The Media Industry needs to embrace the world of Personified Advertising, says Ogury’s UK Country Director, Ossie Bayram. 

In his plea, which is part of MAD//Fest’s and New Digital Age’s 99//Club, Bayram says that the industry “needs to expand its horizons in 2022”. This is largely because the most “valuable metric in buying” is going, the individual user ID. Therefore, advertisers need to start “rushing out solutions at a pace to future proof themselves”. 

However, with many of these solutions mainly based on contextual and semantic data they lack one key ingredient, “audience intelligence". Yet, some companies are still holding onto the old way of targeting and “clinging onto the cookies and IDs they hold dear to their heart”. 

Bayram believes that media buyers now have to rely on a new class of technology. One that both meets the “performance that advertisers demand whilst respecting the privacy of the end-user.” For him the answer lies in Personified Advertising. 

In his 99//Club video, Bayram says that Personified Advertising is great because it relies on audience interest data that can be used to quality the impression rather than the personal data used to qualify the user. Most importantly, he says that, “we can finally release ourselves from the shackles of cookies and IDs!” 

Listen to his 99 seconds here. 

Run in partnership with New Digital Age, the 99//Club is a year-round community platform for practitioners to share their vision on how to address industry challenges in just 99 seconds. Key themes include making marketing a force for good, addressing structural industry issues, and creating new frontiers for brands through creativity, innovation and technology.

How to get on board and join the 99//Club.

1. Please upload your video of no more than 99 seconds here:

https://u.pcloud.link/publink/show?code=kZ6ClUXZA0cowtsJcg7IHWN2y1yIbVuRQ3UV

This folder is protected with a password - 99//Club In the file name, please state the name of the speaker and their job title and company.

2. MAD//Fest and New Digital Age will select the best submissions on a weekly basis and include them in our newsletters and via social media channels.

3. Content that is deemed to be a sales pitch will not be accepted. 

4. Video files should be in 16:9 ratio and be in 1920 x 1080 resolution (Full HD)

5. Videos should be no longer than 99 seconds. Videos that are over 110 seconds will not be considered.

6. Please contact aoife@madfestlondon.com if you have any issues uploading your video.