FunnelFuel Blog
Blog Posts
42 posts
What is Omnichannel Advertising & why it’s so Important for B2B?
Understand what omnichannel advertising is and how it can enhance your B2B marketing strategy in today's digital landscape.
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How to Launch a B2B CTV Campaign
Explore effective strategies for launching a successful B2B CTV campaign that drives engagement & results. And access a pre-launch checklist.
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The Brand Safety Scandal: How B2B Marketers can Take Back Control in the Open Internet
The latest brand safety scandal, as reported by the BBC, has once again exposed the uncomfortable reality of the role played by major advertising technology in the open internet. Tech giants including Google and Amazon, while profiting massively from digital advertising, have placed ads on highly unsafe content—including child abuse and adult sites—without advertisers being fully aware.
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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 digital platforms and underscores a key trend in the advertising landscape: the growing need to balance personalisation with regulatory compliance.
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FunnelFuel’s Response to Google Not Deprecating Third-Party Cookies
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.
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The new Reality Needed in the Advertising Supply Chain
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as seismic changes taking place now catalyse a transition to a new way of thinking, and the re-engineering of an outdated ecosystem that has never truly been fit for purpose in the B2B world.
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Five key Reasons why you Need a DSP Specifically for B2B
Capturing the research intent of users and aligning your messaging to their stated needs is a cornerstone of best-practice marketing. A demand-side platform (DSP) is a software platform that helps you buy ad space on the open market and allows you to bid on ad inventory in real time, significantly enhancing the process and the outcomes.
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Why B2B Marketers & Publishers Should Stop Using Google Analytics
Google Analytics, or GA4, to give it its most recent iteration, is the go-to web analytics platform in the marketing world, with its extensive use spanning the B2C and B2B worlds. However, with the significant limitations it imposes on the latter, it’s time for B2B marketers and publishers to rethink their strategy.
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