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 the organisation 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, only 20% of total users are measurable. 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.
The 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 the paid media investment and build a privacy-first AdTech infrastructure.
The range of AdTech solutions which the organisation 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 the 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 paid media technology platforms — mapped by function, deployment status, and strategic priority.