Why is First-Party Onboarding Vital?

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[…]

Identity: A Fraud Cure-All

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,[…]

ONEcount, CDP, DMP, Webinars

Why the Krux/Salesforce Union is a Disaster for Media Companies

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[…]

Apple Moves To Limit Tracking in Safari: Proves the Value of Identity-based Targeting

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[…]

Prescribing Identity

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[…]