Data Monetization via AdTech
As the death of 3P IDs, 3P tracking, and 3P cookies becomes imminent, it becomes critical that content publishers or game publishers take their data in house. Finally, ad blockers, and privacy browsers are already blocking a ton of publisher data.
Finally, consent to monetize the user data becomes mandatory so it's critical that every user and every aspect of data is consented and purpose limited. Blotout provides integrated consent and an ID mapping solution that automatically reduces compliance risk.
When are 3P cookies expected to go away?
More than 50% of users already don’t support 3P cookies or 3P AD-IDs; Google is expected to phase away 3P cookies and 3P AD IDs by the year 2023.
However, laws do not permit use of trackers until users have explicitly consented in the continental US and EU.
Can Blotout support 3P data integration based on consumer consent?
Yes (GA in Q4, 2021). With Blotout, every user is attached to a consent object. This enables Blotout to decide if the user has consented to map an ID and enable data appends automatically.
Figure: Demographic automated segments per ID
How does integrated consent management help?
Blotout ensures every user captured via the site or apps is mapped with a consent object. This enables the ability to check user consent at all ends of data management. The consent object decides if you can map customer id or run targeted ads via 3P providers, etc.
How does Blotout help with ID management?
Blotout automatically creates a PPID (publisher ID) for every user and then maps a 3P ID at the server end if the user is non consented or is a non GPC user. Once established, a link to services like Liveramp or ID.5 can be established. Once established Blotout enabled server sync for the excess IDs to partners that support 3P IDs for the consented user.
Finally, all of these activities are auditable and have audit logs to ensure that the publisher is compliant with local laws.
For non-consented users, Blotout will automatically rotate IDs per ad partner, ensuring that no permanent cross site IDs are ever shared.
Does Blotout support creation of 1P endemic segments?
Yes. The segmentation works very similar to a product manager creating segments for personalization. There are two tables to create segments from -- 1) customer journeys to build behaviors and 2) personas for demographic or other traits (male, age, etc.)
Figure: Create any 1P segment via Customer Events, Site Content or Persona
Does Blotout support text classification of my sites to provide contextual segmentation?
Yes. Blotout supports IAB text classification using Open AI (GPT-3). Finally, Blotout supports aggregated context segmentation based on multiple visitations.
Does Blotout support IAB segmentation?
Yes. IAB Segmentation is supported for publishers with site content only. Blotout parses text for every site link and categorizes it to a segment; a scoring method then enables aggregated weights.
Can Blotout sync my segments to my ad server?
Yes. Blotout supports most ad servers, including Smart Ad Server, or Google Ads Manager out of the box; add your credentials and good to go.
Can Blotout map to a 3P ID link provider like Liveramp or ID.5?
Yes. Via server side integration, Blotout uses API services from these providers to map against hashed emails or other hashed PII. If the user removes consent in the future, the IDs are automatically dropped and the Blotout ID for such users is changed to prevent tracking and de-linking the old Blotout IDs with providers.
Can Blotout ensure that ID link is enabled only for consented users?
Yes.