Martech

MARCH 15, 2022

The pending loss of third-party cookies means contextual advertising will become more important than in the past and adtech is essential to marketers who are looking for ways to access customers through contextual data. Some companies also have agency trading desks (ATDs), which in essence act as in-house DSPs. Supply-side platforms.

First-Party Cookies 121

First-Party Cookies Cookies Impressions Ad Exchange 121

Clearcode

SEPTEMBER 20, 2023

The Top Reasons Why Companies Want To Build Their Own RTB Bidder or DSP For Ad Agencies For Tech Companies Benefits of Building Your Own Bidder or DSP for Advertising Operations Key Points A demand-side platform (DSP) is an AdTech platform for ad buyers (brands and ad agencies) to purchase ad inventory on an impression-by-impression basis.

Demand Side Platform 108

Demand Side Platform Ad Exchange Ad Inventory Impressions 108

Basis

NOVEMBER 18, 2022

Since the invention of the cookie in 1994, digital advertisers have grown dependent on third-party cookies for techniques like audience targeting, retargeting, geo-based retargeting, cross-device targeting and tracking, frequency capping, and attribution. Why should sourcing consumer data be any different? Wrapping Up.

Machine Learning 97

Machine Learning Cookies Retargeting Audience 97

Basis

APRIL 25, 2024

To start, there’s the matter of signal loss, driven by factors such as Apple’s App Tracking Transparency, data privacy regulations , the consumer demand for data privacy , and Google’s plans to deprecate third-party cookies in Chrome in 2025. As a result, contextual is best used as one part of a multi-tactic cookieless targeting approach.

Brand Lift 102

Brand Lift Advertising Cookies Impressions 102

Basis

MARCH 14, 2024

The forthcoming “cookie-pocalypse” marks a pivotal moment in the advertising industry, as marketers grapple with a privacy-centric landscape and widespread signal loss. Of those cookieless solutions, contextual might not be the shiniest one: It’s been around for a while and, candidly, it’s kind of boring. How Does Contextual Targeting Work?

Advertising 95

Advertising Cookies CPM Retargeting 95

Basis

JANUARY 24, 2024

Retail and e-commerce advertisers have long depended on third-party cookies for audience targeting and campaign success attribution. It will be challenging without third-party cookies to track interests, behaviors, and habits. Without third-party cookies, that’s going to be a challenge for a couple of reasons.

Retail 88

Retail Advertising Cookies Marketing 88

Ad Monsters

JULY 3, 2024

“When Google finally deprecates the cookies, signals from third-party identifiers will disappear. In a crowded market, advertisers must prioritize their end customers, who are the heart and soul of the brand, to effectively target and retarget them through every step of the funnel.”

Retail 122

Retail GDPR Media Retargeting 122

Ad Monsters

FEBRUARY 25, 2023

According to the Epom client survey, 71% of programmatic agencies prioritize performance over reach. Instead of buying traffic resold by intermediaries at subpar CPA or CPC rates, agency-employed media buyers can tweak their CTR and conversion rates directly in the platform. It’s a good question!

CPC 111

CPC Demand Side Platform CPM Media 111

Single Grain

MARCH 21, 2022

But given how different it works compared to these latter companies, many brands have chosen to work with TikTok ads agencies to handle their campaigns. If you are looking to hire a TikTok Ads agency to help you scale your business, this article will explain: What a TikTok Ads agency does. The top 5 TikTok Ads agencies.

Agency 59

Agency SEO Media Audience 59

Martech

DECEMBER 28, 2023

Attention metrics will capture marketers’ attention and meaningful engagement As seen in our 2024 data predictions , the phasing out of third-party cookies is almost certain. presidential election year, brands will get less for their money,” said Reid Carr, CEO and executive creative director of marketing agency Red Door Interactive.

Media 129

Media Advertising Click Through Rate Machine Learning 129

Martech

JUNE 8, 2022

Together, that makes up almost 85% of browser usage that will all but go dark for everything from audience building and retargeting to personalization and multi-touch attribution. The perfect storm has been brewing around digital identity for some time.

Audience 113

Audience Cookies Retargeting Marketing 113

VideoWeek

JUNE 1, 2023

Media agency Publicis Media and UK broadcaster ITV have announced a new partnership which will enable Publicis-owned media agencies to target audiences on ITV inventory using Publicis’ own Epsilon ID. Epsilon uses these identifiers to build out audiences which are used for targeting and measurement by Publicis Media agencies.

Audience 52

Audience First-Party Cookies Cookies Retargeting 52

Single Grain

JUNE 25, 2021

In an effort to streamline a bloated digital advertising infrastructure and help create a new set of user privacy-focused open web standards, Google has announced that it will be ending support for third-party browser cookies in its Chrome browser by 2022 with its Privacy Sandbox. Chrome is the most popular browser on the market.

