Martech

JULY 26, 2024

After years of back and forth between Google and regulatory bodies, the news finally came that Google is scrapping plans to kill third-party cookies in Chrome. The proposed Privacy Sandbox, while marketed as a privacy-enhancing tool, likely raises barriers for competitors. Emotions ranged from lack of surprise to relief.

Cookies 132

Cookies Non-Profit Audience GDPR 132

Martech

AUGUST 30, 2024

Ever since Google threatened to eliminate third-party cookies, there’s been a steady drumbeat that websites should switch to first-party data, which, many say, is better anyways. What are cookies, and why do we have them? A cookie is a small text file that a website can write to your computer. That’s what the cookie does.

Cookies 130

Cookies First-Party Cookies Food MarTech 130

Martech

SEPTEMBER 3, 2024

It announced that it would not deprecate cookies on the Chrome browser but let individual users decide whether to permit them or not. It took years of debate between Google, regulators and the ad industry to arrive at the point where cookies will fade with a whimper rather than go out with a bang. Google finally broke the stalemate.

Cookies 121

Cookies Conversion Education Impressions 121

Martech

NOVEMBER 15, 2024

First-party data took on increased importance in 2024 as Google planned to deprecate third-party cookies in its Chrome browser, throwing the advertising ecosystem into potential chaos. The post Marketers discuss their first-party data strategies appeared first on MarTech. 2:21: First-party data and paid media strategy.

Marketing 122

Marketing Cookies MarTech Media 122

Martech

NOVEMBER 12, 2024

Are digital marketers really prepared for a post-cookie world? According to Lotame’s latest report, fielded by Cint, The State of Data Collaboration: A Global Perspective , almost all (98%) are still struggling to fully harness their data, even as third-party cookies continue to vanish. appeared first on MarTech.

Marketing 123

Marketing Cookies MarTech Agency 123

Martech

MARCH 10, 2025

Marketings biggest challenge today isnt a lack of data its too much of it. The decline of third-party cookies and the explosion of new marketing channels connected TV, retail media, digital out-of-home and more only deepen this fragmentation. Data overload More data doesnt always mean better insights.

Marketing 124

Marketing Cookies Machine Learning Retail 124

Martech

AUGUST 13, 2024

This new era of skeptical consumers requires a radical shift in marketing strategy. Marketers must adapt to a world where survival requires a deep understanding of consumer needs; innovation; and a relentless focus on delivering value. The rapid evolution of the digital landscape undeniably disrupted traditional marketing paradigms.

Marketing 135

Marketing Audience Media Food 135

Martech

JULY 17, 2024

It’s filled with activities like long-distance vacations, trips to the beach and farmers’ markets. Here’s why DOOH is the ticket to this summer’s marketing success. DOOH provides the precision of programmatic targeting without third-party cookies for data collection or audience targeting, avoiding major privacy concerns.

Advertising 124

Advertising Marketing Conversion Rate Audience 124

Martech

MARCH 3, 2025

Identity resolution tools help businesses (large businesses, in particular) accurately map identities, create complete customer views and personalize their marketing. Dig deeper: Download MarTech’s identity resolution buyer’s guide (registration required) 2. Data privacy laws are another obstacle to personalized marketing.

Marketing 125

Marketing Machine Learning MarTech Cookies 125

Martech

DECEMBER 3, 2024

But what about the state of B2B marketing itself? ” Looking at Google searches, Hopping found that the number of queries around the term “account-based” has slightly declined; the number around “go-to-market,” while lower, is growing. People don’t seem to be sure about what works any more.

Marketing 125

Marketing CPC Cookies Conversion Rate 125

Martech

APRIL 22, 2025

After years of threatening to remove third-party cookies, Google today announced that it is keeping them in Chrome. That happened after advertisers pointed out that getting rid of cookies would make them dependent on Google’s user data to personalize ads. Some marketers are already blasting the move. Processing.

Cookies 114

Cookies MarTech Audience Advertising 114

Martech

OCTOBER 15, 2024

The following checklist distills actionable strategies for digital marketers from Lotame’s “The 2024 State of Data Collaboration: A Global Perspective” research report, fielded by Cint. It’s designed to enable smarter, faster and easier decision-making for forward-thinking marketers.

