The end of third-party cookies: How it will affect advertisers and publishers

Longread Chrome and Chromium-based browsers will stop supporting third-party cookies in 2022, which will affect everyone in the advertising industry. Traditional digital advertising and monetisation methods will become less effective or even stop working altogether.

In this article, I’ll explain why third-party cookies are getting canceled, how this will affect publishers and advertisers, and what you need to do now so that these changes won’t affect your ad...

Let’s be direct: Why supply and demand needs to move closer for programmatic

Bringing transparency to the programmatic supply chain has been on the digital advertising agenda for some time, but the ad budget constraints of 2020 combined with ISBA’s revelations around the ‘unknown delta’ have propelled it to the top of the industry’s wish list. As 2021 continues, there is widespread determination to resolve transparency issues once and for all; to move programmatic advertising out of the shadows, shine a light on inefficient and outdated practices, and enable...

Why it’s time to tailor your omnichannel marketing strategy to fit the now

The Covid-19 pandemic has profoundly altered consumers’ needs. Specifically, customers who once settled for basic customer service now crave brands that make them feel valued, safe, and happier. Adjusting omnichannel marketing strategies to adapt to changing needs is always important, and now it is essential for building brand preference and loyalty.

Companies that instinctively pivot to “now” are thriving. For example, Tesla simplified its online vehicle purchase process...

Three key predictions for marketing orchestration technology in 2021

If there is one thing that 2020 taught us, it is to expect the unexpected. Businesses faced unprecedented challenges this year - and many marketers had to change plans on a dime to accommodate for emerging trends. As 2021 approaches, many marketers are left wondering: what can we expect for this next year?

According to the State of MarTech report, 84% of marketers stated that investing in new technology was a priority for 2021. However, 69% predicted that they would have fewer...

John Mellor, CSO, Domo: The lesson learned from Adobe CEO Narayen which shaped my thinking on strategy

John Mellor, chief strategy officer at cloud business intelligence (BI) platform provider Domo, learned a valuable piece of advice on strategy from his former CEO at Adobe, Shantanu Narayen. The tip has stayed with him ever since.

"We were doing a strategy presentation one year and I had these beautiful slides I was so proud of," Mellor tells MarketingTech. "It was a good half hour, 45 minute conversation, everybody was engaged, and we got to the end and [Narayen] said 'okay, so...

Scott Brinker: “Times are stressful, but this is the state of modern marketing now – let’s just embrace it”

The Marketing Technology Landscape, the ultimate who's who of the martech space from social to data and everything in between, is otherwise known as the Martech 5000. Yet that moniker, while memorable, soon became a touch mistaken as ever more companies joined the party. For the 2020 edition, published in April, there are now 8,000 vendors listed.

There was, however, plenty of interest between the lines. Data vendors saw a 25.5% growth since 2019, while management platforms saw a...

WTF do B2B tech marketers do when the world is WFH?

Technology has really come into its own this year, with broadband straining under the enormous pressure of back-to-back Zooms (“You’re on mute…”), a massive rise in online shopping, and the digitisation of so many parts of our lives. Lenin’s famous quote, “There are decades when nothing happens; and there are weeks when decades happen” has never felt more pertinent than this year when we look at the scale of digital transformation across business and personal...

Don’t just address compliance as part of your marketing strategy – embrace it

Session When it comes to marketing, trust is sometimes considered something of a dirty word. Pre-GDPR, it was almost laughable. Yes, you can trust us not to hawk your data to any Tom, Dick or Harry going. You can also trust us that our product does exactly what we say it does, and that you won't get a few bills down the line because you neglected to read the small print.

The wheels are in motion for those who blatantly transgress, though the cogs can take a while to whirr. For the...

Why does my organisation need to rebrand? Key points to consider

Whether sales have slipped, workforces and customers have outgrown an existing brand, or leaders have had to pivot their propositions to remain relevant, exploring a rebrand is by no means an overnight process – or a quick-fix that doesn’t address underlying issues.

Several conversations between internal teams have to take place long before any decisions concerning a new identity are made. Each step of the way must also highlight exactly what such a project can achieve – and...

How performance branding is reinventing marketing ROI

A growing share of the marketing budget is managed according to the principles of targeted-performance marketing: personalised messages, direct impact measurement at the level of individual users, near-time optimisation, and partial automation. This is especially true for digital marketing activities that drive conversion and purchase. But what about the media spend focused on the earlier stages of the consumer’s decision journey, such as brand awareness, including traditional media or...