Maximize Your 2022 Marketing Efforts with Consent Management

2021 has been just as unpredictable as 2020, as a host of new issues are challenging retail marketers. Marketers will need to remain agile and responsive to challenges old and new while attempting to do more with less. COVID-19 irreversibly changed the way people discover and shop — now add compounding forces of the Omicron variant, supply chain disruptions and fluctuating consumer sentiment to the already complicated puzzle. Retailers looking to capture pent-up demand are

How Can Contextual Advertising Help Us Prepare for a Cookieless Future?

Google recently announced that it is delaying its plans to phase out third-party cookies in the Chrome browser until 2023, a year later than it originally planned. However, while the announcement may feel like a backward step in the battle for consumer privacy, the wider industry continues to press on with plans to deprecate the use of third-party cookies. Apple launched changes to IDFA (ID for Advertisers) as part of its iOS 14.5 update, which

Digital Behavioral Data: The Best-Kept Secret to Striking the Right Chord with Gen Z

The most successful marketing strategies are fueled by a deep understanding of the people they are designed to reach. And, considering age is one of the most common predictors of differences in attitudes and behaviors, looking through a generational lens has long been a useful way for marketers to establish empathy for their audiences. Today, forward-leaning corporate decision makers are focusing in on Gen Z, born after 1996, and rightfully so. This generation will shape

Why Contextual Targeting Is Critical For Marketers Navigating The Cookie-Less Future

We’re living in a global paradigm shift, where privacy concerns, coupled with the cookie’s demise, is placing pressure on marketers to deliver more personalised and empathetic campaigns, in brand-safe environments. While this presents many challenges, it also presents many opportunities for marketers to unlock more intelligent contextual targeting tactics. Preparing For A Cookie-Less Future The increasingly privacy-savvy consumer is now rejecting the third-party cookie, with a 2018 report revealing 64% of cookies are rejected, either

3 Steps to a Strong Digital Strategy for Publishers that Drive Engagement & Revenue

As consumers have moved increasingly to online news consumption and have so many more options available, print publishers have seen their revenue plummet. And for many, it’s been tough to adapt to a digital strategy that actually works. Paywalls have been mostly a disaster, driving subscribers away toward the abundance of free content. Display ads and sponsored content have helped, but direct sold programs are labor-intensive and costly, making them entirely out of reach for