Article
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WARC Best Practice, February 2020
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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Lewis Taffs, WARC Best Practice, September 2018
Outlines the various steps to take that will enable companies to develop and implement a successful data-driven marketing programme.
News
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22/09/2020
Far from harming the business outcomes of advertisers’ digital marketing, the end of third-party cookies and current audience targeting practices may actually make things better, according to Dr Augustine Fou.
Article
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Dr. Augustine Fou, WARC Exclusive, September 2020
Audience targeting using third party (3P) cookies is under pressure from privacy regulations.
Article
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WARC Best Practice, September 2020
Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.
Opinion
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Chiara Manco, September 2020
Audrey Low, Managing Director, L'Équipe L'Oréal at Mindshare China, will be judging the Effective Use of Partnerships & Sponsorships category of the 2020 WARC Media Awards.
News
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01/09/2020
Apple and Facebook have clashed over the need for app developers to secure permission to collect user data, and the dispute is likely to have major ramifications for brands and publishers.
Article
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Research on WARC, August 2020
Examines the impact of the COVID-19 crisis on e-commerce companies and their website personalisation strategies.
Opinion
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Dr. Augustine Fou, August 2020
Marketers get little benefit from many adtech offerings, warns Dr Augustine Fou, and they need to pay more attention to what they are buying. CMOs should consider whether they and the marketers in their organization have fallen victim to adtech fraud.
Article
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Brian Carruthers, WARC Exclusive, Nudgestock, June 2020
Patrick Fagan, former lead psychologist at Cambridge Analytica, ponders the ethical dimensions of psychographic targeting.
Article
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Stephen Whiteside, WARC Exclusive, August 2020
Fitbit, the fitness-technology company, ran a digital campaign that aimed to determine if it could achieve strong results without using cookies.
News
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29/07/2020
Online food delivery in India has only recovered to half its pre-lockdown peak, according to Swiggy, which this week announced it is having to lay off more staff despite its sophisticated customer engagement strategy.
Article
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Mukta Lad, WARC Exclusive, July 2020
India’s Zeotap and Swiggy share their insights from leveraging technology and data to cultivate customer intelligence for better marketing.
Opinion
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Tanzil Bukhari, July 2020
As the cookie era draws to close, Tanzil Bukhari looks at the tools marketers will soon be using much more widely.
Article
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Todd Alchin, WARC Exclusive, July 2020
Covers the basics of the new self-serve ad platform for Instacart, an online grocery delivery and pickup service whose usage has exploded during the COVID-19 pandemic.
Article
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WARC Category Intelligence, July 2020
Global strategies, campaign updates and trends in mobile.
News
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16/06/2020
Brands find themselves expected to take a stand on issues such as Black Lives Matter, but rather than simply reacting to events they should arguably be reappraising some more fundamental aspects of their marketing approach.
News
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12/06/2020
Poor retention rates, intense competition and rising user acquisition costs are just some of the challenges facing app-marketers, which is why effective retargeting has become an increasingly important campaign tactic.
News
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11/06/2020
Health communications face a truly unique suite of challenges, but many of the elements that set it and its practitioners apart have also created a set of standards and stereotypes that need updating – a new whitepaper from Havas Lynx Group seeks ...
Article
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GroupM, Research on WARC, June 2020
Gives an overview of political, social and technological shifts impacting brand safety at a high level and looks tospecific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.
Opinion
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Peter White and Jamie Irving, June 2020
In this new reality, static segmentations are often no longer appropriate, and advertisers should consider a more dynamic persona-based approach that accounts for the shifting nature of audiences.
Article
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Robert Wegenek, WARC Exclusive, June 2020
Considers some of the potential impacts as we head towards an addressable world.
Article
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Jerry Daykin, WARC Exclusive, June 2020
In recent years questions around the digital media supply chain have been widely discussed in the marketing industry and exactly how brands have reacted has varied considerably.
Article
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Havas Lynx Group, Research on WARC, June 2020
This Havas White Paper outlines how pharma brands can make the most efficient and effective media choices.
Opinion
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Harish Ganesh, May 2020
Near's Harish Ganesh maps out how marketers can still leverage location data to inform strategy and campaigns, as the home-based audiences become a key targeting consideration even beyond post-lockdown measures.
