first-party data

Conagra-owned brand Birds Eye brings a new approach to online video, social shopping and first-party data.

Although Optable participated in the W3C Privacy Sandbox working groups and has been testing Sandbox API integrations for the past eight months, its early access program represents its first foray into running real campaigns.

The end of third-party cookies is upon us, and independent ad tech is diverging on the best approach for cookieless targeting. Meanwhile, agencies and marketers are zooming out from programmatic to a bigger picture that’s focused on first-party data.

Agencies will keep testing cookie alternatives, devising first-party data strategies and exploring commerce media in 2024.

Every week, we publish an original comic inspired by trends in the online advertising industry. These are the stories – and the puns – behind AdExchanger’s top 10 comics of the year.

Welcome to Scandi-Land, where the cookieless future has been our online media reality for the last five years. Here are three lessons for media planners, buyers, sellers and platforms who are going to have a tough time navigating the thicket of change.

Since programmatic is all about advertisers looking for low-cost impressions, Likewise gets more revenue from direct deals that rely on its first-party audience data.

Yahoo’s new Blueprint feature for its DSP offers midflight optimization recommendations to meet campaign goals and help advertisers determine a person’s lifetime value and likelihood to convert.

Enjoy this weekly comic from AdExchanger that highlights the digital advertising ecosystem … and a happy Thanksgiving to all who celebrate!

The first ever AdExchanger comic offers a look at how the ad tech industry has – and hasn’t – changed in the 13 years since it was published.

Therabody kept hearing from its core audience of performance athletes that they’d also like to see products their aging parents could use. This customer feedback prompted the company to push into a new area: wellness.

Although website tagging doesn’t get much attention, it’s a key element of first-party data capture and post-cookie measurement, says Karen Stocks, Google’s VP of global measurement.

There’s a misguided desire to find a third-party cookie replacement with as little disruption as possible, and confusion reigns about data collaboration alternatives, their capabilities and the differences between them.

Publishers at the Helm – Addressability and Audience in the Era of Privacy In this report you will get insights into the state of monetization. The insights cover inventory challenges and goals, pricing & revenue benchmarks, data privacy and publisher ratings of various audience solutions.   Dive Deep into Publishing’s Addressability and First-party Data Challenges: […]

Dentsu launched a set of identity solutions for Merkury, its identity resolution platform, on Tuesday. The identity solutions try to create a single customer view for marketers.

For both premium publishers and MFA, monetization boils down to an endless quest for scale and shallow insights into their audiences that can be turned into ad revenue.

To tap into its first-party data, The Container Store extended its relationship with Epsilon by choosing Epsilon’s self-service digital CDP.

While clean rooms do offer significant value in today’s privacy-first world of data, they are not the be-all and end-all for brands seeking controlled and reliable means of data collaboration.

In the context of TV advertising, clean rooms offer privacy-compliant software that enables advertisers and publishers to match user-level data without actually sharing any personal information or raw data with one another. 

StackAdapt’s integration with HubSpot’s CRM lets Add3 retarget interested customers without relying on third-party cookies and reduces retargeting costs by allowing Add3 to focus on more qualified leads.

Publishers aren’t just off-setting losses with direct-sold programmatic; they’re unlocking the 70% of consumers brands can’t reach in the open marketplace.  

The DMP is helping BDG target users it couldn’t reach before, in addition to packaging its audiences into more granular intent-based segments.

A significant number of solutions that claim to be cookieless, including unified IDs and cohort-based targeting, still rely on IDs. These solutions will find it extremely difficult to achieve the scalability required to become a true successor to cookie-based advertising.

The machines are learning. They’re also generating emails. And publishers that monetize on identity could be in for a rude awakening if they don’t have an “MGE mitigation plan” in place as part of their overall email authentication strategy, said Scott Messer, a media consultant and founder of Messer Media. Yes, MGE. Add it to […]

U.S. state privacy laws are multiplying at a dizzying rate. Here are the key points to know for the collection and processing of sensitive information for the rest of 2023.

Publishers who have strong first-party relationships with loyal user bases are at an advantage – and the homepage is where that relationship thrives. 

Now that the new California Privacy Rights Act (CPRA) has long been in effect, it’s time to clean up your pixel game.

Donatos Pizza’s loyalty program has yielded growth for the company and allowed it to tap into data to identify patterns and trends, segment audiences and personalize its messages.

Albertsons Media Collective, the retail media network (RMN) operated by food and drug retailer Albertsons, released a working draft of a retail media standardization framework on Thursday.

To survive and stay relevant, publishers like Ziff Davis and Black Enterprise are creating commerce-related content.