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.

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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.

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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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July is upon us, and with it brings the return of Amazon’s yearly flagship event, Prime Day – a 48 hour extravaganza where shoppers, especially Prime members, get access to a wide range of deals from brands all over the world. Running from the 16th to the 17th July (this year) the online giant’s 7th Prime Day offers a vast window of opportunity for all Amazon advertisers to skyrocket their sales.

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Amazon is a powerful tool for local businesses looking to go international. However, simply opening your products up to foreign customers is not going to give you optimal results. How, then, do you ensure successful international expansion through Amazon?

Last week I had the chance to attend the TikTok World conference in Manhattan, where we got a sneak peek at what’s in store for TikTok, including a host of new solutions and products that’ll both drive real business impact and help advertisers break through with audiences.