Cookies 127

Cookies ROI Audience Agency 127

Adweek

JULY 7, 2022

Digital media company Goodway Group has acquired Canton Marketing Solutions, which it will merge with marketing transformation consultancy Control v Exposed to strengthen its martech and data engineering offer as third parties cookies disappear.

Marketing 246

Marketing Cookies MarTech Media 246

Martech

DECEMBER 3, 2024

In an age where data privacy laws are rapidly evolving, businesses are in search of more than just the standard cookie banner solution. Join us for this session in which we’ll explore the pivotal shift from traditional cookie consent to the dynamic world of Universal Consent and Preference Management (UCPM).

Cookies 120

Cookies Banner MarTech Marketing 120

Martech

NOVEMBER 13, 2024

It then targets those prospects with ads, events, email marketing, content syndication, BANT campaigns and more. Terminus is an account-based marketing (ABM) platform that helps B2B vendors and agencies reach prospects at target accounts with ads served across a wide range of platforms, including LinkedIn, connected TV and audio ads.

Marketing 125

Marketing Cookies Media MarTech 125

Martech

MARCH 11, 2024

Google’s full deprecation of third-party cookies is right around the corner. Time is running out to get all those well-laid marketing plans off the whiteboards and into action. By now, you’ve likely started testing alternative identifiers to prepare for a future without third-party cookies.

Cookies 135

Cookies Marketing CPA GDPR 135

Martech

DECEMBER 20, 2024

” Thoughts from a wide-ranging conversation on retail marketing and advertising with Sherry Smith, executive managing director, Americas, at digital advertising platform Criteo. We went back and forth for years over the potential deprecation of cookies; we have to have Google in our sights in terms of what could continue to change.”

Retail 124

Retail Marketing Conversion Cookies 124

Martech

JULY 10, 2024

Today, CDP BlueConic announced it acquired Jebbit, a software company that helps build interactive experiences that marketers can use to capture a type of first-party data widely referred to as “zero-party data.” Dig deeper: The CDP market Experience creator. Are you getting the most from your stack?

Cookies 115

Cookies MarTech Marketing 115

Martech

APRIL 7, 2025

At the end of 2024 and the dawn of 2025, customer data platforms (CDPs) were the popular acquisition targets in the martech space. Publicis expects the acquisition to strengthen its first-party data stack and enhance its ability to deliver personalized marketing services at scale while respecting privacy. billion profiles.

MarTech 77

MarTech Agency Cookies Marketing 77

Martech

AUGUST 23, 2024

No, that’s not something entirely new; but interventions in the tech space (impacting martech and adtech ) are becoming increasingly frequent. Put the cookies back in the jar Notice I started by referring to European regulators rather than EU regulators. But wait, there’s the Digital Markets Act (DMA) too.

Cookies 120

Cookies GDPR Affiliates MarTech 120

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 59

MarTech Ad Exchange Demand Side Platform A/B Testing 59

Martech

OCTOBER 16, 2024

Dig deeper: Why marketers should care about consumer privacy Why we care. Attribution was a growing problem in this world of multichannel marketing — and that was before third-party cookies were crumbled. The post IAB Tech Lab releases protocol for private sharing of conversion data appeared first on MarTech. Processing.

Conversion 124

Conversion Cookies MarTech Advertising 124

Martech

AUGUST 1, 2024

Dig deeper: Marketers plan to up RMN spend RMN solution. Create audiences: Helps enrich first-party data using Experian Marketing Data or Experian’s Partner Audiences network. RMNs need a way to measure and optimize ad performance to prove their value to marketers,” Frank said. Proving RMN value. Processing.

Retail 121

Retail Media Retargeting Audience 121

Martech

JANUARY 10, 2025

Digital marketing leaders must carefully manage the reality and perceptions around personalization. This highlights the need for marketers to tailor their strategies to different demographic groups. Bridging the gap between marketing and advertising technology is crucial for seamless integration and compliance.

Retargeting 131

Retargeting Ad Targeting Manufacturing Communications 131

Martech

OCTOBER 17, 2024

Practical discussions about marketing technology sometimes boil down to this: “How can we collect this data on our customers without them knowing about it?” There’s a temptation in the martech space to shrug off those concerns. Every good marketer knows that what someone says is not a good measure of what they will do.

