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Identity Icing: Shaping Marketing Identity in a Post-Cookie World

This week at ADOTAT, we embark on an exhaustive journey into the realm of identity in marketing. We are not just scratching the surface; we're delving into the nuances, challenges, and opportunities that this pivotal aspect of marketing presents. This exploration will culminate in an engaging roundtable discussion with leading experts, offering diverse perspectives on how identity shapes and is reshaped by the currents of marketing. Will keep you in the loop where you can watch this.

The Shift Away from Third-Party Cookies: A Marketing Revolution

The marketing world is at a crossroads with the decline of third-party cookies. This once ubiquitous and economical tool, embraced by publishers, advertisers, and agencies alike, is now nearing its end. Triggered by a combination of heightened data protection regulations and consumer privacy concerns, this shift challenges the core practices of targeted advertising and inventory monetization. The question that now looms large is how brands and publishers can adapt to maintain effectiveness without these digital mainstays. Folks who have been baking cookies for all this time, suddenly are being told they need to make cake, and frankly, they were bad bakers to start with.

Understanding the Tectonic Shift

This transition away from third-party cookies is fueled by several key factors. Regulatory frameworks like the GDPR and CCPA have set new standards for personal data handling. Additionally, major internet browsers and platforms have taken a stance on consumer privacy, opting to phase out third-party cookies. This collective move towards a consumer-centric internet landscape marks a significant shift in how digital advertising operates.

With the decline of cookies, marketers are prompted to rethink their targeting strategies. Cookies, despite their widespread use, were never the only or most effective targeting tool. The future lies in a more holistic, people-based marketing approach, which involves constructing comprehensive ID graphs with multiple identifiers per individual. This strategy allows for effective activation across various platforms and paves the way for a marketing approach that is resilient against future technological shifts.

The Persistence of Audience Targeting

Dispelling the notion that the end of third-party cookies equals the end of audience targeting, marketers are now looking at alternative data signals. The challenge has shifted from a reliance on cookies to leveraging a blend of offline and online data sources. This opens up new avenues for reaching audiences in a more nuanced, consumer-centric manner.

The market is witnessing a fragmentation in the identity space with the emergence of various cookieless ID solutions. These solutions are under constant scrutiny for privacy compliance and cost-effectiveness. There are two primary approaches in this new landscape: probabilistic methods, like Neustar's Fabrick ID, which rely on anonymous signals such as IP addresses and browser information, and deterministic methods, exemplified by The Trade Desk's UID2, that use pseudonymous IDs based on authenticated personal information.

Innovative Approaches to Targeting: Cohorts and Context

The concept of cohort-based targeting, despite the failure of Google's FLoC, still holds potential. This method groups users based on shared interests, utilizing publishers' first-party data. However, scalability remains a significant challenge, particularly when coordinating with multiple publishers.

In the realm of non-identity-based targeting, contextual advertising is making a comeback. This method, which targets users based on the content they are viewing rather than their personal data, is gaining traction. The effectiveness of this approach largely depends on the development of sophisticated content taxonomies and its integration into broader advertising strategies.

Industry Readiness and Future Directions

A recent survey highlights a substantial gap in the industry's readiness for a cookie-less future. Many marketers remain unfamiliar with non-cookie-based targeting methods, indicating a pressing need for education and strategic adaptation. This transition period is marked by uncertainty and exploration, as the industry seeks to understand and adopt new methodologies.

As we delve into this topic throughout the week, it becomes evident that the future of marketing identity is not a single solution but a tapestry of methodologies. This includes a mix of deterministic and probabilistic identity approaches, contextual advertising, and cookie-less frameworks. 

The landscape is in a state of flux, continuously shaped by technological advancements and evolving privacy legislation. Our upcoming roundtable and expert discussions at ADOTAT are set to illuminate these developments, offering valuable insights to marketers and publishers navigating this new era of identity in marketing.
 

