Third-party data and programmatic: The essential combination for growing brands

whitePaper | March 15, 2023

The deprecation of the cookie may have been delayed following Google’s recent Chrome update, but it still looms large on the horizon. With data privacy regulations continuing to spread globally, advertisers are under no illusion that change is coming. The prospect of a world without third party browser cookies has captivated the industry and driven meaningful investment in finding alternatives. This guide delves deep into this new landscape, looking at the main privacy-compliant solutions that are currently available and the pros and cons of each.

whitePaper | March 10, 2023

Marketers around the globe have a whole new world of advertising potential at their fingertips. Digital Out-Of-Home Advertising – or DOOH – has entered a brand-new era, unleashing unparalleled opportunities to reach the right audiences in precisely the right place at exactly the right time. Thanks to the power of the Internet and sophisticated programmatic technologies, marketers can now reach their target audience with personalized, relevant, data-driven and measurable marketing not only across online media channels, but via outdoor advertising as well.

whitePaper | December 1, 2019

Internet advertising has been the fastest-growing marketing channel in recent years, accounting for roughly $60 billion of spending in the United States alone in 2015. The rise of digital advertising has been dramatic – more than doubling over the past five years alone. Paid search, in which advertisements are placed alongside search results, comprises the largest share of online advertising expenditures.

whitePaper | May 21, 2021

IDC’s survey of senior advertising decision makers in large companies in the United States, the United Kingdom, and Germany found that digital measurement has become table stakes for anyone who wants to run mobile marketing campaigns. There is little wonder why: measurement has proven to significantly increase return on advertising spend (ROAS) and the ability to retain advertisers’ competitiveness. While advertisers in all three countries reported that vendors delivered well on the measurement features they desired, they also felt there was room for improvement in terms of delivering on most privacy protection and compliance features. This likely was not due to vendors falling short but simply because privacy and compliance have become such top-of-mind issues.

whitePaper | November 10, 2022

Every portal, website or app owner wants to control which goods and services will be advertised on their platform and at what price. This is a perfectly normal and understandable desire. Supply-side programmatic platforms have obvious advantages like algorithmic selling, the ability to sell advertising spots to premium customers in private auctions, and monetization tools. However, many media owners strive to create their own, independent solutions. Creating an independent platform requires considerable time, financial and human resources, but this step is understandable, because an in-house platform allows maximum control over the monetization of a digital marketplace. However, before making such a decision, it is important to understand if it is really necessary, or if it is enough to reconsider the settings of monetization tools or switch the platform to monetize.

whitePaper | October 7, 2022

As consumer demand for privacy grows, rather than depending on data collected by third parties, marketers are pivoting strategies to rely on first-party data to break through to new audiences. The move from third-party cookies to first-party data is an opportunity for marketers to build trust with their customers and deliver personalization through a privacy-centric strategy. In this guide, we outline everything you need to know to build optimal experiences for consumers using first-party data.