MarTech Interview with Peter Ibarra, Head of Adtech Solutions at Amperity

Peter, could you please share a bit about your professional journey and how it has led you to your current role as the Head of Adtech Solutions at Amperity?

My professional journey has been an exploration of the intersection between data, technology and strategic partnerships within the adtech and customer data space. Before joining Amperity, I served as the Director of Strategic Initiatives at Dstillery, where I played a pivotal role in fostering strategic partnerships and managing data integrations. This experience allowed me to deeply engage with the evolving landscape of adtech, data analytics and audience targeting.
My responsibilities extended beyond partnerships as I led Dstillery’s internal Alignment & Innovation committee, overseeing the development, implementation and promotion of the company’s mission statement and principles + values. This role honed my skills in aligning organizational objectives with innovation, a crucial aspect in today’s rapidly changing digital ecosystem.
Now, as the Head of Media & AdTech Solutions at Amperity, I’m at the forefront of driving product strategy across various domains, including digital media, Retail Media Networks and post-cookie audience activation. Amperity’s focus on using AI to deliver a comprehensive and actionable Customer 360 aligns seamlessly with my passion for cutting-edge technologies and strategic initiatives. It’s an exciting journey, and I’m thrilled to be leading the charge in navigating the challenges and opportunities presented by adtech and customer data at Amperity.

With Google’s deprecation of third-party cookies, what implications do you foresee for brands, and what steps should they take to adapt to this significant shift in digital marketing?

The deprecation of third-party cookies has profound implications for organizations in the digital marketing landscape. We’re at the forefront of this transformation and work with some of the largest advertisers as they grapple with these challenges. What we see is an opportunity for brands to improve results by taking control of their data processes. As regulatory pressures make third-party cookies and identifiers obsolete, the brands we’ve seen succeeding are the ones who take on ownership of their media and data operations. This includes building robust first-party data strategies, enhancing customer engagement through personalized experiences, and actively testing alternative technologies like identity solutions and contextual targeting. Emphasizing transparency and communication with users about data usage is crucial to maintaining brand trust in this evolving ecosystem.

How do you anticipate Google’s decision to deprecate third-party cookies will impact consumer privacy, and what measures can brands take to ensure responsible data practices in this evolving landscape?

The decision to remove third-party cookies is the result of consumers losing trust in how their data is used and transacted against in digital environments. While most of the focus is on Google, many companies have already reduced unauthorized third-party tracking and data misuse by giving consumers more control over how their personal data is collected. Brands can contribute to responsible data practices by prioritizing consent-based data collection, adopting privacy-enhancing technologies, and providing users with clear information about how their data is used. Exploring new consent incentives, testing alternative training methods, and complying with emerging privacy regulations will be essential for brands to ensure a secure and ethical approach to consumer data that improves data accuracy, enhances customer relationships, and leads to more effective personalization strategies in the post-cookie era.

In the absence of third-party cookies, what alternative technologies or strategies do you believe will emerge to replace them, especially concerning marketing teams’ tracking and data analytics processes?

Marketing teams will turn to alternative technologies, such as first-party data, contextual advertising and data clean rooms, to identify and engage with their customers. Additionally, AI will play a pivotal role in enhancing the effectiveness of these strategies. AI-driven analytics and machine learning algorithms can efficiently analyze vast datasets, uncover meaningful patterns and provide actionable insights with precision.
These tools will enable marketing teams to do more with less which is critical in today’s economic environment. As digital teams navigate the shift away from third-party cookies, embracing AI technologies will not only compensate for the loss of tracking granularity but elevate their overall data analytics capabilities.

As brands shift from third-party to first-party data collection, what challenges and opportunities do you foresee in this transition, and how can brands navigate this transformation effectively?

The shift brands need to make is transitioning their core identity strategy from a rented third-party identity graph to an owned and operated one that incorporates first, second, and third-party inputs. This presents unique challenges including the need to build and manage comprehensive data collection strategies, break down internal data silos, and have a foundation that’s agile for the evolving privacy realities. Brands can navigate this transformation effectively by investing in solutions that automate and streamline processes that make data actionable. Collecting data without a plan for making it usable will inhibit the potential of first-party data.

Considering the demise of third-party cookies, how do you predict this will impact digital advertising and marketing strategies, and what adjustments do brands need to make to stay effective in reaching their audiences?

First and foremost, brands must shift towards more privacy-conscious and consent-driven approaches. This includes investing in contextual advertising, exploring first-party data partnerships, and embracing emerging technologies like machine learning for audience segmentation. To effectively reach their audiences, brands should prioritize customer trust, deliver personalized experiences, and adapt their measurement metrics to focus on engagement and customer lifetime value.

How do customer data platforms support brands in adapting to the changes brought about by the deprecation of third-party cookies, and what role do they play in facilitating seamless transitions in data management?

CDPs enable centralized data management, allowing brands to consolidate and use their first-party data effectively. This can happen if CDPs provide a unified view of customers that includes online and offline data sources. It’s critical that multiple inputs are used in order to drive personalized marketing efforts and reduce reliance on third-party graphs. CDPs also support compliance with privacy regulations by providing tools that support the transition to a first-party data strategy. In essence, CDPs act as a linchpin for brands seeking a seamless transition in data management amidst evolving privacy landscapes.

On a personal level, what strategies or approaches have you found most effective in navigating the rapidly evolving landscape of adtech and marketing technologies throughout your career?

Being curious has been a constant throughout my career and it’s about more than learning emerging technologies. It’s about taking equal, if not more interest, in the people behind them. There is more we don’t know than what we do so when we can tap into a colleague or partner’s passion, there is a lot we can learn from one another.
I believe strongly that the coming changes will require internal and external stakeholders to work together to find new ways of working. Fostering a culture that encourages innovation and collaboration is critical for any organization to uncover opportunity. As brands navigate the coming challenges, I encourage them to lean into their network and identify the partners who want to grow with them versus solving a short term problem.

Based on your experience, what advice would you give to our readers who are industry professionals looking to navigate the changing landscape of adtech and data privacy?

Test and learn! We are entering an unprecedented time in the digital media ecosystem and it’s critical for brands to lean into the changes. Stay informed about trends and emerging technologies, tap into your network to share learnings and find ways to experiment with new tactics. The clients we see driving early success are those who are curious and unafraid to ask the hard questions.

As we conclude, what final thoughts or key takeaways would you like to share with our audience?

If there’s one thing advertising leaders can take away from this article, it’s that signal loss is already here. While there is a lot of attention on Google’s recent 1% announcement, the reality is signal loss was already at 50-60%. These changes are merely adding to what is already a very real data fidelity problem. The early movers, who actively test new strategies, will pull ahead of their competitors and find efficiencies in their marketing outcomes. The time to test and learn is now, before Google turns off the lights completely.

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