Every conversation about addressability eventually lands on the same word: fragmentation. But the real symptom of that fragmentation isn’t just operational complexity; it’s also declining match rates. That single number explains why marketers are struggling to make their data work.
In a world where privacy regulations are tightening and third-party cookies are increasingly unreliable, first-party data has emerged as a cornerstone of modern marketing strategy.
Google’s decision not to deprecate cookies in the Chrome browser after all caused a stir across the industry. Companies invested heavily in developing solutions aligned with the Privacy Sandbox as a survival tactic for the post-cookie landscape. At first glance, Google’s about-face may appear to undercut those efforts.
Why bring data to SaaS applications when you can bring the applications to your data? That’s what modern data platforms do, says Erin Foxworthy, global industry go-to-market lead for marketers and advertisers at Snowflake. Cloud-based platforms, meanwhile, are becoming the foundation for technologies that are increasingly integral to how digital advertising functions.
Dentsu launched a set of identity solutions for Merkury, its identity resolution platform, on Tuesday. The identity solutions try to create a single customer view for marketers.
A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem… This comic first ran on January 7, 2022.
Comcast-owned FreeWheel announced new identity integrations to bring the buy and sell sides of the TV ecosystem together. Its platform now supports ID solutions from Blockgraph, LiveRamp, TransUnion, Experian, Merkle and OpenAP, which can be overlaid with publishers’ and advertisers’ first- and third-party data sets for more accurate cross-screen targeting and measurement.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Not So FAST FAST channels have been slow to develop original content. Most free ad-supported TV (FAST) channels are feasting on the scraps of linear TV. It works because old shows are still new for millions of viewers who didn’t catch them over the […]
88% of advertisers say they’re still using cookies – which is down from 97% in May last year, says Nicole Perrin, VP of Business Intelligence at Advertiser Perceptions. Cookies are eroding well ahead of Google’s “sunset date,” so publishers need contextual and cohort-based alternatives to stay competitive with a “one-to-some” offering.
A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…
The identity data market is heating up as companies collect more first-party data and marketers do their damnedest to maintain addressable advertising without cookies or mobile ad IDs. The category already includes the incumbent LiveRamp, major agency holding companies – Dentsu’s Merkle, IPG and Acxiom and Publicis plus Epsilon – and startups, such as Zeotap […]
“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Nancy Marzouk, CEO at MediaWallah. When you have a big, ugly end date staring you in the face, it makes sense to focus on it. And that’s what brands did […]
LiveRamp is expanding into identity resolution with a new product called Portrait Engine. The idea with Portrait Engine is to help marketers build identity graphs using only their own first-party data as the foundation. The solution, unveiled last week at a MMA Global virtual event about the future of online identity, is now in public […]
The third-party cookie may be going away, 80 identity solutions are vying to fill that void, according to analysis by marketing trade group MMA Global and Prohaska Consulting. Even the savviest CMOs have difficulty keeping up with the different identity reconstruction options, said CEO Greg Stuart. “We are at a neophyte level,” he said. Naming […]
After first teasing it in November, Nielsen released its identity resolution solution for cross-platform measurement on Thursday along with a new cookieless mechanism for measuring campaigns across platforms. The feature, called Identity Sync, serves the function of a pixel without actually being a pixel. Instead of third-party cookies or device IDs, Nielsen’s ID resolution offering […]
Google utterly dominates the identity resolution marketplace, with LiveRamp and Salesforce trailing in the middle distance. That’s according to the most recent Advertiser Perceptions ID resolution marketplace report, which found that most advertisers and agencies (29%) use Google as their primary identity resolution solution. That number drops to 13% apiece for LiveRamp and Salesforce. Amazon, […]
Nielsen is developing an identity resolution solution to help advertisers measure audiences across platforms after third-party cookies and other mainstay identifiers go ta-ta. “We’ve been working aggressively on our cross-platform journey for the last couple of years,” said Mainak Mazumdar, Nielsen’s chief data officer. “But we accelerated this when we started to see what was […]
This article is sponsored by Throtle. As consumers bounce relentlessly across an increasingly wide array of devices and applications, the data trail they leave behind becomes more and more fragmented. And that’s a problem for marketers who are often left wondering: Who’s the person behind the screen – exactly – that we’re talking to? To solve […]
LiveRamp has acquired B2B audience marketplace Pacific Data Partners to boost its B2B data footprint, the company said Thursday. Terms of the deal were not disclosed. The company’s co-founders, Pieter De Temmerman and Grant Ries, both formerly of BlueKai and Oracle Data Cloud, will join LiveRamp to expand its IdentityLink business and its B2B data […]
