For me, storytelling is pure alchemy. It has been a powerful medium of human expression for millennia, imparting meaning and passing down wisdom and knowledge.

Storytelling has played a vital role in human evolution. It facilitated the transmission of critical information needed for survival, such as food sources, water locations, and dangers like predators and illnesses. Humans are social animals, and through time stories have fostered social cohesion and helped communities navigate complex relationships.

Likely because of these compelling benefits, humans are wired to engage with stories. Listening to a story activates not only the language-processing parts of the brain but also regions associated with experiencing—so you don’t just hear, read or see it, you feel it. Chemicals like cortisol, dopamine and oxytocin are released during storytelling, influencing memory retention, emotional engagement and empathy. These elements make storytelling a profoundly impactful form of communication.

Generative AI, driven by large language models (LLMs), can produce stories. But AI storytelling requires significant human input. Users must guide AI through initial prompts and refine its outputs.

AI lacks human curiosity. It cannot explore or grasp nuanced contexts beyond its training data. It wants for emotional intelligence and the ability to feel emotions like heartbreak, joy or fear. Its decisions may be ethically questionable without human oversight. AI cannot draw from authentic lived experiences or convey the intricate emotions behind spoken words.

Enter some pretty high-profile AI–generated brand fails.

So why bother with generative AI at all?

Should we dispense with the use of AI in storytelling completely? Humans need to do so much of the legwork anyway. Germinating the idea and developing the perfect prompts. Checking what pops out and refining, changing, tweaking. Why not cut out the middleman or, rather, the machine?

Besides, aren’t marketing outfits supposed to be framing brands in a more authentic and human way nowadays? Doesn’t it seem perverse to turn to machines to tell stories that will make brands seem more…erm…human?

It pains me to say it, but it seems the jury is still out on this question.

According to a survey of 700 US consumers, humans consistently preferred AI-generated outputs over human content. This was not specifically in the form of stories, but the figures are compelling.

Humans and AI were set tasks. One was to write an introduction for a blog post about the best cat food for indoor cats. AI won 54% to 46%.

In the other five contests, AI trounced humans at writing social media ads (70% to 30% and 54% to 47%), writing a blog post paragraph (60% to 40%), writing a social media post (65% to 35%) and writing a product description (65% to 35%).

Semrush, who commissioned the survey, said in the report: ‘These results show that AI-written content can be effective and resonate with your customers. If you prompt your AI tools well enough, you can create engaging and high-quality marketing copy.’ But added, ‘However, our experiment does not suggest that AI is enough for content writing.’

Humans apparently even prefer AI-generated poetry according to a study from the University of Pittsburgh. Though the caveat here is that the readers taking part in the study were non-expert poetry readers. The authors say: ‘because AI-generated poems do not have such complexity, they are better at unambiguously communicating an image, a mood, an emotion, or a theme to non-expert readers of poetry.’

However, the ‘complexity and opacity’ of human-written poetry is, for experts at least, the main appeal. The results would have been quite different if the participants had been poetry buffs.

AI can serve as a powerful tool, particularly in areas such as content marketing. It can make storytelling more accessible, personalised and scalable to the general consumer.

However, an AI-generated novel is unlikely to win the Pulitzer Prize any time soon. Stories crafted from genuine human emotion and experience will continue to resonate most deeply.

Until, that is, Blade Runner-style replicants start exhibiting human emotions and empathy. But that’s another story…

Welcome to the podcast blog for B2B decision-makers. We’ll dive deep into the podcast world and bring you insider secrets on how podcasts can boost business and elevate your brand. Get expert tips on podcast strategies, right here, right now. Let’s kickstart this blog with your host, sorry…writer, Laura Ansdell.

From niche entertainment to a mainstream media channel, podcasts have become a powerful tool in the B2B marketing mix. Edison Research revealed in April 2024 that over one-third (34%) of the U.S. population say they have listened to a podcast in the past week—up from 31% in 2023. That means an estimated 98 million people in the U.S. alone now listen to podcasts weekly.

