Most website marketing strategies include efforts across a multitude of platforms including search, email, social, affiliates, remarketing, the list keeps growing. And if you have ever been involved with evaluating the performance of marketing (especially when it is paid marketing), you know that one of the biggest challenges is figuring out the best approach to source attribution.
In today’s digital economy, data is one of the most valuable assets of any organization. For online advertising, quality data is a requirement for ensuring that the right ad is seen by the right audience at the right time. In the ongoing battle for acquiring this data, several ad tech companies announced last week a new technology consortium to enable the sharing of a common, omni-channel, people-based identifier, between publishers and advertisers who are members.
Last week, Verizon confirmed that AOL & Yahoo would be merged under a new umbrella brand called Oath. The general expectation is that combining the two will help Verizon scale its ad tech opportunity by better connecting advertisers with content across these platforms – which themselves already include many disparate sub-brands acquired through past acquisitions and mergers.