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Top 5 Articles of the Week – April 12, 2013

Should Marketers Fear the Cookie Apocalypse?

At this week’s Programmatic I/O conference in San Francisco, AppNexus CEO Brian O’Kelley predicts do-not-track and privacy settings will destroy the ability to retarget consumers. ClickZ’s Susan Kuchinskas weighs in on the controversial cookie.

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Online Video: Too Popular for RTB’s Own Good?

Will the rise in popularity of online video among viewers and advertisers result in more video inventory available for RTB, or will publishers be reluctant to relinquish control of their premium video inventory? As online video popularity grows, publishers will, “have to figure it out.”

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AppNexus Dials Up its Mobile Business

AppNexus announces its new focus on mobile as it works to become the first ad exchange to, “[crack] the mobile market to level it on par with online advertising and close the infamous monetization gap.” (Though AppNexus is up to the challenge, some are still skeptical as to whether they will actually be successful.)

Read about AppNexus’ plans for mobile here

The Power of Universal Analytics in the Palm of Your Hand

Universal Analytics is Google’s answer to requests for a more customizable set of data. PPC Hero offers a thorough breakdown of how to import and analyze your data, as well as the best features and how to use them in order to better identify what is most significant to users seeking out your products and services.

Here’s how

Welcome to the Post Ad-Tech Era

As marketers continue to embrace technology for greater clarity, metrics, and ROI, AdAge stresses that the industry needs to follow suit with true solutions for multi-touch attribution and cross-channel campaigns. (Until there is an enterprise technology that addresses all digital marketers’ needs, check out our tips on reaching today’s connected consumer.)

Read more here

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