Category: Press

Concrete Steps to Prepare for a Cookieless Future

by CA88 VP of Product, Wes Faris, via Street Fight

Many digital advertisers breathed a huge sigh of relief when Google postponed its announced ban on third-party cookies from early 2022 to 2023, giving the industry more time to adapt.

But this was not a reprieve but a delay of the inevitable.

A largely cookieless digital future, at least on desktops, remains squarely on the horizon, 聪明的营销人员应该利用这额外的时间，更好地处理身份CA88和其他工具和策略，在没有cookie支持的实时重定向的情况下，执行和衡量活动.

No one has to make dramatic changes just yet. 但现在为无cookie程序分配5 -15%的预算，可以使广告商在寻找替代cookie的身份CA88提供商中确定最佳选择.

Identity solutions coming from LiveRamp, Lotame, and Parrable, and a host of emerging startups can do some heavy lifting currently done by cookies. 这些身份CA88本质上提供与cookie相同的跟踪功能，但基于散列电子邮件或其他匿名标识符.

Because they’ll almost certainly be opt-in, what these identity solutions won’t do, at least not initially, is scale.

对于习惯了cookie的数字营销人员来说，最大的变化是，他们意识到未来可能不会像现在这样自动化. 在没有cookie的情况下执行活动将需要更多的动手策略制定和活动监控, 这将迫使营销人员在挑选过于依赖cookie获取数据和分析的第三方数据提供商和广告技术合作伙伴时更加积极主动.

 

Read the full piece here.

Expert Roundup: The Rise of First-Party Data

via Street Fight

数据隐私可能是市场营销、媒体和商业领域最突出的话题. 随着不受限制的用户追踪的大门关上，存在着绝望和机会主义干扰的组合, targeting, and AdTech norms of the smartphone era. To see what this field of players is currently doing and thinking, Street Fight rounded up industry experts’ voices, including CA88 CEO, Raquel Rosenthal:

With consumer data privacy regulations on the rise, 广告商必须重新考虑数据收集和受众定位策略. They can collect consumer data in many ways, 但一个常见的问题是，对收集的数据的透明度的要求, who is collecting it, and how it will be used. 苹果即将发布的iOS 15更新就是一个很好的例子，说明企业正在让消费者更容易地获取这些信息. Today, 广告主们正奔向消费者数据的黄金标准——第一方数据——作为销售交易过程的一部分, and perhaps more important, when capturing data from mid-to high-interest audiences. 第一方数据收集是由同意驱动的，并且比其他收集方法本质上更透明, 而那些能够根据收集到的数据行事的广告商将在竞争对手和快速变化的行业中占据优势.

Beyond first-party data, 对广告商来说，了解(或提醒)他们可以获得的所有其他数据非常重要, including contextual or content-based data, device-based data, and search-based data. 我们很容易陷入新法规和第三方饼干贬值所带来的损失之中, 但我们仍有充足的数据可以为长寿的聪明策略提供动力.

–Raquel Rosenthal, CA88 CEO

Read the full piece here.

The Pot Market Is Blazing New Trails

The marijuana space is growing considerably, as more and more states permit recreational use, but serious obstacles remain

by David Ward via ANA

W随着越来越多的州将娱乐性大麻使用合法化，出版商也越来越接受以大麻为主题的广告, marijuana brands are headed for the mainstream. Recently, CA88 EVP of Media Operations, 肖恩·吉本斯(Shaun Gibbons)与戴维·沃德(David Ward)就人们对大麻消费态度的转变以及数字出版商如何放松或终止这些广告限制进行了交谈.

“大麻广告商可以建立流行大麻出版商的手动网站列表, 但他们也可以通过Acuity Ads等公司获得预先批准的PMP(私人市场)库存. If the inventory quality is uncertain, 分层排除性和包容性列表，并投资于PMP库存是一个很好的地方，以收回一些控制你的广告创意的运行.”

