Can Sales Lift Measurement Reduce Ad Fraud Risk?

Marketers debate how precisely brands should target their digital ads. Meanwhile, numerous studies have proven the value and efficiency of being able to target people based on very specific data — such as the brand of soap they buy or the age and make of the car they drive — showing it to be more effective than general demographic targeting. However, ad fraud can undermine the surgical-strike efficiencies of well-targeted digital advertising without the proper measures in place to uncover and mitigate fraud risk.  ... Read more

2017 Benchmarks: The Big 9 Takeaways

by Chuck Moxley

Our 2017 Benchmarks captures key data points from 248 sales lift measurement studies, performed by Nielsen Catalina Solutions, involving 138 brands. When I say sales lift, I really mean sales lift based on honest-to-goodness actual in-store sales data, not guesstimated from having seen people visit a grocery store with their smartphone at some point. ... Read more

Are you leaving money on the table with your onboarder?

When talking casually or in meetings with marketers, I often hear that they’d like alternatives to the few stalwart data onboarding solutions –  those whose roots predate the growth of mobile. They want to know what, if any, alternatives exist to these traditional onboarders, especially when it comes to mobile-focused, or mobile-device-inclusive, audience identification and targeting. They wonder if they are leaving money on the table with existing onboarding solutions.  ... Read more

Welcome to Our Party, Facebook!

by 4Info facebook, "people based marketing", personalization

For years, digital marketers have been hell-bent on getting more and more precise in ad targeting. Facebook’s push for “people-based marketing” over the past few years has caught on, with everyone jumping on the zeroing-in bandwagon: recognizing and reaching specific individuals with specific messages. ... Read more

A Location Data Gut-Check

by Kirsten McMullen, Chief Privacy Officer "ad age", "location data", mobile, privacy
A Location Data Gut-Check

The advertising industry’s use of location data has quickly moved from
... Read more

Privacy worries? You’re not alone.

by Kirsten McMullen, Chief Privacy Officer Google, "mobile advertising", privacy
Privacy worries? You’re not alone.

Most consumers are not aware of what data they’re sharing and how it may be used. ... Read more