As seismic shifts reshape the advertising industry, marketers are reinvesting in strategies that have stood the test of time. What shifts, exactly, are pushing advertisers back towards these old-school approaches? To start, there’s the matter of signal loss, driven by factors such as Apple’s App Tracking Transparency, data privacy regulations, the consumer demand for data privacy, and Google’s plans to deprecate third-party cookies in Chrome in 2025. And, of course, there’s the rapid development of generative AI, which is both presenting new challenges and introducing fresh possibilities for m ..read more

Here we go again… After months and months of promises, pinky promises, and stone-faced utterances of “No, we really really mean it this time!”, Google has officially announced what in recent weeks appeared increasingly inevitable: Third-party cookie deprecation in Chrome will be delayed. Again. This time, to an as-yet unannounced time beyond Q4 2024. The deciding blow to this latest missed deadline came after a damning report by the UK’s Competition and Markets Authority (CMA) indicating that Google’s Privacy Sandbox would fall short of meeting the country’s regulatory standards. Per ..read more

Amidst all the networking, socializing, and poolside festivities at this year's Possible in Miami Beach, there was one topic that dominated all the rest: AI. Throughout the event, artificial intelligence was on the top of attendees' minds and the tips of the speakers' tongues. How are you using it? Where can it provide the most (and least) benefits? What are the keys to harnessing AI’s power successfully? And how can business leaders fully exploit the potential of AI at their organizations while mitigating its safety risks? The clearest takeaway from the industry's thought leaders? Marketing's ..read more

In recent years, the digital advertising industry has come face to face with a barrage of new policies and regulations. With concerns mounting over data privacy, consumer protection, and AI, new laws have sprung up at a variety of levels—from state, to federal, to global. This regulatory frenzy underscores a complex balancing act between commercial interests and consumers’ needs. Consumers accept ads’ presence in our digital ecosystem, with 95% saying they would prefer ads to paying higher costs for an ad-free online experience. A further 88% say they want ads that are personalized to their in ..read more

Earlier this month, droves of marketers and advertisers descended on Austin, Texas to soak in the sights and insights of SXSW 2024. Here are three insights from the notebooks of Basis’ Media Innovations & Technology team to help marketers keep 2024 moving in the right direction. Podcasts Offer a Bargain in the Ad Landscape  Podcasting increasingly stands as a contender in advertisers’ paid media strategies. That’s thanks to its unique ability to meet consumers where they are and building trust and affinity not just for podcasters, but for the brands that support them.  Despi ..read more

Discover How US Voters Feel This Election Year When it comes to US voter sentiment, there is a clear generational divide that extends across feelings on hot-button political issues, local vs. national political involvement, optimism about the upcoming election season, and the overall state of the country. Download Understanding Political Attitudes by Generation in 2024 to get exclusive data-based insights on: How Americans are feeling about the 2024 elections How voters engage with federal, state, and local politics The generational differences in where voters turn to for trusted politic ..read more

In 2020, many leaders committed to advancing diversity, equity, and inclusion (DEI) at their organizations in response to the movement for racial justice set in motion by the murder of George Floyd by Minneapolis police. Four years later, some those commitments appear to be wavering, with forecasts estimating that organizational DEI investments will fall by 13% in 2024 compared to 2022. In the advertising sector specifically, recent layoffs at Google and Meta resulted in downsized DEI programs, and investment in diverse-owned media companies has slowed. It seems that for many companies, amidst ..read more

Artificial intelligence is transforming the world of social media advertising—and fast. But when it comes to a channel where backlash can be particularly swift and unforgiving, just how fast should brands adopt these new technologies? Social advertisers are seeing a boom in AI-powered advertising tools, and teams are facing increased pressure to embrace them to harness the speed and efficiency they promise. At the same time, some of these tools—particularly those powered by generative AI—have come accompanied by new concerns around both quality and brand safety, as the race to bring new AI sol ..read more

It was early 2020 when Google first announced plans to deprecate third-party cookies in its Chrome browser. Now, several years and numerous delays later, those once-distant plans are coming to fruition: Cookies were turned off for 1% of users as of early 2024, and they appear set to be deprecated for all users by the end of the year. Google is by no means early to the party when it comes to taking a stance against the legacy identifier, considering that Mozilla’s Firefox started limiting cookies back in 2013 and Apple’s Safari followed suit in 2017. But given that Chrome currently accounts for ..read more

The forthcoming “cookie-pocalypse” marks a pivotal moment in the advertising industry, as marketers grapple with a privacy-centric landscape and widespread signal loss. Factors like Apple’s App Tracking Transparency, new and ever-evolving digital advertising regulations, and privacy demands from consumers have driven the shift to privacy-first advertising in recent years. Now, with Google appearing set to deprecate third-party cookies in its Chrome browser by the end of 2024, we are on the brink of a new age of advertising—one where cookieless solutions reign supreme, and where alternative ide ..read more