Tag: Modern Marketing + Measurement

If TV providers want to maintain the value of their content, they must fight for the right measurement that does an adequate job of tracking how many people see the ads on their content and how those ads impact their audiences.

Too many adtech companies are trying to maintain the status quo (and the arms race that goes with it) that we’ve all lived with for 15+ years.

There are still some unknowns on the horizon when it comes to how a fully cookieless digital landscape will operate in practice, but that doesn’t mean brands and agencies are directionless.

Harnessing first-party data, and ensuring it’s frequently audited will offer a trustworthy foundation to build on. Marketers who start now will have the benefits of valuable insights into their customers’ needs and preferences.

As cookie depreciation bears down on the industry, an influx of cookieless targeting solutions are proliferating the marketplace, with the latest solution to be released being Google’s Topics API.

The customer relationship is already valuable to the brand, and a thoughtfully-managed brand can provide immense value to the engaged consumer by way of continuing education, special offers and things like loyalty programs.

By Caroline Hugonenc, Global VP Insights & Research, Teads There has been a long understanding that current methods to measure the effectiveness of digital marketing aren’t up to the task. For more than a decade, viewability has been the standard to measure the quality of impressions but there is consistent evidence that the focus should be on attention. The ‘attention’…

As programmatic advertisers look to identify and reach their known, and unknown, audiences, they’ll need to continually look at how to use the best data science at their disposal to find the overlaps, unexpected correlations and audience pathways.

How can brands continue to find safe and engaging ways to connect with consumers in this complicated environment?

Emerging Social Commerce Channels Requires Innovative Measurement Tools By Jeff Bander, Head of U.S., Eye Square For nearly seven decades, the concept of measuring advertising effectiveness has been synonymous with a single name: Nielsen. However, 2021 saw a sea change for TV and video advertising. The Video Advertising Bureau (VAB), representing the interests of American television networks, appealed to the…

Technology can help us truly understand the context of a digital environment and pair that with dynamic and engaging ad creative in real time. And when you get that right, consumer attention naturally follows.

Recent research suggests 76% of customers want brands to do more to control personal data. In a world of instant personalization and constant multichannel interaction, brands need to analyze and react to this data in real-time.

For publishers, 2022 may be the last year of easy access to scalable audience data.

Frequent guest of the podcast, Claritas’ own CTO, Al Gadbut, joins us for the first in our newly shortened 20-minute episodes, Identity Resolution: The Multibillion Dollar Industry.

Now is the time for businesses to go the extra mile to show consumers that they are invested in creating reciprocal value, something that not many audiences are convinced of.

Ultimately, replacing third-party cookies is about the industry working together to help brands connect with people in a responsible and privacy-compliant way.