Cookies 129

Cookies Pop-Up Real Estate MarTech 129

Martech

JANUARY 22, 2025

Change is the only thing you can rely on in digital marketing. At The MarTech Conference , Ted Svikas, Amplitude’s field CTO, used the story of Ben & Jerry’s partnership with the Asian food delivery giant Foodpanda to demonstrate how RMNs can revolutionize advertising as we know it. Processing.

Retail 114

Retail Food Cookies Banner 114

Martech

FEBRUARY 24, 2025

With third-party cookies fading, cross-channel attribution still a mess, and competitors constantly pivoting, advertisers who rely only on platform-native tools are missing out on massive optimization opportunities. a mobile attribution tool, a user analytics tool, and assorted martech sources) for consolidating event data. Processing.

Cookies 108

Cookies SEO MarTech Marketing 108

Martech

DECEMBER 14, 2023

Google will begin testing a new feature that restricts third-party cookies by default in the coming weeks. Be aware that if your website depends on third-party cookies, this rollout might pose challenges. Dig deeper: What personalization looks like without third-party cookies Potential issues. What are third-party cookies?

Cookies 135

Cookies SEO MarTech Marketing 135

Martech

OCTOBER 29, 2024

As a student, I might have been looking for a novel concept for an identity system or a new look for a cookie box. My odd explorations were part of a five-step innovation method I’ve used for many problem-solving projects as a marketer, consultant and analyst. Marketers might not have the time, energy or funding to explore as much.

Marketing 128

Marketing A/B Testing Cookies Conversion 128

Martech

MARCH 9, 2023

Cookie-based advertising is on its last legs, but not enough marketers have moved on. A full 75% of marketers still rely heavily on third-party cookies, according to a new Adobe study. The report surveyed 2,667 full-time marketing and customer experience leaders in the U.S., Get MarTech! Why we care.

Cookies 104

Cookies Marketing MarTech Media 104

Martech

MAY 7, 2024

Google’s deprecation of third-party cookies is causing disruption in digital marketing. Among the tactics available to help marketers navigate a cookie-less world: Technology solutions like Google Privacy Sandbox , customer data platforms (CDPs) and data clean rooms.

Cookies 117

Cookies Retail MarTech Audience 117

VideoWeek

DECEMBER 17, 2024

After a year dominated by Google’s cookie u-turn, digital marketers find themselves at a crossroads. The ad tech industry found itself at a stalemate after Google made its infamous cookie u-turn this past July. And most marketers seem to agree with this notion. Was this investment wasted?

Manufacturing 98

Manufacturing Cookies Ad Tech Conversion 98

Martech

JULY 27, 2022

Google has pushed back its self-imposed deadline of the end of 2023 for the deprecation of third-party cookies. In January 2022, it abandoned its highest profile alternative to cookies, FLoC, and turned to targeting by Topics. ” Get the daily newsletter digital marketers rely on. The future of addressability. Why we care.

Cookies 128

Cookies Non-Profit Advertising MarTech 128

Martech

JANUARY 17, 2024

” Tara DeZao, product marketing director for adtech and martech at Pega, was reacting to the news that Google had finally begun phasing out third-party cookies. Are marketers finally ready for this? “I think brand marketers are sort of biding their time — let’s not panic until we need to,” DeZao agreed.

Cookies 139

Cookies Impressions MarTech Retail 139

Martech

JULY 16, 2024

Faced with Google’s ever-impending third-party cookie deprecation and increasingly stringent privacy regulations, the new platform de-emphasizes third-party data in favor of applying AI to first-party segments to increase reach and impact. The post Pipeline 360 launches new display advertising platform appeared first on MarTech.

Display Advertising 103

Display Advertising Advertising Brand Awareness ROI 103

Martech

AUGUST 12, 2024

If only marketers could explore inside the minds of consumers, we might know what they really want. Power of personalization Leveraging data for personalization: Discover how the depth and breadth of your data can enhance AI-driven marketing. The post Consumers share what they want from brands appeared first on MarTech.

Cookies 125

Cookies Impressions Communications MarTech 125

Martech

JULY 12, 2024

The only constant in marketing is change. Specifically, two connected areas in the marketing world have seen rapid evolution over the last few years: privacy and technology. The evolving landscape: Privacy regulations and technological advancements Privacy has become a growing concern in the global marketing landscape.

ROI 118

ROI Conversion Marketing Education 118