La compañía reconocida por sus estudios e innovación en el mundo publicitario digital, da a conocer cinco variables clave que deberán ser tomadas en cuenta a la hora de diseñar estrategias exitosas en 2024.

In January 2020, Google announced that it was planning to phase out third-party cookies within two years and would comply with Apple’s significant changes to IDFA in early 2021, and the digital marketing world shook. By 2022, all major browsers -- Chrome, Firefox and Safari -- will have blocked the collection of third-party data via cookies, and digital marketers and advertisers will need to utilize other methods of data collection to target their audiences and personalize their content.

As markets come out of COVID-19, the normally predictable highs and lows of seasonal media pricing may see extreme swings. Essence's APAC head of media activation argues that brands who get out in front of the Q4 rush will be rewarded.

The media market has always been ruled by the simple economics of supply and demand. The more valuable the audience and the more competition amongst advertisers, the higher the media price.