third party data

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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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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Name that Data: An Ultimate Guide to Distinguishing Behavioral from Profile

Marketers: Know your data distinctions. Programmatic transactions will make up a majority of non-search digital ad spend by the end of this year. With massive amounts of data needed to fuel programmatic for audience targeting, discerning which data is optimal … Continue reading

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3 Reasons Marketers Need to Embrace Offline Data

Marketers are beginning to recognize the value of Big Data for programmatic advertising and audience targeting. But exploiting the correct type of data, depending on unique campaign objectives, is one of the most formidable tasks on a digital marketer’s long … Continue reading

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