Tag: Modern Marketing + Measurement

TV ads transacted on broad age and gender targets from panel-based ratings as the common currency will soon be in the rearview mirror.  The journey is well under way to evolve the measurement currency to meet the needs of marketers and publishers.

Most marketers are now considering best practices.  While there are sure to be quite a few, they can all be rooted in a clear value exchange — by highlighting how data collection can improve overall experiences for consumers.

As the reality of a soon-to-be cookieless world sets in for publishers, all eyes are on the need to diversify revenue streams and forge deeper connections with readers through insights gleaned from first-party data.

While it’s probably difficult to imagine in today’s world –  where anyone can whip up a business-destroying Twitter storm in seconds – listening to customers hasn’t always been the default.

Third-party data, the product, is better than ever. It’s ethically sourced and privacy-compliant and will remain so even after cookies fall away.

While we have never completely relied on third-party cookies – by offering Commercial Mix Modelling we don’t need them to measure effectiveness – we are indirectly affected.

The ground is already shifting when it comes to cookies. During this transition period, I thought it might be helpful to share a bit about our approach to cookies (or the lack thereof).

The move to a cookieless world isn’t like the dozens of other tech pivots that have kept publishers on their toes in recent years. This isn’t just a bridge to be crossed when publishers come to it. This move is the big one.

Customer behaviors and attitudes are always shifting, and the businesses that are best positioned to understand, reach, and market toward those shifts are the ones that will succeed in scaling revenue.

The advertising technology industry has spent most of the past 18 months developing plans and products to fill the white space in targeting that will be exposed when Google finally stops supporting third-party cookies in its Chrome browser.

As Google prepares to move forward with testing FLoC – a.k.a. phase two – the digital industry is encouraging brands to use this time for exploring, testing, and evaluating all the alternative tracking solutions.

There’s been a tremendous amount of upheaval in the ad industry recently.

It shouldn’t come as a surprise then to see that 60% of marketers are shifting ad spend from linear to streaming TV platforms.

It seems obvious that performance marketing and creative teams should work together but most agencies and brands have created silos within marketing to decentralize their operations between creative, media buying and performance marketing.

Data partnerships – they’re incredibly powerful. But do you know if your data partner takes security as seriously as you do?

We bring on a new data provider at least every quarter, if not every month. Along the way, we’ve learned some lessons about how to bring on new data partners.

Data independence means that a marketer’s ability to reach their target audience is not solely reliant on the whims of tech giants, but rather their own data collection and management.

Google’s Core Web Vitals will soon be used to rank a site’s SEO. The rollout is due this summer, so it’s currently high up on many publishers’ agendas.