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DEEP DIVE

The Present and the Future of Audience Addressability
2 weeks ago in Deep Dive
One year after Google’s bombshell cookie announcement in January 2020, and the pursuit of solutions that target consumers in an effective, privacy-conscious (and compliant) manner is well underway. With rival browsers Safari and Firefox having blocked third-party cookies ahead of Chrome, and Apple’s controversial decision to cease supporting ID for Advertisers (IDFA) on iOS, the pressure to develop and implement ways of serving relevant ads to specific audiences has been keenly felt by advertisers. Key to these new techniques is being able [...]
One year after Google’s bombshell cookie announcement in January 2020, and the [...]
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Out-Evolving Ad Fraud: How Ad Tech Can Tackle Current and Emerging Threats
3 weeks ago in Deep Dive
Over the last couple of decades, digital marketing has become the lifeblood of virtually every marketing organisation in the world. But the speed of innovation and development of new marketing techniques has left openings for fraudsters to swoop in to try and capture a piece of the enormous spend. The unfortunate truth is that many aspects of digital marketing have been pervaded with fraud. With the internet came new opportunities for advertising, and with new opportunities for advertising came new opportunities [...]
Over the last couple of decades, digital marketing has become the lifeblood [...]
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The Anonymous Web: Why We’re all Wrong About the Future of Advertising
2 months ago in Deep Dive
Advertisers have been sold the dream that the future of the internet lies in authentication. But that simply isn’t true. Or, to be more accurate, it’s only about 5% true. To succeed in a post-cookie world, advertisers must look to a future that leverages both the authenticated and anonymous web in order to see all the users that will disappear from view on the open web when Google pulls the plug on third-party tracking cookies. It’s why the future of successful advertising [...]
Advertisers have been sold the dream that the future of the internet [...]
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Are You Leveraging the Right ID?
3 months ago in Deep Dive
According to survey data, ad buyers for brands and agencies are more concerned about the effects of the end of third-party cookies than publishers are. When asked if they were worried about their ability to target ads, 76% of advertisers agreed with this statement compared with 54% of publishers. The stats could be interpreted in a few ways: either publishers have already found an alternative solution to third-party cookie ad personalisation/measurement; are pinning their success on the strength of their own [...]
According to survey data, ad buyers for brands and agencies are more [...]
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Transparency in a Complex Ecosystem
3 months ago in Deep Dive
Most of us today have experienced that unexpected, high priced mobile phone or cable bill. That one where when you really dig into you find the hidden fees, hardware tax, or extra service you don’t remember signing up for. It took a while for many to realise that there are more efficient ways to get the service we want and understand exactly where our money is going. This concept of greater transparency has certainly made its way to programmatic advertising [...]
Most of us today have experienced that unexpected, high priced mobile phone [...]
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A Rising Tide of Collaboration Lifts the Programmatic Industry
4 months ago in Deep Dive
Collaboration has long been a favourite subject of mine and one I believe doesn’t get talked about nearly enough. As we move towards the end of another and particularly strange year, it’s worth pausing for reflection. The programmatic landscape is constantly evolving; however, the open source movement has gathered significant momentum over the last 3 years and is now empowering the independent web to thrive alongside some of the giants of our ecosystem. While impactful, open source solutions didn’t emerge overnight, [...]
Collaboration has long been a favourite subject of mine and one I [...]
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Data-Driven Marketing Measurement Strategy Lights the Path to Certainty
7 months ago in Deep Dive
Marketers hold perhaps the most unique position within a company: unlike other divisions, marketing has a vantage point over the ambitions of its business and the sensitivities and needs of its customers. They act as the bridge between business and audience, singularly positioned to craft output that serves consumers and achieves business goals in equal measure. Therefore, it is no exaggeration to say that marketing insights fuel the success of an entire business. This bodes well for companies with an [...]
Marketers hold perhaps the most unique position within a company: unlike other [...]
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The Future is Mobile - So, How Can Brands Harness It?
8 months ago in Deep Dive
Whilst COVID-19 has wreaked havoc on much of the ad industry, certain channels have been able to ride the storm, experiencing a newfound boost or seeing pre-existing upticks accelerating. Mobile falls into the latter category: whilst global stay-at-home measures have made mobile phones the companion of many consumers, average time spent on mobile and app usage have been on the rise for quite some time. With a larger audience and higher usage levels, mobile and in-app advertising have become fertile grounds [...]
Whilst COVID-19 has wreaked havoc on much of the ad industry, certain [...]
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The Best Channel for Brands is Mobile Gaming — But Do They Know That?
1 year ago in Deep Dive
While the challenges for publishers have never been greater, this is also true of the opportunities. For starters, the phasing out of the third-party cookie is set to benefit all parties with access to first-party data assets, which publishers have already amassed through logins and subscribers. Utility publishers, with savvy content divisions alongside modern technological products and digital storefronts, are already gaining impressive footholds in global industries. Moreover, a swathe of developing marketing channels, such as in-app, gaming, and out-of-home, are [...]
While the challenges for publishers have never been greater, this is also [...]
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