",{"x":178,"y":178,"zoom":95,"background":8943},[],[17109],{"type":41,"text":16972,"spans":17110,"direction":52},[],[],[],[],{},{"id":17116,"uid":17117,"url":38,"type":9,"href":17118,"tags":17119,"first_publication_date":14105,"last_publication_date":11436,"slugs":17120,"linked_documents":17122,"lang":17,"alternate_languages":17123,"data":17124},"Zxf2DhoAAEgAxvrr","internal-products-can-be-beautiful-too","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf2DhoAAEgAxvrr%22%29+%5D%5D",[],[17121],"why-internal-products-can-be-beautiful",[],[],{"title":17125,"external_link":17126,"summary":17127,"slices":17128,"author_name":1836,"author_position":38,"author_description":38,"author_image":17180,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":17181,"contact_formid":38,"contact_title":17182,"contact_description":17183,"contact_cta":38,"url_form_triggers":17184,"category":2021,"date":17185,"featured_image":17186,"thumbnail":17191,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":17196,"meta_title":17197,"meta_description":17200,"og_title":17201,"og_description":17202,"og_image":17203,"no_index":280},"Why Internal Products Can Be Beautiful",{"link_type":30},[],[17129],{"variation":34,"version":35,"items":17130,"primary":17131,"id":17179,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":17132,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[17133,17136,17139,17142,17145,17148,17151,17154,17159,17162,17165,17170,17173],{"type":41,"text":17134,"spans":17135},"By Maria Cerase, Lead product manager, MiQ",[],{"type":41,"text":17137,"spans":17138},"Human error accounts for 70 – 80 percent of mishaps in any given field, from cybersecurity to manufacturing. This is a staggering statistic, especially when we think about sensitive fields like medicine, transportation and security.",[],{"type":41,"text":17140,"spans":17141},"What statistics don’t tell you, is that many of those mishaps involve a form of human-machine interaction with internal applications. This raises the question: can we eradicate human error through better interaction design? Here at MiQ, we think the answer is ‘yes’.",[],{"type":41,"text":17143,"spans":17144},"Good interaction design, and good design in general, is intentional. The quality of internal software is fundamental to the success of any business, but internal software development is often given less love and attention than its external counterpart. This can set off a spiral of bad quality software that impacts employees performance, which in turn impacts customer satisfaction.",[],{"type":41,"text":17146,"spans":17147},"Here at MiQ we have made our technology layer a key aspect of our strategy, incorporating our key values of unity and agility through our technology and its design. We want to provide exceptional service, paired with powerful and thoughtfully designed internal applications, that truly augment the skills, knowledge and creativity of our employees.",[],{"type":41,"text":17149,"spans":17150},"This is why we have created the Fiber Design System. Fiber is MiQ’s proprietary design system that merges beauty and functionality, to give our analysts, traders, and salespeople, more confidence and joy when using internal applications.",[],{"type":41,"text":17152,"spans":17153},"FiberIt is built to be performant, simple and modular. This is a considerable challenge, as we operate in a very complex space, where users need to make sense of vast amounts of data, quickly and efficiently. Since its establishment in late 2019, Fiber has been placed at the heart of our design and development work, meaning we can collaborate and create exciting products and features more quickly.",[],{"type":65,"url":17155,"alt":38,"copyright":38,"dimensions":17156,"id":17157,"edit":17158},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F35a34bdd-0d38-408b-b355-724bda95e431_hub.png?auto=format,compress",{"width":274,"height":9874},"ZcZPLxIAACwAYPQR",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":17160,"spans":17161},"In the past year alone, Fiber has seen a tremendous growth in terms of component count and complexity, and now includes more than 20 components, with several variants. All these building blocks have been carefully designed and researched, to fit the needs of our programmatic media clients. And results are already showing: new designs are being implemented up to 50% more quickly, and internal user satisfaction is rising.",[],{"type":41,"text":17163,"spans":17164},"MiQ is delivering on the promise of better connected marketing, and key to this is thoughtful and beautiful design. The mission is simple: to make every single touch point with our users, a delightful experience.",[],{"type":41,"text":17166,"spans":17167},"Find more about our designs on Dribbble.",[17168],{"start":109,"end":441,"type":47,"data":17169},{"link_type":49,"url":12518},{"type":41,"text":17171,"spans":17172},"Learn more about our technology at MiQ and how it powers killer campaigns for our clients:",[],{"type":6006,"oembed":17174},{"embed_url":17175,"type":6009,"version":6010,"title":17176,"author_name":6012,"author_url":6013,"provider_name":6014,"provider_url":6015,"thumbnail_url":17177,"thumbnail_width":1667,"thumbnail_height":6017,"html":17178},"https:\u002F\u002Fvimeo.com\u002F574364863","MiQ - Our Technology, powering better connected marketing","https:\u002F\u002Fi.vimeocdn.com\u002Fvideo\u002F1188016401-9a5b9674ee6f17070a1981e3bcf438622148f1c92942cb564233b8b4524ab5e3-d_295x166?region=us","\u003Ciframe src=\"https:\u002F\u002Fplayer.vimeo.com\u002Fvideo\u002F574364863?app_id=122963\" width=\"426\" height=\"240\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" title=\"MiQ - Our Technology, powering better connected marketing\">\u003C\u002Fiframe>","text_component$ad0cb9e1-3bd7-4462-a68c-9e7132741dfe",{},{"link_type":282},[],[],[],"2021-06-21T23:00:00+0000",{"dimensions":17187,"alt":38,"copyright":38,"url":17188,"id":17189,"edit":17190},{"width":292,"height":7006},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F220f105f-c077-4da6-b69f-41723c3bf112_Hub_post_header.jpg?auto=format,compress","ZcZO4xIAACkAYPOW",{"x":178,"y":178,"zoom":95,"background":8943},{"dimensions":17192,"alt":38,"copyright":38,"url":17193,"id":17194,"edit":17195},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fd3137cf2-2953-49f9-8ea4-83fd620055f2_Website+-+Blog+Thumbnails-41.png?auto=format,compress","Zd2l9hIAAC0ALj0_",{"x":178,"y":178,"zoom":95,"background":75},[],[17198],{"type":41,"text":17125,"spans":17199,"direction":52},[],[],[],[],{},{"id":17205,"uid":17206,"url":38,"type":9,"href":17207,"tags":17208,"first_publication_date":14929,"last_publication_date":12296,"slugs":17209,"linked_documents":17211,"lang":17,"alternate_languages":17212,"data":17213},"Zxf58BoAAEoAxwKj","advanced-media-solutions-visuals-communicating-our-new-narrative-with-a-new-identity","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf58BoAAEoAxwKj%22%29+%5D%5D",[],[17210],"closing-thoughts",[],[],{"title":17214,"external_link":17215,"summary":17216,"slices":17217,"author_name":17316,"author_position":17317,"author_description":38,"author_image":17318,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":17319,"contact_formid":38,"contact_title":17320,"contact_description":17321,"contact_cta":38,"url_form_triggers":17322,"category":2021,"date":17323,"featured_image":17324,"thumbnail":17331,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":17332,"meta_title":17335,"meta_description":17339,"og_title":17342,"og_description":17343,"og_image":17344,"no_index":280},"Reintroducing Advanced Media Solutions",{"link_type":30},[],[17218,17269,17285],{"variation":34,"version":35,"items":17219,"primary":17220,"id":17268,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":17221,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[17222,17225,17228,17231,17235,17248,17254,17256,17262],{"type":41,"text":17223,"spans":17224},"“A image could say more than a thousand words”. A cliché. But somewhat true.",[],{"type":41,"text":17226,"spans":17227},"On our journey to making MiQ easier to buy, easier to sell, and easier to understand, the marketing team took a deep dive to redefine our narrative.",[],{"type":41,"text":17229,"spans":17230},"After speaking to key internal stakeholders, conducting focus groups with our clients and analyzing industry research, we defined our new positioning:",[],{"type":41,"text":17232,"spans":17233},"Our category became “Programmatic media partner” – replacing “Marketing Intelligence”.",[17234],{"start":1789,"end":9740,"type":97},{"type":41,"text":17236,"spans":17237},"Our brand promise became: ‘Better connected marketing’ – replacing ‘Think beyond’.\nWe decided to sunset the old microbrand naming conventions for our products (such as Cast, Motion, Moments and others), and reposition our offering focused around the core marketing goals that we regularly seek to help our clients reach. This is how our Advanced Media Solutions, made up of Performance, Advanced TV, Time and Place and High Impact Branding, came to life",[17238,17239,17242,17245,17246],{"start":393,"end":1999,"type":97},{"start":17240,"end":17241,"type":97},374,385,{"start":17243,"end":17244,"type":97},387,398,{"start":1638,"end":14496,"type":97},{"start":2026,"end":17247,"type":97},439,{"type":41,"text":17249,"spans":17250},"To reinforce our brand promise Better Connected Marketing, every individual solution logo is represented by a colored triangle that together forms the square symbol of our Advanced Media Solutions. This concept highlights each individual solution while reinforcing that every solution is part of our unique MiQ offering. Here is an animation that brings this story to life:",[17251,17252],{"start":109,"end":1068,"type":97},{"start":1416,"end":17253,"type":97},196,{"type":41,"text":57,"spans":17255},[],{"type":41,"text":17257,"spans":17258},"The key visuals that accompany each individual solution showcases MiQs core value of courage to stand out from the crowd and do things differently.\nWe are exciting.\nWe are bold.\nWe are dynamic.\nWe are global.\nAnd…People are at the core of everything we do.",[17259,17261],{"start":1767,"end":17260,"type":97},208,{"start":13649,"end":9565,"type":97},{"type":65,"url":17263,"alt":38,"copyright":38,"dimensions":17264,"id":17266,"edit":17267},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Ff99d9925-b936-4f1e-bb84-6d26d33fb992_26.png?auto=format,compress",{"width":11062,"height":17265},952,"ZJ7ifxEAAB0AdkdK",{"x":178,"y":178,"zoom":95,"background":75},"text_component$f00cbad8-611d-4234-9bc6-104a275c9ae6",{"variation":34,"version":35,"items":17270,"primary":17283,"id":17284,"slice_type":7974,"slice_label":38},[17271],{"content":17272,"position":17276,"logo":17280,"thumbnail":17281,"cta_link":17282,"cta_text":38},[17273],{"type":41,"text":17274,"spans":17275,"direction":52},"Product marketing often focuses on messaging and positioning to communicate the trustworthiness and benefits of a product. But words only tell half the story. Our new Advanced Media Solutions visuals goes the rest of the way to help us communicate the value our MiQ products can bring to our clients. It’s amazing to see our products come to life in this way!",[],[17277],{"type":41,"text":17278,"spans":17279,"direction":52},"Rachel Foskett | Senior Global Product Marketing Manager at MiQ",[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$d840cc5c-f969-4b50-8abd-fd49570a8916",{"variation":34,"version":35,"items":17286,"primary":17287,"id":17315,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":17288,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[17289,17294,17297,17300,17303,17305,17308],{"type":65,"url":17290,"alt":38,"copyright":38,"dimensions":17291,"id":17292,"edit":17293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fd61735ec-d95f-4803-8456-835b0b54be40_27.jpeg?auto=format,compress",{"width":13618,"height":2569},"ZJ7ifhEAAB0AdkdI",{"x":178,"y":178,"zoom":95,"background":8943},{"type":41,"text":17295,"spans":17296},"When layered over the key visuals, the solutions logos are presented in white, letting the colour from the triangles and images stand out. Each solution has a unique look but the same visual treatment and background gradient color so they all look ‘better connected’. The visuals have a B2C polish that is welcome on a time were B2C experiences are shaping the expectations for B2B.",[],{"type":91,"text":17298,"spans":17299},"Closing thoughts",[],{"type":41,"text":17301,"spans":17302},"Our new advanced media solutions branding helps us stand out, brings our offering and value proposition to life, and encourages our clients to recognize the quality and value of our brand and products.",[],{"type":41,"text":57,"spans":17304},[],{"type":41,"text":17306,"spans":17307},"The new Advanced Media Solutions visuals, together with new messaging, will be rolled out in our decks, our website and other product collateral throughout this year.",[],{"type":41,"text":17309,"spans":17310},"If you have any comments don’t hesitate to contact me at danielle.levkovits@miqdigital.com I would love to hear from you.",[17311,17312],{"start":1068,"end":13121,"type":97},{"start":1068,"end":13121,"type":47,"data":17313},{"link_type":49,"url":17314,"target":51},"mailto:danielle.levkovits@miqdigital.com","text_component$a563a937-aa89-41d9-9d34-eb4cf47d6f4a","Danielle Levkovits","Global Associate Creative Director, MiQ",{},{"link_type":282},[],[],[],"2021-06-14T22:00:00+0000",{"dimensions":17325,"alt":17327,"copyright":38,"url":17328,"id":17329,"edit":17330},{"width":1932,"height":17326},416,"Reintroducing our advanced media solutions: communicating our new narrative with a new identity","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fc6e63997-ac7d-4a88-9e7d-0ba0f2060d20_25.jpeg?auto=format,compress","ZJ7ifhEAAB0AdkdJ",{"x":178,"y":178,"zoom":95,"background":8943},{},[17333],{"related_article":17334},{"link_type":282},[17336],{"type":41,"text":17337,"spans":17338,"direction":52},"Reintroducing Advanced Media Solutions: A New Narrative",[],[17340],{"type":41,"text":17226,"spans":17341,"direction":52},[],[],[],{},{"id":17346,"uid":17347,"url":38,"type":9,"href":17348,"tags":17349,"first_publication_date":15971,"last_publication_date":17350,"slugs":17351,"linked_documents":17353,"lang":17,"alternate_languages":17354,"data":17355},"Zxf24RoAAEIAxvx0","sports-marketing-is-evolving--how-do-advertisers-keep-up","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf24RoAAEIAxvx0%22%29+%5D%5D",[],"2026-04-27T16:34:29+0000",[17352],"sports-audiences-are-going-digital",[],[],{"title":17356,"external_link":17357,"summary":17358,"slices":17359,"author_name":1836,"author_position":38,"author_description":38,"author_image":17468,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":17469,"contact_formid":38,"contact_title":17470,"contact_description":17471,"contact_cta":38,"url_form_triggers":17472,"category":288,"date":17473,"featured_image":17474,"thumbnail":17479,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":17480,"meta_title":17481,"meta_description":17482,"og_title":17483,"og_description":17484,"og_image":17485,"no_index":280},"Sports marketing is evolving – how do advertisers keep up?",{"link_type":30},[],[17360],{"variation":34,"version":35,"items":17361,"primary":17362,"id":17467,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":17363,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[17364,17367,17370,17373,17376,17379,17382,17385,17388,17393,17396,17399,17405,17408,17413,17416,17419,17423,17429,17432,17437,17440,17443,17448,17451,17454,17457,17460],{"type":41,"text":17365,"spans":17366},"By Abhishek Pandey, Head of Research and Analysis – Global Marketing ",[],{"type":41,"text":17368,"spans":17369},"Empty stadiums, dwindling viewership and low advertiser confidence have all cast doubts over the efficacy of sports marketing. And the recent lows in the viewership for the Super Bowl and March Madness championship game may not have assuaged those doubts. ",[],{"type":41,"text":17371,"spans":17372},"But before we fall into the usual marketing cliche of declaring sports advertising dead, it’s important to look beyond the headline numbers and see the way sports marketing is evolving.",[],{"type":41,"text":17374,"spans":17375},"With the explosion of digital platforms across which content is now available, audiences around the world are experimenting with different ways of watching live sports. While doing so, they leave a considerable digital footprint which can be used to track and target relevant consumers. And, while the changes in platform preferences were already on their way, the current pandemic has accelerated the adoption of these alternate platforms.",[],{"type":91,"text":17377,"spans":17378},"Sports audiences are going digital",[],{"type":41,"text":17380,"spans":17381},"With the advent of numerous streaming platforms there has been a gradual shift of audience from traditional platforms to streaming platforms. The current pandemic has only accelerated the adoption of these streaming platforms. ",[],{"type":41,"text":17383,"spans":17384},"Our analysis of sports viewing patterns across 200,000 actively engaged households in the US reveals a 19% increase in the number of households that consumed sports content through OTT medium and streaming apps in Q4 2020 compared to Q1 of the same year. And, like other trends, accelerated by COVID, this seems likely to stick around and grow.  ",[],{"type":41,"text":17386,"spans":17387},"Understandably, this increased viewership and engagement across streaming platforms is accompanied with a decline in audience volumes and engagements across the linear TV platform. And that puts the viewership declines for recent big ticket sports events into a different context: despite TV ratings for the Super Bowl hitting a 14 year low, the streaming grew 65% compared to the streaming audience in the previous edition.",[],{"type":65,"url":17389,"alt":38,"copyright":38,"dimensions":17390,"id":17391,"edit":17392},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fd5cdd806-5e02-4d87-a427-9b5eb5ce26c4_superbowl-lv-viewership%402x-100-1200x555.jpg?auto=format,compress",{"width":292,"height":1958},"ZcZNWhIAACgAYPDY",{"x":178,"y":178,"zoom":95,"background":8943},{"type":41,"text":17394,"spans":17395},"Much like the growing interest for sports content across streaming platforms, interest around pre and post match content online like highlights, match reviews and previews, player ratings, stats, fantasy predictions and so on, have all seen massive upticks over the past year. ",[],{"type":41,"text":17397,"spans":17398},"In the UK, engagement with soccer related content on YouTube doubled over last year, with more people engaging with fan channels, podcasts, pre-match previews, post-match discussions, and so on. Similarly, search interest around player and team stats online during the recently concluded NFL season also grew 1.8 times last year compared to the last season.  ",[],{"type":65,"url":17400,"alt":38,"copyright":38,"dimensions":17401,"id":17403,"edit":17404},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fd460c3a3-3a3e-47bd-8a2a-b3ac0451be11_Search-interest-around-EPL-in-the-UK-on-YouTube%402x-100-1200x556.jpg?auto=format,compress",{"width":292,"height":17402},556,"ZcZNfRIAACgAYPEX",{"x":178,"y":178,"zoom":95,"background":8943},{"type":41,"text":17406,"spans":17407},"Fantasy sports and sports betting are also avenues that have benefited extensively from digital transition. The audience for these fantasy leagues are generally of interest to marketers because they are generally young (half are under the age of 35), and have affluent professional backgrounds (three quarters have an income over the median national income).  ",[],{"type":65,"url":17409,"alt":38,"copyright":38,"dimensions":17410,"id":17411,"edit":17412},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F12d7c3c9-7b5e-4a6a-b909-d5a1120fc229_Number-of-fantasy-sports-players%402x-100-1200x555.jpg?auto=format,compress",{"width":292,"height":1958},"ZcZNnRIAAC4AYPFW",{"x":178,"y":178,"zoom":95,"background":8943},{"type":91,"text":17414,"spans":17415},"Even with changing consumer preferences, live sports continue to remain part of marketing calendars",[],{"type":41,"text":17417,"spans":17418},"Even with the shift in consumer preferences, half of marketers across the US and UK are still reserving budgets for advertising during live sporting events and sponsorship deals. Live sporting events are more important to current media strategies in the UK where three quarters of marketers have marketing budgets to make use of the live sports opportunities. ",[],{"type":41,"text":17420,"spans":17421},"Live sporting events continue to be part of media strategies",[17422],{"start":178,"end":654,"type":97},{"type":65,"url":17424,"alt":38,"copyright":38,"dimensions":17425,"id":17427,"edit":17428},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F8c0b5286-7725-48ab-b814-125cd1bba2fe_HOW-IMPORTANT-ARE-LIVE-SPORTING-EVENTS-TO-YOUR-CURRENT-MEDIA-STRATEGY%402x-100-1200x392.jpg?auto=format,compress",{"width":292,"height":17426},392,"ZcZNvRIAACkAYPGX",{"x":178,"y":178,"zoom":95,"background":8943},{"type":41,"text":17430,"spans":17431},"But many marketers are also aware of the evolution in live sports consumption and are changing their strategies accordingly. Eight in 10 who still have sports marketing plans this year have increased their spend since the restart of live sport, with a majority of marketers diverting funds from linear TV to other digital platforms. The transition of sports marketing budgets to digital platforms is again more evident in the UK where 68% of brands increased spending across their digital marketing efforts. In the US, linear TV continues to remain an important platform for marketers to connect with sports audiences, but the prominence of digital marketing platforms for sports marketing campaigns is growing.",[],{"type":65,"url":17433,"alt":38,"copyright":38,"dimensions":17434,"id":17435,"edit":17436},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Feb31f086-912c-4c2b-8f71-954db361f579_Increase-in-advertising-during-live-sports-by-channels%402x-100-1200x392.jpg?auto=format,compress",{"width":292,"height":17426},"ZcZN4hIAACgAYPHe",{"x":178,"y":178,"zoom":95,"background":8943},{"type":91,"text":17438,"spans":17439},"The role of TV advertising is less focused on brand building",[],{"type":41,"text":17441,"spans":17442},"Historically, advertising during live sporting events has primarily been focused towards brand building. But with the evolution of what ‘TV’ means, modern marketers are viewing sports marketing as a performance channel as well. Almost half of marketers looking to use huge sporting events like the Olympics to reach customers are considering campaigns with a mix of branding and performance based objectives.",[],{"type":65,"url":17444,"alt":38,"copyright":38,"dimensions":17445,"id":17446,"edit":17447},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F0e47c600-4974-4eaf-afe9-f8ec55907f19_Campaign-focus-for-marketers-looking-to-engage-with-major-sporting-events%402x-100-1200x500.jpg?auto=format,compress",{"width":292,"height":2247},"ZcZOAhIAAC0AYPIT",{"x":178,"y":178,"zoom":95,"background":8943},{"type":41,"text":17449,"spans":17450},"The increased use of TV as a performance channel and the shift in budgets towards digital platforms further corroborate the shift in marketers’ focus to use campaigns with a mix of branding and performance based considerations.  A higher consideration for personalised messaging and interactive high impact cross-platform creative assets among 86% sports marketers further highlight the importance of creatives in driving performance. ",[],{"type":91,"text":17452,"spans":17453},"How marketers can prepare for the next chapter in Sports Marketing",[],{"type":41,"text":17455,"spans":17456},"The way consumers are watching live sports on TV has changed, so the way we advertise on TV has to change too. ",[],{"type":41,"text":17458,"spans":17459},"While the fragmentation across channels, devices and platforms means that the opportunity for reaching huge numbers of people all watching the same thing, in the same place, at the same moment is declining, the data generated by digital TV and the omnichannel connections that are now possible mean there’s an even bigger opportunity for marketers – the opportunity to reach exactly the right people in all the right places at the exactly the moments they’re most likely to be receptive. ",[],{"type":41,"text":17461,"spans":17462},"For more information on how to make the most of the new opportunities offered by TV, read our latest ebook The multi-screen, multi-platform, multi-device opportunity.",[17463,17464],{"start":14054,"end":6390,"type":110},{"start":14054,"end":6390,"type":47,"data":17465},{"link_type":49,"url":17466},"https:\u002F\u002Fmarketing.wearemiq.com\u002Ftv-as-a-performance-channel","text_component$6674d09e-c203-4910-b902-d4ff8e4e3ae9",{},{"link_type":282},[],[],[],"2021-05-27T23:00:00+0000",{"dimensions":17475,"alt":38,"copyright":38,"url":17476,"id":17477,"edit":17478},{"width":11538,"height":15127},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F3fb80f4e-76e1-46b8-aa64-02206c985182_sports_emailheader-1920x742.jpg?auto=format,compress","ZcZNIBIAACsAYPBw",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[],[],[],[],{},{"id":17487,"uid":17488,"url":38,"type":9,"href":17489,"tags":17490,"first_publication_date":15634,"last_publication_date":17491,"slugs":17492,"linked_documents":17494,"lang":17,"alternate_languages":17495,"data":17496},"Zxf40hoAAEMAxwBO","trading-across-a-fragmented-ecosystem-in-a-privacy-first-world","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf40hoAAEMAxwBO%22%29+%5D%5D",[],"2026-04-27T16:35:22+0000",[17493],"what-can-you-do-now-to-prepare-for-a-cookieless-world",[],[],{"title":17497,"external_link":17498,"summary":17499,"slices":17500,"author_name":38,"author_position":38,"author_description":38,"author_image":17544,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":17545,"contact_formid":38,"contact_title":17546,"contact_description":17547,"contact_cta":38,"url_form_triggers":17548,"category":2021,"date":17549,"featured_image":17550,"thumbnail":17555,"featured_description":38,"featured_video":17556,"show_updated_on":280,"articles":17557,"meta_title":17558,"meta_description":17561,"og_title":17564,"og_description":17568,"og_image":17571,"no_index":280},"Trading in a Privacy-First Ecosystem",{"link_type":30},[],[17501],{"variation":34,"version":35,"items":17502,"primary":17503,"id":17543,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":17504,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[17505,17508,17511,17514,17517,17519,17522,17528,17531,17535,17539],{"type":41,"text":17506,"spans":17507},"Want to know more about identity and the changes happening in the media industry as advertisers prepare for a cookieless world? ExchangeWire’s Ciaran O’Kane joined Georgiana Haig, product lead for identity at MiQ, on TraderTalk TV to discuss trading across a fragmented ecosystem in a privacy-first world. In the 18 minute episode they discuss:",[],{"type":216,"text":17509,"spans":17510},"How this current era of privacy, shaped by infrastructural changes such as ATT and the deprecation of cookies, is making measurement and targeting harder",[],{"type":216,"text":17512,"spans":17513},"New and historic causes of fragmentation within the open web, the closed web, and beyond",[],{"type":216,"text":17515,"spans":17516},"How MiQ leverage client data to help them navigate and trade across this fragmented ecosystem.",[],{"type":41,"text":57,"spans":17518},[],{"type":41,"text":17520,"spans":17521},"The visual below explains the post-cookie display identity ecosystem that Georgiana talks through in the episode.",[],{"type":65,"url":17523,"alt":38,"copyright":38,"dimensions":17524,"id":17526,"edit":17527},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F2c725ffa-50fd-4963-945a-41d4c2a652a9_13.jpeg?auto=format,compress",{"width":11062,"height":17525},804,"ZJ2I2BEAACAAb_8x",{"x":178,"y":178,"zoom":95,"background":8943},{"type":91,"text":17529,"spans":17530},"What can you do now to prepare for a cookieless world?",[],{"type":41,"text":17532,"spans":17533},"Audit your situation\nUnderstand where your reliance on outdated identity frameworks lies today. Speak to your partners and develop transition plans with them.",[17534],{"start":178,"end":1789,"type":97},{"type":41,"text":17536,"spans":17537},"Get testing\nAuthenticated user data and anonymous solutions are ready for targeting right now. Speak to your MiQ representative to get testing.",[17538],{"start":178,"end":368,"type":97},{"type":41,"text":17540,"spans":17541},"Stay informed\nThis is a rapidly evolving topic. Read our blog posts for up to the minute industry perspectives and download our identity ebook – download here >>",[17542],{"start":178,"end":918,"type":97},"text_component$8721ea01-e26e-40f7-bcdb-8eeb36ca2d1e",{},{"link_type":282},[],[],[],"2021-05-12T22:00:00+0000",{"dimensions":17551,"alt":38,"copyright":38,"url":17552,"id":17553,"edit":17554},{"width":14976,"height":14977},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Feae1467d-3699-49d6-8ade-21a38453e4eb_Exchange-Wire-Postcookie-blog.jpg?auto=format,compress","Zer4ghIAACkAteCu",{"x":178,"y":178,"zoom":95,"background":8943},{},"\u003Ciframe title=\"vimeo-player\" src=\"https:\u002F\u002Fplayer.vimeo.com\u002Fvideo\u002F545889852?h=0c48ba7feb\" frameborder=\"0\" allowfullscreen>\u003C\u002Fiframe>",[],[17559],{"type":41,"text":17497,"spans":17560,"direction":52},[],[17562],{"type":41,"text":17506,"spans":17563,"direction":52},[],[17565],{"type":41,"text":17566,"spans":17567,"direction":52},"ExchangeWire’s TraderTalk TV: Trading Across a Fragmented Ecosystem in a Privacy-First World",[],[17569],{"type":41,"text":17506,"spans":17570,"direction":52},[],{},{"id":17573,"uid":17574,"url":38,"type":9,"href":17575,"tags":17576,"first_publication_date":11435,"last_publication_date":6685,"slugs":17577,"linked_documents":17579,"lang":17,"alternate_languages":17580,"data":17581},"Zxf74hoAAEwAxwaR","by-lara-koenig-global-product-lead-performance","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf74hoAAEwAxwaR%22%29+%5D%5D",[],[17578],"four-tips-for-effective-supply-path-optimization",[],[],{"title":17582,"external_link":17583,"summary":17584,"slices":17585,"author_name":1836,"author_position":38,"author_description":38,"author_image":17689,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":17690,"contact_formid":38,"contact_title":17691,"contact_description":17692,"contact_cta":38,"url_form_triggers":17693,"category":2021,"date":17694,"featured_image":17695,"thumbnail":17700,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":17701,"meta_title":17702,"meta_description":17706,"og_title":17707,"og_description":17708,"og_image":17709,"no_index":280},"Four Tips for Effective Supply Path Optimization",{"link_type":30},[],[17586,17684],{"variation":34,"version":35,"items":17587,"primary":17588,"id":17683,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":17589,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[17590,17593,17596,17599,17602,17605,17609,17612,17615,17618,17621,17625,17628,17631,17634,17638,17641,17644,17647,17651,17654,17657,17661,17664,17667,17671,17675,17679],{"type":41,"text":17591,"spans":17592},"By Lara Koenig, Global Product Lead – Performance",[],{"type":41,"text":17594,"spans":17595},"There have been many articles detailing what steps buyers can take to control their supply paths – and many marketers are taking active steps, consolidating their SSPs over the last two years with IAB releases such as ads.txt and sellers.json helping illuminate which partners publishers have direct or reseller routes with.",[],{"type":41,"text":17597,"spans":17598},"These reference files are really useful in identifying who is an authorized supply partner, but not necessarily who is an optimal supply partner.",[],{"type":41,"text":17600,"spans":17601},"We believe there are a few additional considerations to keep in mind when evaluating your supply routes, beyond publisher authorization.",[],{"type":41,"text":17603,"spans":17604},"Here are four of the key considerations you should bear in mind for optimizing your buy and sell side relationships to drive transparency and control across activations.",[],{"type":41,"text":17606,"spans":17607},"1) Optimized SSP \u003C>DSP integrations",[17608],{"start":178,"end":561,"type":97},{"type":41,"text":17610,"spans":17611},"Not all integrations are equal across buy and sell side partners.",[],{"type":41,"text":17613,"spans":17614},"Some DSPs such as The Trade Desk, for example, maintain high integration standards from supply partners – including consistent identity flags included in bid requests, as well as enforcing many optional OpenRTB objects that other DSPs may ignore. This helps buyers reach high value audiences and environments, and increases targeting efficacy. It also gives them a lot of unbiased, scalable choice in who they buy through – though it does mean there’s potential for duplication and inefficiency if unchecked.",[],{"type":41,"text":17616,"spans":17617},"At the same time, many DSPs operate a sell side business as well (Google, Verizon, Roku, Xandr as examples). This may impact the supply allocation a buyer will see across a campaign. DSPs which also operate sell side businesses help to provide buyers efficient, direct routes to owned and operated supply, but risk reducing exposure to other high value third party SSP supply partners through underlying SPO decisioning hidden behind a line item.",[],{"type":41,"text":17619,"spans":17620},"An early step buyers can take in informing an SPO strategy is to conduct exploratory analysis to understand which of their DSPs currently uses non-transparent SPO algorithms or network auction duplication filtering – and may be making decisions on their behalf. Once you’ve done that, you can explore if there may be higher efficiency paths available outside of that specific DSP\u003C>SSP footprint. Similarly, the availability of buyer tools to control supply decisions vary drastically by DSP – buyers can ask DSPs for SPO related roadmap considerations.",[],{"type":41,"text":17622,"spans":17623},"2) Identity integrations",[17624],{"start":178,"end":73,"type":97},{"type":41,"text":17626,"spans":17627},"As browsers and operating systems continue to evolve how they surface audience identifiers (like cookies or MAIDs), publishers will play a much greater role in how buyers can reach first party audiences. Publisher and SSP direct integrations with identity resolution providers such as LiveRamp, UID 2.0 or ID5 are increasingly required to deliver future-proofed programmatic audience addressability.",[],{"type":41,"text":17629,"spans":17630},"Even in today’s cookie ecosystem, alternative IDs such as IDL have shown to drive 70% more reach to a first party audience compared to cookies, helping combat non-optimal cookie-syncing in the auctions and combatting short cookie expiry and refresh lifecycles.",[],{"type":41,"text":17632,"spans":17633},"One step buyers can take to future proof identity in their supply partnerships is to start testing alternative IDs in their campaigns to drive early learnings and familiarize themselves with the buying workflows.",[],{"type":41,"text":17635,"spans":17636},"3) Minimal and transparent intermediary reliance",[17637],{"start":178,"end":136,"type":97},{"type":41,"text":17639,"spans":17640},"Beyond the final authorized seller in a transaction (illuminated by IAB initiatives ads.txt and sellers.json), there’s another data field which can be helpful to buyers – the SupplyChain object. This provides buyers insight into all of the sellers that played a role in a given auction.",[],{"type":41,"text":17642,"spans":17643},"Intermediaries play a larger role in today’s auction mechanics than most buyers assume – with positive intermediaries helping to provide large scale SSPs access to unique placements, niche environments, or unique creative units through aggregators and wrappers. Negative intermediaries, meanwhile, drive increased costs through arbitraged inventory when more direct paths may be available. To give you an example, across one advertiser, we saw 50% of media spend had more than one seller in the transaction, with the longest path being 10 unique sell side hops in a single transaction.",[],{"type":41,"text":17645,"spans":17646},"Buyers should begin a conversation with their SSPs on how intermediaries currently play a role in their investment – and take steps to help control for intermediary allocation with refined auction packages from SSPs filtered for buyer declared preferred paths.",[],{"type":41,"text":17648,"spans":17649},"4) Tools for publishers",[17650],{"start":178,"end":156,"type":97},{"type":41,"text":17652,"spans":17653},"Publishers, and the ad space they offer, are what help make the internet free and open. Any buy and sell side partnership needs to consider the value add to publishers. SSPs that build tools for both the buy and sell side (such as contextual offerings, publisher audience capabilities, and so on) can help buyers better direct their demand to performant environments while maximizing yield for the media owners.",[],{"type":41,"text":17655,"spans":17656},"In consolidation and automation conversations buyers should consider which of their chosen supply vendors have high publisher preference and have roadmaps built for both buy and sell side tools.",[],{"type":41,"text":17658,"spans":17659},"Your next wave of SPO starts now",[17660],{"start":178,"end":771,"type":97},{"type":41,"text":17662,"spans":17663},"These four considerations can help you start thinking about how to structure your next wave of SSP consolidation, increase media efficiencies, and future proof for tomorrow’s identity landscape.",[],{"type":41,"text":17665,"spans":17666},"To summarize, you need to:",[],{"type":485,"text":17668,"spans":17669},"Understand DSP priorities – A single DSP will have a partial view on supply efficiencies, and may often exhibit bias or behaviors on a buyer’s behalf behind the line item settings. Understanding this decisioning can help you inform corrective or more efficient supply allocation.",[17670],{"start":178,"end":393,"type":97},{"type":485,"text":17672,"spans":17673},"Understand intermediaries – Some supply chain data is available to buyers today, but is fragmented and impartial based on partners. Close relationships with SSPs can help you understand more about their investments and take control on downstream supply path decisioning.",[17674],{"start":178,"end":393,"type":97},{"type":485,"text":17676,"spans":17677},"Think about identity alongside efficiency- The path to supply has an impact on your audience reach – start thinking about alternative IDs as a vehicle for audience reach across Publisher partners.",[17678],{"start":178,"end":3567,"type":97},{"type":485,"text":17680,"spans":17681},"Get close to publishers – Media owners will play a continued and increasingly critical role in tomorrow’s advertising landscape – buyer decisions informed by transparency and close partnerships with publishers will be built to last.",[17682],{"start":178,"end":156,"type":97},"text_component$d35e819b-5a54-436f-aac5-18c237117b25",{"variation":34,"version":35,"items":17685,"primary":17686,"id":17688,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":17687,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$82482bb4-ee4c-4ad9-a78e-017202d622cf",{},{"link_type":282},[],[],[],"2021-04-21T23:00:00+0000",{"dimensions":17696,"alt":38,"copyright":38,"url":17697,"id":17698,"edit":17699},{"width":292,"height":671},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F7f3edebc-aff5-4729-a881-1eccf46816a4_Trading-Monthly-Blog-Header.jpg?auto=format,compress","ZcZHqxIAAC4AYOci",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[17703],{"type":41,"text":17704,"spans":17705,"direction":52},"Top Four Tips for Effective Supply Path Optimization",[],[],[],[],{},{"id":17711,"uid":17712,"url":38,"type":9,"href":17713,"tags":17714,"first_publication_date":10388,"last_publication_date":11313,"slugs":17715,"linked_documents":17717,"lang":17,"alternate_languages":17718,"data":17719},"Zxf5UBoAAD8AxwFQ","in-plain-english-what-is-geolocation-data-and-why-is-it-so-important-in-a-world-without-cookies","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5UBoAAD8AxwFQ%22%29+%5D%5D",[],[17716],"what-is-geo-location-data",[],[],{"title":17720,"external_link":17721,"summary":17722,"slices":17723,"author_name":17783,"author_position":17784,"author_description":38,"author_image":17785,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":17786,"contact_formid":38,"contact_title":17787,"contact_description":17788,"contact_cta":38,"url_form_triggers":17789,"category":2021,"date":17790,"featured_image":17791,"thumbnail":17795,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":17796,"meta_title":17797,"meta_description":17801,"og_title":17804,"og_description":17807,"og_image":17810,"no_index":280},"What is Geolocation Data and Its Importance?",{"link_type":30},[],[17724],{"variation":34,"version":35,"items":17725,"primary":17726,"id":17782,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":17727,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[17728,17731,17734,17737,17740,17743,17746,17749,17752,17755,17758,17761,17764,17767,17770,17773,17776],{"type":41,"text":17729,"spans":17730},"In our recent Future, Faster podcast, we spoke to Jan Kestle, CEO, Enrivonics Analytics, about the importance of geolocation data in programmatic advertising – particularly in the cookie-free world that we’ll all soon be living in. ",[],{"type":41,"text":17732,"spans":17733},"Listen to the podcast for the full-fat, in-depth conversation about how advertisers should be thinking about geo-location data and how they should be building it into their plans. ",[],{"type":41,"text":17735,"spans":17736},"But if you’re in the market for quick answers, we’ve got you covered:",[],{"type":91,"text":17738,"spans":17739},"What is geo-location data?",[],{"type":41,"text":17741,"spans":17742},"As the name suggests, geo-location data is data based on where people are. It either comes from where they live, and is based on things like zip\u002Fpostal codes and census data, or where they are at any given moment based on mobile data. ",[],{"type":91,"text":17744,"spans":17745},"Sounds like it could be a bit creepy – is it?",[],{"type":41,"text":17747,"spans":17748},"The opposite is true. Rather than the one-to-one hyper personalization of some forms of consumer data, geo-location data is always viewed in aggregate. That means it’s anonymous data and an individual person’s data is never gathered in any form. This is why it’s going to be so important when advertisers can no longer use cookies. ",[],{"type":91,"text":17750,"spans":17751},"Doesn’t that mean it’s too broad for targeting?",[],{"type":41,"text":17753,"spans":17754},"That depends. For some brands, particularly those who have a low risk threshold for potentially misusing data, geo-location data will be enough to run campaigns that are also very, very safe. ",[],{"type":41,"text":17756,"spans":17757},"For most brands though, geo-location data on its own won’t be enough and it’s better to think of it more like a data layer for enhancing performance and improving efficiency. ",[],{"type":91,"text":17759,"spans":17760},"So, how would I use it?",[],{"type":41,"text":17762,"spans":17763},"There are all sorts of use cases for geo-location data, but as an example, imagine you’re running a campaign in a city. You know your target audience is young families with disposable income. ",[],{"type":41,"text":17765,"spans":17766},"By adding a layer of geo-location data, you can remove postcodes associated with, for example, high-density student populations or elderly care homes, before your campaign even starts so you’re not wasting budget on unlikely audiences. ",[],{"type":41,"text":17768,"spans":17769},"Going further, and connecting another layer of mobile data, you can start to build a picture of how your target audience commutes, which retail areas they visit, what restaurants they visit and so on, building a richer picture of your audience at the same time as reaching them more effectively. ",[],{"type":91,"text":17771,"spans":17772},"How can I find out more?",[],{"type":41,"text":17774,"spans":17775},"In our ebook series Crisis? What crisis? we examine the new range of data and targeting solutions available to marketers in the new cookieless era, and show you how they all fit together.",[],{"type":41,"text":17777,"spans":17778},"Or, if you want to start talking about how you can use geo-location data in your campaigns today, please get in touch.",[17779],{"start":5657,"end":14055,"type":47,"data":17780},{"link_type":49,"url":17781,"target":51},"https:\u002F\u002Fwearemiq.com\u002Fresources\u002Fblog\u002Fin-plain-english-what-is-geolocation-data-and-why-is-it-so-important-in-a-world-without-cookies?contact=true","text_component$6e542a47-5b39-413f-b0c6-8d778f3a62d6","Will Green","Senior content strategist, MiQ",{},{"link_type":282},[],[],[],"2021-03-30T22:00:00+0000",{"dimensions":17792,"alt":17793,"copyright":38,"url":15492,"id":15493,"edit":17794},{"width":12770,"height":12771},"In plain English: What is geolocation data? And why is it so important in a world without cookies?",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[17798],{"type":41,"text":17799,"spans":17800,"direction":52},"Geolocation Data: Its Role and Importance in a Cookieless World",[],[17802],{"type":41,"text":17729,"spans":17803,"direction":52},[],[17805],{"type":41,"text":17793,"spans":17806,"direction":52},[],[17808],{"type":41,"text":17729,"spans":17809,"direction":52},[],{},{"id":17812,"uid":17813,"url":38,"type":9,"href":17814,"tags":17815,"first_publication_date":10263,"last_publication_date":17816,"slugs":17817,"linked_documents":17819,"lang":17,"alternate_languages":17820,"data":17821},"Zxf18xoAAEEAxvq1","life-after-cookies-part-six-as-changes-come-experts-say-the-energy-is-palpable","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf18xoAAEEAxvq1%22%29+%5D%5D",[],"2026-04-27T16:35:14+0000",[17818],"an-upside-whatever-side-youre-on",[],[],{"title":17822,"external_link":17823,"summary":17824,"slices":17825,"author_name":38,"author_position":38,"author_description":38,"author_image":17921,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":17922,"contact_formid":38,"contact_title":17923,"contact_description":17924,"contact_cta":38,"url_form_triggers":17925,"category":2021,"date":17926,"featured_image":17927,"thumbnail":17933,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":17934,"meta_title":17937,"meta_description":17941,"og_title":17945,"og_description":17946,"og_image":17947,"no_index":280},"Life After Cookies: Industry Energy and Changes",{"link_type":30},[],[17826,17846,17859,17879,17892],{"variation":34,"version":35,"items":17827,"primary":17828,"id":17845,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":17829,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[17830,17833,17836,17839,17842],{"type":41,"text":17831,"spans":17832},"The coming “cookie-pocalypse,” as Amanda Tan, project management lead for identity at advertising technology firm Xandr, describes the impact of Google’s abandonment of third-party cookies, has required “players to come together and innovate.” Describing the platform’s omnichannel focus on both the buy and sell sides of the marketplace, she notes that “Xandr is in a unique space right now to champion this partnership and collaboration across the industry.”",[],{"type":41,"text":17834,"spans":17835},"“Personally, I’m very optimistic,” says Lara Koenig, global product lead at MiQ, a programmatic media company. “There’s been a lot of really exciting innovation and collaboration happening. It feels like a new wave of programmatic, and we’ve never been closer to both the buy side and the sell side. A lot of folks are really excited by this challenge, and the energy is palpable.”",[],{"type":41,"text":17837,"spans":17838},"Koenig’s colleague, John Goulding, MiQ’s head of strategy, echoes her excitement. “It is definitely catalyzing new ways of thinking,” he says. “Some things we may have accepted in the past are now being challenged, and there are some really interesting, innovative solutions that are genuinely progressive for both consumers and the industry itself. It’s having a catalytic effect on the rate of innovation that will actually increase, rather than fall off, in the next 12 months.”",[],{"type":91,"text":17840,"spans":17841},"An Upside, Whatever Side You’re On",[],{"type":41,"text":17843,"spans":17844},"The positive sentiments expressed by these three ad tech executives, and the praise they heap on an industry that has come together, against many if not all odds to solve what some initially saw as an intractable problem, has been a running theme in this series on “life after cookies.” Rather than wringing hands, everyone sees an upside. Those on the sell side expand on the promise of such platforms as LiveRamp’s IdentityLink and The Trade Desk’s Unified ID 2.0. Those on the buy side champion the strength—and what they see as the dominance—of publishers’ first-party data. The BigTech companies, which, in essence, launched this revolution, are tending their walled gardens, secure in their control of vast stores of consumer data. And those who play on the open internet, such as Xandr, say that, for anyone in the industry, as Tan puts it, “if they have a foundation of trusted relationships with their customers, they are able to use the various frameworks and opportunities that are available to leverage those relationships and data.”",[],"text_component$fa4dbb38-9723-4b70-abb9-d9f6763bfeb6",{"variation":34,"version":35,"items":17847,"primary":17857,"id":17858,"slice_type":7974,"slice_label":38},[17848],{"content":17849,"position":17853,"logo":17854,"thumbnail":17855,"cta_link":17856,"cta_text":38},[17850],{"type":41,"text":17851,"spans":17852,"direction":52},"We’ve really seen that being agnostic is giving us a very beneficial top-level view on where the collaboration and innovation is happening.",[],[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$1402dbfa-dcd0-4fc1-9566-cd3d953c8f4f",{"variation":34,"version":35,"items":17860,"primary":17861,"id":17878,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":17862,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[17863,17866,17869,17872,17875],{"type":41,"text":17864,"spans":17865},"Koenig points out that while a lot of the innovation she sees happening on the sell side “is forcing buyers to get close to the sell side, it’s also forcing buyers to think about the role all players play in delivering their marketing campaigns. We’ve really seen that being agnostic is giving us a very beneficial top-level view on where the collaboration and innovation is happening. It’s moving more toward the ability for marketing to work with both platforms—buy side and sell side platforms together.”",[],{"type":91,"text":17867,"spans":17868},"The Pivoting Landscape",[],{"type":41,"text":17870,"spans":17871},"The real question, then, is not whether the industry will pull together to develop post-cookie solutions. That’s already happened. And it’s not whether those solutions, taken together across the industry, will provide viable replacements for third-party cookies. The innovations to shape changes in data collection and measurability are already rolling out. The question is what all of this will look like two years from now, once third-party cookies are a distant memory, once there’s been a consolidation among advertising platforms, once what Tan calls the “pivoting landscape” at the “intersection of digital and TV” is more established.",[],{"type":41,"text":17873,"spans":17874},"Goulding believes “we’re headed toward a world that is divided between two classes of digital advertising data.” One of these, he says, represented by UID 2.0 and IdentityLink, is authenticated user-level data: “They’re opted in, they’re hashed, they’re individual level, offering the maximum amount of flexibility in terms of use case for an advertiser.” Most significant here, he points out, is that “the data is incredibly insightful.” On the other hand, because it is opted in, “you’re not going to get complete addressability,” and, he predicts, no more than 40% of consumers “will actually opt into that model.”",[],{"type":41,"text":17876,"spans":17877},"Reaching everyone else, he says, will require cohort-based data: aggregated by design and focused on identifying groups of users, rather than individuals. While this data is, he says, “likely to have very high reach of consumers,” compared to user-level data, it won’t be very insightful.",[],"text_component$c0117520-3798-4df1-ba4c-03f48cfca6d1",{"variation":34,"version":35,"items":17880,"primary":17890,"id":17891,"slice_type":7974,"slice_label":38},[17881],{"content":17882,"position":17886,"logo":17887,"thumbnail":17888,"cta_link":17889,"cta_text":38},[17883],{"type":41,"text":17884,"spans":17885,"direction":52},"A key question the industry will face a few years from now is, ‘Can you extract insight from the authenticated user data to make your cohort-based execution smarter?‘",[],[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$74533516-678c-414e-b950-7afe049f187c",{"variation":34,"version":35,"items":17893,"primary":17894,"id":17920,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":17895,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[17896,17899,17902,17905,17908,17911,17914,17917],{"type":41,"text":17897,"spans":17898},"And that, Goulding says, raises a key question the industry will face a few years from now: “Can you extract insight from the authenticated user data to make your cohort-based execution smarter?”",[],{"type":91,"text":17900,"spans":17901},"Meeting the Future",[],{"type":41,"text":17903,"spans":17904},"For Tan, the key to meeting the future is an omnichannel approach. “I think the tech landscape and the advertising landscape will continue to evolve,” she says. “Things are coming together with new ID solutions and cohort-based approaches to targeting and measurement that work across different channels.” This, she believes, allows both brands and the industry as a whole to “understand their customers and manage exposure across the various devices and channels of media consumption.”",[],{"type":41,"text":17906,"spans":17907},"Tan says the industry is seeing “a shift in terms of viewing habits.” Instead of watching traditional TV all of the time, consumers are moving to connected TV and mobile viewing. For Xandr, says Tan, that’s already showing up as a “very strong focus on data-driven video and TV ads, which complements our existing strengths on the web.” This overall shift, Tan believes, “is a great opportunity to bring together some of these disparate approaches to channel-specific media buying strategies.”",[],{"type":41,"text":17909,"spans":17910},"Getting ready for this shift, says Koenig, requires thinking first about “what you can do for targeting and addressability,” and then considering “what you can do for measurement and attribution.” In line with the former, Koenig notes that MiQ is “personally reaching out to most of our marketers” to get them familiar with these new approaches versus traditional strategies. At the same time, she advocates “leaning into” advanced contextual targeting, which she says is a “well-loved but little talked-about strategy.” And she suggests paying attention to cohort-based or federated targeting, which, she says, “the industry is waiting to drop over the next several months.”",[],{"type":41,"text":17912,"spans":17913},"From a measurement point of view, Koenig believes it is currently “more of a research exercise than anything else,” but she suggests that it’s time to “open a dialogue” on this topic because “things are going to change.”",[],{"type":41,"text":17915,"spans":17916},"It’s the constant change that drives Goulding to suggest that advertisers, as they prepare for the cookie-less future, concentrate on “education, auditing, and testing. Education because this is changing every month”; auditing, so that “advertisers understand where they are actually most reliant on cookies today”; and testing rapidly, “to be agile, keep your options open, and stay close to how this progresses.”",[],{"type":41,"text":17918,"spans":17919},"The last word, however, belongs to Amanda Tan. “Xandr’s combined assets and the conversations that we’re having with the market in which we’re thinking ultimately about converged omnichannel campaigns are really interesting,” she says. “The key is that all parties have to just take control of the problem, understand the implications to their business model, and not wait for others to find the solution for them. Buyers and sellers know what is best for their businesses, and each will need to differentiate according to their strengths and make decisions on which solutions will optimize their approach. Platforms are here to enable that choice and control.”",[],"text_component$b6fbbf9a-6df0-4e78-b99d-f00b5621c5f7",{},{"link_type":282},[],[],[],"2021-03-23T23:00:00+0000",{"dimensions":17928,"alt":17929,"copyright":38,"url":17930,"id":17931,"edit":17932},{"width":11538,"height":11539},"Life After Cookies: Part Six — As Changes Come, Experts Say the “Energy is Palpable","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F2f04d087-8aa0-491f-9958-6a9fdde73228_6.png?auto=format,compress","ZJxUlxEAAB0Aao3p",{"x":178,"y":178,"zoom":95,"background":75},{},[17935],{"related_article":17936},{"link_type":282},[17938],{"type":41,"text":17939,"spans":17940,"direction":52},"Life After Cookies: Industry Response and New Developments",[],[17942],{"type":41,"text":17943,"spans":17944,"direction":52},"The coming “cookie-pocalypse,” as Amanda Tan, project management lead for identity at advertising technology firm Xandr, describes the impact of Google’s abandonment of third-party cookies, has required “players to come together and innovate.”",[],[],[],{},{"id":17949,"uid":17950,"url":38,"type":9,"href":17951,"tags":17952,"first_publication_date":17953,"last_publication_date":4973,"slugs":17954,"linked_documents":17956,"lang":17,"alternate_languages":17957,"data":17958},"Zxf7nhoAAEIAxwYH","life-after-cookies-part-five-how-the-sell-side-will-define-the-new-data-pyramid","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7nhoAAEIAxwYH%22%29+%5D%5D",[],"2024-10-22T20:40:05+0000",[17955],"the-post-cookie-pyramid",[],[],{"title":17959,"external_link":17960,"summary":17961,"slices":17962,"author_name":38,"author_position":38,"author_description":38,"author_image":18061,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":18062,"contact_formid":38,"contact_title":18063,"contact_description":18064,"contact_cta":38,"url_form_triggers":18065,"category":2021,"date":18066,"featured_image":18067,"thumbnail":18071,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":18072,"meta_title":18075,"meta_description":18079,"og_title":18082,"og_description":18083,"og_image":18084,"no_index":280},"Life After Cookies: The Sell Side's Data Pyramid",{"link_type":30},[],[17963,18001,18014,18034,18047],{"variation":34,"version":35,"items":17964,"primary":17965,"id":18000,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":17966,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[17967,17970,17973,17976,17979,17982,17985,17988,17991,17994,17997],{"type":41,"text":17968,"spans":17969},"“At the end of the day,” says Garrett McGrath, vice president, product management, at Magnite, an independent sell-side ad platform, “the whole point of third-party cookies was to identify audiences and make them addressable—at scale.” Scale is essential, he notes, for “targeting to really make sense.”",[],{"type":41,"text":17971,"spans":17972},"On the other hand, he says, “third-party cookies got out of control because the industry found a relatively easy way to grow by using them but did a poor job of explaining the value exchange with consumers.” To consumers, he says, “it sounds confusing. It sounds intrusive. The consumers are not really there for the ads; they’re there for the content. And making it worse was retargeting. When a pair of shoes someone looked for online started following them around the internet, it made them uncomfortable because they didn’t understand the how or why.”",[],{"type":41,"text":17974,"spans":17975},"“There has been a big consumer element to this in terms of understanding how the internet works and, from that, the utilization of cookies and other identifiers,” says Tom Richards, global product director at MiQ, a programmatic media company. “It’s the world in which we now live and breathe, colliding with consumers’ preferences and requirements around privacy and the way in which their data is used.”",[],{"type":41,"text":17977,"spans":17978},"But the days of third-party cookies are numbered, and their imminent demise has forced many industry players to wonder what the world will look like in terms of identity and addressability just a year from now. Agreeing with everyone we’ve talked to in putting together this series of blog posts, McGrath says that what we’re faced with “is actually an opportunity for improvements and better transparency and control in the hands of the people where it should be: the publishers and the end users.”",[],{"type":41,"text":17980,"spans":17981},"Richards agrees. “From a broader point of view, the opportunities for the industry are a value exchange with consumers and a set of guidelines and principles that give a level of security, stability, and ultimately longevity to what we’re doing from a digital marketing perspective,” he says.",[],{"type":91,"text":17983,"spans":17984},"The Post-Cookie Pyramid",[],{"type":41,"text":17986,"spans":17987},"When third-party cookies are gone, McGrath believes there will be three distinct ways in which audiences are discovered, addressed, and communicated with in bidstreams. He visualizes this as a pyramid with segments that get larger the further down you go.",[],{"type":41,"text":17989,"spans":17990},"The first and smallest group, at the top of the pyramid, he says, will include logged-in users and IDs generated from hashed emails such as those provided by IdentityLink, LiveRamp’s identity authentication system, and The Trade Desk’s Unified ID 2.0 platform. As McGrath envisions it, “these platforms will get end users to log into a site and be ok with their email being anonymized and then turned into an identifier.” That’s very close, he adds, “to what we have today with third-party cookies in terms of cross-site addressability.” While he notes that people do log into websites today and will continue to do so, providing these new platforms with “some level of success,” he says he would “call it 20%. For the other 80%, the center of the solution is the publisher—first-party data and first-party identifiers controlled by publishers.”",[],{"type":41,"text":17992,"spans":17993},"And this is what makes up the second, somewhat larger, middle layer of the pyramid.",[],{"type":41,"text":17995,"spans":17996},"“Today,” McGrath explains, “we use third-party cookies as a way of allowing the buy side’s demand-side platforms (DSPs) and data management platforms (DMPs) to approximate interests and other things about consumers and then to stitch those things together into pools of users and have enough scale to be of interest to an advertiser. And all of that audience identification, collation, and assembly is done on the buy side.”",[],{"type":91,"text":17998,"spans":17999},"A Move to the Sell Side",[],"text_component$ffbcf817-979d-4a83-bee1-2c3fed301d06",{"variation":34,"version":35,"items":18002,"primary":18012,"id":18013,"slice_type":7974,"slice_label":38},[18003],{"content":18004,"position":18008,"logo":18009,"thumbnail":18010,"cta_link":18011,"cta_text":38},[18005],{"type":41,"text":18006,"spans":18007,"direction":52},"“When third-party cookies go away, the job of audience assembly, creation, and recognition moves to the sell side—sellers and seller tools, including SSPs.”",[],[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$da8d2611-0ef5-4a4f-9818-3d3b078314ed",{"variation":34,"version":35,"items":18015,"primary":18016,"id":18033,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18017,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18018,18021,18024,18027,18030],{"type":41,"text":18019,"spans":18020},"However, he believes, when third-party cookies go away, that changes, “and the job of audience assembly, creation, and recognition moves to the sell side—sellers and seller tools, including SSPs.” In this scenario, McGrath says, “first-party data supplied to an exchange is translated into anonymized user segments, probably keyed off an independent open source first-party identifier, such as prebid.org’s SharedID.” And this works, he says, because “publishers actually have a ton of very valuable information about their users that is incredibly important to running their businesses—and incredibly expensive to get. This data is not just what page they’re on, but how long they’ve been there, how recently they’ve been there, what they are currently watching, what they’ve watched in the past three weeks.”",[],{"type":41,"text":18022,"spans":18023},"One danger in this approach, and a big concern for publishers, McGrath adds, is that this information will leave the publishers’ environments and become “an identifier that ties back to the user on the page that is then shared and able to be synched with another set of users. After which all of the segments that are attached to those users are combined and graphed in some buy-side platform.” That concern, he notes, makes some publishers “very reticent to let their data get into the bidstream.”",[],{"type":41,"text":18025,"spans":18026},"A solution for this problem, and a way to strengthen the center of the pyramid, McGrath says, is for SSPs, like Magnite, to build tools that allow publishers to generate, identify, and anonymously tag using an independent identifier that is only relevant to that page. “What I’m saying,” he explains, “is give them audience assembly tools. Give them the option to federate across multiple sites—or not, depending on the kind of audiences they’re trying to generate.” At the same time, he suggests, “give the buy-side buyers, DSPs, and others the ability to come into a platform like ours and create custom segments, off-the-shelf segments, or even customized off-the-shelf segments.”",[],{"type":41,"text":18028,"spans":18029},"To take this even further, McGrath says, Magnite has begun to work with a cross-industry working group composed of publishers, SSPs, DSPs, and end buyers, such as MiQ, where, he says, “we’re getting together weekly to say, ‘Look, if we agree that this is a big part of our future and we want to make first-party, federated, publisher-controlled data segments a thing that people care about, all the way down to the advertiser level, let’s work together to figure it out.’ We are rapidly working toward a place where we’re willing to run test campaigns with actual dollars, transactions, and DSPs.”",[],{"type":91,"text":18031,"spans":18032},"Maintaining an Independent Open Web",[],"text_component$4dcd3d79-2684-47b9-b781-c4a656b5f5a8",{"variation":34,"version":35,"items":18035,"primary":18045,"id":18046,"slice_type":7974,"slice_label":38},[18036],{"content":18037,"position":18041,"logo":18042,"thumbnail":18043,"cta_link":18044,"cta_text":38},[18038],{"type":41,"text":18039,"spans":18040,"direction":52},"“No one is willing to just let Google and Facebook take over the world. Both advertisers and end users demand that there be independent solutions and an independent way to market.”",[],[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$61a67b48-92ed-4516-a0d2-494c070bc719",{"variation":34,"version":35,"items":18048,"primary":18049,"id":18060,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18050,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18051,18054,18057],{"type":41,"text":18052,"spans":18053},"At the third, and bottom, layer of the pyramid, McGrath explains, are such Big Tech platforms as Chrome’s Privacy Sandbox. While he notes that what Chrome, for example, is doing with the Privacy Sandbox is “the same sort of thing as having audiences created, identified, and assembled at the publisher level,” he contends that it “raises the question of whether you, as either an industry player or a consumer want a black box system that does all of the multi-party computational magic that no one can see. It’s a question of whether you want a system that is open and transparent and very clear about what it’s doing, or whether you just trust what they’ve assembled although you can’t see how, why, or when.” And that’s the crux, McGrath says, of why, though the Privacy Sandbox will certainly be used, no one is “willing to just let Google and Facebook take over the world. Both advertisers and end users demand that there be independent solutions and an independent way to market. Nobody is willing to let that be the internet, so there has to be an independent open web.”",[],{"type":41,"text":18055,"spans":18056},"And that, most observers say, is both a challenge and an opportunity. “This is a moment where we get to rewrite the rules,” McGrath says. “It’s not about power and who is in control. It’s about collaboration and cooperation among the entire ecosystem.”",[],{"type":41,"text":18058,"spans":18059},"In the next and final installment in this series, we’ll take an optimistic look at what’s ahead, what surprises might be lurking around the corner, and what actions advertisers and agencies can take right now to be ready for anything that develops in the brave, new, cookieless world. Read part 6 here.",[],"text_component$b7fb86d5-0e98-4b15-a17a-4fa74d5ec465",{},{"link_type":282},[],[],[],"2021-03-16T23:00:00+0000",{"dimensions":18068,"alt":18069,"copyright":38,"url":17930,"id":17931,"edit":18070},{"width":11538,"height":11539},"Life After Cookies: Part Five — How the Sell Side Will Define the New Data Pyramid",{"x":178,"y":178,"zoom":95,"background":75},{},[18073],{"related_article":18074},{"link_type":282},[18076],{"type":41,"text":18077,"spans":18078,"direction":52},"The Sell Side's Role in the Post-Cookie Data Pyramid",[],[18080],{"type":41,"text":17968,"spans":18081,"direction":52},[],[],[],{},{"id":18086,"uid":18087,"url":38,"type":9,"href":18088,"tags":18089,"first_publication_date":13353,"last_publication_date":18090,"slugs":18091,"linked_documents":18093,"lang":17,"alternate_languages":18094,"data":18095},"Zxf1pBoAAE0AxvoR","life-after-cookies-part-four-collaborating-in-support-of-the-open-internet","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf1pBoAAE0AxvoR%22%29+%5D%5D",[],"2026-04-27T16:34:36+0000",[18092],"a-group-effort",[],[],{"title":18096,"external_link":18097,"summary":18098,"slices":18099,"author_name":38,"author_position":38,"author_description":38,"author_image":18214,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":18215,"contact_formid":38,"contact_title":18216,"contact_description":18217,"contact_cta":38,"url_form_triggers":18218,"category":2021,"date":18219,"featured_image":18220,"thumbnail":18224,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":18225,"meta_title":18228,"meta_description":18232,"og_title":18235,"og_description":18236,"og_image":18237,"no_index":280},"Life After Cookies: Supporting the Open Internet",{"link_type":30},[],[18100,18129,18142,18174,18187],{"variation":34,"version":35,"items":18101,"primary":18102,"id":18128,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18103,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18104,18107,18110,18113,18116,18119,18122,18125],{"type":41,"text":18105,"spans":18106},"While much as been made of the upcoming death of third-party cookies, there have proven to be, as we’ve seen in earlier installments of this series, few mourners—and many celebrants.",[],{"type":41,"text":18108,"spans":18109},"“Cookies were originally designed to make the user experience easier onsite so that someone didn’t have to consistently log in. It expanded into a mechanism whereby there could be some level of recognition of users, allowing advertising to work more effectively in the internet,” says David Danziger, VP of data partnerships at The Trade Desk, a media buying platform that bills itself as “transforming media for humankind.” However, he notes, “It was never meant to be something that would become intrusive for consumers or where advertisers found out much more about consumers than what consumers wanted to share.”",[],{"type":41,"text":18111,"spans":18112},"Google’s decision to stop supporting third-party cookies, therefore, provides the opportunity for a reset, which, Danziger says, allows for “a conversation between consumers and the publishers they’re used to browsing about why recognition is important and about how the quid pro quo of the internet has always been that relevant advertising is what pays for all the free content that’s out there.” The key is replacing cookies in a way that, as Danziger puts it, “ends up being better for consumers, better for the open internet, better for advertisers, and better for publishers.”",[],{"type":91,"text":18114,"spans":18115},"A Group Effort",[],{"type":41,"text":18117,"spans":18118},"The opportunity this represents, adds Tom Richards, global product director at MiQ, a programmatic media company, “is massive in terms of a more future-proofed web for the industry to operate within. I think that everyone is moving toward that goal collectively.”",[],{"type":41,"text":18120,"spans":18121},"And, in the search for a better, more satisfying replacement for cookies, “collectively” is the key word.",[],{"type":41,"text":18123,"spans":18124},"As Danziger recalls, after Google’s announcement was made, “many different organizations in the industry started to have discussions trying to figure out the best way to do this.” The problem was, “while many of the solutions, descriptions, ideas, and opinions that emerged from these meetings were potentially very good,” as so often happens in committee situations, “there aren’t always a lot of technical resources that can be brought to bear.” To focus the committee’s efforts and bring a plan to fruition, Danziger says, “sometimes it just takes one company getting out in front and taking the lead and saying, ‘Hey, here is what we can do if we devote our resources to it.’”",[],{"type":41,"text":18126,"spans":18127},"So The Trade Desk stepped forward and took on the challenge, working with partners across the ecosystem over the past year, to introduce an approach to online identity called Unified ID 2.0.",[],"text_component$06641a56-63fc-4f78-9963-9c0390c22188",{"variation":34,"version":35,"items":18130,"primary":18140,"id":18141,"slice_type":7974,"slice_label":38},[18131],{"content":18132,"position":18136,"logo":18137,"thumbnail":18138,"cta_link":18139,"cta_text":38},[18133],{"type":41,"text":18134,"spans":18135,"direction":52},"It’s not that we’re doing anything revolutionary. We’re just stepping up with some technology to bring together all the resources of the open internet to help make this work.",[],[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$437d5ae6-8d5e-4e72-b354-cc76463f0156",{"variation":34,"version":35,"items":18143,"primary":18144,"id":18173,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18145,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18146,18149,18152,18155,18158,18161,18164,18167,18170],{"type":91,"text":18147,"spans":18148},"Bringing Together All the Resources",[],{"type":41,"text":18150,"spans":18151},"“It’s not that we’re doing anything revolutionary,” says Danziger. “We’re just stepping up with some technology to bring together all the resources of the open internet to help make this work.”",[],{"type":41,"text":18153,"spans":18154},"John Goulding, head of strategy, U.S., at MiQ, has been impressed with what he’s seen come out of The Trade Desk’s efforts. “What the Trade Desk has done as part of this whole consortium of players to come up with some ways of tackling this and making it better than it used to be has ended up with some fantastic solutions emerging. I feel optimistic right now that consumers will get more transparency and control in a more consolidated way. The huge amount of productivity and collaboration that we’re going to see over the next 12 months is going to lead to a good outcome.”",[],{"type":41,"text":18156,"spans":18157},"Danziger stresses that The Trade Desk is just one of many players in this effort—albeit taking the lead. “It didn’t have to be us,” he says. “And ultimately, it’s not about us or about this being a solution from The Trade Desk at all.” It’s completely non-proprietary, he says. “No one is charging for it; it’s all open sourced; anyone who is abiding by the code of conduct can use it and work with it.”",[],{"type":41,"text":18159,"spans":18160},"The Trade Desk’s solution is a platform based on an email address that has been hashed and salted—authenticated and secured—as a way of protecting it and, as Danziger explains, “rotating the information so that it’s not just a broadly exposed email that becomes a mechanism for identity, but it’s encrypted and protected in a way that isn’t readable by those who are not part of the process.”",[],{"type":41,"text":18162,"spans":18163},"In addition to being non-proprietary, Danziger stresses, the platform is founded on three other key principles:",[],{"type":41,"text":18165,"spans":18166},"• Governance will be independent: “It’s going to be handed either to an industry body or a consortium of companies working within its capacity.”",[],{"type":41,"text":18168,"spans":18169},"• It’s secure and privacy safe: “It can’t be easily reverse engineered.”",[],{"type":41,"text":18171,"spans":18172},"• It will be transparent, and consumers will have control: “The websites that consumers regularly visit will have mechanisms that explain what this is. There will be a Unified ID 2.0 log-in and a consumer-facing console where consumers can choose where and how the platform can work and where their identity is used to log in. Once someone has opted to use this as their basis, they won’t have to reenter it every time. The email will be the gateway to enter.”",[],"text_component$823246a6-a007-43ce-a10c-7a726cf2f99e",{"variation":34,"version":35,"items":18175,"primary":18185,"id":18186,"slice_type":7974,"slice_label":38},[18176],{"content":18177,"position":18181,"logo":18182,"thumbnail":18183,"cta_link":18184,"cta_text":38},[18178],{"type":41,"text":18179,"spans":18180,"direction":52},"This will be a much more consistent framework where you can be recognized at the sites where you want to be recognized, and you can have anonymity where you want it.",[],[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$9f39377d-ed55-47e0-a968-8a9091c7da17",{"variation":34,"version":35,"items":18188,"primary":18189,"id":18213,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18190,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18191,18194,18197,18200,18203,18206,18209],{"type":41,"text":18192,"spans":18193},"Particularly critical, Danziger notes, is that this will be a “much more consistent framework where a consumer who chooses to share their email as the mechanism for recognition can choose to use that at different sites and decide where it’s on and where it’s off. You can be recognized at the sites where you want to be recognized, and you can have anonymity where you want it.”",[],{"type":91,"text":18195,"spans":18196},"The Importance of Interoperability",[],{"type":41,"text":18198,"spans":18199},"But what may be Unified ID 2.0’s most important feature—especially in a world where the walled gardens tended by Big Tech companies may block some aspects of the open internet, is its interoperability. “This doesn’t have to be the system of choice, so long as it’s fully interoperable with some of the other capabilities that are out there for identity and recognition,” says Danziger. For example, The Trade Desk has already worked through relationships with LiveRamp to make sure Unified ID 2.0 is fully interoperable with LiveRamp’s IdentityLink capability. Similarly, Danziger adds, “there are other companies with which we’re establishing interoperability. Some of the agency holding companies, for instance, have ID mechanisms.”",[],{"type":41,"text":18201,"spans":18202},"Last week, Google announced that it would not support industry identity frameworks such as Unified ID 2.0—that is, identifiers that the tech giant does not own. Quoting a “leader of a major agency holding company” on the impact of this announcement, The Trade Desk CEO Jeff Green wrote in a blog that “this will be remembered as a great day for the future of the open internet.” One reason, he noted, is that while, on the open internet Google will not be using alternative identifiers to cookies, “everyone else will.”",[],{"type":41,"text":18204,"spans":18205},"Google’s move, wrote Green, is a strategic one, given that Google is “in the crosshairs on the privacy issue” and makes “comparatively little revenue from the open internet.” On the other hand, he stresses, an approach like Unified ID 2.0 “is a common currency that pays off the value exchange of the internet in a way that benefits publishers, advertisers, and consumers. It is also one that cannot be controlled by any one company, including Apple or Google.”",[],{"type":41,"text":18207,"spans":18208},"Unified ID 2.0, Danziger points out, is also not the end of the line. “It’s not like technology is going to stop once we roll this out,” he says. “It’s something that is going to continue to evolve. This is a step in the process. And as consumer preferences relate to privacy, change will have to change with that.”",[],{"type":41,"text":18210,"spans":18211},"Next week, we’ll take a look at how one sell side ad platform is preparing for life after cookies. Read part 5 here.",[18212],{"start":3062,"end":6423,"type":110},"text_component$e93b0720-8af6-43e9-8e53-e6f1ff0a3056",{},{"link_type":282},[],[],[],"2021-03-09T23:00:00+0000",{"dimensions":18221,"alt":18222,"copyright":38,"url":17930,"id":17931,"edit":18223},{"width":11538,"height":11539},"Life After Cookies: Part Four — Collaborating in Support of the Open Internet",{"x":178,"y":178,"zoom":95,"background":75},{},[18226],{"related_article":18227},{"link_type":282},[18229],{"type":41,"text":18230,"spans":18231,"direction":52},"Supporting an Open Internet After Cookies",[],[18233],{"type":41,"text":18105,"spans":18234,"direction":52},[],[],[],{},{"id":18239,"uid":18240,"url":38,"type":9,"href":18241,"tags":18242,"first_publication_date":6285,"last_publication_date":12296,"slugs":18243,"linked_documents":18245,"lang":17,"alternate_languages":18246,"data":18247},"Zxf3SxoAAE0Axv1I","decoding-google-what-their-latest-privacy-announcement-means-for-ad-tech","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf3SxoAAE0Axv1I%22%29+%5D%5D",[],[18244],"how-big-is-this-blow-for-the-industry",[],[],{"title":18248,"external_link":18249,"summary":18250,"slices":18251,"author_name":18335,"author_position":18336,"author_description":38,"author_image":18337,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":18338,"contact_formid":38,"contact_title":18339,"contact_description":18340,"contact_cta":38,"url_form_triggers":18341,"category":2021,"date":18342,"featured_image":18343,"thumbnail":18349,"featured_description":57,"featured_video":38,"show_updated_on":280,"articles":18350,"meta_title":18351,"meta_description":18355,"og_title":18358,"og_description":18359,"og_image":18360,"no_index":280},"Google’s Latest Privacy Announcement Decoded",{"link_type":30},[],[18252],{"variation":34,"version":35,"items":18253,"primary":18254,"id":18334,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18255,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18256,18262,18265,18268,18271,18274,18277,18280,18283,18286,18289,18292,18295,18298,18301,18304,18307,18310,18313,18316,18319,18322,18325,18328,18331],{"type":41,"text":18257,"spans":18258},"This week, Google dropped a proverbial grenade on the ad tech industry when it published a blog post titled ‘Charting a course towards a more privacy-first web.’. The blog aims to draw a clear line in the sand around their stance on identity, providing some key points of clarification on the extent to which authenticated identity solutions can be used as an alternative to third party cookies on Google’s own properties, including those that provide access to the open web such as their DSP, DV360.",[18259],{"start":1221,"end":2005,"type":47,"data":18260},{"link_type":49,"url":18261,"target":51},"https:\u002F\u002Fblog.google\u002Fproducts\u002Fads-commerce\u002Fa-more-privacy-first-web\u002F",{"type":41,"text":18263,"spans":18264},"The initial implications of the announcement seem huge – according to Advertiser Perceptions, DV360 is the second most widely adopted DSP among US marketers, and the adoption of unified ID solutions has been accelerating rapidly among the open ecosystem. So, to find out that a huge player won’t be supporting them will give many companies pause for thought on their own strategies.",[],{"type":41,"text":18266,"spans":18267},"But, while Google’s stance is clear on how this relates to user-level identity for audience profiling and targeting across Google Advertising products, it’s not yet fully clear what the implications could be for the wider industry, particularly if Google takes a fully anonymous approach to measurement and frequency capping as well.",[],{"type":41,"text":18269,"spans":18270},"So, although it may take some time to determine the full implications of the news for the industry, there are some things we can already surmise.",[],{"type":91,"text":18272,"spans":18273},"How big is this blow for the industry?",[],{"type":41,"text":18275,"spans":18276},"Non-Google ad buys bought through their platforms such as AdX or DV360 won’t be supported by any unified IDs. And that includes both Google’s own logged-in identity, and industry identity frameworks such as UID 2.0. Google also won’t be building user-level profiles at all and will instead be using aggregated cohorts.",[],{"type":41,"text":18278,"spans":18279},"This means behavioral targeting capabilities beyond Google-owned properties, when buying through their tech, will rely on grouped segments rather than individual users.",[],{"type":91,"text":18281,"spans":18282},"So, what will be possible?",[],{"type":41,"text":18284,"spans":18285},"This announcement shows that Google is leaning into the notion of aggregation through frameworks like FLoC and tools like Ads Data Hub where they can feel confident they’re building up enough privacy. But we don’t yet know exactly what data will continue to surface inside Ads Data Hub and the identifiers that will underpin it. So, as an industry we can only hope for more clarity on this from Google soon. ",[],{"type":41,"text":18287,"spans":18288},"It also appears that they are still committing to using advertisers’ first party data as an important mechanism for identity across their products. This is in line with their roadmap for initiatives such as Ads Data Hub, which has just integrated with LiveRamp’s IdentityLink, which allows for the upload and matching of first party data to Google datasets at an aggregated level. ",[],{"type":41,"text":18290,"spans":18291},"Alongside this, Google-owned properties such as YouTube will continue to benefit from first party identity from logged-in Google users, so for example advertisers could still retarget users in YouTube using aggregated segments built from logged-in Google Search data. ",[],{"type":41,"text":18293,"spans":18294},"And, although it’s not clear from the announcement whether their rejection of universal ID solutions extends to measurement, their privacy sandbox has at least one promising alternative: their measurement API. You can read more about all the different developments in the Chrome privacy sandbox in our recent blog post.",[],{"type":91,"text":18296,"spans":18297},"The world beyond the walls.",[],{"type":41,"text":18299,"spans":18300},"Of course, while Google manages a large proportion of internet ads, there are also plenty of other DSPs out there. Advertisers will still be free to embrace consent-based authenticated solutions such as Unified ID 2.0 and LiveRamp IDL via platforms such as Xandr or The Trade Desk. It’s unlikely these initiatives will be completely abandoned just because Google has rejected them from their ad platforms – and it’s important to note they won’t be blocked from Chrome. ",[],{"type":41,"text":18302,"spans":18303},"They will also still be allowed in DV360 via private marketplace (PMP) deals – as these deals are negotiated directly between the publisher and the buyer, with the DSP acting as a neutral exchange partner. So while it’s too early to say for sure, it may be that the future of authenticated identity targeting is via PMP deals with individual publishers, instead of on the open exchange. (We’ve already seen evidence for this in the shape of a 135% increase in PMP buys since the start of 2019).",[],{"type":91,"text":18305,"spans":18306},"So, what does it all mean?",[],{"type":41,"text":18308,"spans":18309},"The latest announcement further highlights the importance of taking a diversified approach to digital identity across both the open and closed web. In the world beyond cookies, there is no singular silver bullet solution, and this won’t be the last announcement or industry change over the next 12 months from Google or the independent ad-tech space. ",[],{"type":41,"text":18311,"spans":18312},"But the announcement does reinforce the need to be preparing for the new identity landscape right now, using a combination of first party data, advanced contextual, and privacy sandbox activation solutions. Now is not the time to lean back.",[],{"type":41,"text":18314,"spans":18315},"—",[],{"type":91,"text":18317,"spans":18318},"How can MiQ help?",[],{"type":41,"text":18320,"spans":18321},"We’re already supporting clients with cookieless audits on their campaigns today, delivering MiQ Unlocked presentations to help clients navigate the world ahead, and diversifying campaign execution to more future proofed strategies.",[],{"type":41,"text":18323,"spans":18324},"For example, our deep relationships across the buy side of the industry via platforms like The Trade Desk and Xandr, mean we can give our clients access to inventory where cookie alternatives (UID 2.0, IDL) are set to be readily available. In addition, we are continuing to establish deeper relationships with the sell side of the industry, for example with SSPs like Magnite, Index Exchange and OpenX who are also set to support these identifiers.",[],{"type":41,"text":18326,"spans":18327},"We also know that Google’s privacy sandbox features will continue to be a key part of the ecosystem in a post-cookie world. We will continue to invest resources in FLoC, FLEDGE and Conversion Measurement API testing as these become available. Over the next 6-12 months we will be able to help brands better understand the use cases and implications of these emerging technologies, alongside open web solutions.",[],{"type":41,"text":18329,"spans":18330},"Based on the fact that the industry as a whole continues to lean-in to first party data, we will also continue to support and enhance brand to publisher data sharing for planning, activation and measurement with our data science expertise.",[],{"type":41,"text":18332,"spans":18333},"Google’s announcement also highlights the increased focus on consumer privacy in our industry – whilst still fully unclear of the road ahead, we expect privacy-first analysis inside of platforms like Ads Data Hub to be key to future measurement and analytics, so until we see otherwise, we will continue to build clean room platform expertise on behalf of our clients.",[],"text_component$8ba42b0f-ea9c-45dc-8a95-c24866f6f2d1","Georgie Haig, Product Lead – Identity","Rachel Foskett, Senior Product Marketing Manager, MiQ",{},{"link_type":282},[],[],[],"2021-03-03T23:00:00+0000",{"dimensions":18344,"alt":18345,"copyright":38,"url":18346,"id":18347,"edit":18348},{"width":11538,"height":16061},"Decoding Google: What their latest privacy announcement means for ad tech","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F7ce7c7ad-056d-47ab-b492-f77c7e9a56b7_3.jpeg?auto=format,compress","ZJw8IhEAAB0Aal7x",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[18352],{"type":41,"text":18353,"spans":18354,"direction":52},"Decoding Google’s Latest Privacy Announcement",[],[18356],{"type":41,"text":18257,"spans":18357,"direction":52},[],[],[],{},{"id":18362,"uid":18363,"url":38,"type":9,"href":18364,"tags":18365,"first_publication_date":5711,"last_publication_date":18366,"slugs":18367,"linked_documents":18369,"lang":17,"alternate_languages":18370,"data":18371},"Zxf5bRoAAEgAxwGI","life-after-cookies-part-three-piecing-together-the-programmatic-jigsaw","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5bRoAAEgAxwGI%22%29+%5D%5D",[],"2026-04-27T16:34:54+0000",[18368],"fragmentation-back-to-square-one",[],[],{"title":18372,"external_link":18373,"summary":18374,"slices":18375,"author_name":38,"author_position":38,"author_description":38,"author_image":18473,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":18474,"contact_formid":38,"contact_title":18475,"contact_description":18476,"contact_cta":38,"url_form_triggers":18477,"category":2021,"date":18478,"featured_image":18479,"thumbnail":18483,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":18484,"meta_title":18487,"meta_description":18491,"og_title":18495,"og_description":18496,"og_image":18497,"no_index":280},"Life After Cookies: The Programmatic Puzzle",{"link_type":30},[],[18376,18403,18416,18439,18452],{"variation":34,"version":35,"items":18377,"primary":18378,"id":18402,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18379,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18380,18383,18386,18389,18392,18395,18398],{"type":41,"text":18381,"spans":18382},"Despite their many faults, third-party cookies had a lot to recommend them. As we quoted John Goulding, head of strategy, U.S., at MiQ, a programmatic media company, saying in an earlier installment in this series, cookies have been “a tremendously sophisticated marketing tool where we have highly addressable advertising that’s incredibly accountable. You can measure it. You can optimize it in flight. You can deliver campaigns to just the audiences you want to reach.”",[],{"type":41,"text":18384,"spans":18385},"Just as importantly perhaps, cookies were platform agnostic. They were pluralistic. They were, says Goulding, “a great leveler of perspectives” because any ad tech company could use them to create addressable campaigns that were measurable. When they go away, which, according to Google’s January 2020 announcement, will be sometime next year, there will, all of a sudden, be specific identity assets that will look really dominant—and those assets will be sitting with the Big Tech players—Google, Amazon, Facebook, and Apple.",[],{"type":41,"text":18387,"spans":18388},"For a long time now, it has been impossible to do advertising without working with these major companies. And during that time, these tech giants have acquired advertising technology that they have, as Goulding puts it, “intelligently coupled with their media and data assets to create walled gardens.” Understanding that it’s already difficult to run a campaign without relying on these companies’ media properties, he says, is “an important backdrop to consider because they actually have some fairly compelling answers to the identity crisis that is almost immediately due to their powerful assets.”",[],{"type":41,"text":18390,"spans":18391},"Within these walled gardens, Goulding believes, advertisers are likely going to be able to do a lot of the things they’ve always been able to do with cookies, but using, for example, Chrome identity or Amazon Prime identity.",[],{"type":91,"text":18393,"spans":18394},"Fragmentation: Back to Square One",[],{"type":41,"text":18396,"spans":18397},"And this translates as increased fragmentation. “You’re now in a world where Google tech is the best way to buy Google and Amazon tech is the best way to buy Amazon and so on,” Goulding notes. “This puts us back to square one in terms of having quite a fragmented buy. And now you have to start trying to solve problems about frequency capping across these buys or making sure you’re maximizing your budgets to get incremental reach across these platforms.”",[],{"type":41,"text":18399,"spans":18400},"During the heyday of cookies, an advertiser could reach an addressable audience because all of the people who were using Google were also using other websites. But now, Goulding says, “if you’re thinking about reaching anything close to the total addressable audience for a given campaign, the identity data that sits within these companies makes you realize you have to be buying within many or even all of them to achieve that reach.”",[18401],{"start":13656,"end":5573,"type":110},"text_component$2b24469e-b8a4-4d28-8b2d-3ddcb2724945",{"variation":34,"version":35,"items":18404,"primary":18414,"id":18415,"slice_type":7974,"slice_label":38},[18405],{"content":18406,"position":18410,"logo":18411,"thumbnail":18412,"cta_link":18413,"cta_text":38},[18407],{"type":41,"text":18408,"spans":18409,"direction":52},"You start to have a less plural internet in terms of the content that is gaining advertising dollars. The internet becomes a less open space for advertisers—and potentially for consumers as well.",[],[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$dced35d4-41cf-4ab9-a298-723370760791",{"variation":34,"version":35,"items":18417,"primary":18418,"id":18438,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18419,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18420,18423,18426,18429,18432,18435],{"type":41,"text":18421,"spans":18422},"For an advertiser in the post-cookie world, then, the easiest thing to do would be to forgo a portion of the audience for what Goulding calls “the simplicity of just using one or two of these massive platforms.” However, he notes, that path is not without risk. “You start to have a less plural internet in terms of the content that is gaining advertising dollars and the impartiality you end up with when you’re looking at measurement and the verification of ad quality and effectiveness,” he predicts. “The internet becomes a less open space for advertisers—and potentially for consumers as well. I don’t think anyone wants that.”",[],{"type":41,"text":18424,"spans":18425},"Goulding says that he “wouldn’t blame anyone right now for sensing that this all feels quite fragmented. The reality is that it is just that.” The question will be “how do you piece together the jigsaw. This is what we increasingly need to be focused on.”",[],{"type":91,"text":18427,"spans":18428},"The Search for Balance",[],{"type":41,"text":18430,"spans":18431},"The good news is that the Big Tech companies seem to understand the limitations of their walled gardens and the impact that the death of cookies will have on brands looking for more of a plural reach.",[],{"type":41,"text":18433,"spans":18434},"So while Google for example, has created what Goulding calls “amazing ads through their walled garden, their own technology,” they are also, in parallel, trying to build an option for the open internet through Chrome Privacy Sandbox. This, Goulding believes, “would, in theory, replace cookies with another form of leveler for the open internet to have a go at.” In addition, he notes, Google will also provide some APIs to create the opportunity to replicate some form of measurement, audience targeting, and customer remarketing.",[],{"type":41,"text":18436,"spans":18437},"But Google is not doing this in a vacuum. As Goulding reports, there is dialog taking place, particularly around the Privacy Sandbox because it’s been conducted in an open-source manner. Chrome has released some of their ideas, and the ad tech industry has responded in kind. Now, says Goulding, “we’re seeing some evolution in Chrome’s thinking, with proposals that are responsive to what the industry has been asking for. While some may say they haven’t gone far enough, they do have a tough balance to strike between protecting their consumers and facilitating a healthy advertising ecosystem.”",[],"text_component$de34d6b4-9779-439f-adcc-35dcbc758578",{"variation":34,"version":35,"items":18440,"primary":18450,"id":18451,"slice_type":7974,"slice_label":38},[18441],{"content":18442,"position":18446,"logo":18447,"thumbnail":18448,"cta_link":18449,"cta_text":38},[18443],{"type":41,"text":18444,"spans":18445,"direction":52},"While Google’s initial proposals were less customizable and transparent than the industry would have wanted, a lot of the feedback has been focused on trying to create more balance.",[],[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$c4350261-3bcc-427c-9c39-bce34ac7861b",{"variation":34,"version":35,"items":18453,"primary":18454,"id":18472,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18455,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18456,18459,18462,18465,18468],{"type":41,"text":18457,"spans":18458},"How do you protect consumer privacy and achieve what Goulding calls “a level of courtesy” at the same time that you allow companies to have more control and build proprietary solutions in the advertising space? Google’s initial proposals were very rooted in giving Chrome control and were less customizable and transparent than the industry would have wanted. A lot of the feedback, Goulding notes, has been focused on trying to create more balance.",[],{"type":91,"text":18460,"spans":18461},"Keeping the Playing Field Level",[],{"type":41,"text":18463,"spans":18464},"There are also antitrust issues to consider, especially when you look at recent developments in Europe. Part of the balancing act, Goulding notes, “is to make sure that Chrome isn’t either deliberately or accidentally creating an uneven playing field.”",[],{"type":41,"text":18466,"spans":18467},"All of this is a start—but it doesn’t solve the problem. Even Chrome’s Privacy Sandbox is just one browser, Goulding points out, “within one form of advertising, which is web-based advertising. You need to think about Safari—and non-web-based environments. That’s where there’s going to be a lot of analytics work to be done. A lot of programmatic practices will need to stop and automate the use of the multiple platforms in parallel.” Much consideration, he says, will be given to data clean rooms and bunkers, “ways in which we can safely share information, potentially from two different environments, to gain aggregated insights and use that to optimize a plan.”",[],{"type":41,"text":18469,"spans":18470},"In the next installment of this series, we’ll dig into how the independent ad tech community is working together, across the industry, to drive the future of open identity. Check out part four of Life After Cookies, here.",[18471],{"start":17253,"end":10742,"type":97},"text_component$139ff6b1-7250-417c-b220-82df7c113af3",{},{"link_type":282},[],[],[],"2021-03-02T23:00:00+0000",{"dimensions":18480,"alt":18481,"copyright":38,"url":17930,"id":17931,"edit":18482},{"width":11538,"height":11539},"Life After Cookies: Part Three — Piecing Together the Programmatic Jigsaw",{"x":178,"y":178,"zoom":95,"background":75},{},[18485],{"related_article":18486},{"link_type":282},[18488],{"type":41,"text":18489,"spans":18490,"direction":52},"Life After Cookies: The Programmatic Strategy Puzzle",[],[18492],{"type":41,"text":18493,"spans":18494,"direction":52},"Despite their many faults, third-party cookies had a lot to recommend them. As we quoted John Goulding, head of strategy, U.S., at MiQ, a programmatic media company, saying in an earlier installment in this series, cookies have been “a tremendously sophisticated marketing tool where we have highly addressable advertising that’s incredibly accountable.",[],[],[],{},{"id":18499,"uid":18500,"url":38,"type":9,"href":18501,"tags":18502,"first_publication_date":9366,"last_publication_date":12565,"slugs":18503,"linked_documents":18505,"lang":17,"alternate_languages":18506,"data":18507},"Zxf3IRoAAEwAxvzx","life-after-cookies-part-two-brands-and-their-agencies-look-toward-a-brighter-future","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf3IRoAAEwAxvzx%22%29+%5D%5D",[],[18504],"roadmapping-the-way-forward",[],[],{"title":18508,"external_link":18509,"summary":18510,"slices":18511,"author_name":38,"author_position":38,"author_description":38,"author_image":18604,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":18605,"contact_formid":38,"contact_title":18606,"contact_description":18607,"contact_cta":38,"url_form_triggers":18608,"category":2021,"date":18609,"featured_image":18610,"thumbnail":18614,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":18615,"meta_title":18618,"meta_description":18622,"og_title":18626,"og_description":18627,"og_image":18628,"no_index":280},"Life After Cookies: Brands & Agencies",{"link_type":30},[],[18512,18526,18539,18553,18566],{"variation":34,"version":35,"items":18513,"primary":18514,"id":18525,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18515,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18516,18519,18522],{"type":41,"text":18517,"spans":18518},"“Cookies were certainly an invention of necessity for the advertising industry, more so than something that was well thought out,” says Greg Barnes, director of media analytics at McKinney, a full-service advertising agency headquartered in Durham, North Carolina, with offices in New York and LA. “I would hope that as the industry matures and progresses and we come up with the answers to how we can have a balance of personalization, privacy, and transparency, that we end up in a better place than we are in now.”",[],{"type":41,"text":18520,"spans":18521},"Considering Google’s decision to stop supporting third-party cookies by 2022, Tom Richards, global product director at MiQ, a programmatic media company, agrees. “This is potentially a reset in terms of best practices and developing an ecosystem that works for everyone,” he says. “And that has to include consumers who are concerned about privacy.”",[],{"type":41,"text":18523,"spans":18524},"But what adds to the challenge as we approach that reset, notes Barnes, is that, with the release of iOS 14, Apple’s Identifier for Advertisers (IDFA), which, in essence, does for apps what cookies do for websites, is also going to be limited. Paired with the death of cookies, he says, “this is really a one-two punch for business as usual. From a targeting perspective, we have to do our due diligence on how reliant each platform we buy into and each targeting methodology we use is on each of those things. With both of these tools being kicked out from underneath the industry at the same time, I think that’s really spurring more panic than if either one had happened individually.”",[],"text_component$0974ef65-2d48-421d-b32b-286f485dbef6",{"variation":34,"version":35,"items":18527,"primary":18537,"id":18538,"slice_type":7974,"slice_label":38},[18528],{"content":18529,"position":18533,"logo":18534,"thumbnail":18535,"cta_link":18536,"cta_text":38},[18530],{"type":41,"text":18531,"spans":18532,"direction":52},"You really can take the impetus of Google’s move one of two ways. You can either be upset about it, or you can recognize it for what it is: a needed push for the industry.",[],[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$0751f6b6-96f1-4c98-8559-53aa8955784f",{"variation":34,"version":35,"items":18540,"primary":18541,"id":18552,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18542,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18543,18546,18549],{"type":41,"text":18544,"spans":18545},"On the other hand, Barnes believes that the conversations taking place because of this impending change are helping the industry to move “in a better direction.” Across the industry, he says, “there really is a widespread interest for everyone to work together and come up with some sort of solution. You really can take the impetus of Google’s move one of two ways. You can either be upset about it, or you can recognize it for what it is: a needed push for the industry.”",[],{"type":91,"text":18547,"spans":18548},"Roadmapping the Way Forward",[],{"type":41,"text":18550,"spans":18551},"For McKinney, which works with clients in the food, hospitality, media, banking, entertainment, and other industries, providing services that range from strategy to creative to implementation, the impact of changes in identifier systems depends on which client they’re working with and what work they’re doing for that client. As Barnes puts it, “We are in much more of a partnership with our media clients, and most of our clients are actively working with us to solve these problems. Some questions lead to more questions than answers, but it’s a very healthy conversation to have.”",[],"text_component$c8b0052c-3439-4ebe-91af-71555faf8d1f",{"variation":34,"version":35,"items":18554,"primary":18564,"id":18565,"slice_type":7974,"slice_label":38},[18555],{"content":18556,"position":18560,"logo":18561,"thumbnail":18562,"cta_link":18563,"cta_text":38},[18557],{"type":41,"text":18558,"spans":18559,"direction":52},"Part of the first step is having the right conversations with each client, to roadmap the way forward. And to try to build examples that both educate them and mitigate risks down the road.",[],[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$3739fc7e-e9cd-47ad-a7af-e12991211c47",{"variation":34,"version":35,"items":18567,"primary":18568,"id":18603,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18569,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18570,18573,18576,18579,18582,18585,18588,18591,18594,18597,18600],{"type":41,"text":18571,"spans":18572},"“The reality is,” adds Swap Patel, McKinney’s executive director, media, “across the types of clients we work with—and I’m sure this is similar across the industry—there are varying levels of knowledge on the client side, as well as on the agency and the platform side, as to what options there are. And part of the first step is having the right conversations with each client, to roadmap the way forward. And to try to build examples of things that you’re doing that both educate them and mitigate risks down the road.”",[],{"type":41,"text":18574,"spans":18575},"Patel adds that “For clients that are already with a data management platform, the conversations we’re having are different than the ones where the clients are saying, ‘Hey, I read some headlines about this. What are we doing to address this threat?’” With a mix of clients, he says, the level of understanding and involvement “can go from A to Z, but we may be at F or further with one because they’ve been doing things in a different manner than one that is just dabbling in the digital space.”",[],{"type":91,"text":18577,"spans":18578},"Advanced on Privacy, Enhancing Digital",[],{"type":41,"text":18580,"spans":18581},"That may be one way to describe where Northwestern Mutual is in its approach to advertising. Although Beth Reilly, who joined Northwestern Mutual last September as head of integrated media, partnerships, and social, had spent years working with digital advertising in such industries as telco, entertainment, and packaged goods, digital is newer terrain for Northwestern Mutual.",[],{"type":41,"text":18583,"spans":18584},"About four years ago Northwestern Mutual began engaging more extensively with a digital approach to marketing. Prior to that, Reilly explains, “we leveraged our more than 6,000 advisors across the country to drive leads,” developing B2B marketing materials to help their financial advisors with their own leads programs. As a result, she notes, while other companies are now saying, “’Oh, no, what do we do about the elimination of third-party cookies,’ we were able to move forward seamlessly.”",[],{"type":41,"text":18586,"spans":18587},"Northwestern Mutual was ahead of other companies when it came to the sorts of privacy issues that have helped fuel the change in identifiers. “As a highly regulated industry we’ve always been focused on privacy,” Reilly notes. “We had started looking at things like CCPA a little earlier than most companies, and this has allowed us to be ahead of others in the space.”",[],{"type":41,"text":18589,"spans":18590},"For the past few years, Reilly says, Northwestern Mutual has been focused on contextual targeting. “One of the biggest things we focus on when driving leads is life stages, such as when you’re getting married, buying a home, or having a child. We know that these are key life moments when people think more about their finances and their future, and we want to be part of their planning journey.” Going forward in a cookie-less world, she says, “we’re continuing to identify our strategy and are working with different partners—MiQ, LiveRamp, and Horizon, our media agency—to help inform the direction in which we move.”",[],{"type":91,"text":18592,"spans":18593},"The Need for Flexibility",[],{"type":41,"text":18595,"spans":18596},"That direction, over the next three or four years, says Barnes, will include a larger measure of flexibility as well as the use of multiple inputs. “There are several things that will have to exist for everything to keep running if we are to continue targeting relevant ads to individuals.” He cites consent management platforms, which, while already existing on some sites in the U.S. now “will have to become more ubiquitous so that brands can have that conversation about the appropriate level of personalization.” And he predicts that device graphs will gain in importance “and are not going to be reliant on just one thing.” Finally, he says, while “some tools are being taken away from a privacy perspective, it will be interesting, for example, to see how the increased adoption of IPv6 gives the industry an ability to reclaim some of those more granular user insights or tracking.”",[],{"type":41,"text":18598,"spans":18599},"For Reilly, as she helps guide Northwestern Mutual into a future more tied to digital advertising, there are no worries about where things will end up. “I’m confident that as this industry changes so fast, so furiously, there will be new technologies that will come that will be even better-suited than what we had before,” she says.",[],{"type":41,"text":18601,"spans":18602},"In the next installment of “Life After Cookies,” we’ll dig into how some of the Big Tech companies are handling—and driving—this transition. Read the next installment here.",[],"text_component$07871cdc-762b-4579-a9cc-521fb337fef4",{},{"link_type":282},[],[],[],"2021-02-23T23:00:00+0000",{"dimensions":18611,"alt":18612,"copyright":38,"url":17930,"id":17931,"edit":18613},{"width":11538,"height":11539},"Life After Cookies: Part Two — Brands, and Their Agencies, Look Toward a Brighter Future",{"x":178,"y":178,"zoom":95,"background":75},{},[18616],{"related_article":18617},{"link_type":282},[18619],{"type":41,"text":18620,"spans":18621,"direction":52},"Life After Cookies: A Brighter Future for Brands and Agencies",[],[18623],{"type":41,"text":18624,"spans":18625,"direction":52},"“Cookies were certainly an invention of necessity for the advertising industry, more so than something that was well thought out,” says Greg Barnes, director of media analytics at McKinney, a full-service advertising agency headquartered in Durham, North Carolina, with offices in New York and LA.",[],[],[],{},{"id":18630,"uid":18631,"url":38,"type":9,"href":18632,"tags":18633,"first_publication_date":12564,"last_publication_date":9046,"slugs":18634,"linked_documents":18636,"lang":17,"alternate_languages":18637,"data":18638},"Zxf7ZhoAAEQAxwWU","life-after-cookies-part-one-the-industry-rallies-to-find-replacements","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7ZhoAAEQAxwWU%22%29+%5D%5D",[],[18635],"a-growing-focus-on-the-data-subjects",[],[],{"title":18639,"external_link":18640,"summary":18641,"slices":18642,"author_name":38,"author_position":38,"author_description":38,"author_image":18744,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":18745,"contact_formid":38,"contact_title":18746,"contact_description":18747,"contact_cta":38,"url_form_triggers":18748,"category":2021,"date":18749,"featured_image":18750,"thumbnail":18754,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":18755,"meta_title":18758,"meta_description":18762,"og_title":18766,"og_description":18767,"og_image":18768,"no_index":280},"Life After Cookies: Finding Replacements",{"link_type":30},[],[18643,18681,18694,18708,18721],{"variation":34,"version":35,"items":18644,"primary":18645,"id":18680,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18646,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18647,18650,18653,18656,18659,18662,18665,18668,18671,18674,18677],{"type":41,"text":18648,"spans":18649},"For most consumers, as well as brands and publishers, third-party cookies have long been a fact of life. For consumers, clicking “yes” when a notice on a website they’re visiting asks if it’s ok to follow them with cookies is almost a reflex action. Those who use the data the cookies generate have been equally complacent. As Garrett McGrath, vice president of product management at Magnite, an independent sell-side ad platform, notes, “for the past 15 years, if you were to get a bunch of buyers, sellers, and platform people in a room and ask them if cookies were a good vehicle for identity almost everyone would say, ‘No,’ and then they’d go home and do nothing different.”",[],{"type":41,"text":18651,"spans":18652},"And that’s because, notes John Goulding, head of strategy, US, at MiQ, a programmatic media company, despite their limitations, such as a short shelf life, third-party cookies have served as “a tremendously sophisticated marketing tool where we have highly addressable advertising that’s incredibly accountable. You can measure it. You can optimize it in flight. You can deliver campaigns to just the audiences you want to reach. From an industry perspective, there’s been a laser focus on those outcomes without thinking as deeply as we could have about what this means for the consumer.”",[],{"type":41,"text":18654,"spans":18655},"Recently, however, consumers have been thinking about it, wondering, for example, why it is that the shoes they looked at on one site keep following them everywhere they go.",[],{"type":41,"text":18657,"spans":18658},"Moreover, notes Tom Richards, global product director at MiQ, the growing concern about privacy, fostered not only by those ubiquitous shoes but by a few high-profile cases and the development of some high-profile laws has put cookies in the spotlight. “Even if these examples are not strictly tied to third-party cookies from a technical perspective,” says Richards, “they’re very much in the forefront of consumers’ minds.”",[],{"type":91,"text":18660,"spans":18661},"A Growing Focus on the “Data Subjects”",[],{"type":41,"text":18663,"spans":18664},"That concern has helped fuel a series of laws, starting with the European Union’s GDPR, that put the consumer first and foremost when it comes to data ownership.",[],{"type":41,"text":18666,"spans":18667},"“GDPR was, to date, the most comprehensive privacy regulation that the industry had ever seen,” says Lauren McDermott, vice president and counsel for global privacy and compliance at MiQ. “It’s brought with it a move away from what was happening before, which was allowing the industry to self-regulate, and instead is moving it toward a more prescriptive list of requirements and consumer rights.” This, she adds, created the idea that the data belongs to the “data subjects”—the individuals whose data is being processed—and companies have to develop mechanisms to provide those rights.",[],{"type":41,"text":18669,"spans":18670},"While GDPR only governed EU markets, it set the stage, McDermott notes, for copycat laws, such as California’s CCPA. Plus, any company doing business in Europe had to comply with GDPR. As Richards puts it, “as a global company, we had to put some global principles around how we adapt our processes to be more compliant with GDPR in every market, not just in one.”",[],{"type":41,"text":18672,"spans":18673},"But if GDPR started the ball rolling, it was an announcement by Google in January 2020 that their browser, Chrome, would stop supporting third-party cookies in about two years that forced the industry to sit up and take notice.",[],{"type":41,"text":18675,"spans":18676},"“We probably should have seen this coming,” says Richards. “I don’t think anyone was super surprised. The writing was on the wall.”",[],{"type":41,"text":18678,"spans":18679},"Surprisingly enough, Google’s decision seems to have resulted in very little handwringing, anywhere in the industry. For one thing, the deadline was not only vague, but two years out. “Given the pace with which this industry moves,” notes Richards, “two years may seem like a fairly long time, but the scale of the challenge is pretty significant.”",[],"text_component$86976df2-5c62-47c4-b66f-b20b587a0d90",{"variation":34,"version":35,"items":18682,"primary":18692,"id":18693,"slice_type":7974,"slice_label":38},[18683],{"content":18684,"position":18688,"logo":18689,"thumbnail":18690,"cta_link":18691,"cta_text":38},[18685],{"type":41,"text":18686,"spans":18687,"direction":52},"Given the pace with which this industry moves, two years may seem like a fairly long time, but the scale of the challenge is pretty significant.",[],[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$870595f5-7e3f-4aec-a74f-39334971219d",{"variation":34,"version":35,"items":18695,"primary":18696,"id":18707,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18697,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18698,18701,18704],{"type":91,"text":18699,"spans":18700},"The Industry Pulls Together",[],{"type":41,"text":18702,"spans":18703},"That challenge, Richards adds, requires that the industry “re-architect a world that ultimately is more privacy first, more focused on consumers, and more sustainable on the whole. The opportunity is massive in terms of a more future-proofed web for the industry to operate within. I think everyone is moving toward that goal collectively.”",[],{"type":41,"text":18705,"spans":18706},"As the industry moves toward a cookie-less world, collective action is proving to be the key to finding a solution. “The consortium of players who are thinking about this in smart ways are looking to make it better than it used to be,” says Goulding. Moreover, adds Richards, “there isn’t just going to be one solution to the problem. We’re not just going to be able to say, ‘Oh, that was the third-party cookie; this is the alternative.’ There is going to be a handful of ways in which we deliver addressable media and measure the returns on it. There will be a lot of different identity spaces or mechanisms in which that can take place.”",[],"text_component$2c95d095-328f-4394-adcf-f8085cee7c1c",{"variation":34,"version":35,"items":18709,"primary":18719,"id":18720,"slice_type":7974,"slice_label":38},[18710],{"content":18711,"position":18715,"logo":18716,"thumbnail":18717,"cta_link":18718,"cta_text":38},[18712],{"type":41,"text":18713,"spans":18714,"direction":52},"There isn’t just going to be one solution. There is going to be a handful of ways in which we deliver addressable media and measure the returns on it.",[],[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$a7f47810-9ef3-4372-967f-f04a645b2690",{"variation":34,"version":35,"items":18722,"primary":18723,"id":18743,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18724,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18725,18728,18731,18734,18737,18740],{"type":91,"text":18726,"spans":18727},"Stewards of the Data",[],{"type":41,"text":18729,"spans":18730},"Critical to making this work, says McDermott, is making sure that the companies that are providing services to users online—and profiting from them—are serving as “stewards of the data. There is a desire to balance the need to monetize the web so that you can provide content with the increasing call for consumer protection and transparency.”",[],{"type":41,"text":18732,"spans":18733},"Between now and the day when Chrome crumbles the cookies, there’s a lot of work to be done. One key to getting it done right, suggests Richards, is “’decoupling the short-term requirements where brands are still going to be pushing for ROI and metrics with long-term planning that acknowledges that the foundations of everything we built are probably going to change. That’s a balancing act for people to consider.” And it requires, he says, making sure that a portion of today’s budgets are tied to thinking about what they’ll be doing when cookies go away.",[],{"type":41,"text":18735,"spans":18736},"Notably, as we’ll explore in future installments of this series, all the players are demonstrating a commitment to getting this right. “What you’re seeing,” says McDermott, “is really an openness from the industry to say, ‘If we’re going to commit to these technological changes, how can we be part of the conversation and make sure the changes are not gutting the industry. It’s important to make sure that the solutions are still allowing advertising to be effective.”",[],{"type":41,"text":18738,"spans":18739},"After all, as McGrath points out, “Advertisers invest a ton of time and money trying to cultivate and build brand loyalty.  Programmatic is a fantastic way to help do that, and to help measure the results. If we take this opportunity to bring buyers and sellers much closer together and do it with our eyes wide open, there’s a massive improvement to be made not only for the industry but for the internet at large.”",[],{"type":41,"text":18741,"spans":18742},"Read part two of Life After Cookies, next here.",[],"text_component$f7aa0d47-ed02-4d5b-96bb-9b7ec80f9c82",{},{"link_type":282},[],[],[],"2021-02-18T23:00:00+0000",{"dimensions":18751,"alt":18752,"copyright":38,"url":17930,"id":17931,"edit":18753},{"width":11538,"height":11539},"Life After Cookies: Part One—The Industry Rallies to Find Replacements",{"x":178,"y":178,"zoom":95,"background":75},{},[18756],{"related_article":18757},{"link_type":282},[18759],{"type":41,"text":18760,"spans":18761,"direction":52},"Finding Replacements in a Cookieless Future: Life After Cookies",[],[18763],{"type":41,"text":18764,"spans":18765,"direction":52},"For most consumers, as well as brands and publishers, third-party cookies have long been a fact of life. For consumers, clicking “yes” when a notice on a website they’re visiting asks if it’s ok to follow them with cookies is almost a reflex action.",[],[],[],{},{"id":18770,"uid":18771,"url":38,"type":9,"href":18772,"tags":18773,"first_publication_date":14264,"last_publication_date":10389,"slugs":18774,"linked_documents":18776,"lang":17,"alternate_languages":18777,"data":18778},"Zxf5-hoAAEoAxwK3","an-open-letter-from-lee-puri-and-gurman-hundal-2","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5-hoAAEoAxwK3%22%29+%5D%5D",[],[18775],"an-open-letter-from-lee-puri-and-gurman-hundal",[],[],{"title":18779,"external_link":18780,"summary":18781,"slices":18782,"author_name":18876,"author_position":18877,"author_description":38,"author_image":18878,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":18879,"contact_formid":38,"contact_title":18880,"contact_description":18881,"contact_cta":38,"url_form_triggers":18882,"category":1844,"date":18883,"featured_image":18884,"thumbnail":18889,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":18896,"meta_title":18897,"meta_description":18901,"og_title":18904,"og_description":18905,"og_image":18906,"no_index":280},"An Open Letter from Lee Puri and Gurman Hundal",{"link_type":30},[],[18783],{"variation":34,"version":35,"items":18784,"primary":18785,"id":18875,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18786,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18787,18790,18793,18796,18799,18802,18805,18808,18813,18816,18819,18822,18825,18828,18834,18837,18840,18843,18846,18849,18852,18855,18858,18861,18863,18866,18869,18872],{"type":41,"text":18788,"spans":18789},"Hi team, ",[],{"type":41,"text":18791,"spans":18792},"Firstly, we hope everyone is keeping themselves safe and well at this immensely challenging time we find ourselves in. Events over the past few months continue to cast a dark cloud over many people’s lives; it’s our hope that brighter days lie ahead in the not-too-distant future.  ",[],{"type":41,"text":18794,"spans":18795},"On so many levels, we’re hugely proud of how each and every one of you stepped up over the course of the past 12 months. At a time of great uncertainty came vulnerability for many and you showed the courage and resolve to stand firm in 2020. We believe through the uncertainty, fear and loss that COVID-19 has brought to many, the character of our people has ultimately shone through.  ",[],{"type":41,"text":18797,"spans":18798},"Events in the past few months have forced many of us (certainly the two of us) to address things much more through the lens of humanity. How can we be better at a time like this? What do we ultimately stand for? How do we want to be remembered? What do we need to let go of in order to move forward? How can we use our positions to create change? ",[],{"type":41,"text":18800,"spans":18801},"The two of us have taken time to individually reflect on all the above questions, as well as all that was said and done in 2020. Quite simply, we feel the business is on a journey when it comes to inclusion, however we have to be more deliberate when it comes to anti-racism. Our work on inclusion will remain and we will see the impact over time, but as founders we want to push ourselves and you all to make strides faster.  ",[],{"type":41,"text":18803,"spans":18804},"We believe our stand in 2020 to make a commitment to fight inequity within our organisation was a seminal moment for MiQ when it came to the issue of race. The point where we realised that we effectively had built a business that was completely and utterly complicit in its role in maintaining the status quo of keeping marginalised communities to a minimum in MiQ, was a  painful but vital moment. As founders who are both people of colour, we realised we had failed in our duty to create a culture that had anti-racism at its core; structurally we realised we had inadvertently created exactly the opposite.  ",[],{"type":41,"text":18806,"spans":18807},"In our evolving personal accountability for self-learning about how we can be better when it comes to anti-racism, we came across the controversial work “White Fragility” by Robin DiAngelo. We believe this quote illustrates where MiQ is right now in our commitment to integrate anti-racism work into our organisation – ",[],{"type":41,"text":18809,"spans":18810},"“If, as a white person, I conceptualise racism as a binary and I place myself on the “not racist” side, what further action is required of me? No action is required because I am not a racist. Therefore, racism is not my problem; it doesn’t concern me and there is nothing further I need to do. This worldview guarantees that I will not build my skills in thinking critically about racism or use my position to challenge racial inequality”. ",[18811],{"start":178,"end":18812,"type":110},440,{"type":41,"text":18814,"spans":18815},"This message here is clear. We can all be better when it comes to acknowledging and addressing bias, prejudices, and discrimination. Our ask is for you to step into vulnerability and discomfort and do the work necessary to become a better, more inclusive person – especially when it comes to the topic of race. It seems there appears to be a school of thought right now at MiQ which effectively promotes the idea that the drive to become a more inclusive and diverse organisation could compromise performance of the business in the long run. We believe not only is this incorrect in its assumptions, but it’s also destructive in our attempts to build a culture upon which inclusivity will be a critical foundation. Our goal as a business is to widen the net of opportunity for people of all backgrounds to gain the opportunity to be considered for employment in our organisation and have an environment where they can thrive when they get here. We are not prepared to accept where we are at currently, it’s not good enough. We need to be better. ",[],{"type":41,"text":18817,"spans":18818},"With the primary goal of addressing discrimination that exists within our business, we made the decision to focus first on leadership as a credible, impactful starting point when it comes to removing racial bias from MiQ. Our thinking was clear: if we can make our leadership better when it comes to addressing complicity in the structurally complex issue of racism; attitudes,  behaviours and ultimately a change in awareness can start to disseminate down throughout the organisation. The business made the decision to make significant investments, bringing in inclusion and anti-racism coaches. They are helping our leadership provide the catalyst towards becoming not only a more inclusive, but also anti-racist organisation. Coaching our leaders to be better is slow, deliberate and focused work. However, it’s important work. If we can create acknowledgement and awareness of the extent to which MiQ is a challenging and, at times, intolerable environment for BIPOC, we will see the grassroots of progress. ",[],{"type":41,"text":18820,"spans":18821},"Another important step that was initiated last year by Sara Axelbaum, Head of Inclusion and Diversity, and her team, was a full inclusion and diversity audit at MiQ, focused on intercepting bias within our frameworks. In partnership with the Culture Shift Team, who performed the audit, Chris Gormally, Global Chief People Officer, and Sara Axelbaum will be presenting the findings and actions of these in March. If we are to address inequity that exists within our business, then we need to audit our business through the lens of inclusion and diversity. We need to be honest about what we uncover from the audit. Where inequity exists, we need to provide an explanation to the business as to why the inequity is present and what we are going to do about it.  ",[],{"type":41,"text":18823,"spans":18824},"We believe that the above two steps are making headway when it comes to bringing about more inclusive practices. However they are not direct, nor focused enough on anti-racism. Although impact will be felt over time, for us it is not quick enough. We are committed to faster and more intentional progress. ",[],{"type":41,"text":18826,"spans":18827},"MiQ is a predominately White organisation, with 295 of our employees identifying as White. When you exclude our Singapore, India and China offices, that represents 74% of our employees. If you are one of the top 20 earners in the business, you are White. If you are a middle manager, you are most likely to be White (101 out of 157 or 64% globally, 81% if removing Singapore, India, and China). If you are on the Operational Board, you are likely to be a White male (8 out of 13). We have a very low number of women of colour in middle management positions (8 employees) and not many more men of colour in management positions (14 employees) across our North American, European or Australian businesses. Let’s take this one step deeper. If you are looking for a role in MiQ (outside of Asia), you will receive a  job spec that has been written by someone who is White. You may decide to check out the website which has been written by an all White team. You’ll most likely be interviewed throughout the recruitment process by White interviewers. Can you begin to see how much of a “White space” our organisation is?  ",[],{"type":41,"text":18829,"spans":18830},"The anti-racism work is not and will never be focused on superficial optics; it’s about creating meaningful and purposeful change that ultimately improves the experience of BIPOC within MiQ; when we talk about people of colour, we focus very deliberately on the experience of our Black employees as this is where we feel the greatest challenge sits. Our work on anti-racism will address the uniquely anti-Black sentiment that society has. We are not in any way minimising the racism that other groups of colour experience, but Black people are the ultimate racial “other” and we must acknowledge this. We also know that by creating equity for the employees who have been the most impacted, it benefits every single employee here at MiQ. ",[18831],{"start":18832,"end":18833,"type":110},565,570,{"type":41,"text":18835,"spans":18836},"We’re not looking to hide from the challenges that we have when it comes to inclusion and diversity – especially when it comes to the issue of race. Our systems and processes which have been built to recruit talent into the business have enabled MiQ to grow at unprecedented levels over the past few years, however it has often come at a cost if you happen to be a person of colour. If we are committed to becoming an actively anti-racist organisation, we need to be much better and more deliberate when it comes to recruitment of people from all backgrounds; of all genders, all sexual orientations, all abilities; starting with people of colour. ",[],{"type":41,"text":18838,"spans":18839},"We need to hold ourselves accountable moving forward to being better when it comes to racial inequity. This is not just an expectation from ourselves as founders, it’s a goal that we have across the entire organisation. We are aware that for some people, the drive to be more inclusive when it comes to people of all racial backgrounds is a cause of frustration or even anger. For these people, we implore you to take a moment to truly comprehend what we are looking to achieve over the next few years in our strive to become a much more equitable organisation. The more inclusive and diverse our entire people frameworks are, then the bigger and more expansive the talent pools become; with this increased breadth and diversity of talent comes unlimited opportunity to continue to scale as a business. That is a fact, not an opinion. ",[],{"type":41,"text":18841,"spans":18842},"Not forgetting, by becoming a more inclusive and diverse organisation we give all people from all backgrounds the opportunity to enjoy an exciting, positive experience at MiQ. Not only is this a basic level of fairness that should be available to everyone in 2021, it is the right thing to do. Which is why we will do it. ",[],{"type":41,"text":18844,"spans":18845},"If you are a BIPOC employee in North America, Europe or Australia; thank you for trusting us with your career. We acknowledge that we need to improve to make your experience within MiQ more positive. We also recognise that trust needs to be earnt, which is why over the next few months we will be focusing our efforts to make anti-racism ubiquitous within our organisation.  ",[],{"type":41,"text":18847,"spans":18848},"We will continue to push our agenda in inclusion, in line with the Global I&D plan we have shared with you all. However, over the next few months, the both of us will lead initiatives which will better build racial equity within our workforce and be laser focused on active anti-racism, and specifically improving the experience for our Black employees. We can’t allow for our Black employees to wait for us all to catch up. We need to provide more active initiatives to create equality faster. Some of these initiatives include: ",[],{"type":485,"text":18850,"spans":18851},"Compensation equity: The new MiQ compensation framework has been aimed at providing more equity within the structure of how compensation works across everyone’s peer sets. Specifically, around any salary gap within job bands when it comes to gender or race, investment in addressing these will be given the highest level of priority in April. These gender or race gaps will be prioritised ahead of any strategic or merit lead pay rises.",[],{"type":485,"text":18853,"spans":18854},"Recruiting: One thing MiQ has done brilliantly is headhunt the best talent in the market – even when we don’t have active roles in the business. When we think back to the people who we have hired who have been true changemakers in our business, in many cases we saw the potential and created positions around the person – we leveraged our “Exceptional Recruitment Process” to respond to talent who we came across, even when there was no open role. On top of the amazing work the I&D and Talent teams are doing through our updated recruitment process, which is starting to drive results (all be it at more junior levels for now), we both will be leading a charge to actively seek out some of the leading talent in the industry, focused on People of Colour and specifically Black team members at more senior levels. Over the next few months, the both of us will be working with the Operational Board, as well as gathering input from our wider teams, to create a long list of potential candidates to approach and discuss how we could leverage their skill sets at MiQ (even if we don’t have an open role available).",[],{"type":485,"text":18856,"spans":18857},"Coaching: Specific coaching for our Black employees: We accept that we and many of our employees have had privileges that are not extended to our Black team members, making it harder to progress in MiQ and in wider society. We want to offer them support from some exceptional coaches who have experienced these challenges first-hand. We are annoyed with ourselves when we sat back and realised that we have spent hundreds of thousands of dollars on coaching our predominantly White leadership to understand inequity and racism more, however spent $0 on any coaching for our Black employees. That’s simply wrong and not fair, we can do more to help our Black employees excel when they face barriers others don’t. Providing access to and investing in coaches who understand and have gone through similar challenges feels an appropriate place to start. ",[],{"type":485,"text":18859,"spans":18860},"Communication: We commit that we will communicate our efforts on anti-racism on a frequent basis, be it open letters like this, on Gurman’s regular monthly business updates and in the various town halls we do across the world. We are committed to remaining  transparent with all our employees. ",[],{"type":41,"text":57,"spans":18862},[],{"type":41,"text":18864,"spans":18865},"We are on a journey team, one which won’t end and one which we won’t let end. Ultimately living our values, especially courage, is needed to tackle the force of racism head on. With all your help, we will be that company all of us can all be proud of, that sets the tone for all to follow. ",[],{"type":41,"text":18867,"spans":18868},"We thank you for taking time to read our letter and appreciate your continued support in making MiQ better.  ",[],{"type":41,"text":18870,"spans":18871},"Lee and Gurman ",[],{"type":41,"text":18873,"spans":18874},"MiQ Founders",[],"text_component$52b63689-36f4-4b5f-9a4a-ca10b7b6cb3d","Lee Puri and Gurman Hundal","Co-Founders – MiQ",{},{"link_type":282},[],[],[],"2021-02-17T23:00:00+0000",{"dimensions":18885,"alt":38,"copyright":38,"url":18886,"id":18887,"edit":18888},{"width":68,"height":2025},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F5d89be82-5d4b-4324-84b9-4afba4a87135_ARMA_blog_header-3.jpg?auto=format,compress","ZdciRREAAC0A5XBe",{"x":178,"y":178,"zoom":95,"background":8943},{"dimensions":18890,"alt":38,"copyright":38,"url":18893,"id":18894,"edit":18895},{"width":18891,"height":18892},980,775,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fcb0a5cac-63d3-4513-a78c-1cbe0986b86b_Antiracism-blog-thumb.jpg?auto=format%2Ccompress&rect=0%2C0%2C980%2C775&w=980&h=775","Zer_IhIAACcAtgGF",{"x":178,"y":178,"zoom":95,"background":8943},[],[18898],{"type":41,"text":18899,"spans":18900,"direction":52},"Open Letter: Lee Puri and Gurman Hundal’s Perspectives",[],[18902],{"type":41,"text":18791,"spans":18903,"direction":52},[],[],[],{},{"id":18908,"uid":18909,"url":38,"type":9,"href":18910,"tags":18911,"first_publication_date":10541,"last_publication_date":6277,"slugs":18912,"linked_documents":18914,"lang":17,"alternate_languages":18915,"data":18916},"Zxf6QxoAAEoAxwNK","the-bright-future-of-identity","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf6QxoAAEoAxwNK%22%29+%5D%5D",[],[18913],"the-future-of-identity-bright-prospects",[],[],{"title":18917,"external_link":18918,"summary":18919,"slices":18920,"author_name":1836,"author_position":38,"author_description":38,"author_image":18974,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":18975,"contact_formid":38,"contact_title":18976,"contact_description":18977,"contact_cta":38,"url_form_triggers":18978,"category":2021,"date":18979,"featured_image":18980,"thumbnail":18985,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":18990,"meta_title":18991,"meta_description":18995,"og_title":18996,"og_description":18997,"og_image":18998,"no_index":280},"The Future of Identity: Bright Prospects",{"link_type":30},[],[18921],{"variation":34,"version":35,"items":18922,"primary":18923,"id":18973,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":18924,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[18925,18929,18932,18935,18938,18941,18944,18947,18950,18953,18956,18958,18964],{"type":41,"text":18926,"spans":18927},"A huge amount of industry talk at the moment focuses on the end of cookies and the general move away from using personal identifiers in digital advertising. And that’s perfectly understandable.",[18928],{"start":13005,"end":5139,"type":110},{"type":41,"text":18930,"spans":18931},"For the better part of two decades, cookies have been the cornerstone of ad tech. It’s cookies that made right time, right place, right message targeting possible, and likewise what’s given us the ability to measure campaign performance. ",[],{"type":41,"text":18933,"spans":18934},"Undoubtedly, it’s a big moment for our industry, and marketers and agencies need to be preparing now to make sure they’re set up for success in the post-cookie future.",[],{"type":41,"text":18936,"spans":18937},"But in that preparation, we all need to distinguish between what’s coming next – the future-facing innovations that are still a work in progress – and what’s possible right now. ",[],{"type":41,"text":18939,"spans":18940},"There are all sorts of exciting things happening in the world of identity resolution like LiveRamp’s IdentityLink, Trade Desk’s Unified ID and so on. It’s likely that the coming months and years will bring about solutions that replicate the effect of cookies by tracking users through defined ecosystems. ",[],{"type":41,"text":18942,"spans":18943},"But none of these solutions are fully up and running yet. Getting them working well and – more importantly from a marketer’s perspective – getting them working together, will take time and testing and more education. ",[],{"type":41,"text":18945,"spans":18946},"In the meantime, marketers need to be doing the basics well. By that, I mean getting their first party data in order, and putting in the processes to make sure it stays that way. ",[],{"type":41,"text":18948,"spans":18949},"Things like clean rooms and data bunkers are a huge opportunity to do groundbreaking and never-before-possible things with your first party data, either by connecting it with data from walled gardens or even by working with other brands to share insights for mutual benefit in a secure environment. ",[],{"type":41,"text":18951,"spans":18952},"The marketers that get up to speed with this way of using data are going to be best placed to steal a march on their competitors as things like cookies drift off into the sunset. ",[],{"type":41,"text":18954,"spans":18955},"More than anything, the future’s bright for the industry. The end of personal identifiers is a huge opportunity for us all to rebuild trust in our industry, both with consumers and among ourselves. What replaces cookies won’t be a singular, monolithic solution – but the combination of new technologies and systems available for marketers is a hugely exciting challenge.",[],{"type":41,"text":6589,"spans":18957},[],{"type":41,"text":18959,"spans":18960},"If you want insights like these delivered straight to your inbox, subscribe to our insights mailing list.",[18961],{"start":760,"end":13193,"type":47,"data":18962},{"link_type":49,"url":18963,"target":51},"https:\u002F\u002Fshare.hsforms.com\u002F1uGofEgShSQOjQC-sXlKlhQ2uk12?__hstc=246130139.51c4e70413e1f36afd19ec57d854a468.1706009771170.1707476740411.1707487289516.19&__hssc=246130139.31.1707487289516&__hsfp=501235727",{"type":41,"text":18965,"spans":18966},"Listen to the Insights Track podcast on Spotify or Soundcloud.",[18967,18970],{"start":483,"end":9740,"type":47,"data":18968},{"link_type":49,"url":18969,"target":51},"https:\u002F\u002Fopen.spotify.com\u002Fepisode\u002F07gLIm8Rx2O6nZdMrzGoQ9",{"start":784,"end":6202,"type":47,"data":18971},{"link_type":49,"url":18972,"target":51},"https:\u002F\u002Fsoundcloud.com\u002Fuser-59945766\u002Fthe-future-faster-identity-in-a-cookieless-world","text_component$1e9a31b0-4ef3-4ff8-bace-41360ffd8a74",{},{"link_type":282},[],[],[],"2021-02-16T00:00:00+0000",{"dimensions":18981,"alt":38,"copyright":38,"url":18982,"id":18983,"edit":18984},{"width":11538,"height":13618},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fa6c25133-c433-4266-b674-8564c033119b_FF_PodcastEp1-1920x1008.jpg?auto=format,compress","ZdcccxEAAC4A5WCR",{"x":178,"y":178,"zoom":95,"background":8943},{"dimensions":18986,"alt":38,"copyright":38,"url":18987,"id":18988,"edit":18989},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F72a9094c-6729-45b2-88b4-d4a94765a0ef_The+bright+future+of+identity.jpg?auto=format,compress","ZdM6LhEAACgAV0XI",{"x":178,"y":178,"zoom":95,"background":8943},[],[18992],{"type":41,"text":18993,"spans":18994,"direction":52},"The Bright Future of Digital Identity",[],[],[],[],{},{"id":4969,"uid":4974,"url":38,"type":9,"href":19000,"tags":19001,"first_publication_date":4972,"last_publication_date":4973,"slugs":19002,"linked_documents":19003,"lang":17,"alternate_languages":19004,"data":19005},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf8ChoAAEkAxwbg%22%29+%5D%5D",[],[4971],[],[],{"title":19006,"external_link":19007,"summary":19008,"slices":19009,"author_name":38,"author_position":38,"author_description":38,"author_image":19074,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":19075,"contact_formid":38,"contact_title":19076,"contact_description":19077,"contact_cta":38,"url_form_triggers":19078,"category":4953,"date":19079,"featured_image":19080,"thumbnail":19086,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":19087,"meta_title":19088,"meta_description":19091,"og_title":19094,"og_description":19095,"og_image":19096,"no_index":280},"The YouTube Debate: Why It Matters",{"link_type":30},[],[19010],{"variation":34,"version":35,"items":19011,"primary":19012,"id":19073,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":19013,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[19014,19017,19020,19023,19026,19029,19033,19036,19040,19043,19047,19050,19054,19057,19061,19064,19067,19070],{"type":91,"text":19015,"spans":19016},"How marketers can connect YouTube insights to their wider strategy",[],{"type":41,"text":19018,"spans":19019},"On the face of it, YouTube ought to be a marketer’s dream. It’s the largest video publisher in the world across all of in-stream, native, and video formats. It’s the most rewarding channel when it comes to unique user reach. And it’s the very definition of digital-first.",[],{"type":41,"text":19021,"spans":19022},"So, what’s the problem? Well, as we show in our new ebook Getting the most out of YouTube, marketers face many of the same challenges on YouTube as they do on linear TV. Namely, the level of insights isn’t enough to do the smart planning, the mid-campaign optimizations and the precise measurement we expect in the programmatic age.",[],{"type":91,"text":19024,"spans":19025},"The YouTube challenge",[],{"type":41,"text":19027,"spans":19028},"There are four main problems with advertising on YouTube.",[],{"type":216,"text":19030,"spans":19031},"Lack of insights ",[19032],{"start":178,"end":765,"type":97},{"type":41,"text":19034,"spans":19035},"YouTube is owned by Google, and that means the only way to buy inventory programmatically on the site is through Google’s self-serve advertising platforms (Google Ads or DV360). It is, in essence, a walled garden, and like other walled garden advertising – Facebook, Twitter, Amazon and so on – brands get what they’re given in terms of insights. That means it’s hard to dig into the detail about where exactly their ads are running. ",[],{"type":216,"text":19037,"spans":19038},"Which means potential for wasted media spend ",[19039],{"start":178,"end":6165,"type":97},{"type":41,"text":19041,"spans":19042},"Unless you have solid insights into both the kind of people you want to reach and the channels and videos where they’re most likely to be engaging, you’re almost guaranteed to be wasting budget on the wrong people and the wrong places. ",[],{"type":216,"text":19044,"spans":19045},"And it’s tough to be brand safe",[19046],{"start":178,"end":109,"type":97},{"type":41,"text":19048,"spans":19049},"Pretty simple: if you don’t have insights into which content your ads are being shown alongside, there’s not much you can do to mitigate brand safety concerns. ",[],{"type":216,"text":19051,"spans":19052},"And lastly, you can’t optimize in real-time",[19053],{"start":178,"end":3567,"type":97},{"type":41,"text":19055,"spans":19056},"The way DV360 provides insights is largely via static post-campaign reports. That means even if you had the insights to solve the challenges of wastage and brand safety outlined above, you wouldn’t be able to use them on a campaign while it was happening. ",[],{"type":41,"text":19058,"spans":19059},"How to get more from YouTube",[19060],{"start":178,"end":2216,"type":97},{"type":41,"text":19062,"spans":19063},"The good news is that there is a way to get a far greater level of insights from YouTube – to get more bang for your buck within the platform and to connect those insights to your wider strategy. ",[],{"type":41,"text":19065,"spans":19066},"The solution comes in the form of the YouTube API, an incredible and vast source of data on all the content uploaded to the platform that, if analyzed correctly, can be used to get far deeper insights – and more quickly – than those provided by DV360. ",[],{"type":41,"text":19068,"spans":19069},"By connecting to the YouTube API, you get granular data on the channels and videos where your ads are displaying, meaning you can look for trends and optimise towards the best performing keywords, video descriptions, or even make mid-campaign decisions based on things like video length, recency of upload or the popularity of videos. ",[],{"type":41,"text":19071,"spans":19072},"To find out more about how it works in practice and what steps you need to take to make the most of your YouTube investments, have a read of our short ebook Getting the most out of YouTube now. ",[],"text_component$809d4bd2-1350-410f-bbb3-6afaff9aade8",{},{"link_type":282},[],[],[],"2021-02-09T23:00:00+0000",{"dimensions":19081,"alt":19082,"copyright":38,"url":19083,"id":19084,"edit":19085},{"width":11538,"height":16061},"We need to talk about YouTube…","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F022e8485-8114-45ee-9620-0e2e139cdeda_22.jpeg?auto=format,compress","ZJ7fChEAACIAdjYH",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[19089],{"type":41,"text":19006,"spans":19090,"direction":52},[],[19092],{"type":41,"text":19018,"spans":19093,"direction":52},[],[],[],{},{"id":19098,"uid":19099,"url":38,"type":9,"href":19100,"tags":19101,"first_publication_date":15971,"last_publication_date":14446,"slugs":19102,"linked_documents":19104,"lang":17,"alternate_languages":19105,"data":19106},"Zxf28xoAAEUAxvyY","in-plain-english-what-do-googles-privacy-sandbox-proposals-actually-mean","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf28xoAAEUAxvyY%22%29+%5D%5D",[],[19103],"decoding-the-latest-chrome-updates",[],[],{"title":19107,"external_link":19108,"summary":19109,"slices":19110,"author_name":19195,"author_position":19196,"author_description":38,"author_image":19197,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":19198,"contact_formid":38,"contact_title":19199,"contact_description":19200,"contact_cta":38,"url_form_triggers":19201,"category":2021,"date":19202,"featured_image":19203,"thumbnail":19207,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":19208,"meta_title":19209,"meta_description":19213,"og_title":19216,"og_description":19217,"og_image":19218,"no_index":280},"Google’s Privacy Sandbox Proposals Explained",{"link_type":30},[],[19111],{"variation":34,"version":35,"items":19112,"primary":19113,"id":19194,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":19114,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[19115,19118,19121,19124,19127,19130,19133,19135,19138,19141,19144,19148,19151,19154,19157,19160,19162,19165,19169,19172,19176,19179,19182,19185,19188],{"type":41,"text":19116,"spans":19117},"Google’s Privacy Sandbox are a set of proposals for the future of web advertising with the lofty mission to “create a thriving web ecosystem that is respectful of users and private by default”. But if anyone can aim for this kind of lofty goal, it’s Google. ",[],{"type":41,"text":19119,"spans":19120},"Firstly, what are the Privacy Sandbox proposals? Essentially, it covers solutions in key areas of programmatic, to allow them to continue to operate in a world beyond cookies:",[],{"type":216,"text":19122,"spans":19123},"Interest-based targeting, enabled by a solution called FLoC",[],{"type":216,"text":19125,"spans":19126},"Retargeting, via a solution called Turtledove (and its newest iteration, Fledge) ",[],{"type":216,"text":19128,"spans":19129},"Conversion measurement – beyond just basic post-click functionality",[],{"type":216,"text":19131,"spans":19132},"A range of other privacy preserving proposals, including limiting the number of identifiers (eg IP address, browser user agent) that can be shared for identity workarounds.",[],{"type":41,"text":57,"spans":19134},[],{"type":41,"text":19136,"spans":19137},"Here’s what all of that means in practice.",[],{"type":91,"text":19139,"spans":19140},"Decoding the latest Chrome updates",[],{"type":41,"text":19142,"spans":19143},"It’s just over a year since the Chrome team announced plans to phase out third-party cookies. The latest announcement provides an update and some clarity around their plans for post-cookie advertising functionality, including: ",[],{"type":216,"text":19145,"spans":19146},"Federated Learning of Cohorts (FLoC)",[19147],{"start":178,"end":547,"type":97},{"type":41,"text":19149,"spans":19150},"Chrome is doubling down on FLoC as a solution for targeting users based on what they’re interested in rather than with cookies. FLoC is designed so a user’s own browser groups them into ‘cohorts’ of users with similar browsing habits. Only the cohort ID is made available to the ad tech ecosystem for targeting, so you can’t see an individual user’s identity and\u002For do any microtargeting. ",[],{"type":41,"text":19152,"spans":19153},"While their intentions are good, the FLoC proposal hasn’t been received all that well within the industry until now because:",[],{"type":216,"text":19155,"spans":19156},"If it’s Google (or any browser) deciding what a group looks like, you’re removing marketers from a pretty crucial step.",[],{"type":216,"text":19158,"spans":19159},"And the initial results from Google’s own whitepaper weren’t all that compelling. (They essentially showed better performance than broad reach, as measured by Google itself).",[],{"type":41,"text":57,"spans":19161},[],{"type":41,"text":19163,"spans":19164},"But with Google seeming to double down on this solution, the rest of the industry may have no choice but to re-evaluate its use as a part of prospecting strategies for reaching people browsing Chrome.",[],{"type":216,"text":19166,"spans":19167},"Turtledove and Fledge",[19168],{"start":178,"end":1789,"type":97},{"type":41,"text":19170,"spans":19171},"Turtledove is the Privacy Sandbox proposal that aims to replicate retargeting without cookies, in a similar way to FLoC by building intent-based groups whose identity is kept private within the browser. The latest announcement, Fledge, appears to be a response to industry feedback about the need for a ‘trusted third-party’ to control the ad auction itself, and more flexibility in who builds first-party audience segments. From the looks of things, we’ll be able to test Fledge out soon, so watch this space. ",[],{"type":216,"text":19173,"spans":19174},"The prototype for IP masking",[19175],{"start":178,"end":2216,"type":97},{"type":41,"text":19177,"spans":19178},"The Chrome team seem determined to address user ‘fingerprinting’ – using a combination of identity signals to create a stable ID for microtargeting –  through IP and User Agent masking. ‘Gnatcatcher’ is their new proposal for IP masking that routes web traffic through a ‘privatizing server’, to hide individual IPs while still allowing basic website functionality that relies on IPs. ",[],{"type":91,"text":19180,"spans":19181},"What does this mean right now?",[],{"type":41,"text":19183,"spans":19184},"To be honest, not much as yet. The updates from Chrome are extremely welcome in terms of seeing their thinking and the direction of travel. But what they really show is that the world beyond cookies is still pretty unclear. ",[],{"type":41,"text":19186,"spans":19187},"For companies like ours, it’s a question of continuing to test Privacy Sandbox functions as they’re made available and making our feedback heard along with the rest of our industry. ",[],{"type":41,"text":19189,"spans":19190},"For advertisers, it’s a case of continuing to stay on top of what new identity solutions are in development and, as our founder Gurman Hundal said in a recent Adweek article, getting their first-party data in order so they can explore the benefits of data bunkers.",[19191],{"start":2840,"end":9397,"type":47,"data":19192},{"link_type":49,"url":19193,"target":51},"https:\u002F\u002Fwww.adweek.com\u002Fsponsored\u002Fdata-bunkers-are-the-future-of-cookieless-marketing\u002F","text_component$e7f50510-bbc6-4254-bf16-8f3da4f7935a","Georgie Haig","Product lead, MiQ",{},{"link_type":282},[],[],[],"2021-01-26T23:00:00+0000",{"dimensions":19204,"alt":19205,"copyright":38,"url":15492,"id":15493,"edit":19206},{"width":12770,"height":12771},"In plain English: What do Google’s Privacy Sandbox proposals actually mean?",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[19210],{"type":41,"text":19211,"spans":19212,"direction":52},"Google Privacy Sandbox Proposals Explained",[],[19214],{"type":41,"text":19116,"spans":19215,"direction":52},[],[],[],{},{"id":19220,"uid":19221,"url":38,"type":9,"href":19222,"tags":19223,"first_publication_date":13166,"last_publication_date":19224,"slugs":19225,"linked_documents":19227,"lang":17,"alternate_languages":19228,"data":19229},"Zxf75xoAAE0Axwaa","in-plain-english-whats-reinforcement-learning-and-how-does-it-help-deliver-better-results","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf75xoAAE0Axwaa%22%29+%5D%5D",[],"2026-04-27T16:35:16+0000",[19226],"wealllearn-through-reinforcement",[],[],{"title":19230,"external_link":19231,"summary":19232,"slices":19233,"author_name":19298,"author_position":19299,"author_description":38,"author_image":19300,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":19301,"contact_formid":38,"contact_title":19302,"contact_description":19303,"contact_cta":38,"url_form_triggers":19304,"category":2021,"date":19305,"featured_image":19306,"thumbnail":19310,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":19311,"meta_title":19312,"meta_description":19316,"og_title":19319,"og_description":19320,"og_image":19321,"no_index":280},"What’s Reinforcement Learning and Its Benefits?",{"link_type":30},[],[19234],{"variation":34,"version":35,"items":19235,"primary":19236,"id":19297,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":19237,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[19238,19241,19244,19247,19250,19253,19256,19259,19262,19265,19268,19270,19273,19276,19279,19282,19285,19288,19291,19294],{"type":41,"text":19239,"spans":19240},"Newton’s third law states that “every action has an equal and opposite reaction.” But that’s not the end of the story. Every action and the subsequent reaction (and the reaction to the reaction and so on…) creates a chain of cause and effect that, if we can see it, allows us to understand how one slight change at the top of chain causes all sorts of different outcomes further along. ",[],{"type":41,"text":19242,"spans":19243},"In data science, this is what the principle of reinforcement learning is all about – and it’s how we train our AI to do its job better. ",[],{"type":91,"text":19245,"spans":19246},"We all learn through reinforcement",[],{"type":41,"text":19248,"spans":19249},"At MiQ, we do this to get better results for advertising campaigns. But reinforcement learning is actually something we all do naturally from the day we are born. Think of it like this. When an infant does something (fill in your choice of cute baby action), they see that it leads to a result (fill in your action\u002Freaction which may or may not be quite as cute). When they do this action over and over again, and see that the result is almost always the same, they’ve embarked on their journey of reinforcement learning. And of course, this continues day in and day out throughout our lives. We become who we are based on the evolving neural pathways that are formed as a result of all this continuous learning. ",[],{"type":41,"text":19251,"spans":19252},"This process of learning through interaction is broadly applicable to all intelligent systems – biological and organizational, as well as computational. In some senses, the ability to learn from interactions and experience, and adapting to an evolving environment is what defines intelligence.",[],{"type":91,"text":19254,"spans":19255},"What makes reinforcement learning different?",[],{"type":41,"text":19257,"spans":19258},"Reinforcement learning is always based on three major principles: ",[],{"type":485,"text":19260,"spans":19261},"It’s always directed towards achieving a goal or reward ",[],{"type":485,"text":19263,"spans":19264},"It always involves trial-and-error ",[],{"type":485,"text":19266,"spans":19267}," The benefits\u002Frewards from the learnings (the actions taken as result of the learning) have both immediate and future payoffs. ",[],{"type":41,"text":57,"spans":19269},[],{"type":41,"text":19271,"spans":19272},"All three aspects are what differentiate reinforcement learning from other forms of machine learning, such as supervised and unsupervised learning. The latter are more focused on understanding and uncovering underlying patterns in data generated from a given scenario without trying to achieve any goal by applying some relevant actions. ",[],{"type":41,"text":19274,"spans":19275},"For example, in programmatic advertising, if we wanted to learn what features (user attributes, device\u002Fbrowser type, geo location, time of day, etc.) lead to ad clicks, we would use a supervised or unsupervised learning solution to get to the answer. On the other hand, if we wanted to maximize the click-through-rate by placing slightly different versions of the same ad at different times of the day (for example) we would approach it as a reinforcement learning problem. ",[],{"type":41,"text":19277,"spans":19278},"Here’s how it might work. So, let’s say we’re running a campaign for a luxury car brand. We may start with three different creatives (ad images) highlighting three different aspects of the car, for instance 1) driving pleasure and performance 2) safety and 3) the design aesthetics. We start off by showing all of them equally throughout the day. But, based on the clicks that we see in the initial ‘learning’ phase of the campaign, the learning reinforcement algorithm may find that the ‘driving pleasure and performance’ ad gets more clicks during the day time, while the ‘safety’ one gets more during the evening hours. Based on these learnings, we can then start to rebalance the proportion of the ads served during different hours of the day to create better engagement with the target audience.  ",[],{"type":91,"text":19280,"spans":19281},"What are the challenges for reinforcement learning?",[],{"type":41,"text":19283,"spans":19284},"One of the classic challenges that arises in reinforcement learning (like in life) is the trade-off between exploration and exploitation. In order to find actions that can increase the end reward, the reinforcement learning algorithm must first explore different actions to figure out what works best. ",[],{"type":41,"text":19286,"spans":19287},"Once a set of such actions is found, it can start exploiting these actions to generate higher and higher reward. However, given uncertainties and variations in the environment there are no guarantees that the optimal actions will remain the best approach in the future. So, the algorithm must simultaneously continue exploring and evaluating other sets of actions that may be needed in the future. By exploring some ‘sub-optimal’ actions the system ends up foregoing some present rewards (that it would have received had it purely exploited the current best actions) in the expectation of receiving higher rewards in the future. ",[],{"type":41,"text":19289,"spans":19290},"To go back to the luxury car campaign, this is why the algorithm will never just display 100% of one ad and ignore the other two. So, based on clicks, the reinforcement learning algorithm would serve the ‘driving pleasure’ creative 90% of the time in the day, while sharing the other two creatives five percent each. The first is exploitation – doing what’s working best right now – while the other is exploration, to make sure we keep learning. ",[],{"type":41,"text":19292,"spans":19293},"Due to some external events and\u002For campaigns run by competitors (the uncertain external environment) at some point through the campaign we may suddenly start seeing the third creative ‘design aesthetics’ start picking up more clicks. At that point, the learning elements would start kicking in again and the creative proportions would realign to something more like 70-5-25. In that way, we strike the right balance between making the most of what’s working now and being flexible enough to meet a changing environment.  ",[],{"type":41,"text":19295,"spans":19296},"This holistic approach of maximizing some current plus expected future reward in an uncertain and dynamic environment makes this approach more useful than other more static point-in-time pattern recognition approaches. And finally, this also ties in with the broader “sense-plan-act” paradigm of artificial intelligence. But that’s a topic for another blog!",[],"text_component$c43e68cb-6900-46ee-ba59-fa77e1fe3a36","Anshuman Gupta","VP data science, MiQ",{},{"link_type":282},[],[],[],"2020-11-03T23:00:00+0000",{"dimensions":19307,"alt":19308,"copyright":38,"url":15492,"id":15493,"edit":19309},{"width":12770,"height":12771},"In plain English: What’s reinforcement learning – and how does it help deliver better results?",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[19313],{"type":41,"text":19314,"spans":19315,"direction":52},"What is Reinforcement Learning and Its Impact on Results?",[],[19317],{"type":41,"text":19239,"spans":19318,"direction":52},[],[],[],{},{"id":19323,"uid":19324,"url":38,"type":9,"href":19325,"tags":19326,"first_publication_date":19327,"last_publication_date":14027,"slugs":19328,"linked_documents":19330,"lang":17,"alternate_languages":19331,"data":19332},"Zxf7hxoAAEkAxwXZ","in-plain-english-what-are-cookies-and-why-are-they-on-the-way-out","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7hxoAAEkAxwXZ%22%29+%5D%5D",[],"2024-10-22T20:40:07+0000",[19329],"what-is-a-cookie",[],[],{"title":19333,"external_link":19334,"summary":19335,"slices":19336,"author_name":792,"author_position":19422,"author_description":38,"author_image":19423,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":19424,"contact_formid":38,"contact_title":19425,"contact_description":19426,"contact_cta":38,"url_form_triggers":19427,"category":2021,"date":19428,"featured_image":19429,"thumbnail":19433,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":19434,"meta_title":19437,"meta_description":19441,"og_title":19444,"og_description":19447,"og_image":19450,"no_index":280},"What Are Cookies and Why They’re Phasing Out",{"link_type":30},[],[19337,19351,19367],{"variation":34,"version":35,"items":19338,"primary":19339,"id":19350,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":19340,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[19341,19344,19347],{"type":41,"text":19342,"spans":19343},"‘Cookies’ is a piece of tech-speak that’s now making its way into the general population. People are much smarter now as to the ways they are tracked online. And that’s why it’s such a massive topic – both for the general public and for those of us working in the digital ecosystem. ",[],{"type":41,"text":19345,"spans":19346},"Over the last few years, regulators all over the world and even internet companies themselves have introduced more stringent data protection policies to protect consumers by limiting the ways their personal data can be collected, stored and used. One of the most important and far-reaching things internet companies have done to react to these laws is to crack down on cookies. ",[],{"type":41,"text":19348,"spans":19349},"But why? And what does this mean for digital advertising?",[],"text_component$1d162276-1ebc-496b-a25d-175d22f80936",{"variation":34,"version":35,"items":19352,"primary":19365,"id":19366,"slice_type":7974,"slice_label":38},[19353],{"content":19354,"position":19361,"logo":19362,"thumbnail":19363,"cta_link":19364,"cta_text":38},[19355],{"type":41,"text":19356,"spans":19357,"direction":52},"With MiQ CookielessIQ score, you can see how prepared your brand's programmatic media is for the cookie-free future. Contact us to find out how to get your score.",[19358],{"start":5387,"end":5851,"type":47,"data":19359},{"link_type":49,"url":19360,"target":51},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fcookielessiq?_gl=1*qdao4s*_ga*MTg5MDgyMDQ2My4xNjg4MzgwNTcz*_ga_Z6HSYG0940*MTY4ODM5MzMxNy4yLjEuMTY4ODM5OTAyOC42LjAuMA..",[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$a81b0c5d-2988-4cfa-9434-dd73d606e47f",{"variation":34,"version":35,"items":19368,"primary":19369,"id":19421,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":19370,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[19371,19374,19377,19380,19383,19387,19391,19394,19397,19400,19403,19406,19409,19412,19415],{"type":91,"text":19372,"spans":19373},"What is a cookie?",[],{"type":41,"text":19375,"spans":19376},"To start with, let’s go back to basics. ",[],{"type":41,"text":19378,"spans":19379},"Essentially, a cookie is a small text file that is stored on your web browser with some data in it. They were invented to solve the problem of remembering useful information when a person surfs the web – anything from remembering your login details to knowing your favorite pages. ",[],{"type":41,"text":19381,"spans":19382},"In digital advertising, there are two main types of cookies. ",[],{"type":41,"text":19384,"spans":19385},"First-party cookies are placed on your browser by the host domain (i.e. the website you’re actually visiting). So, for example, if you visit a clothing website and add some shoes to your basket, they might place a cookie on your browser that remembers the contents of your basket so the same shoes are there next time you visit the site.",[19386],{"start":178,"end":4557,"type":97},{"type":41,"text":19388,"spans":19389},"Third-party cookies are placed on your browser by partners and companies that don’t own the website you’re visiting. Generally, this is ad tech businesses like demand-side-platforms (DSPs) or measurement partners. These cookies can be read by any website that uses that third-party partner’s code. If we go back to our example of browsing for shoes, a third-party cookie would allow another business to show you an ad for the shoes in your basket, or a similar pair of shoes.",[19390],{"start":178,"end":4557,"type":97},{"type":41,"text":19392,"spans":19393},"As well as being used for targeting, third-party cookies have also been a fundamental part of most digital advertising measurement. This is because they ‘remember’ that an ad was shown to a person on one website, allowing us to link that to that same person buying a product or visiting another website after seeing that ad.",[],{"type":91,"text":19395,"spans":19396},"So, what’s the problem with cookies?",[],{"type":41,"text":19398,"spans":19399},"For several years, there have been concerns about internet companies exploiting individuals’ data through the use of third party cookies. The idea of that company you’ve never heard of using data about your internet browsing behavior, to most people, feels pretty invasive. That’s what privacy laws such as the General Data Protection Regulation (GDPR) in Europe are designed to prevent – and they specifically expand the definition of ‘personal data’ to include cookies in order to limit their unbridled use.",[],{"type":41,"text":19401,"spans":19402},"And with this change in regulation, internet browsers have responded. In 2017, Firefox and Safari blocked the use of third-party cookies on their browsers. And, while they are currently still allowed on Google Chrome, the browser that takes the biggest share of web-surfing, just over 60%, Chrome has recently announced they will be blocking third party cookies within the next two years. ",[],{"type":41,"text":19404,"spans":19405},"From that point, third-party cookies will be essentially defunct.",[],{"type":91,"text":19407,"spans":19408},"The cookieless future",[],{"type":41,"text":19410,"spans":19411},"Up to now, the third-party cookie has been a fundamental element of digital advertising. With the end in sight, the whole industry is now looking for ‘cookieless’ alternatives in order to continue the audience segmentation, targeting and measurement that makes digital advertising such a powerful tool for marketers and keeps much of the digital economy alive.",[],{"type":41,"text":19413,"spans":19414},"So what does the cookieless future look like? Take a read of our blog In plain English: How does cookieless targeting work? to find out.",[],{"type":41,"text":19416,"spans":19417},"If you would like to learn more about how to prepare for a cookieless world, book an MiQ Unlocked session or get in touch.",[19418],{"start":1221,"end":1206,"type":47,"data":19419},{"link_type":49,"url":19420,"target":51},"https:\u002F\u002Fwearemiq.com\u002Fresources\u002Fblog\u002Fin-plain-english-what-are-cookies-and-why-are-they-on-the-way-out?contact=true","text_component$ae00d3a7-4c5b-47c5-a5f5-6abb46e5ce1c","Senior product marketing manager",{},{"link_type":282},[],[],[],"2020-09-28T22:00:00+0000",{"dimensions":19430,"alt":19431,"copyright":38,"url":15492,"id":15493,"edit":19432},{"width":12770,"height":12771},"In plain English: What are cookies – and why are they on the way out?",{"x":178,"y":178,"zoom":95,"background":8943},{},[19435],{"related_article":19436},{"link_type":282},[19438],{"type":41,"text":19439,"spans":19440,"direction":52},"Understanding Cookies and Their Future in Digital Ads",[],[19442],{"type":41,"text":19342,"spans":19443,"direction":52},[],[19445],{"type":41,"text":19431,"spans":19446,"direction":52},[],[19448],{"type":41,"text":19342,"spans":19449,"direction":52},[],{},{"id":19452,"uid":19453,"url":38,"type":9,"href":19454,"tags":19455,"first_publication_date":19456,"last_publication_date":12565,"slugs":19457,"linked_documents":19459,"lang":17,"alternate_languages":19460,"data":19461},"Zxf2oRoAAE0Axvvy","in-plain-english-how-does-cookieless-targeting-work","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf2oRoAAE0Axvvy%22%29+%5D%5D",[],"2024-10-22T20:41:03+0000",[19458],"beyond-cookies--the-two-different-targeting-methods",[],[],{"title":19462,"external_link":19463,"summary":19464,"slices":19465,"author_name":792,"author_position":19422,"author_description":38,"author_image":19569,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":19570,"contact_formid":38,"contact_title":19571,"contact_description":19572,"contact_cta":38,"url_form_triggers":19573,"category":2021,"date":19428,"featured_image":19574,"thumbnail":19578,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":19579,"meta_title":19582,"meta_description":19586,"og_title":19589,"og_description":19590,"og_image":19591,"no_index":280},"How Does Cookieless Targeting Work?",{"link_type":30},[],[19466,19538,19556],{"variation":34,"version":35,"items":19467,"primary":19468,"id":19537,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":19469,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[19470,19473,19476,19479,19482,19485,19488,19491,19494,19497,19500,19503,19506,19509,19512,19515,19519,19522,19525,19528,19531,19534],{"type":41,"text":19471,"spans":19472},"Cookies are on their way out. (Take a read of our previous post to find out why).",[],{"type":41,"text":19474,"spans":19475},"In the next couple of years, the morsels of data used by ad tech companies to track users around the internet for targeting and measuring ad success will soon be blocked by Google Chrome (the largest web browser), making them essentially defunct as a tool for online targeting. ",[],{"type":41,"text":19477,"spans":19478},"But once cookies are gone, brands will still need to build audiences. They will still need to tailor advertising to different groups. And they will still need to measure the results of their campaigns (ideally, more successfully). ",[],{"type":41,"text":19480,"spans":19481},"So, what does the cookieless future look like?",[],{"type":91,"text":19483,"spans":19484},"Beyond cookies – the two different targeting methods",[],{"type":41,"text":19486,"spans":19487},"Right now, the cookieless future on the open web (ie the internet outside the closed platforms of Google, Facebook etc) can be roughly divided into two groups – authenticated targeting and anonymous targeting. Let’s take a look at both. ",[],{"type":91,"text":19489,"spans":19490},"Authenticated targeting",[],{"type":41,"text":19492,"spans":19493},"Authenticated solutions work by getting explicit consent from an internet user to use their data. Usually, this takes the form of a login screen on websites before you can read or view the content. So, as well as agreeing to the site itself recording data about your visit (first-party), you’re agreeing that other companies (or third-parties) who’ve placed pixels on the site can collect data too. ",[],{"type":41,"text":19495,"spans":19496},"Essentially, this isn’t that dissimilar to the old third-party cookies. But the big difference is the addition of explicit consent from the user.",[],{"type":41,"text":19498,"spans":19499},"The approach faces a big challenge, namely that if a user logs onto an individual website, that data can’t then be ported around the web to track them – and most sites simply don’t get enough traffic on their own to make this a worthwhile exercise. ",[],{"type":41,"text":19501,"spans":19502},"Ad tech companies are currently working to solve this problem. The ‘Unified ID’ from The Trade Desk is one example that aims to provide technology that allows for sharing the same ID across a group of websites, so if a user logs into one website it matches up with logins from other opted-in websites. A user can then be tracked across all of the websites within that ecosystem. ",[],{"type":41,"text":19504,"spans":19505},"A different approach is called ‘ID resolution’. In this method, rather than providing a user with a single ID that can be used everywhere, they focus on matching all the different IDs a user has within their technology. Using this data, they can create what’s called an identity graph – a database of all the different data points about a single user that are tied together.  ",[],{"type":41,"text":19507,"spans":19508},"LiveRamp’s IdentityLink is a front-runner in this area, with over 200m user IDs available to be connected to other datasets. With ID resolution partners, you can combine the identity graph data with your own first-party data, essentially offering the best of both the first-party and third-party worlds.",[],{"type":91,"text":19510,"spans":19511},"Anonymous targeting",[],{"type":41,"text":19513,"spans":19514},"Anonymous targeting takes the opposite approach to authenticated methods. Rather than getting explicit consent to identify and track a user, it does not identify them at all. Targeting can be anonymous in one of two ways – either by using contextual targeting, or aggregated targeting. ",[],{"type":41,"text":19516,"spans":19517},"Contextual targeting relies on non-personal data based on where a user is viewing content rather than who they are. For example, if a user is reading an article about yoga, you can take a guess that they’ll be receptive to ads for yoga gear or fitness classes on the same page. ",[19518],{"start":3062,"end":6423,"type":110},{"type":41,"text":19520,"spans":19521},"If a user then engages with such an ad, you can use technology to scan the page for other contextual elements and find pages that have similar features, for example healthy living content or exercise gear content, and target people there too. ",[],{"type":41,"text":19523,"spans":19524},"This method relies on a lot of data and pretty sophisticated machine learning to process it all – but done right, it can be just as effective as audience modeling.",[],{"type":41,"text":19526,"spans":19527},"There are also a lot of companies working on proposals for aggregated solutions – which groups users together in a cohort for segmentation or analysis so that any one individual user is never identifiable or trackable. Google Chrome themselves have built what they call their ‘Privacy Sandbox’ where developers are putting forward various proposals for this kind of solution. ",[],{"type":41,"text":19529,"spans":19530},"There are also solutions appearing that focus on aggregated targeting via what is called ‘edge computing’. This focuses on bringing data science to the data on-device or on-browser – “on the edge” – as opposed to removing the data from the site, to a set of servers and then analyzing and segmenting the data there for targeting, which makes it easier for that data to be exploited. Add edge computing techniques to federated learning – a machine learning technique that trains an algorithm across multiple decentralized edge devices – and you can get similar real-time segmentation and targeting as we do now.",[],{"type":41,"text":19532,"spans":19533},"And while authenticated and anonymous targeting are the two main routes for replacing third party cookies, it’s also important to remember that plenty of channels and datasets, especially newer ones have never used third-party cookies and will be relatively unaffected: Connected TV, programmatic audio, and mobile in-app targeting are all examples of media channels that rely on non-cookie based anonymous identifiers for targeting and measurement. And real-world data such as weather data, location data, temporal data (about the time or day) or macro trends around current affairs, health or social events can all be used for more personalized targeting without using personal data or third party cookies.",[],{"type":41,"text":19535,"spans":19536},"So, both authenticated and anonymous targeting will allow advertisers the ability to identify and target their audience in the world beyond cookies. But the level of measurement that’s possible with each is not the same. (In fact, the future of measurement is a whole topic in itself, so we’ll save that for another blog post.) ",[],"text_component$0885cf05-d653-40b7-91bd-d55b83144e09",{"variation":34,"version":35,"items":19539,"primary":19554,"id":19555,"slice_type":7974,"slice_label":38},[19540],{"content":19541,"position":19548,"logo":19549,"thumbnail":19550,"cta_link":19551,"cta_text":19553},[19542],{"type":41,"text":19543,"spans":19544,"direction":52},"Ready to measure how well your campaigs are delivering cookieless impressions? Our CookielessIQ score reveals how your current campaigns perform cookieless and will help you prepare for the privacy-forward future. Contact us to find out how you can get your score.",[19545],{"start":10742,"end":9167,"type":47,"data":19546},{"link_type":49,"url":19547,"target":51},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fcookielessiq?