Today, cookie syncing is the primary way that publishers and advertising technologies transact, however, a cookie sync, as a stand-alone solution for finding consumers, is problematic.
There is confusion among digital marketers on where and how to find consumers – specifically when it comes to audience extension and amplification. Keith Petri explains the differences between each and when to use them.
Data has unquestionably made digital marketing more accurate and personal to the user experience, but there is an important problem that exists across the data spectrum; not all data is created equal.
There is a lot of noise in the industry about the selection of cross-device solutions, however, there is a significant gap in the understanding of the underlying technology.
David de Jong and Rick Jones, UK General Manager, Adform explain that targeting across known devices must be perfected, while the unknown is incorporated into the process at the same time.
David de Jong reflects on the past year of cross-device and how in 2017 we should look for elementary implementations of cross-device technology to be commonplace.
Advertising technology prides itself on continuously advancing the field. Keith Petri, CSO of Screen6, explains how we as an industry are acting as our own worst enemy when we define and share templates for the evaluation of a potential vendor.
