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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.

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.

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.

Creative triggers and how brands can avoid the ‘useless data’ trap

Article • Amy Wright, WARC Exclusive, July 2021

Some types of data are acutely under-utilised, writes Amy Wright, Director of Client Strategy at Automated Creative, who argues that creative trigger data can help translate impressions into intelligence.

The role of contextual targeting in a post-third-party cookie, post-IDFA media ecosystem

Article • Margaret Kendrick, WARC Exclusive, July 2021

Outlines the pros and cons of contextually-targeted advertising.

Leveling up consumer privacy practices in APAC

Article • Low Lai Chow, Event Reports, Campaign360 virtual conference, May 2021

Companies, in general, recognise the importance of consumer data privacy, according to a study – The Price of Privacy on APAC’s Advertising Ecosystem 2021– but most have yet to realise that privacy can be a competitive advantage.

Ad tech reimagined post-third-party cookie

Article • Scott Switzer, WARC Exclusive, March, 2021

Opportunities for publishers to monetise first-party audience data.

Work with regulators to build public trust in data

Opinion • Amerdeep Somal, March 2021

Regulators and industry bodies like the DMC have a key role to play in enhancing the reputation of the data and marketing industry and building public trust, says Amerdeep Somal.

How publishers can help advertisers connect with their audiences in the post-cookie era

Article • Tim Geenen, WARC Exclusive, March 2021

Advises media owners on how to manage and monetise audience data.

How to prepare for playing in the Google Privacy Sandbox: Q1 2021 update

Article • Jack Shearring, WARC Exclusive, February 2021

Updated guidance on Google’s attempts to replace third-party cookies in Chrome.

How healthcare brands can differentiate through experimentation

Article • Steven Moy, WARC Exclusive, February 2021

As a highly regulated category, health and wellness brands can sometimes struggle to differentiate their brand from competitors.

Top Trends in Media and Society for 2021

Article • Dan Calladine, WARC Webinars, January 2021

Dan Calladine, head of media futures at Carat, discusses key insights from its recently released annual report which highlights twelve societal and media trends – and their implications for brands.

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.

Data safety needs to be a priority for marketers to safeguard their brand

Article • Low Lai Chow, Event Reports, The Drum Digital Summit, November 2020

Data safety needs to take on equal importance in marketing considerations as new data regulations and privacy laws take effect worldwide.

US and EU regulators get tough with tech giants

News • 16 December 2020

Big tech companies are once again under the spotlight over how they collect and use personal data, with the European Union unveiling tough new rules, and US regulators announcing a probe into a number of major tech players.

The demise of the cookie remains top challenge for media in 2021

News • 09 December 2020

The cookie is about to crumble as a result of growing data privacy regulations, and its demise through 2021 remains a core challenge for nearly half the advertising industry (49%), research finds.

China steps up efforts to protect user data

News • 30 November 2020

A draft Personal Information Protection Law and the censure of app operators for a lax approach to consumer data privacy signal that China’s government is intent on bringing an end to what one observer described as a “wild era” for the country’s

EU proposes data protection rules for industrial data

News • 27 November 2020

Well known on the world stage for its activism on data protection, the European Union is now proposing legislation that would create a single data marketplace across the bloc to facilitate sharing.

Marketing strategy in 2021 most impacted by new consumer behaviours and recession

Data • Zoe McCready, WARC Data Points, November 2020

An overview of the importance of societal topics on marketing strategies in 2021.

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.

Drivers of change: Part of the Marketer's Toolkit 2021

Article • WARC Exclusive, November 2020

Part of WARC’s Marketer’s Toolkit 2021, this data report, based on a survey of client and agency-side executives, looks at near-term trends in six key areas, following the STEPIC methodology.

What we know about data ethics

Article • WARC Best Practice, November 2020

Explores consumers' increasing concern about privacy and data protection and how companies can rebuild trust by proactively embracing data ethics in an era where the Internet of Things and smart cities heighten privacy issues.

Contextual targeting grows in importance for privacy and post-cookie world

Data • Rob Clapp, WARC Data Points, October 2020

An overview of how European advertisers, agencies and publishers are considering solutions to data protection regulation and browser cookie controls.

China steps up efforts to protect personal data

News • 26 October 2020

Six state-owned bank branches in China found themselves in trouble last week after they were fined over infringements of consumer personal data rights, in a sign that the authorities fully intend new consumer protection laws to make an impact.

IAB’s flagship framework on consent found to fail EU rules

News • 19 October 2020

IAB Europe’s flagship framework for gathering internet users’ consent for targeted ads has been found to breach the EU’s GDPR standards.

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.