There is a push and pull between an advertiser’s desire to attribute advertisement spending to lead generation and their responsibility to respect consumer privacy. In this episode, Raj Sudra, the Chief Technology Officer at Gannett, joins me to discuss his role and the intricacies of digital marketing attribution. He explains the technology and systems used, such as LocaliQ's proprietary Capture technology, pixel tracking, and the importance of compliance and data privacy. The conversation emphasizes the balance between collecting meaningful data for effective marketing and adhering to privacy legislation like GDPR and CCPA. Raj also talks about what’s changing in advertising platforms like Google and Facebook. He touches on why publishers prioritize first-party data as cookies become less reliable to them and how evolving technology such as AI enhances digital marketing strategies.

What you will learn:

• What pixel tracking really means
• The impact of a cookie.
• Why data privacy and marketing don’t have to work against each other.
• The importance of evaluating, storing, and tracking data ethically.
• The technical side of how leads are generated during visits to your website

Thanks for listening!
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