Aqfer Insights Blog
Get our latest thoughts, articles, and posts to keep you informed about everything happening here at Aqfer and throughout our industry.
In Lieu of Cookie Deprecation: A Suggestion for Google
Reflecting on Google’s recent decision to postpone third-party cookie deprecation, I can’t help but think: we’ve been here before. Back in 1999…
Summer 2024’s Most Controversial Topics in AdTech and MarTech
From the AI bandwagon to privacy woes to the ever-evolving Cookiepocalypse drama, there are a ton of contentious topics in the AdTech and MarTech industries to stay on top of. These are topics that require immediate consideration and action if your company intends to stay ahead of the curve for the second half of 2024 and beyond.
Google Cancels Cookiepocalypse – Now What?
Google’s announcement of canceling the deprecation of third-party cookies took many by surprise. See what it means for the industry at large.
16 Ways to Use Big Data to Improve Marketing Effectiveness
The key to making more effective use of data is to enhance big data processing capabilities. Explore 16 ways to leverage big data to improve marketing effectiveness and grow the bottom line.
The Identity Resolution Tech Stack for Marketing Service Providers
Identity resolution has never been more important – or more complicated. Explore the ideal tech stack for a future-ready identity strategy.
In Anticipation of Further Delays to Google’s Cookie Deprecation Timeline
For the past 3+ years, Google’s plans to phase out third-party cookies have been a focal point of the MadTech landscape. Here’s what the adtech industry should focus on to remain competitive and forward-thinking should Google continue to delay the timeline.
Key Takeaways from Cannes 2024
Explore 4 key takeaways and trends from Cannes 2024. These concepts are changing the future of the MadTech industry.
The Four Stages of Identity Resolution
Let’s explore the four stages of identity resolution, each building upon the last to provide marketers with increasingly powerful tools for audience targeting and personalization.
How to Use Data to Develop Customer-Centric Experiences
As brands scramble to deliver customer-centric experiences, the onus is on marketing solution providers to empower their brand customers. It’s never been more important to invest in advanced technologies and strategies that balance personalization, privacy, and seamless integration.
3 Lessons in Machine Learning from an AWS DeepRacer Champion
3 lessons in Machine learning from AWS DeepRacer Global Virtual Circuit Champion Ross Williams. Learn how he built the winning model and applies his AI and Machine learning knowledge to Aqfer technology.
7 Strategies to Help Publishers Thrive in the Age of Walled Gardens
As walled gardens like Facebook, Google and Amazon continue to dominate the digital marketing ecosystem, attracting ad dollars becomes increasingly challenging for independent publishers. Here are 7 strategies to help publishers thrive in the age of walled gardens.
3 Dire Consequences of Failure to Prepare For Cookie Partitioning
MadTech companies must prepare for cookie partitioning… or prepare for their customers to flock to competitors who are ready for cookie partitioning. The clock is ticking, and the consequences of inaction will be catastrophic. Companies that fail to adapt will find themselves struggling to survive in a post-cookie world.
Apple vs. Elon: The Race is On
As Apple announces Apple Intelligence, Elon Musk threatens to release an iPhone competitor, in partnership with Samsung. This conversation highlights an important question for any company that seeks to disrupt a category: Can your innovation outpace the competition?
How Many AI Bots Does it Take to Change a Lightbulb?
Meet the team of AI bots powering modern digital experiences. Learn how AI bots work and evolve together and explore a real-world marketing data application.
First-Party Data Predictions for a Cookieless Future
This post shares insights, predictions, and advice for developing a future-ready first-party data strategy, straight from the top minds in data technology across our Aqfer teams.
Yet Another Delay in the Cookie Deprecation Timeline
If there’s one thing digital marketers and advertisers can count on, it’s the instability of Google’s cookie deprecation timeline. Since the first announcement of the death of the third-party cookie, in January 2020, the MadTech world started Cookiepocalypse preparation. Four years and multiple delays later, marketers are beginning to wonder if cookie deprecation will ever happen. Read on to get the latest update to Google’s timeline.
Outsourcing, Partnering and Buy-to-Build: The Scalable Way to Build Technology
MadTech CTOs and technology leaders are constantly faced with the critical decisions around how to bring new technology products to life. Between the resource-intensive option of building in house and the lack of customization offered in off-the-shelf solutions, technology leaders often feel stuck with suboptimal choices. In a landscape where speed-to-market is king, but novelty wins with consumers, technology leaders should consider outsourcing, partnering, and adopting a buy-to-build strategy.
The Key to Unlocking Marketing ROI: Attention Metrics
Modern marketers are drowning in metrics. But more metrics doesn’t necessarily equal better campaign performance. Traditional metrics used to measure marketing performance – clicks, impressions, conversions – only tell part of the story. To truly understand marketing effectiveness, brands need to focus on measuring attention. metrics.
A Solutions Architect’s Perspective on the Future of First-party
As the future of cookie technologies evolve, including advancements in cookie partitioning, the digital marketing and advertising landscape is scrambling to shift away from reliance on third-party cookies. Based on conversations with industry leaders and my own observations of the MadTech landscape, here are 9 predictions for the future of cookies and identity resolution.
Unlock the Power of Zero-Copy
As others are waking up to the benefits of zero copy infrastructure, Aqfer has empowered organizations to bring apps to their data for years.
