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THE YEAR AD TECH WENT TO THE CLOUD | ADEXCHANGER

Home Online Advertising The Year Ad Tech Went To The Cloud

Advertising Cloud


THE YEAR AD TECH WENT TO THE CLOUD

By James Hercher

Wednesday, January 3rd, 2024 – 6:44 am
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To the clouds!

While that may sound like a superhero catchphrase, it was actually the de facto
motto of martech and ad tech in 2023.

The deification of data clean rooms, the need for privacy compliance and this
year’s generative AI explosion were just a few of the trends pushing businesses
away from owning and maintaining their own servers and toward cloud-based tech
infrastructure.

Data-driven advertising is right at the forefront of this revolution.

These were the key trends driving cloud-based ad tech adoption over the past
year.







Snowflake’s chance in hell

Big Tech platforms not only have their own media and ad tech; they also have
their own cloud businesses.

So what’s an independent cloud-based advertising vendor to do? Competing with
the likes of Google and Amazon is no joke.

Frankly, this remains an open question.

The main challenger to the walled gardens is Snowflake.

Snowflake’s scale and penetration across industries is a huge advantage – and
there’s a lot of room to grow. It only seriously began treating media and
advertising as a category a few years ago, and it is primarily not a marketing
service.

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Yet Snowflake has carved out a unique position for itself. Although it competes
with certain Amazon Web Services (AWS) and Google Cloud Platform (GCP) tools, it
doesn’t replace those platforms wholesale. In fact, Snowflake is one of AWS’s
biggest clients, and the same goes for GCP.

Snowflake is also a default partner for many ad tech and media businesses
building up their cloud-based services.

For example, as privacy standards become more of a priority, Acxiom’s
third-party data segments are a tougher and tougher sell. But data matching with
privacy compliance is feasible in the cloud, since it can be accomplished
without having to shift data across the supply chain and without exposing
user-level info between parties.

This year, Acxiom launched a cloud-based data clean room model for its consumer
data brokerage built on Snowflake.

Meanwhile, NCSolutions – formerly Nielsen Catalina, seller of shopper marketing
data and another of the old guard of third-party data – launched a cloud-based
product so marketers can take advantage of its store receipt data. NCSolutions
uses Snowflake, LiveRamp and Habu.

And The Trade Desk and Narrative, a tech vendor that creates data marketplaces,
jointly released a new data sales product so advertisers, publishers and other
data providers can license one another’s data. This tool was – you guessed it
– also built on Snowflake.

Give ‘interoperable’ a chance

But there are also reasons for optimism for cloud-based ad tech that don’t
involve Snowflake.

In December 2022, both Google and Amazon launched their own third-party clean
room services. In other words, they allow outside companies to set up a clean
room without accessing Google’s or Amazon’s first-party data. Previously, an
advertiser using Ads Data Hub, Google’s data clean room, could only use
Google-owned ad tech and could never export campaign data, since that clean room
incorporated Google’s first-party IDs.

Google is also feeling antitrust pressure to allow integrations with third-party
services. A new clean room product called PAIR, created by the Google Display &
Video 360 DSP, plugs into any SSP, not just Google’s, and it also uses LiveRamp,
InfoSum and Habu – all independent, third-party providers – for ID matching.

The cloud for cloud’s sake

But despite independent contenders making some inroads over the past year, it’s
the walled gardens that have retained the most power in the cloud market.

Google and Amazon are leveraging their portfolios to dominate ad buying, media
selling and cloud infrastructure.

Although AWS and GCP offer third-party interoperability for their cloud-based ad
tech, the main benefits and the sharpest tools in their toolkits are reserved
for Amazon Advertising and Google Ads, respectively.

In early November, Amazon began trying out Amazon Audiences, a tool that
packages segments for local SMBs and services – the every-businesses that form
the backbone of Google and Facebook ad auctions.

These segments “are bonkers amazing,” Navah Hopkins, a pay-per-click advertising
consultant and evangelist for PPC vendor Optmyzr, told AdExchanger. It should be
noted, however, that they can only be used with Amazon Ads, since they rely on
Amazon marketplace data to form audience targets.

AWS also launched its own identity resolution service – essentially making the
point that any CDP or independent identity resolution service without its own
unique services or proprietary data is, well, worth $0.

And while, on the one hand, Google PAIR is an example of third-party openness
because any SSP can plug in, it’s also exclusive to the Google DSP.

The most important advantage for Google and Amazon ad tech when it comes to
cloud-based data may not involve clean rooms at all, since machine learning and
AI software starts with the clouds.

The AI boom

Artificial Intelligence.

AI-generated content, whether that be prompted text responses or realistic
images, has clearly surpassed the trendline that bound former buzzy bubbles,
like crypto and Web3. AI in general, and software-generated content in
particular, will be instrumental to the future of online advertising.

Google Ads’ primary AI-controlled ad optimization product is Performance Max.
(Dubbed PMax, it promises to outperform human media buyers.) So it’s no surprise
that PMax campaigns are the first for which Google will use auto-generated
creative.

Big brands are piloting generative AI tech to save time, analyze large data sets
and automatically fill out product descriptions.

Colgate-Palmolive, for instance, is testing ChatGPT’s enterprise software to
dynamically create copy for product description pages. And Rembrand, a startup
working with large CPG brands, uses AI to auto-generate virtual product
placement in social media videos.

Although, when marketers talk about AI content creation services, they often
don’t explicitly mention the cloud, you can bet that there’s a cloud tech
provider supporting them.

And, most likely, a hefty AWS or a Google Cloud bill.

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