Data-Driven Thinking Archives | AdExchanger

Google Won’t Kill Off Cookies, Consumers Will – And That’s How It Should Be

AdExchanger Guest Columnist — Wed, 21 Aug 2024 04:35:30 +0000

Google’s decision to cancel cookie deprecation may just be the move that eliminates third-party cookies for good. Exact details are still unclear, but Google said it will offer Chrome users the chance to “make an informed choice that applies across their web browsing.” The fate of cookies is now in the hands of the consumer. […]

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How TikTok Shop Is Redefining Social Commerce In The US

AdExchanger Guest Columnist — Fri, 16 Aug 2024 04:35:23 +0000

Social commerce is already huge in the Asia-Pacific market, and it’s poised to blow up worldwide in the coming years. In 2023, social commerce generated an estimated $571 billion globally. With a compound annual growth rate of 13.7%, revenues are expected to surpass one trillion dollars by 2028. In China, the social commerce market is […]

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Forget Branding Vs. Performance – Both Are Critical, And Attention Metrics Bridge The Gap

AdExchanger Guest Columnist — Thu, 15 Aug 2024 04:35:29 +0000

Quick: What’s the most basic purpose of advertising? Is it to generate specific outcomes? Or is it to create the awareness and affinity that lead to lifetime value and loyalty? The answer is “all of the above.” Still, despite years of talk about “holistic” marketing, too often, advertising professionals view branding and performance efforts as […]

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Who Stands To Benefit In Search Ads Following Google’s Antitrust Verdict?

AdExchanger Guest Columnist — Wed, 14 Aug 2024 04:35:09 +0000

With the huge ruling from the US Department of Justice that Google is a “monopolist” when it comes to search, the regulatory future of online search is being questioned – a scary thought for many marketers. The crux of the case is that Google pays companies to ensure a user’s browser is directed to Google […]

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Forget Chrome’s Cookie Concerns: Solutions To Signal Loss Are Already Here

AdExchanger Guest Columnist — Tue, 13 Aug 2024 04:35:15 +0000

Just a few short weeks ago, the digital advertising industry stopped in its tracks for a moment when Google announced that it no longer plans to deprecate third-party cookies on Chrome. But that’s all the pause this announcement warrants—a moment. The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments […]

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The End Of GARM Is A Reset, Not A Setback

AdExchanger Guest Columnist — Mon, 12 Aug 2024 04:35:43 +0000

The decision by WFA leadership to succumb to Elon Musk’s pressure and suspend the Global Alliance for Responsible Media (GARM) when advertisers needed it most is disappointing and dangerous. But it presents an opportunity to rethink our industry’s broken approach to brand safety. Musk’s decision to sue the WFA and advertisers is grounded in hypocrisy […]

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The 2024 Olympics Is A Reminder That Appointment TV Is Alive And Well

AdExchanger Guest Columnist — Fri, 09 Aug 2024 04:35:45 +0000

This summer, the world has been glued to their screens for the Olympics. Traditionally, these events have been synonymous with appointment TV, where viewers gather around the television to tune in at specific times. And we’re seeing that this draw persists today. The opening ceremonies alone drew in nearly 29 million US viewers – the […]

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Retail Media Has Its Own Last-Click Addiction – And The Problem With Add-To-Cart Rates

AdExchanger Guest Columnist — Wed, 07 Aug 2024 04:35:51 +0000

It’s widely accepted that last-click attribution is flawed. While publicly it’s much derided, however, privately it shows no sign of going anywhere. Unfortunately, retail media and commerce media have their own version of last-click addiction: add-to-cart (ATC) rates. And just like last-click attribution, it’s a metric not fit for consumption. It also highlights the real […]

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Omnichannel Marketers Have Outgrown Third-Party Cookies, Even If Google’s Still Holding On

AdExchanger Guest Columnist — Mon, 05 Aug 2024 04:35:36 +0000

Google has finally bitten the bullet and decided not to kill off third-party cookies in Chrome. No doubt it will go down as a pivotal moment in the history of digital advertising. But it isn’t a decisive one. With so many variables at play, including data regulation, user privacy concerns and technological advancements, Google’s update […]

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The Cookie Conundrum Proves Google Couldn’t Collaborate In The Sandbox

AdExchanger Guest Columnist — Mon, 29 Jul 2024 04:35:54 +0000

After years of delayed deadlines, Google has finally put third-party cookie deprecation to rest. Last Monday’s announcement begets a slew of industry questions about the implementation and impact of Google’s proposal for the user opt-in mechanism, and only time will tell when they will be answered. One thing is clear, however: Google is acknowledging its […]

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