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How Will an Entire Industry Unlearn Ad Tech 1.0?

"Ad Tech 2.0 won’t offer marketers nearly as much access to deterministic, user-level, and cross-site/cross-app data as they’ve grown accustomed to. In many cases, user-level data will dry up completely," says Myles Younger, Senior Director of Marketing, MightyHive. "No matter what “Ad Tech 2.0” ends up looking like, hundreds of…

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2020 May Be the Year That Ad Tech Runs Out of Easy Answers

One of ad tech’s chief promises was that it would finally fix advertising. The advent of real-time bidding (RTB) in the late aughts ushered in ad tech’s “Age of Easy Answers” where the frustrating ambiguities of marketing and advertising would steadily be rooted out and obliterated by data and algorithms.…

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A Future Bright and Cookieless

Between a dusting-off of classical ad measurement techniques and some serious geeking out over first-party data, advertisers will find that, far from being the airless, suffocating hellscape they have been taught to fear, this new “cookieless” world will prove a hospitable and possibly verdant environment for measurement and attribution.

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