Shopping, browsing, learning and playing online doesn’t have to feel like you’re being taken advantage of by cookies. Instead, every experience should feel like it knows you and understands how best to serve you.

With new tools and platforms, collecting and leveraging zero-party data has never been easier—or more impactful. It’s time to embrace this new era of marketing, where your customers tell you exactly what they want, and you deliver with precision and authenticity.

Google has, perhaps inadvertently, created the opportunity and impetus for marketers to test, validate and now outperform with a new—and improved—combination: iOS + Alternative IDs.

By rethinking data strategies and considering integrated solutions, marketers can turn their current data overload into an insight and action-oriented machine and stop wondering when the payoff will happen, because it will already have happened.

For companies to overcome the so-called “trough of disillusionment,” they need to identify the solutions and strategies that deliver clarity. They need to embrace AI. Not just as a term but as a use case.

As privacy regulations tighten and consumers become more aware of how their data is used and misused, adopting privacy-first advertising strategies is not only compliant, it also builds consumer trust.

To those in the digital advertising industry, another twist in the tale of the cookie deprecation was not unexpected. But that Google would seemingly renounce its promise to cut off these third-party identifiers all together, was abrupt to say the least.

To maintain and grow revenue into the future, publishers need a fundamental understanding of today’s addressable advertising solutions and how they’re evolving.

Adapting your digital marketing strategy to market trends and consumer behaviors is crucial for staying competitive. Thankfully there are many tools at your disposal to not only keep up with trends, but also leverage them to your competitive advantage.

Companies that successfully capitalize on this opportunity will deliver more personalized customer experiences, enhance their reach and scale, understand the effectiveness of their campaigns, and forge new and innovative partnerships.

By developing a connected system that stores all their data and facilitates continuous learning, companies can generate more informed and creative ideas, driving innovation and staying ahead of the curve.

Generative AI plays a distinct role in leveraging first-party data compared to regular AI by not only analyzing and predicting based on data but also creating new, unique content and experiences tailored to individual users.

Poised to become one of the fastest-growing sectors in advertising, U.S. political ad spending is expected to reach more than $12 billion in 2024. For publishers, that’s too large of an opportunity to miss.

Through new attribution studies, the companies prove how effective bus advertising is up and down the funnel.

Yes, it may be scary to try something new, especially with large uncertainties in the world of digital advertising.  Will that ever stop, likely not, so advertisers better buckle up, and try to be a first or second mover as it does not cost a lot to prove that you can still reach your goals in the future, a future without cookies and – who knows – with or without the Sandbox.

Through collaboration in innovation, connection in planning and standardisation in measurement, as a collective we will continue to provide our shoppers with the most inclusive and efficient path to purchase.

By embracing these solutions, we can redefine media strategy and execution standards, ensuring relevance and success in the modern media landscape.

With today’s voter spending more than 70% of their time away from home and increasingly blocking ads online, political marketers simply cannot afford to skip out on DOOH this election season.

Establishing a method to connect your best data with identity-based solutions across partners and channels will pay off now and into the future.

The journey has changed, along with the channels and buyers themselves. B2B marketers must be prepared to meet them in their new reality.

From AWEurope 2024

2024’s Red Carpet season has demonstrated that the right celebrity partnerships have an extraordinary power to amplify brand affinity and share of voice.

To survive these stormy seas, we need to break down the walls both within and between the many component players in the digital advertising ecosystem, embracing a “rising tide lifts all boats” mindset.

The death of third-party cookies isn’t a return to early digital marketing, rather it will lead to solutions that will balance the needs of consumers privacy and digital marketing. 

Harnessing data strategy in fundraising is a key way for charities to navigate the prolonged financial pinch.

By Angie Vaughn, Director of Marketing for Wripple Recently Wripple conducted our third Team Up…

Until these systems start leveraging other bidstream signals for targeting, frequency capping and attributing performance, ongoing abuse of that first-class identifier will likely persist.

Success lies in the willingness of advertisers to experiment and iterate across the four critical dimensions: optimization signals, targeting, creative content, and channel selection.

Understanding consumers is the foundation of effective marketing, not just a strategy. It is crucial for every team to collaborate and grasp the significance of research to enhance the impact of their work.

