Transforming Data Practices for Winning Strategies: A Guide for Publishers in SEA

71% of brands, agencies, and publishers are currently or planning to grow their first-party datasets, nearly twice the rate of just two years ago (41%) (IAB labs).

Angelina Eng, VP of Measurement, Addressability & Data Center at IAB, emphasized that addressing data quality issues requires brands, agencies, and publishers to embrace innovative analytical techniques such as artificial intelligence, machine learning, and media mix modeling, which rely less on tracking signals and third-party cookies.

I couldn’t agree more. In Southeast Asia, the integration of advanced data practices mirrors global trends but also reflects regional nuances. 

A mobile-first approach is not optional 

Southeast Asia boasts one of the highest mobile penetration rates in the world. Publishers will need to: 

• Optimize Mobile User Experience: Peak usage times, preferred content formats, and interaction patterns can play a pivotal role in enhancing engagement and retention.
• Personalized Content Delivery: Mobile users appreciate content that resonates with their preferences, and AI can help curate these recommendations effectively by analyzing past interactions and predicting future interests.

Content creation needs a nuanced approach   

Southeast Asia is extremely diverse and one size truly doesn’t fit all. Data analytics and AI can play a crucial role in deciphering these preferences and tailoring experiences. 

• Adapt Content to Local Preferences: Machine learning and AI can help analyze local trends and preferences. This can include popular topics, regional events, and cultural celebrations. Creating content that aligns with these insights ensures it resonates with the target audience.
  
• Language and Tone: Different regions have distinct linguistic nuances. AI-powered natural language processing (NLP) can help identify the most effective language and tone for different markets, ensuring the content is culturally appropriate and engaging.

Technological Infrastructure suited for advanced data practices 

The region has advanced technological infrastructures that facilitate the seamless adoption of new data practices. 

Advanced data practices, supported by AI, enable publishers to explore new monetization models. This includes programmatic advertising, and personalized ad placements, all driven by data insights and predictive analytics.

Key data practices for publishers for 2024 and beyond:

1. Advanced Customer Identity Stitching: The new generation of CDPs, like Hightouch, enables publishers to create comprehensive customer profiles from siloed datasets. This holistic view enhances audience segmentation and targeting precision, driving better ad performance.
   
2. Real-Time Data Processing and Identity Resolution Services: Advances in database management technologies enable CDPs to process data in near real-time. Publishers can use Redshift, Snowflake, and Databricks for superior analytics, leading to more effective ad campaigns. AWS’s identity resolution service enhances collaboration and data enrichment, improving audience matching and targeting. Publishers can improve their audience matching and targeting by integrating these services with their existing infrastructure.
   
3. Data Collaboration Platforms: Beyond clean rooms, new data collaboration technologies enable more streamlined data enrichment, targeting, and measurement. Publishers can enhance their data capabilities by adopting these platforms, leading to better ad performance and revenue growth.
   
4. Adapting to the Cookieless Era: With the shift to a cookieless environment, publishers need to focus on incorporating first-party data into their AdTech strategies. By combining advertising data with anonymized audience, behavioral, and transactional data through Customer Data Platforms (CDPs), Southeast Asian publishers can maintain data ownership and improve ad targeting.
   
5. Optimizing Infrastructure Costs: As new data enters the ecosystem, infrastructure costs may rise. Southeast Asian publishers can minimize waste and reduce costs by optimizing cloud computing expenses and application design patterns, leading to more sustainable and cost-effective operations.

To maximize revenue, Publishers need to collaborate with the right partners.

Leveraging data and AI to deliver the best experience will require expertise and solutions. Building this in-house won’t always be feasible and here’s where AdTech partners will play a pivotal role. Whether it’s the infrastructure or new monetization models, whether it’s getting the most out of each visitor or optimizing costs, AdTech firms will now move from being solution providers to strategic partners.