‘Tis the Season of Predictions: The Rise of Data Networks, According to Perion
We’re at that time of year again. We’re not just talking about holiday spending. It’s the season where industry experts have future thinking dancing in their heads like sugarplums. Daniel Aks, President of Undertone by Perion, predicts the rise of first-party data networks across financial and transportation sectors. He anticipates major ad tech mergers and […]
Amperity and the Power of First-Party Data
Amperity is a customer data platform that excels at helping brands unify and organize their first-party data using an average 30 different sources. Making sense of this data helps brand marketers understand when the same customer target shows up across disparate digital systems and lets them know the person is not three or four different […]
Connecting Retail Media Networks with Custom Audiences
Retail media networks (RMNs) are becoming a dominant force in the advertising world, propelled by the valuable first-party data they generate. This rise, however, also presents unintended challenges: the creation of walls around this data to protect consumer privacy and the retailer’s competitive advantage, resulting in a fragmented view of consumers. While safeguarding privacy is […]
3 Ways to Battle Efficiency Headwinds in 2024
You don’t have to look too deep for significance there: measurement is tough right now (even for measurement companies), and fraud is rampant and stands to get worse as AI governance lags behind AI adoption. No matter how big your brand or what industry you’re in, efficiency is going to be a challenge in 2024. […]
How LiveRamp Helps Brands Manage First-Party Data
Is the juice worth the squeeze? That’s what SaaS company LiveRamp wants clients to ask themselves when they opt for the relative ease of scaling ad campaigns in walled gardens like Facebook. Consumer perceptions and privacy regulations are continuing to evolve, and personally identifiable information (PII) via first-party data is a brand’s most valuable asset. […]
Publishers Clearing House Media Has a Trove of Clean Data
Publishers Clearing House (PCH) conjures images of sweepstakes winners being surprised with large-sum checks and bouquets of balloons. Since its founding in 1953 as a means to sell more magazine subscriptions via direct-mail promotion, PCH has evolved into a digital entertainment and commerce destination for millions of consumers in the United States, and one of […]
Agentz Uses Conversations to Drive First-Party Data Collection
The AI-powered customer engagement company Agentz helps businesses across more than 100 categories automatically respond to missed calls, texts, and website visits with the Agentz Automated Assistant. Of course, this helps businesses avoid losing leads and make sure they can get customers what they need faster, one imperative of the digital era. But now, Agentz’s software is paying data dividends.
Why Everyone is Talking About First-Party Data and What You Need to Know
Many brands are successfully deploying interactive experiences across channels, driving immediate ROI as well as lifetime value. The improvement to lifetime value doesn’t just happen, though. There is another challenge that brands must address — which is now that they’ve captured the data, what are they going to do with it?
4 Things Publishers Need to Do to Grow their Audience Data
Creating scalable audience solutions is proving to be difficult even for the largest publishers and very hard for anyone beyond that. Missed monetization opportunities could be a deathblow to publishers, and seeing that more than half are unable — or unprepared — to scale their audience solutions is cause for concern.
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.
3 Steps Brands Can Take to Build First-Party Data Practices
Brands must ensure that the first-party data they are assembling is properly permissioned, meaningfully collected across channels, unified, and organized. Getting started comes down to breaking down these goals into manageable projects and timelines that ensure first-party data sets are unlocking all the doors by 2023.
Why More Brands Are Bringing Data Intelligence In-House
Despite implementing many of the same technology platforms and marketing strategies as they did in early 2020, retail brands today are shifting their approach and bringing more data intelligence solutions in-house. The strategy is part of a larger emphasis on first-party within the brand marketing community, particularly as personalization techniques grow more advanced and privacy changes make targeting harder.
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.
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.
No Cookies, No Problem: Harnessing the Power of Multi-Dimensional First-Party Data
While many have said that the deprecation of third-party cookies and tracking mechanisms will have a negative impact on personalized marketing, the fact is that this has finally opened the door to a much more effective approach: making full use of the richness of available first-party data.
The Cookie Crumbled: Deprecation is Out, First-Party Data is (Still) In
While Google backed of its cookie deprecation plans, now is not the time for brands to become complacent. Smart marketers continue to prioritize third-party cookie alternatives to effectively and efficiently reach their audiences—and future-proof their targeting strategies, which are still likely to be impacted by privacy changes and signal loss. Google users will soon have […]