Insights That Move Marketing Forward

Advertisers are pushing to address the challenges of a changing digital eco-system. With addressability compromised by the depreciation of 3rd party cookies and wider industry change brands and their media agencies increasingly look to the role of 1st party data in driving performance.

Welcome to 2023. Still no hoverboards or alien invasion but in other areas the future is now.

Brands are increasingly looking to bring their 1st party data to advertising, driving addressability in digital. Most brands have a range of physical and digital data sets which are valuable sources for audience building and for marketers to leverage for performance.

The 'similar audiences' and/or 'similar segments' features will be removed from Google Ads as of May 2023 and a host of new 1st party data hungry approaches are being promoted to provide marketers with powerful campaign tools to drive addressability.

Brands are increasingly feeding 1st party data into paid advertising, realising the benefits of exclusion, inclusion & look-a-like audiences.

Throughout 2022 retail media featured as a major trend and it only looks to continue through 2023 and beyond. Brands are increasingly looking to access these powerful networks of customers within a context which is primed for commerce.

Brands are increasingly syncing their first-party data with TV platform registration data in a secure and GDPR compliant environment to reach existing or new customers.

Facebook and Instagram's parent company Meta this week was handed down a combined €400mn in fines in regards to breaching EU privacy rules. As widely reported, this action may influence how advertising across Meta's platforms leverages user data.

The demise of 3rd party cookies is well chronicled and AUDIENCES clients have often sighted these industry changes as a key reason to activate 1st party data in digital advertising. Our team sat down and consolidated information from across the technology eco-system to create a concise timeline for these changes, inclusive of Google's latest announcement.