By Jason Alan Snyder Forget avatars and embrace identities, says Jason Alan Snyder of Momentum Worldwide. And when navigating the multiverse of consumer identities, remember that consent is king. Gone are the days of neatly segmented demographics; our desires, preferences, and very selves now flit between physical spaces, digital personalities, and mixed realities, leaving brands often scrambling to catch up. But amid the chrome gleam and pixelated promises, one truth shines brighter than anything produced by an AR filter: consent is the new gold. While Apple is busy christening our “phone-less” future with the Visio Pro, savvy marketers know the real land grab isn’t virtual; Read full story › Source: The Drum...
Read MoreBy Kendra Barnett Google is pushing back against assertions made by the IAB Tech Lab about shortcomings of the search giant’s Privacy Sandbox initiative, the centerpiece of its cookie transition plan. Still, adtech industry stakeholders are eyeing Google’s proposed solution with scrutiny. Nonprofit digital advertising consortium the IAB Tech Lab last week released a 106-page gap analysis report on Google Chrome’s Privacy Sandbox – the tech giant’s amalgam of APIs and tech designed to provide privacy-safe alternatives to tracking technology like the third-party cookie. The report details what the consortium sees as foundational problems with the initiative, including challenges with advertising effectiveness, media measurement, Read full story › Source: The Drum...
Read MoreBy Andrew Baker Footballco’s Andrew Baker explores his latest research into how Gen-Z consumes the sport. The changes needed to make it more appealing may be more radical than we previously assumed. 2024 is a massive year for international football. As I write this, the Asian Cup and Africa Cup of Nations played out in Qatar and the Ivory Coast, respectively. In June, Euro 2024 kicks off in Germany, and a week later, the US will host the Copa America. Then there’s the Paris Olympics, featuring men’s and women’s tournaments. But before those events sneak up on us, I have Read full story › Source: The Drum...
Read MoreBy Amy Houston Continuing our series profiling some of the ad industry’s finest creatives, we catch up with Nathalie Gordon, who was last month named creative partner at Havas Creative Network, to talk celebs, heroes, the work that made her and what she really thinks of adland’s egos. Born in Johannesburg with a Danish passport, Nathalie Gordon grew up in London, her parents being eager for her to be educated in the UK. That education initially proved a disappointment, however, with teachers labeling the young pupil “really stupid” and advising that she be sent to a “special school” (it has since been recognized Read full story › Source: The Drum...
Read MoreBy Chris Moody Faith in politics is at an all-time low, says Chris Moody of AgencyUK. It’s important politicians take note – because the stakes this election year are high. When The Drum put a call out for advice from marketers to politicians in this election year on both sides of the Atlantic, my instinctive reply was simple: “Please, just don’t be dicks.” I might have broken a fundamental rule of being a marketing strategist here by failing to respect my audience. In my defense, I’m not exactly on my own with this opinion. According to last year’s Ipsos Veracity Index, politicians Read full story › Source: The Drum...
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