Kaja Pryczkowska

Conducting a full-funnel marketing strategy does not mean targeting everyone in your funnel and pushing them toward conversion. A good full-funnel strategy takes into account how ready different users are for conversion, and serves them with appropriate advertising. For buyers in the conversion stage, who have strong purchase intent, effective ads show specific products and offers and make clicking and converting easy. However, in the upper funnel, you may want people to feel a connection with your brand and plant a seed that grows over time, allowing them to make better purchasing decisions later on. This may take the form of more aspirational or engaging content that makes a real impression.

This kind of contextual analysis of intent and behaviors requires powerful technology. At RTB House, we use the most effective Deep Learning algorithms to achieve this. However, when 3rd-party cookies are switched off in 2022, will it be possible to measure intent so accurately to build bonds with online users? In episode 5 of our Cookieless Future video series, Laurie da Silva and Richard Johnson show how a full-funnel approach will still be possible with only a slight reimagining of the current processes.

Change is constant in digital marketing but 2022 looks set to be a year where landmark shifts, including ID-less advertising and contextual targeting, will be formed. Three of RTB House’s in-house experts predict the huge changes on the horizon.

Anna Jankowska becomes Executive VP of Global Partnerships

Every year, many businesses tell themselves that they’ll start working on their Black Friday promo period sales strategy early this year. However, when October comes around, they yet again find themselves scrambling to prepare for the most important sales period of the ear. This is the biggest mistake any business can make, and our Black Friday report our Black Friday retargeting campaigns report, and this article, are designed to help you understand why.

We now know that third-party cookies will be staying with us a little longer. On June 24, Google released an updated timeline for the Privacy Sandbox – a high-level plan indicating that it will phase out support for third-party cookies over a three month period starting mid-2023.

The question is – how much more time does the industry actually have? The answer is – not much. Based on the official procedures for bringing new features to Chrome, we at RTB House expect that the next two years will be filled with work.

Tasked with making client budgets deliver maximum results, media agencies have a laser focus on cost optimization and martec trends throughout the planning and execution of digital campaigns. In this article, Gabrielle de Souza, Media Supervisor at Lew’Lara\TBWA Brazil—a leading Brazilian media agency—shares her experiences planning and optimizing campaigns for global brands and how technology platforms can empower agencies to extract maximum value.