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.
