Data-Driven Thinking Archives - Page 7 of 9

The Future Of Probabilistic Attribution: What Will Apple Do Next?

Since removing IDFA on iOS, Apple has made it clear that probabilistic or fingerprint attribution is not allowed. Any method that lets an advertiser link users between apps is forbidden. SKAdNetwork is available for download tracking but imposes privacy restrictions, making life harder for advertisers and ad networks. Consequently, numerous campaigns are still tracked by […]

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Data-Driven Thinking

Minor Tweaks Can Produce Major Environmental Wins For The Advertising Industry

Reducing global climate emissions to a sustainable level requires such an overwhelming amount of work that the problem can feel disconnected from our daily lives. At work, becoming more sustainable can seem particularly daunting. Companies rely on factories and trucks, computers and offices. Becoming less reliant on these things requires capital investment. And many people […]

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Data-Driven Thinking

As Oracle Terminates Its Ad Business, Here’s How Customers Can Adapt

The news that Oracle plans to shutter its advertising business by the end of September has sent shock waves through the ad industry. Over the past decade, the company has spent billions of dollars investing in various layers of the ad industry, acquiring companies like Datalogix, Moat, Grapeshot and BlueKai. Oracle’s solutions, including its data […]

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Data-Driven Thinking

The Best Of Cannes 2024: Key Moments And Trends For The Year Ahead

Another Cannes Lions is in the books. If last year’s event felt like the best to date, this one felt even better. The challenges facing digital advertising feel bigger than ever, however. We’re still grappling with entrenched but unfounded fears that prevent marketers from supporting premium publishers. And media quality concerns threaten to turn partners […]

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Data-Driven Thinking

Media Buying Doesn’t Have To Be A Mixed Bag

Growing up in rural southern Italy, town festivals honoring various saints or traditions were a recurring delight. My grandfather or uncle would always take me and, without fail, buy me a special bag of candy unique to these fairs. I enjoyed some of the sweets, but others weren’t to my taste, and I still recall […]

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Data-Driven Thinking

The Cannes Lions Roared As Usual, But The Ad Industry Needs More Than Talk

Another Cannes Lions is almost behind us. The senior advertising execs who convened on La Croisette confidently shared their visions for the future of transparency, AI, attention, identity, privacy and curated marketplaces. I have been writing about these topics for AdExchanger for years and have sometimes been considered naïve and utopian for pushing for change […]

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Data-Driven Thinking

Navigating New Brand Safety Complexities: A Digital Marketer’s Perspective

A couple of years ago, I listened to a speech that affected me deeply and triggered serious self-reflection on my role as a digital marketer. The presentation, “The Decade of Delusion,” based on the book Advertising For Skeptics by Bob Hoffman, painted a compelling and alarming picture of digital advertising as a corrupt, wasteful, secretive […]

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Data-Driven Thinking

Unlocking The Power Of AI In Contextual Targeting: A Guide For Agencies

The rise of AI is rapidly changing the way agencies and marketers must approach media. Technology companies have developed AI solutions that inform how they shift budgets and strategies toward contextual solutions that bypass the need for any third-party data. However, a change is occurring as platforms pivot and push hard at AI-driven optimizations. Advertisers […]

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Data-Driven Thinking

Embracing Incrementality: Navigating Post-Privacy Measurement Challenges

As privacy changes lead to signal loss, digital advertising is diverging from user-level data and specific measurement methods like multi-touch attribution (MTA) and media mix modeling (MMM) in favor of bigger-picture analysis of marketing performance and a multi-methodology approach. Relying solely on MTA and MMM is not enough. There’s also a third method: incrementality. This […]

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Data-Driven Thinking

RAG Against The Machine: Injecting First-Party Data Into AI Models For Better Results

First-party data has long been in a marketer’s toolkit as a critical instrument to personalize the customer experience across media touch points. But it has yet to influence how most companies use generative AI technology. However, proprietary data sets have the potential to play an important role in several key marketing applications for generative AI […]

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