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Does Third-party Data Need a Rebrand?
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.
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Inside Google Marketing: 3 Rules Driving Our Holiday Retail Strategy
By Michelle Scruggs, Performance Media Lead at Google North America The holidays are a critical season for Google Media Lab. We’re the team that plans, buys, runs, and assesses media on behalf of Google’s brands. As head of performance media for North America within Media Lab, my team focuses on how to best position direct response campaigns to maximize sales…
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Amazon Gets The Whole Picture
When the Amazon juggernaut rolls into a sector, market dominance is assured – it’s a question of when not if. Its latest venture? The trusty television set.
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WTF is Brand Governance And Why Is It Important?
Brands are experiencing a dramatic increase in the complexity of their marketing mix as a result of digital transformation.
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Green Elbows: Nudging Consumers Towards Sustainable Behaviours
Eco marketing is growing, by necessity, and with increasing urgency. But that doesn’t mean everyone buys into it.
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How Audio Attribution Can Transform Multichannel Campaigns
Audio consumption experienced a huge surge over the pandemic and proved its worth as a powerful form of communication and now, at long last, we can measure just how much.
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How To Keep The Party Going In A Cookie-Free Future
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.
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The Forgotten Enabler of Online Personalization & Identity: Direct Mail
The modern age heavily features information overload, with constant competing demands for our attention and patronage.
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Why Every Company Should Target Hispanic Consumers (Starting Immediately)
With its exploding population, growing spending power and youthful bent, the U.S. Hispanic population segment represents a lucrative opportunity for savvy marketers.
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3 Strategies To Bring Your Audience And Advertisers Closer In A Cookie-Less World
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).
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Publishers, Now Is Not the Time to Kick the Cookie Can Down the Road
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.
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How To Reach CTV Audiences In The Premium, Privacy-First Video Landscape
The ‘old’ has become new once again for TV and video advertising. As a premium environment, traditional TV has historically given advertisers a much greater reach using contextual targeting; with campaigns based around content.
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Exploring the Concept of DIY Data and the Future of Data as a Service
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.
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Covid Ad Pitch: Keep Moving
Despite Covid — perhaps BECAUSE of Covid — robust ad campaigns pitch relocation and tourism. CTvisit (Connecticut) is spending nearly triple the typical amount on its fall regional campaign.
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Why “Baseball, Hot Dogs, Apple Pie And Chevrolet” Has Stood The Test Of Time
From Steve Miller’s “The Joker” to Carl Douglas’ “Kung Fu Fighting”, the hits of 1974 include their share of classic earworms. But over in adland, Chevrolet made a hit of its own that year – “Baseball, hot dogs, apple pie and Chevrolet” which became one of the most iconic car jingles of all time.
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Optimising Your Product Pages For Search This Christmas
Being prepared or not for the seasonality of your industry can see your sales and revenue skyrocket or take a turn for the worse – let’s hope it’s not the latter!
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Out of Home’s Resilience Prompts NYC to Recognize the Importance of OOH and Digital Signage
NYC Mayor Bill de Blasio has proclaimed the week starting October 11 as New York Digital Signage Week. While it’s true that out of home was impacted more than other ad mediums over the past 18 months, the sector has rallied back steadily.
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How to Be Ready for Holiday Shoppers This Year
Google and Boston Consulting Group conducted a series of surveys to understand changes in consumer shopping behavior ahead of the holiday shopping season. Suchi Sastri breaks down what the findings mean for retailers.
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Why Brands Are Moving Audience Research In-House
The role of the agency is changing. Many brands are adapting their processes, redistributing their budget to get more control of their output, with a bigger focus on in-house. This shift has been ongoing for years.
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Why Post-Cookie Targeting Solutions Can Not Retread Old Ideas
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.
_Editorial
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Identity’s Next Challenge: Why Accuracy Matters More Than Ever
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Outcomes Are Not a Buzzword. But We’re Treating Them Like One.
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Marketing Is Learning Before the Market
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