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.
Broadly, OOH advertising has proven effectiveness across the marketing funnel. In a 2023 Morning Consult survey, 85% of adults said they have seen an OOH ad in the last 30 days.
Ultimately, the key to successfully leveraging URC lies in a balanced, strategic approach. For many, it may mean fully excluding URC.
The ad tech industry can and should guide publishers in optimizing their content categorization and metadata to improve the accuracy and effectiveness of contextual targeting.
With so much amazing content being created every single day online, there are lots of opportunities for creativity and innovation. But this new world also poses significant ethical challenges.
As the landscape continues to shift, DPO will give publishers the insights needed to take greater control of their advertising operations, optimise revenue and deliver better advertising experiences.
As discussions around climate reporting, net-zero targets, and industry-wide media measurement initiatives gain momentum, the importance of including media delivery measurements across a complex supply chain within Scope 3 emissions is becoming increasingly evident.
Let’s examine what an independent survey, conducted by Censuswide on behalf of Phrase, revealed about U.S. leaders’ global hesitancies and explore strategies for overcoming them.
Regardless of Google’s moves or those of any other walled garden in the post-cookie world, one thing is certain: the walled gardens have no motivation to support or better ads on the open web.
The cookieless future needs AI to maintain ad effectiveness. But have no fear, that future is here (and will only get better month-after-month).
Critics have been saying SEO is going to die for the past ten years, but it’s evolved and matured to become a conductor of digital strategy – not just an add on.
As we roll into 2024, the advertising industry must focus its full attention on the imminent transition to a post-cookie world.
In this post, I’ll talk about what I see as the real drivers behind LinkedIn advertising growth and what the platform can do to keep making inroads into B2B marketing budgets.
Amid the loss of third-party cookies and rising consumer concern about online data usage, the industry faces an urgent need to evolve long-entrenched processes. But what does that look like, and where should they focus first?
We are, definitively, in the first moment in which the way we search for information across the internet is drastically changing. Google and Bing aren’t the sole options for finding what you’re looking for any longer.
This year will also see the endgame for cookies, leaving many marketers scrambling for alternatives. Meanwhile, consumers are clearly shifting to omnichannel viewing and CTV is showing significant growth.
Given its sustainability and lower risk, 3D printing is an essential tool for brands and agencies looking to personalize and elevate the consumer experience.
While that’s a tectonic shift, not all is plain sailing. September is typically a banner month for new car sales in the UK, as the DVLA issues new number plates, but BEV sales to private buyers in September 2023 actually fell by 14% compared to September 2022.
Meta had their annual B2B Summit this week and covered some of their new tools/capabilities for B2B advertisers on their platforms. Here are a few of the big highlights.
It’s the formula of context+attention+creative that forms the most compelling model for the future of advertising in the cookieless world, seamlessly tapping into the nuances of user mindset in a way that antiquated profile-based models will never achieve.
Advertisers need to embrace the reality that the digital ad landscape is evolving rapidly, and past methods may not be applicable.
As the technology evolves to become more frictionless and cost efficient, more brands are finding meaningful, ROI-driven ways to enter the space, and future-proof themselves.
To make the most of this as yet unrealized opportunity, brands and advertisers will need to navigate the thorny issue of privacy by adding genuine value for their audiences.
