Publicis Groupe, the global marketing and communications company, has announced a partnership with The Trade Desk to create another alternative to third-party cookie-based addressability.

The move will give The Trade Desk access to Epsilon’s database of billions of consumer transactions as well as household data, demographics and interests. Publicis acquired Epsilon from Alliance Data Systems in 2019 for $3.95 billion. Publicis clients will get access to The Trade Desk’s DSP to run digital campaigns.

Why we care. Another week, another partial solution to the problem of addressability outside the walled gardens. How many more initiatives and partnerships will we see? Given the Publicis Groupe’s ranking among agencies (top four), Epsilon’s ranking as one of the world’s largest data brokers, and The Trade Desk’s prominence as a DSP, this is an important one. 

Read More

Each social media platform has different features, serves different purposes, and most importantly, connects with a different audience. Understanding the differences between each platform and how you can best reach your business’s demographic is the key to successful social media marketing.

Read More »

Predictive analytics firm AnalyticsIQ shared with us a sneak peek at a new report on TV watchers’ habits. (You can see some of their other research here.) AnalyticsIQ tapped into its database of over 241 million individuals and 118 million U.S. households. The data specifically zeroes in on those who are more likely to use Roku and other services like Apple TV this year, which represents 76% of those individuals in the database.

Of those more likely to watch their content on these services:

• their average age is 31, and they are likely to have started families;
• they’re 133% more likely to have 0-2 year olds in the house, and 58% more likely to have 3-5 year olds;
• they’re 438% more likely to be renters and looking to buy a home in the next 3-6 months;
• they’re 49% more likely to be early adopters of technology;
• 8% more likely to own 4+ TVs in the household and
• 38% more likely to enjoy Sci-Fi shows.

Why we care. The streamers are spawning. They’re buying truckloads of diapers and tech toys and, possibly, a house. When marketers imagine the household to which they are advertising through streaming, they should keep in mind the prevalence of the large screen on the wall. One might think that linear TV viewers and cable subscribers are the ones with all the TVs set up in every room and that the streamers are more tablet and mobile on-the-go viewers. And that would be shortsighted. The streamers have at least as many big (and medium-sized) screens in the home. They are slightly (8%) more likely to have 4+ TVs there. What’s more, they’re addressable, without headaches over cookies.

Have you ever looked at SERPs, keyword trends, and behavior on your website, and wondered if you could predict how adding new pages would impact how often organic visitors from your website are converted to leads? Or wondered if you could pick up on industry trends in SERPs before your competitors? These questions are all part of data SEO. Data SEO is the rising field that brings data science methods of analysis to SEO. Learn how it can evaluate, predict, automate, or even influence different tasks or phenomena in SEO.

Learn more »

Recently we spoke with TransUnion about what their announced data collaboration with Blockgraph would mean for marketers and the streaming world, as a whole. As we mentioned in our coverage, TransUnion acquired identity resolution company Tru Optik last year. Tru Optik’s identity resolution is geared toward OTT, CTV and streaming audio.

Now they’ve announced a partnership with MediaMath, the adtech platform and DSP. Their redesigned SOURCE infrastructure provides access to premium CTV inventory. Part of the pitch is that MediaMath also offers complete fee visibility for agencies and advertisers, as well as brand-safe and sophisticated fraud protection. Access to this kind of inventory, when linked with Tru Optik’s privacy-compliant targeting, will allow advertisers to drill down to specific devices segmented by behavioral metrics, interests and demographics. 

Why we care. Because Tru Optik’s Household Graph comprises 80 million households, advertisers can serve relevant ads that fit the high-quality premium content their audiences are watching. This adds value and scale, which will only attract more revenue to the growing streaming landscape. For viewers, there will be less risk of getting alienated by off-base ads. In the middle to long term, the actual viewing experience will be like traditional linear TV, or better.

Join us online at SMX Create — this coming Tuesday, April 13 — to learn how to craft content, copy, and creatives that drive more traffic, leads, and conversions.

Register Now »

“Widest adopted cookieless IDs in market as of 4/8/21, ranked by volume of presence within ad requests: Unified ID 2.0, LiveRamp IDL, LiveIntent Non-ID, ID5, Prebid SharedID.” Chris Paquette, CEO, DeepIntent