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The rise of marketing tools has changed the landscape for both vendors and end-users in fundamental ways. Many companies are reported to use a large number of different tools for ...

As presented before, the technology behind cookies has made digital advertising extremely efficient. By offering precise information on consumer preferences and behaviours, advertisers could select the personas and demographics which ...

In the last article of our series “Media explained”, we discussed mobile advertising and its characteristics as well as the pros and cons of using this channel. In this article, ...

In spite of the impressive rise of digital ads from zero to hero over the last two decades, TV is still the most important medium in Germany. According to Nielsen, ...

Google is changing the rules of the game again by introducing a new proposal for advertisers in an attempt to replace the third-party cookies as it wishes to. The alternatives ...

Marketers should spend their budget where the absolute ROI is greatest or the return-to-cost ratio is best. This can be achieved with the help of data-based budget allocation. Content Budget ...