In a cookieless world, attribution is old news. To future-proof, it’s time to focus on incrementality: the measure of supplemental business results that a campaign drives in aggregate, says Ryan Green, vice president of marketing and innovation at Coegi.
A strange dynamic has emerged. Unsurprisingly, TCF detractors are in high spirits. The drum they’ve been banging has finally been acknowledged by a regulatory body. But proponents of the TCF – or at least those on the opposite side of the fence from Ryan and his crowd – seem curiously comforted by the DPA’s decision.
Over the past few years, several factors created a storm that forced marketers to reexamine digital targeting and measurement, consumer consent and the technologies that power each of these functions. With change as the only constant, Gary Walter, CEO and president of Infutor, offers five predictions for the year ahead.
Walled gardens evoke privacy as a reason to clamp down on third-party data. But privacy and antitrust will finally catch up to the tech giants this year, and the result will be positive for the industry and for society writ large, writes Jason Bier, chief privacy officer at Adstra Data.
IAB Europe’s Transparency & Consent Framework is flawed and unfixable – and it’s time for the ad industry to stop desperately looking for workarounds, writes Ruben Schreurs, group chief product officer at Ebiquity.
In the past month, there’s been a flurry of Privacy Sandbox-related news. Are we on the brink of adopting universal standards for targeting and measurement? Salesforce’s Martin Kihn says “Not quite.”
Writer Charlie Warzel recently linked to a piece by University of Chicago’s Dr. Richard I. Cook called, “How Complex Systems Fail.” It’s a theoretical framework for assessing failure within medical systems. But in reading it, I couldn’t help but notice that Cook’s findings of complex system failure could apply to marketing technology, too.
Just over three quarters (76%) of advertisers are not confident or satisfied with current levels of transparency in the digital supply chain. Playing devil’s advocate, what supply chain is truly and fully transparent? Marc Goldberg, CRO at Method Media Intelligence, weighs in.
This year is not about Google. Or FLoC. Or Topics. It’s about focusing on what’s important. 2022 is the last opportunity for agencies and brands to come to grips with privacy changes and find workable solutions, writes Amy Fox, VP of product at Blis.
You can outsource a surprising amount of your operations to Big Tech. But that comes with a range of costs and risks that are important to weigh against the benefits and opportunities, writes Martin Coady, executive director of marketing technology and Tech Studio lead at VMLY&R.
Ever since the blog post by Vinay Goel, product director for the Privacy Sandbox, announcing Google’s Topics API proposal went live last week, “my channels have felt like an industrywide echo chamber filled with Google bashing,” writes Ruben Schreurs, group chief product officer at Ebiquity. But Schreurs has something to say: he’s not hopping aboard the “Topics API sucks” bandwagon.
In a post-cookie world, retail media networks have the potential to be an important channel in a brand’s comprehensive advertising strategy, writes Michael Ellgass, EVP for retail marketing solutions at IRI.
How is it that despite growth in data infrastructure, data systems and data experts, businesses still struggle to see clear ROI? The answer is: To truly tap into data, businesses need better enablement, access and workflows, writes Jason Davis, CEO and co-founder of Simon Data.
True data-driven marketing – as counterintuitive as it sounds – is not magic buttons. It’s people. Stop searching for the El Dorado platform to solve your problems. Invest in the precog and find those multi-stack tinkerers, writes Nirish Parsad, practice lead for privacy, identity and martech at Tinuiti.
The programmatic advertising landscape has never faced more complexity or challenges than it does today. However, at the same time, the opportunity for growth and refinement has never been greater. Here’s how marketers can take advantage of key trends shaping the space in 2022 and beyond, writes Sameer Sondhi, Co-CEO at Verve Group.
New data privacy legislation and shifting first-party data strategies will challenge marketers in 2022. But it’s talent that’s topping their list of concerns this year, writes Clint Tasset, CEO, Adswerve.
Change is coming to online identity, writes Anthony Katsur, CEO of the IAB Tech Lab. Resist the urge to plan based on hope or cynicism. Instead, focus on a defensible approach, whether you’re creating audiences as a publisher or connecting audiences between an advertiser and a publisher.
The customer data platform market for B2B organizations has lagged behind the B2C space to date. But, at last, it’s starting to take shape. Going into 2022, we’re going to see a lot of B2B marketers contemplating whether – and how – a CDP might fit into their tech stack, writes Craig Howard, chief solution architect for Merkle B2B.
Marketing on the web is undergoing a monumental shift as third-party cookies are phased out. But the real problem is that our industry has gotten so used to them that we’ve missed an important fact: Cookies were never intended to do the heavy lifting we’ve come to rely on, writes Erica Schmidt, Global CEO of Matterkind.
It’s time for brands to discard their overly simplistic preconceptions and misconceptions so they can serve their audiences with the right ads in the right way, writes Melody Lin, director of client strategy and insights at Aki Technologies.
As the CPRA tightens CCPA’s restrictions, are companies that process data for online behavioral advertising still considered “service providers” based on the CPRA’s new definition and parameters? Richard Eisert, partner and co-chair of advertising, and Zachary Klein, associate, both at Davis+Gilbert, dig in.
If you’re not familiar with the landscape (and unsure of where exactly you want to go), it’s easy to lose your bearings when presented with information that can prolong your journey – and deplete your budget – as you trundle toward your intended destination, writes Marc Goldberg, CRO at Method Media Intelligence.
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Joshua Koran, EVP of data and policy at Criteo. While it’s easy for marketers to fixate on Google’s threatened “cookiepocolypse,” being too hyper-focused on engagement tactics misses the big picture. […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Lizzy Foo Kune, vice president and analyst at Gartner. “On the Internet, nobody knows you’re a dog.” This may have been true in 1993, when this caption to a Peter […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Sergey Shprints, head of analytics operations at Hearts & Science. For the last two decades, advertisers, publishers and data/tech providers have relied on “centralized identity.” They’ve gotten used to finding, […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Corey Weiner, CEO of Jun Group. As the ad tech industry shifted in the last five years toward more privacy-conscious advertising, first-party data became the golden child. The pitch was […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by George Ivie, CEO and executive director at Media Rating Council. Most transactions are predicated on a good-faith promise. Parties agree to exchange goods, services or funds of agreed-upon value with […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Allison Schiff, managing editor at AdExchanger. It’s part of a series of perspectives from AdExchanger’s editorial team. Everyone knows the difference between first-party data and third-party data, right? First-party data […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Peri Shamsai, media and entertainment industry lead, NE at Accenture, based on a sales leadership workshop co-run with the Interactive Advertising Bureau. The digital ad ecosystem is undergoing seismic shifts […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by John Byrne, head of product at 7th Minute. Imagine being a brand marketer and having the ability to instantly understand the precise moments on TV that impact your brand (positively […]