_gl=1*1hrlba4*_ga*MTg5MDgyMDQ2My4xNjg4MzgwNTcz*_ga_Z6HSYG0940*MTY4ODM5MzMxNy4yLjEuMTY4ODM5NTQ1Ni41MC4wLjA.",[],{},{},{"link_type":49,"key":19552,"url":19547},"17a8ad46-90a5-4971-a523-e879f04c7a7b","Contact",{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$06854ab9-75f7-400c-a999-c01a68019730",{"variation":34,"version":35,"items":19557,"primary":19558,"id":19568,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":19559,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[19560,19563,19566],{"type":91,"text":19561,"spans":19562},"Evolution is good",[],{"type":41,"text":19564,"spans":19565},"The story of digital advertising has always been one of change – and the end of third-party cookies is simply a part of that. Advertisers should not be waiting for a ‘silver bullet’ to cookieless targeting – as always, it will be a process of trying things out and iterating, and likely taking a final approach that combines more than one of the methods we’ve outlined today. Now is the time to start testing new options to shift away from cookies, because in the end, that is the only way to really prove the value of any of these solutions. Undoubtedly, it will mean that we all have to do new things and think differently about how campaigns are run. But we think building towards a world where people don’t have to be suspicious of advertisers using their personal data while at the same time still funding a free internet is a good thing. ",[],{"type":41,"text":19416,"spans":19567},[],"text_component$398d7ed7-d835-401e-b4e1-6863c2291744",{},{"link_type":282},[],[],[],{"dimensions":19575,"alt":19576,"copyright":38,"url":15492,"id":15493,"edit":19577},{"width":12770,"height":12771},"In plain English: How does cookieless targeting work?",{"x":178,"y":178,"zoom":95,"background":8943},{},[19580],{"related_article":19581},{"link_type":282},[19583],{"type":41,"text":19584,"spans":19585,"direction":52},"Understanding Cookieless Targeting",[],[19587],{"type":41,"text":19474,"spans":19588,"direction":52},[],[],[],{},{"id":19593,"uid":19594,"url":38,"type":9,"href":19595,"tags":19596,"first_publication_date":5702,"last_publication_date":12134,"slugs":19597,"linked_documents":19599,"lang":17,"alternate_languages":19600,"data":19601},"Zxf2ORoAAEEAxvtB","holiday-shopping-in-2020-heres-what-marketers-need","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf2ORoAAEEAxvtB%22%29+%5D%5D",[],[19598],"holiday-shopping-2020-key-insights-for-marketers",[],[],{"title":19602,"external_link":19603,"summary":19604,"slices":19605,"author_name":1836,"author_position":38,"author_description":38,"author_image":19691,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":19692,"contact_formid":38,"contact_title":19693,"contact_description":19694,"contact_cta":38,"url_form_triggers":19695,"category":288,"date":19696,"featured_image":19697,"thumbnail":19702,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":19703,"meta_title":19704,"meta_description":19708,"og_title":19709,"og_description":19710,"og_image":19711,"no_index":280},"Holiday Shopping 2020: Key Insights for Marketers",{"link_type":30},[],[19606],{"variation":34,"version":35,"items":19607,"primary":19608,"id":19690,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":19609,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[19610,19613,19616,19619,19622,19637,19640,19644,19647,19650,19654,19657,19660,19664,19667,19670,19673,19678,19681,19684],{"type":41,"text":19611,"spans":19612},"To say it’s been a tough year would be an understatement. For consumers and brands alike, 2020 has brought about totally unexpected changes to just about every aspect of our lives. ",[],{"type":41,"text":19614,"spans":19615},"But here’s the good news: despite everything, and in some form, the holiday season will still happen. ",[],{"type":41,"text":19617,"spans":19618},"And for marketers, that means seasonal shopping will also still happen, both for the festive period and in response to annual shopping events like Black Friday and Cyber Monday. ",[],{"type":41,"text":19620,"spans":19621},"To help brands prepare for the holiday period, we’ve put together our forecasts for what festive shopping will look like across four major markets. ",[],{"type":41,"text":19623,"spans":19624},"US forecast \u002F Canada forecast \u002F UK forecast \u002F Germany forecast",[19625,19628,19631,19634],{"start":178,"end":2225,"type":47,"data":19626},{"link_type":49,"url":19627},"https:\u002F\u002Fmarketing.wearemiq.com\u002F4-things-you-need-to-know-about-2020-holiday-shopping",{"start":918,"end":552,"type":47,"data":19629},{"link_type":49,"url":19630},"https:\u002F\u002Fmarketing.wearemiq.com\u002F5-things-you-need-to-know-about-holiday-shopping-in-2020",{"start":771,"end":3567,"type":47,"data":19632},{"link_type":49,"url":19633},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fukholidayshopping2020",{"start":96,"end":973,"type":47,"data":19635},{"link_type":49,"url":19636},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fgermanyholidayshoppinginfographic2020",{"type":41,"text":19638,"spans":19639},"Jump into the regional reports to take a look at the numbers for each region, or read on to discover the trends that we think will affect brands and marketers globally, based all our data on digital marketing trends and combined with a whole host of macroeconomic trends.",[],{"type":41,"text":19641,"spans":19642},"1) Online shopping will be the norm",[19643],{"start":178,"end":561,"type":97},{"type":41,"text":19645,"spans":19646},"The lockdowns caused by COVID-19 have accelerated the trend towards online shopping. And even though many areas are opening back up again (with various degrees of speed) we expect many online shopping trends picked up during 2020 to last. ",[],{"type":41,"text":19648,"spans":19649},"Marketers need to be aware that their digital audience is probably older than it ever has been. Lots of people aged 45 and over have now tried online shopping for the first time, especially for essential items like groceries. This means you need cross-platform strategies for reaching these new digital customers who are now less likely to do bricks-and-mortar buying. ",[],{"type":41,"text":19651,"spans":19652},"2) People are starting their shopping earlier",[19653],{"start":178,"end":6165,"type":97},{"type":41,"text":19655,"spans":19656},"Over the last four years, interest around deals and offers related to the holiday season still peak around the second or third week of November. But, across the globe, we’re seeing more evidence of people starting their shopping in October or even earlier, creating lists, doing research, and looking for early deals. ",[],{"type":41,"text":19658,"spans":19659},"This year, with consumers likely to be more mindful of what they’re spending their money on, we expect the shopping process to start even earlier, especially for categories where supply may be an issue. That’s a huge opportunity for marketers to reach consumers early and be part of customers’ consideration set. ",[],{"type":41,"text":19661,"spans":19662},"3) Consumer mindsets are likely to be different",[19663],{"start":178,"end":9740,"type":97},{"type":41,"text":19665,"spans":19666},"Although there’s evidence that consumer confidence is generally bouncing back after the initial COVID spike and subsequent widespread lockdowns, 2020 holiday shoppers are broadly going to have a recession mindset. ",[],{"type":41,"text":19668,"spans":19669},"When money is tighter and the future is less than uncertain, consumers will tend to do more research before making a purchase and are less likely to be brand loyal, particularly if they see a competitor who offers more value. ",[],{"type":41,"text":19671,"spans":19672},"Clearly, this offers an opportunity for brands who are able to compete on price. But messaging is also important. Marketers should consider messages which promote value, durability and safety, rather than luxury, premium and extravagance, as these are likely to resonate better. ",[],{"type":41,"text":19674,"spans":19675},"It’s still the most wonderful time of the year",[19676,19677],{"start":178,"end":96,"type":97},{"start":16838,"end":2225,"type":110},{"type":41,"text":19679,"spans":19680},"The holiday shopping period still offers marketers and brands the chance to end what’s been a tough year for everyone on a high. ",[],{"type":41,"text":19682,"spans":19683},"In this new normal, the challenge is to understand how shoppers are researching and buying the things that will fill their stockings and pile up under their trees – and then use that knowledge to reach them in the most efficient and effective way.",[],{"type":41,"text":19685,"spans":19686},"It’s the kind of challenge we love to help with, so if you’d like to talk through your holiday shopping strategies, get in touch. ",[19687],{"start":6423,"end":6205,"type":47,"data":19688},{"link_type":49,"url":19689,"target":51},"https:\u002F\u002Fwearemiq.com\u002Fresources\u002Fblog\u002Fholiday-shopping-in-2020-heres-what-marketers-need?contact=true","text_component$d4a72877-92cf-43df-a90b-8b90a4e2b640",{},{"link_type":282},[],[],[],"2020-09-27T23:00:00+0000",{"dimensions":19698,"alt":38,"copyright":38,"url":19699,"id":19700,"edit":19701},{"width":292,"height":671},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F7bb8f3ef-b533-467e-923a-54797d66e08b_HolidayShopping2020_socialassets_blogheader4.jpg?auto=format,compress","ZcZKLxIAACgAYOs0",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[19705],{"type":41,"text":19706,"spans":19707,"direction":52},"Essential Holiday Shopping Insights for Marketers in 2020",[],[],[],[],{},{"id":19713,"uid":19714,"url":38,"type":9,"href":19715,"tags":19716,"first_publication_date":11565,"last_publication_date":14640,"slugs":19717,"linked_documents":19719,"lang":17,"alternate_languages":19720,"data":19721},"Zxf5vhoAAEAAxwI0","what-we-learned-hacking-social-injustice","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5vhoAAEAAxwI0%22%29+%5D%5D",[],[19718],"our-problem-statement",[],[],{"title":19722,"external_link":19723,"summary":19724,"slices":19725,"author_name":19835,"author_position":38,"author_description":38,"author_image":19836,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":19837,"contact_formid":38,"contact_title":19838,"contact_description":19839,"contact_cta":38,"url_form_triggers":19840,"category":1844,"date":19841,"featured_image":19842,"thumbnail":19848,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":19849,"meta_title":19850,"meta_description":19854,"og_title":19857,"og_description":19858,"og_image":19859,"no_index":280},"Hacking Social Injustice: What We Learned",{"link_type":30},[],[19726],{"variation":34,"version":35,"items":19727,"primary":19728,"id":19834,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":19729,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[19730,19733,19736,19739,19742,19745,19748,19757,19763,19766,19773,19776,19779,19782,19785,19788,19791,19794,19797,19800,19802,19805,19807,19810,19813,19816,19819,19822,19825,19828],{"type":41,"text":19731,"spans":19732},"Every year, we host a global hackathon in our Bengaluru office. Teams of 8-10 are pitted against each other in friendly competition, and it’s an exhilarating process to see how much we can build when we combine our different skill sets to focus as a unit on a single problem. ",[],{"type":41,"text":19734,"spans":19735},"In a usual year, we’d have teams from across the world flying in to collaborate intensively for 24 hours to build innovative technology solutions. ",[],{"type":41,"text":19737,"spans":19738},"But this year was far from normal and that meant this year’s hack was special for two reasons. First, due to COVID-19, we had to make the event virtual, with teams all working together across multiple time zones. (Fortunately, our MiQ day jobs mean we’re already pretty good at this!)",[],{"type":41,"text":19740,"spans":19741},"Second, and more important, was this year’s theme. In response to the anti-racism movement, we decided the theme would be ‘Using Technology to Fight Social Injustice’. We were absolutely thrilled (cheering-in-front-of-our-computers thrilled) at this opportunity to use our expertise in data and technology to try and tackle an issue which means so much to all of us.",[],{"type":91,"text":19743,"spans":19744},"Our problem statement",[],{"type":41,"text":19746,"spans":19747},"Our team, ‘The Quaranteam’ (because, of course), decided to get to the root of the injustice we are currently seeing: police brutality in the US. ",[],{"type":41,"text":19749,"spans":19750},"We were inspired by the appalling fact that black men are 2.5x more likely than white men to be killed by police, and that police brutality is the sixth leading cause of death in young black men. ",[19751,19754],{"start":5659,"end":13309,"type":47,"data":19752},{"link_type":49,"url":19753},"https:\u002F\u002Fwww.pnas.org\u002Fdoi\u002F10.1073\u002Fpnas.1821204116",{"start":1231,"end":13385,"type":47,"data":19755},{"link_type":49,"url":19756},"https:\u002F\u002Fnews.umich.edu\u002Fpolice-sixth-leading-cause-of-death-for-young-black-men\u002F",{"type":41,"text":19758,"spans":19759},"And yet there is little to no police accountability. 99% of police killings from 2013-2016 have not resulted in any criminal charge.  ",[19760],{"start":6423,"end":664,"type":47,"data":19761},{"link_type":49,"url":19762},"https:\u002F\u002Fmappingpoliceviolence.org\u002F",{"type":41,"text":19764,"spans":19765},"We wanted to design a technological solution that could strengthen law enforcement accountability. But what exists already?",[],{"type":41,"text":19767,"spans":19768},"Well, the leading police accountability solution is body cameras, which have been shown to reduce police use of force by 60% and citizen complaints by 88% in a year long study. ",[19769],{"start":4278,"end":19770,"type":47,"data":19771},175,{"link_type":49,"url":19772},"http:\u002F\u002Fwww.bwctta.com\u002Frialto-police-bwc-experiment",{"type":41,"text":19774,"spans":19775},"But they’re not without their problems. Continuous video recording raises a host of privacy concerns for both citizens and officers alike, and the high costs of storing so much footage inhibits law enforcement agencies from adopting body cams in the first place. Agencies that do adopt body cams must implement strict guidelines for which encounters officers should record, yet there is no way to enforce those guidelines. Officers are ultimately able to choose when to record or not record – which is far from ideal as a solution for holding police officers to account.",[],{"type":91,"text":19777,"spans":19778},"Our solution",[],{"type":41,"text":19780,"spans":19781},"To solve these issues, we built a proof of concept for ACCELEROCOP, a wearable device for police officers that uses accelerometers and Artificial Intelligence to detect violent actions with >99% accuracy. ",[],{"type":41,"text":19783,"spans":19784},"ACCELEROCOP is able to identify actions such as walking, sitting, running, punching, and tackling in real-time and classify them as green (not violent), yellow (becoming violent), and red (violent) actions. Yellow actions will trigger body cam recording to start, and red actions will alert central authorities and medics, creating much more visibility as well as accountability when violence occurs. ",[],{"type":41,"text":19786,"spans":19787},"There are many other benefits of supplementing body cams with ACCELEROCOP:",[],{"type":216,"text":19789,"spans":19790},"Cameras aren’t built for dark areas and have a limited field of vision",[],{"type":216,"text":19792,"spans":19793},"Most cameras don’t come with real-time streaming, which quickly drains the battery",[],{"type":216,"text":19795,"spans":19796},"Video storage is expensive, but ACCELEROCOP makes sure only the most relevant video footage is stored.",[],{"type":216,"text":19798,"spans":19799},"Privacy concerns are reduced, since cameras do not have to record as long when non-violent actions are being observed.",[],{"type":41,"text":57,"spans":19801},[],{"type":41,"text":19803,"spans":19804},"Below is our demo of what a central monitoring UI powered by ACCELEROCOP could look like. Officer 1’s actions are tracked in real-time, along with time and classification of each action.",[],{"type":41,"text":57,"spans":19806},[],{"type":91,"text":19808,"spans":19809},"How did we do it?",[],{"type":41,"text":19811,"spans":19812},"To build this proof of concept, our team first needed to create sample data. We each downloaded an accelerometer app on our phones and tracked our motions as we performed a number of activities ranging from non-violent to violent. Once the sample data was ready, we exported the data from our phones to AWS (Amazon Web Services’ cloud), where we cleaned the data, processed it, and used it to train our model using a machine learning technique to identify the actions performed.",[],{"type":41,"text":19814,"spans":19815},"The hackathon started at 6pm Bengaluru time on July 16. By 5am, we had successfully built a multiclass classification model that predicted actions with >99% accuracy. By 7am, the UI demo was done. As our Bengaluru team members got a few hours of sleep, team members in New York and London took over the presentation preparation. With our team distributed globally, we were all able to get more sleep than we would have in a typical hackathon!",[],{"type":41,"text":19817,"spans":19818},"By 4:30pm the next day, we were ready to deliver our three minute, first round presentation. Adrenaline was high as we advanced to the final round, and then went through the roof when the judges announced our team for 1st place. The best part of winning was that each team member gets $500 to donate to a charity of their choice.",[],{"type":91,"text":19820,"spans":19821},"What we learned",[],{"type":41,"text":19823,"spans":19824},"The virtual nature of this year’s hackathon wasn’t without its challenges. It took some creative coordination to find times that worked for all three time zones to sync over Zoom and start developing our plan. However, we quickly learned the benefits of having multiple time zones working together, such as around the clock coverage and increased productivity, as long as we communicated regularly with each other over Slack and Zoom. It was fun to feel so connected on a global level and admire others’ expertise or discover their hidden talents along the way.",[],{"type":41,"text":19826,"spans":19827},"We also learned a lot more about police accountability and the challenges that agencies and communities face when trying to implement solutions. We learned that there is a lot more work to be done when it comes to social injustice – but we strongly believe that technology can play a huge role in contributing to progress on that front. ",[],{"type":41,"text":19829,"spans":19830},"Joincampaignzero.org was an incredibly valuable resource to us during our research, and we hope our work in this hackathon will inspire others and further contribute to the fight against social injustice.",[19831],{"start":178,"end":424,"type":47,"data":19832},{"link_type":49,"url":19833},"https:\u002F\u002Fwww.joincampaignzero.org\u002Ffilm-the-police","text_component$32b9def7-dbfb-4ee1-8a31-96a226327ada","Lucy Pan, Prateek Kulkarni, Biddappa Muthappa, Stephanie Pinto, Ashutosh Kumar, Diptarka Roy, Anshul Thapa, Meenakshi Deenadayalan, Aishwarya Chandrashekar",{},{"link_type":282},[],[],[],"2020-09-08T22:00:00+0000",{"dimensions":19843,"alt":19844,"copyright":38,"url":19845,"id":19846,"edit":19847},{"width":11538,"height":16061},"What we learned… hacking social injustice","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fb3a09a4d-e1f1-4e96-8cf8-8dfbfac60c31_33.png?auto=format,compress","ZJ7wKBEAACAAdozW",{"x":178,"y":178,"zoom":95,"background":75},{},[],[19851],{"type":41,"text":19852,"spans":19853,"direction":52},"Lessons from Hacking Social Injustice",[],[19855],{"type":41,"text":19731,"spans":19856,"direction":52},[],[],[],{},{"id":19861,"uid":19862,"url":38,"type":9,"href":19863,"tags":19864,"first_publication_date":19865,"last_publication_date":13855,"slugs":19866,"linked_documents":19868,"lang":17,"alternate_languages":19869,"data":19870},"Zxf1jxoAAEYAxvnm","in-plain-english-what-is-a-dsp","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf1jxoAAEYAxvnm%22%29+%5D%5D",[],"2024-10-22T20:41:10+0000",[19867],"what-is-a-dsp",[],[],{"title":19871,"external_link":19872,"summary":19873,"slices":19874,"author_name":19940,"author_position":19941,"author_description":38,"author_image":19942,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":19943,"contact_formid":38,"contact_title":19944,"contact_description":19945,"contact_cta":38,"url_form_triggers":19946,"category":2021,"date":19841,"featured_image":19947,"thumbnail":19951,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":19952,"meta_title":19953,"meta_description":19957,"og_title":19960,"og_description":19961,"og_image":19962,"no_index":280},"DSPs Explained in Plain English",{"link_type":30},[],[19875],{"variation":34,"version":35,"items":19876,"primary":19877,"id":19939,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":19878,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[19879,19882,19885,19888,19891,19894,19897,19900,19903,19906,19909,19912,19915,19918,19921,19924,19927,19930,19933,19936],{"type":41,"text":19880,"spans":19881},"I’ve been working in programmatic for eight years now, and I find the rate of its growth as the primary means of buying digital media incredible. It’s accelerating and evolving so quickly that the landscape now is hugely different to how it was when I was first introduced to the industry.",[],{"type":41,"text":19883,"spans":19884},"Being locked down over the last few months, I’ve had the time to reflect on those changes. And I’ve taken the chance to go back to basics, to relearn what I thought I know, and update my knowledge accordingly. And that’s what got me thinking about DSPs (demand-side platforms) and how picking the right one is essential to any digital marketing strategy.",[],{"type":91,"text":19886,"spans":19887},"What is a DSP?",[],{"type":41,"text":19889,"spans":19890},"A demand-side platform (DSP) is a piece of software that lets advertisers access and buy digital advertising inventory in an online auction. They work in exactly the same way you buy paid search and social, but DSPs usually refer to buying ads programmatically through the open-web and not a closed platform. (For more info on that, you can read our blog on programmatic trading.)",[],{"type":41,"text":19892,"spans":19893},"Within a DSP, you can get access to ad inventory across a variety of channels (display banners, mobile, video, audio, Digital OOH, and TV). And you also control what kinds of people you want to target, the ways you want to reach them, and the data you use to determine those factors. ",[],{"type":41,"text":19895,"spans":19896},"So, when you’re thinking about DSPs, you’re really thinking about the big targeting questions: what demographic are you targeting? How do they behave? What makes them different? What are their interests?",[],{"type":91,"text":19898,"spans":19899},"How does a DSP work?",[],{"type":41,"text":19901,"spans":19902},"I’ve tried explaining DSPs to my friends and family countless times, with varying degrees of success. They are complicated things. ",[],{"type":41,"text":19904,"spans":19905},"But, I think the best way of explaining a DSP is to use an example of something we’re all pretty familiar with: ordering food.",[],{"type":41,"text":19907,"spans":19908},"In the wake of COVID-19, lots of restaurants have had to adapt their model so they can keep themselves going while still providing great meals to their customers. Food delivery apps have helped restaurants stay afloat while eating out is more difficult or impossible.",[],{"type":41,"text":19910,"spans":19911},"And that’s where the metaphor starts. Going to a restaurant and eating in is like traditional media buying: you go directly to the source. Just like at a restaurant, where you have a direct relationship with the owner or the staff, when you buy traditional media you deal directly with a publisher who makes a deal to show your advertising in a certain place, a certain amount of times, to certain audiences. ",[],{"type":41,"text":19913,"spans":19914},"Then came takeaways: restaurants selling their own food through their own channels, either over the phone or online. In the media world, that’s like the expansion of the digital economy to include media giants like Facebook and Google. We call them ‘Closed Web’ environments: you can buy places to show your ad with them, but only the inventory they serve. In other words, it’s a bit more convenient than the traditional model, but you’re still limited to a single selection.",[],{"type":41,"text":19916,"spans":19917},"And so we come to the third way. Over the last few years, we’ve all become familiar with food delivery apps that let you access multiple restaurants all in the same place, make decisions based on quality of food, price, cuisine, time to deliver, fees, and a wide range of variables. And that’s just like a DSP. Through a single interface, you can connect with a wider range of media options than traditional media buying or dealing with one publisher at a time.",[],{"type":41,"text":19919,"spans":19920},"Just as with food delivery apps, where there are different apps that have exclusive access to restaurants, different offers and different choices, there are a range of DSPs that offer different possibilities with regards to customisation, access to data, networks, channels, media pricing, fees, capabilities, and so on.",[],{"type":41,"text":19922,"spans":19923},"So, just as some people have lots of different food apps on their phone to get exactly what they want, whereas some just stick to one, businesses also need to consider which DSP or combination of DSPs is going to work for them.  ",[],{"type":91,"text":19925,"spans":19926},"Working out what works for you",[],{"type":41,"text":19928,"spans":19929},"There are various factors you need to consider when choosing the right DSP for your business, but that’s going to be the topic of a whole new post. ",[],{"type":41,"text":19931,"spans":19932},"But to give you a sense of how these things evolve, our own DSP story is one of evolution and expansion. MiQ started operating solely on the AppNexus DSP back in 2010. Over the last ten years, as we’ve grown, the number of DSPs we work with has grown too, so that by 2020, we’re operating across not just AppNexus, but Google’s DV360, Amazon Advertising Platform (AAP), The Trade Desk, and iPinYou for the Chinese market. We made the decision to expand based on our need to extend our capabilities to our clients in the market.",[],{"type":41,"text":19934,"spans":19935},"There is no one way or right way do choose a DSP. But hopefully you now have a better understanding of what DSPs are for, why you need them, and why you need to think carefully about which ones you work with as you step into the world of programmatic or shift what you’re already doing within that space.",[],{"type":41,"text":19937,"spans":19938},"Either way, there are experts out there who can help.",[],"text_component$0686ab2d-297e-48fc-bd29-c8bcd7374c08","Anthony Hess","Client partner",{},{"link_type":282},[],[],[],{"dimensions":19948,"alt":19949,"copyright":38,"url":15492,"id":15493,"edit":19950},{"width":12770,"height":12771},"In plain English: What is a DSP?",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[19954],{"type":41,"text":19955,"spans":19956,"direction":52},"What is a DSP? A Simple Explanation",[],[19958],{"type":41,"text":19880,"spans":19959,"direction":52},[],[],[],{},{"id":19964,"uid":19965,"url":38,"type":9,"href":19966,"tags":19967,"first_publication_date":17953,"last_publication_date":19968,"slugs":19969,"linked_documents":19970,"lang":17,"alternate_languages":19971,"data":19972},"Zxf7oxoAAEQAxwYR","the-need-for-omnichannel-education","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7oxoAAEQAxwYR%22%29+%5D%5D",[],"2026-04-28T15:13:05+0000",[19965],[],[],{"title":19973,"external_link":19974,"summary":19975,"slices":19976,"author_name":1836,"author_position":38,"author_description":38,"author_image":20090,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":20091,"contact_formid":38,"contact_title":20092,"contact_description":20093,"contact_cta":38,"url_form_triggers":20094,"category":2021,"date":20095,"featured_image":20096,"thumbnail":20101,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":20102,"meta_title":20103,"meta_description":20107,"og_title":20108,"og_description":20109,"og_image":20110,"no_index":280},"The Need for Omnichannel Education",{"link_type":30},[],[19977,20085],{"variation":34,"version":35,"items":19978,"primary":19979,"id":20084,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":19980,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[19981,19985,19988,19990,19993,19996,20003,20006,20010,20017,20022,20025,20028,20032,20037,20040,20043,20048,20051,20054,20059,20062,20065,20069,20072,20075,20078,20081],{"type":41,"text":19982,"spans":19983},"Why people and teams need to change to make omnichannel marketing possible",[19984],{"start":178,"end":6203,"type":97},{"type":41,"text":19986,"spans":19987},"By Rebecca Rosborough, CMO, MiQ",[],{"type":41,"text":57,"spans":19989},[],{"type":41,"text":19991,"spans":19992},"When we talk about omnichannel marketing, a lot of the conversation tends to focus on technology and tools.",[],{"type":41,"text":19994,"spans":19995},"That’s understandable. Omnichannel marketing – that ideal state where you can use all the data you gather in all your channels to inform your holistic marketing strategy – is only possible thanks to very smart people finding very smart solutions that advance capabilities in data processing, targeting, incremental measurement and so on.",[],{"type":41,"text":19997,"spans":19998},"But, as our recent survey conducted with Digiday – Omnichannel: Building for the future state of advertising – made clear, the promise of true omnichannel marketing is still not being attained by the majority of marketers. ",[19999,20000],{"start":784,"end":46,"type":110},{"start":784,"end":46,"type":47,"data":20001},{"link_type":49,"url":20002},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fmiq-the-omnichannel-programmatic-promise-building-for-the-future-state-of-advertising?utm_campaign=2020%20-%20MiQ\u002FDigiday%20Omnichannel%20Report&utm_source=Blog%20post&utm_medium=In%20plain%20English:%20Three%20ways%20data%20science%20fuels%20omnichannel%20advertising",{"type":41,"text":20004,"spans":20005},"And that’s because of a simple truth: most marketing teams aren’t set up for omnichannel marketing. Even though the tools and technologies exist, doesn’t mean marketing teams have the expertise to use them well. And, at a deeper structural level, there are still silos within teams that make using the insights gleaned from multiple channels actionable in a true omnichannel way. ",[],{"type":41,"text":20007,"spans":20008},"New tech, new teams",[20009],{"start":178,"end":4557,"type":97},{"type":41,"text":20011,"spans":20012},"We discussed a classic example of this on our podcast in an episode called TVs are connected – what’s a marketer to do? ",[20013,20014],{"start":1756,"end":8024,"type":110},{"start":1756,"end":11079,"type":47,"data":20015},{"link_type":49,"url":20016},"https:\u002F\u002Fopen.spotify.com\u002Fepisode\u002F2wxdxkioefRbDbKXOnJi9z?si=JOISAoOaRAaWZbUgU_uHuQ",{"type":41,"text":20018,"spans":20019},"Now that more and more TVs are connected to the internet, and thus an addressable programmatic channel and source of rich audience data, there are myriad opportunities for marketers to link up their TV advertising (previously a linear silo) with their digital marketing. They can, for instance, follow up their high-altitude brand advertising on the big screen, with targeted direct response-style ads on devices that they know are in the same room. ",[20020],{"start":20021,"end":7264,"type":110},423,{"type":41,"text":20023,"spans":20024},"It’s very cool stuff. But, as our guest Kevin Van Valkenburgh, chief connections officer, Tombras, said, the question for marketing teams then becomes: Who runs the show? Is it the TV team with all their experience in buying TV spots or the digital team with all their experience in targeting, buying journeys and so on?",[],{"type":41,"text":20026,"spans":20027},"And, of course the answer is both\u002Fand rather than either\u002For, but unless the practical mechanisms exist for that kind of collaboration, there’s always the danger of two sets of experts working at cross-purposes rather than pulling together. ",[],{"type":41,"text":20029,"spans":20030},"Companies need more omnichannel expertise",[20031],{"start":178,"end":4883,"type":97},{"type":41,"text":20033,"spans":20034},"It’s no surprise, then, that our omnichannel survey found that companies are desperate for more omnichannel expertise within their teams. They know the approaches they would like to be taking, but until they have the right people in the right roles, they can’t take them as yet. ",[20035],{"start":20036,"end":1231,"type":110},174,{"type":41,"text":20038,"spans":20039},"For example, 66% of US marketers said they would like to be making new team hires who possess omnichannel programmatic expertise, while 17% say they would like to have additional training in omnichannel approaches for their existing personnel.",[],{"type":41,"text":20041,"spans":20042},"So how do they achieve this? There are essentially two methods. And while they’re not mutually exclusive, it’s interesting to note the differences between what US marketers are generally doing versus their counterparts in Canada and the UK. ",[],{"type":41,"text":20044,"spans":20045},"1. Establishing tech partnerships",[20046,20047],{"start":178,"end":1304,"type":110},{"start":178,"end":1304,"type":97},{"type":41,"text":20049,"spans":20050},"In the US, the preference for brands is to build partnerships with omnichannel tech experts to help fill the gaps in their teams. ",[],{"type":41,"text":20052,"spans":20053},"When asked about their most important strategies for expanding omnichannel capabilities, 60% of US respondents cited increased use of partnerships with tech providers or, frequently, tech-savvy agencies to help them navigate the challenges of building and executing omnichannel strategies.",[],{"type":41,"text":20055,"spans":20056},"2. Bringing experts in-house",[20057,20058],{"start":178,"end":2216,"type":110},{"start":178,"end":2216,"type":97},{"type":41,"text":20060,"spans":20061},"UK and Canadian teams, meanwhile, are generally putting their efforts into bringing more omnichannel experts in-house, either with hiring or upskilling existing teams. ",[],{"type":41,"text":20063,"spans":20064},"For example, 30% of Canadian marketers say they plan to increase internal training, and 22% say they’ll add new hires, while in the UK, 42% plan to increase internal training. ",[],{"type":41,"text":20066,"spans":20067},"Education is the key to omnichannel ",[20068],{"start":178,"end":547,"type":97},{"type":41,"text":20070,"spans":20071},"The truth is, whichever option a business pursues, to make omnichannel programmatics strategies work at scale, and with wide-reaching effect, education is the key. At present, most teams simply don’t know how to grapple with the expanding landscape and understand — or measure, or integrate — the plethora of incoming data. ",[],{"type":41,"text":20073,"spans":20074},"As Andrew Goode, evp and head of programmatic at Havas Media Group, said: “You need to have an intimate understanding of the ever-increasing complexity of what, as an industry, we’re coming up with. It’s something that we have to be able to tackle if we’re going to make sense of this massive, complex ecosystem that we’ve created.” ",[],{"type":41,"text":20076,"spans":20077},"And the only two major entities who can do this educating are media agencies and tech providers themselves. That’s obviously true if they’re partnering with brands. But even for brands who are in-housing their programmatic capabilities, there’s education to be done so that the people using their tools and technologies know the full scope of their potential. ",[],{"type":41,"text":20079,"spans":20080},"Without this, buyers will lag in their approach to omnichannel programmatic and will likely fail to take advantage of an expanding spectrum of programmatic channels and environments because of disorganization and silos.",[],{"type":41,"text":20082,"spans":20083},"For omnichannel to work across our industry, tech providers and agencies need to up their game in providing education and expertise, as well as technology and tools. And brands themselves need to demand this level of upskilling from the people they work with so they can fully capture the promise of omnichannel programmatic and stay competitive in a rapidly expanding environment.",[],"text_component$a35b5b73-d6e5-4567-b500-70ceedb70944",{"variation":34,"version":35,"items":20086,"primary":20087,"id":20089,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":20088,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$39d839e3-d658-48ee-b0d9-010f61c891a4",{},{"link_type":282},[],[],[],"2020-08-11T23:00:00+0000",{"dimensions":20097,"alt":38,"copyright":38,"url":20098,"id":20099,"edit":20100},{"width":68,"height":2025},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F25f20259-ee35-48e3-af3f-f9cbf37373a5_BlogPost_Header_Omni.jpg?auto=format,compress","ZcZJuhIAACkAYOp3",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[20104],{"type":41,"text":20105,"spans":20106,"direction":52},"The Importance of Omnichannel Education",[],[],[],[],{},{"id":20112,"uid":20113,"url":38,"type":9,"href":20114,"tags":20115,"first_publication_date":20116,"last_publication_date":3624,"slugs":20117,"linked_documents":20119,"lang":17,"alternate_languages":20120,"data":20121},"Zxf7vBoAAEQAxwZC","advertising-during-a-recession","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7vBoAAEQAxwZC%22%29+%5D%5D",[],"2024-10-22T20:40:03+0000",[20118],"recessions-slash-ad-budgets",[],[],{"title":20122,"external_link":20123,"summary":20124,"slices":20125,"author_name":20244,"author_position":20245,"author_description":38,"author_image":20246,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":20247,"contact_formid":38,"contact_title":20248,"contact_description":20249,"contact_cta":38,"url_form_triggers":20250,"category":2021,"date":20251,"featured_image":20252,"thumbnail":20258,"featured_description":20259,"featured_video":38,"show_updated_on":280,"articles":20260,"meta_title":20261,"meta_description":20264,"og_title":20268,"og_description":20269,"og_image":20270,"no_index":280},"Advertising Strategies During a Recession",{"link_type":30},[],[20126,20182,20196,20219,20233],{"variation":34,"version":35,"items":20127,"primary":20128,"id":20181,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":20129,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[20130,20133,20136,20139,20142,20145,20148,20151,20154,20157,20160,20163,20166,20169,20172,20175,20178],{"type":41,"text":20131,"spans":20132},"Cutting back on advertising during a recession is often seen as a short-term cost-saving measure, but the truth is that marketing during economic uncertainty can actually cost less and reap bigger rewards. Within the last 100 years alone, our global and regional economies have seen and survived the Great Depression in the 30s, the energy crisis of the 70s and 80s, and most recently, the Great Recession of 2008. The COVID-19 pandemic has caused long-lasting instability in financial markets and the entire world seems to be braced for yet another recession. That means companies everywhere are deciding whether or not to slash their advertising budgets.",[],{"type":41,"text":20134,"spans":20135},"The practice of cutting back on marketing during a recession stems from the beliefs that marketing is a cost center and that turning it off has little impact on long-term sales.",[],{"type":41,"text":20137,"spans":20138},"It turns out, though, that research tells a different story.",[],{"type":91,"text":20140,"spans":20141},"Recessions slash ad budgets",[],{"type":41,"text":20143,"spans":20144},"When businesses begin to see declines in sales and revenue, expenses are cut. Personnel, real estate, overhead, and future investments are streamlined. And, often, marketing and advertising budgets are first to be slashed, as they are viewed as a discretionary cost. ",[],{"type":41,"text":20146,"spans":20147},"On its surface, this makes sense. While businesses struggle to keep the lights on, little focus and energy is spent on advertising. During slow economic periods, consumers set stricter spending priorities and often reduce non-essential purchases. So why continue to advertise your brand? ",[],{"type":41,"text":20149,"spans":20150},"Because it is the perfect time to capture attention and increase market share. ",[],{"type":41,"text":20152,"spans":20153},"Numerous studies have been conducted on the short and long-term impacts of advertising during declining economic conditions. McGraw Hill studied 600 companies from 16 different industries, some of which maintained or increased their advertising spend, and others who cut or reduced it from 1980 to 1985. ",[],{"type":41,"text":20155,"spans":20156},"Their findings were clear: companies who continued to advertise during the two-year recession saw 256% higher sales than their counterparts post-recession. Those who chose not to advertise during the economic slump saw virtually 0% market share increase and a rise in sales of only 18% once the economy regained traction.  ",[],{"type":41,"text":20158,"spans":20159},"The adage that comes from their findings is:",[],{"type":41,"text":20161,"spans":20162},"In times of prosperity, you should advertise. In times of hardship, you must advertise. Now is the time to differentiate.  ",[],{"type":41,"text":20164,"spans":20165},"Now is the time to differentiate. ",[],{"type":91,"text":20167,"spans":20168},"Data makes the difference when advertising during a recession",[],{"type":41,"text":20170,"spans":20171},"The truth is, if you are able to continue spending on advertising as a business, there are huge opportunities created by recessions. While competitors hit the brakes on advertising dollars, uncertain economic times are key opportunities to gain share of voice – after six months, overall brand awareness to an average consumer decreases by 24%. And with today’s advertising technology, advertising investment can be smart and calculated, resulting in both short and long-term gains.   ",[],{"type":41,"text":20173,"spans":20174},"After the collapse of the stock market during the recession of 2008, ad spending saw a reduction of over 27% across all channels. But, in 2008, advertising was still largely dominated by linear advertising (radio, TV commercials, site homepage takeovers, etc.) and virtually nothing was measurable or addressable to the user. The same message and branding was going to every user. ",[],{"type":41,"text":20176,"spans":20177},"Over a decade later, advertising technology has experienced a quantum leap. Programmatic, social, and search advertising (among others) now can address users on an individual or household basis. And, because we know that all consumers are not created equal, it’s easy to segment consumers into a few distinguishable groups (for instance, slam-on-the-brake spenders, reduced spenders, and well-off\u002Fluxury spenders). ",[],{"type":41,"text":20179,"spans":20180},"Each of these groups will respond to different kinds of advert, even within the same category. For example, a reduced spender who needs to buy an automobile might respond positively to messaging around fuel efficiency, tax savings, and discounted prices. A luxury spender, on the other hand, might react more favorably to messaging around status and brand prestige. It is important to tailor the messaging to each group for maximized return on investment.",[],"text_component$7899b893-4c60-4661-a8cb-25d1013a7947",{"variation":34,"version":35,"items":20183,"primary":20184,"id":20195,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":20185,"title":38,"text":20190,"link":20194},{"dimensions":20186,"alt":38,"copyright":38,"url":20187,"id":20188,"edit":20189},{"width":292,"height":293},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fbf0c3ebd-35c1-4ec1-8e13-d026ad42f7ae_ECOMMERCE-LINKEDIN-FB.png?auto=format,compress","ZKLwYhEAACkAkGK4",{"x":178,"y":178,"zoom":95,"background":75},[20191],{"type":678,"text":20192,"spans":20193},"Are you keeping up with changing trends and habits of your consumers? Click here to download our latest report, Unboxing the global retail consumer, to learn how you can adapt your marketing to reach and engage new and loyal customers.",[],{"link_type":30},"article_download$498e8959-e6e2-4f38-9294-b589e9fca5e5",{"variation":34,"version":35,"items":20197,"primary":20198,"id":20218,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":20199,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[20200,20203,20206,20209,20212,20215],{"type":41,"text":20201,"spans":20202},"This is the first time in an economic slowdown that we have had the ability to get this level of granularity on an audience level. And, because of this, advertising budgets can be optimized to reach the right target audience. ",[],{"type":41,"text":20204,"spans":20205},"It makes it easier for marketing leaders to justify spending to the rest of the business. Brands now have access to data points that illustrate “if we spend x, our return on investment is y, and our sales increase by z%”. We can now quantitatively measure the impact that advertising is having on a company’s bottom line.",[],{"type":91,"text":20207,"spans":20208},"Targeted advertising now will reap long-term value",[],{"type":41,"text":20210,"spans":20211},"With advertisers having more advanced technology to reach their target users and determine the impact on revenue, the long-term problem of brand recognition is virtually erased. Those companies who are able to continue advertising during this period will keep their brand on the forefront of the minds of the consumer, likely setting them up for success when the economy rebounds. ",[],{"type":41,"text":20213,"spans":20214},"And in today’s data-driven world, where granular, tailored messaging is possible, it’s possible to optimize ad spend to reach exactly the right consumers in the right ways. ",[],{"type":41,"text":20216,"spans":20217},"For example, we know that, right now, most US consumers are at home and watching ever-more content through connected TVs (ie TVs that are online and addressable). Users who used to be reachable on laptops and smartphones are now to be found in a non-skippable, targeted OTT environment. This provides a unique opportunity to drive brand awareness to a user whose undivided attention is given to the program they are watching. ",[],"text_component$983122e9-b898-4fb5-b353-c257c95f233b",{"variation":34,"version":35,"items":20220,"primary":20221,"id":20232,"slice_type":686,"slice_label":38},[],{"anchor_id":38,"image":20222,"title":38,"text":20227,"link":20231},{"dimensions":20223,"alt":38,"copyright":38,"url":20224,"id":20225,"edit":20226},{"width":292,"height":7006},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F764777ed-d97d-4447-ab61-72189d963f55_1200x630TV_MORE_THAN_TV.jpeg?auto=format,compress","ZKLyDhEAACgAkGrf",{"x":178,"y":178,"zoom":95,"background":8943},[20228],{"type":678,"text":20229,"spans":20230},"TV advertising has changed. Check out our 4-part e-book series TV is more than TV to connect your linear, CTV, and Youtube advertising to your overall digital strategy for greater targeting, reach, and performance.",[],{"link_type":30},"article_download$11d23028-e5f4-4653-ac3f-960e1f9448cc",{"variation":34,"version":35,"items":20234,"primary":20235,"id":20243,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":20236,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[20237,20240],{"type":41,"text":20238,"spans":20239},"In times of crisis and uncertainty, there is always a light at the end of the tunnel. The data shows us that many advertisers will cut media spend across all channels during downward economic cycles. And the data also shows us that increasing marketing spend during these cycles can pay off handsomely in the future with increased market share and sales. The conclusion is clear: if you’re able to continue spending on advertising, right now is the best time to do it. ",[],{"type":41,"text":20241,"spans":20242},"Make your programmatic advertising work harder and smarter during economic uncertainty. Put our experts to work for you.",[],"text_component$07311cea-d2be-4c48-b2a8-ceb2de562600","Chase Anderson","Trader manager, MiQ",{},{"link_type":282},[],[],[],"2020-07-29T22:00:00+0000",{"dimensions":20253,"alt":20254,"copyright":38,"url":20255,"id":20256,"edit":20257},{"width":292,"height":671},"Advertising during a recession","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F19fa496c-7567-45c5-87f4-2411cae4aac9_19.jpeg?auto=format,compress","ZJ6_lhEAACEAdaMK",{"x":178,"y":178,"zoom":95,"background":8943},{},"How brands can set themselves up for post-recession success with a smart advertising approach",[],[20262],{"type":41,"text":20122,"spans":20263,"direction":52},[],[20265],{"type":41,"text":20266,"spans":20267,"direction":52},"Cutting back on advertising during a recession is often seen as a short-term cost-saving measure, but the truth is that marketing during economic uncertainty can actually cost less and reap bigger rewards.",[],[],[],{},{"id":20272,"uid":20273,"url":38,"type":9,"href":20274,"tags":20275,"first_publication_date":12369,"last_publication_date":3837,"slugs":20276,"linked_documents":20278,"lang":17,"alternate_languages":20279,"data":20280},"Zxf13RoAAE4AxvqG","gaming-and-programmatic","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf13RoAAE4AxvqG%22%29+%5D%5D",[],[20277],"how-a-trader-optimizes-a-gaming-campaign",[],[],{"title":20281,"external_link":20282,"summary":20283,"slices":20284,"author_name":1836,"author_position":38,"author_description":38,"author_image":20380,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":20381,"contact_formid":38,"contact_title":20382,"contact_description":20383,"contact_cta":38,"url_form_triggers":20384,"category":2021,"date":20387,"featured_image":20388,"thumbnail":20391,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":20392,"meta_title":20395,"meta_description":20399,"og_title":20400,"og_description":20401,"og_image":20402,"no_index":280},"Exploring Gaming and Programmatic Advertising",{"link_type":30},[],[20285],{"variation":34,"version":35,"items":20286,"primary":20287,"id":20379,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":20288,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[20289,20292,20294,20297,20299,20302,20305,20307,20312,20315,20317,20319,20322,20325,20329,20336,20339,20341,20343,20345,20349,20352,20355,20358,20361,20364,20367,20370],{"type":91,"text":20290,"spans":20291},"How a trader optimizes a gaming campaign",[],{"type":41,"text":57,"spans":20293},[],{"type":41,"text":20295,"spans":20296},"By Beki Chafer, Trader, MiQ London",[],{"type":41,"text":57,"spans":20298},[],{"type":41,"text":20300,"spans":20301},"The COVID-enforced lockdown has seen a massive rise in people playing computer games. According to our proprietary COVID-19 dashboard monitoring online activity, the number of people gaming peaked in April and May with a record of 1,379,552 total users in the USA tracking on the top 20 online games.",[],{"type":41,"text":20303,"spans":20304},"This growing gaming audience presents a major opportunity for gaming companies, which is why, according to Ad Age, “video games have more than doubled their ad spend since the start of the pandemic.”",[],{"type":41,"text":57,"spans":20306},[],{"type":65,"url":20308,"alt":38,"copyright":38,"dimensions":20309,"id":20310,"edit":20311},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F163fde8d-9ff4-4bfe-9d13-bb4985d797ca_Screen-Shot-2020-07-30-at-2.55.25-PM-640x254.png?auto=format,compress",{"width":2177,"height":5968},"ZcZH6hIAACkAYOeH",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":20313,"spans":20314},"Image 1: Daily Gaming Trends",[],{"type":41,"text":57,"spans":20316},[],{"type":41,"text":57,"spans":20318},[],{"type":41,"text":20320,"spans":20321},"For programmatic traders like me, gaming campaigns offer a unique trading opportunity to create more value for advertisers.",[],{"type":41,"text":20323,"spans":20324},"Our COVID-19 dashboard gives us the most up-to-date information around gaming trends, top trending games by percent, time spent on a specific game and even audience segmentation. These types of insights make it especially unique for us traders working on gaming campaigns. Using this information, we can then personalize campaign settings to maximize performance.",[],{"type":41,"text":20326,"spans":20327},"Daily Trends of Gamers",[20328],{"start":178,"end":475,"type":97},{"type":65,"url":20330,"alt":38,"copyright":38,"dimensions":20331,"id":20334,"edit":20335},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F4ececa3f-d2be-44d4-bbd8-7f8290cd4cd9_Screen-Shot-2020-07-30-at-2.55.10-PM-768x211.png?auto=format,compress",{"width":20332,"height":20333},768,211,"ZcZINRIAACcAYOgJ",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":20337,"spans":20338},"Image 2: Daily Trends Peak in users",[],{"type":41,"text":57,"spans":20340},[],{"type":41,"text":57,"spans":20342},[],{"type":41,"text":57,"spans":20344},[],{"type":41,"text":20346,"spans":20347},"What does a gaming campaign look like?",[20348],{"start":178,"end":369,"type":97},{"type":41,"text":20350,"spans":20351},"Gaming typically either promotes a new launch (such as a new game or gaming console) or a limited special offer such as a discount on a gaming title or a gaming bundle (a group of products available to buy at a reduced price). That means gaming campaigns are usually run in shorter bursts. It’s rare for gaming campaigns to become always-on campaigns, though it’s not unheard of.",[],{"type":41,"text":20353,"spans":20354},"A gaming campaign promoting a new product is usually defined by a pre-launch burst, which encourages consumers to pre-order the product before the launch date. In doing so, a consumer would usually get some kind of reward (like, receiving content not available when buying the game after launch or a small discount) which would be promoted on the advert.",[],{"type":41,"text":20356,"spans":20357},"This is then followed by a post-launch burst, letting the audience know that the product is available to purchase and play. These bursts will have different creative messages and potentially different budget allocations.",[],{"type":41,"text":20359,"spans":20360},"A campaign with a limited special offer usually also contains multiple bursts as offers are typically only available for a short period of time before swapping out into a new offer. (For instance, offering a discount on a particular game title each week). These types of gaming campaigns are usually targeted at gift-givers and held around key retail events such as Black Friday, Cyber Monday and Christmas.",[],{"type":41,"text":20362,"spans":20363},"Gaming campaigns are often volatile in unique ways. For example, if the message you’re promoting hasn’t been publicly announced until the start date of the campaign, you could be asked to pause before the campaign’s even begun. This would be due to a leak.",[],{"type":41,"text":20365,"spans":20366},"A leak in gaming refers to information about a particular upcoming event\u002Fpromotion becoming available to the public before the gaming company intended. These sometimes trend highly and quickly on social media. If this happens, usually it would cause a delay in the start date or a revision of the campaign’s plan  last minute. Revisions can include reduction in budget (a lot of players now know about the announcement and additional marketing isn’t always required) or a revision of flight dates.",[],{"type":41,"text":20368,"spans":20369},"Now that working from home is quickly becoming the norm, gaming is likely to see a spike in programmatic trading. It is important for gaming advertisers to have traders that understand not only the delivery of gaming campaigns, but the gaming campaign lifecycle.",[],{"type":41,"text":20371,"spans":20372},"To learn more how you can partner with MiQ to ensure your gaming campaigns programmatic campaigns exceed performance check out our blog on the impact of COVID-19 on gaming habits here and get in touch with us here.",[20373,20376],{"start":1231,"end":16789,"type":47,"data":20374},{"link_type":49,"url":20375},"https:\u002F\u002Fwww.wearemiq.com\u002Fthe-impact-of-covid-19-on-gaming-habits\u002F",{"start":10584,"end":10742,"type":47,"data":20377},{"link_type":49,"url":20378,"target":51},"https:\u002F\u002Fwearemiq.com\u002Fresources\u002Fblog\u002Fgaming-and-programmatic?contact=true","text_component$bb6b0106-9af4-4106-a299-f4fe88b0fc85",{},{"link_type":282},[],[],[20385],{"trigger":38,"form":20386},{"link_type":282},"2020-07-25T23:00:00+0000",{"dimensions":20389,"alt":38,"copyright":38,"url":17697,"id":17698,"edit":20390},{"width":292,"height":671},{"x":178,"y":178,"zoom":95,"background":8943},{},[20393],{"related_article":20394},{"link_type":282},[20396],{"type":41,"text":20397,"spans":20398,"direction":52},"The Impact of Gaming on Programmatic Advertising",[],[],[],[],{},{"id":20404,"uid":20405,"url":38,"type":9,"href":20406,"tags":20407,"first_publication_date":20408,"last_publication_date":20409,"slugs":20410,"linked_documents":20412,"lang":17,"alternate_languages":20413,"data":20414},"Zxf5exoAAEQAxwGo","what-i-learned-starting-our-business-in-china","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5exoAAEQAxwGo%22%29+%5D%5D",[],"2024-10-22T20:40:41+0000","2026-04-27T16:34:39+0000",[20411],"lessons-from-starting-business-in-china",[],[],{"title":20415,"external_link":20416,"summary":20417,"slices":20418,"author_name":1836,"author_position":38,"author_description":38,"author_image":20538,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":20539,"contact_formid":38,"contact_title":20540,"contact_description":20541,"contact_cta":38,"url_form_triggers":20542,"category":1844,"date":20543,"featured_image":20544,"thumbnail":20551,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":20552,"meta_title":20553,"meta_description":20557,"og_title":20558,"og_description":20559,"og_image":20560,"no_index":280},"Lessons from Starting Business in China",{"link_type":30},[],[20419],{"variation":34,"version":35,"items":20420,"primary":20421,"id":20537,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":20422,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[20423,20427,20431,20434,20437,20440,20444,20447,20450,20453,20457,20460,20463,20466,20469,20472,20476,20479,20482,20485,20488,20491,20495,20498,20501,20507,20511,20514,20517,20520,20523,20525,20534],{"type":41,"text":20424,"spans":20425},"by Alexander Deats, EVP, Strategy & Operations, China",[20426],{"start":178,"end":1999,"type":97},{"type":41,"text":20428,"spans":20429},"‘What I learned’ is a blog series that lets you see what life is like inside MiQ, as people from our business talk about challenges they’ve overcome, opportunities they’ve taken, and everything they’ve discovered along the way. ",[20430],{"start":178,"end":13651,"type":110},{"type":41,"text":20432,"spans":20433},"In my current role at MiQ, I’m responsible for scaling the MiQ business in China, providing international brands programmatic solutions to access the Chinese audience from anywhere in the world. But my fascination with China started much earlier.",[],{"type":41,"text":20435,"spans":20436},"At university, I studied business and economics with a strong focus on macroeconomics and international trade. At that time, China was undergoing sweeping social and economic transformation, experiencing double-digit GDP growth, and shifting to a more market-based capitalist economy. I simply could not believe the statistics and stories originating from China, and it ignited an immediate need in me to find out more about the country… to the extent I skipped my university graduation to start an internship in Beijing at Renren, a Chinese social networking platform.",[],{"type":41,"text":20438,"spans":20439},"Moving to China was an unforgettable experience. I remember the hustle and bustle of the daily subway commute, the ritual of the afternoon office nap, joining Tai Chi classes in the local park… Everything was alien to me, but I loved it. And it was an exciting time to join Renren. They were just preparing to IPO on the New York Stock Exchange and I was assigned to the growing digital marketing department to support the launch and monetisation of Renren’s first pre-roll video ad format. This was my first experience of the digital advertising industry – an industry I didn’t really know existed at the time but one that would go on to shape the next decade of my career.",[],{"type":41,"text":20441,"spans":20442},"London, New York, London… then back to China",[20443],{"start":178,"end":766,"type":97},{"type":41,"text":20445,"spans":20446},"After my internship, I almost stayed in Beijing. But instead, I came back to London to work at A&NY Media, a small ad network part of the larger dmg:media company. And then, because of the connections I made there, I got a call from Gurman Hundal, co-founder of MiQ, asking if I would like to explore a role at MiQ based in New York.",[],{"type":41,"text":20448,"spans":20449},"I said yes without hesitation, and spent three years in the US helping scale the business there, before coming back to London to take on the role of global trader director. If there’s one thing I’ve learned in that time it’s to dare to dream big. With the right team, the right attitude and the right skills, I’ve seen that anything is possible.",[],{"type":41,"text":20451,"spans":20452},"And so when Lee Puri, MiQ’s other co-founder approached me in 2019 with the opportunity to launch our business in China, given my experience with MiQ and my long-standing fascination with China, it seemed like a match made in heaven.",[],{"type":41,"text":20454,"spans":20455},"The size of the challenge",[20456],{"start":178,"end":122,"type":97},{"type":41,"text":20458,"spans":20459},"While my enthusiasm levels stayed sky high, it soon dawned on me the magnitude of what I’d signed up to. The challenge China presented was like none other I’d faced in my career. When I joined the team, we’d already conducted 18 months of research and due diligence ahead of our intended entry. But even with all the facts and figures that showed what a great opportunity it was, my mind yoyoed between thinking ‘we can do this!’ one minute and ‘can we do this?’ the next.",[],{"type":41,"text":20461,"spans":20462},"Fortunately, this feeling subsided as soon as I visited Shanghai. I spent the day meeting technology and inventory partners, prospective clients, and candidates for our Shanghai team. It was a 14-hour day, a real slog, but adrenalin saw me through it.",[],{"type":41,"text":20464,"spans":20465},"Rather than go back to the hotel, I took an evening walk along the Bund, the waterfront area in central Shanghai. I’m glad I did. The place had an energy about it, one I’d never felt before. It was even livelier than New York. All the uncertainty and ‘what if’ thoughts vanished, replaced with renewed enthusiasm and determination.",[],{"type":41,"text":20467,"spans":20468},"Things moved quickly. We finalised our commercial, product, marketing, people, and operational strategy. We brought in new bi-lingual team members, flew back and forth to Shanghai forging local partnerships to build our China programmatic stack, and started taking our proposition to brands and agencies in the US and the UK. Before we knew it, we had a handful of clients signed up for our beta launch who wanted to execute programmatic in China from their ‘home’ markets.",[],{"type":41,"text":20470,"spans":20471},"We were learning on the fly, rapidly evolving and taking all the trials and tribulations in our stride. Yes, we came against problems. It was gruelling, it was hard, but there was nothing our team couldn’t overcome – we had so much fun. We launched our China inbound business and, in our first six months, saw it grow faster than any other geography MiQ has ever launched in.",[],{"type":41,"text":20473,"spans":20474},"The impact of COVID-19",[20475],{"start":178,"end":475,"type":97},{"type":41,"text":20477,"spans":20478},"We entered 2020 riding a wave of growth and excitement. We’d strategized to our hearts’ content, we had investment signed-off, and we’d laid the foundations for a bumper 2020.",[],{"type":41,"text":20480,"spans":20481},"Then COVID-19 happened.",[],{"type":41,"text":20483,"spans":20484},"Immediately, all our planning went out the window, as China started to feel the full force of the disease. On January 21st, our largest client paused their campaign – and all the others soon followed. We went from hero to zero in an instant. It was a bitter pill to swallow.",[],{"type":41,"text":20486,"spans":20487},"At the time, we had no understanding of the severity of the novel coronavirus. And as its impact became clear, the business impact was the least of our worries. Many of our team have friends and family in China, and our thoughts turned to their safety and for all those impacted across China.",[],{"type":41,"text":20489,"spans":20490},"From a work perspective, during the early days of the pandemic, things were tough. Not only were we launching a business in what may be considered the toughest market in the world, but it was now compounded by a deadly and rapidly spreading virus. The self-doubt crept back. ‘Can we do this?’ was once again a constant question in my mind.",[],{"type":41,"text":20492,"spans":20493},"Weathering the storm",[20494],{"start":178,"end":424,"type":97},{"type":41,"text":20496,"spans":20497},"The first two months of 2020 were hectic. We held crunch talks, transformed our operating rhythm, crafted new plans. We did everything we could think of to survive. We knew we were well short of where we wanted to be, but there was no point dwelling on the situation.",[],{"type":41,"text":20499,"spans":20500},"We set ourselves mini-milestones and motivational gateways that laddered up to our revised objectives. We celebrated wins no matter how big or small to make sure we kept up our momentum and kept our morale high. It would have been easy to throw in the towel, but our team rallied and united through intense adversity.",[],{"type":41,"text":20502,"spans":20503},"The resilience and courage of the China team has been incredible. I’m extremely proud to be a part of it. We have been put through the ringer over the last few months, but we’ve undoubtedly come out the other side stronger. And as we move deeper into 2020, the future is starting to look brighter for China. The country is getting back on its feet. The green shoots of recovery are real, clients have reactivated cancelled campaigns and we are once again on a growth trajectory.",[20504],{"start":203,"end":10462,"type":47,"data":20505},{"link_type":49,"url":20506,"target":51},"https:\u002F\u002Fopen.spotify.com\u002Fepisode\u002F56p5G2eDVJi5s0tDw1G0Vm?si=AjoTLNY-Rz6O16uWlJsn3g",{"type":41,"text":20508,"spans":20509},"What I’ve learned",[20510],{"start":178,"end":493,"type":97},{"type":41,"text":20512,"spans":20513},"As a kid my dad always told me, ‘the more you put in, the more you get out’. I may not have embraced this mantra in its entirety at school… but the same cannot be said of the China team in the first half of 2020. We dug deep and are now yielding the fruits of our labour. We’re well-placed to grasp all the opportunities China presents.",[],{"type":41,"text":20515,"spans":20516},"And that’s a lesson I’ve seen throughout my career. I’ve seen good times and bad times in businesses, and I have valuable experiences from them all. Above all else, I’ve learned to live in the moment and to enjoy what I’m doing, even when times are tough.",[],{"type":41,"text":20518,"spans":20519},"I’ve never thought ‘where do I want to be in five years?’