This week, Rob Armstrong popped into the data basement to chat with Brian and Adam for Part 1 of a three-part series on the cookieless future of data driven marketing - everyone's favorite topic.
Rob is the VP of Product at Eyeota, the leading audience technology platform enabling the intelligent use of data. Eyeota works with marketers, data owners and research companies to provide distinct, comprehensive and qualified audience data. Their technology platform transforms audience data so that organizations can make smarter business decisions, understand customers and enrich marketing strategies.
Here are a few highlights from Part 1:
Before digital came into play, people were just aggregating properties/ad real estate to sell to companies. for instance, "We will run our swimming pool ad in the lifestyle section of every local paper because it's the summer time."
Print ad specs were standardized.
Over time companies realized if they used computers, ads could be more efficiently managed.
Since its inception in 2009, real-time bidding (RTB) has become one of the most popular ways to purchase ad inventory online.
As ad media moved from physical space to digital space and analytics became more accessible.
The early 2010s were an exciting time of creativity - many new businesses emerged in the online ad space.
Retargeting soon became a strategy and a shiny new object. Today most marketers have budget for retargeting.
Audience innovation and lookalike models came next...powered by cookies.
A cookie, created in the mid-90s, is a file with a few strings of information that gets dropped on your computer. It that allows websites to provide you a better experience. Without a cookie, a site doesn't know who you are. They help recognize you and tie your activity back to previous activity.
The difference between 1st party and 3rd party cookies.
Ad buying became as dynamic as the stock market - there's a ton of science and logic behind it.
When you're on the cusp of innovation and are successful, it looks chaotic. The fact that it is chaotic is evidence you found something important.
As part of a digital technology shift, you tend to push the limits of technology.
Importance of free and open content in society. Can we save the open web?
A sneak peak in topics discussed in Part 2 of this series.