Originally published on JDN
Structuring Adtech in 2024
With the end of third-party cookies, adtech is entering a period of restructuring. Cookieless solutions are becoming essential for companies looking to maintain their competitiveness. First-party data is taking center stage in advertising strategies. Meanwhile, there is a growing emphasis on CSR commitments, with increased pressure on companies to reduce their carbon footprint while optimizing their campaigns.
Growth of Retail Media
Retail media is booming and is expected to reach $141.7 billion by 2024, with Amazon dominating nearly 88% of the market. This is pushing adtech companies to rethink their strategies to gain a foothold in this rapidly growing sector.
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Cookieless: The Digital Alliance Publishes Two Guides on Activation
The Digital Alliance has released two new guides on cookieless targeting and measurement solutions. These tools aim to prepare advertisers for the post-cookie era and explore alternatives like identifiers, user cohorts, and contextual solutions.
G. BERTHON (Qwarry): "Starting now, brands must implement a strategy for the 2024 Olympics.
Qwarry, specialized in targeting and semantic analysis of advertising campaigns, has announced the launch of its "2024 Olympics" offer. This gave mediaCom’ the opportunity to discuss the offer with Geoffrey BERTHON, co-founder and CEO of Qwarry. Qwarry is launching its 2024 Olympics offer. What does it represent for advertisers?
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