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The online advertising industry is in the middle of the biggest change in its 27-year history. Its underlying approach is moving from one of tracking being the default and privacy being optional, to privacy being the default and tracking optional.
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Tactics for inspiring customer action
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Agency and Brand Tactic in the Age of Signal Loss - the state of targeting, AI and Measurement
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The numbers, people & methods behind opting out of people-based targeting
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Understanding where, when and how UK consumers opt-out of people-based targeting
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2024 has the potential to be pivotal for the entire media ecosystem. As we finally bid farewell to third party cookies, ad tech has an opportunity for genuine invention, while the rise of AI will continue to redefine how we optimise, create and discover content.
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Advertising – and by extension, media in general – is at a crossroads. Cookies are on the way out, even if delays give us few extra months to be ready. Decision time for targeting and measurement.
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7 out of 10 UK consumers are using their own methods to limit or even shut down people-based tracking completely.