24th January 2023
Few within the marketing industry, or even those simply perusing LinkedIn, could’ve avoided hearing about ChatGPT – the latest rage in Artificial Intelligence (AI) that uses deep learning to produce “human-like” text. Gaining two million users within fourteen days of its inception, ChatGPT is effectively a ‘large learning model’ with the remarkable ability to respond to complex questions in a conversational way.
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Google has recently announced that they’re scrapping the deprecation of third party cookies on Chrome, planning to roll out a new and updated solution that ‘elevates user choice’ allowing people to make an informed choice across their web browsing (that users will be able to adjust at any time).
There was a time when the Google brand epitomized online search, streamlining the information-gathering process to be incredibly effortless. Remember when we used to say, ‘I’ll just Google it’? How times have changed.
Launching on the app in 2022, TikTok Shop has become a driving force in reshaping how brands connect with audiences. Over 30% of daily users and 29% of weekly users have used the ecommerce feature – making TikTok a ‘powerhouse platform’ for advertisers to tap into. But with such a dynamic temperament, profiting from TikTok can be easier said than done…
According to Don Draper, advertising is based on one thing: happiness. That lesson still holds true even with the advent of addressable media, data science, adtech, martech, and now GenAI. We advertisers still strive to make our clients and their customers happy using advertising to inform, delight, entertain, and ultimately capture more market share. But this happiness is no longer led by martini-fueled lunches and swag; it’s based entirely off of data.
With purse strings tightening worldwide, getting the most ‘bang for your buck’ has never been more important – especially when it comes to marketing. The first to have its head on the block when budgets are slashed, marketing is fighting for its place on the table, and proving channel incrementality has become a necessity.
Article Update: Despite Google scrapping the deprecation of third-party cookies, privacy initiatives and first-party data should still remain your priority. Everything discussed in the article below is still applicable.
D-Day is coming (if a little delayed… again), and third-party cookies are on their way out, birthing a new era of digital advertising focused on privacy and consumer centricity.
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