There’s a question that marketing teams are asking more and more often—and it’s not “Should we do influencer marketing?” It’s: How can we integrate it better? 🤔

Because it’s no longer about one-off campaigns or scattered creative collaborations throughout the year. Influencer marketing has earned its place—not as an add-on, but as a strategic growth channel that drives results on multiple fronts: attention, affinity, conversion, community, content, and insights. 📈

The difference now isn’t whether you’re doing it. It’s where you place it within your brand and business architecture. 🧠

And that requires a shift in perspective, from viewing influencers as occasional activations to understanding their cross-functional role within the brand ecosystem.

We’ve identified four key principles that are making a difference in the strategies that actually work. They’re not magic formulas, but they do define how leading brands are integrating this channel with clarity and vision. 🚀

When Content Connects, Business Grows

Leading brands don’t see creator content as a tactical boost or a nice-to-have inspirational touch. They integrate it as a core part of their communication, distribution, and audience relationship systems. Because they’ve grasped something essential: content with credibility moves people more than any brand promise can.

When a brand expresses itself through people with cultural authority, it’s not just seen. It’s felt. And what is felt is remembered. Shared. Bought. Defended.

We’re not talking about a trend or a new performance channel. We’re talking about a sharper, more genuine way to connect with people—where attention is no longer bought, but earned. And it’s earned with content that delivers value, reflects values, triggers emotion, and builds conversation. 💬

According to the 2025 Social Media Study by IAB Spain, 48% of users say they check social media before making a purchase, and 44% state that their final decision was influenced by the content they saw there. This percentage rises to 66% among Generation Z. This shows that when content truly connects with the audience, it directly impacts buying behavior. 📱🛍️

A Living Network of Influence—Not Just a Collection of Collaborations

The strongest strategies aren’t measured by the number of posts or the variety of profiles in a spreadsheet. They’re measured by the consistency of the relationship between brand, creator, and audience. 🔁

The value isn’t only in the content that gets published, but in what that content builds over time: narrative, reputation, positioning.

That’s why more brands are thinking in terms of networks of affinity, not “influencer lists.”

They’re not chasing follower counts—they’re seeking alignment. They build long-term relationships with people who share their vision, codes, and style. And that allows them to amplify their message naturally, broadly, and meaningfully across channels. 

The difference between an influencer campaign and an influence strategy is simple: One makes an impact. The other makes an impact and sustains it.

According to CreatorIQ’s 2024 Benchmark Report, brands that foster long-term partnerships with creators see up to 38% higher engagement rates compared to one-off collaborations.

Influencer Marketing Is Not Just Communication—It’s Brand Intelligence

One of the greatest strengths of creator content is that it doesn’t just create impact. It reflects, informs and measures. Every piece of content, every reaction, every comment… is a live source of cultural data. 📡

It tells us how your audience speaks. What moves them. What they share. What they question. What they reject.

That’s why a well-integrated strategy not only drives media or sales KPIs—it also enhances positioning, the funnel, and business insights. The channel works best when it’s not operating in isolation, but when it’s connected to everything else. It’s not just another puzzle piece. It’s the thread that can tie many pieces together—and give them meaning. 

Integration Isn’t Doing More—It’s Making Everything Work Together

Here’s one of the most common mistakes: confusing integration with accumulation. You don’t need more formats, more platforms, more scattered actions. You need your pieces to speak to each other. Influencer marketing should drive business, not just visibility. And your brand should show up where things are happening—not as a spectator, but as a part of the culture. 💡

The value doesn’t lie in “trying new things.” It lies in consolidating learnings, scaling what works, and sharpening what resonates. It’s not about making noise—it’s about having relevant presence. 📍

It’s not about putting your logo in more places, but about placing it in the right contexts, with the right people, in a consistent and coherent way. 

We see this every day. And if you’re reading this, you probably already know that it’s no longer about simply being present… it’s about doing it right.

Because in the end, the difference between just another campaign and a channel that reshapes your brand’s trajectory lies in how you choose to integrate it from now on.

Are you ready to make the leap and take your brand to the next level? 🚀

Landing Page Optimization: The Secret to Boosting Your Paid Media ROI

Are you pouring budget into perfectly set-up paid campaigns… and still not seeing the return you expected? You’re not alone. But here’s the twist: maybe your campaign isn’t the problem—your landing page might be.

