Tech

As algorithms and automation sometimes leave advertisers with questions, forward-thinking agencies are welcoming the winds of change into their sails.

By prioritizing partners who meet these essential criteria, advertisers can protect their brands effectively and maintain trust in a complex digital landscape.

The Trade Desk’s acquisition of Sincera is a bold move, but it’s also a sign of the times.

In an increasingly unpredictable world, the amount of questionable and dangerous content within the walled gardens will only increase.

Modern-day SSPs are significantly enhancing the performance of DSPs, elevating their effectiveness in the advertising ecosystem. The collaboration between SSPs and DSPs is proving to be a game changer in maximizing the impact of digital marketing strategies.

The path to successful implementation requires thoughtful planning and consistent optimisation, but the rewards are clear: organisations that embrace curation’s strategic potential will be better positioned to deliver privacy-compliant, highly targeted campaigns that drive measurable business results.

As 2024 draws to a close, it’s always instructive to pause and think about what the next year might hold. Here’s my take on what we can expect to see in 2025.

As always, we’re bullish about the future of advertising. Improvements in technology will bring greater efficiencies, and developments in content delivery will continue to offer both advertisers and consumers more choice.

Maximizing the quality of first-party signals through regular tagging audits is a way to enhance the effectiveness of performance campaigns, especially as we move away from third-party cookies. Embracing this practice and performing quarterly audits will help brands to stay ahead and truly connect with their audience.

By embracing a purist approach to curation, agencies can optimize their media spending, foster trust with their partners, and ultimately drive better client outcomes.