Natalie Bastian
Chief Marketing Officer at Teads
Website Address: www.teads.com
Each week on “Marketing Champions”, our host talks to marketing experts across the country. This week our host speaks with Natalie Bastian from Teads.
To learn more, check out https://www.teads.com.
What is the biggest change in marketing that you see coming in the next 2 years?
Changes to privacy regulations and practices will undoubtedly affect how the digital media ecosystem is perceived. But in reality, if you look at the deprecation of 3rd party cookies, cookieless isn’t near, it’s already here. An estimated 40% of global web traffic is already ‘cookieless.’ That number jumps to nearly 60% in markets where Apple is the most dominant device.
So, I wouldn’t describe the shift to a ‘cookieless’ internet as the most significant change to the ad tech ecosystem. However, I would say that marketers and media owners need to be proactive in rethinking their technology stacks and partner with companies that have already developed proven, effective, and trusted solutions. Cookieless might already be here but the next set of regulations could be coming down the pipe, with suggestions that limiting IP application could likely be impacting CTV next.
Beyond that, I think we’ll see an industry-wide shift in the metrics we value, with attention crowned as the most important gateway to planning for business outcomes. When measured accurately, attention is proven to predict outcomes 3x better than viewability. This translates to better cost-effectiveness, giving clients value for every dollar in their marketing budget.
What makes your company unique?
With a team of more than 1,200 people working across 30 countries, Teads is unique in the ad tech space for the scale and sophistication of its operation. Teads is a consciously-built end-to-end platform enabling brands to connect with exclusive audiences through the premium content providers across every screen around the world. Through our exclusive global media partnerships, brands and agencies can reach almost 2 billion monthly unique users, representing 85% of worldwide connected consumers and more than 90% of the US population. All in attention-grabbing, brand safe environments that drive effective business outcomes.
Through Teads Ad Manager, our proprietary buying platform, Teads connects brands to the world’s most premium publishers. Moreover, as an end-to-end solution, Teads Ad Manager allows partners to leverage buy-side, sell-side, creative, data and AI optimization technologies. Scalability, accountability, and creativity sit at the heart of everything we do, and we believe technological innovation can make the advertising industry more sustainable during this period of change.
