Epsilon

How are marketers actually solving for identity in a cookieless world?

how-are-marketers-actually-solving-for-identity-in-a-cookieless-world?

Identity resolution was a major challenge for marketers even before they were confronted with the phase-out of third-party cookies and mobile ad IDs. It’s increasingly important to construct a single, coherent, actionable view of customers across online and offline touchpoints, while understanding the barriers to bringing that vision to life. Take away third-party cookies, and it can make an already-difficult situation seem impossible.

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We’re all invited to the sandbox if we play by Google’s rules

we’re-all-invited-to-the-sandbox-if-we-play-by-google’s-rules

On March 3, Google published its position on user-level identifiers, and some likened it to dropping a bomb on the ad-tech community. Google shared that it does not intend to directly use alternative authenticated user-level identifiers after deprecating third-party cookies. And it considers such identifiers non-viable from a privacy perspective.

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What does the next wave of retail media look like?

what-does-the-next-wave-of-retail-media-look-like?

Retail media has really grown up. An eMarketer report showed that ecommerce site advertising grew 38% YOY in 2020—totaling more than $17 billion. Retail media is a true win-win opportunity for smart retailers looking for a high-growth revenue stream and a path for brands to access their first-party audiences.

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What does the next wave of retail media look like?

what-does-the-next-wave-of-retail-media-look-like?

Retail media has really grown up. An eMarketer report showed that ecommerce site advertising grew 38% YOY in 2020—totaling more than $17 billion. Retail media is a true win-win opportunity for smart retailers looking for a high-growth revenue stream and a path for brands to access their first-party audiences.

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The road ahead for bleisure marketing: Engaging remote workers

the-road-ahead-for-bleisure-marketing:-engaging-remote-workers

Not so long ago, "bleisure"—a term coined about a decade ago to describe the combining of business and leisure travel—was hot. Travel marketers everywhere were talking about the trend, and for good reason: Cheaper airfare, increasingly distributed workforces and an era of strong economic performance led to steady growth in business travel spending. Bleisure used to be an easy way to "add on" to a…

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The road ahead for bleisure marketing: Engaging remote workers

the-road-ahead-for-bleisure-marketing:-engaging-remote-workers

Not so long ago, "bleisure"—a term coined about a decade ago to describe the combining of business and leisure travel—was hot. Travel marketers everywhere were talking about the trend, and for good reason: Cheaper airfare, increasingly distributed workforces and an era of strong economic performance led to steady growth in business travel spending. Bleisure used to be an easy way to "add on" to a…

Read More »

With Google’s announcement on alternative identifiers, first-party data remains king

with-google’s-announcement-on-alternative-identifiers,-first-party-data-remains-king

Last week, Google published a blog post detailing their position on leveraging alternative user-level identifiers once third-party cookies are deprecated, noting their consumer privacy concerns and how such an identifier would be used in their proprietary advertising technology platforms. The biggest takeaway from the announcement is that Google does not intend to directly use alternative user-level identifiers that track individuals across sites within the company’s…

Read More »

With Google’s announcement on alternative identifiers, first-party data remains king

with-google’s-announcement-on-alternative-identifiers,-first-party-data-remains-king

Last week, Google published a blog post detailing their position on leveraging alternative user-level identifiers once third-party cookies are deprecated, noting their consumer privacy concerns and how such an identifier would be used in their proprietary advertising technology platforms. The biggest takeaway from the announcement is that Google does not intend to directly use alternative user-level identifiers that track individuals across sites within the company’s…

Read More »

6 ingredients to create a fully baked identity strategy

6-ingredients-to-create-a-fully-baked-identity-strategy

Identity. It’s the holy grail sitting at the core of digital advertising and powering personalization, measurement and efficiency. With third-party cookie deprecation looming and Apple’s pending IDFA changes this spring, marketers are preparing for a future where identity resolution can be achieved without heavily relying on such ingredients. While some brands have been preparing for years, others are still collecting ingredients and figuring out how…

Read More »

6 ingredients to create a fully baked identity strategy

6-ingredients-to-create-a-fully-baked-identity-strategy

Identity. It’s the holy grail sitting at the core of digital advertising and powering personalization, measurement and efficiency. With third-party cookie deprecation looming and Apple’s pending IDFA changes this spring, marketers are preparing for a future where identity resolution can be achieved without heavily relying on such ingredients. While some brands have been preparing for years, others are still collecting ingredients and figuring out how…

Read More »
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