. Five years ago, I certainly didn’t think I’d be doing what I am doing today. You never really know what the future holds. But if you enjoy what you do, it creates an environment where you can achieve anything you put your mind to. Enjoyment and fulfilment are the catalysts for overachievement. They foster positivity and opportunity.",[],{"type":41,"text":20521,"spans":20522},"So, what have I learned? Have fun and enjoy what you do. The rest will take care of itself.",[],{"type":41,"text":6589,"spans":20524},[],{"type":41,"text":20526,"spans":20527},"For information about how you can succeed with programmatic in China check out our approach or contact one of our experts.",[20528,20531],{"start":655,"end":9092,"type":47,"data":20529},{"link_type":49,"url":20530,"target":51},"https:\u002F\u002Ff.hubspotusercontent20.net\u002Fhubfs\u002F4784870\u002F2020_China\u002FMiQ_China_2020.pdf",{"start":7491,"end":20532,"type":47,"data":20533},121,{"link_type":49,"url":16734,"target":51},{"type":41,"text":20535,"spans":20536},"For more information on what the Chinese COVID-19 recovery can teach Western advertisers, listen to our podcast.",[],"text_component$adeac7ac-7414-4701-bee8-2a8ac40dbf65",{},{"link_type":282},[],[],[],"2020-07-06T23:00:00+0000",{"dimensions":20545,"alt":38,"copyright":38,"url":20548,"id":20549,"edit":20550},{"width":20546,"height":20547},3306,1644,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F010dc026-6037-4dcd-b780-05a4f0c04328_whatilearnedchina.png?auto=format,compress","ZcZHKxIAACsAYOZK",{"x":178,"y":178,"zoom":95,"background":75},{},[],[20554],{"type":41,"text":20555,"spans":20556,"direction":52},"Lessons Learned from Starting a Business in China",[],[],[],[],{},{"id":20562,"uid":20563,"url":38,"type":9,"href":20564,"tags":20565,"first_publication_date":19327,"last_publication_date":20566,"slugs":20567,"linked_documents":20569,"lang":17,"alternate_languages":20570,"data":20571},"Zxf7jBoAAEkAxwXg","in-plain-english-how-does-a-programmatic-campaign-work","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7jBoAAEkAxwXg%22%29+%5D%5D",[],"2026-04-27T16:34:47+0000",[20568],"what-does-a-programmatic-campaign-look-like",[],[],{"title":20572,"external_link":20573,"summary":20574,"slices":20575,"author_name":20752,"author_position":20753,"author_description":38,"author_image":20754,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":20755,"contact_formid":38,"contact_title":20756,"contact_description":20757,"contact_cta":38,"url_form_triggers":20758,"category":2021,"date":20759,"featured_image":20760,"thumbnail":20764,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":20765,"meta_title":20766,"meta_description":20770,"og_title":20773,"og_description":20774,"og_image":20775,"no_index":280},"Programmatic Campaigns Explained Simply",{"link_type":30},[],[20576],{"variation":34,"version":35,"items":20577,"primary":20578,"id":20751,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":20579,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[20580,20583,20586,20589,20592,20595,20598,20601,20605,20609,20613,20617,20621,20625,20627,20630,20635,20639,20642,20646,20649,20652,20655,20663,20666,20670,20674,20678,20682,20686,20690,20694,20698,20701,20704,20707,20710,20713,20715,20718,20721,20725,20729,20733,20737,20739,20742,20745,20748],{"type":91,"text":20581,"spans":20582},"What does a programmatic campaign look like?",[],{"type":41,"text":20584,"spans":20585},"From my past two years at MiQ, I’ve seen the beginnings and ends of many campaign lifecycles, so below is my attempt at pulling back the curtain to shine the spotlight on the magic behind the glamour of programmatic media.",[],{"type":41,"text":20587,"spans":20588},"First off, what even is a programmatic campaign? Simply put, it’s how a brand gets its adverts in front of potential customers in online environments, like a desktop screen or a mobile device, but also on TVs, games consoles, and digital billboards. Before a trader like me starts a campaign, there are specific parameters to be agreed on with the client to determine things like who to target (audience), the different channels (environment), the length of the campaign (flight time) and the KPIs (targets\u002Fgoals).",[],{"type":41,"text":20590,"spans":20591},"At their core, campaigns are run in order to achieve a goal. For travel clients, it may be bookings or ticket purchases. For clothing, it can be more purchases of their products or awareness of their newly launched range. Every client is different and measures success differently.",[],{"type":41,"text":20593,"spans":20594},"That’s where traders like me come in. We provide guidance on how to apply their targets and what the different methods are that we can use to optimize their campaign to hit (or even exceed) those targets. And almost always the answer can be found in data. Vast amounts of it. And while the quantity of data we work with can seem intimidating, it’s the most exciting part of running these campaigns.",[],{"type":41,"text":20596,"spans":20597},"Before delving further, let’s provide some context on what a traditional campaign lifecycle looks like.",[],{"type":91,"text":20599,"spans":20600},"The lifecycle",[],{"type":485,"text":20602,"spans":20603},"Brief – The client gives our sales team their campaign parameters, KPIs and target audience.",[20604],{"start":178,"end":16838,"type":97},{"type":485,"text":20606,"spans":20607},"Recommendation – We provide our recommendations back to the client and outline a strategy that we think will best deliver the budget against the goals.",[20608],{"start":178,"end":918,"type":97},{"type":485,"text":20610,"spans":20611},"Approval\u002Flaunch – After some back and forth, tweaking and refining the strategy, the client hits the approve button, and it’s time to go live.",[20612],{"start":178,"end":776,"type":97},{"type":485,"text":20614,"spans":20615},"Execution – As the campaign runs, we optimize it to improve performance, providing updates to clients on what’s working, what we’re changing and why.",[20616],{"start":178,"end":1462,"type":97},{"type":485,"text":20618,"spans":20619},"Campaign wrap-up – Once the campaign is finished, we put all the results in an end of campaign (EOC) report.",[20620],{"start":178,"end":765,"type":97},{"type":485,"text":20622,"spans":20623},"Follow ups – Beyond the headline KPIs, we also provide an in-depth insight report providing analytics on campaign, audience and pixel performance.",[20624],{"start":178,"end":1832,"type":97},{"type":41,"text":57,"spans":20626},[],{"type":91,"text":20628,"spans":20629},"Who works on what across the campaign lifecycle?",[],{"type":41,"text":20631,"spans":20632},"The initial brief and recommendation stages are led by sales and\u002For account management, with the aid of technical expertise from operations (ie traders, product managers and analysts) to make sure we’re aligned with client goals and we’ve got what we need to deliver the right results. As much as our sales teams sometimes wish the sky was the limit with what we can do, operations are there to gently guide them back down to earth with concrete facts on how to best execute campaigns. And the product team will usually be on hand for brainstorming sessions to think of ways we can do new things, both in the here and now, but also for future planning.",[20633,20634],{"start":368,"end":493,"type":97},{"start":475,"end":547,"type":97},{"type":41,"text":20636,"spans":20637},"The middle part of the campaign – approval\u002Flaunch, execution and campaign wrap-up are where the trader takes the reins. They are the ones who will implement the strategy and optimize it based on the data generated throughout the campaign or by using existing CRM\u002Fsite data. During this stage, communication with clients via weekly reporting is important for visibility and opening up the conversation on performance.",[20638],{"start":425,"end":8250,"type":97},{"type":41,"text":20640,"spans":20641},"One of the most important parts of our job is creating a story and verbalizing the data we’re getting in words that resonate with our clients. A lot of time, clients don’t want to see numbers and data via percentages and decimal points. They want to hear the unspoken bits between the data and find the nuggets of information that they can use to drive their marketing objectives to the right consumer, in the right place and at the right time. (If you’d like to read more on trading, feel free to read MiQ’s very own Nick Hill’s blog on programmatic trading here – though, only if you promise to come back to this one after).",[],{"type":41,"text":20643,"spans":20644},"The last stage of the process is follow ups. In many ways, this is the most important bit, especially at MiQ, because you get the full post-campaign insight reports, showcasing the story behind the campaign. It’s the culmination of all the weekly reports, but with stronger and deeper analytics. These insights are then used to fuel the next campaign, to make sure it performs even better.",[20645],{"start":1304,"end":3567,"type":97},{"type":91,"text":20647,"spans":20648},"How does a programmatic campaign actually happen?",[],{"type":41,"text":20650,"spans":20651},"So, that’s what a programmatic campaign looks like from a client perspective. But what’s going on under the hood?",[],{"type":41,"text":20653,"spans":20654},"When we’re completing the first two steps of the campaign lifecycle, that’s the process of building out the tactical recommendations so traders can start setting up the campaign in the DSP (Demand Side Platform: the platform you use to buy ad inventory). An example of a basic recommendation for digital campaigns looks something like this:",[],{"type":65,"url":20656,"alt":20657,"copyright":38,"dimensions":20658,"id":20661,"edit":20662},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fdaf7d2dc-c351-4e89-b6f8-a7f226e89076_16.png?auto=format,compress","A basic recommendation for digital campaigns",{"width":20659,"height":20660},1222,820,"ZJ2d7xEAACIAcGpL",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":20664,"spans":20665},"And here’s what all those words and acronyms mean:",[],{"type":41,"text":20667,"spans":20668},"KPI: Key Performance Indicator, ie the goal of the campaign",[20669],{"start":178,"end":5980,"type":97},{"type":41,"text":20671,"spans":20672},"Impressions: the number of times an ad appears online",[20673],{"start":178,"end":2225,"type":97},{"type":41,"text":20675,"spans":20676},"CPM: Cost per Mille(1000) impressions, ie the price of delivering 1000 impressions",[20677],{"start":178,"end":5980,"type":97},{"type":41,"text":20679,"spans":20680},"CTR: Click-through rate, ie the percentage of users that click on an ad",[20681],{"start":178,"end":5980,"type":97},{"type":41,"text":20683,"spans":20684},"Viewability: how visible the ads are online, ie where they are on a page",[20685],{"start":178,"end":2225,"type":97},{"type":41,"text":20687,"spans":20688},"Prospecting: broad targeting used to generate mass awareness",[20689],{"start":178,"end":2225,"type":97},{"type":41,"text":20691,"spans":20692},"Behavioural: targeting based on user online browsing behaviours derived from 1st, 2nd and 3rd party data",[20693],{"start":178,"end":2225,"type":97},{"type":41,"text":20695,"spans":20696},"Contextual: targeting sites and web pages based on the content on them",[20697],{"start":178,"end":1832,"type":97},{"type":41,"text":20699,"spans":20700},"The initial set up is fairly easy, as it’s based on the campaign structure approved at the recommendation stage. That said, our traders follow some specific rules to make sure we’re set up for success:",[],{"type":485,"text":20702,"spans":20703},"We run all our tactics as separate line items so we can assess performance independently and optimize towards the best performing tactics.",[],{"type":485,"text":20705,"spans":20706},"Unless specific strategy budgets are required (ie. spend $10,000 against the Contextual – Fashion strategy), keeping budget fluid among all the tactics is great so we can optimize without limits and keep all our options open for shifting budgets when required.",[],{"type":485,"text":20708,"spans":20709},"We adjust our CPMs as needed and keep them fluid. It is cheaper to pay for users that are within a larger audience like people aged 25-54 (think about how many people who fit into that pool!) versus an audience of users that are reading content around diamond earrings. You wouldn’t want to pay the same CPM for both those users.",[],{"type":485,"text":20711,"spans":20712},"Unless your campaign strategy requires you to run in multiple DSPs, we find it’s best to hone in on one DSP to manage frequency and minimize the workload of hopping from platform to platform.",[],{"type":41,"text":57,"spans":20714},[],{"type":41,"text":20716,"spans":20717},"After the campaign has launched, it is important we’re hyperware of performance and pacing. Through optimizations (analyzing data and making changes based on what it tells us), we’re able to make decisions based on how to deliver the campaign effectively within the parameters of the recommendation.",[],{"type":41,"text":20719,"spans":20720},"These are a few of the things we consider when making optimizations:",[],{"type":485,"text":20722,"spans":20723},"Look at the impact of your optimizations\nIf we’re removing an aspect of targeting, we need to make sure it won’t impact how many people we can reach. We want to make sure we’re performing well but we also need to deliver the campaign budget in full.",[20724],{"start":178,"end":483,"type":97},{"type":485,"text":20726,"spans":20727},"Consider how quickly you are making changes\nIf we’re continually making changes to a campaign, daily or even multiple times a day, we won’t ever understand the impact of those changes as they don’t have time to show what they can do. It’s sometimes hard for traders but sometimes it pays to wait and see.",[20728],{"start":178,"end":3567,"type":97},{"type":485,"text":20730,"spans":20731},"Make sure there’s enough data behind your decision\nIf we’re removing a targeting element from a campaign, we make sure we do this with enough data behind the decision and with the understanding that it could hinder our overall campaign performance\u002Fpacing. For a two month campaign, wanting to remove certain inventory sources or creatives from the rotation based on two days worth of data isn’t giving the campaign enough time to generate significant data to be the basis of a smart decision.",[20732],{"start":178,"end":1197,"type":97},{"type":485,"text":20734,"spans":20735},"Scale what works\nCreating new line items in the DSP is a great way to hone in on top performing targeting without having to worry about affecting scale. Start off with a small budget and spend more against it when you see success.",[20736],{"start":178,"end":765,"type":97},{"type":41,"text":57,"spans":20738},[],{"type":91,"text":20740,"spans":20741},"It sounds complicated – is it?",[],{"type":41,"text":20743,"spans":20744},"In pure honesty, yes and no. Some campaigns are actually very easy to set up and run.",[],{"type":41,"text":20746,"spans":20747},"However, the campaigns that have traders and teams working hard together, brainstorming and testing strategies or new products, tend to be the ones that stand the test of time. Everyone always looks back at those campaigns and speaks about the work and collaboration and pure will to get a campaign to perform. Those are my personal favourites and I bring them up often to anyone that will listen (or is forced to listen to my ramblings in meetings).",[],{"type":41,"text":20749,"spans":20750},"Our CEO in Canada always comments on the fact that he loves to see all the departments huddled around a whiteboard, maybe fighting for the marker, working to come up with solutions together. That’s the stuff that makes a campaign more than just a one-off media execution – it becomes a challenge to see beyond the surface level and understand how to get to the bottom of genuine business challenges.",[],"text_component$a39f8fa7-7728-4ae4-ba72-6b69b14c5236","Kristina Kacanski","Group Trader Manager, MiQ",{},{"link_type":282},[],[],[],"2020-06-29T22:00:00+0000",{"dimensions":20761,"alt":20762,"copyright":38,"url":15492,"id":15493,"edit":20763},{"width":12770,"height":12771},"In plain English: How does a programmatic campaign work?",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[20767],{"type":41,"text":20768,"spans":20769,"direction":52},"Programmatic Campaigns: Simplified Explanation",[],[20771],{"type":41,"text":20584,"spans":20772,"direction":52},[],[],[],{},{"id":20777,"uid":20778,"url":38,"type":9,"href":20779,"tags":20780,"first_publication_date":19865,"last_publication_date":16966,"slugs":20781,"linked_documents":20783,"lang":17,"alternate_languages":20784,"data":20785},"Zxf1dBoAAEoAxvm0","advanced-tv-make-the-leap-from-good-to-great","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf1dBoAAEoAxvm0%22%29+%5D%5D",[],[20782],"activating-connected-marketing-across-the-new-tv-landscape-is-a-huge-challenge.",[],[],{"title":20786,"external_link":20787,"summary":20788,"slices":20789,"author_name":1836,"author_position":38,"author_description":38,"author_image":20886,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":20887,"contact_formid":38,"contact_title":20888,"contact_description":20889,"contact_cta":38,"url_form_triggers":20890,"category":4953,"date":20891,"featured_image":20892,"thumbnail":20898,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":20899,"meta_title":20900,"meta_description":20904,"og_title":20905,"og_description":20906,"og_image":20907,"no_index":280},"Advanced TV: From Good to Great",{"link_type":30},[],[20790,20812,20881],{"variation":34,"version":35,"items":20791,"primary":20792,"id":20811,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":20793,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[20794,20797,20800,20803,20805,20808],{"type":91,"text":20795,"spans":20796},"Activating connected marketing across the new TV landscape is a huge challenge.",[],{"type":41,"text":20798,"spans":20799},"It’s impossible to ignore the fact that the way people consume TV has completely changed. Gone are the days of the family simply crowding around one TV set to watch their favorite scheduled linear shows. Now consumers have more choice over the content they watch, how they access it, and when and where they watch. While time spent per day with live TV declined by 6% from Q4 2018 to Q4 2019 for US adults 18-plus, time spent per day with internet connected devices went up by 33% and time on smartphone by 38%*. And nearly 67% of the US population now use OTT services** which can range from subscription-funded services like Netflix, to ad-supported services like Hulu, and from traditional cable content like Sling TV, to user-generated digital video like YouTube.  But it all has one thing in common – it’s digital.",[],{"type":41,"text":20801,"spans":20802},"These new ways of consuming TV generate huge amounts of new “TV” digital data which has become the last frontier of siloed media for marketers to crack. The opportunity to connect viewership data to other data assets such as location, demographic, or real-world macro triggers like social and weather data is vast, but many marketers still struggle to connect linear viewership to CTV for efficient campaign activation.According to a recent study we conducted in conjunction with Digiday, ‘The Programmatic Promise,’ 100% of the US advertisers we spoke to say they struggle with siloed data, causing 67% of them to target the same individuals across multiple platforms, and leading to inefficient budgeting for 65% of them; lost revenue for 29%.",[],{"type":41,"text":57,"spans":20804},[],{"type":91,"text":20806,"spans":20807},"Download your copy of The Programmatic Promise Whitepaper:",[],{"type":91,"text":20809,"spans":20810},"LEARN MORE",[],"text_component$a214ae2a-6737-4165-abf6-03d9f3c80130",{"variation":34,"version":35,"items":20813,"primary":20814,"id":20880,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":20815,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[20816,20819,20821,20824,20827,20830,20833,20836,20839,20841,20844,20847,20850,20853,20855,20858,20861,20864,20867,20870,20872,20876],{"type":41,"text":20817,"spans":20818},"To connect all this data across media together for more efficient targeting can seem like a daunting task for marketers, and now more than ever in 2020’s uncertain economic climate, budgets need to work harder in minimizing wasted investment in these channels. But at MiQ these are exactly the problems we exist to solve.",[],{"type":41,"text":6589,"spans":20820},[],{"type":91,"text":20822,"spans":20823},"Start with Reach – 20 million smart TVs across US households.",[],{"type":41,"text":20825,"spans":20826},"Marketers present us with many challenges – one we hear very often when it comes to TV is reach. It’s hard to scale your audience reach across such a fragmented landscape of linear, CTV, desktop and mobile. This issue of reach is usually the foundation to build on to solve the other problems that follow, like how to manage frequency at a user level and how to attribute your TV spend to actual digital conversions.",[],{"type":41,"text":20828,"spans":20829},"At MiQ we’ve taken a unique approach to connecting TV data in an holistic way to bring better programmatic activation across OTT and digital to clients, and it starts with household reach.",[],{"type":41,"text":20831,"spans":20832},"We have always partnered with the best data and media providers in each specialist field, to allow us to provide a strong, holistic offering all in one place. Our approach to TV data is no different, and we are proud to offer anonymized viewership data from approximately 20 million smart TV sets across some of the largest TV manufacturers in the US.",[],{"type":41,"text":20834,"spans":20835},"As a result of our collaboration with Nielsen, we are able to activate a wider range of households than ever before. The use of Nielsen’s Smart TV Data with demographics provides us with stronger analytic insights and targeting capabilities.",[],{"type":41,"text":20837,"spans":20838},"This ability to gather 1:1 viewership data from millions of US homes, coupled with our method of creating deep, granular and direct data integrations with ACR data providers bring better targeting to our clients by allowing us to start with a large and rich pool of data across both linear and CTV and connect it to 1.7 billion digital devices at the household level.",[],{"type":41,"text":6589,"spans":20840},[],{"type":91,"text":20842,"spans":20843},"Then reconcile your ad frequency across your audience for more informed investments.",[],{"type":41,"text":20845,"spans":20846},"Beyond just extending their reach, marketers need the ability to use the data from connecting all of the TV screens and buying points, to run more analytically driven activations that go way beyond off the shelf segments. By gathering insights from our deeper TV data connections before a campaign runs, we can optimize more efficiently on OTT and digital campaigns before a single impression fires, improving performance from day zero.",[],{"type":41,"text":20848,"spans":20849},"This is the difference between good and great when it comes to advanced TV buying. Data analytics, when done right, is not a static thing that can be performed in one simple UI. For example, a relatively good TV strategy is to run a campaign on CTV and on digital to augment your linear plan; then report on your reach and frequency across screens. But you may already have wasted budget by oversaturating a small portion of your audience on linear TV, and therefore missed the opportunity to reach additional people on digital – before you even had a chance to optimize.",[],{"type":41,"text":20851,"spans":20852},"By connecting 1:1 viewership data from our direct pipelines into our powerful Analytics Studio, we analyse your reach and frequency across both linear and OTT before an impression even fires, and start with a more optimal targeting strategy on digital from day 1.",[],{"type":41,"text":6589,"spans":20854},[],{"type":91,"text":20856,"spans":20857},"Then unleash the power of programmatic.",[],{"type":41,"text":20859,"spans":20860},"With access to data on such a granular level, we can also drill down into the insights and add extra layers of audience segmentation based not only on device-level reach, but on differing levels of saturation, proximity to a store, or the type of content watched previous to your ad. This is where programmatic gets really cool, because by piping those customized segments directly into our trading tech, we enable much stronger connection of these analytics into activation. And through our constantly curated access to first party CTV deals across the world’s leading DSPs, there’s no limit to where you can activate your more intelligent campaigns.",[],{"type":41,"text":20862,"spans":20863},"We can even go one step further and create a custom bidding algorithm, which is what allows us to optimize towards the best reach and frequency throughout the campaign to improve results straight off the bat. We can also then begin to think about optimizing towards outcomes, not just reach – such as online purchases or store visitation, by targeting the highest value segments at the right frequency on the right platforms.",[],{"type":41,"text":20865,"spans":20866},"This level of custom analytics to activation can’t be executed through a single self-service black box buying platform, but that means that one of the barriers to many marketers is the resource needed to pull it off. That’s why we focus on developing the best people, connective tech and world-class partnerships to execute Advanced TV on behalf of our clients.",[],{"type":41,"text":20868,"spans":20869},"For more information on how we can help you take your advanced TV strategy from good to great, reach out to us to find out more.",[],{"type":41,"text":6589,"spans":20871},[],{"type":41,"text":20873,"spans":20874},"*Q4 2019 Nielsen Total Audience Report",[20875],{"start":178,"end":369,"type":110},{"type":41,"text":20877,"spans":20878},"** eMarketer, US Video Viewer Growth by Provider, 02 2020",[20879],{"start":178,"end":1068,"type":110},"text_component$0a66700b-aecc-471d-8ad3-14d1e7949322",{"variation":34,"version":35,"items":20882,"primary":20883,"id":20885,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":20884,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$89add700-93f0-4355-b830-1f1f4c402a67",{},{"link_type":282},[],[],[],"2020-06-23T23:00:00+0000",{"dimensions":20893,"alt":38,"copyright":38,"url":20895,"id":20896,"edit":20897},{"width":20894,"height":16199},2560,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fdbc17383-b163-4b60-81c5-7e5c03ed21c2_586_AdvancedTV_BlogPost_Header-scaled.jpg?auto=format,compress","ZcZGOxIAACcAYOS6",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[20901],{"type":41,"text":20902,"spans":20903,"direction":52},"How to Elevate Your Strategy with Advanced TV",[],[],[],[],{},{"id":20909,"uid":18775,"url":38,"type":9,"href":20910,"tags":20911,"first_publication_date":3836,"last_publication_date":20912,"slugs":20913,"linked_documents":20915,"lang":17,"alternate_languages":20916,"data":20917},"Zxf7dBoAAEEAxwWy","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7dBoAAEEAxwWy%22%29+%5D%5D",[],"2026-04-27T16:34:42+0000",[20914],"open-letter-from-lee-puri-and-gurman-hundal",[],[],{"title":20918,"external_link":20919,"summary":20920,"slices":20921,"author_name":18876,"author_position":18877,"author_description":38,"author_image":21038,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":21039,"contact_formid":38,"contact_title":21040,"contact_description":21041,"contact_cta":38,"url_form_triggers":21042,"category":1844,"date":21043,"featured_image":21044,"thumbnail":21047,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":21052,"meta_title":21053,"meta_description":21057,"og_title":21061,"og_description":21062,"og_image":21063,"no_index":280},"Open Letter from Lee Puri and Gurman Hundal",{"link_type":30},[],[20922],{"variation":34,"version":35,"items":20923,"primary":20924,"id":21037,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":20925,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[20926,20929,20932,20935,20938,20941,20944,20947,20950,20952,20955,20958,20961,20964,20967,20970,20973,20976,20979,20981,20984,20990,20993,20996,20999,21003,21007,21011,21013,21017,21019,21023,21025,21028,21031,21034],{"type":41,"text":20927,"spans":20928},"To the amazing people of MiQ,",[],{"type":41,"text":20930,"spans":20931},"Firstly, hats off to you all for the level of care and passion you have all expressed on racial injustice sparked by tragic recent events. It’s a reflection of the empathy and sensitivity that runs strongly through our people and makes us both very proud. Racial injustice has been institutionalised in society for hundreds of years and whilst society has undoubtedly progressed for equality throughout the decades, further progression is still needed. Our hearts go out to the Black community and especially our Black team members across the globe. The countless examples of prejudice, racism and injustice which have been public for so long must be so frustrating to continue to see, and the fact families still endure so much worry for their loved ones just highlights further progression is needed.",[],{"type":41,"text":20933,"spans":20934},"Although it may feel we are living in challenging times right now, we are potentially at an inflection point where positive change can occur and progression be more rapid.",[],{"type":41,"text":20936,"spans":20937},"Our view on what is happening right now is that everyone is asking themselves some uncomfortable questions. There is a genuine palpable feeling of realisation for many that is bringing with it huge discomfort. There is a realisation happening, yes, across the white population of how deep and systemic the issue of racism runs, but also a realisation from all minority groups on what more can they do to speed progression. However, for us this has to start on an individual level across all races – questions one may be asking themselves right now:",[],{"type":216,"text":20939,"spans":20940},"What are the prejudices that I hold?",[],{"type":216,"text":20942,"spans":20943},"How am I reinforcing prejudices?",[],{"type":216,"text":20945,"spans":20946},"What am I doing to break down racial stereotypes?",[],{"type":216,"text":20948,"spans":20949},"What am I prepared to let go of?",[],{"type":41,"text":57,"spans":20951},[],{"type":41,"text":20953,"spans":20954},"Take the two of us for example, both of us are men of colour, from Caribbean and Asian descent respectively. As individuals, racism is not a big surprise. It’s almost felt “normal” and institutionalised in society. We both have examples of experiencing racism and prejudice firsthand, admittedly more in our younger years as we do believe things have progressed, but we still experience this today as much so unconsciously, versus consciously.",[],{"type":41,"text":20956,"spans":20957},"With the privilege provided to us by our families, being educated and growing up in a welcoming developed nation, we have led positive lives, where we are very much content and happy. Recent events though have got us to look in the mirror and ask not only the above questions, but more specific questions such as:",[],{"type":216,"text":20959,"spans":20960},"Should we have done more to call out racism when we experienced it vs accept it as “normal”?",[],{"type":216,"text":20962,"spans":20963},"Why, with the capability and resources of our amazing business, MiQ, have we not spent more energy progressing racial justice and equality more?",[],{"type":216,"text":20965,"spans":20966},"Have we done enough specifically for the Black community in the US?",[],{"type":216,"text":20968,"spans":20969},"As business leaders have we shied away from using our heritage and our race to promote greater equality, and show how inclusivity and diversity drives success?",[],{"type":216,"text":20971,"spans":20972},"Why have we shied away? Is it because we just think racism is normal and here to stay, so deal with it? Is it because we don’t want our race to be used for political or “marketing” scoring points? Are these excuses, is that good enough?",[],{"type":216,"text":20974,"spans":20975},"Have we done enough inside MiQ to promote Inclusion and Diversity? Why have we been too slow on this, is it because we assume we are inclusive already?",[],{"type":216,"text":20977,"spans":20978},"Why are Black people, as well as Hispanic people, so underrepresented in our company?",[],{"type":41,"text":57,"spans":20980},[],{"type":41,"text":20982,"spans":20983},"As with all of us, it feels, we have been thinking about racial injustice more in the last few weeks, then we ever have before. Both of us have been thinking about this from an MiQ level as well as a personal level. Even as people of colour, we ask ourselves the above and it feels uncomfortable. However, there is a realisation that it is ok to feel uncomfortable and in fact that is a good thing.",[],{"type":41,"text":20985,"spans":20986},"Education, awareness and personal reflection is a great thing. The change that needs to happen has to fix the root of the problem by continuing to uncover the uncomfortable truths that are causing so many issues right now… before a wound can heal it needs to be aired, cleaned and prepared… we feel the same applies here. There is no easy fix. We are talking about something that has existed for generations. Change starts with education, awareness and ultimately acceptance on a personal level.",[20987],{"start":20988,"end":20989,"type":110},320,321,{"type":41,"text":20991,"spans":20992},"At MiQ, our people come first, and we will constantly strive to over deliver for our people. As the founders and leaders of this business, we believe MiQ can play an important role in helping this change happen on an individual level, leaning in on awareness and education, migrating to a bigger more external view over time.",[],{"type":41,"text":20994,"spans":20995},"The key is always action over simple words. Sean kicked off some of the thinking on actions in his recent US all hands and we wanted to share more thoughts on this. The key with any action is a) for it not to be a short-term response to recent events, b) be cultivated, inspired by and driven from the passion within our people and c) be constantly evolving and long lasting in its nature.",[],{"type":41,"text":20997,"spans":20998},"To get started, these are the actions we plan to take in the coming weeks:",[],{"type":216,"text":21000,"spans":21001},"Generating awareness and ongoing education – We’re putting together a series of speakers to talk about issues faced by Black, Asian and other minority groups to our people across the globe to challenge each of us to confront our own prejudices and consider what we can each actively do to break down the barriers of racial discrimination. We will start specifically on issues facing the Black community in America and migrate to wider racial injustice areas over time.\nWe are also creating safe spaces for our people to talk to external facilitators about race, discrimination, and prejudice on an ongoing basis. ERG groups will be key to kick starting this and allowing people to educate and connect on matters they are passionate about. We also want the outcome of these groups to help innovate and introduce new actions which can help us be long lasting in our efforts.",[21002],{"start":178,"end":6165,"type":97},{"type":216,"text":21004,"spans":21005},"Using our skills to make a difference – We’re a programmatic media partner, so we are going to use our skills to support Black, minority businesses and charities affected by recent events by giving them free media support to amplify their brands and their causes.We also will be diverting the theme of the virtual HackiQ, our annual hackathon, to be focused broadly around social justice and ask for our global community to participate.",[21006],{"start":178,"end":483,"type":97},{"type":216,"text":21008,"spans":21009},"Recognising and celebrating Black communities and culture – On Juneteenth, a commemoration of the day when slaves in Texas were read the Emancipation Proclamation marking the end of slavery, our US team will have a day of education, commemoration and celebration, to reflect on the day and discuss further actions we can take as a business to support Black people.",[21010],{"start":178,"end":1068,"type":97},{"type":41,"text":6589,"spans":21012},[],{"type":216,"text":21014,"spans":21015},"Giving time to vote – We believe voting is still the most powerful way to affect change globally. From now on, in any country you are in, we will give all our teams across the world a day off to participate in national general and local elections to make sure they can exercise their franchise and make their voice heard.",[21016],{"start":178,"end":475,"type":97},{"type":41,"text":6589,"spans":21018},[],{"type":216,"text":21020,"spans":21021},"Strive to have a more inclusive and diverse workforce – Yes, we are admittedly later than we should be on our efforts here. But with the recent addition of Sara Axelbaum, our new Global I&D Head, the newly formed global I&D committee and most importantly the willingness as well as passion of our people we will progress fast. With mental health taking the priority so far, we will be broadening our I&D efforts to multiple areas and communicating these as they happen. One area on the agenda will be making more purposeful efforts on recruitment, making sure we make more actionable efforts to source and appeal to a more diverse set of candidates across any recruitment process we start (e.g. Increasing our relationships with HBCUs).",[21022],{"start":178,"end":1281,"type":97},{"type":41,"text":57,"spans":21024},[],{"type":41,"text":21026,"spans":21027},"On the Marketing front, over the last two weeks our business shut down all its external communications. We wanted to do our part in giving space to the disenfranchised groups of people, especially Black people, who have turned this moment into a global movement, and we wanted to take time to listen. More importantly we wanted to take time to reflect and understand what we could do.",[],{"type":41,"text":21029,"spans":21030},"We will be going back live with a focus on racial injustice. We have an opportunity to participate in keeping the conversation going and as a business, that is the small part we can play. We will focus all the company social communication around this for the next week or so, then slowly re-introduce elements of our original commercial marketing plan.",[],{"type":41,"text":21032,"spans":21033},"Once again, we are proud to work with you all and if you ever want to chat, you can reach out to us both at any time.",[],{"type":41,"text":21035,"spans":21036},"Lee and Gurman, Co-Founders – MiQ",[],"text_component$cd660ce8-11d7-4779-bc07-bee2f12eb73c",{},{"link_type":282},[],[],[],"2020-06-14T22:00:00+0000",{"dimensions":21045,"alt":38,"copyright":38,"url":18886,"id":18887,"edit":21046},{"width":68,"height":2025},{"x":178,"y":178,"zoom":95,"background":8943},{"dimensions":21048,"alt":38,"copyright":38,"url":21049,"id":21050,"edit":21051},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fc32a3b12-be3b-492e-92ca-890ddbda97bd_An+open+letter+from+Lee+Puri+and+Gurman+Hundal.jpg?auto=format,compress","ZdM4CBEAACwAVzvT",{"x":178,"y":178,"zoom":95,"background":8943},[],[21054],{"type":41,"text":21055,"spans":21056,"direction":52},"Open Letter from MIQ US Leaders",[],[21058],{"type":41,"text":21059,"spans":21060,"direction":52},"Firstly, hats off to you all for the level of care and passion you have all expressed on racial injustice sparked by tragic recent events. It’s a reflection of the empathy and sensitivity that runs strongly through our people and makes us both very proud. ",[],[],[],{},{"id":21065,"uid":21066,"url":38,"type":9,"href":21067,"tags":21068,"first_publication_date":21069,"last_publication_date":10700,"slugs":21070,"linked_documents":21072,"lang":17,"alternate_languages":21073,"data":21074},"Zxf51hoAAE0AxwJm","tv-and-programmatic-trading","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf51hoAAE0AxwJm%22%29+%5D%5D",[],"2024-10-22T20:40:35+0000",[21071],"planning-with-acr-data",[],[],{"title":21075,"external_link":21076,"summary":21077,"slices":21078,"author_name":21151,"author_position":21152,"author_description":38,"author_image":21153,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":21154,"contact_formid":38,"contact_title":21155,"contact_description":21156,"contact_cta":38,"url_form_triggers":21157,"category":4953,"date":21158,"featured_image":21159,"thumbnail":21165,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":21166,"meta_title":21167,"meta_description":21171,"og_title":21175,"og_description":21176,"og_image":21177,"no_index":280},"TV & Programmatic Trading",{"link_type":30},[],[21079],{"variation":34,"version":35,"items":21080,"primary":21081,"id":21150,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":21082,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[21083,21086,21090,21096,21099,21102,21105,21108,21111,21117,21120,21123,21126,21129,21132,21135,21138,21141,21144],{"type":41,"text":21084,"spans":21085},"People consume media across many devices and screens, which generates tons of digital data and many opportunities to measure the success of ad campaigns. But the fragmentation of attention across screens has created challenges for marketers who need to connect the digital and linear TV worlds. A connected approach to digital and TV leads to more opportunities to reach audiences across platforms and drive increased engagement. Before we dive deeper into the world of Advanced TV and what it means for traders, let’s define some key terms that will allow us to fully grasp the whole picture.",[],{"type":41,"text":21087,"spans":21088},"Automatic Content Recognition (ACR) ACR allows marketers to understand what content and advertising consumers view on linear and connected TV screens. Advertisers can use it to understand who has been exposed to either their own messaging or their competitors’ messaging. ACR recognizes program and TV advertising content via hardware placed directly within a TV set. Not only does this include content being watched, but also where it plays and for how long.",[21089],{"start":178,"end":4889,"type":97},{"type":41,"text":21091,"spans":21092},"According to AdExchanger, “ACR can help marketers better connect ad spend to business goals, such as driving in-store traffic and making smarter TV planning decisions.” When leveraging ACR data, marketers can plan and measure with data from Linear TV. Linear TV refers to the traditional, real-time television service that is broadcasted through satellite or cable, but not specifically streamed to a specific user. Marketers can also plan with Connected TV (CTV) which offers more user specificity. CTV refers to any TV that can be connected to the internet and allows for content to be accessed via apps, OTT devices or casting devices.",[21093,21094],{"start":3769,"end":11482,"type":97},{"start":21095,"end":540,"type":97},445,{"type":91,"text":21097,"spans":21098},"Planning with ACR data ",[],{"type":41,"text":21100,"spans":21101},"Marketers these days face many challenges… from increasing audience reach, to retargeting the right users at the right time in order to maximize engagement. ACR data allows one to access a variety of data points to help better connect TV and digital, from visual ACR to Audio ACR data. These data points can help increase reach by identifying, as well as targeting channels and programs across connected TVs that are not already being targeted in a linear buy. The data points can also be used to increase audience engagement by sequentially targeting previously exposed linear audiences across other devices.",[],{"type":41,"text":21103,"spans":21104},"In order for TV retargeting strategies to be as efficient as possible, you need to be able to understand the viewership behavior of your online audience through deterministic ACR data. One of the challenges with ACR is that the data volume is massive and can be unwieldy for marketers to manage. Our proprietary Intelligence Hub means our traders can access ACR data trends without needing to have sophisticated data science skills, providing insights from 3rd-party sources and programmatic exchanges.",[],{"type":91,"text":21106,"spans":21107},"Linear TV Retargeting",[],{"type":41,"text":21109,"spans":21110},"To extend an advertiser’s reach beyond their linear plan, programmatic traders start by monitoring the linear TV viewership behavior of the advertiser’s pixel audiences. They do this in order to discover which television channels and programs are indexing highly against the advertiser’s pre-existing site visitors.",[],{"type":65,"url":21112,"alt":21106,"copyright":38,"dimensions":21113,"id":21115,"edit":21116},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F75369cb6-8ac1-4b76-9e49-181631dd277a_24.png?auto=format,compress",{"width":21114,"height":2247},908,"ZJ7g0hEAAB0Adj7H",{"x":178,"y":178,"zoom":95,"background":75},{"type":41,"text":21118,"spans":21119},"Traders then build DSP segments linked to the ACR data which allows for 1:1 retargeting across CTV and digital. This targeting can act as a form of lookalike modeling by reaching users who behave like the advertiser’s preexisting customer pool. It can also be used to reach incremental audiences by targeting competitor linear TV buys, or even by simply targeting a specific, curated list of programs or channels. With a breadth of data, our traders are able to shape a customized campaign and build specific strategies for an advertiser to enhance performance and meet their KPIs.",[],{"type":91,"text":21121,"spans":21122},"How does CTV fit in?",[],{"type":41,"text":21124,"spans":21125},"Linear and connected TV are symbiotic and when optimized together, create more outcomes for marketers. With ACR, programmatic traders use insights from CTV to inform which apps and devices advertisers should run on in order to maximize performance. Linear and CTV work together by informing which combination of the two perform best for reaching an advertiser’s target audience.",[],{"type":41,"text":21127,"spans":21128},"Running linear TV and CTV side-by-side helps marketers understand behavioral differences in TV viewership between the “cord-cutters,” “cord-shavers,” and “cord-nevers” that make up their audience.This also helps them understand where and when to invest future ad spend to ensure their reach and frequency are optimized.",[],{"type":41,"text":21130,"spans":21131},"Our dedicated inventory team has curated partnerships with CTV inventory suppliers to reach the viewers who are hard to access on linear alone. Curating the CTV inventory maintains brand safety and minimizes ad fraud, has CTV viewable, brand safe, and has low fraud risk. Our programmatic traders then optimize towards KPIs such as video completion rate (VCR) or CPA. They do this by using a DSP-agnostic approach to make sure we buy the most efficient inventory at the best-possible price for the advertiser.",[],{"type":91,"text":21133,"spans":21134},"What about other digital devices?",[],{"type":41,"text":21136,"spans":21137},"Once your reach and frequency is maximized across linear and CTV, you can go a step further to make your TV plan performance focused. As mentioned earlier, ACR data allows us to connect TV viewership to your digital audience. This means we can reach people within households that have been targeted with your TV ad on other devices like desktop or mobile.",[],{"type":41,"text":21139,"spans":21140},"Now, you can use a strong CTA, whether that’s downloading your app, driving traffic to your site, or sending consumers an offer to use in-store. We can also do the same when your competitor’s ad airs so you can take more share-of-voice and conquest your competitors directly.",[],{"type":41,"text":21142,"spans":21143},"Our programmatic trading team understands the value of maximizing performance and delivery on high quality inventory, and they see this recent increase in linear and CTV viewership as an excellent opportunity to use a strategic Advanced TV approach. In a recent study we conducted with Digiday, we found that Connected TV is set to command more omnichannel programmatic strategies and grow in regions such as the US, making it more important than ever to hone in on CTV planning and activation. Check out the report here.",[],{"type":41,"text":21145,"spans":21146},"To learn more about our Advanced TV offering check this out or get in touch.",[21147],{"start":265,"end":266,"type":47,"data":21148},{"link_type":49,"url":21149,"target":51},"https:\u002F\u002Fwearemiq.com\u002Fresources\u002Fblog\u002Ftv-and-programmatic-trading?contact=true","text_component$6eec84f8-f0b3-4e9b-8aa7-3172ba86aeae","Brianne Leischow","Trader, MiQ Atlanta",{},{"link_type":282},[],[],[],"2020-05-27T22:00:00+0000",{"dimensions":21160,"alt":21161,"copyright":38,"url":21162,"id":21163,"edit":21164},{"width":292,"height":671},"TV and programmatic trading","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F27c92e11-cd97-4300-b675-2eb768b4bfd0_23.jpeg?auto=format,compress","ZJ7g0hEAACAAdj7I",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[21168],{"type":41,"text":21169,"spans":21170,"direction":52},"Exploring TV and Programmatic Trading Strategies",[],[21172],{"type":41,"text":21173,"spans":21174,"direction":52},"People consume media across many devices and screens, which generates tons of digital data and many opportunities to measure the success of ad campaigns. But the fragmentation of attention across screens has created challenges for marketers who need to connect the digital and linear TV worlds.",[],[],[],{},{"id":21179,"uid":21180,"url":38,"type":9,"href":21181,"tags":21182,"first_publication_date":21183,"last_publication_date":21184,"slugs":21185,"linked_documents":21186,"lang":17,"alternate_languages":21187,"data":21188},"Zxf3YhoAAEIAxv15","in-plain-english-three-ways-data-science-fuels-omnichannel-advertising","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf3YhoAAEIAxv15%22%29+%5D%5D",[],"2024-10-22T20:40:54+0000","2026-04-27T16:35:00+0000",[12371],[],[],{"title":21189,"external_link":21190,"summary":21191,"slices":21192,"author_name":21312,"author_position":21313,"author_description":38,"author_image":21314,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":21315,"contact_formid":38,"contact_title":21316,"contact_description":21317,"contact_cta":38,"url_form_triggers":21318,"category":2021,"date":21319,"featured_image":21320,"thumbnail":21326,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":21327,"meta_title":21328,"meta_description":21332,"og_title":21335,"og_description":21336,"og_image":21337,"no_index":280},"Data Science Drives Omnichannel Advertising",{"link_type":30},[],[21193],{"variation":34,"version":35,"items":21194,"primary":21195,"id":21311,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":21196,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[21197,21200,21203,21206,21209,21212,21215,21219,21222,21225,21228,21231,21234,21237,21240,21243,21245,21248,21252,21255,21258,21261,21265,21268,21271,21274,21278,21281,21284,21287,21293,21299,21305],{"type":41,"text":21198,"spans":21199},"It’s been said that ‘data scientist’ is the sexiest job title of the 21st Century. But why?",[],{"type":41,"text":21201,"spans":21202},"I like to think that data is the new electricity. It powers everything. And for businesses who want to make optimal strategic, tactical and operational decisions, they need the meaningful insights and actionable intelligence that data science provides.",[],{"type":41,"text":21204,"spans":21205},"That’s especially true for marketers and advertisers – and they’re paying attention.",[],{"type":41,"text":21207,"spans":21208},"According to research by YouAppi and Dimensional Research, over the past five years, 67% of marketers have significantly increased their focus on data and analysis. And a poll by Market Land suggests that data science and analytics will be the technical skills most needed at digital ad agencies worldwide in the next two years.",[],{"type":41,"text":21210,"spans":21211},"Why do they need the skills of data scientists? Well, a big part of it is moving towards programmatic omnichannel, the ‘ideal future state’ of marketing, where marketers can use the data they uncover in each channel to inform their targeting in all their other channels.",[],{"type":41,"text":21213,"spans":21214},"In a recent survey we conducted with Digiday – The Omnichannel Programmatic Promise – marketers were extremely optimistic about reaching the goal of programmatic omnichannel, but clearly stated that challenges remain. In this blog, we’ll look at three ways data science can help them get there faster.",[],{"type":41,"text":21216,"spans":21217},"1) Breaking down data silos",[21218],{"start":178,"end":393,"type":97},{"type":41,"text":21220,"spans":21221},"Traditionally, programmatic advertising has always been part of multichannel strategies, sitting alongside print, TV, out-of-home, radio and so on. But the world has changed. Phones have become smart, TVs are connected, iPods have given way to Spotify and even billboards are digital.",[],{"type":41,"text":21223,"spans":21224},"That means almost all screens and channels can be bought programmatically – and it means advertisers have to take an omnichannel approach to programmatic. This is a huge opportunity allowing marketers to target more people more efficiently with personalization at scale, improving cross-channel targeting and attribution.",[],{"type":41,"text":21226,"spans":21227},"But it’s not as simple as just flicking a switch. One of the big challenges for marketers in shifting to omnichannel is data silos – where only one team in an organization can access a set or source of data. In our report, an overwhelming majority of respondents – 80 percent – said they sometimes or frequently experience unsatisfactory measurement and attribution as a result of data silos.",[],{"type":41,"text":21229,"spans":21230},"To achieve an omnichannel approach, marketers need to integrate siloed data from different sources, to create more reliable attribution models, better cross-platform targeting and align budgets with optimal outcomes.",[],{"type":41,"text":21232,"spans":21233},"Data science can help by using machine learning attribution models – in other words, bringing the masses of disparate data together, and then using AI to analyse it – to help marketers get a clearer picture of things like:",[],{"type":216,"text":21235,"spans":21236},"Who their most valuable customers are,",[],{"type":216,"text":21238,"spans":21239},"What behaviours predict what outcomes,",[],{"type":216,"text":21241,"spans":21242},"And what channels are most effective in reaching different audiences.",[],{"type":41,"text":57,"spans":21244},[],{"type":41,"text":21246,"spans":21247},"By adding in data from interconnect devices (eg a TV and a mobile belonging to the same household) and location data, we can then personalize messaging and optimize the kinds of inventory we buy to target them.",[],{"type":41,"text":21249,"spans":21250},"2) Better measurement",[21251],{"start":178,"end":1789,"type":97},{"type":41,"text":21253,"spans":21254},"Another key challenge highlighted in our report was that of measurement. A third of marketers in the UK and Canada and a whopping two-thirds in the US said they were struggling with measurement and attribution as a result of data silos.",[],{"type":41,"text":21256,"spans":21257},"But again, data science can help, by closing the loop between analytics (finding the cool insights) and activation (putting those insights to use in campaigns).  By developing mathematical models such as incrementality testing and multi-touch attribution, data science can help marketers use machine-driven insights to actively influence campaign performance, not just simply measure it.",[],{"type":41,"text":21259,"spans":21260},"That means that when it comes to running an omnichannel campaign, data scientists can provide traders with smarter algorithms for bid optimizations, making a big difference on margins for both advertisers and publishers. These models are developed by looking at historical patterns, campaign budgets, competitive pricing and audience data, then evaluating the right price for every ad opportunity based on the precise KPI the campaign is trying to solve. But this would be impossible without the data scientist’s ability to process and analyse vast quantities of data.",[],{"type":41,"text":21262,"spans":21263},"3) Less fraud",[21264],{"start":178,"end":5776,"type":97},{"type":41,"text":21266,"spans":21267},"As the number of addressable channels grows, so does the number of criminals trying to defraud advertisers and publishers within those channels. Fortunately, data science can help with that too.",[],{"type":41,"text":21269,"spans":21270},"Whereas traditional measurement methods are unable to identify and detect fraudulent activity, data science fraud detection models use AI to help identify fraud (eg bot traffic versus real consumer clicks) by learning key browsing and behavioral patterns across all your data.",[],{"type":41,"text":21272,"spans":21273},"By examining statistical properties related to the click behaviour of regular users versus the click properties associated with that of malicious bots the two can be differentiated through a variety of machine learning approaches.",[],{"type":41,"text":21275,"spans":21276},"Omnichannel means data science",[21277],{"start":178,"end":4889,"type":97},{"type":41,"text":21279,"spans":21280},"The promise of true omnichannel marketing is within reach – and it’s data science that will help marketers and advertisers get there. Whether it’s better cross-channel targeting, smarter attribution or end-to-end campaign optimization, the tools and techniques of data science are what turn the raw potential of data into the powerful insights that drive success.",[],{"type":41,"text":21282,"spans":21283},"Want to find out more? Download the MiQ and Digiday report The Omnichannel Programmatic Promise now. ",[],{"type":91,"text":21285,"spans":21286},"References",[],{"type":216,"text":21288,"spans":21289},"eMarketer – Data Science is in demand at ad agencies",[21290],{"start":178,"end":1790,"type":47,"data":21291},{"link_type":49,"url":21292,"target":51},"https:\u002F\u002Fwww.emarketer.com\u002Fcontent\u002Fdata-science-is-in-demand-at-ad-agencies",{"type":216,"text":21294,"spans":21295},"Stackadapt – Data Science and advertising",[21296],{"start":178,"end":4883,"type":47,"data":21297},{"link_type":49,"url":21298,"target":51},"https:\u002F\u002Fblog.stackadapt.com\u002Fdata-science-and-advertising\u002F",{"type":216,"text":21300,"spans":21301},"Marketing Evolution – Ad fraud compromise media spend optimisation",[21302],{"start":178,"end":760,"type":47,"data":21303},{"link_type":49,"url":21304,"target":51},"https:\u002F\u002Fwww.marketingevolution.com\u002Fknowledge-center\u002Fad-fraud-compromise-media-spend-optimization",{"type":216,"text":21306,"spans":21307},"Adexchanger – How is data science changing your ad business? Let us count the ways",[21308],{"start":178,"end":45,"type":47,"data":21309},{"link_type":49,"url":21310,"target":51},"https:\u002F\u002Fwww.adexchanger.com\u002Fdata-driven-thinking\u002Fhow-is-data-science-changing-your-ad-business-let-us-count-the-ways\u002F","text_component$48c7a91a-7106-4ec9-9d27-56a3d1acef8f","Biddappa Muthappa","Data science manager, MiQ",{},{"link_type":282},[],[],[],"2020-05-11T22:00:00+0000",{"dimensions":21321,"alt":21322,"copyright":38,"url":21323,"id":21324,"edit":21325},{"width":11538,"height":16061},"In plain English: Three ways data science fuels omnichannel advertising","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F003173da-bfa3-4dbe-a436-19d6800abe86_17.jpeg?auto=format,compress","ZJ2f3hEAACEAcHOa",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[21329],{"type":41,"text":21330,"spans":21331,"direction":52},"How Data Science Fuels Omnichannel Advertising",[],[21333],{"type":41,"text":21201,"spans":21334,"direction":52},[],[],[],{},{"id":21339,"uid":21340,"url":38,"type":9,"href":21341,"tags":21342,"first_publication_date":17953,"last_publication_date":21343,"slugs":21344,"linked_documents":21346,"lang":17,"alternate_languages":21347,"data":21348},"Zxf7qBoAAEcAxwYa","miq-listed-top-11-best-firms-in-india-for-data-scientists","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7qBoAAEcAxwYa%22%29+%5D%5D",[],"2026-04-28T15:13:02+0000",[21345],"top-11-firms-in-india-for-data-scientists-2020",[],[],{"title":21349,"external_link":21350,"summary":21351,"slices":21352,"author_name":1836,"author_position":38,"author_description":38,"author_image":21423,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":21424,"contact_formid":38,"contact_title":21425,"contact_description":21426,"contact_cta":38,"url_form_triggers":21427,"category":1844,"date":21428,"featured_image":21429,"thumbnail":21434,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":21439,"meta_title":21440,"meta_description":21444,"og_title":21445,"og_description":21446,"og_image":21447,"no_index":280},"Top 11 Firms in India for Data Scientists 2020",{"link_type":30},[],[21353,21418],{"variation":34,"version":35,"items":21354,"primary":21355,"id":21417,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":21356,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[21357,21360,21364,21368,21372,21375,21381,21394,21400,21403,21406,21410],{"type":41,"text":21358,"spans":21359},"We don’t do what we do to win awards… but we’re not going to lie, it’s certainly very nice to win them.",[],{"type":41,"text":21361,"spans":21362},"Analytics India Magazine has placed MiQ in its 2020 list of Top 11 Best Firms in India for Data Scientists to Work For. The magazine looked at firms in India and around the world with a special focus on work culture, support for learning and development, and employee engagement. The judging criteria also looked at employee retention as a major factor.",[21363],{"start":654,"end":14055,"type":97},{"type":41,"text":21365,"spans":21366},"This news comes only a month after the Great Place to Work Institute (India) certified our Bengaluru office a great place to work. Thank you to both Analytics India and the Great Place to Work Institute for recognizing the team at our Center of Excellence in Bengaluru.",[21367],{"start":5820,"end":1224,"type":97},{"type":41,"text":21369,"spans":21370},"How the magic happens",[21371],{"start":178,"end":1789,"type":97},{"type":41,"text":21373,"spans":21374},"The recipe seems complex on paper, but comes together rather easily, with support from our People Team. So, how does it work? Our data science team sits at our Center of Excellence and is composed of 40 data scientists and 60 data analysts. Each member of the team is able to achieve success in the workplace through a delicate balance of discovery and delivery. Meaning, the team is given the space to participate in long-term innovation areas as well as immediate quarterly deliverables.",[],{"type":41,"text":21376,"spans":21377},"The data science team sits at the heart of everything that we do as a business; connected with their commercial counterparts in pods across the globe, their work has a direct impact on solving business problems for our clients.",[21378],{"start":5341,"end":1789,"type":47,"data":21379},{"link_type":49,"url":21380},"https:\u002F\u002Fblog.wearemiq.com\u002Fin-plain-english-what-does-a-data-scientist-do",{"type":41,"text":21382,"spans":21383},"Together with an enriching learning and development environment, with ample opportunities for growth, data scientists participate in our Know-How professional development sessions, attend lectures and conferences. Our annual hackathons provide a space to innovate and solve challenges for MiQ and our clients, with events like Spark24 and HackiQ.",[21384,21387,21390,21391],{"start":21385,"end":21386,"type":97},327,334,{"start":21385,"end":21386,"type":47,"data":21388},{"link_type":49,"url":21389},"https:\u002F\u002Fwww.spark24hack.com\u002F",{"start":11485,"end":504,"type":97},{"start":11485,"end":5511,"type":47,"data":21392},{"link_type":49,"url":21393},"https:\u002F\u002Fwww.youtube.com\u002Fwatch?v=mrYoyB9FXhE",{"type":41,"text":21395,"spans":21396},"Data scientists, together with all global MiQ employees have access to our coveted Future Leader Program. The Program is about empowering individuals with leadership development. Future Leaders are exposed to specific development and resources in an effort to: build their awareness of self and others, evolve their influencing methods, strengthen their business acumen, and much more.",[21397],{"start":13045,"end":13193,"type":47,"data":21398},{"link_type":49,"url":21399},"https:\u002F\u002Fblog.wearemiq.com\u002Fmiq-future-leaders-program",{"type":41,"text":21401,"spans":21402},"“This is a great achievement from our amazing team in Bengaluru.  