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»Eyeota

The Ad Industry Gets a Do-Over. This Time, Let’s Get Data Right.

By Trent Lloyd, co-founder and head of APAC at Eyeota When it comes to targeting, the ad industry is in the process of effectively turning back the clock 20 years. And that’s not a bad thing. The simple fact is that the ad industry, on its first run-up to personalized marketing, made a number of… Continue reading »
by AdExchanger Content Studio // June 15th, 2022 //
»
Forget FLoC, But Not Cohorts: Why Cohorts Still Represent The Future Of Targeting

By Kristina Prokop, CEO and Co-founder, Eyeota  Now that Google has scrapped its plans for Federated Learning of Cohorts (FLoC) in favor of its proposed Topics API, the buzz around “cohorts” is fading. But cohorts remain a powerful path forward for advertisers in a cookieless world. That’s because the strength of cohorts extends well beyond… Continue reading »
by AdExchanger Content Studio // March 14th, 2022 //
»
Every Visitor Is Different. Why Are You Giving Them All The Same Opt-In Prompts?

By Rob Armstrong, SVP of Product at Eyeota If you’re a publisher operating in today’s digital ecosystem, you’re probably pretty sick of hearing that you need to get better at capturing permission-based audience data. The future, everyone tells you, belongs to the publishers with the strongest first-party data strategies. While that’s true, it’s not helpful… Continue reading »
by AdExchanger Content Studio // September 20th, 2021 //
»
Why Probabilistic Is a Better Foundation for Global Marketers

By Aaron Jackson, Chief Growth Officer at Eyeota This article is sponsored by Eyeota. The United States stands alone when it comes to its insistence on a predominantly deterministic approach to data-driven marketing. Because of that, the ongoing shifts in the privacy landscape – from Apple’s IDFA deprecation to Google’s third-party cookie shutdown and beyond… Continue reading »
by AdExchanger Content Studio // June 15th, 2021 //
»
Kristina Prokop
Why Cohorts Have Always Been Advertising’s Future – Long Before Google’s FLoC

This article is sponsored by Eyeota. There’s little doubt that “cohorts” will be topping the list of 2021 marketing buzzwords, and that’s largely because of the ongoing developments around Google’s plans to phase out third-party cookies on Chrome next year. As Google has rolled out new details for its interest-based advertising opportunities, all eyes have… Continue reading »
by AdExchanger Content Studio // May 5th, 2021 //
»
Eyeota Brings In Co-Founder Kristina Prokop As CEO

Eyeota co-founder Kristina Prokop is returning to lead the data company as CEO. She replaces Kevin Tan, who led the company as CEO for the company’s first decade. He stepped down for an undisclosed reason, but will remain on the board. “There are different talents and types of leadership needed at different stages of the… Continue reading »
by Sarah Sluis // December 9th, 2019 //
»
Consumer Data Concerns: Let’s Admit There’s A Problem

“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 Pieter de Zwart, chief technology officer at Eyeota. The ad tech industry today is effectively chasing quarters into oncoming traffic. We are taking user concerns like privacy entirely too lightly, or… Continue reading »
by AdExchanger // August 12th, 2019 //
»
Opinion Polls And Ad Campaigns Are More Similar Than You Might Think

“AdExchanger Politics” is a weekly column tracking developments in the 2016 political campaign cycle. Today’s column is written by Kevin Tan, CEO at Eyeota. With elections season heating up in the US and Australia, political candidates have their eye on the prize. But opinion polls are confusing and occasionally inaccurate – something that we can… Continue reading »
by AdExchanger // June 7th, 2016 //
»
 

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