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Thinking Ahead

We stay ahead of a fast-changing landscape. Learn what our specialists think about the trends, data and technology that are shaping consumer behaviour, and how you can positively respond.

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Global / Industry Insight

Navigating Google’s Latest Update: A Shift Towards Quality Content

On March 5, 2024, Google implemented a significant update to its Search Engine Algorithm aimed at improving user search experience by enhancing content quality and combating spam. The Core and Spam Updates were designed to highlight valuable, helpful content while downplaying the visibility of content that does not contribute to user knowledge or needs. This move is part of Google’s ongoing mission to elevate the quality of information available online, prioritizing the user’s value over SEO tactics.

Benelux / Industry Insight

An Amazon Solution for Hyper-Personalized Advertising: AMC

The digital industry is driven by privacy-safe and targeted advertising or “ad addressability.” In other words, being able to target specific groups with personalized content in a way that’s compliant with modern privacy regulations. Amazon Marketing Cloud (AMC) is a powerful tool to help brands achieve scalable and effective ad addressability. 

If you’re currently building your First-Party Data Strategy (absolutely essential) and AMC isn’t a part of it yet, then it might be time to reconsider.

Global / Industry Insight

Navigating Digital Success for 2024: A Guide for Google and Amazon Advertisers in the EEA

As advertisers and marketers, our world is constantly in flux – user expectations are higher, data regulations are more complex, tech is advancing at an incredible pace, and the ecosystem will only continue to move in this direction.

Global / Industry Insight

The Role of Consent Mode in your Path to Privacy-Ready Marketing

Most attempts at organisational change fail because the psychology of change is ignored” – Winum, Ryterband, and Stephenson

While the digital landscape is experiencing an unprecedented paradigm shift towards user privacy, one thing has remained consistent throughout: humans’ reluctance and resistance towards change, especially when it disrupts our routines or threatens our comfort zones. Change can evoke various emotions such as fear, uncertainty, and anxiety, but we tend to forget that change is also at the forefront of versatility, progress, innovation and ultimately success. 

US / Industry Insight

Mission Critical: Getting to Grips with Third-Party Cookie Deprecation

In 2024, Chrome’s third-party cookie deprecation stands out as the most impactful transformation to hit the digital landscape. Currently, these cookies play a pivotal role in prospecting, remarketing, and attribution, making their demise a pivotal moment for marketers.

UK / Industry Insight

Stronger Measurement for Better Marketing – Recap

On February 7, Google Kings Cross office played host to over 120 digital marketers for the Incubeta x Google event titled “Stronger Measurement for Better Marketing.” The event focused on providing practical insights into navigating the evolving privacy landscape, with a focus on leveraging Google Analytics 4 and exploring client stories alongside advanced tools.

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