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Why we care about data management platforms

Martech

That’s where data management platforms (DMPs) come in. With DMPs, marketers can glean insights into which campaigns drive the best results among target audiences. Table of contents What is a data management platform? A data management platform is exactly what the name suggests.

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Why first-party data still reigns even with Google keeping third-party cookies

Martech

Data is not a new topic, but it is being revitalized since Google’s announcement that cookie deprecation is no longer in the pipeline. You might think this means all your efforts to transition to a first-party data-driven future are in vain — but this isn’t the case. This makes first-party data incredibly valuable.

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The future of data management platforms in the era of CDPs

Martech

Past and future Alex Theriault, general manager of Lotame’s latest solution suite Spherical, began with a look in the rear-view mirror. We initially came out as an ad network selling data and audiences. “Third-party data and third-party cookies are often conflated with one another,” Theriault explained.

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Navigating the New Rules of Marketing to Multicultural Audiences

Ad Monsters

Neil Sweeney, Founder/CEO of Reklaim, discusses how evolving privacy laws are transforming ethnicity into Sensitive Personal Information (SPI), urging marketers to pivot from traditional approaches and secure explicit consent — or risk alienating multicultural audiences and facing legal repercussions.

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Optable Says Chrome Privacy Sandbox Is Finally Ready For Real Campaigns

AdExchanger

Optable, which operates a data management platform (DMP) and a clean room, announced its early access program for Chrome Privacy Sandbox activation on Thursday. Even clean rooms have to play in Google’s Privacy Sandbox.

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Marketers seek adaptability amid a fragmented post-cookie landscape

Digiday

The signals marketers have traditionally used to both target online audiences and track the efficacy of such activities are on the wane as epitomized by the sunsetting of third-party cookies in the Google Chrome browser and Apple’s diminution IDFAs on iOS.

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How companies are leveraging clean rooms and first-party data as cookies vanish

Martech

“You have to be able to work with third-party providers or make sure that you have a robust first-party internal identity resolution strategy to be able to confidently resolve and standardize your zero- and first-party data,” said Kelly Leger, managing director for Deloitte Digital at The MarTech Conference. Get MarTech! In your inbox.

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