While the future state of retargeting following Google's shift away from 3PCs is still evolving, it’s unlikely that a single tactic will emerge as the solution. Instead, advertisers will need to leverage each of these tactics in concert to maximize the value of their retargeting efforts.
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As an omni-channel DSP with unique first-party identity solutions, Yahoo saw an opportunity to create a unique offering in the marketplace and did just that. The strategy behind Yahoo Creative was shaped by feedback from clients, who stressed the need for creative tools backed by trusted identity solutions.
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To maintain their edge, publishers must unify data strewn across a fragmented digital landscape that spans properties, channels, platforms, and devices. With disruption on the horizon, it behooves publishers to act now and prioritize first-party data unification.
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Without third-party cookies driving targeted advertising — publishers that don’t have a strategy to drive user authentication and first-party data, should expect lower CPMs and less revenue. Something will have to connect the dots in the absence of cookies, and LiveRamp Authenticated Traffic Solution (ATS) may just be it. We…
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How many of you work for a company that utilizes Salesforce.com? Its adoption is really quite large in sales and marketing departments. The functionality is quite robust for managing sales, marketing, trafficking and ad performance reporting. Unfortunately most companies have initially configured Salesforce for only its most basic capabilities. Then people…
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