We are creating private market places with trusted sources as inventory to protect advertisers against fraud: Rob Norman
In an exclusive chat, Norman talks about GroupM’s approach to programmatic buying, how IoT is impacting brands and technological innovations at GroupM
With the world of media changing at an unprecedented rate, digital technologies have splintered media into numerous niches, channels and segments today. “The world has moved from channels to sites to apps,” observes Rob Norman, Chief Digital Officer, GroupM Global. But the consequence of ownership of those apps and the common distribution of relatively small number of those apps in itself, in his view, reverses fragmentation.
The GroupM strategy, Norman explains, is to build proprietary data assets and interfaces between their bidding and planning systems. “We have been working extensively around the world to create private market places with trusted sources as the inventory. Our goal at those advertising places is to protect the advertisers against fraud and maximise their ability to deliver in those market places in the most efficient and data reformed way possible, which of course is to do programmatically,” he said.
When it comes to programmatic buying, there is a need for a fully developed ad serving infrastructure where technology is not out proportioned to the underlying costs of media inventory. And Norman feels that India is still in the development stage in that area.
“Our goal is to create a world where we have all of the data to apply to the inventory, all the time and in real time. What that means practically is to have the right data and to apply it to the right inventory at the right time,” he added.
In an exclusive chat, (at Cannes) Norman talks about GroupM’s approach to programmatic buying, how IoT is impacting brands and technological innovations at GroupM.
Excerpts:
How is GroupM encouraging programmatic buying?
There are certain pre-conditions that need to exist in programmatic buying. You need to have a fully developed ad serving infrastructure, a market where the cost of technology - whether it is the programmatic technology itself or the ad-serving technology, the verification technology and so forth – is not overwhelmingly out proportioned with the underlying costs of the media inventory. India is still in the development stage in that area. Broadly, we have built it successfully in the markets of India in a very short time.
The data mine of information, not personally identifiable information, about consumer behaviour to transaction behaviour to browsing behaviour to device usage, and so forth, allows us to make portraits of consumers and deliver those portraits in real time. Our goal, is to create a world where we have all of the data to apply to the inventory, all the time and in real time. What that means practically is to have the right data and to apply it to the right inventory at the right time. You can’t use one piece of technology to access all the Google inventories, all the Facebook inventories, and it goes on because many of them demand specific tools.
Our strategy is to build what we refer to, may be a little clumsy, as a meta-DSP. We own a business called the Exchange Lab, which has built a platform called Proteus. This platform has allowed us to interface with multiple beta technologies, whether the technology is owned by us or by other people.
So, the GroupM strategy, on one hand, is to build proprietary data assets, and on the other hand, to build interfaces between our bidding and planning systems. We believe that is the best way of getting at widely distributed programmatic. We have been working extensively around the world to create private market places with trusted sources as the inventory. Our goal at those advertising places is to protect the advertisers against fraud and maximise their ability to deliver in those market places in the most efficient and data reformed way possible, which of course is to do programmatically. So, our goal is to be in the market we want using technology, whichever is appropriate with the data we have and do it that way.
Generally, you are much less likely to come to harm if you walk in the well lit night on the right side of the street; we see the private market places as the well lit streets. We will work as hard, with people as they would like to, and look at the quality and safety of their inventory, and we will work with anyone.
How do you see IoT impacting brands? What are the possibilities and challenges?
What happens when non-human objects become connected? When I say non human in this context, I am talking about automobiles, products and services. There is a constellation of connectivity that exists now which allows the brand to be discovered, in the ways that weren’t before, and also allows the use of location based data for delivering messages to people. It also opens opportunities for promotions in retail among other things. And you see brands deliver things to consumers that they themselves can take at the point of sale.
The other thing is that every brand has its own data narratives, there is information behind the brand that can influence people’s view of the brand, and hopefully, that sense of integrity of the brand, its relevance and preference has positives, although at the moment, it’s largely unclear from an execution point of view. I don’t think it has changed the world yet, but as everything gets connected, the world will change a little more.
What, in your opinion, is the optimum metric for digital advertisers to gauge the efficacy of campaigns?
