Tag: Modern Marketing + Measurement

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.

The possibilities here are endless and extend across verticals – particularly those who traditionally have been data-poor, like automotive manufacturers.

There are three steps you need to follow if you want to succeed with your data strategy: pick your objectives, build the data foundation, and then activate data.

As the industry continues to grapple with obtaining usable attention metrics, neuroscience provides a path to better outcomes that are increasingly agile, affordable and accessible.

Zero-party data, information shared directly by consumers offer compelling opportunities to leverage existing digital infrastructure to collect customer data.

It is clear that having clean customer data delivers a better understanding of customers, improves targeting and ensures a standout customer experience.

For adtech companies, it’s a question of who can adjust soonest to be the pioneer who powers the shift from the open market to direct.

Applying test and iterate methodologies, and empowering marketers to make adjustments with pace, will become the centerpiece of the work.