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Clean Rooms, Dirty Jokes: The Comical Side of Data Privacy In the bewildering world of CTV advertising, where
In this week's newsletter, we're
taking a light-hearted yet insightful look at the world of adtech, particularly focusing on the curious and often contradictory concept of data clean rooms. Join us as we explore how these digital spaces promise privacy while navigating the complex web of online tracking, all presented with our signature blend of humor and expertise.
In the whimsical world of adtech, the latest jest is the data clean room – a term so clinically clean, it could pass for a tech-sanitized version of a comedy club. Tech Target paints it as a digital nirvana, untouched by the sullied fingers of outside interference, aiming to shield user privacy while serving advertisers with anonymized data
snippets. But let’s be honest: this is akin to a high-tech masquerade ball. Advertisers and data brokers dance around in a charade of anonymity, profiling you just enough to be useful for targeting but not enough to call you by name. It's as if someone is shadowing you, noting your shoe size and favorite pizza topping, but politely refraining from saying hello. Data clean rooms, with their sterile moniker, promise to uphold digital trust - a concept borrowed from McKinsey and ISACA, focusing on transparency and responsibility in handling data. Imagine inviting someone into your house but vowing not to peek at their diary. Yet, in reality, data clean rooms are more like inviting someone over and then reading their diary through a one-way mirror, under the guise of ‘privacy
protection’. They claim to protect privacy while effectively tracking individuals just as traditional cookies did – a sleight of hand trick in the digital world. The seductive allure of these clean rooms lies in their promise of privacy compliance and enriched targeting data. They beckon with the promise of combining diverse data sets to create comprehensive profiles while playing the
privacy card. Brands are lured with the control over customer data, a promise of privacy features that sound like a magician’s trick, and insights into media performance and conversions. They offer a deeper understanding of customer behavior without crossing the line into personal identification – or so they claim. Despite the gloss, data clean rooms are riddled with pitfalls. The notion
that they are GDPR compliant is debatable at best, as they protect only personally identifiable information while playing fast and loose with non-PII data, which is often just as revealing. The technical expertise required to manage these data sanctuaries is not for the faint-hearted, and a misstep can lead to data spills, exposing sensitive information – a scenario not too far from reality, given past data breaches. The complexity of managing various data sets in these rooms creates potential for privacy breaches, and the murky area of end-user consent remains largely unaddressed. There's also the issue of legitimate interests in data use, which often stands on shaky ground. In essence, data clean rooms are like a house of cards, seemingly stable but vulnerable
to a gust of wind. And yet, the industry keeps circling back to the idea of tracking. Despite widespread concerns about privacy, as highlighted by Pew Research Center, the allure of data clean rooms persists. It's a paradoxical dance, where everyone pretends not to track users while doing exactly that, but with a veneer of respectability. Alternatives are emerging, like TopicIntelligence.ai, focusing on topic tracking rather than people tracking, signaling a shift towards a more respectful approach in digital marketing. The industry seems to be slowly realizing that tracking topics, not people, might be the way forward. But the reality of data clean rooms is far from their
utopian promise. Despite their claims, they fall short in delivering genuine insights and ROI. The integrity of data, especially its metadata, remains a critical factor in extracting value from these rooms. They’re like sophisticated filters that still can't purify muddy water. The issue of trust remains a significant challenge. The conflict of interest is glaring when the data provider is
also the one selling ad space. It's a classic case of the fox guarding the henhouse. And then there’s the question of interoperability - a term that has become more of a fantasy in the realm of data clean rooms. Brands find themselves trapped within the confines of each clean room, unable to link data across different platforms. It’s like having a key to several houses but not being able to
use the furniture inside. Emerging on the scene is clean tech, the underlying technology of data clean rooms. It offers a glimmer of hope as a privacy-protective pipeline, potentially enhancing the effectiveness of clean rooms. Yet, the challenge of cross-compatibility and genuine data integrity remains. Data clean rooms, in their current form, represent a paradoxical jest in the adtech world. They purport to offer a solution to privacy concerns while effectively perpetuating the very issues they claim to solve. The industry's infatuation with these new tools, despite their evident flaws and contradictions, underscores a broader dilemma: the ongoing struggle to balance effective advertising with genuine respect for user privacy. As adtech continues to evolve, it remains
to be seen whether data clean rooms will mature into a meaningful solution or remain a punchline in the complex joke of digital advertising.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
In the fast-paced digital ad race, GroupM and Magna predict a mixed bag: Search ads are cruising at a modest 4.1% growth, while retail media zooms ahead with a 9.3% surge 🚀. Social media and short-form videos aren't far behind, growing at 8.5% 📈. Walmart's ad game is strong, likely hitting over $3 billion in 2023 🤑. Meanwhile, AI
and a Google lawsuit stir the search ad pot, but not too dramatically 🌪️. Overall, digital ad revenue is healthy, expected to grow 11.2% in 2023, with keyword search and e-commerce leading the charge in a whopping $853 billion market 💰🔮.