In this post, we’ll explore how Landing Page Optimization (LPO) can radically improve your Paid Media performance, help you make the most of your investment, and give you the tools to convince your clients and teams to prioritize it.

Whether you’re part of a Paid Acquisition team, a Making Science account manager, or a client trying to scale smarter, this guide is your shortcut to unlocking greater results—without touching your campaign setup.

Why CRO Is Your Paid Media’s Best Friend

Let’s be clear: Conversion Rate Optimization (CRO) isn’t just a nice-to-have. It’s the missing piece in many Paid Media strategies.

You’re likely optimizing your audiences, bidding strategies, creatives, and platforms… but what happens after someone clicks your ad?

If your landing page fails to convert, even the best campaign won’t deliver. That’s where Landing Page Optimization steps in.

Did you know?
Brands that actively run CRO tests can see up to 30% increase in conversions—without increasing ad spend.

What Is Landing Page Optimization?

Simply put, Landing Page Optimization is the process of improving the elements on your landing pages to encourage more users to take action—buy, sign up, request a demo… you name it.

It involves:

• Aligning messaging with your ad copy
• Improving page speed and UX
• A/B testing layouts and CTAs
• Removing friction and distractions

When done right, LPO doesn’t just improve conversions—it maximizes your ROAS (Return On Ad Spend) and makes every click count.

When Should You Prioritize LPO?

Let’s say your:

• CTR is strong ✅
• Campaign setup is solid ✅
• CPC is competitive ✅
• But ROAS is down ❌

That’s your cue.

If you’ve optimized your campaigns and you’re still not hitting targets, it’s time to look at your landing pages.

We often see Paid Media teams focus heavily on traffic—but forget that the true goal is conversion.

How to Sell LPO to Clients and Internal Teams

Here’s how you can pitch Landing Page Optimization with confidence:

1. Speak in ROI:
   Explain how LPO gets more value from the same budget.
2. Share quick wins:
   Clients love tangible results. Show A/B test examples with before/after metrics.
3. Highlight the opportunity cost:
   A weak landing page wastes media spend. It’s like sending traffic into a leaky funnel.
4. Align with business goals:
   Talk about revenue, leads, and growth—not just clicks or impressions.

💡 Pro tip: Ask the client, “What if we could increase your conversions by 15% without increasing your media budget?” That’s the LPO effect.

Real Impact, Real Fast

Unlike some long-term strategies, Landing Page Optimization can bring fast, measurable improvements.

Run a test. Get the data. Optimize. Repeat.

💥 Example: One Making Science client saw a 27% lift in lead volume after 3 weeks of LPO testing—with no increase in ad spend.

Conclusion: Don’t Let a Perfect Campaign Fall Flat

Landing Page Optimization is often the unsung hero of Paid Media success. When campaign setups are already tight, this is where real growth happens.

So next time your ROAS drops despite strong performance metrics, don’t panic. Think landing pages. Think CRO. Think opportunity.

Want to keep your media spend from going down the drain?
Start optimizing where it truly counts—after the click.

👉 Got a landing page in mind? Let’s test it. Let’s improve it. Let’s boost your Paid Media performance—together.

Still sending traffic to the same old page?
You might be paying for visits, not conversions. Let’s change that.

💬 Have questions or success stories? Drop them in the comments—we’d love to hear from you.

📊In today’s fast-paced B2C world, simply having customer data isn’t enough. Businesses are swimming in information – from website visits and past purchases to social media interactions and customer service queries.

💡The real challenge is making sense of it all and using it to genuinely increase sales.

💡This is where Salesforce Data Cloud steps in, offering a powerful way to transform raw data into actionable insights and drive significant growth.

❓What’s the Big Deal with Data in B2C?

Think about it: every customer interaction leaves a digital footprint. For B2C companies, understanding these footprints is key. If you know what your customers like, how they behave, and what their preferences are, you can offer them exactly what they need, at the right time, and through the right channel.

🎯This personalized approach isn’t just a nice-to-have anymore; it’s a sales imperative.

