Thought Leadership Archives | Incubeta

Why Creative is ‘The Dark Horse’ of Business Growth

Matty Moir — Mon, 17 Feb 2025 11:05:56 +0000

Brands need solutions that take marketing from a cost centre, to a profit centre, and creative can help deliver this shift— being one of the most underutilized levers, that has the potential to increase profitability by 12x.

The creative growth gap

Creative represents a massive, untapped opportunity for sustainable growth. With 85% of creative ads underperforming, and 72% of consumers failing to differentiate brands, there is tangible space for creative to outperform.

However CMOs are all too familiar with the challenges impacting creative optimization. The struggle to balance speed and scale, the need for real-time personalization, a lack of measurement unification, the difficulty in proving ROI, and the consistent pressure of tightening budgets are preventing businesses from unlocking the full potential of creative.

It’s not just about making better ads, it’s about transforming creative from a source of frustration to a driver of sustainable growth. Enabling brands to outperform and drive business success.

Mastering creative effectiveness

Effective creative doesn’t just mean being faster and smarter, it’s about being measureable, scalable and outcome focused. A unified approach to creative, combining style, substance, beauty and brains to grow a business in meaningful ways.

Creativity is no longer just an artform—it’s also a science. It means integrating automation, AI-driven insights, and modular creative frameworks that allow for flexibility and scalability – without compromising brand identity.

Imagine the potential you unlock for your business when blending creativity with AI?

1: Sustainability & Efficiency in Creative Production

Combining proven human intuition with AI fueled efficiency, scale and performance, enables businesses to unlock new levels of engagement, reducing production inefficiencies by up to 75% while increasing creative impact.

2: Seamless omnichannel personalization

The era of one-size-fits-all creative is over. Modular, AI-enhanced creative systems allow brands to create once and scale everywhere—delivering content that adapts to consumer context, platform, and intent. By building cross channel integrations that align strategic vision with tactical execution – brands can ensure every action and asset serves the larger business goals.

Take a look at how modular personalization delivered a 46x increase in Engagement, and a 193% increase in Consultation Enquiries for L’Oréal.

3: Creative Measurement & ROI Attribution

For years, creative impact has been difficult to quantify, however integrating AI within performance indexing tools, allows brands to connect creative effectiveness directly to marketing outcomes, ensuring every asset is optimized for growth.

4: Reliable Predictive Optimization

Generative AI is shifting from automation to augmentation, allowing brands to predict and optimize creative effectiveness in real-time. Measuring, and enhancing creative impact from the start, with data enrichment and performance insights guiding immediate adjustments. By tracking real-time creative impact on brand profitability, businesses can understand the drivers behind engagement, revenue contribution, growth potential and audience reach.

Unlock creative effectiveness

The future of creative is faster, smarter and braver. It’s performance-first, enterprise scalable, channel-native, measurable and predictable. And with the right mindset, partners and tools, brands can use strong creative to outgrow their competition – and outperform.

Unlock creative growth potential with Incubeta. Get in touch, and start your journey to sustainable business success:

The post Why Creative is ‘The Dark Horse’ of Business Growth appeared first on Incubeta.

How CMO’s Can Overcome 2025’s Key Marketing Challenges

Matty Moir — Mon, 20 Jan 2025 16:06:40 +0000

The questions marketers need to be asking is – how do they confront these obstacles head-on, and how can their marketing outperform?

Data complexity

Businesses are overwhelmed with data. The size of the marketing ecosystem means data is scattered across multiple systems and platforms – making it challenging to consolidate and analyze performance effectively.

“Data fragmentation is a significant barrier to innovation. Without an organized and unified data strategy, even the most advanced algorithms will fall short of delivering their full potential”

Jessica Jacobs, Incubeta MD, Northern Europe

Why it matters: Data is the backbone of modern marketing. Success requires aligned sources, standardized metrics, and a robust measurement framework. With 89% of businesses seeing increased sales after unifying their data, the CMOs that truly differentiate towards consumers, and outperform will be the ones putting data front and center.

What’s the first step? Find a Marketing Agency Partner that truly understands marketing with data, to bridge the gap from CMO to CTO. Identify all areas of data production, and move towards a unified customer view and media activation with a centralized data platform (CDP) integration. This will enable you to turn raw data sources into marketing insights and personalization – allowing your data driven solutions to work even harder.

Explore the benefits of CDPs and the difference between traditional and composable (‘self-created’) solutions in our latest whitepaper, Investments for Marketing Profitability.

Breaking down silos

Silos have long-held businesses back – breeding inefficiencies and missed opportunities. CMOs need to dissolve fragmented marketing – building cross channel integrations that align strategic vision with tactical execution – ensuring every action serves the larger business goals.

Why it matters: Fragmentation limits collaboration and prevents businesses from delivering seamless customer experiences. Unified marketing achieves better results, removes expensive inefficiencies, and ensures every effort works towards the same goal.

What’s the first step? Start with a cross-functional audit of your marketing ecosystem. Identify bottlenecks and areas of misalignment. Consolidate your partner ecosystem and ensure all teams are working towards a unified vision. Success is about smart investments, seamless collaboration and strong partners by your side.

“Bringing together your network of partners to collaborate, and aligning teams under a unified vision is crucial, particularly for large organizations with complex partner ecosystems. This approach allows businesses to foster joint efforts, reduce inefficiencies, and ensure all contributors work together towards common objectives to deliver cohesive and impactful results at scale.”

Katie Kostolaniova, Incubeta Account Director

Want to see business unification in action? Take a look at how L’Oréal realigned their global agency structure – dissolving communication complexities within the organization.

The perception of marketing

Many boards still view marketing as a cost center rather than a driver of business growth. CMOs often face skepticism when justifying marketing spend, making it harder to secure resources or gain buy-in for long-term strategies.

Why it matters: Marketing is one of the most powerful levers for driving growth. When marketing aligns with financial outcomes, it builds credibility and demonstrates the value of investment. Businesses that view marketing as a profit driver outperform those that don’t.

What’s the first step? Bridge the gap between marketing and finance. Aligning on, and establishing shared metrics that both departments respect, such as profitability, customer acquisition cost and lifetime value.

“CMOs need to speak the CFO’s language. Moving away from qualitative brand metrics, towards quantifiable data that connects marketing activities to financial value. The businesses that outperform will be the ones building a united approach to marketing and finance”

Greg Dos Santos, Incubeta CFO, Americas

Budget and resource allocation

Investment into marketing is on a downward trajectory. Budgets are shrinking, yet expectations are growing. Understanding what truly drives business performance is critical for strategic decision making, and CMOs need to identify the incremental impact of all marketing activity.

