Basis
JANUARY 24, 2024
But 2024 will bring even more drastic change in this area, as Google finally deprecates third-party cookies in Chrome after numerous delays. For healthcare and pharmaceutical advertisers, this shift adds yet another layer of targeting and measurement complexity to an industry that is already wrought with privacy-related regulations.
Basis
JANUARY 11, 2024
Pharmaceutical marketers today have their work cut out for them. On the other, signal loss in digital advertising, created by factors like Apple’s App Tracking Transparency, digital advertising regulation , and the loss of third-party cookies, is changing how advertisers can target consumers and assess campaign performance.
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Basis
DECEMBER 1, 2023
In addition to adapting to these factors specific to the healthcare industry, advertisers in the space are making substantial changes to meet the demands of the digital advertising world, including Google’s long-delayed deprecation of third-party cookies in Chrome in the second half of 2024.
Martech
MARCH 30, 2022
The conversation around marketing technology has really classically been kind of, ‘I have this set of tools, what should I do with them?’” We barely had implemented our DMP from Adobe,” she said, when we realized “that’s going to be an antique within 24 months because of the deprecation of cookies. Cesar Brea of Bain and Co.
Basis
AUGUST 17, 2023
Pharmaceuticals giant Bayer, which first began developing their in-housing operations back in 2017, was reportedly able to reduce its programmatic buying costs by over $10 million in just the first six weeks. Bite off only what you can chew.
Digiday
OCTOBER 19, 2022
Jade Watts, chief media officer at Mediahub, said the conversation around spending is nuanced, with decisions about how to allocate budgets differing by client category. “It It’s the streaming business as far as entertainment [goes] and again, it’s a nuanced entertainment conversation.”. 33% said clients have decreased budgets.
Digiday
JUNE 13, 2022
Not every single conversation that we’ll have with brands will result in a commercial opportunity. the clients that have registered interest in exploring metaverse activations or some other Web3 expression are in more highly-regulated areas: financial services and pharmaceuticals. I’d rather just take a longer-term view.
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