IAB-伟大的重置：数字广告行业的新剧本（英）-2021.10-25页_3mb

The Great Reset: A New Playbook for the Digital Ad Industry

Core Content

The document titled "The Great Reset: A New Playbook for the Digital Ad Industry" outlines the key challenges and strategic responses for ad sales leaders in the evolving digital advertising landscape. It is based on discussions from the IAB Annual Leadership Meeting and follow-up sessions with Accenture and IAB members. The focus is on adapting to the loss of third-party cookies, the blurring of media company lines, and the long-term effects of the COVID-19 pandemic.

Main Challenges

1. Cookie-less Future:

   • Google announced the phase-out of third-party cookies in Chrome, and similar measures are already in place in Firefox and Safari.
   • This shift forces advertisers to rely more on first-party data, which is more valuable but harder to collect.
   • Publishers with large audiences and robust data ecosystems are better positioned to offer targeted advertising solutions.

2. Blurring Lines of Media Companies:

   • The distinction between traditional media and digital platforms (e.g., influencers, social media) is becoming less clear.
   • Advertisers struggle to determine where to place their ads, and media mix modeling using AI is necessary to optimize ad performance.
   • Lack of standardization in data and consent collection across third parties complicates audience segmentation and trust.

3. Impact of the Pandemic:

   • The shift to digital and on-demand media has accelerated changes in ad buying behavior.
   • Marketers are becoming more cautious with long-term commitments and are placing more conditions on reserved buys.
   • Traditional sales models are under pressure, and self-service and programmatic buying are growing in importance.

Key Strategies for Ad Sales Leaders

1. Reimagine Trust

• Build user authentication strategies: Analyze non-authenticated users using cookies and model their behavior to prepare for a cookie-less future.
• Establish trust in measurement and reporting: Use established solutions or partnerships to ensure transparency and accuracy.
• Enhance user experience with trust: Ensure messages, images, and journeys reflect user needs and values.
• Offer value in exchange for authentication: Personalize offers, provide discounts, and deliver exclusive content to encourage user data sharing.

2. Address Sales Workforce Challenges

• Adapt to remote and hybrid work models: Develop a flexible workforce that can handle both in-person and virtual interactions.
• Upskill and cross-train teams: Ensure sales teams are proficient in virtual selling tools and emerging technologies.
• Improve team collaboration: Address gaps in interdepartmental communication and develop a unified approach to ad sales.
• Reconsider talent sourcing: Focus on hiring the best candidates regardless of location, leveraging remote and freelance talent.

3. Rethink Sales Tools

• Leverage AI and ML for insights: Use data-driven tools to analyze ad performance and optimize targeting.
• Segment buyers effectively: Tailor interactions based on buyer category, size, and behavior.
• Explore new channels and formats: Consider audio, shoppable content, and live stream commerce as potential growth areas.
• Implement automation and self-service models: Use BPO and technology to streamline processes and offer differentiated support.
• Develop a full-funnel solution: Combine automation with human expertise to serve different client needs efficiently.

Critical Responses from Industry Leaders

• Trust is essential: Advertisers and users expect transparency and value in data handling.
• Adaptability is key: Sales teams must be versatile and ready to shift strategies in response to market changes.
• Technology is a game-changer: AI, AR, and other emerging tools can help ad sellers create more personalized and effective ad experiences.

Conclusion

The digital ad industry is at a crossroads, driven by privacy regulations, technological advancements, and shifting consumer behaviors. Ad sales leaders must reimagine trust, rethink their workforce, and leverage new technologies to stay competitive. The future of digital advertising depends on agility, innovation, and a deep understanding of user needs and market dynamics.

Authors

• Sheryl A. Goldstein – EVP, Member Engagement & Development, IAB
• Peri Shamsai – Managing Director, Communications and Media, Accenture
• Sonia V. Gupta – Managing Director, Media and Entertainment, Accenture
• Mark Flynn – Global Research Lead, Communications & Media, Accenture

Contributors

• Louise N Barrere – Managing Director, Accenture
• Suzanne Broadley – Marketing, Accenture
• Justin Cadiou – Business Strategy Consultant, Accenture
• David Cohen – President and CEO, IAB
• Lisa Davis – Communications, Media & Platforms Global Industry Marketing Lead, Accenture
• Matt Fanno – Managing Director, Accenture
• Deleela Jones – Senior Director Marketing, IAB
• Carryl Pierre-Drews – SVP Marketing and Communications, IAB
• Alexus Smith – Program Management, IAB
• Jonathan Weitz – Managing Director, Accenture

About IAB and Accenture

• IAB (Interactive Advertising Bureau): A global trade association that supports the digital advertising industry through research, standards, and advocacy.
• Accenture: A global professional services company with expertise in digital, cloud, and security, offering strategic and technological solutions to the advertising industry.

Disclaimer

This document is intended for general informational purposes only. It does not take into account the reader's specific circumstances and may not reflect the most current developments. Accenture disclaims any liability for the accuracy and completeness of the information provided. Readers are responsible for obtaining legal, regulatory, or tax advice from their own professionals.