By analysing engagement data and target group interactions, brands can precisely adapt their influencer marketing strategies. Data helps to measure the success of campaigns, select the right influencers and optimise content to achieve greater reach and quality.

With the increasing regulation of social media platforms, brands need to ensure that their influencer marketing strategies comply with applicable laws and regulations. Transparency in advertising is crucial to prevent legal issues.

Authenticity is a decisive success factor. Consumers prefer content that appears organic and credible rather than obvious advertising. Influencers who are honest and transparent with their community can strengthen brand loyalty and the trust of their target group.

Micro-influencers, who have fewer than 100,000 followers, often offer a higher engagement rate and a more authentic connection to their target group. Brands benefit from a more personal relationship with followers, which can increase the effectiveness of campaigns.

Influencer marketing is the collaboration between brands and influencers to promote products or services. It used to be a simple collaboration, but today it is a multi-layered ecosystem in which influencers act as brand ambassadors and maintain a close relationship with their community. This has far-reaching effects on the strategies of brands.

Users have more control over their data and can decide for themselves what information they share with companies. This leads to a more transparent and less invasive digital world and could strengthen trust in online advertising.

With contextual targeting, adverts are displayed based on the content of a website instead of collecting user data. This allows companies to reach their target groups without the use of third-party cookies while respecting data protection.

Companies can rely on alternative technologies to continue delivering relevant advertising. These include the use of first-party data, contextual targeting, Google's Privacy Sandbox, server-side tracking and cohort-based approaches that do not require individual profiles.

Instead of removing third-party cookies completely, Google is introducing a new feature that allows users to decide for themselves whether or not to allow these cookies. This decision was made in co-operation with regulatory authorities such as the UK Competition and Markets Authority.

Third-party cookies are cookies that are set by websites that are not the current site that the user is visiting. They allow third parties to collect user data across different sites. Google and other browsers are removing these cookies from 2025 to strengthen user privacy and increase their control over their own data.

By using intelligent data solutions, companies can make informed decisions, optimise their product range, strategically adjust prices and make targeted use of growth opportunities.

The cloud-based services enable fast, secure and scalable data processing. Companies have access to current analyses and forecasts at all times in order to react flexibly to market changes.

AI-supported forecasts help to predict market developments, analyse demand and create personalised offers. AI is also used in speech recognition and the processing of audiovisual content.

The company provides comprehensive analyses of travel market trends, demand, price developments and real-time monitoring. These insights enable well-founded strategic decisions to be made.

neusta data intelligence is aimed at tour operators, hotel chains, travel agencies, destinations, marketing agencies, airlines and airports. The customised data solutions help to optimise business processes and secure competitive advantages.