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 […]
On Feb. 16, 2022, Google announced a multi-year initiative to expand its Privacy Sandbox to Android, with the goal of introducing new, more private advertising solutions. Specifically, these solutions will operate without unauthenticated cross-app identifiers, including the Android Advertising ID (AAID), and will limit sharing of user data with third parties. They’re also exploring technologies […]
If you want to understand big data marketing, then consider ‘normal’ marketing to be jumbled mess without analytical data. Marketers need relevant information to develop the company’s marketing strategy. The tools they use are market research, target group analyses, statistics, consumer behaviour analyses or competitors’ results. The web has allowed access to an infinite amount […]
As we enter the heart of upfront season, TV’s constant change continues unabated. Just within the last few months, we have seen the emergence of new platforms (with no “fasting” for FASTs) for the industry to take into consideration, as well as more updates in the cross-screen measurement conversation. In order to take advantage of […]
Fundamental changes are coming to the way publishers collect user data. But that’s not a bad thing – it opens up a golden opportunity for a more balanced first-party value exchange. Between Chrome ending support for third-party cookies and never-ending privacy legislation, the clock is ticking on current cookie-based workflows. CPMs will drop, and retargeting, […]
Third-party cookies have long been used to track users across the internet, allowing businesses to collect data on users’ browsing habits and use that data to target advertising. However, as privacy concerns have grown in recent years, Safari and Firefox have phased out support for third-party cookies. Chrome is due to follow and end third […]
New marketing channels and technologies pop up all the time, with growing volumes of information and data coming at us from all directions. Being a modern marketer today means having to handle, analyse and act on information from dozens of disparate sources, systems and channel. However, up until now one crucial piece has been largely […]
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 […]
When something breaks down or fails, our natural response is to replace it with something else that does the same job. If your dishwasher packed up, you’d buy a new one; you wouldn’t look for one machine that washed dishes and another that dried them. But that’s what needs to happen with the third-party cookie. […]
The new search to uncover audience insights Marketers have long relied on first- and third-party data to support their marketing activities – and with good reason. First-party data is rich, reliable and precise – gathered directly from loyal customers through sources like loyalty programmes, newsletter signups, purchase history and more. Third-party data – user level data […]
