Article
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Anna Sampson, WARC Evidence, April, 2021
With the demise of the cookie and a renewed focus on attention, context is key when it comes to effective advertising.
Opinion
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Brittany Wickerson, March 2021
Through a combination of people-led planning, retooling measurement and creative innovation it's possible to be as effective – or more so – than before, writes Brittany Wickerson.
Article
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Ross Innes, WARC Exclusive, March, 2021
A decline in data quantity need not mean a reduction in advertising effectiveness.
Article
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John Nardone, WARC Exclusive, Spotlight US, March 2021
Looks at brands’ identity strategies, and how to prepare for a cookie-less future, given the current state of each brand’s first-party data.
Article
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Jane Ostler, WARC Exclusive, Spotlight US, March 2021
Explains why direct integrations with publishers may be one path forward for marketers in a post-cookie world.
Opinion
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Anthony Scriffignano, March 2021
Politicians and business people like to say they’re led by the data, but what happens when things are changing faster than data can be collected ? Anthony Scriffignano has some advice.
Article
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Jim Spaeth and Alice Sylvester, WARC Exclusive, Spotlight US, March 2021
Looks at 25 data and analytics breakthroughs that the authors believe are essential to transform advanced television advertising.
Article
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Scott Switzer, WARC Exclusive, March, 2021
Opportunities for publishers to monetise first-party audience data.
Opinion
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Faris Yakob, March 2021
The panic over an internet after cookies is growing, observes Faris Yakob, and their use is predicated on a strange and deeply flawed idea of how advertising works in the first place – a rethink is long overdue.
Article
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WARC Webinars, March 2021
Isobar Commerce's Patrick Deloy and Nathan Petralia share insights from their contribution to the WARC Guide to Shoppable Media on the pros and cons of investing in paid shoppable media advertising.
Opinion
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Amerdeep Somal, March 2021
Regulators and industry bodies like the DMC have a key role to play in enhancing the reputation of the data and marketing industry and building public trust, says Amerdeep Somal.
Article
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Lotame, Research on WARC, March, 2021
Lotame, a data solutions company, conducted a global survey of over 1,000 marketers and publishers to understand what the future of advertising, beyond the cookie, means and how its primary stakeholders are preparing.
Opinion
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Ciaran Deering, March 2021
The demise of third-party cookies will hit SMEs hard. Yet with careful planning and investment in first-party data, they will be able to continue to enjoy the benefits of digital advertising.
Article
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Tim Geenen, WARC Exclusive, March 2021
Advises media owners on how to manage and monetise audience data.
Opinion
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Amelia Ward, March 2021
PHD’s Amelia Ward reflects on award-winning media campaigns from Singapore Airlines, Direct Line Group and O2.
Opinion
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Chris Charman, March 2021
Google has said it plans to end individual tracking on the open web. Chris Charman considers some next steps for advertisers.
Opinion
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Stephen Denny, March 2021
From financial data, to healthcare data, to smart devices such as Alexa and the wearable devices that people wear on their wrists, consumer data trails are everywhere. But are marketers taking their customer’s data privacy seriously? And would your customer trust your brand to safeguard their data?
News
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19 February 2021
Third-party cookies are due to be replaced with new tracking technology in most browsers and, ahead of the switch, a new survey has revealed that more than two-thirds (68%) of marketers in the UK believe the future of advertising in a cookieless ecos
Article
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Stephen Whiteside, Research on WARC, March 2021
A study published in the Journal of Marketing highlighted several opportunities and risks that may come from using genetic data in marketing campaigns.
Article
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WARC Best Practice, February 2021
Explores the value of brand trust to companies as it grows in importance due to greater use of consumer data.
Opinion
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Rob Auger, February 2021
By this point we're all well aware that the third-party cookie is no longer a sustainable mechanism for targeting, tracking and measurement in digital marketing. A combination of user-privacy concerns and mounting legislation have prompted browsers to announce they are stopping the use of third-party cookies, driving the need for marketers to adapt. It’s actually been a year since Google announced its plan to phase it out of the Chrome browser by the end of 2021.
News
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05 February 2021
A majority of European marketers appreciate the need to get ready for a future without cookies – now under 12 months away – but a significant proportion feel their company is not prepared, according to IAB Europe.
Article
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Jack Shearring, WARC Exclusive, February 2021
Updated guidance on Google’s attempts to replace third-party cookies in Chrome.
Article
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Backslash, WARC Trends, February, 2021
The COVID-19 pandemic has triggered a cosmic reshuffle of global realities, social norms and individual beliefs.
Opinion
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Jack Shearring, February 2021
Marketers should take note of Apple’s decision to force app developers to request permission to track users across apps and websites, writes Jack Shearring.
