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How to spot ad fraud, and how to combat it

Opinion • Augustine Fou, October 2021

Dr Augustine Fou, Marketing Science Consultant, outlines three steps marketers should take right now to help combat ad fraud.

Four ways to reach out-and-about US consumers in a pandemic and privacy-changed world

Article • 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.

Back to the future: How quality media can save advertising

Article • Matt Rivitz, WARC Exclusive, September 2021

Matt Rivitz, Chief Purpose Officer at NOBL, outlines where programmatic advertising went wrong, how advertisers woke up to its many problems, and how the future of adtech is in quality content.

Automation and real-time measurement are main benefits of programmatic

Data • Rob Clapp, WARC Data Points (Curated), August 2021

An overview of the main benefits of programmatic advertising.

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.

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.

The value of digital OOH audiences for brands

Article • Natalia Escribano, WARC Exclusive, June 2021

Outlines the unique attributes of digital out-of-home media.

How a safety-first strategy can help travel and hospitality brands succeed in the year ahead

Article • DoubleVerify, Research on WARC, June, 2021

An analysis of the trends in the travel and hospitality sector across fraud, viewability, and brand safety and suitability.

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

Buying ads with under-represented publishers – at scale – lets marketers vote their values

Article • Samantha Skey, WARC Exclusive, Spotlight US, March 2021

Discusses how 2020 has offered opportunity for brands to support smaller and more diverse publishers.

The open marketplace may cost more than you think

Opinion • Ian Hocking, March 2021

South China Morning Post’s Ian Hocking touts a non-Open Marketplace advertising solution that optimises efficiencies and increases return on investment by connecting first-party data and persistent user IDs to programmatic deals.

What's working in data-driven marketing

Article • WARC Category Intelligence, March 2021

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

Gonzalo Brujo: “Businesses need to grow with their customers because customers move faster”

Opinion • Gonzalo Brujo, March 2021

Gonzalo Brujo, Global President, Interbrand is on the Business-to-Business jury for the 2021 WARC Awards for Effectiveness, in association with LIONS. Here he talks about the importance of listening, what B2C businesses can learn from the B2B sector and how to develop digital brand experiences.

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.

Retail media trends to watch out for in 2021

Opinion • Patrick Miller, March 2021

This article is part of a series of articles from the WARC Guide to shoppable media.

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.

How national chains can significantly improve ad performance through hyperlocal campaign optimizations

Article • 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.

Brands can achieve relevance by maximising CTV

Article • Austin Scott, WARC Exclusive, January 2021

Guidance for marketers approaching connected TV advertising for the first time.

P&G’s Pritchard predicts all ads will involve 'some form of digital'

News • 20 January 2021

All advertising will ultimately incorporate “some form of digital” component in the future, Marc Pritchard, Procter & Gamble’s chief brand officer, has predicted.

What we know about programmatic

Article • WARC Best Practice, January 2021

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.

Growing programmatic maturity shifts marketer focus to contextual data strategies

Article • Mukta Lad, Event Reports, Programmatic Pioneers APAC Virtual Summit, October 2020

At the Programmatic Pioneers APAC Virtual Summit 2020, panellists shared thoughts on how to get more from programmatic advertising.

Seed audiences – “From not knowing you to tapping into millions like you”: Leveraging hypertargeting to maximise media ROI

Research Paper • Mario Dughi, Utsav Mamoria, Abhinav Mohan, Souvik Roy, ESOMAR Conference papers, Insights Festival, 2020

FMCG multinational Unilever created a hyper-targeted audience to change market behaviour and grow consideration and sales for its Breeze liquid laundry detergent in the Philippines.

Standardised measurement is the key to unlocking programmatic OOH’s future

Opinion • Helen Miall, November 2020

Programmatic OOH can and must learn from the issues that have been seen in display advertising, particularly on the issue of standardised measurement, argues VIOOH’s Helen Miall.

Programmatic accounts for three-quarters of European digital display advertising

Data • Rob Clapp, WARC Data Points (Curated), October 2020

An overview of digital advertising spend in Europe by transaction mechanism since 2013.

The WARC Guide to Planning for Attention

Article • WARC Best Practice, June 2020

A summary of new thinking and best practice on Planning for Attention, from the WARC Guide.
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.
What's working in data-driven marketing

Article • WARC Category Intelligence, March 2021

Global strategies, campaign updates and trends in data-driven marketing.
What we know about programmatic

Article • WARC Best Practice, January 2021

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.
Marketer's Toolkit 2020

Article • WARC Trends, November 2019

WARC's Marketer's Toolkit 2020 adopts the STEIP methodology to cover five drivers of change that will affect marketers next year, built from an annual survey, 10 CMO interviews and WARC analysis.
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.