Data is a double-edged sword. It is the key to unlocking innovation. It has also become one of the biggest obstacles to business transformation and customer experience excellence. This is due to the exponential growth of data where it is siloed, scattered and probably even copied everywhere else. This is data fragmentation taking place and […]
Successfully using data to deliver on business goals is never just a matter of data. Leveraging data also means thinking about everything that sits around it, from how it’s collected and stored, to the organisational changes needed to support its use, to the tools and technology required to realise its value. In previous posts, I’ve […]
Mobile has become an increasingly important consumer touch point, and the global pandemic has made the mobile experience all the more appealing—a one-stop-shop for content, commerce, and entertainment. As engagement on mobile continues to grow, and mobile device makers evolve their policies in response to a rapidly changing privacy landscape, app publishers must adapt to […]
Data is the key to connecting businesses to customers—creating better experiences and more brand value. Where does the data come from? Data lakes and warehouses contain troves of information about consumers’ browsing behaviour, product preferences, and purchase histories. Together, these data points offer valuable insights that companies can leverage to deliver the personalised experiences that […]
Retail media may have dominated the marketing agenda for the last couple of years, but it’s only one specific part of the retail data story. What’s been overlooked are the slightly less sexy, but far more accessible ways retailers are able to leverage data right now. Brands don’t necessarily need masses of data or a […]
What to Know About Data Clean Rooms and Generative AI Data clean rooms increasingly are a go-to for data collaboration between partner companies or internal enterprise teams in a way that offers compatibility with most privacy requirements. The idea of integrating new technologies like generative AI has raised questions about consent, bias and risk. When […]
Understanding your customer journey is the core marketing task of the 21st century. Where before it was essentially a “black box” with campaigns going in and sales (hopefully) coming out, digital media and its associated data have shone a light in and started to illuminate what’s actually going on. But as we’ve seen in the […]
Why should publishers care about their authentication strategy? Because the industry is changing and authentications are the way publishers can grow and connect their inventory to the advertiser’s target audiences with precision. Publishers that adopt an authentication strategy will gain a competitive advantage and increase their CPMs. What is Authentication? Authentication is simply any time […]
Barista: How do you take your coffee? Me: Very, very seriously. What does coffee have to do with ad tech? We’ll get to that, but first, let’s paint a picture of the coffee industry. Coffee is considered a commodity and is traded as such. In the not-too-distant past, blended, mass-roasted coffee was the only thing […]
Retail Media Networks (RMNs), Connected TV (CTV), and media platforms offer advertisers a vast number of unique opportunities to reach their target audiences through paid media campaigns. Managing campaigns across these different channels has always been a challenge, but has become particularly complex with the evolving privacy regulations, cookie deprecation and data fragmentation. Today, advertisers […]
