Tag: Modern Marketing + Measurement

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.

As the nation continues to diversify, brands must broaden their ideas of a target audience. They must move away from defining their consumers in traditional, broad segments like Gen Z or Gen X, and understand the diverse range of individual needs.

Like the tectonic plates that shift beneath our feet, the digital advertising industry is in a state of flux. The landscape as we know it is changing dramatically, driven by a series of dynamic forces that create both opportunities and risks.

As the industry waves goodbye to the cookie over the next two years, the conversations have to move beyond vilifying one data collection methodology while championing another and focus more holistically on actionability as well.

Marketers can lay the foundation for a privacy-safe strategy by assessing their current data practices, minimizing data collection, privatizing information, and clearly communicating with customers.

Both advertisers and publishers are making efforts to harness first-party data and develop new solutions as well as leverage alternative user targeting methods to help restore trust among sceptical digital consumers. While this intent is commendable, the ecosystem has a long way to go to develop a credible solution for the loss of third-party cookies and MAIDs.

The entire industry, including publishers, must continue to take positive steps forward on this journey to privacy, compliance, and respect.

The right Identity Graph plays a critical role in ingesting that data and creating those linkages to determine what consumer behaviors the campaign influenced.

The time has come for publishers to hold themselves accountable and play their part in bringing transparency to the industry. It starts by understanding that ads.txt is a great tool that should be utilized to its fullest extent.

Ultimately, as AVOD’s value and affordability inspire European households to switch to ad-supported content, brands are presented with a golden opportunity to reach addressable audiences at scale.

Those who participate in a balanced collaborative ecosystem will be able to grow addressability across video and TV environments, create new and high-value first-party audiences, and overcome historic silos between linear, digital video, and CTV to measure and value holistically and at pace with modern viewing habits for the first time.