After years of working at agencies in the digital media industry, Helene Parker decided to forge her own path and build a programmatic consultancy in 2019. In the few years since she became an entrepreneur, Helene has gained hard-and-fast insights about what works best to grow her business.
In this episode, Parker shares critical professional lessons to engage and retain clients, advice for anyone thinking of starting their own programmatic consultancy, and reflections on the upsides of leaving the traditional nine-to-five.
We get it: the end and the beginning of the calendar year are high-pressure, fast-moving times. Not only are you monitoring big-budget holiday campaigns for your clients and setting goals for the year ahead—you're also scrambling to secure everything on your holiday gift list (during a supply chain crisis, no less) and checking the latest recommendations on how to gather safely with family and friends.
It’s a lot—so we won’t waste any more of your precious time. Get a head start on what’s going to be important in the upcoming year by checking out Basis’ four quick tips for marketing success in 2022.
Our industry is experiencing a purgatory of sorts. While the cookieless future hasn’t yet arrived, data privacy is top-of-mind and marketers must begin transitioning to new identifiers. The key now is to stay informed—understand how cookie loss will impact your media performance, explore new identity solutions, and test alternate solutions to learn how they’ll impact campaign goals.
Decentralized finance (DeFi) applications such as blockchain, cryptocurrencies, and NFTs present enormous opportunities for marketers. DeFi has the potential to eliminate some of the biggest areas of friction in the world of advertising, including consumer privacy, ad fraud, and time-consuming manual processes. Don’t ignore this area of innovation just because of any weird headlines you may have seen—in the coming years, it could revolutionize the marketing space.
Consumers now expect a seamless experience—be it virtual, in-person, or a blend of both. As big tech invests heavily in the metaverse, more and more brands (including Walmart, Burberry, and IKEA) are tapping into augmented reality (AR) to facilitate engaging customer experiences. In 2022, we recommend evaluating your customer journeys and thinking about how virtual and hybrid offerings can reduce points of friction.
Against the backdrop of a global health crisis, the Great Resignation, and the supply chain crisis, it’s increasingly important for brands to demonstrate their values, community, and culture—and customers expect it. In 2022, advertisers should evaluate their “brand heartbeats”—a term that encompasses both customer experience and brand ethos—to foster genuine connections with their audiences.
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For an in-depth analysis of each of these four trends, check out our 2022 Trends: Our Frictionless Future webinar.
Change is constant. Consumers’ preferences are always evolving, and this nearly two-year long global pandemic has accelerated that evolution and brought about major shifts to many elements within the digital marketing world.
Now, digital marketers, businesses, and brands alike must take bigger moves and more creative, automated, authentic, and inclusive ways to connect with their audiences.
Want to stay ahead of the curve? Read through these trends to know and watch as you strategize for a successful 2022.
66% of voters in the U.S. support adult-use legalization, and 91% support medical marijuana. As of August 2021, eighteen states have legalized adult use, and more than 40 have medical marijuana laws.
While the eventual federal legalization of cannabis is inevitable, marketers today must navigate a complex advertising landscape. Multiple sets of regulations stack up, from federal and state governments to individual advertising channels. Even if an ad passes all those layers of regulation, it can still be denied —for any reason—by a publisher.
Marketers in this space are tasked with more than just selling a strictly regulated consumer good. Their job is to educate, change minds, and reframe stigmas about cannabis use. It’s a tall order—but as the cliché goes, diamonds are made under pressure.
Read on to learn how marketers can effectively navigate the challenges of cannabis marketing in the U.S., in order to take full advantage of its many opportunities.
2021 was a banner year for consumer privacy.
Since the twenty-teens, the increasing consumer skepticism of tracking and targeting technologies, coupled with privacy protection measures taken by government bodies and tech companies, has felt like a slow but steady trickle.
In contrast, 2021 opened the floodgates. In January, Google announced public testing of its Privacy Sandbox initiative. In April, Apple released iOS 14.5, granting iPhone users the ability to opt out of app tracking. In June, Google adjusted their timeline for phasing out third-party cookies.
