In this episode of Datalicious, Carsten Sander and his guests take a realistic look ahead – and voice an appeal that everyone in the market should hear. Carsten speaks openly and realistically with Kristian Meinken (CEO of pilot Hamburg), Aline Zenses (Managing Director DACH at Permutive), Nicole Mortier (SVP Account Management & Platform Solutions at Virtual Minds), and Robert Blank (CPO of Media Impact). Their key question: How can the open web be strengthened in competition with walled gardens? The panel discusses the importance of deterministic IDs, common standards, and technical interoperability in making reach transparently addressable and campaigns efficiently controllable. And they explain why now is the time to act.
Topics discussed in this episode:
- Strengthening the open web vis-à-vis walled gardens: Why deterministic IDs, cooperation, and clear standards are crucial for the open web to regain competitiveness vis-à-vis platforms like Meta.
- Addressability & frequency capping for efficient brand communication: The role deterministic identifiers (e.g. UTIC, NetID) play in cross-device reach, frequency control, and campaign efficiency – and why probabilistic approaches alone are not enough.
- Cooperation, standardization, and interoperability in the market: Publishers, tech providers, marketers, and agencies are discussing how to establish common standards, ID structures, and technical infrastructure.
- Quality, data protection, and new opportunities via AI and curation: How good advertising, clean rooms, AI-based data models, and curated products can help make quality visible, return budgets to the open web, and rethink target groups in the post-cookie era.
Takeaways aus der Podcast-Folge
1. Deterministic IDs make the open web future-proof: The open web can only compete with Meta, Google, and others in brand marketing if it has stable, scalable addressability across publishers.
2. Common standards are long overdue – we must act now: Successful solutions can only be developed if publishers, tech providers, and agencies clearly define what is needed and then tackle the challenges together.
3. Quality must become more visible – good advertising as a differentiator: Transparency, data protection, high-quality inventories, and auditing must be given greater priority in the future, in order to direct budgets toward reputable publishers.
4. Curation, collaboration, and AI create entirely new possibilities for the open web: Whether it’s frequency capping, audience building, or data collaboration, the technical foundations are being laid now. Those who get involved early will reap the rewards in the outcome era.
Chapters
00:00 – Intro: Welcome and introduction to the topic “open web vs. walled gardens”
02:48 – Kristian Meinken, Nicole Mortier, Robert Blanck, and Aline Zenses introduce themselves
05:26 – Is the open web competitive? Strengths, weaknesses & infrastructure
08:44 – Deterministic IDs for reach, frequency capping & addressability
13:08 – Standards and interoperability: Why cooperation is key
22:09 – Predictive IDs, AI & first-party data: Closing gaps in the open web
24:19 – Data protection & login quotas: Why ID coverage remains limited
28:30 – Frequency capping: a first joint use case
46:05 – Looking back: Development of ID technologies in the market
01:05:32 – Looking ahead: Future of the open web & a joint appeal