Why it matters: Every dollar counts. Misallocated resources result in wasted efforts, lost opportunities, and reduced impact. CMOs who master efficient spending can drive measurable outcomes, proving marketing’s value and securing future investment.

What’s the first step? Execute a comprehensive review of the current measurement and infrastructure within your organization. This will allow you to identify low-performing channels and reallocate funds to initiatives that deliver tangible results. Don’t be afraid to embrace AI-powered solutions to ensure every dollar drives incremental impact.

“Measurement is key to budget optimization, but for it to provide real business value, it needs to be both accurate and actionable. It can often feel like it’s a choice for marketers; the more accurate (i.e. MMM or incrementality testing) the less actionable, and the more actionable (i.e. attribution models) the less accurate. A best of both worlds scenario is what marketers should be looking for, and AI is an avenue that will make this possible”

Damien Bennett, Incubeta Chief Strategy Officer, UK.

Keeping pace with change

The pace of change across technology, consumer behavior, and regulations is relentless, making agility and adaptability essential to the modern CMO.

Why it matters: Performance is heavily influenced by reactivity. Businesses that fail to adapt risk missing opportunities and eroding their competitive edge. Those who embrace change, however, can create innovative strategies that resonate with evolving consumer needs.

What’s the first step? Foster a culture of agility and continuous learning within your organization, and find partners that embrace that mindset. Welcome new ways of thinking, because changes in our ad landscape require creativity and collaboration especially with the rise of AI-powered campaigns.

“Ad technologies are rapidly evolving whether that is due to local regulation, a growing expectation of user privacy, or innovative ways of connecting to your target audience. It can feel tough to keep up but ensure you are building your tech stack with partners who are well equipped to handle change. Partners can not expect to succeed if they resist change, lack responsiveness, or commitment to face the next industry challenge, and you shouldn’t settle either. ”

John Thompson, Incubeta Director of GMP Solutions

Unlock sustainable growth

Tackling these challenges is the first step toward unlocking sustainable growth. The CMOs who rise above will be the ones embracing innovation, fostering collaboration, and leading with agility.

Discover where your business excels and where there’s room for growth with our Marketing Profitability Assessment. Evaluate your brand’s marketing capabilities, identify strengths, and gain actionable insights to elevate your strategies and drive measurable, sustainable growth.

The post How CMO’s Can Overcome 2025’s Key Marketing Challenges appeared first on Incubeta.

Achieving Peak Season Success: The Value of Omnichannel Marketing

Matty Moir — Tue, 10 Dec 2024 14:14:51 +0000

And having a water-tight marketing strategy is one of the key ways to gain this competitive advantage, and outperform throughout important sales cycles.

Brands often focus their efforts, as well as budgets, on immediate, always on solutions such as paid media, driven by the assumption that advertising alone will maximize visibility and drive conversions.

However, in today’s saturated marketplace, applying an omnichannel lens to your strategy is invaluable. Take organic activity as an example. Together alongside solutions such as paid media, it ensures sustainable outperformance and greater ROI.

Omnichannel optimization might not be the first point of investment for businesses in peak seasons, but breaking down marketing silos and operating within a centralized hub is instrumental to brand success.

Stand out in a competitive market

Having a strong brand presence helps build connections with relevant audiences, and omnichannel marketing is a valuable tool to build this presence, and steal eyeballs from competitors. An example would be looking at content circulation from a cross-channel perspective. Organic content placement, in tandem with other channels, such as digital PR and paid media, can reinforce brand recognition, build trust, and help you stand out in a competitive market.

Overcome budget constraints

During the peak seasons, channels such as paid media can see a great increase in costs. With brands facing the challenge of making every dollar work as hard as possible, it’s important to identify core revenue drivers – and reinvest, with certainty, into a mix of different channels. Investing in paid media might seem like it’s worth the cost, but it’s important to consider the balance between instant results, and longevity.

Understand the balance between Paid & Organic

With increased competition throughout peak seasons, generating brand awareness is crucial. While paid ‘awareness’ campaigns are a tried-and-tested method of building recognition, it’s important to consider how organic channels such as SEO, Content or digital PR can amplify reach. With SEO and Content Marketing, you can create high-quality search optimized content, and elevate your assets with digital PR tactics -increasing their visibility, and placing your brand in front of the right audience, at the right time, through the right channels.

Organic and paid aren’t competing forces; they’re complementary. Peak season success comes from synergy. And with organic and paid working together, your brand can maximize visibility, improve ROI and strengthen your brand resonance during and after the peak season.

Why omnichannel marketing matters

The ways that consumers can find your brand and access products are evolving, and so are their expectations. Relying on singular channels in isolation inhibits the functionality of your marketing and limits your performance. Whether it is during the peak season, or any other time of the year, it’s important to ensure that your marketing channels don’t operate in silos. If they do, you are more likely to underperform against your competitors that opt for a harmonious omnichannel approach. Marketing unification is a foundational step in achieving accelerated brand growth – from both a strategic implementation, and data consolidation standpoint.

The businesses that truly differentiate towards consumers and outperform are those that consider the full marketing mix – investing in a range of channels that secure short term revenue gains, and long-term profitability. While consolidating all performance data within a singular source of truth.

For more information on how to defragment your marketing channels and build a centralized customer data platform, download our 2025 predictions report; Investments for Marketing Profitability.

Ready to outperform? Fill in the form below and transform your marketing into an unstoppable force for sustainable growth.

The post Achieving Peak Season Success: The Value of Omnichannel Marketing appeared first on Incubeta.

How CMOs Can Win the Affection of the CFO

Matty Moir — Tue, 05 Nov 2024 16:42:06 +0000

Yet there is often still a divide between the two. Marketing may feel like finance doesn’t understand the nuances in its strategies and the potential of its technology. Finance, on the other hand, might think that marketing is focussed on the wrong metrics – those that fail to demonstrate ROI and value creation – and therefore is not managing its budgets responsibly. This creates a tension that is holding both parties back.

To achieve success, we need to find a common ground and align our strategies. Marketers have more tools than ever to help provide the insight their finance team needs for reporting, budgeting, and forecasting, and finance can support marketing by further demonstrating the impact of their campaigns on business performance. It is all simply a matter of collaboration.

