Tag: Modern Marketing + Measurement

Although it might be hard to remember a time when “Googling” wasn’t a ubiquitously used verb, it’s worth reminding ourselves that the company is only 22 years old.

Considering that Safari is the most popular mobile browser in the US, there is a lot of missed opportunities for monetization.  Publishers are now fighting with one hand behind their backs.

From the rise of cohorts to advances in contextual solutions, user-level targeting will shift towards a one-to-many approach – and this is where the real change will take place.

Recently, France ruled that Google’s advertising practices created unfair advantages by favoring its own ad server and ad exchanges over third parties.

Welcome to your journey towards a cookieless world. Those third-party cookies that marketers love so much — and that consumers are so annoyed by — are fading fast.

Moving forward, it will be important to approach TV measurement and addressability in the same way as digital, giving advertisers the cross-platform insights they need to increase the efficiency of their TV ad campaigns.

While brands knew Apple’s privacy forward approach was coming, the world is just now seeing the real impact of this ATT update, which is giving consumers more access and power when it comes to what information is shared with advertisers. 

A swan gliding serenely on the water’s surface yet paddling frantically against the depths below is a favourite analogy of marketers when describing their day-to-day role.

Like most runners, long runs are where I do most of my thinking. It’s a rare gift of white space in our always-on world. It’s time to stop thinking about brand and performance separately.

There’s a healthy number of ROI opportunities within the payment automation sphere, and it’s relatively easy to estimate for any given organization by doing a payment analysis.

Delivering the best customer experience, both online and off, is vitally important for driving business, but the environment is changing quickly.

With the future of identifiers cloudier than ever before, the new competitive edge for marketers lies in uncovering unique data sets.

The first half of 2021, much like most of 2020, has been full of changes for the Ad and MarTech industries. The second half of 2021 is poised to deliver another onslaught of changes for marketers.

Without a doubt, the Great Re-Opening of America has begun. In addition to flocking to the restaurants, bars, and entertainment venues that we so dearly missed, American shoppers are eagerly returning to brick-and-mortar stores.

Contextual advertising is the latest example of “everything old becomes new again.”

Even with news Google will phase out cookies mid-2023, the question remains; are you prepared for the great data crisis to come? How can you educate yourself on what to expect?

The panic surrounding the “cookiepocalypse” reminds me of the Y2K scare when everyone thought a computer bug would break the digital systems that controlled everything from banking to air travel, nuclear energy management, and more.