Third-Party Data

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem… Wishing you all a beautiful Memorial Day weekend! This classic comic first ran in April 2013.

Although inflation affects everyone, the degree to which it impacts people is “very personal,” says Courtney Hilbert, senior director of analytics at Merkle. Understanding which customers are most negatively impacted by inflation (as opposed to moderately impacted or merely annoyed) should inform a brand’s communication strategy. By the fall of 2021, the question of how […]

Personalization – paired with effective measurement – has enabled marketers to see and understand results, ultimately driving them to spend more. Madan Sundararaju, vice president of the M&E sector at Capgemini Americas, writes on how traditional media platforms can adapt to these trends and increase their share of ad revenue.

You’ve probably heard (dozens of times) by now that first-party data will be the key to post-third-party-cookie ad targeting. But what exactly is first-party data? How does it differ from second-party, third-party and zero-party data? And what makes first-party data more suited to a privacy-centric ad experience?

With cookies (finally) cooling off, contextual targeting tech is starting to heat up. On Tuesday, ShowHeroes Group, a video and contextual targeting tech provider based in Europe, announced its acquisition of cross-screen ad platform smartclip LATAM (as in Latin America). The rationale behind the deal is to help ShowHeroes Group bring its solution to the […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Allison Schiff, managing editor at AdExchanger. It’s part of a series of perspectives from AdExchanger’s editorial team. Everyone knows the difference between first-party data and third-party data, right? First-party data […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Rekha Gibbons, Head of Multicultural Marketing & COO of Raare Solutions. According to the US Census Bureau, by the year 2045, the minority population of America will become the majority. The historical white […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Toyota Juggles Five Rings Toyota pulled its television advertising in Japan to avoid blowback, because the Olympic Games are widely opposed in the host country, especially after a recent spike in COVID-19 cases. It’s a bitter pill for Toyota, which is one of a […]

Julia Beizer is the chief product officer and global head of digital at Bloomberg Media. She will appear on Day One of AdExchanger’s virtual Programmatic IO conference on Oct. 5. Register to experience her session, along with more than 40 others, at Programmatic.io. As the industry debates the future of digital identity and vendors begin […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Matt Spiegel, EVP of marketing solutions and head of the media vertical at TransUnion. You would be hard pressed to find someone in this industry who doesn’t think marketing has […]