Cookies 64

Cookies First-Party Cookies GDPR SEO 64

Martech

JANUARY 3, 2023

To help meet their brand marketing goals, CPGs have primarily focused budgets on the highly scalable third-party audiences curated by vendors and agency partners. But the slow deprecation of third-party cookies has whittled away at the quality of many third-party audiences, forcing CPGs to look elsewhere for efficient yet scalable solutions.

ROI 101

ROI Control Group Audience Cookies 101

PrograMetrix

APRIL 14, 2021

4 Ways We're Preparing for Changes in Data Privacy (& So Can You) It’s no secret to any agency, programmatic or not, that major changes are afoot in the ad industry. This will have a similar effect to blocking third-party cookies on a browser, but Apple’s changes are only relevant at the mobile application level.

Cookies 52

Cookies GDPR Ad Targeting Foot Traffic Attribution 52

Single Grain

JULY 20, 2021

Ad Exchange is a technological platform that can be used by both demand and supply partners (including publishers, advertisers, agencies, DSPs and SSPs) for direct media trading. In a nutshell, the magic happens like this: Step 1: The user visits the site or application, which automatically collects the data contained in their cookies.

Advertising 98

Advertising Demand Side Platform Impressions Retargeting 98

Basis

MARCH 22, 2024

It was early 2020 when Google first announced plans to deprecate third-party cookies in its Chrome browser. Now, several years and numerous delays later, those once-distant plans are coming to fruition: Cookies were turned off for 1% of users as of early 2024, and they appear set to be deprecated for all users by the end of the year.

Cookies 59

Cookies Conversion Non-Profit Ad Server 59

Basis

AUGUST 30, 2022

And for the agency and brand leaders wondering how to protect their teams from going to shambies themselves while navigating the complexity, we’ll discuss a solution—automation—that streamlines the process. At the same time, the space is so fragmented and complex that buyers say it’s “in shambles” (or “ shambies ,” for our Gen Z readers).

Advertising 96

Advertising Viewability Brand Awareness A/B Testing 96

Adtelligent

JULY 1, 2020

Recently we wrote about 3rd-party cookie elimination from Google Chrome. Third-party cookies designed for cross-site tracking and ad serving have played an essential role in digital advertising for over 25 years. Chrome, which represents about 65% of the global browser usage, announced third-party cookies removal by 2022.

Header Bidding 52

Header Bidding Cookies First-Party Cookies Ad Tech 52

Monetize More

DECEMBER 28, 2022

Display Lumascape’s components are as follows: Ad Agencies. Agency Trading Desks (ATD). How do Agencies fit in the Display Lumascape? Although most people know what an agency is, an agency is a company that creates, places, and buys media on behalf of the Marketer. Digital Agency : Rosetta, Deloitte Digital, Gale.

Ad Server 52

Ad Server Demand Side Platform Retargeting Ad Tech 52

Digiday

JUNE 6, 2022

Agency execs say they are advising clients to focus on creative execution more, give consumers a sense of the brand overall rather than solely focus on pushing product sales. The second one that’s scaring our customer is the end of third-party cookies. A Confessions with an agency exec on recession worries.

Brand Awareness 82

Brand Awareness Marketing Advertising CPM 82

Basis

MARCH 14, 2023

In the context of burnout within the digital advertising industry , it’s critical that brands and agencies seek out ways to automate as many of the workflow-related aspects of the media buying process as possible in order to retain talent and avoid the high costs of turnover.

Advertising 96

Advertising A/B Testing Audience Viewability 96

Clearcode

JANUARY 22, 2023

DCO is a tool that will help with both upper-funnel campaigns, such as prospecting, and lower-funner campaigns, such as retargeting. Does Dynamic Creative Optimization Use Third-Party Cookies? Dynamic creatives are most often used in simple retargeting campaigns: a viewer enters a website and views several products.

Retargeting 52

Retargeting Data Management Platform Demand Side Platform A/B Testing 52

Digiday

FEBRUARY 1, 2023

Some growth in retail is also spurred by privacy changes to third-party cookies. Jacob Harrison, director of e-commerce investment strategy at CMI Media Group, a WPP-owned agency, said this competition in the marketplace will increase rapidly. This makes it difficult to compare results cross-platform.

Retail 69

Retail Media Agency Shipping 69

YieldBird

JANUARY 14, 2022

Yes, such an event was the postponement of the “cookie apocalypse”, i.e. the postponement by Google of the date from which Chrome will no longer transfer data to third parties (third-party data). Was there an event that influenced the entire industry across the board?

