Verizon Media has announced the roll-out of its Next-Gen Audiences and Next-Gen Buying in Southeast Asia, the first two tools from its newly introduced Next-Gen Solutions suite. This offering for advertisers and publishers is independent of advertising identifiers for audience creation, buying or measurement. The Next-Gen Solutions suite is built for the identity-less era to deliver relevant ad experiences while strengthening consumer trust.
The new tools use content and other real-time data signals like weather, location and device types to power machine-learning algorithms that allow advertisers to connect with their most relevant audiences without the need for cookies, mobile app IDs, browser storage or creating user-level profiles.
As legislation and consumer privacy preferences shift, and the ad ecosystem moves away from third-party cookies, advertisers and publishers need new solutions that can reach consumers in relevant and meaningful ways. There is an expanding opportunity, given the massive digitisation wave sweeping across Southeast Asia that netted 40 million new internet users in 2020 alone.
However, more than 98% of businesses in the region are in the early stages of digital marketing maturity and still rely on third-party data for customer insights. Next-Gen Solutions will enable brands and marketers in the world’s leading mobile-first consumer economy to future-proof their business as they seek to be less reliant on mobile app IDs, while still effectively reaching out to mobile audiences.
According to Rico Chan, Head of APAC Sales, Verizon Media, “innovative solutions for non-addressable inventory are no longer a choice as the post-cookie future approaches, they are a necessity. Yet in this privacy-first landscape and the mobile-first economy in SEA, advertisers still find themselves lacking ready access to privacy-centric identifiers that effectively reach the region’s swelling digital population.”
As cookies and mobile app IDs disappear, conversion blindspots and inaccuracies will explode, severely limiting the ability to connect touchpoints for measurement. Additionally, siloed or clean-room measurement solutions may hamper understanding customer journeys or true ROAS.