Magna, part of IPG Mediabrands, just updated its U.S. ad spending
forecast, giving it a slight boost for 2023 and 2024 📈. Despite a sharp drop from its initial 2022 prediction, the outlook has been on the upswing since hitting a low in mid-2023. The revised figures, including cyclical events like politics and the Olympics, show a 5.4% rise in 2023 and a 5.9% increase in 2024 🎉. Ex-cyclical estimates mirror this upward trend. Magna leads the Big 4 holding companies in releasing these numbers, with others soon to follow. Their optimism is echoed by
ex-Magna and GroupM forecaster Brian Wieser, who also sees a brightening ad economy. According to Magna, this rebound is driven by a second-half surge in 2023, easier comparisons year-over-year, and a stabilizing economy. Notably, pure-play digital advertising is thriving with double-digit growth, while traditional media faces a 4% dip in ad spending 💻📉. Elon Musk's recent escapade at the DealBook conference in New York has turned X's (formerly Twitter) ad scene into a real-life drama 🎭. After Musk's eyebrow-raising tweets and comments, major advertisers like IBM, Apple, CNN, and Disney are hitting the 'unfollow' button on X 🚪🏃♂️. It's like a bad breakup, but on a corporate scale! Musk's response? A shrug and a "whatever" attitude, as if he's the main character in a teen movie 🤷♂️🍿.
Meanwhile, X's staff, not keen on this script, are dropping their roles faster than a hot potato 🥔💨. With a whopping 55% plunge in revenue and CEO Linda Yaccarino's efforts looking more like climbing Everest 🏔️, X's ad saga is less 'happily ever after' and more 'to be continued...?' 📉🤔.
In the wild west of Connected TV (CTV) advertising, it's a bit of a rollercoaster 🎢 for
the big guns, including Fortune 500 companies. Peer39's latest scoop reveals that nearly half of ads on divisive channels belong to these giants, while a sneaky 37% have found their way into the realm of fake content 🕵️♂️📺. It's like advertisers are at a masquerade ball, dancing with masked imposters! The quest for the right ad space in CTV is turning into a game of digital dodgeball, where dodging fake and divisive content is the new norm 🎯💥.
At Disney's Tech & Data Showcase, it's like they waved a magic wand over their ad strategy 🪄✨. Their Unified Ad Platform (UAD) is the new star of the show, boasting a homemade ad server and a brainy algorithm named YODA 🧠🌌. They're all in on UAD, predicting it'll handle half their ad spend by next year - talk about putting your eggs in one high-tech basket 🥚📊! With a 150% jump in demand for their
ad slots, Disney's playing it cool and unique, not chasing the open web like Google or Amazon, but focusing on their own kingdom of content 🏰💻. They're like the friendly giant in the ad world, shaking hands with everyone from EDO to Samba TV, and even The Trade Desk, making it super easy for advertisers to join the Disney parade 🤝🎪. In the wild world of ads, Disney's not just playing the game; they're rewriting the playbook 📖🚀.
