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adtech

How Does the Digital Environment Impact Advertising Creativity?

  • JOURNAL OF ADVERTISING RESEARCH

Does the digital environment support or constrain advertising creativity? The answer is both. But how? Researchers in Australia relied on two seminal methods—the rigorous Delphi recruitment method through which research queried creative experts worldwide, and the Four P’s model of creativity. These were applied to investigate “place” (the digital environment) and its impact on the remaining P's: process, person and product. What they found was that technology both enhances and represses creativity.  

  • Article

NYCU: From Lucid – Research for All: Yes, That Means You

The role that research plays in advertising has been known for decades. From creating a campaign plan, to measuring ad effectiveness, research is a key component of your advertising strategy. Yet, the process itself doesn't get much attention. So, what makes it all possible? Why have insights become more accessible than ever? Let's explore the benefits of research technology (ResTech) and its ability to provide research tools to nearly every industry. Content Featured by View Lucid's full article here.

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What Will Adtech Look Like in a Post-Cookie World?

Google recently announced it’s Chrome browser will cease using third-party cookies by 2022. This has sent shockwaves throughout the industry, as 66% of all browser use comes through Chrome. That announcement, along with a number of privacy regulations coming in—including the EU's General Data Protection Regulation (GDPR), are predicted to alter the digital marketing landscape. Read more.