Furthermore, 55% of business owners and founders are listening to podcasts daily. One only needs to look at some of the popular business podcasts to get a sense of the eye-watering numbers. The Tim Ferriss Show, for example, has surpassed one billion downloads.

Elevated engagement

Podcasts build deeper engagement than many other content forms. A BBC report found that branded podcasts achieve an elevated state of engagement for brand mentions. This also drives brand metrics across the board, helping to boost awareness (89%), brand consideration (57%), brand favourability (24%) and purchase intent (14%).

The focus on voice, I mean that literally, in most podcasts may explain their emotional impact. A 2017 study from Yale University found that voice-only communication elicits greater empathy than visual communication.

Brand voice can also be amplified through the podcast medium. People tend to trust individuals more than companies, and podcasts allow brands to convey their human side. Through authentic storytelling, brands can share their origins, challenges, and successes in a relatable way. This storytelling approach resonates with listeners, creating emotional connections that influence purchasing decisions.

Spotify’s 2024 Podcast Trends Tour found that 52% of creators feel they can be more authentic on Spotify than on social media platforms. Meanwhile, 63% of listeners trust their favourite podcast hosts more than social media influencers. This trust provides fertile ground for brands to deepen relationships with their audiences.

Networking and community building

Podcasts are a powerful networking tool. They provide opportunities to connect with high-level decision-makers, existing clients and potential leads. Hosting experts or industry leaders as guests can cultivate relationships and open doors to collaborations or partnerships. These meaningful conversations benefit both the host and the audience. Listeners gain industry insights, while brands solidify their position as thought leaders. This dual benefit strengthens connections and expands a brand’s influence within its niche.

Showcasing thought leadership

For B2B marketers, thought leadership is critical—The Superpowers Index, a 2024 study into B2B buying behaviour, found that thought leadership is now the third most important decision driver for B2B buyers, up from twentieth last year. Podcasts are an excellent channel for thought leadership in B2B contexts.  According to Edison Research, 74% of podcast users listen to learn new things. This makes podcasts an ideal medium for experts to share their knowledge with an eager audience and build credibility among prospective clients.

Humanising the brand

Brand podcasts can amplify voices within a company. Team members can share their expertise highlighting their contributions and nurturing a positive company culture. Listeners appreciate hearing from the people behind the brand, which humanises the organisation and builds relatability. Podcasts can also be a platform for celebrating diversity and inclusion, allowing employees to share their unique experiences. This approach motivates the workforce and strengthens the brand’s image as an inclusive and forward-thinking organisation.

Convincing ROI

Producing podcasts is relatively cost-effective compared to other marketing channels and each episode can be repurposed across platforms. For example, audio transcripts can provide a source of content for blogs or articles. Soundbites or quotes can increase visibility in social media. And repurposed content with targeted keywords can boost search rankings. Podcasts can include clear calls-to-action (CTAs) to drive engagement, such as encouraging listeners to subscribe to a newsletter, follow the brand on social media or leave a review.

The power of podcasts for B2B

For businesses looking to stand out in today’s competitive landscape, podcasts offer a unique blend of authenticity, engagement and ROI. Whether you’re starting conversations with industry leaders or building trust with prospective clients, podcasts are a compelling way to elevate your brand, nurture relationships and support long-term growth. In short, podcasts are no longer just an option—they’re a must-have in the B2B marketing toolkit.

Why does a good sale bring out the crazy in so many of us? Perhaps because it’s an innate human drive, and Black Friday discounts and competing for limited stock is the closest most of us get to hunting in the modern era.

Black Friday has long been a source of chaos and, as an observer from afar, entertainment. What once started as an image of long lines in the early morning for limited sales on televisions has now expanded into an all-encompassing day-of-deals, across almost every industry. From yoga studio memberships to language learning apps to subscription streaming deals, Black Friday has left the big box brick-and-mortar world and has entered the realm of online shopping and services… and has even made appearances in the B2B world.

