Joining the likes of Mother’s Day, Father’s Day and Halloween, Valentine’s Day is up there as one of the shortest, yet highly profitable annual celebrations in the global calendar. With the past decade showing an 138% uplift in Valentine’s Day related shopping, the ‘love economy’ is undoubtedly booming, and this is only set to increase in the coming years.

The New Year is upon us, and with it Apple announces the recent introduction of two new features, Product Page Optimization and Custom Product Pages. Originally announced back in June at WWDC, Apple has now confirmed that the features are available, meaning app marketers can start building more effective App Store product pages in preparation for 2022 when they get their hands on them via Apple Search Ads. 

In our latest Specialist Spotlight piece, we sat down with Elaine van Steenbergen, legal and contracts officer for Incubeta Europe who manages internal and external compliance regulations and policies. Working to protect Incubeta from the risks caused by non-compliance, Elaine spoke to us about GDPR, cookies (or future lack thereof) and compliant data collection. 

It’s no surprise that the ad tech industry is facing an increasing number of challenges in navigating performance attribution. As a result, it’s moving away from last-click or last-interaction models, and becoming more focused on data-driven attribution. After Google’s decision to switch all Google Ads campaigns to a data-driven attribution model by default, more and more companies are asking us about implementing data-driven attribution in their Campaign Manager 360 account. 

Over the last decade we’ve seen the ways in which consumer data is collected, used, and regulated change drastically. The door to sophisticated ad personalization has been thrown wide open, and as such the tracking capabilities of marketers have increased fourfold – enabling brands to significantly boost the efficacy of their customer outreach. And in some cases, violate basic consumer privacy rights. 

As one of only four global Google Marketing Platform (GMP) partners, Incubeta is constantly on the lookout for the latest features and opportunities within GMP and translating these into consumable pieces of content for our clients. This month our focus was on DV360 and how it can make all the difference to your programmatic strategy and performance.