Search results for: “marketing and advertising”

Advertising veterans still remember the days when they would pick up the phone and call a publisher’s sales team and put in an order for an online media campaign. And while the direct, person-to-person way of purchasing and selling media still exists with large advertisers and publishers, most advertisers, agencies, and brands have turned to…

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With recent trends in digital advertising focused on personalization and targeting, there might be a tendency for lift to take precedence over reach. But don’t be fooled… Every marketer on the face of the earth would love to extend the audience for their campaign content – preferably at the lowest cost possible. Regardless of whether…

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A Data Management Platform (DMP) wouldn’t be much without audience segmentation. In fact it wouldn’t be able to help marketers and advertisers much at all. The same goes for the data you want to use for your marketing efforts – without breaking it up into actionable pieces, you won’t accomplish much.

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There are a lot of marketing tools out there to play with. Most of them you don’t really need – or if you are using one, you probably don’t have a clear idea about how to utilize all its functionalities. But what about the Data Management Platform (often referred to by the mysterious acronym DMP)?…

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Each technology platform in the online display advertising industry has it’s own role to play. Demand-side platforms (DSPs) allow advertisers to reach their target audience on an impression level, ad exchanges mitigate the real-time bidding process, and supply-side platforms (SSPs) enable publishers to increase and optimize their ad revenue. There is, however, one platform that…

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Data management platforms (DMPs) and data privacy — a tricky combination. Both are pretty hot topics these days, though perhaps in different ways. Research indicates there is strong continued interest in DMP adoption among advertising and marketing professionals looking to leverage data for more effective campaigns. Data-privacy regulations, including the European Union’s recently enacted General…

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Data management platforms (DMPs) are great, right? Right. Cloud-based applications are great too, right? Right. So a cloud-hosted DMP, is perfect, right? Not so fast. The reasons that cloud computing or software-as-a-service (SaaS) – in its various and sundry forms – has become immensely popular are well documented. Rapid adoption, low maintenance costs, easy scalability…

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