But, I’m not here to talk about sales. I’m here to talk about stories. Because what’s more exciting than discounts? Black Friday lore!

There are a few true stories and Black Friday legends that keep our imaginations alive. And the funniest anecdotes come from shopping that happens offline.

Here are three funny, memorable, and probably untrue Black Friday stories:

Wildlife gone wild

Remember the “bear” who terrorised innocent Black Friday shoppers? As the meme would have us believe, a man in a bear suit went on a mission to destroy the tents of shoppers awaiting store opening. Fortunately, this story was debunked, but this will always be my favourite. My personal hope is that Black Friday continues being an inspiration for myriad memes and silly stories.

The Infamous Fort Builders 

If you’re brave enough to go to a physical store to compete for limited stock, you should probably protect yourself. As the story goes, one year, a man stacked multiple flat-screen TV boxes in his shopping cart like a fortress. He slowly moved through the aisles, carefully avoiding knocking anything over. A personal barricade isn’t a bad idea… and we’ve seen YouTubers hide behind toilet paper for protection, too, but the TV box story captures my imagination, because you can still shop in relative peace! Survival skills for the win!

Ah, yes! Flat-screen TVs…the stuff of Black Friday Legends

Not Everyone Is Built for This

Some of the best tall tales in retail involve unwilling family members.

As this Black Friday tale goes, a tired dad was so overwhelmed with the hustle and bustle that he decided to take a nap inside a display couch in the furniture section while his family went on shopping. Once the family realised they had lost him, they searched for 30 minutes! When they finally found him, there he was—napping as if he were at home on an average weekend afternoon!

Black Friday is full of unexpected moments where the shopping frenzy sometimes leads to humorous, heartwarming, or downright bizarre situations! This year, I’ll be avoiding the long lines and staying out of the fight for a cheap flat-screen, but you better believe I’ll have an eye out for this year’s winning stories!

As a speaker at an event—virtual, live or hybrid, you will be competing for your audience’s attention. From smart devices and laptops to pastries and coffees, your audience will face any number of distractions.

If you do manage to win your audience’s undivided attention, well done. Though you are unlikely to keep it for long. According to research, people’s collective attention spans are shrinking. Our brains are so accustomed to frequent distractions and immediate gratification, activities requiring sustained concentration are becoming a drag.

As a speaker, you are not just competing with your peers and other thought leaders in your industry. You are competing for your audience’s attention with, well, everything and anything.

Channel your inner storyteller

Storytelling has emerged as a crucial technique for capturing and retaining audience attention and making complex ideas more relatable. Good storytelling is a hallmark of TED Talks and executive influencers around the globe.

In fact, neuroscientists have found that narratives activate multiple areas of the brain, making information more memorable and easier to recall. By using vivid imagery, incorporating personal anecdotes and creating relatable characters, we can channel universal human experiences and emotions—and make deeper connections with audiences.

Authenticity in storytelling is also key. Sharing personal stories about challenges and revealing vulnerability shows humility and can foster empathy from your audience.

Stories that paint a rich scene help us engage and process information faster. That is why it is important to incorporate visuals when possible into your presentation to make your narrative stronger and more impactful.

Harness interactivity and technology

Asking questions direct to audiences or leveraging live polls, group activities or breakout sessions are all great techniques to liven things up, stimulate debate and encourage engagement.

Videos, images and animations can help capture audience attention and make complex information more digestible. Speakers can transport their audiences to different environments or create interactive experiences using virtual reality (VR) and augmented reality (AR). Technology really is opening up a whole new world for speakers and audiences to explore.

Let your body talk

Researchers from ‘Science of People’ conducted a study of TED Talk audiences and discovered some remarkable insights. Researchers found a direct correlation between number of hand gestures and views. In the study, the speaker with the lowest-viewed TED Talks made, on average, half the number of gestures compared to the highest-viewed talks. Gestures, it seems, help you win attention on both a visual and emotional level.

