Inside AB InBev’s Strategy For Tapping Into First-Party Data
Pour one out for third-party data. These days, AB InBev’s digital marketing strategy is built squarely on first-party data.
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4A’s Measurement Committee Says New Currencies Aren’t Ready For Prime Time – Yet
The 4A’s measurement committee, a working group for marketers and media buyers to discuss their opinions and concerns about video ad measurement, has some thoughts on the status of alternative TV currencies.
How Chinese Sellers Are Quietly Reshaping US Consumer Habits
American consumers are buying more and more online products directly from Chinese manufacturers. It’s an important change, though many online shoppers are unaware.
T-Commerce Vs. Shoppable TV
Television commerce, or T-commerce, is similar to shoppable TV: both refer to buying something you see on television. But shoppable TV is far more nascent – and also has different implications on attribution.
Why White Claw’s Parent Company Is Pouring Investment Into Headless Commerce
A booze brand and a “headless commerce” platform walk into a meeting with the CFO. That might sound like the setup for a punchline, but it’s just how mar tech works these days.
As MMM Rides Again, Google Finds Its Place In The Conversation With Meridian
Tracking is a mess. Attribution is broken beyond repair. IP address identity data may go the way of the dodo. Which means marketing mix modeling is back, baby!
The Rise Of Ecommerce Ad Metrics
As ecommerce adoption has grown, measurement has shifted away from proxies towards metrics that show business results – a move away from clicks and views towards sales and profitable growth.
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Turning Signal Loss Into A Gain
Cookie deprecation and the reduced availability of mobile ad IDs is rocking the ad tech ecosystem. But signal loss is also an opportunity for a younger company to build new privacy-preserving targeting technology and grab market share, according to Remco Westermann MGI CEO.
The Big Story
One side effect of signal loss? Media mix modeling is coming back in fashion. Google’s Meridian is the latest entrant in the MMM space, which is being embraced by large ad platforms and startups alike. Plus: As Differentiating between shoppable TV and T-commerce.