Expert Roundup: Google Delayed Cookies’ Death, But It’s Still Time to Embrace Privacy

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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

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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

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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

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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

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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

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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’

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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.

Retail Employee of the Future

Street Fight’s August Theme: Doubling Down on Data

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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

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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

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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

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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.

Ad Tech and Privacy

Expert Roundup: The Rise of First-Party Data

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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

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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

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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

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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?

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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

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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

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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

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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

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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.