Tag: Modern Marketing + Measurement

The ad tech industry has spent the past year closely monitoring and digesting updates around Apple’s SKAdNetwork and Google Chrome’s Privacy Sandbox, knowing that both carry dramatic implications for how our industry will gather consumer data.

Performance marketing has always belonged to the lower funnel, to the end of the customer journey, to programmatic and search — or so the thinking goes.

As consumers emerge from lockdown – some blinking and tentative and others in a mad dash – marketers need to remember it won’t be like it was BC (Before Covid).

If the ad industry wants to resolve its privacy and data-tracking issues, it should take a cue from retail.

With economic conditions and key indicators on the rise, B2B marketers are taking stock of their business to take advantage of what should be a very strong 2021.

Brands are increasingly turning to programmatic delivery to bolster their efficiency, but to survive the death of the cookie they’ll need a better grasp of contextual targeting.

By now, most of us have begun reckoning with the coming reality. Cookies are indeed going away, identifying customers is undoubtedly getting harder, and companies like Google and Apple are not coming to save us.

Marketers and publishers are burning the midnight oil to figure out how to keep their revenue from pancaking as we move into the post-cookie/IDFA reality, especially after Google’s recent unsurprising “bombshell.”

Consumer data is the latest battleground for companies to win dominance over their competition. They are clamoring to build honeypots of data that can be leveraged for their own benefit and purposes.

Paradigm shifts are hard. When you’re used to doing something a certain way, realizing that you can do it in a completely different way (and get similar results) is really hard to grasp.

The events of last year forced many retail companies to reevaluate their messaging, planned social content, and even the diversity of their boardrooms.

Modern advertising is a data-driven practice. So as new regulations and browser policies take hold, many fear a coming data crunch.

Marketers have become obsessed with zero-party data — and rightfully so, as it’s the “holy grail” of consumer information. Savvy marketers use zero-party data to improve the personalization of their brand communications and, ultimately, to deepen their relationships with customers — a high priority these days.

Google’s recent announcement that it won’t support user-level identifiers in its ecosystem,  is just the latest step in its plans to change how consumers are tracked online.

In a blog post, a Google leader stated that, once cookies are phased out, “we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.” 

In theory, high shopping cart abandonment rates should reveal to eCommerce retailers that something is not working. However, online shopping carts are a feature that modern customers are utilizing quite differently than originally intended.

In a move that slaps several large DSPs and data management companies in the face, Google is making it clear that on their properties, people can only be targeted in aggregate.

It’s not news to anyone in advertising that user-generated content (UGC) can be harnessed to develop effective ad creative.

The looming end of the third-party cookie has pitched the marketing industry into crisis mode. Advertisers and agencies are well aware that the data they collect and the third-party audiences they rely on will change in the near future.