If the ad industry wants to resolve its privacy and data-tracking issues, it should take a cue from retail.
With economic conditions and key indicators on the rise, B2B marketers are taking stock of their business to take advantage of what should be a very strong 2021.
Brands are increasingly turning to programmatic delivery to bolster their efficiency, but to survive the death of the cookie they’ll need a better grasp of contextual targeting.
By now, most of us have begun reckoning with the coming reality. Cookies are indeed going away, identifying customers is undoubtedly getting harder, and companies like Google and Apple are not coming to save us.
Marketers and publishers are burning the midnight oil to figure out how to keep their revenue from pancaking as we move into the post-cookie/IDFA reality, especially after Google’s recent unsurprising “bombshell.”
Consumer data is the latest battleground for companies to win dominance over their competition. They are clamoring to build honeypots of data that can be leveraged for their own benefit and purposes.
Paradigm shifts are hard. When you’re used to doing something a certain way, realizing that you can do it in a completely different way (and get similar results) is really hard to grasp.
The events of last year forced many retail companies to reevaluate their messaging, planned social content, and even the diversity of their boardrooms.
Modern advertising is a data-driven practice. So as new regulations and browser policies take hold, many fear a coming data crunch.
Marketers have become obsessed with zero-party data — and rightfully so, as it’s the “holy grail” of consumer information. Savvy marketers use zero-party data to improve the personalization of their brand communications and, ultimately, to deepen their relationships with customers — a high priority these days.
Google’s recent announcement that it won’t support user-level identifiers in its ecosystem, is just the latest step in its plans to change how consumers are tracked online.
In a blog post, a Google leader stated that, once cookies are phased out, “we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.”