The research also found people had already formed their impression of the entire talk in the first seven seconds of the video. Researcher Nalini Ambady says that for efficiency purposes, the brain makes very quick judgments of people within the first few seconds of meeting them. Typically, this happens before any words are exchanged. This underlines the fact that the way you take the stage, how you greet the audience and how you deliver your opening line are crucial. Vocal variety and smiling are also crowd-pleasers according to the research.

Amplify through social media

Social media allows you to connect with audiences before, during and after your presentations. By sharing clips from upcoming speeches or giving behind-the-scenes access, you can generate interest among potential attendees. During live presentations, social media offers real-time interaction between you and your audiences. After a presentation, social media acts as a channel for you to continue to engage your audience and amplify insights.

Embrace inclusivity, accessibility and diversity

Today’s presentations are expected to be inclusive and accessible. So be mindful that your audience may include many abilities, ethnicities, genders, geographies, races, sexualities; and socio-economic statuses.

Aim to use universal imagery and inclusive language. Provide written or visual examples that reflect diverse perspectives and backgrounds. Prepare for individuals who may experience deafness or reduced vision. For example, use large fonts and caption images and videos. The Office for Digital Accessibility (ODA) at the University of Minnesota provides a more comprehensive breakdown of what you may want to consider. 

If you are intentional about inclusivity, accessibility and diversity, you will create an environment where everyone feels valued and respected. This will encourage deeper audience connection, participation and engagement. 

The battle for attention is on. In an era of short attention spans and constant distraction, it has never been so difficult to win your audience’s attention. Storytelling can transform speeches into captivating narratives that have a lasting impact. Technology can be leveraged to delight and engage. Inclusivity and diversity inspire fresh perspectives and ideas. By embracing innovative technologies, honing storytelling skills and fostering inclusivity, you can have a lasting impact well after the speech is over.

Check out the work we do for thought leaders on our thought leadership content page.

Content pollution. Urgh! We all experience it. It’s an endless barrage of content and clickbait snapping at our virtual heels.

Generative AI has the potential to improve many aspects of life and work. But it’s also a digital steroid, fuelling mass content production on an industrial scale.

B2B buyers are not immune. Bombarded with information, it becomes increasingly difficult to wade through the noise and make informed buying decisions.

It is no surprise, then, that the direct consequence of this is a flight to quality content and thought leadership.

The Superpowers Index, a 2024 study into B2B buying behaviour, found this year that thought leadership had rocketed up the ranking to the third most important decision driver for B2B buyers, up from 20th last year.

What is thought leadership today?

Forbes defines a thought leader as ‘an individual or firm that prospects, clients, referral sources, intermediaries and even competitors recognise as one of the foremost authorities in selected areas of specialisation, resulting in its being the go-to individual or organisation for said expertise’.

Think Warren Buffett, a thought leader in the sphere of financial markets and one of the most influential and often quoted investors today.

Or Patagonia, a brand that has earned a reputation as a commercial thought leader in sustainability.

As a former CNN war correspondent and speechwriter for President Barack Obama, Aneesh Raman says true thought leadership is about ‘having authentic, relevant, insightful things to say about a few key issues and saying those things over a sustained period of time in order to provoke new thoughts and actions by others’.

Executive influencers

Influencer marketing now also plays a large part in B2B content strategies and thought leadership.

Executive influencers are usually high-ranking individuals (typically a CEO, CMO, or senior leader) who influence opinions through their position and leadership in a specific company or organisation. They leverage their authority and success within the company to build credibility and influence.

An example of an executive influencer is Sheryl Sandberg (Former COO, Meta/Facebook), known for her role in scaling Facebook’s business and her book Lean In, which positioned her as an influential voice on business leadership, particularly on gender equality in the workplace.

Or Brené Brown, known for her research on vulnerability, courage and empathy in leadership, whose bestselling books and TED Talks have shaped conversations around emotional intelligence and leadership, encouraging a shift towards more empathetic leadership practices.

