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.

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5 Things You Need to Know about Zero-Party Data

Zero-party data, a topic that has been around since former VP and Principal Analyst, Fatemeh Khatibloo of Forrester, coined it as such years ago recently set off a Twitter debate as to whether zero-party data is real or if it’s all just first-party data in disguise. Here are the five things you need to know about zero-party data so you can decide for yourself.

Marketers Struggle to Balance Personalization and Privacy

While consumers are increasingly coming to expect personalization in their inboxes, too much personalization can damage trust and steer customers away. Nobody wants to feel like they’re being watched, but recent surveys show consumers are also growing increasingly frustrated with marketing materials that aren’t targeted enough.

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Oomiji Helps Brands “Build Their Own Walled Gardens” of Customer Data

Zero-party data, or information customers willingly provide about themselves, is gaining popularity as a way of amassing customer data at a time when privacy restrictions are making that more difficult. The platform Oomiji is betting on that trend, differentiating itself from other CDPs by helping its clients ask their customers for data (instead of relying on AI to extrapolate limited data to probabilistic segments and preferences).

Expert Roundup II on Personalization and Zero-Party Data

Street Fight’s theme this month is personalization and data parties: a current obsession of adtech players as well as the advertisers they serve. Businesses are figuring out how to provide relevant experiences to customers online with comparatively little data at their disposal; we’re here to cover the evolution of their struggle.

Wyng Partnership Enables Personalization with Zero-Party Data

The zero-party data platform Wyng has found a strategic partner to bring its real-time data connector to life. The company recently announced a deal with Qualtrics, an experience management firm, and the release of Wyng Connector for Qualtrics, a real-time data connector available in the Qualtrics XM Marketplace.

Expert Roundup on Personalization and Zero-Party Data

Street Fight’s theme this month is personalization and data parties: a current obsession of adtech players as well as the advertisers they serve. Businesses are figuring out how to provide relevant experiences to customers online with comparatively little data at their disposal; we’re here to cover the evolution of their struggle.

The Future of Data Privacy Laws and What it Means for Marketing

More than ever, marketers need to rely on engaging consumers with helpful information and helping customers achieve success. Modern consumers do not want to be inundated with troves of information to which they cannot relate. They want to come across information and products that are useful to them when and where they need them most.

Digital Currency

ViralGains Releases Zero-Party Data Solution for Dynamic Interactions

Understanding the challenges that brands now face in collecting zero-party data, the video ad journey platform ViralGains is releasing its own solution, designed to prompt ad viewers to share their preferences, sentiments, and interests within online ads.

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Street Fight’s February Theme: Personalization and Data Parties

The martech industry has been having an intense conversation over what level of personalization is appropriate, effective, and feasible and how companies should collect data to drive that customization. This month, Street Fight will focus its coverage and opinion columns on personalization and the various kinds of customer data as determined by degrees of proximity to the consumer.

Zero-Party Data Platform Jebbit Lands $70 Million Investment

It pays to be in the right place at the right time. With less than a year to go before Google officially phases out third-party cookies from Chrome and more brands searching for viable solutions to personalize digital campaigns, a startup called Jebbit has stepped into the limelight.

5 Ad Tech Predictions for 2020

Charmagne Jacobs, VP and head of global marketing and partnerships at Adslot, shares ad tech predictions for 2020, including the rise of zero-party data, first-party’s data’s increasing importance, the return to contextual ads, and a shift toward more premium programmatic executions.