Domino's is dishing out $500,000 in "Plowing for Pizza" grants to keep carryout customers cozy during winter. You can win $25,000 for your city, along with winter gear 🧣❄️ and pizza gift cards 🍕. This pizza rescue mission follows their previous efforts like Apple CarPlay integration 📱🚗 and "Emergency Pizza" 🚨🍕. Kate Trumbull, Domino's Chief Brand Officer, and Matt Talbot from WorkInProgress discuss how they're obsessed
with hot pizza 🔥🍕 and willing to go the distance 🛣️. They're not afraid of long-term plans, even if it takes a year or more 🗓️, because, in the end, it's all about being top-of-mind 🧠 and delivering hot, delicious loyalty 🤝. 🍕❄️🚗🍍🌨️🎩📆🚚🔥🎁🛣️🍽️🍕
🌧️☔ The North Face had the ultimate comeback on TikTok! After a viral complaint about their "waterproof" rain jacket
left a hiker soaking wet, the brand orchestrated a jaw-dropping marketing stunt. They flew a helicopter to the top of a New Zealand mountain to deliver a rain jacket to the disappointed customer, Jenn Jensen, who had demanded an upgrade. 🚁🏔️ The North Face's response video went viral too, and now they've set a high bar for customer care in the most adventurous way possible. Is it a marketing stunt or genuine care? Either way, it's one way for brands to make a splash on social media!
💦👕 #TheNorthFace #MarketingMagic
🦐🍤 Red Lobster's Endless Shrimp promotion caused a financial hiccup, but it's a marketing sensation! The seafood chain reported an $11 million loss for offering this popular deal "all day, every day." Surprisingly, shrimp enthusiasts went wild, with mukbangs dominating YouTube and TikTok. Competitive eaters devoured dozens of orders,
and even Red Lobster skeptics like LukeFoods and Rockstar Eater became converts, creating viral content. While it cost them millions, Red Lobster won't part with this iconic promo, just raising the price by $5 next time. Marketing lesson: Sometimes, a little financial turbulence can lead to a sea of social media success! 🌊💰 #EndlessShrimp #MarketingWin
🛍️🚨 Holiday shoppers
beware! Scammers are playing Grinch by impersonating the beloved Columbus-based retailer Big Lots online. They craft deceiving ads that mimic the real deal, tempting you with unbelievably low prices on everything from bicycles to air fryers. According to the Better Business Bureau, there are 18 fake Big Lots websites out there! 😱🎁 These cyber tricksters prey on the store's reputation and lure victims with deals that are too good to resist. But here's the tip: always double-check the
URL. If it's not "biglots.com," it's a scam. The FBI reports that online retail scams cost Americans over $73 million during the 2022 holiday season, so stay sharp and shop safely! 🌐🔒 #HolidayScams #StayAlert
🇨🇳📢 China's State Administration for Market Regulation (SAMR) is cracking down on online advertising with its new "Measures for the Administration of Internet
Advertising." Effective from May 1, 2023, these rules are set to reshape the landscape of internet marketing in China. Notable highlights include strict censorship for certain product categories, a strong emphasis on identifiability of advertising, and increased accountability for advertisers and publishers. The measures also target pop-up and open-screen advertising, online livestreaming promotions, and disguised advertising. 🚫💻 For businesses operating in China, this means rigorous
compliance and archiving requirements to ensure that online advertising aligns with the new regulations and avoids hefty fines. It's a digital marketing game-changer in the Middle Kingdom! 🇨🇳💼 #ChineseAdvertising #DigitalMarketingRules
Gillette's Gaming Campaign 🎮🧔✨: Gillette launches "Hit Reset with Gillette," a global campaign targeting gamers 🕹️. This
initiative, part of the Gillette Gaming Alliance, encourages players to freshen up with personal care products after gaming sessions 🚿. The campaign, aligning with The Esports Awards, includes branded content on Twitch, YouTube, and social media 📺🌐, and features top streamers showcasing their grooming routines with Gillette products 💈. This move, aimed at connecting with the growing esports market, echoes Gillette's ongoing focus on integrating with the gaming world for authentic engagement
with younger audiences 👾👨💻.
