Ad Tech Isn’t Dying amid Privacy Changes. It’s Transforming

The types of adtech companies receiving funding will shift. Winning the post-cookie identity race offers an enticing multibillion-dollar opportunity. Anxiety is high among publishers and tech firms around profound change happening quickly. But companies have been preparing for this day for years, and have devoted extensive time, research, and resources to developing next-gen solutions.

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Expert Roundup: The New Data Arms Race

A new privacy era is changing the rules of data-driven business. Below, leaders in digital marketing expound on those changes and on what the future of business, especially in digital advertising, will look like.

LBMA: Disney Launches Genie Service

In this episode of Location Weekly, the Location-Based Marketing Association covers Disney launching their Genie service, GroundTruth partnering with No Kid Hungry, Barilla helping the blind make pasta, and United Airlines teaming up with Walmart and Albertsons on Covid testing.

Google Local Search Trends I: Personalization

Though it’s not always easy to find the common threads in Google’s complex evolution of the local search consumer experience, some themes do stand out, such as the drive toward increasingly personalized search results, which I’ll be covering in this initial entry in the series. Fortunately for marketers, personalization, along with the other themes I’ll cover, offers numerous opportunities to outpace the competition and convert more searchers into buyers. A better understanding of these emerging trends will help marketers prioritize their efforts.

Concrete Steps to Prepare for a Cookieless Future

The biggest change for digital marketers who’ve grown comfortable with cookies is realizing that the future may not be near as turnkey and automated as it is now. Executing campaigns without cookies will require more hands-on strategizing and monitoring of campaigns, and it will force marketers to be proactive when it comes to culling third-party data providers and ad-tech partners that rely too heavily on cookies for their data and analytics.

LBMA: Groupon and Booksy Partner on Salon Appointments

In this episode of Location Weekly, the Location-Based Marketing Association covers Groupon and Booksy partnering on salon appointments, the Nike Store in Seoul tying real-time data to DOOH, Kroger teaming with Kitchen United on ghost kitchens, and Bluedot pursuing gamification with real-world AR.

Is Snap Building a Local Discovery Engine?

Snap wants to compete with Google Maps as a local search and discovery engine. That’s a tall order, but Snap could have an edge in socially-fueled map results. As often, it’s all about the data.

How to Use Location-Based Marketing to Drive Conversions

On a very basic level, location-based marketing allows businesses to target consumers by monitoring their geographic location. In this article, we dive deeper into the technological aspects and achievements of location-based marketing. Keep reading for all the information those in the tech industry should know about location-based marketing.

A Privacy-First Approach to Personalization

As privacy laws continue to gain global traction, now is the time for marketers and brands to revamp their data practices and put the “person” back into personalization. To regain consumer trust, today’s brands need to embrace a privacy-first mindset and adopt transparent data collection practices.

3 Benefits of Scenario-Based Innovation

Scenario-based innovation takes mega trends and industry-specific trends and translates them into future scenarios. These scenarios define future states – for example, over the next five to eight years – to identify potential long-term ideas. Those ideas are then typically used to create a concrete business model and a tangible action plan.

LBMA: Walmart Licenses Delivery Tech

In this episode of Location Weekly, the Location-Based Marketing Association covers Digital Envoy acquiring X-Mode, Walmart making its delivery tech available to other retailers, IZEA and Place IQ partnering on influencer marketing campaigns, and TikTok using OOH to help unsigned artists.

Expert Roundup: Google Delayed Cookies’ Death, But It’s Still Time to Embrace Privacy

Google said it would not nix the third-party cookie until 2023. But these business leaders argue it’s still time for marketers to embrace tracking alternatives.

App Marketing Guide For Startups And Small Businesses Launching A New App

Marketing your idea for a new app is the key to understanding how it will be welcomed by users. By gathering information, you can further develop your idea so that by the time you launch, you’ll know you’re creating an app more likely to work.

First-Party Data Provides Opportunity for Marketers to Innovate

The loss of third-party cookies need not spell disaster for the digital advertising industry – it’s an opportunity to adapt and improve. The time has come to embrace first-party data and a consumer-centric approach to advertising.

The Business Case for Privacy

The test of a good business case is that it is backed by a lot of good data but can be easily summarized: Privacy creates trust. Trust builds loyalty. Loyal customers drive growth.

Are Brand Ambassadors Replacing Influencers Post-Pandemic?

The everyday consumer tends to first seek out friends/family and niche influencers (or brand ambassadors) for recommendations rather than celebrity influencers. An ambassador is product-oriented, commission-driven, and incentivized to sell products, rather than being paid per post conditional upon the number of followers they have like an influencer. Being commission-driven, ambassadors will usually get into the nitty-gritty about the product, spelling out why they love it, tips on styling, etc.

Apple’s Long View of Data Privacy: Revisiting Jobs in 2010

But what is the source of Apple’s self-interest, which drives its approach to privacy? I want to suggest that it’s not just a short-sighted opportunity to one-up Facebook and rival smartphone maker Google. Unlike the vast majority of tech companies recently touting new approaches to privacy, Apple isn’t new to this party.

Marketers, We Need More Accurate Attribution Modeling

In order to produce accurate attribution models, data must be combined, centralized, clean, valid, and recent. Brands that compile customer data from all channels and assemble the tech that produces multi-faceted views of customer journeys will have a competitive advantage. AI-driven modeling is possible with the right data tools in place.

The Next Era of Data Intelligence: Privacy by Design

While people seem to be increasingly aware of the problem posed by surveillance-based advertising, the demand for customized experiences has not decreased. But how are brands supposed to get to know their consumers and create customized experiences without access to data?

Expert Roundup: Data-Driven Advertising’s New Playbook

Experts from StitcherAds, AdColony, VRTCAL, ENGINE, and Placements.io weigh in on the future of data-driven advertising as privacy changes accrue. In particular, the crew discusses the resurgence of contextual ads and the intersection between privacy and antitrust issues.