The roles of these influencers in the business world mean when they share their expert insight with existing and new audiences, people sit up and listen. It can add further credibility to thought leadership—and help generate awareness of the content and brand to new audiences.

It is no surprise that B2B buyers are more likely to gravitate towards individuals or brands known for their innovative and leading insights than a brand with a scant thought leadership profile.

It pays to be the ‘real deal’

However, the LinkedIn-Edelman B2B Thought Leadership Impact Report found that close to a third (30%) of people producing thought leadership content admitted their organisations didn’t really know how to use it as a sales or marketing tool. And according to the Superpowers Index, only 26% of B2B brands are rated highly by buyers for their thought leadership, down from 31% in 2022. Despite its perceived importance, buyers’ impression of B2B brands’ thought leadership skills is waning fast.

It seems many brands are lagging when it comes to meeting the demand for quality thought leadership content. Such brands are missing out on the opportunity to increase their standing with potential B2B buyers. Brands that get it right, however, have a golden opportunity to differentiate themselves from competitors.

In a world of information overload, it pays to be the ‘real deal’. Lagging on thought leadership clearly impacts the bottom line.

Check out the work we do for thought leaders here on our Impact Stories page.

In recent weeks, painters, photographers and other artists have fled Instagram to prevent parent company Meta from using their art to train AI models. Artists and illustrators in the US are using the hashtag #artbyhumans as a silent protest and rallying cry against the proliferation of AI-generated images and art. But do consumers really favour human creations over those generated by AI?

‘Human-as-premium’

According to Mintel’s 2024 global consumer trends report, the answer is yes. Consumers do prefer the human factor. A new ‘human-as-premium’ trend is emerging, giving greater influence to artisans who exemplify the human creative spirit. 

‘Human-as-premium’ emphasises the value of human interaction and expertise in an automated and digital world. It suggests that while technology can manage many tasks, the unique capabilities of humans—empathy, creativity and complex problem-solving—remain essential and valuable. 

In business, this concept implies premium customer experiences and services are enhanced by genuine human engagement, which can differentiate brands and build deeper customer relationships. This approach is particularly relevant in industries where trust and personalised service are critical.

The past year has seen accelerated advancement of AI, with each innovation making life and work more efficient. Technology automates mundane tasks, freeing up consumer’s time to pursue more meaningful activities. Unlike past technologies that existed as tools, today’s rapidly advancing AI-powered technologies are on track to outpace human output. While consumers and businesses learn to balance the use of this emerging technology, consumers will appreciate what makes humans so unique—emotions, empathy, creative ideas and the desire to connect with fellow human beings. 

To strike a balance between progress and preservation, brands and consumers will seek out uniquely human elements as a contrast to faceless algorithms. According to the Mintel study, 47% of UK consumers concerned about AI are specifically worried about interacting with AI more than people (in areas such as customer service and emergency response).

Consumers will need to adjust and learn to make technology more applicable to them, sparking new discussions and innovations around how to blend the digital and the physical.

Balancing technology and tradition

The study found that 65% of Singaporean consumers are concerned people will lose touch with reality by spending too much time in the metaverse. 58% of US consumers say communicating with an actual person is critical to a good sales or customer service experience.

As emerging technologies become more intuitive, consumers will embrace them and seamlessly incorporate them into their lives. But many people may grow fatigued from technology and nostalgic for the way things were. 

As the collective memory of a pre-tech world grows distant, this sentiment will appeal even to younger generations that only know a digitised world. From this, services will emerge that teach human skills like self-expression and focus on connecting with fellow humans. There will be a strong need for guidance and reminders of humanity as consumers seek the empathy and service unique to humans. While tech itself can boost efficiency, brands will need to invest in people and communities to nurture customer relationships.

