Google and Apple's decision to retire cookies is set to transform ad targeting and place an increased emphasis on personalisation driven by first party data. The move, considered by many as pre-emptive over regulatory fears, has created a scramble in adtech as firms rush to shift cookie-based technologies to alternative ways of delivering targeted advertising.

S4 Capital Founder and Executive Chairman Sir Martin has led the group's rapid growth since it launched in 2018, achieving unicorn status in a little over a year. Billed as 'purely digital advertising and marketing services business', S4 has acquired agency and tech businesses rapidly and counts MediaMonks, MightyHive and BizTech in its stable. Clients across the group include BMW, Google and P&G. Earlier this month Sir Martin announced a '20 squared' plan targeting winning 20 'whopper' clients with over $20m of gross revenues, as well as £500m acquisition spending spree.

S4's last full year results revealed a 59% hike in revenue to £342.7m and gross profit of £295.2m, up 72% on the year before. 

"Sir Martin has been an industry trailblazer and as the industry adapts to the post-cookie world, he and S4 will play a pivotal role in shaping the future of digital advertising. You only need to look at S4's rapid growth, client wins and aggressive acquisition plans to see how data, tech and content fit into the plans of the world's top global advertisers," said Dan Brain, MAD//Fest London's Co-founder.

MAD//Fest London is this summer's only in-person industry festival as 4,000 leaders meet on 7-8 July to hear top brands, disruptors and agency heavyweights tackle 2021's 'Where Do We Go From Here?' theme. Speakers include BrewDog MD James Brown, Cadbury’s Marketing Director Benazir Barlet-Batada, Gymshark Chief Brand Officer Noel Mack, Futurist Shivvy Jervis, Hacas Chief Creative Officer Vicki Maguire and and Ogilvy Vice-chairman Rory Sutherland. Other highlights include £20k pilot pitch briefs from M&S, Pizza Hut, Reckitt, McCormick and AB InBev, as well as a Dishoom popup café to celebrate the return of restaurants and live events. 

Limited early bird tickets are available here.