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.
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.
There’s still time for marketers to embrace a new privacy-first paradigm whose scalability matches the ID-based practices the industry has relied on thus far. However, the clock is ticking.
The DOJ’s legal action against Google could take years. But while they are in trial, those who take this as a call to action and start planning ahead of the court’s decree will find long-term success.
Rapid technology evolutions in targeted advertising are empowering video service providers to redefine viewer engagement and boost their revenue. Let’s take a deeper look.
As technology continues to advance and the digital ecosystem evolves, embracing contextual audience targeting will be crucial for brands to thrive in a privacy-first environment.
Key industry organizations like the IAB and MRC will be critical in moving the needle here; encouraging higher standards and accreditations so that content-level analysis and intra-video tagging becomes more widely embraced.
As Google itself celebrates their quarter-century birthday, top executives from around the industry weigh in on Google’s milestone, their influence, and the future.
As the industry is pushed relentlessly towards the edge of the third-party cookie tracking precipice, innovations in contextual are ensuring that marketers can meet and engage with their audiences in the new privacy-first world.