Martech

SEPTEMBER 3, 2024

” That was Amit Kotecha, CMO at digital advertising , audience insights and measurement platform Quantcast, talking to us back in May of this year. It announced that it would not deprecate cookies on the Chrome browser but let individual users decide whether to permit them or not. Google finally broke the stalemate.

Cookies 97

Cookies Conversion Education Impressions 97

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 115

Cookies GDPR Click Through Rate Advertising 115

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 113

Cookies First-Party Cookies GDPR Pop-Up 113

Martech Series

OCTOBER 28, 2022

The advertising industry faces particular challenges and opportunities at the moment with third-party cookies about to expire. But without cookies, and the ability to use personal data in advertising, the industry is now facing significant disruption. Yet without this data, marketers face advertising to anonymous users.

Audience 103

Audience Machine Learning Cookies Brand Awareness 103

Martech

FEBRUARY 8, 2024

And martech was about to turn the world on its head. Martech promised: Scale. Google is moving away from third-party cookies. Part three: The crossroads In 2024, marketing and martech professionals are at a crossroads. Drive efficiency for the 5% We desperately need martech for the 5% of buyers already in-market.

MarTech 118

MarTech Marketing SEO CPC 118

Martech

JANUARY 7, 2022

Remarkable data from smart TV analytics platform Samba TV suggests that, just as cases caused by the Omicron variant spike, TV news audiences are weary of the whole subject. The Omicron data comes from monitoring audiences for the three main U.S. The Omicron data comes from monitoring audiences for the three main U.S.

Audience 111

Audience Cookies MarTech Advertising 111

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. This comes, of course, against the background of Google actually starting to allow Chrome users to disable cookies. Get MarTech! Why we care.

Cookies 94

Cookies Ad Inventory MarTech Audience 94

Martech

AUGUST 26, 2021

Here’s the timeline on Google’s 3rd-party cookie phase-out. Third-party cookie deprecation. Programmatic digital advertising has long relied on third-party cookies to enable real-time bidding, auctioning the attention of web page visitors to advertisers looking for particular audiences. Where to begin?

MarTech 123

MarTech Machine Learning Cookies Pop-Up 123

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 103

Cookies Mobile Ads MarTech Advertising 103

Martech

FEBRUARY 5, 2024

The agreement, one of the first of its kind in Europe, comes in response to Google’s plans to deprecate third-party cookies later this year. But Google ‘cannot proceed with third-party cookie deprecation.’ Years into the goodbye cookies saga , major players are still not on the same page. Amazon on the Reach deal. “As

Cookies 100

Cookies Ad Tech Advertising MarTech 100

Martech

DECEMBER 14, 2023

At right, my sweater made of egg nog, mom’s homemade cookies, plum pudding and fruit cake. ) Now, here are this week’s releases, upgrades and features: Dstillery’s Audience Brief Genius matches advertisers’ audience briefs with the best audiences from Dstillery’s taxonomy using OpenAI’s technology.

MarTech 98

MarTech Food Cookies Audience 98

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. And while identity players are already in-market to fill the void, much of the focus is on overall audience addressability. For years, we’ve seen contextual targeting touted as an alternative to cookies.

Cookies 98

Cookies Advertising First-Party Cookies Audience 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. Moving to a zero-party data strategy means that your audience building and profiling doesn’t stop, but that it also allows for change.

Cookies 101

Cookies Marketing Entertainment Audience 101

Martech

SEPTEMBER 15, 2021

MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. Good morning, Marketers, and today is Day 2 of MarTech! The one thread running through almost everything at the fall MarTech conference is the data challenge. Chris Wood, Editor.

MarTech 107

MarTech Healthcare Finance Cookies 107

Martech

APRIL 17, 2024

Composable CDP GrowthLoop and information company TransUnion have announced a new partnership to optimize audience reach and ad spend. This can lead to campaigns reaching non-optimal audiences. Enhanced Match Rate, as the new capability is called, is aimed at: Engaging higher percentages of target audiences on paid channels.

Audience 86

Audience Cookies MarTech Marketing 86

Martech Series

JUNE 30, 2022

Brandon Rae, VP of Sales at Vibrant Media chats about the growth of contextual advertising in this short Q&A with MarTech Series: Welcome to this MarTech Series chat, Brandon, tell us about yourself and your role at Vibrant Media. Marketing Technology News: MarTech Interview with Alex Dean, Co-founder and CEO at Snowplow.

MarTech 97

MarTech Media Cookies Audience 97

Martech

FEBRUARY 21, 2022

MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. Good morning, Marketers, and how do you plan to reach your audiences? Of course, if Google pushes back third-party cookie deprecation again, a year from now we’ll still be waiting. Editorial Director.

Audience 88

Audience Cookies MarTech Marketing 88

Martech

AUGUST 10, 2022

Google blindsided the marketing and advertising industry last month by pushing back third-party cookie deprecation in Chrome until at least late 2025. ” Read next: Google again delays third-party cookie deprecation. The post Google delayed third-party cookie deprecation: Why and what’s next? The reason?

Cookies 114

Cookies Advertising Conversion MarTech 114

Martech

JULY 13, 2021

If it disappears without a replacement, then along with the end of 3rd party cookies, advertisers may see a dramatic shift in the effectiveness of interest-based audience targeting. So despite recently announced delays in the retirement of 3rd party cookies in Chrome, it’s worth knowing what FLoC is all about.

Audience 102

Audience Cookies Ad network Conversion 102

Martech

SEPTEMBER 14, 2021

The one thread running through almost everything at the fall edition of MarTech is the data challenge. “Digital marketing has delivered vast quantities of customer data, bringing with it the promise of targeting audiences, or even individuals, with relevant, personal and engaging messages at the right moment and in the right channel.”

