Brands recognise that traditional media planning, buying, and measurement models are no longer effective. They are now looking for technology platforms that have adapted to offer solutions that simplify their media supply chain, maximise their media investment, and seamlessly integrate the next emerging channel — whatever or wherever that may be.
We all have a responsibility to be responsible advertisers. While the fallout of GARM is a blow, the issue highlights the importance of prioritising brand safety right now and its significance in today’s media landscape.
It’s about time for the financial industry to undergo a significant technological transformation. Blockchain’s speed and transparency are upending the status quo, AI is personalizing financial services, and digital currencies are fundamentally changing the way we think about money.
There is no doubt that the ever-spreading use of AI, especially generative AI, could cause brand safety issues. Already we’re seeing incredibly life-like deep fakes videos, images, and audio perforating online.
Marketers continue to face the daunting challenge of content overload in today’s generative-AI fueled digital environment. To address this, it is crucial for organizations to establish a single source of truth, ensuring data accuracy and consistency across all marketing channels.
Advertisers who embrace these advanced solutions will not only protect their brand but also maximize their reach and impact in an increasingly complex digital landscape. The Olympics, with its global audience and high engagement, highlights the need for this shift more than ever.
While there will never be a one-size-fits-all solution to fulfilling media plans and driving target audience action, marketers that are equipping themselves with the right data and insights is essential for maintaining cost-efficiency and high conversion rates. This strategy minimizes cash burn and keeps your brand ahead of the competition.
When Google’s ‘A new path for Privacy Sandbox on the web’ blog post about Chrome no longer deprecating third-party cookie was published a few weeks back, industry leaders breathed a collective sigh of relief.
Google’s recent decision to maintain its use of third-party cookies on Chrome, rather than phasing them out as previously announced, has sent ripples through the industry. This U-turn — like many of the tech giant’s decisions — has highlighted the complexities and dependencies within the digital ecosystem.
In a world where every moment counts, contextual targeting offers a path forward that is both effective and ethical, paving the way for a more meaningful and sustainable marketing ecosystem.
Ultimately, the decision to remain on X should be guided by a thorough evaluation of the platform’s alignment with a brand’s goals and target demographics, ensuring that the benefits outweigh the risks in an increasingly unpredictable social media landscape.
The battle for an open, fair internet – one that’s led by privacy-first technology, editorial excellence and world-class standards of transparency – can only be won with a thriving independent adtech sector.
The key to success is that telcos retain control of the solution and develop a true, service-layer proposition that’s easy to integrate and deploy.
A crack tech team and experimental culture are also must-haves to win over consumers where it matters most – at the screenface.
Google’s cookie deprecation might continue to edge further into the future, but publishers and advertisers should take advantage of the delay to test and optimise the fast-evolving power of contextual data, readying themselves to hit the ground running as cookies fast approach their use-by date.
Along with new developments from other foundational models such as Claude3 and Llama 3, the recent “updates” from OpenAi and Google show that AI transformation is accelerating.
In the world of outdoor advertising, where attention is the ultimate currency, the advancement of attention measurement is vital, turning conjecture into concrete data.
The move towards ID-free advertising is not just a compliance necessity but a strategic simplification.
By following these tips, brands do more than just improve their digital advertising efforts—they enable a stronger, more transparent and healthier dynamic with media agencies.
Is the delay of cookie deprecation a bad thing? Probably not, but it’s likely to maintain uncertainty within the advertising industry while just prolonging the inevitable.
By embracing QR Codes and other tech-driven strategies, brands can deepen their commitment to sustainability while working towards a more eco-conscious future.
As the space – and the technology that supports it – continues to emerge and evolve, marketers must keep in mind one thing before deciding whether to embrace any change: their customers.
It’s imperative for advertisers still looking for a post-cookie solution in 2024 to proactively adapt their strategies to feature contextual more centrally.
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