Liesbeth Bernaerts, IPG Mediabrands: Rethink everything

Summary

In this insightful podcast episode, Lisbet Bernards, the data and tech leader at IPG Media Brands Belgium, offers a candid perspective on the Belgian advertising landscape. She delves into the importance of data privacy, transparency, and the industry's preparedness for the cookieless future. Lisbet emphasizes the pivotal role of agencies as trusted intermediaries, fostering collaboration among publishers, clients, and experts. Her pragmatic approach highlights the need for quality data, consumer insights, and embracing innovative solutions like data clean rooms. With a focus on first-party data and measurement challenges, Lisbet envisions a future where privacy, automation, and ethical data practices reshape the industry for the better.

Takeaways

• 🇧🇪 The Belgian advertising market is small but pragmatic, focused on quality over quantity and collaborating closely with local publishers and partners.
• 📊 First-party data has been the priority in Belgium, as third-party data was found to be largely irrelevant and non-Belgian.
• 🔐 Data privacy, transparency, and ethical use of data are top priorities, with a strong emphasis on opening the 'black box' of data practices.
• 🤝 Agencies play a crucial role as trusted, agnostic middlemen, facilitating collaboration and consultancy between clients, publishers, and partners.
• 📈 Measurement and redefining KPIs are major challenges, as performance marketing comes under pressure in the cookieless future.
• 🌱 The industry is embracing data clean rooms, AI/ML, and automation to enhance data collaboration, insights, and activation.
• 💰 Budget allocation and recognizing the value of data will be key to driving the transition to first-party data and new solutions.
• 🌐 Local market nuances and regulations necessitate region-specific approaches and collaborations for effective data usage.
• 🔭 The future looks promising, with better quality advertising experiences, improved performance, and a more privacy-centric industry.
• 🤝 Fostering collaboration and knowledge-sharing between clients, agencies, and industry players is crucial for driving positive change.

Q & A

What is the primary topic discussed in the video script?

The script covers a conversation about the Belgian advertising landscape, data privacy, and the industry's preparedness for a cookieless future.

Who are the main speakers in the conversation?

The main speakers are Ben (the host) and Lisbet Bernards, who is the Data and Tech Leader at IPG Media Brands Belgium.

What is Lisbet's view on the Belgian advertising ecosystem's readiness for the cookieless future?

Lisbet believes that the Belgian ecosystem is pragmatic and focused on doing things solidly. She notes that third-party data was never significant in Belgium, which has helped the industry concentrate on first-party data.

How does Lisbet describe the role of agencies in the transition to a cookieless future?

Lisbet believes that agencies should position themselves as trusted, agnostic middlemen, facilitating discussions between clients, publishers, and other industry experts. Agencies should offer consultancy and implement solutions for clients.

What are some of the biggest challenges faced by clients in the cookieless future, according to Lisbet?

Lisbet mentions measurement and performance as significant challenges for clients, especially for larger clients focused on performance marketing. She also notes the need to redefine KPIs and marketing strategies.

What is Lisbet's opinion on the importance of transparency and privacy in the cookieless future?

Lisbet emphasizes the importance of transparency and privacy, stating that agencies and clients should be open about their data practices and not rely on opaque "black box" models. Privacy should be a top priority.

How does Lisbet envision the future of data collaboration and data clean rooms?

Lisbet believes that data clean rooms will become more prevalent and user-friendly, with drag-and-drop interfaces and automated modeling and prediction capabilities. However, she stresses that privacy must remain a priority.

What role does Lisbet see for local collaboration and standardization in the cookieless future?

Lisbet suggests the formation of a "first-party data club" or assembly where local players can collaborate, share data, and establish standardization, while still respecting market-specific nuances.

What excites Lisbet about the future of the advertising industry in the cookieless era?

Lisbet is excited about the prospect of better quality advertising, user experiences, and performance. She also looks forward to the integration of machine learning and AI in data-driven advertising solutions.

Who does Lisbet nominate for an upcoming podcast episode on identity architects?

Lisbet nominates Don Deepak and Mikel Basano from the National Lottery in Belgium, as they would offer an interesting client-side perspective on using first-party data and their plans for the cookieless future.