Natalie Tarpinian

Is your intent data strategy truly giving you a competitive edge? Our new eBook, "The Deprecation of Third-Party Intent," explores the limitations of common data sources and the necessity of diversifying your approach. Discover how to move beyond false positives and bidstream issues to gain actionable insights. #B2BMarketing #IntentData #CompetitiveAdvantage

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New to Incrementality testing? Here’s a simplified roadmap 🗺️ 📍Start by testing the overall incrementality of each channel to find the average lift 📍Next test each channel’s prospecting and retargeting campaigns to understand incremental lift by tactic by channel 📍Then test specific campaign types (Pmax, ASC, DSA, etc.) to see how incremental each campaign type is 📍Finally, you can begin testing different components of your campaigns. Like: -attribution settings -bid strategies -broad match vs phrase match -different ad types or creatives Rinse and repeat 🛁 Tools like Stella makes this very easy to execute.

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I'm kicking off a new blog post series called Attribution Deep Dive where I dive into the nitty gritty of marketing attribution. This series is going to cover, in detail, all of the technical aspects of marketing attribution from cookies to fingerprinting, url parameters, lookback windows, Apple ITP and beyond. The first article was supposed to be an introduction to marketing attribution but I got bored of writing that halfway through and decided to just skip to the good stuff. Here is the first article in the series, I talk about how tracking pixels track the customer journey by using cookies and fingerprinting: https://lnkd.in/ebJ5tTBq. #Shopify #Ecommerce

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NEW TAXONOMY HELPS NEWS PUBLISHERS BYPASS BRAND SAFETY BARRIERS - Local Media Consortium launches NewsPassID with a new content taxonomy for programmatic ad deals. - Advertisers can buy brand-safe, contextually targeted inventory from vetted news publishers via a private marketplace. - New system bypasses automated keyword blocklists, addressing issues of demonetization for news content. - At launch, 5,000 vetted publishers offer inventory across multiple formats, categorized into 10 high-demand content areas. - The platform minimizes ad tech intermediaries, allowing publishers to collect the majority of ad revenue. 📖 Article by Anthony Vargas at AdExchanger : https://lnkd.in/gixraBh8 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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AUTOMATION BOOSTS RANKER'S AD REVENUE WITH MAGNITE'S DEMAND MANAGER - Milliseconds are crucial in programmatic advertising for maximizing revenue. - Ranker increased ad spend by 5% using Magnite’s automated Prebid optimization. - Automation adjusts auction timeouts in real-time based on individual bid requests. - Ranker now optimizes Prebid setups without overburdening its web dev team. - Automation helps Ranker prioritize SSPs and optimize bid requests effectively. 📖 Article by Anthony Vargas AdExchanger https://lnkd.in/g7cBhFAj 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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FROM COOKIES TO CLARITY - The Israelites' golden calf story mirrors digital advertising's misplaced trust in third-party cookies. - Early ad tech fraud exposure showed addressable targeting's unreliability and data manipulation. - Google and Meta now use AI targeting, recognizing hyper-specific targeting's flaws. - Studies show 1:1 addressable data is inaccurate; broader targeting strategies may be better. - The ad industry should shift to AI-driven broad targeting, focusing on fundamental marketing principles and real outcomes. 📖 Article by AdExchanger : https://lnkd.in/gZms44JV 🌎To learn more join the AdTechGod Slack Community: https://lnkd.in/g-XzVDkX ✉️Sign up for the Marketecture Media newsletter: https://lnkd.in/gm85yuaf

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Check out this AdExchanger piece by TrueData's own David Berman! Learn about factors impacting data collection across the internet that you should pay attention to and strike a balance between accuracy and scale to reach your audience effectively. https://lnkd.in/gDmdRiRB

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Artificial Intelligence, the future of measurement and privacy regulations are just some of the issues we’re discussing on Day 2 of the IAB Tech Lab Summit. #TheEndOfTheBeginning

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Consumers are increasingly aware of the value exchange between their data and the content they consume and many feel the benefits of personalized ads don’t always justify the privacy risks. Contextual targeting strikes the right balance—delivering relevant ads while protecting user privacy and meeting the needs of both advertisers and consumers. Seedtag #contextual #privacy #digitaladvertising #advertising #digitalmedia #targeting

