Australia is a priority growth market for Wunderkind as it aims to help retailers realise more online revenue.
The telco has moved past vanity metrics for its campaigns—such as clicks and viewable impressions—in favour of metrics that show a clear path to business outcomes, such as sales.
First-party data has become more critical for marketers with the demise of cookies and other user identifiers. Now brands are quickly learning how use their customer data tools and platforms more strategically.
As third-party cookies get phased out, advertisers are turning to first-party data and other ID-driven solutions that do not have interoperability. This means the pool of content publishers in their media plan will decrease as targeting, measurement, and scale on the open web become difficult.
MiQ announced its cookieless solution in March 2022 and is already running more than 50% of its media in Australia without the support of cookies.
An alternative tracker-less future can mean new opportunities for brands including an avenue into machine learning, says Moloco’s Morden Chen.
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