Ray Kingman
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Articles by Ray Kingman
We Need an Open Web Identity Solution to Combat the Opacity of Walled Gardens
“Market dislocation”—though a term most often reserved for economists and Wall Street analysts, it could aptly describe the state of online identity today. Recent reports suggest that Apple and Google are considering removing the IP address from their respective devices’ and platforms’ reporting. This move, which also nods to regulators and privacy advocates, comes on top of removing third-party cookies and possibly preventing the use of precise location identifiers.
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Ray Kingman Analysis As Location Data Becomes More Precise, We Must Redefine Privacy Say what you want about the evil cookie, at least it was an open solution, says Semcasting CEO Ray Kingman. Analysis How Pharmaceutical Brands Are Using Location To Target Consumers As more medical marketers look to balance consumers' privacy issues with patients demand for greater relevance, Semcasting's CEO Ray Kingman offers a delicate approach. Thank You! Something went wrong!
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As Location Data Becomes More Precise, We Must Redefine Privacy
Measurement Will Collapse the Ad Stack and Change the Economics of Programmatic
Sign in or sign up to access this audio feature! No worries ... it's FREE! The advertising stack is bloated because there are too many hands reaching for a piece of the pie. But as we add systemic measurement into the mix, the economics of programmatic begin to collapse. Call it the straw that breaks the camel's back. But the problem isn't any single piece of the stack, it's the model itself.
The IP Address Is the Permanent Solution for Proof of Performance
Share In adtech, the market has a number of preconceptions about the IP address that are not necessarily accurate, so it is important to share a bit of additional context on the IP address. As noted, digital advertising initiated a bit of a gold rush around trying to engineer an alternative to cookies just a few years ago. The assumption has been that cookies were a privacy risk.
The Key to Measurement Is the IP Address
Share The industry's well-documented drama surrounding the end of the third-party cookie is finally here. Now that is finally real – we need to acknowledge that this is going to be a big disruption to the status quo, upending years of investments that call into question a very large number of innovations, systems, brand workflows and business model decisions.
If You Really Want to Be Privacy Compliant, Be Accurate
October 18, 2023 By Ray Kingman A new wave of identity solutions won't allow our industry to have its cookie and eat it too. Digital privacy is here to stay. Either we choose to live in denial by investing in less transparent, more wasteful versions of the past, or we fully embrace privacy by committing to data and accuracy. Today, more than 90 percent of digital display dollars are spent programmatically, according to Insider Intelligence. Why?
Evolve to a Member Services Model for More Precise Targeting and Measurement
Advertisers are at a measurement crossroads of sorts in 2023. Device and browser blocking, as well as government privacy changes, are curtailing unique user reach on some of the well-known advertising platforms. This is increasing customer acquisition costs and severely limiting measurement of campaign activity beyond the first or last click—which has never been an accurate indicator of engagement or conversion.
Optimize Your Reach with Audience-Based Frequency Capping
October 11, 2022 By Ray Kingman Consumers are hanging on to their pandemic streaming habits. This elevates connected TV (CTV) as a critical channel for reach – which, it turns out, is just in time for the rebound of many marketers getting back into the market. CTV at scale is opening the door to a multi-screen advertising experience where savvy marketers can reach their target audiences digitally across several platforms at once.
Big data is a stepping stone for the exponential growth of IoT
Someday soon, we’ll be able to look back on the idea of big data and laugh the way we do when we talk about other transformative (but now obsolete) technologies like the VCR and the fax machine. We’ll laugh because what we once thought of as transformative will be viewed as nothing more than a quaint stepping-stone. Yes, there is more big data on the way, but we aren’t simply talking about bigger data, we’re talking about data in a third dimension, thanks to the Internet of Things (IoT).
It's Time to Create a Reasonable Standard for Privacy and Data
In a study commissioned by the IAB, a Harvard professor estimated that eliminating access to consumer data would result in a cascade of protective responses by brands and agencies. The impact would consolidate and shrink the $110 billion digital marketing industry by an estimated $40 billion.
