Tanya’s expertise sits at the intersection of digital transformation, advertising and telcos. Before co-founding Novatiq, she was Director of Mobile Data at Telefonica where she spearheaded the earliest developments of mobile network operator consent technology; later joining Vodafone to design a global customer data consent management platform which is still deployed across Vodafone’s footprint today.
Previous to that she operated a global digital division for Discovery International and developed and delivered the first digital services for BSkyB including the inaugural digital interactive television services.
A global thought leader and speaker on data privacy, Tanya is the chief product visionary at Novatiq, responsible for defining our best-in-class identity solutions and product roadmap.
ClickZ prescribed outline
1. Intro to Tanya and role within the company
2. Market problem inc. supporting data showing the market problem
3. Introduce Novatiq’s technology / who we serve
4. How we solve this market problem. Our USP
5. The parties our technology is designed for (who dose our solution serve)
6. Where our tech sits in the stack
7. Find out more…
1. Intro to Tanya and role within the company
Hi, I’m Tanya Field from Novatiq, and welcome to our Tech Talk.
I’m co-founder and Chief Product Officer at Novatiq… a provider of privacy-by-design verified ID solutions for digital marketing and advertising. Our technology is designed to verify first party IDs and make a brand’s first-party data safe to use in the ad-tech ecosystem. By safe we mean verified, fraud-free and privacy regulation compliant.
It’s my responsibility to bring new problem-solving products to market, and I manage teams who:
– Collaborate with clients
– Design and build problem-solving ID solutions
– Launch them to market
– Integrate them with partners for use throughout the digital advertising ecosystem.
2. Market problem inc. supporting data showing the market problem
Let’s start with the current market challenges that makes what we do so important. Consumer privacy has been pushed to the front of any company decision-making regarding data.
We saw privacy regulations including GDPR and the ePrivacy Directive in the EU and the California Consumer Privacy Act (CCPA) in the US altering the way digital advertising stacks work. The past year has seen a new challenge… one that brings a huge disruption to the operating model of the whole digital advertising sector.
Traditional mechanisms for identifying people online for advertising – third-party cookies and Mobile Advertising IDs – are either being deprecated (cookies) or devalued (Apple has made its ID For Advertisers opt-in, which is expected to diminish usage by up to 80%)
Without third-party cookies and with a restricted use of MAIDs, advertising will need to rely on the following:
• Walled gardens such as Facebook, Apple and Amazon who rely on authentication at scale within their own environments
• Authenticated identifiers that provide a limited addressable audience
• Inferred identifiers that enable publishers to fingerprint the devices to access sites with the aim of recognising returning devices
• Google’s open standards “Privacy Sandbox” that is focusing on aggregation and anonymisation, an approach it has reportedly admitted will adversely impact targeting
First-party cookies that will remain in place, but will be of limited value on their own as they are session based and do not enable cross-device user recognition.
These identifiers provide only a fraction of the scale that digital advertising needs to thrive.
Therefore, this is a global challenge that needs to be addressed through a new approach to identifying the majority of web users who surf the web without having first verified their identities by signing in to a GAFA account or any other logged-on solution.
– The current Adtech ecosystem was built around cookies… so to work within Safari, Firefox and now Chrome it pretty much needs to be completely re-architected
– Because Chrome OS accounts for 56% of global web traffic… the impact is far greater than when Apple and Mozilla took the same action
– Both, the management of data that powers digital audience targeting, and measurement is going to be more complex
– As a result, marketers are going to need to consider their first-party data strategies to prepare for the post-third-party cookie world
3. Introducing Novatiq’s technology
To enable publishers to verify users, we created a patented ID solution for the digital ecosystem- a telco-verified user ID – Zenith ID. It is a cross-domain ID verification solution generated by publishers and verified by telcos to establish consistent recognition of the same user for consented first party profiling and accurate analytics.
This identifier is unique to the publisher or a publisher group; and no personal data is ever shared outside the telco network.
To then enable advertisers and brands to activate an audience, we provide a second ID solution – a dynamic ID for audience activation – Hyper ID. It is a transactional, anonymous and unique token or “ID” that enables publishers to action consented first party audience segments or cohorts, without any personal data ever entering the ad tech ecosystem.
It’s a real time solution that activates the audiences, even against anonymized and ghost users at either audience or cohort level. Once the token has fulfilled its purpose, its ability to be re-used evaporates, without leaving any breadcrumbs. We integrate with telcos worldwide using our network-grade cloud technology. This allows us to carry out consented user-mapping safely and securely behind the telco firewall.