Benefits of the human approach 

Personalised and empathetic human interactions improve customer satisfaction and loyalty. In a market where automation is common, offering premium human interaction can set your business apart. Human interactions foster deeper relationships and trust, essential for long-term customer retention. Humans excel in managing complex and nuanced situations, and providing effective and adaptive responses.

Several high-profile brands are adopting human-as-premium. Known for its exceptional customer service, Ritz-Carlton empowers employees to spend up to $2,000 per guest to resolve issues and enhance experiences, emphasising personalised service and attention to detail. 

Zappos, the online retailer famous for its customer service, encourages extended, personalised interactions. It invests heavily in training staff to engage customers empathetically and go above and beyond in addressing their needs. 

Nordstrom, the department store chain, has long been known for its customer-first approach, allowing employees to make decisions that delight customers, such as no-questions-asked return handling, which fosters customer loyalty.

These examples show prioritising human interaction can significantly enhance customer satisfaction and loyalty.

What do the colour of Google’s toolbar, Obama’s 2008 Presidential campaign and Airbnb’s referral programme have in common? They are all examples of marketing experimentation success – and generative AI is proving to be an innovation game-changer. 

Recent research from digital experience platform provider, Optimizely, ‘Tested to Perfection’ found 75% of marketers believe experimentation is essential to strategic business decision- making. The rapid rise of AI offers marketers immense opportunities to experiment and deepen customer connections through enhanced personalisation.

Marketing experimentation is a systematic approach to testing and optimising marketing strategies, tactics, and initiatives. It involves creating controlled conditions to evaluate the effectiveness of marketing actions such as different advertisements, pricing strategies, promotional offers or content. 

The goal is to gather data and insights that inform better decision-making which leads to improved marketing performance. It helps identify the most effective marketing tactics and optimise campaigns for better results through empirical evidence rather than guesswork. It allows testing on a smaller scale before full-scale implementation, thereby reducing risk of costly mistakes. In essence, experimentation is a fundamental practice for enhancing marketing effectiveness and aligning with customer needs and preferences.

Some examples that highlight the power of experimentation include Google’s 41 Shades of Blue. One of Google’s most famous experiments involved testing 41 different shades of blue for its toolbar and ad links. The goal was to find the shade that maximised user engagement and click-through rates. This extensive A/B testing experiment led to a significant increase in ad revenue, demonstrating the value of detailed and data-driven experimentation.

Obama’s 2008 Presidential campaign was a marketing triumph. During the campaign, his team A/B tested extensively on their website to optimise sign-up forms and donations. One experiment tested different versions of a signup button and a hero image. By testing combinations, they identified the best elements, significantly increasing conversions and donations. This data-driven approach was crucial in mobilising campaign support and funding.

AI supercharges marketing innovation 

Generative AI can create vast amounts of content quickly and efficiently, including ad copy, blog posts, images and even videos. Recent joint research from Google and Bain identified what differentiates high-growth B2B software businesses from their peers. Companies are reporting new gains from adopting AI, with respondents reporting a 15% improvement in KPIs after implementing AI.

AI analyses large datasets to understand consumer preferences and behaviour patterns and generate individually personalised content and tailored offers. This level of personalisation enhances marketing effectiveness by ensuring that messages resonate with target micro audiences. 

Traditional A/B testing is limited, often testing one or two variables at a time. Generative AI can manage multivariate testing, simultaneously testing numerous variables and combinations to identify the most effective elements in a campaign. AI-driven tools reduce the time and resources needed for experimentation. They can automate repetitive tasks such as data collection, analysis and reporting, freeing up marketers to focus on strategy and creativity.

AI algorithms predict outcomes based on historical data, allowing marketers to anticipate the results of experiments before they are run. This predictive capability helps prioritise experiments and focus on the most promising strategies. It enables real-time data analysis and decision-making, allowing marketers to refine campaigns on-the-fly. This agility is particularly valuable in digital advertising, where factors can change rapidly.

