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MINT Joins The ADETEM Club for Marketing Directors in Paris  

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Recently, we tackled the pressing issues of cookie deprecation and attribution in a live TV show hosted by the ADETEM Club for Marketing Directors.

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The event was enriched by the expertise of our distinguished moderator, Eric Duchamp, CEO and founder of 3Altitude - Future Consulting.

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The insightful group of panelists included:

• Bruce Hoang, Digital, Data, Media & Social CRM Director at Orange France

• Carlo De Matteo, Co-Founder and Chief Operating Officer at MINT;

• Tristan Ougier, Country Manager France at MINT.

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The entire session, conducted in French, is now available online, complete with a comprehensive recap on the following MINT blog.  

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A must-watch conversation for every marketer! Don't miss out!

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The Cookieless Challenge: Delay and Adaptation

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Tristan Ougier from MINT kicked off the discussion by addressing the recent developments in cookieless advertising and highlighting Google's announcement from April 2024, which further postponed the complete phase-out of third-party cookies in Chrome.

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This delay underscores the complexity and significant impact of this transition on the advertising industry.

‍Bruce Hoang from Orange France viewed the delay as both a blessing and a curse.

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While it provides more time for preparation and strategy refinement, it also prolongs uncertainty and dependence on a fading technology.

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Orange has already invested in alternative solutions, such as strengthening organic social media communities and integrating contextual analysis tools.

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Carlo De Matteo dove into the industry's readiness – or lack thereof – for this seismic shift.

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Citing the IAB 2024 Outlook, he painted a picture of an industry grappling with uncertainty:

• 44% of respondents are sweating over cross-channel media measurement.

• 37% are losing sleep over having enough first-party data for targeting and activation.

• A quarter of the industry is still scratching their heads, trying to understand what cookie loss and platform changes even mean for them.

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"Many companies," De Matteo emphasized, "already need to rely on other ways to target the right audience anyway!"

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It was a wake-up call for anyone still hitting the snooze button on cookie alternatives.

From Precision to Prediction: The Shift in Marketing Approach  

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Here's where Carlo De Matteo really hit his stride, introducing a paradigm shift.  

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Picture this: instead of obsessing over individual user data, we're zooming out to see the bigger picture. De Matteo painted a vivid image of a vast ocean of data – impressions, clicks, conversions, creative content – all just waiting to be harnessed.

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"This concept of data ownership goes beyond first-party data," he explained, "encompassing the extensive array of information derived from multi-channel, multi-asset campaigns."

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De Matteo introduced the idea of viewing audience data merely as statistics. Imagine understanding how increased advertising spending on a particular channel impacts incremental sales, without needing to know every detail about individual users. It's like having a bird's eye view of your entire marketing ecosystem.

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“From the vast amount of data that marketers have available, audience data is just a fraction, like the tip of an iceberg. There is so much more that lies beneath the surface." It was a call to action, urging marketers to dive deep into their data, armed with AI, to uncover insights that could revolutionize their strategies.

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Bruce Hoang saw this shift as an opportunity to enhance prediction and optimization capabilities. He stressed the importance of robust data management infrastructure and seamless AI integration to transform data into actionable insights.

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The Role of AI in Modern Marketing  

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Following Eric Duchamp’s lead, the conversation then turned to the current state and potential of AI in marketing.  

Carlo De Matteo highlighted that the global market revenue for AI in marketing is expected to grow by 31% this year, reaching $107.5 billion by 2028.

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He noted that while creative applications of AI capture imagination, the real impact is seen in operational enhancements, particularly in campaign budgeting and management.

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But it wasn't just about the big numbers. As De Matteo also shared how marketing leaders are already using AI for campaign budgeting and management, predictive planning and to enrich their first-party data, beyond creativity tasks.

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"The most significant potential of AI in marketing," De Matteo asserted, "lies in its ability to optimize processes, workflows, and media spendings."

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He emphasized that AI isn't just a tool for analysis – it's the key to making sense of the massive amounts of data we now have at our fingertips.

‍Bruce Hoang shared Orange's approach to AI integration, emphasizing the importance of data quality, system integration, and team training.

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He mentioned specific use cases like advertising spend optimization and algorithm behavior analysis on social platforms.

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Tristan Ougier also introduced the concept of a common AI layer for people, processes, data, and technologies.

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He stressed the importance of marketing teams leading AI-driven transformation within organizations, cautioning against the risk of other departments taking ownership of AI infrastructure.  

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Looking Ahead: 3-Year Plans for AI Adoption

In the final discussion, Bruce Hoang outlined Orange's plans for the next three years, which include making AI a central component of their marketing strategy.  

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Hoang envisions AI playing a dominant role in performance campaigns, with campaign managers primarily supervising and steering automated campaigns.

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For branding and consideration campaigns, he stressed the continued importance of creating and animating communities with conversational skills to generate engagement and feed social platform algorithms.

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As we wrap up this deep dive into the future of digital advertising, one thing is crystal clear: we're standing on the precipice of a marketing revolution.

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The death of third-party cookies isn't the end – it's a new beginning. And AI? It's not just a buzzword, it's your new secret weapon.

So, what's the game plan for marketers ready to conquer this brave new world?

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• Embrace the change: Privacy regulations are evolving, and so should you. Adaptability isn't just an asset; it's your lifeline.

• ‍Data is the new oil: But forget about third-party data. It's time to strike gold with your first-party data strategy. Build it, nurture it, treasure it.

• AI is your co-pilot: From predictive analytics to automated campaign management, AI is here to supercharge your marketing efforts. Don't fear it – harness it.

• Keep it human: In a world of algorithms and automation, your creativity and strategic thinking are more valuable than ever. Technology empowers, but humanity connects.

• Never stop learning: The only constant in digital marketing is change. Stay curious, stay hungry, and never stop upskilling.

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In this new era of digital advertising, the most successful marketers won't be those with the biggest budgets or the fanciest tools.

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They'll be the ones who can seamlessly blend data-driven insights with creative storytelling, who can leverage AI while maintaining a human touch.

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So, are you ready to revolutionize your marketing strategy? The cookie may be crumbling, but your future in digital advertising?

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It's looking brighter than ever.

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Let's embrace this new world of predictive intelligence, AI-powered insights, and human-centric strategies.

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The revolution starts now – and we are all in the driver's seat!

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