Tag: Modern Marketing + Measurement

Where Google still leads, based on data from Rise at Seven, is on searches for activities nearby, including events and entertainment, ahead of both TikTok and YouTube.

The tools to create a more transparent, ethical, and trustworthy industry are here – and they are actionable and easy to use.

Marketers are constantly seeking new ways to leverage insights to inform their strategies. The ever-evolving data driven marketing landscape is the latest frontier for marketers, presenting challenges and opportunities alike.

Bid shading is a feature that enables buyers to leverage historical and predictive data to influence the bid price in a programmatic ad auction.

The demise of the third-party cookie heralds a new era for marketing and how it measures its success.

Success ultimately comes back to understanding who your customers are. It comes back to combining the functional and emotional sides and working out which parts of the customer’s relationship with your brand actually matter to them.

To win this holiday season with both Spenders and Savers, brands need to fuel their holiday campaigns with comprehensive and continuously updated data.

Ultimately, it’ll be up to marketers and brand leaders to determine what to look for in a clean room, and when the right time is to implement one.

With evolving technology, marketers are learning how creative personalization can drive better outcomes, from brand engagement to sales revenue.

We can solve the challenges of campaign quality, data breaches and violations of privacy through rigorous processes and certification. Yes, it’s expensive, but it’s worth the protection against the risk of a billion-dollar problem that can affect tens of millions of people worldwide. 

Clean rooms, in summary, represent another tool in the marketers tool box, and are only as useful as the data that goes into them.

To demonstrate the power of optimizing in-campaign, we studied several campaigns that underperformed and estimated the approximate amount of increase in brand lift if the campaign prioritized the best-possible optimization.

Data is a fundamental requirement for advertising to continue succeeding as much as it is growing.

While the road ahead may be long, AI Orchestration holds the potential to unlock the true value of data, making it a transformative force in the business world.

As data collaboration becomes increasingly pivotal for business success, companies must stay aware of the nuances necessary to keep private data useful and useful data private.

There is no better time for a change like this to come along at the DSP level. With many B2B companies trying to do more with less right now, anything that adds efficiency and potentially boosts performance is welcome.

Americans are craving content that is reflective of all diversities, and not just the historical majority. Accurate measurement that captures diverse audiences is paramount to engaging and reaching  these audiences and will be critical for brands’ success.

Attention metrics are well on their way to transforming the way the digital advertising industry not only delivers campaigns, but the way outcomes are measured and judged.