The historical dominance of the walled gardens doesn’t have to be forever. Industry dynamics in 2022 are uncertain and in flux.
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.
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.
To connect with consumers in a meaningful way, marketers must ensure their branded message is presented in fully on-screen formats to attract attention and solicit engagement.
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.
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.