KINESSO Unveils Industry’s Most Cutting-Edge Solution to Optimize Campaign Performance in the Post-Cookie Era
- ETA is a next-gen solution designed to assess and mitigate performance risks for brands.
- It offers a unified approach to measure campaign success in the absence of cookies.
- ETA prioritizes actions based on a thorough risk evaluation, backed by automated data collection.
- Key benefits include sophisticated risk analysis, tech readiness assessment, and customization.
- KINESSO aims to safeguard client investments and maintain campaign effectiveness amidst industry changes.
- None.
Insights
The introduction of KINESSO's Emerging Tech Assessment (ETA) represents a strategic move in the marketing industry, particularly in light of the impending deprecation of third-party cookies. This shift holds substantial implications for businesses that rely on digital advertising, as it fundamentally alters the methods through which consumer data is collected and utilized for targeted advertising.
From a market research perspective, the ETA's ability to categorize digital media investments into varying risk levels is a significant innovation. It allows companies to reassess their advertising strategies in a structured manner, potentially leading to more efficient allocation of marketing budgets. This could result in a competitive advantage for clients of IPG Mediabrands, as they may achieve better campaign outcomes with optimized spend.
The service also appears to open new revenue streams for KINESSO by offering a proprietary solution in a time of industry uncertainty. This could attract new clients looking for guidance through the transition away from third-party cookies, thereby increasing IPG's market share in the digital advertising space.
From a financial standpoint, the deployment of the ETA by KINESSO could have a tangible impact on the revenue growth of Interpublic Group. By positioning itself as a leader in performance marketing amidst a significant industry shift, IPG stands to capitalize on the demand for new advertising technologies and strategies.
The focus on a systematic and automated data collection process suggests a move towards more scalable solutions, which could lead to improved margins due to efficiencies in service delivery. Additionally, the emphasis on strategic partnerships with companies like Google, Amazon Ads and Meta indicates an alignment with major players in the digital space, potentially enhancing the effectiveness and reach of the ETA.
Investors should monitor the adoption rate of the ETA among IPG's clients, as it could serve as an indicator of the solution's market fit and the potential for future revenue growth. Moreover, the ability of the ETA to retain and attract clients in a post-cookie advertising landscape could be a critical factor in IPG's financial performance moving forward.
The elimination of third-party cookies is closely tied to the increasing scrutiny over privacy and data protection regulations. The ETA's proactive approach to risk analysis and tech readiness assessment indicates a forward-thinking compliance strategy that aligns with current trends in data privacy.
By providing a framework for brands to navigate the changing regulatory landscape, KINESSO is potentially mitigating legal risks associated with non-compliance. This is particularly relevant as businesses adapt to new standards set by regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
The legal implications of digital advertising practices are a critical concern for businesses and IPG's investment in a solution like the ETA may provide reassurance to stakeholders about the company's commitment to responsible data usage. This could enhance IPG's reputation and trust with clients, ultimately impacting its competitive positioning in the market.
The Emerging Tech Assessment Enables IPG Mediabrands Agencies to Deliver Unparallelled Campaign Results for Brands Despite Impending Signal Loss
The quickly approaching phase-out of third-party cookies signifies a pivotal shift in the digital advertising landscape, with significant impact expected to attribution, cross-platform measurement, audience tactics, and optimization capabilities. The ETA is an exciting and necessary advancement, offering a unified approach to measure campaign success through the analysis of client’s digital media investments – categorizing spend into high, medium, and low risk – in the absence of cookies. The ETA also grants brands access to a qualitative review that examines the readiness of their technological infrastructure to adopt next-generation strategies and improves their preparedness for performance continuity.
KINESSO has built a global solution that outshines competitor offerings through pioneering features that provide empowering and actionable insights, including evaluating digital spend holistically across channels. Notably, ETA prioritizes actions based on a thorough risk evaluation, a critical step missing from most in-market solutions. It is backed by a systematic and automated data collection process that is integral to assessing campaigns in forensic detail to inform strategic decision-making. This custom approach not only de-risks client spend but simultaneously opens avenues for service revenue growth.
"Our clients rely on us to navigate the complexities of digital marketing, and the demise of third-party cookies presents a significant challenge," said Chris Schimkat, Global Head of Analytics at KINESSO. “The Emerging Tech Assessment is our proactive solution to safeguard client investments, maintain campaign effectiveness, and leverage our strategic partnerships with industry giants like Google, Amazon Ads, and Meta."
Key benefits of the Emerging Tech Assessment include:
- Sophisticated Risk Analysis: Detailed and advanced risk examination of digital media spend across channels and partners to provide the most viable use of advertising technology to reach their target.
- Tech Readiness Assessment: Qualitative evaluation of the current tech stack to ensure technological preparedness for next-gen solutions.
- Customization: A personalized approach for each brand, with innovative recommendations, and the development of a strategic roadmap in collaboration with brand-side teams.
KINESSO’s commitment to innovation and client success is at the heart of the ETA, positioning the agency as a trusted advisor in the face of industry-wide transformation. The agency is currently working to scale this offering so that all IPG Mediabrands clients have the opportunity to benefit from the ETA.
For more information about the Emerging Tech Assessment and how KINESSO can help your business adapt to the digital advertising evolution, visit kinesso.com.
About KINESSO
KINESSO is the technology-driven performance marketing agency that sits at the very heart of IPG Mediabrands, providing actionable growth for both our agency partners and clients. We turn ‘action’ into ‘outcome’ for our clients, leveraging our unique capabilities in optimization, analytics, AI and experimentation. KINESSO has brought together the collective power of what was formerly Matterkind, Reprise, and Kinesso under one collective entity that will serve as the most powerful delivery engine in the industry. We have extensive offerings spanning across performance marketing and data and technology. Fueled by a deep understanding of consumer behavior, we offer an end-to-end engine of planning and optimization while also delivering on data-driven strategy for social platforms, actionable growth in e-commerce, and creating curated marketplaces specific to each client's function and needs. The company has more than 6,000 employees operating in more than 60 countries. Learn more at www.KINESSO.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20240307883083/en/
Isabelle Brenton
Isabelle.Brenton@mbww.com
Source: KINESSO
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