The real risk isn’t in running robust tests; it’s in wasting money or cutting high-performing channels based on misleading conclusions from bad measurement.
LegalZoom has been beta testing new tools from communications API provider Twilio that allow marketers to access data from the cloud without needing to call in the engineers.
In today’s newsletter: Google PAIR snags a CTV partnership with NBCU; why Madison Avenue and Hollywood will never make their relationship official; and TV buyers explain why they aren’t all-in on alternative currencies just yet.
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.
88% of advertisers say they’re still using cookies – which is down from 97% in May last year, says Nicole Perrin, VP of Business Intelligence at Advertiser Perceptions. Cookies are eroding well ahead of Google’s “sunset date,” so publishers need contextual and cohort-based alternatives to stay competitive with a “one-to-some” offering.
