Data

The panic surrounding the “cookiepocalypse” reminds me of the Y2K scare when everyone thought a computer bug would break the digital systems that controlled everything from banking to air travel, nuclear energy management, and more.

As we begin to map out work and life post-pandemic, implementing ResTech is a vital and necessary solution for every marketer to include in a marketing strategy. Let’s explore the what, the why, and how.

Recent technological breakthroughs have enabled brands, for the first time, to understand how users interact with TV ads and identify what actions they are performing after seeing an ad.

Peter Wallace, Managing Director EMEA at GumGum, explains why the privacy maelstrom has been hijacked by commercial ambition – with user-centricity paying the price.

Cookies have been on the wane for many years. For over a year, we’ve known that Google, the most dominant force in advertising, plans to end support for third-party cookies sometime in 2022.

We’ve all learned what that feels like over the past year or so, so it should be easy enough to understand: when the situation is always evolving, we have to roll with the punches. As marketers and advertisers, that’s what ongoing shifts in shopper behavior demand of us.

As we look at the world with fresh eyes and deeper understanding, human truths remain the same—we want to escape every day, feel part of a community, be part of something meaningful and learn something new.

Everyone is talking about the end of the cookie and what kinds of targeting will survive in the aftermath. Many continually debate that context is or isn’t the answer to this loss of signal.

Carriers and OEMs have spent decades investing in innovations that delight consumers and enhance the ways we use our phones, discover new things, make decisions and purchases.

Audiences rediscovered their love for TV in a big way last year, specifically its more flexible digital incarnation. At the pandemic peak, CTV consumption soared by 160% globally and almost half of the consumers admitted to heavier use.