Several pointed to the amount of collaboration going on among independent players in the industry to innovate new solutions for identity resolution, targeting, and measurement.

Privacy is also central to the high-profile collaboration between Apple and Google, which have teamed up to provide “privacy preserving” contact-tracing tools to app developers, governments and public health providers.

Standardization and collaboration will ultimately afford marketers scale to accomplish larger goals.

However, more importantly, it will lead to innovation, creativity and collaboration as we move forward to a better, more private future.”—Kelly Jacobson Collins, Global Product Compliance Director, Unruly. “GDPR and the consequential move away from having a ‘perfect’ view of the consumer will force advertisers to become more creative.

The company may be positioned to provide consumers with all the BNPL tools they need between its installment product and its collaboration with Ally.

Potential candidates include the Unified ID 2.0 (UID 2.0), a collaborative identity effort announced by The Trade Desk with collaboration from major independent ad tech players including Magnite and Index Exchange.

A March 2019 survey by ECC Köln in collaboration with Hermes Germany found that 63% of online shoppers cited complicated return options as a reason not to order from a digital retailer. A further 59% said that the more complicated the return process, the fewer products they would order.

According to John Furneaux, CEO of Hive, the collaboration platform has seen an influx of new customers as more people began working from home. Onboarding all the new users to the platform and training them has been a big undertaking in recent weeks.

In Germany, a June 2020 survey of internet users ages 16 to 72 by Appinio, in collaboration with the online retail platform Galaxus, found that about 60% of respondents said they would welcome being able to offset the carbon dioxide emissions from their online shopping, and that across all age groups, 68% were prepared to pay between 1% and 5% on top of a product’s purchase price to do that.

Getting disparate companies with differing goals to work together is challenging even when there are groups of people dedicated to cross-collaboration. “All these consortiums are talking to each other, and they know that marketers need to have these things simplified and that change needs to happen,” said Jane Clarke, CEO of the trade group Coalition for Innovative Media Measurement (CIMM).

Measurement is a tricky topic for the creators we spoke with, and the metrics of choice do vary greatly depending on the type of marketer and the marketer’s level of experience with influencer collaborations. For many, however, reach and engagement were still important when we asked them how they measure their results.

At a broader level, collaboration tools can support remote work by virtually connecting employees. In our report, we outlined six types of collaboration tools that can help align teams across the company and foster better communication. During a period of remote work, these tools—if your company hasn’t already adopted them—can help ease the burden of transition on your workforce. These include:.

Striking a balance between art and science is key to providing real-time strategic results that enable internal collaboration and external execution. For our upcoming report on the future of the CMO, we asked current B2B tech CMOs about how data and technology affect their tenures, and how that evolution enables them to better cater to their buyers today.

The ninth edition of the Global Media Intelligence Report is a continued partnership with Starcom and collaboration with GlobalWebIndex. We are committed to providing consistent representation of topics, demographic groups and timeframe from the 2018 edition. We once again turned to GlobalWebIndex—a primary research provider to Starcom and a valued partner of eMarketer—in order to achieve this goal.

For our upcoming report on the future of the CMO, we spoke to Brandt about making the Chipotle brand more visible and relevant to its customers through telling stories about the company's fresh-food values.

Why it matters: These efforts point to future collaboration as the lines blur between the automotive and tech industries and companies in both industries seek synergistic partnerships. Today’s connected vehicles are becoming full-fledged multimedia, entertainment, communications and productivity hubs on wheels.

And last year, Instagram introduced a feature called Branded Content Ads, which let advertisers turn influencer collaborations into paid in-feed ads. While only a small portion of ecommerce sales come from social channels, consumer adoption has grown in the past year.

The city of Shanghai has been particularly bold, announcing a two-month shopping festival in collaboration with dozens of retailers, digital platforms and entertainment sites, including product launches, discounts and sales promotions.

And marketers dealing with budget restrictions in the months to come could find it difficult to justify influencer marketing unless collaborations drive sales. However, industries that did not traditionally invest in influencer marketing are now learning how to navigate the space and may continue investing in the future.

Anson acknowledges that fewer points of contact is the initial benefit of the sales organization collaborations. The real game-changer, she believes, would be to develop integrated reporting systems and tools—although that could prove to be technologically challenging to expedite.