first-party data

Hearst has seen improvements in addressability between 30% and 200% since introducing AURA, its AI-powered ad targeting solution, last year.

Curated deals were once seen as a smart way to bring structure to programmatic chaos. Today, they’ve become table stakes.

In a world where privacy regulations are tightening and third-party cookies are increasingly unreliable, first-party data has emerged as a cornerstone of modern marketing strategy.

With a growing array of platforms and channels competing for consumer attention, advertisers have been increasingly looking for ways to understand which ads and placements drive engagement and sales – not just engagement and sales that would have happened anyway but true incrementality.

Ad spending across RMNs and CMNs is still hindered by incomplete data access and connectivity. Here’s how to bridge that gap.

OMD’s Emily Proctor outlined the criteria the ad agency uses to evaluate alt IDs. She also shared which five IDs OMD uses most often and why.

Political advertisers, by necessity, have built precise, privacy-conscious targeting strategies that work without relying exclusively on third-party data like cookies.

CTV advertising has made great strides, but it still lags behind social platforms in one critical area: optimizing campaigns based on outcome data. Here’s how standardized conversion API integrations for CTV can help.

The hunger for first-party data is driving companies to demand our information more aggressively than ever. It’s hard to buy a coffee, magazine or sweater these days without someone demanding your name, number, email or home address.

Curation is a reaction to programmatic’s worsening queries-per-second problem, says Permutive’s Joe Root. DSPs are biased toward impressions that have an identifier attached, so SSPs are using curated deal IDs as a stand-in for third-party cookies.