The role and possibilities of data in programmatic buying
17. April, 2020
Programmatic buying refers to the purchase of media space through platforms. Unlike traditional direct buying, it happens in real-time and ad impressions are purchased using automation. Probably, programmatic would never have achieved its current popularity without the wide possibilities of data utilization.
What should replace the third-party cookie?
19. March, 2020
Google will block third-party cookies in Chrome browser within two years. Immediately after Google’s announcement there were speculations about what will replace third-party cookies in the future. The view of the future seems to vary quite a bit depending on who is asked. In this post, we’ll open up Google’s vision for the topic a bit.
Buying a Display Campaign through Google – The differences in Display & Video 360 and Google Ads?
5. March, 2020
Google offers advertisers two ways of running display activity – through the Google Display Network (GDN), purchased through Google Ads and programmatically using Display & Video 360 platform of the Google Marketing Platform, which is often used with the Campaign Manager (CM) platform. Here are a few things about how systems differ.
Digital Marketing 2020 – What are the current trends?
4. February, 2020
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?
5. December, 2019
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.
Annual Attitudes to Programmatic Advertising report has been published – read the most interesting findings here
4. October, 2019
IAB Europe’s annual Attitudes to Programmatic Advertising Report is a comprehensive analysis of the European programmatic landscape, covering strategies and adoption trends, drivers of and barriers to growth, and forecasts for the future for 31 markets. If you are working on programmatic, we recommend that you read this report. To make it easier, we’ve put together the key findings here.
Where should you pay attention to when buying data?
16. January, 2019
Armed with audience data, you can target ad viewers for example at a demographic, psychographic, and behavioral level, resulting in highly targeted ad campaigns that are also more relevant to the target audience. In today’s competitive business environment, marketers must have access to “the right data at the right time” in order to be effective. But the world is full of data so how would marketers know whether the data is of high quality and worth to invest in?
Growing trend: in-housing in digital marketing
27. November, 2018
The talk about advertisers’ desire and need to take their digital marketing operations into their own hands is running hot. According to the IAB Europe’s report, 54% of European advertisers are in-housing programmatic buying of advertising this year, and 43% of those remaining are considering in-housing. The same trend is also strongly arising in the Nordics, as more and more advertisers are testing, or at least considering various models of digital marketing within the company.
How to select an effective target audience for your ad campaign?
1. October, 2018
In the flood of advertising messages, it is becoming increasingly difficult to touch and get noticed. In addition to a convincing advertising message, it is also important to pay attention to targeting and make sure the campaign is targeted to those who are most likely to be interested in a product or service. This also serves the recipient of the message.
Introducing Google Marketing Platform
28. August, 2018
Google Marketing Platform brings together DoubleClick Digital Marketing and the Google Analytics 360 Suite to help you plan, buy, measure and optimize digital media and customer experiences in one place. Google Marketing Platform helps you deliver more relevant and effective marketing, while ensuring that you respect your customers’ privacy and give them control over their data.