Our data scientists are at the heart of MiQ’s ability to deliver for our clients. Thank you to them for making working at MiQ so welcoming.” – Gurman Hundal, Co-founder and CEO",[],{"type":41,"text":21404,"spans":21405},"“This recognition is a testament to the relentless focus our data science and analytics teams have on creating sustainable value for MiQ & MiQ’s customers, both in the short term (through our product and insights deliveries) as well as in the mid-to-longer term (through our innovation\u002Fdiscovery focus). By effectively scaling the various data science and analytics solutions, this “value creation engine” is further turbo-charged through the prowess of our tech and engineering teams.”  – Anshuman Gupta, VP Data Science",[],{"type":41,"text":21407,"spans":21408},"Come work with us",[21409],{"start":178,"end":493,"type":97},{"type":41,"text":21411,"spans":21412},"If you’re interested in joining our team, please get in touch through our Careers page.",[21413,21414],{"start":6203,"end":8250,"type":97},{"start":6203,"end":8250,"type":47,"data":21415},{"link_type":49,"url":21416,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fopen-roles\u002F","text_component$dde5b834-b7d5-4f06-a3bf-58b2c9cb5c9f",{"variation":34,"version":35,"items":21419,"primary":21420,"id":21422,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":21421,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$109c67a4-a6ce-4eaa-9699-763dd5f29828",{},{"link_type":282},[],[],[],"2020-05-05T23:00:00+0000",{"dimensions":21430,"alt":38,"copyright":38,"url":21431,"id":21432,"edit":21433},{"width":20894,"height":16199},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F44444e75-6d48-4eb3-b6ff-ecbbda0f543c_CELEBRATION_India-analytics_landingpage-scaled.jpg?auto=format,compress","ZdccJREAAC4A5V8c",{"x":178,"y":178,"zoom":95,"background":8943},{"dimensions":21435,"alt":38,"copyright":38,"url":21436,"id":21437,"edit":21438},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fa198bef3-29f6-4216-ab17-63de6537531b_MiQ+listed+top+11+best+firms+in+India+for+data+scientists+to+work+for.jpg?auto=format,compress","ZdM1WxEAACcAVy8e",{"x":178,"y":178,"zoom":95,"background":8943},[],[21441],{"type":41,"text":21442,"spans":21443,"direction":52},"Top 11 Firms in India for Data Scientists",[],[],[],[],{},{"id":21449,"uid":21450,"url":38,"type":9,"href":21451,"tags":21452,"first_publication_date":15147,"last_publication_date":18366,"slugs":21453,"linked_documents":21455,"lang":17,"alternate_languages":21456,"data":21457},"Zxf6LxoAAD8AxwMj","in-plain-english-what-does-a-data-architect-do","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf6LxoAAD8AxwMj%22%29+%5D%5D",[],[21454],"joining-the-data-together",[],[],{"title":21458,"external_link":21459,"summary":21460,"slices":21461,"author_name":21553,"author_position":21554,"author_description":38,"author_image":21555,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":21556,"contact_formid":38,"contact_title":21557,"contact_description":21558,"contact_cta":38,"url_form_triggers":21559,"category":2021,"date":21560,"featured_image":21561,"thumbnail":21565,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":21566,"meta_title":21567,"meta_description":21570,"og_title":21573,"og_description":21574,"og_image":21575,"no_index":280},"What Does a Data Architect Do?",{"link_type":30},[],[21462],{"variation":34,"version":35,"items":21463,"primary":21464,"id":21552,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":21465,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[21466,21469,21472,21475,21478,21481,21484,21486,21489,21492,21495,21498,21501,21504,21507,21510,21513,21516,21519,21522,21525,21528,21531,21534,21537,21540,21543,21546,21549],{"type":41,"text":21467,"spans":21468},"Here’s how I like to think of it.",[],{"type":41,"text":21470,"spans":21471},"If data scientists are the people in lab coats, running experiments and finding exciting discoveries, we data architects are the ones who build their laboratories.",[],{"type":41,"text":21473,"spans":21474},"But data scientists don’t need test tubes and chemicals. They need:",[],{"type":485,"text":21476,"spans":21477},"Access to the right data, organised in the right way",[],{"type":485,"text":21479,"spans":21480},"Robust systems they can use to test and experiment with that data",[],{"type":485,"text":21482,"spans":21483},"And, most importantly, security and compliance infrastructure so they always know they’re working in a way that’s safe and legal.",[],{"type":41,"text":57,"spans":21485},[],{"type":41,"text":21487,"spans":21488},"Building that environment and getting all those things in place is what we data architects do every day.",[],{"type":41,"text":21490,"spans":21491},"And, in the world of programmatic media, our job is especially complicated.",[],{"type":41,"text":21493,"spans":21494},"Data architects in other industries manage data systems that can be vast and complex, but are comparatively slow moving. In programmatic media, the scale of the data is unparalleled (we process two terabytes of data per day), and it has an extremely short shelf-life. A lot of the data we use will only be useful for a maximum of seven days. Some of it – like real-time weather data or travel information – can be out-of-date in seconds.",[],{"type":91,"text":21496,"spans":21497},"Joining the data together",[],{"type":41,"text":21499,"spans":21500},"As a data architect, my first question is always: what client challenge are we solving and what data do we need to do that?",[],{"type":41,"text":21502,"spans":21503},"The answer will almost always be a mix of first-party data (the data a company has on its clients and potential clients), second-party data (owned by, maybe, a media agency who’s run campaigns for the client before), and third-party data – information from the sources we think will give us insights into the target audience group, things like online behaviour, location, income range and so on.",[],{"type":41,"text":21505,"spans":21506},"All that data needs ‘cleaning’, which means filling in any gaps in our knowledge using predictive modelling. So, for instance, we might know from the first-party data that a user is interested in a product the client offers, but we might not know what region they live in. By mapping that against third-party location data, we can fill in the blanks and identify the audience in a certain area.",[],{"type":91,"text":21508,"spans":21509},"Building data lakes",[],{"type":41,"text":21511,"spans":21512},"The next question is where can we work with this data?",[],{"type":41,"text":21514,"spans":21515},"To analyse data, it all needs to be in one place. And we call that place a data lake. Our job as data architects is to pool all the first, second and third-party data in a data lake so that our data scientists and analysts can go fishing for insights.",[],{"type":41,"text":21517,"spans":21518},"But the location of this data lake is another challenge for an architect to solve. We might ingest the data to one of our own cloud platforms or work within a client’s data centre, depending on the security requirements, the tools we want to use for data analysis and the volume of data in question.",[],{"type":41,"text":21520,"spans":21521},"The transfer of different types of data to different locations, so that it’s accessible to the people who need to work with it and always secure is a huge part of our role as data architects.",[],{"type":91,"text":21523,"spans":21524},"Security as a priority",[],{"type":41,"text":21526,"spans":21527},"Everyone understands the need for data security. Obviously, the risk to businesses of misusing or mishandling data are enormous. But really it’s about doing what’s right for consumers. The more they trust that their data will be used securely and in ways they have explicitly approved, the better the advertising landscape will be.",[],{"type":41,"text":21529,"spans":21530},"It’s a large part of a data architect’s job to build and maintain the systems that provide that trust.",[],{"type":41,"text":21532,"spans":21533},"So, when we’re dealing with a large quantity of consumer data, we need to separate data from opted-in consumers (that we can use for more personalised targeting) and non-opted in data which we can only use to gather aggregated insights (ie when we build a picture of the way certain types of consumer behave, but without looking at an individual consumer specifically).",[],{"type":41,"text":21535,"spans":21536},"Every data lake we build has layers of security on it, so the people using the data to find insights and run campaigns can only access and use what they’re allowed to. So, our traders in the UK may be allowed to access different things from our traders in the US according to different legislation.",[],{"type":41,"text":21538,"spans":21539},"We also need to keep a track of everyone within our organisation who has seen or used what data, so that we’re able to answer any questions, should any compliance issues arise.",[],{"type":91,"text":21541,"spans":21542},"What makes a good data architect?",[],{"type":41,"text":21544,"spans":21545},"To be a good data architect, you need a mix of qualities. The first is to find it really easy to see the big picture when it comes to projects, but also to have an extreme attention to detail. We have to keep on top of everything, and the security and usability of every single piece of data matters – but you can’t get lost in that detail. You have to always keep in mind the goal we’re trying to achieve.",[],{"type":41,"text":21547,"spans":21548},"Data architecture is also a highly technical job. You have to be up to speed with a huge range of technologies. I think you can only be really good at it if you have a natural passion for finding out more about how these tools work and what they do – like, reading about them in your spare time levels of geekiness.",[],{"type":41,"text":21550,"spans":21551},"The last thing I think is really important is having a head for figures. Much like a regular architect, there are always a number of options in how you do things, each with their own price implications. When it comes to storing, managing, cleaning and moving data, we always have to be aware of budgets, making sure we’re doing things in the most efficient way, while maintaining the highest quality, especially when it comes to security.",[],"text_component$9a33cbeb-98a6-4d09-8ab7-9323ea73c223","Venkatesh Neldurg","Senior architect, MiQ",{},{"link_type":282},[],[],[],"2020-04-26T22:00:00+0000",{"dimensions":21562,"alt":21563,"copyright":38,"url":12773,"id":12774,"edit":21564},{"width":12770,"height":12771},"In plain English: What does a data architect do?",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[21568],{"type":41,"text":21458,"spans":21569,"direction":52},[],[21571],{"type":41,"text":21470,"spans":21572,"direction":52},[],[],[],{},{"id":21577,"uid":21578,"url":38,"type":9,"href":21579,"tags":21580,"first_publication_date":6285,"last_publication_date":18090,"slugs":21581,"linked_documents":21583,"lang":17,"alternate_languages":21584,"data":21585},"Zxf3MxoAAEoAxv0W","in-plain-english-what-does-supply-chain-optimization-mean","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf3MxoAAEoAxv0W%22%29+%5D%5D",[],[21582],"what-is-supply-path-optimization",[],[],{"title":21586,"external_link":21587,"summary":21588,"slices":21589,"author_name":21654,"author_position":21655,"author_description":38,"author_image":21656,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":21657,"contact_formid":38,"contact_title":21658,"contact_description":21659,"contact_cta":38,"url_form_triggers":21660,"category":2021,"date":21661,"featured_image":21662,"thumbnail":21666,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":21667,"meta_title":21668,"meta_description":21672,"og_title":21675,"og_description":21676,"og_image":21677,"no_index":280},"Supply Chain Optimization Explained Simply",{"link_type":30},[],[21590],{"variation":34,"version":35,"items":21591,"primary":21592,"id":21653,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":21593,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[21594,21597,21600,21603,21606,21609,21612,21615,21618,21621,21624,21626,21629,21632,21635,21638,21641,21644,21647,21650],{"type":41,"text":21595,"spans":21596},"It’s no secret that Facebook and Instagram advertising plays a massive role in helping emerging brands scale quickly. But what happens when the well runs dry?",[],{"type":41,"text":21598,"spans":21599},"While new DTC (direct-to-consumer) brands seem to pop up every day, social media advertising keeps getting more and more expensive. Increasing the number of ad buyers spells trouble for all brands, but particularly for these challenger brands which have relied so heavily on social for their early growth.",[],{"type":41,"text":21601,"spans":21602},"So where does a DTC marketer turn to keep the growth going? Podcasts? Display? Connected TV? Linear TV? Each channel has its inherent benefits and challenges. But the most important question a marketer must ask is: “Where can I maximize new customer acquisition for the least amount of money, while also building my brand?”",[],{"type":41,"text":21604,"spans":21605},"As advertising increasingly becomes programmatic, marketers have new opportunities to attribute purchases to paid media across all their channels. And one of the important ways to achieve efficient customer acquisition cost, incremental lift, or simply high value cost-per-purchase is the ability to optimize buying all of your digital ad channels via the most optimal supply routes.",[],{"type":41,"text":21607,"spans":21608},"This is what we call supply path optimization (SPO).",[],{"type":91,"text":21610,"spans":21611},"What is supply path optimization?",[],{"type":41,"text":21613,"spans":21614},"Let’s expand on the concept a bit more. While standard programmatic advertising optimization focuses on finding inventory that drives the best performance, supply path optimization is more about how you buy a specific piece of ad inventory – and who you buy it through.",[],{"type":41,"text":21616,"spans":21617},"If you haven’t worked in the space, or are just getting started, here are a few things you may not know:",[],{"type":216,"text":21619,"spans":21620},"One domain, like CNN.com can be bought from hundreds of sources\u002Fsellers. Likewise, one inventory source\u002Fseller can be bought from numerous buying platforms. This means that a single site\u002Fapp can be bought via thousands of different supply routes.",[],{"type":216,"text":21622,"spans":21623},"And that means some routes are better than others. Some supply chains are shorter and more direct whereas some involve hidden fees. Some could even contain fraudulent site traffic or spoofed domains.",[],{"type":41,"text":57,"spans":21625},[],{"type":41,"text":21627,"spans":21628},"If you want to buy your programmatic inventory efficiently (and you do), it means you need both sophisticated analytics on the supply feature combinations that matter most, as well as the ability to activate your buying with machine learning algorithms to combat the dynamic nature of cost and media performance.",[],{"type":91,"text":21630,"spans":21631},"How to construct an effective SPO approach",[],{"type":41,"text":21633,"spans":21634},"So which supply features matter most? This may well depend on your KPIs, but at a basic level, the ability to select which ad exchanges are the most efficient for your DSP makes a world of difference.",[],{"type":41,"text":21636,"spans":21637},"Because we’re DSP-agnostic, we trade in numerous DSPs, so for us this exercise means running cost analysis for the exchanges available in each. Since DSPs tend to provide better access to premium inventory on their own exchanges (for example, AdX on DV360), this is a very basic way of buying ad space more efficiently.",[],{"type":41,"text":21639,"spans":21640},"Beyond DSP-exchange combinations, we also look at other features such as domain, browser, device type, operating system, ad slot, and creative size. Any biddable feature needs to be included in your analysis and, ultimately, your activation. The key is making sure that activation reflects not only cost efficiency, but delivers performance as defined by your unique media KPIs.",[],{"type":41,"text":21642,"spans":21643},"In today’s programmatic ecosystem, algorithmic bidding capabilities are table stakes, but this is of increased importance when it comes to SPO. Because publisher-side yield optimization managers are constantly updating inventory prices, last month’s supply path insights may be completely out of date by next month. That means in order to experience a sustained reduction in your media costs while maintaining performance expectations, your programmatic partner should be using machine learning algorithms to power your SPO.",[],{"type":91,"text":21645,"spans":21646},"Want to learn more?",[],{"type":41,"text":21648,"spans":21649},"As you can see, behind every ad impression is a more complex world than meets the eye. This ultimately pits two competing sides against one another: a buy-side trying to minimize media costs versus a sell-side trying to maximize their own revenue.",[],{"type":41,"text":21651,"spans":21652},"Supply path optimization is a vital tool for marketers to gain the upper hand against their competition, buying inventory that delivers on the goals they set out to achieve at the lowest possible cost to them.",[],"text_component$1165e4d3-13e5-4c33-a5cb-8dbd30c29268","Chris Miller","Client partner, MiQ",{},{"link_type":282},[],[],[],"2020-04-13T22:00:00+0000",{"dimensions":21663,"alt":21664,"copyright":38,"url":21323,"id":21324,"edit":21665},{"width":11538,"height":16061},"In plain English: What does supply chain optimization mean?",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[21669],{"type":41,"text":21670,"spans":21671,"direction":52},"Simplified Guide to Supply Chain Optimization",[],[21673],{"type":41,"text":21598,"spans":21674,"direction":52},[],[],[],{},{"id":21679,"uid":21680,"url":38,"type":9,"href":21681,"tags":21682,"first_publication_date":13436,"last_publication_date":18366,"slugs":21683,"linked_documents":21685,"lang":17,"alternate_languages":21686,"data":21687},"Zxf7zxoAAEYAxwZp","in-plain-english-what-can-we-do-to-reduce-ad-fraud","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7zxoAAEYAxwZp%22%29+%5D%5D",[],[21684],"what-kinds-of-ad-fraud-are-there",[],[],{"title":21688,"external_link":21689,"summary":21690,"slices":21691,"author_name":21842,"author_position":21843,"author_description":38,"author_image":21844,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":21845,"contact_formid":38,"contact_title":21846,"contact_description":21847,"contact_cta":38,"url_form_triggers":21848,"category":2021,"date":21849,"featured_image":21850,"thumbnail":21856,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":21857,"meta_title":21858,"meta_description":21861,"og_title":21864,"og_description":21865,"og_image":21866,"no_index":280},"Reducing Ad Fraud: Simple Steps Explained",{"link_type":30},[],[21692],{"variation":34,"version":35,"items":21693,"primary":21694,"id":21841,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":21695,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[21696,21699,21705,21708,21715,21722,21725,21728,21731,21734,21737,21740,21743,21746,21749,21752,21755,21758,21761,21764,21767,21773,21776,21779,21782,21785,21791,21794,21800,21803,21806,21809,21812,21815,21818,21820,21823,21826,21829,21832,21838],{"type":41,"text":21697,"spans":21698},"Let’s start by admitting the obvious. Fraud is a major problem in online advertising.",[],{"type":41,"text":21700,"spans":21701},"A report conducted last year by White Ops and the ANA projected that marketers would lose almost $6bn globally in 2019, down from $6.5bn in 2017, but still an eye-watering level of wasted budget.",[21702],{"start":13005,"end":1462,"type":47,"data":21703},{"link_type":49,"url":21704},"https:\u002F\u002Fcdn2.hubspot.net\u002Fhubfs\u002F3400937\u002F2018-2019%20Bot%20Baseline%20Report%20EXECUTIVE%20SUMMARY.pdf",{"type":41,"text":21706,"spans":21707},"It’s an issue we care deeply about. Ad fraud is bad for our business, bad for our clients and, most importantly, it’s bad for every one of us who benefits from a free, ad-supported internet.",[],{"type":41,"text":21709,"spans":21710},"But it’s not a problem that can be solved by one business. Reducing ad fraud means ad tech companies, media agencies, publishers and advertisers themselves all need to work together – and that’s where organisations like TAG (Trustworthy Accountability Group) come in.",[21711],{"start":11101,"end":21712,"type":47,"data":21713},223,{"link_type":49,"url":21714},"https:\u002F\u002Fwww.tagtoday.net\u002Faboutus\u002F",{"type":41,"text":21716,"spans":21717},"The Trustworthy Accountability Group (TAG) is an initiative that builds relationships between companies across the advertising industry to increase transparency and help us all collaborate on initiatives to fight ad fraud. We’re proud to work with TAG and were recently reawarded their Certified Against Fraud Seal.",[21718],{"start":21719,"end":1179,"type":47,"data":21720},286,{"link_type":49,"url":21721},"https:\u002F\u002Fwww.abc.org.uk\u002Fservices\u002Fthird-party-audits-consultancy\u002Fad-fraud?utm_campaign=Content%20Marketing%20-%20Weekly%20Insights&utm_source=email&utm_term=tag%20announcement&utm_content=US_Weekly%20News%20Round-Up_CPG",{"type":41,"text":21723,"spans":21724},"But before we dive into the solution, let’s take a look at the problem.",[],{"type":91,"text":21726,"spans":21727},"What kinds of ad fraud are there?",[],{"type":41,"text":21729,"spans":21730},"There are many methods that criminals and unscrupulous vendors use to defraud clients. Some of the most common are…",[],{"type":41,"text":21732,"spans":21733},"1) Bots and other forms of non human traffic",[],{"type":41,"text":21735,"spans":21736},"Fraudsters use a complex system of cloud servers and proxies, or users’ computers that they’ve hijacked, to run automated scripts (bots) that mimic the behaviour of human web traffic. It’s important to remember that there are non malicious bots (such as web crawlers used by search engines) but the bad bots are out there to generate fake site visits, clicks, video views, with the more advanced ones faking site actions and app installs, all in order to drive revenue for the fraudsters.",[],{"type":41,"text":21738,"spans":21739},"2) Ad or click hijacking",[],{"type":41,"text":21741,"spans":21742},"This happens when a browser has been hijacked through malware. Genuine ads can then be replaced by counterfeit ads without the publisher knowing, so the fraudsters receive the credit – and the money. Clicks can also be intercepted and redirected to different locations to make it look like traffic to an advertiser’s site is coming from a different source.",[],{"type":41,"text":21744,"spans":21745},"3) Pop-unders",[],{"type":41,"text":21747,"spans":21748},"Again, these are caused by hijacked browsers. Pop-unders are where a browser opens windows in the background that navigate to pages that generate ad revenue for fraudsters.",[],{"type":41,"text":21750,"spans":21751},"4) Domain spoofing",[],{"type":41,"text":21753,"spans":21754},"Domain spoofing means a fraudster creates ad requests that looks like it comes from a legitimate publisher but really are coming from a fraudulent site, so that advertisers will spend there.",[],{"type":41,"text":21756,"spans":21757},"5) Hidden ads",[],{"type":41,"text":21759,"spans":21760},"This is where fraudsters infiltrate the website or the ad serving process to serve ads that are invisible to the user. These can be in 1×1 pixels (pixel stuffing) or hidden behind other ads (ad stacking).",[],{"type":91,"text":21762,"spans":21763},"How can we tackle ad fraud?",[],{"type":41,"text":21765,"spans":21766},"There are a number of companies who specialise in identifying and mitigating exposure to ad fraud. Most ad tech platforms and providers partner closely with these companies as well as employing their own techniques.",[],{"type":41,"text":21768,"spans":21769},"We’re no different. We have partnerships with anti-fraud specialists and use our own fraud-prevention strategies. We’re happy to share more detailed information on all our anti-fraud practices. But as a general overview, to earn ‘Certified Against Fraud’ status from TAG, a business like ours has to prove it’s doing things like…",[21770],{"start":8024,"end":5795,"type":47,"data":21771},{"link_type":49,"url":21772,"target":51},"https:\u002F\u002Fmarketing.wearemiq.com\u002Fsubscribe?utm_campaign=Content%20Marketing%20-%20Weekly%20Insights&utm_source=Subscribe%20now%20button&utm_medium=Episode%202",{"type":41,"text":21774,"spans":21775},"– Bot traffic filtering – using our technology and that of our partners to filter out any traffic we think is non-human before bidding on an ad, and blocking ads where IVT is detected after a bid has been made.",[],{"type":41,"text":21777,"spans":21778},"– IP threat filtering – maintaining a dynamic exclusion list of all the IP addresses that we deem suspicious.",[],{"type":41,"text":21780,"spans":21781},"– Domain\u002FApp threat filtering – using fraud prevention technology to root out domains and apps before bidding on an ad, blacklisting any that we identify as a direct risk of generating fraud.",[],{"type":91,"text":21783,"spans":21784},"Industry initiatives",[],{"type":41,"text":21786,"spans":21787},"But fighting fraud means that everyone across the legitimate advertising landscape has to work together. There have also been some powerful industry initiatives developed by IAB Tech Lab to combat ad fraud:",[21788],{"start":20036,"end":11187,"type":47,"data":21789},{"link_type":49,"url":21790},"https:\u002F\u002Fiabtechlab.com\u002Fads-txt\u002F",{"type":41,"text":21792,"spans":21793},"– Ads.txt – (stands for authorized digital sellers) This, plus the app-specific app-ads.txt, is the major weapon against domain and app spoofing. Legitimate publishers all use these files to declare who is authorised to sell their inventory and to differentiate themselves from fraudsters. (The Ads.cert initiative goes a step further and allows publishers to sign bid requests cryptographically so that buyers can tell it is coming from an authorised seller).",[],{"type":41,"text":21795,"spans":21796},"– Sellers.json – This is the equivalent of ads.txt but for sellers, rather than publishers. It’s a file where all the SSPs and exchanges list all their authorized reseller partners along with their seller IDs so fraudulent actors can’t enter the process.",[21797],{"start":13005,"end":776,"type":47,"data":21798},{"link_type":49,"url":21799},"https:\u002F\u002Fiabtechlab.com\u002Fsellers-json\u002F",{"type":41,"text":21801,"spans":21802},"– Supply chain object – This gives buyers a record of what sellers and resellers have been involved in each bid request and identifying whoever was the final reseller in the chain. Buyers can match the seller IDs provided by publishers (in their ads.txt files) so they can see they’re working with bona fide partners.",[],{"type":91,"text":21804,"spans":21805},"Good buying practices",[],{"type":41,"text":21807,"spans":21808},"Finally, there are things buyers can do themselves to guard against fraud. For buyers, it’s best practice to:",[],{"type":216,"text":21810,"spans":21811},"Buy only via reputable ad tech platforms and providers who you can trust, and who are signed up to initiatives like TAG and the IAB Gold Standard.",[],{"type":216,"text":21813,"spans":21814},"Gain a better understanding of the publishers and supply partners you’re working with to identify where real buying relationships exist",[],{"type":216,"text":21816,"spans":21817},"Prioritise private marketplaces where appropriate and use industry initiatives such as the ones listed above when buying through the open market",[],{"type":41,"text":57,"spans":21819},[],{"type":41,"text":21821,"spans":21822},"Each of these elements in isolation, being done by just one company, might not be all that effective. But when multiple companies across the advertising ecosystem sign up to these rules, share their fraud-fighting knowledge, and encourage transparency between good-faith actors, life starts to become much more difficult for the fraudsters.",[],{"type":91,"text":21824,"spans":21825},"Does fighting ad fraud work?",[],{"type":41,"text":21827,"spans":21828},"Fraud will continue to be a battle as fraudsters follow the money and develop more sophisticated methods to do so. But we’re seeing the industry making gains through technical advances, and better practice and awareness across buyers.",[],{"type":41,"text":21830,"spans":21831},"To keep ahead, we require the industry to work together and increase standards to not allow the fraudsters any wriggle room, which is why we are such big supporters of TAG and other initiatives.",[],{"type":41,"text":21833,"spans":21834},"A study conducted by The 614 Group, showed that on average 88% less fraud is observed across TAG certified channels compared to non-certified channels.",[21835],{"start":178,"end":4045,"type":47,"data":21836},{"link_type":49,"url":21837},"https:\u002F\u002Fcdn2.hubspot.net\u002Fhubfs\u002F2848641\u002FTAG%20Benchmark%20Study%202019-1.pdf",{"type":41,"text":21839,"spans":21840},"As long as digital advertising makes money, there will be people trying to gain access to that money illegally. But groups like TAG show that with collaboration, a commitment to transparency, and constant innovation to tackle fraud, we can make the ad-assisted internet a better place for everyone.",[],"text_component$811547b2-a7f5-443e-bd6d-ddeb68073c1d","Thomas Cotton","Head of trading development, MiQ",{},{"link_type":282},[],[],[],"2020-04-01T22:00:00+0000",{"dimensions":21851,"alt":21852,"copyright":38,"url":21853,"id":21854,"edit":21855},{"width":11538,"height":16061},"In plain english what can we do to reduce ad fraud","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F76565dcd-94cc-42ec-ab93-511b1ecbd2e5_14.jpeg?auto=format,compress","ZJ6zMBEAACEAdWiE",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[21859],{"type":41,"text":21688,"spans":21860,"direction":52},[],[21862],{"type":41,"text":21697,"spans":21863,"direction":52},[],[],[],{},{"id":21868,"uid":21869,"url":38,"type":9,"href":21870,"tags":21871,"first_publication_date":14105,"last_publication_date":9802,"slugs":21872,"linked_documents":21873,"lang":17,"alternate_languages":21874,"data":21875},"Zxf2ARoAAEwAxvrR","talking-privilege-and-intersectionality","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf2ARoAAEwAxvrR%22%29+%5D%5D",[],[21869],[],[],{"title":21876,"external_link":21877,"summary":21878,"slices":21879,"author_name":1836,"author_position":38,"author_description":38,"author_image":22008,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":22009,"contact_formid":38,"contact_title":22010,"contact_description":22011,"contact_cta":38,"url_form_triggers":22012,"category":1844,"date":22013,"featured_image":22014,"thumbnail":22019,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":22024,"meta_title":22025,"meta_description":22028,"og_title":22029,"og_description":22030,"og_image":22031,"no_index":280},"Talking Privilege and Intersectionality",{"link_type":30},[],[21880,22003],{"variation":34,"version":35,"items":21881,"primary":21882,"id":22002,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":21883,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[21884,21889,21892,21897,21900,21903,21908,21912,21915,21918,21922,21925,21928,21932,21935,21938,21941,21944,21948,21951,21954,21956,21959,21962,21965,21967,21970,21973,21975,21978,21984,21990,21996],{"type":41,"text":21885,"spans":21886},"Talking privilege is a blog series for MiQ employees to discuss different kinds of privilege and the ways they affect work and life in general. Privilege can be a hard topic to discuss. Many people who benefit from privilege on a daily basis aren’t aware their privilege exists. And people with less of the unearned power that privilege affords often have less power within their business too.",[21887,21888],{"start":178,"end":2238,"type":110},{"start":178,"end":2238,"type":97},{"type":41,"text":21890,"spans":21891},"We started this blog series to reflect on the different types of privilege we all need to be aware of in MiQ, in our industry, and in society at large.",[],{"type":41,"text":21893,"spans":21894},"By Manar Abbas, Client Services Associate, MiQ",[21895,21896],{"start":178,"end":96,"type":110},{"start":178,"end":96,"type":97},{"type":41,"text":21898,"spans":21899},"There’s this social phenomenon of being the daughter of Palestinian immigrants in a dominantly white society where I’ve never fully fit in either world. Similarly, I’m a female in an industry perpetually known for its male dominance. These phenomena are the source of my constant pursuit of a sense of belonging, and simultaneously the source of my resilience.",[],{"type":41,"text":21901,"spans":21902},"To mitigate this, I find myself protecting against bias by overcompensating with ample amounts of empathy. Why? Empathy leads to connection on a human level. It is the loophole that allows me to build a relationship with someone without having commonalities in our gender or race. But even that is a privilege I carry; the ability to speak, to be proficient in a common language.",[],{"type":41,"text":21904,"spans":21905},"This overlap in identities – gender and race – will be our backdrop for understanding intersectionality. ",[21906,21907],{"start":263,"end":5657,"type":110},{"start":1656,"end":5657,"type":97},{"type":41,"text":21909,"spans":21910},"What is Intersectionality?",[21911],{"start":178,"end":108,"type":97},{"type":41,"text":21913,"spans":21914},"Think of it as ‘layers’ – intersectionality asserts that people’s layered identities are a source of disadvantage. For example, a woman of color with a physical disability, or a transgendered black man. The concept is often in the shadow of a far more familiar term – privilege. That’s because, individuals with more ‘layers’ or more identities carry less privilege (identities include gender identity, race, sexual orientation, socio-economic status, ability, etc.). Privilege is an unfair advantage, or a right available only to a certain group of people.",[],{"type":41,"text":21916,"spans":21917},"(Bonus: Kimberlé Crenshaw coined the term to evaluate where black women fit within the feminist movement.)",[],{"type":41,"text":21919,"spans":21920},"This warrants an introduction.",[21921],{"start":178,"end":4889,"type":97},{"type":41,"text":21923,"spans":21924},"Let me preface with a bit of context – my family and I arrived in Toronto as refugees, when 8-year old Manar had little insight into the long-term impact of being raised in a culture where I’m seen as a minority. We were visibly new, excited at the sight of the first snowfall, and within three weeks of our arrival – our house was egged, and a week later our mail burned (don’t worry – happy ending to follow). Resilience meant cleaning up and moving on. In retrospect, we neglected the importance of mindfully processing the incidents, but admittedly, that would have been a luxury – we had critical tasks to prioritize: schools, jobs, our pending immigration status. This is the ethos of the underprivileged, “get it together – and fast – or you’ll fall behind”.",[],{"type":41,"text":21926,"spans":21927},"The silver lining? A lovely neighbor named Eva – the heaven-sent ally and advocate that would drive my mom to buy groceries, carpool me to school with her granddaughter, and guide our first Halloween and Thanksgiving experiences (I couldn’t believe free candy was this easy!). She was a middle-class white woman who used her privilege to empower us – she introduced us to our tenant rights and Canadian culture – needless to say, I feel forever indebted to her. Consider offering advocacy to someone who may need an Eva, particularly if you carry privilege.",[],{"type":41,"text":21929,"spans":21930},"What are the implications of Intersectionality at work?",[21931],{"start":178,"end":755,"type":97},{"type":41,"text":21933,"spans":21934},"A 2018 Harvard Business Review article found that women of color often get tasked with ‘housework’ (the administrative end of a job description) over ‘glamour work’ (the exciting projects that put you on the map and get you promoted). You can imagine how this further imposes an unfair advantage for an individual who identifies as LGTBTQ+, or who may have a physical disability where barriers take architectural, physical form.",[],{"type":41,"text":21936,"spans":21937},"As I navigated through school and into my career, there’s been a consistent rhythm of abrupt reminders that I’m seen as an individual of a gender and racial minority. Whether it was the promotion of a white female colleague (by a white male manager) despite demonstrating a lackadaisical demeanor, or being excluded from a Christmas gift exchange under the assumption that I wouldn’t like to celebrate (always ask, never assume). In incidents like this – and here comes the silver lining again – you uncover your advocates, your supporters. These are the people who use their voice and impact to stand up for you and elevate you.",[],{"type":41,"text":21939,"spans":21940},"Being among the first in a space generally means braving the highest resistance. Consequently, it can be exhausting navigating spaces where I’m not represented. The reality is – advocacy around female leadership mainly prioritizes white women. And while it is absolutely a step in the right direction, I’ve inevitably had to reconcile that representation of women of color will not be mirrored in leadership roles, for now.",[],{"type":41,"text":21942,"spans":21943},"At the same time, I love that my story can serve as a point of learning for the person across the table: sharing culture, debunking stereotypes, sharing food! I’ve come to value the added depth and perspective that enables me to toggle between two vastly different cultures. It is the same premise that has unlocked the art of communicating with vastly varied individuals.",[],{"type":41,"text":21945,"spans":21946},"Where do you come in?",[21947],{"start":178,"end":1789,"type":97},{"type":41,"text":21949,"spans":21950},"As a Palestinian-Canadian woman paving a path in a space where few share my experience, I have a couple of guidelines for how to positively embrace intersectionality at work. I encourage you to reach out across communities to continue knowledge-sharing and building a repository of guidelines. The TL;DR here is – your advocacy ripples faster than you think!",[],{"type":41,"text":21952,"spans":21953},"1. Create equitable opportunity",[],{"type":41,"text":57,"spans":21955},[],{"type":41,"text":21957,"spans":21958},"Picture this: two individuals, Synth and Chord; Synth has one key, Chord has three keys. An equal approach means I’d give the same amount of keys to each. Because Chord started with more, Chord will end up with more. Whereas, an equitable approach means providing Synth with enough keys to ensure both Synth and Chord end up with the same amount of keys.",[],{"type":41,"text":21960,"spans":21961},"Equity helps to bridge this gap so that no one faces added barriers in order to end up at the same finish line. If we think of the keys as symbolizing resources, we can conceptualize how giving those with less privilege the same amount of resources as those with more privilege, means that the latter will always have an advantage. The former will be left to compensate for the deficit in order to seize the same opportunity.",[],{"type":41,"text":21963,"spans":21964},"2. Seek diverse points of view",[],{"type":41,"text":57,"spans":21966},[],{"type":41,"text":21968,"spans":21969},"Whether or not you carry more privilege or are in a decision-making role, leverage an opportunity to lead positive change. I encourage you not to shy away from interacting with individuals whose experiences differ from yours. Recognize the implications of ‘difference’ and elevate underrepresented voices. Create an accepting, non-judgmental environment that welcomes vulnerable conversation – grab a coffee, eat lunch with someone new. If you’re more comfortable within the scope of business projects, extend an invitation to a brainstorm meeting, offer up an exciting opportunity that could put someone on the map. The sooner you immerse yourself in this uncomfortable task, the faster you build thoughtful and inclusive relationships. The caveat here is – while you can welcome conversation with open arms, be ready to respect someone’s decision not to reciprocate. Sharing is a personal experience – you can continue to position yourself as an ally by being ready to support and advocate where possible.",[],{"type":41,"text":21971,"spans":21972},"Intersectionality broadens the scope in which we understand privilege. Although the hurdles I’ve encountered have haphazardly thrown off my tempo, they often fueled periods of calibration and ultimately uncovered a silver lining. But it’s not always the case, which is why it is imperative that you lead by being a catalyst for positive change. When we recognize the complexities of experiences, and the ways in which identity informs opportunity, we are better equipped to foster a space that is inclusive, diverse, and equitable.",[],{"type":41,"text":6589,"spans":21974},[],{"type":41,"text":21976,"spans":21977},"You can read more in the Privilege & Race blog series by following these links:",[],{"type":216,"text":21979,"spans":21980},"Privilege & Race by Kayode Ijaola, Group Trader Manager, MiQ",[21981],{"start":178,"end":765,"type":47,"data":21982},{"link_type":49,"url":21983},"https:\u002F\u002Fblog.wearemiq.com\u002Ftalking-privilege-and-race",{"type":216,"text":21985,"spans":21986},"Privilege & Gender by Rebecca Rosborough, Chief Marketing Officer, MiQ",[21987],{"start":178,"end":2238,"type":47,"data":21988},{"link_type":49,"url":21989},"https:\u002F\u002Fblog.wearemiq.com\u002Ftalking-privilege-and-gender",{"type":216,"text":21991,"spans":21992},"Privilege & Neurodiversity by Clare Martin, Director of Talent, EMEA & APAC, MiQ",[21993],{"start":178,"end":108,"type":47,"data":21994},{"link_type":49,"url":21995,"target":51},"https:\u002F\u002Fblog.wearemiq.com\u002Ftalking-privilege-and-neurodiversity",{"type":216,"text":21997,"spans":21998},"Privilege & Sexual Orientation by Matthew Engstrom, Global Head of Product Marketing, MiQ",[21999],{"start":178,"end":4889,"type":47,"data":22000},{"link_type":49,"url":22001,"target":51},"https:\u002F\u002Fblog.wearemiq.com\u002Ftalking-privilege-and-sexual-orientation","text_component$98d860c3-352a-4a18-b199-d0794bcd805b",{"variation":34,"version":35,"items":22004,"primary":22005,"id":22007,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":22006,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$dc6927a1-bd43-458c-831c-49e9d06ac0ac",{},{"link_type":282},[],[],[],"2020-03-23T00:00:00+0000",{"dimensions":22015,"alt":38,"copyright":38,"url":22016,"id":22017,"edit":22018},{"width":11538,"height":16061},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fb7ab9297-7262-49c0-9838-b5406fbb9785_PrivilegeIntersectionality-banner-1920x960.jpg?auto=format,compress","ZdccmhEAACsA5WEb",{"x":178,"y":178,"zoom":95,"background":8943},{"dimensions":22020,"alt":38,"copyright":38,"url":22021,"id":22022,"edit":22023},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Feea345df-4d85-401d-afa2-f1147f579e5e_Talking+privilege+and+intersectionality.jpg?auto=format,compress","ZdM03REAACwAVyyt",{"x":178,"y":178,"zoom":95,"background":8943},[],[22026],{"type":41,"text":21876,"spans":22027,"direction":52},[],[],[],[],{},{"id":22033,"uid":22034,"url":38,"type":9,"href":22035,"tags":22036,"first_publication_date":15750,"last_publication_date":20912,"slugs":22037,"linked_documents":22038,"lang":17,"alternate_languages":22039,"data":22040},"Zxf5nRoAAEMAxwHx","talking-privilege-and-sexual-orientation","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5nRoAAEMAxwHx%22%29+%5D%5D",[],[22034],[],[],{"title":22041,"external_link":22042,"summary":22043,"slices":22044,"author_name":1836,"author_position":38,"author_description":38,"author_image":22110,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":22111,"contact_formid":38,"contact_title":22112,"contact_description":22113,"contact_cta":38,"url_form_triggers":22114,"category":1844,"date":22013,"featured_image":22115,"thumbnail":22122,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":22123,"meta_title":22124,"meta_description":22128,"og_title":22129,"og_description":22130,"og_image":22131,"no_index":280},"Talking Privilege and Sexual Orientation",{"link_type":30},[],[22045],{"variation":34,"version":35,"items":22046,"primary":22047,"id":22109,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":22048,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[22049,22053,22055,22060,22063,22066,22069,22072,22075,22078,22081,22084,22087,22090,22093,22095,22097,22101,22105],{"type":41,"text":21885,"spans":22050},[22051,22052],{"start":178,"end":2238,"type":110},{"start":178,"end":2238,"type":97},{"type":41,"text":21890,"spans":22054},[],{"type":41,"text":22056,"spans":22057},"By Matthew Engstrom, Global Head of Product Marketing, MiQ",[22058,22059],{"start":178,"end":3327,"type":110},{"start":178,"end":3327,"type":97},{"type":41,"text":22061,"spans":22062},"I am a gay man. I am a gay man and I’m also a working professional. In a couple paragraphs, I’ll talk about why that specific statement is a really big deal to me.",[],{"type":41,"text":22064,"spans":22065},"When I began to think about what privilege means for me, I immediately started thinking about the negative experiences I’ve had in the workplace as it relates to my sexual orientation. But, after thinking about what privilege means for me specifically, I realized it’s actually much more complex. Privilege, as we’ve come to understand it, is particularly nefarious because it masks itself to those who have it.",[],{"type":41,"text":22067,"spans":22068},"In addition to being gay, I’m also a white man working in tech. I can’t talk about privilege from the perspective of an immigrant, a person of color, a woman, or someone with a disability. Being white and male has no doubt afforded me privilege throughout my career: opportunities for promotion, having colleagues lean in when I talk, compensation, career optionality, and more are all more accessible to me.",[],{"type":41,"text":22070,"spans":22071},"It’s incredible to be able to say “I am gay” out loud. It’s even more incredible to author a blog around just that topic to be placed on our corporate website. When I first started my career after college, I don’t think I would have imagined that this opportunity was possible and that I would have the confidence to openly talk about my experiences as a gay professional. Being open to your friends, family, and colleagues is in itself a privilege most who identify as straight don’t think about.",[],{"type":41,"text":22073,"spans":22074},"When I was a teenager, the idea of gay marriage seemed unobtainable. Now, we can legally marry, adopt, and live publicly without fear of legal repercussions. Being gay has made my life unique and allowed me to be a part of a strong community that truly can weather anything. However, the workplace has always been a bit trickier for the LGBTQI+ community.",[],{"type":41,"text":22076,"spans":22077},"Right now, in many US states, you can still be legally fired for being gay. Being out is therefore inherently a significant professional risk for many LGBTQI+ people in America. I’ve been lucky enough to work in states where that hasn’t been the case, but I still used to be extremely apprehensive to be out in the workplace. Many times, I felt outside of a club I didn’t really belong to. Hearing the F-word dropped (and not the four letter one) in the office or having someone proclaim “no homo” after saying something otherwise endearing, were clear signs I was not welcome to sit at that table.",[],{"type":41,"text":22079,"spans":22080},"Outside of aggressions and microaggressions, I’ve experienced anxiety of not being taken seriously and thus, concern of a lack of opportunity for advancement. With my friends, outside the office, common interests around where we go out, who we date, what we watch on TV, even interests in movies and literature, aren’t always reflected in my professional environment. I found it hard to find that common nexus of connection. That connection can be so important to success in your role or opening new doors for you in the future. Professionally, that common ground means a lot.",[],{"type":41,"text":22082,"spans":22083},"Everyone is assumed to be straight until proven gay. Straight people don’t have to come out. Even now, I usually approach the topic by dropping subtle hints about being on a date with a guy or talking about getting drinks at a well-known gay bar the night before. I’ve never been more comfortable with who I am, but the process of coming out to a new set of colleagues is something that I always think about.",[],{"type":41,"text":22085,"spans":22086},"I’m still very lucky. I have co-workers that are welcoming and warm, and I am in a working environment where being gay is effectively normalized. But, my career began 15 years ago, and those during those 15 years rapid social change has occurred around LGBTQI+ rights and societal acceptance. Every gay professional experiences things differently, dependent upon where they live and how long they’ve been part of the workforce. I’ve learned, over time and through experience, to overcome the feeling I need to subvert my sexual orientation, and am now more authentic as a person, as a man, as a professional, and as myself.",[],{"type":41,"text":22088,"spans":22089},"For those early in their careers, whose experience has commonalities to my own, I say if you work in a safe environment, remember that you can bring your authentic self into your work a little more each day. You can talk about all aspects of your life with your colleagues just as someone might talk about the Yankees next to the metaphorical water cooler. The more you show confidence in yourself, the more you elevate normalization. It paves a path for those who come after you to follow. (Plus, diversity is actually good for business.) If you are in a situation where coming out can result in repercussions, there are plenty of gay professional groups you can reach out to and find advice and mentorship outside of work.",[],{"type":41,"text":22091,"spans":22092},"Being out at work is not and will not always be easy; however, I’m optimistic that each year new LGBTQI+ protections, better understanding, and greater normalization across states will continue to bring about change…especially to those who still face legalized discrimination. I can say through my own experience that it does and will get easier. For me, it was just tapping into my own confidence as a professional and extending that confidence to be out and proud in both my personal and professional life.",[],{"type":41,"text":6589,"spans":22094},[],{"type":41,"text":21976,"spans":22096},[],{"type":216,"text":21979,"spans":22098},[22099],{"start":178,"end":765,"type":47,"data":22100},{"link_type":49,"url":21983},{"type":216,"text":21985,"spans":22102},[22103],{"start":178,"end":2238,"type":47,"data":22104},{"link_type":49,"url":21989},{"type":216,"text":21991,"spans":22106},[22107],{"start":178,"end":108,"type":47,"data":22108},{"link_type":49,"url":21995,"target":51},"text_component$a4e6c09a-0068-4e11-9a5a-7f7f0c329628",{},{"link_type":282},[],[],[],{"dimensions":22116,"alt":38,"copyright":38,"url":22119,"id":22120,"edit":22121},{"width":22117,"height":22118},850,425,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F53a7262a-5033-45e7-97a8-8ff508e170c1_Privilegesex_orientation-banner.jpg?auto=format,compress","ZcZDZxIAACwAYN9l",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[22125],{"type":41,"text":22126,"spans":22127,"direction":52},"Discussing Privilege and Sexual Orientation",[],[],[],[],{},{"id":22133,"uid":22134,"url":38,"type":9,"href":22135,"tags":22136,"first_publication_date":4972,"last_publication_date":21343,"slugs":22137,"linked_documents":22139,"lang":17,"alternate_languages":22140,"data":22141},"Zxf8BRoAAEwAxwbW","seasonality-in-programmatic-trading","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf8BRoAAEwAxwbW%22%29+%5D%5D",[],[22138],"here-are-the-top-5-ways-to-prepare-for-seasonality-in-programmatic-campaigns-as-performed-by-our-miq-traders",[],[],{"title":22142,"external_link":22143,"summary":22144,"slices":22145,"author_name":22313,"author_position":22314,"author_description":38,"author_image":22315,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":22316,"contact_formid":38,"contact_title":22317,"contact_description":22318,"contact_cta":38,"url_form_triggers":22319,"category":4953,"date":22320,"featured_image":22321,"thumbnail":22326,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":22327,"meta_title":22328,"meta_description":22331,"og_title":22332,"og_description":22333,"og_image":22334,"no_index":280},"Understanding Seasonality in Programmatic Trading",{"link_type":30},[],[22146,22308],{"variation":34,"version":35,"items":22147,"primary":22148,"id":22307,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":22149,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[22150,22153,22156,22161,22168,22172,22176,22180,22182,22184,22187,22189,22193,22196,22199,22202,22205,22208,22211,22214,22217,22219,22223,22229,22232,22235,22238,22240,22245,22249,22252,22255,22258,22261,22264,22266,22270,22273,22278,22282,22285,22288,22290,22295,22301],{"type":41,"text":22151,"spans":22152},"When setting up the perfect campaign, a trader has to take into account campaign goals, metrics and targets. But what about those factors that are outside of a trader’s control?",[],{"type":41,"text":22154,"spans":22155},"“Seasonality” is a coined term for what advertisers define as product fluctuations throughout the year. At MiQ our traders are equipped to manage and monitor campaigns through any form of seasonality.",[],{"type":41,"text":22157,"spans":22158},"Here are the Top 4 “Seasonality” trends to track against your campaigns",[22159,22160],{"start":178,"end":974,"type":110},{"start":178,"end":974,"type":97},{"type":216,"text":22162,"spans":22163},"Holiday Trends\n- Christmas\n- Easter \n- And even Valentine's Day. Read more about the importance of V-Day here",[22164,22165],{"start":178,"end":918,"type":97},{"start":5657,"end":1221,"type":47,"data":22166},{"link_type":49,"url":22167,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fblog\u002Fthe-impact-of-valentines-day-2020\u002F",{"type":216,"text":22169,"spans":22170},"Climate trends\n- High temperatures\n- High rainfall\n- Pollen count\n- Extreme weather (short term)\n- Annual seasons (long term)\n",[22171],{"start":178,"end":918,"type":97},{"type":216,"text":22173,"spans":22174},"Industry specific\n- Auto events\n- Sporting events ( NFL, NBA, Premier League, Olympics etc.)