Data
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WARC Data, October 2021
Summarises the findings of WARC's latest mobile marketing survey, conducted across Vietnam on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Article
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WARC Exclusive, October 2021
This report, developed in association with Royal Mail Marketreach, is an analysis of successful UK case studies that use direct mail, both as lead media and in the media mix.
Data
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WARC Data, October 2021
Summarises the findings of WARC's latest mobile marketing survey, conducted across India on behalf of the Mobile Marketing Association, to assess how advertisers and agencies are using, and planning to use, mobile in their marketing activities.
Article
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WARC Best Practice, September 2021
This article is a best-practice guide to developing an account-based marketing (ABM) strategy, which focuses business-to-business (B2B) marketing on the accounts with the greatest potential for growth over the medium to long term.
Article
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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.
Data
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Rob Clapp, WARC Data Points (Curated), September 2021
An overview of consumer willingness to accept website cookies.
Opinion
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Farhan Khan, September 2021
Brainchild Communications’ Farhan Khan explains how his media agency is steering advertisers towards growing digital sophistication before the death of the third party cookie in 2023.
Article
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Colin Lewis, WARC Best Practice, September 2021
The pandemic-fuelled growth of e-commerce has also propelled Retail Media into the spotlight.
Article
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Brian Carruthers, Event Reports, DMEXCO Conference, September 2021
HSBC’s global CMO believes that interpreting data, and fusing this information with insights, is the “special responsibility” of the marketing team.
Opinion
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Simon Thorne, August 2021
Amazon’s ad-serving business gives it yet another layer of data which it can use to compete against the very companies buying that service; brands ought to think harder about the alternatives, says Flashtalking’s Simon Thorne.
Article
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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.
Article
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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.
Article
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陆凡（Mimi Lu）| 电通中国媒体服务线策略合伙人, 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.
Article
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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.
Article
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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.
Article
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Kenneth Pao, WARC Exclusive, July 2021
Guidance for APAC marketers on how to achieve personalisation without third-party cookies.
Article
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WARC Best Practice, July 2021
A summary of new thinking and best practice on the future of identity.
Opinion
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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.
Opinion
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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.
Opinion
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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.
Opinion
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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.
Article
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Jide Sobo, WARC Exclusive, July 2021
Options for brands looking to minimise disruption resulting from the demise of the cookie in digital advertising.
Article
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Ian Hocking, WARC Exclusive, July 2021
Considers the various post-cookie advertising identity solutions available to marketers.
Article
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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.
Article
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Siva Ganeshanandan, WARC Exclusive, July 2021
How marketers can prepare for the possibility of third-party data pipes running dry.