There was never a standard, say within the television and out-of-home or print. And there is an argument which suggests that digital video on television, television itself and social feeds aren’t different from one another; just as television was from print and print was from out-of-home. And, as soon as any platform or any consumption becomes significant enough, you have to think about metrics that are specific to that platform. We need to start on picking this puzzle and say: what is the best way to measure everything from brand effect to sales effect and all of the actions that come in between.
How do we think about that from the Snapchat or the Facebook universe and how do we think about a number of universes and beyond that? The role of the media service companies like GroupM and its agencies would be to look at each channel and performance within each channel and look at the alternate allocations across those platforms to achieve an overall effect. So, anyone who thinks those are going to be a ‘one size fits all’ measure is wrong. The only thing that we will pursue as an absolute ‘one size fits all’ is the concept of verification. Knowing that an ad has been seen by a human will be the universal truth that we will pursue.
What are the recent technological innovations by GroupM?
Any agency that has the narrative that says it is going build tools and going to compete with Facebook and Google will find it hard to retain credibility. So, our job is to plan across all those channels and to optimise those channels and be the most effective planner and buyer within those channels. Therefore, we are building tools that integrate with all the tools that ingest data from multiple sources and tools that exhale data into multiple sources, both from a planning and trading point of view.
There’s a thin layer that covers the new ecosystem in the same way that optimises for television and for print. So, our focus remains the same, the difference is that the focus requires more engineering than before. It requires a different dialogue between us and our partners at Google and Facebook, because when we want to do something that integrates them; you have to have a philosophical business discussion about whether it is worthwhile. And then in order to execute, you need to have an engineered discussion to actually get it done. I think in terms of competitive advantage, if we go out and count the engineers that work in the media space in WPP and GroupM, we have a bigger number than anybody else does.
Is the increase in the use of apps going to lessen or lead to further media fragmentation?
I wrote an article last year and made a number of statements on this subject. I feel there are two persistent narratives. The first persistent narrative is that fragmentation is continuous and the second is that the world has gone from broadcast to mobile. And my argument is that the world has gone from channels to sites to apps. The consequence of ownership of those apps and the common distribution of relatively small number of those apps in itself reverses fragmentation. So, the owners of the major ecosystem are the dominant apps of Facebook, Google and their equivalents around the world, and it means that there is a huge concentration of ownership in that area and that is the inverse of fragmentation.
People shouldn’t confuse fragmentation of ownerships with the atomisation of audiences. Now we are moving into a world where there are very few owners in the ecosystem, and those owners are able to deliver targeting at the most atomised or individual levels. So, consolidation and atomisation has a very different narrative from fragmentation.
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Barkha Dutt says “We are finally back” after YouTube restores Mojo Story
This comes after the Mojo Story videos were deleted by hackers earlier
By exchange4media Staff | Jun 5, 2023 8:20 PM | 1 min read
After the YouTube channel of Mojo Story was hacked earlier, Barkha Dutt shared a new video on Twitter saying that the deleted content has been restored by YouTube.
“Felt violated & cried a lot but thanks to @TeamYouTube, we are finally back”, she Tweeted.
In a tweet last night, Dutt said that Mojo Story’s email and YouTube channel were hacked and she and her team were unable to access the platform.
“After hours of urging @TeamYouTube to act & being assured action is being taken, I woke up to find @themojostory channel content ALL DELETED by the hackers- four years of blood, toil, sweat, tears, 11 thousand videos, COVID work of 3 years, ALL GONE. I am heartbroken, ” she Tweeted.
She further wrote, “ I don't know how many times we urged @YouTube to freeze the platform so that the hackers could not alter it. But we kept being told "process of investigation has to be followed" - and now its gone.”
The hackers had renamed the news platform’s YouTube account as “@teslanewstar05” and deleted all videos. A video featuring billionaire Elon Musk was also uploaded.
The incident triggered a wave of anger and disappointment on Twitter, with journalists, politicians, lawyers, and viewers of Mojo Story expressing their frustration. Many called on YouTube to rectify the situation and restore the channel.
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11 TVF shows on IMDb’s top 50 list
The IMDb list includes most popular Indian web series of all time
By exchange4media Staff | Jun 5, 2023 10:16 AM | 1 min read
IMDb has released a list of the most popular Indian web series of all time.
Among the 50 shows, 11 of them have been backed by The Viral Fever (TVF).
Moreover, according to TVF, seven of these web series have completed three seasons or more.
