Will Collaborate for Cookies

Will Collaborate for Cookies. Brands are facing challenges in converting potential customers due to rising acquisition costs and declining ROAS, as well as tighter privacy regulations. To overcome these hurdles, they are turning to collaborations, such as brand-to-brand co-creation and influencer marketing. Influencer marketing saw a boost during the pandemic, and more than 70% of businesses expect online influencers to become even more important in the future. Brand-to-brand collabs, where non-competing brands co-create products or experiences to tap into each other’s audiences, allow for reciprocal exposure at a low cost. These will reach a peak in 2023.