A combined IT and Business AdTech strategy to navigate major industry changes over the next several years — protecting current market share and staying ahead of competitors in a post-cookie world.
Without first-party data strategy, up to $32M in Paid Media spend will lose targeting and measurement capability by end of 2024 when Google deprecates 3PC.
Various market and industry changes are impacting the way Energy-provider runs its Paid Media operations and specifically its usage of AdTech platforms. A combined IT and Business AdTech strategy is needed to navigate these changes.
Prioritised by business value and MarTech maturity. The combined value at risk across all six opportunity areas exceeds $94M.
Privacy-led technology and audience solutions are required to mitigate against the impact of 3PC loss across three critical paid media functions.
of total applicable spend up to $32M at risk. 13% directly dependent on 3PC. Up to 82% dependent on platform-owned 2P audiences pending Google Privacy Sandbox launch.
of total traffic already not available for marketing purposes. Due to Safari limitations and current opt-in rates, Energy-provider can only measure 20% of total users. GA Universal Analytics sunset compounds this further.
Retargeting and re-engagement spend is too low to take into consideration as direct 3PC risk. However, key projects CCX and TAC have long-term roadmap dependencies on optimisation capabilities.
Energy-provider's AdTech architecture is evolving from a fragmented Adobe-centric stack to a privacy-first, server-side, first-party data infrastructure designed for the cookieless era.
Extrapolating from UK SVP Marketing Mix Modelling data to the global digital media picture reveals a significant potential margin uplift from effective digital media investment.
Prioritised actions aligned between IT, Business and SOM to protect Energy-provider's paid media investment and build a privacy-first AdTech infrastructure.
The range of AdTech solutions which Energy-provider has either onboarded or is planning to onboard puts the programme in a strong position. The key ones are Tealium Event Streams (WIP), GA4 Enterprise (WIP), Data Clean Rooms (WIP — Infosum & AMC pilots planned), Consent Management Systems, and Identity Resolution.
End-to-end view of Energy-provider's paid media technology stack — from customer data signals through to ad platform activation. Mapped across current state, work-in-progress, and planned future state initiatives.
Complete inventory of Energy-provider's paid media technology platforms — mapped by function, deployment status, and strategic priority.