Editorial

A Reality Check for the Post-Cookie World

Ultimately, replacing third-party cookies is about the industry working together to help brands connect with people in a responsible and privacy-compliant way.

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The Era of Broad Target Segmentation Is Over

As the nation continues to diversify, brands must broaden their ideas of a target audience. They must move away from defining their consumers in traditional, broad segments like Gen Z or Gen X, and understand the diverse range of individual needs.

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The Marketer’s Dilemma: Redefining Gen Z

Gen Z could fuel growth, but they could also limit it. The actual problem, however, is not with Gen Z, it’s with the hard and fast definitions we use to label them.

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Lessons from the Unicorns of New York City

At Advertising Week New York, during the panel “Unicorns of New York City,” Pat Kiernan, award-winning anchor at Spectrum News NY1 led a discussion with business leaders from two of the most innovative businesses, built right there in New York, to tell their stories. 

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brand language

Brand Language: Two Things to Try in 2022

Before you finish your list of New Year’s resolutions, add a couple about brand language. Write in a way that’s simple and inclusive – and rise to the challenges of 2022. 

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taylormade

History Lesson: 40 Years of TaylorMade Innovation

TaylorMade and Zambezi, with the help of three of the top ten players in the world: Collin Morikawa, Dustin Johnson, and Rory McIlroy, take viewers on a VFX-guided tour of the last 40 years of TaylorMade innovation.

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third-party cookies

Third-Party Cookies and The State of Digital Advertising

Both advertisers and publishers are making efforts to harness first-party data and develop new solutions as well as leverage alternative user targeting methods to help restore trust among sceptical digital consumers. While this intent is commendable, the ecosystem has a long way to go to develop a credible solution for the loss of third-party cookies and MAIDs.

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media preferences

How Media Preferences Are Changing

Each media channel faces individual challenges, in addition to the re-appearance of out-of-home activities. But some principles can be applied across the board to retain or win back customers.

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