Time to

recode.

New privacy legislation, Apple’s IDFA block and the coming deprecation of third-party cookies are sending shockwaves through the digital advertising ecosystem. New privacy-centric cookieless technologies are emerging, displacing antiquated methods for media tracking and measurement. Brand affinity awaits those who crack the code.

At Hearts, we’re working to recode the future of media connections.

As “Agents of Change” we’re investing in the future of media with technology designed to harness the emotional bonds between consumers and brands. Our new Agents of Change series will dissect the mechanics of analytics, data and technology and media measurement in a new privacy-first world.

How the marketing loop will be reborn

By Evgeny Popov

Hear from our Managing Executive Director of Analytics on why we started Agents of Change, an overview of the initiative, and what it means for the advertising industry.

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Analytics

The death of 3rd parties cookies and IDFA blockers will disintegrate 1:1 customer journeys for media campaigns. New cohort-based approaches with statistical rigor will drive the next generation of media analytics.

Articles

How AI will save ad targeting from the Cookiepocalypse

View AOC Article

How marketers can achieve scale and precision in a world without third-party cookies

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As the cookie crumbles, media quality will drive ROI

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Data and technology

As consumer privacy increases deterministic targeting methods become near impossible. New probabilistic data modeling around consumer behavior step in to fill the void.

Articles

Brands’ data practices should reflect their social duty of care

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Measurement

In a web devoid of identifiers, brand attachment becomes the new metric displacing legacy measurements of brand preference and loyalty. What is the future of multi-touch attribution in an anonymous world?

Articles

Why brand attachment is more important than brand loyalty or preference: Opinion

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Multi-touch attribution after Apple’s privacy update

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Three tips for scaling CTV buying while minimizing the risk of fraud

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The marketing funnel is an organizational construct—and a useful one

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How to optimize the value of a view with brand safety

View AOC Article
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