In 2020, when Google first announced its plans to eliminate third-party tracking cookies, it sent marketers scrambling for alternative data sources and new marketing strategies. Now, with the recent ...

First, though, advertisers – especially mid-size brands – need tools that make first-party data more accessible and easier to use, said Amol Waishampayan, chief product officer of ad planning and ...

Audience monetization offers a path to incremental revenue while strengthening partner relationships without adding complexity or new business models.

From left: AdExchanger Executive Editor Sarah Sluis; Martin Kihn, Salesforce; Erin Foxworthy, Snowflake; and Matt Kilmartin, LiveRamp. Signal loss has led advertisers to invest heavily in their ...

The long-anticipated cookie deprecation on Google Chrome is set to alter how e-commerce businesses fundamentally target and engage with customers. While some see this change as challenging, I believe ...

With all the focus on first-party data -- for advertisers, and media platforms (TV networks and streamers) -- now comes a new spin, with agentic artificial intelligence (AI) trends. “I have a feeling ...

In an era defined by data privacy concerns, evolving consumer behaviors, and the ongoing deprecation of third-party cookies, enterprises face a pressing need to prioritize first-party data as a ...

A QR Code scan is like a raised hand in a crowded room. It's voluntary, visible, and tells you exactly who's interested. Compare that to website cookies, which are more like secretly following someone ...

This collaboration brings together the power of first-party data ownership and third-party audience intelligence, giving marketers access to trusted, high-intent-to-buy consumer audiences they can ...