Speaking the CFO's language

Communication is key to any relationship, and the partnership between marketing and finance is no different. As the marketer’s toolbox continues to grow and they have access to increasingly detailed analytics, it is crucial that other departments are kept up to date with marketing activities and how these will impact the business.

When sharing this information with finance, it needs to be conveyed in a way that aligns with the team’s objectives. This means moving away from qualitative brand metrics, and instead presenting quantifiable data that connects marketing activities to financial outcomes and shareholder value.

With the sophisticated tools marketers now have available to them, it has become far easier to depict the customer journey and accurately demonstrate the success of a campaign. Much of the insights gained can be used to drive future strategies, however, to secure buy-in and budget from the CFO, there needs to be a focus on the key financial drivers, such as customer acquisition costs, customer loyalty, lifetime value and retention.

Getting the tech team involved

There is some very exciting technology available to marketing teams at the moment and as the capabilities of AI continue to unravel, there will no doubt be more outstanding tech to come. New technologies, however, come at a price, and for finance teams to have confidence in such an investment, they need to see evidence of the benefits it will bring.

Any proposal for a new piece of technology also needs to be quantifiable, with a clear business case tying it to ROI. To achieve this, marketers should collaborate cross-functionally with tech teams to understand and effectively communicate exactly what is expected from a proposed solution; not only highlighting how it will contribute to the brand’s success or drive efficiency, but also proving it is practical, technically sound, and can scale within the company’s existing ecosystem.

CFOs, for their part, can help by aligning on testing and experimenting with new tech. Though a clear business case should be presented first, in many cases, the true impact of a new solution won’t be seen until it is used. It is wise to undertake a proof of concept, and/or a trial period depending on the tech, to help validate key assumptions and measurable impact prior to further commitments. Business leaders from all departments, including the CMO, CFO and CTO, should work together and set goals for implementing pilot programs for new technology; supporting additional funding by testing it on a smaller scale and providing concrete evidence of its impact and effectiveness.

Promoting a culture of collaboration

Ultimately, the best way to build and maintain a healthy relationship between marketing and finance is to encourage on-going collaboration. This shouldn’t be limited to quarterly planning meetings; it should be an integral part of day-to-day operations.

Running regular workshops with both the marketing and finance teams is a good starting point for this. Both teams can use these sessions to openly discuss their visions, strategies and concerns, with scenario planning and forecasting to help determine the potential impact of various marketing strategies on the company’s finances.

Additionally, establishing congruent goals is another important element of bringing the two teams together to drive overall business success. Shared goals can be used to work towards common outcomes, encouraging teamwork and removing the likelihood of departmental silos. They will also lead to more regular, open communication between finance and marketing, helping to further strengthen their relationship.

A united approach to marketing and finance

Simply put, the solution to building and maintaining a healthy relationship between marketing and finance is communication. The CFO is far more likely to endorse budgets for a campaign or a new technology if they can see a tangible impact, so the focus needs to be on presenting results and business cases using metrics that showcase outcomes such as better website conversion rates, higher quality of leads generated, lower customer acquisition costs, improved customer retention, cost efficiencies and revenue growth.

Doing this can result in a formidable alliance between both teams – one that is clear on goals, aligned on how to achieve them, and helps everyone involved to better understand the impact, success, and opportunities.

The post How CMOs Can Win the Affection of the CFO appeared first on Incubeta.

What The Cancellation of Cookie Deprecation REALLY Means…

Matty Moir — Tue, 20 Aug 2024 06:25:38 +0000

As it stands, the situation is somewhat ambiguous. We know Google is rolling out a new solution that elevates user choice, but we don’t know what this will look like, how it will work alongside cookies, and how regulatory bodies will react to the update.

What we do know is that Google’s decision shouldn’t change your path to privacy centricity… so should it really matter?

Why Nothing Has Changed

We’ve made huge progress over the last couple of years, and the direction of travel, regardless of this update, is still towards that of a privacy centric landscape.

In short, the way we’ve been used to measure, target and report using third-party cookies and other less privacy-friendly alternatives is phasing out. We’ll still have access, but they won’t be as robust a solution as they once were with increasing gaps in data, and dropping levels of confidence and accuracy. Regulatory parties such as the ICO have already expressed their concerns about the resurgence of cookies and what it means for users, and given that cookies will now be ‘opt-in’ across the board we will, sooner or later, see cookies lose relevance.

“The evolution of digital has set course for a more privacy safe, customer-centric space. This direction will not change. A more uniform set of alternatives might help our industry, but a more pluriform set tracking and targeting which continues to evolve might be a step to get there vs. one of the dominant industry players threatening a kill switch” – Michael Ossendrijver, Chief Solutions Officer

Brands will need to identify if the new ‘flavor’ of cookies aids their objectives, while continuing to invest in performance-led solutions that consider consumer privacy.

What Action Should I Take?

To echo a statement we made in an earlier article, ‘we will see a busier, more convoluted ecosystem which balances cookieless, and cookie dependent solutions’ – meaning there are a number of new, and old recommended actions to take to drive performance amidst industry fluctuations:

Implementing Consent Mode
Deploying Enhanced Conversions & Conversions API
Investing in First-Party Data
Managing the Cookie vs. Cookieless Balance

The most important thing to remember is not to look backwards. While it may no longer be mandatory to switch to first-party data, it should still remain your priority. Or you risk reducing your brand performance and falling behind your competitors…

Implementing Consent Mode

Google’s Consent Mode is more important now than ever before – serving as the cornerstone of privacy-conscious advertising strategies that provides a robust foundation for precise measurement while prioritizing user privacy throughout. It allows users to opt-in or out of sharing their information on a website, while enabling businesses to adjust tag behavior accordingly.

How this consent mode methodology will evolve over time is an unknown, but at this point in time this should not matter: demonstrating (real) use choice is essential, not only to drive regulatory compliance, but also in order to optimize measurement accuracies and to demonstrate a demonstrated, privacy-conscious approach to users(wrong word)

Deploying consent mode into your operations facilitates transparent user consent acquisition and allows you to collect conversion signals without compromising privacy. It also proves invaluable in addressing the gaps that arise when users refuse to share their data, thanks to its exceptional conversion modeling capabilities.

Learn More About Consent Mode

Deploying Enhanced Conversions & Conversions API

If you’re looking for a privacy-centric ‘alternative’ to third-party cookie tracking, then the best solutions are Google’s Enhanced Conversions and Meta’s Conversion API (CAPI).

