Bacardi Takes A Sober And Serious Approach To Customer Data Collection
Bacardi doesn’t have a digital marketing strategy, per se – because it’s all digital, says Laila Mignoni, the brand’s global VP of marketing and creative excellence.
Bacardi doesn’t have a digital marketing strategy, per se – because it’s all digital, says Laila Mignoni, the brand’s global VP of marketing and creative excellence.
Tech companies have developed AI solutions that shift budgets and strategies toward contextual. But the AI-driven transition to black-box optimization requires agencies to build and develop new skills, custom tools and processes.
The phaseout of third-party cookies kicked off the sell-side curation trend. But it’s also being driven by advertiser concerns about open web media quality and the need to enhance publisher contextual signals with audience data.
Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.
Business Insider released a new targeting tool called SAGA reACT that analyzes the emotional reactions its content produces to create actionable, emotion-driven audience segments.
There are two paths to transforming your business to capitalize on first-party-data-based advertising: mergers and acquisitions, or making nonrecurring investments. Here are the pros and cons of each.
Bonbon gives users rewards – such as discounts or chances to win merchandise – for setting up email registrations with publishers. Now The Trade Desk’s OpenPass will include that same rewards functionality.
To build a first-party data strategy, the NY Post contracted Permutive and Prohaska Consulting for advice on monetizing its audience data and growing its addressable audience. The collaboration prompted Permutive and Prohaska to expand their combined services to all publishers.
Pour one out for third-party data. These days, AB InBev’s digital marketing strategy is built squarely on first-party data.
In March, Shirli Zelcer stepped in to lead Dentsu’s new data and technology group as the agency holding company’s first chief data and technology officer.