Data-driven advertisers have a hammer and everything looks like a nail
Nils Andersson Wimby, Agency Director at Isobar Sweden, argues that marketers always need to be open to new perspectives.
An overview of the third-party cookie crackdown
In March 2021, Google announced on its Ads & Commerce blog that it was “Charting a course towards a more privacy-first web”. The blog post was a re-affirmation of Google’s commitment, first revealed in January 2020, to remove support for third-party tracking cookies in Chrome from 2022, and contained further details about how it plans […]
Costs for ads targeting Safari users have fallen by 60% because of ITP, but are advertisers missing the plot?
In the two years since Apple introduced Intelligent Tracking Prevention (ITP) for its Safari web browser, prices for ads targeting Safari users have plummeted by 60% according to data from ad tech firm Rubicon Project.
Retained holiday shoppers convert at much higher rates: study
As retailers gear up for the 2019 holiday shopping season, research published by personalization software vendor Monetate suggests that they would be wise to make an effort to target customers who converted during the 2018 holiday shopping season.
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How brands are using emotion-detection technology
Are you in touch with your emotions? Well, your favourite brand might soon be, all thanks to emotion detection and recognition technology – a market that’s predicted to grow to $65 billion by 2023.
Is the car the next big marketing frontier?
It has been said that data is the lifeblood of digital advertising and if that’s true, there could soon be a lot of life in the market for marketing to consumers through their vehicles.
Brexit has shown the power of segmentation & targeting in the age of Facebook
Before Facebook arrived, the ability to target very specific segments was incredibly difficult.
For example, if you had wanted to target all mums with a two-year-old child in the UK, you would be looking at some daytime TV, weekly magazines, and outdoor in specific nappy valleys.
Facebook’s interest-based ad targeting highlights GDPR uncertainty
The GDPR is still a little over a week away from going into effect and already it’s clear that there are going to be big disagreements over what compliance actually looks like.
A brief history of artificial intelligence in advertising
Somewhere in a sleepy North London suburb, a shopkeeper ritualistically opened his daily newspaper.
Eyeing the weather report, he moved a bin of black umbrellas to the front of the store, just inside the door where they could easily be seen by customers needing a quick respite from the approaching rain. The year is 1861 and a weather forecast, first published in London’s daily newspaper The Times, had likely influenced the purchase of an umbrella or two.
Six big retargeting mistakes marketers should avoid
Retargeting can be an incredibly powerful weapon in the digital marketer’s arsenal. For some marketers, it consistently produces one of the highest ROIs of all digital campaigns.
But even so, many marketers make mistakes that can reduce the efficacy of their retargeting campaigns. Here is a look at six of the biggest.
Facebook will soon require marketers to confirm they have user consent for Custom Audiences
The long-term effects of Facebook’s ongoing data abuse crisis are still unclear, but one of the most popular and powerful tools Facebook offers marketers could be changing as a result.
According to reports that have since been confirmed by Facebook, the social media giant is planning to require that marketers using Custom Audiences certify to Facebook that they have obtained consent from the individuals whose data they provide to Facebook.
Will digital phenotyping ever be applied to pharma marketing?
The landscape for pharma marketing is changing rapidly and pharma companies are being forced to rethink how and to whom they market.
For example, it’s now reasonable to talk about the possibility of a pharma company shunning sales reps entirely and instead using digital channels to reach healthcare professionals and patients directly – an approach that probably would have seemed unthinkable less than a decade ago.