Enhanced Conversions is a feature of Google Ads and SA360 that helps you leverage additional information about user behavior, optimizing your campaigns and unlocking powerful bidding without relying on cookies. Designed to enhance the accuracy of your conversion tracking and provide better signals to your bidding strategies, it integrates with your existing conversion tags, ensuring the secure transmission of hashed first-party conversion data from your website to Google, while prioritizing user privacy. Google then matches your hashed first-party customer data (email, phone number etc.) with signed-in Google accounts that engaged with one of your ads, resulting in better attribution of your conversions.

Learn More About Enhanced Conversions

CAPI is Meta’s first-party data tool and helps track conversions for Facebook ad campaigns – designed to create a direct connection between marketing data and the systems that help optimize ad targeting, decrease cost per result and measure outcomes across Meta technologies. CAPI allows advertisers to share data directly from their server or website CRM with Facebook Ads manager – recapturing some of the data lost from iOS14

Investing in First-Party Data

First-party data is the number one currency to work with. Regardless of whether you chose to work with or without third-party cookies, your focus should be on storing, enriching and activating your first-party data across multiple ecosystems, ensuring that targeting, tracking and measurement can be reported in a way that makes business sense.

While the primary prioritization should be building and expanding a first-party data infrastructure, there needs to be a focus on enriching the data that’s already there. Gaining deeper, and more personalized insights into what customers are thinking, doing, and engaging with outside of the direct relationship they have with any given brand. The real value will be in progressive profiling – building out customer data portfolios in incremental installments – running small, regular value exchanges to curate a consistent and up-to-date profile of users.

The evolution of first-party data will be pivotal, as it fosters trust and enhances data privacy compliance while enabling better customer understanding.

Manage the Balance

A new consideration that many brands will be facing is the choice between cookieless, or cookie dependent solutions. For many, the solution may lie in a hybrid approach which seamlessly integrates the two strategies – reaching audiences in various ways. However be mindful that with a hybrid approach comes the need for complete clarity over what works – and what doesn’t. Namely recognizing, and investing in the areas that drive true performance, and cutting those that don’t.

Additionally, working in a hybrid manner creates even more of a need for a robust and water tight reporting interface that runs across multiple channels and data touchpoints. Establishing one source of truth is critical to help fuel your ongoing growth as a business.

The renaissance area of Marketing Mix Modeling, Incrementality Testing and Experimentation is upon us, and will lead to much better pathways to optimize, plan and deliver marketing results. While more complex, results will be more durable and focused on real outcomes.

How Incubeta Can Support You

As a digital marketing powerhouse that accelerates business growth, we’re here to help you find the balance between both a cookieless, and cookie dependent ecosystem. Navigating the privacy landscape and enabling you to make the best decision to deliver performance and business growth.

Get in touch with our account leaders today and begin unleashing your full growth potential:

The post What The Cancellation of Cookie Deprecation REALLY Means… appeared first on Incubeta.

Is Marketing Maturity the Key to Profitability?

Matty Moir — Wed, 07 Aug 2024 14:50:33 +0000

As an industry, we contribute to this complexity with evolving dynamics. Agencies are morphing into SaaS and data companies, brands seek consolidated specialisms, partners have inconsistent privacy approaches, and our LinkedIn feeds are flooded with AI hype.

Despite the noise, it’s crucial to remember that the core elements of marketing driving profitable growth for brands haven’t changed in nearly a century. From Neil H. McElroy’s 1931 “Brand Men” memo to Paul Dyson’s 2023 research on profitability drivers, the fundamentals of marketing remain the same; it’s the execution that evolves.

Source for Image

The Enduring Fundamentals of Marketing

The essential levers of marketing—brand size, creative quality, budget setting, media mix, flighting, and target audiences—consistently drive profits for brands. Paul Dyson’s research demonstrates that when executed correctly, these fundamental elements drive profitable growth at varying degrees. And cumulatively, unlock huge potential for incremental profit to be derived from current marketing operations.

The Differentiator of Today: Technology

In leveraging these fundamentals, technology has become the critical differentiator. Machine learning and real-time market insights enable dynamic adjustments to these levers, enhancing sophistication and immediacy.

Balancing the latest technological advancements with proven marketing principles is challenging. For instance, a sophisticated tech stack or CDP is meaningless if it doesn’t connect and activate meaningful creative through media to the right consumers. Success requires every lever to be perfectly tuned and in harmony.

What is Marketing Maturity?

Marketing maturity measures the sophistication and effectiveness of a company’s marketing efforts toward its business goals. It encompasses elements like creative experience, media strategy, consumer intelligence, measurement, data access and use, and technology. As organizations progress through different maturity stages, they move from basic practices to advanced, integrated approaches that drive higher efficiency, effectiveness, and profitability.

The Importance of a Marketing Maturity Assessment

Measuring marketing maturity is not just a luxury; it’s a necessity. It quantifies how well every marketing element is tuned and working in harmony. It helps balance priorities and investments, benchmarks your brand against industry standards, and provides a roadmap to integrate advancements seamlessly into daily operations internally and externally with partners.

Although marketing maturity assessments are not a new concept, many businesses still find them daunting due to the significant time and cost investment required to action recommendations. They often demand changes in processes, culture, and operational structures. However, an assessment of where you are today to inform your path forward is the only way to navigate the noise and complexity, and unlock incremental profit.

A Strategic Approach to Marketing Maturity

Advancing marketing maturity requires a strategic approach. It’s about understanding the balance between every marketing element and ensuring every lever is perfectly tuned. At Incubeta, we have developed a Marketing Profitability Assessment to make navigating your brand’s advancement easy.

The assessment evaluates your brand’s marketing capabilities across six key elements: Creative Experience, Media Strategy, Consumer Intelligence, Effective Measurement, Data Access, and Technology. As an outcome, you will understand:

Your brands current maturity score versus industry benchmarks
A profit estimate of what marketing advancement could do to your bottom line
Recommended quick wins and long-term strategies to advance your marketing

In today’s dynamic environment, measuring and optimizing marketing maturity is essential for business growth. While the summit is our goal, the journey is what matters most.

Ready to understand your current position and uncover potential incremental profits? Complete the assessment and receive your score today.

Click for the Marketing Maturity Assessment

The post Is Marketing Maturity the Key to Profitability? appeared first on Incubeta.

Exploring Modern Search Preferences

Matty Moir — Mon, 15 Jul 2024 14:00:01 +0000

Now it would be naive to say Google is no longer the front runner (it still accounts for 91.5% of the global search engine market), however, there’s no denying that the landscape is shifting – undergoing significant changes in customer search behaviors. Many users prefer alternative platforms for their queries – Amazon, YouTube or TikTok. To explore this trend, we asked our networks how they search for information.

