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.
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.
Metaverse marketing techniques can impersonate modern footprints to compose smart technology. However, more consumers need to experience the metaverse and provide valuable feedback.
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.