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The internet is decades old, but many of its fundamental aspects remain the same. It's a collection of networks that constantly communicate with each other to create a more extensive worldwide web. Over time, instead of a ticking broadband modem, we now have high-speed fibre-optic broadband that allows for faster data transfer. One fundamental aspect of the internet, embedded in all that data being transferred, has shaped a lot of how we engage with brands - <keyword id="118638" type="PERSON" weightage="20" keywordseo="Cookies">cookies</keyword>. A cookie is a small file that gets stored on your computer and keeps a note of your browsing history or behaviour. From saving your browsing preferences to recording your taste in books, it can do everything. This small functionality completely changed how we use the internet as it enabled developers and by extension brands to know their customers better. <cmsannotation type="cmsannotation" annotationid="How the cookie crumbles" comment="subhead" text="How the cookie crumbles">How the cookie crumbles</cmsannotation> Cookies were a eureka moment for marketing and advertising teams. Instead of relying on mass-marketing tools like outdoor hoardings and televisions, marketers could now understand their customers' needs at an individual level and directly address them. In this digital age, <a href="https://www.businessinsider.in/tech/news/adobe-summit-2021-empowering-a-digital-first-economy-through-personalisation/articleshow/82477417.cms">businesses that have an edge over personalisation win the long-term game</a> and cookies enable automation like never before. However, cookies have been getting a bad name because advertising companies share user metadata with each other for better targeting. These are specifically called third-party cookies (a tracker on websites created by a company other than the website owner) and ad networks depend on them the most. However, with the world gravitating toward securing user identity and data and complying with evolving privacy regulations, companies are now exploring safer methods of ad personalisation, with many exploring cookieless tracking as a solution. <div type="ExtQuote" text="The preservation of our customers' privacy has long been a priority for IBM. With first-party data rising in importance in this new era, we place tremendous value on our close collaboration with strategic partners such as Adobe to put the interests of consumers at the forefront of what we do." auname="Jason Andrews, Vice President for Digital Marketing at IBM"></div> <cmsannotation type="cmsannotation" annotationid="Personalisation minus the privacy concerns" comment="subhead" text="Personalisation minus the privacy concerns">Personalisation minus the privacy concerns</cmsannotation> Over the last few years, brands have realised that privacy is sacrosanct and any data leakage can be detrimental to long-term audience acquisition, growth, and retention. Customers, in turn, expect companies to be more transparent about their data collection practices and cut down on third-party sharing - all the while expecting relevant and personalised communications and experiences. While this challenges the current status quo of the marketing and advertising industry, it also offers an opportunity to those who can think outside the box. Apple and Firefox have already blocked third-party cookies, and Google plans to follow suit soon. What this means is the metadata collected by the cookie shall remain between you (the user) and the website. There's no third-party sharing, helping build a stronger one-to-one relationship. Research from the Winterberry Group and Interactive Advertising Bureau (IAB) shows that spending on first-party tracking is rising. More than half of the respondents have already adjusted their budgeting to accommodate the change. comScore says that 55% of cookies today are overstated, and 35% fail to figure out demographics accurately. Since browsers are now clamping down on cookies, brands will find it difficult to track unknown visitors on their digital properties including websites, in turn, reducing their ability to deliver a personalised experience and target ads. Hence it is becoming important for brands to recalibrate their customer acquisition strategy and prioritise quality permission-based first-party collection to be able to provide customers with most relevant personalised experiences using information customers choose to share. <div type="ExtQuote" text="As consumers, we now expect personalized brand experiences while being in control of the data we share. With Adobe Real-time CDP, we are partnering with brands to deliver relevant, responsive and respectful experiences through first-party data." auname="Anil Chakravarthy, Executive Vice President and General Manager, Digital Experience Business and Worldwide Field Operations at Adobe"></div> <div type="Youtube" id="ZRhaD1pQVPM" title="Adobe Announces Industry’s First CDP Architected For First-Party Data" thumbUrl="https://i.ytimg.com/vi/ZRhaD1pQVPM/mqdefault.jpg"></div> <cmsannotation type="cmsannotation" annotationid="How is Adobe pioneering a cookie-less future" comment="subhead" text="How is Adobe pioneering a cookie-less future">How is Adobe pioneering a cookie-less future</cmsannotation> <a href="https://news.adobe.com/news/news-details/2021/Adobe-Announces-Industrys-First-CDP-Architected-For-First-Party-Data/default.aspx">Adobe Real-time Customer Data Platform (CDP)</a> is industry’s first CDP architected for <keyword id="11246893" type="UNKNOWN" weightage="20" keywordseo="first-party-data">first party data</keyword>. It acts as a centralised hub for first-party data, and helps build a customer's profile over time. The platform is connected with Adobe Target, a tool that ingests information and makes it easier to orchestrate personalise experiences across the customer journey. As the name suggests, it works in real-time. Adobe CDP steadily monitors user behavior, leveraging artificial intelligence and machine learning to trigger registration or consent from them at the right time. It is also able to incorporate collaboration between brands to expand first party data sets without compromising sensitive user information. Thanks to ‘Segment Match’ - an innovation unveiled at Adobe Summit 2021, an apparel retailer can now team up with a jewellery brand to strategically target customers and offer an in-sync experience. Unlike the current norm, one visit to a clothing e-store won't bombard you with ads from a hundred other sellers. Similarly, businesses can utilise ‘Look-Alike Segments’ to grab customers with similar interests or attributes. It helps create a new database for marketers that can be synced along with Segment Match to give a more detailed outlook. Adobe also launched a B2B edition that lets businesses enter the B2C segment directly. Market insights are the most difficult to find, and this is the massive gap Adobe intends to fill. <cmsannotation type="cmsannotation" annotationid="What does the future hold?" comment="subhead" text="What does the future hold?">What does the future hold?</cmsannotation> Cookies have been an integral part of the internet and we’re not entirely getting rid of them, just finding a middle ground where both personalisation and privacy are achieved. Early adopters have the maximum lead, and with privacy and ethics gaining centre stage, marketers need to revisit their strategies. Privacy is no longer a privilege, but a fundamental right that’s now extended to everyone on the internet. And the companies that understand this sooner, shall excel faster. <div type="ExtQuote" text="Essentially, marketers need to retool their customer acquisition stack in a way that will eliminate the exclusive reliance on third party cookies. While these are not all the things that are changing, what’s not changing is that first party cookies are not going away, and customer acquisition isn’t going away. But how you do this must take consumer privacy and choice into consideration." auname="Amit Ahuja, VP, Experience Cloud Platform &amp; Products, Adobe"></div> To know more about Adobe’s vision to equip businesses in a cookieless world, watch this <a href="https://business.adobe.com/summit/2021/sessions/reaching-customers-in-a-cookieless-world-s951.html">session</a> at Adobe Summit 2021 on demand now. DISCLAIMER: This article is in partnership with Adobe.

