Rich Calkins Archives - How To Advertise

First-Party Data Is More Than Just Emails

September 17, 2021 T. B. Smithcontextual advertising, CRM, first-party data, openx, prebid, Rich Calkins, SharedID, The Sell Sider

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The Sell Sider”is a column composed by thesell side of the digital media neighborhood. Today’s column is composed by Rich Calkins, Director of Product Management, OpenX. For advertisement tech wonks who invest many hours in market working groups, getting deep in the weedsto fix issues is all however needed. When it … Continue reading » The post First-Party Data Is More Than Just Emails appeared initially on AdExchanger. A number of individuals revealed aggravation at the truth that they can’t create…

Amperity Raises $100 Million As The CDP Category Grows Up

July 14, 2021 T. B. SmithAdvertising & Marketing, Cookieless Targeting, ibm, LTV, Rich Calkins, ROI

The customer data platform (CDP) craze isn’t over yet. The CDP startup Amperity raised $100 million on Tuesday at a valuation of a little more than $1 billion dollars. The new round brings Amperity’s total funding to $187 million. Amperity last raised $50 million in Series C funding in 2019. The billion-dollar valuation mints Amperity as the second unicorn CDP, after Segment was acquired by Twilio last November for $3.2 billion. “When everything went down last year during the pandemic, I would have sworn that many of these massive customers…

Key Considerations For Marketers Investing In A Customer Data Platform

June 20, 2021June 22, 2021 T. B. SmithACOS, Advertising & Marketing, Customer acquisition strategy, Rich Calkins, ROI

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by David Kaganovsky, Global Chief Technology Officer, Wavemaker GlobalAs the third-party cookie approaches its sunset, marketers are scrambling for alternatives. Could the customer data platform (CDP) be that solution, helping brands to thrive in a cookieless world? Let’s explore the question. Learning from the DMP experience There’s a precedent for the CDP: the data management platform (DMP). DMPs have been useful in media activation, aggregating first-party cookie data to perform complex…

Are CDPs Having An Identity (Resolution) Crisis?

February 12, 2021 T. B. SmithACOS, Advertising & Marketing, Rich Calkins, ROI

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Joseph Enever, senior director analyst at Gartner. Customer data platforms (CDPs) are facing an identity crisis: just like marketers. Although marketers have spent lavishly on martech to support personalization, brands face a regulatory and technology landscape that forces them to reevaluate their investments. In 2020, we predicted that by 2025 80% of marketers who have invested in personalization will abandon their efforts due to lack of…

Wyndham Hotels Harnesses New Customer Insights To Weather The Pandemic

December 27, 2020 T. B. SmithAdvertising & Marketing, BOMESI, Cookieless Targeting, Disney, ibm, Rich Calkins

The COVID payload devastated any business that involved people being in contact with other people. So it was not the most fortuitous timing when Wyndham Hotels kicked off a massive customer data platform (CDP) implementation in late February, about two weeks before the pandemic shut down the United States. Or maybe it was. One of the first functions Wyndham brought to life when it cranked up its Amperity CDP was the ability to use its insights to tweak its media spend. “Over 90% of our media dollars are being leveraged…

Microsoft Enters The CDP Fray With Its Cloud Platform And Its Own Data

July 7, 2020 T. B. SmithAdvertising & Marketing, Cookieless Targeting, LTV, Rich Calkins, ROI

This is actually the 8th in AdExchanger’s”Meet the CDPs”set. Go through previous job interviews along with mParticle, Acquia-owned AgilOne, Amperity, Segment, ActionIQ, Lytics as well as Bluecore. Microsoft Dynamics, the provider’s consumer partnership item collection, has actually risen recently as it rearranges on its own as a consumer records system (CDP )rival, which released in 2015. Satish Thomas, a 14-year Microsoft expert as well as mind of item for Microsoft Dynamics 365, has actually been actually operating entirely on it for regarding 18 months. Microsoft is actually an overdue agent…

Amperity: When It Comes To Selling CDP Tech, Honesty Is The Best Policy

March 10, 2020 T. B. SmithAdvertising & Marketing, ibm, Karim Rayes, LTV, Rich Calkins, ROI, The 4A's, The Ad Council

This is the third in AdExchanger’s “Meet the CDPs” series. Read previous interviews with mParticle and Acquia-owned AgilOne. Amperity is more than happy to explain to clients and prospects what its technology isn’t designed for. Candor helps win deals, said CEO Kabir Shahani, who co-founded the company in 2016. Amperity came out of stealth mode the following year. “When we ask clients why they selected us, one of the top things they say is, ‘Because you’re honest about what you do and what you don’t do,’” Shahani said. Amperity has…

The CDP Service Layer

February 23, 2020December 9, 2020 T. B. Smithad management firm, Advertising & Marketing, Independent Agencies, Microsoft Edge, Rich Calkins

<!– –> Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts. With the rapid proliferation of customer data platforms (CDP Institute counts more than 100 vendors) comes a need for support. On AdExchanger Talks this week, Actable CEO Matt Greitzer discusses the nascent competitive set of service companies that has emerged to help companies configure and deploy their CDPs. “If you’re a marketer today, you’ve got data from your website, email, mobile app, events, in-store and other sources,” Greitzer says. “There is…

Data Startup Habu, Created By Former Krux Execs, Isn’t A DMP Or A CDP – So, What Is It?

February 15, 2020 T. B. SmithAdvertising & Marketing, Christmas, Customer acquisition strategy, holidays, Identity Data, LTV, Media channels, On TV & Video, Polar, Rich Calkins

Four former Krux and Salesforce executives launched a marketing data startup called Habu this week to help with omnichannel orchestration – just don’t call it a customer data platform. Habu, which means “hub” in Japanese, is positioning itself as a modular operating system for marketing data. Put another way, data management platforms failed to fulfill their promise and there’s an opportunity to help marketers use applications to plug and play based on their data needs. Although there’s overlap between what Habu is building and the technology you’d find in a CDP…

Trampoline Brand Springfree Uses CDP Tech To Lower Its CPA By Leaps And Bounds

January 21, 2020May 11, 2021 T. B. SmithAdvertising & Marketing, Life in Quarantine, Measuring ROI, openx, Planning and budgeting, prebid, Rich Calkins, ROI, SharedID, Voice

Not everyone’s in the market for a trampoline. And with the rising cost of customer acquisition, it’s vital to get the jump on consumers who are serious about making what’s both a niche and pricey purchase. For that, you need unified data across channels, said Saugar Sainju, VP of growth marketing at Goba Sports Group, a sporting goods company whose holdings include Teva, Umbro, shoe brand Sanuk and trampoline brand Springfree. “The way we think about data is becoming more and more profile-based, and we need to be able to…