As our industry fights through to the other side of the cookie era, one thing is clear: Replacing the cookie will not be easy.
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.
IP address intelligence data won’t stop criminal cyber activity, but it can provide an additional, valuable layer of protection for in-house teams or MSSPs
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.
To continue to reach consumers, advertisers must work with publishers via a privacy-safe tech infrastructure to find, scale and activate their consented consumer data, including the opt-out consumers.
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.
If marketing purse strings are being tightened in tandem with consumer spend, better data activation could be the path to success for retailers to achieve true marketing effectiveness this festive season.
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.
In the final quarter of this challenging year, marketers can be reassured that the tools to withstand the additional pressure of delivering both efficiency and performance from media investments are readily available in programmatic media.
In today’s digital-first ecosystem, data is an abundant resource, requiring companies to isolate the data that matters most, converting information into actionable insights.
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.
When seeking a partner to help navigate the post-cookie world, partners who have relied on cookies in the past are likely to deliver tactics that have been seen before. In contrast, partners who have never relied on cookies will likely provide much more dynamic solutions.