Despite the marketing industry's collective sigh of relief over Google's elimination of third-party cookies for a long time, smart companies are still testing future targeting strategies.
When Jaywing won the account for UK-based wine brand Gusbourne last year, it knew it wanted to expand the client’s media mix into new formats in order to win new clients.
After a year of committing to Gusbourne's traditional media mix of paid search and some social media, Jaywing took a risk by suggesting that software could enhance the company's media plan and build an integrated approach.
“There's a negative connotation with programs that provide a lot of reach, but don't necessarily build positive, effective outcomes,” said Sarah Hoyt, director of strategy at GayWing.
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