Surprisingly, not one of them mentioned Google.

For culinary inspiration, Pinterest was the place to be. For educational content, YouTube and podcasts were preferred. For specific answers or niche advice, Reddit was the platform of choice. When it came to shopping for products or brands, TikTok’s user-generated content was trusted over traditional brand messages. And for a diverse range of queries, AI platforms like ChatGPT were the go-to choice.

This shift indicates that Google no longer holds the monopoly on search because, until recently, the search engine hadn’t evolved with changing customer search preferences.

Hence, the introduction of AI overviews in the SERPs.

The evolving search landscape presents both a challenge and an opportunity for SEOs and brands. The decline in visibility for some sites in this new AI-powered era is not something to fear but a call to action. This shift forces brands to produce valuable, engaging content that truly resonates with their users – optimizing user-based content over and above rankings.

The Shift from Search Engine to Search Experience

User experience has always been crucial, but its importance has magnified in today’s fragmented search environment. Customers expect seamless, intuitive interactions tailored to their preferences. Optimizing for user experience means creating content that is not only accessible, but also engaging and emotionally resonant.

While AI can streamline processes, it should not replace the creation of unique brand content. Customers are looking for detailed, comprehensive information and AI-generated pieces will likely cause them to disengage.

A significant part of why Search Generative Experience (SGE) is successful is that it creates a conversational interactive experience for users. This highlights the importance of creating a personalized brand experience for your customers.

Key Strategies for Success In An AI-Driven Landscape:

Prioritize User Engagement Over Rankings: Align your strategies with current search engine user interactions. High-quality content is paramount. Content SEO tools can only get you to the starting line; to truly excel, you need to focus on building a unique brand experience for your users to stand out in a saturated marketplace. Ensure clarity, readability, and concise answers to user queries to increase chances of being featured in AI overviews and snippets.

Demonstrate E-E-A-T: Showcase Experience, Expertise, Authoritativeness, and Trustworthiness in all content to enhance credibility. Cover topics comprehensively to establish authority in your niche. Establishing strong brand links is vital. Mentions on external pages will ensure your visibility in AI-powered search results.

Optimize for SGE: Focus on content types and formatting favored by Google, such as concise definitions, structured lists, unique images, and optimized YouTube videos. Monitor social media channels to stay updated on trending discussions and emerging themes likely to be featured in Google AI overviews. This approach not only sustains visibility but also strengthens user engagement and brand authority.

Use Smart Tools: Leverage machine learning to help balance out your organic and paid traffic – reducing areas of cannibalization as well as any missed opportunities. This is what our Seamless Search does, helping you reduce costs by managing bids on high organic volume terms and using negative keywords for high-value terms.

—

The future of search is undeniably AI-driven, and the shift in search behavior has transformed SEO from optimizing purely for search engines and rankings to investing in brand and prioritizing the user experience. Therefore, companies must view AI overviews in the SERPs as an evolution rather than a disruption. Businesses must understand the potential benefits of these models and strategically integrate them into their marketing efforts to enhance user experience and maintain visibility. Embracing SGE can lead to significant opportunities for growth and engagement.

The post Exploring Modern Search Preferences appeared first on Incubeta.

How to Make Every ‘Search’ Dollar Count…

Matty Moir — Wed, 26 Jun 2024 07:18:49 +0000

Within this, one of the core challenges marketers face is measuring the incremental value of their paid search versus organic coverage.

Search marketing is fundamental to most digital advertiser’s strategy, yet many don’t know the true value, and overlap their paid and organic coverage. Few can say with absolute certainty that there aren’t any keywords that they’re over or under bidding on – with most search performance experiencing overlap.

As a result, most marketers end up asking themselves the age-old questions:

Is paid search actually worth it
If I were to turn it off, how much would my organic pick up?
How can I find a way to only spend money when it’s adding value?

The truth is, if you isolate your paid and organic channels you end up wasting ad spend, devaluing SEO as a practice, and miss the opportunity to truly measure the value of SEO.

So how do you guarantee search efficiency and stop your paid ads cannibalizing your organic coverage? We asked our experts just that:

How to Reduce Search Cannibalization

Achieving search incrementality can often be derailed by trying to solve everything all at once, the key is to focus on the overlap, only leveraging paid channels when they add value above organic.

Search cannibalization can be avoided by removing channel siloes – switching from individual KPIs and optimizing towards cross-channel profits: Paid Revenue + Organic Revenue – Paid Costs.

Leveraging Machine Learning

Essentially you need a machine learning bid strategy that factors in organic. By setting the bid for text ads relevant to Shopping performance and organic data – you can reduce any areas of cannibalization as well as any missed opportunities.

And this is exactly what our machine learning model, Seamless Search does – finding the optimum bids to drive maximum incremental returns. Pushing bids via the Google Ads API every day for each keyword, by each device.

This in turn provides us with a pipeline to manage paid and organic search activity in unison:

Why Search Efficiency Matters

Google has recently made a major update to the SERPs, with Ads eligible to show in the middle of the page below organic listings – giving even more chance for unnecessary cannibalization if managed incorrectly.

Removing channel siloes allows you to get maximum value from your SEO – and Seamless Search can help you do this. Connecting the data to give unprecedented insights – allowing brands to:

Put monetary value to organic ranking improvements
Give guidance for areas of opportunity
Understand how competitor paid strategies affect your SEO

Seamless Search in Action

UK health and beauty retailer asked Incubeta to maximize the efficiency of their paid search spend, and reduce the risk of their paid activity cannibalizing their organic coverage.

Using Seamless Search, we assessed millions of data points, pulling keyword level data from Google Ads and Search Console to model a picture of total revenue achieved by keywords. We then automated Paid bidding decisions based on a search term’s organic position. To understand the value of the bid changes applied by the Seamless Search platform, an A/B testing feature was built to see how performance of a control group, not managed by the platform, would compare.

Analysis after the first 90 days showed +102% Higher total ROAS from Seamless keywords, a £53.3k Incremental return from Total Search and 50% lower CPC’s with a minimal disruption to CTR.

—

For more information on Seamless Search watch the full event recording, Unlocking Search Efficiency, or get in touch using the form below and one of our expert specialists will be in touch shortly:

Listen to This Article

The post How to Make Every ‘Search’ Dollar Count… appeared first on Incubeta.

