At OMD, we developed a framework that enables clients to transition smoothly into identity-based strategies while working with them to create a holistic ambition – addressing customer engagement goals and challenges. By focusing on this, we’re able to deliver effective solutions that answer our identity-led and innovation needs to stay ahead of the curve.
For instance, we worked together with The Trade Desk to use UID 2.0 – resulting in incremental outcomes for Macca’s and meeting our requirements from an identity and privacy perspective.
Now, we’re looking at Kokai to further strengthen our competitive edge – leveraging our wealth of data for the best possible customer experiences.
Florian Vaissiere
Group Transformation & Performance Director, OMD
Australia
Australia
“Identity solutions unlock greater flexibility in audience targeting – driving stronger brand connections in just a few personalised ads.”
The true embodiment of innovation, Florian has never stopped learning over the past decade. Constantly looking for opportunities to grow in and outside of his field, Florian took his career a step further – from performance buying and planning in London to digital strategy in Australia. At OMD, he continues to lead innovation through transformation and performance for Macca’s.
LET’S TALK INNOVATION
How are you innovating within identity solutions to stay competitive?
Which future developments in identity technology do you anticipate will give advertisers a stronger competitive edge?
With consumers demanding more personalised experiences, advertisers will have to meet their needs for better data privacy. Creating consumer journeys that cater to that is a genuine challenge, and programmatic will be reshaped by it.
To me, this will result in further developments around data connectivity – whether it’s between digital services and publishers, e.g. UID 2.0 or offline and online. Such programmatic tools built on delivering stronger connections between brands and consumers will give advertisers a greater competitive edge. Along with a variety of advanced measurement tools such as clean rooms.
To me, this will result in further developments around data connectivity – whether it’s between digital services and publishers, e.g. UID 2.0 or offline and online. Such programmatic tools built on delivering stronger connections between brands and consumers will give advertisers a greater competitive edge. Along with a variety of advanced measurement tools such as clean rooms.
What innovations do you see in programmatic that will redefine how advertisers approach audience targeting and media buying in the next few years?
AI – the whole industry is still trying to figure out how to best leverage it, given that it’s going to play a major role in the way we plan and buy inventory. That said, I believe that transparency shouldn’t come at the cost of automation for advertisers and I’m standing for solutions that balance this out.
First-party data-based innovations are also redefining these spaces, and linking them with robust measurement tools will be key to delivering value through programmatic buying.
First-party data-based innovations are also redefining these spaces, and linking them with robust measurement tools will be key to delivering value through programmatic buying.