🚀How Salesforce Data Cloud Makes Data Work for You

Salesforce Data Cloud isn’t just another database; it’s a sophisticated platform designed to unify all your customer data in one place. Imagine having a single, comprehensive view of every customer, no matter where their information originated. This “single source of truth” allows you to:

• Understand Your Customers Deeper: By bringing together data from marketing, sales, service, and e-commerce, Data Cloud creates rich, 360-degree customer profiles. You can see their entire journey, from their first interaction to their latest purchase, and beyond.
• Segment Your Audience Smarter: Gone are the days of broad marketing campaigns. With unified data, you can create highly specific customer segments based on detailed behaviors, demographics, and preferences. This means sending the right message to the right person.
• Personalize Experiences at Scale: Once you understand your segments, Data Cloud enables you to personalize every touchpoint. From tailored product recommendations on your website to customized email offers and relevant ad placements, personalization makes customers feel understood and valued.
• Drive Proactive Engagements: With real-time data insights, you can anticipate customer needs and engage them proactively. For example, if a customer browses a specific product category repeatedly, you can send them a timely offer or information about those items, increasing the likelihood of a sale.

💰From Data to Dollars: The Sales Impact

The direct link between Salesforce Data Cloud and increased B2C sales is clear. When you understand your customers intimately and engage with them personally, several things happen:

• Higher Conversion Rates: Relevant offers and personalized experiences lead to more purchases.
• Increased Average Order Value: When customers find exactly what they’re looking for, or discover related products they genuinely need, they tend to spend more.
• Improved Customer Loyalty: Personalized interactions build trust and make customers feel valued, encouraging repeat business and long-term relationships.
• Optimized Marketing Spend: By targeting the right customers with the right message, your marketing efforts become more efficient and yield a better return on investment.

✅The Bottom Line

Salesforce Data Cloud empowers B2C businesses to move beyond scattered data and embrace a truly data-driven approach to sales growth. By unifying customer information, enabling smarter segmentation, and facilitating highly personalized experiences, it allows companies to connect with their customers on a deeper level, ultimately leading to significant increases in revenue and customer loyalty.

🤝Making Science has extensive experience in implementing and optimizing these types of Salesforce solutions, helping businesses unlock the full potential of their customer data to achieve their sales goals.

Are you tapping into the full potential of your digital data or just scratching the surface? Google Analytics 4 is here to change the rules of the game… but only if you know how to play.

📍 Introduction

Since its launch, Google Analytics 4 (GA4) has positioned itself as the new standard in digital analytics. But what makes it so special? And why are so many companies looking for Data Analyst profiles specialized in GA4?

In this post, we explore what GA4 is, why it has replaced Universal Analytics, what this change implies for your company, and how an analyst can turn data into real growth. If you manage digital channels, ecommerce, paid media or UX, then read on.

💡 Fun fact: according to Google, more than 50% of companies that have migrated to GA4 are still not properly exploiting their data due to a lack of analysts or advanced configuration.

🎯 What makes GA4 different?

1. It measures people, not just sessions

GA4 focuses on the user, not on visits. This allows you to analyze the real journey of your customers across channels, devices and platforms.

It no longer matters how many users visited your site, but who they are and what they do.

2. Personalized events: you decide what matters

No more measuring only page views. In GA4 you can track specific interactions: clicks, forms, scrolls, downloads etc. And the best part: everything is flexible, without depending on your IT team at every step.

3. Predictive models within everyone’s reach

GA4 gives you predictions such as conversion or abandonment probability, so you can prioritize actions based on data, not assumptions.

🧠 What if you knew which users are about to stop shopping… before they do?

4. Goodbye cookies, hello privacy

GA4 complies with regulations such as GDPR and adapts without cookies, which is key if your company wants to continue to scale without penalties.

👨‍💻 Why do you need a Data Analyst with GA4 experience?

It is simple: because having data is not the same as understanding it. Let alone acting on it.

✔️ An analyst turns data into decisions

• Configures relevant events and conversions
• Detects opportunities and problems before anyone else
• Relates data to business: sales, leads, profitability

✔️ Able to design useful dashboards for each team

A good analyst doesn’t just extract data, he translates it for Marketing, Product or C-Level. The result? Aligned teams and faster decisions.

✔️ Automate, predict and scale

With GA4 and BigQuery, your Data Analyst can build attribution models, automated reports, or identify hidden patterns that make (or lose) you money.

📌 Raw data is just noise. Advanced analytics turns it into music for your business.

