How ad agencies can stand out and drive innovation in 2024

Cookie depreciation, zero-party data, privacy and more. There’s a lot in store for ad agencies in 2024 .?

But with great disruption comes great opportunity, and agencies that lean into innovation can find a competitive edge this year.

So, what should agencies do to get ahead? Embracing first- and zero-party data will be essential. Consumers provide this type of information through opt-in methods, like surveys, feedback, loyalty programs and more.

Zero-party data presents a new, consumer-centric paradigm, but brands stand to benefit as well. Verified first- and zero-party data is richer and more reliable than third-party information.

But that’s not the only kind of signal that will shape 2024. Purchase data is poised to replace cookies. Transaction data is a strong identifier of consumer behavior, and it allows for precise campaign performance attribution.?

Agencies can earn their clients’ trust, business and dollars if they can glean insights from real-time and accurate purchase information. Agencies need to be able to prove the impact their campaigns are having and show partners they are adequately prepared for the future.

To really showcase their readiness, agencies can also actively collaborate with retail-agnostic media platforms (RAMPs). These platforms kick down walled gardens and unlock the full potential of omnichannel advertising.?

RAMPs like Fetch have insight into purchase behavior across all retailers. This means they offer a complete picture of the customer and foster a stronger brand-consumer relationship.

Fetch captures 11 million receipts every day. That’s gold for an agency to tap into when they want to understand deep consumer behavior.

In today’s ever-evolving advertising landscape, agencies need to think ahead to stay ahead. Retail-agnostic platforms like Fetch have the zero-party purchase information agencies need to move the needle. By shifting consumer behavior - and attributing that change to a specific campaign - media buyers who incorporate Fetch can win brand support.

There was search, then social and now retail-agnostic media platforms like Fetch. The next wave is here.

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Fetch in the News

Here are Fetch’s top media headlines from the past month:

• The future of advertising is retail-agnostic media platforms – The New York Times
• Consumer savings expert offers tips on how to save and spend responsibly – CBS News | Los Angeles
• How to save money – CNN Underscored
• 19 Ways to Save Money on Your Shopping at 55+ – Parade
• Tips to help pay off holiday debt – PIX 11 | Morning News NY

Industry News

As a leading shopper-engagement platform, we have a finger on the pulse of consumer behavior – but also industry news and updates.

• As the internet goes cookieless, “uncookied” users monetize about 30% worse than with cookies, according to Marketing Brew.
• Insider Intelligence reports that 71% of US retail decision makers have invested in data/AI-enabled content for personalization.
• 52% of Gen Z shoppers said they would switch store allegiance based on self-checkout capabilities , according to a survey by Avery Dennison.

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All the best,

Fetch for Business