Preparing For A Cookieless World Means Maximizing First-Party Data
With Firefox, Safari and Edge already blocking third-party cookies, and Google removing them by the end of 2023, marketers will need to adopt alternative solutions for targeting potential customers. An Adobe Digital Trends report found that 60% of senior executives say that the loss of third-party cookies will have a disruptive effect on their marketing. Obviously, the time to re-think marketing strategies is now.
If marketers have learned anything over the past two years, it’s that the only constant is change. While some are dreading a cookieless world, adopting new strategies that go beyond cookies will ultimately keep you current with the industry. Marketers should lean into first-party data, which will be instrumental in this new, more transparent ecosystem.
5 Ways Machine Learning Can Transform Your Digital Marketing
If you’ve ever spent a little time investing, whether in the cryptocurrency market or stock market, then you might be familiar with the terms market makers and market takers. These are important participants in the trading process, so every investor should know about these basics.
How is the question of market maker vs. market taker relevant to the crypto investor? What are the advantages and fees involved? We answer these questions in this definitive guide, explaining all the differences and the roles of both in the market. It’s not as complicated as you might think, as you will see shortly.
WFA normally advocates for self-regulatory advertising standards as the best way of keeping our house in order. This is because our industry tends to be faster and more agile—and that’s essential in the rapidly-changing space that is media and advertising.
Although some critics may want more, we have put some pretty robust standards in place to ensure that kids see less marketing for certain foods and soft drinks and minors don’t see ads for alcohol. Compared to 2005, kids in Europe now see half the ads they used to for high fat, salt and sugar foods on TV. And independent data shows that a minor would have to visit a website 1,086 times before they would see an alcohol ad.
Think of marketing as actions that you take to reach out to customers to convince them to buy your products. In the case of marketing, it is an art and a science to get businesses and people to buy not just your products and services, but also your business philosophy. In its simplest terms, marketing is a process that determines customers’ needs and identifies the best way to fulfil them.
The role of marketing is to determine consumers that want products or services offered by the business offering them. The prospects of marketing are larger than the prospects for sales because they are trying to determine the target audience and build awareness. Those in marketing want to get new prospects, whereas sales want to capitalise on connections to known prospects and existing customers.
How to win with first-party data in the cookieless future
In 2020, Google announced its plan to phase out third-party cookies, which will go into effect in late 2024. Though Google’s elimination of third-party cookies has been pushed back once again, it is coming. The reprieve hasn’t done much to settle the fears of business leaders, publishers and marketers.
Even with the promised capabilities of Google’s Privacy Sandbox, many people are concerned about how the cookieless future will impact business models and marketing tactics, particularly around personalized digital experiences. But don’t fear the inevitable changes, because there is a better solution to fit your needs.
How To Use Ethical Marketing To Attract The Right Audience
As a consumer, how important are ethics to you when you decide to purchase an item?
A report by Nielsen found that 73% of millennials are willing to pay extra for sustainable offerings, and with more millennials filling positions of power, ethical marketing is more important than ever before. An increasing amount of consumers are choosing to invest in brands that they believe make ethical, socially responsible decisions that don’t leave anyone in harm’s way or unaware about what they’re buying. The buying process is becoming less about what’s convenient and cheap and more about what’s sustainable and honorable.
Ethical Marketing Explained: 4 Principles of Ethical Marketing
Ethical marketing is a strategy where businesses commit to open, transparent, responsible, and fair practices and communicate these values to their target market. Learn more about the ethical marketing process.
Digital Advertising Regulation in 2023: What Marketers Need to Know
FEB 21 2023
It’s been a busy couple of months for digital advertising industry regulators, with new regulations taking effect around the US and new legislation popping up around the globe. What’s the latest, and how will it impact advertising and marketing professionals? Let’s dig in and find out:
Digital Advertising in a Challenging Regulatory Environment
July 9, 2021
A century has passed since marketing pioneer John Wanamaker coined the phrase: “half of the money I spend on advertising is wasted; the trouble is I don’t know which half.” Back then however, marketers did not possess the technological means to gain deep insight into market trends, consumer preferences and profiles, nor to acquire the precise measurements needed to optimise returns on individual advertising campaigns. It is only during the last decade that stores of consumer data and AI-powered “ad tech” have emerged as the solution to Wanamaker’s dilemma.
Digital advertising is now the leading form of advertising in most if not all OECD countries and offers businesses the ability to reach consumers in ways that could only have been imagined previously. Increased Internet coverage and mobile phone penetration have fundamentally changed the ability of advertisers to reach a broad range of consumers at almost any time of the day and in any context through digital advertising