Mastering the marketing tech stack with AI and customisable algorithms

Customisable algorithms are one solution to many of the challenges of the cookieless future, as they don’t necessarily require any consumer interaction, and so brands and agencies don’t need to wade into the issues around consent and gathering first-party data.

The UK digital advertising market is projected to reach US$35.43bn in 2022. Despite rising inflation, digital ads are continuing to enjoy rapid growth as advertisers lean on online channels to drive brand awareness and sales. Indeed, channels such as Connected TV (CTV), digital audio and digital out-of-home (DOOH) are increasingly capturing large swathes of ad budget previously allocated to offline media.

However, digital marketers are also facing a number of challenges at the moment. Economic uncertainty for one is making media planning more complex and short-term in its outlook. Meanwhile, the media landscape continues to fragment from a...

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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