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First-Party Data: The Need is Real for Brands

| Pam Erlichman

Brands now have little choice but to build marketing and advertising initiatives around first-party data that consumers freely opt to share. But there are rules – and I’m not referring to GDPR, CCPA, CPRA or any other privacy law. The rules center on establishing trust.

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Cookie Sunset: Disrupting Booming Retail

| Michele Szabocsik

Money and reputation aren’t the only things at stake when consumer data isn’t collected and managed with a privacy-first approach. Marketing, customer experience and other teams risk losing control of the data and technology they need to improve engagement and drive growth as third-party cookies go away.

Ecommerce Marketers: ROAS Measurement Mistakes

| Darwin Liu

Most ecommerce businesses rely heavily on advertising to draw customers to their websites, and in the case of retargeting, remind them of past visits or past purchase intentions. When it comes to measuring return on ad spend (ROAS), here are four common pitfalls that ecommerce marketers must know how to navigate.

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Loyalty Program Provider Clarus Commerce Acquires PrizeLogic

| Mike O'Brien

Premium loyalty program provider Clarus Commerce has acquired PrizeLogic to add rebate and promotion engine and rich first-party customer data as third-party tracking cookies are on the way out and Apple’s new iOS operating system severely limits marketers’ access to user activities. Terms were not disclosed.

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Brand Loyalty Is a Land of Pandemic Promises

| Vipin Porwal

For those brands fortunate enough to gain new customers during the pandemic, the big challenge is how to keep them. Brands may think new customers will stick around, but leaving is easy for consumers. If you fail to deliver, including on new promises made during the pandemic, somebody else will be waiting to meet those expectations.

Google Shopping

Creating Dynamic PPC Ads on Google Shopping

| Rob Van Nuenen

Google Shopping plays a key role for retailers and online advertisers as it is essentially a product search engine for ecommerce stores. As a merchant you sometimes need to create hundreds of PPC ads for every product, aligned with pricing and inventory. Although this may seem overwhelming, it’s simpler than you think – using a data feed.

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CPG Brands, Know the New Ad Playbook

| Jordan Rost

Long before DTCs and DNVBs rode social, mobile, and ecommerce to steal mindshare and market share, the earliest, largest CPG brands were built with broad reach on television. Ever since, a digital divide has separated winners and losers. Now, with streaming hot, TV has joined the upstarts in the CPG digital marketers’ basket. 

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iOS 14.5 and Ads: What I’ve Learned So Far

| Dean DeCarlo

Apple’s launch of iOS 14.5, featuring its new privacy protections, has been championed by iPhone users tired of invasive ads, while advertisers frantically adapt to the changes, especially small businesses that rely on targeted ads. While challenging to advertisers, privacy is an important issue. Five weeks in, here are some key learnings.

Facebook dynamic ads

The How and Why of Facebook Dynamic Ads

| Burkhard Berger

Facebook is constantly expanding its advertising offerings by creating new features to help advertisers get the most out of the platform. One such feature is Facebook dynamic ads. So, what are they and how do they work? And why you need them to help you meet your marketing goals? Here’s how they work and how you benefit.

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Consumers Have Varying Expectations for a New Normal

| Rachel Monfre

Most anticipate that a return to normal will be gradual and cautious even after the virus has been subdued, and different consumer segments will have varying levels of optimism on those timelines. For advertisers, building seamless digital experiences, and positioning products to appeal to differing segments.