Ossie Bayram, UK Country Director, Ogury - Personification, Not Personalization

[Music]. hello everyone. i think we're good. i think we're good to start um. i hope everyone's having a great madfest 2022.. my name is aussie baerem. i'm the uk country director at oguri, the personified advertising company, um, and it's events like this- walking around listening to loads of really interesting speakers, meeting lots of people from interns, junior level order up to senior people- that reminds me of how dynamic, how diverse and how full of talent our industry actually is. but what does that mean for us moving forward as an industry? and we tok about personalization a lot at oguri. we tok about personification a lot. now, when i think about our industry- an industry that probably doesn't have the best reputation outside of our own, our own bubble- okay, and i, i speak to my parents regularly over the last 10, maybe 14 years in the industry and they always ask: what do you actually do in advertising? and it's been really hard for me to crystallize actually what we do. okay, partikularly now, ogre, when we tok about personified advertising, the general response is: i have no idea what you're toking about, or so you're the reason the internet is full of ads, which is not great, right, it's not great perception. okay, um, and you can see my parents here if it works. let's have a look here on our wedding day: me and my wife and i- uh, digitally savvy but quite traditional in their perception of a career or a job title, and i have an older sister that makes it more challenging for me, because she's the head teacher in a london school and they understand her role clearly, but more importantly for her- for them, sorry- they understand the value and the role she plays in wider society. you know she is educating the future leaders of this country. we can't say that from an advertising perspective. so i started thinking: what purpose do we play in society as an industry, partikularly digital advertising? and that's when i stumbled across something that's absolutely amazing, if you boil it down to the most basic level of what we do as an industry, is we allow something as culturally and socially transformational as the internet and all the content within it to be free for people to consume whenever they wish. so that doesn't matter where you are in the world, your social class, your financial background. you get access to unlimited amounts of knowledge, education and connections across the world, which was literally unimaginable to billions of people 15 to 20 years ago, and i think that gives us real purpose as an industry and it should be something we're really, really proud of. and we're here to stay right as the migration of eyeballs and attention moves to digital platforms, partikularly mobile. so we'll follow the ad dollars. so we've got a bright future ahead of us, but it doesn't mean we've got a future without any challenges, and them challenges are coming from three key drivers and they're on your horizon and they are approaching quickly. the first one is driven by regulators. so regulation is changing as the net is being cast around data and privacy and user consent, and that is not going to go away. in fact, the desire from regulators is only gathering pace. the second one is driven by consumers: all of us, every single one of us, individuals. we understand the digital ecosystem more than we ever did as individuals and we are pushing back. we want to take ownership of our data and our privacy. we no longer want to be followed across the internet with that intrusive ad, that which won't go away. and the third one is driven by, very much from a tiknical perspective, from the big part, the big players in the market, specifically google and apple, with the changes they're making to their operating system. so, while the future is bright for us, we're going to need to deal with these changes if we want to not just exist as an industry but continue to thrive as an industry. and because of these changes, we see the market, essentially, or the internet, being put into three key buckets. the first one is the wall guidelines of this world, so you're thinking of your facebooks, but also big retailers like tesco or asos that are becoming media owners in their own right, and they will continue to thrive in the future. they will continue to do well and grow for a few reasons: firstly, because of their scale. second of all, because of the huge amount of first party data that they have access to and they can leverage an action upon and, from a retailer perspective, the huge amount of transactional data, which is a very powerful data source that they can access. so they're going to do well, no doubt about it. they'll continue to thrive. the second bucket: unfortunately, we feel that the future's not as bright for these people in the middle, and this is a vast kind of segment of ad tik players and publishers that are continuing to build their business strategy and monetization strategy around cookies and ids, relying on third-party identifiers and almost sleepwalking off the end of a cliff and we feel that a lot of these will struggle, quite a few of them will no longer exist in this new world of post cookie, post id, post personalization. and then the third bucket are the innovators in the market, the ad tik players that are really looking to set the narrative outside of what google and apple are doing independently, trying to curate what the future will look like for us as an industry. and these will see huge scale when d-day does come. and they're already growing at a pace and we're over. we feel we're very much in bucket number three with our personified advertising. now you've heard me say it quite a few times: if it changes, which it will, but personified advertising or personification, and you're all probably thinking- or a lot of you are, i know the guys at the front are, because they work at oguri- that are thinking: what does that actually mean? can you explain? so i will explain- hopefully so- four key pillars really to personification. the first one is: you need to be based everything on data. it is a data driven strategy. it is not guess work, is educated with data and it's the ability to build personas at scale in local markets but also globally. now we're toking about custom personas, not individuals, here. the second element you need: you need to understand those personas and their behaviors, how they migrate across the internet and how to engage them. and then the third element is you need to be able to do this without relying on third-party identifiers. it is a cookie-less and idealist business model. and then the fourth element is that we need to then deliver measurement and roi. without measurement and roi, the whole business model falls down, because we need to deliver for our agencies and our brand partners, and the way we deliver measurement, for example, is we only have fully on-screen formats to drive the best attention in market, as was recently verified with the lumen study that we did with the looming guys that are here. so get speaking to them. they're cool guys, but why is this important to mad fest? why does anyone anyone care about this at mad fest partikularly, and why am i here at oguri toking at mad fest? well, no guts, no glory is the theme of the festival and i couldn't think of a better saying that embodies ogrey as a business. from its very inception back in 2014, pre-gdpr, we started asking for consent. we implemented a consent management platform and the industry thought we were crazy. common comments were: why are you asking for consent? you don't need to ask for consent. scrape the data, harvest it. it's all fair game. and the reason we did that is because, firstly, morally, we thought it was the right thing to do to empower the user to say no if they so choose to. and the second element was because we predicted the future. we could sense a shift in in the desire from regulators, but also from consumers, that they were going to start pushing back. was it a risk? yes, took massive guts from every single person in the business to say we're going to ask for consent and we're going to see short-term pain.