The Ups and Downs of Medication Adherence During COVID-19
Just as people stockpiled toilet paper at the outset of our current global pandemic due to fear of running out, the same was true of their medications. AllazoHealth analyzed its clients’ data to see the impact of COVID-19 on refill rates and found the percentage of prescriptions filled more than a week before their due date more than doubled—increasing 18% between the weeks of March 14 and March 21.
More Than Ever, Marketers Need to Invest in Identity Resolution
Google has said it will make third-party cookies obsolete within two years. While Google’s decision is ostensibly about creating a more “private” web—it also a strategic coup. Google’s pullback from the open web will make it more difficult for marketers to optimize their audience reach or to measure campaign performance across platforms and tactics.
Impeachment Could Mean Less Ad Space for Brands
Impeachment is essentially the only constitutional remedy for a president that might represent an existential threat to the country. And it can play out in any number of scenarios. Although it has been a relatively short time since the whistleblower charges, to a large extent we already know that we’re in for a mind-numbing, omnichannel media blitz that will suck the oxygen from the room.
The Double Secret Solution
by Ray Kingman , Op-Ed Contributor, May 22, 2014 Teenagers are tricky. They can be fickle, moody, sly and sullen. Teens can also be tricky for marketers. Teens are a desirable audience because they are involved in so many consumer transactions. Although their eyes can sometimes be bigger than their wallets they’ve learned the secret of how to convince their parents to buy them the things they want. Then there are the privacy concerns.
4 Ways Ad Tech Can Prepare for Impending State Privacy Laws
Europe set the bar with GDPR. Washington, California, New York, Nevada and Maine are each on the road to regulating the use of consumer data as well—at least within their own jurisdictions. National cyber privacy law is coming; versions of one are being passed around in the Senate and in Congress. We just don’t know when. How can ad tech ready itself for an uncertain regulatory future? Recognize the core concept behind privacy regulations With any legislation, it’s easy to get lost in the weeds.
4 Ways Ad Tech Can Prepare for Impending State Privacy Laws
Europe set the bar with GDPR. Washington, California, New York, Nevada and Maine are each on the road to regulating the use of consumer data as well—at least within their own jurisdictions. National cyber privacy law is coming; versions of one are being passed around in the Senate and in Congress. We just don’t know when. How can ad tech ready itself for an uncertain regulatory future? Recognize the core concept behind privacy regulations With any legislation, it’s easy to get lost in the weeds.
4 Ways Ad Tech Can Prepare for Impending State Privacy Laws
Check out Commerceweek, Adweek’s destination for retail innovation. Enhance sales strategy across touchpoints with tips from top marketers. February 28-29 in NYC and virtual. Register. Europe set the bar with GDPR. Washington, California, New York, Nevada and Maine are each on the road to regulating the use of consumer data as well—at least within their own jurisdictions. National cyber privacy law is coming; versions of one are being passed around in the Senate and in Congress.
It’s Time For B2B Marketers To Disrupt The Funnel & Build The First-Party Data Pipeline
July 23, 2019 Written by Ray Kingman, Semcasting Published in Demanding Views Top-of-the-funnel targeting will always be a challenge for B2B marketers given the highly specialized nature of the goods and services they promote. The traditional tactic of including an inflated number of prospects at the top of the funnel doesn’t work the same online as it does with prequalified direct mail; it isn’t as effective as it could be.
Livestream Gaming Viewership Adds Up for Mobcrush
Mobcrush found that at least four million of Ninja’s followers were duplicated across various platforms. Online gamers don’t just like to play their favorite games, they like to watch the experts play, too. For advertisers, deduping subscriber lists to know how many eyes are actually tuned into those gaming livestreams and VOD replays is critical for making sure they are reaching the right audiences.
Data and Emotional Intelligence: The Toronto Raptors’ Secret Weapons
The use of emotional intelligence and analytics has nearly become table stakes in the business world, but now they are becoming part of the path to winning in professional sports. The Toronto Raptors wouldn’t have just won the NBA Championship if they didn’t combine those two irreplaceable tools for success in the modern world.
