Perspectives

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.

We now know that third-party cookies will be staying with us a little longer. On June 24, Google released an updated timeline for the Privacy Sandbox – a high-level plan indicating that it will phase out support for third-party cookies over a three month period starting mid-2023.

The question is – how much more time does the industry actually have? The answer is – not much. Based on the official procedures for bringing new features to Chrome, we at RTB House expect that the next two years will be filled with work.

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.

Just two days after publishing Topics API, Google shared more details about the FLEDGE API specification for the upcoming Origin Trials. It is definitely a positive move, as it improves the industry’s understanding of the scope of tests that will be possible in the upcoming months. The specification includes essential features for advertising efficiency and utility, such as those created by RTB House – Product-level TURTLEDOVE and Outcome-based TURTLEDOVE. Sadly, the testing phase timeline hasn’t been updated for months now, so a more detailed timeline is still unavailable.