Category: Blog

As we move further into a mobile-first world, marketers are focusing more heavily on the value of first party data for mobile app marketing. Mobile operations systems like Apple and Google are placing more emphasis on their privacy and security features than ever before. In 2020, Apple released iOS 14, an update that requires mobile… Continue reading The Importance of a First-Party Data Strategy in Mobile App Marketing

At this point, most marketers agree that a CDP is a must-have for their organisation. At the same time, there’s still a lot of confusion as to what, exactly, a CDP is supposed to help you do: one recent study found that only 51% of marketers “definitely grasp the difference” between a DMP and a… Continue reading 8 Ways to Get the Most Out of Your CDP

With Google’s plans to deprecate third-party cookies by 2023 and Apple’s iOS 14 now allowing users to opt-out of app tracking, the future of marketing and advertising lies at the hands of first-party data.  While this change undoubtedly affects the way businesses collect and use data, the good news is that there is still time… Continue reading The 8 Best Strategies for Mastering First-Party Data Collection

Over recent years, the data privacy landscape has experienced an incredible shift, and brought with it the notion of consent management. Consumers have demanded more control, transparency and privacy in regards to their personal data – and their concerns have been heard and actioned through the introduction of data privacy laws like GDPR in Europe.… Continue reading Consent Management vs Consent Orchestration: What’s The Difference?

Understanding the different types of data available for a campaign can go a long way toward reaching business goals. For example, some campaigns may only need first and second-party data, while others may need a mix of second and third-party data. But how do first, second and third-party data differ from each other? The main… Continue reading The Differences Between First, Second and Third-Party Data

Zeotap has just achieved its SOC 2 Type 1 compliance certification – here, we unpack what this means and why it’s an important credential to look for when evaluating cloud-based technologies. What is SOC 2 compliance?  SOC 2 is awarded by the American Institute of Certified Public Accountants (AICPA) to certify that a service organisation… Continue reading SOC 2 Compliance: What It Is and Why It’s Important

In today’s digital-first world, marketers need ways to interact with customers across multiple customer journey touchpoints. But customer journeys are now more complex than ever: the majority of shoppers follow a zig-zagging path through a wealth of touchpoints, both online and offline, and aren’t always logged into every device they use. This makes it harder… Continue reading Probabilistic vs. Deterministic Data: What’s the Best Identity Resolution Model for Your Business Needs?

CDPs, mostly originating from North America, do a great job of unifying customer data under one roof. However, for those marketers based in Europe or for those campaigns that breach its borders, CDPs often lack the data privacy and security compliance standards needed to operate within such stringent compliance rules as GDPR.  This causes problems… Continue reading CDP Data Privacy & Security Certification Checklist for GDPR

Having access to the same data as your competitors can make for tough competition. One way to have an edge over them is through collecting and using first-party, volunteered data. But surprisingly, even having first-party data may not be enough if it’s incomplete or inaccurate.  Enter: Data enrichment. Data enrichment is a solution that can… Continue reading Data Enrichment: Definition, Examples and Benefits

While eCommerce has experienced steady growth over the last decade, no one was quite ready for the exponential growth caused by COVID. In the US alone, Q1 2020 saw eCommerce’s share of all sales increase from 12% to 16% – the amount of growth seen in the previous four years combined. But now that life… Continue reading Third-Party Cookies and eCommerce – What Happens Next?