Managing and putting data to work is one of the biggest challenges publishers face in the digital age. The ultimate way for both large international and regional publishers to retake control of audience data and make it meaningful is to harness it in a data management platform (DMP). A powerful DMP enables extraction, analysis, segmentation and use of just the right data at the right time – in real time.
How Google’s decision to kill 3rd-party cookies will affect to the digital marketing ecosystem?
Google has announced its decision to block third-party cookies from Chrome in two years. In practice, this will mean a big change in user data collection and advertising targeting, as Chrome controls nearly 70% of the desktop browser market. After Google’s announcement speculation started immediately – how it will affect programmatic buying of advertising and third-party data audiences, which mainly are based on cookies currently.
Digital Marketing 2020 – What are the current trends?
Typically, early in the year, it is anticipated which topics will become the hottest in digital marketing this year. What has already changed the digital world and what is getting around the corner? What are the questions marketers are currently looking for answers to? Here are some themes that will challenge and inspire digital business and marketing professionals in 2020.
What are 1st, 2nd and 3rd party data and how can they be used in marketing?
Data is one of the key drivers of successful marketing. One of the biggest challenges for the marketer is crystallizing the data, prioritizing it and making it usable. What kind of data you are most useful as a marketer depends on your current situation and your goals.
TCF, or Transparency & Consent Framework, is an industry-standard that allows to obtain the required permission for the use of data from consumers and to pass this permission (or prohibition) in an intelligible form to the digital advertising industry. There is a need for a common standard as there is a large number of data-driven players in the market.