Digital Behavioral Data: The Best-Kept Secret to Striking the Right Chord with Gen Z

The most successful marketing strategies are fueled by a deep understanding of the people they are designed to reach. And, considering age is one of the most common predictors of differences in attitudes and behaviors, looking through a generational lens has long been a useful way for marketers to establish empathy for their audiences. Today, forward-leaning corporate decision makers are focusing in on Gen Z, born after 1996, and rightfully so. This generation will shape

Why Contextual Targeting Is Critical For Marketers Navigating The Cookie-Less Future

We’re living in a global paradigm shift, where privacy concerns, coupled with the cookie’s demise, is placing pressure on marketers to deliver more personalised and empathetic campaigns, in brand-safe environments. While this presents many challenges, it also presents many opportunities for marketers to unlock more intelligent contextual targeting tactics. Preparing For A Cookie-Less Future The increasingly privacy-savvy consumer is now rejecting the third-party cookie, with a 2018 report revealing 64% of cookies are rejected, either

3 Steps to a Strong Digital Strategy for Publishers that Drive Engagement & Revenue

As consumers have moved increasingly to online news consumption and have so many more options available, print publishers have seen their revenue plummet. And for many, it’s been tough to adapt to a digital strategy that actually works. Paywalls have been mostly a disaster, driving subscribers away toward the abundance of free content. Display ads and sponsored content have helped, but direct sold programs are labor-intensive and costly, making them entirely out of reach for

Why GDPR Is Good for Digital Advertising

A broad legislative mandate called the General Data Protection Regulation, or GDPR, came into effect May 25th. The deadline had many digital advertising players scrambling and many more worried. GDPR will exact a toll and it will bring about change, but it’s change digital marketers should welcome, not fear. Here’s why: End Of Pixel/Cookie-Based Model Is Good For The Industry The reality is that this was long overdue. Companies have been dragging their feet, and