🔚 Conclusion 

Google Analytics 4 has redefined how we measure and understand the digital experience.
However, to take advantage of its full potential, you need a Data Analyst who knows how to extract it, customize it and align it with your business strategy.

At Making Science, we help companies like yours turn analytics into impact. If you’re ready to transform your data into decisions, it’s time to take the next step.

🎯 Do you already have the person to turn your GA4 into a growth engine?

Did you find this article useful?
Share it, leave us a comment, or message us to show you how we work with advanced analytics at Making Science!

Because data doesn’t change your business. The decisions you make with it do.

Today’s media landscape is a maze. Multiple online and offline channels, fragmented audiences, multiplying touchpoints… In this complex environment, the pressure on marketing teams to demonstrate Return on Investment (ROI) and justify every dollar spent is more intense than ever. It’s no longer enough to “be present”; it’s crucial to understand what works, how it works, and, above all, where to invest the next dollar to achieve maximum impact. This is where precise measurement and intelligent budget optimization become fundamental.

Why do we need to measure accurately?

Without proper measurement, media investment decisions are based on intuition, partial data, or vanity metrics that don’t reflect the real impact on the business. The challenges are clear:

• Fragmentation: Consumers interact with brands through numerous channels and devices. How do you understand the complete journey and the role of each touchpoint?
• Data silos: Information is often scattered across different platforms and partners, making a unified view of performance difficult.
• Real impact vs. correlation: Did that campaign really generate sales, or did it simply coincide with a market trend? It’s vital to distinguish causality.
• Short-term and long-term vision: Some actions generate immediate results, while others build brand over the long term. How do you balance both needs?

The key question: Where do I allocate my budget?

Measuring is the first step, but the real challenge is translating that measurement into concrete actions, especially in budget allocation. The fundamental question every marketing manager must answer is: “Given my budget, how should I distribute it across different channels and campaigns to maximize my objectives (sales, leads, brand awareness, etc.)?”
This is where the need for a Media Budget Allocator comes into play.

Current solutions and their limitations

Currently, companies try to solve this puzzle in different ways, each with its limitations:

• Partner reports (agencies, publishers):
  • What they provide: Detailed reports on performance within their specific platforms or channels (e.g., social media campaign results, search ad clicks, GRPs on TV).
  • Limitations: Siloed view. Each partner optimizes for their own channel, without offering a global and neutral perspective on how different media interact. They may have inherent biases towards their own solutions. They make it difficult to compare “apples to apples” between very different channels (e.g., TV vs. TikTok).
• Other technologies (web analytics tools, isolated attribution platforms, MMM, BI): 
  • What they provide: Data on user behavior on the website, long-term insights, attribution models (often focused only on digital or last-click), dashboards with key metrics.
  • Limitations: They may lack a holistic view that robustly integrates offline and online. Digital attribution models alone don’t capture the impact of mass media or external factors (economy, seasonality, competition). MMM models focus on the long term, making short-term decision-making difficult. BI tools show the past but often lack the predictive or integrated optimization capabilities to guide future budget allocation automatically. They require complex integrations and expertise to extract actionable insights for planning.

The comprehensive solution: OptiPhi

This is where an advanced platform like OptiPhi makes a difference. It’s not just another measurement tool but a true strategic optimizer of media investment:

What does OptiPhi provide? EVERYTHING Necessary:

• Holistic and unified vision: OptiPhi integrates data from all relevant sources: online, offline, sales, external factors (competition, seasonality, macroeconomics). It breaks down silos.
• Robust measurement (MMM + Attribution): It combines the best of both worlds. It uses Marketing Mix Modeling (MMM) to understand the strategic impact of all channels (including offline and external factors) in the long term, and enriches it with a cookieless attribution model for tactical digital detail at the platform and strategy level on a daily basis. All within a Unified Measurement Framework.
• Risk-free testing: Conduct experiments to validate the introduction of new platforms or strategies into your models without risk, favoring model calibration and continuous improvement.
• Deep understanding of ROI: It measures the real impact of each marketing activity on business KPIs, separating the incremental contribution from background noise.
• Predictive capability: It doesn’t just look at the past. OptiPhi uses advanced models to simulate future scenarios, facilitating decision-making and investment justification. You can ask: “What would happen if I increase my TV investment by 10% and reduce search by 5%?”
• Budget optimization: This is key. Based on your objectives and constraints, OptiPhi recommends the optimal allocation of the budget across channels and campaigns to maximize return. It tells you exactly where to put each dollar.
• Speed and agility: It provides insights and recommendations month by month, allowing for faster adaptation to market conditions.
• Neutrality: As an independent technology platform, it offers an objective view without bias towards any specific channel or partner. Furthermore, the platform can be implemented in the client’s environment, maintaining the privacy of their data.

