Digital Advertising

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.

For years, brands and agencies have been using third-party cookies to track website visitors’ behavior, improve the user experience, and collect trending martech data from across the web to optimize audience targeting strategies. However, this year Google announced that it would be joining Firefox and Safari in removing third-party cookies from its Chrome browser by 2023, ultimately changing the future of advertising. Marketers across the world have spent the last 12 months digesting, understanding, and preparing for this change. In this article, Julie Keating, VP of Digital Marketing and Media at Havas Edge, shares her journey from first hearing Google’s announcement to change the future of advertising, to recent learnings from campaigns that have used cookieless targeting solutions.

A report prepared by Wave9 shows that 89% of Internet users mainly watch videos during the day on the Internet. The report by MarketingCharts.com proves that the average person watches 84 minutes of videos every day. It seems that consumers prefer videos over other content on the Internet. That’s why personalized video marketing is becoming more and more important in the contemporary world. Personalized videos generate 42% more profits than non-personalized content (according to HubSpot).

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.

3 months – this is how long it has taken for RTB House to become the most effective retargeting partner for Huuuge. Thanks to our methods, Huuuge’s ROAS goals were significantly exceeded.

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.