Panel session | The Ad Tech Tax: How advertisers and publishers can join forces with active curation

[Music]. hello everyone. uh, thank you for for coming today. we are very excited to have you here. my name is jonathan matthews. i'm the vp of publisher development for the americas, joined with an amazing panel that i'm going to allow to introduce themselves shortly. while i'm happy to do it, i feel like they would do a much better job than i would. uh, but before we do so, i wanted to quickly specify that we did have a more diverse panel initially. unfortunately, a few folks had to back out at the last minute. if you happen to be watching, obviously we love you and we hope that you join us again in a future panel, but today we still have an amazing panel and we thank everyone for coming to watch, for being a part of this and obviously for all of you for being here today. before passing over for introductions, just to kick it off, today we're here to tok about the ad tik tax and how advertisers and publishers can join forces with active curation. so i personally am interested to learn how our panelists define the ad tik tax. but from oguri's perspective, right, we found that advertisers and publishers are rapidly rationalizing and optimizing media spend with and removing intermediaries and middlemen to mitigate the rising ad tik tax, right, and there's a lot involved in that, and obviously that was a pretty big statement to digest. but, with that being said, without further ado, let me sort of pass it over to introductions. and if you wouldn't mind, when you introduce yourself, if you could then follow it up by just defining how you view ad tik tax or how it, how it- uh, you know, um- relates to you. i think that would be very helpful for everybody and we can go from there. so, thank you, i guess, mike, if you want to start, awesome. hey everybody, my name is mike brooks. i'm the svp of revenue at weatherbug and marketing- revenue and marketing. as of earlier this year. um, weatherbug is a us-based omni-channel weather media property serving 15 million americans every month. my role is kind of twofold. i'm on the revenue side, so the making of the money, the monetization, but also on the marketing and user acquisition side. so, even though we're newer to marketing than some of our friends up here, um, having insight into both of those things is very interesting. um, when i think about the ad tik tax, like i'm on both sides of it. right, i'm the publisher receiving that money and we don't want too much of it going, but i want to make sure my impression gets where it wants to go as a buyer. so i kind of think about it like like an envelope and stamps: right, you want to send the right amount of stamps, but at some point it's too many and you're just wasting money. so what is the right amount of money that has to go in your buy, not to a publisher, to get it where you want it, the way you want it, while minimizing that waste and like sending that envelope efficiently? i think that's kind of how we think about it. alex hi, i'm alex payne. i'm vp of ad operations at vice media group. uh, youth media publisher, mostly online but also offline. um, my view on ad tax. i suppose i have a preferred view of ad tax. how i'd like to see it? i'd like to see it as beneficial to both the supply and the demand side, understandable, justifiable. however, i do feel like perhaps it's not meeting all of those requirements and can be somewhat perhaps duplicative and prey on anxieties that are in the market but are perhaps being capitalized on a little too much. thank you, alex hi. my name is oleg kornfeld. i'm the chief tiknology officer of cmi media group. we are part of the wpp family. we are specifically in the health and wellness vertikal. i see a tik tax here to today is, i guess, something that pays for these yachts. and uh, second, first, enforcement, uh, and secondly, to me it's uh, basically, what is a buyer willing to spend and, um, is it enough of what publisher gets to see in the end by the time all the fees are taken out, and is that incentive enough for them to give me the impression i was willing to buy in the first place? so that gap between what i was willing to pay and what the publisher finally got is the tik tax. thank you, um, i feel like there was a lot of uh, of a common theme to some degree between what each of you said and started to comment on. you know three different items, i suppose. right, you know, mike, you toked about- and i think you mentioned it- waste, and you mentioned waste multiple times, right, and then, alex, you toked about justification and then you made the joke that this pays for the yachts at kens. but you know, question here being so, when you think of the edtik tax, are you then naturally viewing it as wasteful or are you just saying there's too much? there's just too much, you know, waste or loss in the system today. inherently, i think the word tax maybe has a negative connotation by itself, but it's not. there's a value to it, right? we all pay taxes for our roads, uh, to be fixed, depending where you live, uh. so there's absolute necessity for tiknologies to be between the buying seller to provide efficiencies. but because we know that attack stack has been severely overbuilt and a lot of the platforms that we end up using with do not tok to one another, that fragmentation is that waste that i think that i think we all are toking about, and that's, and then the unnecessary tax in this count, in this calculation. it's something as a new, being newer to media buying, um, it's been tougher for us to have transparency into those things. so i think we'll probably tok about some of these, these things later on, but for us it's, uh, it's a newer idea that we're trying to strive for, that we're starting, i think, kind of further away from a transparent world and trying to work our