Ensuring personalisation in a cookieless world

<div class="KonaFilter image-container display-table"><div><div class="image"></div></div></div><ul class="summary-list"><li>Mobile ad firm Kargo made a sizable shift to programmatic <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> a couple years ago. Now it's shifting back to more direct sales tactics with a new ad format that publishers like The Hollywood Reporter, Food Network, and Complex are running.</li><li>The ad format uses contextual and sentiment targeting, which addresses data privacy laws like Europe's GDPR and the upcoming California Consumer Privacy Act, CEO Harry Kargman said.</li><li>Kargo has also hired its first chief revenue officer and staffed up its West coast and Midwest sales teams.</li><li><a href="https://www.businessinsider.com/prime?module=article&amp;area=summary">Click here for more BI Prime stories</a>.</li></ul>A couple years ago, mobile advertising firm Kargo <a href="https://www.businessinsider.com/mobile-ad-company-kargo-had-to-blow-up-its-successful-business-2018-5">flipped its $100 million business</a> from selling custom banners to building programmatic software for publishers.Now, it's shifting back to direct sales with a new ad format that the company says addresses privacy laws like Europe's <a href="https://www.businessinsider.com/marketers-are-still-getting-nightmares-about-gdpr-europe-consumer-privacy-law-2018-10">General Data Protection Regulation</a> and the upcoming California Consumer Privacy Act.Kargo is also bulking up its sales ranks, hiring as its first CRO Johnny Horgan, who was SVP of sales and partnerships at Amobee and also worked in advertising roles at Facebook and Microsoft. Kargo has also hired new head of sales on the West Coast and Midwest, Troy Trouter and Vlad Strelsov.Kargo's president and COO Ryan McConville recently left for an EVP role at NBCUniversal, and Kargo said that it does not plan to immediately fill his role."Kargo has invested in technology for the better half of two years to better enhance new creative formats but to do so in a way that establishes us as a programmatic leader," said CEO Harry Kargman. "We finally feel like we're set up for the next trajectory of growth."<h2>The adtech firm is pitching cookie-less targeting</h2>A challenge with programmatic advertising is that it's hard to build brand awareness when a single page might have 10 ads from different advertisers, Kargman said.Privacy laws like GDPR and the upcoming CCPA limit the amount of data that advertisers can collect, which has led <a href="https://www.businessinsider.com/washington-post-goes-beyond-cookie-based-ad-targeting-with-feedbuilder-2019-3">publishers like Meredith</a> and <a href="https://www.businessinsider.com/marketers-are-freaking-out-about-ccpa-us-privacy-laws-2019-9">The Washington Post</a> to experiment with cookie-less targeting.Kargo's new ad format, which it calls Branded Takeover, lets advertisers buy all of the ad space on a given page. The new format runs on publishers like The Hollywood Reporter, Complex, Food Network and HGTV.Publishers are also struggling with <a href="https://www.businessinsider.com/apple-restricting-safari-third-party-data-collection-2019-5">Apple's Intelligent Tracking Protection</a> (or ITP) feature that prevents them from using third-party cookies for ad targeting, Kargman said. Instead of using third-party data, Kargo's ad format uses contextual targeting."Apple has devalued all of the pages of publisher content," Kargman said.<h2>Kargo found that people spent 40 seconds with the new ad format</h2>Kargo is still selling most of its ads programmatically, but the new format represents a shift back to direct, negotiated deals with publishers that in theory that are more lucrative.Advertisers including Hershey's, Subway and AT&amp;T have run the new contextual ads. Kargman said that advertisers have committed to seven-figure budgets with the ad format.Hershey's recently ran a Halloween campaign for Kit Kat as part of a year-long commitment that included media spend, measurement and creative work with Kargo, said Vinny Rinaldi, head of addressable media and technology at Hershey's."Where [Kargo] takes the lead in the mobile space is with their creative capabilities," Rinaldi said.Kargo said in initial tests, people spent 40 seconds engaging with the branded takeover ads, up from Moat's benchmark of 16.6 seconds and that the ads generated a 2% click-through rate, up from Google's mobile benchmark of 0.6%.

Mobile ad company Kargo is trying to prepare for privacy laws with its first chief revenue officer and a new ad format

The recently concluded <keyword id="7489392" type="UNKNOWN" weightage="20" keywordseo="Adobe-Summit">Adobe Summit</keyword> showcased new innovations across the Adobe Experience Cloud and demonstrated how businesses can transform their <keyword id="1284549" type="PERSON" weightage="20" keywordseo="Customer-Experience">customer experience</keyword> by engaging with Adobe. Business Insider India caught up with Nitin Singhal, Managing Director, Digital Experience, Adobe India, to find out how the company is enabling businesses to ride the digital experience wave, alongside the company’s vision for the future. Lately, with the onset of a hybrid world, most organizations are accelerating the adoption of digital to become future-ready and offer the relevant consumer experience. How is Adobe working towards redefining this customer experience for organizations? Reflecting on the transformational time that the last year has been, we’ve all experienced the power of digital technology as it has radically changed the way we live, learn, work, and play. In the face of the continuously evolving dynamics and challenges, digital experiences have played a vital role in making every aspect of our lives possible – from keeping families and coworkers connected, to enabling new ways of learning, to powering digital commerce and ensuring continuity of essential business operations. Ours has grown to become a digital-first world, and from here, there is no looking back. <div type="ExtQuote" text="As the digital experiences company, Adobe is powering the digital economy with our continuous innovation, the expertise we have garnered from undergoing our own digital transformation, and our large and diverse set of customers and partners." auname="Nitin Singhal - MD, Digital Experience, Adobe India"></div> Adobe’s mission – to Change the World through Digital Experiences – has never been more relevant than it is today. With Adobe Experience Cloud, we’re powering digital businesses of all sizes, giving them everything they need to design and enable great customer experiences at scale. How is Adobe enabling businesses as the current situation unfolds? The pandemic has accelerated the digital transformation journeys of businesses across industries and ensured that all business strategies are leading with a digital-first approach. In education, digital has unlocked new forms of learning and is removing barriers to access. When teachers had to quickly rescope lesson plans in a remote learning environment, we powered our customers’ online learning support in a matter of days. The telecommunications industry has been mission-critical in providing the infrastructure to keep the world connected and running. Adobe Experience Cloud is enabling telcos to deliver real-time experiences for real-time results – the new reality that every business will need to compete in. Financial institutions have had to reimagine customer transactions in a digital-first world. Adobe is working with HDFC Bank in India to make their banking experience digital, enabling customers to perform an array of actions across devices, from opening a bank account to applying for a loan or managing investments. In healthcare, the convergence of science and technology is enabling transformational patient experiences. Our global teams are working with Pfizer to deliver data-driven experiences for patients and healthcare providers on critical information, such as the latest vaccine developments. In the aviation sector, which has been an early adopter of digital, we helped airlines like IndiGo to further customer experiences, accelerate business decisions through automation and really enable the lives of people during the lockdown. As e-commerce become the primary way to purchase goods, we worked with Nykaa - India’s largest online beauty store, to super charge their ecommerce strategy and deliver personal care items that customers needed at home. These stories are just some examples of Adobe’s reach and impact across every industry and dimension of life. Adobe recently concluded its flagship digital experience conference – Adobe Summit 2021. What was the focus as part of this year’s event and your top takeaways? This year, we transformed Adobe Summit to a digital experience for people around the world and created a platform for brands to become a part of the very relevant conversation around the role of digital in enabling customer experiences. As always, Summit saw a range of strategic announcements from Adobe, many of which will pave the way forward for the industry. We announced the next generation of our Real-time Customer Data Platform (CDP), the only enterprise application architected from the ground up for first-party data- driven customer acquisition and engagement. Adobe Real-time CDP helps brands activate known and unknown customer data to manage the entire customer profile and journey seamlessly in one system, without the need for third- party cookies. We also introduced several innovations across Adobe Experience Cloud, unveiling new enterprise applications with Adobe Journey Optimizer and Adobe Customer Journey Analytics, industry-leading Marketing System of Record through the integration of Workfront, and new Adobe Experience Platform capabilities to deliver real-time personalization at scale. Additionally, we announced new content and intelligent commerce capabilities, including a strategic partnership with FedEx. Discussed much at Summit, why is there a need for a strong partnership between the CIOs and CMOs? It has been over a decade since Adobe created the digital marketing category, foreseeing the convergence of art and science and serving the untapped needs of the CMO. Today, digital marketing has unlocked a new world of data. As businesses rearchitect their systems around the customer, only businesses with a strong partnership between the CMO and the CIO will thrive. <div type="ExtQuote" text="Adobe is bridging CMOs and CIOs to enable compelling experience, regardless of how and where customers choose to interact with the brand. Successful customer experience management requires a confluence of innovative technology, talented people to activate that technology, and new processes to scale the impact." auname="Nitin Singhal - MD, Digital Experience, Adobe India"></div> We have been hearing much about the downfall of third-party cookies. What is Adobe’s vision and plan here to help its customers in a cookieless world? Third party cookies are being phased out and that is set to bring several implications for the marketing industry and digital experience as a whole. As we move into a cookieless future, there will be a greater emphasis from brands on building consumer trust, first-party data will be a priority, and Real-time personalization will take the centre-stage. Adobe thus aims to offer its consumer a direct control of their data while helping them curate personalized brand experiences. While these trends are likely to put marketers in a flux, Adobe has unveiled <a href="https://nam02.safelinks.protection.outlook.com/?url=https%3A%2F%2Fnews.adobe.com%2Fnews%2Fnews-details%2F2021%2FAdobe-Announces-Industrys-First-CDP-Architected-For-First-Party-Data%2Fdefault.aspx&amp;data=04%7C01%7Cjames.anthony%402020msl.com%7Cf3b50894450241487bb108d92bea0bbd%7Cd52c9ea17c2147b182a333a74b1f74b8%7C1%7C0%7C637589106497912871%7CUnknown%7CTWFpbGZsb3d8eyJWIjoiMC4wLjAwMDAiLCJQIjoiV2luMzIiLCJBTiI6Ik1haWwiLCJXVCI6Mn0%3D%7C1000&amp;sdata=OJ6eBm1F4UCfh%2BlXZIprZ8pm77mFNw5cO1I7ZkEYvkI%3D&amp;reserved=0">its all new Real-time Customer Data Platform (CDP)</a>. Bringing the industry’s first CDP architected for first party data, it acts as a centralized hub, and helps build a customer's profile over time. As the name suggests, it works real-time and steadily monitors user behavior, leveraging AI and ML to trigger registration or consent from the customers at the right time. With this, we are excited to be partnering with brands to deliver relevant, responsive and respectful experiences through first-party data. What are your thoughts on how the Digital Economy will pan out in the near future? It’s been clearly established that our present and future are all about digital. This digital-first era will continue to shape our lives - from keeping friends, family and colleagues connected, to powering digital commerce and continuity of essential business operations. Looking ahead, digitization will be key to keeping economies and businesses running, and potentially even emerge stronger. <div type="ExtQuote" text="The digital economy will thrive on customer connections and empowerment. Personalized experiences that result in strong engagement and lasting customer relationships will be strategic to long term business growth. Businesses orchestrate scalable digital experiences that enable their customers, partners, and workforce. CXOs must embrace a digital-first mindset and consistently evolve their strategies basis ongoing shifts in customer behaviour and market conditions. Businesses that focus on these aspects will be the winners in the digital economy." auname="Nitin Singhal - MD, Digital Experience, Adobe India"></div>

