Interview

The last couple of years have seen a revolutionary change in online consumer behavior, with some brands needing to adapt quite radically. That, along with tighter privacy controls, has left agencies wondering what the future of advertising holds and how campaigns will look in 2022 and beyond.

For an answer, we asked Desmond Lawrence, Global Digital Activation Director at Havas Media Group, 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.

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.

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.

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.

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.

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.