Increasing Sustainability, One Ad at a Time

Matty Moir — Wed, 05 Jun 2024 07:16:28 +0000

The 2020 Covid-19 pandemic proved to be the catalyst that shifted emphasis from traditional to digital media, causing a surge in digital marketing spend as businesses adapted to online platforms. This focus has not just persisted, it’s expanded, with forecasts predicting a significant rise in digital ad spend to over $754 billion dollars by 2025.

But what does the growth actually mean in the context of the industry’s environmental, social and governance (ESG) standards?

The Unseen Costs of Clicks

Digital growth is not without its environmental drawbacks. The industry relies heavily on large data centers and expansive server networks that consume an incredible amount of energy to support everyday online activities such as internet searches, email exchanges, and, of course, ad delivery. In 2022, the UK alone produced over 208 million tonnes of CO2 emissions from advertising efforts, an increase of 11% compared to 2019.

This substantial energy consumption contributes to what is known as ‘digital carbon’, posing a clear challenge to the perceived environmental neutrality of digital progress. As digital engagement continues to rise, it’s becoming more and more important for brands to closely examine and address the environmental impacts associated with their digital operations – namely the energy demands of their digital infrastructure.

Sustainable Changes Within Reach

While reducing digital outputs might seem like a Sisyphean task in our tech-centric society, choices exist that can reduce the scale of this impact significantly. Opting for service providers who prioritize sustainability, utilizing renewable energy sources for business operations, and extending the lifespan of electronic devices are actionable steps businesses can take today. For instance, Incubeta’s UK office, The Bower, runs entirely on renewable energy—a step towards reducing our carbon footprint.

Sustainability UX and Media Decarbonization

From a digital perspective, there are two key areas that businesses hoping for a smaller carbon footprint can focus on:

Sustainable User Experience

Speed Performance: Speed-optimized website pages not only improve the end-user experience but also use less energy on the user’s device. Core Web Vitals serve as essential metrics for this optimization.
Digital Sustainability: Focus on reducing energy usage and also on sustainable energy sources, like hosting with a carbon-neutral host, and using optimized server processing.
Reduce Returns: Unnecessary returns have a negative impact on sustainability, as well as more optimized fulfillment. By providing the user with the most relevant user experience, returns will not only be reduced but can also provide a much richer brand experience. A win-win!

Carbon-Friendly Media / Media Decarbonization

Design: Using modular design principles, multiple ad variations can be developed. For example, a 4K video uses eight times more energy than a standard definition version, which can also effectively convey the message.
Content Delivery: The closer the hosting environment is to the end user, the less energy is required for transmission. Fully optimizing content delivery networks (CDNs) and server infrastructure can reduce the energy required for data transmission and processing.
Ad Selection / Low Emission Custom Bidding Strategies: Serving ads and doing media selection from publishers with fewer ad tech resellers emits fewer carbon emissions.

Why it Matters: The Bigger Picture

Adopting sustainability is no longer just about corporate responsibility but a strategic imperative driven by consumer preference, regulatory pressures, and operational efficiency, with the introduction of industry-wide programmes like Ad Net Zero.

Sustainability-marketed products are outpacing their traditional counterparts in growth, driven by a consumer base that increasingly aligns purchasing habits with personal values. Data gathered in 2023 by The Business Standard confirmed that 78% of consumers feel that sustainability is important, and an even higher percentage stated that poor environmental practices will alienate them from a brand or company.

Long-Term Vision Over Short-Term Gains

While digital marketing’s environmental impact might be less visible than industries like fast fashion, aviation, or fuel and energy, it’s no less significant. The industry stands at a crossroads where it can either continue contributing to the problem or pivot towards more sustainable practices that not only ensure compliance and consumer satisfaction but also contribute to a healthier planet. Making informed choices today is imperative for a sustainable tomorrow.

We believe in following our own advice, which is why in 2021 we pledged to put sustainability at the forefront of all that Incubeta does, and launched a digital carbon offsetting initiative with Ecologi, where our carbon footprint is offset with the planting of trees.

How does this work you might ask? We’ve built a calculation that takes into account Environment (Search/Social/Web), Format (Text Ad/Image/Video) and Contribution to Page Load (Search/Result/Infeed/Web Ad/Editorial) to work out the estimated impact of digital advertising for our clients to then assign a ‘carbon responsibility’ score.

(Environment x Format x Contribution) X Aggregate Impression Volume = Estimated Digital Carbon Impact (Carbon Tonnes)

Taking into account total impressions served over an annual period, we are now able to provide our clients with a view of their annualized digital carbon footprint for the paid media channels that Incubeta is running on behalf of our clients. From here we can offset the estimated carbon footprint through our partnership with Ecologi.

—

There will always be room for improvement, and best practice would be working towards reducing our digital carbon footprint, rather than simply offsetting.

We can provide you with Sustainability UX audits to help you to communicate your sustainability efforts and your sustainable products which can increase your revenue. To learn more about how you can increase your brand sustainability. Get in touch today…

The post Increasing Sustainability, One Ad at a Time appeared first on Incubeta.

How to Avoid Keyword Cannibalization and Drive Total Search Performance

Matty Moir — Wed, 15 May 2024 10:30:09 +0000

Often overlooked due to the siloed approach of these two channels, a total search approach is one of the most effective ways to avoid keyword cannibalization and drive total search efficiencies.

What is Paid and Organic Keyword Cannibalization?

Also referred to as PPC and SEO cannibalization, it refers to instances where paid search and organic search target the same keyword, meaning that they effectively compete for clicks and traffic from search. If not managed, the net result is diminished organic traffic and paid search budget inefficiencies.

Why is Keyword Cannibalization So Bad?

There’s a few different ways that keyword cannibalization plays out, but the most common are:

Increased paid search costs and lower total search return on investment (ROI)I: If a PPC campaign bids on keywords that a website ranks well for organically, you may start paying for clicks that were free through organic search, resulting in increased advertising costs and a lower ROI. This is commonly seen when a company bids on its own brand and no competition exists from other bidders.
Mismatched user intent: When an ad appears above organic results for the same keyword, users might click on the ad instead of the organic listing and arrive on a PPC landing page. While this might seem beneficial since the traffic is still directed to the same website, the PPC landing page may not offer the best content for the desired user intent. This can have a knock on effect of lowering the conversion rate. This is often the case with longtail keywords.
SEO efforts undervalued: High-performing PPC ads might overshadow organic results, potentially reducing the visibility and CTR rates of organic listings. This can diminish the perceived value of continuing SEO efforts for those keywords, which may be harmful in the long run.
Wasted paid search budgets. Paid search campaigns may overinvest in keywords that drive traffic organically, meaning missed opportunities to target valuable, high converting keywords where organic does not perform.

