Paid media marketing, also known as paid advertising or paid digital marketing, involves the use of paid channels or platforms to promote products, services, or brands to a target audience.

Search Engine Journal contributor Brooke Osmundson has published an article on seven changes marketers should make for paid media marketing in 2024.

She says, “Here are seven changes you should incorporate without a second thought.

1. Review & Revise Google Tags

If you rely on Google tags for conversion tracking, this change should not be ignored.

In January 2024, Google made an update to its Consent Mode for its Google tags, which will, for now, affect any marketers who run ads targeted to users in the European Economic Area (EEA).

This update requires marketers to take action by March 2024 in order to keep using ad personalization and remarketing features in Google Ads.

Simply speaking, the Consent Mode will need to be updated to adjust its tracking behavior based on how a user interacts with a website’s consent banner.”

Paid Media Marketing In 2024: 7 Changes Marketers Should Make

Search Engine Journal

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