Doughn't Worry: How Marketers are Rising without the Cookie Mould
In a World Without Cookies, How Do We Crumble? Advertisers have long thrived on the crumbs we leave behind on our digital journeys—tiny packets of data known as cookies. But the world is changing, and those crumbs are disappearing, setting the advertising world into a spin. As digital footprints fade, how will advertisers survive, thrive, and even flourish
in this new cookie-less world? The Crunch of the Cookie For years, cookies allowed advertisers to gain an intricate understanding of user behaviors, preferences, and even anticipated actions. They provided a way to personalize the vast online landscape for individual users, making their experiences feel unique, catered to their distinct interests and needs. They played a pivotal role in shaping the
digital advertising sector we see today. But with great power comes great responsibility—and, in this case, increasing scrutiny. Concerns over data privacy have initiated vast changes, heralding in what might be termed the post-cookie era. Why Are Cookies Crumbling? We are shifting toward a more privacy-centric digital world. Browsers are
updating, limiting the use of third-party cookies, and regulations like the EU’s General Data Protection Regulation (GDPR) are tightening the noose on data collection without explicit user consent. Gone are the days when one could track, target, and advertise without a second thought. Notably, Google has announced that by January 2024, the Chrome browser—dominating nearly two-thirds of the global market share—will no longer
support third-party cookies. With Firefox and Safari already having jumped on this bandwagon, advertisers are gazing into a near-future where their once-trusted methods are rendered obsolete. Navigating the New Terrain Amidst this tumult, what alternatives can marketers turn to? How can advertising remain relevant, effective, and personal without infringing on users' privacy rights? 1. Contextual Advertising: Back to Basics With individual user data becoming scarce, marketers are shifting their focus back to the environment. Contextual advertising isn’t new, but it’s poised for a renaissance. The content of a webpage, combined with a user's location, device type, and time of day, offers a broad yet effective target for advertisers. The ads are curated based on what’s being viewed rather than who’s viewing. For instance, a page
discussing the best writing techniques may feature ads for stationery, writing software, or book recommendations. 2. First-Party Data: Homegrown Insights While third-party cookies are on their way out, first-party cookies remain untouched. These are the data points collected directly from users interacting with a particular website or application. For brands, this is the goldmine of user insights—gleaned right from their own
backyards. From account creations to online surveys, every interaction on a brand's platform becomes an opportunity to understand its audience better. 3. Machine Learning: The New Oracle Machine learning offers a different kind of magic—gleaning insights from vast datasets. By recognizing patterns and relationships, machine learning can provide a predictive lens for advertisers. It's the melding of first-party data with
contextual insights, processed and analyzed, leading to data-driven decisions. These algorithms, over time, will craft more refined, targeted, and personalized advertising strategies, making the most of the available data. Challenges of the New World However, this cookieless world is not without challenges. The onus of ensuring data quality rests heavily on advertisers. And while first-party data might be
direct, it's not infallible. Periodic data cleansing, continuous updates, and ensuring that customers understand and consent to data usage are crucial. Moreover, the increasing reliance on email as a unique identifier comes with its own baggage. A quality email list can be a game-changer, but the proliferation of outdated or fake emails can muddy the waters. Innovation often arises from challenge. And this new age—though
daunting—forces advertisers to reinvent, rethink, and re-strategize. I like to reminiscesabout the good old days when content was crafted with intention, geared to lead users down specific pathways. And perhaps, with the fading of the cookie, we are coming full circle, with a renewed emphasis on content that resonates, engages, and influences. We stand
at the cusp of a paradigm shift in digital advertising. As the old ways crumble, new strategies are emerging, brimming with potential. It might not be the end of cookies, but it's certainly the dawn of a new era—an era where advertisers, driven by creativity, innovation, and ethics, will reshape the digital landscape.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
📧🔍Google’s Great Email Purge🚫💼: The tech behemoth, Google, is on an anti-spam crusade 🚫✉️, and if you're a power-emailer, you might be mistaken for the enemy! Sending over 5k emails daily? Brace yourself for some Google homework 📚. Time to get that email profile validated, so you're not mistaken for an email-villain 🦹♂️. Pro-tip:
Equip with a fast-acting unsubscribe button 🖱️, and mind that pesky spam rate – keep it under a saintly 0.3% 😇. Already got your house in order? You're probably safe from Google's watchful gaze 👁️. And watch the calendar – come February 2024, the email reckoning begins ⏰. Heard of Yahoo? They're joining the email justice league too. Bottom line: Keep that email pipeline clean 🚿, because no digital plumber will rescue you from this one! 🚫🚽😉 In a recent twist of events, both Amazon and Google find themselves in the crosshairs of the U.S. government, with antitrust lawsuits piling up against the tech giants. While Amazon allegedly played puppeteer with pricing algorithms to drown out competitors, Google, it's said, had its thumb on the scale to favor its search engine. Meanwhile,
Congress seems to be in a perpetual state of "we'll get to that", with vital antitrust bills gathering dust and failing to address digital-era monopolies. The University of Tennessee's Maurice Stucke wryly notes the present situation is like trying to fit a USB-C into a floppy disk slot—using 19th-century laws to deal with 21st-century challenges. Across the pond, the EU is sprinting ahead with modern regulations, labeling top tech firms as 'gatekeepers' and imposing strict dos and don'ts. The
ultimate question remains: can hefty fines and rules change Big Tech's behavior? Or will we keep using old tools to fix new problems? 📜🔍💻 🎨 Colossal: More Than Just Paint on the Wall 🏙️: Remember squinting at billboards and thinking, "Is that paint?" Enter Colossal Media, the Michelangelo of modern-day murals, redefining cities with hand-painted wonders since 2004
🖌️🌆. Started in Brooklyn with a dream of breathing life into the fading art of sign painting, they're now in 85 U.S. locations, gracing walls for brands like Coca-Cola, Delta, and a ritzy Gucci spot in Manhattan 🥂. Through a unique apprenticeship program, Colossal transforms everyday folks into 'wall dogs', teaching them the magic of traditional sign painting (sans Sistine Chapel ceilings). Their murals, known for stunning photorealism, can cost anywhere from $30k to $200k, and while that may
sound pricey, it's all about that "stop-and-stare" factor 📸. Beyond being Instagram-worthy, these murals integrate tech elements like QR codes and AR for a multi-dimensional experience 📲. As they approach two decades in business, Colossal isn't just painting ads; they're crafting cultural landmarks and keeping a rich tradition alive. Now, isn't that colossal? 🌟🖼️👏
State Farm's Matchmaking Mastery: Amid the chorus of Taylor Swift love ballads and the roaring crowd of an NFL game, State Farm pulled a cheeky marketing stunt by seating Jake, their iconic "guy in khakis", beside Travis Kelce's mom, Donna. With past visuals of T-Swift herself beside Donna, this move was nothing short of a touchdown in the rumor mill. Call it strategic marketing or just a playful nudge to the Swift-Kelce
whispers, one thing's for sure: State Farm knows how to play the game both on and off the field. 🏈❤️🎶 Gen Z is spritzing up a storm, redefining the fragrance game, and couldn't care less about what you smell like on the internet. 😌🌬️ According to Circana, they're using fragrances differently,
with 83% of them opting for regular scent-sations, ranking highest in heavy usage. TikTok, or #PerfumeTok, is their scent-sational influencer, driving up fragrance sales and prestige fragrance revenue by 13% in 2023. While classics like Chanel No. 5 aren't going extinct, Gen Z's darlings are indie digital brands like Phlur and Glossier's You, and they're making fragrance a social media sensation. Fragrance uplifts their mood, enhances wellness, and offers instant gratification, making it their
go-to self-expression tool. 🌸💁♀️ And forget the old notion of fragrances for seduction; for Gen Z, it's all about creativity, wellness, and self-expression, not attracting a partner. 🎨🧘♂️ #ScentedGenZ Well, it seems like we're in for a crossover episode! Google has joined forces with X, allowing Google
Display Network advertisers to strut their stuff on X's feed and get cozy with the platform's user data. 🤝 This surprising partnership comes hot on the heels of X CEO Linda Yaccarino's announcement that advertisers are making a comeback, predicting a profitable 2024. 📈 But was this deal part of her grand plan? We're not sure, but one thing's for certain: it's big news, and it could shake up your Google Ads strategy in a few ways. You'll soon be able to showcase your Google Ads on X's
feed, without having to run X Ads or rely solely on Google's algorithm. 🌟 This might open up full-funnel opportunities, as users often discover new things while browsing X. 🕵️♂️ On the flip side, X's less regulated ad landscape, which drove some advertisers away, could mean your ads end up in more sensitive company. 😬 How this impacts your advertising depends on how Google and X decide to share their data, and for now, the deal's details remain a mystery. So, get ready to weigh the pros and
cons, because it's a whole new advertising world out there! 🌍💼 #AdCrossover 😼 The cat has leapt from its hiding place! Rumors whispered 🤫 of Google's naughty antics 🤭, allegedly tinkering with queries and rankings to pile up the cash 💰 before year-end! Now, an email 📧—like a stray arrow 🏹—has landed in the public realm. The sender, none other than Google’s VP of
