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Third party cookies: Taking the first party leap with second party marketplaces

Opinion • Farhan Khan, September 2021

Brainchild Communications’ Farhan Khan explains how his media agency is steering advertisers towards growing digital sophistication before the death of the third party cookie in 2023.

Building a marketing department’s capabilities, now and in the future

Article • Sam Peña-Taylor, Event Reports, DMEXCO, September 2021

Explores MMA research into marketing organisation capability building in order to ensure future growth.

Why HSBC gets data and insights together in its marketing team

Article • Brian Carruthers, Event Reports, DMEXCO Conference, September 2021

HSBC’s global CMO believes that interpreting data, and fusing this information with insights, is the “special responsibility” of the marketing team.

The Rise of Retail Media – and what this means for brands

Article • Colin Lewis, WARC Best Practice, September 2021

The pandemic-fuelled growth of e-commerce has also propelled Retail Media into the spotlight.

Getting OTT on privacy

Opinion • Nial Ferguson, August 2021

The debate around consumer data and privacy has focused largely on the big ad tech players, but OTT businesses shouldn’t be complacent, cautions Sourcepoint’s Nial Ferguson.

Rethinking data-driven targeting to deliver more value

Article • Waqar Ahmed Riaz, WARC Exclusive, August 2021

Data can be of immense monetary value to a business, but only if its source is based on real and consistent value in the lives of consumers.

3 in 15: The Future of Identity

Article • David Tiltman and Alex Brownsell, WARC Exclusive, July 2021

WARC’s Alex Brownsell, senior editor for media and editor of the WARC Guide to the future of identity, takes us through the implication of Google postponing its ban on third-party cookies, the best way for brands to avoid any data disruptions, and what the future of identity will really look like.

Networked commerce and the power of India’s kirana

Article • Satish Krishnamurthy and Vishwajit Vyas, WARC Trends, July 2021

TBWA\India’s Satish Krishnamurthy and Vishwajit Vyas say the kirana mom-and-pop shops’ communal commerce during the pandemic shows that networked commerce is the new retail reality in India.

The future of identity after third-party cookies

Article • Rob Berjon, WARC Webinars, July 2021

Robin Berjon, VP Data Governance at The New York Times, explains why user identity is only ever meaningful – and meaningfully actionable – in a specific context, and shares the Times’s vision for the future of contextual targeting.

Data and AI for personalisation: How Telstra delivers higher engagement and conversions

Article • Mukta Lad, Event Reports, Adobe summit, April 2021

Australian telco Telstra explains why personalised experiences are important and how they can be created at scale by using data, artificial intelligence and machine learning.

The future of identity in a post-cookie landscape

Opinion • Reshma Karnik, July 2021

Only players that have quality audience data, track consumer journeys, make data addressable and diversify to different cookieless identity strategies will survive.

First-party data: A matter of survival in China

Article • Mike Zhu, Kevin Cheung and Shirley Li, WARC Exclusive, July 2021

Advice on how to execute a first-party data strategy in China.

The New York Times: Identity isn’t about identifiers – it’s about people

Opinion • Robin Berjon, July 2021

Contextual identity is a transition from indiscriminately finding people to finding high quality knowledge about people, writes The New York Times’s Robin Berjon.

Privacy and responsible data use: Patchworks, platforms, and people

Article • Arielle Garcia, WARC Exclusive, July 2021

An overview of the consumer data privacy regulation globally.

Gear up for the cookieless future

Article • Jen Gulling, WARC Exclusive, July 2021

Advice for brands as they evaluate first-, second- and third-party data sources.

The WARC Guide to The future of identity

Article • WARC Best Practice, July 2021

A summary of new thinking and best practice on the future of identity.

It’s time for marketers to reframe personalisation for a privacy-centric era

Opinion • Alex Brownsell, July 2021

The advertising industry has failed to make a compelling economic or societal argument for user-level targeting, argues WARC’s Alex Brownsell.

The role of first-party customer data in helping brands to thrive in the post-cookie era

Article • Chanelle Harrigan and Nick Wright, WARC Exclusive, July 2021

Guidance for how brands can collect and manage customer data.

A new twist on privacy – planning for a post-cookie and IDFA world

Article • Jennifer Pelino, WARC Exclusive, July 2021

Implications for the advertising industry as it navigates new data privacy and compliance rules.

The state of advertising identity

Article • Ian Hocking, WARC Exclusive, July 2021

Considers the various post-cookie advertising identity solutions available to marketers.

Dealing with the cookie apocalypse: How to retain your data and measure performance

Article • Flaviano Faleiro, WARC Exclusive, July 2021

The future of advertising will be defined by the ability of a brand to take charge of its own data.

Refreshing rewards: How HEINEKEN USA reduced reliance on third-party data

Article • Sam Ngo, WARC Exclusive, July 2021

Beer brand HEINEKEN devised a strategy to gather first-party customer data.

What should brands do as third-party cookies crumble?

Article • Kenneth Pao, WARC Exclusive, July 2021

Guidance for APAC marketers on how to achieve personalisation without third-party cookies.

The journey from the post-third-party cookie wasteland to marketing utopia

Article • Siva Ganeshanandan, WARC Exclusive, July 2021

How marketers can prepare for the possibility of third-party data pipes running dry.

Football and the art of delivering a customer-centric business experience at Standard Chartered Bank

Article • Mukta Lad, Event Reports, Adobe Summit, April 2021

Standard Chartered Bank’s Pedro Sousa Cardoso shares how organisations can deliver an exceptional customer-centric experience by leveraging data-led insights inspired by the beautiful game.

The Marketer's Toolkit 2021: Navigate through uncertainty

Article • WARC Exclusive, November 2020

The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Carat Trends 2021: The year of emotionally intelligent marketing

Article • Research on WARC, January 2021

This paper provides a starting point for you to think about ways that you can build smart, emotionally intelligent experiences for people in 2021.
Insights from the 2020 IPA Effectiveness Awards: Analysis and lessons from the winning work

Article • WARC Exclusive, February 2021

Reveals the trends and lessons from the 2020 IPA Effectiveness Awards, analysing what differentiated the winners from the rest of the entries.
What we know about segmentation

Article • WARC Best Practice, May 2021

Current reading and thinking on the topic of segmentation; a crucial element of marketing, segmentation identifies relevant consumer subgroups, focusing and directing communication strategy.
The WARC Guide to e-commerce and the future of effectiveness

Article • WARC Best Practice, August 2020

A summary of new thinking and best practice on e-commerce and the future of effectiveness, from the WARC Guide.
Insights from the 2021 Creative Effectiveness Lions winners

Article • WARC Exclusive, August 2021

Highlighting trends among the campaigns entered into the 2021 Creative Effectiveness Lions, including campaign budgets, media mix, creative approaches and metrics.