Advertising 52

Advertising Cookies Retargeting Impressions 52

Basis

NOVEMBER 5, 2024

In the context of burnout within the digital advertising industry , it’s critical that brands and agencies seek out ways to automate as many aspects of the CTV media buying process as possible in order to retain talent and avoid the high costs of turnover. A final note on effectively targeting CTV ads: Intentionality is key!

Advertising 96

Advertising Audience A/B Testing Viewability 96

Basis

JANUARY 3, 2025

Googles opt-in cookie pivot in Chrome will expedite already-increasing signal lossbut the tech companys recent decision to allow advertisers use of IP addresses for targeting (aka fingerprinting) shows a one step forward, one step back approach to user privacy that leaves marketersand consumersguessing.

Marketing 59

Marketing Retargeting Agency Conversion 59

Basis

MARCH 14, 2024

The forthcoming “cookie-pocalypse” marks a pivotal moment in the advertising industry, as marketers grapple with a privacy-centric landscape and widespread signal loss. Of those cookieless solutions, contextual might not be the shiniest one: It’s been around for a while and, candidly, it’s kind of boring. How Does Contextual Targeting Work?

Advertising 52

Advertising Cookies CPM Retargeting 52

Basis

JANUARY 24, 2024

Ongoing signal loss , Google’s deprecation of third-party cookies in Chrome, and the Consumer Financial Protection Bureau’s interpretive rule that put responsibility for abiding by digital marketing regulations on both financial institutions and their agencies and partners. Not making things any easier?

Advertising 52

Advertising Marketing Cookies Machine Learning 52

Clearcode

JANUARY 18, 2022

The main goal of using CDPs for most marketers is to boost media campaigns, send fitting automated emails , run high-quality retargeting campaigns , improve targeting on search advertising campaigns and utilize predictive content personalization. Use case #8: Retargeting and Look-alike Modelling. Provide better customer support.

Advertising 52

Advertising Retargeting Marketing Communications 52

Single Grain

JUNE 19, 2023

Learn More: Different Types of Online Advertising to Increase Brand Awareness 8) Makes Retargeting Simple Google Ads makes it simple to host a retargeting campaign. Investing in a retargeting campaign is worth it. This tool tracks the cookies on your website, collecting first-party data to identify who viewed your website.

Retargeting 52

Retargeting SEO Conversion Rate Brand Awareness 52

MNTN

SEPTEMBER 4, 2023

Outside of regulations over federal agencies, children, certain financial institutions, and healthcare providers, the U.S. Google’s Privacy Sandbox Updates As you’ve likely heard, Google’s cookie depreciation is moving forward. United States At this time, there is no comparable national policy in the US to the GDPR.

GDPR 52

GDPR Cookies Pop-Up Audience 52

InMobi

MAY 5, 2021

Unlike browser-based advertising, in-app advertising does not use cookies. As such, how retargeting works in the web world is inherently very different than how it works in apps. That being said, in-app retargeting will no longer be possible in iOS for users who do not opt in.

Retargeting 52

Retargeting Audience Advertising Cookies 52

Digiday

FEBRUARY 2, 2023

In this new Q&A, Keith Bryan, president at Best Buy Ads, spoke with the Custom in-house agency at Digiday Media about how organizations approach RMNs and navigate new opportunities in the space. RMNs are for any organization that believes they have an opportunity to capitalize on first-party data with the deprecation of cookies.

Retail 68

Retail Media Retargeting Ad Inventory 68

Single Grain

MARCH 16, 2020

If ads for those sneakers aren’t following you across websites, then you’ve probably just cleaned up the web cookies. In online advertising, it also means that brands can launch retargeting campaigns to get users who didn’t convert previously to return to their online stores. Find Your Niche for Your Own Business.

Advertising 105

Advertising Marketing Ad Tech Demand Side Platform 105

InMobi

MAY 27, 2020

So bottom line is, this pandemic has brutally exposed the CMOs and CEOs who were actually building a digital-first and a mobile-first business versus those who were just brokering via third-party agencies and escaping the do-it-yourself rigor.” And it's deterministic, cookie-free and always-on. Beat that using desktop or CTV.

Fashion 52

Fashion Ad Tech Cookies Conversion 52

Clearcode

MARCH 15, 2023

Moreover, the era of third-party cookies will end next year when Google Chrome is expected to withdraw its support for third-party cookies. Brands, publishers, and agencies include various data acquisition scenarios in their marketing strategies to obtain more zero-party data. What Is Second-Party Data?

GDPR 52

GDPR Audience Cookies eCommerce 52