WTF is Maryland's Digital Advertising Tax? Maryland's
pioneering digital ad tax has left the digital ad industry scratching its head and pondering its impact. With big tech companies facing varying tax rates based on their global revenue, the industry wonders if this move will level the playing field or simply give Maryland advertisers a case of FOMO (Fear of Missing Out). Will this tax disrupt the online advertising landscape, or will advertisers find clever ways to navigate this new terrain? Only time will tell if Maryland's digital ad tax is a
stroke of genius or a costly clickbait adventure.
Maryland’s Supreme Court has given the green light to the implementation of the country’s first-ever digital ad tax, despite facing significant opposition. The law, passed during the 2021 General Assembly, aims to target big
tech companies by imposing a tax on the revenue generated from selling digital advertising in Maryland. The tax rates vary depending on the annual global gross revenue of the businesses: 2.5 percent for companies making over $100 million, 5 percent for those making $1 billion or more, 7.5 percent for companies making $5 billion or more, and 10 percent for those making $15 billion or more. Lawmakers supporting the tax argue that it will generate $250 million in revenue, which will be directed towards K-12 education reform. The funds will be used to expand early childhood education, increase teacher salaries, and enhance career readiness programs. Despite initial opposition, the law was eventually enacted after the State Legislature overrode then-Governor Larry Hogan’s veto. However, opponents of the legislation have
filed lawsuits claiming that it violates the 1998 “Internet Freedom Tax Act.” The Chamber of Commerce challenged the law in federal district court, and Verizon and Comcast also took legal action at the state level. In October 2022, a judge from the Anne Arundel County Circuit Court blocked the law, ruling that it violated the U.S. Constitution’s prohibition on state interference with interstate commerce. The legal battles surrounding the digital ad tax led to an appeals process that culminated in the recent decision by the Maryland Supreme Court. The court concluded that the Anne Arundel County Circuit Court lacked jurisdiction over the case because the plaintiffs failed to exhaust their administrative remedies. In response, the Maryland Chamber of Commerce expressed its dissatisfaction, stating that the ruling did not address the substantive arguments or the
constitutionality of the law. The Chamber believes that the tax puts Maryland businesses at a competitive disadvantage, making online advertising more expensive in the state compared to other states, potentially leading to a loss of business investment and growth. Maryland Attorney General Anthony Brown, who supported the law, welcomed the court’s order. He emphasized that the digital ad tax
would support the state’s goal of transforming schools and providing quality educational opportunities for underserved communities. The tax is seen as a critical funding source for Maryland’s sweeping education reform law, known as the Blueprint for Maryland’s Future. The legal arguments presented by both sides focused on procedural matters and constitutional issues. Julia Bernhardt, an
assistant attorney general, contended that the plaintiffs were trying to bypass the established administrative procedures for tax-related constitutional claims. On the other hand, Jeffrey Friedman, an attorney for the plaintiffs, argued that a constitutional exception applied in this case due to the law’s violation of federal law. The digital ad tax in Maryland has faced resistance from
major tech companies such as Facebook, Google, and Amazon. Their attorneys argue that the law unfairly targets them and imposes a tax based on global annual gross revenues, which they claim is an unjust burden. The implementation of Maryland’s digital ad tax marks a significant milestone in the evolving landscape of taxation for digital services. It sets a precedent for other states
considering similar measures and raises important questions about the balance between taxation, interstate commerce, and the funding of public services. As legal challenges continue, the fate of the digital ad tax in Maryland will shape the future of online advertising regulation and taxation across the country. |
All the news you need today, in a format that isn't TL:DR, summarized for the busy executive.
Cloud Computing Under the Magnifying Glass: The FTC's Virtual Panel Delves into the Misty Realm of Data Skies." Brace yourself for a lively virtual gathering as the Federal Trade Commission sets the stage for an engaging discussion on all things cloud computing. From security concerns to competition challenges and
the dazzling world of emerging technologies, a diverse cast of experts will gather in the virtual realm to shed light on this ethereal domain. With FTC Chair Lina Khan leading the charge, prepare for a captivating panel that will have you tweeting your thoughts with the hashtag #FTCcloud.