Advertisers Pull Away from X (Formerly Twitter) 🚫💸🐦: Advertisers are distancing themselves from X, formerly known as Twitter, after owner Elon Musk's derogatory comments towards brands. Many marketing agencies report that their clients are firm in not advertising on X, with some advising a complete halt in platform activity 🛑🗣️.
Temporary ad pauses are likely turning permanent, especially with Musk's recent remarks at the DealBook Summit. He criticized advertisers for pulling out over content moderation concerns and an antisemitic post, even using foul language and accusing them of blackmail 🤬🔥. Despite an apology for the post, his stance could cost X up to $75 million this quarter. Notable brands like Apple, Disney, and IBM have already paused their campaigns, while Musk's approach is making him a risky partner for
advertisers, according to industry experts 🍏🏰💻. Musk acknowledged a potential bankruptcy for X if the ad boycott continues but remained defiant against pandering to brands 📉💬
🖥️📱 Invalid traffic (IVT) continues to be a thorn in the side of programmatic advertising, with a global average of 17% in Q2, as reported by Pixalate. Desktop web took the lead with a 21% IVT
rate, followed by the mobile web at 16%, and mobile apps at 13%. The culprits behind 57% of invalid clicks were click farms and datacenter IVT. Mobile apps faced their share, with 20% of invalid clicks attributed to click farms. Notably, the 729 x 90 leaderboard ad size had an alarming 26% IVT rate on mobile apps. In terms of categories, health-related desktop web domains took the crown for fraudulent ad clicks at 44%, while entertainment, government, arts, and regional domains hovered
around 30%. Advertisers must remain vigilant as fraudsters get craftier. 💻🤖 #AdFraud #ProgrammaticAdvertising.
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CIPA AI class action defense and counseling
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OOH LA LA: THE TRANSFORMATION OF OUTDOOR ADS FROM SIMPLE TO SMART
In the labyrinth of advertising history, Out-of-Home (OOH) advertising stands like an ancient monolith, etching its
story into the very walls that house our everyday lives. From the first lease of a billboard in 1867, a time when the world was draped in the smoke of the industrial revolution, to the neon-drenched present, OOH advertising has not just survived; it has thrived, morphing with the ages, mirroring human ingenuity.
READ MORE
THE ADTECH FORECAST FOR 2024: TRENDS YOU CAN’T AFFORD TO MISS
As we approach 2024, the global advertising market is on the brink of surpassing the $1 trillion mark, marking a new era in
the world of advertising technology (AdTech). This burgeoning field, a confluence of retail, fintech, and programmatic advertising, is set to redefine the landscape of how businesses connect with their audiences. READ MORE NOW
NO MORE CREEPY ADS: THE RISE OF CONTEXTUAL TARGETING
In the ever-shifting, often bewildering universe of digital advertising, marketers are forever on the prowl for the latest tricks to
mesmerize their audience while preserving their privacy. We’ve talked about this numerous times here. In recent times, one tactic has risen steadily through the ranks – Contextual Targeting. It’s a peculiar beast, distinct from its shadowy cousin, Behavioral Targeting, in that it doesn’t stalk individual user habits but rather takes root in the contextual soil of web page content. In this expedition, we embark on a deep dive
into the realm of Contextual Video Advertising, probing its innards, technological sinews, and the capricious industry currents that shape its destiny. READ MORE NOW
Gram Glam: Unpacking Instagram's Shopping Bag of Tricks
In the vast, variegated vista of the modern internet, Instagram has slyly sidestepped into a role it was once only flirting with: the
cyber Shangri-La for shoppers, a dream woven into the fabric of the digital marketplace. As 2023 unfurls its tapestry, we find Instagram has embroidered itself into the very center, eclipsing its origin story as a humble photo-sharing app to become a titan of e-commerce hustle and bustle. READ MORE NOW!!!