The digital economy will thrive on customer connections and empowerment, says Adobe India's Nitin Singhal

<ul><li><keyword id="3579446" type="PERSON" weightage="20" keywordseo="arnab-mitra">Arnab Mitra</keyword>, Managing Director, <keyword id="8865634" type="UNKNOWN" weightage="20" keywordseo="liqvd-asia-world-wide">LIQVD ASIA WORLD WIDE</keyword> writes how the trend toward a cookie-less web will impact various stakeholders. </li><li>He says that the real winners will be walled gardens like Google, Facebook, and Amazon, who now stand alone in their ability to provide a high degree of targeting at scale.</li></ul> Finally, it is time. The reason why I quit a traditional digital agency almost 7 years ago and started a future-ready outfit like <keyword id="3242601" type="PERSON" weightage="20" keywordseo="Liqvd-Asia">LIQVD ASIA</keyword> was to principally move away from archaic ways of running digital marketing campaigns. The aim was to heavily invest in building an organization that believes in harvesting on first-party data that could make us the most relevant media agency for the days to come. Today, when the days of third-party data tracking within the World Wide Web are over and when after months of speculation, Google has confirmed that it’ll join Safari and Firefox in withdrawing support for third-party cookies by 2022, it all makes sense more than ever. The growth of the ad-tech ecosystem as we know was largely due to the advertisers’ ability to use third-party products to ‘follow’ customers around the web, understanding their behaviors and preferences, and then serve targeted advertising to them efficiently via digital media. As the major browsers (and consumers themselves, via ad-blockers) eliminate the ability to ‘tag’ consumers, the industry can expect a sharp departure from the way things were. That said, personalization is here to stay. What the news does reinforce is the strength of the so-called ‘walled gardens’ like Google, Amazon, and Facebook that carry so much individual scale that they don’t need to rely on cookies to make hyper-personalized targeting possible. Most consumers are ‘cookied’ every day without even being aware. A cookie refers to a text or small packets of data sent by websites to be stored in your computer’s browser. Third-party cookies, specifically, are the ones that are set by an alternative site, other than the one you are on including a third-party video provider, social channel, or ad platform. When a publisher or site strikes a partnership with one of these businesses, they add a line of code to their site. Cookies help create user profiles, which provide detailed information on the sites you visit and the journey of what you do during your browsing time. This gives advertisers key insights into your interests and preferences, allowing them to deliver a more targeted advertising experience. Google’s Chrome browser makes up 69% and 40% respectively, of desktop and mobile browser share — accounting for more than half of the overall web traffic. The bottom line? Anyone with a website, including brands, agencies, and publishers, will be affected by the move. While some may argue this was an inevitable move, this doesn’t change its significance and the impact it will have today, and in the years ahead. In the short term, marketers lose an instrumental method they currently use to target many of their customers. In the long-term, they must find a more sustainable solution that is more direct and personal to the consumer. One way to achieve this is by seeking out and relying on first-party data from owned audiences. The other, and what would be much more complicated to navigate, is building better relationships with customers and the media they consume. Moreover, many experts predict that the real winners will be walled gardens like Google, Facebook, and Amazon, who now stand alone in their ability to provide a high degree of targeting at scale. The trend toward a cookie-less web impacts publishers and third-party ad-tech platforms the most, since this will require them to sell and serve ads in new ways. Digital publishing was already under pressure as ad budgets have shifted from their owned and operated properties to the big platforms. Some publishers, like The New York Times, have had success by refocusing their efforts on driving digital subscriptions. In short, we can expect a greater emphasis on one-to-one relationships that are personalized and relevant — but this won’t come without some obstacles and the likely continued flow of ad budgets to the big platforms. LIQVD ASIA, today is ready with Compass Suite, an opt in multivariate first-party consumer data set of more than 350 million unique data points along with its own DMP and PDX to decrease the ad waste by 36% and increase ROI of our clients. It’s our 7th anniversary and we are extremely elated to be ready for the future. - By Arnab Mitra, Managing Director, LIQVD ASIA WORLD WIDE

A cookie-less tea party and a digital agency

<ul><li><keyword id="11902353" type="UNKNOWN" weightage="20" keywordseo="havas-media-group-india" source="Orion">Havas Media Group India</keyword> has launched <keyword id="11902356" type="UNKNOWN" weightage="20" keywordseo="converged" source="Orion">Converged</keyword> – an identity-based planning and buying platform that keeps the audience and consumer behaviour at the centre of the media process.</li><li>Through a robust and thoroughly tested data management approach, Converged can seamlessly integrate disparate data sources from client's homegrown tech stacks into a single, easy-to-use system making that data available and accessible for media executions.</li></ul>In light of the cookie-less future and an increasing focus on data privacy, <keyword id="11902354" type="UNKNOWN" weightage="20" keywordseo="havas-media-group" source="Orion">Havas Media Group</keyword> India has launched Converged – an identity-based planning and buying platform that keeps the audience and consumer behaviour at the centre of the media process. This is a forward-thinking and active step towards preparing businesses for the future by optimising and allowing for stronger insights, tighter targeting and a more consistent customer journey through the Group’s new operating system – Mx, which delivers media experiences through meaningful media engagement. Converged fuels the Mx system at every step in the process. It enables the creation of addressable audience segments based on 1st, 2nd or 3rd party data and helps in generating robust audience insights. It helps build target audiences across channels and is directly connected to addressable media buying channels. As Havas’ common data platform, this also enables analysis, which assesses the success of audiences selected in campaigns thereby linking to the sales performance. Through a robust and thoroughly tested data management approach, Converged can seamlessly integrate disparate data sources from client's homegrown tech stacks into a single, easy-to-use system making that data available and accessible for media executions. Converged is flexible, tech-agnostic, locally compliant and adaptable for clients. Using a rent-not-buy approach, Converged allows us to tap into the best data solutions in each market, thereby delivering solely on what’s right for the clients. In India, Havas has collaborated with Eyeota, a leading data partner to global enterprises, &amp; is planning on working with additional data providers to bring in further depth and insights. Converged, currently covers data from 16+ industries and traits classified by intent, interest, past purchase, owner/employment &amp; socio-demographics. Commenting on the launch, <keyword id="11902352" type="UNKNOWN" weightage="20" keywordseo="mohit-joshi" source="Orion">Mohit Joshi</keyword>, CEO, <keyword id="11902355" type="UNKNOWN" weightage="20" keywordseo="havas-media" source="Orion">Havas Media</keyword> Group India, said, “Volatility and change are the new normal, at least for the next few years, and to make sure we are able to seamlessly navigate these uncertainties, we need to be future-ready. Converged is our solution for brands to continue to serve meaningful content to consumers throughout the customer journey and enable them to measure success against all metrics. The fundamental goal of this collaborative approach is to ensure that both the agency and client work in a data driven culture, where data sits at the heart of strategic and investment decision making.” <keyword id="11902358" type="UNKNOWN" weightage="20" keywordseo="rohan-chincholi" source="Orion">Rohan Chincholi</keyword>, Head – <keyword id="11902357" type="UNKNOWN" weightage="20" keywordseo="digital-services" source="Orion">Digital Services</keyword>, India, Havas Media said, “Leveraging Converged to help generate consumer insights and reach them throughout their journey has proven to be of great value to our clients. We’re excited to continue to launch with new clients and additional data sources to drive even more meaningful media experiences for consumers.”