3 Ideas for Optimizing Inbound Phone Calls
Follow Us Info SubscribeLog In Facebook Twitter Google+ RSS HOME -> Consumer Marketing -> Data & Analytics -> 3 Ideas for Optimizing Inbound Phone Calls Posted on June 19, 2019 by Dave McAnally Consumers are using digital channels more than ever for researching and purchasing, but they haven’t hung up the telephone completely just yet. Phone calls still play a pivotal role in many consumers’ decision-making process, so it is crucial call center and locations know how to close a sale.
Marketing in an Age of Data Mistrust: 3 Tips
Spotify Wrapped is one way the music streaming service uses data to personalize engagement. Consumers understand more about how brands are using their data than ever before—and they’re not sure they trust what you’re doing with their information. It’s hardly a surprise, considering that huge corporate data breaches have become commonplace. Problems with information security can damage reputations and lead to serious legal—and commercial—problems for companies.
Focus on SEO Boosts Traffic for SmarterTravel
The type of content that works best varies from site to site for SmarterTravel. One year into a new SEO strategy, SmarterTravel is seeing traffic increases of up to 70 percent for some brands. SmarterTravel is the media arm of TripAdvisor and operates several different websites, each catering to a different type of travel audience. AirfareWatchdog.com, for example, offers information on travel deals, while Jetsetter.com shares intel on the hottest global destinations.
Marketing Structures Keeping Customers and Brands Apart—Report - Chief Marketer
A mere 10 percent of brand leaders feel exceedingly confident they will be able to reach their customer engagement and revenue goals as customers seek more localized, personalized experiences that are relevant to their own cultural context and situation. Another 73 percent feel only partially prepared to deliver.
TeePublic Follows Trends and Marketing Metrics
Much of the site’s SEO traffic is driven by very specific searches, like “rainbow unicorn riding dinosaur.” Keeping on top of pop culture trends and online metrics are a crucial part of TeePublic’s strategy to connect with consumers’ geek needs. TeePublic is a platform that works with artists to sell their designs on a number of products, from hoodies to phone cases to posters to shower curtains to, of course, t-shirts.
How Attribution Can Lower Customer Acquisition Costs
Attribution measurement can be a key tool for determining which marketing channels work and which can help cut customer acquisition costs. Marketers in verticals like financial services have long understood that they need to play the long game when it comes to acquiring new customers. Considering the potential payoff, it can be common to see numerous special promotions and premiums offered (free toaster anyone?), and acquisition costs in the hundreds of dollars.
Attribution Isn’t Just About Marketing. It’s a Way to Make Pharma More Affordable
Turn on the television and you’ll be bombarded by pharma ads—all competing for your attention. But, like marketers in other industries, pharma struggles with measuring the effectiveness of their advertising. As a recent eMarketer report noted, two-thirds of U.S. marketing professionals said their company had increased its prioritization of marketing attribution in the past year.
Street Fight - Hyperlocal Marketing, Tech, Retail, Commerce, Content
Published: August 1, 2018 I, for one, believe the noise about location targeting in ad tech is getting a bit overheated. Like many ad tech tactics of the recent past, the innovation behind location targeting addresses known shortcomings in digital marketing. There are numerous different applications for this technology, but there are also some real complications when it comes to execution.
Sweeping Privacy Laws Are Here, But What Does Privacy Really Mean?
by Ray Kingman , Op-Ed Contributor, July 2, 2018 At the heart of GDPR and California’s Consumer Right to Privacy Act 2018 (a GDPR-like law that the state’s voters will consider in November) is a simple and appropriate concept: consumers ought to have a say in how companies use their personal information. Although still somewhat vague, supposedly GDPR places the spotlight on consumer privacy by forcing action around consent.
Amazon, a Case for Protecting Consumer Choice
In a Twitter tantrum, Donald Trump accused Amazon of taking advantage of the United States Postal Service. While the president is motived by the fact that Amazon CEO Jeff Bezos also owns The Washington Post — a newspaper that's led the way in documenting the smorgasbord of Trump administration scandals — the attack on Amazon dovetails with a long-running narrative that casts the company as the villain. But, Amazon isn't evil, it's just increasingly pervasive.
