Rather than removing third-party cookies, Google has proposed an “updated approach” that claims to “elevate user choice”, but experts encourage marketers to continue pursuing other forms of targeting and measurement.
For the last four years our industry has been discussing the demise of cookies, almost never stopping to ask whether they were truly a good idea in the first place.
AI customers can now deliver a 95% match to real survey results, which will ultimately feed a fully automated process of marketing strategy and execution.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Investment in martech is bouncing back after a period of cuts and uncertainty, with a clear focus on first-party data and advanced attribution, new research reveals.
Using effective methods of tracking referral channels means marketers gain a 360-degree view of their business’s leads.
A mixture of artificial intelligence and human ingenuity represents a path to future growth, says Coke’s European CMO Javier Meza.
Diageo is using AI to better understand “real behaviour, not unintended”, which it is using to drive innovation.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
The CMA has raised further concerns about the introduction of Google’s Privacy Sandbox, which has now been delayed until 2025, but the hold-up is not expected to make any “meaningful difference” to advertisers, experts say.
AI is making strides in retail personalisation and marketing content creation, and will continue to be a game-changer alongside expert human judgement.
Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here
Media buying is trending towards hyper-personalisation, but sometimes broader targeting through high-quality media will reach more potential customers.
Ideas generation is a job for people, not data. But when data is paired with good ideas it can be powerful.
The death of the third-party cookie has been protracted, but that has given customer-facing brands time to get their plans in order.
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