Google’s Post-Cookie Targeting Plans Stumble at a GDPR Hurdle
The online giant prepares to withdraw support for third-party cookies in its Chrome browser next year and will delay FLoC experiments in Europe over privacy requirements. (Adweek)
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Unified ID 2.0 To Enter Beta Phase
Advertisers will be able to start transacting on impressions using Unified ID 2.0 identifiers and officially incorporate them into the bid stream. (AdExchanger)
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Instagram Set to Launch New Affiliate Feature
Instagram’s new ‘Affiliate’ feature, which will allow creators to monetise their content through the app. (PerformanceIN)
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Google to Put Out New Publisher Tools Following ID Shake-Up
The company announced it would rollout new tools to help data-rich publishers earn more from programmatic ads. (Adweek)
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10 Truths About Marketing After the Pandemic
Reveal the confluence of strategies, operations, and technologies required to drive growth in a post-Covid-19 world. (Harvard Business Review) |
Is Airbnb’s holiday from performance marketing a mistake?
Airbnb has caused a huge stir after telling shareholders that it is making a permanent shift from performance marketing to brand marketing. (Campaign)
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Apple’s IOS 14 Is Causing Major Changes To How Facebook Does Measurement
"Wholesale changes" are chipping away at Facebook’s ability to measure and demonstrate performance. (AdExchanger)
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Antitrust Suit Takes New Aim at Google’s Cookieless Future
The lawsuit claims Google's decision to eliminate third-party cookies is anticompetitive because it raises barriers to entry. (Adweek)
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Attribution will be challenging — but not impossible — in a cookieless world
Marketers have spent years perfecting attribution models, but once Google makes its planned browser changes, these models will no longer work. (Marketing Dive)
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California’s privacy law has had ‘no impact’ on ad revenues or inventory, but indirect effects could hurt
Yet despite the lack of immediate impact, companies say there are ripple effects from CCPA that they expect to feel in a much more tangible way in the near future. (DigiDay)
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Meet The Four Horsemen Of Mobile’s Answer To The Cookiepocalypse
Technologies and strategies being considered to underpin the future of identity as the first of several monolithic industry dominoes is set to fall. (AdExchanger)
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Will Ad Tech Changes Leave Publishers and Marketers Stranded on Apple Island?
Ad targeting, measurement, monetization and data will be stripped of Apple’s IDFA—and the app ecosystem searches for answers on how to drive and calculate ROI. (Adweek)
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Embracing ‘Healthy Fragmentation’ In Ad Tech, With Genevieve Juillard
In the early days of ad tech, fragmentation was an evil made necessary by the breakneck pace of VC-fueled innovation. No longer. (AdExchanger) |
Programmatic: Why building a curated marketplace should be a priority for buyers in 2021
Many now assume that media buyers operating their own ‘curated marketplace’ are simply looking to work with fewer partners in the supply chain. (The Drum)
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The 6th Wave of Advertising Technology: Privacy
This change is going to upend the industry as we know it, and offers huge opportunities for anyone in the right position to take advantage of it. (AdExchanger)
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What advertising's biggest industry events will look like in 2021
A number of marketers’ favorites are slated to run using in-person or hybrid live-virtual formats. (AdAge)
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How CTV Audience Data Is Changing Ad Funded Streaming Forever
So viewers are switching to CTV, they’re watching ad-supported content, and yet ad dollars are not following: why is that? (AdExchanger)
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CCPA On The East Coast? Meet CDPA, Virginia’s Consumer Data Protection Act
CDPA vs. CCPA vs. GDPR. Add Consumer Data Protection Act to your list of privacy regulation initialisms. (AdExchanger)
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How Google's third-party cookie alternative will affect marketers
The tech giant says its FLoC technology is at least 95% as effective as cookie-based advertising. (Marketing Dive)
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The Brand-Led Push for Ad-Tech Transparency Is Now In Full Swing
Keeping an eye on programmatic spend is fast becoming the difference between smart and dumb money. (Adweek)
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‘You can find those audiences elsewhere’: Advertisers scramble for answers after Apple’s IDFA update
As it stands, the only certainty is that the performance of ads on Apple devices will drop. Indeed, marketers are braced for the subsequent price increases. (DigiDay) |
In the UK programmatic landscape, private marketplaces prosper and open exchanges stall
The shift to programmatic trading will further accelerate this year, but certain methods are performing better than others. (Insider Intelligence)
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Publishers Are Caught in the Crossfire as Ad Tech Builds Contextual Targeting Offerings
Publishers are finding themselves caught in the line of fire as ad-tech companies, in their search for alternatives to third-party cookies, build out their contextual targeting offerings. (Adweek)
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Microsoft says Google and Facebook should pay publishers for news
Through a key executive, the company backs an Australian proposal ‘requiring tech companies to support a free press’. (Ad Age)
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Facebook Meets Apple in Clash of the Tech Titans—‘We Need to Inflict Pain’
Animosity between CEOs Mark Zuckerberg and Tim Cook erupts over privacy and dueling visions of internet. (WSJ)
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Google's fight in Australia could change the future of media
A new bill would force the search giant, along with Facebook, to pay news publishers for content in Australia. Other governments will likely follow suit. (CNET)
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Performance & Programmatic
Is Performance Marketing the Future for Brick-and-Mortar Retailers?