advertising 🕴️, plots to “inject” queries and boost ad revenue 💵 by altering rankings and raising auction prices. This could lead to the SERP being more ad-laden and organic content taking a backseat 🌿🚗. Suspicion lingers over the authenticity of the requests and their implementation. In other news, the ad lawsuit against Google? Poof! Vanished 🌬️! It’s a mystery 🕵️ why advertisers retreated. As for those fretting about AI 🤖 language models sneaking around your websites, a simple tweak to
your robots.txt 🤖📜 will keep the “Bard” at bay. Quite a rollercoaster, isn’t it? 🎢 Keep your hats on! 🎩
🛑 The FTC’s noble quest 🏰 to slay the dragon 🐉 of fake reviews has hit a snag! 🤺 Advertisers say, “Hold on, this could muzzle 🤐 legitimate commercial speech!”. They argue that the FTC
should stick to their old ways—guidance and individual prosecutions 🏹, rather than legally binding regulations. ANA adds its voice 🗣, fearing that true and honest speech could be silenced 🙊. They believe incentives for positive reviews, if transparent, are no evil deed 🌿, and that the presence of deceptive reviews is not as widespread as presumed 🌐. On the contrary, Mozilla, armed with Fakespot ⚔️, supports the FTC, claiming the online world is indeed tainted by misleading praises and
criticisms 🌐👾. What’s to unfold in this saga of truth and deception 🍿? Keep your quills ready 🖋! 👓 Snapchat is snapping shut 🚪 its AR Enterprise Division, but fear not, AR tools aren’t disappearing into the digital sunset 🌅! Instead, they’re promising a treasure trove of AR tools to advertisers 🌟. They’re reshuffling the deck, hoping to deal a winning hand 🃏 to
advertisers and enhance the user experience with augmented reality marvels 🦋. It seems Snapchat is pivoting, orchestrating a symphony of change 🎶, where augmented reality and advertisers dance in harmonious sync 🕺💃. Keep your lenses polished and stay tuned for the unfolding AR symphony 🎵!
💰 X, the artist formerly known as Twitter 🐦, is showering its creators with gold,
claiming to have sprinkled nearly $20 million 💵 upon them, as declared by CEO Linda Yaccarino 📢. “Create, Connect, Collect!” is the new mantra, as X endeavors to be the economic benefactor of the creator realm 🎨. Elon Musk, the wizard 🧙♂️ behind X, initiated the bounty, lowering the entry barriers and the payment gates 🌉. Since then, the pool of wealth has swelled from $5 million to $20 million in merely two moons 🌜🌛! It’s a game of amplification 🔊, where creators joust for
attention 🤺, sometimes by wielding the sword of negativity 🗡️. Whether $20 million is the true treasure or a siren’s song 🎶, it beckons one to the lands of X Premium 🌌. Will you embark on this journey 🚀?
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IS THE OPEN MARKETPLACE DONE? THE SLOW EXODUS FROM OMP TO DIRECT-SOLD ADVERTISING Ah, the digital age – a world where you can have 500 friends yet be terribly alone,
and where advertisers think they’re omnipresent until they realize 70% of their audience is in the digital witness protection program. But in an age of hyper-targeted advertising, there’s a plot twist worthy of a classic film noir. The Open Marketplace (OMP) – the trusted intermediary between publishers and advertisers – seems to be on the ropes. Are its days numbered? READ MORE OF THE STORY
FEAR OF FINDING OUT VS. FEAR OF MISSING OUT: PROGRAMMATIC DILEMMAS In the ever-evolving landscape of programmatic advertising, where issues such as transparency, trustworthiness,
and economic feasibility persist as ongoing challenges, one figure emerges as a guiding beacon of insight. Tom Triscari, the CEO and Founder of Lemonade Projects, an advisory firm dedicated to shedding light on programmatic ad tech practices, offers a unique perspective. In this extensive conversation, we delve into Tom’s insights, spanning from the intricacies of programmatic economics to the revelations uncovered in the ANA’s
programmatic transparency report. READ MORE
THE MEDIAMATH DEBACLE: IS THIS AD TECH’S THEATER OF THE ABSURD? In the tumultuous world of business, where the unexpected often becomes the norm, the recent acquisition of MediaMath by
Infillion has sent shockwaves rippling through the industry. It’s a move that’s ignited more debates than a late-night political talk show. The burning question on everyone’s mind: Has Infillion just pulled off a brilliant coup or taken an audacious gamble with a hefty side of risk? It’s a high-stakes poker game, and we’re all spectators, wondering whether we’re witnessing a grand adventure or a fool’s errand. Once upon a time,
MediaMath was the undisputed champion of the ad tech arena, striding confidently amidst the digital advertising giants. However, the tides turned, and MediaMath found itself drowning in a sea of debt that could give even the most financially astute among us heart palpitations. Yet, here comes Infillion, wading into the fray, determined to breathe new life into this beleaguered behemoth. READ THE FULL ARTICLE
ADTECH’S SECRET SAUCE: IT’S NOT ALL ABOUT THE CODE If you're anything like me, it's all too tempting to get caught up in the glitzy allure of cutting-edge software and groundbreaking products.
