Ad execs still clinging to crumbling cookie methods as creatives look to the future – survey

The move by Google to end third-party cookies by 2022 has caused something of a difference of opinion in certain marketing sectors, according to a new study.

The report, from Mymyne, a provider of contextual audience optimisation, which polled 100 senior marketing professionals, found that while almost two in five (39%) respondents in creative roles felt as though the impact of Google’s move would be ‘highly positive’, only 13% of ad execs felt the same way.

AI for programmatic is great – but tragedy shows us why human judgement remains vital

Artificial intelligence has been an indispensable tool for programmatic ad buying. But algorithms can’t always tell the difference between positive and negative sentiment — you need a human for that.

This was brought home to me in the days following Kobe Bryant’s death in January. The tragic event spurred a tidal wave of activity on social media, which triggered ads for his jersey and other memorabilia items. This came across as tacky to many consumers. One of my...

Content versus context: Which one really matters more for mobile advertisers?

As consumers become increasingly comfortable making in-app purchases while on their mobiles, there can be little doubt that mobile will continue to be the backbone of online advertising. 

Despite the dominance of the likes of Facebook and Google in the digital ad market, there is still room aplenty for more targeted and tailored advertising to suit the in-app audience. Research from Mindsea last year shows that more than 90 percent of all smartphone users have a web browser,...

What you really ought to know about ad-blocking users – and why they’re swerving your ads

The importance of ads for the sustainability of a free internet ecosystem cannot be stressed enough and will only grow as internet penetration increases globally. According to research global internet ad spending will increase 11.1% in 2020 to $326 billion, capturing 52% of ad spending.


The arrival of ad-blockers became a game-changer for the relationship between publishers and the online user, ultimately giving online users greater control over their online...

Kroger launches offering focusing on more precise attribution for brands and suppliers

Retail giant Kroger has announced the launch of a new product which aims to provide brands and suppliers with more transparent sales attribution.

The new feature, from Kroger Precision Marketing (KPM), the company’s media advertising business, will mean brands can view in-store and online sales results attributed to campaigns across Kroger properties, with Kroger applying only 100% verified transactions from in-store and online customers.

For marketers hoping to...

The Domino’s effect: New personalised advertising campaign sees tenfold return

Anyone can claim they have become a technology company, regardless of their industry, but for Domino’s Pizza, when the company’s mission changed more to delivering pizzas, rather than creating them, it really was the case.

With a mantra to ‘outsmart rather than outspend’, the company’s latest initiative has proven wildly successful. A recent personalised display advertising campaign in the UK generated a 10:1 incremental return on spend, generating more...

Trends, tribes and tolerance: The factors governing audience digital behaviour in 2020

Forward planning for brands and marketers is never an easy proposition and the task is getting more complex year after year. Technology has advanced faster in the last 50 years than all the preceding years of human history put together. This is predicted to happen again in the next 25 years.

In this environment, we need to be able to identify the right technology to invest in and that’s where macro analysis comes in. We have to be able to understand the trends governing...

Staying competitive in tomorrow’s retail space: Seven technologies for 2020 and beyond

2020 will see the rise of experience as a differentiator. Gartner predicts 81% of all purchases in 2020 will be based on customer experience and this is largely due to the boom of eCommerce. Today, logistical issues of shopping such as lengthy queues, limited opening hours and heavy bags have seemingly vanished.

Shoppers are armed with extensive product and pricing knowledge – available through effortless online research – to identify the most desirable products and...

The three key ways social listening can improve your customer marketing

Social media is intrinsic to our daily lives, on average we spend nearly 200 minutes per day scrolling through news feeds, posting photos, liking comments and sharing our experiences. As we shift to look at the business value of social media, it provides marketers with the opportunity to access customer feedback.

Since its inception, social media has served as a global soundboard for sharing. But what is most important today, isn’t just listening. It’s about the next...

How advanced data analytics will continue to streamline digital marketing strategy in 2020

It’s not controversial to suggest that talk of data analytics, over the last two decades, has far exceeded the examples of its successful implementation. We aren’t talking here about basic Google Analytics, but of programmes of activity and technology that really delves deep into improving insights and targeting, and dramatically impacts commercial decision making.

Perhaps the best example is the billions of pounds historically flushed down the toilet by big businesses...