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The Future of the Web Expert Series
Data Privacy, Unified Measurement, 1P Data & Mobile
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4 sessions. 12 experts.
The Future of the Web is here – are your marketing efforts keeping up?
In this series, we dove deep into what the Future of the Web looks like, including the critical areas of unified measurement, collecting and utilizing first-party data, and an agile mobile strategy.
Plus, we were joined by expert partners across the privacy landscape, including incrementality measurement software INCRMNTAL, analytics platform Measured, mobile app optimization marketing and retargeting platform Liftoff, marketing analytics and attribution experts Singular, and customer data platform, Segment.
What You’ll Learn
Forces at play in the Future of the Web and our big bets on what the next iteration of the web will look like
Unified measurement in the age of privacy and the right models to use
First-Party Data A-Z: How to obtain, farm, and cultivate 1P data in a way that builds trust
Mobile signal loss in mobile, how to close the gap, and our predictions for the future of mobile user acquisition
What Does the Future of the Web Look Like?
The web has been evolving at a dizzying pace over the past few years. Digital commerce is rising and becoming blended with digital marketing. The meteoric rise of digital grocery and Retail Media in the wake of the pandemic. Video vertical and UGC-style content dominating social platforms. And privacy changes dictating the way marketers reach their ideal consumer and measure that impact. There is lots to cover.
In this session, our expert walked through all of these changes, how we are thinking about the Future of the Web, and what your brand can do to be ready.
The Future of the Web Requires Unified Measurement
Attribution has dropped significantly — 50% on some major channels — in the wake of privacy-driven signal loss.s. In response, your brand must change not only measurement practices to optimize media but add new tools to the kit as well.
In this panel discussion, we partnered with incrementality measurement software, INCRMNTAL, and cross-channel media measurement experts, Measured, to discuss the signal loss trends we are spotting , how to incorporate incrementality and media mix modeling into your measurement efforts, and the best way to utilize all of these tools in a unified way.
Associate Director, Marketing Science
J. Annica Nesty
Group Director, Integrated Intelligence
CTO and Co-Founder
The Future of the Web Will Be Driven by First-Party Data
We know that collecting and utilizing first-party data from consumers in a way they trust is critical for success in acquiring and retaining customers. How to do it successfully going forward is less clear.
In this session, we were joined by customer data platform, Segment, and our shared client Wag, to discuss how the pet caregiving mobile app has used event-driven data to fuel customer retention and how they’ve protected their owned data to build customer trust. We’ll wrap it all up with our expert advice on how you can do the same for your brand.
Group VP of Earned & Owned Media
Associate Director, CRM & Email
Director of Engineering
Partner Marketing Lead
The Future of the Web Is Mobile
IDFA changes have flipped mobile measurement upside down, and looming changes promise more of the same.
In this session, we were joined by mobile app optimization marketing and retargeting platform, Liftoff, and marketing analytics and attribution experts, Singular, for a panel discussion about how to build a great measurement stack, the ways our clients are diversifying channels, and best practices for closing the signal loss gap on mobile.
VP, Mobile + Ad Tech
GM Algolift (by Vungle)
Chief Growth Officer