Tag: Modern Marketing + Measurement

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.

While viewability is a measure of an opportunity for an ad to be seen, attention measures whether the consumer saw, liked or engaged with the ad.

As the world of digital advertising enters the next era, personalization will continue to play a huge role in achieving great marketing results.

With so much saturation, consumers easily become blind to advertising and it’s harder for the brand’s message to have any meaningful impact.

With an overhauled meaning of the language, what the data marketers are expecting to see will be vastly different. This is one of the major sticking points for those transitioning to GA4.

The volumes of media data that marketers deal with will only continue increasing. This means maintaining a unified source of clean media data has to be an ongoing task.

In confronting the realities of data loss from changing regulations and standard industry practices, publishers need to look beyond quick fixes and to think long-term.

Better targeting, engaging and converting of back-to-school shoppers requires unparalleled activation data.  

Marketers were once able to rely on third-party cookies and other identifiers but, as these fade away and privacy regulation grows, they need to consider ways to continue delivering relevant advertising while ensuring they keep customer data safe.