Oracle, spotlighted in the Google/ Bain research, is an example of best-in-class marketing experimentation. It has dedicated funding to encourage experimentation and fields innovation teams to accelerate and scale up experiments. The company ran an experiment with an AI-enabled virtual assistant tool that handles communications with customers and provides conversion-ready prospects to sales teams. Even with a few employees dedicated to the project and minimal funding, the AI engine delivered substantial value, putting $140 into the sales pipeline for every $1 invested and increasing conversions fourfold. The company then expanded the team and funding to scale up the tool.

The integration of generative AI into marketing experimentation offers transformative potential. It enhances the ability to test, learn and optimise quickly, leading to effective and efficient marketing strategies. As technology evolves, it will undoubtedly play a central role in how businesses engage with and understand their audiences.

Further reading: https://www.thinkwithgoogle.com/intl/en-apac/future-of-marketing/management-and-culture/marketing-experiment-playbook/

After four years of deliberation and consultation with UK regulators and industry, in a dramatic about-face, Google has scrapped plans to ban third-party cookies on its Chrome browser.

Named ‘Privacy Sandbox’, the global initiative has not been abandoned completely according to Google. Instead, there will be a new approach that “lets people make an informed choice that applies across their web browsing” which users can “adjust…at any time”. The Google statement is ambiguous and does not appear to provide a clear way forward.

However, commentators are making their interpretations. According to intellectual property lawyers Bird & Bird, Google “appears to be considering a browser-based consent mechanism.” Such technologies allow users to set their privacy preferences at the browser level, which websites and online services can automatically detect and respect.

Given the general direction of travel towards increased data privacy, organisations in the UK, Europe and beyond are forging ahead with plans to pivot away from third-party cookies. Apple’s Safari and Mozilla’s Firefox browsers have blocked third-party cookies by default, and consumers increasingly opt out.

James Rosewell, co-founder of Movement for an Open Web, the organisation whose complaint kicked off the UK Competition & Markets Authority (CMA)’s investigation into Google’s Privacy Sandbox plan, hailed it a “clear admission by Google” its plan to “enclose” the open web was failing. “Their goal was to remove the interoperability that enabled businesses to work together without interference from monopolists, but a combination of regulatory and industry pressure has put paid to that,” he said. 

Performance Marketing World captures other industry responses. Luke Regan, VP, Managing Partner, DAC Group UK, said: “If your first reaction was to cheer this news, I’d suggest taking a breath to consider if your current strategies are too reliant on third-party cookies…Perhaps the biggest wake-up call from the cookies saga is that any time we find our advertising performance heavily reliant on the whims of a single big tech player, we should rapidly work to diversify and de-risk.”

Katie Eyton, Chief Ethics and Compliance Officer, Omnicom Media Group UK, said: “The time advertisers spent preparing for a more privacy-focused future has not been wasted. Cookie erosion is here already, with many other browsers and environments already blocking or restricting third-party cookies…Meaningful consent, underpinned by transparency and fair choice architecture will be a key area of focus for the future.”

And Leonard Newnham, Chief Data Scientist, LoopMe, said: “The reprieve for third-party cookies doesn’t change the fact that most consumers don’t want to be tracked across the web. The future is privacy-centric, and organisations must embrace tools that allow them to achieve effective advertising performance in a way that doesn’t compromise consumers’ privacy.” 

What next? More twists in the cookie saga?

The CMA said it would carefully consider Google’s new proposals and work closely with the  UK’s Information & Commissioners Office (ICO). A spokesperson for the CMA said it welcomed views on the revised approach, including implications for both consumers and markets, and will run a new consultation process until 12 August 2024.

Despite the temporary reprieve for cookies savvy marketers will continue to evaluate the implications of the cookie phase-out, upskill on strategies and tech that prioritise privacy; and work closely with legal and compliance departments to ensure data practices align with regulations. Organisations will refocus investment on first-party data gathered directly through websites, apps and email marketing; and encourage users to share data through loyalty programs, personalised content and exclusive offers. This will ensure audience engagement can be maintained alongside compliance with emerging global privacy standards.