–Shaun Gibbons, EVP Media Operations

Read the full piece here.

The way that healthcare and pharma consumers, both B2C and B2B, interact with brands is undergoing a massive shift. 消费者正在花费越来越多的时间在数字和消费内容的新兴渠道，如连接电视(CTV)和数字音频. 医疗和制药品牌希望超越电视等线下渠道，以推动品牌建设和销售——他们正在寻找尽可能有效地做到这一点的数据. 医疗保健和制药领域的品牌不仅在利用数据更好地与消费者沟通, but to learn more about them — not just as data points, 而是作为病人和医生——提供更个性化的体验.

The goal with data is to make it actionable. And for advertisers working with CA88, 可操作的数据是最重要的工具之一，可以用来推动消费者和品牌之间的联系. 

We’re excited to share that CA88 has partnered with Lasso, 全球最全面的医疗保健营销和分析平台, to deepen our commitment to bringing smart, healthcare, and pharma digital marketing solutions to advertisers.

当今最成功的医疗保健和制药数字营销团队都认识到，患者层面和医生层面的数据对于推动品牌知名度和增长至关重要. 利用DMD connections和Purple Lab等数据源提供的超过400亿份医疗索赔和RX交易, 医疗保健和制药品牌可以通过传统和新兴的数字渠道接触和吸引高度针对性的受众，包括 programmatic, email, social, connected TV (CTV), and beyond. 

“以及快速增长的医疗保健行业和对消费者隐私的关注, 医疗保健和制药行业比以往任何时候都更需要获得准确且隐私安全的数据和见解,” said Raquel Rosenthal, CEO of CA88. “我们很高兴能找到像拉索这样的合作伙伴，他正在领导医疗保健营销人员的工作，为品牌之间的有效联系创造机会, physicians, and patients.”

About Lasso 

Lasso是世界上第一个也是唯一一个全渠道医疗保健营销和分析平台，让您可以计划, activate, and measure your HCP and DTC campaigns across programmatic, social, email, and connected TV — all in one place. Learn more.

To read the full announcement click here. 

 

CA88 Appoints VP of Client Services to Further Accelerate Growth

Coming off of a year of significant growth, Sandra Abi-Rashed joins CA88 as VP of Client Services

via CA88

Abi-Rashed加入团队，以进一步加速CA88在2020年的增长，这是由新业务的快速加入和现有客户关系的加强推动的. Additionally, 随着新型冠状病毒感染症(COVID-19病毒)的扩散，消费者对连接电视(CTV)、音频等新兴媒体的需求急剧增加. In fact, eMarketer and Statista are projecting significant growth in CTV ($11.36 billion) and Audio ($3.1 billion) in 2021. 去年，CA88客户的CTV和数字音频或播客支出增长了两倍.

“我们将继续采用统一的方法，使用算法和机器学习来指导营销决策，并扩大我们的客户组合, we’re thrilled to welcome Sandra to the team. 我想不出比他更好的领导来确保我们对客户服务的承诺符合我们的商业目标.”

-Raquel Rosenthal, CA88 CEO

Read the Full Piece Here.

How managed service can save your brand time and money

by Kristina Knight featuring Todd Heger

via BizReport

Managed services are not new in the digital space, but with the ever-growing amount of advertising and content options, more brands are looking into the benefits. 托管服务可以以极低的成本为品牌提供丰富的信息. CA88 CRO, Todd Heger, 权衡这些新兴渠道将如何扰乱在线空间.

“As the vendor landscape continues to grow, especially as we see new players in identity resolution, contextual data, CTV and audio, 重要的是找到一个合作伙伴，能够并且愿意为广告商做这些繁重的工作. 一个理想的管理服务合作伙伴将是平台无关的，并将推动数字媒体战略和执行的边界——始终牢记广告客户的目标.”

Read the Full Piece Here.

