Data

A collection of 33 posts

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Key Considerations For Marketers Investing In A Customer Data Platform

As the third-party cookie approaches its sunset, marketers are scrambling for alternatives. Could the customer data platform (CDP) be that solution, helping brands to thrive in a cookieless world? Let’s explore the question. Learning from the DMP experience There’s a precedent for the CDP: the data management platform

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Identity solution fatigue is setting in: How to keep moving

As we move deeper into 2021, the desperate search for identity solutions that can smooth marketing organizations’ transitions to a cookieless world is reaching a fever pitch. There’s no shortage of new identifiers and identity technologies vying for attention — and that’s a big part of the problem. Despite

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Why the end of third-party cookies is good news for marketers

The looming deadline for removing third-party cookies, which the digital advertising industry relies on for data-driven marketing, and data deprecation, is causing a lot of chaos and confusion for marketers. But it’s not all bad news. Why? Because it presents an opportunity to build a sustainable ecosystem that allows

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Proving the Effectiveness of Contextual for a Cookieless World

In this article, Caroline Hugonenc, global VP insights and research at Teads,  outlines why marketers should consider making contextual targeting their prime strategy as they prepare for life after third-party cookies. Data privacy has been top of the agenda for most companies in the last few years, even gaining national

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How buzzfeed and other publishers are optimizing first-party data

Media and publishing companies have—happily—found themselves in an unfamiliar position this year: the catbird seat. With the deadlines for browser-based cookie removal fast approaching, anyone whose business relies on digital advertising has spent the past few months strategizing and testing, testing and strategizing.  In a post-third-party cookie world,

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6 Types Of Post-Cookie Data That Will Still Be Available After 2022

Third-party cookies may be on the way out in Chrome, but that doesn’t mean the end of data-driven advertising. There are still many other types of audience data that marketers will have at their disposal, including identity graphs and consented third-party data, household-level data, second-party data, contextual data, cohorts

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In The Wake Of Bidstream Identifiers, Publishers Will Become The Guardians Of Data

With every Google, Apple and Firefox announcement, the status quo of the open web is rocked. The ecosystem of advertisers, ad tech companies and publishers falls out of balance. With Google sunsetting the lifeblood of digital marketing — third-party cookies — and no longer supporting identifiers in the bidstream in its own

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About ad age agency report 2021

Ad Age Datacenter produced the 77th annual Ad Age Agency Report. The complete Ad Age Agency Report 2021 was published online May 3, 2021, at AdAge.com/agencyreport2021. A summary of Ad Age Agency Report 2021 appears in the print edition. Information for Agency Report 2021 came from questionnaires submitted

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Four Ways Publishers Can Use Data to Get Closer to Buyers

When programmatic first started, publishers largely viewed it as another channel they could use to offload remnant inventory and squeeze out more revenue. It wasn’t considered a risk to their core business, but rather a more tech-enabled version of the network model with which most were already comfortable. Ten

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GroupM Launches New Data Ethics Tool To Mitigate Brand Risk

GroupM launched a tool in beta on Monday designed to help marketers determine the potential ethical risks associated with a data-driven campaign from a consumer perspective. Launched in partnership with Unilever, GroupM’s Data Ethics Compass claims it’s the industry’s first ever tool to incorporate ethical decision making

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Adform finds 90% of UK brands have no solution in place for the removal of third-party cookies

Adform, the only independent global ad management platform covering all aspects of the digital campaign lifecycle, today announces the findings of research into achieving Effortless Modern Marketing, conducted with more than 1,000 marketing professionals across the UK, EMEA and the US, in conjunction with leading market research firm, Dynata.

