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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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 |

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 |

How DELVE Helped Partners in Health Boost Awareness of Their Initiatives and Capture a New Generation of Supporters

CHALLENGE Partners in Health (PIH) aimed to boost awareness of their initiatives and capture a new generation of supporters and donors by integrating digital, broadcast, print, and streaming media -- including the Netflix release of the documentary, Bending the Arc. This included identifying, engaging, and ultimately converting donors. Of particular interest was the acquisition of new donors and collecting and building a strong email list to enable ongoing donor engagement and fundraising. DELVE...

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August 3, 2021 |

Alternatives to Multi-Touch Attribution for Measuring Marketing Performance

Accurate attribution will require a combination of measurement techniques that measure the full marketing funnel. By Svetlana Filipson | Head of Analytics, Delve Multi-touch attribution (MTA) tools such as Google Analytics 360 and Adobe Analytics are universally accepted ways to measure marketing performance—but they also can lead to biased results and incomplete buyer journey insights. With third-party cookies going away, traditional multi-touch attribution models may become even more unreliable. As a...

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July 28, 2021 |

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