Join Lucy Marchington, Financial Times’ Commercial Performance & Technology Director, as she covers the necessity & power of bespoke marketing strategies.
Discover why traditional, broad campaign approaches fall short and how FT’s tailored solutions—like brand safety and optimisation strategies—enhance campaign performance.
Covering the industry-wide impact of third-party cookie removal, we discuss why the importance of clear partnerships & dedicated tactics are essential in today’s evolving digital landscape.
Discover why traditional, broad campaign approaches fall short and how FT’s tailored solutions—like brand safety and optimisation strategies—enhance campaign performance.
Covering the industry-wide impact of third-party cookie removal, we discuss why the importance of clear partnerships & dedicated tactics are essential in today’s evolving digital landscape.
Speakers
Key Takeaways
- Choosing the path of least resistance can be tempting, but working directly with a publisher or platform will have huge benefits to campaign performance.
- Focus on your campaign goal(s), and work back from there. Applying tactics like a huge keyword blocklist to a brand safe website or using CTR as performance metric for a branding campaign probably isn’t sensible and could undermine your topline goals!
- There needs to be shared accountability for how the ‘cookieless’ advertising industry will look in the future. And it can be great - we just need buyers and sellers to align to a common goal.
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