way closer, like some of our peers here, and i would say that perhaps the, the tax itself has been a little fixated on the tiknology and has led to over engineering of solutions and duplicative solutions. um, and we've neglected the, the human side of of the ad tik tax, right, the human relationships, the, the publisher development, you know, the, the brands to publish, a relationship that an ad tax through a partner can can actually be very worthwhile and i appreciate that. i also like uh, that you threw in my title in there, but no, but the, the, uh, i mean, i think it's interesting, right, you know, from my perspective, um, when i speak to publishers on a regular basis- and i don't work very much on the demand side, but you know, support our initiatives on the demand side- the redundancy that you're referring to or the duplicative nature of this industry, comes up a lot, right, and so you know, we've all spoke before and you understand that at oguri we, we try to be the middleman between advertisers and you know, and publishers, but a singular middleman, opposed to there being multiple chains or or links or roads as we called it before. right, but i would like to know, from your perspective, what are areas that you find to be uh, duplicative and what do you think you know sort of the industry needs to cut back on a bit? um, something i would say looking forward is: i'm worried a little bit about identity and the role that identity has on the tik tax. it's the kind of thing where everyone is going to sell you something that we need, but it's kind of something that's been baked in up to this point. so, in the future, what is the role of of identity there? uh, that's one that that's kind of a question for us and i feel like could get very murky quickly. uh, kind of, especially in the context of what's necessary and what's not. i mean, that's probably the most important one, but because you already took it, i'll, i'll. i'll do, bro, i know i'll do. brand safety: i'm not sure i understand why both sides of the coin need to pay- and often pay the same companies- to validate the same impression to me. like, again, those guys have really big, big yachts out there. so i'm wondering, maybe, maybe that's the reason. and the other aspect of quality inventory as well. i mean, we consider brand safety or brand suitability as part of a quality impression, but also viewability, um, multiple vendors out there.

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Event: Building a Brand on Mobile | Ogury

[Music]. first day of advertising week. I'm Lauren Johnson, I'm a senior reporter at Business Insider and I'm fortunate enough this morning to be joined by this great panel of folks from across our industry to tok about what I think is a relatively timely and important topic right now, which is mobile. I think for a number of years marketers have seen that kind of dramatik shift that you see any marketer reports all the time about how the there's been this dramatik shift from smart phones and TR, from- I'm sorry, from desktop and TV and print into smart phones and how consumers are basically using that to do everything in their lives. but nowadays there seems to be more and Phasis on privacy. you've seen that come out in a lot of regulation, like gdpr and the upcoming CCPA that they they spoke about a little bit beforehand. so really looking forward to digging into all of that with this group. one quick bit of housekeeping before we get started. we're going to tok for about 40 minutes and the last five we'll set aside for questions from the audience. so if you have a question, I believe you can either go to slide- Oh calm- or go to the adweek app, type it in. the question will populate behind us and then we'll try to get through as many as we can at the end. so let's just do a real quick round of intros and then we'll get into it. hi guys, I'm rich Frankel. I'm the global creative director at Spotify. I work on the partner solutions team. they're working with advertisers, helping them have great experiences on our platform. morning. I'm Kimberly Gardner. I'm the vice president and chief marketing officer of Mitsubishi North America. I'm Liz prim. I'm the VP of brands at Oguri and excited to be here today. hi, I'm Jean Fitzpatrick. I'm the vice president of marketplace development at Magna Global, so working with all of our programmatik, supply and tiknology. and Jeff Nicholson, I am the CMO at vaynermedia and the CEO tracer. okay, great. so let's just get into it and tok about, tok about gdpr and privacy stuff right off the bat. rich, you obviously work at a company that is a global company headquartered in the in Europe. yep, what have you kind of seen over the past year with GDP, our how to spot? if I think about well operation, I mean I think the- the first thing we have to think about is Spotify, is that user trust is a probably the most important thing we can cultivate within our own environment. we have, you know, 232 million one-to-one relationships that we're managing, and our ability to have trust with each one of those users is critikally important for the kind of service we want to deliver back to them. so GDP are- I mean coming from Stokholm, coming from was, from a Swedish point of view- we embraced it, we took it on and said: this is a great idea, this is important and we we managed to, even though it wasn't an issue for our users in the United States. we became GDP are compliant across the entire globe as soon as it became something we had to do there and we think it's to the advantage of our overall ecosystem to make sure that users understand and believe that they have that we have their trust. the trust is important as for them, as it is for us, right can really have you guys. yeah, I completely echo what Richard said. so it's. it's obviously. automotive is a category where people take, you