Essence's Aarti Bharadwaj on the AMI Framework, Personalisation, and Analytics Consulting

On this week's MadTech Podcast, Aarti Bharadwaj, Senior Vice President APAC, Client Analytics at Essence, joins ExchangeWire's Grace Dillon and Mat Broughton to discuss the DAA's new AMI framework, personalisation, and consumers paying for an ad-free internet. Bharadwaj also shares more detail about the role and purpose of analytics as a consulting service.


DAA launches initial certification for AMI providers

How will the DAA’s certification process fit into a landscape of tightening data privacy regulation? 

The Digital Advertising Alliance (DAA) has launched its initial certification process for providers of Addressable Media Identifiers (AMIs), which enable numerous important functions for ad-supported digital content, including relevant advertising, outcome optimisation, and measurement tools. 

Under the DAA, companies who use or plan to use AMIs must prove their compliance with the Framework for Addressable Media Identifiers. The Framework was released by the industry body earlier this year, and dictates that AMI providers must safeguard consumer privacy by outlining both permitted and prohibited uses of data. Companies who embark on the initial process will gain an interim six-month certification, and then receive a full accreditation following their successful completion of the process’ requirements.

The DAA is currently finalising its compliance guidelines to ensure the certification can be independently audited and is contractually enforceable. Additional certification providers or other options for certification may be announced in future. 


The future of mobile targeting will be in-app personalisation

Is in-app personalisation the future of advertising on mobile? 

Mobile advertising in the aftermath of Apple’s App Tracking Transparency (ATT) framework will be shaped by in-app personalisation, and not probabilistic attribution, asserts Mobile Dev Memo’s Eric Seufert. Probabilistic attribution promises something that is no longer feasible since Apple introduced initiatives (ITP and ATT) that removed user-level identifiers – user-level campaign attribution in mobile.

To Seufert, probabilistic attribution is unsustainable – there are already a number of impracticalities associated with using it at channel level, and these issues would only be more difficult to handle at campaign level. Furthermore, with Apple expected to crackdown further on fingerprinting and Google’s impending launch of GAID for Android, “advertisers must embrace a future in which conversions cannot be deterministically attributed to ad engagements with user identifiers”, says Seufert. As an identifier-free way to reach users and provide optimised advertising experiences, in-app personalisation will be key to mobile advertising, and is something that advertisers should be incorporating into the product environment, he adds.


Consumers will pay to be rid of targeted ads, survey finds

If given the option, do you think that large numbers of consumers would pay to avoid seeing ads?

More than 28% of consumers would pay USD $50 per month in order to stop being served targeted ads on social channels. That’s according to a study by Frontier Communications, which also found that just 5% of the 1,001 consumers they surveyed would pay to receive a more accurate targeting experience.

The findings add to arguments in favour of pursuing personalisation based on first-party data, with one commentator noting that the disdain some consumers have for targeted ads could be a boon for email marketers with the capacity to run personalised ads.