Third-Party Data

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

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 third-party cookie actually stymied the development of digital advertising. Here’s what the cookie got wrong and what its inheritors need to get right.

The gap analysis of the Privacy Sandbox is out – and the gap is large. Plus, a case for why hype about first-party data hasn’t been matched in reality.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem… Wishing you all a beautiful Memorial Day weekend! This classic comic first ran in April 2013.

Although inflation affects everyone, the degree to which it impacts people is “very personal,” says Courtney Hilbert, senior director of analytics at Merkle. Understanding which customers are most negatively impacted by inflation (as opposed to moderately impacted or merely annoyed) should inform a brand’s communication strategy. By the fall of 2021, the question of how […]

Personalization – paired with effective measurement – has enabled marketers to see and understand results, ultimately driving them to spend more. Madan Sundararaju, vice president of the M&E sector at Capgemini Americas, writes on how traditional media platforms can adapt to these trends and increase their share of ad revenue.

You’ve probably heard (dozens of times) by now that first-party data will be the key to post-third-party-cookie ad targeting. But what exactly is first-party data? How does it differ from second-party, third-party and zero-party data? And what makes first-party data more suited to a privacy-centric ad experience?

With cookies (finally) cooling off, contextual targeting tech is starting to heat up. On Tuesday, ShowHeroes Group, a video and contextual targeting tech provider based in Europe, announced its acquisition of cross-screen ad platform smartclip LATAM (as in Latin America). The rationale behind the deal is to help ShowHeroes Group bring its solution to the […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Allison Schiff, managing editor at AdExchanger. It’s part of a series of perspectives from AdExchanger’s editorial team. Everyone knows the difference between first-party data and third-party data, right? First-party data […]