Google is targeting major changes to how it's platforms create and activate data. 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 have been introduced 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. Campaigns see initial benefit from 1st party audiences however this is closely followed by a decay in relative performance unless the data feed refreshed on a regular basis. This dynamic is a strong justification for brands to automate 1st party audience updates enabling them to sustain performance benefits ongoing.
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. Retailers themselves are either creating or refining their approaches to retail media as well as broader supplier funded activities.
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. Addressable TV platforms such as Planet V & Sky AdSmart offer propositions which accept advertiser's 1st party audiences, facilitated via Infosum delivered by AUDIENCES.
Facebook and Instagram's parent company Meta this week was handed down a combined €400mn in fines in regards to preaching 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.
Facebook introduced the lookalike audience in 2013 and since then various advertising platforms have created their own version. Lookalike modelling in digital marketing was a game changer as it allowed advertisers to target with precision whilst reaching many more people outside of their existing customer base.
The team at AUDIENCES are leading a drive for donations at our local Mary's Living & Giving shop in aid of Save the Children
Excellent update to Dentsu's 'The Cookieless World - A Guide for the New Era of Digital Marketing' -
A day of knowledge sharing, lunch and focussed client oriented sessions
Our partnerships leverage the combined media strategy, planning and buying expertise of agencies
Bigger and better than we could have hoped for - Only question is where to place/mount/hang it...
Three UK leveraging AUDIENCES to drive 1st party driven search & social campaigns via Zenith