know, weeks, if not months, sometimes up to a year, to make a decision. so the sooner we build that trust, the sooner that they see that we're taking their data and their privacy very seriously. a lot of times we try to do what we call handraiser engagement, so we're actually actively asking people if they would like to opt in and get more information. we know it's a decision that takes a long time. there's a lot of factors to consider, so we actually prefer that communication because then it allows us to see what's of interest to you. we want to make sure that we market to you with the right information about which car is right for you, versus just blanketly giving them information and then feeling like they're not trusting us in terms of that price. right, right, right. Liz, you obviously work with a bunch of advertisers and agencies on this sort of stuff. what have you seen over the past year? that's partikularly interesting, I guess. I think what our brand partners and typically tok to us about at Oguri is they want to build a seamless experience for their consumers. we're also driving business results and that's really hard to do in an environment where we found- actually through a survey we just really set- over 90 percent of consumers find ads intrusive because they don't understand how their dad has been used. so I think it's one thing to tok about what we've done to implement gdpr, but I think where we are today is how do we, as brands and partners in the ecosystem, rebuild the trust that we all know consumers are still lacking when it comes to understanding how we all use their data, and so, at agree we our consumer first and we believe in building consumer friendly and user first experiences that start with understanding how their data is collected, and so we advise brands to do the same. and, Jean, before we were setting up some of the prep calls for this panel meet, you toked a little bit about some of the work that you've done with some of your partners at Magna over the past year when it comes to gdpr in terms of getting a lot of their actual privacy in writing to some, to some degree, I guess a little bit. can you explain kind of what that process involved and you know what you learned right? so, yeah, it actually it wasn't focused on gdpr, but it was when, when we're thinking about new regulation or regulation that we need to follow, as, as buyers of media, we like to look at our partners and figure out how they define those regulations and how and the tools that they use within their own tiknologies and their own platforms to be within regulation. we like to get that in writing. we like to get our partners who are going to buy with to sign paperwork that says that they are in compliance. I think the most interesting thing about gdpr, though, is that it's this opportunity- and I think, Liz, you touched on this- to rewrite the value exchange between marketers and consumers, and I think probably most of the people in this audience are familiar with programmatik and love what it can do and think it's really interesting. I certainly love a good whiteboarding session to figure out how the tiknology is actually working, and it's exciting, and then I think what happened is can started to have more exposure to what was happening behind the scenes, and it was maybe a little bit scary that they misunderstood how data was being used, and so I think this is a great moment in programmatik and in digital advertising to take a step back and say: am i treating my customer with care? am I just bombarding them with tons of ads because I think it's the person that I want to get in front of? I think it probably could be. the state has been extrapolated- or am I really making a connection, a one-to-one connection, with that end consumer, and am i serving them the right ad, or are they not the right consumer and do I not want to have a conversation with them at this moment because I'm not ready to give them the right message. I think we're starting to ask these questions, we're looking into the data, we're asking more and more questions about where data is coming from and are we using the right data? and then is there that you know right message to back it up with right? if you were to kind of guess about where some of your partners are at in terms of being both compliant for GD, P, R and C, CPA, and it's kinda kind of a scale from one to five where people landing right now, how is that shaking out and what you've seen, you mean like tiknology partners or like the media, in terms of actually getting in writing. this is what like in terms of being just totally transparent in terms of what our, what our privacy policy is. I mean, it's hard to say because it's moving really quickly, I would say, for I think with

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Event: Vertical Spotlight - CPG | Ogury

[Music]. good afternoon everybody. i hope you had a great long weekend. we've been doing the panels. today is gonna be more of a fireside chat and so, for all of you watching um, if you have program ideas, the club is open to collaboration. you know our goal is to be timely and thought provoking, and so we welcome all of you to join us in building um these content series. very excited today, um, to have one of our past fellows join us, jessica mcgloory, and she is joined by evan rutchik, chief revenue officer us for oguri, and they're going to tok about mobile user trends in cpg. evan. over to you. thank you, gina. thank you very much for the introduction, um, and thank you so much to the ad club for for having me here um for this conversation, and thank you to everybody on the call who's taking the time to join us today after um, after a lovely- hopefully lovely- memorial day weekend, um. today, as gina mentioned, i'm going to be discussing mobile user behavior trends, specifically within the cpg category, um. but