Onboarding is the process of connecting a user record in a database with a live person on your web site or web applications. ONEcount refers to this as converting unknowns to knowns. First-party onboarding means identifying web visitors using your own internal databases, such as your circulation, webinar registrations, e-newsletter databases, etc. Third-party onboarding means[…]
“When I think about what we’ve been learning in the time spent with advertisers and publishers, it’s that the importance of reaching people and not cookies is really starting to become something that people are seeing true value around…so the success that we’ve seen on mobile is beginning to solve problems of how you can[…]
At last week’s Association of Medical Media’s (AMM) Educational Meeting, Chris Langel, Senior Director at MOAT declared, “Attention is currency.” Independent ad fraud researcher, Augustine Fou, PhD, from Marketing Science Consulting Group added, “Context is hugely important, and quite possibly central to all advertising and marketing.” He explained how additional data we glean from digital,[…]
The announcement this week that Krux is being acquired by Salesforce doesn’t mean that media companies using the Krux platform will suddenly have access to Salesforce’s suite of identity-based relationship management tools. In fact, if history is any guide, the announcement means Salesforce will be using Krux’ behaviorally-based DMP platform to bypass media advertising and[…]
Everyone has heard of retargeting—serving ads to people who visit your website after they leave. These ads appear on a variety of other sites around the web, keeping your brand in front of your bounced site visitors in an attempt to bring them back. But not everyone knows about Audience Extension, which is a technique[…]
The Apple Developer Conference last week included the announcement of a new feature to the Safari browser that incorporates machine-learning technologies to block tracking pixels that are used by most advertising technologies—Intelligent Tracking Prevention, or ITP. This new feature is designed to “protect” Safari users from behavioral data collection by advertisers. The way it works[…]
Identity is the new currency of online advertising. It improves CPMs for both sides by allowing an advertiser to target only those people they want to reach, albeit at a higher CPM, and avoid wasting impressions on unqualified non-customers. Advertisers, particularly in the healthcare space, have a powerful interest in reaching the right healthcare professionals[…]
