Digital attribution and the death of rules-based models
Google has announced the demise of their old rules-based attribution, which has some agencies and clients up in arms. Is this really a bad thing, and hasn’t attribution already been superseded by modern MMM?
Why we block ads
The Ground Control team has had the opportunity to do some sessions with the IMAA and the A-League to talk about what consumers really think about advertising and the particularly pressing topic: why people block ads. To fuel the discussion, we leveraged the data and insights available from GWI. A couple of interesting insights worth […]
Cookies are with us a little longer
Google is, yet again, pushing back its plan to get rid of third-party cookies in Chrome to the back half of 2024, according to their company blog. This is a good time to look at what you’re doing to protect your first-party cookies (these are the tags/trackers from external providers but in the context of your […]
When a recession hits, should you cut your performance budget?
Mi3Australia has written a relevant piece reminding us that we should really avoid cutting brand investment during a recession, and the performance marketing budget should be cut instead. This is definitely counter-intuitive for many businesses, especially those in the business who hold the keys to the marketing budgets. This is also a very good time to make […]