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Brands get ahead by trialling campaigns in cookieless environments

Opinion • Philip Acton, January 2022

With both Apple and Mozilla having already banned third-party cookies in their browsers, and Google planning to follow suit in 2023, now is the time for publishers and advertisers to work together towards a cookieless future, says Adform’s Philip Acton.

New consumer behaviours having greatest impact on 2022 marketing strategy

Data • Rob Clapp, WARC Data Points (Curated), December 2021

An overview of the themes that are having a significant impact on marketing strategies in 2022.

The future of the internet is about more than third-party cookies

Opinion • Joe Root, December 2021

The internet is changing – as the next era of the internet arrives, it shouldn't carry the problems of the past forward with it, argues Permutive ’s Joe Root.

What we know about data ethics

Article • WARC Best Practice, December 2021

Explores consumers' increasing concern about privacy and data protection and how companies can rebuild trust by proactively embracing data ethics in an era where the Internet of Things and smart cities heighten privacy issues.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.

Marketing trends in 2022: Consumer insights and data

Article • James Fox, WARC Exclusive, November 2021

The year 2022 will see the move from big data ad targeting to consent-driven personalisation, and there will be an increasing shift of focus for brands all along the supply chain to bring consumer learnings in-house to power strategic decision making.

Behind the product – Why trust in tech isn’t skin deep

Article • Justin Westcott , WARC Exclusive, October 2021

Over the last decade, tech has been losing its extensive lead and the sector saw an all-time low this year in 17 out of 27 markets.

More than half of marketing emails threatened by iOS 15

Data • Rob Clapp, WARC Data Points (Curated), October 2021

An overview of email opens and the impact of iOS 15 on email marketing.

WARC Talks conscious media investment

Article • Jake Dubbins, Belinda J Smith and Clare Melford, WARC Exclusive, September 2021

This podcast episode discusses conscious media investment with Jake Dubbins, Co-Founder & Co-Chair at Conscious Advertising Network, Belinda J Smith, CEO, Americas at m/SIX, and Clare Melford, Co-founder & Executive Director at The Global Disinformation Index.

Four ways to reach out-and-about US consumers in a pandemic and privacy-changed world

Article • Jesse Rosenschein, WARC Exclusive, Spotlight US, September 2021

Examines alternative ways for marketers to use location and out-of-home, as new privacy constraints limit how targeting can be used.

Half of adults always accept website cookies

Data • Rob Clapp, WARC Data Points (Curated), September 2021

An overview of consumer willingness to accept website cookies.

Advertising decisions need to be in the hands of the audience, not tech giants

Opinion • Guillaume Kendall, September 2021

Big tech companies need to start offering alternatives to the way that information is harvested and ads are served, writes Guillaume Kendall.

Architecting the future of marketing in APAC: The use of mobile in the digital marketing mix

Data • WARC Data, September 2021

Summarises the findings of WARC's latest mobile marketing survey, conducted across APAC on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.

Digital advertising’s identity crisis is a threat to the sustainability of the open internet

Opinion • Ammar Jawad Doosh, September 2021

Third-party cookies’ demise spells trouble for the open internet – the industry will need to collaborate to find the right solution for the future, argues Xandr’s Ammar Jawad Doosh.

Back to the future: How quality media can save advertising

Article • Matt Rivitz, WARC Exclusive, September 2021

Matt Rivitz, Chief Purpose Officer at NOBL, outlines where programmatic advertising went wrong, how advertisers woke up to its many problems, and how the future of adtech is in quality content.

Can responsible media investing be operationalized?

Article • Krystal Olivieri and Belinda J. Smith, WARC Exclusive, September 2021

GroupM is building solutions that guide and refine the decision-making process across its Responsible Investment Framework which focuses on five areas – Brand Safety, Data Ethics, DE&I, Responsible Journalism and Sustainability.

Getting OTT on privacy

Opinion • Nial Ferguson, August 2021

The debate around consumer data and privacy has focused largely on the big ad tech players, but OTT businesses shouldn’t be complacent, cautions Sourcepoint’s Nial Ferguson.

3 in 15: The Future of Identity

Article • David Tiltman and Alex Brownsell, WARC Exclusive, July 2021

WARC’s Alex Brownsell, senior editor for media and editor of the WARC Guide to the future of identity, takes us through the implication of Google postponing its ban on third-party cookies, the best way for brands to avoid any data disruptions, and what the future of identity will really look like.

The sustainable marketer: Transforming marketing sustainability, transforming the world

Article • WARC Best Practice, July 2021

This guide inspires advertisers to develop Marketing Sustainability Strategies and provides resources for education.

The future of identity after third-party cookies

Article • Rob Berjon, WARC Webinars, July 2021

Robin Berjon, VP Data Governance at The New York Times, explains why user identity is only ever meaningful – and meaningfully actionable – in a specific context, and shares the Times’s vision for the future of contextual targeting.

A new twist on privacy – planning for a post-cookie and IDFA world

Article • Jennifer Pelino, WARC Exclusive, July 2021

Implications for the advertising industry as it navigates new data privacy and compliance rules.

Gear up for the cookieless future

Article • Jen Gulling, WARC Exclusive, July 2021

Advice for brands as they evaluate first-, second- and third-party data sources.

The New York Times: Identity isn’t about identifiers – it’s about people

Opinion • Robin Berjon, July 2021

Contextual identity is a transition from indiscriminately finding people to finding high quality knowledge about people, writes The New York Times’s Robin Berjon.

Marketing imperatives for a cookieless world

Opinion • Ranga Somanathan, July 2021

The demise of third-party cookies is an opportunity for both brands and publishers to rectify a marketing ‘dystopia’, argues Ranga Somanathan.

How brands can respond to the consequences of a cookie-free world

Article • Jide Sobo, WARC Exclusive, July 2021

Options for brands looking to minimise disruption resulting from the demise of the cookie in digital advertising.

The Marketer’s Toolkit 2022: Global Trends Report

Article • WARC Exclusive, November 2021

The Global Trends Report, part of the Marketer’s Toolkit 2022, identifies five trends that will disrupt existing global marketing practices.
The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.
Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
What we know about segmentation

Article • WARC Best Practice, May 2021

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.