Spirit brands concoct multisensory shindigs for next-gen experiential marketing; Walmart to use AR, shoppable content to connect brands with consumers; Amazon deepens measurement tools, brings display ads to Twitch livestreams; Mobile addressability evolves in new paradigm of device IDs, privacy focus
Bombay Sapphire, Johnnie Walker and Grey Goose are some of the marketers using the tactic to explore innovation in ways that are specific to their products.
The company's advertising business is focused on reach, relevance and results as brands contend with a fragmented media landscape and mounting omnichannel demands.
With cookies on their way out and Apple's tracking changes top of mind, panelists at Advertising Week discussed how traditional audience targeting must be reimagined for a privacy-first future.
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