When the pandemic hit and lockdown brought the UK to a grinding halt, many advertisers slammed on the brakes, pausing campaigns in flight or delaying them until later in the year.
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In the fifth episode of PHD and eatbigfish’s podcast series, Overthrow II: Challenger strategies for a new era (a spin-off of their 2019 publication, Overthrow II), host and founder of eatbigfish Adam Morgan talks to Lisa Kirkbright,...
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Covid-19 has sparked a massive shift in how we approach advertising. It created a reality where rapid adjustments of process, budget and time are essential. Now more than ever we must rely on data that helps understand context, time and location...
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Storytelling is a fundamental tool for marketers, no matter the industry or business sector. But while that’s a no-brainer in B2C, the concept seems almost daring in the B2B space.
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With Chrome slated to switch off third-party cookies within the next two years, what is your view on the identity state of play across the adtech ecosystem?
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This is every marketer’s dilemma: you’ve got a brief, a budget, performance goals to hit and many adtech partners and platforms to pick from to execute your plan. So how do you choose which one? Doesn’t it seem like it was easier...
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Over time, header bidding has gone from being something that is a sexy new trick used by a few publishers to a sophisticated, mainstream technology. Today's header bidding solutions work across varied ad formats giving publishers more...
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Data is transforming the way that brands interact with customers. In the past few years, we have seen monumental shifts in data-driven marketing and advertising. But data silos continue to exist among a proliferation of channels that make it...
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In the next episode of PHD and eatbigfish’s podcast series Overthrow II: Challenger strategies for a new era – a spin-off of their 2019 publication Overthrow II – host and founder of eatbigfish Adam Morgan speaks with Daniel Ord...
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In a post-cookie world, a brand’s marketing success hinges entirely on building content, products and experiences that consumers will opt-in for. Which begs the question, how do brands incentivise opt-in? The answer: personalisation.
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Connected TV (CTV), has been hailed as the future of television. Further, a study of the connected TV market shows that the number of households with CTV is set to increase by 82% by 2023.
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Apple’s announcement in June that iOS 14 would ask app users to opt in to be identified to advertisers was greeted in apocalyptic terms by the industry.
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In the modern media landscape, there are more devices, channels, platforms, publishers and content than ever before. And consumer attention is fragmented across all of these at any given moment.
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The early days of the Covid-19 pandemic saw the need for large grocery retailers to react quickly to deal with new lockdown measures and increased pressure on the supply chain. And they managed this with admirable flexibility and success –...
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Data as we know it is in a state of deprecation and renewal — leaving many marketers to wonder what they should do to maintain data access and quality across all media. For many that lack a roadmap, the future consequences feel dire, and yet...
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Every brand, agency or ad network can benefit from the tech features of a demand side platform (DSP). The adtech, if properly handled, saves time, money and human resources. You can operate your DSP with – for example – a self-serve...
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As OTT continues to gain popularity, the industry is developing a road map of improvements that will need to be completed before advertisers and publishers can truly achieve programmatic success.
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With the deprecation of third-party cookies and Apple’s new stipulations, which require publishers to obtain consent from users to track them through its Identifier for Advertisers (IDFA), we’re at a pivotal moment in digital...
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Connected TV (CTV) has become an all-encompassing channel for marketers looking to maximize reach and build their brands among the addressable market. With CTV, advertisers can access all kinds of TV viewers, including linear and cord-cutters/cord...
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The paradigm shift seen by marketers during 2020 will be the most challenging that many will experience in their lifetimes. And as shops reopen and workforces return to workplaces, it is all too easy to hope that we are heading back to normal life...
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