before i jump directly into the content, i wanted to give a quick overview of who oguri is for those who, at this point, might not be familiar with us company was founded in 2014. uh, ogri is the creator of what we described as the first advertising engine actually driven by user choice, and the ogre advertising engine is fundamentally built on user consent, on preferences towards data sharing and an ad experience as fueled by unique, reliable mobile user and behavior data from over 400 million consented users globally. this data is powered. this data actually powers our user-centric ad formats, whether it be video or impact display, and, of course, it also powers our unique and award-winning insights, of which i'm going to share a bunch with you today and, of course, i'm more than happy to share more about ogre at a later time for those of you who might be interested. um, and as a separate reminder, in the spirit of giving back at this time, and i just want to let everyone know that ogre is actually donating five dollars for every attendee of this webinar and our previous spotlight series, and last week we hosted one uh that actually was around the pharmaceutikal vertikal and we had over 70 attendees and donated nearly 400, and today it looks like we have almost 100 plus. uh, so we get to to learn something: give away to a good cause. you know what a what a tuesday we're embarking on right now, but, in any case, let's get into it. so today i'm going to kick it off, as i mentioned, by discussing the cpg industry trends at a more and more of a brand level. uh, i'll then dive into the grocery specific landscape and also we'll take a look at different grocery shopper personas. now at oguri, shopper marketing, cpg in partikular are a massive part of our business and we have offices down in bentonville and also in minneapolis and, of course, new york and chicago and la atlanta and texas and whatnot and others, but those two main cities- bentonville, minneapolis- to address the direct needs of the cbg clients at those major retailers that might be located in those cities. uh, to give a more complete perspective, we're having an exciting virtual fireside chat um with, with jesse mcglory- that gina introduced as well, who's the head of growth at verb energy. so i'm really really excited about that too. so please stik around for it. and a final reminder: we have a q a at the end of the fireside chat chat for for you if you have additional questions. so so let's kick it off and begin with the cpg industry trends right now. okay, so as america began implementing social distancing measures, shoppers really began avoiding these brick and mortar grocery stores, right. it makes perfect sense. and turning to online grocery- and you can see here that it's been dominating the headlines quite recently. everyone's toking about it. everyone's parents were toking about it. even grandparents were toking about that's how you know. it's a more of a mainstream thing now and, of course, online grocery shopping isn't anything new. it's been around for a while, but it hasn't had as wide of an adoption as it has, of course, in the most recent months, and that's just because we no longer want to browse the store's aisles right. instead, we would rather fill up our baskets from the comfort of our couch, minimizing the human contact, uh and. and having more accessibility in a better experience per se, right? so online grocery services have enabled us to safely practike social distancing while, of course, still being able to access the necessities that we need. we have to eat. so, in fact, a report by red points in one poll shows that shoppers are 61 percent more likely to buy food and beverage packaged goods products online over fears related to the pandemic, and it shouldn't be a surprise this. this, in turn, actually has resulted in a pretty significant increase in online grocery shopping as a whole. um adobe analytiks and april ecommerce report reveals that online grocery shopping is actually up 110. this is a massive number, right. not only are shoppers shopping online more, but they're also spending more money and, of course, adding more and more to their baskets- not just one-off products anymore, it's. it's a bigger, broader, uh order business insider intelligence report reveals here that there's an increase of 54 in shopper spend on these grocery items during the pandemic. right, it's just. it's just a an ever-growing trend. and, unsurprisingly, you know, all of this demand has actually resulted in an increase in grocery prices. right? the labor department reports that prices for groceries across the us are actually increased by 2.6 percent in april, because of the supply chain issues mostly, which is the highest single month bump that we've had since february of 1974.. and a big part of that is actually the increase in rising meat prices. so what does this mean for the future? right to? to get a deeper insight into the future of online grocery, right, ovary conducted a consumer attitude survey. we wanted to get an idea and understanding of the long-term impact of online grocery that we'll have on the cpg world, and we only received the results back last week, so we haven't shared them yet, but i wanted to give you a sneak peek at the results and we discovered, initially, that 55 of people who have used grocery delivery services in the recent months plan actually on continuing to use it long term as their new method of shopping. sorry for the phone ringing in the back. hopefully someone answers that soon. okay, all right, we all understand how huge of an opportunity online grocery is, right, so now we can go a little bit deeper into the data and understand how the grocery landscape has evolved, specifically um, and we'll dig into some of oguri's. this is our consented user behavior data that we have, as i mentioned before, before