- Published:
Branding Versus Performance: How BMW Tackles its Dual Marketing Challenges
A globally-recognized brand like BMW is hugely valuable, yet the company still has to sell product to survive. Group Marketing Director Marie Dellbrant reveals how she balances these twin demands and manages creatives on either side.
- Digital Advertising
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What is Brand Visibility and How Can it be Measured?
In order to ensure that your brand gets enough exposure, you need to take care of your brand’s visibility. How do you know if all your company’s marketing campaigns reach your desired audience and have the right impact? There are various tools and practices that allow you to assess viewability and improve your brand’s visibility. Take better control of your business, by leveraging the best of them.
- Retail & Ecommerce
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Digital marketers mustn’t wait for a new star to replace 3rd-party cookies
How will clients assess their marketing services partners amid the decline of 3rd-party cookies, and what strategies can help firms prosper?
The digital advertising industry is facing a precipitous moment on the back of Google’s decision to remove 3rd-party cookies from its Chrome browser in 2023, but marketeers must act now by implementing other strategies rather than waiting for the perfect solution to replace their favourite tracking tool. In this interview, Louise McMahon, Automotive Marketing Communications Section Manager at Honda UK, outlines what changes her business has made and what marketing services partners need to do to stay relevant when it comes to cookieless advertising.
- Digital Advertising
- Published:
Privacy Sandbox News from Google and Economic Value of Targeted Advertising
In this Media Review, we take a closer look at Privacy Sandbox News from Google, the economic value of Targeted Advertising, an Analytical Tool that faces GDPR, and more.
- Cookieless World
- Published:
The Evolution of Artificial Intelligence
Each of us experiences contact with artificial intelligence every day. We reach for its possibilities spontaneously and often without realizing that it is to artificial intelligence that we owe the comfort of life and a number of conveniences. Who doesn’t use Gmail, Google Translate, a smart personal assistant or Netflix recommendations? We also watch dozens of ads every day, which are often selected for us by algorithms. How has the evolution of Artificial Intelligence progressed and impacted our lives over the course of history?
- Deep Learning
- Published:
Google Shares FLEDGE Specification for the First Origin Trials
Just two days after publishing Topics API, Google shared more details about the FLEDGE API specification for the upcoming Origin Trials. It is definitely a positive move, as it improves the industry’s understanding of the scope of tests that will be possible in the upcoming months. The specification includes essential features for advertising efficiency and utility, such as those created by RTB House – Product-level TURTLEDOVE and Outcome-based TURTLEDOVE. Sadly, the testing phase timeline hasn’t been updated for months now, so a more detailed timeline is still unavailable.
- Cookieless World
Blog about Digital Advertising & Marketing Technology
- Published:
Edge Comes to Play in the Sandbox
In this edition of the Cookieless Newsroom, we highlight Microsoft’s deployment of the Ad Selection API in its Edge browser, a tool similar to Privacy Sandbox's Protected Audience API. We also cover a recent academic study demonstrating the suitability of the Protected Audience API for retargeting. Additionally, we report on a landmark European regulatory fine imposed on Google’s MarTech division.
