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Google’s pivot on deprecating third-party cookies has caused uncertainty in the digital advertising industry. Navigating the uncertainty A recent IAB study shows that 88% of industry professionals feel Google’s decision to reverse the phase-out of third-party cookies has caused major confusion in digital advertising.
” That was Amit Kotecha, CMO at digital advertising , audience insights and measurement platform Quantcast, talking to us back in May of this year. It announced that it would not deprecate cookies on the Chrome browser but let individual users decide whether to permit them or not. Google finally broke the stalemate.
After years of back and forth between Google and regulatory bodies, the news finally came that Google is scrapping plans to kill third-party cookies in Chrome. The proposed Privacy Sandbox, while marketed as a privacy-enhancing tool, likely raises barriers for competitors. Emotions ranged from lack of surprise to relief.
Data is not a new topic, but it is being revitalized since Google’s announcement that cookie deprecation is no longer in the pipeline. adults will turn off cookies to manage their online privacy, so moving away from third-party dependence is still worthwhile. Up to 67% of U.S. This makes first-party data incredibly valuable.
Get ready to explore how GumGum is moving from cookies to contextand what it means for the future of advertising. Publishers, especially premium and news publishers, must leverage their unique content and audience insights to stand out. Kerel is also an adjunct professor at Kean University, teaching digital and sports marketing.
This new era of skeptical consumers requires a radical shift in marketing strategy. Marketers must adapt to a world where survival requires a deep understanding of consumer needs; innovation; and a relentless focus on delivering value. The rapid evolution of the digital landscape undeniably disrupted traditional marketing paradigms.
It’s filled with activities like long-distance vacations, trips to the beach and farmers’ markets. Digital out-of-home (DOOH) advertising’s dynamic content and precision targeting capabilities make it perfect for reaching audiences at this time of year. Here’s why DOOH is the ticket to this summer’s marketing success.
The following checklist distills actionable strategies for digital marketers from Lotame’s “The 2024 State of Data Collaboration: A Global Perspective” research report, fielded by Cint. It’s designed to enable smarter, faster and easier decision-making for forward-thinking marketers.
But what about the state of B2B marketing itself? ” Looking at Google searches, Hopping found that the number of queries around the term “account-based” has slightly declined; the number around “go-to-market,” while lower, is growing. People don’t seem to be sure about what works any more.
Ahead of ATS Singapore 2025, Zac Messih, head of marketing, APAC, Blis, details the future of targeting across the Southeast Asia region, in the privacy-first, post-cookie landscape. The post Future-Proofing Audience Targeting in Southeast Asia: Privacy, Precision & the Post-Cookie Playbook appeared first on ExchangeWire.com.
First-party data is more important than ever as we prepare to phase out third-party cookies and the industrys reliance on third-party data. The advertising industry has been anxiously waiting for the ultimate shift from third-party cookie tracking to leveraging first-party data for optimal audience targeting.
Skip to main content CONTINUE TO SITE ➞ Dont miss tomorrows marketing industry news Let Marketing Dives free newsletter keep you informed, straight from your inbox. There, they can search for hidden cookies that translate into real-life prizes. You can unsubscribe at anytime. Beginning Aug.
In this article, well break down the top advertising trends for agencies, retail marketers, and the broader advertising industry. According to a 2023 McKinsey study , 88% of marketing professionals believe AI will fundamentally change how advertising works. Trends for Agencies in 2025: The changing role of advertising experts a.
. “When AI is mentioned, it tends to lower emotional trust, which in turn decreases purchase intentions,” said lead author and Washington State University clinical assistant professor of marketing Mesut Cicek in a statement. ” The study was published in the Journal of Hospitality Marketing & Management.
This has been a challenge for marketers, who have relied on collecting cookies to better target their audience. However, cookies collect personal data, and that interferes with many privacy laws, including the GDPR. Here’s how data clean room attribution replaces cookies and how to get started.
After not one, but two delays, Google pivoted yet again in 2024 when it announced it would no longer deprecate third-party cookies in Chrome. Jim Zabel : The auto industry is in a particularly interesting position because of the degree to which theyve invested in digital marketing over the past 15 years.
Most marketing measurement models operate on a simple assumption: effects are additive. But in reality, marketing often defies this logic. Consider a glass of cold milk and an Oreo cookie. Marketing example : If Campaign A drives 100 leads, and Campaign B drives 200 leads, then the combined result is 300 leads.
In programmatic advertising, curation refers to the process of selecting and packaging publisher inventory-often within private marketplaces (PMPs)-and enhancing it with audience data to create more valuable offerings for advertisers. Previously, advertisers mostly applied audience data through DSPs. Why is Curation Gaining Momentum?
The company will allow advertisers to target audiences using their IP addresses starting next month. In its announcement, Google stated, “Businesses who advertise on CTV need the ability to connect with relevant audiences and understand the effectiveness of their campaigns.” The other justification is CTV.
Digital marketing leaders must carefully manage the reality and perceptions around personalization. The integration of generative AI technologies is poised to further refine these strategies by enabling more nuanced audience targeting and personalized customer journeys. Digital personalization is a double-edged sword.
As the world increasingly embraces sustainable practices, industries across the board are rethinking how they operate, and digital marketing is no exception. As a result, companies are prioritizing eco-friendly initiatives across all facets of their operations, including marketing. However, with great power comes great responsibility.
Just a few years ago, it seemed inevitable that third-party cookies would disappear. Google Changes Its Mind: Cookies Are Staying (For Now) The biggest twist came in July 2024 , when Google officially announced it would not phase out third-party cookies in Chrome , at least not in the way it had promised back in 2020.
