Most consumers are happy for advertisers to use personal data to personalise adverts

A happy toy with a smiley face.

As many as 61% of UK consumers are happy for companies to use their personal data to personalise ads and offers for them.

Personalisation specialist A Million Ads, in collaboration with research company, Attest, recently conducted global consumer and marketer research identifying perceptions and preferences around personalised advertising.

The results revealed that 77% are very or somewhat annoyed when seeing or hearing exactly the same ad many times over. Moreover, 61%...

18 June 2021 | Advertising

Apple’s privacy changes – how will they impact marketers?

A red apple.

Apple has previewed new privacy protections in iOS 15, iPadOS 15, macOS Monterey and watchOS 8, which it hopes will help users better control and manage access to their data. 

The tech firm said these features “represent the latest innovations in Apple’s legacy of privacy leadership”.

Protect data from third parties

In the Mail app, Mail Privacy Protection stops senders from using invisible pixels to collect information about the user. The new...

9 June 2021 | Advertising

Why advertisers need to replace pandemic clichés with authenticity

Over the course of 2020, I saw a lot of pandemic ads. They worked well for companies in a tight spot — whether because of budget cuts or previously purchased media commitments — but they follow the same formula: A screen fades in from black, stock footage rolls, and an announcer talks about living in unprecedented times. Just as the video reaches its lowest point, the announcer says, “But we’re here to help because we’re in this together.”

In the early days of the...

27 April 2021 | Advertising

The end of third-party cookies: How it will affect advertisers and publishers

Longread Chrome and Chromium-based browsers will stop supporting third-party cookies in 2022, which will affect everyone in the advertising industry. Traditional digital advertising and monetisation methods will become less effective or even stop working altogether.

In this article, I’ll explain why third-party cookies are getting canceled, how this will affect publishers and advertisers, and what you need to do now so that these changes won’t affect your ad...

20 April 2021 | Advertising

Blockchain in digital marketing: More consumer trust – and new ways of advertising

Digital marketing is facing concerns relating to online activities, be it cyber security, data protection or transparency. Blockchain can help to consolidate customer trust in the digital world. It can give more online ad authenticity, brand transparency, support cross-promotion with influencers and reward customers for data sharing.

Platform businesses like Facebook pose challenges to many market players in digital marketing as they hold monopoly or duopoly. Furthermore, data...

19 April 2021 | Advertising

Analysing the haves and have nots for sales enablement: How can you become better?

If you want to be part of the C-suite at a visionary company, then you need a strategic, cyclical approach to the customer lifecycle. But where should sales enablement fit in?

This is the keynote of a new report issued by Seismic (landing page, email required). Not overly surprisingly, 'sales enablement platform provider says sales enablement is key' is not going to get tongues wagging. Yet while, as one would expect, the report says companies are applying sales enablement to...

22 March 2021 | Advertising

Covid-19 has created a new kind of audience – and it is vital event marketers cater to it

For event marketers, Covid-19 has fundamentally changed the nature of an audience. With the pandemic confining people to their homes and drastically limiting or downsizing in-person events, audiences now tend to exist behind a screen, participating in events through their mobiles, tablets or laptops. But this new, primarily digital, audience opens up new possibilities for enhancing and extending the level of engagement companies have with their audiences. By adopting a blended approach to...

18 March 2021 | Advertising

The need for ‘evolved phygital’: Ramping up the experience

Little did marketers - or anyone else for that matter - realise that it would take a pandemic to turn our well established retail infrastructure on its head. Almost overnight social commerce became our new form of retail architecture. What was already prevalent in China took hold in a matter of months and continues to gain momentum in the West.

Of course, even prior to 2020 the tech was available for marketers to mesh live-streaming, short-form video and social-networking to show...

15 March 2021 | Advertising

How to stop walled gardens from becoming the beginning, middle and end of your customer data

After growing concerns around the privacy of third-party cookies, Google announced last year that it would completely phase out cookies on Google Chrome by 2022. While other companies such as Apple and Firefox have already phased out and replaced the third party cookie on their own browsers, Google’s decision last year is the most significant. Google Chrome is the most widely used internet browser in the world and its decision to remove third party cookies from the platform has had...

3 March 2021 | Advertising

Brand sentiment analysis: Why positivity alone is no longer enough

Have you been using tailored, brand-specific optimisation that detects the true context and sentiment of a page to precisely and accurately classify content? You’re not alone.

Last year saw an industry evolution from brand safety to brand suitability. Born from the need of more nuanced brand stewardship, this move was accelerated by a massive uptick in digital engagement from consumers and a shifting news agenda that made it even more important for each brand to direct spend...

2 March 2021 | Advertising