With most of the world making the transition to a heavy online presence, brick-and-mortar stores are at serious risk of falling behind. (PerformanceIN)
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Ad Tech Is Primed for Its Own Roaring ’20s
Apple and Google's vice-like grip on the wider digital media landscape means the future of the sector is intertwined with the fate of Big Tech. (Adweek)
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4 Major Factors That Will Change How Marketers Use Data
Digital advertising has proven to be resilient in the face of the ongoing pandemic, but marketers who are set to pour dollars into the medium are facing a spate of changes. (Adweek) |
Programmatic digital display advertising is having an identity crisis
Apple’s change to the IDFA is rumored to go into effect around March 2021 and will require users to opt in on a per-app basis for cross-channel tracking. (eMarketer)
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Inside Google’s Targeting Plans for a Post-Cookie World
Latest ad targeting experiments in Chrome show how ad tech is shifting toward a decentralized system. (Adweek)
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CCPA Has Been a Catalyst for Good in Programmatic
These efforts have yielded a new environment where advertisers, publishers and technology companies are aligned and capable of meeting modern challenges, such as CCPA compliance. (MarTech Series)
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‘Some Form of Programmatic’ Is the Future of All Advertising, Says Marc Pritchard
Three of advertising’s top executives believe there’s no going back to the way business was done before the Covid-19 outbreak. (Adweek)
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Global growth in ad spend on video-on-demand is outpacing traditional media
The global market is projected to be worth $47 billion by 2023, almost double its 2018 value. China is currently leading the market for advertising on video-on-demand services. (CNBC) |
Google Ad Changes Face U.K. Review in First Shot at Big Tech
U.K. regulators are investigating whether a Google privacy initiative will hurt publishers’ ability to generate revenue, in the first big post-Brexitantitrust probe. (Bloomberg)
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Publishers and Media Buyers Seek Greater Transparency in Brand Safety Measures
First-party data tools built in anticipation of consumer privacy protection laws are now being adapted to the minefields around Covid-19 and the expansive calls for racial justice. (Adweek)
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2021 Predictions: Identity
Triggered by Google’s bombshell announcement that they would stop supporting third-party cookies on their Chrome browser by 2022, identity, and how to approach it, became a primary focus for many. (ExchangeWire)
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Worldwide ecommerce will approach $5 trillion this year
Despite a challenging year for retail in 2020, we estimate that worldwide retail ecommerce sales posted a 27.6% growth rate for the year. (eMarketer)
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88% of marketers say collecting first-party data is a 2021 priority, study says
Forty-one percent of marketers say digital media activation will be the area most impacted due to the rise of privacy-related data restrictions. (Marketing Dive)
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Democrats control Congress. Will 2021 be the year for federal privacy laws?
The transition creates the potential for a federal privacy law to make it out of chambers of Congress, though no one is holding their breath. (Cybersecurity Dive)
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At CES, pre-recorded panels miss the live turmoil in the tech world
Talks about Big Tech and urgent issues are already out of date without insight into Trump bans and more. (Ad Age)
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Performance & Programmatic
Buyers Expect Google to Follow Apple’s Lead and Kill Support for Mobile Ad Identifiers
Some believe Apple and Google will offer an encrypted means of device mobile targeting. (Adweek)
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New Ad Fraud Scheme Highlights a Growing Problem for Streaming TV
Oracle says it detected a continuing effort to lure ad dollars with simulated devices and apps. (WSJ)
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Amazon Reclaims Top Spot For DSP In Latest Advertiser Perceptions Report
The data is based on a survey of 326 brand marketers and agency buyers with at least $1 million in annual digital ad spend. (AdExchanger) |
Performance Marketers Need to Watch These 5 Consumer Trends in 2021
After a year of chaos and uncertainty, these are some of the interests and behaviors that are here to stay in 2021. Beauty category and others expected to grow. (Adweek)
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Does the Growth of Connected TV Spell Trouble for Ad Tech?
