Third-Party Data

Historically, media buying has been all about scale, even if it meant outrageously false population counts on audience segments. 

Oracle’s advertising and third-party data businesses are officially kaput; political pollsters are abandoning misleading online data; and AI-generated slop is already overtaking the internet.

As we lean heavily on AI tools to enhance content efficiency, we may have reached a tipping point where we are creating more content in service of media algorithms, rather than for the benefit of consumers and brands.

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Tech companies have developed AI solutions that shift budgets and strategies toward contextual. But the AI-driven transition to black-box optimization requires agencies to build and develop new skills, custom tools and processes.

The third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

The gap analysis of the Privacy Sandbox is out – and the gap is large. Plus, a case for why hype about first-party data hasn’t been matched in reality.

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.