Digital Advertising - In the Eye of the Beholder

Top Industry Leaders Explore a Human-Centric Approach to Advertising

“We’ve got to think about what advertising does for the consumer – it’s got to be useful, it’s got to be non-invasive and it’s got to be integrated in the experience in which we’re trying to deliver value…Going forward, [advertisers should focus] on the human element and the emotional element. That’s what creates relevancy and connection with consumers.”
- Lex Bradshaw-Zanger, Chief Marketing and Digital Officer, L’Oréal UK & Ireland

GumGum’s new research proves that consumers are more than ready for advertisers to ditch intrusive cookie-targeting and align ads with content that people are genuinely interested in. But, the way out of audience tracking is not an easy one. 

In partnership with GumGum, The Drum hosted a panel with top industry leaders to get their take on what consumers truly want and how advertisers can reach them. Through the discussion, it became clear that marketers must embrace the combination of context, creative and attention, instead of personal data, to find a more human way forward.