Martech

JANUARY 23, 2025

Every year, the martech world is flooded with bold predictions about whats next. Here are 10 martech trends you wont see in 2025, and the reasons why theyre just not realistic. Were all going to spend more on martech tools this year and probably for years to come. Dig deeper: Whats next for Googles third-party cookie saga?

MarTech 110

MarTech Cookies ROI A/B Testing 110

Martech

JULY 16, 2024

Pipeline 360, Integrate’s B2B media business, today launched a purpose-built display advertising platform which will combine with its “write once, publish often” content syndication solution for an integrated “branded demand” offering, where demand generation is wrapped together with building brand awareness.

Display Advertising 100

Display Advertising Advertising Brand Awareness ROI 100

Martech

JULY 17, 2024

Digital out-of-home (DOOH) advertising’s dynamic content and precision targeting capabilities make it perfect for reaching audiences at this time of year. Fortunately, digital out-of-home advertising’s contextual targeting and accurate measurement make this simple to do. Are you getting the most from your stack?

Advertising 115

Advertising Marketing Conversion Rate Audience 115

Martech

OCTOBER 2, 2024

As September drew to a close, so did Oracle Advertising. The history of Oracle advertising goes back 10 years, beginning with the acquisition of cloud DMP BlueKai and consumer data platform Datalogix. But I am excited about how folks, with Oracle Advertising shutting down, will go on to contribute to the industry.”

Advertising 115

Advertising Cookies GDPR Fashion 115

Martech

NOVEMBER 15, 2024

First-party data took on increased importance in 2024 as Google planned to deprecate third-party cookies in its Chrome browser, throwing the advertising ecosystem into potential chaos. It’s the key to personalization and can have a significant impact on your return on advertising spend (ROAS) when it’s used in paid media campaigns.

Marketing 113

Marketing Cookies MarTech Media 113

illumin

JANUARY 2, 2025

Technical advancements blur the lines between MarTech and AdTech so much that they the terms are used interchangeably. Martech(Marketing Technology) and Adtech(Advertising Technology) are distinct aspects of modern marketing that are differentiated and simultaneously overlap and complement each other. What is Martech?

MarTech 59

MarTech Ad Exchange Demand Side Platform A/B Testing 59

Martech

OCTOBER 15, 2024

Third-party cookies : Continued reliance on third-party cookies, but a shift toward a portfolio approach in identity solutions. Monitor the reliance on third-party cookies and proactively diversify identity solutions to reduce dependency. Prioritize the collection and activation of first-party data.

Cookies 117

Cookies ROI Audience Agency 117

Martech

OCTOBER 16, 2024

The protocol is aimed at enabling advertisers and publishers to share and measure conversion data without exposing user-specific information. “ADMaP is a game-changer, enabling advertisers and publishers to collaborate safely and accurately determine measurement and attribution, while fully protecting their audience’s privacy.

Conversion 115

Conversion Cookies MarTech Advertising 115

Martech

FEBRUARY 20, 2025

Adobe Real-Time CDP Collaboration is a data clean room that gives advertisers and publishers a secure environment to collaborate on first-party data. Advertisers can use the product to identify high-value audiences and activate campaigns directly, without moving or exposing underlying customer data. Image courtesy of Adobe. Processing.

Advertising 81

Advertising Retargeting Audience Cookies 81

Martech

AUGUST 1, 2024

This week, Experian announced a solution for retail media networks (RMNs) to improve the ability to identify customers within its network, help advertisers reach these customers and measure a campaign’s impact. last year as more advertisers took advantage of retailers’ deep connection with shoppers. Advertisers benefit.

Retail 111

Retail Media Retargeting Audience 111

Martech

JANUARY 10, 2025

For example, more (47%) baby boomers felt negatively when they received an advertisement for a product after discussing or mentioning a product or brand online than younger generations. Bridging the gap between marketing and advertising technology is crucial for seamless integration and compliance. But differences in attitudes exist.

Retargeting 123

Retargeting Ad Targeting Manufacturing Communications 123

Martech

JULY 27, 2022

In the not-too-distant future, most of the signals we get from third-party cookies and devices will be all but gone. While addressability is paramount, marketers are also looking for ways they can create personalized experiences without cookies. Contextual advertising. Second-party data.

