While carrying out ad campaigns, marketers and their vendors often collect demographic, behavioral, location and purchase data about the users they serve ads to. This data can be reused by marketers to retarget ads and inform the key performance indicators they choose for ensuing campaigns.
In a recent examination of more than 144 million webpages loaded in more than a dozen countries, Cliqz and Ghostery found that 77.4% of all websites had at least one third-party tracker.
59% of app marketers thought of ad fraud as a serious problem that ad networks needed to address.
Marketers are using the attribution-informed insights from this algorithmic approach to develop more precise strategies for targeting and adjusting media spends.
The percentage of campaigns with a single version of an ad decreased from 21.2% in 2010 to 15.6% this year.
23% of North American marketers said the most important benefit was online advertising was more accurate targeting than offline advertising.