The Evolution of Programmatic Digital Advertising and How You Can Excel

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Presented by

Kavita Singh, B2B Marketing

About this talk

For years, B2B marketers have shared knowing glances across the table around the realities of using programmatic digital advertising. The use of third-party cookies has enabled marketers to create targeted advertising campaigns across the web based on user behaviour, but it’s an open secret that vast swathes of the audiences they’re targeting are bots. This means that B2B marketers have been wasting an unknowable amount of budget on advertising to no one. With tight budgetary belts all-round, this has to change. As if by divine intervention, 2024 is also the year that Google will finally call it quits on third-party cookies – the technology that allows adtech companies to collect audience data and sell audiences to B2B marketers. With this perfect storm brewing, this webinar is your opportunity to learn: - How digital programmatic advertising has managed to remain so wasteful for so long, and why it’s only coming into focus right now. - How the end of third-party cookies will now force marketers’ hands towards a new approach to digital advertising. - What you can do right now to prepare for this new digital landscape. - How marketing campaigns and client-agency relationships will need to evolve to ensure everyone wins.
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