Topic: first-party data
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Unlock AI Ad Success with First-Party Data
First-party data, collected directly from customers, is the essential fuel for AI-driven advertising, enabling optimization for genuine profitability over superficial metrics. This owned data provides a competitive edge by allowing AI to prioritize high-value users, improving conversion quality a...
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Google Unveils Data Manager API for Developers
Google has launched a new Data Manager API to simplify how advertisers integrate their customer data directly with Google's AI advertising platforms, aiming to improve campaign measurement and targeting. The API consolidates multiple technical connection points into a single interface, reducing e...
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Unlocking First-Party Data Success: Why Businesses Struggle
Many businesses struggle to fully utilize first-party data due to fragmented technology, misaligned structures, and organizational resistance, despite its growing importance in a privacy-focused digital landscape. Success with first-party data requires breaking down both technological and cultura...
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The Post-Cookie Playbook: Why Your Own Customer Data is Now Marketing Gold
The digital marketing terrain is undergoing a seismic shift. For years, marketers relied heavily on third-party cookies to track users across the web, building profiles and targeting ads.
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Privacy, Not AI: The Marketing Shift You Can't Ignore
The most critical shift in marketing is the rise of privacy regulations and the decline of third-party data, requiring a strategic pivot to consent-based customer relationships for long-term success. Marketers must prioritize collecting first-party data directly from customers and adopt privacy-c...
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GrowthLoop Aims to Boost Retail Media Revenue for Retailers
GrowthLoop's new platform helps retailers efficiently organize and activate their first-party data to scale media sales and drive revenue through retail media networks. The platform integrates with major data clouds and uses AI tools to automate audience segmentation, enabling agile campaign exec...
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Mastering Identity in a Cookieless, Compliant Era
The decline of third-party cookies and new privacy laws are forcing brands to shift from external data to building marketing strategies on trust and first-party data. A key conference session will provide practical strategies for responsible marketing, focusing on scalable first-party data and id...
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StackAdapt Launches All-in-One Martech Suite
StackAdapt has launched an integrated martech suite combining email marketing, first-party data activation, and programmatic advertising into a unified platform to streamline multi-channel campaign management. The platform bridges gaps between paid and owned media by using real-time behavioral tr...
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AI Search: The New Brand Visibility Battlefield
The rise of AI answer engines like ChatGPT is driving a shift from traditional SEO to Generative Engine Optimization (GEO), a new discipline focused on securing accurate brand representation in AI-generated responses. Brands are prioritizing in-house GEO expertise and investing in high-quality, t...
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15 Must-Ask Digital Marketing Interview Questions for 2026
The article emphasizes that hiring a modern digital marketer requires evaluating strategic thinking and adaptability, not just technical skills, to connect tactics with business results and navigate industry changes. It outlines tactical interview questions to assess hands-on expertise with tools...
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CTV in B2B Marketing: Essential for 2026 or a Budget Drain?
CTV offers B2B marketers a strategic opportunity to build brand awareness, offset rising acquisition costs on saturated channels, and gain an early-adoption advantage before competition potentially increases prices. Success with CTV requires strong foundational marketing elements, including clear...
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Conversational AI's Impact on Paid Search Economics
Microsoft Copilot is transforming digital advertising by using conversational AI to turn detailed user queries into intent-rich signals, significantly increasing return on ad spend by understanding nuanced context rather than just keywords. This approach leverages Microsoft's vast first-party dat...
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2025 Holiday PPC: Master Bidding, Budgets & Audiences
Start PPC campaigns early, as consumer research begins in October with extended browsing phases leading to holiday purchases, requiring marketers to nurture early intent while preparing for compressed decision-making. Use smart bidding strategies tied to profitability, applying seasonality adjust...
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Unlock Your Hidden Data: The Marketer's Untapped Goldmine
The core challenge in marketing is not data collection but effectively activating insights through better collaboration, data hygiene, and resource application. Key barriers to data use include poor integration, siloed systems, and low data quality, which prevent clean and trustworthy information...
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Stop Treating Martech as a Cost Center: AI Changes Everything
Many companies view marketing technology as an expense rather than a strategic driver, with 65% of organizations having underdeveloped capabilities despite the growing market. Key organizational failures include lack of C-suite ownership, complex technology stacks hindering customer connection, a...
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OpenAI vs. Google: The AI Advertising War Begins
The digital advertising landscape is shifting as OpenAI and Google develop distinct AI-integrated ad models, with OpenAI focusing on subtle, conversational ads within ChatGPT and Google embedding AI across its commerce-driven ecosystem. OpenAI's strategy emphasizes transparent, contextually relev...
