News and Analysis
Vericast Goes Deep on Data Privacy with Qonsent Partnership
The martech and data intelligence company Vericast announced a new partnership with Qonsent last week, in a move designed to bolster the company’s consumer-first data privacy strategy. At a time when consumer data is becoming increasingly regulated in the U.S. and abroad, the partnership between Vericast and Qonsent is expected to help brands deliver more […]
How to Track Mobile OOH Advertising: An Interview with Jonathan Frangakis
Jonathan Frangakis has been a champion of out-of-home / OOH advertising for years. He and his brother Gabe founded an OOH analytics platform called Mira in 2014. Mira was acquired by Reveal Mobile, where he serves as its Chief Commercial Officer. He gave us insights into the next wave of moving OOH advertising (as in […]
Scibids Offering Promises Greater Media-Buying Transparency
Scibids, the global leader in artificial intelligence for digital marketing, announced a partnership with Tinuiti, the largest independent performance-marketing firm across streaming TV, Google, Meta, and Amazon. The objective of what’s being called Scibids AI Insights Solution is to provide a new level of transparency and control over planning, buying, and measurement of the digital […]
Commentary
Why Contextual AI is No Longer Advertising’s Best-Kept Secret
AI leverages and analyzes data to take action toward the best possible outcome. However, contextual AI takes this one step further. It leverages the power of machine learning to provide human-like understanding of content. For brands, this means that they can serve relevant ads without the need for cookies or third-party data. Contextual advertising allows brands to engage with consumers within their universe of interest while protecting brand safety at the highest level.
Leveraging Household Targeting and CTV to Influence the Customer Journey
As technology has vastly increased the degree of targeting granularity marketers can achieve, there’s been a tendency to think of the customer journey as a solo endeavor. But in verticals like travel, QSR, and automotive, purchase decisions are more often a group activity involving all members of the family. Household targeting is the key to maximizing marketing performance in these segments.
Latest Posts
How Privacy Will Change Digital Marketing This Year
The marketing industry finds itself facing the most significant disruption since the inception of digital: privacy changes, especially the end of third-party cookies. Google Chrome is inching closer to Deprecation Day for the third-party cookie, and though we still don’t know exactly when that is, the digital marketing industry is preparing to pivot in fundamental […]
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 […]
3 Big Tech Predictions for 2021
Welcome to 2021: another year where everything will change faster than ever. Speed will define the year, as it did in 2020. Consumer behavior is rapidly shifting, and the big tech firms that define the e-commerce landscape are becoming more agile as a result. Amazon, Apple, Facebook, and Google aren’t going to slow down even […]
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