Federal Trade Commission Chair Lina Khan shakes up the debate by advocating for aggressive antitrust enforcement as the key to maintaining America's
lead in cutting-edge technologies. Despite the tech industry's concerns about China catching up, Khan argues that history teaches us a different lesson – that robust competition at home is the catalyst for breakthrough innovations on the global stage. Drawing on examples like IBM and AT&T, Khan highlights how enforcing antitrust laws and fostering competition have historically fueled the United States' position as the breeding ground for cutting-edge technologies, debunking the myth
that monopolies hold the key to success.
Chief Marketing Officers (CMOs) find themselves in a challenging position as marketing effectiveness continues to plummet, exacerbated by the economic stagnation and increasing scrutiny of budgets. Short-term performance marketing is suffering a significant decline of 62% over the past two years, while brand campaigns have seen a doubling in effectiveness, leading to what the Data & Marketing
Association (DMA UK) calls a "measurement crisis" in the industry. The demand for immediate business outcomes overshadows the importance of long-term sustainable growth, putting CMOs in the hot seat to prove the value of their practice. With an ever-changing landscape of channels, metrics, and adtech, effective measurement becomes crucial to demonstrate marketing's true worth. The DMA UK aims to tackle this crisis by providing marketers with a toolkit to identify effective measurement
and effectively communicate it to the boardroom, emphasizing the urgent need to prioritize this solution in order to counteract the industry's worsening measurement challenges.
Overstock.com has undergone a strategic transformation, narrowing its focus to home furnishings and furniture to tap into a lucrative customer base. By leveraging first-party data, Overstock aims
to personalize ad campaigns and enhance customer relevance, offering tailored benefits through loyalty programs and co-branded credit cards. The brand has also harnessed the power of brand ambassadors and influencers, collaborating with experts in interior design and home renovation to create engaging content that showcases a range of affordable options. This integrated approach extends across multiple platforms, incorporating ambassadors into the marketing process, website, PR, and social media
channels. Overstock's partnerships with various influencers cater to diverse design tastes, amplifying their reach and connecting with customers to achieve marketing objectives.
TikTok takes the advertising world by storm with the launch of its comprehensive hub designed to empower brands and maximize their advertising impact on the platform. With a focus on creativity, commerce, performance, and branding, the hub serves as a guide for brands to harness the full
potential of TikTok's advertising tools while embracing authenticity and connecting with the diverse TikTok community. Additionally, TikTok Fundamentals provide marketers with actionable tips, emphasizing the importance of fueling campaigns, building upon successes, and leveraging automation to simplify workflows. With a commitment to innovation and delivering results, TikTok aims to strengthen the bond between brands and the thriving TikTok community while solidifying its position as a secure
and sought-after advertising platform.
In today's economic climate, marketers are facing the challenge of shrinking budgets and the need to make every dollar count. However, many are still making critical mistakes that result in wasting a significant portion of their budgets. One common mistake is executing mass marketing campaigns that fail to reach specific target audiences, making personalized messaging impossible. Marketers must allocate resources to test and analyze
the impact of different channels to ensure they effectively reach the right audiences. Additionally, understanding real-time purchase intent and utilizing psychographic data are crucial. By accessing data on consumer behavior, demographics, location, and purchase intent, marketers can create comprehensive profiles and tailor their strategies accordingly. This enables them to break through the noise, optimize messaging, and reach the right consumers at the right time and place, ultimately
maximizing their marketing efforts.
|
You're looking for an edge in your online marketing. Interest: ADOTAT.com is the answer. Our library of resources has been compiled by some
of the world's top internet marketing experts, and it's constantly updated with new information, case studies, and strategies. We want to help you succeed online - that's why we offer this information for free. It's our way of giving back to the community and helping people achieve their business goals.
Sign up now and gain access to our entire library of resources!