Conclusion: From intuition to intelligent optimization

In today’s competitive environment, managing the media budget based on partial data or intuition is too high a risk. The need for accurate measurement and, above all, for a tool that translates those insights into optimal budget allocation is critical.
Traditional solutions offer value but often in a fragmented or incomplete way. A true budget optimizer like OptiPhi provides the holistic vision, predictive capability, and optimization recommendations necessary to navigate the complexity of the media landscape and ensure that every dollar invested works as efficiently as possible to achieve your business objectives.
Are you ready to stop guessing and start optimizing your media investment strategically?
Discover more about OptiPhi here

Let’s face it: eCommerce is competitive. That’s why data is your most valuable asset.

But it’s not just about collecting data; it’s about understanding it and using it to drive growth. Google Analytics 4 (GA4), with its event-driven structure, empowers you to gain much deeper insights into customer behavior. Tracking key events is essential for unlocking the full potential of your online store.

GA4 and the Power of Events

GA4 differs from its predecessor, Universal Analytics, by focusing on events. Every user interaction, from a simple page view to a complex transaction, is captured as an event. This allows for a more flexible and detailed analysis of the customer journey, providing eCommerce businesses with unprecedented visibility into how users interact with their online stores.

How GA4 Key Events Drive eCommerce Success

Tracking these events enables you to:

• Pinpoint Conversion Funnel Bottlenecks: Analyze user flow across events to identify drop-off points. A significant drop between begin_checkout and purchase suggests checkout friction. You can then investigate and address common issues like:
  • Complex or lengthy forms
  • Hidden or unexpected shipping costs
  • Limited payment options
  • Lack of trust or security indicators
• Optimize the User Experience: Event data shows how users interact with your site. Use insights to improve navigation, streamline checkout, and enhance product pages. For example, if users frequently abandon the cart after adding a specific product, you can analyze the product page to see if information is missing or unclear.
• Personalize Marketing and Retargeting: Create audiences based on event activity. Retarget cart abandoners with tailored ads or offers. GA4’s audience features allow you to segment users based on their interactions, enabling you to deliver more relevant and effective marketing messages.
• Maximize Marketing Spend and ROI: Understand which products and campaigns drive conversions. Allocate your budget to high-performing areas and optimize or eliminate underperforming ones. By tracking events related to marketing campaigns, you can measure the effectiveness of your advertising and make data-driven decisions about where to invest your resources.
• Segment and Understand Your Best Customers: GA4 allows you to segment users based on purchase behavior and other criteria. Identify high-value customers and analyze what drives their loyalty. Use this information to refine your acquisition strategies and attract similar buyers.

In the competitive eCommerce landscape, understanding customer behavior is essential for growth. GA4 key event tracking provides the data you need to optimize your store, personalize marketing, and drive revenue. Start tracking these events to unlock your eCommerce potential. If you’re not leveraging these insights, now is the time to start.

Reach out today to get in touch with a Making Science expert to learn more about how we can help you utilize the power of GA4 Key Events.

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In the era of automated advertising and artificial intelligence, we have more tools than ever to unlock the full potential of our campaigns. A prime example is Meta’s Advantage+ Shopping Campaigns, where AI plays a fundamental role in optimizing results. These campaigns analyze millions of signals to identify users most likely to engage, purchase, or click on an ad, maximizing performance through data-driven insights.

With automation handling campaigns and audience targeting, creativity becomes the primary focus for optimization. Studies show that creativity is a major driver of campaign performance on platforms like Meta, where brands have only milliseconds to capture users’ attention in an increasingly competitive environment. Additionally, the high volume of ad impressions can lead to creative fatigue, significantly impacting campaign results.

This new digital paradigm highlights the importance of audience automation, but above all, positions creativity as a key lever for advertisers. Recognizing this shift, Making Science launched ad-machina for Social, extending its automated creative generation capabilities from Search and Performance Max to Meta. ad-machina leverages AI to enhance Meta campaign management, helping brands maximize their advertising investments.

