Jellyfish has launched a team of 150 engineers and product specialists to future-proof the digital marketing agency’s business amid big expected changes to Big Tech.
The Jellyfish Technology Solutions team will work closely alongside Google, Facebook and Amazon to prepare its businesses and partners for the technological, data and privacy updates to come in 2021 and beyond.
Just last week, Google announced it would delay the phasing out of ad-tracking cookies on its Chrome internet browser. How advertisers target consumers without cookies – or whether they should target consumers at all – has been a significant preoccupation. Apple has recently turned off ad tracking as a default setting for iPhones and iPads.
The launch comes after the Covid-19 pandemic accelerated consumers’ adoption of online shopping and video-streaming services, while many brands have spent the last year digitally transforming their business or expanding their e-commerce platforms.
Benjamin Pipat, chief solutions officer at Jellyfish Technology Solutions, and a senior team of technologists will lead a £10 million project each year to develop and enhance Jellyfish’s set of proprietary technologies and software-as-a-service products.
Pipat said: “There was a time, not so long ago, when agencies relied on tech. Or at least claimed to. In 2021, the situation is radically different. Technologies and processes are becoming so complex that you need to have the right size, tools and experts to deliver high-quality, scalable and consistent outcomes.
“To solve this problem across all capabilities, Jellyfish is doubling down on building, deploying and scaling its proprietary technologies to enhance brands’ performance and unlock the potential of digital platforms.”
Jellyfish, which sold a majority stake to French holding company Firmalac in 2019, has been expanding globally through organic growth and acquisitions and is often cited as a ‘new breed’ digital marketing services group to rival Brainlabs, You & Mr Jones, and Sir Martin Sorrell’s S4 Capital.
The company, co-founded by chief executive Rob Pierre (pictured, above), employs 2,300 people across 47 offices around the world and its client roster includes Samsung, Uber, Nestlé and eBay.
