Despite the complexity and uncertainty encircling digital advertising now, there is reason to be bullish. Brands and publishers have a unique opportunity to influence the development of identity and consumer relationships as well as create a better environment. Yet companies face a media targeting challenge: how can they leverage first-party authenticated data and enriching with third party data while fostering a privacy-friendly partnership that benefit both consumers and marketers? Will CTV prove a greater strategic component for brands as a…

In the wake of the Great Recession over a decade ago, millennials — the first generation of digital natives — started coming of age. At the same time, social media activity and access to information flourished. The result? A significant realignment in the consumer/brand relationship. Younger consumers were paying closer attention and sharing their opinions about whether brands were delivering on their values. Beyond dollars, consumers (soon enough older cohorts as well) began to vote with their social media attention,…

As the ground beneath data collection continues to shift, attribution providers have contended with a myriad of measurement challenges — from crumbling third-party cookies to privacy legislation to impending changes in the ability to track geolocations and other mobile-based data. Join the Cross-Platform Measurement Council on May 25, where five attribution providers and their clients will present case studies that illustrate how they have overcome these challenges and how they plan to future-proof their approaches. Attendees will gain: A practical…

At ARF’s March 24 Insights Studio, OptiMine’s Matt Voda presented an overview about how Google and Apple’s tracking changes are impacting brands and why it matters, how brands should think about future-proofing their advertising measurement in an environment of increased data privacy, and strategies for future success. On June 3 OptiMine will give an update about the implications for the entire advertising ecosystem — brands, ad networks, publishers and Walled Gardens. Leaders from Novus Media and Spotify will join to…