The tightening of third-party tracking regulations is propelling brands to invest in CRM systems and marketing technologies to leverage first-party data for better personalization and measurement.
Advertising consortia are progressing towards a universal, privacy-compliant cross-channel identity system, yet the successful implementation relies on standardized data practices and significant participation from various companies.
As brands pivoted to digital, the share of spending in digital channels is projected to rise 4% year-on-year, emphasizing the trend toward data-driven marketing strategies.
The pandemic has prompted a shift in TV campaign planning timelines, reducing the duration from 5-6 months to just 2-3 months as brands seek greater flexibility.
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