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Google's Privacy Sandbox: What You Must Know Before It's Gone
Google has discontinued its Privacy Sandbox initiative, ending efforts to replace third-party cookies with privacy-focused advertising technologies and reversing its plan to phase out cookies in Chrome. The decision followed regulatory scrutiny and industry criticism, with concerns raised about a...
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Unlock Performance Gaps with Customer Analytics
Traditional marketing metrics focus on channel efficiency but overlook the key drivers of sustainable growth: the customers themselves. Customer analytics uses first-party data and AI to shift focus from channels to people, enabling predictive insights and tailored engagement strategies. Implemen...
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CMOs' Toughest Year: Key Challenges & Lessons
The past year has been highly challenging for CMOs due to shifting consumer behaviors, economic volatility, and rapid technological change, requiring quick adaptation to thrive. Consumer expectations have evolved, with digital adoption making personalized experiences essential, and platforms like...
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Google Remarketing: Smart Investment or Money Pit?
The Google-engaged audience is a pre-built, zero-setup remarketing segment that automatically includes users who clicked to your website from any Google-owned property (like Search, YouTube, or Shopping), leveraging Google's first-party data for reliability. Key limitations of this audience are i...
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Intent-Based Marketing: Target Ready Buyers Now
Intent-based marketing targets prospects actively showing online buying signals, using first-party data from direct website interactions to ensure respectful and personalized engagement in a privacy-conscious landscape. Effective implementation relies on a Smart CRM with AI automation to identify...
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PPC 2026: AI, Automation, and the Battle for Clicks
AI is reshaping PPC advertising by automating campaign management and creative tasks, requiring advertisers to adapt strategically despite reduced transparency and control. Professionals are leveraging AI tools to save time on tasks like keyword research and ad copy, but human oversight remains e...
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Instacart Integrates Retail Media Targeting with TikTok Ads
Instacart has become the first retail media network to integrate directly with TikTok Ads Manager, enabling CPG brands to use Instacart's first-party data for targeting and shoppable ads within TikTok. This partnership allows brands to connect social media interactions directly to grocery purchas...
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Pinterest Beta Tests New "Top of Search" Ads
Pinterest is beta testing "Top of Search" ads, which appear prominently within the first ten search results to target users actively seeking ideas and products. These ads are performing strongly, achieving a 29% higher click-through rate and being 32% more effective at attracting new customers co...
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The Future of PPC: AI, Visuals, and New Ad Formats
The PPC landscape is evolving beyond text ads, demanding a strategic blend of human creativity and AI automation to succeed across diverse new formats like interactive showrooms and integrated gaming ads. Visual content is now essential at every marketing stage, with AI platforms requiring a rich...
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Personalized Search: How Brands Can Adapt to User-Specific Results
Search results are now highly personalized, varying by user and location, making consistent brand visibility a major challenge for marketers. The rise of generative AI and social media for discovery has shifted focus from traditional SEO to managing brand perception across countless unique user j...
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Unlock AI Transformation with Smart Customer Data
Australian companies face intense pressure to meet consumer demands for personalization, but AI adoption remains low with only 8% of local brands embedding it into core processes. Key barriers to AI implementation include limited technical expertise, high costs, and fragmented customer data, with...
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Spotify Opens Ad Space to Amazon and Yahoo
Spotify is expanding its advertising reach by partnering with Amazon DSP and Yahoo DSP, enabling brands to programmatically purchase ad space across its extensive user base in multiple international markets. The company is enhancing ad effectiveness in Europe through a collaboration with ID5 for ...
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Omantel & Publicis Groupe Launch Oman's First AI AdTech Platform
Omantel and Publicis Groupe have launched Oman's first AI-powered AdTech platform, aligning with Oman Vision 2040 to advance the nation's digital economy through a data-driven advertising market. The platform enables real-time campaign execution and measurement for brands, while providing publish...
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GA4: The State of Marketing Analytics After 5 Years
Google Analytics 4 (GA4) has become the standard for digital marketing analytics, replacing Universal Analytics with an event-driven model that emphasizes cross-device tracking and privacy compliance, despite a challenging transition and steep learning curve for users. The platform has faced crit...
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Google Ads Cuts Audience Targeting Limits
Google has reduced the minimum audience size to 100 users across all its ad networks and tools, making sophisticated targeting accessible to small businesses and niche marketers. This change allows for the creation of hyper-specific audience segments and enables their use in targeting, remarketin...
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