In this session...
Join Lucy Marchington, Financial Times’ Commercial Performance & Technology Director, as she covers the necessity & power of bespoke marketing strategies.
Discover why traditional, broad campaign approaches fall short and how FT’s tailored solutions—like brand safety and optimisation strategies—enhance campaign performance.
Covering the industry-wide impact of third-party cookie removal, we discuss why the importance of clear partnerships & dedicated tactics are essential in today’s evolving digital landscape.
What You'll Learn from This Session...
- Choosing the path of least resistance can be tempting, but working directly with a publisher or platform will have huge benefits to campaign performance.
- Focus on your campaign goal(s), and work back from there. Applying tactics like a huge keyword blocklist to a brand safe website or using CTR as performance metric for a branding campaign probably isn’t sensible and could undermine your topline goals!
- There needs to be shared accountability for how the ‘cookieless’ advertising industry will look in the future. And it can be great - we just need buyers and sellers to align to a common goal.