Pesach Lattin
Editor-in-Chief, ADOTAT

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It's the App Download Derby of November! 🏁📲 TikTok leads the pack with a staggering 49M downloads, with Instagram right on its tail. 🎥📸 The usual suspects - Facebook, WhatsApp, Snapchat - make the top 10 cameo, joined by the App Store's shining stars, Temu and CapCut. 🌟 And lo and behold, ChatGPT, your text-savvy buddy, debuts at number six in the App Store! 🤖📈 Missing from the action are X and Threads, playing a game of digital hide-and-seek. Even SHEIN, the Black Friday queen, didn't make the cut, leaving us wondering about the ebb and flow of app popularity. 🛍️🔍 Helpful intel for those using these apps as their digital marketplace! 🛒📊

It's like a nail-biting bottom of the ninth in the business league: Major League Baseball and the bankruptcy-dodging Diamond Sports Group are close to sealing a deal for 2024 game broadcasts, keeping the cash flowing for up to 11 teams. 🤝⚾️ While MLB's been eager to get the play-by-play on DSG's game plan, the plot's thicker than a well-oiled mitt. Teams are on the edge of their dugouts, as their 2024 strategies hang in the balance. It's a mix of roster juggling and budgeting curveballs, and like a suspenseful umpire's call, we're all waiting to see if this play turns into a home run or a strikeout. 🧢💸👀

Cox Media Group's claims of "active listening" technology for targeted ads sound like they're straight out of a spy movie! 🕵️‍♂️📱 They boasted about eavesdropping on conversations through devices like smartphones and smart TVs, to tailor ads. Creepy, right? But wait, there's a plot twist! 🌀 After a media uproar, they clarified that they only use anonymized, third-party data. 🤔 Meanwhile, Apple's like, "Not us, we respect privacy!" 🍏 And remember SilverPush? They tried something similar with TV ads and smartphone mics, but the FTC was like, "Nope, not without consent!" 🚫🎤 So, is Big Brother watching... or listening? The suspense continues! 🎭🔊

YouTube hit the pause button on its co-viewing ad plan, like a cliffhanger in a drama series! 🎬 Originally set for a 2024 debut, they're now waiting until the final quarter. Why? Ad buyers gave it a thumbs down, raising questions about YouTube's self-grading system. 🚦📉 Think of co-viewing like a group movie night, but YouTube wants to charge advertisers for every viewer, even if they're not the target audience. 🍿👀 Meanwhile, industry big shots like Hulu and Roku are already playing this game with Nielsen's rulebook. 🏆 The plot thickens as YouTube promises to bring third-party verification into the picture. Agency execs are watching closely, hoping for a fair play in this new episode of digital ad drama. 🕵️‍♀️🖥️ Let's wait and see if YouTube's sequel in Q4 will be a blockbuster or a box office flop! 🎥🍿

Cristy Garcia, the marketing maestro at impact.com, juggles data and creativity like a circus star! 🎪🤹 She's turned their marketing strategy into a 5-year marathon of wins, with over 50% of new biz coming from her team's playbook. 🏃‍♀️💼 D2C marketing? She's playing 4D chess with partnerships, turning customers into brand cheerleaders! 🤝📣 In the authenticity game, she's the MVP, betting big on real connections over flashy ads. 🏆🌟 AI's her secret weapon, turbocharging content and partnerships, while RevOps is her compass, navigating the murky waters of marketing, sales, and finance alignment. 🧭🚀

🌐🍪 Google's gearing up to give third-party cookies the boot in Chrome, testing out a new feature they're calling Tracking Protection. Starting January 4th, 1% of Chrome users will enter a cookie-less world where cross-site tracking gets a big 'nope' 🚫. But wait, there's a lifeline! 🆘 If sites break without these cookies, users can hit the snooze button on this feature for 90 days. Meanwhile, tech folks like Johann Hofmann and Adam Gertenbach are deep in the tech trenches, figuring out how to navigate this cookie-less landscape. 🤓🛠️ But over at The Trade Desk, Bill Simmons is throwing some serious shade, calling Google's move an "anti-moonshot." He thinks it's more about hiding user data than enhancing privacy. It's like Google's playing a game of hide-and-seek, but forgot to tell the advertisers the rules! 🙈🔍

Meta's Threads is now buddy-buddy with ActivityPub (yep, Mastodon's pal), as announced by Zuckerberg. 🎤 It's like Meta's RSVPing "Yes" to the fediverse party, where social media platforms mingle freely without those pesky walled gardens. 🌐🚀 This could be a game-changer, making Threads the cool new kid that plays well with others, potentially shaking up the social media scene big time. 🕺💃 Marketers, take note: this could be your golden ticket to new, uncharted internet territories! 🎟️🌟

🏈🍬 M&M's is blitzing the Super Bowl again with a new ad on Feb. 11, 2024! This marks their 9th Super Bowl appearance since 1998, continuing their tradition of fun-filled inclusivity. CMO Gabrielle Wesley highlights M&M's 80+ years of entertaining fans. After a brief "pause" of their iconic spokescandies, following a bit of a stir from a "woke" rebrand, they're back with a Gold Lion Award-winning flair! 🎬 Also, Snickers is joining the fun at the Super Bowl Experience, dishing out treats from a custom Ice Cream Truck. It's a snack showdown with Oreo, Pringles, and Super Bowl rookie Nerds also stepping into the ad arena! 🍫🏟️🌟

