Tag: Modern Marketing + Measurement

Programmatic advertising is a lot like Formula 1 auto racing: The technology is powerful, but in order to actually win races, it needs to be driven by seasoned experts.

Since Google announced the phase-out of the third-party tracking cookie last year, the digital ad industry has been scrambling to prepare for a change in how business is done.

Despite relations between advertisers and publishers having their moments, both parties go above and beyond in their troubleshooting techniques to make them work.

It’s no secret that third-party cookies are going away. We read headlines daily about the approaching cookie-apocalypse.

2021 on paper is daunting.  But could 2021 be the year of rebirth? Q1 will bring Apple’s diminishment of IDFA.  We’re also wrestling with the best way to soften the impact of Google’s 2022 third-party cookie deprecation on Chrome. 

Marketing is an area of your business where you should never be satisfied with current results. There are virtually always new angles, methods, and trends you can implement to get the most out of your advertising spend.

Browsers are blocking third-party cookies in the name of privacy, but this alone won’t protect personal data within the digital advertising ecosystem. There is a far better and simpler solution for achieving this goal, in the form of contextual targeting.

Retailers are ready to make the most of limited in-store options and online shopping this year. And while the pandemic has undoubtedly accelerated the dramatic transformation of the consumer retail market, the trends that have been driving this transformation have actually been around for years.

Data: something digital marketers cling to and that’s universally relied on to make decisions. A silver lining of 2020 is that access to data has allowed marketers to make quick and informed decisions with each twist and turn.

The Super Bowl can be a huge performance-driver, which begs the question why would anyone invest the big marketing spend if it’s not going to go all the way to the end zone?

To effectively validate and enhance ROI, marketers must assess real actions rather than relying purely on basic metrics, such as click-through rates (CTRs). Achieving this will mean ensuring analysis produces robust and reliable insight by standardization, holistic and adding agility to their measurement approach.

Strong relationships are built on trust. That’s true between your friends, it’s true between your neighbors, and it’s true in your businesses. It’s also true when we talk about the relationship between buyer and seller, who often come together as strangers.

It’s no surprise that last year we saw a spike in pandemic-related products, such as hand sanitizer and face masks, with the majority of top 10 product searches being related to these protective items and panic buying peaking in July of 2020.

The publishing industry is undergoing yet another period of dramatic upheaval as new policy shifts among the tech giants further limit the ability of publishers to target ads using third-party data or identifiers.

The B2B customer journey is a long and complex one. Often a conversion is preceded by emails, catalog views, searches and site visits, before the first phone call or meeting.

Customer relationship management systems (CRMs) are great for collecting and organizing data. But, what are we doing with all this data?

2021 is a new landscape for sales and marketing, and each team has a lot to learn from the other.

Google and Facebook may have prioritized advertising tools for small businesses, but there’s no reason why other publishers can’t prove their worth to this vast set of buyers.

First, it was the cookie.  Then the IDFA.  Both Google and Apple are, in their typically outsized manner, accelerating industry trends. 

The internet has always represented an amalgamation of anonymous activity and authenticated users, with the balance of power between these two diametric views of online behavior swinging dramatically throughout the digital age.