Say Goodbye To Cookies: The Future Of Digital Advertising

The Digital Slice Podcast is brought to you by The Friedman Group, LLC

Join Brad Friedman and Jeff Greenfield as they chat about the demise of the cookie and the strategies and technology marketers will use to remain innovative.

Jeff Greenfield is an entrepreneur with three decades of strategy, growth and marketing experience building and leading teams, emphasizing innovative marketing enabled by new technology.

Prior to co-founding Provalytics to build the next generation of Attribution, Greenfield led buy-side strategy, sales, and development at WideOrbit.

Prior to WideOrbit, Greenfield was the COO & co-founder of C3 Metrics, a leading multi-touch Attribution platform with clients including JP Morgan, US Bank, Hertz, Nestle, Peapod, Carhartt, Edward Jones and Fender. His technical innovations include real-time digital viewability measurement, integrated linear and OTT television measurement and the creation of a cookie-less identifier. Greenfield developed & led all GTM strategies, including conferences, the ‘This Is Attribution’ podcast, and an Attribution Certification program and grew the team to 55 with 171% YOY growth, leading to being named to Deloitte’s 2018 Technology Fast 500.

His extensive work with the Media Ratings Council led to accreditation for viewability and the creation of attribution accreditation, the first for the industry for which he was recognized at the Market Research Council, where he was named a ‘Star of Attribution’ by Sequent Partners.

Prior to C3 Metrics, Greenfield founded 1st Approach, a branded entertainment agency focused on the convergence of technology and growth marketing, where he served GlaxoSmithKline, Kimberly-Clark, Sony BMG, Black & Decker, Forest Labs and more. His creations include Verizon’s Effie award-winning ‘How Sweet The Sound,’ Medicis Pharmaceutical’s branded tour and online contest, Land Watch, the first marketplace for rural land on behalf of Plum Creek Timber/Weyerhaeuser, and Position Solutions, one of the first SaaS search engine optimization platforms.

Greenfield started his career building a chiropractic clinic, which scaled via word-of-mouth marketing by adopting a philosophy of treatment first, where no one was turned away, regardless of ability to pay, which is detailed in Chapter 5 of Buzzmarketing: Get People To Talk About Your Stuff.

Featured at hundreds of conferences, including NAPTE, NAB, Mediapost, BANFF, MASB, ANA and TVOT, with thought leadership appearing in the NY Times, The Washington Post, The Wall Street Journal, Bloomberg, ABC, CBS, and Investor’s Business Daily.

Greenfield studied Biochemistry at the University of Maryland, interned at the National Institutes of Health, and obtained his Doctor of Chiropractic (DC) and BS in Human Biology from Southern California University of Health Sciences. He is an instrument-rated pilot and a performing member of the Magic Castle in Hollywood.

In this Episode:

• Jeff talks about analyzing data to determine if your marketing is working.
• Jeff discusses cookies going away under the guise of privacy. .
• Jeff says there are a lot of new advertising mediums out there where there are no clicks.
• Jeff talks about how marketing efforts may take days or weeks to have an impact.
• Jeff also says that the digital ecosystem for advertising is changing for the better for advertisers.

Quotes from this Episode:
“What's happening is that all of these companies are realizing that the value is in their data that they have.” – Jeff Greenfield
“It used to be the internet was what we would call the open web.” – Jeff Greenfield
“One of the things that digital marketing has, has kind of shifted for advertisers is the belief that you buy ads to generate clicks and those clicks lead to sales.” – Jeff Greenfield
“So what smaller advertisers can do today is add that additional column for impressions and start checking that out.” – Jeff Greenfield
“As a marketer today, you end up making decisions based on only 20 to 30 percent of the data and it's all like bottom of the funnel.” – Jeff Greenfield

Resources:

Jeff Greenfield:
LinkedIn: Jeff Greenfield
Website: Provalytics

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“Brad Friedman on Digital Marketing,” by Brad Friedman
“The Small Business Owner's Guide To Inbound Marketing,” by Brad Friedman
“100 Livestreaming & Digital Media Predictions,” by Ross Brand with a chapter by Brad Friedman

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