Article
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Research on WARC, April 2021
Looks at the key trends that will shape the future of B2B marketing and decision making over the next decade.
Article
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Remona Duquesne, WARC Exclusive, April 2021
Of all the models available for managing brand portfolios, the Masterbrand approach could be most suitable during times of change – brand growth consultant, Remona Duquesne, explains why.
Article
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Jo Bowman, Event Reports, ARF SHOPPERxSCIENCE, March 2021
PepsiCo, the food and beverage giant, successfully adapted its segmentation strategy in line with the growth of e-commerce during the COVID-19 pandemic.
Article
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WARC Best Practice, March 2021
This article provides marketers with information and guidance about using advanced targeted approaches offered by addressable TV.
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.
Article
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Dave Morgan, WARC Best Practice, Spotlight US, March 2021
Examines how the increased targeting capabilities of data-driven TV has allowed new advertisers to enter the medium at lower price points.
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.
Opinion
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Rob Foster, March 2021
Google has killed not just the cookie but also the key work-around that many marketers were relying on. Rob Foster, Senior Consultant at The Observatory International, says the real solution is fundamental rewiring of their approach to 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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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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WARC Category Intelligence, March 2021
Global strategies, campaign updates and trends in the automotive category.
Article
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WARC Category Intelligence, March 2021
Global strategies, campaign updates and trends in data-driven marketing.
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.
Article
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WARC Best Practice, March 2021
Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand-growth strategies.
Article
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WARC Strategy Toolkit, March 2021
Describes how agency strategists/planners gain and use insights – and what type of insight is useful when developing a marketing or communications strategy.
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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Jay Friedman, WARC Best Practice, February, 2021
Examines how hyperlocal campaign optimizations, with fine-tuned attention to potential buyers that move away from assumptions, can result in campaign effectiveness and efficiency.
Opinion
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Chiara Manco, February 2021
WARC’s Chiara Manco looks at how the 2020 DMA Awards winners used data to better understand and connect with their audiences.
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.
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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WARC Exclusive, February 2021
Spotify 관련 기술 및 통신 분야에서의 B2B 마케팅 분석.
News
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27 January 2021
Google has unveiled a new ad targeting technique that could replace third-party cookies; called Federated Learning of Cohorts (FLoC), it involves grouping users with similar interest groups.
Article
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Austin Scott, WARC Exclusive, January 2021
Guidance for marketers approaching connected TV advertising for the first time.
