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How Do Marketers Maximize the Value of Customer Data?

Street Fight connected with Arun Kumar, EVP, data and insights at Hero Digital, to learn more about how marketers can maximize the value of data at a time when third-party data is disappearing from the market.

Redefining Mobility Data in a Privacy-First Era

Mixing engagement data with app ownership, brand marketers are redefining the term mobility data for a new era and discovering better ways to overcome the data collection obstacles created by privacy regulations.

The “Say-Do Gap”: Why Marketers Can’t Simply Ask Consumers for Data

Asking consumers to relay their information in a survey is not as bullet-proof a privacy-adjusted marketing strategy as it might sound. That’s because of what consumer insights platform DISQO calls the “say-do gap”: What people say they do and what they actually do often does not line up. This forces brands to collect data on behaviors with consent — which is what DISQO aspires to enable.

Don’t Fall for the Cookieless Trap

In the quest for future-proof advertising, effective and privacy-safe solutions should be the end goals. What we’ve stumbled upon, though, is chasing the need to declare a product or technique “cookieless,” as if that distinction alone will solve marketers’ issues going forward.

Impacts of a Cookieless Future

Preparing for the end of third-party cookies now enables you to take advantage of the benefits of the alternative approaches available to you. The sooner you start, the better equipped you’ll be to minimize negative impacts on your marketing KPIs — and even find new ways to grow.

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The Power of Choice is Rekindling the Connection Between Consumers and Marketers

As with any change, opportunities to respond are plenty, and they start with control. The simple gesture of offering an end user the ability to exert at least some level of control over their advertising experiences is a step in the right direction.

Mobile Marketers: Stricter App Permissions Are a Good Thing

It is time for all of us to look ourselves in the mirror and recognize the inconvenient truth of digital mobile marketing: stricter app permissions are necessary for the long-term success of our industry.

Habu on the Opportunities and Challenges of Data Clean Rooms

Clean rooms are having a moment, but they are not a magic bullet for privacy compliance. Just because a customer or user willfully hands over data does not mean the data can be shared with third parties. I checked in with David Danziger, SVP of partnerships at Habu, to explore the opportunities and challenges of data clean rooms.

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Marketing in 2022: Data Privacy, Multichannel Engagement, and Tool Centralization

As marketers kick off 2022, they should be on the lookout for three key trends: the shift to first-party data, the increasing importance of multichannel engagement, and the centralization of marketing tools currently causing app fatigue.

Putting Power Back in the Hands of Advertisers This Year

The time is ripe for advertisers to take control of their data to make more powerful connections with consumers while improving transparency, engagement, and ROI. As advertising decision makers demand more, the ecosystem is ready to challenge outdated approaches to data and attribution, a groundswell that is certain to achieve positive outcomes in the year to come.

4 Steps to Build the Ultimate Consent Management Platform

This guide will show you exactly how to increase consumer consent and safely monetize data, including best practices based on changing global regulatory requirements and cross-device management. You’ll learn how to build the ultimate CMP, which will empower your marketing and privacy teams to help your organization meet consent requirements.

Here’s What Happens When Brands Start Micro-Communities for Digital Engagement

“[Micro-communities] foster a collaborative relationship between brands and customers. So instead of spying on consumers through cookies, brands can simply ask consumers for feedback and offer them recommendations based on their likes and dislikes,” says Philip Smolin, chief platform officer at 100.co, an AI-powered consumer brand group that works in the CPG space.

Valid Consent: Building Trust and Demonstrating Compliance

Let’s explore how marketers, privacy professionals, and data managers can work together to obtain valid proof of consent, and why it’s critical to activate consent, preferences, and first-party data in a way that honors consumer privacy.

Priorities Marketers Should Consider in 2022

As 2022 approaches, marketers are entering yet another year of great uncertainty as they try to navigate the impending elimination of third-party cookies, privacy updates, and new consumer behaviors. So, let’s dive in. What are some of the biggest areas of focus for marketers next year?

Catch-(20)22: Where Do Mobile Apps Go from Here?

The privacy solution is sitting right in front of marketers’ faces. Shifting data analysis onto the mobile device of each user is the path out of this impossible situation. Not only does it solve the privacy issue, it also makes it possible to enrich previously available data with much richer datasets, some of which are available immediately upon download.

5 Predictions for Digital Advertising in 2022

2022 will be another big year for digital advertising. Over the next 12 months, we are likely to see new norms take shape surrounding privacy, targeting, and evolving channels, fundamentally reshaping the industry as we know it today.

A Third of Marketing Leaders Say They’re Not Ready for Third-Party Cookies’ Demise

The death of the third-party cookie on Chrome in 2023 dominated the martech discussion in 2021, but a third of marketing leaders say they are still not ready for the effect it will have on marketing. That’s according to a Lytics survey conducted by Sapio Research in October that polled 256 marketing leaders to assess the future of data-driven marketing.

How to Revamp Your First-Party Data Strategy with Privacy in Mind

Instead of relying on tedious workarounds or shaky inferences, marketers can build zero- and first-party data experiences that let customers tell the brand explicitly what kind of personalization they want.

What Becomes of Brand Identity in a World of Changing IDs?

Branding is in the eye of the beholder. Or, as Al Ries and Jack Trout’s classic marketing text Positioning, the Battle for your Mind puts it, a brand’s positioning is the space it occupies in the mind of the prospect. Decades of the world’s best marketing leaders and agency pros have rallied around this definition. If it’s true, what happens to measuring brand identity and positioning with the dramatic shift in one of the best attribution tools marketers have ever known?

How Apple’s Latest Privacy Changes Will Affect Email Marketing

Last week, Apple rolled out iOS 15, which brought more privacy changes that could undermine tracking and disadvantage digital marketers. Most notably, the company’s Mail Privacy Protection policy will ask iOS device users whether they want to “protect” their mail or not, preventing marketers from determining whether consumers who “protect” their email opened messages.