It’s a good rule of thumb to be wary if an ad tech vendor says, “The end of third-party cookies is actually good for us!”
Sure thing, buddy.
Now, however, signal loss has brought us full circle, becoming beneficial for a creative tech platform like VidMob, which helps marketers track creative data and scale their creative production using AI. Brands won’t need ad IDs, third-party cookies or other identifiers to optimize the performance of their ad creative anymore.
A detail as seemingly unimportant as the font used in a video ad or whether an actress is holding a bottle of lotion or rubbing it on her hands can have a massive impact on an ad’s performance, says Alex Collmer, CEO and founder of VidMob, speaking on this week’s episode of AdExchanger Talks.
Combining these sorts of “tactical, visual signals” with behavior data, such as purchase information, clicks and view-throughs, can give brands insight into why an ad is working – or not – for a given target audience, Collmer says.
But there was a time not too long ago when performance marketers didn’t prioritize creative. In fact, when Collmer was pounding the pavement with his pitch deck during the early days of VidMob circa 2014, he says he was often told “the creative doesn’t matter – the algorithms are going to talk to exactly the right person at exactly the right time.”
“That’s all changing now in the wake of Apple’s moves and the pending demise of cookies,” says Collmer. Now, brands and agencies realize they need to look elsewhere for performance, including by making their creative “work harder,” he adds.
“We don’t have to pitch on creative anymore,” Collmer says. “[Signal loss] brings power and value back to the creative side.”
Also in this episode: Ultra running from one side of the Grand Canyon and back again (!!), musing on the inability of AI-generated art tools to properly render hands and feet and opining on the many thorny and unanswered questions about how algorithmically generated art and content will affect society.
For more articles featuring Alex Collmer, click here.