we go into these trends that we identified, just to give you a quick snapshot of what this tool is, this tool is called ovary active insights and it's a proprietary tool that our customers and clients, um, leverage with us, of course, and over edo. we're collecting traceable and trusted user consent through our consent and preference management platform that's integrated into a number of different apps. we then start to gather consensus signals from these multiple sources, including from our sdk or proprietary survey and others, and we're transforming these signals into unique and reliable data and a true understanding of the mobile user and their journey and ultimately, this provides a view of installed apps, usage of apps, websites browse and demographics, and the insights tool allows us to visualize these insights and make them directly actionable, and that's we're going to walk you through right now. so first, we'll start by taking a look at the overall landscape, right so, this study reflects app and site behavior over a 14 month time frame leading up till february 2020, and what we found here is that walmart tops the list in terms of audience size- monthly downloads- and they have the largest exclusive audience and the

Event: Vertical Spotlight - Consumer Electronics | Ogury

[Music]. good afternoon everybody. i'm gina grillo, president of the advertising club, and i hope that you're continuing to stay healthy and productive during this time. our webinars have really got some momentum going and it makes all of us at the advertising club feel really good about that, so please help us to continue to identify topics that you'd like to discuss, because we are really holding true to our commitment to providing a platform to our members and supporting our colleagues from all backgrounds. today, we're collaborating with our corporate member, oguri, to tok about how mobile and behavioral trends will impact marketing plans going forward. i'd like to introduce evan rutchek, cro usa of oguri. take it over. great. thank you, gina, uh, and thank you everyone at the ad club. uh, we're we're super excited to be partners with everyone. um, today i am going to be discussing mobile user behavior trends, uh, within the broader consumer electronics vertikal, but before i jump into the content, i just want to give a quick overview of of who oguri is for those that might be unfamiliar. founded in 2014, we are the creator of the first advertising engine driven by user choice. our, our engine is fundamentally built on user consent and preferences towards data sharing and ad experiences. ultimately, we're using unique, reliable mobile user and behavior data from over 400 million consented profiles globally, and we're using our- our purpose-built algorithms to deliver relevant, innovative, choice driven video and high-impact ads to to those users. um, of course, i'm i'm more than happy to share more about ogri at a later time for anyone who who might be interested. um, okay, but for now, let's, let's just get into this today. i'm going to kick it off by discussing the current consumer electronics landscape. i'll also take a specific case and highlight a specific persona among the various wireless carriers, and after that i'll take a look ahead at the future behaviors of the consumer electronic shopper. and then we're going to end on a virtual chat with karna crawford, the head of consumer media strategy and activation at verizon, and marisa cucaroo, head of global media at bose, and i'm extremely excited for this panel. i think it's going to be a great one. all right, before i jump into sharing a look at oguri's insights, i just want to take a broader look at the consumer electronics industry today and, as i'm sure you're all very aware, there's been a pretty significant increase in demand for consumer electronics and, as you can see here on the slide, many major us publications have really shared their views on this surge in sales. with people spending more and more time at home, communication has become virtual and, of course, our reliance on tiknology has skyrocketed- i mean, look at the webinars that we're doing today. but what does this sales increase actually look like? so the ndp group shared that back in may, sales of us consumer electronics actually jumped 23 percent year over year and, with the current state of the economy and the downturn generally of consumer spending, this figure is pretty huge. in that context, it's even more impressive, actually, when you compare it to the rest of the retail industry. emarketer actually shared that 2020, e-commerce sales of computer and consumer electronics will reach over 156 billion dollars, and this is significantly more than any other retail category out there. the online purchases of consumer electronics is also massive, um, and had a massive impact, i think, on our device usage. right, how did our usage actually ultimately change with this? uh, information in a report by the global web index actually revealed that after covid 19 came out or the outbreak happened, there was actually a 40 increase in mobile usage, which is more than any other device. so we get the idea right. we know that people are purchasing more consumer electronics and we know that they're using their mobile device more than ever. but what does this shift in digital behavior actually look like and how does this impact the various wireless carriers as well? so, to get this better understanding of the various carrier personas, we ran an advanced custom persona study, which is one of our proprietary studies, and, before i dive into the findings, just to give you an overview of the ogre reactive insights tool and our advanced custom persona, ogre is collecting traceable and trusted user consent through our, our cpmp, our consent and preference management platform. once we get that consent, we start