Want to advertise? Contact pesach@lattin.us |
|
|
The most POWERFUL name in TCPA Privacy CIPA AI class action defense and counseling |
FTC’S BCP ISSUES CRIMINAL LIAISON UNIT REPORT OUTLINING WRONGDOER ACCOUNTABILITY EFFORTS On January 30, 2023, the Criminal Liaison Unit of the Federal Trade Commission’s Bureau of Consumer Protection (BCP CLU) issued its 2022 Criminal Liaison Unit Report, describing the history of the BCP CLU, its program operations, and major accomplishments over the past five years. In an effort to ensure criminal prosecution of appropriate consumer fraud cases, the BCP CLU refers cases to partner agencies with criminal jurisdiction, including U.S. Attorney’s Offices
across the county, Divisions of the Department of Justice (DOJ) and others. . READ ENTIRE STORY
THE CZAR OF TCPA DEFENSE: ERIC TROUTMAN’S REIGN OF LITIGATION STRATEGY Eric Troutman,
commonly known as “the Czar” in certain legal circles, is one of the country’s top class action defense lawyers and a nationally recognized expert in Telephone Consumer Protection Act (TCPA) litigation and compliance. His deep experience and encyclopedic knowledge of the TCPA landscape make him an invaluable resource to institutional compliance teams struggling to comply with the shifting regulatory landscape. Eric Troutman is well known for finding creative solutions to complex legal problems
and has earned numerous first-in-the-nation results and precedent-setting cases for his clients. READ ENTIRE STORY
KPIS THAT ACTUALLY MATTER: A GUIDE TO PROGRAMMATIC ADVERTISING SUCCESS The world of
programmatic advertising can be overwhelming, with a seemingly endless array of metrics to choose from. It’s easy to fall into the trap of measuring vanity metrics that don’t provide any real insight into the success of your campaign. But fear not, my dear reader, for I am here to guide you through the world of programmatic KPIs and show you which metrics to focus on to ensure your campaign’s success. . READ MORE OF THIS STORY
SEPHORA U.S. TAPS ZENA SRIVATSA ARNOLD TO LEAD GROWTH STRATEGY Sephora, the French multinational retailer of personal care and beauty products, has appointed Zena Srivatsa Arnold as its new chief marketing officer for the U.S. market. Srivatsa Arnold joins Sephora from PepsiCo, where she served as the senior vice president of carbonated soft drinks. She has also held senior marketing and management positions at Google, Kellogg Company, Proctor & Gamble, and Kimberly-Clark. Her appointment
follows a period of C-suite reshuffles at Sephora, including the appointment of Guillame Motte as global president and CEO and the transition of Deborah Yeh to global chief purpose officer. READ THE FULL STORY
COLLABORATION IS KEY: UNLOCKING THE POTENTIAL OF FIRST- AND SECOND-PARTY DATA STRATEGIES The age of relying on third-party data for media buying may be coming to a close, but don't count out the power of collaboration just yet. Data clean rooms (DCRs) have emerged as a popular avenue for brands to uncover valuable insights, but they're not the end-all-be-all solution to marketing strategies in the face of a looming recession. While a DCR can help match audiences and allow brands to... READ MORE
DAVE MORGAN’S CRYSTAL BALL: HOW NETFLIX’S AD TIER WILL SHAPE THE VIDEO AD LANDSCAPE As Netflix dives into the realm of ad-supported streaming, it’s clear that the video advertising landscape is about to experience a seismic shift. With the streaming giant making its move, we sat down with Dave Morgan, CEO of Simulmedia, to discuss how Netflix’s new tier will impact the industry and what it means for advertisers, long-form video content, and the
advertising world at large. In light of the tough ad economy in 2023, Morgan believes that Netflix’s ad-supported tier is well-positioned to succeed. “It still has limited inventory as the ad tier just begins to scale. Thus, it doesn’t need huge commitments from advertisers, just modest
commitments from a number of the top brand advertisers, and it doesn’t need to trade piercing for volume like fully scaled players need to when budgets are under pressure,” he says. READ MORE NOW |
|