The secret sauce in identity resolution? Location-based data

By | Geofencing, Mobile, Targeting

Location data: it’s useful. C-suite execs use it to identify new markets and improve customer service. Retailers use it to understand who comes to their store. Car dealers use it to know if you’ve been near one of their lots lately. It’s an essential tool in any marketer’s arsenal, providing insight into user behavior, consumption habits, and identity. That last one is key: location-based data is an essential tool in identity resolution, one of the…

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We’ve joined the Digital Advertising Alliance. Here’s what that means.

By | Data, Marketing, Privacy

Transparency. Accountability. Control. All important things, especially in a world where some publishers and ad tech vendors place a less-than-ideal emphasis on user privacy. But around these parts, we take users’ privacy seriously. The only good privacy policy is one in which you’re completely honest with your users, and we’ve long advocated for unified national privacy law. Which is why we’re excited to announce that we’ve joined the Digital Advertising Alliance. The DAA is a…

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You can now build reliable global audiences and target them at scale. Here’s how.

By | Data, People-Based Marketing, Privacy

You want to build a global audience. You want to make sure it’s full of real, verified people. You want to perform U.S.-style ad targeting in countries outside the U.S. All valid objectives. But up until recently, you may have faced obstacles. Perhaps your global data was sparse or didn’t come from reliable sources. Perhaps you didn’t have global data at all. Maybe you weren’t able to correctly identify your global audiences across the litany…

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How to hire the next generation of government workers

By | Multi-Channel, People-Based Marketing

In its attempts to recruit younger workers, the government is facing some challenges. Since the 1980s, the median age of the federal workforce has climbed from 30 to 42. Around 7% of the federal workforce is under the age of 30. According to LinkedIn, “government” is one of the industries losing the most millennial job switchers. According to the 2018 Federal Workforce Priorities Report, agencies faced a host of problems in recruiting and hiring new…

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The Fourth of July marketing guide

By | Audience Insights, Email, Multi-Channel

Coming soon: fireworks. And hot dogs. And burgers. And lots of red, white and blue tank tops. Oh, and an effective July 4th marketing campaign from your brand, agency, retailer, or charcoal, gas, or electric grill company. Yep, Independence Day is approaching fast. Anyone looking to market something — from gyms with summer specials to auto dealers looking to move metal — should have a plan in place. Whether you have goods to sell or…

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When the 5G wave hits, it will make identity resolution more important than ever

By | Mobile, People-Based Marketing

5G is going to be a big deal. It’s predicted that over 1.4 billion devices will be running on the fifth-generation network technology by 2025. According to PCMag, you’ll be seeing the first big 5G applications to pop up around 2021 or 2022. Before that, you’ll see wireless carriers mentioning 5G as they compete for space in consumers’ minds. 5G will also make identity resolution — already a difficult issue for marketers — that much…

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How to market cars to Generation Z

By | Auto, Multi-Channel, Segmentation

Let’s start with the good news. Generation Z wants to buy cars. When the time comes, 92% of them want to own one. Now, for the slightly-more-difficult news: in general, they expect a shopping experience different from anything that has come before. Gen Z, that technology-ensconced group born between 1995 and 2009, is its own beast. They’ve never had to use a dial-up modem to download music on Napster. They don’t really remember a time…

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Five ways to use Instagram for your Father’s Day marketing campaign

By | Marketing, Media, Social Media

People like to spend money on dad. Sure, they don’t spend quite as much on him as they do on mom. But Father’s Day still presents a formidable haul for brands, retailers, and marketers (anyone with something to sell, really). According to the National Retail Federation, Father’s Day spending was tracking at $15.3 billion in 2018. More than 77 percent of Americans celebrate the holiday, with consumers spending an average of $133 per person. Being…

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This was the most important conversation at the LUMA Digital Media Summit

By | Data, Marketing, Privacy

On May 14, we attended the Luma Digital Media Summit, an event that separates itself from similar events through its sheer volume of heavy-hitters, and the ideas these heavy-hitters bring to the table. There were CEO’s, COOs, and EVPs from The New York Times, Axios, Snap, Verizon, Accenture, Publicis, and GroupM, among others. The keynotes and firesides had information — good information — and, in general, we can report that the future of the digital…

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Mobile Advertising IDs, explained

By | Mobile, People-Based Marketing, Privacy

You want to create the best experience possible for your users and make sure they’re getting served with ads they actually care about. That can get tricky on mobile devices. Enter the MAID. Mobile Advertising IDs — or MAIDs, for short — are strings of digits assigned to mobile devices. Android assigns them. So does Apple. If you’re into cooking, news apps use them to float food-related content to the top of your feed. Instagram…

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