What do we want? First-party relationships! When do we want it? Now! It’s important to understand the distinction between first-party relationships and first-party data. There is nothing more valuable for a brand or publisher than providing the experiences consumers expect and welcome. First-party relationships are not transactional, but flow from value exchanges over time. If […]
The history of Personally Identifiable Information (PII) Since the dawn of the mail-order catalogue, personally identifiable information, otherwise known as PII-based data, was considered the bedrock of data-driven marketing. It included information that could be used to identify an individual, usually provided by the user themselves, such as name, email address, and phone number. PII-based […]
What is a Demand-Side Platform (DSP)? A demand-side platform (DSP) automates the buying of display, video, mobile, and search ads for you. Demand-side platforms use algorithms to group all the rates of various networks together on a single platform, and is the control centre that allows you to buy media that’s sold programmatically (which is […]
Over the last decade, the industry has remained hard at work developing solutions for the rise of privacy and subsequent end of third-party cookies. While much progress has been made, one area that has remained an evolving challenge is measurement. Brands increasingly prefer to be more hands-on with measurement as they seek to understand their return on […]
Google’s announcement to keep third-party cookies available in Chrome made a lot of noise in the ecosystem, but we think it’s important for marketers to keep their eyes on the goal: Marketers and publishers want to enable an omnichannel experience, which requires a unified view of consumers and connectivity across every channel. While cookies can […]
When Apple unveiled the AppTrackingTransparency Framework (ATTF) at WWDC in June 2020, predictions of identifier for advertisers (IDFAs) opt-out rates emerged. Whether in similarity to limit ad tracking (~30%) or the 70% who have opted out of location tracking, marketers and publishers understand the implications. Just like the deprecation of third-party cookies, a reduction in […]
Today’s consumers are truly in the driver’s seat. Operating as part of a multi-channel, device-driven world, there are more touchpoints and channels that marketers must navigate than ever before. In order to effectively target consumers, marketers must ensure each interaction is tailored and targeted to specific audience groups – or risk missing the opportunity to […]
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 […]
IdentityLink™ Data Marketplace is an open, secure and transparent marketplace which makes it easy to buy and sell data – all with a single contract SYDNEY, October 9, 2018 – LiveRamp (NYSE:RAMP) the identity platform that powers exceptional experiences, today announced the launch of its IdentityLink™ Data Marketplace in the Asia Pacific region. The neutral […]
As data continues to transform customer experiences around the world, there is a growing appetite for privacy-enabled data connectivity as brands look to better understand their audiences and deliver more engaging, personalised, and holistic experiences safely and securely. 10 ViacomCBS is a leader in the Australian market when it comes to innovating around consumer […]
