Do not hesitate to help me out with suggestions and questions in the comment section of each post.
The carbon footprint of Media – Part 2: Print, Audio and Outdoor. 
To continue the deep dive into the topic of the carbon footprint of advertising, we have investigated the status quo on print Audio and Outdoor (OOH) advertising. Both OOH and Audio are more diverse in their formats, infrastructure, and delivery modes, which impacts the capacity to calculate relevant averages or find overarching papers that present dedicated resultsContinue reading “The carbon footprint of Media – Part 2: Print, Audio and Outdoor. ”
The carbon footprint of Media – Part 1: Digital and TV
The advertising industry is pressured, like any other sector, to reduce its impact on Climate. Brands and publishers have pledged to become carbon neutral by 2030 to mitigate the risks for the environment. What is actually the impact of media production and usage? what can brands do?
Cookie Life – Part 5: Universal Identifiers
As part of the third-party cookie replacement, many solutions emerged, one includes joining force to trace users accross multiple platforms. Here is how this works.
Cookie Life – Part 4: Data Clean Rooms
Preserving the privacy of your customer base is paramount both ethical and strategically. Here is one technical solution for that.
Cookie Life – Part 3: First-party data collection strategy
Knowing more of your customers is always relevant for anticipating the next products or revenue sources. Establishing a structured base of information and being able to leverage them in a efficient way is an edge. This is were you could start with.
Cookie Life – Part 2: Targeting without third-party cookie
I wrote this article as part of a series published on the Mercury Media Technology GmbH blog. To follow up on the status quo on cookieless future, we would do our first dive on cookieless targeting as it offers an opportunity to launch very quickly. We will give here a quick look into what are theseContinue reading “Cookie Life – Part 2: Targeting without third-party cookie”
Cookie Life – Part 1: Status Quo
Understanding to past to perform in the future, here is the goal of this article to set the scene on Cookie and privacy.
How to really transition to data-driven decision-making?
I wrote this article as part of a series published on the Mercury Media Technology GmbH blog. We have developed a guide for you to facilitate the planning of this high-potential transformation for your business. It addresses the most pressing questions that managers will have to cover to set out on this exciting journey: WhatContinue reading “How to really transition to data-driven decision-making?”
Data infrastructure for advertising – where to start?
I wrote this post for MMT Transitioning to data-driven marketing, which has become a must-do for business performance in the last 5 years, is not uniquely a mindset to adopt. Using efficient data for decision making is not about building data-heavy graphs in business presentations to help you determine your next business steps. You needContinue reading “Data infrastructure for advertising – where to start?”
Why scaling beyond walled gardens?
I wrote this post on MMT Walled gardens offer an amazing platform to get brand presence quickly to the market, targeting core audiences for what seems a fraction of the budget. They have become into an essential tool for building awareness to the point of overspending other digital channels and most other media channels inContinue reading “Why scaling beyond walled gardens?”
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