Marketers Shift to IP Address Band-Aids Amid Cookie Deprecation
As Google continues to deprecate third-party cookies in Chrome this year, many marketers plan to rely on IP addresses to target audiences.
Vote for SOW Reform to Stop Agency ‘Manslaughter’
Performance Marketing
Even as digital marketing was born — websites, search, email — were often described, rightly so, as “direct marketing on steroids.” But Google didn’t invent analytics.
In Praise of a ‘Workhorse’ — by Identifying One
Performance Marketing
The real workhorse of data-driven marketing — and perhaps soon all of advertising (or branded storytelling, some industry folks now eschew the term “advertising”) — is neither digital display, television [...]
A Revenue Marketing Journey: The Conclusion
Performance Marketing
Sixteen months ago, we started the revenue marketing journey together. We defined revenue marketing as the combined set of strategies, processes, people, technologies, content and result measurements across marketing and [...]
Europe’s Forthcoming Data ‘Freeze’ and Why We Need to Care
Performance Marketing
European policymakers are transfixed with setting personal information controls on the private sector, and — beginning May 2018 — will give its citizens “default” power to shut down all such [...]
Where Will You And Your Magazine Business Be in Five Years?
For the record, I stay up to date on many blogs, threads, and various news chains. One of these news sources asked a typical but still important question a few [...]