Tighter regulations and Google’s original plans to deprecate third-party cookies meant marketers were encouraged to collect more first-party data in 2024. The focus will now shift from collecting data to using it effectively in 2025.
When Google announced its rethink on ditching third-party cookies last week emotions across the industry were mixed, but for brands including Boots, Pearson and Symprove objectives are much the same.
For the last four years our industry has been discussing the demise of cookies, almost never stopping to ask whether they were truly a good idea in the first place.
See the cookie apocalypse as an opportunity to ditch flawed forms of measurement in a quest for greater accuracy.
The retailer has sold its high street branches, but retains its WHSmith travel retail proposition, which now makes up 75% of its revenue.
David Hills will remain at Asda until later this year with the supermarket yet to announce his replacement.
Why are so many companies ditching the CMO? It’s happened before but this time around it feels like a seismic shift in how businesses view marketing leadership.
Sales, closely followed by the CEO, may be the most important relationships for marketers to nurture, but do they feel the same way?