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first-party data

Check Your Account Identification Bandwidth While Working From Home

If you’re like me, then you’ve been spending most of your working life in Zoom calls lately. While it’s been great for social distancing, it hasn’t always made for the best meetings. How many of you have had that call: the low bandwidth, dropping every third word, frozen faces call? And how much better is the great bandwidth, crystal-clear call in comparison? Like every other business function, your ABM program has also gone from the office into the home. And there’s a good chance that as your revenue team builds their…

Swapping the Third-Party Cookie for First-Party Data

A Cambridge study went viral back in 2015 claiming “Facebook knows you better than anyone else.” Participants took a personality test, then gave researchers access to their Facebook likes. The results were straight out of Black Mirror. Given enough data, the algorithm was better able to predict a person’s personality traits than any human participants. It needed access to 10 likes to beat a work colleague, 70 to beat a roommate, 150 to beat a parent or sibling, and 300 to beat a spouse. Facebook’s process of collecting…

Nielsen Launches Audience Planner Solution For Efficient Integration of First-Party Data

New Product Enables Marketers to Easily Link Their Data with Nielsen Data for Efficient Media Planning and Data-Driven Linear Campaigns Nielsen, a global measurement and data analytics company, launched Nielsen Audience Planner, an always-on solution that enables first-party audience segments to efficiently flow across systems to serve the various stages of the media planning and buying process. The new product offers marketers the opportunity to reach their most important consumers by performing blind-matches between…

CCPA Final Regulations: Logic Aside, What to Exactly Expect in the Pandemic Era?

It’s exactly a month since the California Attorney General finalized and submitted the proposed regulations to the California Consumer Privacy Act (CCPA) to the state’s Office of Administrative Law (OAL). Tomorrow, on 1 July, the OAL is expected to review the recommendations and approve the CCPA final regulations. In the midst of the COVID-19 pandemic, the California Governor passed the EO N-40-20 that allows the OAL to take an additional 60 days to complete the review process. To simplify things for CCPA compliance, the AG…

Top 5 Priorities to Overcome B2B Data Challenges to Optimize Digital Advertising

Your first-party CRM data is one of your most valuable assets for driving leads and lowering your cost per marketing qualified lead (MQL)and sales qualified lead (SQL), but unlocking its full potential can be difficult. According to Forrester Research and Adweek, B2B marketers face a data management problem. 74% consider the accuracy of marketing data a critical weakness, and 32% of B2B marketers have cited “siloed or inaccessible customer data” as a major obstacle in their marketing efforts. It makes sense, considering…

How the Death of Third-Party Cookies Will Benefit Your Digital Data Strategy 

Ever since Google’s bombshell (albeit not entirely unexpected) news in January that it plans to phase out third-party cookies on Chrome by 2022, the AdTech industry has been rife with dramatic speculation. Does the loss of third-party cookies on Chrome change the Marketing landscape? You bet it does. But should advertisers be panicking? Absolutely not. In the long run, reduced reliance on third-party cookies will prove positive for marketers. Here’s why.  Improved Audience Accuracy Google’s curbing of third-party…

A New Cookie-Less ID?

To no one’s surprise, cookies dominated conversations. Google announced it would phase out third-party cookies in Chrome over the next two years. And, this week, Google’s SameSite update will go into effect, though on a small scale to start. Google’s changes follow similar privacy shifts from other top browser companies like Apple and Mozilla. Obviously, these moves are great for consumers and ultimately good for the industry. Third-party cookies have never been completely accurate and it’s time for a better tracking…

MarTech Interview with Matt Gilbert, CEO at Pepperjam

"The demise of the third-party cookie will lead to brands increasingly focusing on methods to acquire and leverage first-party data." Journey into Tech  Hi Matt, as the greater industry has continued to evolve, and you think about your particular journey with Technology, any new reflections on the role you have played? What inspires you most in your role at Pepperjam? 20+ years into my love affair with Digital Marketing, and yes it is still a love affair, whatever small role I may have played in its evolution is…

Data and MarTech Intertwined in 2020

As we move into the next decade, data is set to become the cornerstone of MarTech. Marketers today have access to a more detailed, wider pool of data than ever before. However, this raises a number of key questions. How should businesses evolve sound data strategies that deliver tangible results? How can developments in data capture and storage be brought in consonance with evolving legal and compliance standards? When collecting data from users, it’s important to keep in mind the evolving nature of the legal and compliance…

Ampersand Launches New Audience-Based TV Advertising Solution

Ampersand's New Multi-Screen Platform Provides Centralized TV Advertising Solution with Ad Planning, Buying and Measurement Across 85 Million Households and 55 Percent of All Addressable Households Ampersand, the data-driven TV advertising sales and technology company, announced the launch of The AND Platform. The AND Platform is a new TV Advertising Solution for planning, buying and measurement linked to the audience-based TV advertising. Ampersand was earlier NCC Media. At launch, advertisers will be able to work…

