A shift to direct sales, proprietary audiences, and contextual targeting will indeed be very challenging for one segment of the open web: low-quality long-tail sites.
Businesses that free themselves from the reliance on outdated tracking methods and digital modeling will be able to build more valuable customer relationships and weather an unpredictable economy.
Finding partners who have their own inventory — be it a specific distribution network, platform, or person — will be key to advertising in the new age of mobile marketing.
We are excited to announce the release of Claritas Attribution 3.0, which brings significant improvements to the accuracy and breadth of reporting available from our suite of Optimization solutions.
Personal data is a hot commodity; it’s the fuel of marketing. By offering consumers a fair value exchange for their data, brands can topple the tech giants’ data monopoly.
Thanks to the greatly improved state of data analytics and measurement, if you embrace this holistic approach, you will benefit from an almost constant learning state.
If a campaign’s tactics and messaging aren’t adapting to voter reactions to real-time shifts in the macro environment around them, they very well might end up as the next case study in “how did we not see this coming?”
Cookie deprecation is causing a good deal of anxiety in our ecosystem—even with the recently announced Google Chrome reprieve of its disappearing cookie until 2024.
Sanjay Nazerali of dentsu X dives into how companies can connect with consumers in more meaningful ways through purpose, messaging, and action.
There’s little doubt that video content marketing works, which is why so many brands use it. The key is to exercise thoughtfulness and patience when it comes to evaluating each video’s success.
By ensuring these five areas are working together in harmony, marketers and advertisers can ensure that they are able to harness the power of attention within their campaigns.
As we move to a world beyond cookies, as an industry we have the opportunity to build a better internet that is based on new levels of trust and understanding, but which preserves the value exchange of relevant advertising for amazing, free content.
For businesses assessing the programmatic industry, long-term thinking should become standardized, with companies proactively building privacy into their infrastructure and practices. Businesses that wait will fall behind.
Now is the time for action. Begin testing different solutions that do not rely on identified users and develop effective strategies that can deliver performance and scale.
Coca-Cola has become synonymous with the magic of Christmas and every year they find new ways to delight and engage their audiences.
Jennifer Pelino, EVP Global Media, IRI, sits down with Amazon Ads to share how her company is using audience and brand insights to help build meaningful connections between brands and their customers.
When advertisers securely share first-party data with the supply-side, retailers and publishers can segment their respective audiences for targeting on their sites.
If advertisers can look beyond the chaos of the current moment to see the opportunity that it presents, they will find new spaces to innovate, grow, and thrive even in the challenging conditions that lie ahead.