When retargeting means additional app revenue: A guide

Marketers working within the mobile ad industry know how fierce the competition for user acquisition can be in the app promotion space. It’s expensive to acquire new users and many times the cost per install or cost per action that advertisers get in their campaigns is higher than the goal itself.

Under these conditions, it’s no surprise to see marketers dedicate a lot of time and effort to user acquisition: they...

How to deliver the experiences the CMO craves – through the systems the CIO needs

The collaborative relationship between a CMO and a CIO is crucial and has increasingly become a hot topic. Forrester recently stated that a CMO’s collaboration with a CIO is one of the four essential steps for a CMO planning their marketing evolution, while according to IDG’s State of the CIO research, 55% of CIOs are spending

By Laurence Parkes, 08 January 2020, 0 comments. Categories: Advertising Technology, Attribution, CMO, Data-driven marketing.

2020 in digital marketing: From brand-based to people-based identity and privacy pushes

Opinion 2020 is shaping up to be the year of people-based identity. Marketers are becoming increasingly engaged with trying to understand what this means to them, and how they should be incorporating a notion of identity into their business strategy. Across conferences this year, we’ve noticed heightened engagement from significant, game-changing brands - talking about identity on stage and running people-based marketing campaigns.

Consumer-data privacy and personalisation at scale: Strategies to get it right

Personalisation at scale is where retailers and consumer brands are competing to win. But in focusing on “playing offense” to capture value, executives are often overlooking their “defence”: preserving, protecting, enabling, and accelerating the hard-won gains of their digital efforts by ensuring that personalisation at scale keeps personal data secure and private.

Why marketers need to be clever with context to get their 2020 advertising strategies right

Which user data works best for marketing? A consensus has never been reached, so advertisers have always had to keep multiple plates spinning, from behavioural data and location data to IP addresses, cookies and beyond.

However, since GDPR came into force, it is no longer a question of whether advertisers have enough data points, but whether they are using them correctly. The Europe-wide legislation has suddenly made everyone conscious of the fact that companies are collecting and using their personal data...

For luxury brands, the possibilities of programmatic cannot be ignored

For luxury brands, creating customer relationships, and the revenues they bring, is everything. A $25,000 watch or $150,000 vehicle is rarely an impulse buy, but instead a purchase achieved after many different points of engagement. 

An increasingly higher percentage of all ad budgets is being taken up by programmatic advertising, and luxury brands and their marketing efforts need to hop on board with this trend. Digital...

Privacy and real-time bidding: An updated guide for adtech vendors and publishers

Until the summer of 2019, the Information Commissioner’s Office (ICO), the UK’s privacy regulator, had not been particularly pro-active in enforcing the law on data protection in respect of the use of cookies and programmatic advertising based on real-time bidding (RTB).

This all changed in June and July of this year, when the ICO published respectively a

By Raj Shah, 29 November 2019, 0 comments. Categories: Advertising, Advertising Technology, Best Practice, Programmatic, Publishing.

Gartner finds UK marketing budgets are on the slide – but optimism for the future

Analyst firm Gartner has put together something of a gloomy series of missives around the digital marketing sector in recent months – and its pessimistic look on UK marketing budgets released today is no different.

The company’s 2019-2020 CMO Spend Survey has revealed UK marketing budget allocations are overall ‘significantly’ behind their US counterparts. Yet while spend is cooling off in certain areas,...

By James Bourne, 25 November 2019, 0 comments. Categories: Advertising Technology, Campaigns, CMO.

It’s crunch time for cookie bashers: Why we need cookies to protect the open Internet

Cookies came onto the scene in the mid 90s, and, like most millennials, they’re a little misunderstood. But this time, it’s got nothing to do with avocado toast.

For many of us, the word ‘cookie’ has become a bit of a byword for peskiness – associated with annoying ads and relentless targeting, not to mention clumsy permission-based puns (guilty as charged.) This...

By Joel Livesey, 19 November 2019, 0 comments. Categories: Advertising, Advertising Technology, Data-driven marketing, Publishing.

A guide to retargeting for increasing conversions: The three questions you need to ask

In many cases, a bit of retargeting is needed to align your marketing goals with your business goals and draw in the right customers.

By retargeting, you can drive people to your website with specific content that is more in-tune with consumer trends. A strong retargeting strategy is excellent for turning window shoppers into buyers and increasing conversion rates.

Here are some questions to ask yourself...

By Mansi Dhorda, 23 October 2019, 1 comment. Categories: Advertising, Advertising Technology, Personalised Marketing.