Interview with Santi Pierini, President and COO, CAKE

"Our goal is to give marketers a detailed picture of how all the elements of their campaigns are contributing to the end result."Tell us a bit about your role at CAKE. Currently, I oversee CAKE’s business operations, plus our global technology and corporate strategy. As a marketing technology provider, our main focus is marketing intelligence. We build SaaS solutions that deliver accurate and granular insights about marketing campaign performance. Today’s marketers have so many options when it comes to where and how to…

TechBytes with Brenda Tuohig, VP, Partner Strategy and Agencies, Oracle Data Cloud

Brenda Tuohig VP, Partner Strategy and Agencies, Oracle Data Cloud The Data-as-a-Service (DaaS) landscape is evolving at a phenomenal rate. Oracle Data Cloud, a key player in the DaaS ecosystem, helps businesses unlock the value of their First-party and Third-party data. Brenda Tuohig, VP, Partner Strategy and Agencies at Oracle Data Cloud, shared her roadmap on DaaS, the core tenets of Oracle Data Cloud for Campaign Measurement and Analytics, and the larger picture of the technology market for automation and…

Activating Customer Data with AI-Based Technologies in Business

To meet growing consumer expectations in a digitally-driven world, companies are dealing with large amounts of data and aim to create personalized consumer experiences at different touchpoints to stay relevant. The various consumer touch-points of an enterprise generate a wide variety of digital data and are also potentially great interaction points to improve an enterprises engagement with customers. Furthermore, as enterprises adopt digital technologies for their internal and external processes, a large amount of digital…

Why Buy Data When You Can Generate Your Own?

Marketing is the process of creating, communicating, delivering and exchanging offerings that have value for customers. The digital marketing industry is built on a foundation of consumer data used to define a target market - the trouble is that the majority of consumer data used by marketers is predefined and acquired from multiple sources. This results in weak campaign planning, performance data that is not aligned with business goals, and ultimately, sub-optimal results. The upcoming GDPR legislation wipes out the…

Interview with Rhonda Wunderlin, VP, Performance Marketing, Informa Engage

"B2B audience targeting in 2018 is focused on reach beyond traditional channels. You must be able to not only identify what content is relative and compelling based on datapoints, but then deliver that in both traditional and new channels." Tell us about your role at Informa Engage and how you got here. What inspired you to join Informa Engage? As VP of Marketing Performance at Informa Engage my team supports in-house marketers and their clients with a healthy audience database and marketing technologies and tools to…

Trusted Media Brands Launches Marketing Insights Lab

Trusted Media Brands, a leader in brand-driven multi-platform media content, and home to iconic brands such as Taste of Home, Reader’s Digest, and The Family Handyman among others, announced that it had launched the Trusted Media Brands Insights Lab to provide brand marketers with key data and information on consumer audiences and marketing trends. “We will leverage national panels from well-respected research partners as well as the Trusted Media Brands Inner Circle community of 3,500+ online members to drive…

Interview with Joshua Neckes, Co-Founder, Simon Data

"Digital transformation is the act of bringing (or dragging) an “old school” marketing operation into the modern era." Tell us about your role and how you got here. What inspired you to co-found Simon Data? A blend of market opportunity and passion. On the market opportunity side, the modern marketing cloud is fundamentally broken. Customer data is the “atomic unit” of marketing; effective marketing is totally contingent upon using it well. And yet when my co-founders and I looked at the set of options for…

TechBytes with Ari Saposh, VP, Data, oneAudience

Ari Saposh VP, Data, oneAudience Mobile users are growing exponentially. The rising trend of mobile-first businesses has marketers on alert. Every second, there are millions of mobile moments occurring across the globe, that could be a potential insight into a customer's (or segments) purchasing behavior, demographics, emotion, and even influencer capabilities. To better understand the dynamic state of mobile audience intelligence, we spoke to Ari Saposh, VP, Data,  oneAudience. Tell us about your role at one…

Implementing the Omnichannel Approach at the Digiday Retail Summit

At the Digiday Retail Summit that took place in Texas in February, retail marketers came together to brainstorm around how the industry can address the issues facing-- and threatening-- their businesses.  And there are quite a few. From changing consumer behavior to how to use First-Party Data while staying compliant and Amazon’s dominance of the e-commerce versus physical word approach. As an attendee, I listened to the executives explain what’s keeping them up at night and thought about how we can best address these…

Why The World Needs 5G And How It Will Impact The Programmatic Advertising & Publisher Industries

5G has undergone its first public trial during the Winter Olympics in Pyeongchang, South Korea. With Mobile World Congress (MWC) taking place in Barcelona between 26th February and 1st March 2018, expect to hear a lot more about 5G in the coming weeks. But why does the world need 5G and how will it impact the symbiotic worlds of Advertising and Publishing? This is an overview of the business and commercial rationale behind 5G for MNOs and summarises the impact for AdTech and Publishers whilst providing practical guidance…