Telco-deterministic audiences are coming to SA. Here’s how advertisers will benefit
New MTN Ads service set to deliver a new level of accuracy and reliability in programmatic advertising
22 October 2024 - 08:46
UPDATED 22 October 2024 - 21:04
The need for higher-quality audiences is driving change in SA’s digital marketing sector, as advertisers and agencies come to realise traditional approaches to programmatic advertising leave a lot to be desired.
Tracking cookies, for example, have been found to yield match rates (https://www.adexchanger.com/content-studio/study-cookies-low-match-rates-cost-ad-tech-millions-moving-off-cookies-may-be-the-answer/) of just 31-45% (anything above 60% is considered good). Probabilistic IDs, meanwhile, are liable to result in irrelevant advertising, frustrated consumers and diminished campaign effectiveness, based as they are on inferences and best-guess approximations from patchy data...
Subscribe now to unlock this article.
Support BusinessLIVE’s award-winning journalism for R129 per month (digital access only).
There’s never been a more important time to support independent journalism in SA. Our subscription packages now offer an ad-free experience for readers.
Cancel anytime.
Questions? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now.