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The state of advertising identity

Article • Ian Hocking, WARC Exclusive, July 2021

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

The journey from the post-third-party cookie wasteland to marketing utopia

Article • Siva Ganeshanandan, WARC Exclusive, July 2021

How marketers can prepare for the possibility of third-party data pipes running dry.

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 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.

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.

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 WARC Guide to The future of identity

Article • WARC Best Practice, July 2021

A summary of new thinking and best practice on the future of identity.

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.

Data and AI for personalisation: How Telstra delivers higher engagement and conversions

Article • Mukta Lad, Event Reports, Adobe summit, April 2021

Australian telco Telstra explains why personalised experiences are important and how they can be created at scale by using data, artificial intelligence and machine learning.

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.

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.

Delivering contextually relevant ads in a post-lockdown, privacy-first landscape

Opinion • Nick Welch, July 2021

Step four of lockdown easing is here and consumers wanting to take advantage of the additional freedoms will have no time for irrelevant ads. It's the right moment to consider contextual advertising, says Nick Welch of IAS.

Understanding the FT’s approach to data collection and ad targeting

Opinion • Anthony Hitchings, July 2021

Anthony Hitchings, Digital Advertising Operations Director at The Financial Times (FT), explains why the demise of third-party cookies is ‘business as normal’ for the publisher.

The role of contextual targeting in a post-third-party cookie, post-IDFA media ecosystem

Article • Margaret Kendrick, WARC Exclusive, July 2021

Outlines the pros and cons of contextually-targeted advertising.

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.

The power of programmatic digital OOH in driving B2B brand consideration

Opinion • Andreas Soupliotis, June 2021

Advances in digital screens, data-driven targeting and audience measurement are making OOH a more relevant channel for business-to-business marketers.

Fluid like water: Lessons from Chinese DTC brands

Article • Mimi Lu, WARC Exclusive, Spotlight China, June 2021

China’s DTC or direct-to-consumer brands are shapeless like water, says OMD China’s Mimi Lu, with fluid branding, a fluid omnichannel and fluid segmentation based on small data.

Why do marketers and consumers view email relevance differently?

Opinion • Guy Hanson, June 2021

What are the key factors marketers must understand to improve their email relevance? Guy Hanson identifies three themes that emerged from a recent DMA meeting.

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.

Google and Facebook offer very different visions for the future of privacy and personalisation

Opinion • Alex Brownsell, May 2021

Divergence in how digital media giants define privacy may cause headaches for marketers, writes Alex Brownsell.

What's working in TV

Article • WARC Category Intelligence, May 2021

Global strategies, campaign updates and trends in TV.

Changing channels in B2B

Opinion • WARC, May 2021

Corinne Sklar, Chief Marketing Officer at IBM iX, Jorrit DeVries, Global Category Development Officer at Spotify, and Alyssa Hennessy, Media Strategist at LinkedIn discuss the future of B2B marketing in the tech and telco space, the trends to watch, and how to adapt for a stronger B2B brand.

The IAB Europe guide to the programmatic CTV opportunity in Europe

Article • Research on WARC, May 2021

Takes a deeper dive into the emerging channel of CTV to help planners and buyers of media navigate the programmatic opportunities that it offers.

The consent economy will change digital advertising, but not for the worse

Opinion • Pierce Cook-Anderson, April 2021

The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
What we know about targeting vs reach

Article • 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.
The WARC Guide to Making segmentation work

Article • WARC Best Practice, March 2020

A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
What we know about post-cookie audience tracking

Article • WARC Best Practice, February, 2021

Examines the decline of the third-party cookie, its impact on the tracking of online audiences, and potential alternatives and solutions being explored by advertisers and media owners.
Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.
What's working in data-driven marketing

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in data-driven marketing.