ADTECH’S BUZZWORD BAKE-OFF: CAN ‘SIGNAL LOSS’ TAKE THE COOKIE’S CROWN?Picture this: You’re a high-flying marketer, charting your course through the digital skies. Your flight
instruments? A plethora of data points that tell you who’s eyeballing your ads and when. But suddenly, you’re flying blind, all thanks to a phenomenon we’re calling “Signal Loss.” Signal Loss is akin to a pilot losing their instruments mid-flight. Only instead of altitude and speed, you’re losing sight of where your customers come from. It’s like Hansel and Gretel without the breadcrumbs—how do you find your way back home?
Well, updates in privacy policies have essentially eaten those breadcrumbs, leaving marketers feeling a bit peckish for data. READ MORE
FIND A WAY: THE TRUE BIG CREATIVE
Get the creative narrative right, and you’re more than halfway there, regardless of the media strategy. Of course, in those days the targeting choices were very limited, as
broadcast reach was highly concentrated. With limited channels and the Internet in the realm of DARPA researchers, it was easy to reach just about everyone but far more difficult to persuade those to whom the ad was particularly relevant. Targeting in those days was best performed in special interest magazine publishing (we miss Soap Opera Weekly).
Wrong Way Fast forward to the Internet era. The data hustlers had a new war
cry: creative/schmeative!
READ MORE
PRIVACY MASQUERADE: ARE TECH GIANTS PLAYING US FOR FOOLS?
Our personal details are the coin of the realm — and we find ourselves at an odd juncture—a privacy parade, bustling and vibrant,
with tech titans and data brokers waving the banners high for data protection and user privacy. Yet, if one dares to peek behind the elaborate floats and the glossy brochures, the truth is not so festive. It’s a parade, alright, but one that marches to a tune that’s far more complicated than it appears.
READ MORE NOW
THE ALCHEMIST’S GUIDE TO STREAMING: TRANSMUTING PIXELS INTO GOLD
In the dim-lit rooms of 90s family homes, the familiar drone of a cable box would hum in the background,
anchoring households to one shared reality: the televised world.
There was a certain comfort, a certain predictability to the rhythmic switch between channels. But as time pressed on, that comfort faded, the predictability lost to the maddeningly vast digital universe of streaming. “Canceling cable was liberating,” said a friend recently, their voice wistful, “but now? Every night is a dissertation defense on what to watch next.” Megan Halscheid, a bespectacled woman in her mid-thirties with an analytical mind, once noted on Digiday that we, as humans, are insatiable in our thirst for content, always seeking more. READ MORE NOW
FROM GUT FEELINGS TO GIGABYTES: THE AI MARKETING METAMORPHOSIS
Today AI stands like a monolith. Not just as a technological achievement, but as a beacon for what our future holds. No
longer is AI just a buzzword; it’s intertwined with our everyday existence, particularly in the world of business and marketing. The crescendo of the digital age is echoed by businesses and their marketing efforts. The bridge between businesses and the ever-evolving consumer is now maintained by Artificial Intelligence. Deep insights into consumer behavior, understanding minute preferences, and predicting future consumer trends
have turned marketing into a sophisticated game of chess. The king? AI Marketing. READ MORE NOW
Email Marketing Law Update: Google Announces New Requirements for Bulk Email Senders to Gmail
On October 3, 2023, Google released an
announcement entitled “New Gmail protections for a safer, less spammy inbox.” By February 2024, Google will require bulk senders to authenticate their emails, allow for easy unsubscription and stay under a reported spam threshold.
“…[T]oday, we’re introducing new requirements for bulk senders — those who send more than 5,000 messages to Gmail addresses in one day — to keep your inbox even safer and more spam-free,”
according to the announcement. READ ARTICLE
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