Savvy marketers are developing new ways to target consumers using first-party data in anticipation of third-party cookie deprecation. But how exactly is first-party data defined? And how does it relate to consumer privacy, data collection and consent? An explainer piece in AdExchanger looks at what the phrase actually means, plus the differences between various types […]
One brand that’s carved out a successful program as an alternative to third-party data is The New York Times. What’s more, the tools that it’s building will support various parts of the company beyond the marketing department. A piece in AdMonsters takes a look at how the Times’ data strategy supports a view of the […]
According to a fan study conducted by Wasserman and the Drone Racing League, approximately 800 million people across the globe between the ages of 16 and 34 are enamored with technology, but not when it comes to traditional sports. However, this group still craves tech-driven competition, innovation, gaming and cryptocurrency. Enter the “tech-setters,” the target […]
Statistics about the importance of brand purpose and its impact on purchasing behavior abound in the marketing industry. Here’s one: 66 percent of online respondents would consider a company’s purpose when deciding to make a purchase, according to Porter Novelli’s 2021 Purpose Perception Study And the numbers increase when considering trust, loyalty and even forgiving […]
In a creative, pop culture-forward mobile tour, Pizza Hut delivered for millennial and Gen Z consumers who were “on the struggle bus”… by showing up in an actual struggle bus. Event Marketer explores how the IRL pop culture meme—full of comfort food, relaxing videos, selfie opportunities and even beds for power napping amid pepperoni pizza-themed […]
Statistics about the importance of brand purpose and its impact on purchasing behavior abound in the marketing industry. Here’s one: 66 percent of online respondents would consider a company’s purpose when deciding to make a purchase, according to Porter Novelli’s 2021 Purpose Perception Study And the numbers increase when considering trust, loyalty and even forgiving […]
Marketers, take note: Concerns over inflation and its effects on household incomes are causing consumers to consider buy-now-pay-later options for purchases beyond those they’re typically used for, according to a Harris poll commissioned by Sunbit. Multichannel Merchant reviews these new consumer shopping patterns and how brands can react to such concerns.
In the world of programmatic advertising, many significant brands have pledged to spend more ad dollars with Black-owned publishers—but that investment has lagged. So, faced with a lack of inventory in the Black-owned media ecosystem, Procter & Gamble took matters into its own hands and decided to build multicultural audience segments to fuel private programmatic […]
According to a fan study conducted by Wasserman and the Drone Racing League, approximately 800 million people across the globe between the ages of 16 and 34 are enamored with technology, but not when it comes to traditional sports. However, this group still craves tech-driven competition, innovation, gaming and cryptocurrency. Enter the “tech-setters,” the target […]
According to a fan study conducted by Wasserman and the Drone Racing League, approximately 800 million people across the globe between the ages of 16 and 34 are enamored with technology, but not when it comes to traditional sports. However, this group still craves tech-driven competition, innovation, gaming and cryptocurrency. Enter the “tech-setters,” the target […]