How marketers are rolling out cookieless strategies in 2024
Brands and agencies need to prepare for third-party cookie deprecation now, optimizing first-party data and focusing on personalization and deeper data strategies. [ more ]
Is your 2024 marketing strategy really prepared for cookie and election disruption?
Marketers face challenges with the demise of third-party cookies and the 2024 election impact, emphasizing the need to focus on first-party data and strategic partnerships. [ more ]
Legacy media makes new bets on CTV and retail media convergence
Advertisers are shifting spend towards retail media and connected TV, with a focus on merging CTV scale and brand-building with retail media's data-driven capabilities. [ more ]
RAG Against The Machine: Injecting First-Party Data Into AI Models For Better Results | AdExchanger
First-party data can enhance generative AI marketing applications by providing personalized insights, ad copy, and creatives.
Using tools like retrieval augmented generation pipelines (RAG) enables the incorporation of first-party data to improve AI-enabled campaigns. [ more ]
Research Briefing: Publishers bank on their own first-party data amid Privacy Sandbox concerns
First-party data is crucial for publishers' ad strategies, with concerns about Google's Privacy Sandbox reducing targeted ad effectiveness and revenue.
Publishers are shifting towards prioritizing first-party data for positive ad revenue outcomes and foresee an increase in ad impressions using first-party data in coming years. [ more ]
PRISA Media se asocia con First-id para avanzar en el entorno cookieless
PRISA Media collaborates with First-id for first-party ID solution, enhancing advertising innovation.
Integration of First-id and PRISA ID focuses on audience data unification, identity graphs, personalization, and digital business exploration. [ more ]
Pacsun unites commerce channels with first-party data solution
Retailers are seeking to unify the commerce experience across various channels by leveraging partnerships for data-driven insights and personalized messaging.
Activating first-party data is crucial for retailers to meet the changing needs of consumers in an omnichannel commerce strategy. [ more ]
How Reward-Fueled Registrations Bring Addressable Traffic To Mid-Size Publishers | AdExchanger
Bonbon rewards users for signing up with sponsored promotions and discounts.
The startup provides a cross-site, single-sign-on service for publishers to gather first-party data and retarget users through email and social media. [ more ]
How a leading car finance broker is driving marketing performance on a privacy-first web
Car Finance 247 uses first-party data to maximize performance marketing channels on a privacy-first web.
Search advertising is the biggest volume driver for Car Finance 247, and accurate measurement using first-party data is crucial for continued performance. [ more ]
Informa Tech/TechTarget merger would create a B2B data giant | MarTech
The merger between Informa Tech and TechTarget has the potential to create a B2B data giant.
The new company will have access to a large portfolio of web properties, analyst firms, and digital platforms, providing ample first-party data. [ more ]
Google's Temporary Opt-Out; Finding Your Fans | AdExchanger
Google will temporarily allow opt-outs for its search partner network, GSP, in response to complaints about visibility and prompted ads in egregious placements.
Google's trajectory is to consolidate supply and demand inside machine learning-based black boxes.
Different media platforms are trying to establish themselves as the go-to ID provider for specific audiences, such as Microsoft for business consumers and Nextdoor for local businesses. [ more ]