For nearly two decades, third-party cookies have helped advertisers understand audiences’ behaviors, create personalized advertising experiences to meet their needs, and measure the impact of their campaigns. But recent years have brought an increased focus on consumer data privacy—spurred by regulations and consumer demands alike—and third-party cookies are on the way out. As of 2024, Google’s long-awaited (or, more aptly, long-delayed) deprecation of cookies in Chrome is officially underway, with a total phaseout appearing set for later in the year. That cookie deprecation is a key factor in ..read more

It’s a complex time for consumer packaged goods (CPG) advertisers. There are no shortage of factors to juggle: From differentiating products and brands within highly saturated markets, to navigating the private-label goods boom, to determining how emerging media channels like retail media networks fit within a holistic digital media strategy, and lots more. Couple these with the challenges faced across industries—including inflation woes, interest rate hikes, and souring consumer sentiments—and CPG marketers must be nimble and savvy as they adapt to meet customers’ needs. Amidst this complexit ..read more

As we head into 2023, the big topic for consumer-packaged goods (CPG) brands is retail media networks and how they are going to affect budget allocations. Retail media is an area of advertising that is just beginning to realize its potential: After two banner years in 2021 and 2022, US digital retail media ad spending is expected to continue its meteoric ascent into 2023, growing 25.8% to $51.36 billion—accounting for more than 18% of total digital ad spend. Dozens of retail media networks have come onto the market in recent years, with virtually every leading digital marketplace, mass mercha ..read more

The following is adapted from Basis Technologies’ guide, Meeting the Moment with Advertising Automation. To get even more advertising automation-related insights and statistics, download the guide today. “Give consumers a thoughtful, tailored advertising experience and they will buy more, develop more loyalty, and share their positive engagement with others.” A simple concept in theory, yet one that's extremely difficult to execute. Delivering a great customer experience depends on a range of factors, including speed, convenience, consistency, and approachability. The big one, though, is the h ..read more

As we head into 2023, the big topic for consumer-packaged goods (CPG) brands is retail media networks and how they are going to affect budget allocations. Retail media is an area of advertising that is just beginning to realize its potential: After two banner years in 2021 and 2022, US digital retail media ad spending is expected to continue its meteoric ascent into 2023, growing 25.8% to $51.36 billion—accounting for more than 18% of total digital ad spend. Dozens of retail media networks have come onto the market in recent years, with virtually every leading digital marketplace, mass mercha ..read more

Pandemic, inflation, economic instability, supply chain challenges—oh my! To say the landscape for consumer packaged goods (CPG) marketers is complicated feels insufficient. This year (and the year before…and the year before that…) has been a wild ride. And though no industry has escaped unscathed, CPG has been especially hard-hit. If you’re still reeling from the changes, we’re here to give you the 411. Below, catch up on all of today’s CPG advertising “need-to-knows:” the challenges imposed by the last few years’ instability, the broader trends and shifts shaping the industry, and the interp ..read more

The COVID-19 pandemic served up a heavy hit to the food and beverage industry in 2020, but with vaccination rates rising, daily life is set to return to something more reflective of pre-COVID normalcy. As we return to restaurants and the homes of friends and loved ones, food and beverage marketers will be wise to take steps to ensure their brands are poised to capitalize on the upswing. With what seems like endless options for reaching your audience online, Centro recommends trying the following strategies to strengthen your brand’s transition into the post-pandemic world. Hyperlocal Targeting ..read more

Opportunity A woman’s wellness company wanted an expert partner to help develop a strong digital media strategy that connects with the right audience and drives purchase conversions. Challenge Client new to digital media New brand with low awareness Highly niche audience High price point product Solution Basis Technologies' managed services solution provided a strategic planning framework based on market intelligence to guide the development of audience insights, data requirements, channel strategies, and measurement plans for long-term success. The Basis Technologies team implemented an all ..read more

The subscription box market is worth an estimated $15 billion, according to McKinsey. In addition to the convenience factor, this industry's radical growth is partly due to our transition into a post-COVID world. Dustin McAdams, CEO of petcare subscription service PupJoy, joins the podcast to share what he's learned in his pursuit of offering the best customer care in the subscription services space. Dustin also shares how he cuts through a cluttered marketplace to offer the greatest products and service to his existing digital customers, while gaining the attention of prospective clients ..read more

Covid-19 has changed our world, and the economy is experiencing unprecedented change across all industries. In our Industries in Flux miniseries, we'll address how specific verticals are pivoting in real-time to adapt. Each week, we’ll focus on a different industry, and share strategies based on consumer trends and changes in media consumption. Part four of Industries in Flux features Centro's EVP of Media Services and Operations, April Weeks, and Senior Director of Client and Media Services, Jared Rosenbloom. Consumption habits and buying mechanisms for consumers have changed overnight. This ..read more