Havas Media Group India launches an identity-based audience planning platform, Converged

<ul class="summary-list"><li><keyword id="6355629" type="DEFINITION" weightage="60" keywordseo="google">Google</keyword> said Thursday it's pushing back its plan to kill off third-party tracking <keyword id="118638" type="PERSON" weightage="60" keywordseo="Cookies">cookies</keyword> in Chrome.</li><li>It now expects to phase out cookies and replace them with tech from its <keyword id="8015369" type="UNKNOWN" weightage="60" keywordseo="Privacy-Sandbox">Privacy Sandbox</keyword> by 2023.</li><li>The delay comes after Google pledged to give oversight of the cookie changes to the UK's antitrust watchdog.</li></ul>Google said Thursday it intends to delay by more than a year its <a href="https://www.businessinsider.com/google-chrome-controls-advertisers-change-targeting-strategies-2019-5?utm_campaign=sf-bi-main&amp;utm_medium=social&amp;utm_source=facebook.com&amp;fbclid=IwAR2BhgNs9mvecuJE9g3TXUwfdTJ1OeF3P9T8lncxY-39Z032jbaZKiOSbUM&amp;r=US&amp;IR=TUM&amp;r=US&amp;IR=T">plan to kill off third-party cookies within its Chrome</a> browser, a move likely to be well-received by the online ad industry, <a href="https://www.businessinsider.com/advertisers-are-panicking-over-googles-plan-to-ditch-cookies-2020-2">which has been scrambling to shift to alternative technologies</a>.Writing in <a href="https://blog.google/products/chrome/updated-timeline-privacy-sandbox-milestones/">a blog post</a>, Google <keyword id="6355135" type="UNKNOWN" weightage="60" keywordseo="Privacy">Privacy</keyword> Engineering Director Vinay Goel set out a new timeline for Chrome's cookie phase out and deployment of alternative technologies as part of its "Privacy Sandbox" initiative, which it now expects to complete by late 2023."While there's considerable progress with this initiative, it's become clear that more time is needed across the ecosystem to get this right," the blog post said.Google has now set out an extended timeline for the changes. Stage one is expected to start in late 2022, during which time publishers, advertisers, and adtech vendors can migrate their services to work with new cookieless technologies. The next stage is the cookie phase out, expected to start in mid 2023 and finish later that year.Google first announced its intentions to kill off the tracking cookies, which advertisers use to track users around the web and target them with ads, <a href="https://www.businessinsider.com/google-chrome-controls-advertisers-change-targeting-strategies-2019-5?utm_campaign=sf-bi-main&amp;utm_medium=social&amp;utm_source=facebook.com&amp;fbclid=IwAR2BhgNs9mvecuJE9g3TXUwfdTJ1OeF3P9T8lncxY-39Z032jbaZKiOSbUM&amp;r=US&amp;IR=TUM&amp;r=US&amp;IR=T">in January last year</a>. The company said the plan, which originally had a "two-year" deadline, was to replace third-party cookies with more privacy conscious technologies.Since then, Google and other online ad industry players have been <a href="https://www.businessinsider.com/google-chrome-engineering-director-justin-schuh-privacy-sandbox-2021-2">experimenting with new APIs</a>, or application programming interfaces, designed to prevent the tracking of individual users while still allowing advertisers to target clusters of people by their interests and measure the effectiveness of their campaigns.Google said Thursday that the Chrome team and other companies have suggested more than 30 proposals for new privacy-focused ad technologies in areas including ad measurement, targeting, and fraud detection. Of those proposals, four are in the "origin trial" stage, Google said, allowing other developers to experiment with the new features.Chrome's cookie plans and Privacy Sandbox experiments have sparked <a href="https://www.businessinsider.com/google-chrome-engineering-director-justin-schuh-privacy-sandbox-2021-2">frenzied debates in the online ad industry</a> and among the privacy community, with some experts speculating the moves could <a href="https://www.businessinsider.com/googles-no-tracking-promise-not-about-privacy-2021-3">serve to cement Google's advertising dominance</a>. Chrome is by far the most-popular global web browser, cornering two-thirds of the market, while Google also continues to maintain its lead in the online ad space. EMarketer estimates Google will take a <a href="https://www.emarketer.com/content/duopoly-still-rules-global-digital-ad-market-alibaba-amazon-on-prowl">28.6% share of worldwide digital ad spending this year</a>.Google's moves have also caught the eyes of global regulators. Earlier this month, <a href="https://www.businessinsider.com/google-offers-uk-oversight-chrome-third-party-cookie-plans-2021-6">Google said it would give the UK's Competition and Markets Authority oversight of its plans</a> to roll out technologies from the Privacy Sandbox, including offering the watchdog a 60-day "standstill period" before it introduces any changes.Google also pledged to limit how it will use and combine individual user data for digital ad purposes and said it will not discriminate against rivals in favor of its own ad products when implementing cookie alternatives. The commitments were offered in response to an <a href="https://www.gov.uk/government/news/cma-to-investigate-google-s-privacy-sandbox-browser-changes">investigation</a> the CMA launched into the Privacy Sandbox in January.Earlier this week, the <a href="https://www.businessinsider.com/google-eu-antitrust-investigation-ad-business-2021-6">European Union opened an antitrust probe into Google's advertising practices</a>, including the company's plans to phase out cookies in Chrome.Simon Andrews, founder of mobile marketing consultancy Addictive, said while a large portion of online ad businesses mistrusts Google, the industry needs to reach a consensus around building new privacy-focused solutions that are usable for all the players across the sector."Like it or not, we need Google to come up with something that the industry can get behind because if they don't, nobody else will, and there will be a Balkanization of everything," he said.