Adtech companies, often driven by an unwavering belief in their innovative solutions as the ultimate game-changers, have been swept away by the irresistible current of technology. As the adtech industry continues to grow, it is becoming increasingly important for companies to differentiate themselves from their competitors. According to Joe Zappa, the Founder of Sharp Pen Media, the key to this differentiation lies in the
quality of service and caliber of individuals backing the product. Adtech companies often place a steadfast faith in their software or product, but this can lead to a focus on features and functionality rather than the overall customer experience. By prioritizing customer service and investing in top talent, adtech companies can set themselves apart in a crowded marketplace. READ FULL STORY
FORTNITE: THE ULTIMATE PLAYGROUND FOR BRANDS AND GAMERS There’s a war going on, and it’s not just between the players. It’s a war for attention, for loyalty, for hearts and minds. It’s a war that brands are waging on the virtual battleground of Fortnite, the colossus of gaming that has captivated millions of fans across the globe. In this article, I reveal the secrets of Fortnite advertising, the psychology behind its appeal, the tactics employed by savvy marketers, and the fine line between enchantment and annoyance. READ THIS STORY
LEAD GENERATOR FACES MILLIONS IN MONETARY PENALTIES FOR ALLEGEDLY VIOLATING FTC’S TELEMARKETING SALES RULE On September 1, 2023, an Illinois federal court ruled in the matter of Federal Trade Commission v. Day Pacer LLC, et al. (N.D. Ill. Sept. 1, 2023) that Day Pacer (f/k/a EduTrek) and company executives violated the Telemarketing Sales Rule (TSR) by allegedly making millions of calls to telephone numbers on the National Do Not Call Registry. The court also ruled that they violated the TSR by providing “substantial assistance” to a third-party marketing partner
while allegedly knowing that the marketing partner was calling telephone numbers on the DNC registry. READ MORE
Nandini Jammi: The Woman Who Cost Breitbart 90% of Its Ad Revenue and Exposed Pubmatic’s Support for Hate Speech and
Disinformation Nandini Jammi is not your typical activist. She doesn’t march on the streets, hold up signs, or chant slogans. She doesn’t even have a catchy name for her cause. She just has a laptop, a Twitter account, and a mission: to stop the flow of money from advertisers to
publishers of hate speech and disinformation. Jammi is the co-founder of Check My Ads, a non-profit organization that helps brands regain control of their ad placements and avoid funding bad faith publishers. She is also the co-founder of Sleeping Giants, a grassroots movement that exposed how thousands of advertisers were unwittingly supporting Breitbart News, a far-right website that promotes white nationalism, misogyny, and
conspiracy theories. READ FULL ARTICLE
EMILIE COTTER TAKES THE HELM AS AUDI’S CHIEF MARKETING OFFICER In a pivotal move signaling Audi of America’s
determination to navigate the ever-evolving automotive landscape, the luxury automaker announced the establishment of a groundbreaking brand marketing team. Leading this visionary endeavor is the seasoned Emilie Cotter, who has been appointed as the Head of Brand Marketing and Communications, holding the esteemed title of Chief Marketing Officer. This strategic restructuring is set to harness the power of integration, aligning
brand strategy, marketing efforts, and external communications with a singular aim: to accelerate growth and propel consumers toward an electrifying automotive future. READ FULL HIRING ARTICLE
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