Streaming platforms with valuable first-party data are set to firmly establish themselves. (Adweek)
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Europe triples down on tough rules for tech
new proposals to control tech industry giants as "gatekeepers" who could be fined up to 10% of their revenue for breaking EU rules on competition. (Axios)
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FTC Launches New Investigation into How the Major Social Platforms Utilize User Data
By the looks of it, 2021 could see a range of significant regulatory changes, which could change the way digital platforms operate, and digital marketing as a result. (SocialMediaToday)
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Performance & Programmatic
Digital ads account for majority of media spending for first time, GroupM says
Digital next year will see an 18% jump to $130 billion, or 54% of the total $240 billion, as demand recovers, per GroupM's forecast. (Marketing Dive)
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How Connected TV and OTT Are Helping Marketers Reach a Wider Audience
Research shows 42% of consumers are spending 'a lot more time' watching connected TV amid the pandemic, especially Millenials and Generation Z users. (Adweek)
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LinkedIn Sued Over Incorrect Ad Metrics
The companies allege that the incorrect advertising metrics enabled LinkedIn “to collect an inflated price from advertisers.” (MediaPost) |
Verizon Media rolls out ConnectID to replace third-party cookies
The company's ConnectID has first-party data for more than 900 million consumers worldwide who use its various online properties such as Yahoo, AOL and TechCrunch. (Marketing Dive)
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Judge in Google Antitrust Case Weighs How to Protect Business Secrets
Companies such as AT&T and Amazon don’t want Google to see certain information they provided to Justice Department. (WSJ) |
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Facebook antitrust cases could accelerate power balance shift for social media
A landmark lawsuit filed by the FTC pushes for the tech giant to spin off Instagram and WhatsApp. But cracks were already forming in Facebook's armor, and rivals like TikTok could smell opportunity. (Marketing Dive)
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6 AdTech Leaders Join Forces to Improve Programmatic DOOH Standards for 2021
These standards open up new inventory discovery opportunities, improve targeting, and promote greater knowledge equality within the programmatic DOOH industry. (MarTech)
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Ad Tech and Privacy Lingo for Navigating a Post-Cookie World
Google Chrome is withdrawing its support of third-party cookies in 2022, and the industry is scrambling to prepare. (Adweek)
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Instagram Adds New Option Which Enables Users to Opt-Out of Third-Party Data Usage for Ad Targeting It will enable users to choose whether they can be targeted with more personalized ads in the app via the usage of supplementary data sourced from third-party platforms and providers. (SocialMediaToday) |
For Universal ID 2.0, Magnite and Index Exchange Join Forces With The Trade Desk Two of the largest independent SSPs now support The Trade Desk’s Unified ID 2.0, it’s replacement for third-party cookies. (Adweek) |
Google will soon let you opt out of Gmail’s data-hungry smart features entirely The new setting will be offered alongside the existing options to enable or disable each of these features individually. (The Verge) |
IAB Europe Releases a Guide to Programmatic Out of Home Advertising It examines the strengths and opportunities around digital out of home across Europe, sharing best practices and considerations around measurement and creativity for campaign success. (Exchange Wire) |
57% of US consumers would forego marketing personalization to protect their data The research makes clear that marketers need to establish greater trust and transparency; 20% of consumers have abandoned their use of a brand over its data practices. (Marketing Dive) |
Debunking myths around programmatic OOH The real benefits brands can achieve when programmatic OOH is planned and activated within an omni-channel programmatic campaign. (ITProPortal) |
Europe Doubles Down on Data Protection to Ward Off Silicon Valley, Chinese Influence New EU proposal aims to offer protections for corporate and public-service data. Creating an EU-wide data marketplace to facilitate sharing of industrial and government information. (WSJ) |
How Marketers Differentiate Ad-Supported Streaming Platforms, From Roku to Tubi Advertisers are fine-tuning how they leverage the growing network of ad-supported services. (Adweek) |
CPG marketers roll the dice on new experiments amid data upheaval In a quest to get closer to customers through data, brands are asserting their independence from walled gardens by recentering on owned experiences. (Marketing Dive) |
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The Trade Desk Sets Record Earnings as Marketers Embrace Programmatic Advertising
The Trade Desk posted record-high quarterly revenue in Q3, attributing the growth to the continued embrace of data-driven advertising brought on by the novel coronavirus pandemic. (Adweek) |
Inside Facebook's push to get advertisers to plug directly into its ad servers
The social network is promoting adoption of its API, which lets brands bypass the browser for cookie-free conversions. (AdAge)
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Zoom Security Failures Alleged in FTC Settlement
The allegations of security problems include eye-popping security lapses like storing private recordings on unencrypted cloud storage and not having simple brute force login mitigation strategies. (SEJ)
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Amazon Faces New EU Antitrust Charges
The European Union charged the online retailer with violating competition law. Allegations focus on how the online retailer uses vendor data to promote its own products. (WSJ)
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Pandemic Purchase Patterns Shake Up Holiday Performance Marketing Campaigns
Consumers may be working from home, but they’re shopping in stores. Cardlytics data shows in-store shopping is down, but remains the No. 1 way consumers spend. (Adweek) |
40% of marketers now use shoppable video ads, underpinning 'storeless' economy
Store closings in the United States will nearly triple to 25,000 this year from 9,300 last year, challenging brands to reach consumers directly through digital channels. (Marketing Dive)
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Biden Victory Breathes New Life Into Battle To Restore Net Neutrality
Net neutrality proponents are gearing up to press the Biden administration to restore FCC carrier rules that police broadband providers' traffic management practices. (MediaPost)
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Performance & Programmatic
Publishers and Media Buyers Seek Greater Transparency in Brand Safety Measures
First-party data tools built in anticipation of consumer privacy protection laws are now being adapted to the minefields around Covid-19 and the expansive calls for racial justice. (Adweek) |
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Performance & Programmatic
