{"id":6288,"date":"2021-05-25T09:44:12","date_gmt":"2021-05-25T09:44:12","guid":{"rendered":"https:\/\/www.upstreamsystems.com\/press\/press-releases\/first-party-data-critical-for-mobile-ecosystem-to-take-back-digital-following-demise-of-cookies-says-upstream-at-mef-connects-2021\/"},"modified":"2022-07-15T12:02:14","modified_gmt":"2022-07-15T12:02:14","slug":"first-party-data-critical-for-mobile-ecosystem-to-take-back-digital-following-demise-of-cookies-says-upstream-at-mef-connects-2021","status":"publish","type":"press_release","link":"https:\/\/www.upstreamsystems.com\/pt-br\/press\/press-releases\/first-party-data-critical-for-mobile-ecosystem-to-take-back-digital-following-demise-of-cookies-says-upstream-at-mef-connects-2021\/","title":{"rendered":"Os Dados PRIM\u00c1RIOS s\u00e3o Cr\u00edticos para o Ecossistema Mobile na Retomada Digital ap\u00f3s o Desaparecimento dos Cookies, Afirma a Upstream no MEF CONNECTS 2021"},"content":{"rendered":"\r\n

As controllers of first-party data, mobile network operators (MNOs) are able to play a key role in helping advertisers build and maintain a marketable userbase following the demise of third-party cookies and changes to Apple\u2019s privacy policies. The digital marketing ecosystem waits to see whether they can rise to the challenge according to mobile marketing specialists, Upstream<\/a>, who will speak at the MEF CONNECTS Digital Transformation 2021<\/a> virtual conference, running from 25 – 27 May.<\/p>\r\n\r\n\r\n\r\n

\"\"<\/a><\/figure>\r\n\r\n\r\n\r\n
\r\n

During his keynote, Upstream\u2019s Deputy CEO, Kostas Kastanis, will talk about the seismic shifts in the digital marketing landscape, including Google\u2019s decision to abolish third-party cookies in 2022. Kastanis reflecting on what this might mean for advertisers, says, \u201cThe only way advertisers survive this is if they establish their own marketable user-base with first-party data. Mobile network operators, with their unparalleled reach and insights could become advertisers\u2019 new best friends as they tackle the big task of building first-party data rapidly and at scale.\u201d<\/em><\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n

Kastanis also commented on how the digital marketing ecosystem is becoming more intimate and personalized, highlighting that channels such as SMS marketing and direct messaging are likely to emerge stronger than ever in the coming years.<\/p>\r\n\r\n\r\n\r\n

\r\n

\u201cWe\u2019re now seeing direct messaging re-emerge as one of the most effective forms of marketing – it\u2019s highly personalized, intimate and allows users to engage at their own convenience,\u201d Upstream\u2019s Deputy CEO said. \u201cIn the US in particular, we\u2019re already seeing a boom in funding for SMS marketing companies as businesses start to realize the potential of text-based conversational commerce. As third-party data dies away, first-party data will have to rise to take its place<\/em><\/p>\r\n<\/blockquote>\r\n\r\n\r\n\r\n

Head of Secure-D at Upstream, Geoffrey Cleaves, will also deliver a keynote on mobile ad fraud, sharing Upstream\u2019s own insights and data into how the pandemic has led to an increase in malicious activity and malware. After processing 1 billion mobile transactions and service sign-ups for 35 mobile operators in 23 emerging markets covering nearly 840 million users, Upstream found 46,000 malicious apps in circulation, and blocked 95 percent of all attempted transactions as suspicious. Cleaves will discuss how those in emerging markets have been disproportionately impacted by fraud and malware, and the challenge this presents MNOs and advertisers moving forward.<\/p>\r\n\r\n\r\n\r\n

Chrysa Karamanidi, Upstream\u2019s Chief Innovation Officer will also participate in a panel on Conversational Commerce where she will discuss its benefits and channels for increasing conversion rates, decreasing acquisition costs, providing better user experience pre sales and post sales, combining it with other channels (such as web flows) to achieve the above. She will show how Upstream and their clients, MNOs and other verticals, are already using conversational commerce, via the company\u2019s new customer acquisition and engagement platform which already includes the very popular RCS and other channels.<\/p>\r\n\r\n\r\n\r\n

\"\"<\/a><\/figure>\r\n\r\n\r\n\r\n

Upstream\u2019s executives\u2019 keynotes and panel participations at MEF Connects are as below:<\/p>\r\n\r\n\r\n\r\n

    \r\n
  • Geoffrey Cleaves, Head of Secure-D, May 26th<\/sup>, 1.25pm (GMT), Keynote: \u201cFraud in the Funnel: A Pandemic of Fake Clicks and Leads, Malware and Bots and how to Stop it\u201d<\/em>.\u00a0<\/li>\r\n
  • Kostas Kastanis, Deputy CEO, May 27th<\/sup>, 11.05am (GMT), Keynote: \u201cBack to the Future: Know your customer and SMSs<\/em>\u201d.<\/li>\r\n
  • Chrysa Karamanidi, Chief Innovation Officer, May 27th<\/sup>, 12.55pm (GMT), Panel: \u201cThe Real Power Of Conversational Commerce: How Can Marketers Harness it?\u201d.<\/em><\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n

    MEF CONNECTS Digital Transformation is this year\u2019s third online event in the MEF CONNECTS series. The event contains more than 30 hours of discussion and insights covering hot industry topics including Mobile Identity and Authentication, Direct Carrier Billing (DCB), Mobile Wallet, Mobile Advertising, Conversational Commerce, and more.<\/p>\r\n\r\n\r\n\r\n

    ###
    For more information please contact:<\/strong>
    Upstream Corporate Communications
    \u0395:\u00a0corp.comms@upstreamsystems.com
    P:\u00a0+30210 6618532\u00a0+30210 6618507<\/p>\r\n","protected":false},"excerpt":{"rendered":"

    Como controladores de dados prim\u00e1rios, as operadoras de redes m\u00f3veis s\u00e3o capazes de desempenhar um papel fundamental em ajudar…<\/p>\n","protected":false},"author":12,"featured_media":5758,"parent":0,"template":"","tags":[439,440,441,380,442,365,443,428,382,444,370,445,446],"acf":[],"yoast_head":"\nOs Dados PRIM\u00c1RIOS s\u00e3o Cr\u00edticos para o Ecossistema Mobile na Retomada Digital ap\u00f3s o Desaparecimento dos Cookies, Afirma a Upstream no MEF CONNECTS 2021 - Upstream<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.upstreamsystems.com\/pt-br\/press\/press-releases\/first-party-data-critical-for-mobile-ecosystem-to-take-back-digital-following-demise-of-cookies-says-upstream-at-mef-connects-2021\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Os Dados PRIM\u00c1RIOS s\u00e3o Cr\u00edticos para o Ecossistema Mobile na Retomada Digital ap\u00f3s o Desaparecimento dos Cookies, Afirma a Upstream no MEF CONNECTS 2021 - 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