Aleksandra Semenenko, Director of Data Science & Global lead on Marketing Measurement at Artefact, recently sat down with Emmanuel Malherbe, Head of Research Center at Artefact, to discuss the MMM models the company has been developing and the trends emerging with clients today.

Customer Data Platforms (or CDPs for short) have been popular in the market for some time now, but the category truly came to full fruition around 2016-2017. As the category formed, some CDP vendors evolved from other existing business products and others started as pure CDPs, even the marketing clouds took notice of this fast emerging category. Today, the CDP is an established global category recognized by Forrester and Gartner, and has a thriving ecosystem of vendors with varying viewpoints and capabilities.

43% of people say they'd switch from their preferred brand to a second-choice brand if the latter provided a good privacy experience. With that in mind, providing consumers with a privacy-safe shopping journey can no longer be an afterthought. So what are the most effective ways for brands to collect first-party data, deliver relevant ad experiences, and analyse and measure results with minimum gaps — all in a privacy-safe way?

In this interview between Google and Artefact Benelux, we dive deeper into privacy and how to unlock succesful, durable AI-powered marketing.

Thanks to the launch of generative AI tools like ChatGPT, AI in marketing has been the hottest of topics for the past year.

Rahul Arya wrote an article for Think with Google about privacy in the ever-evolving digital landscape, as maintaining privacy becomes...