Martech

The concept of intent-based marketing isn't new; it has been discussed to the grave. From historical insights to real-time ones, the way marketers use intent data has rapidly evolved.

Google won't be scrapping third-party cookies after all. It plans to focus on the Privacy Sandbox to improve privacy. What does this mean for the industry?

Protected Audience API (PAAPI) will become the cornerstone of effective tech stacks, driving privacy-first marketing strategies. Brands that prepare with PAAPI can minimise the impact of cookie depreciation.

The average user makes the first purchase 3.6 days post install. Marketers are doubling down conversions during the first day with 40% of conversions and over 75% during the first week.

With restaurants, ghost kitchens, and virtual food brands emerging everywhere, leveraging the right technology is essential for minimising financial waste and strengthening financial efficiency.

Central to fulfil the promise of a seamless experience is efficient data collaboration across the various service branches of the super app. 

Brands beware. MFA sites are websites created solely for ad arbitrage. The result is a poor user experience, a negative brand association and a wasted ad budget.

Driven by price changes, nearly half (43%) customers switch stores to find the best promotional offers. How can brands cope with the competition?

How to survive and thrive in the VUCA chaos. Marketers are advised to take proactive steps to prepare for various potential outcomes. This involves being aware of the inherent risks in the market, understanding one's risk tolerance, and having a well-thought-out yet flexible strategy.

As consumers increasingly use mobile devices for shopping, social interactions, and entertainment, campaigns must adapt to these new patterns to seamlessly integrate with the consumers day, explains Oussama Yousfi, Regional Director, Middle East & Africa at Adwake.