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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.

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.

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.

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.

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.

The future of identity in a post-cookie landscape

Opinion • Reshma Karnik, July 2021

Only players that have quality audience data, track consumer journeys, make data addressable and diversify to different cookieless identity strategies will survive.

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.

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.

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.

The role of first-party customer data in helping brands to thrive in the post-cookie era

Article • Chanelle Harrigan and Nick Wright, WARC Exclusive, July 2021

Guidance for how brands can collect and manage customer data.

It’s time for marketers to reframe personalisation for a privacy-centric era

Opinion • Alex Brownsell, July 2021

The advertising industry has failed to make a compelling economic or societal argument for user-level targeting, argues WARC’s Alex Brownsell.

Privacy and responsible data use: Patchworks, platforms, and people

Article • Arielle Garcia, WARC Exclusive, July 2021

An overview of the consumer data privacy regulation globally.

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.

Refreshing rewards: How HEINEKEN USA reduced reliance on third-party data

Article • Sam Ngo, WARC Exclusive, July 2021

Beer brand HEINEKEN devised a strategy to gather first-party customer data.

Dealing with the cookie apocalypse: How to retain your data and measure performance

Article • Flaviano Faleiro, WARC Exclusive, July 2021

The future of advertising will be defined by the ability of a brand to take charge of its own data.

What should brands do as third-party cookies crumble?

Article • Kenneth Pao, WARC Exclusive, July 2021

Guidance for APAC marketers on how to achieve personalisation without third-party cookies.

How data science can help marketers to bridge the measurement gap in a post-cookie landscape

Article • Sherif Guindy, WARC Exclusive, July 2021

Brands should embrace econometrics to boost their understanding of cross-channel effectiveness.

The state of advertising identity

Article • Ian Hocking, WARC Exclusive, July 2021

Considers the various post-cookie advertising identity solutions available to marketers.

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.
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.
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.
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.
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.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.