Winning over individuals is hard enough, let alone groups, who don’t want to engage or be influenced.

The reach crisis facing advertisers is evident, but it doesn’t need to be a problem, providing advertisers and publishers explore technologies that will enable them to work closer together.

Where Google still leads, based on data from Rise at Seven, is on searches for activities nearby, including events and entertainment, ahead of both TikTok and YouTube.

The tools to create a more transparent, ethical, and trustworthy industry are here – and they are actionable and easy to use.

Marketers are constantly seeking new ways to leverage insights to inform their strategies. The ever-evolving data driven marketing landscape is the latest frontier for marketers, presenting challenges and opportunities alike.

Bid shading is a feature that enables buyers to leverage historical and predictive data to influence the bid price in a programmatic ad auction.

The demise of the third-party cookie heralds a new era for marketing and how it measures its success.

To win this holiday season with both Spenders and Savers, brands need to fuel their holiday campaigns with comprehensive and continuously updated data.

Ultimately, it’ll be up to marketers and brand leaders to determine what to look for in a clean room, and when the right time is to implement one.

With evolving technology, marketers are learning how creative personalization can drive better outcomes, from brand engagement to sales revenue.

We can solve the challenges of campaign quality, data breaches and violations of privacy through rigorous processes and certification. Yes, it’s expensive, but it’s worth the protection against the risk of a billion-dollar problem that can affect tens of millions of people worldwide. 

Clean rooms, in summary, represent another tool in the marketers tool box, and are only as useful as the data that goes into them.

To demonstrate the power of optimizing in-campaign, we studied several campaigns that underperformed and estimated the approximate amount of increase in brand lift if the campaign prioritized the best-possible optimization.

Data is a fundamental requirement for advertising to continue succeeding as much as it is growing.

While the road ahead may be long, AI Orchestration holds the potential to unlock the true value of data, making it a transformative force in the business world.

As data collaboration becomes increasingly pivotal for business success, companies must stay aware of the nuances necessary to keep private data useful and useful data private.

There is no better time for a change like this to come along at the DSP level. With many B2B companies trying to do more with less right now, anything that adds efficiency and potentially boosts performance is welcome.

Americans are craving content that is reflective of all diversities, and not just the historical majority. Accurate measurement that captures diverse audiences is paramount to engaging and reaching  these audiences and will be critical for brands’ success.

Attention metrics are well on their way to transforming the way the digital advertising industry not only delivers campaigns, but the way outcomes are measured and judged.

While viewability is a measure of an opportunity for an ad to be seen, attention measures whether the consumer saw, liked or engaged with the ad.

As the world of digital advertising enters the next era, personalization will continue to play a huge role in achieving great marketing results.

With so much saturation, consumers easily become blind to advertising and it’s harder for the brand’s message to have any meaningful impact.

The volumes of media data that marketers deal with will only continue increasing. This means maintaining a unified source of clean media data has to be an ongoing task.

In confronting the realities of data loss from changing regulations and standard industry practices, publishers need to look beyond quick fixes and to think long-term.

Better targeting, engaging and converting of back-to-school shoppers requires unparalleled activation data.  

Marketers were once able to rely on third-party cookies and other identifiers but, as these fade away and privacy regulation grows, they need to consider ways to continue delivering relevant advertising while ensuring they keep customer data safe.

When it comes to clearly defining advertising performance and effectiveness, the substance means the difference between wasting spend or positively impacting the business’s bottom line.

The possibilities here are endless and extend across verticals – particularly those who traditionally have been data-poor, like automotive manufacturers.

As the digital advertising landscape has evolved into its current form, it’s evolved into two distinct areas, both essential for marketers: the Big Tech walled gardens, and the open web.

It’s a bit late now to be considered an early adopter, but there’s still time to switch over to GA4 before Google forces everybody to.

Can we claim to understand a person if we overlook the content they consume, the information they engage with, the contexts they navigate?

As the industry continues to grapple with obtaining usable attention metrics, neuroscience provides a path to better outcomes that are increasingly agile, affordable and accessible.

