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After a long period of ambiguity and diversion Google yesterday announced that their browser Chrome will in fact continue to handle 3rd party cookies into the future
Rob McLaughlin, founder and CEO of AUDIENCES takes a look at the competitive advantage first-party data can provide, expanding on how both advertisers and publishers can capitalise on it
In this feature, Rob McLaughlin, founder of AUDIENCES, discusses the importance of interoperability when harnessing first-party data
Ciaran O'Kane is joined at the legendary ExchangeWire whiteboard by Rob McLaughlin, founder and CEO of AUDIENCES, to discuss the power of first-party data.
Marketing and advertising technologies have long been associated with lengthy lead times... not AUDIENCES.
Leading omnichannel retailer Pets at Home is shortlisted by the DMA within its highly prized 'Media Strategy' category. Building a 1st party driven media strategy is a cornerstone of Pets at Home's success, enabled by AUIDENCES.
AUDIENCES are excited to announce that our client Parkdean Resorts has been nominated for the best Data-Driven Marketing campaign 2024 by Marketing Week!
Conversion APIs - the key to identifying interest, intent and motivation in audiences remains key. Informing advertising platforms of campaign objectives
Advertisers and publishers are increasingly turning to their 1st party data as the source of customer identity.
AUDIENCES is excited to announce the completion of an investment round led by Haatch.
With advertisers and publishers facing the increasing need to establish addressability across advertising mediums, industry leaders AUDIENCES & InfoSum
Advertisers and publishers are accelerating the rate at which they bring 1st party data to advertising and increasing the depth of intelligence which
Protecting consumer privacy and the handling of data continues to be a defining factor in modern marketing on both sides of the Atlantic.
Advertisers have been grappling with the changing eco-system surrounding identifiers and specifically 3rd party cookies for several years now.
Launched this month 'Demand Gen' brings a powerful new top-mid funnel approach which leverages look-a-like methodogies to drive brand awareness and consideration in an increasingly focussed and optimisable direction.
A recent article in The Drum by Damon Reeve, CEO of Ozone, articulated a theme which has been core to our founding story at AUDIENCES. Reeve incisively makes the case that with it's changes to Chrome, 'Google is driving the digital change that GDPR couldn't'.
Addressable TV advertising continues to gain traction on both sides of the Atlantic and the latest research from the US only goes to demonstrate the impact it will have on media planning & activation.
In his article last month Tom Zawacki built the case for brands accelerating their 1st party data capabilities in the face of challenges across consumer privacy, customer engagement and marketing effectiveness.
A recent industry white paper & playbook from AUDIENCES partners Deloitte & Meta provide comprehensive frameworks that empower advertisers to build a first-party data strategy into their marketing mix.
Recent research from SimilarWeb (via Digital Information World) sees brands and their agencies embracing Snapchat, TikTok & Pinterest in the quest for reach and engagement with relevant audiences.
News broke last week of a lawsuit which pitted Saleforce against one it's former VPs of Product Management. The lawsuit relates to claims made at Salesforce's September 2022 Dreamforce conference that its new customer data platform “Genie” operates in “real time,” despite the technology not having real-time capabilities.
Leveraging 1st party customer data is an increasing priority for business-to-business (B2B) marketers, alongside their consumer oriented counterparts.
Increasingly brands are able to leverage data to create predictive and performance enhancing models through the use of artificial intelligence and machine learning. AUDIENCES provides the fast-track for activating these model outputs across the advertising eco-system enabling these powerful insights to inform media buying at scale.
Creating cross-channel strategies which leverage a range of partners and publishers within each channel is a core element within media planning. Advertisers and agencies increasingly looking to 1st party data to secure their growth and effectiveness objectives and interoperability across channels and partners a powerful capability.
AUDIENCES is not a data processor - This singular fact has enabled many leading brands find a security & privacy compliant solution for getting 1st party data to advertising
With the adoption of GDPR & CCPA compliance, businesses have made significant investments in collecting and managing marketing permissions across their various channels and activities. Respecting customer's consent to be marketed to is at the forefront of the modern data-driven marketer's mind.
Advertisers are pushing to address the challenges of a changing digital eco-system. With addressability compromised by the depreciation of 3rd party cookies and wider industry change brands and their media agencies increasingly look to the role of 1st party data in driving performance.
Welcome to 2023. Still no hoverboards or alien invasion but in other areas the future is now.
Brands are increasingly looking to bring their 1st party data to advertising, driving addressability in digital. Most brands have a range of physical and digital data sets which are valuable sources for audience building and for marketers to leverage for performance.
The 'similar audiences' and/or 'similar segments' features will be removed from Google Ads as of May 2023 and a host of new 1st party data hungry approaches are being promoted to provide marketers with powerful campaign tools to drive addressability.
Brands are increasingly feeding 1st party data into paid advertising, realising the benefits of exclusion, inclusion & look-a-like audiences.
Throughout 2022 retail media featured as a major trend and it only looks to continue through 2023 and beyond. Brands are increasingly looking to access these powerful networks of customers within a context which is primed for commerce.
Brands are increasingly syncing their first-party data with TV platform registration data in a secure and GDPR compliant environment to reach existing or new customers.
Facebook and Instagram's parent company Meta this week was handed down a combined €400mn in fines in regards to breaching EU privacy rules. As widely reported, this action may influence how advertising across Meta's platforms leverages user data.
The industry has been rocked by the revelations exposed through the report from Adalytics
The demise of 3rd party cookies is well chronicled and AUDIENCES clients have often sighted these industry changes as a key reason to activate 1st party data in digital advertising. Our team sat down and consolidated information from across the technology eco-system to create a concise timeline for these changes, inclusive of Google's latest announcement.
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