News and Analysis
Arity and Tapestri Drive2Earn Partnership to Revolutionize Data Sharing
A strategic partnership between Arity, a leading data and analytics company, and Tapestri, an app that rewards users for sharing their data, has the potential to transform the way millions of drivers perceive and harness the value of their own location data. Together, the two firms are launching Drive2Earn, a new feature available in the […]
BUST: A Hard Landing as Soft Surroundings Files for Bankruptcy
Here we go again…another beloved retailer shutters its brick-and-mortar operations. Soft Surroundings filed for bankruptcy this week. This MULO (multi-location) women’s clothing brand once had 80 locations physical locations (reduced to 44) and is now shuttering all of them. The company, which released its first catalog in 1999, also sold home goods and accessories. However, […]
Captify, Adform Partnership Creates First End-to-End Contextual Activation
A new partnership between the search intelligence firm Captify and Adform, a programmatic platform, is creating an industry-first end-to-end contextual activation that bypasses the need for cookie identifiers. The collaboration between the Captify and Adform enables privacy-first, audience-based programmatic buying for marketers, opening the door to greater scale across inventory pathways, which are often deprioritized […]
Commentary
How Tech-Enabled H2H Can Boost Hyperlocal Marketing
Marketers do not need to see H2H as at odds with data-driven advertising. Marketers can leverage tech to activate brand ambassadors in target communities, foster local connections, scale to multiple trade areas, and collect data on the back end that allows for customer relationship management and marketing measurement. This is H2H marketing for the digital world, and it’s better than retargeting without a human touch and human touch with no data to back it up.
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.
Latest Posts
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.
6 Omnichannel Ad Buying Platforms for Brands
With much of the $664 billion advertising market in flux, there’s a renewed focus on omnichannel platforms that use integrated workflows to improve efficiencies and reduce redundant work. This next generation of ad buying solutions takes into account disparate channels and audiences, enabling brand marketers to automate and optimize campaigns across ecosystems.
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.
6 QR Code Ordering Solutions for Restaurants
QR codes are finding new life as businesses adapt to the ongoing pandemic. Consumers seeking out touchless payment opportunities and businesses wanting the ability to integrate more tools for tracking and analytics are embracing the technology with a level of enthusiasm we haven’t seen before.
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 Undeniable Drive of Diana Lee and Constellation Agency
Constellation Agency CEO and co-founder Diana Lee immigrated to the US at five and endured a rough-and-tumble childhood, watching her parents get robbed repeatedly. But to the extent that anyone can, Lee has beaten insecurity, economic and affective. She is at the helm of an advertising technology company that, while remaining self-funded, has outgrown its offices numerous times, catapulted to more than 100 employees, and is on track to report $45 million in revenue this year.
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The Road Ahead: What Autonomous Cars Teach Us About Marketing Automation