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Attribution: ‘Stitching’ sessions together gives a unified view on ad spend across Facebook and Google

Bad data misleads marketers into making poor decisions and up to 80% of the information brands feed into analytics tools is “not fit for purpose”. That was the stark warning delivered to delegates at Econsultancy Live by Chris Liversidge, CEO and founder of QueryClick. Watch the Econsultancy Live session, ‘Merging Facebook Into Paid Channels To Reach A Single Truth’, on demand His presentation laid out a scenario familiar to...

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Data trends in 2021: the expert view on cookies

The steady crumbling of the third-party cookie dominated advertising headlines throughout 2019 and the beginning of 2020. While it was by no means the first time the future of third-party tracking cookies had been called into question, in 2019 the death knell seemed to sound louder and louder with every development: from the release of Apple’s Intelligent Tracking Prevention (ITP) 2.1 for Safari in March, to the stringent new...

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Views From the Buy Side: Opportunities in a Cookieless World

I began my career as an integrated media strategist at one of the Big 6 Agencies. “Integrated” meant I planned and bought TV, radio, print, OOH, and direct digital. For digital, think homepage takeover of  The New York Times or evergreen buys with relevant local publications—static 300x250s for the sites of newspapers where we’d bought space in the print version. Sounds archaic, I know.  My clients ranged from expensive home...