first-party data Archives | AdExchanger News and Views on Data-Driven Digital Advertising and Marketing Tue, 06 Feb 2024 04:45:46 +0000 en-US hourly 1 https://wordpress.org/?v=6.4.2 https://www.adexchanger.com/wp-content/uploads/2023/12/cropped-adx-icon-1-32x32.png first-party data Archives | AdExchanger 32 32 Viant Launches Generative AI Tool That Lets Advertisers Talk To Their Data https://www.adexchanger.com/data-exchanges/viant-launches-generative-ai-tool-that-lets-advertisers-talk-to-their-data/ https://www.adexchanger.com/data-exchanges/viant-launches-generative-ai-tool-that-lets-advertisers-talk-to-their-data/#respond Tue, 06 Feb 2024 13:00:06 +0000 https://www.adexchanger.com/?p=394909 Instead of squinting at reports, advertisers can now ask their data questions using generative AI. On Tuesday, Viant announced AI updates to its existing data platform, including the rollout of its Chat with Data tool. The tool delivers data reports and analysis directly to marketers, nixing the need for business intelligence analysts, data scientists or […]

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]]> https://www.adexchanger.com/data-exchanges/viant-launches-generative-ai-tool-that-lets-advertisers-talk-to-their-data/feed/ 0 How Reward-Fueled Registrations Bring Addressable Traffic To Midsize Publishers https://www.adexchanger.com/publishers/how-reward-fueled-registrations-bring-addressable-traffic-to-mid-size-publishers/ https://www.adexchanger.com/publishers/how-reward-fueled-registrations-bring-addressable-traffic-to-mid-size-publishers/#respond Mon, 05 Feb 2024 05:45:31 +0000 https://www.adexchanger.com/?p=394742 Email logins are like first-party data gold – but they aren’t easy to get. A startup called Bonbon, which officially launched on Monday, wants to reward people for their sign-ups. The company, co-founded by two ad tech vets in July 2022, has a cross-site, single-sign-on service for the 30 publishers in its network. Data gleaned from […]

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]]> https://www.adexchanger.com/publishers/how-reward-fueled-registrations-bring-addressable-traffic-to-mid-size-publishers/feed/ 0 Google And Apple Are Interested In Profits, Not Privacy https://www.adexchanger.com/data-driven-thinking/google-and-apple-are-interested-in-profits-not-privacy/ https://www.adexchanger.com/data-driven-thinking/google-and-apple-are-interested-in-profits-not-privacy/#respond Thu, 01 Feb 2024 05:35:12 +0000 https://www.adexchanger.com/?p=394206 This coming year’s privacy changes probably present the biggest change digital advertising has ever faced. But not enough marketers are aware of just how much they could be impacted.  It’s not a question of who isn’t prepared for the deprecation of cookies and Apple’s Privacy Manifests. It’s more a question of who is prepared. And […]

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]]> https://www.adexchanger.com/data-driven-thinking/google-and-apple-are-interested-in-profits-not-privacy/feed/ 0 First-Party Data On Ice? How Conagra’s Birds Eye Brand Navigates The New Video Ecosystem https://www.adexchanger.com/commerce/first-party-data-on-ice-how-conagras-birds-eye-brand-navigates-the-new-video-ecosystem/ https://www.adexchanger.com/commerce/first-party-data-on-ice-how-conagras-birds-eye-brand-navigates-the-new-video-ecosystem/#respond Mon, 29 Jan 2024 11:55:41 +0000 https://www.adexchanger.com/?p=394265 Fresh, frozen or canned. Those are your vegetable options – but also how a brand marketer might describe a first-party data vendor pitch or a TikTok influencer video. For frozen vegetable brand Birds Eye, “fresh, frozen of canned?” is a question it wants customers to ask themselves while doing their grocery shopping. Birds Eye has […]

