September Theme: Broadening Local

Street Fight covers the whole of digital marketing, but our roots lie in local search and media, and we’re returning there this month with a focus on what we’re calling Broadening Local.

Why More Brands Are Bringing Data Intelligence In-House

Despite implementing many of the same technology platforms and marketing strategies as they did in early 2020, retail brands today are shifting their approach and bringing more data intelligence solutions in-house. The strategy is part of a larger emphasis on first-party within the brand marketing community, particularly as personalization techniques grow more advanced and privacy changes make targeting harder.

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.

mone

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.

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.

Why Social Data is More Valuable than Ever

Sav Khetan, Head of Product Strategy at Tealium, checked in with Street Fight to discuss why the data on social platforms is more valuable than ever, how advertisers can navigate privacy changes, and how customer data platforms can help.

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.

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.

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.

Report: Privacy and Walled Gardens Risk Undermining Marketing Strategy

Marketing strategies, and the data they run on, face systemic risk in 2021. More than ever before, marketers’ access to customer data is being cut off by increased privacy restrictions from governments and private gatekeepers alike.

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.

Enriching First-Party Data to Remove Marketing ‘Blind Spots’

More advertisers are taking control of their media spend, and they’re looking for better ways to have direct involvement in the use of first-party data to improve ad performance. Those are just a few of the findings in a new report by Kantar looking at the latest behaviors, attitudes, and trends in the digital advertising space.

Street Fight’s August Theme: Doubling Down on Data

When we ask ourselves which way those winds are blowing, the clear answer this month is heightened attention to the evolution of consumer data. That’s right, we’re doubling down on last month’s theme. This happens every once in a while when topics are weighty enough. We did the same mid-pandemic regarding Covid’s impact on local commerce. 

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.

Autonomous Retail

Beyond the Checkout: Using Data to Create Autonomous Retail Experiences

The autonomous retail sector is booming, and brick-and-mortars are getting curious about how to free up their employees’ time and foster new experiences to lure customers in store.

online privacy

Media Measurement in the Data Privacy Era

Marketers need to understand how to gather and leverage consumer data on the fly and according to protocol. Gartner forecasts increasing regulations will lead to more than one million organizations appointing a privacy officer by the end of 2022, a signal that now is the time to get serious about media measurement in the privacy era. Let’s explore some strategies that will define the next generation of media measurement.

mone

Expert Roundup: The Rise of First-Party Data

Experts from Digilant, Influ2, Infutor, Mobivity, and Stirista weigh in on the future of data-driven advertising as privacy changes accrue. In particular, the crew discusses the increasing importance of first-party data and targeting methods not tied to cookies.