first-party data

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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It’s in the Data: Making Attribution’s Future Less Hazy

The (increasing) number of devices, channels, platforms and solution vendors complicates attribution’s future every day. Aside from this labyrinth, attribution’s fate is implicated in how these technologies use data and speak to each other. Marketers have made it clear that … 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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RampUp 2016 Recap: Data As An Asset

  As we wind down from RampUp 2016, the annual adtech summit hosted by LiveRamp, we’re reflecting on the technology, ideas and opinions that converged at the dynamic industry event. If you missed the summit, or you’re reflecting, here’s a rundown … Continue reading

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DSPs, DMPs And Data Providers: Separate Or Together?

There are fault lines in the lumascape creating a searing divide between data providers, data management platforms (DMPs) and demand-side platforms (DSPs). Data providers have the data and insights, DMPs organize them and DSPs make them actionable. And they all contribute … Continue reading

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Cut Through The Noise In Targeting With First-Party Data

The biggest problem with “big data” in the advertising ecosphere isn’t bigness, per se. It’s the attendant noise factor (in scientific parlance) that thwarts the most diligent efforts to divine meaningful direction from so much third-party data… and there is … Continue reading

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