Perspectives

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.

Attention-grabbing videos are helping brands across industries to cut through the noise and capture that coveted audience attention span. Such are the power of video ads that within seconds, a viewer learns almost everything you want them to know about your brand and your products. Video ads also have the potential to evoke strong emotions among viewers which improves brand awareness and engagement. To help brands better understand the power of video advertising and the role it plays in brand building, RTB House spoke to Łukasz Wójcik, Marketing & PR Director, Mitsubishi Motors Poland about his experience as both a consumer and a marketer.

Using specialized technology vendors can help a smaller company optimize digital advertising campaigns and compete with bigger rivals.

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.

The profound changes in consumer behavior that have swept the world in the last couple of years have also had distinctive local features. Cultural differences, penetration of technology, and the unique strategies of individual media players have all contributed. Nowhere is this more evident than in Latin America.

To get a sense of how campaigns will look in 2022 and what’s in store for the future of advertising, we talked to David Abad, Digital Strategy Manager at Mediacom, Colombia. We asked him to set out the key trends he sees in consumer behavior and what that means for the brands and agencies targeting them in the years ahead.

Google Chrome set an ambitious goal in their January 2020 announcement to have the key privacy-preserving advertising technologies deployed by late 2022 for the developer community to start adopting them. On June 24, Google released an updated timeline for the Privacy Sandbox and revealed a plan to phase out support for third-party cookies over a three month period starting mid-2023.