Data & Audiences

Did the Data-Driven Era Miss an Exit?

According to headlines, martech embodies technical sophistication, touting thousands of companies fueled by sumptuous features like artificial intelligence, virtual reality, personalization and more. Yet, a recent study found that what marketers really want is more, high-quality demographic data. I can’t help but think, did … Continue reading

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4C’s Rickshaw Ramblings at Cannes, Featuring TruSignal CEO David Dowhan

At Cannes 2018, martech industry leaders held pointed conversations covering artificial intelligence, people-based marketing and data governance. These key themes have been major tipping points for the industry’s evolution to meet marketers’ increasing adoption of more sophisticated technology for better … Continue reading

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Tighter Data Rules Affect Some Marketers More Than Others

The screws are tightening on the data ecosystem. Now that we are in a post-GDPR landscape, platforms and publishers have rapidly made moves to distance or close themselves off from the third-party data used to target and measure digital ads. Marketers have watched … Continue reading

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The GDPR And Facebook Fallout: Short-Term Pain, Long-Term Gain For Data-Driven Advertising

In the blink of an eye, the third-party data landscape has dramatically shifted under the feet of marketers. For many, now is a time of turmoil, uncertainty and loss of support that was previously taken for granted. But this time … Continue reading

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With Identity Graphs on the Rise, Focus Turns to Interoperability

The most stunning comeback in recent times in media has been the reemergence of walled gardens. Only a few years ago, many pundits attributed AOL’s early 2000s flameout to its insistence on creating a Disneyfied version of the Internet while … Continue reading

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Coming Clean: 4 Steps to Resolve Martech’s Struggle for Data Transparency

We’ve all heard the martech industry leaders across advertisers, agencies, data providers, platforms and publishers rally for increased transparency. But is the industry listening? More than half of advertisers still note data transparency as a significant programmatic challenge, according to … Continue reading

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Bringing Down the House: Is In-House Programmatic the Best Decision for Every Brand?

Colossal brands like Netflix, Allstate and Kellogg have touted doing away with the agency middle man in favor of in-house programmatic. This sounds enticing, but for most brands, building an in-house programmatic suite sounds much easier than it actually is. … Continue reading

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How an Independent Consulting Firm Found TruSignal Outperformed Other Campaign Tactics by 92% [Live Webinar Recap]

The TruSignal team recently hosted a webinar to share findings from the September 2016 commissioned study, The Total Economic Impact™ (TEI) of TruSignal, conducted by Forrester Consulting on behalf of TruSignal. The webinar featured guest speaker Michelle Bishop from  Forrester … Continue reading

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How To Extend the Power of Your First-Party Data

Data algorithms. They’ve leapt into notoriety over the past decade with curious stories about unexpected data correlations. Through data mining Wal-Mart discovered a bizarre correlation between diaper and beer sales. Inside Sales uncovered that sale cycles eerily coordinated with lunar … Continue reading

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Don’t Sleep on Third-Party Data

An assumption prevails over the world of data-driven marketing. It goes something like this: “First-party and second-party data are more actionable, and of much higher quality than third-party data.” That assumption is wrong. Data quality is not determined by its relative … Continue reading

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