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As the digital marketing world continues to look for alternatives to third-party cookies, an ‘audience engine’ driven by artificial intelligence (AI) and robust first-party data could provide a route to deeper customer insight and accurate targeting. Manuela Mesa, managing consultant UK at Artefact, considers how brands can utilize AI to make better decisions.
HP’s senior director of global digital media activation Freddie Liversidge opens up about the challenges of standing up an in-house media practice, catalyzing innovation when the honeymoon phase fizzles, the death of third-party cookies, why cookieless ID solutions are unimpressive and how the metaverse needs to evolve.
Today's marketers are inundated with a wealth of data. Discover how to break that data down into categories to make it more relevant and powerful.
The switch to Google Analytics 4 will mean major changes for marketers. Learn what you need to do — and when — to keep your strategies up-to-date.
Since the early days of the internet, cookies have been the primary method publishers and advertisers have relied upon to target consumers on the web. Without cookies, targeting digital campaigns would have been very hit or miss – providing a poor experience for consumers and inconsistent ROI for advertisers and publishers. Matt Rousseau, managing consultant at Frog Data, with editorial insight from consultant Edouard Payne, assesses what the imminent changes to cookies will mean for the industry.