By Joe McMullen On April 27 2021, Apple released its iOS 14.5 update, ushering in a new swathe of defaults for internet privacy that are set to have an impact on the way digital advertisers can operate and track the user. The changes will give users the ability to choose to block the sharing of unique identifiers (the things that track what you’re seeing and doing online) at App level, which impacts the level of marketing information users give to apps that serve people ads – like Facebook and Instagram. Will these apps still serve ads? Yes, of course. But will the targeting be as clever Read full story › Source: The Drum...
Read MoreBy Chris Sutcliffe As research demonstrates that lockdown has enflamed some existing pain points for agencies, we’re taking a look at what needs to change. In this article we hear how lockdown and the lack of chemistry meetings have removed the impetus for clients to feed back to agencies – and the unfortunate impact that has had on the relationship at the core of the marketing ecosystem. The pitch process is a conversation. From the initial approach to the follow-up – whether the outcome is successful or a failure – pitching is an extended dialogue between agency and client. Over the Read full story › Source: The Drum...
Read MoreBy Michael Nutley The rise of a few players to dominate the global DSP market has resulted in several advantages for marketers, including scale and standardization. But like towns where every high street has the same shops and cafés, it has left some people searching for more. Until relatively recently, if there was something distinctive about your company – business models, performance goals, proprietary data assets or supply access – and you wanted to do something truly unique in programmatic, you needed purpose-built technology to enable it. But a maturing market has made it incredibly challenging and expensive to launch a new platform into the Read full story › Source: The Drum...
Read MoreHow we let go by letting the customer in: Lego, Diageo, Lifebuoy, IBM and Adobe on becoming more flexible around creative challenges
By Charlotte McEleny Creativity helps brands find new ways of working and forges better connections with consumers, even during tough times. But what advice do creative leaders have from facing these challenges? The Drum and Adobe brought together a panel of experts to find out how ‘creativity finds a way’. A fundamental lesson drawn from the past year for marketers has been the ability to ‘break the fourth wall’ with customers and let them in. The pandemic has ushered in a new era for empathy from brands as the customers and businesses travel through the same challenges and emotional journey together. Grace Astari, creative lead Read full story › Source: The Drum...
Read MoreBy Eleanor Lim The Drum Awards for Marketing seek to reward brands and marketing teams that truly understand their customer. Because the competition is focused on outcomes and not outputs, it is open to teams of any size that can prove the measurable effect of their campaigns. These awards are truly global, and this year welcomed teams and companies from anywhere in Asia Pacific, Europe, the Middle East, Africa or the Americas. Nishma Robb, director of brand & reputation marketing at Google UK, is the chair of this year’s jury. You can read The Drum’s interview with her here, including what Read full story › Source: The Drum...
Read More
Industry News