Brands seeking to make emotional appeals after focusing on performance marketing for years will have to navigate an increasingly fraught sociopolitical landscape that is likely to intensify as the 2024 presidential election gets closer.
With Google's plan to enact the death of the cookie in effect and the hype around generative artificial intelligence showing no signs of slowing down, areas of growing marketing investment - including retail media networks, connected TV and the creator economy - could be impacted.
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