Article
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Avin Narasimhan, WARC Exclusive, Spotlight US, January 2021
Brands should focus on values and not politics to avoid alienating potential customers.
Opinion
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Augustine Fou, January 2021
Virtually all advertisers are acutely aware of brand safety issues these days – from their ads showing up next to terrorist videos on YouTube or ads showing up on fake news, hate speech, or disinformation sites. So, they’ve been increasingly paying for ‘brand safety’ technologies that are supposed to help keep their ads away from these situations. But do those technologies do what they claim to do? No, and it’s even worse than that.
Article
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Anita Schillhorn , WARC Exclusive, Spotlight US, January 2021
Going into the fourth quarter of 2020, a McKinney study found that months of quarantine and pandemic news coupled with a contentious political environment had worn down the American psyche; consumers felt restricted, conflicted, and overwhelmed.
Article
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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.
Article
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Victoria Sakal, WARC Exclusive, Spotlight US, January 2021
While there has been much emphasis, especially in the last year, on political divides, the differences in American society go deeper as perceptions and attitudes also vary depending on factors such as age and income – differences which have real implications for the role of corporations in society.
Article
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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.
Opinion
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Kenneth Pao, January 2021
Criteo’s Kenneth Pao outlines six trends that marketers will need to pay attention to, in order to optimise the potential for a successful 2021.
News
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18 December 2020
Accidentally exposed data from three brand safety technology providers reveals the mess of blocklists and risk levels that decide to monetise or block articles.
Article
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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.
Article
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Mukta Lad, Event Reports, Programmatic Pioneers APAC Virtual Summit, October 2020
At the Programmatic Pioneers APAC Virtual Summit 2020, panellists shared thoughts on how to get more from programmatic advertising.
Data
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Rob Clapp, WARC Data Points, December 2020
An overview of media priorities and vulnerabilities in the United States.
Article
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WARC Best Practice, December 2020
Provides guidance and key reading on brand safety, including the impact fake news can have on brand credibility and how brands can ensure advertising appears in appropriate and relevant contexts.
Opinion
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Hugh Munro, November 2020
More than ever, advertisers are recognising brand safety must play an important role in their campaigns – and their strategies need to be always-on, says Hugh Munro .
Opinion
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Jide Sobo, November 2020
Ebiquity’s Jide Sobo outlines the findings of a new report on the role of context in optimising digital media ROI.
News
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20 November 2020
Absolut, the vodka brand, has demonstrated how brand purpose can be activated successively in different contexts with campaigns based on the notion of acting “responsibly”.
Article
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WARC Exclusive, November 2020
The Marketer’s Toolkit 2021 is a guide to six major challenges facing brands in the year ahead.
Article
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Geoffrey Precourt, Event Reports, ANA Masters of Marketing Week, October 2020
Pernod Ricard, the spirits manufacturer, has responded to social disruption with a purpose-driven mindset that feeds back to its core values.
Opinion
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David Tiltman, November 2020
WARC’s annual Marketer’s Toolkit looking at the year ahead is being released this week. Head of Content David Tiltman looks back at a tumultuous 2020.
Article
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TD Reply, Research on WARC, November, 2020
The marketing industry has seen more disruption in the past 10 years than in the last 100.
News
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04 November 2020
Distribution channels signed up to the TAG Certified programme in the US show a dramatic fall in ad fraud, a new study shows.
Article
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Geoffrey Precourt, Event Reports, Association of National Advertisers Masters of Marketing Week, October 2020
Procter & Gamble (P&G), the consumer-packaged goods giant, is baking the concept of “citizenship” into its brand-building efforts.
Opinion
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Alex Brownsell, October 2020
Video consumption soared during lockdown, including a notable spike in viewing on connected TV devices. Erica Probst, YouTube’s Head of Sales for UK and Ireland, talks to Alex Brownsell for WARC's Marketer’s Toolkit 2021 about how the platform is targeting both brand and activation ad dollars in 2021 and beyond.
Opinion
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Anna Hamill, October 2020
As one of the world’s leading marketers, Marc Pritchard, chief brand officer at Procter & Gamble, is driving a transformational agenda of equality and transparency. He speaks with WARC’s Anna Hamill for WARC Marketer's Toolkit 2021 on reinventing brands post-COVID, prioritising media transparency, and pursuing accountability on diversity.
Article
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Geoffrey Precourt, Event Reports, Association of National Advertisers Media & Measurement Conference, September 2020
Facebook, the social network, will be a critical player in the development of any cross-platform measurement system and is working towards this goal.
News
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05 October 2020
Brands blocking publisher content related to current events such as the coronavirus or Black Lives Matter are inadvertently harming themselves, says a Verizon Media director, who argues that brands need to rethink their approach to brand safety when
