We have a lot to say about the marketing industry, from the role of automation to the importance of PPC to changes within programmatic. Our mission is to change the future of advertising, which we partly achieve by sharing our vision for how that future should be.
Biddable media is moving in-house and the agency is dead! Or is it?
There has been chatter about advertisers building in-house capabilities forever. The most recent development relates to biddable media, where the advent of companies like Google and Facebook have enabled advertisers to deal directly with media owners with little friction. The growth of biddable media – paid search, programmatic […]
The differences between the digital and pre-digital era of advertising aren’t as big as many like to think.
Underlying any marketing campaign, there is still (as there was in the past) a big idea that unifies communication across every channel, a distribution plan, an audience strategy, a measurement strategy, and a set of objectives. […]
Do you remember all that fuss about Google Shopping being anti-competitive? For those of you who don’t, roughly a year ago the European Commission fined Google €2.4bn for favouring its own shopping comparison service ahead of competitors, and asked it to find a way of levelling the playing field. […]
In the lead-up to the implementation of the GDPR on 25th May 2018, you might have noticed a new piece of technology cropping up in the adtech ecosystem: the consent management platform (CMP).
Under the much more stringent requirements of the GDPR, companies are proactively obtaining consent from EU-based users to have their data processed by advertisers and marketers if they are to be, for example, […]
The battle is definitely on. Amazon is investing in advertising, and Google is investing in retail.
But it will take a long time before either truly competes in their respective fields: Amazon will still dominate e-commerce, and Google will dominate retail search for several years yet. […]
Trying to use blockchain to solve programmatic media is excessive use of technology, argues the chief executive and founder of Brainlabs.
What’s the best way to fix the programmatic transparency problem? According to the latest thinking, it’s to use blockchain. In other words, throw even more technology at a problem that is caused in the first place by an excessive use […]
Google and Facebook need more regulation, but the focus should be on user protection rather than market competition. And the people behind the regulation need to have a far better knowledge of how digital advertising works.
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I don’t envy CMOs.
Their job is to be adaptive to an environment of continual change, to differentiate between what’s useful and what’s just a fad, and, most of all, to be generalists in an increasingly complex industry. […]
GLOBAL: Facebook’s ongoing problems around data and privacy have added another complication for social marketers adjusting to the platform’s recent moves to shift the balance of users’ news feed posts away from advertisers and publishers back towards friends and family. […]
The motor-racing brand, which had previously bought media in-house, put the $40m (£28.8m) global account up for review last year in a process run by Oystercatchers.
In time for the Australian Grand Prix in March, WPP’s Wavemaker will handle all traditional media-planning and buying, while Brainlabs has been tasked to handle digital media. […]