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How marketers are creating long-term customer relationships by leveraging householding

Rasika Narang, senior vice president, marketing, Viant Humans are social beings, wired for connection. It’s no surprise, then, that the most successful brands foster long-term relationships with their customers. After all, marketing has always been about building an emotional link that creates a long-term alliance, which results in repeat usage and purchase. Neuromarketers point out that consumers are more inclined to buy based on...

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How improvements in blockchain technology will change programmatic marketing

For many in the publishing industry, blockchain’s potential to reshape programmatic ad exchanges is a longstanding promise, but one deemed challenging and expensive enough that it has long been a promise delayed. However, as blockchain technology and its applications to programmatic improve, vendors and their partners are putting their lens on the technology again. In this Q&A, Custom, the in-house agency at Digiday Media, spoke...

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How marketers are overcoming fragmentation with unified strategies

The advertising industry is at a crossroads. Fragmentation across technology platforms, consumption habits and data and identity solutions has made it difficult for buyers and sellers to set successful and strategic roadmaps for the future.     Solving the fragmentation challenge takes a mindset centered on unification. It has never been more apparent that the needs of buyers and sellers are very different. Platforms that service...

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As publishers recognize the true cost of malvertising, recent cases highlight the damage

Malvertising — the use of ad tech by malicious actors to attack end users at scale — has been a silent but insidious aspect of digital advertising in recent years. Now, however, the extent of the damage, both real and potential, is expanding. And it should, according to experts, as approximately $1 billion revenue was lost last year. Even so, publishers are often missing the evidence. Only when an aggregate of data ultimately...

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How media brands can prepare for a post-COVID-19 content collapse

Navdeep Saini, founder and CEO, DistroScale, parent company of DistroTV When media brands and advertisers think back to pre-pandemic times, they might recall streaming as being considered a niche market — one with the promise of potential but still relatively new and elusive. Fast forward to 2020, and streaming platforms quickly emerged as a key conduit in the lives of everyday people who were unexpectedly and scarily forced indoors,...

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People-based identifiers are driving personalized customer experiences

Marketing teams are now well into 2021, and third-party cookies along with mobile ad IDs are officially on notice, which has implications for all marketers. Soon, cookie- and device-based targeting, frequency capping, measurement and attribution will break.Evolving privacy regulations and policy changes from browsers and device makers have sparked many proposed solutions to replace the third-party cookie — authenticated solutions,...

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The advanced marketing degree has become a remote-work option for marketers

Uncertainty has been the name of the game for marketers since March 2020. Even before the onset of the pandemic, senior marketers faced increased scrutiny: With an average tenure of only two years, they’re typically under pressure to be the business’s driving engine by securing a viable lead stream with high conversion rates. In some cases, marketers are under more pressure than sales teams to deliver solutions that keep revenue...