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Buyers and the cookie-less world in 2021

Dive Brief: * Ad buyers expect a 6% overall increase in 2021 budgets compared to estimated actual spend in 2020, but have concerns about the end of third-party cookies, the loss of identifiers and the need for first-party data and cross-platform measurement, per the IAB's 2021 Marketplace Outlook Survey that was

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What Publishers must remember in 2021 regarding OTT

Here are the Key Takeaways for Publishers from on a recent report by Openx : Users are open to ads. A majority of streamers are open to an ad supported model. OTT is nota one size fits all ecosystem, however, and there is a split amongst streamers about the exactnumber of

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Customer data can help brands boost loyalty and brand revenue

Trust, reliability and making good on brand promises have always been the cornerstones of customer loyalty. Brands that offer a frictionless, flexible customer experience (CX), one that empowers consumers to get the products, services or answers they need, are rewarded by customers returning for more. But what happens to loyalty

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Four trends that will shape the agency business in 2021

Four major challenges to the media agency community — and the opportunities that lie within them : * E-commerce As brands, retailers (and Amazon) strive toward building relationships that include shelf space, online sales and media advertising opportunities, media agencies struggle to offer value in those exchanges. Ultimately, agencies need to build up

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Trends which will define the year 2021 for programmatic advertising

The following digital advertising trends will influence the shift to programmatic buying and help brands optimize ad spend. Data & Cookie deprecation There has already been a lot of talk around data and how the third-party cookie deprecation is going to allow media industry to evolve, looking into news (or old,

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First-Party Data and the Future of Advertising

Amid growing privacy concerns and the demise of the third-party cookie, the dynamics of the digital advertising landscape are being reshaped as we speak. Earlier this year, Google announced it would join Safari, Firefox, and other web browsers by phasing out third-party cookies and data tracking at some point in

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2021 marketplace outlook

Executive Summary by IAB * Buyers are generally optimistic about 2021 while showing some concern for the year ahead:o Preparing for a cookie-less future/loss of identifiers o The need for 1st party data o Cross-platform measurement solutions * Media budgets will be flexible in 2021; 39% of Buyers report their

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Which Economies Showed the Most Digital Progress in 2020 ?

1.More data privacy, less data protectionism Economies that provide secure, frictionless digital experiences nurture the most positive, engaged consumers, creating the most active digital ecosystems. These ecosystems then generate more data, which is the lifeblood of a competitive digital economy, enabling a virtuous cycle of growth. Economies such as

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Advertisers top challenges regarding data in 2020

In the US, the top challenges regarding the use of data today are identifying audiences across screens and ensuring that data is compliant with consumer data privacy initiatives. Data security, accuracy, and compliance are key challenges across the global markets surveyed. Nearly two thirds of US advertisers think that consumers

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Advertisers adaptation to a world without third-party cookies

Next year, Apple will put into effect the default opt-out of its device identifier, IDFA (Identifier for Advertisers). Just over half of US advertisers recognize this too will significantly impact their video advertising. International advertisers, who were surveyed after the announcement that Apple would delay this privacy measure to 2021,

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Advertisers, consumers and the changing Privacy Landscape

In the US, the top challenges regarding the use of data today are identifying audiences across screens and ensuring that data is compliant with consumer data privacy initiatives. Data security, accuracy, and compliance are key challenges across the global markets surveyed. Nearly two thirds of US advertisers think that consumers

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Apple launches its new app privacy labels across all its App Stores

At Apple’s Worldwide Developers Conference in June, the company announced it would soon require developers to disclose their app’s privacy practices to customers via new, glanceable summaries that appear on their apps’ product pages on the App Store. Today, these new app privacy labels are going live across

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Amazon, Facebook Among Targets in FTC Data Practices Review

The top U.S. privacy regulator ordered some of the biggest technology companies, including Amazon.com Inc., Facebook Inc. and Google’s YouTube, to hand over information about how they collect and use information from users. The Federal Trade Commission said Monday it is issuing sweeping demands for information to

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Publishers find increasing value in first-party data

Publishers such as SHE Media and Vox Media have been amping up their first-part data acquisition efforts and are finding the data integration is now a prerequisite for programmatic ad sales. Ryan Pauley, Vox Media's chief revenue officer, says, "We expect much more than a majority of our impressions across