MarTech 92

MarTech Marketing Cookies Entertainment 92

Martech

OCTOBER 15, 2021

MarTech’s daily brief features daily insights, news, tips, and essential bits of wisdom for today’s digital marketer. With the demise of cookies, more precise contextual advertising is one way to reach relevant audiences without infringing on privacy. How identity resolution helps you know your audience.

Audience 88

Audience Cookies Machine Learning Viewability 88

Martech Series

NOVEMBER 8, 2022

Martech startup Tapple’s latest software release leverages “phygital” engagement to collect first-party data through mobile gamification, giving brands the ability to analyze their real world performance and seamlessly remarket to consumers.

MarTech 90

MarTech A/B Testing Conversion Rate Marketing 90

Martech Series

JANUARY 18, 2023

AdTheorent Predictive Audience Builder Delivers Customizable Machine Learning Tools to Enhance Audience Reach, Composition and Quality. AdTheorent Predictive Audience Builder leverages customizable and primary-sourced seed data sets to mimic the audience profile of an advertiser’s desired target.

Audience 87

Audience Machine Learning Impressions Finance 87

Martech Series

SEPTEMBER 12, 2022

Welcome to this MarTech Series chat, Curt, tell us about your journey through the B2B tech market and more about your time at Sharethrough…. Even more prevalent in discussions today is the move away from the reliance the ad tech industry has on 3 rd -party cookies.

MarTech 91

MarTech Cookies Native Advertising Ad Exchange 91

Martech Series

JANUARY 2, 2023

Welcome to this MarTech Series chat, Richard, tell us about yourself and more about your role at Wunderkind…. I spent many years working at a variety of martech companies focused on both B2C and B2B solutions, before deciding that I not only wanted to sell technology, but wanted to build solutions for marketers.

MarTech 103

MarTech Retail eCommerce Entertainment 103

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. ” This model creates enormous risk, Bloom continued.

MarTech 92

MarTech Cookies Marketing Audience 92

Martech

DECEMBER 13, 2022

Measuring personalization by audience performance means that we are measuring both individuals and groups of individuals and how they react to more tailored content, offers and journeys. Understanding the audience is key to personalization. Get MarTech! In your inbox. Processing.

ROI 100

ROI Audience Machine Learning Cookies 100

Martech Series

JANUARY 5, 2023

Welcome to this MarTech Series chat, Linda, tell us about yourself and more about your role at Big Village. Marketing Technology News: MarTech Interview With Richard Jones, Chief Revenue Officer at Wunderkind. It’s time to get serious about cookie alternatives and new adtech and commerce technologies.

MarTech 94

MarTech Brand Lift Cookies ROI 94

Martech

NOVEMBER 17, 2022

“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.

Cookies 101

Cookies MarTech Communications Advertising 101

Martech

MARCH 11, 2024

Martech has exploded in recent years, with over 11,000 solutions available to help marketers automate and optimize operations. However, much of this martech stack is designed to convert prospects into leads and track them through the marketing funnel. However, this ignores the majority of potential customers. Good riddance.

MarTech 84

MarTech Conversion Cookies Brand Awareness 84

Martech

OCTOBER 26, 2021

. “The core of the shift is really moving from targeting consumers using third-party data to knowing consumers very well,” said Giusy Buonfantino, VP of CPG Industry Solution at Google Cloud, in her MarTech presentation. Brands need to deliver personalized experiences based on the data their audience consents to share.

Marketing 139

Marketing GDPR Cookies MarTech 139

Martech

FEBRUARY 16, 2022

The restrictions on data collection via third-party cookies have made customer identification more important than ever. In an era of third-party cookie depreciation and privacy concerns, these pain points can be addressed effectively with identity resolution platforms. Click here to download! Source: Kris Tomes.

Cookies 98

Cookies GDPR MarTech Marketing 98

Martech

OCTOBER 6, 2022

To tap into the industry’s massive revenue potential, media companies are grappling with setting themselves ahead of the crowd and vying for the attention, and loyalty, of this captive audience through in-game advertising. Get started today [ register for martech transformation in media webinar ]. A seamless end-to-end journey.

MarTech 89

MarTech Media Conversion Rate Audience 89

Martech

OCTOBER 15, 2024

Third-party cookies : Continued reliance on third-party cookies, but a shift toward a portfolio approach in identity solutions. Data collaboration platforms : Emerging as versatile tools for unifying data, uncovering insights and improving audience targeting, showing tangible positive outcomes.

Cookies 115

Cookies ROI Audience Agency 115

Martech

AUGUST 6, 2021

As the business world struggles to understand the implications of the revolving news of the third-party cookie ban, digital ad targeting is growing more complex than ever. Google recently announced an extension of the third party cookie ban however the complexity and uncertainty remain. Answer these key questions: Who is your customer?

Ad Targeting 143

Ad Targeting Cookies Communications Conversion Rate 143

Martech Series

JULY 5, 2022

Welcome to this MarTech Series chat Mark, tell us more about your time in the B2B market and more about being CEO at Postclick? A lot has changed in digital advertising in the past few decades, specifically with the emergence of audience targeting, video ads, and personalization. Looking for some ways to optimize your ad spend?

MarTech 86

MarTech Machine Learning Conversion Cookies 86

Martech Series

MARCH 2, 2023

DrivenIQ also refreshes its brand to showcase the company’s advanced Identity Resolution capabilities Capstone Technologies Group Inc a company that acquires, operates, and organically develops disruptive technologies, today announced that its subsidiary DrivenIQ has launched AMP, the world’s first Audience Intelligence Customer Data Platform.

Audience 83

Audience Cookies ROI MarTech 83