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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.

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.

Amazon competes with your business, so why do you let it have your data?

Opinion • Simon Thorne, August 2021

Amazon’s ad-serving business gives it yet another layer of data which it can use to compete against the very companies buying that service; brands ought to think harder about the alternatives, says Flashtalking’s Simon Thorne.

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.

Fluid like water: Lessons from Chinese DTC brands

Article • 陆凡（Mimi Lu）| 电通中国媒体服务线策略合伙人, WARC Exclusive, Spotlight China, June 2021

China’s DTC or direct-to-consumer brands are shapeless like water, says OMD China’s Mimi Lu, with fluid branding, a fluid omnichannel and fluid segmentation based on small data.

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.

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.

Marketing imperatives for a cookieless world

Opinion • Ranga Somanathan, July 2021

The demise of third-party cookies is an opportunity for both brands and publishers to rectify a marketing ‘dystopia’, argues Ranga Somanathan.

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.

How brands can respond to the consequences of a cookie-free world

Article • Jide Sobo, WARC Exclusive, July 2021

Options for brands looking to minimise disruption resulting from the demise of the cookie in digital advertising.

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.

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.

Delivering contextually relevant ads in a post-lockdown, privacy-first landscape

Opinion • Nick Welch, July 2021

Step four of lockdown easing is here and consumers wanting to take advantage of the additional freedoms will have no time for irrelevant ads. It's the right moment to consider contextual advertising, says Nick Welch of IAS.

Understanding the FT’s approach to data collection and ad targeting

Opinion • Anthony Hitchings, July 2021

Anthony Hitchings, Digital Advertising Operations Director at The Financial Times (FT), explains why the demise of third-party cookies is ‘business as normal’ for the publisher.

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.

Apple extends advertising lead following iOS 14.5

Data • Rob Clapp, WARC Data Points, June 2021

An overview of Apple's share of advertising spend before and after iOS 14.5.

The power of programmatic digital OOH in driving B2B brand consideration

Opinion • Andreas Soupliotis, June 2021

Advances in digital screens, data-driven targeting and audience measurement are making OOH a more relevant channel for business-to-business marketers.

Why do marketers and consumers view email relevance differently?

Opinion • Guy Hanson, June 2021

What are the key factors marketers must understand to improve their email relevance? Guy Hanson identifies three themes that emerged from a recent DMA meeting.

The WARC Guide to new research in marketing

Article • WARC Best Practice, January 2021

A summary of new thinking and best practice on new research in marketing.
What we know about targeting vs reach

Article • WARC Best Practice, March 2021

Explains the benefits of targeting and reach and explains key differences, such as how tight targeting can benefit short-term activation campaigns, whilst reach can be favourable for long-term brand-growth strategies.
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 WARC Guide to Making segmentation work

Article • WARC Best Practice, March 2020

A summary of new thinking and best practice on making segmentation work, from the WARC Guide.
Changing channels in B2B: Shifting strategies in tech and telco markets

Article • WARC Exclusive, February 2021

An analysis of B2B marketing within the technology and telecoms sectors, in association with Spotify.
What we know about post-cookie audience tracking

Article • WARC Best Practice, February, 2021

Examines the decline of the third-party cookie, its impact on the tracking of online audiences, and potential alternatives and solutions being explored by advertisers and media owners.