4 Ways to Prioritize Privacy in a Cookieless Future
User privacy is a key catalyst of the cookiepocalypse, and MadTech companies need to be prepared to put privacy at the forefront of their operations. To thrive in this new normal, companies must adapt their strategies, technologies, and mindsets to prioritize user privacy while still delivering personalized, engaging experiences to their customers.
Ensuring Data Privacy in the Digital Age: Best Practices for CTOs
As Chief Technology Officers (CTOs), it’s our responsibility to ensure that our companies prioritize data privacy and implement robust strategies to protect our customers’ personal information. In this blog post, we’ll explore some best practices for CTOs to navigate the complexities of data privacy and build trust with their customers.
A Data Infrastructure Buyer’s Guide for a Complex MadTech Landscape
Between increased consumer demands for personalization, confusing data privacy regulations, changes to third-party cookie policies, and a technology landscape evolving at warp speeds, it can be difficult for MadTech companies to keep up. Developing the right data infrastructure to lay the foundation for your marketing and advertising tech solutions has never been more important.
6 Considerations for Choosing the Right Data Infrastructure for your Business
Data infrastructure decisions depend on factors like data requirements, budget, scalability needs, and existing IT infrastructure. Continue reading to explore 6 considerations to contribute to your data infrastructure strategy.
Tagging Beyond the Website: Apps, CTV, and More
While website tagging remains crucial, businesses must expand their tagging strategies to encompass mobile apps, connected TV (CTV), and other emerging channels. By doing so, companies can gain a more comprehensive understanding of consumer behavior and make data-driven decisions that drive growth and profitability.
Third-Party Cookies: Not Disappearing, But Undergoing Transformation
Contrary to popular belief, third-party cookies, which are extensively used for tracking users across websites, are not being phased out. Instead, they are undergoing a significant transformation in their functionality. Despite numerous delays and widespread claims of the impending demise of third-party cookies by the industry, including Google, the reality is different.
6 Strategies to Support Sustainable Growth for MadTech Products
A once fast-growing and well-funded technology landscape has given way to an environment marked by increased scrutiny and board-mandated directives to prioritize sustainability and long-term growth over short-term profitability. As companies navigate this new landscape, it’s crucial to adopt a more balanced approach that prioritizes sustainable growth, profitability, and long-term value creation.
When to Migrate from On-Premises to Cloud Infrastructure
Tech leaders are constantly grappling with the question of when to migrate their on-prem systems to the cloud. It depends on several factors.
Navigating Unforeseen Cost Escalation on Snowflake Data Cloud
Many businesses who’ve migrated to Snowflake, often encounter unexpected cost escalation. This article unpacks Snowflake’s cost structure, its broken promise of scalability and cost-efficiency, and how to reign in those rising costs.
Charting First-Party Identity for Clients
The identity landscape is shifting right now, and it’s time to adapt or risk being left behind. As advertisers increasingly recognize the importance of owning their identity data, the demand for enterprise identity spines is skyrocketing. This presents a massive opportunity for systems integrators who are ready to step up and deliver these critical solutions to their clients.
Building for a Composable Future
Product managers and chief product officers in the MADTech space face a paradigm shift that demands a new approach to product development and integration. The key to thriving in this new world lies in embracing composability – the ability to create flexible, modular, and adaptable systems that can seamlessly integrate with other technologies.
The Technical Requirements of Real-Time Data Processing
As marketing service providers (MSPs), you understand the power of real-time data – for generating better insights, for delivering personalized experiences, and for maintaining an edge in a fast-moving technology landscape. However, effectively harnessing data in real time is no small feat. Before MSPs can use real-time data to drive powerful marketing action on behalf of their brand clients, they must first overcome numerous complexities, from data processing challenges to regulatory compliance.
Choosing the Right Data Infrastructure for Your Business
Choosing the right data infrastructure for your business depends on various factors, such as your data requirements, budget, scalability needs, and existing IT infrastructure.
Powering Personalization with Real-Time Data
Personalization, powered by real-time data activation, helps marketing service providers improve customer engagement via tailored marketing messaging and experiences.
Abracadabra, Presto…Identity?
The development of an identity strategy built to stand the test of time isn’t as simple as waving a magic wand, selecting an identity vendor, and hoping for the best. This is especially true for Marketing Service Providers (MSPs) whose businesses have become reliant on third-party tracking.
Change is Coming to the Data Layer
Choosing the right data infrastructure for your business depends on various factors, such as your data requirements, budget, scalability needs, and existing IT infrastructure.
The Challenges of On-Premise Data Management
In the ever-evolving landscape of marketing and advertising technology, the challenges posed by on-premises (on-prem) data management have become increasingly apparent. Legacy on-premises systems often struggle to scale seamlessly with increasing data volumes. As organizations strive to extract meaningful insights from vast datasets for tasks ranging from multi-touch attribution to audience building and closed-loop measurement, the limitations of on-premises infrastructure have surfaced.
Understanding the Data Infrastructure Landscape
In the Marketing Tech and Advertising Tech industries, data infrastructure has undergone significant transformations to keep pace with the demands of big data analytics and real-time decision-making. The landscape is characterized by a blend of both cloud and on-premises solutions, each offering distinct advantages.
Seven Considerations for a Cookieless Future – An Infographic
This infographic is based on the MadTech...