Customer behaviors and attitudes are always shifting, and the businesses that are best positioned to understand, reach, and market toward those shifts are the ones that will succeed in scaling revenue.
The advertising technology industry has spent most of the past 18 months developing plans and products to fill the white space in targeting that will be exposed when Google finally stops supporting third-party cookies in its Chrome browser.
As Google prepares to move forward with testing FLoC – a.k.a. phase two – the digital industry is encouraging brands to use this time for exploring, testing, and evaluating all the alternative tracking solutions.
It seems obvious that performance marketing and creative teams should work together but most agencies and brands have created silos within marketing to decentralize their operations between creative, media buying and performance marketing.
Data independence means that a marketer’s ability to reach their target audience is not solely reliant on the whims of tech giants, but rather their own data collection and management.
Google’s Core Web Vitals will soon be used to rank a site’s SEO. The rollout is due this summer, so it’s currently high up on many publishers’ agendas.
Although it might be hard to remember a time when “Googling” wasn’t a ubiquitously used verb, it’s worth reminding ourselves that the company is only 22 years old.
While this has been going on, connected TV (CTV) – which is free from third-party cookies – has seen its viewing figures increase in a massive way, growing by four billion hours per week in early 2020.
It’s difficult for today’s marketers to measure what’s actually causing customers to engage and/or buy. Fortunately, one tool can help marketers accurately calculate conversions across channels. It’s called an identity graph.
Considering that Safari is the most popular mobile browser in the US, there is a lot of missed opportunities for monetization. Publishers are now fighting with one hand behind their backs.
From the rise of cohorts to advances in contextual solutions, user-level targeting will shift towards a one-to-many approach – and this is where the real change will take place.
To realize its true potential in this time of growth, CTV must glean lessons from the journeys of other digital channels as we head into a privacy-first future.
Recently, France ruled that Google’s advertising practices created unfair advantages by favoring its own ad server and ad exchanges over third parties.
Welcome to your journey towards a cookieless world. Those third-party cookies that marketers love so much — and that consumers are so annoyed by — are fading fast.
Moving forward, it will be important to approach TV measurement and addressability in the same way as digital, giving advertisers the cross-platform insights they need to increase the efficiency of their TV ad campaigns.
While brands knew Apple’s privacy forward approach was coming, the world is just now seeing the real impact of this ATT update, which is giving consumers more access and power when it comes to what information is shared with advertisers.
A swan gliding serenely on the water’s surface yet paddling frantically against the depths below is a favourite analogy of marketers when describing their day-to-day role.
Like most runners, long runs are where I do most of my thinking. It’s a rare gift of white space in our always-on world. It’s time to stop thinking about brand and performance separately.
There’s a healthy number of ROI opportunities within the payment automation sphere, and it’s relatively easy to estimate for any given organization by doing a payment analysis.
Delivering the best customer experience, both online and off, is vitally important for driving business, but the environment is changing quickly.