By Lizzy Foo Kune For our Data and Privacy Deep Dive, Gartner’s Lizzy Foo Kune spells out the implications of the impending takeover of Google Analytics 4. Marketers breathed a sigh of relief last week when Google announced that it will postpone sunsetting the current version of its web analytics product, Universal Analytics. Why the relief? Most marketers aren’t prioritizing the migration to the new product, Google Analytics 4 (GA4), even though failing to migrate will result in the end of marketers’ ability to track marketing and advertising efforts. The implications of the migration are immense, even by comparison to other Google Read full story › Source: The Drum...
Read MoreBy Jenni Baker Snapchat reveals how and why marketers can up their efforts with the many profitable moments in Q5, the often-overlooked shopping period that starts after Black Friday and continues through the end of January. Retailers are preparing for the Q4 shopping season ahead, but the current economic landscape has created uncertainty around consumer behaviors. Shoppers are becoming increasingly cautious and selective while spending, so brands need to work harder to remain relevant. And with high inflation to consider, brands are also facing a competitive market at a time when consumer expectations are evolving with new shopping trends. But brands need not despair. Despite Read full story › Source: The Drum...
Read MoreBy Jenni Baker The Drum sits down with Matt Bush, managing director of agencies, partners and creative at Google to discuss why data is the differentiator helping agencies build competitive advantage, drive performance and value for brands. Marketers know they must invest in data, automation and privacy – but it’s not easy if you don’t know what to do. Not every company has that expertise in house, but agencies can have the capabilities and skills to know how and where to deploy data and integrate with technology in order to drive success. “Marketing is sophisticated enough for us to be able to think much more Read full story › Source: The Drum...
Read MoreBy Danielle Long Two women fighting over the last prawn may not sound like a Christmas advert, but that’s the premise of ALDI Australia’s new campaign. The twist in this unlikely festive spot is that the women are fighting to give the other the last prawn. The ad aims to encourage Aussies to feed the spirit of generosity this Christmas and uses the tagline; You Can’t Overcook Christmas. The campaign was created by ALDI’s longstanding agency partner, BMF, and marks the latest chapter in a legacy of unique Christmas ads. Previous years’ efforts have delivered surfing Santas and synchronised swimming Santas while last year’s Read full story › Source: The Drum...
Read MoreBy Hannah Bowler From Blockgraph to Open ID to IFA and seller-defined audiences, we look at the best privacy-focused ID solutions on the market as part of The Drum’s Data & Privacy Deep Dive. The connected TV (CTV) media ecosystem doesn’t rely on cookies, but it would be wrong to think the reduction of third-party data won’t affect premium video. TV advertisers need to start paying attention to privacy changes that will impact them and find solutions to invest in. Current privacy regulations mean 30% of audiences are non-addressable, but incoming consent regulation and the death of the cookie mean that, Read full story › Source: The Drum...
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