4. How we solve the problem? Our USP.
Novatiq is dedicated to providing advertising as a service and not as an interruption. Given that telcos are at the centre of each and every digital interaction our solution to the market problem is in-network cookie-less IDs that create a verified ID for publishers and brands so that advertisers can activate precise first-party audience targeting, including telco first party deterministic data. As such, it’s a win-win-win situation.
– We enable telcos to use their unique position in the market to provide a valuable scaled alternative to secure ID solutions and utilise their consented first party data to reach highly targeted audiences
– We enable publishers to join the dots within both their own ecosystems and the open web through a unique publisher specific ID for each user. This ID enables extended addressability as it focuses primarily on anonymised or “ghost” users, providing a 360-degree view of users across all devices
– And we enable the buy side of the advertising ecosystem to put the right campaigns in front of the right pseudonymised audiences in real-time.
Our Fusion platform provides the ecosystem with the two-layered ID solution that is patented by Novatiq… so we’re the only company within the advertising industry to offer first-party customer intelligence from telco operators as a method to verify audiences. This new way to process IDs that is consented and entirely secure, puts privacy first and gives consumers control… opens up a whole range of opportunities for different businesses across the ad ecosystem.
5. The parties our technology is designed for (who does our solution serve)
To begin with, telcos.
We enable them to create an ID currency for marketing and advertising. This ID currency can be utilised by them for their own marketing and advertising and can also be provided as a service to digital content providers, both publishers and brands.
A great example of a telco internal marketing use case is the recent work we delivered for a renowned European telco that wanted to increase customer loyalty using programmatic media to reach users outside of their platforms.
Using the Novatiq privacy-by-design ID and the telco first party data to create and deliver the targeted audience through the Novatiq solution, the telco saw page views increase by 29%, bounce rates come down by 65% and display viewability outperform expectations at 90%. Using the Novatiq solution gave the telco control of their 1-2-1 digital customer communications without wasting budget on 3rd party data buys to reach their own customers.
Secondly to benefit, the publishers.
Novatiq helps publishers overcome the demise of the third-party cookie with a verified ID that can be used to:
– Leverage their first party audience segments for advertising propositions
– Increase publisher sell-through
– Create profiles for their own anonymous user traffic
– Drive their own targeting
– Power analytics
Whilst other ID solutions are unified, Novatiq’s Zenith ID has been specifically designed to enable individual publishers, or groups, to understand and use their consented first party audience profiles in the broader market.
For scaled use of first party data at a cross-publisher level a standardised first-party data taxonomy is utilised to enable multiple publishers to participate in first-party audience delivery activated through the Novatiq Hyper ID – with no requirement for any inter-party personal data transfer. We simply use the Zenith ID and the segment code from each publisher to create the audience.
In addition, with the telco-verified user ID, publishers can create first party data profiles against their existing users to either attract new look-alike prospects or to provide enhanced services.
Third, the adtech ecosystem.
Our dynamic Hyper ID provides reassurance to marketers (DSPs and SSPs) and their clients that the audiences they are reaching are attributable and safe. It enables agencies, marketers and advertisers to put their ads in front of the right audiences and generate better campaign performance through the use of first-party data, including consented deterministic telco data.
6. Where we fit in the ID ecosystem
Within the advertising ecosystem there a number of different types of IDs delivered by multiple ID providers; and since the announcement from Google this number is on the increase! Broadly, the types of IDs available fit into one of the following categories:
– User-level IDs such as unified IDs which are consistent across domains and usually linked to email addresses gathered through authentication
– Device-level IDs such as ADID or IDFA
– Probabilistic IDs based on fingerprinting
The Novatiq Zenith and Hyper IDs are user-level IDs but not cross-domain. Instead, as previously explained the Zenith ID is first-party and publisher specific and the Hyper ID is dynamic and valid for a single transaction.
Novatiq’s ID solutions can be used in isolation or are completely interoperable with other ID solutions in the market, so advertisers and publishers don’t have to compromise by choosing only one.
Publishers, advertisers, adtech companies and telcos can benefit from a number of features to:
– Join the dots and enable a 360 view of audiences
– Precisely target audiences for better campaign performance
– Enrich inventory
– Create personalised experiences
– Measure on a cross-device level
– Eliminate fraud
– Provide advertising as a service
Whilst maintaining confidence in using a privacy-by-design solution that delivers security and creates trusted business partnerships.
7. Wrap Up
So that’s Novatiq in a nutshell. A provider of privacy-by-design verified ID solutions for digital marketing in the post-third-party cookie world. If you’d like to find out more, please get in touch via our website or email us [email protected]
Thanks for listening.