Author Archives: Marta Valsecchi

Digital Trend & Solutions

Telcos flirt with the advertising market

AT&T appears to be nearly closing the acquisition of AppNexus, one of the leading international advertising ad-exchanges. For the American telecommunications giant this operation represents a significant leap towards the advertising market and an opportunity to cash-in on the large volume of data they own. Telcos, in fact, own a great deal of first party data (relayed by users when activating the service) and can make it available to organizations operating in the data-driven advertising market, such as AppNexus, to enable crossing this data (i.e. gender, age, address of residence, payment trustworthiness) with navigation data so as to create increasingly accurate user profiles.

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Digital Marketing & Sales

Multichannel, cross-channel, or omnichannel: synonyms or different perspectives?

63% of large and medium-large companies responding to the survey conducted by the Omnichannel Customer Experience Observatory stated that omnichannel is viewed as a key strategic development driver.
Nonetheless, what emerges from examining application cases is that even some of the projects communicated to the market as examples of omnichannel, often are not.
Some misunderstanding and lack of alignment on the meaning of multichannel (or multiple touchpoint approach), cross-channel and omni channel do, in fact, exist.

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Digital Strategy & Innovation

Biometrics: when technology and user experience go hand in hand

One of the most recent technology innovations in the field of Smartphones is biometrics, more precisely the development of biometric systems capable of recognizing people. Currently, the most widespread is fingerprint scanning, but there are other solutions including facial recognition, voice detection and iris scan. In particular, latest generation models, such as the iPhone X and the brand new Samsung S9, consider face recognition one of their strongpoints.

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Digital Marketing & Sales

Advertising and new ePrivacy policy: the data node and the issue that could penalize small publishers

One of the themes on which the entire online advertising supply chain’s attention is focused is the new ePrivacy policy proposal presented to the European Commission on the 10th of January. The regulation should be approved by the 25th of May 2018. One of the impacted aspects is how users’ agreement to cookies is collected and, in general, of behaviour tracking systems for profiling and advertising purposes. In particular, it is requested that the description of the collected data (through first and third party profiling cookies) be much clearer, transparent and detailed, including related purposes. Furthermore, the user will be able to make a single choice, totally accepting or rejecting the installation of cookies through a filter at browser level.

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