MiQ Australia is gearing towards a future free from cookies, with a number of new capabilities that will connect advertising clients to a range of alternative identifiers.
“MiQ’s focus is always at the leading edge of what’s possible,” Damien Healy, operations officer for MiQ APAC, said. “MiQ Australia is already running more than 50% of our media without the support of cookies and we continue to push towards a future where this is 100%.”
MiQ’s global product teams have developed an ‘identity spine’ that allows MiQ Australia’s clients to leverage the large number of different identifiers that will exist in the programmatic ecosystem. This will connect media targeting and deep analytics across different browsers, set top boxes, smart TVs, mobile devices, emerging cookie alternatives, DSPs, first party data, walled gardens and the open internet.
“Being able to recognise and leverage a multitude of IDs, in a privacy-first manner, across a range of platforms and environments is a key foundation to marketing success in programmatic,” Healy said. “I’m thankful to our global organisation for their heavy lifting to make this happen.”
The programmatic specialist’s Australian focus is on layering additional capabilities, some of which don’t require any identifiers.
The new capabilities will be enabled by two key partnerships, the first a multi-year strategic partnership with LiveRamp. LiveRamp provides the ability to on-board CRM information into the programmatic ecosystem in a privacy-safe way . This can be mapped to cookies and mobile IDs for media targeting, and also into LiveRamp’s post-cookie capability called ‘RampID’.
A second partnership has been signed with Similarweb, in a move away from IDs altogether. Similar web operate globally, specialising in building deep insights about the web, at scale. The benefit for MiQ’s clients is that it enables rich contextual advertising recommendations from keywords and from high performing websites.
“Similarweb’s data is incredibly useful when we’re looking for ways to drive value for clients without cookies. There’s no doubt that contextual advertising is here to stay and so we’ve woven Similarweb into the core of what we do,” said Healy.
In addition MiQ has also launched the ‘MiQ Audience Panel’ locally. MiQ has partnered with leading firms in Australian to build out a nationally representative panel of 7,000 people with plans to expand beyond 15,000 in the future.
“MiQ Audience Panel is exciting because we’ve taken a mainstay of traditional advertising – the panel – and we’ve added a range of modern twists,” Healy said. “This panel is purpose built for seamless programmatic activation and we’ve put a huge focus on advanced TV intelligence. It gives us the ability to blend traditional and programmatic at scale, and to continue our path away from cookies.”
MiQ released a report in December last year predicting that spending on programmatic would increase from 60% to 90% of total spend in Australia and New Zealand by 2025.