To create successful growth strategies, relevant marketing campaigns and products that deliver real value to your customers, you must first understand your customers.
Hope and hype: Avoiding ad fraud in the hot connected TV market
With due diligence, an understanding of the fraud landscape and a commitment to keeping ad buys close to the publisher, you can make CTV deliver on the hype it has generated.
3 disruptive trends that will shape marketing in 2022
As we wrap the year, it’s become clear that “normal” is a thing of the past. This is a reality growth marketers live in everyday. What worked yesterday may not work today and likely won’t tomorrow.
UK privacy watchdog warns adtech the end of tracking is nigh
It’s been well over two years since the UK’s data protection watchdog warned the behavioural advertising industry it’s wildly out of control. The ICO hasn’t done anything to stop the systematic unlawfulness of the tracking and targeting industry abusing Internet users’ personal data to try to manipulate their attention — not in terms of actually […]
Europe offers tepid set of political ads transparency rules
It’s been almost a year since the EU’s executive announced it would propose rules for political ads transparency in response to concern about online microtargeting and big data techniques making mincemeat of democratic integrity and accountability. Today it’s come out with its proposal. But frankly it doesn’t look like the wait was worth it. The […]
EU’s data protection adviser latest to call for ban on tracking ads
The European Data Protection Board (EDPB), an expert steering body which advises EU lawmakers on how to interpret rules wrapping citizen’s personal data, has warned the bloc’s legislators that a package of incoming digital regulations risks damaging people’s fundamental rights — without “decisive action” to amend the suite of proposals. The reference is to draft […]
Researchers show Facebook’s ad tools can target a single user
A new research paper written by a team of academics and computer scientists from Spain and Austria has demonstrated that it’s possible to use Facebook’s targeting tools to deliver an ad exclusively to a single individual if you know enough about the interests Facebook’s platform assigns them. The paper — entitled “Unique on Facebook: Formulation […]
The death of identity: Knowing your customer in the age of data privacy
Prioritizing individual profiles is far from the most effective way to understand and address customers’ intentions, needs and struggles. Brands don’t need to know who; they need to know what and why.
Google ads to get more transparent by offering access to advertiser’s recent history
Google today announced a change to its online ads, which will now display new disclosures that allow web searchers to see not just who the advertiser is and why the ad was served to you, but also what other ads the advertiser has run with Google, starting with the most recent. The changes are a […]
In growth marketing, signal determines success
So what exactly is “signal” in growth marketing? It can carry many different meanings, but holistically speaking, it’s the event data in our arsenal to help guide decisions.