Audi and SeenThis just revved up the digital ad game with their first collab! 🚗💻 SeenThis' tech wowed with no file-size limits and tailored video quality, zooming Audi's Q4 Sportback e-tron campaign to double click-through rates in France. 🇫🇷🌍 Not just flashy, it was eco-friendly too, cutting data transfer by 33% and CO2 emissions by 10%. 🍃🌱 Jesper Benon (SeenThis CEO) and Stéphanie Cantau (Audi France) are over the moon with the campaign's performance-meets-sustainability. Re-Mind PHD France, the media agency, also flexed its muscle, ensuring the campaign hit all the right notes in luxury and impact. 🌟📈 And for the cherry on top, SeenThis's Emissions Dashboard now lets advertisers track campaign success and carbon footprint. Eco-friendly advertising for the win! 🚀🌿

The FCC just hit telecoms with a new rulebook! 📚✨ By a close 3-2 vote, they're bringing the heat to phone companies with fresh data breach regulations. 📱🔐 "Protect customers or else," says the FCC, demanding telecoms spill the beans on all data breaches, even the "oops" ones, to consumers, feds, and the agency itself, and that too within 30 days of finding out. ⏰🚨 This is the first major update since 2007, so it's like dusting off a digital relic. 🏺💨

However, not everyone's throwing a party. Just a day earlier, four senators, led by Ted Cruz from Texas, waved the red flag, claiming the FCC's playing outside its sandbox. 🚫🏖️ They point to 2017, when Congress played the 'you can't touch this' card with the FCC's privacy rules. Now, these senators argue the new rules are just old wine in a new bottle. 🍷🔄 FCC Commissioners Nathan Simington and Brendan Carr are nodding in agreement, echoing the Senate Republicans' chorus about the FCC's overreach. It's a digital drama unfolding, and the plot thickens! 🎭💻🍿

Adidas is sprinting into the Roblox world! 🏃‍♂️🌍 Teaming up with Rush Bogin, they're launching the snazzy Adidas x Rush X collection for virtual fashionistas. 👕🎮 Each week, new digital threads will drop, turning Roblox avatars into style icons. 🌟👾 They're even popping up virtual shops in Roblox's quirky corners like Princess Dress Up Obby! 🏰💻 It's a bold move to charm both new and old fans, especially as they bounce back from the Yeezy drama. 🛍️🔁 With sales dipping but recovering, Adidas is lacing up for a digital rebound! 📉➡️📈💥

🕵️‍♂️🎮 Epic Games triumphs over Google in an antitrust battle! The U.S. federal jury sided with Epic Games, accusing Google of stifling competition in the Android app market to rake in massive profits from its Play Store. 📱💰 This legal blow could foreshadow more turbulence for Google in its search and ad-tech domains. Epic Games, the daring plaintiff, brought the lawsuit in 2020, alleging that Google's dominance allowed it to squeeze excessive profits from app developers. 🎉📊 Google, known for its 30% developer tax, is under scrutiny for potentially quashing potential rivals and restricting innovation. Epic Games celebrated the victory, while Google is preparing to appeal the verdict. 🎮📈 #EpicVsGoogle #AntitrustBattle

📈💰 Perion Network makes a power move into the programmatic digital out-of-home (DOOH) realm, acquiring Hivestack Inc. for $100 million in cash upfront and a potential additional $25 million through an employee retention and performance-based plan. Hivestack's international DOOH platform, catering to major brands and agencies worldwide, will complement Perion's extensive digital advertising portfolio. With clients like DraftKings, BMW, and HBO in their roster, Perion plans to leverage the synergies between Hivestack's tech and their existing solutions to provide a comprehensive, end-to-end offering in the advertising landscape. CEO Tal Jacobson is eyeing more inorganic growth opportunities to continue Perion's impressive financial performance. 💥🌍 #PerionPowerMove #DOOHExpansion

🍕🍕 Papa John's is shaking up its marketing game! They've appointed The Martin Agency as their national creative agency of record and Carat U.S. as their national media agency of record, following a review process that started in August. Both agencies pitched insight-driven strategies to boost Papa John's relevance and appeal, improve audience targeting, and create buzz. Papa John's CMO, Mark Shambura, is excited about these partnerships that prioritize diversity, equity, inclusion, and "people-based marketing." Carat U.S. will handle media buying and planning, while The Martin Agency will craft a strategic marketing vision spanning TV, online video, digital content, and more. 🎉📺📊 #PapaJohnsMarketing #PizzaRevamp

