Category: MarTech Processes

November 23, 2020 by Michael Sweeney

The release of ITP 1.0 in September 2017 introduced a number of privacy-centric features that had an immediate and negative impact on behavioral ad targeting, frequency capping, measurement, and attribution.

October 22, 2020 by Michael Sweeney, Johanna Álvarez

Is attribution modeling really coming to an end with the death of third-party cookies?

September 25, 2020 by Michael Sweeney, Johanna Álvarez

Attribution modeling has no future. That’s one of the thoughts people had when Google Chrome announced its plans to shut off support for third-party cookies. The reasoning behind statements like this is pretty simple and it all has to do with the way attribution modeling platforms collect the data.

September 11, 2020 by Michael Sweeney, Johanna Álvarez

Many things have been said since Google announced it plans to shut off support for third-party cookies by 2022, from “cookies are dead” to “attribution modeling has no future”. Well, in part one of our three-part blog post series, we aim to shed some light on this topic and look at the role third-party cookies […]

June 3, 2019 by Michal Wlosik

As various technologies and tools rise to prominence and then fall from grace, the dominance of email remains unflinching. It’s not only the preferred means of communication today, but also consistently tops the list of best-converting marketing channels. Email automation allows marketers to schedule targeted messages or send them when a user performs a specific […]

September 20, 2018 by Michal Wlosik

Data is everywhere; the main challenge for marketers and advertisers is to know how to properly collect and leverage it. With MarTech platforms using data to display personalized messages in owned media, and AdTech platforms using it to display targeted messages in paid media, there is a strong push towards a single technology offering personalization […]

May 2, 2018 by Maciej Zawadziński, Michal Wlosik

As of 25, 2018, all companies that collect, use, process, and share data about EU citizens are required to comply with the General Data-Protection Regulation (GDPR) and implement new data-protection and security measures.

March 30, 2018 by Maciej Zawadziński

In the early days of online marketing, marketers were faced with the problem of having limited information about customers. Targeting possibilities were minimal and online advertising was more hit or miss than today. Now, the situation is completely different. We are dealing with an abundance of channels and sources of data, and the only problem […]

January 25, 2018 by Michal Wlosik

The line between AdTech from MarTech has blurred over the years. Have the two realms ultimately merged, or are we getting the dichotomy all wrong?

October 26, 2017 by Michal Wlosik

Content is certainly king, but it seems the long-held tenet of digital marketing needs a little tweaking; only immediately relevant content is king these days. As in the case of retargeting ads, we only respond to content that is easy to find and important to us. This does not only apply to text content, but […]