\n",[22175],{"start":178,"end":493,"type":97},{"type":216,"text":22177,"spans":22178},"Real-time seasonal trends\n- Global Health Trends: CoronaVirus\n- Global\u002FLocal Breaking News",[22179],{"start":178,"end":122,"type":97},{"type":41,"text":57,"spans":22181},[],{"type":41,"text":57,"spans":22183},[],{"type":91,"text":22185,"spans":22186},"Here are the top 5 ways to prepare for seasonality in programmatic campaigns as performed by our MiQ Traders",[],{"type":41,"text":57,"spans":22188},[],{"type":41,"text":22190,"spans":22191},"Have your annual site traffic analysis on hand",[22192],{"start":178,"end":96,"type":97},{"type":41,"text":22194,"spans":22195},"Stay up-to-date on site traffic patterns. By consistently running a site analysis, you are able to maintain a clear picture of when audiences visit more, and when they drop off, across the year. Having a good understanding of expected trends will allow you to adjust your delivery to adapt to these changes. By running a consistent site traffic analysis you’ll be able to answer questions such as:",[],{"type":485,"text":22197,"spans":22198},"When should I invest more into my retargeting strategies?",[],{"type":485,"text":22200,"spans":22201},"When is it best to push upper-funnel prospecting strategies?",[],{"type":485,"text":22203,"spans":22204},"What local or global events can I sync delivery against to benefit my campaign?",[],{"type":485,"text":22206,"spans":22207},"What weather types\u002F events are affecting my brands’ sales?",[],{"type":485,"text":22209,"spans":22210},"Why is campaign performance struggling more than expected during this seasonal period?",[],{"type":485,"text":22212,"spans":22213},"Is unexpected seasonality playing a part?",[],{"type":485,"text":22215,"spans":22216},"Which seasonal trends impact both traffic and sale volumes?",[],{"type":41,"text":57,"spans":22218},[],{"type":41,"text":22220,"spans":22221},"Know your product and know your audience",[22222],{"start":178,"end":483,"type":97},{"type":41,"text":22224,"spans":22225},"Understanding the buying behavior behind your clients’ products will enable you to make strategic decisions that ensure you are best placed to handle how seasonality interacts specifically with your campaigns; taking you a level deeper than just the surface impact on the industry\u002F product type. Remember to consider factors such as use lag-time to conversion – the time it takes from someone to see an impression to convert on the advertiser’s product. By running an analysis you will be considering seasonality factors that may have an impact on the campaign. Through an analysis you will understand:",[22226,22228],{"start":22227,"end":9343,"type":110},333,{"start":22227,"end":9343,"type":97},{"type":485,"text":22230,"spans":22231},"Time lag from impression to conversion",[],{"type":485,"text":22233,"spans":22234},"Time lag from initial site visit to conversion",[],{"type":485,"text":22236,"spans":22237},"Number of impressions needed to convert the average prospect",[],{"type":41,"text":57,"spans":22239},[],{"type":41,"text":22241,"spans":22242},"Take for example: You are working with an airline and due to unforeseen weather circumstances, flight bookings are way down. By running u-variable analysis that connects performance data to different variations of the same product you will be able to identify flight dates that have a lower drop off. Adjust targeting towards a long-term planner audience – effectively using first party product data to mitigate seasonality in the short term.",[22243,22244],{"start":178,"end":493,"type":110},{"start":178,"end":493,"type":97},{"type":41,"text":22246,"spans":22247},"Be prepared to blacklist",[22248],{"start":178,"end":73,"type":97},{"type":41,"text":22250,"spans":22251},"Take into consideration all the real time events that can occur at any moment. Some of the best ways to be prepared are:",[],{"type":485,"text":22253,"spans":22254},"Maintain strong brand safety across all campaigns, regardless of seasonality.",[],{"type":485,"text":22256,"spans":22257},"Maintain a repository of readily-available blacklist templates, for when certain real time events occur.",[],{"type":485,"text":22259,"spans":22260},"Structure your campaign setup in a way that is conducive to quickly implementing specific blacklisting.",[],{"type":485,"text":22262,"spans":22263},"Take into consideration all the real time events that can occur at any moment.",[],{"type":41,"text":57,"spans":22265},[],{"type":41,"text":22267,"spans":22268},"It’s OKAY to reduce spend",[22269],{"start":178,"end":122,"type":97},{"type":41,"text":22271,"spans":22272},"\nSpending your way through falling performance won’t always work. In some cases the most beneficial action tip for a campaign is to reduce spend in the short term. Not only does this prevent wasted spend during periods of inefficient return, but it will allow you to allocate resources for more effective forms of advertising.",[],{"type":41,"text":22274,"spans":22275},"Take for Example:  Spending has increased significantly to reach a diminishing pool of users on a retargeting campaign that is not performing well, which ultimately leads to a worsening performance. By shifting spend towards prospecting strategies, you can help reach users further up the conversion funnel that will fuel on-site traffic, enabling retargeting spend to rise again. While retargeting is generally one of the most efficient approaches, by reducing spend in the short term, you can reduce inefficiency, and create a long-term opportunity to increase spend later on.",[22276,22277],{"start":178,"end":493,"type":110},{"start":178,"end":493,"type":97},{"type":41,"text":22279,"spans":22280},"Know the global trends",[22281],{"start":178,"end":475,"type":97},{"type":41,"text":22283,"spans":22284},"Seasonality can affect your advertisers and the market for programmatic ads even though they are not directly related. During certain seasonality peaks, there are increases in demand for ad space directly causing costs to rise and efficiency to fall. Understanding those seasonality peaks will enable you to identify where ad delivery isn’t as cost effective and impacting your clients’ campaign. Here’s where we noticed the greatest impact on campaign performance and delivery:",[],{"type":485,"text":22286,"spans":22287},"Black Friday: On Black Friday, market CPMs typically increase, ad space demands rise and the manner in which non-retail clients run activity over Black Friday can be seriously impacted despite not being linked.",[],{"type":41,"text":57,"spans":22289},[],{"type":41,"text":22291,"spans":22292},"Take for example: During Black Friday you are working on an awareness campaign for an energy company. However, you notice that you may not be able to deliver ads with the same cost efficiency, causing delivery to rise in price and drop in volume, impacting their campaign. By knowing global trends you will be able to inform the client on the best approach.",[22293,22294],{"start":178,"end":493,"type":110},{"start":178,"end":493,"type":97},{"type":41,"text":22296,"spans":22297},"These are just some of the methods traders at MiQ put into play to ensure that their client campaigns are always performing even with the unpredictability of seasonal shifts. Learn more about what a trader does here. ",[22298],{"start":20333,"end":10664,"type":47,"data":22299},{"link_type":49,"url":22300},"https:\u002F\u002Fblog.wearemiq.com\u002Fin-plain-english-what-does-a-trader-do?utm_campaign=2020%20Blog%20Series&utm_content=118825949&utm_medium=social&utm_source=linkedin&hss_channel=lcp-2883353",{"type":41,"text":22302,"spans":22303},"Check out how our teams are building products to turn seasonality into an opportunity here.",[22304],{"start":263,"end":9092,"type":47,"data":22305},{"link_type":49,"url":22306},"https:\u002F\u002Fwww.wearemiq.com\u002Ftechnology\u002F","text_component$65938910-251d-45c4-970f-37fc7fa283cf",{"variation":34,"version":35,"items":22309,"primary":22310,"id":22312,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":22311,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$6cf5ab7b-2667-4d1c-b78a-0365ebcb0e45","Dominc Cook","Senior programmatic trader, UK, MiQ",{},{"link_type":282},[],[],[],"2020-03-19T00:00:00+0000",{"dimensions":22322,"alt":38,"copyright":38,"url":22323,"id":22324,"edit":22325},{"width":22117,"height":22118},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F51f7cb68-6271-4680-b3ee-965d2d1a24ca_Trader-Tip-Header-for-Blogs.jpg?auto=format,compress","ZcZAexIAAC4AYNpF",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[22329],{"type":41,"text":22142,"spans":22330,"direction":52},[],[],[],[],{},{"id":3833,"uid":3835,"url":38,"type":9,"href":22336,"tags":22337,"first_publication_date":3836,"last_publication_date":3837,"slugs":22338,"linked_documents":22339,"lang":17,"alternate_languages":22340,"data":22341},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7eRoAAEMAxwW7%22%29+%5D%5D",[],[3835],[],[],{"title":22342,"external_link":22343,"summary":22344,"slices":22345,"author_name":1836,"author_position":38,"author_description":38,"author_image":22390,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":22391,"contact_formid":38,"contact_title":22392,"contact_description":22393,"contact_cta":38,"url_form_triggers":22394,"category":1844,"date":22397,"featured_image":22398,"thumbnail":22403,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":22408,"meta_title":22411,"meta_description":22415,"og_title":22416,"og_description":22417,"og_image":22418,"no_index":280},"Talking Privilege and Neurodiversity",{"link_type":30},[],[22346],{"variation":34,"version":35,"items":22347,"primary":22348,"id":22389,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":22349,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[22350,22354,22356,22361,22364,22367,22370,22373,22376,22379,22381,22385],{"type":41,"text":21885,"spans":22351},[22352,22353],{"start":178,"end":2238,"type":110},{"start":178,"end":2238,"type":97},{"type":41,"text":21890,"spans":22355},[],{"type":41,"text":22357,"spans":22358},"By Clare Martin, Director of Talent, EMEA & APAC, MiQ",[22359,22360],{"start":178,"end":1999,"type":110},{"start":178,"end":1999,"type":97},{"type":41,"text":22362,"spans":22363},"Kayode, my colleague in London, recently wrote about the internalised pressures people can put themselves under – without knowing – in order to “pass” as a result of being a minority or not having a privilege others around them have. This really resonated with me, as I’m becoming more and more aware of where I put unnecessary effort in, and have done for years, as I mask my dyslexia.",[],{"type":41,"text":22365,"spans":22366},"I’ve known I am dyslexic since I was about 8 or 9, and am lucky to have been incredibly privileged in many ways outside of how my brain works. I grew up as a white middle-class north Londoner and with a loving family, meaning I could have additional tutoring and support: to learn how to learn, and work around some of the different ways my brain works. It also offered encouragement when I thought life wasn’t fair and no one else had to do extra homework. This meant I could keep up with my classmates as long as I put in extra effort outside the classroom or learnt to ignore when I noticed I was trailing along at the back of the class. Or in one case, told to “sit quietly at the back and let the others get on”!",[],{"type":41,"text":22368,"spans":22369},"These experiences have unintentionally taught me to mentally minimize the ways in which I am different. To say things like “oh I’m only a little dyslexic” or “I’m dyslexic but I don’t notice it most of the time”. The second is true: I don’t notice it because I’ve internalised the rule that I must always work harder and longer than others in order to mask the things I find hard. Because if I struggle with them, it means I am not good enough, not bright enough, that I should not be recognised for my strengths that come from my dyslexia and benefit the business because I can’t measure up in other areas.",[],{"type":41,"text":22371,"spans":22372},"I think and read very fast, which is the opposite of what’s often said about this “learning difficulty”. I can often see issues further along a project plan, or come up with alternative future options others don’t which is a great strength. However, I don’t always do that in sequence, which can make it confusing for others to follow or frustrating when I have to slow down to explain it. I can’t spell very well or tell my left from my right. I also have terrible short-term memory – because I’m thinking about more distant things or processing information differently to others around me. This often looks like I’m being forgetful, not knowing data I should have at my fingertips. This meant I lost confidence as a child, not answering the teacher quickly or saying what I think at all because it may be wrong.  Or losing my possessions. In my 5th week at MiQ, because I was in a new office, in a different city and overwhelmed out of my normal routine, I lost two phones… In 72 hours! Which is a great, funny story – when taken away from the context that this was a symptom of hiding my dyslexia from others in order to pass like ‘everyone else’.",[],{"type":41,"text":22374,"spans":22375},"As I grow in my career and start to listen to the feedback from my peers and leaders about my strengths, my confidence is growing and I can appreciate my differences and find other ways to work to my strengths. I know that I am hugely privileged to have had the support and education that I have had to get to where I am, and know that there will be many others out there who haven’t had that privilege. I wish that when I was younger there had been more successful business people, successful business women, talking about how they succeed and where their dyslexia is a strength and not something to be ashamed of. Something to cover up or waste energy trying to hide, and instead to go and use that energy and creativity in areas that I could be brilliant in.",[],{"type":41,"text":22377,"spans":22378},"I wish that I had known then about the idea of privilege, and that my brain working differently does not make me less. Different, but not less than my peers.",[],{"type":41,"text":21976,"spans":22380},[],{"type":216,"text":21979,"spans":22382},[22383],{"start":178,"end":765,"type":47,"data":22384},{"link_type":49,"url":21983},{"type":216,"text":21985,"spans":22386},[22387],{"start":178,"end":2238,"type":47,"data":22388},{"link_type":49,"url":21989},"text_component$a357279e-1029-43e4-9594-c824246d0b55",{},{"link_type":282},[],[],[22395],{"trigger":38,"form":22396},{"link_type":282},"2020-03-11T00:00:00+0000",{"dimensions":22399,"alt":38,"copyright":38,"url":22400,"id":22401,"edit":22402},{"width":22117,"height":22118},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F939160b4-e468-4c75-82ba-f3042f0b627c_Privilege_C.jpg?auto=format,compress","ZcY_7RIAACcAYNlT",{"x":178,"y":178,"zoom":95,"background":8943},{"dimensions":22404,"alt":38,"copyright":38,"url":22405,"id":22406,"edit":22407},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F00d02eb0-889e-43b5-9645-955e16e5cc66_Website+-+Blog+Thumbnails-75.png?auto=format,compress","Zd2l9xIAAC0ALj1G",{"x":178,"y":178,"zoom":95,"background":75},[22409],{"related_article":22410},{"link_type":282},[22412],{"type":41,"text":22413,"spans":22414,"direction":52},"Discussing Privilege and Neurodiversity in Tech",[],[],[],[],{},{"id":22420,"uid":22421,"url":38,"type":9,"href":22422,"tags":22423,"first_publication_date":12564,"last_publication_date":16966,"slugs":22424,"linked_documents":22426,"lang":17,"alternate_languages":22427,"data":22428},"Zxf7ahoAAEYAxwWe","how-programmatic-paves-the-way-for-better-creative","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7ahoAAEYAxwWe%22%29+%5D%5D",[],[22425],"changing-creative-formats",[],[],{"title":22429,"external_link":22430,"summary":22431,"slices":22432,"author_name":1836,"author_position":38,"author_description":38,"author_image":22542,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":22543,"contact_formid":38,"contact_title":22544,"contact_description":22545,"contact_cta":38,"url_form_triggers":22546,"category":4953,"date":22547,"featured_image":22548,"thumbnail":22553,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":22554,"meta_title":22555,"meta_description":22559,"og_title":22560,"og_description":22561,"og_image":22562,"no_index":280},"Programmatic’s Role in Better Creative",{"link_type":30},[],[22433,22537],{"variation":34,"version":35,"items":22434,"primary":22435,"id":22536,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":22436,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[22437,22441,22444,22447,22450,22453,22456,22459,22462,22465,22468,22471,22474,22477,22480,22483,22486,22489,22492,22495,22498,22501,22504,22508,22512,22516,22520,22523,22527,22530,22533],{"type":41,"text":22438,"spans":22439},"Using programmatic for branding – Why it didn’t work then but it does work now",[22440],{"start":178,"end":476,"type":97},{"type":41,"text":22442,"spans":22443},"Since the advent of programmatic buying in 2007 and real-time bidding in 2009, advertisers and buyers have looked for ways to marry programmatic solutions with branding campaigns. And it’s never really worked.",[],{"type":41,"text":22445,"spans":22446},"Until now.",[],{"type":41,"text":22448,"spans":22449},"In this three part series, we’re looking at how the programmatic landscape has changed to make brand building through programmatic not just possible, but something all smart marketers should be doing.",[],{"type":41,"text":22451,"spans":22452},"In part one we looked at measurement and brand safety, and how recent changes to programmatic mean brands can be sure their campaigns are being seen by real people and making a real impact.",[],{"type":41,"text":22454,"spans":22455},"In part two we looked at the explosion in programmatic formats and how marketers could use them for connected brand building that targets the precise audience that matters most to them.",[],{"type":41,"text":22457,"spans":22458},"Finally, we’re going to look at how programmatic can be a powerful asset in building and executing creatives that resonate with your audience and deliver better returns.",[],{"type":41,"text":22460,"spans":22461},"Let’s go.",[],{"type":91,"text":22463,"spans":22464},"Changing creative formats",[],{"type":41,"text":22466,"spans":22467},"With the advent of programmatic, the industry has shifted from a focus on placement and message to audience and target, leading to a kind of deprioritization of creative. For brand advertisers, this further underlined the challenge with programmatic, where the focus went beyond identifying the right audience and more towards building an experience that would break through cluttered digital environments.",[],{"type":41,"text":22469,"spans":22470},"Changes in screen sizes, rendering technology, and platforms have helped return the focus to creative design over the last few years, as both new desktop and mobile creative formats give branding advertisers larger, more interactive canvases to work with.",[],{"type":41,"text":22472,"spans":22473},"The result is more compelling to consumers as well, as mobile creatives generate higher click and interaction rates than their desktop counterparts. This in turn has led to a boom in spend for display advertising on mobile, where ad spend has surpassed desktop spending over the last two years.",[],{"type":91,"text":22475,"spans":22476},"Dynamic creative",[],{"type":41,"text":22478,"spans":22479},"With Dynamic Creative Optimization (DCO), advertisers can use data-driven advertising at scale by incorporating different content and imagery for an ad based on the preferences and behavior of the consumer. The most common application for this has been to place personalized products or a product carousel in front of consumers, with a focus on products that were either left in a customer’s cart or chosen via collaborative filtering methods.",[],{"type":41,"text":22481,"spans":22482},"Though even this has changed. With MiQ’s Dynamic Creative, advertisers can adjust parameters such as button colors, messaging, offers, call-to-action, and imagery based on the profile, preferences, or geography of the consumer seeing them.",[],{"type":41,"text":22484,"spans":22485},"Dynamic creative is at its most powerful when advertisers can connect multiple datasets to the creative itself. On the internal side, this can be customer or CRM data, which can then personalize an ad’s content to a customer’s preferences, or the potential value of a consumer.",[],{"type":41,"text":22487,"spans":22488},"On the external side, this can be based on everything from demographic data to macro trends. A brand looking to align itself with a major sporting event might use dynamic creative to incorporate live scores or events such as buzzer-beaters, grand slams, or penalty kicks to further enhance the impact of their sponsorships while capitalizing on the emotional high a fan might be experiencing from the event.",[],{"type":91,"text":22490,"spans":22491},"What it looks like in practice",[],{"type":41,"text":22493,"spans":22494},"Here’s what underpinning your creative with programmatic data looks like in a real campaign.",[],{"type":41,"text":22496,"spans":22497},"Let’s say you’re a brand that sells cars. You realize the frequency and positioning of your ads doesn’t drive a user into making an action. The content and design of the creative also plays a huge role in engaging users and driving conversions.",[],{"type":41,"text":22499,"spans":22500},"Creatives that are designed to appeal to focused target groups using relevant messaging get more user traction compared to the traditional ad creatives. Using programmatic insights means you can move beyond traditional creative design techniques and adopt a more dynamic approach to design and personalize creatives.",[],{"type":41,"text":22502,"spans":22503},"By analyzing a whole bunch of different creatives from global automotive brands, you can start to see the impact of different creative features like the length of animations, background colors, pricing information and even the presence of a human entity in the creative, and how these change among different audience groups. You get insights like…",[],{"type":216,"text":22505,"spans":22506},"The benefits of animation depend on the platform.\nAnimated creatives averaged conversion rates 3.5 times higher than static creatives on desktop devices. Comparatively, static image creatives averaged conversion rates 1.8 times higher on mobile devices than animated banners.",[22507],{"start":178,"end":407,"type":97},{"type":216,"text":22509,"spans":22510},"Dark backgrounds drive clicks.\nAuto ads that featured dark backgrounds averaged click-through rates nearly 2.2 times higher than those that predominantly featured lighter colors.",[22511],{"start":178,"end":4889,"type":97},{"type":216,"text":22513,"spans":22514},"Showing the car matters.\nCreatives with images of one or more vehicles averaged conversion rates 1.2 times higher conversion than those that did not show a vehicle.",[22515],{"start":178,"end":73,"type":97},{"type":216,"text":22517,"spans":22518},"Give pricing details captures interest.\nCreatives that included pricing information averaged click-through rates 1.6 times higher than those that didn’t, as well as 15% higher viewability rates.",[22519],{"start":178,"end":441,"type":97},{"type":41,"text":22521,"spans":22522},"That’s all incredibly powerful information that you, as an auto marketer, can use to design your creatives so they’re geared towards success. In studies we’ve done, we concluded that the personalization of creatives could lead to performance uplift as high as 11-13% while keeping all other targeting parameters constant.",[],{"type":41,"text":22524,"spans":22525},"Let data support creative",[22526],{"start":178,"end":122,"type":110},{"type":41,"text":22528,"spans":22529},"Programmatic isn’t just about the where and the who anymore – it’s also about the what. Using the insights you glean from your programmatic campaigns can drive new creative  strategies that branding advertisers can use to build more successful campaigns.",[],{"type":41,"text":22531,"spans":22532},"As branding advertisers re-acquaint themselves with the programmatic space, they’ll need to find partners that can help them navigate potential land mines, connect data sets, and build and measure new KPIs. Ultimately, they’ll need to partner with companies who can help them convert their existing data into the Marketing Intelligence necessary to drive business success.",[],{"type":41,"text":22534,"spans":22535},"Download the full whitepaper here",[],"text_component$b9ceac93-98a2-430c-a896-b620cc00d86f",{"variation":34,"version":35,"items":22538,"primary":22539,"id":22541,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":22540,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$ea0ba223-015c-44ba-bf8a-853378f008b0",{},{"link_type":282},[],[],[],"2020-03-09T00:00:00+0000",{"dimensions":22549,"alt":38,"copyright":38,"url":22550,"id":22551,"edit":22552},{"width":22117,"height":22118},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fa5613d45-798a-4c94-bdc0-fdd0d5fd355e_Blog2020socials-Blog.jpg?auto=format,compress","ZcY_ehIAACwAYNid",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[22556],{"type":41,"text":22557,"spans":22558,"direction":52},"Enhancing Creative with Programmatic Advertising",[],[],[],[],{},{"id":6681,"uid":6686,"url":38,"type":9,"href":22564,"tags":22565,"first_publication_date":6684,"last_publication_date":6685,"slugs":22566,"linked_documents":22567,"lang":17,"alternate_languages":22568,"data":22569},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf6ExoAAD8AxwLo%22%29+%5D%5D",[],[6683],[],[],{"title":22570,"external_link":22571,"summary":22572,"slices":22573,"author_name":1836,"author_position":38,"author_description":38,"author_image":22647,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":22648,"contact_formid":38,"contact_title":22649,"contact_description":22650,"contact_cta":38,"url_form_triggers":22651,"category":1844,"date":22652,"featured_image":22653,"thumbnail":22658,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":22663,"meta_title":22664,"meta_description":22668,"og_title":22669,"og_description":22670,"og_image":22671,"no_index":280},"Discussing Privilege and Gender",{"link_type":30},[],[22574,22642],{"variation":34,"version":35,"items":22575,"primary":22576,"id":22641,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":22577,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[22578,22582,22584,22586,22591,22594,22597,22600,22603,22606,22609,22612,22615,22618,22621,22624,22627,22630,22633,22636],{"type":41,"text":21885,"spans":22579},[22580,22581],{"start":178,"end":2238,"type":110},{"start":178,"end":2238,"type":97},{"type":41,"text":21890,"spans":22583},[],{"type":41,"text":6589,"spans":22585},[],{"type":41,"text":22587,"spans":22588},"By Rebecca Rosborough, Chief Marketing Officer, MiQ",[22589,22590],{"start":178,"end":784,"type":110},{"start":178,"end":784,"type":97},{"type":41,"text":22592,"spans":22593},"Gender and privilege is a topic I’m passionate about. Let me explain why. I grew up in a lower working-class household. Because of my social-economic environment, I didn’t have access to the same opportunities that other children who grew up in higher economic environments had. But as I forged my way into the working world, building my career as a young woman, I realized that although I held privilege – I grew up with a roof over my head, food on the table every day, I received a university education – the dominance of men was clear in virtually every aspect of modern (working) life. (For the sake of transparency, the experiences I describe are not in my current role at MiQ). On more occasions than I wish to remember, I was made to feel like the “token” female in the room and not an active participant within the decision-making process. I was there to tick a corporate box rather than being seen for my own merit, value and opinions. While this had a wide impact across many facets, the most crushing is how separated and lonely that made me feel. And when I chose to rally against this, I was told I was too aggressive. For a long time it meant I was second-guessing raising my hand, and it made me wary of being the first person to comment or raise an objection, for fear of being singled-out or it weakening my reputation in the company.",[],{"type":41,"text":22595,"spans":22596},"And throughout all this, what struck me the most was how many men were oblivious to this. That’s the problem. Often those who are in positions of power and influence are unaware of their privilege – be it because of race, class, gender, sexual orientation, wealth, physical fitness, safety, or educational attainment. Prof Michael Kimmel put it best when he said,",[],{"type":41,"text":22598,"spans":22599},"“Privilege is invisible to those who have it.”",[],{"type":41,"text":22601,"spans":22602},"But those who “differ from the norm” are always being made aware of their difference, whether it is LGBTQI+ employees being paid less or not being promoted equally to their straight peers, or those from working class backgrounds entering high-status occupations earning nearly 20% less than those from privileged backgrounds or that according to research 25% of women will experience sexual harassment in the workplace.",[],{"type":41,"text":22604,"spans":22605},"Despite the still very evident challenges that women face, I’m amazed that some people believe the gender imbalance is an issue which has been “dealt with”, that it’s somehow a thing of the past, rather than something which causes difficulties for women every day. Just take a look at some of these statistics:",[],{"type":216,"text":22607,"spans":22608},"The  New York Times reported that there are more male CEOs named David than total female CEOs in the United States",[],{"type":216,"text":22610,"spans":22611},"According to the WEF, it is going to take at least another 108 years to close the gender pay gap",[],{"type":216,"text":22613,"spans":22614},"Only 6 countries in the world give women equal legal work rights as men",[],{"type":216,"text":22616,"spans":22617},"A Washington Post poll showed that 54% of women have experienced unwanted sexual advances and 30% said it involved a man at work",[],{"type":41,"text":22619,"spans":22620},"And the list goes on…",[],{"type":41,"text":22622,"spans":22623},"But despite these disheartening numbers, many men still show a lack of interest or don’t attend those gender workshops and sessions that their business puts on for their employees. Why is that? For me, it goes back to Prof Kimmel’s theory that privilege is invisible. Men believe that the playing field is nearly level (and so good enough), and that “gender” is synonymous with “women”.",[],{"type":41,"text":22625,"spans":22626},"If we are truly to strive for gender equality, then gender has to be as important to men as it is to women. Men need to understand that gender equality is not only the right thing to do as human beings, but it benefits both personal and business life. Those businesses that have gender parity perform better, have higher returns on investment and have happier workforces. And at home, when men share housework and childcare, their children do better at school, are less likely to be diagnosed with ADHD and childhood depression and they have happier and healthier marriages.",[],{"type":41,"text":22628,"spans":22629},"For me personally I’m lucky to work for a business where gender equality is top of mind. But for me the legacy of the past remains and makes me keep up the daily fight against those past behaviors that acted as a weighty barrier against making my voice heard.",[],{"type":41,"text":22631,"spans":22632},"These experiences and considerations continually urge me to be vigilant in supporting anyone else in this situation. But almost more importantly it’s made me determined to remove as many barriers as I can, to talk openly on these topics and be approachable. Leaders must shed this perceived need to appear flawless. We must lead the charge in openly discussing the good and the bad – and also admitting that some answers may not yet exist. Listening and talking about challenges helps to normalize and create broader acceptance and belonging. A culture of courage is imperative to bring this about, and it’s vital that this is encouraged across all groups and with all peers.",[],{"type":41,"text":22634,"spans":22635},"In order to grow a truly inclusive and diverse workforce, particularly in a rapid-growth industry such as ours, we must all be aware that the required resource, but also investment from every individual, is huge. Cultivating fairness and parity at an innate level needs frequent consideration, reconsideration and outside counsel to even be attempted, and while we do address this issue every week as the MiQ board, we know more can be done. And it will be.",[],{"type":41,"text":22637,"spans":22638},"If you would like to read the Privilege & Race blog post by Kayode Ijaola, Group Trader Manager, MiQ, follow this link.",[22639],{"start":6227,"end":14055,"type":47,"data":22640},{"link_type":49,"url":21983,"target":51},"text_component$54bc2d5d-1dce-4cf5-a723-de4ecf62790a",{"variation":34,"version":35,"items":22643,"primary":22644,"id":22646,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":22645,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$6cff046f-46bc-4b06-ad51-0eadbe3566c8",{},{"link_type":282},[],[],[],"2020-03-05T00:00:00+0000",{"dimensions":22654,"alt":38,"copyright":38,"url":22655,"id":22656,"edit":22657},{"width":22117,"height":22118},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fe2a364df-d363-454b-9779-103fda18d672_Privilege-2.png?auto=format,compress","Zdcb6xEAACcA5V5Y",{"x":178,"y":178,"zoom":95,"background":75},{"dimensions":22659,"alt":38,"copyright":38,"url":22660,"id":22661,"edit":22662},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fc8c01a48-c960-4cfc-aa6b-7060c532ac48_Talking+privilege+and+gender.jpg?auto=format,compress","ZdM08REAACkAVy0P",{"x":178,"y":178,"zoom":95,"background":8943},[],[22665],{"type":41,"text":22666,"spans":22667,"direction":52},"Understanding Privilege and Gender in Media",[],[],[],[],{},{"id":22673,"uid":22674,"url":38,"type":9,"href":22675,"tags":22676,"first_publication_date":6675,"last_publication_date":21343,"slugs":22677,"linked_documents":22679,"lang":17,"alternate_languages":22680,"data":22681},"Zxf7kBoAAEYAxwXq","talking-privilege-and-race","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf7kBoAAEYAxwXq%22%29+%5D%5D",[],[22678],"discussing-privilege-and-race",[],[],{"title":22682,"external_link":22683,"summary":22684,"slices":22685,"author_name":1836,"author_position":38,"author_description":38,"author_image":22724,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":22725,"contact_formid":38,"contact_title":22726,"contact_description":22727,"contact_cta":38,"url_form_triggers":22728,"category":1844,"date":22729,"featured_image":22730,"thumbnail":22735,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":22740,"meta_title":22741,"meta_description":22744,"og_title":22745,"og_description":22746,"og_image":22747,"no_index":280},"Discussing Privilege and Race",{"link_type":30},[],[22686,22719],{"variation":34,"version":35,"items":22687,"primary":22688,"id":22718,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":22689,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[22690,22694,22696,22698,22703,22706,22709,22712,22715],{"type":41,"text":21885,"spans":22691},[22692,22693],{"start":178,"end":2238,"type":110},{"start":178,"end":2238,"type":97},{"type":41,"text":21890,"spans":22695},[],{"type":41,"text":6589,"spans":22697},[],{"type":41,"text":22699,"spans":22700},"By Kayode Ijaola, Group Trader Manager, MiQ",[22701,22702],{"start":178,"end":3567,"type":110},{"start":178,"end":3567,"type":97},{"type":41,"text":22704,"spans":22705},"Most people would agree that privilege is one of the most popular terms in conversations about racial equality. For me, it describes the access to opportunity based on conditions that sit outside of a person’s control. There is now a common backlash to this idea and an emerging thought that woke culture has gone too far, harming human rights rather than helping to expose social imbalances.",[],{"type":41,"text":22707,"spans":22708},"Racial privilege argues that there are social advantages offered to certain people because of their race. In Britain, it places the responsibility in achieving racial equality in the hands of the white community, it asks them to understand that people who aren’t white face unfair hurdles that they do not. Many white people may not want to be held responsible for establishing racial equality, or feel conversations about their privilege is a prejudicial attack on their racial identity, something they have no control over. As a black male, I often feel the responsibility sits with me to change the minds of others in the progress for racial equality, and that people are under less of an obligation to seek change voluntarily. This then opens up a wider problem among people of colour; it’s easier to change your character than it is to change a population.",[],{"type":41,"text":22710,"spans":22711},"There have been countless moments in my life where I have felt the weight of black stereotypes reduce my character. At the age of 15, I was forced to cut my dreadlocks by my father, his concern was one shared by many Nigerians, that dreadlocks are perceived as unpresentable and unattractive. He thought that the prejudice I would face as a result of my hairstyle would make it more difficult for me to establish a career. It actually had the effect of making me feel insecure and ugly. In primary school, I unknowingly made the decision to anglicise my Yoruba name to simplify the pronunciation. I was trying to fit in, I didn’t realise at the time I was actually distancing myself from my heritage. I look back now and there are several parts of my character that I have felt coerced to change or have adapted myself in order to fit in. More damaging is the amount of energy a person of colour may exhaust to distance themselves from racial stereotypes.",[],{"type":41,"text":22713,"spans":22714},"As a black person, you’re subject to negative stereotypes; aggressive, loud, rude, confrontational, lazy, sassy. Having these words circling in your mind pushes you to constantly check how you present yourself; does assertion come across as aggressive, is your confidence mistaken for bossiness? Within my career I’ve seen all of these misinterpretations made towards people of colour, proving there is substance to this concern. However, the damage isn’t always done by others’ expectations, or the feeling that you need to jump through hoops to fit into some perceived profile of a model employee of colour. It’s been internalised; the damage is also done by an expectation that people of colour set for themselves. They fear that showing the slightest resemblance to a stereotype could form a negative impression of them by their colleagues. At work, the stress a person can put themselves under to belong, or even to pass, is intensified. You can’t perform to your maximum potential when you put yourself under so much scrutiny and manipulation. It causes you to spend your energy reducing and diluting your personality, concentrating much less on what you say and too much on how you say it, maybe as a result you say nothing at all.",[],{"type":41,"text":22716,"spans":22717},"The importance of addressing privilege within the workplace isn’t to pull people back, reducing their access to opportunity by setting everyone on an equally unfair mark. The aim isn’t to strip the sense of belonging away from everyone, or to spread the feeling of having to micromanage yourself to be accepted. The intention is to highlight how everyone has a responsibility to pull others up. The advantages afforded to certain races shouldn’t be used to shame them, but these advantages can be used to create a fairer working environment for everyone.",[],"text_component$eb2d043a-945e-4f42-8102-0cc0235f2912",{"variation":34,"version":35,"items":22720,"primary":22721,"id":22723,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":22722,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$853c5962-dbd1-45aa-b11f-6bd087aa05b0",{},{"link_type":282},[],[],[],"2020-02-27T00:00:00+0000",{"dimensions":22731,"alt":38,"copyright":38,"url":22732,"id":22733,"edit":22734},{"width":22117,"height":22118},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F6ba49df7-956d-4fc7-9be0-437f41f157a7_PR2.jpg?auto=format,compress","ZdcczREAACwA5WIH",{"x":178,"y":178,"zoom":95,"background":8943},{"dimensions":22736,"alt":38,"copyright":38,"url":22737,"id":22738,"edit":22739},{"width":9342,"height":9343},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F0d1329e5-8907-4759-a359-8a23a3103aa5_Talking+privilege+and+race++%281%29.jpg?auto=format,compress","ZdM0whEAACsAVywo",{"x":178,"y":178,"zoom":95,"background":8943},[],[22742],{"type":41,"text":22682,"spans":22743,"direction":52},[],[],[],[],{},{"id":22749,"uid":22750,"url":38,"type":9,"href":22751,"tags":22752,"first_publication_date":14929,"last_publication_date":11566,"slugs":22753,"linked_documents":22755,"lang":17,"alternate_languages":22756,"data":22757},"Zxf55xoAAEoAxwKJ","in-plain-english-what-does-a-trader-do","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf55xoAAEoAxwKJ%22%29+%5D%5D",[],[22754],"the-background",[],[],{"title":22758,"external_link":22759,"summary":22760,"slices":22761,"author_name":22880,"author_position":22881,"author_description":38,"author_image":22882,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":22883,"contact_formid":38,"contact_title":22884,"contact_description":22885,"contact_cta":38,"url_form_triggers":22886,"category":2021,"date":22887,"featured_image":22888,"thumbnail":22892,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":22893,"meta_title":22894,"meta_description":22898,"og_title":22901,"og_description":22902,"og_image":22903,"no_index":280},"What Does a Trader Do?",{"link_type":30},[],[22762],{"variation":34,"version":35,"items":22763,"primary":22764,"id":22879,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":22765,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[22766,22769,22772,22775,22778,22781,22784,22787,22790,22792,22795,22798,22801,22804,22807,22810,22813,22816,22819,22822,22825,22828,22831,22834,22837,22840,22843,22846,22852,22856,22860,22864,22867,22870,22873],{"type":41,"text":22767,"spans":22768},"“What do you actually do?”",[],{"type":41,"text":22770,"spans":22771},"I’ve been a programmatic trader for the last six and a half years, and in that time this question has arisen on a number of occasions with family and friends. So, here’s my attempt to explain, as simply as possible…",[],{"type":91,"text":22773,"spans":22774},"The background",[],{"type":41,"text":22776,"spans":22777},"There are some things you need to know before we get into the thick of it (I’m also going to be generalising for ease):",[],{"type":485,"text":22779,"spans":22780},"Almost every ad that you see on the internet was chosen specifically for you.",[],{"type":485,"text":22782,"spans":22783},"In most instances there are a number of different advertisers who want to show you their ad. So, in the milliseconds while your webpage is loading, an auction takes place between these advertisers. Whoever is willing to pay the most gets to show you their ad.",[],{"type":485,"text":22785,"spans":22786},"Billions of these auctions take place every day, so it’s impractical for a human to physically bid to show you an ad. Instead, computers do the bidding in an automated way. This is called programmatic buying.",[],{"type":485,"text":22788,"spans":22789},"Cookies (crumbs of data all over the web that ‘remember’ your behaviour) mean advertisers can see if a visitor to their website has previously been shown one of their ads.",[],{"type":41,"text":57,"spans":22791},[],{"type":41,"text":22793,"spans":22794},"(Note: Cookies may well soon be a thing of the past. But that doesn’t mean the end of targeted internet advertising. Read our blog post all about it).",[],{"type":91,"text":22796,"spans":22797},"Where do traders come in?",[],{"type":41,"text":22799,"spans":22800},"Traders are the people who instruct the computer how to bid in the auctions. Tech platforms provide traders with a myriad of options on the parameters they can choose for those instructions. For instance, I can make an instruction like:",[],{"type":41,"text":22802,"spans":22803},"“Whenever a user appears on a mobile device, on thetimes.co.uk, between 9am and 10am, in London bid £1. Keep bidding until we’ve spent £100, then stop.”",[],{"type":41,"text":22805,"spans":22806},"We would refer to this as a campaign strategy. It is one of the many ways in which the ads (in digital advertising they are referred to as ‘impressions’) can be bought for this campaign.",[],{"type":41,"text":22808,"spans":22809},"So, an advertiser gives a trader the budget, timeframes, and a brief – for example, £1,000 to be spent next month targeting families interested in holidays. The trader will then set up a number of strategies that achieve that aim and provide the advertiser with £1,000 worth of display ads.",[],{"type":91,"text":22811,"spans":22812},"Is it as simple as that?",[],{"type":41,"text":22814,"spans":22815},"Unfortunately, not. Advertisers don’t want to spend just for the sake of it. They want to get results. And those results will vary by advertiser and by campaign.",[],{"type":41,"text":22817,"spans":22818},"Each campaign comes with a KPI or goal in mind. To use the above example, the advertiser probably wants the people who see the adverts to book holidays for their families.",[],{"type":41,"text":22820,"spans":22821},"So the money the trader is spending comes with a target, for instance, we expect at least 20 holiday bookings for the campaign. That would mean that for the £1,000 spent, the advertiser doesn’t want it to cost more than £50 per holiday booked. We would call this the CPA goal (cost per acquisition or action).",[],{"type":41,"text":22823,"spans":22824},"Once the trader has set up their campaign strategies, they can use cookies (see above) to work out which strategies are resulting in people booking holidays, and to what degree. Their aim is now to continually tweak the strategy to reduce the CPA. We call this optimising.",[],{"type":41,"text":22826,"spans":22827},"Optimising means adding new strategies based on what works the best. For instance, only targeting one website that works really well and bidding more to show adverts there. It also means removing wasteful spending, for instance not serving ads at certain times of day that we can see aren’t working well or to users displaying certain online behaviours that mean we don’t think they’re likely to buy a holiday.",[],{"type":41,"text":22829,"spans":22830},"It wouldn’t be unusual for a campaign to have dozens of strategies – I remember one particularly painful campaign with over 1,000 strategies – so it’s the trader’s job to determine what they are and to optimise them to meet the client’s goal. (And to make sure we outperform our competitors who are trying to do the same thing.)",[],{"type":91,"text":22832,"spans":22833},"What makes a great Trader?",[],{"type":41,"text":22835,"spans":22836},"There are a few qualities that make for great Traders (and one big misconception).",[],{"type":41,"text":22838,"spans":22839},"Misconception first: You need a maths degree or similar to be a trader.",[],{"type":41,"text":22841,"spans":22842},"The reality is I’ve never used advanced calculus when trading a campaign. It really doesn’t matter if you dropped maths at the earliest opportunity and never went to uni. You can still be a great trader. That said, you do need to feel comfortable with numbers. There’s a fairly constant stream of arithmetic and that’s daunting for some people. But if numbers don’t scare you, you’ll be fine.",[],{"type":41,"text":22844,"spans":22845},"Other qualities that make for great traders…",[],{"type":41,"text":22847,"spans":22848},"Conscientiousness and diligence are hugely important. It’s a job where you spend a lot of real money (which is also not your own money). Mistakes will be costly, so we look for people with high levels of attention to detail and consequently lower error rates. We also look for resilience, because eventually everyone does make a costly mistake so you need to be able to bounce back quickly.",[22849,22850,22851],{"start":178,"end":493,"type":97},{"start":475,"end":109,"type":97},{"start":13806,"end":1589,"type":97},{"type":41,"text":22853,"spans":22854},"The job requires making hundreds of optimisations to campaigns per week, so we look for decisiveness. There isn’t time to go back and forth on one decision for several days.",[22855],{"start":1216,"end":1256,"type":97},{"type":41,"text":22857,"spans":22858},"And we always look for people who display innovation in their work, and who will push the boundaries of what we can do. We’re proud to be at the forefront of programmatic and we can only stay there because we have great traders who want to stay ahead of the curve.",[22859],{"start":214,"end":1790,"type":97},{"type":41,"text":22861,"spans":22862},"We also want traders to be chock-a-block full of drive. Without that, nothing gets done. The autonomy of the job absolutely requires it.",[22863],{"start":407,"end":1594,"type":97},{"type":41,"text":22865,"spans":22866},"Lastly, there’s the unquantifiable X-factor. A great trader looks beyond the numbers. They find establishing the ‘what’ easy, and are always striving to find the ‘why’. They are using the data around them to search for answers, sometimes to a question that the advertiser hasn’t even asked yet.",[],{"type":41,"text":22868,"spans":22869},"A good trader hits CPA targets. A great trader can give an advertiser the insights that help drive their whole marketing and their business strategy forward.",[],{"type":41,"text":22871,"spans":22872},"At MiQ, we aim for great.",[],{"type":41,"text":22874,"spans":22875},"If you would like to find out more about trading roles at MiQ, check out our careers page.",[22876],{"start":183,"end":13121,"type":47,"data":22877},{"link_type":49,"url":22878,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Fcareers","text_component$c2a36f28-b23f-4175-9574-50ae5a875de8","Nick Hill","Regional director, trading and client services, MiQ",{},{"link_type":282},[],[],[],"2020-02-24T23:00:00+0000",{"dimensions":22889,"alt":22890,"copyright":38,"url":21323,"id":21324,"edit":22891},{"width":11538,"height":16061},"In plain English: What does a trader do?",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[22895],{"type":41,"text":22896,"spans":22897,"direction":52},"Understanding the Role of a Trader",[],[22899],{"type":41,"text":12777,"spans":22900,"direction":52},[],[],[],{},{"id":22905,"uid":22906,"url":38,"type":9,"href":22907,"tags":22908,"first_publication_date":12295,"last_publication_date":16966,"slugs":22909,"linked_documents":22911,"lang":17,"alternate_languages":22912,"data":22913},"Zxf6GBoAAEMAxwLy","the-rise-and-rise-of-new-programmatic-formats","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf6GBoAAEMAxwLy%22%29+%5D%5D",[],[22910],"private-marketplaces",[],[],{"title":22914,"external_link":22915,"summary":22916,"slices":22917,"author_name":1836,"author_position":38,"author_description":38,"author_image":23044,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":23045,"contact_formid":38,"contact_title":23046,"contact_description":23047,"contact_cta":38,"url_form_triggers":23048,"category":2021,"date":23049,"featured_image":23050,"thumbnail":23055,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":23056,"meta_title":23057,"meta_description":23061,"og_title":23062,"og_description":23063,"og_image":23064,"no_index":280},"Rise of New Programmatic Formats",{"link_type":30},[],[22918,23039],{"variation":34,"version":35,"items":22919,"primary":22920,"id":23038,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":22921,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[22922,22925,22927,22929,22931,22937,22940,22943,22945,22949,22952,22955,22958,22961,22964,22967,22970,22973,22976,22979,22982,22985,22988,22991,22994,22997,23000,23003,23006,23009,23012,23015,23018,23021,23024,23027,23030,23032],{"type":41,"text":22438,"spans":22923},[22924],{"start":178,"end":476,"type":97},{"type":41,"text":22442,"spans":22926},[],{"type":41,"text":22445,"spans":22928},[],{"type":41,"text":22448,"spans":22930},[],{"type":41,"text":22932,"spans":22933},"In part one we looked at measurement and brand safety, and how recent changes to programmatic mean brands can be sure their campaigns are being seen by real people and making a real impact.",[22934],{"start":178,"end":2225,"type":47,"data":22935},{"link_type":49,"url":22936,"target":51},"https:\u002F\u002Fblog.wearemiq.com\u002Fusing-programmatic-for-branding",{"type":41,"text":22938,"spans":22939},"In part two we’ll look at all the new programmatic environments marketers can use for connected brand building that targets the precise audience that matters most to them.",[],{"type":41,"text":22941,"spans":22942},"Finally, in part three, we’ll look at how programmatic can be a powerful asset in building and executing creatives that resonate with your audience and deliver better returns.",[],{"type":41,"text":22460,"spans":22944},[],{"type":41,"text":22946,"spans":22947},"The explosion in formats",[22948],{"start":178,"end":73,"type":97},{"type":41,"text":22950,"spans":22951},"Programmatic companies have become more aware of the challenges of context and environment, and have made an arms race out of securing high-quality sources of inventory through direct deals with publishers and the creation of private marketplaces.",[],{"type":41,"text":22953,"spans":22954},"Although desktop display inventory still represents the bulk of biddable inventory, mobile now commands the lion’s share of actual web traffic. As a result, while around 60% of total biddable inventory appears to be on desktop PCs or laptops, more than 40% of total spend is allocated to smartphones and tablet devices.",[],{"type":41,"text":22956,"spans":22957},"Game consoles, connected TVs, media players, and other OTT devices also stand to eat a growing share of desktop inventory, as these devices accounted for the bulk of video ad impressions in 20181, with a 41% share of video ads in Q3 2018. More impressively, these devices also command significantly higher ad completion rates than those seen on desktop PCs or mobile devices, averaging completion rates above 90%2. The proliferation of these devices has given branding advertisers an effective, measurable way to deliver high-impact brand messaging on the largest screen in the household.",[],{"type":91,"text":22959,"spans":22960},"PRIVATE MARKETPLACES",[],{"type":41,"text":22962,"spans":22963},"Private marketplaces (PMPs) are invitation-only real-time bidding environments for digital inventory. Through PMPs, programmatic buyers can connect their DSPs\u002Fbuying platforms directly to a premium publisher’s inventory source. While inventory in these environments is bought at auction, the terms of the deal are pre-negotiated between the buyer and seller and the advertiser has to be approved, creating many more checks on the process.",[],{"type":41,"text":22965,"spans":22966},"For advertisers in both branding and direct response, PMPs offer a competitive advantage when used properly regardless of how they are used, giving marketers access to a wider range of formats, publishers, and audiences that aren’t available through open marketplaces. This is particularly important for brands with smaller budgets and less negotiating power, for whom direct buys may be less desirable.",[],{"type":41,"text":22968,"spans":22969},"As brands continue to go more digital and move away from the historically-favored commodities of print, out-of-home and TV for digital print, digital-out-of-home and addressable TV, the barriers of entry become much easier to overcome when everyone has access in a biddable environment. More often than not, the best inventory, audiences, and performance will be behind the paywall of PMP (or programmatic guaranteed).",[],{"type":91,"text":22971,"spans":22972},"MOBILE (WEB AND APP)",[],{"type":41,"text":22974,"spans":22975},"More than half of the world’s web traffic now runs through mobile, be it through mobile web or in-app activity. As consumers leave desktop experiences behind, the industry will also have to change how it thinks about reaching those consumers and the ad formats it uses. Fortunately, mobile devices create new ways to reach consumers programmatically and new formats for reaching them.",[],{"type":41,"text":22977,"spans":22978},"When working in mobile, advertisers need to consider the format. There’s a significant difference between mobile web and mobile in-app both in terms of the ad formats used and the environments themselves. While in-app ads often garner greater attention and allow for better experiences, the app space is dominated by a very small number of massively popular apps, making competition for that inventory fierce. By contrast, mobile web is thriving and while the experiences can be less dynamic, mobile web offers standardized formats and greater scalability for advertisers. Smart strategies will consider how to use both, and how to build a strategy that connects multiple mobile, TV, and desktop tactics to weave a comprehensive brand narrative.",[],{"type":91,"text":22980,"spans":22981},"VIDEO",[],{"type":41,"text":22983,"spans":22984},"Video has long been an ideal channel for brand marketers, from the first time our grandparents turned on their massive tube black-and-white televisions to modern proliferation of “TV everywhere” formats making streaming content accessible anywhere in the world. But while the amount of available video content has exploded, the amount of quality inventory has not kept up. As a result, video inventory still sells at a premium and distributors participate in a trillion-dollar arms race to produce new content targeted to every possible audience.",[],{"type":41,"text":22986,"spans":22987},"The upside is that there is more high-quality content than ever before, catering to every possible audience and interest. By overlaying content with digital targeting capabilities, branding advertisers can achieve the kinds of results they always dreamed about in TV, reaching a targeted, engaged audience in a brand-safe environment around compelling content without the built-in waste of impressions on out-of-target consumers inherent in linear TV. Ad-supported linear OTT services and devices have added to this, providing easily-measurable channels on larger screens.",[],{"type":91,"text":22989,"spans":22990},"LIVE STREAMING",[],{"type":41,"text":22992,"spans":22993},"Live video viewing continues to increase each year: More than two-thirds of consumers globally watched live streaming video in 20184, and most of those (70%) watched live streams at least once per day, with the most popular content type being TV content and the most popular platforms for viewing being social. In the same way that the demand for VoD streaming content has led to a content arms race, we’ll see the same frenzy overtake the live video marketplace, where Amazon, Google, Twitter, and Facebook have already made major content and platform investments to build out their offerings.",[],{"type":41,"text":22995,"spans":22996},"This surge in popularity for live streaming content has started to create cracks in the last 80 bastion of linear TV, live sports. Last year’s FIFA World Cup set new records for streaming views and time spent watching online as consumers tuned in via a variety OTT platforms, and time spent watching NFL live streams in Q3 increased 83% from 2017. As more and more fans turn to live streams of major sporting events and digital networks bid for digital broadcast rights, branding advertisers can take advantage of the transition and apply their same digital video creative to programmatically-purchased live stream inventory.",[],{"type":41,"text":22998,"spans":22999},"On average, consumers tend to spend significantly longer watching live streams than they do watching on-demand content – almost twice as long on tablets and 11x for desktop devices, and they tend to prefer larger screens.",[],{"type":41,"text":23001,"spans":23002},"The relatively lower cost of producing live video has also helped make it the web’s fastest-growing source of online video5. Live streaming video creates a consumer experience that feels similar to TV while potentially being even more engaging, with consumers who are immediately primed to take action or interact with brands post-exposure.",[],{"type":91,"text":23004,"spans":23005},"PROGRAMMATIC TV",[],{"type":41,"text":23007,"spans":23008},"For branding advertisers who are more comfortable with the TV experience, those channels can now be bought programmatically as well, allowing branding advertisers to automate the TV buying process while adding on a layer of targeting at the household level. With programmatic TV, branding campaigns can tap into inventory from local affiliates and cable and satellite companies to buy inventory and audiences that are normally unavailable through traditional TV buys. In this way programmatic TV adds another powerful tool to the brand marketer’s toolbox, and helps them further build on a strategy based as much around audience as content.",[],{"type":91,"text":23010,"spans":23011},"PROGRAMMATIC AUDIO",[],{"type":41,"text":23013,"spans":23014},"Programmatic audio is a broad term that can cover a number of different sources, including radio (both online and traditional), podcasts, and streaming audio services such as Pandora or Spotify. Advertisers working in these spaces typically create 15- or 30-second audio ads to air, potentially accompanied by a display ad depending on the platform. With an estimated 180 million monthly listeners1, the surging popularity of online audio channels has given marketers occasion to dust off their radio playbooks and reconsider their strategies in light of new technologies. Despite the popularity of online audio, ad spend for digital audio, whether sold programmatically or direct, hasn’t grown at a rate commensurate with the amount of time consumers spend with the content.2",[],{"type":41,"text":23016,"spans":23017},"The largest barrier to adoption of programmatic audio has traditionally been scale, though the programmatic landscape has changed dramatically over the last two years. Programmatic audio really took off with the introduction of Spotify’s offering in 2016 and expanded significantly with Pandora bringing its audience to buying platforms in early 2018.",[],{"type":41,"text":23019,"spans":23020},"For branding advertisers with audio assets, the advantages of programmatic audio are significant. These marketers are free to make their targeting as granular as they’d like using demand-side targeting restrictions or by having the publisher apply their own targeting and segmentation using their 1st-party data. The latter is likely to be more effective (depending on the quality of the third-party data a marketer is using for their demand-side targeting), but typically carries with it a higher cost.",[],{"type":41,"text":23022,"spans":23023},"Compared to other programmatic channels, audio is uniquely situated on and suited for mobile devices: 83% of US adults listen to audio on a smartphone each week3, and some estimates suggest that 38% of audio listening that happens in the UK now occurs on a device other than a radio. As a result, the vast majority (roughly 90%) of available programmatic audio inventory is on mobile devices. Advertisers looking to reach consumers on these devices should consider both the challenges of mobile advertising (cross-device identification, measurement), and the advantages (location-based targeting, increased attention).",[],{"type":91,"text":23025,"spans":23026},"NEW FORMATS, NEW OPPORTUNITIES",[],{"type":41,"text":23028,"spans":23029},"The days of programmatic as a tool exclusively used by direct response advertisers are over. The proliferation of programmatic environments and formats have opened up a host of new ways for branding advertisers to build successful campaigns.",[],{"type":41,"text":22531,"spans":23031},[],{"type":41,"text":23033,"spans":23034},"Download the full whitepaper here.",[23035],{"start":178,"end":1304,"type":47,"data":23036},{"link_type":49,"url":23037,"target":51},"http:\u002F\u002Fbit.ly\u002F2UH9YdO","text_component$83f615a3-ef94-4520-a85f-a0f9856b0946",{"variation":34,"version":35,"items":23040,"primary":23041,"id":23043,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":23042,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$1bebbee8-898c-4546-87f0-1a03660d5470",{},{"link_type":282},[],[],[],"2020-02-17T00:00:00+0000",{"dimensions":23051,"alt":38,"copyright":38,"url":23052,"id":23053,"edit":23054},{"width":22117,"height":22118},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F66e85276-d0e2-49db-b6b5-084aa80a56d3_280220_Programmatic-Branding_socialV2.jpg?auto=format,compress","ZcY9AhIAACoAYNTI",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[23058],{"type":41,"text":23059,"spans":23060,"direction":52},"The Rise of New Programmatic Ad Formats",[],[],[],[],{},{"id":23066,"uid":23067,"url":38,"type":9,"href":23068,"tags":23069,"first_publication_date":10699,"last_publication_date":8132,"slugs":23070,"linked_documents":23072,"lang":17,"alternate_languages":23073,"data":23074},"Zxf5XxoAAEEAxwFu","thats-the-way-the-cookie-crumbles-how-to-prepare-for-the-cookieless-future-of-programmatic","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5XxoAAEEAxwFu%22%29+%5D%5D",[],[23071],"the-digital-world-is-becoming-cookieless",[],[],{"title":23075,"external_link":23076,"summary":23077,"slices":23078,"author_name":38,"author_position":38,"author_description":38,"author_image":23183,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":23184,"contact_formid":38,"contact_title":23185,"contact_description":23186,"contact_cta":38,"url_form_triggers":23187,"category":2021,"date":23188,"featured_image":23189,"thumbnail":23193,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":23194,"meta_title":23197,"meta_description":23201,"og_title":23204,"og_description":23205,"og_image":23206,"no_index":280},"Preparing for the Cookieless Future of Programmatic",{"link_type":30},[],[23079,23120,23136],{"variation":34,"version":35,"items":23080,"primary":23081,"id":23119,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":23082,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[23083,23086,23089,23096,23098,23101,23104,23107,23110,23113,23116],{"type":91,"text":23084,"spans":23085},"The digital world is becoming cookieless",[],{"type":41,"text":23087,"spans":23088},"In the last 10 years, the advertising world has harnessed data, mainly via the use of cookies, to learn more about consumer audiences and target them. But, malpractices leading to data breaches or scandals such as the infamous Cambridge Analytica affair with Facebook have raised concerns with consumers about what data is collected about them, by who, and how it is handled.",[],{"type":41,"text":23090,"spans":23091},"This has led the programmatic industry to evolve, putting consumer privacy front and center. The GDPR has led the way in ensuring data is handled with care, with the CCPA and regulation in other regions following suit. We’ve also seen voluntary changes in data security practices by walled gardens such as Facebook and Google, the latest of which is the removal of third party cookies from internet browsers. Safari blocked them in 2017, Firefox followed suit late last year, and now Google Chrome, which accounts for around 60% of browsing, has announced a two year transition period to do the same.",[23092],{"start":23093,"end":12886,"type":47,"data":23094},558,{"link_type":49,"url":23095},"https:\u002F\u002Fwww.theverge.com\u002F2020\u002F1\u002F14\u002F21064698\u002Fgoogle-third-party-cookies-chrome-two-years-privacy-safari-firefox",{"type":41,"text":6589,"spans":23097},[],{"type":91,"text":23099,"spans":23100},"What does it mean for programmatic?",[],{"type":41,"text":23102,"spans":23103},"So advertising is going cookieless. The question on everyone’s lips is how do we support measurement, attribution and smart media buying for advertisers while respecting the privacy of consumers?",[],{"type":41,"text":23105,"spans":23106},"The most important thing to remember is that tailored digital advertising isn’t going to go away – but the mechanisms used to deliver it will change to incorporate better privacy and choice for consumers. There are several changes taking place across the industry across both the open RTB environment, and “closed” environments too – focusing on diversifying to alternative data points and technologies that are becoming available.",[],{"type":41,"text":23108,"spans":23109},"Closed environments like Google are building “clean rooms” – privacy first collaborative analytics platforms that allow for data science solutions to be conducted on their data at an aggregated level, keeping information about individuals secure without hindering innovation. The most advanced clean room right now is Google’s Ads Data Hub (ADH).",[],{"type":41,"text":23111,"spans":23112},"Meanwhile, publishers have been focusing on educating their consumers about what it means to access free content, with initiatives like paywalls and memberships that help them collect alternative data points.",[],{"type":41,"text":23114,"spans":23115},"And anyone following the trade press will know that the OpenRTB ecosystem, made up of most non-walled garden programmatic tech, has been steadily consolidating through acquisitions, IPOs and in some cases, bankruptcy. It’s been a case of survival of the fittest, and those who survive are those who have been able to adapt to the changing privacy requirements by diversifying their offering.",[],{"type":41,"text":23117,"spans":23118},"These changes are good for agencies and advertisers. Lazy, murky practices such as cookie stuffing and bid listening are being stopped in their tracks, and the whole industry is being forced to re-think the value exchange with consumers and focus on quality media and quality data.",[],"text_component$1f623755-5e1e-4c5f-888a-8124976e0509",{"variation":34,"version":35,"items":23121,"primary":23134,"id":23135,"slice_type":7974,"slice_label":38},[23122],{"content":23123,"position":23127,"logo":23128,"thumbnail":23129,"cta_link":23130,"cta_text":23133},[23124],{"type":41,"text":23125,"spans":23126,"direction":52},"Starting your future-proofing journey on the right foot starts with the right data. Our CookielessIQ score reveals how well your programmatic campaigns deliver cookieless impressions now, helping you plan your next steps with confidence. Connect us to find out how you can get your score.",[],[],{},{},{"link_type":49,"key":23131,"url":23132},"d17e302e-1de3-4e0d-9193-07d99449dd21","https:\u002F\u002Fmarketing.wearemiq.com\u002Fcookielessiq","Connect",{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$bdbd5ced-17cc-4ed9-967b-229540160f78",{"variation":34,"version":35,"items":23137,"primary":23138,"id":23182,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":23139,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[23140,23143,23146,23150,23154,23158,23167,23171,23173,23176,23179],{"type":91,"text":23141,"spans":23142},"How to turn the threat into an opportunity",[],{"type":41,"text":23144,"spans":23145},"Start by talking to your partners about how they are future-proofing. Anybody who owns their own cookie space should already be adapting to the change in Chrome by labelling cookies, but there are a few ways you can plan ahead for the ultimate removal of third party cookies altogether.",[],{"type":216,"text":23147,"spans":23148},"Get creative with cookieless channels. Contextual targeting is the obvious low-hanging fruit. But digital out of home, mobile, connected TV, and audio are all growing steadily to become the biggest channels for programmatic investment – and they also all happen to be cookieless. Our clients are already catching on – we’ve seen advanced contextual buying grow as a proportion of activation compared to audience buying in the last 12 months, and mobile has also grown considerably compared to display.",[23149],{"start":178,"end":369,"type":97},{"type":216,"text":23151,"spans":23152},"Focus on eye-catching creative and messaging that users want to engage with. If your message is compelling enough, your CPA will fall and you’ll have less need for niche targeting. That’s why we’ve seen chatbot creative formats take off in many of our global markets. Using an engaging, interactive chatbot allows consumers to self-identify as being interested in a product.",[23153],{"start":178,"end":266,"type":97},{"type":216,"text":23155,"spans":23156},"Build out your first party data. You have a legitimate relationship with consumers surfing your site and, if you continue to build on this data, you can unlock effective audience targeting by building out a cross-device identity graph. If you haven’t thought about the data you have access to and how you can harness it, now is the time to do so. At MiQ we help clients every day with data reviews to highlight opportunities to build better value for their business using their pre-existing data assets.",[23157],{"start":178,"end":771,"type":97},{"type":216,"text":23159,"spans":23160},"Get ahead of the curve. Supply-side partners are already hard at work planning to find other ways to monetize their user-base when the cookie finally crumbles. We’re already seeing them looking to get ahead by capturing data such as email addresses in return for access to online content. The RTB auction process is set to undergo a facelift to ensure these data signals can be passed along for activation, so identity resolution partners such as Liveramp will play a big part in the future of targeting.",[23161,23162],{"start":178,"end":156,"type":97},{"start":23163,"end":23164,"type":47,"data":23165},410,455,{"link_type":49,"url":23166},"https:\u002F\u002Fliveramp.com\u002Fidentity-resolution\u002F",{"type":216,"text":23168,"spans":23169},"Understand the clean room opportunity. ADH and other clean rooms present a unique opportunity to access log level user data in a privacy first environment. We’re working to replicate many of our capabilities such as predictive modelling, custom audience activation and incrementality measurement within ADH to help our clients differentiate and get the most out of their investments in Google Marketing Platform.",[23170],{"start":178,"end":369,"type":97},{"type":41,"text":57,"spans":23172},[],{"type":91,"text":23174,"spans":23175},"The future’s bright",[],{"type":41,"text":23177,"spans":23178},"Our industry has already faced a number of storms and come out stronger. Take the ad blocking trend for example: four years ago you might have thought this was the apocalypse for programmatic but, through innovation, we came out of the other side intact.  