Advertisers have long been aware of the importance of monitoring frequency when it comes to their messaging. With the rise of the digital age and the countless new ad venues that it opened, advertisers recognized the need to avoid exposure to too many ad impressions, both as means of improving the user experience and ensuring their ad buys garner the needed reach.
Fresh data enables marketers to ensure their digital efforts are targeting consumers with the greatest inclination to purchase. Keith Petri, CSO of Screen6, explains the importance of data freshness and how it impacts campaign results.
There are two ways to establish user identity across devices: deterministic and probabilistic, or a hybrid of the two. Keith Petri, CSO of Screen6, describes how these methods work and dives into the pros and cons.
Cookies are the primary means by which ad tech platforms store and track information about users. Keith Petri, CSO of Screen6, provides details on what exactly cookies are and how they are used in the ad tech industry.
