Amid delays, regulatory backlash and even its most ardent supporters turning sour, Google’s alternatives to third-party cookies are now murkier than a London fog. It’s no wonder some ad tech vendors are dialing down investments and playing the waiting game for a sunnier forecast. Additional coverage: Other things to know about | | |
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| | | | | This is what happens when uncertainty looms: prudence takes the spotlight. | | |
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howdy! | | | | | In 2024, Chipotle’s choice to court the relatively niche fighting game community appears to have paid off. According to a joint study by YouGov and the agency rEvolution, which helped develop Chipotle’s gaming strategy, U.S. esports fans between the ages of 18 and 44 reported a nearly 100% increase in their intent to purchase Chipotle following the brand’s esports campaign last year. | | |
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| | | | | Brands are developing deep understandings of evolving consumer behaviors to create experiences that genuinely engage audiences. Snapchat and QReal partnered to create an interactive AR environment with purchasable upgrades and realistic avatars. | | |
howdy! | | | | | eBay has debuted new features for its ad platform including ways to create campaigns based on marketplace trends and search terms. | | |
| | | | | While past election cycles have shown that misinformation, fake news and ad fraud are prevalent, brands and agencies can play influential roles in the voter experience — providing authentic information to voters on behalf of their candidates. They’re working to safeguard their media buys, mitigating reputational risks and maximizing ROI. | | |
howdy! | | | | | As Manchester City rolls out its own Fortnite experience, it will have to contend with the fact that this brand new world does not come with a pre-existing user base. To address this problem, the company plans to leverage its network of players and talent to spread the word across their social feeds. | | |
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| | | | | When advertisers look beyond demographic and psychographic data, they gain a deeper descriptive and predictive view of their audience. This is especially true when using individual-level transactional data, which is almost always the most predictive of future spending behaviors. | | |
howdy! | | | | | The challenger bank is prioritizing YouTube creators in bid to reach consumers. | | |
howdy! | | | | | The latest C-suite shuffle within WPP’s media agency arm, GroupM, comes at the very top of the organization, as Brian Lesser returns to the company as global CEO this September. | | |
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