Category: In the News

Nate Carter, vp, global sales, agency and identity, Dun & Bradstreet

Marketers today are operating in the aftermath of a fundamental shift. The signals that once powered precise targeting are disappearing. Regulatory crackdowns, shifts in consumer behavior and changes among major ad platforms have all converged to create a fragmented, foggy view of the customer journey. 

Even Google’s announcement that it will not introduce a separate consent prompt for third-party cookies in Chrome changes very little. The reliability of third-party cookies for cross-channel consumer understanding has always been limited. These days, given the deprecation of cookies in other browsers and the rise of so many inherently cookieless environments, the collective signal thrown off by third-party cookies has never been weaker. 

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As economic uncertainty and talk of recession intensifies, automakers face an uphill battle in everything from tariff impacts on production costs to fluctuating consumer spending in response to inflation. 

The uncertainty has left marketers shaken because it’s historically meant cuts to marketing budgets. But as one of the biggest spending categories in media and marketing, auto makers aren’t ready to take their foot off the gas just yet. To put some numbers to it, automotive media spend in the U.S. is expected to hit $31.77 billion this year, up from $29.48 billion in 2024, according to eMarketer.

In January, Digiday reported auto marketers aren’t slowing ad spend in light of tariff tension. Recently, Digiday caught up with Denise Cherry, vp of marketing at Rivian, an electric vehicle company, about how the car brand is navigating economic headwinds, why it’s launching its first ever brand campaign now, and planning for the long term amidst uncertainty.

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