Move comes as industry grapples with shift to user privacy and data protection
By
Mike Juang.
Published on February 03, 2021.
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Credit:
Chris Ratcliffe/Bloomberg
Marketing analytics company Kantar is bolstering its Brand Lift Insights, which provides campaign effectiveness measurement, with data from Google’s Ads Data Hub for YouTube ads, the company announced today.
“Advertisers prefer cross-publisher ad effectiveness measurement,” Jane Ostler, Kantar’s global head of advertising effectiveness, said in a statement. “Today’s announcement is a further giant step in that direction.”
Ads Data Hub allows advertisers access to comprehensive measurement and insights on how their advertising is performing across screens, including mobile apps, for YouTube media bought via YouTube and Google ad platforms, including Google Ads, Display & Video 360. At the same time, it ensures end-user privacy by enforcing privacy checks and aggregating Google data b
Predictions: 14 digital marketing predictions for 2021
From the demise of third-party cookies and privacy-first marketing, to the reinvention of email and the reign of content, CMO asks the experts about what digital marketing will hold in 2021
In 2021 savvy marketers will continue to embrace creative ways of connecting with consumers to build awareness and drive demand through online touchpoints and digital insights in their campaigns. And with the absence of large events and in-person gatherings, restricted, by year’s end we could have smaller events with much richer digital integrations based on the learnings from 2020, says Cohesity CMO, Lynn Lucas.
In everything, digital must be the channel, according to Capacity Digital CEO, David Karandish. “The traditional workplace is dead. We can’t assume business will be done in person, in the same location anymore. The definition of ‘availability’ is also shifting and people are unplugging from the matrix a bit,” says Kara