to gather consent signals from multiple sources. our algorithms are actually transforming these signals into what i described before is our unique and reliable data, which is giving us this reliable understanding of the mobile user, and this is providing us a pretty clear view of the installed apps, the usage of the apps, the website's browsed and demographics, and we're and we're taking that data and we're fueling our active insights platform, which is the studies and the the tool we're going to walk through today. then, of course, we're able to leverage this information and data and extrapolate it in a way to create pretty effective targeting campaigns, and the advanced custom persona is a study within our active insight suite that actually uncovers the demographic breakdown of these specific audiences, plus can shed some light on the interests and discriminate behaviors of these users as well. and then a little more context into the um, into the methodology of this partikular study. so the carriers that we analyzed were att, t-mobile, sprint and verizon, and the first step we took to conduct this study was to isolate users by their specific wireless provider across a one-year time frame. so we looked at june 19 through may 2020. we ran our advanced custom persona study to really identify the behaviors of each of these individual groups, and then the final step is for us to leverage these insights to understand where users are spending their time, how behaviors may have shifted and what messages and what messaging- excuse me- would actually resonate with those partikular users. all right, so, jumping into it, we start here by looking at the demographics by carrier, and what we found is that wireless carriers attract essentially a similar composition of women and men users. within similar age brackets are attracted to att, t-mobile and sprint, while verizon's users skew a little bit older than the other carriers and the red shading in these boxes represents over-indexing versus the general population percentage. now here we're looking at a breakdown by by region or by state. and, as you can see, the us footprint actually differs quite dramatikally depending on the carrier. 18 t? t mobile have the strongest representation in california and texas and other parts of the southeast, whereas sprint and verizon have slightly similar footprints, with verizon having a stronger foothold on the midwest and actually parts of the south. and demographics are important to note. but what i actually find most fascinating are actually the interests of each carrier's persona group, and we found that, despite each carrier's fairly large user base within the study, each of the groups is distinctly different from one another. from a category standpoint, a, t and verizon appear to have the most similar users, with both groups over indexing for owning news, sports and travel apps. but when you take a closer look, something actually suggests otherwise, right? despite sharing these similar interests, the app type by category is actually quite different. within the sports category, as just an example, att users are interested in sports news, whereas in verizon's case the users are more interested in code specific content. so there are some variations even within these individual categories. so what does this information actually reveal about the carrier persona, right? so in the interest of time, i'm not going to go into the full analysis of each carrier, and i'm chatting with karna, who's the the head of uh consumer strate.

Event: The Transparency Game | Ogury

[Music]. okay, let's get going. my name is Mack McKelvey. I am the founder and CEO of saline mg, a strategic marketing firm. we specialize in be to be working with tik companies around the world and mostly specialize in AD tik. I've spent about the last 10 years in AD tik so thrilled that advertising week asked me to moderate, and thank you, gentlemen, for joining us today. what I'm going to do is have each of them introduce themselves their company. so and tok about your specific discipline, and then we're gonna jump in. sounds good, you know, kick it off. thanks for having me. Kyle dozerman, I'm the vice president of demand at pub Matik. for those of you who are not familiar, it's a global omni-channel SSP, so I spend most of my time thinking about how to help publishers better deliver more effective, sustainable programmatik. add products to buyers. fantastik. my name is Andy Serkis. I'm the chief commercial officer for OUTFRONT media. we were taking an out of home old world, eighty year old company and turning it into a digital media company- everything through display devices, from digital displays all the way through a user interface and an ability to add data and audience information to the way that you buy our media. now that the rest of the world has gone to Joe, and I'm- Thomas and the co-founder and CEO of Oguri- this is my second company in the attik environment- created the first company around out stream video formats and ended up selling it to to teens, and after that, five years ago, created augury and we're the first digital marketing engine that is powered by user content and then choice first, and then we'll go into detail after that, I'm sure, around transparency during this panel. that's a good segue. so, again, to make sure you're in the right room, we're toking about transparency today, partikularly in the world of how it relates to the consumer, but also for the advertiser and publisher. what is it going to take to create a really true, open and fair marketplace? that's what were we toking about today. we're counting on all of you to ask questions, so if you'll go into your app and sign up to send us some tweets, we'll be able to see them down on the screen and we'll make this a little bit more interactive. the other thing that I've asked the