Talks with Teads | Oliver Saunders, Wavemaker, on the Role of Context and Addressability in Media

In the latest episode of “Talks With Teads,” filmed at Cannes Lions 2024, Natalie Bastian, Teads’ Global CMO, sits down with Oliver Saunders, Global Head of Addressable Solutions at Wavemaker. This episode dives into the critical role of context and addressability in media. Despite Google’s recent announcement not to deprecate cookies, the principles discussed remain more relevant than ever.

Key Insights:

Addressability: The Right Message to the Right Audience

• Addressability involves leveraging behavioral, demographic, and contextual data to deliver personalized creative messages to the right audience at the right time. This approach not only enhances the effectiveness of marketing efforts but also allows for continuous learning and optimization, ensuring campaigns remain relevant and impactful.

The Importance of Contextual Targeting

• Google’s decision to not deprecate cookies changes very little. Those who have prepared for a cookieless future are still in the best position to seize opportunities and support an ad-funded open web. As we move towards an open web without third-party cookies, efforts to be cookieless ready remain essential. Contextual targeting is key in this landscape. The ability to use contextual data signals to reach audiences is a sustainable and effective strategy. Techniques like geo-based targeting and the use of first-party data enable highly relevant and precise messaging, ensuring both broad and niche audiences are effectively reached and engaged.

The Evolving Role of Technology and AI

• The integration of AI in digital advertising democratizes the process, enabling marketers to utilize advanced technologies without needing deep technical expertise. AI facilitates the creation of personalized and optimized advertising content, enhancing engagement and effectiveness. Understanding the intricacies of data hygiene, taxonomy, and naming conventions is crucial for leveraging the full potential of marketing technologies. The ongoing evolution of AI technologies promises even greater capabilities and efficiencies in the future.

The Future of Marketing Technology

• The future will be shaped by a continued focus on context, the innovative use of technology, and the integration of historical data with new AI capabilities. This combination creates a seamless feedback loop that continuously enhances the effectiveness of marketing efforts. The industry’s shift from a gut-feel approach to a data-driven strategy promises more accurate predictions and better investment decisions.

For more insights on the latest trends in marketing, media, and tech, discover our “Talk With Teads” series.