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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.

Rethinking data-driven targeting to deliver more value

Article • Waqar Ahmed Riaz, WARC Exclusive, August 2021

Data can be of immense monetary value to a business, but only if its source is based on real and consistent value in the lives of consumers.

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.

Using first-party data in omnichannel customer journey planning

Article • Dr Shorful Islam, WARC Exclusive, July 2021

With Apple and Google now limiting or terminating data collection by third parties, brands need a strong first-party data strategy to fuel brand growth.

Hyper-personalisation is the way to go: But to what extent?

Opinion • Dave Dabbah, July 2021

The extra effort to make marketing more hyper-personalised may not always pay off but CleverTap’s Dave Dabbah says brands should still increase personalisation as it improves the overall customer experience, which ultimately strengthens customer relationships.

Apple extends advertising lead following iOS 14.5

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Apple's share of advertising spend before and after iOS 14.5.

Gen Z and e-commerce: Expectations in the post-COVID era

Article • Steven Moy, WARC Exclusive, June 2021

Social commerce and ethical innovation will be major priorities for brands looking to connect with Gen Z shoppers in the post-COVID world.

Tackling the first-party data challenge: A four step approach

Article • Brittany Wickerson, WARC Exclusive, June 2021

As data regulations continuing changing, brands need to be more proactive with their first-party data strategies.

Looking ahead to post-COVID times: Five marketing lessons from Cannes Lions Live

Opinion • Anna Hamill, June 2021

As Cannes Lions Live streamed into the makeshift home offices of the advertising industry for a second year, brand marketing leaders speaking at the event shared their hard-learned lessons from the COVID-19 era, and the new changes that they believe will shape the future of marketing as the industry emerges from the toughest year in living memory.

Only 26% of Apple users allow app tracking when prompted

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Apple app users who have allowed app tracking when shown the App Tracking Transparency prompt.

Data privacy is the main barrier to mobile marketing growth

Data • Rob Clapp, WARC Data Points, June 2021

An overview of barriers to mobile marketing's growth according to marketing professionals in EMEA.

Identity reimagined in a cookie-less world

Opinion • Iván Markman, June 2021

When the time comes to say goodbye to third-party data, Verizon Media’s Iván Markman notes that advertisers and publishers will have to quickly adopt new solutions to bridge the identity gap across digital channels and deliver meaningful revenue.

Apple adspend muted as Android grows since iOS 14.5

Data • Rob Clapp, WARC Data Points, June 2021

An overview of spend on advertising delivered via iOS and Android devices during Apple's push into data privacy and protection with iOS 14.5.

How to ensure frictionless customer data capture to boost business and keep customers happy

Article • Leigh Gammons, WARC Best Practice, May, 2021

A five-step guide for how brands with legacy infrastructure can digitise customer onboarding.

What we know about personalisation

Article • WARC Best Practice, May 2021

Details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.

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.

GSK’s Jim DeLash on B2B marketing of vaccines, and reaching the other 90%

Opinion • Cathy Taylor, May 2021

2021 is the year of the vaccine – and the year of vaccine branding. Never before has there been such high consumer awareness of vaccine brands.

From audiences to individuals: Adopting a data-driven strategy to advance healthcare marketing from unknown to known patients

Article • Brennan Mason, WARC Exclusive, Spotlight US, May 2021

Examines why healthcare marketers need to shift from large-scale marketing efforts to more focused, data-driven marketing.

Just 11% of iOS 14 users have allowed ad tracking

Data • Rob Clapp, WARC Data Points, May 2021

An overview of the opt-in rate for app tracking among iOS 14 users (those that can allow or reject app tracking).

The opportunities – and risks – of using genetic data in marketing campaigns

Article • 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.

Emerging metrics and tools are making podcasts a better marketing platform

Article • Mike Addonizio, WARC Exclusive, February, 2021

Despite an early pandemic dip, podcast downloads have rebounded, proving the platform’s popularity beyond how it became part of once-familiar commuting habits.

CPGs double down on consumer data

News • 02 February 2021

Consumer packaged goods manufacturers such as PepsiCo are rapidly increasing their direct knowledge of consumers in ways that are reminiscent of wider trends in the media and advertising sector.

Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.

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.

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.
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.
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.