What can ad-machina offer you?

ad-machina is designed to help advertisers maximize the value of their Meta campaigns through automation and the use of AI. Through the API, the tool allows campaigns to be created, managed and published in record time, giving advertisers a competitive advantage by significantly reducing execution times while ensuring continuous optimization.

What sets ad-machina apart is its ability to connect to the customer’s first-party data. This opens up a range of possibilities to automate campaigns directly aligned with business objectives, using customized rules such as:

• Automation based on sales data: The advertiser can set up rules so that sale ads automatically include the best-selling or high in-stock products. This not only saves time, but also ensures that ads are always aligned with business needs.
• Adaptation to seasonality and local behavior: for global brands, ad-machina can adjust creatives based on seasonality and local preferences. This is especially relevant for industries like fashion, where demand greatly varies depending on location, seasonality and the weather. By connecting weather data, advertisers can show different product categories for each geographic location. 
• Margin optimization: by connecting product margin data, ad-machina can prioritize the promotion of categories, brands or products that offer higher margins, helping to maximize the value of each euro invested in Meta.

The most disruptive aspect of ad-machina is its ability to apply AI to analyze and improve creative. Meta uses creative as a crucial signal in its Advantage+ campaigns, and ad-machina leverages this intelligence to help advertisers discover which elements within their creative drive better campaign performance.

For example, ad-machina can analyze factors such as:

• Whether the people in the images are smiling.
• Whether natural light is used in the photos.
• The visual style of creativity.

These details, often overlooked because they are difficult to analyze, can make all the difference in a campaign’s performance. Once the technology identifies key success factors, it allows AI-enabled creative to be adapted to incorporate these improvements. This ability to generate new creative quickly solves one of the biggest challenges facing Meta advertisers: creative fatigue.

In a dynamic environment like Meta, where ads quickly reach their fatigue point, the ability to refresh creatives frequently is essential to maintain performance. ad-machina simplifies this process, reducing dependence on creative teams to perform constant refreshes, helping Meta’s algorithms find the right audience through signals like CTR (Click-Through Rate). In automated campaigns like Advantage+, where the audience is no longer selected by the advertiser, CTR becomes a crucial signal to guide the algorithms towards users with the highest purchase intent.

This all happens in real time and without human intervention, allowing advertisers to focus on strategy while the tool takes care of the entire execution. 

Making Science: Leader in AI for Creativity

With ad-machina, Making Science positions itself at the forefront of AI-powered creativity. This tool not only enables advertisers to optimize their campaigns on Meta, but also transforms the way they manage their advertising spend, aligning creative with business needs and using AI to maximize performance.

In an era where automation is redefining digital advertising, creativity is the key to success.  ad-machina empowers brands to thrive in this new era, ensuring campaigns remain fresh, engaging, and highly effective.

We are in the era with digital marketing on top of the world, and looking for the right tools & solutions to excel in your company’s presence is essential. With Google’s Display & Video 360, businesses can reach their target audience with compelling and intriguing still image and video content that drives positive events such as conversions, subscriptions, or whatever your team is reaching to achieve. Let’s look closer into DV360 and the rising question of user privacy within this impactful tool.

So, what is DV360?

Display & Video 360 is Google’s integrated tool for managing programmatic ad campaigns. It’s part of the Google Marketing Platform and offers comprehensive features for planning, executing, and optimizing display and video advertising across various channels. It offers robust analytics and real-time optimization features, making it a powerful choice for advertisers looking to maximize their reach and performance. The impactful feature of enhanced automation helps maintain performance using an advanced AI prediction model to curate an advanced optimization algorithm for your campaigns. Enhanced automation has led to a 60% median decrease in cost per acquisition* in most cases. When it comes to successful verticals, retail, travel, and automotive sectors often see strong performance with DV360 due to its precise targeting and rich media capabilities. What’s unique about DV360, however, is its versatility. DV360’s flexible formatting and diverse content inventory makes it an effective tool across many verticals.

Protecting User Data with DV360

In the year 2024, everyone has seen some case and situation of user data being exposed, which is why 4 of every 5 online users** are worried about their privacy and how easily their data can be stolen. At the same time, 66% of the general population** is still expecting to have a unique, personalized ad experience, which leads to the complications of exposing their data. So, how does DV360 & Google come into the picture and please both parties?

