Tag: Modern Marketing + Measurement

Cookies have become an easily abused technology, but how did we come to rely on them in the first place, and what does their demise mean for the future? 

There’s only one true way to maximize the return on investment (ROI) of your campaigns. It involves precisely measuring campaign results.

No single medium is more important for today’s brands and advertisers than streaming video.

As the debate continues over the creation of in-house media agencies, the decision to in-house media data should be a no-brainer for global brands.

The next phase of innovation for contextual targeting will see creatives and attention-based measurement create the “The Mindset Matrix”.

When a TV buyer can capture ad exposure over multiple weeks or months, marketers will get a more detailed and reliable understanding of frequency, timeliness and what actually drove an outcome.

To reach the best online retail shopper, it’s vital to know who they are, what they prioritize, what they buy, and how they buy.

Despite the challenges that keep marketers up at night, Claritas can help solve them.

By the time they reach your doorstep, a buyer’s journey is mostly over. At this point it helps to understand that journey at a company level, especially within your own website.

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?