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As we explore the latest issues surrounding advertising data, a dozen agency leaders explain how they’re helping clients navigate rising consumer concerns over privacy. ....
The Drum | Consumers Want More Of Their Data Private – How Should Agencies And Brands Respond? thedrum.com - get the latest breaking news, showbiz & celebrity photos, sport news & rumours, viral videos and top stories from thedrum.com Daily Mail and Mail on Sunday newspapers.
By Sam Bradley-26 January 2021 08:30am How can marketers prepare for the crumbling of the third-party cookie? We ask readers of The Drum – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners. Today, we ask how marketers will navigate the demise of the third-party cookie. With the third-party cookie on its way out, tech giants such as Google are hurrying to bake up an alternative. But whichever solution eventually takes precedence, the implications for digital advertising and the architecture of the internet itself are huge. It also poses hard question for marketers. As the token falls out of use, personalisation approaches that rely on third-party data will be put under pressure. But targeting the right audiences at scale is still the goal of most digital marketers. So, what‘s to be done? ....
December 14th 2020 23:14 From the increased prominence of digital and programmatic to an emphasis on advertising flexibility, resilience and agility, here are some themes that our experts believe will define advertising in 2021. After a turbulent year that saw almost all predictions for the advertising industry thrown out of the window during the earliest months of the pandemic, we’re turning our sights to 2021 and what lies ahead. Despite initial setbacks in the first half of the year as the bottom fell out of advertising spend, digital advertising is making a steady comeback, with some channels – such as mobile advertising – remaining resilient, and others – like out of home – predicted to bounce back. Shifts in consumer behaviour due to the pandemic have likewise made for some interesting trends in terms of which types of advertising are achieving cut-through. ....