Data-Driven Thinking

The more time the marketplace has to evaluate the Privacy Sandbox – and, particularly, the Topics platform – the worse those platforms will look.

When an ad tech company goes belly up – and its destiny is being decided by indifferent creditors – it becomes difficult for unfamiliar bankers to capture (or preserve) the value.

U.S. state privacy laws are multiplying at a dizzying rate. Here are the key points to know for the collection and processing of sensitive information for the rest of 2023.

Based on the growing flurry of lawsuits against creators, it’s clear that many of them are dangerously unaware of the legal risks involved in influencer marketing.

The alleged independent third-party ad verification on YouTube and across its network does not actually meet the standards any rational being would have for “independent” or “verification.”

Now that the new California Privacy Rights Act (CPRA) has long been in effect, it’s time to clean up your pixel game.

The 70th annual Cannes Lions moved faster than ever to match the speed of the convergence of convergences happening in the industry. Here are five themes that stood out from the event.

History proved that black-box algorithms aimed to optimize business metrics will have severe, harmful consequences that are often not predicted.

There’s no better way to improve customer trust – and boost brand reputation – than handling first-party data respectfully and effectively, writes Recurly CMO Theresa McEndree.

The key to developing a marketing strategy that spans multiple products and stakeholders is to not only identify technical interdependencies of different product teams (or even subsidiaries), but also the conflicting interests of the stakeholders.

Although businesses think they are paying the correct affiliate partners, there is huge risk that they’re pumping money into misattributed sources.

Instead of keeping tabs on static data assets, organizations must adapt to a world in which data is embedded in ubiquitous and rapidly evolving AI tools. 

Likes and followers are not without merit, but engagement is not directly causal of sales rates. What should marketers consider instead?

The number of young people using TikTok as a search tool – almost 40% – created a perfect opportunity for TikTok and its competitors to introduce search ads. 

Marketers must decide how to balance priorities to maximize investments across multiple channels when the distinctions hold no real meaning to customers.

The 2024 election will break advertising and fundraising records, with the Presidential election, every seat in the House and a razor-thin Senate majority on the line.  Ad Impact, a political research company, forecasts 2024 US political cycle spend to cross the $10 billion mark for the first time ever. But with that kind of money […]

While a number of companies have already made a name for themselves in the data clean room category, it has become clear that no single solution, or even a single data clean room model, will emerge as the industry standard.

A recent op-ed in the New York Times implicated the ad industry in many dismal practices, including election-rigging, news-defunding and even inflation. To make a case for the defense, start with these four myths.

Poor data quality costs businesses $15 million annually. Pair that with economic uncertainty and tighter marketing and advertising budgets, and it’s a recipe for trouble.

Putting data in the possession of a presumably trusted third party makes a world of sense. But while clean rooms are very useful for some things, it is questionable whether they are the panacea for all privacy-compliance challenges.

GDPR and Apple’s App Tracking Transparency have put an end to behavioral targeting. The result? The rise of contextual targeting.

The language of Wall Street has become the language of ad tech, an industry on the cusp of major change because of a new bill in Congress, the AMERICA Act.

While American gamers are more open to in-game ads than many believe, any such activations must bear the hallmarks of creative and technical excellence.

If we set ChatGPT aside, AI has the potential to transform how marketing and ad tech handles data transfer between platforms.

As Mark Zuckerberg has said, the metaverse is still years away. So, for the near term, Meta’s opportunity is in messaging.

Any new regulations can potentially throw a wrench into your operations. Prepare for what’s to come with this breakdown of what these laws are and their effects on marketing strategy. 

Consumer expectations have changed, as have the best strategies for reaching them. Across social, search and display, many old tactics no longer fit the bill, writes Steve Wendling, VP of media at MMI.

Why does accurate marketing measurement remain so elusive? Let’s evaluate some of the most commonly used tactics.

How can marketers get the most out of their limited marketing spend and zero in on investments that most powerfully impact revenue?

If we are to build a more virtuous circle of data usage, consumers must be at the center. How do we get there? The industry must break its addiction to deterministic data, writes Audigent CEO Drew Stein.