Google is delaying its plan to kill third-party cookies in Chrome until 2023

<ul><li><keyword id="6358918" type="General" weightage="20" keywordseo="deloitte" source="Orion">Deloitte</keyword> releases annual <keyword id="12494953" type="General" weightage="20" keywordseo="global-marketing-trends" source="Orion">global marketing trends</keyword> report. </li><li>The survey indicates that with 79% of people switching to remote work, new talent pools emerge for companies that were once confined by geographic limitations.</li></ul>Deloitte Global’s ‘2022 Global Marketing Trends – Thriving through customer centricity’ highlights that customer engagement and experience plays an integral role for businesses across the globe to meet the challenges of today’s volatile markets, shifting the dynamics of the marketing industry. According to Deloitte’s survey, business leaders need to refine their approach to deliver a more holistic experience to their customers, employees and society. Speaking about the evolution of customer engagement strategies, <keyword id="137473" type="General" weightage="20" keywordseo="ajit-kumar" source="Orion">Ajit Kumar</keyword>, Leader, Customer and Marketing - Consulting, Deloitte Touche Tohmatsu India LLP said, “The marketing trends endorse the view that customer centricity needs to be at the core of all our strategy and innovation. Businesses will thrive and stay relevant by understanding customer expectations and creating exceptional customer experiences. Moving away from cookies to designing human-first data experiences in a hybrid world supercharged with AI is the way forward. The conscious and conscientious Indian consumer demands the best of service and quality, and purpose builds credibility.” The survey lists down the following trends for businesses of the future: <ol><li>Purpose — a beacon for growth: Many businesses are redefining their value proposition and how they make an impact beyond profit through “purpose,” as consumers are prioritizing price and quality in purchasing. For high-growth brands purpose not only inspires product and service delivery, but also guides employee decision-making and corporate social responsibility investment strategy. The survey indicates that with 79% of people switching to remote work, new talent pools emerge for companies that were once confined by geographic limitations.</li><li>Authentically inclusive marketing: Consumers want to support brands that represent them and their values;high-growth brands are more frequently establishing key performance metrics for diversity, equity and inclusion (DEI) objectives than their lower-growth competitors. Simultaneously, the highest-growing brands are reducing the cultural and demographic distance between the makeup of their teams and the markets they aspire to reach.</li><li>Building the intelligent creative engine: Due to pandemic, most of the workforce shifted to remote working. With the growing remote workforce, collaboration should be a priority in helping ensure these new voices and skills are fully embedded within the organization and marketers can create pods of various skill sets, such as data scientists, programmers, graphic designers, and creatives, to work on strategic objectives.</li><li>Meeting the customer in a cookieless world: Growth leaders are rethinking customer marketing and data strategy in a rapidly changing digital world. Marketers should look to strengthening the relationships with partners, such as tech giants and media publishers, to gain access to their walled gardens and corresponding data insights.</li><li>Designing a human-first data experience: Consumers are increasingly wary of brands that seem to follow their every move and there is a fine line between helpfulness and intrusiveness when it comes to consumer data. The abundance of customer data available can lead to a paradox within organizations, with marketers seeking to use that data to create better customer experiences and chief information security officers (CISO) working to adhere to privacy regulations. The CMO should work with the CISO to cultivate customer trust through better data practices, designing experiences that create value, provide transparency, and empower customers to control their own data journey.</li><li>Elevating the hybrid experience: Now that brands are more adept at digital delivery, the next challenge is providing the best integrated physical and digital, or hybrid, experiences. Businesses can elevate their hybrid experiences by expanding choices, integrating feedback, and investing in the technological infrastructure that can bring these design principles to life.</li><li>Supercharging customer service with AI: A dynamic experience for customers means delivering the assistance and information they need, when, where and how they want it. By designing and deploying an AI strategy that helps brands meet customers in their moment of need, marketers and customer service leaders can create an end-to-end customer experience that seamlessly blends AI and human service — ultimately, to better serve their customers and their bottom line.</li></ol>Ashvin Vellody, Partner, Deloitte Touche Tohmatsu India LLP said, “The 2022 Global Marketing Trends report provides a blueprint for action for Indian businesses. The themes highlight a clear call to action on two levels: one, purpose and human centered marketing strategies will work - a clear roadmap on how to translate purpose driven marketing and a human first data experience by showcasing this in every customer interaction to build trust and connection with the customers of the brand; and second, technology at the core of marketing transformation - acknowledging that the complexity of providing world class customer experiences can only be done by an active, integrated use of a set of digital tech to simplify, integrate and provide meaningful insights.” Methodology To ensure a globally relevant, cross-topic understanding of marketing and the customer experience, Deloitte conducted two global surveys and 18 in-depth interviews with global executives. The “Global Marketing Trends Executive Survey” polled 1,099 C-suite executives from global companies and asked chief executive, marketing, information, finance, operating, legal, and human resource officers their thoughts on a variety of topics driving the evolution of the marketing function. As this report focuses on marketing and customer experience leaders, 50% of the respondents consisted of chief marketing officers or those with similar titles (such as chief experience officer and chief growth officer), with nearly equal distribution across the other C-suite roles. The “Global Marketing Trends Consumer Survey” polled 11,500 global consumers, ages 18 and above, in May 2021 across 19 countries: United States, Canada, Mexico, Brazil, Chile, South Africa, Sweden, United Kingdom, Italy, Ireland, France, Spain, Turkey, Switzerland, Denmark, Portugal, Japan, India and China. Separately, executive interviews were conducted throughout 2021 and involved 18 executives who either currently or previously held chief marketing, customer experience, or executive officer roles. Their insights were key to uncovering the trends included in this report.

CMOs should work with the CISO to cultivate customer trust through better data practices: Deloitte Report

<ul><li><keyword id="226149" type="PERSON" weightage="20" keywordseo="Publicis-Groupe">Publicis Groupe</keyword> strengthens media operations; infuses full spectrum of Digital, Data, DBT &amp; Tech</li><li><keyword id="334781" type="COMPANY" weightage="20" keywordseo="Tanmay-Mohanty">Tanmay Mohanty</keyword> appointed as CEO Media Services, <keyword id="1137482" type="PERSON" weightage="20" keywordseo="Publicis-Groupe-India">Publicis Groupe India</keyword>.</li></ul>Publicis Groupe India today announced key changes in the media services domain. It is bringing together Data Science, Programmatic and Media Tech along with Zenith and Starcom, under a common leadership to further strengthen focus on scaled media, real identity and data capabilities. This realignment will help expediting its media product around Epsilon PeopleCloud, Epsilon powered data services, programmatic amongst others. Sapient Razorfish, will also be part of this offering and will focus on consulting solutions around full spectrum of real identity, digital, data and media tech. Tanmay Mohanty will now assume the newly created role of CEO Media Services, Publicis Groupe India. A force for digital and data transformation throughout his career, Mohanty’s most recent four years as CEO of Zenith, have been spent in expanding the Mumbai and Bangalore footprint of Zenith, operationalising Epsilon PeopleCloud platform, helping clients pivot to a data-driven future and contributing to key new business wins like Hero MotoCorp and GSK. There are a few other key promotions announced in this structure. Jai Lala now takes on the role of Chief Executive Officer, Zenith and will continue to work with Tanmay. In his two plus years as COO for Zenith, he has been instrumental in driving excellent client relations and operational efficiencies across the board. He has also been instrumental in settling the Zenith Delhi operations. Sejal Shah gets elevated to the role of Managing Director and Head Publicis Media Exchange across mainline and digital. In this capacity, she will work closely with all the Groupe agencies. She will also continue to oversee Publicis-in-Motion, the Groupe’s experiential, shopper and OOH marketing Practice. Rathi Gangappa, Chief Executive Officer Starcom, Aditya Khanna, MD Sapient Razorfish, Deepak Pant, Managing Partner and Head of Data Science, Anil Pandit Senior VP and Head of Programmatic will all work with Tanmay in this role. Anupriya Acharya, CEO, Publicis Groupe South Asia says, “As the market transitions into a cookieless future, privacy-first approaches and omnichannel consumer journeys, some of which have been accelerated by the pandemic, there is greater spotlight on strategies required to make clients win against a changing, dynamic landscape. So earlier in the year, we bolstered our creative agencies capabilities on the digital marketing solutions. Now we wanted to realign our media capabilities in a manner that propels the synergies between data, tech, digital to deliver scaled media solutions developed from a deeper understanding of audiences and how best to influence them.” Speaking on Tanmay’s appointment, Acharya added, “Tanmay has an exceptional range of experience in digital, data, media and technology. Coupled with his leadership on nurturing agency teams with strong client centricity, makes him a natural fit for the role.” Tanmay Mohanty said, “ I am both delighted and excited with the opportunity. Media is increasingly a critical and strategic part of the entire mix and the focus is on real-time messaging, compelling solutions delivered at scale, efficiently and with speed. The new alignment builds on our core competencies on digital, data and tech and also helps leverage all the diverse expert skills in a more unified manner. I look forward to working with our very talented teams to further build on our momentum on media excellence.”

Publicis Groupe consolidates Data Science, Programmatic and Media Tech with Zenith and Starcom, under a common leadership

