Despite the collective sigh of relief from the marketing industry at Google’s protracted depracation of third-party cookies, smart companies are still testing their future targeting strategies.
When agency Jaywing won the U.K.-based boutique wine brand Gusbourne account last year, it knew it wanted to expand the client’s media mix to new formats in order to win new customers.
After a year of sticking to Gusbourne’s traditional media mix of paid search and some social, Jaywing took a risk by suggesting programmatic could bolster the firm’s media plan and build a fuller-funnel approach.
“There is this negative connotation with programmatic that it’s a lot of reach, but not necessarily building positive and efficient results,” said Jaywing strategy director Sarah Hoyte.
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