The only way forward for the industry is to put consumer choice first. That means putting the cookie behind us and rebuilding our relationship with consumers.
Social commerce is already huge in the Asia-Pacific market, and it’s poised to blow up worldwide. Here’s how the success of TikTok Shop forecasts the future development trends of ecommerce and social commerce in the US.
Attention metrics can end the false dichotomy between “performance vs. branding” by ensuring that ad campaigns satisfy performance and branding goals in ways that are mutually reinforcing.
With a landmark ruling potentially forcing Google to change its business practices, who is actually likely to steal some of its search market share? And what should marketers do about it?
The trajectory of digital advertising remains unchanged. There are plenty of signs that the investments advertisers have made in cookie alternatives are already paying off.
The decision by WFA leadership to succumb to Elon Musk’s pressure is disappointing and dangerous – but it presents an opportunity to rethink our industry’s broken approach to brand safety, writes Arielle Garcia.
In today’s fragmented media landscape, the Olympics is a reminder of the power of live, must-see TV, writers Ampersand’s Dave Solomon.
Unfortunately, retail media and commerce media have their own version of last-click addiction: add-to-cart rates. It’s time to do away with it, writes Chicory’s Meghan Howard.
Recent moves by major ad tech players prove the industry doesn’t actually need cookies. But Chrome’s cookie pivot doesn’t clarify what will happen to the 1% of its audience that’s already cookieless or what will become of plans to deprecate the Android Ad ID on mobile.
By reversing its position on third-party cookie deprecation, Google’s is acknowledging its inability to effectively execute its plans for the Privacy Sandbox. It’s time Google commits to competing with the rest of the industry rather than dictating terms.
