• First-party data 101: How self-declared data boosts performance, quality, and targeting

    There’s a revolution taking place in digital marketing. For all its virtues, digital has largely been a discipline based on probabilistic targeting. Marketers track cookies, drop pixels, and craft segments in an inexact effort to target the consumers they want to reach. But thanks to the great duopoly of Facebook and Google, segments are out, deterministically targeting verifie ...

    Digiday- 12 readers -
  • First-party data will fuel the final frontier of digital marketing

    … Jordan Cohen, CMO, Fluent We’re drowning in data. Ad tech scrapes up the tiny particles of information that digital consumers leave behind, then assembles them into an approximate picture of a person. But why bother using probabilistic data, making assumptions about the consumer when you can just ask them? Self-declared data has been…

    Digiday- 18 readers -
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