Zero-party data, information shared directly by consumers offer compelling opportunities to leverage existing digital infrastructure to collect customer data.

It is clear that having clean customer data delivers a better understanding of customers, improves targeting and ensures a standout customer experience.

For adtech companies, it’s a question of who can adjust soonest to be the pioneer who powers the shift from the open market to direct.

Applying test and iterate methodologies, and empowering marketers to make adjustments with pace, will become the centerpiece of the work.

Like any dependency, the industry’s reliance on tracking cookies can be replaced by habits that are both more sustainable and beneficial.

While cookie based audiences are easy—simply select the audience you want to target in your DSP of choice—business data integration requires APIs and manipulating the bidder through different integration points. 

People are hyper-conscious of privacy – but are not always changing their habits

Although the GDPR was introduced with the aim of protecting personal data, its effectiveness has been undermined by several key factors.

These privacy-by-design solutions will allow companies to build their audiences ethically and effectively.

Best practices for collecting, controlling and capitalizing on first-party data assets

Many companies with highly secure data processes are going to be resistant to major sudden changes.

How your data teams can serve as a catalyst to regaining momentum against the industry’s most vexing challenges of 2023.

How data can be used to refine targeted campaigns, acquire new customers, and launch new services.

In this article, we’ll explore the role of data analytics in the future of customer experience and the best practices. 

In funnel speak, marketing should start near the narrow end, with contextually relevant information served to consumers when they’re ready.

Thousands of companies rely on these technologies and disciplines because each of them brings something valuable to the table.

SPO solutions are becoming an increasingly vital tool for brands looking to reach audiences in a more efficient and thoughtful way.

With the disappearance of cookie-based advertising on the imminent horizon, brands should embrace personified advertising.

During times of uncertainty, there’s a critical balance to maintaining the stability of our brand voice while also adapting in a rapidly changing environment.

Currently, to receive privacy-compliant campaign insights, most marketers are relying on Google and Apple to build a picture of attribution.

The winners from yesterday may not be winners tomorrow; success may depend on their ability to look at opportunities with fresh eyes.

Markters doing due diligence upfront is essential to preventing wasted spend and having headaches down the road.

March Madness and other tentpole sporting events are rightly seen as key opportunities for every marketer out there.

Media measurement as a field is experiencing massive disruption right now. From its outset, it never gave a holistic audience understanding.

Get comfortable with “walled garden world” scenarios and prioritize investments in media, technology and data capabilities accordingly.

Maximizing creativity, with the power of data and purpose, is where brands can differentiate themselves from their competitors

App marketers should be smarter with spending and reinforce the foundations of their strategies with an understanding of their user personas.

How clean is your data? It’s an important question, but one that doesn’t often get addressed — at least not at the frequency necessary.

Most brands aren’t of this other part of identity resolution, which relies on matching logic and an identity graph to connect data.

All these considerations—capability, technology, and culture, really need to be assessed by marketers before any partnership proceeds.

Online retail, with its vast first-party data, provides an ideal environment for brands looking to target customers in a relevant context.

AWS is in a prime position to dominate the clean rooms market through sheer force of their existing cloud services market share.

Look beyond superficial data and dig into app usage, which can help paint a clear picture of where people are spending their time

As our industry fights through to the other side of the cookie era, one thing is clear: Replacing the cookie will not be easy.

We asked industry experts to share their thoughts on the latest findings.

With collaborative insights made possible through data collaboration and clean rooms, marketers will be well on their way to accelerating business transformation in 2023 and beyond.

With the clear value search data can demonstrate, brands that place it front and centre will gain a clear view not only of a moment in time, but also – crucially – of predicted consumer behaviour in 2023 and beyond.

The cinema advertising transformation is very much still underway. As they say in the ‘biz, the camera is still rolling.

Understanding household composition, from occupant life-stage to individual habits and preferences, is the new battleground for data integration and interpretation.

Zero-party data is here, and it’s here to stay. Undoubtedly, consumer data privacy must take precedence and brands’ strategies are yet to be fully defined. But joining the “zero-party party” is now a vital part of customer engagement strategy success.

Data collaboration, when executed in a way that preserves privacy and enhances customer experiences at scale, will transform business. I can’t wait to see what 2023 has in store.

