Welcome to the second edition of our Monthly Marketplace Insights series (check out January’s edition here), where we share a round-up of the latest marketplace updates with a focus on the European market. 

Throughout uncertain times marketers often find themselves having to pivot their strategy to match the status of the digital ecosystem – in a bid to both attract consumers and provide personalized experiences that match the needs of their intended audience. As a result, we’ve seen an increase in the usage of cloud based tools, to make information analysis more secure, flexible, and scalable – such as Google Cloud, which fully automates and manages database operations.

It’s a crazy time to be a digital marketer. It feels like everything is changing. Covid saw a significant shift to online shopping, legislators are putting pressure on how we collect and use data and competition for space has swelled, driving up like-for-like media costs.

Back in 2021 we pledged to put sustainability at the forefront of all that we do going forward – launching a digital carbon offsetting initiative that measures, and offsets, the carbon generated from all media we manage for clients. This initiative is part of our wider commitment to sustainability across the business – raising awareness of sustainable ecommerce practice and driving change.

You really have to hand it to Google, less than three months has passed since OpenAI released their ChatGPT prototype and they’ve already introduced their in-house rival, Bard – an ‘experimental conversational AI service, powered by LaMDA’ (Language Model for Dialogue Applications). 

With Valentine’s round the corner and Love Island making its nightly appearance on our tellies, love is truly in the air. The show is known for providing easy watching, but in my view, its piercing insight into successful testing approaches has been woefully ignored… until now.