The practice – launched by MediaCom North Group in Manchester – will deliver best-in-class results across the whole Google ecosystem.
Against the backdrop of a changing data and privacy landscape – with third-party cookies removed completely in 2022 and first-party data set to become the new normal – the practice will provide the full suite of Google services. These include dynamic creative optimisation, programmatic, media/ad tech, paid & organic search, web analytics, UX & conversion and first-party data & advanced analytics, which will all be under one umbrella community.
By combining all the products of Google’s ecosystem, the practice will offer better audience targeting, smarter optimisation and AI-driven automation, all delivering more effective campaigns both on and offsite across the full customer journey.
Louis Georgiou, Managing Director at Code, added: “Our involvement in the practice is to connect the offsite activity to the onsite experience, bringing Code’s capabilities in UX, Design, Analytics and Performance to deliver site experimentation and personalisation strategies.
“Combining these through audience insight, integration of the stack and first-party data is how we’re going to continue to drive future growth for our partners. We’re also bringing Code’s agile experience to the practice to keep us learning, iterating and continually improving our ways of working.”