Emodo Study – More Publishers Explore Incremental Revenue Streams
With third-party cookies on their way out, has audience attention surpassed identity as the top concern for publishers? According to a new report by Emodo, Ericsson’s mobile ad tech business, the answer is a resounding yes. Polling top decision-makers in publishing from across the U.S. and the U.K., Emodo’s research arm, Emodo Institute, found that […]
BOOM: Cookies
We’re not talking about tracking cookies. We’re talking about the kind we eat. Despite the healthy food trend, people still like a sweet splurge now and then. The snack market is up and estimated at $300B in 2023. The average American eats three or more cookies daily and 35,000 cookies throughout their lifetime. That’s a […]
Digital Ad Regulation Doesn’t Necessarily Spell Disaster
There is disagreement over just how severely regulations will affect publishers, advertisers, and adtech companies. Scott McDonald, President and CEO at the Advertising Research Foundation, checked in with Street Fight to provide his take on what regulations are likely to pass and how they’ll affect digital advertising.
What Does Google’s Decision to Postpone Cookie-Cutting Mean for Multi-Location Brands?
Multi-location brand marketers got a big break last month, when Google announced its decision to postpone deprecating third-party cookies until at least 2024. The temporary respite gives marketers additional time to consider the changing landscape, especially when it comes to targeting customers online.
The Future-Proof, Full-Funnel Approach to Thriving in a Cookieless World
Building strong relationships and encouraging customers to continually engage with the brand will go a long way toward building out first-party data collection and management. But how? As the cookieless world draws near, brands and marketers are looking for alternatives, and the answer lies in a future-proof, full-funnel approach.
First-Party Data Alone Can’t Satisfy Many Marketing Needs
When it comes to third-party data, the old Mark Twain quote applies: “The report of my death was an exaggeration.” The end of the cookie is not the same as the end of third-party data. There are multiple third-party data options for marketers that are inherently privacy-conscious, regulation-satisfying, and that work with the policies being implemented by big-tech.
5 Ways Data Privacy Will Evolve in 2022
But the glut of new solutions does not mean that martech, much less the private sector as a whole, has figured out how to prepare for the future of data privacy. Here are five privacy predictions to keep an eye on in 2022. It would be in your best interest to determine how you and your company are affected.
Marketers Want Multiple IDs to Replace Third-Party Cookies
Marketers and publishers asking which will be the next-generation ID to rule them all are misguided, according to a new study by data solutions provider Lotame. The company surveyed 200 senior US marketing and publisher decision-makers, and 33% of marketers said they were open to “any number” of IDs, while 33% said three identity solutions would do the trick.
Don’t Wait For a Cookieless World: Here’s How to Act Now
While Google’s delay in killing third-party cookies may seem like a sign to call off the forces and take a break from the rush to find a cookieless alternative, the reality is quite the opposite. Businesses need to act now or risk being left behind. Businesses can prepare for a cookieless future by focusing on the key problems driving privacy changes and exploring contextual targeting as an alternative to behavioral tracking.
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.
No One Solution Will Dominate the Cambrian Explosion of Digital Identifiers
Over the past year, many solutions have emerged as a means to fill the niche left behind by the third-party cookie – and while not all solutions in this space take the form of newly minted digital identifiers, the population of upstart cookieless IDs continues to grow in size, features, and wide-ranging industry support. This raises the question of just how we’ll identify the ultimate cookieless ID.
What Brands Can Do When the Cookie Crumbles
As third-party cookies are phased out, brands will have to stay nimble to weather the transition successfully. It’s a good idea to shift focus to contextual marketing and build up first-party data now. Keep an eye on better alternatives like Unified ID 2.0, and watch how agencies are adapting. That way, you’ll be ready when the cookie crumbles.
As Cookies Crumble, Lotame Launches Solution to Help Digital Marketers
In the fast-paced world of digital marketing, the ability to harness and utilize data effectively is becoming even more important. Lotame has taken a significant step forward in enabling data collaboration with the launch of Lotame Collaborate and Lotame Onboarding. These innovative solutions, available through their data collaboration platform, Spherical, promise to change how digital […]