Cookies 112

Cookies Advertising First-Party Cookies Audience 112

Martech

JANUARY 22, 2025

At The MarTech Conference , Ted Svikas, Amplitude’s field CTO, used the story of Ben & Jerry’s partnership with the Asian food delivery giant Foodpanda to demonstrate how RMNs can revolutionize advertising as we know it. “[D] on’t rely on third-party cookies,” he said. Processing.

Retail 105

Retail Food Cookies Banner 105

Martech

MARCH 11, 2024

Google’s full deprecation of third-party cookies is right around the corner. It’s essential to discern at which stage in the funnel your advertising investment is utilized and yields the most return. By now, you’ve likely started testing alternative identifiers to prepare for a future without third-party cookies.

Cookies 129

Cookies Marketing CPA GDPR 129

Martech

JANUARY 17, 2024

” Tara DeZao, product marketing director for adtech and martech at Pega, was reacting to the news that Google had finally begun phasing out third-party cookies. “And the new solution proposed by Google, the Topics categories, those are going to go back to the days of soap opera advertising,” DeZao said.

Cookies 136

Cookies Impressions MarTech Retail 136

Martech

DECEMBER 14, 2023

Google will begin testing a new feature that restricts third-party cookies by default in the coming weeks. Be aware that if your website depends on third-party cookies, this rollout might pose challenges. Dig deeper: What personalization looks like without third-party cookies Potential issues. What are third-party cookies?

Cookies 129

Cookies SEO MarTech Marketing 129

VideoWeek

DECEMBER 17, 2024

After a year dominated by Google’s cookie u-turn, digital marketers find themselves at a crossroads. The ad tech industry found itself at a stalemate after Google made its infamous cookie u-turn this past July. Was this investment wasted? And most marketers seem to agree with this notion.

Manufacturing 98

Manufacturing Cookies Ad Tech Conversion 98

Martech

JULY 27, 2022

Google has pushed back its self-imposed deadline of the end of 2023 for the deprecation of third-party cookies. In January 2022, it abandoned its highest profile alternative to cookies, FLoC, and turned to targeting by Topics. Firefox and Safari blocked third-party cookies years ago. The future of addressability. Why we care.

Cookies 119

Cookies Non-Profit Advertising MarTech 119

Martech

FEBRUARY 24, 2025

With third-party cookies fading, cross-channel attribution still a mess, and competitors constantly pivoting, advertisers who rely only on platform-native tools are missing out on massive optimization opportunities. a mobile attribution tool, a user analytics tool, and assorted martech sources) for consolidating event data.

Cookies 96

Cookies SEO MarTech Marketing 96

Martech

JULY 28, 2022

Yesterday we reported that Google had again pushed back the target date for deprecating third-party cookies on Chrome. The reason given was feedback from Google Privacy Sandbox participants that they needed more time to evaluate proposed alternatives to cookie tracking. They will now start phasing them out in late 2024.

Cookies 113

Cookies Mobile Ads MarTech Advertising 113

Martech

MARCH 7, 2024

Mozilla deprecated third-party cookies in its Firefox browser in 2018; Apple did the same for Safari in 2019. In January 2020 Google announced it would deprecate cookies in the Chrome browser, and here we are, more than four years later. Can we take the looming deadline to find alternatives to third-party cookies seriously?

Cookies 117

Cookies GDPR Click Through Rate Advertising 117

Martech

JULY 14, 2021

On June 24, Google announced in a blog post it intends to delay by more than a year its self-imposed deadline to deprecate third-party cookies in its Chrome browser. FLoC is a type of web tracking that groups people into “cohorts” based on their browsing history for interest-based advertising.

Cookies 119

Cookies MarTech Advertising Marketing 119

Martech

JANUARY 8, 2024

Google is giving websites the opportunity to request additional time to transition away from third-party cookie dependencies. To address possible compatibility concerns, the search engine has introduced a third-party cookie deprecation trial. If your domain is known for advertising, even subdomains, it’s likely to be rejected.

Cookies 113

Cookies MarTech Advertising Marketing 113

Martech

MARCH 1, 2024

After four years of anticipation, Google officially began restricting third-party cookies for 1% of Chrome users (about 30 million people) this January. This move lays the groundwork for a broader third-party cookie phaseout in the second half of 2024.

Cookies 119

Cookies First-Party Cookies GDPR Pop-Up 119

Martech

JANUARY 30, 2024

How do you do digital marketing without third-party cookies? got rid of all advertising and tracking cookies last July. You just don’t even necessarily realize how deeply entrenched an advertising cookie can be in the ecosystem and in all the tooling that you use,” she said. What could go wrong?

