Samantha Merlivat
Analyst
Author Insights
Blog
Digital Advertising And Marketing Under The GDPR: A Question Of How, Not If
The May 25th deadline announces a period great reckoning for data-driven marketing in Europe. The question marketers ask me most often is “Can we continue to do this…” or in other words, will this type of activity be allowed under the GDPR? But often, with this Regulation, the question is not whether you can or […]
Blog
The European DMP Landscape: Niche And Local Platforms Offer Competitive Solutions For European Marketers
Data management platforms have been a focal point of discussion this year. Most advertisers I speak to are either deploying or considering the deployment of a DMP to complete their technology stack. Often, their objectives go well beyond media buying. And while most invite US platforms like Adobe, Salesforce and Oracle to RFPs – all […]
Blog
VR & Marketing: Beyond The Hype
Much has been said about Virtual Reality in 2016 after a number of companies, like HTC, Sony and Facebook, promised to bring their headset to market in the course of the year. Since then, VR has been on everybody’s lips. VR content creation platforms are mushrooming, VR ad exchanges are starting to appear and agencies […]
Blog
Blind Pursuit Of Engagement Is Hurting Marketers
Intuitively, it makes sense that if a consumer engages with a brand’s ad or marketing message, this should count as a positive outcome. Yet, we’ve spoken to a number of marketers and measurement companies that found that optimizing for engagement ultimately did not help them drive positive business outcomes – instead leading them to waste […]
Blog
European consumers may be active on social networks – but does that mean they use social in their path to purchase?
To understand how open customers are to receiving messages from brands in social media, the question has to shift from “How social are our customers?” to “How social are our customers in their path to purchase?” Given the amount of time consumers spend on social networks, marketers intuitively know they need to be present […]