How Agencies Can Thrive as Data Restrictions, and Walled Gardens, Gain Strength

Agencies must figure out how to help clients navigate the new privacy era of digital ad targeting. They can thrive despite new advantages for walled gardens.

One Year Later: How Covid Hit Ad Tech and How It’s Recovering

Covid bludgeoned ad spend, cut budgets, and forced ad tech providers to get crafty to survive. On top of that, 2021 is throwing its own curveballs, especially related to privacy, as Apple and Google downgrade tracking.

The Comment Section Could Be the Next Big Source of Audience Data

Comments sections can be a source of feedback, wisdom, and community. They can also provide rich, first-party audience data. OpenWeb is betting on the latter.

The Stakes of Apple’s IDFA Change

The IDFA change means that iPhone users will be asked whether they want to allow tracking when they open apps. It will deal a blow to digital advertising.

Tapad’s Switchboard Aims to Unify Fragmented Identity Solutions

In lieu of the cookie, ad tech firms are proposing a slew of disparate solutions. To solve the fragmentation issue, Tapid launched Switchboard this morning.

DISQO’s Case for Panel Data as the Post-Cookie Solution

Audience insights firm DISQO thinks it has the solution that will fill the data holes the deprecation of third-party cookies will cause: panel data.

Google’s FLoCs: “Advertisers and Publishers Are Right to Be Wary”

Google’s FLoCs is supposed to boost privacy in ad targeting. But the actual efficacy of the program and Google’s habit of boosting itself are fueling concerns.

Demand Science Acquires Email Marketing Automation Startup Tidings

The B2B buyer intelligence platform Demand Science is acquiring the email marketing automation startup Tidings for an undisclosed sum. Tidings founder David Mihm will join Demand Science as VP, head of product, as part of the deal. Mihm, a Street Fight contributor, previously founded and sold GetListed.org to Moz in 2012. He is among the […]

What is Federated Learning of Cohorts (FLoCs)?

Federated Learning of Cohorts is a method Google has devised to track Internet users’ interests and serve them ads relevant to those interests. The method aims to be attentive to privacy by grouping thousands of users into these interest-based cohorts. Therefore, the thinking goes, users still see ads relevant to them, but ads less finely […]

retail order pickup third-party data

Third-Party Data Remains Even as Cookies Deprecate

Third-party cookies are crumbling, but third-party data may be on the rise. Lotame, a data enrichment platform, manages what it calls the “world’s largest second- and third-party data marketplace.” This gives the company among ad tech’s best views into how companies are deploying data and what they’re buying. Lotame found that third-party data sales skyrocketed […]

Recent Ad Fraud Schemes and How to Fight Them

Each year, marketers set out to solve ad fraud, but the systemic struggle is a long-term fight with no instant fix. To that end, I checked in with Paul Roberts, CEO of audience marketplace Kubient, to assess the state of ad fraud and how providers can keep it at bay this year.

online privacy

Do Targeted Digital Ads and Privacy Mix?

Concerns about privacy are pervasive in predictions about digital advertising in 2021. The demise of third-party cookies, the passage of a more stringent California state privacy law, and the specter of future legislation in other states or at the national level are driving the topic’s popularity.

I checked in with Philip Smolin, Chief Strategy Officer at ad platform Amobee, to get his take on if and how advertisers can adapt to rising privacy standards while maintaining sustainable business models.

Foursquare’s New Audio Assistant is a Peek into the Future of Local Tech

Dubbed Marsbot for Airpods, Foursquare’s virtual assistant will whisper insights to users about their surroundings, unprompted, as they move throughout the world. This may be a recommendation for a local coffee shop or a fun fact about a landmark.

For brick-and-mortar businesses and the technology providers that help them connect with customers, the marketing possibilities are tantalizing.

Why Creative is Paramount for This Year’s Holiday Ads

When marketers are all using the same platforms and automation tools to bid and compete against each other this holiday season (like with Facebook Automated App Ads and Google App Campaigns), the key differentiator will be ad creative. Preparing an arsenal of high-performing creative will be critical to advertisers in order to keep costs down and be effective this year.

How Small Businesses Can Conquer E-Commerce for the Holidays

As the pandemic continues, consumers are shifting their expectations of brands as well. They don’t just want coupons in their email anymore, they expect an intuitive browsing and checkout process, accurate inventory and out-of-stock notifications, curbside delivery, and fast shipping.

E-commerce is already a must-have, and small businesses who understand this and take steps to offer their customers a way to buy online will create a memorable experience, more long-term loyalty, and ultimately more sales this holiday season.

Mobile Ad Network Vungle Acquires Mobile Ad Platform AlgoLift

Vungle helps mobile app developers monetize their apps through advertising and connects advertisers with mobile app media. The AlgoLift purchase will help Vungle’s advertisers better solve for attribution and optimize in-app ad spend.

Facebook, Holocaust Denial, and the Refusal of Politics

Facebook’s long-term refusal to strike down Holocaust-denial content is not a problem specific to Facebook. It’s not a decision limited to Zuckerberg or a few feckless executives. The problem is not even limited to tech.

Facebook’s purported refusal of politics — its reluctance to accept that it has always been a political actor and that its content-moderation policies and algorithms have real-world effects on what people believe and what they do, up to and including acts of physical violence as in Myanmar — is a structural feature of shareholder capitalism. A content ecosystem whose leaders are so timid as to let Holocaust denial flourish is the logical result of an approach to management that views its only responsibility as minimizing costs and maximizing market capitalization.

How Marketers Should Prepare for an Abnormal Holiday Season

Marketers overuse the word “unique,” but the adjective actually applies to this year’s holiday season. Consumer-facing brands and retailers have not faced such an adverse economic environment for more than a decade, and they have never grappled with a Q4 in which driving customers to their stores came with daily, life-or-death stakes.

I spoke to Michele Marzan, chief strategy officer at MainAd, about these holidays’ unprecedented challenges and unexpected opportunities.

Power of Influencers May Be Growing amid Pandemic

As many as 21% of consumers have made their first-ever influencer-driven purchase since the Covid-19 outbreak struck the US, according to new research by martech firm Valassis.

The firm speculates that this apparent increase in the power of influencers may be related to a boost in social media usage among consumers stuck at home.

Why Contextual Ads Are Generating More Interest

Increased attention to consumer privacy is shifting the way advertisers do business. One of these shifts is the increased embrace of contextual advertising, which shows Internet users ads based on the content of the sites they’re searching, not based on their previous digital activity.

I checked in with John Clavadetscher, president and chief commercial officer at Cooler Screens, for more on why brands are taking up contextual ads and what benefits the format offers.