Cookies, Data Management Platform and MarTech

Why first-party data still reigns even with Google keeping third-party cookies

Martech

AUGUST 8, 2024

Data is not a new topic, but it is being revitalized since Google’s announcement that cookie deprecation is no longer in the pipeline. You might think this means all your efforts to transition to a first-party data-driven future are in vain — but this isn’t the case. This makes first-party data incredibly valuable.

Cookies

Cookies Data Management Platform Machine Learning Conversion

What’s the difference between AdTech and MarTech?

illumin

JUNE 15, 2025

Technical advancements have blurred the lines between AdTech and MarTech to the extent that the terms are often used interchangeably. UPDATED: JUNE 2025) MarTech (Marketing Technology) and AdTech (Advertising Technology) are distinct aspects of modern marketing that are differentiated and simultaneously overlap and complement each other.

MarTech

MarTech Ad Exchange Demand Side Platform A/B Testing

Why we care about data management platforms

Martech

MARCH 21, 2023

Consumers buying products and services across various online channels leave a trail of every digital marketer’s most important asset — data. But this data is worthless if it can’t be collected, organized and put to use. That’s where data management platforms (DMPs) come in. Purchasing history.

Data Management Platform

Data Management Platform Cookies GDPR Machine Learning

Breaking data silos: Digital marketer’s checklist for strategic data collaboration by Lotame

Martech

OCTOBER 15, 2024

First-party data : 70% of respondents see first-party data as urgent, but challenges include unstable identifiers (email, mobile IDs) leading to data collaboration considerations. Third-party cookies : Continued reliance on third-party cookies, but a shift toward a portfolio approach in identity solutions.

Cookies

Cookies ROI Audience Agency

What’s the difference between adtech and martech

illumin

JANUARY 2, 2025

Technical advancements blur the lines between MarTech and AdTech so much that they the terms are used interchangeably. Martech(Marketing Technology) and Adtech(Advertising Technology) are distinct aspects of modern marketing that are differentiated and simultaneously overlap and complement each other. What is Martech?

MarTech

MarTech Ad Exchange Demand Side Platform A/B Testing

The future of data management platforms in the era of CDPs

Martech

MARCH 6, 2023

Asked to list the hottest categories in martech, you might mention customer data platforms; you might mention identity resolutions platforms; perhaps data clean rooms. Have DMPs been around so long we just take them for granted (like “big data”)?

Data Management Platform

Data Management Platform Cookies First-Party Cookies Audience

The Future Of CPG Brands, Why They Need More Martech

Martech Series

JUNE 10, 2022

Out of all the developments, CPG brands need to embrace a robust martech stack to improve their operations. Thus, the role of Martech. Thus, there is a dire need for a holistic martech stack capable of enriching and building first-party data layered with behavioral insights from different platforms.

MarTech

MarTech Manufacturing eCommerce Food

How companies are leveraging clean rooms and first-party data as cookies vanish

Martech

NOVEMBER 17, 2022

“You have to be able to work with third-party providers or make sure that you have a robust first-party internal identity resolution strategy to be able to confidently resolve and standardize your zero- and first-party data,” said Kelly Leger, managing director for Deloitte Digital at The MarTech Conference. Get MarTech!

Cookies

Cookies MarTech Communications Advertising

Marketers seek adaptability amid a fragmented post-cookie landscape

Digiday

FEBRUARY 28, 2023

The signals marketers have traditionally used to both target online audiences and track the efficacy of such activities are on the wane as epitomized by the sunsetting of third-party cookies in the Google Chrome browser and Apple’s diminution IDFAs on iOS.

Cookies

Cookies Marketing Demand Side Platform Ad Server

ActionIQ Introduces Customer Experience Solution for Acquisition Marketing Powered by First-Party Data

Martech Series

OCTOBER 18, 2022

ActionIQ, the leader in customer experience (CX) solutions that deliver actionable insight from customer data, announced its CX Hub for Acquisition Marketing, a powerful solution that allows advertisers and marketers to prospect and acquire new customers in a world without third-party cookies.

Demand Side Platform

Demand Side Platform Data Management Platform Marketing Cookies

Intelligent Reach Launches In The US

Martech Series

OCTOBER 25, 2022

Indeed, the company already supports many large retail brands across all their jurisdictions with one well-known high street retailer using the platform across all 51 countries and territories in which they operate. Marketing Technology News: MarTech Interview with Andrew (Andy) Kieffer, CEO of Voxfeed.

Data Management Platform

Data Management Platform Impressions Conversion Rate eCommerce

6 data collection tactics for marketing in the cookieless future

Martech

NOVEMBER 3, 2022

The end of the third-party cookie doesn’t have to be the end of getting good, useful data. Here are six tactics marketers can use with first-party and zero-party data to keep marketing automation programs working. First-party vs. third-party data. at The MarTech Conference. at The MarTech Conference.

