Kaja Pryczkowska

The last couple of years have seen a revolutionary change in online consumer behavior, with some brands needing to adapt quite radically. That, along with tighter privacy controls, has left agencies wondering what the future of advertising holds and how campaigns will look in 2022 and beyond.

For an answer, we asked Desmond Lawrence, Global Digital Activation Director at Havas Media Group, to set out the key trends he sees in consumer behavior and what that means for the brands and agencies targeting them in the years ahead.

When you run a business, reaching the right customers with your offers is one of the fundamental requirements for success. All of the uncertainty around whether this will still be possible when Google switches off 3rd-party cookies is obviously a worry — especially as things are moving fast and it is difficult to keep up with the news. We can’t all be experts.

Luckily, we have experts on hand so you don’t have to be one. Laurie da Silva and Richard Johnson are hosting a new series of snackable videos on The Cookieless Future. They give a point-by-point breakdown for newcomers and more detailed explanations for those familiar with the subject. Watch the first video now, which talks about whether the end of cookies means the end of advertising. And, if not, what is set to replace them? Get to know more about advertising without cookies.

Marketers have long relied on the use of 3rd-party cookies to create personalized ads and rightly so. They’ve been a fundamental route to success for many years now, however, the end is near!

With Google’s announcement that its Chrome browser will no longer accept cookies in the future, those in the industry are now asking themselves the same worrying question – can you create a personalized ad without the use of cookies?

Our experts Laurie da Silva and Richard Johnson are back again for another episode with some savvy information on how exactly we can plan to handle personalization without cookies.
Watch the 2nd episode now to get an insight into how methods of data monitoring will change and which talks about a new way forward for an individual experience.

It’s sure to be a game changer!

Trustworthy Accountability Group Awards RTB House with TAG Certified Against Fraud Seal for Setting High Standards to Combat Fraud in Digital Advertising

RTB House Wins Two Stevie® Awards at the 2021 International Business Awards®

Programmatic ad campaigns for brand awareness have traditionally been harder to target at the correct online users than performance campaigns as they rely upon more understanding of context and behavior. However, through the use of ultra-powerful algorithms and Deep Learning technology, RTB House has been able to take the lead on brand awareness campaigns and truly target users with great confidence and deliver significant, measurable results.

Our solutions based on Deep Learning technology have been widely recognized and have received the AI Excellence Award, MarTech Breakthrough Award, numerous Stevie Awards, and more.

With the disappearance of 3rd-party cookies coming soon, many businesses fear that the recent progress made on the targeting of brand awareness campaigns will be lost and that we will have to go back to the drawing board. In fact, this is not true. We are already sketching out the future and starting to add colors to the picture of how digital advertising will look in the future. And, in the 4th episode of our Cookieless Future series, Laurie da Silva and Richard Johnson outline how using multiple, more transparent data sources will provide the information needed to create brilliant, highly targeted brand awareness campaigns that also preserve user privacy.

Watch the video to find out all you need to know.