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Some good points are made by PubMatic’s Andrew Baron in AdExchanger’s latest Data-Driven Thinking column. Ironically, cookies were never that big of a problem in the first place—your humble, anonymous cookie is far less personal than a hashed email (which, as the FTC recently reminded us, is in fact still PII). But to the writer’s point, years of worrying about their impending deprecation have led to some very positive changes. First- and carefully curated and enhanced second- and third-party data will always yield better results, assuming you can protect the privacy of the consumers who produced it. And yes, whatever more personally identifiable data you’re working with—whether it’s sell-side targeting, modeled audiences, or contextual signals—alternative IDs have shown great promise in creating a layer of privacy protection. However, the real challenge arises when these identifiers traverse the bidstream and are shared with third parties. No matter how secure your encryption, once data leaves your control, it’s vulnerable to exploitation or reverse engineering. Anything can happen. The signals aren’t the problem—it’s the way we’re sharing them. We built Symitri to solve these inherent privacy challenges in adtech infrastructure. By ensuring that personally identifiable data never leaves the control of its owner, Symitri offers truly deterministic targeting without sacrificing privacy. With Symitri, you can achieve precision, performance, and privacy—no compromises necessary. #Symitri #Privacy #DataProtection #Trust #TRUSTX https://lnkd.in/eS9Aem8B

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The central question of B2B Marketing should be "who should be our next 10 customers..." and everything you do should be built around the answer. Today's newsletter is Part 2 of "The Main Things That Work in Enterprise Marketing (and Cost $0)" https://lnkd.in/ekpc8DK2

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What an excellent synopsis by Neal Behrend and Brittany (Lange) Marshall regarding their Beta testing of the new SearchGPT platform. Given the recent Antitrust decision against Google and this emerging competitive technology, the time may be ripe for a shake-up in the search world long dominated by Google. The authors provide an excellent review of their beta testing for Insight Partners. Read on… #SearchGPT #SaaS #Marketing

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How is AI changing Google Ads? If your leveraging or considering paid ads (PPC), you should listen to this podcast by Jared Correia and Desire'e Martinelli. They discuss: 1. Proper Conversion Tracking on Google Ads. 2. Setting Up Effective Landing Pages for Higher Conversion Rates. 3. Overview of Automated Campaigns and AI in Google Ads. 4. Potential Ethical Violations with AI-Generated Ad Copies. https://lnkd.in/ed_-Xf2g

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Terrific insights for how best to refine focus in a challenging new logo acquisition environment.

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Choose Customers Over Cookies! Come hear Zion & Zion’s Director of MarTech and Data Strategy, Jack Pace and Tealium’s Product Marketing & Strategy Director, Sav Khetan as they discuss the implications of Google’s cancellation of third-party cookie deprecation. Learn why now, more than ever, forward-thinking brands should put their foot on the first-party-data and zero-party-data accelerator. #cdp #customerdataplatform #firstpartydata #zeropartydata #cookiedeprecation https://lnkd.in/gSVJWJ8T

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Revamping Your Email Marketing Strategy with Breeze AI https://hubs.ly/Q02XHzYq0

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Adtech M&A is certainly heating up. Last week Digiday reported that Teads is exploring various sale options. This kind of news piques our Quo Vadis curiosity. So we did our best to puzzle together a fundamental valuation model. As imperfect as it may be, our model tells us that $2.2 billion is close to the magic number. Get the details and see how we get there: https://lnkd.in/ee6wEyXM Subscribe to Quo Vadis to follow this very interesting adtech valuation story! #adtech #programmatic #radicaltransparency

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Addressable TV Hits Prime Time: From Niche to Must-Buy -51% of advertisers see addressable TV as a “must-buy,” up from 35% last year. -Challenges like signal loss, ad fraud, and rise of ad-supported streaming fuel adoption. -Addressable is now essential for multi-screen advertising, says Larry Allen of Comcast -High costs and CPM misconceptions still deter some traditional TV advertisers. Source: AdExchanger by Victoria McNally Research by Advertiser Perceptions & Go Addressable ✉️Sign up for The Refresh newsletter: https://lnkd.in/g-gjn7GU Source: https://lnkd.in/g-jNfh4C

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Scott Brinker published yesterday the latest Martech Map - it’s a 27.8% increase from last year. So what are the ones to watch? ttps://https://lnkd.in/gPZnhg5J For our money, it’s the tools that respond to a latent problem. A problem that everyone suddenly ‘gets’ when they see the answer. Think about the category-defining martech of yesteryear: Eloqua  ➡ Of course! We should be able to track beyond email click-throughs to what people are actually doing on our website. HubSpot  ➡ Of course! There must be an all-in-one tool to centralise management and reporting in this new world of inbound. Zapier ➡ Of course! There has to be an easier way to connect all these tools without marketers having to learn about API configs. So what is the biggest latent problem facing B2B marketers in 2024? The problem is that only a fraction of the buyer journey now happens on owned website properties. Websites restrict signals to just email capture, lead scores and IP look-up. So much more now happens across social media, communities and third-party websites. More buyer research is happening on LinkedIn, Slack and G2 than on the corporate blog. There is gold in the buying signals available from these properties, but it is very difficult to stitch everything together for coherent marketing intelligence. These vendors are doing a phenomenal job of scratching this new itch: In no particular order: www.commonroom.io www.hockeystack.com https://dreamdata.io/ If you get bored evaluating these tools, there are only another 14,103 other martech tools to look at…

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