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.

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.

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.

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.

Verizon Media Offers Opt-Out of Targeted Ads Across Its Network

Verizon Media is partnering with the nonprofit Network Advertising Initiative, integrating its advertising ID with the NAI’s “Audience Matched Advertising Opt-Out” platform to allow users across the Verizon Media ecosystem to opt out of targeted ads.

Household Targeting Emerges as Alternative to Individualized Behavioral Ads

Jon Schulz, Chief Marketing Officer at Viant Technology, checked in with Street Fight to lay out the benefits and drawbacks of targeting methods offering advertisers alternatives to one-to-one behavioral ads.

What’s Next After the Cookie Goes Away? Incrementality

While there are several different approaches to take in the post-privacy world — from probabilistic attribution to media mix modeling — incrementality is, and will become, an even more important tool in the marketer’s measurement toolbox.

Is Amazon Primed for the Data Privacy Era?

In a world that favors first-party networks — especially those with ample web traffic outside of iOS apps — it doesn’t get much bigger than Amazon. The question is if the e-commerce giant can attract advertisers en masse with the reach of its ad network plus the unfettered targeting and first-party contextual relevance of the world’s largest online store.

Digital Currency

More Brands Are Rewarding Customers with Digital Currency. Here’s Why

Permission.io CEO Charlie Silver sees blockchain technology as one of the best mechanisms for issuing digital rewards in the form of cryptocurrency, and he says the ability to issue a desirable reward is essential for those brands that want to succeed in the next era of permission-based digital advertising.

With Fresh Funding, dataPlor Expands to Map the World

dataPlor was founded in 2016 with a mission to map the businesses of the developing world. But before it could extend its reach across oceans, the company focused for years on just one country, Mexico. Now, with the help of expanded seed funding it announced just this morning, the startup is taking a technology-first approach to enrich its database, map vast territories, and accelerate growth.

4 Ways Growth Marketing Automation is Re-Writing the Book on Engagement

Growth marketing automation is transcending lead generation to create powerful automated experiences that improve engagement through each stage of the customer journey, transforming one-time buyers into brand evangelists.

Anti-Surveillance Group Claims Privacy and Antitrust Are Intertwined Issues

Two of the major policy complaints to arise about the technology sector over the past few years have been that advertising platforms, most notably Google, Facebook, and Amazon, compromise user privacy and that a select few companies — the aforementioned names plus Microsoft and Apple — are so powerful that they prevent new innovators from competing. An open letter by privacy-oriented enterprises alleges that the two issues are intertwined.

Street Fight’s July Theme: Data’s Next Era

This month, Street Fight’s monthly focus is data. Of course, this entails more coverage of the disruptions to the ecosystem surrounding privacy — how will companies understand and build experiences for consumers as tracking gets more complicated? But the theme also pertains to innovations in data management and analysis and new use cases for AI, among other topics.

Roundup: Mapping Tech Evolves, Adding Third Dimension and Pedestrian POV

To define the current state and future trajectory of mapping, we’ve rounded up top industry voices from Foursquare and NextNav as well as Street Fight’s own Mike Boland.

6 AI-Based Mapping Systems for Efficient Logistics

Already, businesses are using AI-based mapping systems to find the most efficient routes, which saves valuable time and fuel costs. AI-based mapping systems could also be useful for companies that want to create more optimized truckload plans based on market situations and cargo specifications.

Expert Roundup: How is Mapping Innovation Playing Out? Part I

Mapping is one of those foundational “meat and potatoes” topics in Street Fight’s repertoire that buttresses local commerce. But despite its longstanding positioning at the center of that world, and its mature status, it still somehow continues to show rapid transformation and innovation cycles. Experts from HERE Technologies, GroundTruth, and SafeGraph expound on the state of mapping tech.

Mapping Innovations Accelerate for the Post-Covid Era

The latest mapping innovations can be summed up in the announcements coming out of the last three major developer conferences. As we’re in the midst of developer conference season, this includes Google I/O, Snap’s Partner Summit, and Apple’s flagship WWDC. Let’s tackle those one at a time.