Posts by mike McCarthy

Purchase History isn’t as powerful as Purchase Intent Yeah. We said it. Because it is true. One of the biggest assumptions in marketing is that past purchases are the best predictor of future behavior. That’s only true when there is brand loyalty, but that is no longer the case. 62% of Gen Z consumers say…

Affinity Answers has expanded its industry-leading social signal with YouTube—adding a powerful new layer to how we understand consumer behavior, attention, and intent. This isn’t just another platform addition. It’s a continuing step toward capturing how people actually engage with the content, creators, and brands that shape their purchasing decisions. Loyalty Is Dead… But Attention…

Capabilities available in Germany, France, Norway, Denmark, the UK, Sweden, Finland, the Netherlands, and Belgium. Affinity Answers is proud to announce the expansion of our DOOH capabilities into Europe through our partnership with Vistar Media, one of the world’s leading programmatic digital out-of-home platforms. This collaboration enables brands and advertisers to activate Affinity Verified Data…

Cookies are dead. Third-party data is dead. Identity is dead. The AdTech industry loves to put things in boxes. Technologies. Narratives. Entire categories of data. We like them clean, labeled, and wrapped up neatly. Pick your headline. Pick your defunct relic. Make it your villain. Then move on. It’s understandable why this kind of thinking…

At Affinity Answers, Privacy is a Foundational Obligation, Not a Feature In an increasingly complex global data ecosystem—one defined by heightened regulatory oversight, evolving consumer expectations, and an expanding patchwork of jurisdiction-specific privacy frameworks—data privacy is no longer a discretionary consideration. It is a legal, ethical, and operational imperative. At Affinity Answers, data privacy is…