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»consumer privacy

Uggs Parent Company Deckers Is Betting Its Boots On First-Party Data

Return on ad spend (ROAS) isn’t as valuable of a performance metric as many marketers believe. Richard Russell, VP of omnichannel marketing at Deckers Brands, has been on a mission to “wean people off of using return on ad spend as the end-all be-all metric.” “When you get too excited about ROAS, you start to… Continue reading »
by Allison Schiff // June 6th, 2022 //
»
Why IP Addresses Aren’t Going Away Any Time Soon (Yes, You Heard Me)

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.  Today’s column is by Andre Swanston, SVP, media and entertainment vertical, TransUnion.  Over the past few years, amid the reeling following cookie deprecation announcements from Apple and Google, I’ve heard industry pundits sound the alarm over the viability of… Continue reading »
by AdExchanger Guest Columnist // April 28th, 2022 //
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Guess What? MMPs Aren’t Dead, With Branch’s Alex Bauer

Mark Twain once said (but not exactly): “Reports of my death have been greatly exaggerated.” A similar sentiment can be applied to mobile measurement partners (MMPs) following Apple’s rollout of its AppTrackingTransparency framework last year. It was hard to imagine how MMPs could survive losing access to the device-level data that allows them to attribute… Continue reading »
by Allison Schiff // March 15th, 2022 //
»
Personalization Needs To Be In Context, With ActionIQ CEO Tasso Argyros

Privacy and data security aren’t just legal issues – there’s a direct connection to the customer experience. But marketers often underestimate how much their customers care about privacy, says Tasso Argyros, CEO and founder of customer data platform ActionIQ, on this week’s episode of AdExchanger Talks. The majority of consumers (55%) say data protection is… Continue reading »
by Allison Schiff // March 1st, 2022 //
»
Forget Cookies – Private Data Networks Are the Future

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Bob Walczak, CEO, MadTech Advisors.  The future is cookieless. This we all know. But the industry faces a long road ahead before cookieless audience targeting becomes the norm. Sure, context and cohort targeting provide… Continue reading »
by AdExchanger Guest Columnist // February 25th, 2022 //
»
Step Into The Light: Why Publishers Need To Stop Using Dark Patterns Now

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Julie Rubash, chief privacy counsel at Sourcepoint.  Dark patterns – or website designs that manipulate users into performing specific actions – are widespread these days. In fact, one recent study from Princeton examined 11,000 shopping… Continue reading »
by AdExchanger Guest Columnist // February 18th, 2022 //
»
Comic: Wishing You A Happy Data Privacy Day

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…
by Nate Neal // January 28th, 2022 //
»
Living Under Apple’s Thumb, With AppsFlyer CEO Oren Kaniel

To say that 2021 was a weird and stressful year for the mobile app measurement ecosystem is an understatement. But it’s not like privacy as a concern only came on the scene last year with the release of iOS 14.5 and the requirement from Apple to request permission before collecting a user’s IDFA. “Privacy is… Continue reading »
by Allison Schiff // January 11th, 2022 //
»
Why 2021 Was The Year Of Consent For Digital Media

The word of the year, at least according to Collins English Dictionary, is “NFT.” Putting aside the fact that NFT is an acronym and not a word, consider a proposal that the word of the year for 2021 be “consent.” With third-party cookies going away and other identifiers, like Apple’s IDFA, getting harder to come… Continue reading »
by Allison Schiff // December 28th, 2021 //
»
Thanh Do, product marketing manager, Permutive
ATT Is Here, But First-Party Data Offers A Path Forward For App Publishers

“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is written by Thanh Do, product marketing manager at Permutive. It’s no secret that Apple’s App Tracking Transparency (ATT) framework has rocked the advertising industry. Before the introduction of opt-in consent, 70% of users enabled cross-app tracking.… Continue reading »
by AdExchanger Guest Columnist // December 8th, 2021 //
»
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