The Marketing Efficiency Ratio (MER) is a data-driven advertising metric that’s been around for many years but is now reaching mainstream, or to some at least, revered status.
What’s a CAPI and how does it work? Think of as a direct data pipeline that allow brands to circumvent privacy limitations set by browsers. It’s not a workaround, though. Let us explain.
Talking about outcomes is practically a mandate, especially in the CTV space, where ad buyers and vendors alike are heavily invested in streaming television’s potential as a lower-funnel, performance-driving channel.
A concept known as data minimization – the practice of limiting data collection and retention to only what’s strictly necessary to achieve a specific purpose – is becoming a key tenet of privacy legislation around the world.
It might be surprising to learn the government fights against monopolies the same way now as it did in the late 19th century – partly because the laws haven’t needed to change all that much.
The phaseout of third-party cookies kicked off the sell-side curation trend. But it’s also being driven by advertiser concerns about open web media quality and the need to enhance publisher contextual signals with audience data.
Television commerce, or T-commerce, is similar to shoppable TV: both refer to buying something you see on television. But shoppable TV is far more nascent – and also has different implications on attribution.
As ecommerce adoption has grown, measurement has shifted away from proxies towards metrics that show business results – a move away from clicks and views towards sales and profitable growth.
DCO has been around for a long time, but it’s still popular with marketers. And although upcoming signal loss may challenge all the ways advertisers can optimize their ads, creative remains a key lever that brands can pull to improve performance.
The next wave of privacy regulation revolves around data brokers. And while the term “data broker” may have a negative connotation, its legal definition is fairly straightforward.
