first-party data Archives | AdExchanger News and Views on Data-Driven Digital Advertising and Marketing Fri, 05 Jan 2024 21:59:35 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.1 https://www.adexchanger.com/wp-content/uploads/2023/12/cropped-adx-icon-1-32x32.png first-party data Archives | AdExchanger 32 32 The Big Story: The Cookieless Expanse Ahead https://www.adexchanger.com/the-big-story/the-big-story-the-cookieless-expanse-ahead/ https://www.adexchanger.com/the-big-story/the-big-story-the-cookieless-expanse-ahead/#respond Fri, 05 Jan 2024 05:45:52 +0000 https://www.adexchanger.com/?p=392425 The end of third-party cookies is upon us, and independent ad tech is diverging on the best approach for cookieless targeting. Meanwhile, agencies and marketers are zooming out from programmatic to a bigger picture that’s focused on first-party data.

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]]> https://www.adexchanger.com/the-big-story/the-big-story-the-cookieless-expanse-ahead/feed/ 0 First-Party Data Takes Center Stage As Agencies Ready Their 2024 Commerce Strategies https://www.adexchanger.com/agencies/first-party-data-takes-center-stage-as-agencies-ready-their-2024-commerce-strategies/ https://www.adexchanger.com/agencies/first-party-data-takes-center-stage-as-agencies-ready-their-2024-commerce-strategies/#respond Tue, 02 Jan 2024 11:00:15 +0000 https://www.adexchanger.com/?p=391845 Cookies, who? Agencies aren’t panicking about the end of third-party cookies anymore, because clients aren’t panicking – or procrastinating as much. Cookie deprecation was “a really hot topic a year and a half or so ago,” said Mara Greenwald, SVP of commerce media at Night Market, Horizon Media’s commerce-focused agency. But now “I don’t hear it […]

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]]> https://www.adexchanger.com/agencies/first-party-data-takes-center-stage-as-agencies-ready-their-2024-commerce-strategies/feed/ 0 AdExchanger’s Most Popular Comics Of 2023 https://www.adexchanger.com/comic-strip/adexchangers-most-popular-comics-of-2023/ https://www.adexchanger.com/comic-strip/adexchangers-most-popular-comics-of-2023/#respond Thu, 28 Dec 2023 06:00:10 +0000 https://www.adexchanger.com/?p=391872 At AdExchanger, we’re a bunch of nerds in (what we hope is) the best possible way. Every week, we publish an original comic inspired by trends in the online advertising industry. Sometimes, the jokes in our weekly comics are ripped from headlines – like when the Department of Justice dropped its long-awaited antitrust lawsuit in […]

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]]> https://www.adexchanger.com/comic-strip/adexchangers-most-popular-comics-of-2023/feed/ 0 What Scandi-Land Can Teach The US About Cookieless Targeting https://www.adexchanger.com/data-driven-thinking/what-scandi-land-can-teach-the-us-about-cookieless-targeting/ Wed, 20 Dec 2023 05:35:21 +0000 https://www.adexchanger.com/?p=391736 US advertisers have been preparing for the cookieless future for years. States like California, Virginia, Colorado and others have already enacted or have pending data-privacy legislation. This patchwork of rules will redefine the US online advertising ecosystem in 2024.  But what does the death of the cookie actually mean for agencies and publishers?  Welcome to […]

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]]> Why Likewise Is Focusing On Direct Deals Instead Of Programmatic https://www.adexchanger.com/publishers/why-likewise-is-focusing-on-direct-deals-instead-of-programmatic/ Mon, 11 Dec 2023 14:46:01 +0000 https://www.adexchanger.com/?p=391186 With third-party cookies on their way out, direct deals are making a comeback. For newer publishers that have yet to integrate open-auction infrastructure, there’s no rush to start a programmatic business. One such publisher is Likewise, which offers personalized TV, movie, book and podcast recommendations. The company launched in 2018 with backing from Bill Gates, […]

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]]> Yahoo’s New DSP Feature Relies On A Mix Of AI And First-Party Data https://www.adexchanger.com/ai/yahoos-new-dsp-feature-relies-on-a-mix-of-ai-and-first-party-data/ Tue, 05 Dec 2023 13:00:28 +0000 https://www.adexchanger.com/?p=390791 AI-driven performance optimization is all the rage these days. Now, Yahoo is getting in on the action with the release on Tuesday of Blueprint, a new feature for its DSP that offers midflight optimization recommendations to meet campaign goals and help advertisers determine a person’s lifetime value and likelihood to convert. The solution relies on […]

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]]> Comic: Not-So-Secret Sauce https://www.adexchanger.com/comic-strip/comic-not-so-secret-sauce/ Thu, 23 Nov 2023 05:15:55 +0000 https://www.adexchanger.com/?p=389925 Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … and a happy Thanksgiving to all who celebrate!

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]]> Thirteen Years Of Ad Tech Progress In One AdExchanger Comic https://www.adexchanger.com/data-driven-thinking/thirteen-years-of-ad-tech-progress-in-one-adexchanger-comic/ Wed, 22 Nov 2023 05:35:14 +0000 https://www.adexchanger.com/?p=389880 I recently stumbled on a first edition of the classic AdExchanger comic.  I have no idea how I came to possess this artifact of ad tech history, but there it was, blaring at me from a pile of old papers: “Gigantic First Issue!! AdExchanger: An All-Star Collection of the Greatest Advertising Stories Ever Told!” It […]

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]]> Therabody Says It’s For Everybody, And It Wants To Target You – And You, And You! https://www.adexchanger.com/marketers/therabody-says-its-for-everybody-and-it-wants-to-target-you-and-you-and-you/ Tue, 14 Nov 2023 06:30:30 +0000 https://www.adexchanger.com/?p=389369 Marketers love talking about their strategy to reach younger consumers, particularly Gen Z. But not Therabody. The fitness-focused brand, which manufactures “percussive therapy” and handheld massage products, kept hearing from its core audience of performance athletes that they’d also like to see products their aging parents could use, according to CMO John Solomon. This customer […]

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]]> Website Tags Are Your New (And Old) Best Friend https://www.adexchanger.com/data-privacy-roundup/website-tags-are-your-new-and-old-best-friend/ Fri, 27 Oct 2023 05:00:16 +0000 https://www.adexchanger.com/?p=388082 You know the movie trope that involves a makeover scene during which the so-called nerdy girl takes off her glasses for the first time, lets her hair down (or pushes it back from her face) and becomes suddenly beautiful? Tag management is that so-called nerdy girl. Although website tagging doesn’t get much attention, it’s a […]

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