The Drum’s US editorial team is reporting live from Advertising Week New York 2024 this week, bringing you the top insights from the conversations happening on the ground. Here are the juicy bits and bobs we’re hearing from the industry’s top players.
Meg Mitchell, global creative director, United: “Do cool shit – just don’t get sued.”
Anonymous agency leader: “If everyone’s doing ‘best practices,’ then they aren’t really the best, are they?“
Eric Seufert, independent consultant and analyst, Mobile Dev Memo: “There is just no future for fingerprinting. It shocks me that advertisers still continue to invest in those tools… [And as for cookies], Google’s announcement about not actively deprecating cookies was misinterpreted – I think they’re passively deprecating cookies, and so that won’t be an opportunity anymore. [One] bucket of these technologies that is really exciting for doing measurement in privacy-preserving ways in on-device [solutions]. We’re still really early with that, but federated learning, [for example] is a really interesting area of privacy preservation that has a lot of headroom.“
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Anonymous holding company leader: “We’re in the business of marketing and advertising, but at the end of the day, we need to have a strong sales engine.“
Michael Jaconi, chief executive officer, Button: “The new form of media is the creator economy. Creators are those who are influencing not only how people consume news, but also how they buy, where they want to go, and where they want to travel. As the emergence of new media comes to boot, you are also seeing new forms of monetization come to boot. I think the most exciting, and maybe the most promising shift in advertising and marketing over the next five years, is the new form of media – creators – are going to start tapping into the new form of monetization: retail media. When those two categories find a union, that will be a very exciting moment.“
Pedr Howard, head of creative excellence, Ipsos: “One of the big things I am seeing this year is, obviously, the rise of retail media and retail media networks, even companies you did not see in that space. 10 years ago, everyone thought they were a tech company It did not matter what you did or what you said; you were a tech company. Now, with the rise of first-party data, everybody is becoming a media company. That is a good move for a lot of brands. But as with anything in a hype cycle, we have to be careful about doing it the right way. Attribution is going to be really tough to get right.“
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