First-Party Cookies

First-Party Cookies Marketing Cookies MarTech

Marketers using more data sources in search of better data quality

Martech

NOVEMBER 28, 2022

Dig deeper: How companies are leveraging clean rooms and first-party data as cookies vanish. The least-used sources were non-transactional data (58%) and offline identities (69%), followed by third-party data and anonymized digital identities at 75% each. Hopefully, more data sources means more ways to cross check it.

Marketing

Marketing Cookies MarTech Data Management Platform

Martech firms among 3rd parties scooping email addresses from websites prior to form submission

Martech

MAY 16, 2022

Email addresses and passwords are being collected from website logins and sent to trackers before consumers submit the data or give consent, according to a new research paper. Some of that data is apparently going to martech providers. Take the 2022 MarTech Replacement Survey today! Let us know! vs. EU results.

MarTech

MarTech GDPR Fashion Cookies

A guide to the strange new world of identity resolution

Martech

MAY 6, 2022

In the digital world that’s becoming harder than ever as third-party cookies are phased out. Speaking at The MarTech Conference, Integrated AdTech CEO Ken Zachmann walked listeners through the challenges and opportunities of identity resolution in this new environment. Life after cookies. Processing.Please wait.

Cookies

Cookies Data Management Platform MarTech Marketing

3 ways marketers can build trust with data ethics

Martech

JANUARY 3, 2022

“As consumers demand more transparency and new laws and regulations come into effect, brands must reconsider their data practices and think beyond legal compliance to stay in the game,” said Priscilla Debar, Acoustic’s Associate General Counsel, at our MarTech conference. 3 ways marketers can build trust with data ethics.

Marketing

Marketing MarTech Healthcare GDPR

How data clean rooms might help keep the internet open

Martech

FEBRUARY 2, 2023

Are data clean rooms the solution to what IAB CEO David Cohen has called the “ slow-motion train wreck ” of addressability? ” First-party data, from the perspective of advertisers who want to reach relevant and audiences, and publishers who want to offer valuable inventory, just isn’t enough. In your inbox.

Cookies

Cookies Audience MarTech ROI

Playground xyz Appoints New Team Members As It Solidifies Its Position As A Leader In The Attention Space

Martech Series

JUNE 23, 2022

The product innovations this company has introduced to the market over the last year have set the foundations for a huge shift in the industry, while the cherry on top is that we’re helping brands tackle a cookie-less future head on.”. Ali says: “I’m delighted to have joined the team at Playground xyz.

Fashion

Fashion Cookies Ad Tech MarTech

RollWorks Doubles Down on Personalization, Enhancing its Account-Based Capabilities with More Granular Account-Level Data

Martech Series

JUNE 16, 2022

RollWorks now supports LiveRamp’s identifier, RampID across channels, as it continues to shore up product infrastructure to ready itself for a future without third-party cookies. The ability to reach Firefox browser users that have been harder to target since Mozilla began blocking third-party cookies in 2019.

Machine Learning

Machine Learning Cookies ROI MarTech

Why Do Companies Want to Build Their Own RTB Bidder or DSP

Clearcode

SEPTEMBER 20, 2023

DSPs are connected to ad exchanges and supply-side platforms (SSPs) and enriched with data from data platforms like data management platforms (DMPs) and customer data platforms (CDPs). Customer data platforms (CDPs) to track and manage the customer journey more effectively.

Demand Side Platform

Demand Side Platform Ad Exchange Ad Inventory Impressions

Keys to successful marketing experimentation

Martech

APRIL 11, 2022

With third-party cookies phasing out of key browsers, marketers are shifting targeting strategies to adopt new ways to drive performance. Digital marketing has opened the door to vast amounts of data. The biggest trend to watch for is testing data sources. .” Still, experimentation is becoming more important than ever.

Marketing

Marketing Banner Machine Learning ROI

How CPGs can realize the value of first-party data with a CDP

Martech

JANUARY 3, 2023

But the slow deprecation of third-party cookies has whittled away at the quality of many third-party audiences, forcing CPGs to look elsewhere for efficient yet scalable solutions. brand lift survey, ad impression/frequency management) rely heavily on third-party cookies. Unfortunately, there is no third-party data panacea.

ROI

ROI Control Group Audience Cookies

How to Build a Dynamic Creative Optimization (DCO) Tool

Clearcode

JANUARY 22, 2023

Dynamic Creative Optimization vs Static Creative Dynamic Creative Optimization vs Dynamic Creatives Dynamic Creative Optimization vs Creative Management Platforms (CMPs) A Data Management Platform (DMP) for DCO How Does a Dynamic Creative Optimization (DCO) Tool Work? To run a hyper-relevant ad campaign (e.g.

