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Spin First-Party Data into Advertising Gold
Webinar Rewinds March 7, 2024The demise of third-party cookies is forcing advertisers to unleash the power of an untapped asset: first-party data. Join IDX leaders to learn how businesses can apply first-party data more effectively through a stronger integration of analytics and paid media, resulting in campaigns that deliver stronger ROI.
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The Coming Challenges and Opportunities for Digital Advertising
Industry Insights February 27, 2024The digital advertising landscape in 2024 is poised for significant evolution, shaped by technological advancements, shifting consumer behaviors, and emerging regulatory trends. As we look toward the coming year, these are the trends that are set to redefine the industry.
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The IP Address Is the Permanent Solution for Proof of Performance
Industry Insights February 19, 2024The stakes for politics and privacy are too high. As we approach November, media concern about election integrity grows. Of course, not all that concern is genuine. Whether you are from the school of thought that has no issue with voter suppression if it protects your priorities or are all for pushing for more voters to register at any cost, lines have been drawn based on those leanings. They are not likely to change without a systemic change in voting, and maybe even voters.
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Marketing Communications Amid the Rise of Generative AI
Champions of Growth Podcast January 31, 2024Peter Prodromou, president of marketing and PR agency Boathouse, joins host Matthew Schwartz to talk about how the rise of generative AI is affecting marketing communications as well as agency-client relations.
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Marketing Data Management Plan How-To Guide
Tools January 21, 2024Read this guide to help you organize your data management plan. The purpose of this guide is to give a quick introductory overview of marketing data management planning best practices.
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The Key to Measurement Is the IP Address
Industry Insights January 10, 2024The industry’s well-documented drama surrounding the end of the third-party cookie is finally here. Now that is finally real – we need to acknowledge that this is going to be a big disruption to the status quo, upending years of investments that call into question a very large number of innovations, systems, brand workflows and business model decisions.
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Value of Using Big Data
Tools January 7, 2024A guide to help you understand the value of using big data.
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The KPI Search Marketers Actually Need to Monitor
Industry Insights December 29, 2023Brand search should already be one of your highest converting channels. But what if you’re leaving money on the table? If you don’t have the capability to easily do hundreds of multivariate A/B tests on your search campaign a year, there’s no way you’re converting as much as you can.
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How Health and Wellness Brands Can Get Personal (While Respecting Privacy)
Industry Insights December 26, 2023Health is personal. As consumers continue to exert control over their health and wellness, they want solutions that anticipate and prevent health issues on a personal level to enable greater self-management.
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With Cookies Gone, Everything Old Is New Again
Industry Insights December 19, 2023For the digital ad industry, 2024 marks a significant turning point with the demise of third-party tracking cookies. As advertisers bid farewell to these familiar tools, they are compelled to navigate a new world of targeting. Among the promising alternatives that have emerged, contextual targeting shines as a leading alternative.
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What's on the Horizon for Marketing in 2024?
Industry Insights December 15, 2023While no one can say for sure what the new year will bring, it seems likely that the marketing industry will see more changes to transparency, accountability, privacy, automation, and the general utilization and capabilities of generative AI.
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Privacy Trends & Regulations
ASK Answers December 14, 2023How can my brand best respect consumer privacy and adhere to current regulations?
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Untangling the Web of IP Addresses
Industry Insights December 13, 2023In today's digital age, the world of advertising has undergone a remarkable transformation, with many marketers now relying heavily on the intricate web of IP addresses to target their audiences effectively. However, beneath the surface of this seemingly straightforward technology lies a labyrinth of complexities that challenge advertisers and data analysts alike.
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Creative and Audience Modeling Should Be Front and Center
Industry Insights December 12, 2023The linchpin of digital advertising going forward won't be yet another form of third-party user tracking, though first-party data will play a role. In a back-to-the-future twist, it will be creative — and the AI-powered modeling that, in the absence of third-party cookies and mobile IDs, allows it to be effective.
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What Role Can Generative AI Play in Marketing Effectiveness?
Industry Insights December 12, 2023The potential of generative AI to revolutionize marketing has been widely reported and discussed this year. McKinsey has estimated that gen AI could increase the productivity of the marketing function by a value between 5 and 15 percent of total marketing spend, while a Bloomberg Intelligence report suggested gen AI-driven ad spend is set to grow by 125 percent to $192 billion over the next 10 years.
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Is the Patchwork of U.S. State Privacy Laws Untenable?
B2C December 8, 2023Consumer data privacy in the U.S. is complicated because the country lacks a national data privacy law. But individual state laws that form a patchwork of complexity and sometimes-conflicting regulations are leaving brands — and individuals — confused about their rights.
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Think Made for Advertising Sites Are Bad Now? AI Will Make Them Much Worse
Industry Insights December 5, 2023In its audit of the programmatic supply chain, the ANA found that 21 percent of ad impressions landed on made for advertising (MFA) sites — content farms designed solely to syphon ad spend — wasting a stunning $13 billion a year. Such sites typically rely on low-paid labour to churn out web pages, but the proliferation of generative AI platforms such as ChatGPT could send production into overdrive.
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Three Intent-Based Strategies to Address Lead Velocity
Industry Insights December 4, 2023I recently hosted a webinar on How to Sharpen Your Scoring Model and Increase Lead Velocity as part of the ANA's B2B Thought Leader Webinar Series. In it, I covered how data enrichment and employing intent help keep your focus on in-market buyers and encourage a faster transition from lead to customer. If you missed it, you can check out the recording here.
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5 Ways to Capitalize on Retail Media’s Rise
Industry Insights December 4, 2023Retail is enjoying a rebirth. As third-party cookies fade and walled gardens tighten, retail media networks (RMNs) and their valuable first-party shopper data have become the coveted keys that brands need to drive sales and accurately measure performance.
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The Top Marketing Predictions for 2024
Industry Insights November 30, 20232024 will be a year of disruption, transformation, and change. From the continued rise of AI to the growing importance of first-party data, it’s safe to say nothing will stay as it is now. Marketers will continue to prioritize finding ways to enhance segmentation and personalization — how they will do that, however, will change as regulations, tech advancements, as well as labor and partnerships adjust to evolving needs.
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