DELVE Promotes COO Anton Lipkanou to President

BOULDER, Colo., September 24, 2021 — DELVE, the measurement-first advertising consultancy that empowers marketers with the intelligence of their own data, announced today that it has promoted COO Anton Lipkanou to President. In this newly-created role, Lipkanou will focus on assessing opportunities to improve processes, ensure a healthy P&L, and work with key leaders to set them up for success.  “Anton’s journey embodies DELVE’s culture of continuous learning and personal development,” said...

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September 24, 2021 |
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DELVE Promotes COO Anton Lipkanou to President

BOULDER, Colo., September 24, 2021 — DELVE, the measurement-first advertising consultancy that empowers marketers with the intelligence of their own data, announced today that it has promoted COO Anton Lipkanou to President. In this newly-created role, Lipkanou will focus on assessing opportunities to improve processes, ensure a healthy P&L, and work with key leaders to set them up for success.  “Anton’s journey embodies DELVE’s culture of continuous learning and personal development,” said...

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September 24, 2021 |

Google Did Brands a Favor by Cutting Off Cookies

The transition to an internet without cookies will be rocky, but it will ultimately benefit all parties — including, yes, even brands. Executive Summary For years brands have relied upon third-party data to drive their marketing, although first-party data provides deeper customer insights for personalizing ads and orchestrating next best product offers. Google’s decision to discontinue support for third-party cookies doesn’t create a problem for brand advertisers -- it actually solves a problem...

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September 16, 2021 |

Why Amazon DSP is the Best-Kept Secret in Programmatic Advertising

Intent data helps advertisers achieve big gains in return on ad spend By Kiana Nemoto | Managing Director of AdTech Platforms, DELVE In the past few years, Amazon has built an advertising business powerful enough to contend with Facebook and Google. Amazon’s share of the U.S. digital ad market grew to more than 10% in 2020, making it the third-largest digital ad publisher in the country—and Amazon isn’t even a media company.  The vast majority (about 90%) of that advertising revenue is for ads...

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September 9, 2021 |

Meet the Team: Andy Semenihin

Title: Head of Data What are your job responsibilities?I head the web analytics team. In that capacity, I manage our team of web analysts doing data collection and measurement for our clients and help them build the foundations for digital analytics and online marketing optimization. How long have you been at DELVE? Six years now.  What does a typical workday look like for you?I’m located in DELVE’s European office, so I’m in a different time zone than many of my colleagues in the US. I start my...

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August 27, 2021 |

Will Open Source Identifiers Solve the Third-Party Cookie Crisis?

Anonymous Identifiers Can Aid Targeting, But First-party Data Drives Personalization By Svetlana Filipson | Head of Analytics, DELVE At first blush, it would appear the digital advertising industry has been hit with a double whammy in 2021. We’ve long known Google would be phasing out the use of third-party cookies in Chrome first by 2022, then by 2023, and the company has launched FLoC, a reset of and “new normal” for how consumers can be tracked on Google's own platform. At the same time, Apple’s...

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August 11, 2021 |

Avoiding the A/B Testing Trap

The Importance of Structuring the Correct Control Group Split  Marketers have known for years that testing is key to developing impactful ad messages and product offers before scaling their campaign investments. However, not every marketer structures and conducts experiments correctly -- including basic A/B tests. One of the most important decisions in structuring A/B tests is the user split between the control group and the variation group. Risk aversion can lead to incorrectly splitting these groups...

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August 5, 2021 |

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