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Why Instagram Is Still a Priority Platform for Marketers

Research from HubSpot and BrandWatch shows a growing interest in micro influencer partnerships. ....

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the Brand and Agency Execs Leading the Charge on Data and Privacy

The ad industry is grappling with Apple, Google, and others' decisions to kill targeted ads. ....

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Big Brands Forced to Alter Data Strategies After Google Ads Changes

Big Brands Forced to Alter Data Strategies After Google Ads Changes
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Google's Ad Changes Prompt Big Brands to Revamp Data Strategies

By Alexandra Bruell
Bacardi last October ran a test to tell whether its campaign promoting Bombay Sapphire in the U.K. could boost sales and brand favor and in the process help answer a broader question about the long-term fate of its digital marketing as the way consumers are targeted for ads faces a shift.
The campaign took 10,000 anonymized identities of people who had visited the gin brand s distillery or website, and sent them offers like promotional emails or Instagram ads promising drink recipes and early access to new products.
The result was a click-through rate, which indicates how often ad exposures lead to clicks, around 9% higher than previous campaigns that relied on common but now endangered targeting methods, such as using data from third-party sources. The new campaign also saw a 14% increase in cost efficiency as measured by a cost-per-click metric. ....

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Big Brands Forced to Alter Data Strategies After Google Ads Changes

Major brands including Bacardi, Clorox, and Cadillac are reportedly planning to change their data collection strategies following changes to Google's Ad system. ....

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