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]]> https://www.adexchanger.com/commerce/first-party-data-on-ice-how-conagras-birds-eye-brand-navigates-the-new-video-ecosystem/feed/ 0 Optable Says Chrome Privacy Sandbox Is Finally Ready For Real Campaigns https://www.adexchanger.com/data-exchanges/optable-says-chrome-privacy-sandbox-is-finally-ready-for-real-campaigns/ https://www.adexchanger.com/data-exchanges/optable-says-chrome-privacy-sandbox-is-finally-ready-for-real-campaigns/#respond Thu, 25 Jan 2024 14:00:12 +0000 https://www.adexchanger.com/?p=394087 Even clean rooms have to play in Google’s Privacy Sandbox. Optable, which operates a data management platform (DMP) and a clean room, announced its early access program for Chrome Privacy Sandbox activation on Thursday. Through the program, advertisers can target audiences for Privacy Sandbox auctions by matching their data graphs to those of publishers that […]

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]]> https://www.adexchanger.com/data-exchanges/optable-says-chrome-privacy-sandbox-is-finally-ready-for-real-campaigns/feed/ 0 The Big Story: The Cookieless Expanse Ahead https://www.adexchanger.com/the-big-story/the-big-story-the-cookieless-expanse-ahead/ Fri, 05 Jan 2024 05:45:52 +0000 https://www.adexchanger.com/?p=392425 The end of third-party cookies is upon us, and independent ad tech is diverging on the best approach for cookieless targeting. Meanwhile, agencies and marketers are zooming out from programmatic to a bigger picture that’s focused on first-party data.

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]]> First-Party Data Takes Center Stage As Agencies Ready Their 2024 Commerce Strategies https://www.adexchanger.com/agencies/first-party-data-takes-center-stage-as-agencies-ready-their-2024-commerce-strategies/ Tue, 02 Jan 2024 11:00:15 +0000 https://www.adexchanger.com/?p=391845 Cookies, who? Agencies aren’t panicking about the end of third-party cookies anymore, because clients aren’t panicking – or procrastinating as much. Cookie deprecation was “a really hot topic a year and a half or so ago,” said Mara Greenwald, SVP of commerce media at Night Market, Horizon Media’s commerce-focused agency. But now “I don’t hear it […]

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]]> AdExchanger’s Most Popular Comics Of 2023 https://www.adexchanger.com/comic-strip/adexchangers-most-popular-comics-of-2023/ Thu, 28 Dec 2023 06:00:10 +0000 https://www.adexchanger.com/?p=391872 At AdExchanger, we’re a bunch of nerds in (what we hope is) the best possible way. Every week, we publish an original comic inspired by trends in the online advertising industry. Sometimes, the jokes in our weekly comics are ripped from headlines – like when the Department of Justice dropped its long-awaited antitrust lawsuit in […]

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]]> What Scandi-Land Can Teach The US About Cookieless Targeting https://www.adexchanger.com/data-driven-thinking/what-scandi-land-can-teach-the-us-about-cookieless-targeting/ Wed, 20 Dec 2023 05:35:21 +0000 https://www.adexchanger.com/?p=391736 US advertisers have been preparing for the cookieless future for years. States like California, Virginia, Colorado and others have already enacted or have pending data-privacy legislation. This patchwork of rules will redefine the US online advertising ecosystem in 2024.  But what does the death of the cookie actually mean for agencies and publishers?  Welcome to […]

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]]> Why Likewise Is Focusing On Direct Deals Instead Of Programmatic https://www.adexchanger.com/publishers/why-likewise-is-focusing-on-direct-deals-instead-of-programmatic/ Mon, 11 Dec 2023 14:46:01 +0000 https://www.adexchanger.com/?p=391186 With third-party cookies on their way out, direct deals are making a comeback. For newer publishers that have yet to integrate open-auction infrastructure, there’s no rush to start a programmatic business. One such publisher is Likewise, which offers personalized TV, movie, book and podcast recommendations. The company launched in 2018 with backing from Bill Gates, […]

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