However, the concept of keyword ‘cannibalization’ can be a misnomer as it’s not always a zero sum game. Google research highlighted some interesting benefits of being visible on paid and organic search results:

On smartphones, the top position (ad) in combination with an organic result leads to highest volume of clicks for a brand
Users associate the top position with well-known, popular and relevant brands
1+1=3: The combination of paid and organic results has the strongest impact on recall and consideration

These nuances are exactly why brands need to consider a strategy for managing keyword cannibalization.

When Does Keyword Cannibalization Occur?

Keyword cannibalization occurs when paid and organic teams operate in silos with little to no visibility on each other’s goals and KPIs. It’s also common in companies with a low digital maturation, where technology to automate a total search strategy is not employed. Unfettered and automated bidding strategies like PMax can also increase keyword overlap.

How to Identify Keyword Cannibalization?

Identifying the first signs of paid and organic keyword cannibalization can be crucial for addressing the issue before it significantly impacts performance and costs. Here are some early indicators:

Decrease in organic traffic: If you notice an unexpected decrease in organic traffic yet your positions are stable, it could be a sign of cannibalization. Be sure to rule out seasonality or the impact of changing SERP layouts (including SGE). Look out for correlations between organic traffic decreasing and paid traffic increasing on a page level, and check if there has been any change to PPC budgets or bidding strategies.
Decrease in organic CTR: A decline in organic CTR alongside stable keyword positions and unchanged or increased paid search CTR for the same keywords, might suggest that PPC ads are overshadowing organic results.
Increase in paid search conversions while total search conversations remain the same: This may indicate that you’re paying for conversions that were previously free.
PPC budget efficiency: You’re spending more on paid search without a corresponding increase in overall performance or revenue. This could be a symptom of internal competition between your paid and organic search strategies.

How to Mitigate Keyword Cannibalization?

There are a few well documented approaches to mitigating paid and organic search keyword cannibalization, but they are limited in their effectiveness as they are largely reactionary, consider a very limited number of variables, ignore the speed at which the search landscape changes (from competition to algorithm and SERP changes) and are not optimized according to the metrics that actually count – Total ROAS and Total Search Margin.

Keyword segmentation or filtering out keywords that perform well on organic using negative keyword lists, is one such method, however this does not take into account that organic rankings, competition and SERPs are constantly changing, nor the performance increase that can be gained from being visible via paid and organic results. Also, this approach mostly relies on organic rankings to segment keyword lists, and completely misses all the other variables that are important – Competition, CPC, CTR, CR, AOV and ROAS. In summary, it’s a sweeping recommendation that can actually be harmful in the long run.

The key to driving real efficiencies and value for total search lies in incrementality, i.e. identifying the point where an additional penny spent no longer nets more than a penny back. This level of detail can only be achieved through having a total view of organic and search performance for all queries, every day. On the organic side, this includes query level Impression, Click and Position data from Google Search Console, and on the paid side, the same plus revenue metrics that are not available in Google Search Console, including CR and AOV.

Leveraging this volume of data is only possible through automation and machine learning.

How We Delivered Incrementality for Superdrug

We used our bespoke tool, Seamless Search, to assess key data points and model a picture of total revenue for each keyword based on this simple premise – will paid or organic provide the most valuable click?

Seamless Search provided data to inform a total search strategy, which helped Superdrug identify where improvements in organic position and CTR could reduce ad spend, i.e. where ad spend could be saved to achieve the same amount of revenue. This helped assign a monetary value to SEO in terms of money saved (instead of revenue earned). As a result, Superdrug saw a +102% higher total ROAS from keywords, and drove a £53.3k increment return from Total Search.

In summary, Seamless Search provided the automation and data to help identify keyword cannibalization that was harming total search performance and provided a reporting view to help paid and organic complement and not compete with each other, optimizing overall search performance and maximizing the effectiveness of digital marketing budgets.

For more information on how you can drive incrementality, marketing effectiveness and grow your business check out our latest playbook:

6 Ways to Drive Marketing Effectiveness

The post How to Avoid Keyword Cannibalization and Drive Total Search Performance appeared first on Incubeta.

3 Best Practices to Keep Growing Despite Stricter Privacy Law

Matty Moir — Mon, 13 May 2024 13:12:42 +0000

In 2023, Cisco surveyed what consumers consider most important in their assessment of how a company or organization handles their privacy. “Clear and transparent communication about data processing” is cited most often (39%) as the most important element. By contrast, whether a company is “legally compliant with privacy laws” is considered most important by only 20%.

“Consumers consider legal compliance to be a ‘given’, with transparency as more of a differentiator,” the researchers conclude based on their findings.

So, according to the survey, while actual compliance with privacy laws is precisely what companies most often consider most important, compliance is not what makes a company stand out. What differentiates companies is transparency. In other words, your modus operandi when it comes to your customers’ privacy.

If this isn’t top of mind at your organization, it can have serious consequences.

In the short term, this decreases customer satisfaction and makes acquisition more and more difficult.
In the long term, this will keep you far behind your competitors.

How do you ensure that you interpret new online privacy regulations in a way that aligns with your customers’ perceptions?

‘Compliance’ alone is not enough

Every time new legislation around online privacy and data processing is introduced, it raises numerous questions – especially for companies that rely heavily on their online marketing. For example: will we soon be able to reach our target audiences with our digital ads? How can we continue to track visitor behavior on our website or in our apps?

Often, solutions designed to solve such questions are parked with the legal department, waiting for an ‘agreement’.

Companies want to be compliant with new legislation, but at the same time tend to keep doing what they’ve been doing for years. In response, new legislation becomes even stricter.

For example, for many companies, the Digital Markets Act (DMA) is yet another piece of legislation that comes on top of GDPR, and the DMA’s successor is also likely to impose additional restrictions. Being purely and simply concerned with being compliant is therefore not an optimally effective approach, as this approach is more reactive rather than proactive. While this may prevent fines, it does not constitute your route to long-term success.

A more holistic route to growth and success

Companies should focus much more on the gést of the law rather than the lètter of the law in their quest for compliance. In doing so, you turn reactive policies into proactive ones.

Legislation like the DMA has an underlying rationale that is perfectly understandable to those who are genuinely interested in it. Such legislation aims at a fair, transparent playing field, where consumers can make an informed choice between services and products, without being pushed in one direction unnoticed.