<ul class="summary-list"><li><keyword id="6355629" type="DEFINITION" weightage="60" keywordseo="google">Google</keyword> says it will no longer track individual users as they browse the web.</li><li>Google previously moved to eliminate <keyword id="10433270" type="UNKNOWN" weightage="60" keywordseo="third-party-cookies">third-party cookies</keyword>, which are used to target digital ads.</li><li>Google's decision could upend the ad industry, which has relied on these types of tracking tools.</li></ul>Google said on Wednesday that it would move away from using technologies that track specific users as they browse the web, a move that could upend the <keyword id="169310" type="PERSON" weightage="60" keywordseo="digital-advertising">digital advertising</keyword> industry.Google had previously announced <a href="https://www.businessinsider.com/google-chrome-controls-advertisers-change-targeting-strategies-2019-5?r=ah-sub">plans to eliminate a technology called third-party cookies</a>, saying its Chrome browser would no longer use it by 2022. The search giant now says that it will not create or use any other tools that identify individual users for <keyword id="35666" type="COMPANY" weightage="100" keywordseo="advertising">advertising</keyword> purposes."Keeping the internet open and accessible for everyone requires all of us to do more to protect privacy - and that means an end to not only third-party cookies, but also any technology used for tracking individual people as they browse the web," David Temkin, Google's director of product management for ads privacy and trust, wrote in <a href="https://blog.google/products/ads-commerce/a-more-privacy-first-web/">a blog post</a>.Google said that it would adopt APIs, or application programming interfaces, that prevent tracking on an individual level and that it intended to preserve user privacy on websites by doing things such as clustering users in interest-based groups. It's been experimenting with tools in its <a href="https://www.businessinsider.com/google-chrome-engineering-director-justin-schuh-privacy-sandbox-2021-2">Privacy Sandbox</a> that are designed to allow advertising to continue to work on the web but in a less privacy-encroaching way.However, Google will still allow its advertising customers to target users across its range of services - from YouTube to Gmail and search - if the users are logged into their Google accounts, <a href="https://digiday.com/media/we-will-not-build-alternate-identifiers-in-drastic-shift-google-will-end-behavioral-targeting-profile-building-in-its-ad-products/">Digiday reported</a>. The announcement doesn't affect mobile apps and mobile-app trackers, and it doesn't prevent publishers from selling ads based on information about how a user behaved on their sites.Google <a href="https://www.businessinsider.com/google-chrome-controls-advertisers-change-targeting-strategies-2019-5?r=ah-sub">announced in January</a> that by 2022 it would eliminate third-party cookies, which help advertisers target digital ads. The decision is a major shift for the technology giant, which is the biggest digital advertising company in the world by share of spending.While Google acknowledged that other providers may continue to offer advertisers the ability to track individuals across the web, its decision could still upend the digital advertising industry, which has long relied on these types of tracking technologies.Temkin said that Google believes these types of tracking methods don't "meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren't a sustainable long term investment."The plans throw a wrench into advertising-industry efforts to create cookieless "universal identifiers" that use more privacy-conscious methods of user tracking, such as encrypted email addresses or login information. Shares in <a href="https://markets.businessinsider.com/stocks/ttd-stock">The Trade Desk</a>, which created the Unified ID 2.0, for example, were trading down more than 7% on Wednesday morning.Google's rivals and other participants in the advertising ecosystem have been watching Google's moves closely. The UK's competition regulator is even <a href="https://www.businessinsider.com/competition-and-markets-authority-launches-investigation-into-google-chrome-and-privacy-sandbox-2021-1">investigating a complaint</a> from an advertising-industry group alleging that Google's decision to remove third-party cookies from Chrome and replace them with technologies from its Privacy Sandbox would limit competition in the digital ad market. Other companies have been adding feedback and <a href="https://www.businessinsider.com/the-advertising-companies-trying-to-save-third-party-cookies-2020-12">discussing their own proposals for cookie alternatives</a> in subcommittees of <a href="https://www.businessinsider.com/apple-google-brave-browser-privacy-fight-2020-10">the World Wide Web Consortium</a>, or W3C, a key web-standards group.

Google announces major shift away from precision-targeting of ads based on everything you do on the internet

<ul><li>The pandemic and lockdown period has brought many new learnings for all businesses, and e-commerce has undoubtedly been one of the sectors with the biggest takeaways.</li><li>As we enter a new year, we reached out to e-commerce platforms to understand what role it would play in 2022.</li></ul>The e-commerce segment has been witnessing a good growth over the last few years and has been showing no signs of slowing down in India. And why would it? Hasn’t shopping become so much easier now? We can buy anything, from groceries and perfumes to expensive jewellery, from the comfort of our homes. The pandemic further brought fundamental and long-term changes in the way people shop and make their purchase decisions. It has accelerated the industry’s growth in the country as historically offline shoppers also downloaded ecommerce apps onto their phones to shop from within the safety of their four walls. The past year and a half has brought millions of new e-commerce users, including from smaller cities and towns who now are comfortable with buying online. The industry has witnessed an uptick of 77% between 2020 and 2021 and Tier II, III cities are transacting more than ever, said a recent report by Bobble AI. This trend has pushed e-commerce platforms to embrace a wide range of regional brands and local sellers, which offer a compelling value proposition to consumers. With increasing internet penetration, e-commerce players are expecting new growth from Tier II, III and beyond, which will cumulatively contribute to $150 billion of e-commerce as per RedSeer Consulting’s report. The Indian market is expected to surpass the US to become the second-largest e-commerce market in the world by 2034, revealed another <a href="https://www.ibef.org/industry/ecommerce-presentation">report</a>. It is poised to reach US$99 billion by 2024 from US$30 billion in 2019, expanding at a 27% CAGR, with grocery and fashion becoming the key drivers of this incremental growth. As we enter a new year and e-commerce further expands its presence deeper into the country, we speak to a few e-commerce platforms to discuss what lies ahead, where would the second phase of growth come from and trends that would dominate the industry. Here’s what they had to say: <keyword id="1922572" type="General" weightage="20" keywordseo="manish-taneja" source="Orion">Manish Taneja</keyword>, Founder and CEO <keyword id="1688931" type="General" weightage="20" keywordseo="purplle-com" source="Orion">Purplle.com</keyword>: The year has witnessed major growth in the beauty ecommerce industry, ushering in the next year with great potential. In 2022, the emergence of virtual reality tools will fuel the industry. Offering virtual beauty experiences that seamlessly merge with an omni-channel approach will be the norm. Over the next year, we at Purplle will invest heavily in technology and data science advancements to further personalize customer experience. Natural, transparent beauty products, effortless shopping with shorter delivery times, data-based product development, and value-driven experiences, are some of the other trends that will emerge in 2022. Bharati Balakrishnan- Country Head and Director, Shopify India: The Indian ecommerce market will continue to evolve in 2022, with D2C brands taking centrestage, driven by growing consumer demand and local brands increasingly making ecommerce a priority. On the one hand, the new shopping habits formed over the past 18 months will become an important factor: consumers have embraced online shopping and are actively choosing small, independent brands. This means that D2C brands are here to stay, and we anticipate the emergence of a new generation of proudly Indian brands across food, fashion and lifestyle. Simultaneously, traditional brands and retailers who dominate offline are evolving to meet the demands of the new consumer - they are building to provide a consistent experience to their consumers across online and offline, and would like to use their own online stores to truly extend their brand promise to existing and new customers. It’s an exciting time to be a consumer brand in India Amit, CEO, <keyword id="9798181" type="General" weightage="20" keywordseo="olx-autos-india" source="Orion">OLX Autos India</keyword>: Rise of the prosumer: The many faces of personalisation With the majority of buyers now clearly preferring online shopping over the traditional format of in-store purchasing, the new trend is inclined towards the forward-thinking, influential and proactive prosumer. Personalisation of the products according to customers preference will be key in 2022. E-commerce marketers will need to integrate personalizing products through advanced technologies in order to provide tailor made and seamless customer experiences. In a cookie-less world, contextual marketing has reared its head in a big way. Targeting consumers has come of age - from category, to keyword, to semantic contextual targeting, now. Many more trends like crypto payments, and dynamic pricing will grow for pure-play retailers. But it is personalization for the prosumer that will chart the way forward. <keyword id="2227756" type="General" weightage="20" keywordseo="prabhkiran-singh" source="Orion">Prabhkiran Singh</keyword>, Founder CEO, Bewakoof: Live video commerce, Virtual trial rooms (or AR/VR driven fit assists), customized lifestyle products and 3D animated UX interactions are the key trends we expect to disrupt shopping experience in the coming year. Video or content commerce would be largely driven by influencer or user generated content. To drive scalability, there will be multiple SAAS companies launching solutions to simplify handshakes between brands and influencers in content acquisition, ingestion and performance driven payments space. Early movers in the space are Myntra Studio, <keyword id="8861782" type="General" weightage="20" keywordseo="trell" source="Orion">Trell</keyword> and Bewakoof Bshots. With large VC investments going into the Web 3.0 and metaverse space, a lot of the product cataloging problems around accurate sizing or fit assessment would become more trivial. We will see brands launching virtual trial rooms, 3D product shoots and fit assistants to bridge the gap between online and offline shopping experience. 3 out of 10 customers who shop on our platform would like to customize their product design and sizing. We see this as a growing trend that multiple brands will adhere to in the coming year. 3D and animated content will become a UX trend in the consumer internet industry. Animations used to be a hindrance to many designers and developers as they may slow the loading speed of websites or apps and it is data consuming. With 5G scaling up and 4G becoming a norm across the country, designers will chose to use more animations. Kashyap Vadapalli, Chief Marketing Officer &amp; Business Head, <keyword id="864887" type="General" weightage="20" keywordseo="pepperfry" source="Orion">Pepperfry</keyword>: ‘MarTech’, which essentially means amalgamation of marketing with technology, is the future of commerce where brands will run marketing in a digital and connected ecosystem to offer an immersive experience to their customers. With the advancement of technology in marketing, consumers are constantly looking for an enhanced buying experience. Thereby meaning, from 2022 onwards we will witness more technology integrated experiences like development of offline Virtual Reality shopping rooms for consumers. Since VR offers an immersive 360-degree perspective, products in virtual design, especially big-ticket items like furniture can be easily a luscious offering for customers who want an interactive experience with the product before making the decision, therefore, simplifying the buyer’s journey. Going forward, I believe, Martech will play a dominant role in the strategic priorities and investments of brands, pushing marketers to embrace digital operations and integrated customer experience. <keyword id="12792513" type="General" weightage="20" keywordseo="shubh-darpan" source="Orion">Shubh Darpan</keyword>, VP- BI &amp; Analytics, Cashify: From the trends we have seen over the past couple of years, we at Cashify believe that the demand for refurbished mobiles is here to stay. It started with the pandemic and subsequent lockdowns when having a mobile became a necessity. Refurbished devices such as smartphones, laptops, tablets, etc. were seen to be preferred by the Indian consumer. Mainly because of the economic aspect of it, the refurbished market has seen an upward motion in India. Moreover, with the shortage of chipsets, there have been fewer smartphone launches in recent times. This too has been a factor in pushing consumers towards refurbished mobiles. Refurbished smartphones offer an optimal and sustainable solution to today's tech-dependent world and we can see it going a long way. Gitanjali Saxena, Business Head - Global Luxury, Tata CLiQ Luxury <div type="image" title="Gitanjali Saxena, Business Head - Global Luxury, Tata CLiQ Luxury" msid="88446509" hostid="261"></div> Inherently, shopping is a social experience. As people continue to spend an increasing amount of time online and on social media, online shopping, which witnessed a huge boost because of the pandemic, is now also becoming social. Social shopping, which is already booming in countries like China, has been gaining momentum in India and will be a leading trend in the coming year. Engaging and immersive formats of selling, such as live commerce, will be at the forefront. In addition, AR and VR will play a crucial role in enhancing the online shopping experience, enabling more personalization, and targeting niche customers. Some of the biggest brands in the luxury fashion and beauty industries are working closely with social media platforms like Instagram and Snapchat to leverage their capabilities of live streaming, in-app shopping, and augmented reality to offer an experience that every luxury customer desires. Snapchat has harnessed the power of technology and introduced an augmented reality lens that allows for a virtual try-on of products. Convenience, personalization, and a sense of community are some of the drivers fuelling the growth of social shopping. The advancement of technology is unlocking a slew of exciting opportunities in social shopping, including user-generated content, virtual product try-ons, direct interaction with brands and peers, and instant gratification. E-commerce platforms will reimagine their strategy to integrate social shopping elements by introducing innovative and engaging formats to bolster their reach and engagement with customers. With social shopping, e-commerce platforms can revolutionize the way people shop on their platforms by presenting a new way of shopping.

