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first-party data

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Be Your Advertiser’s Chief Data Consultant

As programmatic markets mature and high-value targets require more effort to message, advertisers are realizing the limits of their own data. Once again they’re keen to hear publishers’ audience stories. But telling your audience story and truly serving as a consultant to advertisers these days requires advanced tactics: namely connecting…

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How Can Publishers Tell a Better Audience Story?

For years publishers have sold advertising targeted around specific content, using available first-party data as the basis for establishing value around the opportunity. That value proposition is built around the scale of the audience, which boils down to selling pageviews, impressions and clicks. But your audience is a lot more…

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Weekly News Roundup: The State of Time-Based Deals, Safari Cookie-Blocking Hurts Pub Revenue, More

Time Running Out on Time-Based Ad Deals? On Tuesday, Digiday reported time-based guarantees have “hit a wall,” as the popular discussion in digital advertising has moved on to things like brand safety. Reading the coverage, though, it sounds like Digiday has reached this conclusion by talking to a publisher who’s…

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Data Clarity Will Set You Free… Eventually

Between the IAB’s OpenData initiative, the LiveRamp/AppNexus-led data consortium, and a few other long-simmering initiatives (think DigiTrust), now is a great time for anyone who’s been championing data transparency. Whether these efforts are bearing fruit—that is to say, if they’re actually translating to more utility in sharing and processing data,…

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Marketing Tech Comes Home for Publishers

Marketing Tech Comes Home for Publishers: Managing the Ad Tech/Mar Tech Convergence

Digital media types have been buzzing for a while about a shift in the marketing tech world: Marketing tech is being drawn closer to advertising tech, and this is going to change the way advertisers and publishers do business. The messaging in advertising will become more personal, and in order…

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