“At the moment, I feel like the industry has stalled; there’s not much innovation happening because everyone is waiting to see what Google does.” That was Amit Kotecha, CMO at digital advertising, audience insights and measurement platform Quantcast, talking to us back in May of this year. It turns out that three months is a…
Picture this: You’ve just launched a major marketing campaign. The strategy is solid, the creativity is on point. But as the results roll in, something’s off. Conversion rates are low, customer feedback is mixed, and your sales team is grumbling about lead quality. The culprit? Poor data quality — a silent killer that can torpedo…
Update: On July 22, Google announced that it will not deprecate third-party cookies on Chrome after all. Instead, it will continue to develop Privacy Sandbox alternatives and allow users to make an “informed choice” about whether or not to accept cookies. Google’s Privacy Sandbox is a space where a series of complex proposals to protect…
First-party data has become the go-to solution for many marketers grappling with increasing privacy regulations, continued loss of data signals and the impending deprecation of third-party cookies. The shift toward data directly collected from consumers makes sense. However, while first-party data holds immense value, it isn’t a silver bullet. You must understand its limitations and…
Some 61% of digital marketers are still using third-party data, according to Salesforce’s latest State of Marketing Report. It also found problems with data activation, personalization and AI optimization. Although the percentage of marketers using third-party data is down from 75% in 2022, this illustrates a problem with finding reliable information. The top three data…