The rankings have been determined by the page views of IMDb customers in India between January 1, 2018 to May 10, 2023, IMDb has said.
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Hackers delete Barkha Dutt’s YouTube channel Mojo Story
Four years of blood, toil, sweat, tears, 11000 videos, COVID work of 3 years, ALL GONE, tweeted Dutt
By exchange4media Staff | Jun 5, 2023 9:47 AM | 1 min read
The YouTube channel of Mojo Story, which is run by Sr Journalist Barkha Dutt, has been hacked. The hackers have deleted the entire content from her YouTube Channel.
In a tweet, Dutt said that Mojo Story’s email and YouTube channel were hacked and she and her team were unable to access the platform.
“After hours of urging @TeamYouTube to act & being assured action is being taken, I woke up to find @themojostory channel content ALL DELETED by the hackers- four years of blood, toil, sweat, tears, 11 thousand videos, COVID work of 3 years, ALL GONE. I am heartbroken, ” she Tweeted.
She further wrote, “ I don't know how many times we urged @YouTube to freeze the platform so that the hackers could not alter it. But we kept being told "process of investigation has to be followed" - and now its gone.”
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Data Humanization: How it empowers brands
By using data-driven insights, marketers can gain a deeper understanding of consumer motivations, behaviours and needs, considering their psychographic profile
By Shantanu David | Jun 5, 2023 9:01 AM | 3 min read
Even as laws around privacy and consumer data are examined and reinforced, brands still have access to reams of data, from our purchase and browsing history to customer demographics, locations and economic activity. As it is said, consumers are their own goldmine, that gold being data. And brands are increasingly leveraging machine learning and AI to create hyper-personalised purchase journeys for consumers, as a surfeit of tools create unique consumer profiles and categories to know what will resonate within each of our individual echo chambers.
Gopa Menon, Chief Digital Officer – Mindshare South Asia, says, “To fully understand a consumer's real-life experience, creative thinking and collaboration across different disciplines are crucial. While data analysis is valuable, it's also important to gather qualitative and quantitative insights from diverse teams and areas of expertise.”
This can involve analysing search trends, monitoring social media conversations, conducting expert analysis, and incorporating user feedback. By using data-driven insights, marketers can gain a deeper understanding of consumer motivations, behaviours, and needs, considering their psychographic profile. This approach also considers various demographic factors, allowing for a comprehensive perspective.
Pictures might be worth a thousand words, but everyone’s data tells a whole story, individual to each person and based on thousands of decisions we make every day, from what we watch to what we skip to what we browse to what we buy to the news we watch to the forwards we forward. All of these myriad data points combine into a human being and a prognosis of the choices they’ll make.
“It's essential to recognize the interconnectedness of these dimensions and strive for a comprehensive and rigorous approach when developing a holistic strategy that considers the whole consumer,” says Menon, adding that it’s important to look at all aspects and understand the human aspect and move beyond binary numbers.
That being said, data privacy and explicit consent are also necessary to allow for the entire ecosystem to exist and flourish. It’s the Uncle Ben axiom: With great power comes great responsibility.
“Increasingly, we see brands thinking seriously about owning consumer data. But in order to collect meaningful data, brands need to provide a fair value exchange. They need to ask: “Why would consumers share their data with us?” And that’s where true relationships can get unlocked. We call it the consumer genome: a data powered portrait of the consumer that is humanised and not just a data point,” observes Saurabh Mathur, Regional Head of CX, VMLY&R Asia.
This consumer genome allows brands to move from broadcasting to personalised and even customised conversations with their consumers – from only thinking about reach and frequency to thinking about loyalty and customer lifetime value.
Mitesh Kothari, Co-founder and Chief Creative Officer, White Rivers Media says that brands understand the high level of alertness amongst their audience now that makes them capable of taking informed decisions about private data sharing with trust.
“Data humanization empowers us to achieve robust privacy practices to foster a culture of transparent and responsible data handling. At minimum, most relevant data retention and tech like anonymization, data humanization can go a long way in achieving data-driven and human-centric regulations. The tailored experience received by the audience ensues a feeling of value and safety, making the entire user journey pleasant and fulfilling.”
