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By Sam Bradley-26 January 2021 08:30am How can marketers prepare for the crumbling of the third-party cookie? We ask readers of The Drum – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners. Today, we ask how marketers will navigate the demise of the third-party cookie. With the third-party cookie on its way out, tech giants such as Google are hurrying to bake up an alternative. But whichever solution eventually takes precedence, the implications for digital advertising and the architecture of the in...

By John McCarthy-13 January 2021 08:00am 8 trends media execs hope to ride in 2021 Bloomberg, Sky, Jungle Creations and more talk us through the media trends the industry should be focusing on in 2021. With the commencement of a new year, media predictions are stacking up. Differentiating this pile is the fact that, after a period of unprecedented change, the big thinkers have been unable to trot out the same old ideas. If 2020 was a year of challenges, 2021 offers many opportunities. The Drum has quizzed the best in the industry about the trends those in the media should be a...

A national survey released this week is another confirmation that low-income families – in the nation and in Washington – have suffered disproportionately from the COVID-19 pandemic. According to a national report sponsored by the Annie E. Casey Foundation, “Kids, Families and COVID-19: Pandemic Pain Points and a Roadmap for Recovery,” low-income families are suffering increased food insecurity, mental illness and housing instability. That’s hardly news in northeast Spokane, where staffers at The Zone, a local nonprofit, have seen firsthand the effects of the pandemic. “COVID has ...

How major publishers are driving revenue with brand lift measurement While many advertisers are back to spending money in Q4, many are also continuing to be very cautious with their budgets. And some haven’t committed spend for 2021 at all. Now as Google Chrome’s sunset of third-party cookies promises to weaken traditional insight tools, many publishers are looking for new data-led strategies to entice agencies and clients to bring them next year’s business. Brand lift measurement —  that is, campaign effectiveness measures that include brand awareness, considerat...

Simon Kvist Gaulshøj, CEO of Adnami, applauds the launch of The Publisher Platform in Denmark. The ongoing domination of Facebook and Google in our industry has sparked something of a love-hate relationship among advertisers. We love that they offer cheap, easy-to-book, easy-to-track advertising with focused targeting, efficient analytics and huge audiences. But we hate the absolute power they have over us – as consumers as well as advertising professionals. Together, they represent so much that is wrong with the 21st century, yet all too often brands cannot afford to turn their back on th...