Constellation Agency Helps Drive the Auto Industry into a New Era

The auto industry needs a tune-up. Customer service is getting faster across verticals amid the Covid-19 e-commerce boom. But all auto customers know that the sales experience in that industry has hardly changed — and it’s a hassle. Show up to the local dealership, find out if the car you want is even there, and of course, haggle with the dealer.

Diana Lee’s Constellation Agency is offering a solution.

As Few as 13% of Professionals Expect Full-Time Return to Office

Before the Covid-19 pandemic bumped office workers out of the office and into their living rooms, most of them worked exclusively or almost exclusively from the office. But after a year of remote work by necessity, only 13% say they expect to go back to full-time office work.

Consumers Request Deals and Emails, not Targeted Ads

The Cheetah Digital survey suggests that the answer to shifting privacy rules may be simple and surprisingly conventional: ask for an email address in exchange for clear value such as deals and discounts.

Brand Identity, Privacy, and First-Party Data

Lucid is a research technology, or ResTech, firm that hooks up companies with millions of customers to gauge customer sentiment at scale. I connected with Pauline Wen, chief privacy officer at Lucid, to understand the challenges brands are facing and how they can navigate a rising bar for privacy.

AdColony: “There Is No Alternative Tracking”

Marketing tech companies are widely surfacing solutions to fill the data gaps that these privacy-oriented changes will yield. But companies differ on what approach will work best: IDs rooted in mobile devices or email log-ins, for example, or panel data that users consent to share with advertisers. Other companies and thought leaders are even more polemical, declaring that the era of targeting ads based on individual user behavior is coming to an end.

Not Every Agency and Ad Tech Firm is Decrying Google’s Privacy Moves

The big question is what Google’s shift portends for users and advertisers. Is it actually a boon to user privacy? Will it undermine digital advertising? Or will models like Google’s Federated Learning of Cohorts, which will allow targeting of groups of users with similar interests instead of targeting of individuals per se, fill the gaps?

Email’s Role in the Future of Internet Tracking

Advertisers need a way to track consumers online with their consent and target them. As the name of his company suggests, GetEmails CEO and founder Adam Robinson says email is a large part of the answer.

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.