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FanCode gets exclusive digital rights for Tamil Nadu Premier League (TNPL)
The tournament will be streamed on FanCode's mobile app (Android, iOS), TV app available on Android TV, Amazon Fire TV Stick, Jio STB, Samsung TV, and fancode.com
By exchange4media Staff | Jun 3, 2023 4:22 PM | 2 min read
FanCode has secured the exclusive digital rights to livestream the Tamil Nadu Premier League (TNPL) starting June 12. The league will go on till July 12 and feature a number of star players. Cricket fans can view the action on FanCode’s mobile app (Android, iOS), TV app available on Android TV, Amazon Fire TV Stick, Jio STB, Samsung TV, and fancode.com, with commentary available in both English and Tamil.
Launched in 2016, the annual league comprises eight teams representing eight districts of Tamil Nadu, namely Chepauk Super Gillies, Dindigul Dragons, Idream Tiruppur Tamizhans, Lyca Kovai Kings, Nellai Royal Kings, Ruby Trichy Warriors, Salem Spartans, and Siechem Madurai Panthers. Some of the marquee players expected to be in action include Ravichandran Ashwin, Sai Sudharshan, Shahrukh Khan, Varun Chakaravarthy amongst others.
Talking about the partnership, RI Palani, Hon. Secretary, TNCA, said, “FanCode has emerged as an industry leader when it comes to streaming live sports and we’re delighted to be partnering with them for the TNPL. The League is widely followed across the country and FanCode’s user-first approach will help in further strengthening our viewership.”
Yannick Colaco, Co-Founder, FanCode, said, “We're thrilled to be partnering with TNPL, one of India’s biggest domestic T20 Leagues. Some of the biggest names of the game will be in action in the league and this partnership is in line with our goal of providing access to the best of LIVE sports to our users across the country.“ With interactive digital-first features such as live stats, data, and analysis on the match screen, FanCode offers sports fans an immersive experience. FanCode is also offering tour passes at affordable prices for fans apart from monthly and yearly subscriptions.
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Streaming platforms likely to challenge anti-tobacco advisory rule: Report
The government recently said that online publishers will have to show anti-tobacco ads that are at least 30 seconds long
By exchange4media Staff | Jun 3, 2023 9:18 AM | 1 min read
OTT platforms like Netflix, Amazon and Disney are likely to challenge the Union Health Ministry's recent notification that the streaming platforms will carry anti-tobacco warnings like theatres and TV shows, media networks have reported.
The amended rules come under the Cigarette and Other Tobacco Products Act, 2004.
According to a media report, the streaming companies will have to edit millions of hours of existing content if the directive comes into effect.
The government has said online publishers need to show anti-tobacco ads that are at least 30 seconds long. The spot should also have a strong message about the health effects of tobacco consumption, the order says.
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Faye D'Souza's news app 'Beatroot' available for 'limited' downloads
The app promises fact-checked news that delivers information 'unemotionally'
By exchange4media Staff | Jun 1, 2023 2:34 PM | 2 min read
Independent journalist Faye D’Souza has announced that her news app “Beatroot” is available for limited downloads on Google Play Store and iOS App Store.
Users can test out the app and write directly to D’Souza to give feedback on its useability.
She announced the news on her social media page. “There is a crisis of credibility Indian news is facing,” she said. “News is serious business. It is also unemotional. We stripped out everything that we felt did not fit into this description. And we worked on a solution that doesn’t work on algorithms, that doesn’t predict behaviour, that doesn’t like clever headlines, that doesn’t write misleading headlines, that doesn’t make you manipulate you emotionally to make you angry or scared to keep your attention. It doesn’t do scroll. All it does is provide you information,” she described the new news vehicle.
I have launched a news app- Beatroot News#news #fayedsouza #beatrootnews
— Faye DSouza (@fayedsouza) June 1, 2023
Download the app here: https://t.co/zjwF3ti0tg pic.twitter.com/Nbp2xe4ewE
The app is a curated, fact-checked news platform that “gives you everything you need to know unemotionally.” D’Souza also added that the news is written by human beings “that respect your intelligence and your dignity.”
D’Souza has been running a successful news dissemination page on Instagram. She announced that the app, named after the homophone “be true”, is in the works in February 2020.
The journalist stepped down as the Editor of Mirror Now in September 2019. She was the host of the show “Love, Laugh, Live” on the network’s English entertainment channel Romedy Now.
She also worked with Firework TV producing short-format online news capsules.
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