As consumers, tech companies, and government regulators continue to create the new normal of privacy in advertising, there’s a lot for advertisers to track and consider. If you're looking for a one-stop-shop to help you thoroughly understand the consumer privacy landscape in 2021 and beyond, start by reviewing the articles below—a comprehensive listing of Basis’ identity-related content from 2021.
Editor’s note: Basis Technologies rebranded from Centro in October 2021.
Check out this visual explanation of consumer privacy issues and solutions within the advertising industry.
In this Basis Institute webinar, Basis CEO Shawn Riegsecker and IAB Tech Lab’s Alex Cone weigh in on how marketers can harness forthcoming changes to consumer privacy.
Senior Director of Product Management at the IAB Tech Lab, Alex Cone, answers three broad questions about the future of identity.
Basis’ General Counsel, Derek Zolner, discusses frameworks for how marketers should—and shouldn’t—think about the future of consumer privacy.
Basis CEO Shawn Riegsecker penned this open letter to the industry in March, explaining why shifts in consumer privacy are opportunities to better ourselves as marketers.
In this episode of AdTech Unfiltered, Pedro Pavón, who oversees privacy, data policy, and advertising at Facebook, shares his views on consumer privacy laws and how advertisers should plan for a cookieless future.
Check out these three key points that marketers must understand in order to plan effectively for the future of identity.
Learn about three groups working toward innovative identity solutions.
Looking to understand the history of consumer privacy? Take a walk down memory lane to learn how we got to where we are now.
Here’s everything you can do to prepare your DSP, social, and search campaigns for the iOS14 and the loss of third-party cookies.
In this Basis Institute webinar, Basis’ Director of Media Systems, Ken Rood, offers specific action plans for how to prepare programmatic, search, and social campaigns for a future with different identifiers.
Is Google FLoC the replacement for third-party cookies that advertisers have been searching for?
A comprehensive guide to understanding and planning for a future with different identifiers.
When news broke that Google was delaying the implementation of third-party cookie blocking in Chrome until late 2023, Basis’ VP of Product Marketing, Aubrey Lehrmann, penned a response on what the development means for our industry.
Five quick tips for succeeding in a privacy-first future.
In this episode of AdTech Unfiltered, Angelina Eng, VP of Addressability and Measurement at the IAB, shares her thoughts on the technical maneuvers that advertisers must take on to navigate a rapidly approaching future with far fewer reliable identifiers.
In this Basis Institute webinar featuring LiveRamp’s Travis Clinger, learn what it means to build first-party relationships with consumers and why it is imperative to create an ecosystem built on trust.
The discussions at this year’s Programmatic I/O event focused largely on one theme: identity solutions for the cookieless world.
For the most part, current identity solutions fall into three categories: Addressable identity solutions, contextual advertising, and cohorts/Google’s Privacy Sandbox. This piece discusses the benefits and drawbacks of each category.
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As 2022 brings new developments in identity resolution, Basis Technologies will continue to publish analyses, recommendations, and thought leadership to keep marketers in-the-know. Here's to the privacy-first future!
Download this infographic to get the highlights from our report, “How Complexity, Job Satisfaction, and Automation Intersect in Digital Media.” Research shows that 37% of advertising professionals plan to leave their jobs within two years. Less than 25% say they are completely satisfied with any one aspect of their job – with ‘training and education’ and ‘technology to help with automation of tasks’ receiving some of the lowest ratings. The data was compiled by research firm Advertiser Perceptions from an October 2021 survey of 150 digital advertising decision-makers at agencies and brands. Learn what's driving complexity, job satisfaction and automation in digital media.
