Tech powered solutions across fragmented ecosystems in privacy first AdTech world

Document Link - https://docs.google.com/document/d/12NLc2WgiEe6OBkchPxsyssXd6_CvV398/edit

Background
With privacy first approach, In the next couple of years, the morsels of data used by ad tech companies to track users around the internet for targeting and measuring ad success will soon be blocked giving rise to a fragmented ecosystem. In this new ecosystem, advertisers are now looking for more transparency and flexibility in understanding how their marketing performs across media channels such as search, display, video and audio.

We need an environment where we are able to derive campaign measurement, audience refinement, supply optimization, and more, enabling advertisers to make more informed decisions about their cross-channel marketing investments.

Fig1. Depiction of fragmented ecosystem in Open & Closed web

At MIQ Digital, for the closed web ecosystem, we are working with multiple clean room technologies. Clean rooms technologies like Google ADH, AMC, Snowflake etc. provides a secure, privacy-safe, and dedicated cloud-based environment in which advertisers can easily perform analytics across multiple, pseudonymized data sets to generate aggregated reports. For an open web ecosystem, we use liveramp, appnexus etc, which enables advertisers to onboard offline datasets to target them online.

Technology Empowerment
We have our data pipelines running at scale to onboard around ~300GB data from diff data sources and later push data into AWS S3 for processing.These pipelines are capable of processing GBs of data using the platforms like Databricks with Apache Spark built on top of high compute AWS Graviton EC2 instances which helps our Data Scientists to apply complex machine learning algorithms to derive feature score based output which is consumed to generate custom bidding script.

Business Impact
Percentage conversion increase on an average
Out of total advertisers who had set up CB in their LIs, we were able to create and deliver structured performance evaluation for around 50% of our advertisers.
37% (3/8) of adv had an KPI perf improvement of 60% on an average, and 76% for the selected confirmation activity ids.
Reaching Incremental Audiences using Reach Frequency Analysis - Closed Web Solution
The aim of this analysis is to calculate the optimal exposure frequency by funnel/tactic. The output data would involve -

Impression Frequency (taking into account 30-day attribution window)
Conversion Frequency (taking into account 30-day attribution window)
Total Impression wastage outside the optimal frequency range identified
Technology Empowerment
These pipelines have an extensive usage of clean room query engines which helps us export GBs of aggregated data into cloud storage like AWS S3, GCS which will then be loaded into Lakehouse solutions using Delta, SQL Analytics with modernisation around analytics on the same.
Business Impact
Following campaign could see major optimization in terms of reach:
Prospecting Campaign:
Optimal Frequency Range - 6 - 10 Impressions
Impression Saving (Wastage Control) - 21%
Potential Incremental Reach - 13%
Potential Incremental Converters - 16%