To inspire and help you begin the Route to Ready, here are examples of how three successful brands got started on their own journeys.
With people ready to celebrate this holiday season, marketers will need to take just such a data-driven approach to create messaging that resonates and is personally relevant to customers.
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.
The past year has not been kind to digital media. From the (now-delayed cookie-apocalypse) to Facebook’s continual political troubles to increased scrutiny on digital privacy, it’s safe to say digital media has not had a good 2021.
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.
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 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.
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.
While this has been going on, connected TV (CTV) – which is free from third-party cookies – has seen its viewing figures increase in a massive way, growing by four billion hours per week in early 2020.
It’s difficult for today’s marketers to measure what’s actually causing customers to engage and/or buy. Fortunately, one tool can help marketers accurately calculate conversions across channels. It’s called an identity graph.