#first-party-data

#first-party-data

Prediction and detection algorithms are at the core of the Bytek Prediction Platform, the prediction platform that unlocks the power of secure, privacy-compliant first-party data for enterprise advertisers. These models enable the creation of audiences based on product and thematic interests, as well as predictive segments built on customer lifetime value (Predictive LTV) and conversion probability (Action Prediction). These audiences are then activated through Anonymised's technology, which ensures the secure processing of Bytek's raw analytics and eliminates the risks traditionally associated with sharing first-party data in digital advertising.

The second annual connected packaging study from Appetite Creative polled 968 marketing execs at the start of 2023 and found a sharp rise in practitioners willing to invest in the medium. 88% of respondents say they are planning a connected packaging campaign this year and 92% agree that it is increasingly important. Last year, only 59% planned such a campaign and only 85% considered it important.

Curation flips this script. A publisher's greatest asset will always be their content, of course, but the advantage that sets them apart - the ace up their sleeve, so to speak - is their audience data. By putting that data to work in curated marketplaces, publishers can stretch the value of their content well beyond their own properties - bundling data and inventory into highly targeted, privacy-compliant packages that advertisers can buy directly.

Feo is joining Unity from Experian, where he spent nearly five years as SVP of global sales and later as chief business officer. Before that, he held executive roles for almost 11 years at cross-device company Tapad, which was acquired by Telenor in 2016 and later sold to Experian in 2020. For those keeping score, that's over a decade and a half under the same umbrella.

You view something on an Instagram Reel or a Snapchat post and you go to a website and then purchase. That doesn't have to happen that day.

Taboola continues to bolster Realize with new Generative AI features that are driving clear results for advertisers as well. Realize is a technology platform that delivers outcomes at scale for advertisers, leveraging Taboola's unique supply, first-party data and AI technology. It delivers simplicity and efficiency for advertisers to run performance-based campaigns on many of the world's largest and most trusted publishers across all ad inventory, OEMs and apps.

When we analyzed event performance from the previous two years in preparation for 2025, Dmexco didn't make the cut,

Using advanced first-party data collection and real-time content analysis, the magazine creates advertising environments where every placement is strategically positioned for maximum impact. This isn't just about showing ads to the right people; it's about presenting them at the precise moment when the audience is most receptive and within editorial contexts that naturally complement the advertiser's value proposition. The results speak for themselves.

"Internally, we strive for the 'perfect send,' when 100 percent of the people who get the message click or engage, and no one opts out," said Alex Campbell, the chief innovation officer and co-founder at Vibes, a mobile marketing platform. Campbell was discussing the potential for AI individualization (AI-I), Rich Communication Services, and mobile marketing in the retail sector when he described this 100% engagement, 0% opt-out scenario.

Attributed revenue, ROAS, conversion rate - traditional marketing metrics track efficiency but often miss the signals that reveal which customers drive growth. Today, first-party customer data is more accessible and valuable than ever. And when combined with AI, it opens the door to a new era of customer-centered performance measurement. Customer analytics shifts the focus from channels to customers, framing analysis and activation around engagement, growth and predicted value.

The digital marketing landscape is undergoing a seismic shift. As third-party cookies disappear or deteriorate and consumer privacy takes center stage, marketers face a pivotal choice: adapt or become irrelevant. Success in this new era means moving beyond mere compliance to build strategies rooted in trust. The terrain is complex. Regulations such as GDPR and CCPA are a net positive for consumer rights, but can create issues for marketers.

According to the complaint, Meta inflated the ROAS of its Shops ads campaigns, which incorporated the costs of shipping fees and taxes as part of the attributable sale, despite those never going to the merchant or brand. Meta's other ad products, and those of other platforms, including Google and Amazon, don't count taxes or fees in their ROAS calculations. More damning, when data scientists identified the inflated ROAS, and Shops ads otherwise performed no better than "business as usual" campaigns, higher-ups continued to misrepresent ROAS.

The rise of privacy and data regulations, particularly with the GDPR and CCPA, mandates marketers to ensure compliance to avoid fines and damage to reputation.

The goal is to match Ocado's shopper data with the publishers' audience behavioral and contextual data to unlock more granular ad targeting for advertisers.

First-party data is becoming more and more important... the consequences of things going wrong with that data are more important than ever.

"StackAdapt's new email marketing and Data Hub solutions empower marketers to unify their efforts, linking ad tech and martech for seamless execution and efficiency."

Behavioral marketing offers a powerful, privacy-conscious way to deepen customer engagement and improve performance, ensuring marketing strategies are not only effective but also ethical.