Data-Driven Thinking
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Data-Driven Thinking
Forget Branding Vs. Performance – Both Are Critical, And Attention Metrics Bridge The Gap
Quick: What’s the most basic purpose of advertising? Is it to generate specific outcomes? Or is it to create the awareness and affinity that lead to lifetime value and loyalty? The answer is “all of the above.” Still, despite years of talk about “holistic” marketing, too often, advertising professionals view branding and performance efforts as […]
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Data-Driven Thinking
Who Stands To Benefit In Search Ads Following Google’s Antitrust Verdict?
With the huge ruling from the US Department of Justice that Google is a “monopolist” when it comes to search, the regulatory future of online search is being questioned – a scary thought for many marketers. The crux of the case is that Google pays companies to ensure a user’s browser is directed to Google […]
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Data-Driven Thinking
Forget Chrome’s Cookie Concerns: Solutions To Signal Loss Are Already Here
Just a few short weeks ago, the digital advertising industry stopped in its tracks for a moment when Google announced that it no longer plans to deprecate third-party cookies on Chrome. But that’s all the pause this announcement warrants—a moment. The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments […]
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Data-Driven Thinking
The End Of GARM Is A Reset, Not A Setback
The decision by WFA leadership to succumb to Elon Musk’s pressure and suspend the Global Alliance for Responsible Media (GARM) when advertisers needed it most is disappointing and dangerous. But it presents an opportunity to rethink our industry’s broken approach to brand safety. Musk’s decision to sue the WFA and advertisers is grounded in hypocrisy […]
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Data-Driven Thinking
The 2024 Olympics Is A Reminder That Appointment TV Is Alive And Well
This summer, the world has been glued to their screens for the Olympics. Traditionally, these events have been synonymous with appointment TV, where viewers gather around the television to tune in at specific times. And we’re seeing that this draw persists today. The opening ceremonies alone drew in nearly 29 million US viewers – the […]
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Data-Driven Thinking
Retail Media Has Its Own Last-Click Addiction – And The Problem With Add-To-Cart Rates
It’s widely accepted that last-click attribution is flawed. While publicly it’s much derided, however, privately it shows no sign of going anywhere. Unfortunately, retail media and commerce media have their own version of last-click addiction: add-to-cart (ATC) rates. And just like last-click attribution, it’s a metric not fit for consumption. It also highlights the real […]
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Data-Driven Thinking
Omnichannel Marketers Have Outgrown Third-Party Cookies, Even If Google’s Still Holding On
Google has finally bitten the bullet and decided not to kill off third-party cookies in Chrome. No doubt it will go down as a pivotal moment in the history of digital advertising. But it isn’t a decisive one. With so many variables at play, including data regulation, user privacy concerns and technological advancements, Google’s update […]
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Data-Driven Thinking
The Cookie Conundrum Proves Google Couldn’t Collaborate In The Sandbox
After years of delayed deadlines, Google has finally put third-party cookie deprecation to rest. Last Monday’s announcement begets a slew of industry questions about the implementation and impact of Google’s proposal for the user opt-in mechanism, and only time will tell when they will be answered. One thing is clear, however: Google is acknowledging its […]
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Data-Driven Thinking
How The Aftermath Of Apple’s ATT Prepares Us For User Choice In Chrome
When Google announced its plan to remove cookies from Chrome, whispers of an apocalypse echoed across the ad industry. Many feared this change would disrupt the $120 billion in ad spending that currently relies on cookies. Words like “demise” and “unprecedented” appeared in headlines. And then Google surprised us with its latest announcement: Cookies are […]
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Data-Driven Thinking
Google Backpedaling On Its Cookie Phaseout Isn’t An Excuse For Complacency
Google has hit the brakes on its plan to eliminate third-party cookies. Instead of phasing out third-party cookies by default, Google now says it will offer Chrome users new privacy controls, allowing them to opt into or out of cookie tracking at the browser level in a more straightforward way. But the industry shouldn’t let […]
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