Focus on making the best of digital diversification in a cookie-less reality

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 12, 2022, 12:40 PM UTC

2022 is set to boost online shopping, diversify ad formats, and increase volumes of first-party data to analyse.

With most browsers phasing out third-party cookies, ecommerce firms are planning to focus more on collecting and studying their own customer data for retargeting purposes. As a result, the trends around promising alternatives such as prioritising first-party data and contextual advertising are already being considered to bounce back.

A Salesforce study found that 60% of consumers intend to do more online shopping than they did before the pandemic. This number indicates that brands will have to analyse increased volumes of customer data in 2022.

With the entertainment industry, connected TV, video content streaming and video game platforms increasingly transforming into ad platforms, marketers are exploring and investing in these digital formats, channels and platforms to expand their reach. But, it can be challenging and expensive for marketers to manage such digital diversification. An AI-driven financial companion can help simplify processes, save time and get the insights necessary for making informed decisions to manage digital diversification in the new year effectively.

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