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The Future of AdTech Is Flexible and Fair

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The adtech ecosystem of the future needs more flexibility

The Future of AdTech Is Flexible and Fair

A lot of the rhetoric in the advertising ecosystem these days frames the relationship between performance and privacy as a trade-off. The way I see it, this is a false dilemma that oversimplifies a very complex, evolving picture. It relies on too many flawed assumptions about things like the nature

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Three Major Challenges Facing Digital Marketers

Three Major Challenges Facing Digital Marketers

If you ask a digital marketer about obstacles in their job, you’re likely to get an assortment of responses ranging from “marketing budget” to “deprecation of third-party cookies.” However, there are three areas that are becoming dilemmas for marketers: Unifying data across platforms for the best view of people; understanding

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Why Marketing Mix Modeling Is Making A Comeback

Why Marketing Mix Modeling Is Making A Comeback

The loss of third-party cookies and mobile ad IDs, as well as ongoing data regulation, is driving huge investment in first-party identity and measurement solutions to help brands effectively plan, execute, and measure marketing campaigns. These solutions are deterministic in nature. And we’re seeing some seriously impressive solutions emerging in

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Let’s rediscover the lost art of relationships in advertising

Let’s Rediscover The Lost Art Of Relationships In Advertising

Advertising is built on relationships. They are fundamental to its success. A brand’s relationship with its customers. A marketer’s relationship with their agency. And – for those of us responsible for architecting partnerships to support our clients – trusted relationships between providers. These relationships are the foundation upon which the

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Walled Garden Advertising

Walled Garden Advertising

What Are Walled Gardens? In advertising, a ‘walled garden’ describes a closed advertising ecosystem; where a platform has a large, signed-in audience base, control over the content in that environment, and extensive first-party data that (when shared compliantly) can help advertisers shape their campaigns, find lookalike audiences and more. Platforms

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The History of OTT…So Far

Popularity of streaming or OTT (Over The Top) services and CTV (Connected TV) devices is now mainstream. It may be hard to remember a time before streaming services existed in our lives, but there’s actually quite an interesting history that has already unfolded. As we all know, there is an

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Four Steps to Building an Identity-Based Marketing Strategy

Nothing embodies change as much as today’s marketing and advertising technology ecosystem. Seemingly every day, existing players are consolidated and new players emerge. Broadly, martech refers to the ecosystem of tools used to automate, measure, and amplify marketing efforts to reach specific customers and customer segments. The category covers advertising

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Kinesso's Chief Talent Officer, Renu Honda, and Wendi Dunlap, SVP Outcome Based Planning, spoke last week at @AdvertisingWeek, at the Equality Lounge hosted by The @FemaleQuotient. Check out these photos from the event! #AdvertisingWeek #AW2022 #WeAreKinesso

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