The cookie has crumbled and it should be good for brand-building

In Vibrant News by bnyquist

Curated News from campaignlive.co.uk on January 20, 2020


More than 60% of total UK ad spend is predicted to be online this year, according to the Advertising Association. Only the US and China have bigger online ad markets. 

For media outlets like The Guardian, this should be good news. The majority of our 5.5 million UK daily audience is online. Our premium environment offers well established media arguments of context, trust, attention, audience affinity and quality.

Those attributes are still agreed to be important on advertising panels across the land.

Why then, did some of the UK’s biggest advertisers buy almost none of our digital inventory in 2019? An answer lies in the ongoing brand/performance debate.

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