paid search strategy

How to audit your paid search strategy and make sure you’re not wasting money

By Audience Insights, Data

Let’s talk about a free paid search audit. You know that paid search is vital to finding your next customer. And you’re familiar with the essentials of doing it right. But you still have specific questions about your paid search account and whether you’re capturing as many customers as possible with the budget at your disposal. Are you reaching the right people? Are your campaigns as targeted as possible? Where are you wasting valuable marketing…

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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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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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What happens when a mobile app is non-compliant in its data policy?

By Data, Privacy

You’ve got a mobile app and lots of happy users. That’s good. But one surefire way to submarine this good thing is to be non-compliant in your data privacy policy. Not only would you erase any goodwill with your users, but you might also be fined by regulators. Let’s take a closer look at the consequences of non-compliance, so you can better avoid that scenario. What are the penalties for violating privacy regulations? If you…

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PII vs. non-PII data: what the heck is the difference?

By Data, Privacy, Targeting

There are two types of data in this world: the data that can identify an individual, and everything else. When it comes to data that can identify people, think things like postal addresses and phone numbers. When it comes to “everything else,” think IP addresses and location. One data set identifies an individual. The other doesn’t, but still provides information that’s useful for a marketer, an app developer, or a news website looking to optimize…

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How to segment your audiences, attract new users, and make more money

By Data, People-Based Marketing, Segmentation

You’ve got data. That’s good. You know how people use your app. Or maybe you know what articles they enjoy on your website. Or the levels in your online game they like playing the most. But now you want to do more with that data. Maybe you’re Instagram, and want to increase engagement on live video. Or you’re the Washington Post, and want to get articles about “Game of Thrones” in front of people who…

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Be honest with your users about how you use their data. They’ll love you for it.

By Data, Privacy

Privacy matters. All you have to do is look at the recently-launched “Privacy Project” from The New York Times. It’s an ambitious — and ongoing — examination of privacy in an increasingly digital world. The Times is dedicating enough resources to the project that they’ve given it its own website and Twitter account. Or look at Apple’s most recent marketing campaign (“Privacy. That’s iPhone.”). In a series of humorous quick-cuts in bathrooms, cars, and any…

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Auto dealers: follow these 8 golden rules for digital marketing

By Auto, Data, Email, Marketing

Al Khouri knows how quickly a talented car dealer can go extinct. He watched the internet turn a whole generation of them into dinosaurs. “What worked for them for years,” he said. “No longer worked for them.” Khouri, the general manager of DCH Millburn Audi in Maplewood, New Jersey, knows that dealers used to wing it. Maybe they’d run some radio or TV, or announce a sale in the newspaper. It was always enough. Until…

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