Research shows that 37% of advertising professionals plan to leave their jobs within two years. With 90% of professionals agreeing ‘that the advertising industry has become significantly more complex,’ the top factor causing this (cited by 72% of those surveyed) is ‘the increase in different transaction methods for buying media.’ The data was compiled by research firm Advertiser Perceptions from a survey of 150 digital advertising decision-makers at agencies and brands. The report includes insights on:
Want to learn about the complexity, job satisfaction and automation in the digital media industry? Download your copy of the report today.
2021: What a year. Was it only 12 months ago that we were celebrating the end of 2020’s chaos?
In the world of advertising, 2021 saw more than a few paradigm-shifting events. Google announced the delay of third-party cookie deprecation on its Chrome browser, Facebook rebranded to Meta, and Kim Kardashian started dating Pete Davidson as a PR stunt—just kidding (but maybe...)!
Through it all, Basis Technologies worked to bring you the latest news and insights from the ever-evolving advertising industry. Read on to check out 10 of the articles that most resonated with our readers in 2021.
Editor’s note: Basis Technologies rebranded from Centro in October 2021.
Basis CEO Shawn Riegsecker penned this open letter to the industry in March, explaining why shifts in consumer privacy are opportunities to better ourselves as marketers.
Learn about three groups working toward innovative identity solutions.
Here's everything you can do to prepare your DSP, social, and search campaigns for the loss of third-party cookies.
When news broke that Google was delaying the implementation of third-party cookie blocking in Chrome until late 2023, Basis’ VP of Product Marketing, Aubrey Lehrmann, penned a response on what the development means for our industry.
Advertisers must start developing strategies to reach and appeal to Gen Z, which is projected to become America’s largest generation by 2034. Here’s how.
From inconsistency risks to scalability issues, here are six of the main challenges manual data integration efforts pose for businesses.
Basis President Tyler Kelly spoke with Cognizant's Arturo Pena about the strategies of in-housing and B2B addressability in digital advertising.
With misinformation and hate speech continuing to flood social networks, here's what social media advertisers can do to protect their brands and prompt change.
New Climate Voices’ partnership with Basis illustrates how digital advertising can shift opinions on climate change, even among highly skeptical audiences.
In the face of dwindling inventory, brands are wondering if they should scale back their marketing efforts. Here’s why businesses would be wise to continue advertising through any supply chain crisis.
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Farewell, 2021. Here's to a successful 2022, and have a Happy New Year!
As the death of third-party cookies approaches, marketers are beginning to wade through a proliferation of new tools, partners, and processes that promise to pick up where cookies left off.
While the marketing world transitions away from cookie-driven advertising and forges new best practices for targeting, winning brands will leverage a mix of trusted identity solutions to mitigate the loss of cookies. For the most part, these solutions fall into three categories: Addressable identity solutions, contextual advertising, and cohorts/Google’s Privacy Sandbox. Read on to learn about the benefits and drawbacks of each category.
Addressable identity solutions take a one-to-one approach to targeting. Walled gardens such as Facebook and Amazon use these solutions, as they typically result in the highest return on ad spend. They’re privacy-friendly, easy to measure, and—contrary to misconception—they scale. While addressable identity solutions aren’t available for every impression, they’re highly effective when used in tandem with other types of solutions.
Contextual advertising sidesteps user data completely, instead using information about the content of a webpage to display contextually relevant advertisements. For example, if you’re reading an article about how to redecorate your home, a contextual advertising solution might place ads for furniture and home goods alongside that content. Contextual advertising is simple, cost-efficient, and scalable—on the other hand, it’s difficult to measure, resulting in a lower return on ad spend.
In 2019, Google announced the Federated Learning of Cohorts (FLoC) as part of its Privacy Sandbox initiative. FLoC promises to group users into “cohorts” that are updated each week based on their interests, leveraging user data from browser histories rather than third-party cookies. Cohorts are an efficient identity solution with a lot of potential, but FLoC itself has received criticism for its potential to create new privacy risks for users. All in all, FLoC is still untested, and it means relinquishing control of your audiences to Google.
For an in-depth look into the cookieless future, check out Navigating Identity and Addressability Without Third-Party Cookies.
