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»martin kihn

What Is The Role Of The CDP In Post-Cookie Media?

"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 Martin Kihn, senior vice president of marketing strategy, Salesforce Marketing Cloud.  Considering the future of post-cookie ad data management, a dominant scenario goes like this: Brands gather more first-party data from customers,... Continue reading »
by AdExchanger // March 5th, 2021 //
»
I Have Seen The Future Of Measurement, And It Is … Messy

“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 Martin Kihn, senior vice president of strategy, Salesforce Marketing Cloud. Measurement is a footnote – outglamorized by targeting and the opera of browsers, pushed into the corner during debates about the future... Continue reading »
by AdExchanger // November 10th, 2020 //
»
Google Experiments Hint At Cookie-Free Future

"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 Martin Kihn, senior vice president of marketing strategy, Salesforce Marketing Cloud.  In late April, Google announced in-market tests for some of the proposals in its Privacy Sandbox, where the cookie-free web is... Continue reading »
by AdExchanger // June 16th, 2020 //
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Martin Kihn headshot
Bouncing Back In Tough Times: Lessons From The Past

"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 Martin Kihn, senior vice president of marketing strategy, Salesforce Marketing Cloud.  NASA director: This could be the worst disaster NASA's ever experienced. Gene Kranz: With all due respect, sir, I believe this... Continue reading »
by AdExchanger // April 13th, 2020 //
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Martin Kihn headshot
Google Chrome: The Next Chapter Has Yet To Be Written

"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 Martin Kihn, senior vice president of marketing strategy, Salesforce Marketing Cloud. Martin will present “The Cookieless Web And The Future Of The DMP” at AdExchanger’s Industry Preview conference, being held... Continue reading »
by AdExchanger // January 27th, 2020 //
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Ad Tech Needs A Shared ID Solution ASAP

“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 Martin Kihn, an independent analyst. Marketers of the world, unite your identity graphs! You have nothing to lose but your fear. As the triopoly marches on, the rest of us... Continue reading »
by AdExchanger // September 4th, 2018 //
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Did Google Just Kill Independent Attribution?

“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 Martin Kihn, research vice president at Gartner. In a muted squib released last week, Google signaled it would no longer include user IDs with log files from its industry-leading ad server.... Continue reading »
by AdExchanger // May 7th, 2018 //
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‘Advertising Wins Elections’ And Other Myths

“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 Martin Kihn, research vice president at Gartner. People who believe Cambridge Analytica put our president in office aren't thinking very hard. We know how advertising works: It hardly works at... Continue reading »
by AdExchanger // April 4th, 2018 //
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The Marketing Clouds Are Growing Apart

“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 Martin Kihn, research vice president at Gartner. We've looked at marketing clouds from both sides now, up and down – and still, somehow, it's their illusions that we recall. Do... Continue reading »
by AdExchanger // September 20th, 2017 //
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Are Algorithms Ruining Marketing?

“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 Martin Kihn, research vice president at Gartner. Inspired by results from retargeting, marketers are scrambling to stitch together customer data, unleash machine learning and deliver personalized experiences in display and... Continue reading »
by AdExchanger // April 27th, 2017 //
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