{"id":622499,"date":"2024-05-29T11:00:20","date_gmt":"2024-05-29T08:00:20","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/why-todays-cto-needs-to-be-a-composable-technology-officer\/"},"modified":"2024-05-29T11:00:20","modified_gmt":"2024-05-29T08:00:20","slug":"why-todays-cto-needs-to-be-a-composable-technology-officer","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/why-todays-cto-needs-to-be-a-composable-technology-officer\/","title":{"rendered":"#Why today\u2019s CTO needs to be a Composable Technology Officer"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_84 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a25724b08a12\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a25724b08a12\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/why-todays-cto-needs-to-be-a-composable-technology-officer\/#Advertisers_need_to_develop_new_media_strategies\" >Advertisers need to develop new media strategies<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/why-todays-cto-needs-to-be-a-composable-technology-officer\/#Complex_technology_requires_a_framework\" >Complex technology requires a framework<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/why-todays-cto-needs-to-be-a-composable-technology-officer\/#The_challenge_of_protecting_first-party_data\" >The challenge of protecting first-party data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/why-todays-cto-needs-to-be-a-composable-technology-officer\/#Takeaway_Composable_architecture_is_the_foundation_for_future_advertising_processes\" >Takeaway: Composable architecture is the foundation for future advertising processes<\/a><\/li><\/ul><\/nav><\/div>\n<div id=\"article-main-content\">\n                            <span style=\"font-weight: 400;\">With Google\u2019s <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/digiday.com\/marketing\/google-delays-third-party-cookie-demise-yet-again\/\"><span style=\"font-weight: 400;\">repeated postponements<\/span><\/a><span style=\"font-weight: 400;\"> of cookie deprecation, many businesses face the prospect of making significant changes to the way they operate. And it\u2019s the CTO who is mainly responsible for supporting these changes, as new <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">media<\/a> strategies require innovative technical <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>roaches.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While keeping an eye on their <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> options as they continue to drive digital transformation projects \u2014 Generative AI, large language models and automation, for starters \u2014 CTOs charged with steering organisations through the brave new world of advertising should have one phrase at the top of their to-do list in 2024: be more composable. But why is this new industry mantra so important?\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Advertisers_need_to_develop_new_media_strategies\"><\/span><strong>Advertisers need to develop new media strategies<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The shifting nature of the advertising landscape, shaped by Google\u2019s plans to shutter third-party cookies, growing consumer awareness of privacy issues, and an ever-changing regulatory picture, means brands need to create new media strategies.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While Google has deferred the cookie\u2019s demise several times, continuing to use third-party identifiers is no longer a realistic or sustainable option. They will \u2014 eventually \u2014 be switched off, and they\u2019ve never been perfect in terms of accuracy and performance anyway. Consumers are increasingly <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.nanointeractive.com\/tipping-point-research\/#:~:text=The%20majority%20of%20internet%20users%20(70%25)%20are%20now%20blocking%20cookies%20or%20otherwise%20masking%20their%20personal%20information\"><span style=\"font-weight: 400;\">rejecting tracking cookies<\/span><\/a><span style=\"font-weight: 400;\">, too, so continuing to use them would damage a brand\u2019s reputation.<\/span><\/p>\n<div class=\"inarticle-wrapper latest channel-cta hs-embed-tnw\">\n<div id=\"hs-embed-tnw\" class=\"channel-cta-wrapper\">\n<div class=\"channel-cta-img\"><img decoding=\"async\" class=\"js-lazy\" src=\"https:\/\/s3.amazonaws.com\/events.tnw\/hardfork-2018\/uploads\/visuals\/tnw-newsletter.png\"\/><\/div>\n<p><img decoding=\"async\" src=\"https:\/\/s3.amazonaws.com\/events.tnw\/hardfork-2018\/uploads\/visuals\/tnw-newsletter.png\"\/><\/p>\n<div class=\"channel-cta-input\">\n<p class=\"channel-cta-title\">The &lt;3 of EU tech<\/p>\n<p class=\"channel-cta-tagline\">The latest rumblings from the EU tech scene, a story from our wise ol&#8217; founder Boris, and some questionable AI art. It&#8217;s free, every week, in your inbox. Sign up now!<\/p>\n<\/div>\n<\/div>\n<\/div>\n<p><span style=\"font-weight: 400;\">The question businesses face now is: how do they reach their target audience in the future? Other ID-based solutions have their limitations; there are multiple ID options out there which will inevitably result in a fragmented landscape, and they\u2019re complicated for media owners to operate and support.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Targeting methods such as geolocation and contextual struggle to provide the accuracy and performance that advertisers need, while Google\u2019s Privacy Sandbox is limited to the Chrome browser.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, through the judicious use of first-party data, advertising strategies built around these alternatives can provide a better way forward for brands. Therefore, many businesses will want to test out a number of these options in order to find the methods that work best for them.\u00a0\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Complex_technology_requires_a_framework\"><\/span><strong>Complex technology requires a framework<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">While it\u2019s not for the CTO to make decisions on marketing strategy, they will need to facilitate experimentation with cookieless alternatives, which will require back-end flexibility. While the tech stack in any digital business is rarely static for any period of time, implementing additional solutions and supporting new platforms isn\u2019t simple. That\u2019s why adopting the principles of composable architecture makes sense.