Nearly two-thirds (66%) of US data and ad professionals have adopted data clean rooms as a result of privacy legislation and/or signal loss, according to February 2024 data from the Interactive Advertising Bureau (IAB) and BWG Strategy. Since data is at the core of retail media success, enabling brands to target and measure campaigns more accurately, it’s not surprising that data clean rooms have come into play.

Key stat: The younger the consumer, the more likely they are to accept cookies if asked. More than half (57.6%) of US Gen Z consumers say they “often” or “always” accept cookie notifications, compared with 53.4% of millennials, 46.8% of gen X, and 36.0% of boomers, per a July 2024 EMARKETER survey.

What are advertisers’ and publishers’ biggest challenges as they redesign their programmatic strategies around data protection legislation and other privacy changes?

Third-party cookies on Chrome could be here to stay: Google said it may ask users to opt-in to cookie tracking in a major strategic shift.

Despite complaints, marketers who use Google for analytics need to understand Google Analytics 4 (GA4) because it’s not going away. “This is Google’s world, and we’re just all living in it,” said Colleen Harris, director product manager at Ansira. Here’s what marketers need to know in order to maximize GA4’s potential.

The digital advertising industry has begun sharing feedback on Google’s Privacy Sandbox as individual stakeholders conclude their tests. While many believe the current Privacy Sandbox needs tweaks before it can function as an alternative to cookies, that’s not surprising, according to Andrew Pascoe, vice president, data science engineering at NextRoll.

Privacy Sandbox has a host of problems, partners say: Four ad tech partners released highly critical reports about Google’s embattled post-cookie solution.

Automation and AI are enhancing email marketing with improved personalization and efficiency.

Industry leaders are making progress in AI adoption, but it’s early yet. We delve into where bankers want to take the technology next.

The CMO's role is complex and challenging: While some have secured their C-suite spot, others face role elimination. This year, CMOs should focus on enhancing internal collaboration and communication for growth, strategically integrating AI, and innovating to maintain a competitive edge.

Our fourth annual study reveals which of the seven largest Canadian banks lead in mobile app innovation, based on an exclusive survey around which features consumers value most.​

A rundown of the top trends and takeaways for advertisers from public policy- and privacy-related conferences held in early April.

As connected TV gradually eclipses linear, the measurement space continues to evolve. The market’s in for another year of transitioning from a single dominant currency to multiple currencies.

“We're never going to get back to what [digital advertising] used to be. And the sooner we all embrace that, the easier it will become,” said Colleen Harris, director and product manager at Ansira. And yet, less than half (47%) of marketers worldwide are working on a plan to approach cookie-free targeting, according to September 2023 data from HubSpot. With under nine months to go until the death of the third-party cookie, marketers need to make and execute plans quickly.

Generative AI will “supercharge our creativity,” said VML chief innovation officer Brian Yamada. He believes the tech will improve marketers’ ability to tell stories, but it will also raise new privacy concerns.

B2B email marketing is already ingrained with AI technology. But marketers still need to overcome challenges, adopt innovative strategies, and embrace this technology as a helpful and increasingly essential tool.

Amazon looks to step into the post-cookie market: Job listings show the company is testing ad solutions for an “identity-restricted world” as Google preps its solution.

The future of B2B content marketing is with genAI, but marketers must still learn how to overcome its challenges, adopt innovative strategies, and embrace the technology as a helpful and increasingly essential tool.

GenAI could generate between $200 billion and $340 billion (9% to 15% of banks’ operating profits) in value annually through greater productivity, per a 2023 McKinsey & Company report. But its potentially disruptive force won’t take hold in 2024.