Ecommerce: The trends to watch out for in 2022

<ul><li>If an industry can flourish during a global pandemic and one of the worst economic crises we had to face, it can survive through any challenges that come in its way.</li><li>Digital media has proven time and again how integral it is to the advertising industry’s survival and growth.</li><li>However, every year brings with it a set of challenges different from the previous one. So, in our second year-ender, we look at digital marketing, its growth trajectory and look at what lies ahead.</li><li>Experts are optimistic that 2022 will be a game-changer that will help them redefine a lot of rules in advertising, with smarter marketing techniques.</li></ul>The digital marketing industry in India not only managed to weather the pandemic’s impact but also flourished gracefully in 2020. It accelerated at an unbelievable speed, exceeding all predictions and expectations. Brands were quick to adapt, pivoting aggressively from traditional mediums to invest in digital. Digital media became one of the most effective mediums to reach out to people locked inside their houses and stuck to their phone and tablet screens. This trend of increased smartphone consumption is only expected to amplify as more people, especially in Tier II and III cities, engage more digitally and make purchase decisions through websites, apps, social media platforms. Apps have undoubtedly become the most popular destination for consumers and marketers are capitalizing on this trend to engage with them. As per GroupM’s TYNY report, global digital advertising should account for 64.4% of total advertising in 2021, up from 60.5% in 2020 and 52.1% in 2019. Zenith also estimates that global adspend will reach $705 billion in 2021, up from $634 billion in 2019, and will rise to $873 billion by 2024. Digital marketing in India is also at the cusp of a massive revolution as brands explore options beyond <keyword id="640850" type="General" weightage="20" keywordseo="social-media-marketing" source="Orion">social media marketing</keyword> within the digital ecosystem and look to expand their presence across regional markets. RedSeer predicts that India’s digital ad expenditure will grow 10 times over the next decade and will likely account for 70-85% of the total ad market, which currently stands at 33%. It is expected to touch $25-35 billion by 2030 from $3 billion in 2020. So, without a doubt, digital marketing is the future of advertising and the only way brands can grow is by harnessing various digital tools. From buying medicine to groceries or shopping for a wedding, many consumers who would otherwise prefer to browse and purchase in person, have moved to online shopping due to the limitations that the pandemic threw at them. This quick change in consumer behaviour, accelerated by the pandemic, gave a push to e-commerce, performance marketing, augmented reality, mobile marketing, digital animation, video content, voice search, audio advertising and influencer marketing. In this last year, Instagram has also moved beyond just a discovery platform and influencer-led commerce has arrived earlier than expected. According to WARC, Instagram grew to become the largest social media platform globally in 2021 after overtaking the core Facebook platform for the first time. Instagram is forecast to grow to control over a third of the global social media market in 2023. Apart from social commerce, Instagram’s parent company’s Metaverse was the hot topic and trailblazer of 2021. In 2022, more brands will prepare for the next phase of the internet, include Metaverse in their marketing strategy and experiment with AR and VR. As we enter a new year and it brings a new set of challenges, different from the previous one, we speak to digital marketing experts, discuss the industry’s growth trajectory and look at what lies ahead. Here’s what experts had to say about digital marketing’s future in India: Neena Dasgupta, CEO and Director, Zirca Digital Solutions: The dominant trend that seems imminent and set to grow is the cross media measurement. The customer connect is critical given the significant shift in consumption patterns. Understanding the impact of the mediums and planning connect basis that is an inevitability. This would require customer segmentation by cohorts, enablement of linking these cohorts between brand and publisher (any medium) and tracking response and measuring attribution using data integration at a CRM level. The entire system is data and tech driven supported by psychometric tools for the purpose of cohort creation and mapping. All in real time. Single source panel is the need of the hour. And there are multiple measurement organisations working together on this. More importantly it’s critical that a brand understands trading needs to be made more efficient by enabling customer segmentation in real time that can be activated using programmatic means, also in real time. The data pool and nodes will take some time to build as in any data led ML, and eventually it’s data science and creativity at work to engage prospects. Harshil Karia, Co-founder and Managing Director, Schbang: I think two big trends will dominate marketing: 1) More and more brands using a combination of technology to enrich what they do at last mile conversion, data management, and using the marketing data as signals to business and sales teams more effectively. Expect more martech being deployed. And expect more people to learn martech and it's capabilities and the ability to learn and unlearn the same. 2) The use of automation will start to affect creativity. One ad can be delivered in a 100 ways using video Ai and voice. One copy can be written in many ways customised to context. The writers to can work well with an Ai and make it their friend will do well. An Ai works as well as the instructional data it recieves. The factor that will help drive this is increased demands from CEOs to integrate the marketing function into large scale business processes and have the vision to see the value it can unlock - a push but also some patience. The automation allows marketing to now affect at scale far more parts of the organisation than they already have. Marketers and creators will do well to be curious and have a learn it all attitude while knowing and deepening their craft on copy and design." Prashant Puri, Co-Founder &amp; CEO, AdLift: We’re entering the organic first age where prioritizing organic search becomes paramount. We see content playing a vital role here, be it optimizing for voice search or improving user experience via engaging content across all brand touchpoint. We estimate influencer marketing spends to catapult to $150 to $225 in 2022 with brands doubling down on influencer led marketing campaigns across nano, micro and macro influencers - capturing 7 to 9% of overall digital marketing spends in India. Chandni Shah, Founder and COO, Kinnect: The one trend I see dominating 2022 is Social Commerce. The e-commerce industry experienced accelerated growth with the pandemic, and social commerce emerged as the 'flavour of the year'. Social media platforms too joined the bandwagon and introduced features and tools to enhance the consumer journey - from product discovery to purchasing them on/through the platform itself. Covid-19 pandemic in 2020 contributed significantly to the new era of online social retail. In 2020, Facebook introduced Instagram shops, integrating e-commerce and the world's most popular social media platform. In the Covid-19 pandemic, the worldwide social commerce market is anticipated to increase at a whopping <a href="https://www.researchandmarkets.com/reports/5140143/social-commerce-global-market-trajectory-and?utm_source=GNOM&amp;utm_medium=PressRelease&amp;utm_code=rm7g2f&amp;utm_campaign=1434938+-+Global+Social+Commerce+Market+Worth+%24604.5+Billion+by+2027+-+COVID-19+Updated&amp;utm_exec=joca220prd" target="_blank">31.4</a>%. By 2021, social commerce will continue to expand as consumers stick to digital habits, whilst e-commerce and conventional retailers adjust to the post-Covid-19 reality. Combining e-commerce with social media can be highly valuable; it allows consumers to look for brands via social media platforms and search for products they wouldn't usually look for on an e-commerce website. Brand hunt, influencers, and mobile payments are examples of social commerce in action. Thanks to AI, marketers can now gather real-time data on consumers and transform it into actionable insights. The upcoming year will see more users turn into buyers and make purchases through social commerce. Brands that haven't explored the opportunity yet will be quick to jump onto this trend. To sum this up, the shorter the buyers' journey will be, the lesser chance of them abandoning products in their cart. Hareesh Tibrewala Joint CEO of Mirum India: Covid has taught us that every business, big or small, B2B or B2C, irrespective of the category -- needs to have a