\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a nutshell, composable architecture is a principle that involves dividing a company\u2019s technical estate into small, simple components that can easily be connected to each other, combined and reused to build systems that support all kinds of business processes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Built in the cloud, components such as customer databases, ad servers, and the like can be connected through APIs with minimal technical skills required, and replacing or changing individual components is a quick and easy process. Compared to legacy infrastructure built on monolithic architecture, it provides a much better foundation for experimentation with new marketing tools.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Composable architecture offers businesses a way to be flexible and adaptable when it comes to direct collaborations with partners in the advertising ecosystem, whether they are publishers, retail media networks, identity providers, measurement providers, SSPs, or DSPs.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">APIs, microservices, and containers provide the building blocks that allow businesses to quickly build, test, and deploy composable solutions that enable these collaborations. These building blocks can then be reused and reassembled multiple times for each new collaboration.\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Where composable architecture becomes more technically challenging is ensuring that all connected components can effectively communicate with each other. Fortunately, as more software solutions for each element of a composable system become available, CTOs can choose those that best fit the organisation\u2019s purposes and developer-friendly APIs.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_challenge_of_protecting_first-party_data\"><\/span><strong>The challenge of protecting first-party data<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Marketing practices based on first-party data hinge on consent and consumer trust. While it\u2019s up to marketers and legal counsel to handle the consent collection, opt-out notices, and making the value exchange clear to the customer, it\u2019s the CTO\u2019s job to ensure that this sensitive data is protected at all costs.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This is another area where composable architecture brings clear advantages. Facilitating direct collaborations with partners \u2014 whether brands, publishers, or retail media networks \u2014 while ensuring the business retains complete control of its data requires the use of Privacy-Enhancing Technologies (PETs).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For example, to enable more accurate targeting, Secure Multi-Party Computation (SMPC) is a PET that enables several parties to analyse and extract insights from each other\u2019s data sets while maintaining the confidentiality of their own data.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Another PET, Differential Privacy, enables organisations to share insights with others without exposing any personally identifiable information (PII); while Synthetic Data enables the generation of a version of a data set that statistically resembles the real data, but does not contain any identifiable or real-world individual data.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With composable architecture, these PETs can be connected quickly and easily where required, and re-used for each subsequent collaboration where necessary.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Takeaway_Composable_architecture_is_the_foundation_for_future_advertising_processes\"><\/span><strong>Takeaway: Composable architecture is the foundation for future advertising processes<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The demise of third-party cookies is a golden opportunity for brands to design and implement new media strategies that respect consumer privacy and improve their advertising performance. CTOs need to think about how they can best support these methodologies to enable the marketing team to hit their KPIs and, in turn, help the entire organisation achieve its business goals.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Following the principles of composable architecture is the key for businesses seeking an agile, flexible, and scalable platform to underpin their advertising collaborations. Composable solutions can help organisations build sustainable, future-proofed advertising processes that can be tailored to each and every use case.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They also allow businesses to plug in multiple layers of protection for consumer data, ensuring the bond of trust with customers remains intact.\u00a0<\/span><\/p>\n<p><em>Alastair Bastian is the CTO at UK-based leading\u00a0data collaboration technology provider <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.infosum.com\/\">InfoSum<\/a><\/em>\n                        <\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/thenextweb.com\/news\/cto-composable-technology-officer-cookieless-future\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>With Google\u2019s repeated postponements of cookie deprecation, many businesses face the prospect of making significant changes to the way they operate. And it\u2019s the CTO who is mainly responsible for supporting these changes, as new media strategies require innovative technical approaches. While keeping an eye on their technology options as they continue to drive digital&#8230;<\/p>\n","protected":false},"author":1,"featured_media":622500,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/img-cdn.tnwcdn.com\/image\/tnw-blurple?filter_last=1&fit=1280%2C640&url=https%3A%2F%2Fcdn0.tnwcdn.com%2Fwp-content%2Fblogs.dir%2F1%2Ffiles%2F2024%2F05%2FCrumbling-cookie-e1716892722211.jpg&signature=f7b58b1f0328a47363b4caba3e55f5ca","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-622499","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/622499","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=622499"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/622499\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/622500"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=622499"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=622499"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=622499"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}