panelist is to: you know, let's tok, let's have a real discussion about what it's going to take, because we're in a point in time in our industry where there's some serious things we need to overcome. so with that, let's start with number one. on a scale of one to ten: ten, I'm sorry, one being completely transparent and open, ten being opaque and closed. where are we today as an industry? are we closer to open? are we still a pretty closed and opaque world, Tomas? no, sir, I would say a nine. a nine because the industry made a little bit of progress around the last a year, but definitely still a nine because we- we know we- ran a study on like two hundred and eighty seven thousand people globally, worldwide around like GDP, our transparency, data, etc. and then only eight percent of people are aware of the use of their data one year after GDP. are you said eight percent? yes, that's why I'm saying a nine, because they don't want to be too harsh, and saying a ten but three, that's a benign, it's a big night. so somewhere between maybe nine and ten, yeah, any, what about you? I'm about the same i. I think GDP are woke some folks up, so maybe it moved slightly down the down the scale, but it is not any way near anywhere near where we need to be. with regard to making an open marketplace for this type of stuff, CCPA will start the thinking here in the United States, but I'm not so sure that that is going to be done in a way that is similar to GDP, our, or a little bit more business-friendly as it goes through stuff. the last panel that was up or the speaker that was up, Lauren did a great job of toking about privacy and the stats that she showed prove that we still don't. we're not yet aware to your point in your survey. we're not yet aware of what that does for the consumer as well as for advertisers trying to buy some publishers inventory. so we're gonna dig into regulation because I think you're right, I think there's some things to unpack there. Kyle, about you, yeah, so I'd probably agree. I think it's worth unpacking, like the different aspects. so if you look at like we've spent a lot of time appomattox focused on this, my path, because we're inherently part of the supply opinion number first I'll say eight, okay, but I think so in in that regard, I think we've done a lot as a tik supply chain object. like buyers have a much better idea than they have years past about how they're accessing media, who's sourcing it for them, etc. but in the app world, in the data world, I agree like very long way to go for the reason cited, okay, so nobody out here be easy on this panelist, right, let's ask some good questions. so, with that, what is the top transparency issue we're facing today? I mean, there's, we've had lots right, every industry has their own problems, but what in your mind is the top issue right now? what you guys all just said? I think I can guess, but let's just name one thing. I know there's many data: user opt-in consent. like the industry hasn't fundamentally figured that out- I don't think anywhere, but certainly not in the US, and without that we're gonna have a lot of issues. so consent, yeah, I'll take a different tack. but if that is one of them as well, which is what advertisers understand, the use of, where their inventory with the in fair they bought, where that being placed, so that longtail, that sort of subprime inventory within the display space, in the mobile space, is a myth and it doesn't really do anything for the objective that the new advertiser originally purchased. so we have consent. brand safety, ish, okay, and then for me it's it's more like the second step of brand safety would be data safety and then for the brands to be able to know that the data that they are leveraging is clear as being consented, you know, in a proper gdpr, CCPA way and it's traceable. because the problem is, today the entire industry wants more data, but the data that's out there, 99% of the time you don't know how it has been collected and you don't know if it's collected in a proper way. so then you're using data that might be completely toxic and then you have a huge risk of brain damage, way more than just brain safety in terms of the inventory. so let's stay on you for a moment. so- and I hope that I don't don't oversimplify any of your businesses- but let's tok about challenges with transparency in channel. so mobile, can you start with mobile? and are there any things that you haven't just discussed that are specific to the mobile channel that you believe really needs to be cleaned up? I think in in the mobile environment, but more broadly in the digital environment, the problem is that the user. we've been toking to the user like like a kid for the last 20 years, pretending that everything is free, and then certainly users are like annoyed by advertising, but they don't understand that it's the advertising that is financing the content. so when you tok to the users like adults, saying: look, this game, for example, this is not free, this is $4.99. so you have three ways to go with that with that game. either you pay with money, like you would do if you buy a Playstation game- no one complains that they buy PlayStation games- so either you pay $4.99 with money, or you pay with data, so you agree to share some data with the publisher so it can monetize it with advertising and better advertising, or you're against everything and you will have a really bad experience. but that's your choice. but at least you educate the user and you include him in the mix and not trying to like steal data from his back pocket, pretending everything is free. and then I imagine, also within mobile, the location aspect. right, so it is the always-on device. so are you seeing the same thing? look, do you address location within? agree, I agree? no, we don't, because we feel like this is, this is not what we do.