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...

Large crowds packed the West Palm Beach waterfront to see more than 1,000 boats and yachts at the recent Palm Beach International Boat Show 2019, which saw an increase in attendance of more than 6.7% over last year. The organizer of this iconic event, one of the top five boat shows in the US, maximized attendance from the millions of online ads it ran … Read the...

Today’s automated retargeting solutions make it very easy to use a “set it and forget it” approach to retargeting. While these solutions are very sophisticated and can streamline workflow, it is difficult to reach optimum KPIs without ongoing human guidance based on our experience buying tens of millions of retargeting and other programmatic online ads around the world for exhibitions and events. We share five … Read the...

Cookie-based retargeting is a very effective visitor marketing tool but it is much less effective in the mobile environment. Here’s why… (1) a cookie is tied to a single browser on a single device, (2) cookie functionality varies by device/OS, and (3) cookies don’t work across mobile environments (a cookie in an app can’t share data with another app or a web browser on same … Read the...

Based on our experience running tens of millions of retargeting ads around the world for exhibitions and events, we share some common issues that can negatively impact your results.  Plus we offer some tips to maximize success. Overkill frequency.  Blasting as many ads as you can to as many people as possible that you have “cookied” can waste ad spend, accelerate ad fatigue and annoy … Read the...