By the end of 2022, as things stand, third-party cookies will be no more. As a result, marketers will be facing much-publicised limitations in how they manage their digital marketing - impacting frequency controls, campaign targeting and attribution/measurement.
There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.
Following the arrival of the COVID-19 health crisis and subsequent economic downturn, a number of IAB member organisations have quickly responded by conducting consumer research studies and mining their own data sources to provide insight and guidance for marketers and brands.
We often hear the benefits of automatically purchasing digital media advertising through programmatic touted by advertising and digital marketing agencies, including ourselves at MultiConnexions. But is it really helping you in the current COVID-19 crisis?
Businesses continue to highly value the attention they buy through paid media, yet at the same time, many continue to disregard and under-value opportunities to connect with customers using their owned media.
Challenger brands, especially in highly competitive markets, generally can’t match established players for media spend.
Chris is the managing director of Jaywing, a UK-based data science marketing company that officially set up shop in Australia in 2017 off the back of its acquisition of Digital Massive.
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