Choosing the right demand partner is important to ensure your business is running smoothly, cash flow keeps coming, and you aren’t being taken advantage of through sneaky clauses or unfair terms.

With privacy-first data practices becoming standard in the industry, marketers are looking for other resources when it comes to gathering potent insights.

In the wake of the pandemic, brands must navigate complex and sensitive issues, from intensifying political polarization to calls for social justice and a looming economic recession. Meanwhile, whether it’s the deprecation of the cookie or the launch of new platforms, technological change is accelerating.

Using a few simple generic attributes like time, location, and genre, it’s possible to deliver dynamic and personalized content that aligns with a listener’s interests and immediate circumstances.

It’s easy to see how brands that embrace the new rules of the road will position themselves for success.

First-party publisher data in marketing campaigns will play a major role in building a more responsible web. So advertisers and publishers must combine forces to  restore consumer trust within the digital marketing industry.

Because creepy is still creepy by any other name, the cookie is not coming back. But adtech companies, advertisers, and publishers do not need to cry over spilled milk.

These capabilities will enable digital advertisers to continue providing a truly personalised experience for their users.

When fighting for attention has become harder than ever, data is our best ally to supercharge creative thinking.

As the industry learns to adapt to the evolving privacy landscape, app developers need to find new ways to bridge the gap between fragmented and incomplete data.

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.

Using personalization data allows sales professionals to break through all the noise and make a real connection with people on the first try.

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.

The Claritas Identity Graph powers a full suite of solutions to help marketers maximize their efforts across the entire marketing spectrum.

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.

When it comes to upskilling there’s no time like the present.

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. 

Brands and marketers need to look at the new privacy ecosystem not as a threat, but instead as an opportunity.

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.

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.

A Q&A with Chris Hogg, Global Head of Platform Sales at Lotame

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.

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.

The industry’s reliance on data to create relevant campaigns has led to an explosion of automated technologies to process and analyze the available data more efficiently.

Thanks to advances in technology, engineering, and — perhaps most importantly — AI and ML capabilities, platforms and brands can individualize interfaces to meet users’ needs.

An effective measurement framework will give you the data to continue moving the business forward and serve your customers’ needs.

Will we all learn from Julia Child and start asking questions, listening, and responding with care and interest? As Julia proved, it’s a time-tested approach.

Publishers and advertisers alike are gearing up for a new world of addressability where interoperability is the best path forward for all parties.

Industry leaders are collaborating and dedicating significant resources to addressing the pending seismic shift in data collection and its impact on programmatic advertising.

No matter how much change comes our way, due to regulation, platform moves or otherwise, our respect for data driven marketing can and will live on. But, we have to look beyond the marketing plan to ensure that we are putting data analytics to the best possible use.

Through audience insights and creative experimentation, brands can create an advertising experience that informs, delights, and entertains viewers and helps them discover the products or information they want and need.

If we don’t start respecting consumers’ inboxes and letting them control their data, they will continue to rely on machine-generated emails like Apple Hide My Email, Firefox Relay, and more.

Advertisers chasing their tails trying to achieve something that isn’t even possible, even if they know that’s true.

Sentiment based analysis and targeting brings back to advertising the understanding that human behaviour is often complex and contrary, meaning that delivering the right messages to them requires a subtle mix of art and science.

Data phobic CMOs are afraid to test new creatives and unable to prove the value of campaigns to their board.

The end of third-party cookies is already underway and Apple’s App Tracking Transparency (ATT) feature is an early example of a more privacy-focused approach.

The incredible set of unique circumstances informing sentiment and motivation at the individual voter level in 2022 is beyond human computing or imagination.

A Q&A With Claritas Senior Vice President Quinn Jalli

One thing is certain: personalized advertising already provides limited knowledge of users’ interests and will soon disappear. Contextual and semantic targeting alone won’t be enough to thoroughly understand online users.

We’re at a pivotal crossroads in the data-driven marketing world, and first-party data owners have a unique advantage when turning the corner.

Cookies have become an easily abused technology, but how did we come to rely on them in the first place, and what does their demise mean for the future? 