If we look to the opportunity rather than the threat of a cookieless world, we can step into 2020 without fear and get excited about the decade of programmatic everything.",[],{"type":41,"text":23180,"spans":23181},"To find out more about any of the solutions we are building for a cookieless world, reach out to us today.",[],"text_component$64c56390-47a0-4191-bd27-e84b2855a7e6",{},{"link_type":282},[],[],[],"2020-02-08T23:00:00+0000",{"dimensions":23190,"alt":23191,"copyright":38,"url":18346,"id":18347,"edit":23192},{"width":11538,"height":16061},"That's the way the cookie crumbles how to prepare for the cookieless future of programmatic",{"x":178,"y":178,"zoom":95,"background":8943},{},[23195],{"related_article":23196},{"link_type":282},[23198],{"type":41,"text":23199,"spans":23200,"direction":52},"Preparing for a Cookieless Future in Programmatic Advertising",[],[23202],{"type":41,"text":23087,"spans":23203,"direction":52},[],[],[],{},{"id":23208,"uid":23209,"url":38,"type":9,"href":23210,"tags":23211,"first_publication_date":19456,"last_publication_date":23212,"slugs":23213,"linked_documents":23215,"lang":17,"alternate_languages":23216,"data":23217},"Zxf2fBoAAEMAxvum","using-programmatic-for-branding","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf2fBoAAEMAxvum%22%29+%5D%5D",[],"2026-04-28T15:12:58+0000",[23214],"solving-the-measurement-challenge",[],[],{"title":23218,"external_link":23219,"summary":23220,"slices":23221,"author_name":1836,"author_position":38,"author_description":38,"author_image":23337,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":23338,"contact_formid":38,"contact_title":23339,"contact_description":23340,"contact_cta":38,"url_form_triggers":23341,"category":2021,"date":23344,"featured_image":23345,"thumbnail":23350,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":23351,"meta_title":23354,"meta_description":23358,"og_title":23359,"og_description":23360,"og_image":23361,"no_index":280},"Using Programmatic for Branding",{"link_type":30},[],[23222],{"variation":34,"version":35,"items":23223,"primary":23224,"id":23336,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":23225,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[23226,23230,23234,23236,23238,23244,23247,23250,23252,23255,23258,23261,23264,23267,23270,23273,23276,23279,23282,23285,23288,23291,23294,23297,23300,23303,23306,23309,23312,23315,23318,23321,23324,23328,23331],{"type":41,"text":23227,"spans":23228},"Why it didn’t work then but it does work now",[23229],{"start":178,"end":766,"type":97},{"type":41,"text":23231,"spans":23232},"Part one: Measurement and brand safety",[23233],{"start":178,"end":369,"type":110},{"type":41,"text":22442,"spans":23235},[],{"type":41,"text":22445,"spans":23237},[],{"type":41,"text":23239,"spans":23240},"In this three part series, we’re going to look at how the programmatic landscape has changed to make brand building through programmatic not just possible, but something all smart marketers should be doing.",[23241],{"start":4121,"end":122,"type":47,"data":23242},{"link_type":49,"url":23243,"target":51},"http:\u002F\u002Fbit.ly\u002F30fXNp5",{"type":41,"text":23245,"spans":23246},"In part one we’ll cover measurement and brand safety, and how recent changes to programmatic mean brands can be sure their campaigns are being seen by real people and making a real impact.",[],{"type":41,"text":23248,"spans":23249},"In part two we’ll look at how programmatic paves the way for better creative. And in part three we’ll see how programmatic can amplify and improves your TV brand campaigns.",[],{"type":41,"text":10975,"spans":23251},[],{"type":91,"text":23253,"spans":23254},"SOLVING THE MEASUREMENT CHALLENGE",[],{"type":41,"text":23256,"spans":23257},"For direct response advertisers seeking to achieve some end goal (such as a CPA target), programmatic can be seen as a “test-and-learn” strategy. But in branding the focus has typically been on execution against a defined audience and environmental strategy. New metrics and measures of success make it possible to bring the ‘test and learn’ mentality to branding too, so brand advertisers can measure and optimize against the impact of branding campaigns in the programmatic space, and make sure that branding campaigns can learn and apply findings in the same way as their DR cousins.",[],{"type":91,"text":23259,"spans":23260},"OFFLINE SALES",[],{"type":41,"text":23262,"spans":23263},"Thanks to third-party measurement firms such as Pathformance, brand advertisers can directly measure how their digital campaigns drove offline sales. Using offline purchase data to measure sales lift among exposed consumers, brands can identify the impact of their programmatic efforts and, with proper tagging, identify how specific strategies, sites, or landing pages drove sales more efficiently. While these studies can be expensive, time-consuming, and tend to provide only aggregated results, by combining them with brand equity studies or location data, brand advertisers can develop excellent proxy metrics and models for driving sales year-round, while only relying on a small number of sales studies for model refinement.",[],{"type":91,"text":23265,"spans":23266},"BRAND EQUITY",[],{"type":41,"text":23268,"spans":23269},"While the use of surveys to measure lift in key brand metrics such as awareness, consideration, and purchase intent aren’t new, running studies in programmatic spaces using a control\u002Fexposed methodology has traditionally been difficult to tag and measure, especially when measuring across mobile platforms.",[],{"type":41,"text":23271,"spans":23272},"The good news for branding campaigns is that measurement in this space has gotten better, and thanks to cross-device measurement solutions, it is now significantly easier to track control\u002Fexposed consumers online and across devices, and identify campaign impact on brand equity.",[],{"type":91,"text":23274,"spans":23275},"FOOT TRAFFIC AND LOCATION VISITS",[],{"type":41,"text":23277,"spans":23278},"With the advent of mobile, sophisticated consumer tracking technologies have become commonplace, giving advertisers the ability to track where consumers are before, during, and after they see ads. While this is a godsend for retailers, it’s also a powerful tool for branding advertisers, who can now see how their campaigns drive customers to a store and reduce their likelihood of visiting a competitor. They can consider bold new conquesting strategies designed to move customers right out of competing stores and into their own, or use location as a measurement tool to see how they drove foot traffic at stores carrying their products.",[],{"type":91,"text":23280,"spans":23281},"SOLVING THE BRAND SAFETY CHALLENGE",[],{"type":41,"text":23283,"spans":23284},"The industry’s concerns around media quality have not gone unheard. There have been large-scale changes around how programmatic media is bought, and how DSPs and traders make sure that brands are placed in safe environments where ads will be seen by actual humans.",[],{"type":41,"text":23286,"spans":23287},"Brand safety and fraud have also been persistent challenges for branding campaigns in the programmatic space. Open exchanges made it easier than ever for bad actors to create fraudulent inventory sources, and the sheer volume of publishers and sources made it difficult to evaluate those sources on an ongoing basis. The end result was advertisers having to worry not just about appearing next to questionable content, but whether their served ads were even seen by a human.",[],{"type":91,"text":23289,"spans":23290},"BRAND SAFETY",[],{"type":41,"text":23292,"spans":23293},"Brand safety can be a particularly nefarious problem for brands. They don’t just have to worry about a campaign failing to deliver on its established metrics. They have to worry about another pair of threats. One, the risk of creating a negative consumer association based on where the brand appears and, two, media\u002FPR backlash from brands aligning themselves with controversial stories or content.",[],{"type":41,"text":23295,"spans":23296},"There are a number of different strategies for solving these problems that work in tandem to produce safe environments for brands across the programmatic landscape. Contextual analysis can identify content that doesn’t align directly with a brand’s values through the identification of key words that a brand might not want to be associated with. Brands can establish lists in advance and the leverage contextual crawlers that can identify content that contains these words. The result is the impression can be blocked and risk minimized.",[],{"type":41,"text":23298,"spans":23299},"White and blacklisting have also been used. Certain sites or pages can be identified as not aligning with a  brand’s safety standards and added to a blacklist. Advertisers can avoid ever serving and impression on these sites.",[],{"type":41,"text":23301,"spans":23302},"Content scoring is another method that verification companies employ to protect programmatic advertisers. Factors such as key words, publisher category, risky URLs etc constantly feed an optimization engine with information around which content might be risky and which might be safe. Content scoring is continuous and updated as new inputs are collected. Brands can establish the levels and categories of risk they are comfortable with (alcohol, violence, political etc.) and only run on pages scored within levels they pre-identify as being ok.",[],{"type":91,"text":23304,"spans":23305},"FRAUD",[],{"type":41,"text":23307,"spans":23308},"Fraud is an ongoing issue for the advertising industry when it comes to digital ads, though over the past few years the worst areas of fraud have shifted from display to video, where the largest spend increases are projected over the next five years (fraudsters are likely to follow higher CPMs). As a result, pressure has mounted on the major inventory platforms to step up their fraud detection and prevention policies, scrubbing fraudulent traffic and removing bad actors from their ecosystems.",[],{"type":41,"text":23310,"spans":23311},"The good news is that brands can battle fraud programmatically on their end as well through pre-bid solutions that actually prevent a bid from being generated on an impression identified as fraudulent. Coupled with blocking technology, where the impression is still paid for but make-goods can be requested, brand marketers have a powerful toolset to significantly reduce fraud and mitigate the waste they incur from fraudulent impressions.",[],{"type":41,"text":23313,"spans":23314},"In addition to advertiser tools, programmatic buying companies such as MiQ have also stepped up to prevent fraud. The process starts with blacklisting sites that have high incidences of fraudulent activity or inventory, but goes well beyond, identifying fraudulent actors at the IP level based on their activity. By doing this, we can avoid bidding on inventory that will likely be wasted, and prevent wasting time and money.",[],{"type":91,"text":23316,"spans":23317},"VIEWABILITY",[],{"type":41,"text":23319,"spans":23320},"Regardless of whether an advertiser is focused on branding or direct response, an unseen ad is a waste, end of story. While preventing unseen ads completely is impossible, advertisers are now better-equipped to track which ads are seen and for how long, creating the ability to develop better standards around viewability and demand accountability from their partners. While individual advertisers may disagree on what the standards for a viewable impression may be in terms of time spent and percent of the ad on-screen, the ability to measure and set these thresholds mean that brands can go beyond just thinking about viewability measurement and start thinking about how to design messaging that caters to different viewing patterns, or how to drive longer exposure time. Brands can also use viewability as a currency, working out deals to only pay for completed videos or ads that were in-view for a specific period of time.",[],{"type":41,"text":23322,"spans":23323},"Advertisers should also consider how long exposure really needs to be to drive impact for their specific campaign, which may vary by product, brand, format, device, or publisher. This is something advertisers should consider testing as part of a broader strategy to identify what types of messaging will work at longer and shorter exposure times, since average exposure time will likely also be a function of the target audience and demographics. Finally, the rise of programmatic on inherently high-viewability platforms such as OTT will further improve the viewability quality of video inventory, driving higher rates and leading to a safer ecosystem.",[],{"type":41,"text":23325,"spans":23326},"Now you can measure, you can succeed",[23327],{"start":178,"end":547,"type":110},{"type":41,"text":23329,"spans":23330},"The days of programmatic as a tool exclusively used by direct response advertisers are over. Improvements in measurement and brand safety have opened up a host of new strategies that branding advertisers can use to build successful campaigns. As branding advertisers re-acquaint themselves with the programmatic space, they’ll need to find partners that can help them navigate potential land mines, connect data sets, and build and measure new KPIs. Ultimately, they’ll need to partner with companies who can help them convert their existing data into the Marketing Intelligence necessary to drive business success.",[],{"type":41,"text":23033,"spans":23332},[23333],{"start":178,"end":1304,"type":47,"data":23334},{"link_type":49,"url":23335,"target":51},"http:\u002F\u002Fbit.ly\u002F31mxgXz","text_component$c7432adf-a5a7-4139-ab78-e1140fa55952",{},{"link_type":282},[],[],[23342],{"trigger":38,"form":23343},{"link_type":282},"2020-02-06T00:00:00+0000",{"dimensions":23346,"alt":38,"copyright":38,"url":23347,"id":23348,"edit":23349},{"width":22117,"height":22118},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F12c86f57-a7e9-4215-a780-5b3601a16248_280220_Programmatic-Branding_socialV2-1.png?auto=format,compress","ZcY5_BIAACwAYNAY",{"x":178,"y":178,"zoom":95,"background":75},{},[23352],{"related_article":23353},{"link_type":282},[23355],{"type":41,"text":23356,"spans":23357,"direction":52},"Using Programmatic for Effective Branding",[],[],[],[],{},{"id":23363,"uid":23364,"url":38,"type":9,"href":23365,"tags":23366,"first_publication_date":9045,"last_publication_date":11566,"slugs":23367,"linked_documents":23369,"lang":17,"alternate_languages":23370,"data":23371},"Zxf2zxoAAEUAxvxO","in-plain-english-what-does-a-data-scientist-do","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf2zxoAAEUAxvxO%22%29+%5D%5D",[],[23368],"understanding-your-world-with-data",[],[],{"title":23372,"external_link":23373,"summary":23374,"slices":23375,"author_name":19298,"author_position":23516,"author_description":38,"author_image":23517,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":23518,"contact_formid":38,"contact_title":23519,"contact_description":23520,"contact_cta":38,"url_form_triggers":23521,"category":2021,"date":23522,"featured_image":23523,"thumbnail":23527,"featured_description":12777,"featured_video":38,"show_updated_on":280,"articles":23528,"meta_title":23529,"meta_description":23533,"og_title":23537,"og_description":23538,"og_image":23539,"no_index":280},"What Does a Data Scientist Do?",{"link_type":30},[],[23376],{"variation":34,"version":35,"items":23377,"primary":23378,"id":23515,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":23379,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[23380,23383,23386,23389,23392,23395,23398,23401,23404,23407,23410,23413,23416,23419,23422,23425,23428,23431,23434,23437,23440,23443,23446,23449,23453,23456,23460,23463,23467,23470,23474,23477,23480,23483,23486,23490,23493,23496,23499,23503,23506,23509,23512],{"type":41,"text":23381,"spans":23382,"direction":52},"To people who don’t know what it is, data science can seem like magic.",[],{"type":41,"text":23384,"spans":23385,"direction":52},"A mystical process where latter-day sorcerers cast bewitching spells that transform croaking, slimy datasets into dashing, handsome insights. ",[],{"type":41,"text":23387,"spans":23388,"direction":52},"But, while data science is complex and involves a whole bunch of specialist skills and smart technologies, its reputation as this unknowable, cryptic thing isn’t really deserved.",[],{"type":41,"text":23390,"spans":23391,"direction":52},"So, let’s bust some myths and find out what data science is – in plain English.",[],{"type":91,"text":23393,"spans":23394,"direction":52},"Understanding your world with data",[],{"type":41,"text":23396,"spans":23397,"direction":52},"One of the biggest misconceptions of data science is that it’s a tool or a process you can just ‘apply’ or ‘use’ to find a solution to a problem.",[],{"type":41,"text":23399,"spans":23400,"direction":52},"But the clue’s right there in the name – it’s a science. It’s an entire discipline, and that’s important to understand.",[],{"type":41,"text":23402,"spans":23403,"direction":52},"Just as a traditional scientist applies the scientific method to do things like build rockets and make new medicines, a data scientist uses the data-scientific method to interpret the world in specific ways.",[],{"type":41,"text":23405,"spans":23406,"direction":52},"So, if you ask ‘what does a data scientist do?’, it’s a bit like asking ‘what does a scientist do?’ In other words, it very much depends.",[],{"type":41,"text":23408,"spans":23409,"direction":52},"Every data scientist will have a bunch of hard skills in mathematics, statistics and computer science. But to do their job, they also need a deep understanding of the principles and concepts of their particular industry. In our case, that’s marketing and advertising, but it might also be finance or medicine or aeronautics or any other industry where numbers matter (which is all of them).",[],{"type":41,"text":23411,"spans":23412,"direction":52},"The job of a data scientist is to apply everything they know about the former (their data science skills) to the latter (what they know about their industry), so everyone else in their business can do their jobs in a more data-driven way.",[],{"type":91,"text":23414,"spans":23415,"direction":52},"Beyond gut feelings",[],{"type":41,"text":23417,"spans":23418,"direction":52},"To give an example from our field, let’s look at demographic segmentation. That’s a marketing concept, based on the understanding that not everyone wants all the same stuff. Your marketing team decides that your key audience is 35-50 year old women, so they make sure all your marketing speaks to people like that.",[],{"type":41,"text":23420,"spans":23421,"direction":52},"That’s fine as far as it goes, but bringing a data scientist to the party means you can do two things. First, it means you can prove (or disprove, as the case may be) your hypothesis, so you’re not basing all your marketing on gut-feelings.",[],{"type":41,"text":23423,"spans":23424,"direction":52},"Second, it means you can be way more granular. There’s likely to be much more that makes your customers your customers than simply their gender and their very approximate age. Maybe where they live, or other places where they shop, or the kind of TV shows they watch are as or maybe even more important to define your target audience.",[],{"type":41,"text":23426,"spans":23427,"direction":52},"And that’s where a data scientist can step in and help you understand your customers (and in general the world around you) using data.",[],{"type":91,"text":23429,"spans":23430,"direction":52},"From the theory to the practice",[],{"type":41,"text":23432,"spans":23433,"direction":52},"Okay, but when a data scientist gets into work every day, what do they sit down and do?",[],{"type":41,"text":23435,"spans":23436,"direction":52},"Well, it involves crisps. Or more specifically CRISP-DM, the snappy acronym for the Cross-Industry Standard Process for Data Mining.",[],{"type":41,"text":23438,"spans":23439,"direction":52},"If you’re a non-data-science person, this is where you might find your mind slipping away because it gets all horrible and technical. But stick with me, it’s not so bad.",[],{"type":41,"text":23441,"spans":23442,"direction":52},"CRISP-DM is basically the data science equivalent of the scientific method.",[],{"type":41,"text":23444,"spans":23445,"direction":52},"In the scientific method, you start with a hypothesis, devise tests to check that hypothesis, run those tests, then look at the results to see if they prove or disprove it.",[],{"type":41,"text":23447,"spans":23448,"direction":52},"It’s the same in data science, but with a couple more steps.",[],{"type":41,"text":23450,"spans":23451,"direction":52},"Step one – Understanding the business problem",[23452],{"start":178,"end":4121,"type":97},{"type":41,"text":23454,"spans":23455,"direction":52},"The first stage is determining what you want to find out and why knowing it will be useful. For us, that might be finding out a brand’s customer lifetime value or working out the difference between customers who complete an online purchase and almost-customers who drop out at the ‘basket’ stage.",[],{"type":41,"text":23457,"spans":23458,"direction":52},"Step two – Understanding the data",[23459],{"start":178,"end":1462,"type":97},{"type":41,"text":23461,"spans":23462,"direction":52},"Next, you work out the data you’ll need to do that. And just like with traditional science, you’re always building on the work other people have done before, so you have to look at what else has been done in the area before.",[],{"type":41,"text":23464,"spans":23465,"direction":52},"Step three – Preparing the data",[23466],{"start":178,"end":2225,"type":97},{"type":41,"text":23468,"spans":23469,"direction":52},"Once you’ve worked out the datasets you need, you have to get them ready for analysis. This means cleaning the data (making sure you remove incomplete fields etc) and removing outliers that could potentially distort your analysis. For instance, if 99% of your customers are in the US, you might want to remove the remaining 1% if you want insights that apply to the majority of your audience.",[],{"type":41,"text":23471,"spans":23472,"direction":52},"Step four – Model Building",[23473],{"start":178,"end":108,"type":97},{"type":41,"text":23475,"spans":23476,"direction":52},"Model building is the heart of the process where you apply a statistical algorithm to your prepared dataset to find insights.",[],{"type":41,"text":23478,"spans":23479,"direction":52},"But what does that mean? Metaphor incoming.",[],{"type":41,"text":23481,"spans":23482,"direction":52},"Think of your data like a load of eggs, flour and sugar. An algorithm is basically just a set of instructions. So, in this case a recipe. You apply the recipe to your ingredients, and, hey presto, you get your cake\u002Finsights.",[],{"type":41,"text":23484,"spans":23485,"direction":52},"And just like a recipe, model building needs refinement. You start out with a pre-built algorithm – your first attempt – then tweak it and tune it to get better and better results each time you bake your cake\u002Fmodel your data.",[],{"type":41,"text":23487,"spans":23488,"direction":52},"Step five – Evaluating the insights",[23489],{"start":178,"end":561,"type":97},{"type":41,"text":23491,"spans":23492,"direction":52},"To check your insights are meaningful, you need to validate them and circle back to the original problem statement that you had started with",[],{"type":41,"text":23494,"spans":23495,"direction":52},"Once again, it’s useful to refer to traditional science here. Just like scientists running an experiment have a ‘control’ to isolate a single variable while holding all the others constant, data scientists have a control group of data. In a data science experiment, you’ll usually make 80% of the data ‘training data’ (the stuff you run models on) and leave the other 20% as ‘testing data’.",[],{"type":41,"text":23497,"spans":23498,"direction":52},"At the end of the process, you can test your insights against the testing data to see if they’re valid.",[],{"type":41,"text":23500,"spans":23501,"direction":52},"Step six – Put it into practice",[23502],{"start":178,"end":109,"type":97},{"type":41,"text":23504,"spans":23505,"direction":52},"If the business problem has been adequately addressed, it’s time to apply the insights in the real world. In our industry, that means passing customer and business insights on to our traders who can then run better performing marketing campaigns for our clients. On the other hand, if the accuracy of the model is not as expected then it is back to understanding the data and in some cases even back to revisiting the business problem. No one said it would be easy right!?!",[],{"type":91,"text":23507,"spans":23508,"direction":52},"Going deeper",[],{"type":41,"text":23510,"spans":23511,"direction":52},"That’s my quick introduction to the world of data science. Of course, there’s loads of stuff we didn’t get into here, especially around the technology we use. The process of analysing massive data sets is where scary terms like artificial intelligence and machine learning start flying around. And that’s without getting into the unstructured world of natural language processing and neural networks.",[],{"type":41,"text":23513,"spans":23514,"direction":52},"But really, they’re not all that scary either. Look out for Plain English guides to them coming soon…",[],"text_component$88c2c111-bbb5-4a92-bb11-75aa8618b340","VP Data Science, MiQ",{},{"link_type":282},[],[],[],"2020-02-02T23:00:00+0000",{"dimensions":23524,"alt":23525,"copyright":38,"url":15492,"id":15493,"edit":23526},{"width":12770,"height":12771},"In plain English what does a data scientist do?",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[23530],{"type":41,"text":23531,"spans":23532,"direction":52},"The Role of Data Scientists: What You Need to Know",[],[23534],{"type":41,"text":23535,"spans":23536,"direction":52},"A mystical process where latter-day sorcerers cast bewitching spells that transform croaking, slimy datasets into dashing, handsome insights. But, while data science is complex and involves a whole bunch of specialist skills and smart technologies, its reputation as this unknowable, cryptic thing isn’t really deserved.",[],[],[],{},{"id":23541,"uid":23542,"url":38,"type":9,"href":23543,"tags":23544,"first_publication_date":5702,"last_publication_date":10389,"slugs":23545,"linked_documents":23547,"lang":17,"alternate_languages":23548,"data":23549},"Zxf2IhoAAEcAxvsR","miq-announces-strategic-leadership-moves-in-canada","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf2IhoAAEcAxvsR%22%29+%5D%5D",[],[23546],"strategic-leadership-moves-in-canada",[],[],{"title":23550,"external_link":23551,"summary":23552,"slices":23553,"author_name":1836,"author_position":38,"author_description":38,"author_image":23590,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":23591,"contact_formid":38,"contact_title":23592,"contact_description":23593,"contact_cta":38,"url_form_triggers":23594,"category":2021,"date":23595,"featured_image":23596,"thumbnail":23601,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":23602,"meta_title":23603,"meta_description":23606,"og_title":23607,"og_description":23608,"og_image":23609,"no_index":280},"Strategic Leadership Moves in Canada",{"link_type":30},[],[23554],{"variation":34,"version":35,"items":23555,"primary":23556,"id":23589,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":23557,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[23558,23561,23564,23567,23570,23574,23579,23583,23586],{"type":41,"text":23559,"spans":23560},"MiQ, a leader in marketing intelligence and connected programmatic solutions, today announced the promotions of Alfie Atkinson to Chief Executive Officer, Jason Furlano to Senior Vice President, Commercial and Joe Peters to Senior Vice President, Strategy, effective immediately. In addition, Claire Jones has been named Senior Vice President, Operations for the Canadian offices.",[],{"type":41,"text":23562,"spans":23563},"Since launching MiQ Canada in 2014, Alfie Atkinson has successfully grown the business over 50 percent year-over-year, helping deliver on the company’s global growth agenda. In his new role as CEO, Atkinson will lead all aspects of MiQ’s business operations across the country, ensuring the company continues to be at the forefront of an evolving, data-fuelled industry.",[],{"type":41,"text":23565,"spans":23566},"“Alfie is a great leader that has been instrumental in building a strong culture and incredible team in Canada,” said Gurman Hundal, Co-Founder and CEO, MiQ.  “With 18 offices globally, Alfie pulled Canada into our international community, leading the business to become the second largest market for MiQ.”",[],{"type":41,"text":23568,"spans":23569},"Other notable leadership changes include:",[],{"type":216,"text":23571,"spans":23572},"Jason Furlano, SVP, Commercial – Previously VP, Sales, Furlano will continue to drive regional expansion and oversee key relationships with the company’s external partners, while taking on new responsibilities such as optimizing commercial activities and overseeing marketing.",[23573],{"start":178,"end":109,"type":97},{"type":216,"text":23575,"spans":23576},"Joe Peters, SVP, Strategy – Formerly VP, Strategy, Peters will spearhead the growth of MiQ’s Canadian strategy team, while providing direction, leadership and oversight to the market. Additionally, Peters will now oversee the product and solutions teams.",[23577,23578],{"start":178,"end":108,"type":97},{"start":265,"end":9831,"type":110},{"type":216,"text":23580,"spans":23581},"Claire Jones, SVP, Operations – As the past business lead for Amnet (Dentsu Aegis Canada’s programmatic division), Jones will focus on managing long-term business strategies, as well as ensuring internal operations are set up for success and equipped to deliver world class service.",[23582],{"start":178,"end":552,"type":97},{"type":41,"text":23584,"spans":23585},"“The talent we have in Canada is incredible and in order to align with our goal for future sustainable growth, it is important to recognize this talent,” said Atkinson. “I am confident that with Claire, Jason and Joe on the executive team, we have the right leaders in place to achieve our ambitious goals.”",[],{"type":41,"text":23587,"spans":23588},"MiQ continues to set the standard in programmatic trading, data science and analytics – helping marketers and advertisers make the most out of their digital media investment. These leadership moves will help to support and sustain the company’s growth plans for 2020 and beyond.",[],"text_component$fb11f76f-024f-4a7a-9d49-a844d7135e69",{},{"link_type":282},[],[],[],"2020-01-22T00:00:00+0000",{"dimensions":23597,"alt":38,"copyright":38,"url":23598,"id":23599,"edit":23600},{"width":22117,"height":22118},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F47f6daa9-0954-4f02-a00f-70ce59ed27b5_toronto.jpg?auto=format,compress","ZcY5ORIAAC0AYM7L",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[23604],{"type":41,"text":23550,"spans":23605,"direction":52},[],[],[],[],{},{"id":23611,"uid":23612,"url":38,"type":9,"href":23613,"tags":23614,"first_publication_date":9045,"last_publication_date":19968,"slugs":23615,"linked_documents":23617,"lang":17,"alternate_languages":23618,"data":23619},"Zxf2sBoAAEIAxvwS","miq-announces-appointment-of-us-ceo","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf2sBoAAEIAxvwS%22%29+%5D%5D",[],[23616],"appointment-of-new-us-ceo",[],[],{"title":23620,"external_link":23621,"summary":23622,"slices":23623,"author_name":1836,"author_position":38,"author_description":38,"author_image":23656,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":23657,"contact_formid":38,"contact_title":23658,"contact_description":23659,"contact_cta":38,"url_form_triggers":23660,"category":1844,"date":23661,"featured_image":23662,"thumbnail":23669,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":23670,"meta_title":23671,"meta_description":23675,"og_title":23676,"og_description":23677,"og_image":23678,"no_index":280},"Appointment of New US CEO",{"link_type":30},[],[23624,23651],{"variation":34,"version":35,"items":23625,"primary":23626,"id":23650,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":23627,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[23628,23632,23638,23641,23644,23647],{"type":41,"text":23629,"spans":23630},"Publicis executive Sean Reardon joins MiQ’s leadership team, bringing extensive expertise and deep agency experience to MiQ U.S. operations",[23631],{"start":178,"end":5031,"type":97},{"type":41,"text":23633,"spans":23634},"MiQ announced today that industry maven Sean Reardon will join the MiQ executive team serving as the CEO for the U.S. effective in April. As CEO, Reardon will be tasked with expanding MiQ’s presence in the U.S., enabling more marketers to benefit from MiQ’s industry leading marketing intelligence solutions.",[23635],{"start":178,"end":5980,"type":47,"data":23636},{"link_type":49,"url":23637},"https:\u002F\u002Fwww.wearemiq.com\u002F",{"type":41,"text":23639,"spans":23640},"Reardon brings considerable industry expertise and proven leadership to MiQ’s U.S. operations. As CEO, he will be charged with leading culture, strategy and execution across all U.S. teams. Critical to the role will be driving teams to innovate marketing intelligence solutions that bring personalization at scale to clients throughout the region, enabled through technology and enhanced through data and human intelligence.",[],{"type":41,"text":23642,"spans":23643},"An established veteran of the advertising, media and marketing industries, Reardon’s career includes over two decades of experience driving strategic vision, business transformation, organizational growth and bottom-line results for clients and agencies alike. His notable rise over the last decade at Publicis Groupe has culminated in concurrent U.S. CEO positions at Zenith, Moxie and MRY where his impact on culture and performance is well documented.",[],{"type":41,"text":23645,"spans":23646},"“I’m unbelievably excited to join MiQ, an organization uniquely positioned and laser-focused on the delivery of meaningful business results for brands. We do this every day through a sophisticated ensemble of data, technology and marketing solutions. It is our sole reason for being — a purpose I believe in and something I’m thrilled to be a part of,” explained Reardon.",[],{"type":41,"text":23648,"spans":23649},"“We are delighted that Sean has joined our team and are looking forward to his contribution. The future of marketing, promised for the better part of the last two decades, is finally here at scale. Sean has a strong track record of turning visions into action by making better use of technology and people. I am confident that our U.S. clients will enjoy even stronger business outcomes as a result of Sean’s leadership,” explained Gurman Hundal, Co-Founder and CEO of MiQ.",[],"text_component$a31a370f-015e-40ca-948d-a07c7cd74ac7",{"variation":34,"version":35,"items":23652,"primary":23653,"id":23655,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":23654,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$faa7517f-07d9-41c9-bb80-2f7318799da2",{},{"link_type":282},[],[],[],"2019-12-25T00:00:00+0000",{"dimensions":23663,"alt":38,"copyright":38,"url":23666,"id":23667,"edit":23668},{"width":23664,"height":23665},849,776,"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fdf089cc8-ba99-42f7-a26b-8f75bb672b76_US_CEO.jpg?auto=format%2Ccompress&rect=0%2C0%2C849%2C776&w=849&h=776","ZcY0yBIAACkAYMe4",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[23672],{"type":41,"text":23673,"spans":23674,"direction":52},"New CEO Appointment: Leading MiQ’s US Operations",[],[],[],[],{},{"id":23680,"uid":23681,"url":38,"type":9,"href":23682,"tags":23683,"first_publication_date":10699,"last_publication_date":12134,"slugs":23684,"linked_documents":23686,"lang":17,"alternate_languages":23687,"data":23688},"Zxf5WxoAAEMAxwFk","miq-appoints-industry-veteran-erin-madorsky-as-managing-director-us-northeast","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf5WxoAAEMAxwFk%22%29+%5D%5D",[],[23685],"erin-madorsky-appointed-managing-director",[],[],{"title":23689,"external_link":23690,"summary":23691,"slices":23692,"author_name":1836,"author_position":38,"author_description":38,"author_image":23736,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":23737,"contact_formid":38,"contact_title":23738,"contact_description":23739,"contact_cta":38,"url_form_triggers":23740,"category":1844,"date":23741,"featured_image":23742,"thumbnail":23747,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":23748,"meta_title":23749,"meta_description":23752,"og_title":23753,"og_description":23754,"og_image":23755,"no_index":280},"Erin Madorsky Appointed Managing Director",{"link_type":30},[],[23693],{"variation":34,"version":35,"items":23694,"primary":23695,"id":23735,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":23696,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[23697,23703,23706,23709,23712,23715,23718,23721,23724,23729],{"type":41,"text":23698,"spans":23699},"Global marketing intelligence firm, MiQ, announced today that Erin Madorsky has been appointed as Managing Director of the Northeast – a new position for the company that will be used to drive further momentum in the priority U.S. market.",[23700],{"start":547,"end":441,"type":47,"data":23701},{"link_type":49,"url":23702,"target":51},"https:\u002F\u002Fcts.businesswire.com\u002Fct\u002FCT?id=smartlink&url=http%3A%2F%2Fwww.wearemiq.com%2F&esheet=52134431&newsitemid=20191204005733&lan=en-US&anchor=MiQ&index=1&md5=56f54248ee9149c323eb67d2fd550f9c",{"type":41,"text":23704,"spans":23705},"Within this role, Madorsky will work directly with U.S. CEO Sean Reardon to develop and grow business across the Northeast region, cultivating and strengthening relationships with key brands and media agencies, and further positioning the company as the leader in marketing intelligence and programmatic solutions.",[],{"type":41,"text":23707,"spans":23708},"“I’m excited to join a team of such talented industry leaders that are rooted in and passionate about the future of marketing, adtech, and data,” Madorsky said. “The emphasis on and growing need for marketing intelligence and strategic partnerships with brands and agencies is critical in today’s competitive and consumer-driven landscape, and MiQ is leading the way in helping clients connect the important dots between who customers are, their motivations, and how to effectively action insight through programmatic capabilities. I look forward to building on the already impressive growth for the company and expanding our reach and foothold within the U.S. market moving forward.”",[],{"type":41,"text":23710,"spans":23711},"Prior to joining MiQ, Madorsky served as Chief Revenue Officer for mobile technology company Verve, and was previously SVP of Sales for Viant Inc., a people-based adtech company that enables marketers to plan, execute, and measure digital media investments through a cloud-based, self-serve platform. Her experience building and executing effective strategies for revenue growth, territory management, and team leadership in emerging and high-growth digital adtech and media markets, paired with her knowledge of the digital ecosystem including programmatic, data-driven marketing, media measurement, and multi-screen convergence, will serve as a vital resource to further bolster U.S. operations and business.",[],{"type":41,"text":23713,"spans":23714},"“We’re absolutely thrilled to welcome Erin as part of the MiQ team and are confident that her experience, passion, integrity and acumen will translate effectively to success in her new role,” said Reardon. “She is a proven leader with a track record of driving stellar results — two things that will undoubtedly factor in ensuring stronger business outcomes for both MiQ and the clients we service.”",[],{"type":41,"text":8857,"spans":23716},[23717],{"start":178,"end":1462,"type":97},{"type":41,"text":23719,"spans":23720},"MiQ provides marketing intelligence to many of the world’s most prominent brands and media agencies, including American Express, Avis, Lenovo, Unilever, Microsoft, GroupM, Publicis and IPG.",[],{"type":41,"text":23722,"spans":23723},"The company bridges the gaps between data sources to give clients a complete picture of their marketing opportunities. MiQ was named Fastest Growing Tech Company of the Year at the 2017 Stevie Awards, awarded Most Effective Use of Data at The Drum’s Digital Trading Awards USA 2017, and named to The Sunday Times International Track 200 for 2019. MiQ operates globally from 15 offices located in North America, Europe and APAC.",[],{"type":41,"text":23725,"spans":23726},"You can find out more here: wearemiq.com",[23727],{"start":2216,"end":483,"type":47,"data":23728},{"link_type":49,"url":23637,"target":51},{"type":41,"text":23730,"spans":23731},"For more information, please contact:\nNicole Sullivan: nsullivan@affectstrategies.com",[23732],{"start":755,"end":6443,"type":47,"data":23733},{"link_type":49,"url":23734,"target":51},"mailto:nsullivan@affectstrategies.com","text_component$6e515cf5-e92f-4c06-93f9-73421a14a2aa",{},{"link_type":282},[],[],[],"2019-12-04T00:00:00+0000",{"dimensions":23743,"alt":38,"copyright":38,"url":23744,"id":23745,"edit":23746},{"width":16199,"height":2177},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F8b2b38e5-32fe-428f-9bde-72c55fd3b270_ErinM_final-1.png?auto=format,compress","ZcY4JxIAACkAYMzo",{"x":178,"y":178,"zoom":95,"background":75},{},[],[23750],{"type":41,"text":23689,"spans":23751,"direction":52},[],[],[],[],{},{"id":23757,"uid":23758,"url":38,"type":9,"href":23759,"tags":23760,"first_publication_date":9486,"last_publication_date":19968,"slugs":23761,"linked_documents":23763,"lang":17,"alternate_languages":23764,"data":23765},"Zxf4yBoAAEQAxwA8","how-to-turn-global-talent-into-tomorrows-leaders","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf4yBoAAEQAxwA8%22%29+%5D%5D",[],[23762],"turning-global-talent-into-tomorrows-leaders",[],[],{"title":23766,"external_link":23767,"summary":23768,"slices":23769,"author_name":1836,"author_position":38,"author_description":38,"author_image":23829,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":23830,"contact_formid":38,"contact_title":23831,"contact_description":23832,"contact_cta":38,"url_form_triggers":23833,"category":1844,"date":23834,"featured_image":23835,"thumbnail":23840,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":23841,"meta_title":23842,"meta_description":23846,"og_title":23847,"og_description":23848,"og_image":23849,"no_index":280},"Turning Global Talent into Tomorrow’s Leaders",{"link_type":30},[],[23770,23824],{"variation":34,"version":35,"items":23771,"primary":23772,"id":23823,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":23773,"content":23774,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},"INTRODUCING THE FUTURE LEADER PROGRAM",[23775,23778,23781,23784,23787,23790,23793,23797,23800,23803,23806,23810,23817],{"type":23776,"text":57,"spans":23777},"heading4",[],{"type":41,"text":23779,"spans":23780},"At MiQ, we have a global team. Seventeen offices in eight countries – and a whole lot of talent in each.",[],{"type":41,"text":23782,"spans":23783},"That means one of our big priorities is equipping talented people with the skills and abilities they need to lead teams and lead our business as we grow.",[],{"type":41,"text":23785,"spans":23786},"That’s where the Future Leader Program (FLP) comes in. The FLP is our global talent development program for employees who exhibit leadership potential. Designed entirely around leadership-specific training, it’s our way of providing high performing talent with the development and resources to ensure they are effective leaders when opportunities arise.",[],{"type":41,"text":23788,"spans":23789},"To get onto the intensive program, people in our business apply by completing an application, rating themselves on key leadership competencies and sharing their motivation for applying and what they hope to achieve. The final list of participants is then chosen by our senior business leads and board members, in partnership with our Learning and Development (L&D) team.",[],{"type":41,"text":23791,"spans":23792},"L&D is our dedicated talent team resource, which gives employees opportunities to learn by providing in-person and online training offerings, leadership programs, and initiatives that encourage MiQ’s culture of continuous learning.",[],{"type":41,"text":23794,"spans":23795},"What happens at an FLP offsite?",[23796],{"start":178,"end":109,"type":97},{"type":41,"text":23798,"spans":23799},"During the course of the FLP, participants attend a multitude of workshops, group-project experiences, off-sites, virtual learning, and coaching sessions to help grow their skills.",[],{"type":41,"text":23801,"spans":23802},"We believe one of the most impactful ways to learn is by doing. That’s why at every offsite our Future Leaders are divided into project groups and given a business challenge to solve. Members of the L&D team are on hand to facilitate trainings and provide coaching for all Future Leaders to help the project groups build their solution.",[],{"type":41,"text":23804,"spans":23805},"While every offsite is unique, Future Leaders always spend time participating in training workshops, solving business challenges within project groups, and presenting their solutions to board members. And there’s time to develop and strengthen relationships with each other as well as the board weaved throughout every offsite .",[],{"type":41,"text":23807,"spans":23808},"What happens next?",[23809],{"start":178,"end":2238,"type":97},{"type":41,"text":23811,"spans":23812},"As you can imagine, our Future Leaders come up with loads of innovative solutions. And, because they’re solving critical business challenges, their solutions often inform decisions made by the Board and leading to positive changes in the business. For example, a rewrite of one of our core values was recommended during the May offsite and updated on our website by the next day.",[23813],{"start":461,"end":23814,"type":47,"data":23815},362,{"link_type":49,"url":23816,"target":51},"https:\u002F\u002Fwww.wearemiq.com\u002Flife-at-miq\u002F",{"type":41,"text":23818,"spans":23819},"To take a look at the most recent FLP event in Toronto, check out the video here.",[23820],{"start":266,"end":1760,"type":47,"data":23821},{"link_type":49,"url":23822,"target":51},"https:\u002F\u002Fvimeo.com\u002F371719708","text_component$c58d5bdb-33eb-4279-ba1c-7b0ece857e8a",{"variation":34,"version":35,"items":23825,"primary":23826,"id":23828,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":23827,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[],"text_component$4fc43a7c-2a2b-4656-8b63-1da7a1ef62fb",{},{"link_type":282},[],[],[],"2019-12-03T00:00:00+0000",{"dimensions":23836,"alt":38,"copyright":38,"url":23837,"id":23838,"edit":23839},{"width":11538,"height":16061},"https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002F0f977048-8bee-49cc-8c1f-7cc88dbf57c2_DSC_4999-3800x1900-1920x960.jpg?auto=format,compress","ZcY3EBIAAC0AYMsy",{"x":178,"y":178,"zoom":95,"background":8943},{},[],[23843],{"type":41,"text":23844,"spans":23845,"direction":52},"Developing Global Talent for Future Leadership",[],[],[],[],{},{"id":23851,"uid":23852,"url":38,"type":9,"href":23853,"tags":23854,"first_publication_date":14264,"last_publication_date":11712,"slugs":23855,"linked_documents":23857,"lang":17,"alternate_languages":23858,"data":23859},"Zxf6AxoAAEMAxwLK","how-to-do-personalization-in-a-world-without-cookies","https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf6AxoAAEMAxwLK%22%29+%5D%5D",[],[23856],"capturing-consumers-attention-within-real-world-moments",[],[],{"title":23860,"external_link":23861,"summary":23862,"slices":23863,"author_name":38,"author_position":38,"author_description":38,"author_image":23918,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":23919,"contact_formid":38,"contact_title":23920,"contact_description":23921,"contact_cta":38,"url_form_triggers":23922,"category":2021,"date":23923,"featured_image":23924,"thumbnail":23930,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":23931,"meta_title":23934,"meta_description":23938,"og_title":23941,"og_description":23942,"og_image":23943,"no_index":280},"Personalization Without Cookies: A How-To",{"link_type":30},[],[23864,23880],{"variation":34,"version":35,"items":23865,"primary":23878,"id":23879,"slice_type":7974,"slice_label":38},[23866],{"content":23867,"position":23871,"logo":23875,"thumbnail":23876,"cta_link":23877,"cta_text":38},[23868],{"type":41,"text":23869,"spans":23870,"direction":52},"Marketers are relying more than ever on first-party data to personalize customer experiences, though external data still plays a major role.",[],[23872],{"type":41,"text":23873,"spans":23874,"direction":52},"eMarketer",[],{},{},{"link_type":30},{"anchor_id":38,"items_per_row":38,"alignment":280},"quotes$8a574dd9-db4d-422e-acc7-143c60e79f3a",{"variation":34,"version":35,"items":23881,"primary":23882,"id":23917,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":23883,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[23884,23887,23890,23893,23896,23899,23902,23905,23908,23911],{"type":41,"text":23885,"spans":23886},"But with new laws like GDPR and the steady decline of cookie data, it’s becoming more and more difficult for marketers to personalize the customer experience. Not having the right data source and the right data can make it difficult to engage customers and retain their attention. We need to become more creative with the data available to us, to capture the attention of our consumers and make sure they’re fully engaged.",[],{"type":91,"text":23888,"spans":23889},"“Capturing consumers’ attention within real-world moments”",[],{"type":41,"text":23891,"spans":23892},"One way we can understand a consumer is to learn about their everyday life through the events and moments they experience. But, most of the time, digital ads only take into account what’s happening in the immediate digital environment, not what’s happening in the real-world. To get your audience’s full attention, you need the full picture – the online and offline forces that shape consumer awareness, preferences, and purchases. With Moments, you can pair user-level behavioral data with broader trends to create a user experience that’s much more likely to resonate.",[],{"type":41,"text":23894,"spans":23895},"Take, for example, a weather moment like a snow storm. A marketer working with a home improvement retailer will have the wheels in their brain turning when they find out that a huge snow storm will impact the east coast of the US. In this instance they can activate insights on that campaign to target consumers about snow shovels and different products that can help them offset the snow storm impact. But what if we wanted to get even more granular?",[],{"type":91,"text":23897,"spans":23898},"Taking hyper-personalization to the next level",[],{"type":41,"text":23900,"spans":23901},"As a modern marketer it’s essential to tap into data that is specific to a current event, a trend or even a social matter. Because creating a bespoke solution tailored specifically to the audience you are trying to reach, starts with attaining a holistic picture.",[],{"type":41,"text":23903,"spans":23904},"Imagine you are a motor vehicle retailer, generic data sets like weather and sports might not cut it for you when trying to reach your customers in a meaningful way. What you need is to capture real-world moments such as local car show events occurring near your retailer stores, but you lack the data or skillset to quickly react to this kind of event.",[],{"type":41,"text":23906,"spans":23907},"Custom Moments means marketers can use niche datasets that resonate with their precise advertising needs. These custom datasets describe specific real life moments that, when correctly framed, can be used to create targeting strategies.",[],{"type":41,"text":23909,"spans":23910},"Being able to personalize messages for your consumer and apply insights to activate and propel media campaigns means winning not only for your brand, but winning for your consumer.",[],{"type":41,"text":23912,"spans":23913},"For more information on how you can activate Custom Moments check out MiQ or contact your local MiQ Representative: info-gl@miqdigital.com",[23914],{"start":6423,"end":6441,"type":47,"data":23915},{"link_type":49,"url":23916},"mailto:info-gl@miqdigital.com","text_component$a849d969-9f60-4eeb-9bcc-5af9a7349998",{},{"link_type":282},[],[],[],"2019-08-27T22:00:00+0000",{"dimensions":23925,"alt":23926,"copyright":38,"url":23927,"id":23928,"edit":23929},{"width":22117,"height":22118},"How to do personalization in a world without cookies","https:\u002F\u002Fimages.prismic.io\u002Fmiq-website\u002Fea2b4b0e-a500-424f-88e1-690ea5f0e875_2.png?auto=format,compress","ZJwdThEAACIAaiJv",{"x":178,"y":178,"zoom":95,"background":75},{},[23932],{"related_article":23933},{"link_type":282},[23935],{"type":41,"text":23936,"spans":23937,"direction":52},"How to Personalize Without Cookies: A Guide",[],[23939],{"type":41,"text":23885,"spans":23940,"direction":52},[],[],[],{},{"id":5699,"uid":5704,"url":38,"type":9,"href":23945,"tags":23946,"first_publication_date":5702,"last_publication_date":5703,"slugs":23947,"linked_documents":23948,"lang":17,"alternate_languages":23949,"data":23950},"https:\u002F\u002Fmiq-website.cdn.prismic.io\u002Fapi\u002Fv2\u002Fdocuments\u002Fsearch?ref=asdhlBIAACwA53nl&q=%5B%5B%3Ad+%3D+at%28document.id%2C+%22Zxf2VBoAAEAAxvtr%22%29+%5D%5D",[],[5701],[],[],{"title":23951,"external_link":23952,"summary":23953,"slices":23954,"author_name":24004,"author_position":24005,"author_description":38,"author_image":24006,"navbar_theme":278,"navbar_type":279,"banner_text":38,"banner_theme":38,"hide_contact":280,"simple_footer":280,"content_sub_group":38,"hide_on_locale":38,"form_override":24007,"contact_formid":38,"contact_title":24008,"contact_description":24009,"contact_cta":38,"url_form_triggers":24010,"category":1844,"date":24011,"featured_image":24012,"thumbnail":24018,"featured_description":38,"featured_video":38,"show_updated_on":280,"articles":24019,"meta_title":24022,"meta_description":24026,"og_title":24029,"og_description":24030,"og_image":24031,"no_index":280},"Sustained excellence in programmatic advertising",{"link_type":30},[],[23955],{"variation":34,"version":35,"items":23956,"primary":23957,"id":24003,"slice_type":80,"slice_label":38},[],{"anchor_id":38,"title":38,"content":23958,"background_color":76,"top_spacing":77,"bottom_spacing":77,"title_color":38},[23959,23962,23965,23968,23971,23974,23977,23980,23983,23985,23988,23991,23994,23997,24000],{"type":41,"text":23960,"spans":23961},"It was really exciting to get an award for Sustained Excellence at the EY Entrepreneur of the Year 2019. But while it was exciting for me personally (I’m not going to pretend it’s not fun to win awards…) what it really means is recognition and validation for our whole business, reflecting all our hard work and our commitment to sustainable growth.",[],{"type":41,"text":23963,"spans":23964},"Ever since Lee and I founded MiQ, we wanted to run a sustainable business, one that grew from the profit it made, not from external capital. That was a bit of risk. We’re a business working in an industry alongside bona fide tech giants, so getting clients to put their trust in you can be difficult, especially when we were just starting out.",[],{"type":41,"text":23966,"spans":23967},"But our sustainable strategy has paid dividends and set us up for long term success. I’m really proud that MiQ was profitable from its first quarter and it’s all down to the mantra that’s at the heart of our sustainability: we hire the best people and overdeliver for them. They overdeliver for our customers. Our customers keep putting their trust in us.",[],{"type":41,"text":23969,"spans":23970},"Because here’s the thing about our industry: it’s not that complicated. What clients want is what they’ve always wanted:",[],{"type":216,"text":23972,"spans":23973},"Market-leading results",[],{"type":216,"text":23975,"spans":23976},"Insights that let them learn about their business",[],{"type":216,"text":23978,"spans":23979},"Consistent, robust service",[],{"type":216,"text":23981,"spans":23982},"And transparent, trustworthy partners.",[],{"type":41,"text":57,"spans":23984},[],{"type":41,"text":23986,"spans":23987},"To be a business that can deliver that, you need two things: really smart technology and even smarter people.",[],{"type":41,"text":23989,"spans":23990},"We’ve worked really hard to develop the tech side. Unlike the tech giants in our space who focus on building rigid platforms, our proprietary tech is all built to create exact-fit solutions to the challenges marketers face. We abstract Big Data capabilities from media buying, then reform them into programmable services (APIs) that can be used and re-used to solve a whole host of marketing challenges.",[],{"type":41,"text":23992,"spans":23993},"But with tech alone, you can’t do anything. Human intelligence is what’s at the core of MiQ. Our hiring and retention strategy has two core pillars: to build a great culture where people can work hard and have fun doing it, and to over-deliver for all the company’s employees. 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