You can choose to fight this as a company. You then do the bare minimum to become compliant, for example by making users accept mainly as much tracking as possible, tracking without active acceptance and continuing to lean on third-party data. In short: you try to maintain the old way of marketing online.

On the other hand, things can be done differently. By embracing all the news that comes your way and trying to make it work to your advantage. In doing so, you come to realize that the playing field is changing not only for you, but also for your competitors and your customers. The cards are being reshuffled and that presents opportunities.

The question is, how do you make sure you hold the best cards?

Best practice 1 – Follow Google’s innovations

The whole world uses Google for online advertising, targeting and marketing. With innovations like the Privacy Sandbox and Consent Mode, Google offers appropriate answers to current issues around online privacy legislation. In fact, Google always manages to be one step ahead of that legislation. Follow those innovations closely, opting for the more advanced options.

Consent Mode is a good example. Many companies currently use the simple version (Basic Consent Mode), while the extended version (Advanced Consent Mode) offers you much more possibilities in the longer term. Advanced Consent Mode collects more data and gives you more options to respond to consumer behavior within your target group. Give yourself that edge over your competitors now and tackle it thoroughly, rather than doing the bare minimum.

Best practice 2 – Approach privacy and ‘compliance’ as daily business

Implementing privacy legislation is not a project. It’s daily business. By approaching it that way, you avoid setting something up once and then never looking at it again. The most effective way to really embed a healthy approach to privacy legislation in your daily business is to appoint one or more privacy champions in your organization.

This is not a privacy officer, who falls within the legal department and handles all complaints and incidents. Your privacy champion is an employee who ensures that your organization shows the intrinsic will to take privacy and careful data handling seriously. He or she is a fan of privacy and wants to do better than the competition in that area, so that even when it comes to privacy, you are truly customer-centric.

Best practice 3 – Customer interest top priority

Your customer is what matters and what new legislation is developed for. Consumers want you to communicate transparently about their privacy and thus take the issue seriously. They expect you to operate according to practices that are sincerely in line with the thinking behind the legislation.

Sincerity, transparency and forward-thinking are core values that make customers appreciate dealing with your company and want to stay with you.

Therefore, ensure you’re putting your customer interests around personal data and privacy in every product, service and touchpoint or customer journey you develop. Don’t think about what you can do despite all the legislation, but instead look at how you can design customer journeys in the best possible way with the spirit of the law and the interests of your customers as starting points.

–

Once you get those priorities right, you actually have the roadmap to future growth in your hands. You are then no longer concerned with becoming compliant, but with becoming a respectable, valued company. In the long run, that approach leads to the greatest success.

Originally published in Dutch on Emerce.

The post 3 Best Practices to Keep Growing Despite Stricter Privacy Law appeared first on Incubeta.

What the Digital Markets Act (DMA) Means for Google Advertisers

Matty Moir — Wed, 01 May 2024 11:22:07 +0000

What Does this Mean for Google?

Since coming into effect in March 2024, Google had to make a number of changes to its products and services, including:

All Google Measurement technologies now require valid user consent identification on them from March onwards (this requirement applies to anyone with users in the EEA, regardless of whether the advertiser is based in the EEA)
Any EEA data sent to Google without valid consent identifiers will (at best) be ignored. At worst there will be enforcement actions taken against advertiser accounts, including, but not limited to:
- Data Deletion
- Account functionality restrictions
- Account disabling
- The exact list of potential actions per platform will be coming from Google in the near future

In addition, Google indicated that any client who doesn’t have a compliant (basic) implementation of Consent Mode will have their bidding and remarketing halted.

What the DMA Means for Advertisers

As this is a relatively new update, the impact is something we’ll monitor closely as the DMA roll out takes action, however we do know that:

Advertisers will need a functional Consent Management Platform (Think, OneTrust, Cookie Bot, etc) integrated into their site properly.
Advertisers will need to have Basic Consent Mode running on site and being picked up by Google Platform Tracking (GA4, Google Ads, Floodlight, etc) as a minimum requirement.
A migration to GA4 is necessary to maintain remarketing, audiences, & conversion export, and bidding optimization.
Advertisers will need to update to the latest versions of API/SDKs for Google Ads and DV360.

Note: Full Consent Mode is the ideal final state (unconsented and consented flags) – however the functional requirement prior to March is only Basic Consent Mode.

Step-by-Step Guide:

Work with a CMP to ensure you’re collecting valid user consent for EEA users
Implement Consent Mode
Migrate to Google Analytics 4 to maintain remarketing, audiences & conversion export, and bidding optimization
Upgrade to the latest versions of API/SDKs for Google Ads and DV360

What is Consent Mode & How Does it Work?

Google’s Consent Mode lets users opt-in or out of sharing their information on a website, while enabling businesses to adjust tag behavior accordingly. With Consent Mode, users have control over their data and marketers can collect conversion signals without compromising privacy. It works without including any personal identifiers, making it a privacy-respectful way to collect critical data.

Take a look at our recent piece, What is Consent Mode to explore our list of Consent Mode FAQs including: what is Consent Mode, how to set up Consent Mode, and how does Consent Mode help you comply with privacy regulations.

Basic Consent Mode can easily be enabled if the CMP in use on site is one of those that is a certified Google Partner. The exact method varies between the CMPs, but it’s normally some manner of option that, at the moment, requires enabling via a tick box or some such within the platform interface.

These integrations will push a Consent Mode update automatically to the site DataLayer based on the user consent options dealt with via the CMP cookie banner. Said update should automatically be picked up and attached to Google Platform Tracking and the consent identifiers should then be present on the data packets going from site to google.

There are some technical considerations to take into account, but in an ideal world – once these integrations are enabled, there shouldn’t be any huge technical or implementation steps to take, bar some QA and sense checking.

–

The second large privacy update this quarter (after the Meta EU Personalization Ban) we’re seeing the industry as a whole shift towards a privacy first future as the EU cracks down on compliance and transparency within Big Tech firms. For more information or if you need help implementing Consent Mode, get in touch today. As a Global Google partner, we’ve spent the last three years ensuring privacy safe initiatives such as Consent Mode, Enhanced Conversions and GA4 are in place for hundreds of our clients.

For more information on how Incubeta can help you get privacy ready in 2024, fill in the form below and speak to our team of expert specialists…

This blog was updated on 01.05.24 – original publication November 2023.

The post What the Digital Markets Act (DMA) Means for Google Advertisers appeared first on Incubeta.