way of reaching out to the consumers online, be able to showcase ones products and services, collect payment and make delivery. We will see e-commerce driving investments in the area of technology, content creation and media. We will see continued expansion of market places as well as emergence of D2C brands. Within ecommerce we will see movement towards voice-based ordering as well as conversational commerce Harsh Shah, EVP, Business- North and West, Dentsu Webchutney: 2022 is going to be the year of alternate digital realities. Yes, the metaverse! That moment in time where our digital life seamlessly co-exists with our physical life. That year, where our virtual possessions are of as much worth as our real-life possessions. Bank accounts and crypto wallets. Art works and NFTs. One of the key outlooks for brands should be to see how they can use 2022 to prep themselves to be not only present in the metaverse but also for immersive storytelling. With growing interest in the concept and it being part of popular culture, will accelerate adoption. It will outgrow the internet in adoption. Also, with 5G hitting the market, it can act as a great platform to drive that initial burst of growth. Shradha Agarwal, COO and Strategy Head- Grapes: In my opinion, AI will play a crucial role in the digital marketing ecosphere. We have witnessed that from data collection to geo-fencing, AI has been helping businesses grow extensively. The technology comes with such a great combination that it has been used widely in certain aspects such as content creation, chatbots and search engines. Sectors like retail, e-commerce, banking, healthcare, gaming and others are already backed upon on artificial intelligence as it helps them recognize consumer behaviour, search patterns and it also helps businesses understand how customers find their products and services. In the coming time, we would see many others sectors trying their hands on the tool marketers want good sales and better ROI through their marketing strategy. Therefore, AI applications can predict what customers are likely to buy in the future based on their past purchases and browsing history. With this approach, it becomes easier for them to target their users. Also, AI use is becoming of utmost importance for those companies whose business depends on smartphones and drive sales through social media. Hence, AI as a market will grow exponentially. Raman Mittal, CMO and Co-Founder, TO THE NEW: I believe the dominant trend of 2022 will be Contextual Targeting. Contextual targeting isn’t something new, but for a while it was in the shadows because it’s performance was lower than Behavioral Targeting that used cookies. But in this cookie-less world, the modes of serving personalized ads to the audience have shrunk and marketers are moving back to contextual targeting. Whether it is category, keyword, or semantic contextual targeting, it will be exciting to see future developments in this arena. Mohit Gyanchandani, Head, media planning and growth, DCMN India: For several years, the marketing industry has witnessed an ongoing contest between performance and brand marketing in terms of budget, resources and impact. But in 2022, we predict that the old dichotomy between the two will become increasingly blurred. This is in part due to the impact of COVID on businesses. After a volatile 18 months, many organisations are re-evaluating their goals and moulding themselves to survive and thrive in this new economy. Above all, companies know that to succeed, they need to build brand salience. We’re already seeing that for many of our clients, it’s not simply about brand versus performance anymore: the two need to work in tandem. That means bringing both sides of marketing even closer together and building fully integrated, 360 degree campaigns that power growth and build brand recognition across online and offline channels. Marketers will also start looking at results more holistically. Instead of just looking at one specific channel and its impact on direct KPIs, they will look at results through a broader lens: for example, the impact that a TV campaign might have on digital channels like search or retargeting. This doesn’t mean that pure performance-driven campaigns are going away completely. The best approach for a brand will always depend on the company’s stage of growth and their overall marketing goals. But for companies looking to scale, taking a fully integrated approach will be key to achieving cut-through in an increasingly competitive industry." Ankur Gattani, VP - Growth and Marketing, WebEngage around MarTech: Majority of Indian organizations have been using a mix bag of first-party (1P) and third-party (3P) data for marketing and advertising. However, the usage and impact of 1P data are expected to amplify in 2022 in a big way. This trend will dominantly be driven by the legal framework that will prohibit the usage of 3P data and force the adoption for 1P. Organisations like Amazon and Netflix have spoilt the customers with their personalisation mechanisms. What this means is that customers expect personalisation from the websites and apps that they visit. Marketeers will have to make optimal use of data and analytics to bring that level of experience for their customers. Reports suggest that over 80% of marketeers see benefits in leveraging consumer data for marketing. At WebEngage, we work 100% on 1P customer data and we believe this trend will not only help our clients engage with consumers in a meaningful manner but also improve their business ROI. Shivani Kamdar - Associate Creative Director, SoCheers: 2020 &amp; 2021 showed us how content is still the centrepiece of every marketing communication and how brands went the extra mile to establish a better connection with their audience. The coming year is going to be no different, in fact "Localisation of Content" is the need of the hour. A marketing technique for product promotion leveraging the local culture of the target areas by studying their preference, likes, dislikes. The customer begins to relate with the content at a subconscious level which in turn not only helps aid their purchase decision but in the long run, also helps forge a better recall for the brand. One of the key factors that will help drive this trend home is ground research - an intense focus on understanding the consumer intent by renewing SEO efforts. The other is the medium of communication. Building the right story is not enough; finding the most compelling way to sell it will do just the right thing. Will that copy be more relatable as a video or will adding audio to this help enhance the user experience? Consumers are craving interactive, consumable, entertaining content be it on mobile or across social channels; question is, will you give it to them? Dia Kirpalani, VP, Head of Strategy, Blink Digital: As we move into 2022 and beyond, we believe that both marketers and consumers will increasingly seek a clearly demonstrable line to value. To achieve this, marketers will need to harness the ability of end-to-end measurement, with an eye on their north star metric. India is moving online more than ever. With everything from shoppable content on social media, to conversational commerce bringing India's smaller towns further into the fold, this measurement is progressively important to assess where and how to communicate. Meanwhile, consumers will seek value and authenticity from their brands. Brands that win consumers' hearts will meet consumers where they are with content that has real relevance, whether they access it through voice, video or vernacular. Brands will need to also provide consumers an exceedingly easy content consumption or shopping experience through hiccup-free, friendly interfaces. Importantly, content will also need to authentically reflect evolving consumer values, and this will help determine what brands should communicate. For brands looking to scale up further, this combination of multiple elements is what will ultimately drive value. Rahul Nanwani, Co-founder &amp; CEO of ImageKit: It is predicted that globally, 82% of consumer web traffic in 2022 would be from videos. With India’s video market set to touch $18 billion by 2026, it will soon play a dominant role in digital marketing as well. Short-form videos have already attracted the attention of many Indians and the market is predicted to reach 650 million users by 2025. Thus, if brands need to reach a wider audience in the coming year, they need to utilize tools that will maximize their outreach through videos. Video optimization and media management tools help improve internal collaboration for teams creating the videos and then ensure that those high-quality videos can load quickly on a user's device. With several advancements being made in this field, brands will be able to provide better customer experiences and ensure their messaging reaches them through videos.

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