Interview

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.

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.