There’s only one true way to maximize the return on investment (ROI) of your campaigns. It involves precisely measuring campaign results.

No single medium is more important for today’s brands and advertisers than streaming video.

As the debate continues over the creation of in-house media agencies, the decision to in-house media data should be a no-brainer for global brands.

The next phase of innovation for contextual targeting will see creatives and attention-based measurement create the “The Mindset Matrix”.

When a TV buyer can capture ad exposure over multiple weeks or months, marketers will get a more detailed and reliable understanding of frequency, timeliness and what actually drove an outcome.

To reach the best online retail shopper, it’s vital to know who they are, what they prioritize, what they buy, and how they buy.

Despite the challenges that keep marketers up at night, Claritas can help solve them.

By the time they reach your doorstep, a buyer’s journey is mostly over. At this point it helps to understand that journey at a company level, especially within your own website.

If TV providers want to maintain the value of their content, they must fight for the right measurement that does an adequate job of tracking how many people see the ads on their content and how those ads impact their audiences.

Too many adtech companies are trying to maintain the status quo (and the arms race that goes with it) that we’ve all lived with for 15+ years.

There are still some unknowns on the horizon when it comes to how a fully cookieless digital landscape will operate in practice, but that doesn’t mean brands and agencies are directionless.

Harnessing first-party data, and ensuring it’s frequently audited will offer a trustworthy foundation to build on. Marketers who start now will have the benefits of valuable insights into their customers’ needs and preferences.

As cookie depreciation bears down on the industry, an influx of cookieless targeting solutions are proliferating the marketplace, with the latest solution to be released being Google’s Topics API.

The customer relationship is already valuable to the brand, and a thoughtfully-managed brand can provide immense value to the engaged consumer by way of continuing education, special offers and things like loyalty programs.

By Caroline Hugonenc, Global VP Insights & Research, Teads There has been a long understanding…

As programmatic advertisers look to identify and reach their known, and unknown, audiences, they’ll need to continually look at how to use the best data science at their disposal to find the overlaps, unexpected correlations and audience pathways.

How can brands continue to find safe and engaging ways to connect with consumers in this complicated environment?

Technology can help us truly understand the context of a digital environment and pair that with dynamic and engaging ad creative in real time. And when you get that right, consumer attention naturally follows.

Recent research suggests 76% of customers want brands to do more to control personal data. In a world of instant personalization and constant multichannel interaction, brands need to analyze and react to this data in real-time.

Frequent guest of the podcast, Claritas’ own CTO, Al Gadbut, joins us for the first in our newly shortened 20-minute episodes, Identity Resolution: The Multibillion Dollar Industry.

Now is the time for businesses to go the extra mile to show consumers that they are invested in creating reciprocal value, something that not many audiences are convinced of.

As the nation continues to diversify, brands must broaden their ideas of a target audience. They must move away from defining their consumers in traditional, broad segments like Gen Z or Gen X, and understand the diverse range of individual needs.

Like the tectonic plates that shift beneath our feet, the digital advertising industry is in a state of flux. The landscape as we know it is changing dramatically, driven by a series of dynamic forces that create both opportunities and risks.

Marketers can lay the foundation for a privacy-safe strategy by assessing their current data practices, minimizing data collection, privatizing information, and clearly communicating with customers.

Both advertisers and publishers are making efforts to harness first-party data and develop new solutions as well as leverage alternative user targeting methods to help restore trust among sceptical digital consumers. While this intent is commendable, the ecosystem has a long way to go to develop a credible solution for the loss of third-party cookies and MAIDs.

The entire industry, including publishers, must continue to take positive steps forward on this journey to privacy, compliance, and respect.

The right Identity Graph plays a critical role in ingesting that data and creating those linkages to determine what consumer behaviors the campaign influenced.

The time has come for publishers to hold themselves accountable and play their part in bringing transparency to the industry. It starts by understanding that ads.txt is a great tool that should be utilized to its fullest extent.

5 recommendations as to how marketing and communication teams could adapt their approaches to connect and influence at a ‘mindset’ level, rather than pinning ads or strategies on a generation or an outdated demographic.

CMOs are analyzing an array of datasets to answer questions about their brand – and they want those answers today.