Data

From advertising agencies to in-house marketing departments, Google Analytics is often considered the default data tracking software, but it isn’t enough for modern advertising strategies. Between data privacy and deprecation of third-party cookies, it’s becoming more challenging to see the steps users are taking.

The data exchange should benefit the user experience, not recklessly monetize audiences.

When used effectively, the volume of first-party data within a CDP can provide you with invaluable insight about your customers, so you can create more targeted, effective campaigns.

Businesses that strive toward data independence and a direct relationship with their customers can create a more stable ground for themselves in third-party data becomes less available.

Validated signals establish an understanding – between the shopper and the seller – and help in clarifying the customer journey, supporting the storyline of the successful shopping experience and path to purchase.

Rather than relying on outdated technology that will soon be phased out due to privacy restrictions and evolving consumer needs, it is important to make the switch to future-proof technology that

The best way to profit from data is with technology that can transform previously programmatic audiences into first-party data. Then, agencies can collect audiences that would otherwise be lost and own this data instead of using third-party data.

As we begin to understand that scarcity of first-party data means a lack of volume, we can start to look towards gathering the full picture of what is needed to complete first-party data assets.

First-party data strategies for collecting and activating tend to fall on a scale – or so we’ve noticed with the brands and agencies that partner with us.

As a partner, an agency can bring independent technology to the table to help advertisers, their brands, and their clients to start leaning into first-party data.

The problem with traditional analytic tools is that they don’t show how a majority of consumers actually behave. This is a massive problem.

We see smart marketers separate what they’re seeing physically in front of them versus what’s happening on their website. They’re continually investing in people that are going to their website, since it’s a smart, long-term strategy.

Now, RMNs are being grouped into media strategies, which is why using them for campaigns is seen as promising for the AdTech industry. However, there is an issue with the RMN business model – it’s broken.

Companies who have built their businesses solely around third-party data will need to find ways to increase their data sets.

Cookieless is the hottest MarTech buzzword of 2022. When these technology vedors say they have a cookieless solution that helps businesses identify audiences and market to them, it’s important to ask where these vendors are starting.

There is an incredible power that comes from looking at attribution through a household and open address.

As a business, the importance of having cookieless audiences is imperative to reaching your advertising and marketing’s maximum potential.

We are all there with one goal in mind – to provide value to the end user. We’re there to complement and highlight your work, not