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The digital age has completely transformed advertising and marketing, but not always for the better. Now the industry faces some major challenges; most of which it has brought on themselves. For the B2B marketing world…
Major changes to the tech landscape, buyer behaviours and the digital advertising supply chain are on their way, creating a perfect storm for the world of B2B marketing. What we’ve been using relatively successfully…
A recent BBC story explores how some of the biggest ad tech companies in the world have inadvertently served ads—for Fortune 500 brands no less—on questionable sites alongside images of child abuse. Our resident ad-tech expert, Mike Harty, explains how this issue came about & what advertisers can do to mitigate such risks in the future.
From Audience Buying to Meta’s “Less Personalised ads” & the Evolving Landscape of B2B Advertising: a FunnelFuel Perspective In response to the EU’s stringent Digital Markets Act (DMA), Meta has introduced a new advertising model: “Less Personalised Ads.” This third option allows users to access Meta’s services for free while viewing contextual ads, rather than ads tailored to their entire activity history. This move reflects a major shift for digita
Overview Google recently reversed its decision to phase out third-party cookies in Chrome, a move that has significant implications for the digital advertising industry. Despite this shift, it’s important to stay focused on advancing towards privacy-safe advertising solutions. This boils down to a move from Google to avoid the regulators, but the objectives remain the same. As the dust settles, it’s clear that a lot of posts and chatter stems from people merely reading the headlines and
Time is running out for today’s programmatic advertising ecosystem, as seismic changes taking place now catalyse a transition to a new way of thinking, and the re-engineering of an outdated ecosystem that has never truly been fit for purpose in the B2B world. The traditional programmatic ecosystem, built around technologies developed organically over the past three decades, is struggling to adapt to the unique requirements of the B2B world and the backdrop of increasingly stringent privacy and
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