As we look ahead to NDA’s flagship networking Trinity Lunch event in November, NDA editor Justin Pearce sits down with Tanya Field, Co-Founder & CPO, Novatiq to hear her thoughts on the industry the event will be celebrating.
By far, the biggest opportunity for advertisers and publishers in digital advertising is the ability to embrace a new ID ecosystem. The initial industry concerns about this change have been replaced by a recognition that we can remove the uncertainties of third-party cookies, and instead create an environment where identity infrastructures are built to provide a true understanding of audiences in a privacy-safe manner. For me, it is the biggest opportunity the industry has faced, as it will enable publishers to become established first-party data providers and take a more central and significant role in the ecosystem than ever before.
The biggest challenge for every part of the advertising value chain is how they test and validate new technology partners so they can participate successfully in this new ecosystem. That takes time, as teams review different methodologies, technologies, commercials, and potential future regulatory impacts. There is a growing recognition that to achieve the scale previously possible with programmatic advertising, there isn’t going to be a one-size fits all approach. As a result, interoperability is going to be critical, so advertisers and publishers are having to test and implement more than one ID infrastructure.
I am, of course, biased, but I believe the emergence of new identity technologies is the most exciting development for the industry. Novatiq is just one example of how these new ID solutions can preserve the sanctity of privacy whilst providing an improved customer experience. In doing so, we believe we can create advertising as a service, not an interruption.
There are several companies throughout the value chain that have impressed me this year. The work Samsung is doing in CTV is impressive, due to their focus on the consumer experience. Tealium and Platform 161, part of the Verve Group, have both been remarkable in their forward-thinking outlook and ability to react quickly to changing market dynamics. And finally, our partner Supership, in Japan, is a business that has embraced new technologies and created a formidable market advantage as a result. They are a business that those of us in the west should watch.
Our biggest achievement at Novatiq has been to herald in a new era of identity solutions, generated by telcos. Our 2021 focus has been global expansion and we now cover Asia and the Middle East, with Europe coming. We believe this is important, because our goal continues to be able to provide advertisers and publishers a 360-degree view of their users, by creating an alternative ID solution that safely and securely overcomes the challenges of the newly anonymised web.
The interview was first published in thew New Digital Age .