Apple's privacy update isn't the kind of protection that consumers need
With a software update, Apple has triggered a new wave of privacy discussions inside ad tech. At the same time, a privacy directive in the European Union promises to turn up the volume on that conversation. With apologies to Bob Dylan, the codes — legal and binary — are a changing, although what’s less clear are the motives behind these changes. Apple’s latest Safari 11 update imposes Apple cookie standards across the board.
COMMENTARY: If automotive doesn’t solve attribution, Silicon Valley will drive away with their business
With apologies to Elon Musk, Google’s self-driving car initiative and even the rumored Apple car, Silicon Valley isn’t going to outperform Ford, GM, or Toyota on the assembly line. Mass producing cars just isn’t a core competency of Silicon Valley. What Silicon Valley excels at is disrupting analog distribution models and replacing them with streamlined digital distribution that’s more efficient, cost effective and accountable.
Discount Grocer Lidl Sees US Store Visits Slip Following June Launch |
After experiencing a favorable introduction for its first 20 U.S. grocery stores, German discount chain Lidl has been wrestling with declines as it continues its East Coast expansion. According to analysis by proximity analytics and targeting platform inMarket, the declining foot-traffic Lidl has seen is afflicting others in the discount grocery space as Walmart ramped up its challenge against Amazon’s Whole Foods and Target.
Digital Maps Have Supported $1 Trillion In Business -- Here's How |
While location-targeted mobile ad dollars are expected to rise from $9.8 billion in 2015 to $29.5 billion by the end of 2019, for a 24.6 percent compound annual growth rate, according to BIA/Kelsey, that number only tells part of the way geospatial intelligence has impacted the way businesses and consumers interact. According to Google and consultancy AlphaBeta, digital maps have supported roughly $1 trillion in sales by businesses.
As Location Data Becomes More Precise, We Must Redefine Privacy
By Ray Kingman Oct 6, 2017 11:17AM Facebook knows what I like. As of this month, Facebook also knows where to find me, at least to within 15 feet of my location thanks to an impressive global mapping project. Combining consumer likes and engagement with staggeringly precise location data is an obvious boon for Facebook’s mobile advertising initiative, but Facebook is only keeping up with the Joneses. Google has similar capabilities, thanks to the company’s aggressive interest in mapping.
As Location Data Becomes More Precise, We Must Redefine Privacy
Facebook knows what I like. As of this month, Facebook also knows where to find me, at least to within 15 feet of my location thanks to an impressive global mapping project. Combining consumer likes and engagement with staggeringly precise location data is an obvious boon for Facebook’s mobile advertising initiative, but Facebook is only keeping up with the Joneses. Google has similar capabilities, thanks to the company’s aggressive interest in mapping.
Walled Gardens Are Back -- But Don't Expect A Bountiful Harvest
by Ray Kingman , Op-Ed Contributor, October 6, 2017 Facebook and Google represent an advertising duopoly. In a sense, we’ve come full circle and returned to the early days of the commercial internet, when walled gardens like AOL and Yahoo were the main games in town. Of course, walls are “in” these days, as any political junkie or “Game of Thrones” fan can tell you.
The Omnichannel Challenge: When It Comes To 'Click-And-Collect,' US Retail Lags |
As Amazon continues to open fulfillment centers to get orders to customers even faster, the offer of shop online and in-store/curbside pickup by U.S. retailers is far behind their global peers. Only 29 percent of major U.S. retailers offer click-and-collect services — a significant gap from the 67 percent of their UK counterparts, citing an OrderDynamics study of more than 1,000 retail websites.