In 2025, marketers will face a reckoning: adapt to AI-driven targeting, attention-based metrics, and streamlined curationor risk falling behind in a digital ad landscape reshaped by privacy pressures and industry upheaval. As we look toward 2025, marketers are facing a host of challenges and opportunities brought on by a tumultuous 2024.
The only constant in marketing is change. Specifically, two connected areas in the marketing world have seen rapid evolution over the last few years: privacy and technology. The evolving landscape: Privacy regulations and technological advancements Privacy has become a growing concern in the global marketing landscape.
Shortly after Google announced its plans to deprecate third-party cookies in Chrome back in 2020, UK news publishing group Reach announced a new ‘customer value strategy’, designed to prepare the company for a post-cookie future. Reach’s full year financial results show that while total revenues fell by 5.3
Change is the only thing you can rely on in digital marketing. The zero consumer: A new breed needs a new approach Today’s consumers, particularly the younger generations, defy conventional marketing wisdom. So, traditional marketing, relying on broad targeting and impersonal messaging, won’t work.
They need to ensure their data measurement is up to date and ready to go – leveraging the latest techniques and technology to reach the right audience and have a successful campaign. Advertisers need to understand, as much as possible, who their audience is, where they are, and how they can be reached. What are MMMs?
” Thoughts from a wide-ranging conversation on retail marketing and advertising with Sherry Smith, executive managing director, Americas, at digital advertising platform Criteo. We went back and forth for years over the potential deprecation of cookies; we have to have Google in our sights in terms of what could continue to change.”
Signal loss continues to be a pressing concern, despite Google reversing its plans to deprecate third-party cookies in Chrome and instead allowing users to make an informed choice when browsing. And while its no longer the D-Day many in the marketing world had feared, signal loss will only continue to increase in the months and years ahead.
Publishers leveraging AI to optimize workflows, engage audiences, and streamline ad operations are driving innovation across their content and revenue strategies. Publishers leverage AI to streamline workflows, generate audience-relevant content, and advance their ad and rev ops goals.
We no longer plan our business around the deprecation of third-party cookies, said Clarken, later noting how ad retargeting represented 40% of its business, as it exited 2024, compared to 2020, when she first took the reins. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.
As cookies fade and AI rises, marketers face a critical opportunity: leveraging data collaboration and authenticated identity to unlock omnichannel performance. LiveRamps Travis Clinger shares why the future of marketing depends on smarter connectionsand why the time to act is now. Of course, insights alone arent enough.
Additionally, it is designed to find patterns in audience behavior to improve campaign performance. Dig deeper: Marketers plan to up RMN spend RMN solution. Expanded insights: It can generate detailed customer profile reports to help find high-value customers and develop accurate look-alike audiences for campaigns. Why we care.
Alliant is making good on its plans to build a modern, data-driven marketing platform through M&A. The audience platform announced Monday that it’s acquiring data insights and analytics company AnalyticsIQ. Alliant declined to disclose the deal price.
Media mix modeling (MMM) helps brands understand how marketing investments affect the bottom line. It originally focused on high-reach channels such as network television, print and radio to assess brand impact and audience reach. Influencer marketing. Augmented reality (AR). Digital out-of-home (DOOH).
After a year dominated by Google’s cookie u-turn, digital marketers find themselves at a crossroads. The ad tech industry found itself at a stalemate after Google made its infamous cookie u-turn this past July. And most marketers seem to agree with this notion. Was this investment wasted?
Skip to main content CONTINUE TO SITE ➞ Dont miss tomorrows marketing industry news Let Marketing Dives free newsletter keep you informed, straight from your inbox. Permission granted by Target Many students only recently heard the final bell ring, but marketers are already ramping up activity for the back-to-school season.
After earning a masters degree in marketing analytics from the University of Maryland in 2021, he hunted for roles that lived at the intersection of data, strategy and media. And from a traffic perspective, news drives the majority of our audience; about 70% to 80% of our new traffic comes from news stories. Thats a win for both sides.
” Chris Feo, chief business officer at Experian Marketing Services, described it as a partial surprise. “There was definitely some signs of disruption,” he said, referring to management changes in particular, “but a full closing of the doors was not what the market had anticipated by any means.”
It then targets those prospects with ads, events, email marketing, content syndication, BANT campaigns and more. Terminus is an account-based marketing (ABM) platform that helps B2B vendors and agencies reach prospects at target accounts with ads served across a wide range of platforms, including LinkedIn, connected TV and audio ads.
Skip to main content CONTINUE TO SITE ➞ Dont miss tomorrows marketing industry news Let Marketing Dives free newsletter keep you informed, straight from your inbox. Among respondents who are using or planning to use generative AI, 42% aim to create different versions of the same video for different audiences.
You could have a brilliant ad, but the campaign will never reach the intended audience without the right strategy and the right targeting. Programmatic advertising works especially well when building a long-term connection with your audience. This is where programmatic advertising shines when leveraged well.
Faced with Google’s ever-impending third-party cookie deprecation and increasingly stringent privacy regulations, the new platform de-emphasizes third-party data in favor of applying AI to first-party segments to increase reach and impact. Targeting the right audience leads to higher ROI. Are you getting the most from your stack?
Traditional ad models may no longer deliver the revenue publishers need, but better audience strategies can. Traditional advertising models are increasingly misaligned with how audiences engage today,” said Georgia Gkolfinopoulou, senior marketing strategist at Marigold. Continue reading this article on digiday.com.
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