Retargeting

Retargeting Data Management Platform Demand Side Platform A/B Testing

The IAB Tech Lab’s Seller Defined Audiences (SDA) Explained

Clearcode

DECEMBER 6, 2022

Ever since Google Chrome announced that it would be shutting off support for third-party cookies , the race to find new solutions has been on. One such alternative to third-party cookies comes the IAB Tech Lab in the form of its Seller Defined Audiences (SDA) standard. What Data Can Publishers Use to Create Seller-Defined Audiences?

Audience

Audience Cookies Header Bidding Demand Side Platform

What’s the difference between zero-party, first-party and third-party data?

Clearcode

MARCH 15, 2023

Strong regulations such as the EU’s GDPR help protect personal data and fine organizations that don’t follow the rules or try to bypass them. Moreover, the era of third-party cookies will end next year when Google Chrome is expected to withdraw its support for third-party cookies. What Is Second-Party Data?

GDPR

GDPR Audience Cookies eCommerce

Understanding the Complicated World of Advertising Technology (AdTech) & Programmatic Advertising

Clearcode

APRIL 26, 2022

AdTech & MarTech Glossary. The Main Platform, Processes and Players. The Main Technology Platforms and Intermediaries in the Digital Advertising Ecosystem. The Main Technology Platforms and Intermediaries in the Digital Advertising Ecosystem. AdTech and MarTech Predictions and Trends in 2022.

Advertising

Advertising Header Bidding Ad Server Ad Exchange

Why we care about adtech: The complete guide

Martech

MARCH 15, 2022

The pending loss of third-party cookies means contextual advertising will become more important than in the past and adtech is essential to marketers who are looking for ways to access customers through contextual data. In other words, adtech is for media buys, and martech is for customer personalization.

First-Party Cookies

First-Party Cookies Cookies Ad Exchange Impressions

What every marketer needs to know about programmatic advertising

Martech

OCTOBER 19, 2022

When a person clicks on a website, the site’s owner uses a Supply-Side Platform (SSP) to notify one or multiple Ad-Exchanges to put the ad space up for auction. Advertisers use a Demand-Side Platform (DSP) — either via an agency or directly — to offer bids. Third-party cookie depreciation. Get MarTech! In your inbox.

Advertising

Advertising Marketing Ad Exchange Retail

Why first-party data alone won’t solve marketers’ challenges

Martech

JULY 9, 2024

First-party data has become the go-to solution for many marketers grappling with increasing privacy regulations, continued loss of data signals and the impending deprecation of third-party cookies. The shift toward data directly collected from consumers makes sense. Email: Business email address Sign up now Processing.

Marketing

Marketing Machine Learning Audience Cookies

AdTech Trends

Why first-party data still reigns even with Google keeping third-party cookies

What’s the difference between AdTech and MarTech?

Trending Sources

Why we care about data management platforms

Breaking data silos: Digital marketer’s checklist for strategic data collaboration by Lotame

What’s the difference between adtech and martech

The future of data management platforms in the era of CDPs

The Future Of CPG Brands, Why They Need More Martech

How companies are leveraging clean rooms and first-party data as cookies vanish

Marketers seek adaptability amid a fragmented post-cookie landscape

ActionIQ Introduces Customer Experience Solution for Acquisition Marketing Powered by First-Party Data

Intelligent Reach Launches In The US

6 data collection tactics for marketing in the cookieless future

Marketers using more data sources in search of better data quality

Martech firms among 3rd parties scooping email addresses from websites prior to form submission

A guide to the strange new world of identity resolution

3 ways marketers can build trust with data ethics

How data clean rooms might help keep the internet open

Playground xyz Appoints New Team Members As It Solidifies Its Position As A Leader In The Attention Space

RollWorks Doubles Down on Personalization, Enhancing its Account-Based Capabilities with More Granular Account-Level Data

Why Do Companies Want to Build Their Own RTB Bidder or DSP

Keys to successful marketing experimentation

How CPGs can realize the value of first-party data with a CDP

How to Build a Dynamic Creative Optimization (DCO) Tool

The IAB Tech Lab’s Seller Defined Audiences (SDA) Explained

What’s the difference between zero-party, first-party and third-party data?

Understanding the Complicated World of Advertising Technology (AdTech) & Programmatic Advertising

Why we care about adtech: The complete guide

What every marketer needs to know about programmatic advertising

Why first-party data alone won’t solve marketers’ challenges

Stay Connected