third-party-data



The Death of CPM

Written on
April 15th 2014
Author
Brian Barnum

ADOTAS – As the success of ad tech has continued to surge in the past year, one of the questions that has been on everyone’s mind is: Are the old metrics still working? In general, the consensus seems to be “no.” As user behavior changes, our understanding of how to measure ... more...

Thanks, Google: Cashing In on Gmail Caching

Written on
January 24th 2014
Author
Matt Keiser

ADOTAS – Last month, Google announced that it was going to be making a few changes to Gmail: Gmail will automatically display images in emails viewed on both the Web version of Gmail and on mobile devices when viewed within Gmail’s app, unless users choose not to allow it. This means ... more...

Conversion Attribution in Cross-Channel Marketing: Giving Credit Where Credit is Due

Written on
June 4th 2013
Author
Jason Burke

ADOTAS – We roll our eyes and leave the room when the Grammy Award-winning rapper spends his 90 seconds of mic time at the Kodak Theater thanking everyone from his parents to his Little League baseball coach to Jesus. Digital marketers, however, could take a cue from 50 Cent. In the ... more...

For B2B Marketers, the Future is Behind the Firewall

Written on
May 6th 2013
Author
Mark Dye

ADOTAS — Much of the attention of the digital marketing community seems to be focused on RTB and the endless debate about its effectiveness for advertisers, ad tech companies and publishers. While this tired RTB discussion self-perpetuates, a much more interesting and potentially disruptive movement is taking root. Marketers are now looking ... more...

Not All DMPs are Created Equal: What Every Smart Marketer Should Know

Written on
April 26th 2013
Author
Rob Gatto

ADOTAS – As the ad-tech ecosystem has evolved over the past two to three years, I hear a lot of major brands, agencies and networks/marketplaces asking about data management platforms (DMPs).  Some have called the DMP “the gateway to the next step in the evolution of digital marketing” or the ... more...

Today’s Burning Question: Facebook Acquires Microsoft Atlas

Written on
February 28th 2013
Author
Mike Daly

Today our panel of ad-tech honchos weighs in on the following question: “What is your reaction to Facebook’s acquisition of Microsoft Atlas?” “Facebook’s Microsoft Atlas acquisition is a conscious step toward solving the social media measurement conundrum. Advertisers have long debated over the tangible value of social networks when it comes ... more...

Leveraging Artificial Intelligence to Reap the Rewards of Big Data Advertising

Written on
January 31st 2013
Author
Eric Porres

Luxury marketing executives know reaching the right audience is critical to marketing success. Campaigns must reach and “speak to” high-income, luxury-minded, brand-conscious consumers, instead of just reaching mass-market audiences like other brands. That’s why it’s so important for luxury brands to embrace “Big Data” advertising – analyzing every bit of ... more...

Your Days Are Numbered, Tag

Written on
June 7th 2012
Author
Marc Kiven

ADOTAS – Ask any digital marketer, IT pro, web analyst, publisher or service provider how they feel about tags. Their answers will likely range from slight annoyance to resounding disgust, depending on the day, project, team, campaign or initiative. Aside from tag management system (TMS) providers, nobody in the digital marketing business seems to ... more...

Cut Through the Noise in Targeting with First-Party Data

Written on
April 18th 2012
Author
David Dowhan

ADOTAS – The biggest problem with “big data” in the advertising ecosphere isn’t bigness, per se. It’s the attendant noise factor (in scientific parlance) that thwarts the most diligent efforts to divine meaningful direction from so much third-party data… and there is a lot of data out there. How do ... more...

Aqua Media Direct Announces “Pre-Targeting”

Written on
March 23rd 2012
Author
Brian LaRue

ADOTAS – Earlier this week, ad targeting solutions provider (and self-styled “online display specialty company”) Aqua Media Direct quietly launched what they’re calling “PRE-Targeting,” a method of delivering ads to targeted audiences based on which kinds of audiences are inclined to visit which sites. The company uses third-party data, analysed ... more...