Welcome To The Age Of Assistance -- And Assistants |
Advertising Week NY covered a great deal of ground last week, from Tencent’s expanded presence to the growth of Facebook Messenger as a marketing vehicle to the Weather Company’s heralding the Era of Cognition. Retale Managing Director Nels Stromborg attended a number of events and meetings and here’s his takeaway. Brands are taking action on transparency: Whether you’re a vendor, agency or seller, if you weren’t paying attention to the transparency debate, you are now.
PlaceIQ Partners With comScore On Cross-Channel, Location Ad Effectiveness
PlaceIQ and comScore are rolling out a joint analytics product that promises to measure lift in retail visits resulting from TV, mobile and desktop advertising.
What’s In A Name? Why B2B Lead Gen Is Personal
Ask your sales team about their pipeline and you’re likely to get an earful about the limited number of leads they get from the marketing department. At the same time, sales people often associate scale with waste, so it’s not surprising that a recent study found that B2B marketers emphasize quality over quantity.
How Inconsistent Online Citations Hurts Auto Dealers’ Business |
It’s easy for local businesses to take search rankings for granted. After all, hardware stores, apparel shops, automotive dealerships tend to concentrate on what they’re selling, not necessarily how customers find them when searching the web. But online citations and listings are the dominant way people find a business.
Skilled Marketers Measure Twice Before They Act
Skilled carpenters will famously measure every millimeter of the wood they work with. They will do so multiple times before, during, and after executing their first cut. Digital campaigns should be designed and executed with the same care and precision that a master carpenter designs a table or a bookcase. In fact, we are entering a time in digital advertising where it is going to be important that we “measure twice” before we act—or maybe even three or four times.
Convince and Convert: Social Media Consulting and Content Marketing Consulting
Trade shows have long been a valuable forum for B2B marketers. From one industry to the next, trade shows, like most scheduled events, follow a predictable pattern. From the marketer’s point of view, that pattern starts with the arrival of a qualified audience and ends with the capture of sales leads and some associated data. As B2B marketers follow the lead of their B2C peers and shift more dollars to digital, it’s not surprising to see a lot of emphasis on ideas like geo-fencing.
The End of Behavioral Targeting and the Rise of Account-Based Marketing
Since the introduction of online banner advertising, a generation of marketers has been trained in the power of behavioral targeting. Those marketers live and breathe intent data while championing the value of prepackaged cookie segments. But as marketing moves toward personalization—a trend that mobile has not merely made possible, but inevitable—it's becoming clear that behavior isn't the Holy Grail many claimed it was.
Doctor Knows Best: Why Provider Data Should Drive Healthcare Marketing
by Ray Kingman , Op-Ed Contributor, November 14, 2016 Healthcare and pharmaceutical marketers will spend nearly $2 billion on digital advertising this year, a 15% increase over 2015 spending. But while these advertisers are ramping up their testing of digital, little has changed in the way they approach the challenge of building a target audience. Historically, healthcare marketers have built audiences by identifying patients who have a particular disease or ailment.
Heading for a national healthcare wallet
Later this year, Anthem, Cigna, Aetna and Humana will all argue their respective mergers don’t run afoul of antitrust laws. Aetna also announced it was pulling out of 538 of the 778 county health insurance exchanges in 2017 due to lack of profit potential. After a honeymoon period, corporate healthcare providers are measuring the Affordable Care Act’s (ACA) impact. PricewaterhouseCoopers reports consolidation is the top issue facing healthcare.
Brands Take Control of Their Data to Reset Privacy
Ad tech has never been terribly comfortable with the data privacy discussion. Neither have the brands. The reason for this awkwardness is twofold. First, it’s natural that technology runs ahead of public policy, and ad tech is all about running forward with technology. Regulation is the natural response to any perceived threat to the consumer, and whether that threat is real or not, brands are the first to cast a wary eye toward the actions of ad tech to make sure they’re not exposed.
Is Digital Finally a Match for TV?
One early lesson that’s emerged this year is that many candidates need to work harder than ever at getting noticed, especially when a rival campaign is able to easily capture the media spotlight. Taking a traditional approach has proven less successful so far this cycle. Television has been seen as the best way for candidates to establish their identity with voters since the Kennedy-Nixon debates.
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