Data

First-party publisher data in marketing campaigns will play a major role in building a more responsible web. So advertisers and publishers must combine forces to  restore consumer trust within the digital marketing industry.

Because creepy is still creepy by any other name, the cookie is not coming back. But adtech companies, advertisers, and publishers do not need to cry over spilled milk.

When seeking a partner to help navigate the post-cookie world, partners who have relied on cookies in the past are likely to deliver tactics that have been seen before. In contrast, partners who have never relied on cookies will likely provide much more dynamic solutions.

These capabilities will enable digital advertisers to continue providing a truly personalised experience for their users.

When fighting for attention has become harder than ever, data is our best ally to supercharge creative thinking.

Saying goodbye to bias in ad targeting isn’t just the right thing to do, it’s also a pretty lucrative business driver for any scaling brand.

As the industry learns to adapt to the evolving privacy landscape, app developers need to find new ways to bridge the gap between fragmented and incomplete data.

A shift to direct sales, proprietary audiences, and contextual targeting will indeed be very challenging for one segment of the open web: low-quality long-tail sites.

Using personalization data allows sales professionals to break through all the noise and make a real connection with people on the first try.