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The Programmatic Digest
96. Therran Oliphant Shares 3 Actionable Insights in This Changing Programmatic Landscape
Aug 16, 2022
Therran Oliphant, Vice President of Data and Technology at Essence Global, discusses privacy data, the open internet, and authentication in programmatic advertising. He shares insights on changes in the industry, the challenges of third-party cookie deprecation, the concept of data clean rooms, and the importance of understanding advertising technology infrastructure. He also encourages diversity and growth in the tech industry.
37:54
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Quick takeaways
- Authentication and data security are crucial for programmatic advertising in the changing landscape, brands should prioritize building a secure and privacy-focused ecosystem.
- Addressing privacy and data concerns requires different approaches for data-rich and data-poor companies, with data-rich companies focusing on building a robust stack of tools and data-poor companies relying on partnerships and third-party data marketplaces.
Deep dives
The Importance of Authentication and Data Security
Authentication and data security are crucial in the changing landscape of programmatic advertising. By providing a seamless authentication experience and ensuring data security, brands can gain valuable insights and enhance their advertising strategies. Publishers and agencies should prioritize building a secure and privacy-focused ecosystem to protect user data and provide value in exchange for data collection. Open exchanges in programmatic advertising will need to adapt their data collection and passing methods to align with changing privacy regulations.
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