By  Mike Addonizio via Street Fight Mag

Beginning with its iOS 14 update this week, 苹果将要求应用程序在所有苹果设备上收集和共享数据时，必须征求用户的许可(可选择加入), most notably iPhones.

这只是手机广告领域的一个潜在问题. 谷歌尚未宣布是否会效仿，并在Android设备上选择加入Android广告ID (AAID).

Because it has become so mobile-centric, Facebook/Instagram如何适应苹果设备上标识符的缺失，从而为移动设备上的广告提供一个广泛的模板, 同时也提供了如何在定位变得更具挑战性时执行桌面广告的线索……

想要在苹果设备上继续吸引用户的手机广告商应该已经为后idfa时代做好准备了. 但这些广泛的经验教训需要很快应用到后第三方cookie桌面世界中.

想要了解更多关于后idfa的未知或广告商的选择，请阅读全文 here.

By  Sam Bradley via The Drum

New features recently added by Twitter, TikTok, and Reddit may help brands pre-emptively spike backlash, 因为这些平台现在为广告商和创建者提供了控制用户回复的选项. Could such controls be the answer for safety-conscious advertisers, 或者有没有其他方法来防止帖子在一个品牌面前曝光?

《ca88官网》杂志在最新一期的《How Do you solve a problem like…” Here’s what CA88 CEO, Raquel Rosenthal had to say:

“Absolutely, advertisers are always going to want greater control. 我们已经看到一些大品牌从Facebook等社交平台撤下了广告，因为对仇恨言论的控制有限，诽谤言论也受到了控制. In the last year, 我们已经看到了由社交平台本身构建的人工智能控制的进步, and while it’s well-intentioned, it still has its flaws. 我预计我们将看到提供评论审核的第三方工具和CA88的增加，这将把更多的控制权交给广告商. Will it solve the moderation problem completely? We’ve yet to find out.”

–Raquel Rosenthal, CA88 CEO

Read the full piece here.

Predictions Roundup: Organic Search and Cookie Depreciation

via Street Fight

《Street Fight》团队就当地商业等话题询问了行业专家对2021年的预测, media, and advertising. CA88首席执行官拉奎尔·罗森塔尔(Raquel Rosenthal)就饼干折旧和衡量方法发表了看法:

随着广告商进入新的一年，他们将面临第三方cookie的贬值, we’ll start to see other forms of measurement, like econometric or media mix modeling, rise in importance. 标准的在线测量已经建立在使用cookie或设备进行1:1测量的基础上. 随着第三方cookie在明年基本上消失，像谷歌和Facebook这样的围墙花园的“墙”越来越高, the traditional forms of measurement will become more difficult.

我们将看到更多基于身份解析的度量CA88进入市场. 交易台(Trade Desk)、LiveRamp和MediaMath都是参与其中的公司. Similarly, 我们将看到广告商自己对他们的技术堆栈和营销计划进行内部调整，以支持身份解析, whether that’s adopting a CDP, investing in a data onboarding partner, or running campaigns specifically designed for list building.”

–Raquel Rosenthal, CA88 CEO

Read the full piece here.

有针对性的数字广告活动专注于特定的目标，帮助品牌接触到国内消费者

By Elizabeth Crawfod

via Food Navigator

消费者继续被电子商务吸引，购买杂货，并限制去零售店的次数, CPG公司需要将更多的广告收入从传统转向数字. 阅读特定的营销策略和销售策略，品牌可以使用，以确保强大的ROI时，做出这种转变. 

“I know this sounds really basic, 但当涉及到数字化时，企业不需要花时间来考虑战略计划. 现在有很多公司正在迅速将资金转移到数字领域，并采取“让我们看看会发生什么”的方法……更好的方法是首先确定具体的对象和可以归因于数字的成功衡量标准, and then identify the best channels and tactics to achieve those goals.”

–Mike Addonizio, CA88 VP of Paid Media

Read the full piece here.