Biggest Tech Trend for eCommerce in 2019: People-Based Identity
If people-based identity is the new lifeblood of eCommerce, then the identity graph is its beating heart. First- and second-party data keep the heart healthy and strong, while third-party data is anemic and can ultimately lead to system failure.
Three Takeaways From DMEXCO 2018: Top Concerns in Digital Marketing
From brands to vendors to publishers, DMEXCO is a good bellwether to consider when trying to understand where things are headed. Brands taking control, data quality, and publishers getting smarter about data are key topics I kept hearing about—and for good reason.
First-Party Data is King
More and more marketers are using first-party data to eliminate wasted impressions and achieve the strongest ROI on their data-driven marketing efforts. Who doesn’t want that?
Publishers Need to Pivot to First-Party Data
Rather than developing entirely new inventory strategies, which is a heavy lift, publishers can look to what they already have—rich behavioral, subscriber, and social data, most of it seriously under-leveraged. When used properly, first-party data can help publishers drive revenue in two ways—directly and indirectly. It can help them to stop working harder and start working smarter.