Google first announced its plans to phase out third-party cookies in 2020 but has delayed action here a few times.  It looks like the delays are over… and this means big changes for digital advertising! Third-party cookies track a user’s browsing activity across the web and enable the delivery of targeted advertising including retargeting, a popular advertising tactic used by show organizers to drive attendance, … Read the...

The annual motion picture industry event, American Film Market (AFM), ran a multi-month, cross-platform digital campaign in 100+ countries to attract buyers, filmmakers, producers, directors, writers and other film industry professionals from around the world to its recent 44th edition. AFM’s digital creative strategy leveraged a large portfolio of assets, best practices and real-time performance data to get the most from its ad spend … Read the...

More than 90% of digital display dollars in the U.S. will be transacted programmatically in 2023, according to eMarketer estimates.  Programmatic online advertising offers trade shows massive reach across millions of websites, videos and apps. Understanding all the solutions under the programmatic online umbrella, best practices in execution and the changing privacy landscape will help you maximize attendance from your digital media investments. As … Read the...

The changing privacy landscape and phase-out of third-party cookies means big changes to digital advertising, including retargeting, a tactic widely used by exhibitions and events.  Third-party cookies are so pervasive in digital advertising that you may not even realize how much you are currently benefiting from them in terms of ad targeting, tracking and measurement.  While other browsers are already blocking third party cookies, once … Read the...

If you want to reach collectors, buyers and other affluent audiences in luxury sectors such as art, antiques, design, jewelry, watches and yachts, then you need to fish where the fish are!  While the philosophy here is simple, executing can be a bit more difficult.  Some fish are harder to reach than others.  The affluent are an extremely heterogeneous audience pool and the high-net-worth (HNW) … Read the...

The latest digital trends, media and technologies offer exciting and powerful opportunities for event marketers.  There are also challenges, especially the changing privacy landscape and inevitable phase-out of third-party cookies. This means BIG CHANGES to online advertising, including retargeting, a tactic widely used by show organizers. Start evolving your strategy now so you are prepared for a third-party cookie-less world and avoid a major disruption … Read the...