Google continuously updates its practices to ensure user data is protected while maintaining ad effectiveness. Their efforts to continue to preserve user privacy while maintaining a personalized ad experience has been labeled the Privacy Sandbox Initiative. The Privacy Sandbox is Google’s initiative to develop new web standards that prioritize user privacy while allowing targeted advertising. For DV360, this means evolving to use these new technologies, like Federated Learning of Cohorts (FLoC), which should positively impact its ability to deliver personalized ads while respecting privacy. Overall, the changes brought by the Privacy Sandbox should positively impact DV360. While there will be an adjustment period, the move towards more privacy-focused advertising will ultimately build greater trust with users and ensure long-term sustainability for the platform.

DV360 will stay on top

Google’s Display & Video 360 tool is here to stay atop of the digital marketing landscape when it comes to video and image campaigns. Their expansive inventory and capabilities to be activated on almost any platform thanks to Google makes it a top choice for advertisers.

As Google Marketing Platform resellers at Making Science, we are prepared to help deliver the best results for businesses to grow to their fullest potential. Reach out to us today to learn more about our services regarding DV360 and other GMP tools.

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*Source: Google, DV360 & CM360 3P Cookie Deprecation Holistic Readiness Guide, 2023

**Source: Google, DV360: Level Up Webinar, 2024

Black Friday and Cyber Monday (and the related discounts and promotional campaigns) are over. 

It’s time to start preparing our programmatic actions for the most important giving season of the year: Christmas. 

Why start so early?

These days, Christmas shopping begins earlier and earlier, especially in the USA. Based on studies by Statista, this shopping season can start as early as September-some shoppers even start earlier! In the USA in 2020, roughly 40% of Christmas buyers completed their shopping before the end of October, while only 15% of regular consumers start in December. 

Our gift to you

? In the spirit of the season, we’re going to gift you the main insights and customer behavior that you will indeed to adapt your digital strategy, beginning with the following practical recommendations:

• Prioritize the established budget and efforts for the two weeks prior to the beginning of Christmas. This period is fundamental due to the fact that 21% of Christmas shopping happens here.
• Focus on the message and the look & feel of our activities. A message with a clear call to action, with references to this period, helps us to improve interest and user experience.
• Competition increases dramatically during the whole month of December. CPM prices increase due to high demand, so we must prepare our budgets accordingly.
• McKinsey studies confirm that many consumers are seeking holiday inspiration to their shopping decisions on social media. The most influential platforms are Facebook (67%), Youtube (57%) and Instagram (52%). 
• Possible shortage of supply + delivery delays are forcing many consumers to be more proactive about their online shopping. We must be transparent and provide  shoppers clear information about stock and the possibility of delays.

How do you accomplish it?

Now that we’ve considered the panorama and main insights, we’re prepared to plan our digital marketing strategies. Some actions that we can apply to make sure our programmatic campaigns are remarkable include the following:

• Make the most of our audience lists, especially those who have interacted with us most recently. Be sure to include Black Friday and Cyber Monday converters, so as to study users’ profiles and purchase behavior through the audience analysis module. Audiences originating from our Adserver, Data Management Platforms or Customer Relationship Management tools let us create custom, effective campaigns.
• Coherently use third party data: it’s very important to find qualified users, categorized on strict criteria and in accordance with the General Data Protection Regulation (especially if you have international customers).
• Closing direct agreements with Top Publishers helps us to gain users according to certain online behaviors, and in accordance with our historical users.
• Recommend formats: We want to attract the customers that are able to understand our philosophy and promotions. The best way is by crafting a journey wherein the user has multiple creative touchpoints within the same advertising action.

Here we have two options:

• Storytelling for display formats 
• Video sequences for Youtube 

Here we highlight Native creatives due to their high conversion rates, as they are non-invasive to the user because they adapt to different formats and editorial styles. Moreover, it is and easy way to reach a much wider public, thus improving the brand reputation.

These are only some basic tips. There are practically an infinite number of ways to achieve our goals within the programmatic environment. Display & Video 360, like other DSPs, manage a very large inventory. However, the results of our campaigns depends in great measure on our planning and ability to optimize our resources.