Now, increasing restrictions on data collection, changes to Apple’s Identifier for Advertisers (IDFA), and the death of the third-party cookie will mean that winning brands must reduce their dependence on third parties, and place a greater focus on first-party data and owned channels. In short, they’ll need more direct-to-consumer (D2C) marketing, and less (though still plenty) advertising.

The deprecation of the third-party cookie in Chrome will be significantly disruptive for publishers that monetize their sites with advertising. Here’s how web publishers are preparing for a future without third-party cookies.

Attributing revenues to marketing touchpoints is one of marketers’ most challenging yet vital tasks. Read on to learn how marketers are approaching the journey to holistic attribution.

Programmatic ad spending will account for 93.6% of total UK display ad spending this year, or £7.90 billion ($10.09 billion). Open exchanges, though, will account for a diminishing proportion of that total; spend declined 2.4% in 2020.

Advancements in marketing tech and new data-collection tactics offer retailers ever-greater insights into the minds of their customers, but only to a certain degree. Accomplishing a level of personalization that will truly impact a company's bottom line isn’t easy nor straightforward. But it does require more investment in collecting the right data with the most effective tools, and then harnessing those findings for deep personalization.

While adjusting to a new climate where first-party data is more important than ever, it’s crucial to understand that this data can vary considerably in quality, applicability, scale, and transparency.

In a recent Acxiom survey across eight industries, 91% of businesses agreed that partners are imperative to getting the most out of first-, second- and third-party data. But more than half also admit that combining this data for more relevant marketing is difficult.

Most companies prioritize customer experience efforts, but few have mastered them. This report looks at ongoing customer experience challenges and highlights success with select elements.

With a wealth of first-party professional audience data, LinkedIn is sitting on a valuable asset. This report explains how marketers and advertisers can best use LinkedIn’s tools to reach and engage users on the social network.

UK’s digital media and technology landscape is facing changes and challenges in 2020—including privacy, Brexit and more—which will impact UK digital marketers.

This report collection explores programmatic digital display ad spending through 2021 across Canada, China, France, Germany, the UK and the US. Reports include breakdowns by device, transaction type and more, and explore the factors driving investment.

Programmatic ad spending will account for 90.0% of total UK digital display ad spend this year, or £5.81 billion ($7.75 billion). Of that proportion, programmatic direct will make up 65.5%, with social media spend underpinning that figure.

Marketers want to create data-driven experiences for two big reasons: They believe customers want them, and there's a growing need to justify investments based on results.

Consumer privacy concerns affect marketing practices and will continue to alter the digital advertising landscape. Here’s what digital marketers and their companies need to know.

To deliver an effective customer experience, marketers must first identify their customers and audiences. This report focuses on how marketers identify audience segments and target groups today.

Advertisers crave first-party data, but they often struggle to make the most of it. In a survey of US digital marketers by Advertiser Perceptions and programmatic agency MightyHive, respondents said they were, on average, tapping into just 47% of their company’s first-party data potential.

Privacy laws and data scandals have thrust third-party data in the spotlight. In the meantime, most marketers continue to rely on data they obtain from other firms.

With web browsers cracking down on ad trackers, data privacy laws going into effect and data breaches remaining ever present, it is presumably not a great time for marketers to be dependent on data that they acquire from other companies.

Ian Dahlman, vice president of search and analytics at gyro, explains why B2Bs must continuously test their assumptions about who their audiences are and what they want.

Wes MacLaggan, senior vice president of marketing at Marin Software, discusses why marketers need to keep mining search and other types of data to stay competitive.