Cookies 121

Cookies Marketing Retargeting CPC 121

Martech

FEBRUARY 2, 2024

Omnichannel SSP OpenX is launching a Cookieless Deal Library that will allow advertisers to test and activate campaigns across a wide range of alternatives to third-party cookies. Advertisers will not only be able to test these multiple solutions but also test them against each other and develop new success benchmarks.

Cookies 103

Cookies Ad Inventory MarTech Audience 103

Martech

AUGUST 12, 2024

Effective advertisement yypes: Learn why ads tailored to consumer interests and behaviors are the most effective and how to create visually appealing, non-disruptive ads. First-party data collection Strategies for first-party data: As third-party cookies phase out, the importance of collecting first-party data grows.

Cookies 115

Cookies Impressions Communications MarTech 115

Martech

AUGUST 26, 2021

Marketers and advertisers are facing choppy waters at the confluence of two powerful currents: a vigorous new era of consumer data privacy, rolling into “data-driven everything” practices like personalization and programmatic advertising — both now turbo-charged by artificial intelligence and machine learning.

MarTech 119

MarTech Machine Learning Cookies Pop-Up 119

Martech

JANUARY 4, 2024

Google has officially started to phase out third-party cookies. A new feature called Tracking Protection, which restricts third-party cookies by default, began rolling out to 1% of Chrome users globally on Jan. Begin preparing your websites now before Google completely retires third-party cookies in the latter half of 2024.

Cookies 95

Cookies MarTech Marketing Advertising 95

Martech

NOVEMBER 4, 2021

Who is going to really miss cookie-based third-party data? Fishburne’s take: As marketers prepare for the end of third-party cookies, it’s good to remember how inaccurate much of that third-party data is. The post When cookies go away: Marketoon of the Week appeared first on MarTech.

Cookies 106

Cookies MarTech Advertising Marketing 106

Martech

MARCH 9, 2023

Cookie-based advertising is on its last legs, but not enough marketers have moved on. A full 75% of marketers still rely heavily on third-party cookies, according to a new Adobe study. Surprisingly, 64% plan to increase their spending on cookie-based activations this year. Get MarTech! Going in the wrong direction.

Cookies 101

Cookies Marketing MarTech Media 101

Martech

APRIL 4, 2022

MiQ, a programmatic media partner for brands and agencies, has announced a set of capabilities to support advertising performance in a post-third-party cookie environment. The post MiQ announces post-cookie programmatic package appeared first on MarTech. Identity Spine. An eye on contextual. Processing.Please wait.

Cookies 98

Cookies Agency MarTech Advertising 98

Martech

OCTOBER 19, 2021

At Signals21 this week, we took a deep dive into how Google has cemented plans to comprehensively curtail third-party cookie tracking within the next couple of years, and Firefox, Safari et al. Furthermore, numbers show a mere 4% of Apple users are opting into app tracking for advertisers , and that number is predicted to only dwindle.

Cookies 106

Cookies Marketing Entertainment Audience 106

Martech

APRIL 11, 2022

Ah, the magic of cookies. I’m too accustomed to this happening to find it annoying, but it did make me think about how random advertising might become in the post-cookie age. He was a good friend of MarTech and we send our heartfelt condolences to his family. Get the daily newsletter digital marketers rely on.

Cookies 98

Cookies ROI MarTech Marketing 98

Martech

JUNE 6, 2024

The growing use of cloud data warehouses by premium brands will challenge how we think about martech stacks. The way we are The martech stack has been failing marketers, whether it be (primarily) an integrated suite or a collection of point solutions circuiting a central hub. Are you getting the most from your stack?

MarTech 109

MarTech Cookies Marketing Audience 109

Martech

JULY 17, 2024

Wunderkind’s 2024 Consumer Insights Report is a survey of over 1,503 consumers across the United States and United Kingdom about several topics from personalization to online shopping habits, advertising and more. With the decline of third-party cookies, brands need robust methods to gather first-party data and recognize anonymous traffic.

Shipping 107

Shipping Communications Cookies Media 107

Martech

MAY 14, 2024

While Google’s announcement to pump the brakes again on deprecating third-party cookies isn’t exactly a surprise, it’s also not a license for marketers to take their foot off the gas of testing alternative ways to serve relevant ads without cookies.

Machine Learning 113

Machine Learning Advertising Cookies Conversion Rate 113