Kaja Pryczkowska

Brand messaging is not an exact science – but still many campaigns fail to meet their objectives despite the presence of strong creatives.

For an expert perspective on the most important considerations when designing effective creatives we asked Valeriia Filonich, Digital and e-Commerce Manager at Sisley Paris to outline some of the processes that can be put in place to maximise the chances of success.

Marketers are being proactive in advance of the demise of third-party cookies but challenges, as well as opportunities, remain.

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.

By the end of 2023, it will be impossible to use third-party cookies in Chrome which currently commands a 70% market share. The loss of third-party cookies poses challenges for marketers when it comes to tracking and understanding consumers’ online buying behaviors. RTB House spoke to Piotr Śladowski, Digital Communication Manager at Wavemaker Poland, to understand how media agencies are helping brands best prepare for the new era of cookieless digital advertising.

Targeted ads have come under fire for the past few years due to a toxic combination of privacy concerns, and the potential for abuse during democractic elections. While targeted ads can help us find products that we’ll love, the seemingly magical way that they can predict what we want has unsettled many consumers, and led to very real concerns about how our data is collected and used, and thus the rise of the cookieless future.

• How to leverage the opportunities of cookieless solutions
• AI’s indispensability in ecommerce
• How to make gamification work for you
• The importance of agility