Tag Archives: Topic Identity

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…

Although COVID-19 undeniably disrupted the tourism industry, many U.S.-based destinations brought in a good number of visitors last year. Even in the midst of a pandemic—and likely at least in part due to the pandemic—we saw that people craved a change of scenery in 2020.

The pandemic has caused significant P&C losses estimated at $100 billion, so for insurance marketing, the need to acquire new policy holders is a top priority.

The Unilever U.S. team had identity challenges: For years customers received emails and visited the website, but not always by clicking through Unilever’s emails. Those website visits were being read as net-new interactions with the brand, even though many were from loyal customers across the Unilever portfolio.

With the added impact of the pandemic, consumers today are looking to manage everything digitally if they can, including their finances. Bank marketers need to rapidly transition to a digital-first mindset to grow deposits—both with existing and net-new customers.

In marketing circles, it’s long been true that when it comes to customers “the more you know, the more you grow.” Having a thorough understanding of existing customers not only ensures that marketers can best communicate in ways that resonate and compel customers to action, but can also help them find new ones. How? By drilling down into their characteristics and then looking for other…

As we approach 2021, it’s inevitable that third-party cookie deprecation and IDFA will fundamentally change the marketing ecosystem—for better or worse.

Consumer privacy in digital advertising remains a hot topic that seems to evolve every day. Consumers increasingly care more and more about how their data is collected by brands, publishers, and social media sites to create personalized ad experiences. They want to be sure they have full transparency into how it’s used. What’s changing, a new group of consumers is emerging: one willing to act…

Consumer privacy in digital advertising remains a hot topic that seems to evolve every day. Consumers increasingly care more and more about how their data is collected by brands, publishers, and social media sites to create personalized ad experiences. They want to be sure they have full transparency into how it’s used. What’s changing, a new group of consumers is emerging: one willing to act…

In this time of third-party cookie deprecation, future-proof publisher identity solutions are crucial.

In this time of third-party cookie deprecation, future-proof publisher identity solutions are crucial.

2020 has been the year of the customer data platform (CDP), and it’s easy to see why.

2020 has been the year of the customer data platform (CDP), and it’s easy to see why.

Not every company has a loyalty program, and not every company has a loyalty team. But right now, every company is evaluating how to build loyalty in a contactless world.

Not every company has a loyalty program, and not every company has a loyalty team. But right now, every company is evaluating how to build loyalty in a contactless world.

Apple’s recent iOS 14 IDFA announcement, which followed Google’s January third-party cookie deprecation announcement, has made industry waves. It is the latest change in the clear trend of identifier deprecation that started in 2017, and will likely accelerate in the coming months and 2021. As a refresher, let’s review the differences between the two announcements:

Apple’s recent iOS 14 IDFA announcement, which followed Google’s January third-party cookie deprecation announcement, has made industry waves. It is the latest change in the clear trend of identifier deprecation that started in 2017, and will likely accelerate in the coming months and 2021. As a refresher, let’s review the differences between the two announcements:

The “new normal” is a popular term in marketing right now, but the truth is, we’ve dealt with similar seismic shifts before and found our way through them. Following the 2008 recession, direct-to-consumer brands sprung up out of hardships similar to those faced currently during the Covid-19 pandemic: an economic downturn, decreased consumer spending and a decline in job opportunities. Savvy entrepreneurs found smarter, cheaper…

The “new normal” is a popular term in marketing right now, but the truth is, we’ve dealt with similar seismic shifts before and found our way through them. Following the 2008 recession, direct-to-consumer brands sprung up out of hardships similar to those faced currently during the Covid-19 pandemic: an economic downturn, decreased consumer spending and a decline in job opportunities. Savvy entrepreneurs found smarter, cheaper…

Brands want customer relationships that drive performance. It’s a simple statement, yet the pressure on the C-suite to drive growth is palpable, especially in times of disruption and uncertainty.