📊🛍️ The ad-tech industry often gets bogged down in technicalities, but the core goal is simple: connecting brands with the right consumers for personalized and impactful experiences. Yet, in a dynamic advertising landscape filled with variables, such as the rise of retail media networks (RMNs), things can get complicated. RMNs, owned by retailers, offer direct engagement opportunities, but not all verticals are equally invested. The automotive and travel sectors have been cautious, launching their own RMNs to capitalize on first-party data and compete. Challenges include fragmented strategies, measurement uncertainty, and the selection of the right partners. RMNs must focus on helping brands, not forcing them, by providing value, simplicity, and interoperability. Universal measurement is the key to attracting more investment in RMNs. 📈🏬 #AdTechSimplified #RetailMediaNetworks

"AI" has done it again! For the second time in six years, it's been crowned the ANA Marketing Word of the Year. 🎉 Why, you ask? Because it's everywhere, reshaping our marketing and business landscape, and everyone's buzzing about it. 🌐💬 From its incredible potential to its looming existential questions, AI is both a game-changer and a conversation starter. Generative AI's disruptive power is undeniable, and if you're not on the AI train, you risk being left behind in the ever-evolving marketing realm. 🚂🤖 So, here's to AI, the word that's taken the marketing world by storm once more! 🥂📈 #MarketingWordOfTheYear

📺 Tucker Carlson, the controversial former Fox News host, is venturing into the streaming world with "Tucker Carlson Network" (TCN). For just $9 per month (or $6 for early birds), subscribers gain access to his interviews, videos, films, and a lineup of five new shows. Plus, a weekly Q&A and the chance to probe Carlson's mind with your burning questions in his "personal inbox." This move follows his departure from Fox News and his brief stint on X. With a history of interviewing polarizing figures, including Alex Jones and former President Trump, and a seemingly fickle relationship with his political allegiances, Carlson's TCN promises to be a rollercoaster of content. 🎢📹 #TuckerCarlsonNetwork #StreamingVenture

🚀 Andrea Prosperi takes the helm as Regional Director, Italy for global digital marketing powerhouse Jellyfish. With over 15 years of digital expertise, including a decade at Google, Andrea's promotion marks a pivotal moment in Jellyfish's Italian journey. Their plans for 2024? More growth, an expanded team, and a series of exciting events to shape the industry's future. 📈🌟 From data and analytics to AI innovation, Jellyfish is set to make waves in the Italian market. 🌊🇮🇹 #Jellyfish #DigitalMarketing #ItalianExpansion

Elon Musk, the maverick behind X Corp. (aka Tesla), is knocking on the Supreme Court's door 🚪🏛️. He's got a beef with restrictions on his Tesla tweets, claiming it's a First Amendment faux pas 📜🚫. The deal? In a 2018 SEC settlement (over some iffy tweets), Musk agreed to lawyer-check his Tesla tweets before hitting send 📲👨‍⚖️. His lawyers are now like, "Hold up, that's free speech censorship!" 🗣️🚫. Musk's worried about getting slapped with fines or worse for unapproved tweets 🚨💬. Despite earlier court thumbs-downs, he's hoping the Supreme Court will give his tweet freedom the green light 🤞🚦.

Linear TV isn't ready for retirement yet! 📺👵 23andMe, the DNA-decoding experts, are channel-hopping back to traditional TV, despite the digital dazzle. 🧬🌐 They're airing their "Hero Gene" tales during big events like the Macy's Parade. 🎈🐕 It's all about sharing unbelievable customer stories that just can't be contained in the digital sphere. 📖💥 Despite a budget trim, they're sticking with TV's wide reach and charm, especially when digital gets murky with privacy updates. 🕵️‍♂️🛡️ Meanwhile, they're still playing the field with YouTube, Facebook, and even TikTok. 📱💃 It's a media mix-and-match, juggling the old-school cool of TV with the snazzy new world of online ads. 📺✨🌍

In the CTV (Connected TV) universe, it's not just about catching eyes; it's about catching clicks and sales! 💸📺 Marketers are on a mission for measurable results, making CTV a "performance channel" 🎯. But here's the plot twist: tracking who watches what and then buying stuff (hello, retargeting!) is tougher than solving a Rubik's cube 🧩🚫, thanks to tech hiccups like vanishing cookies 🍪💔 and Apple's privacy play 🍏🔒. Agencies and tech wizards are conjuring up new spells (think partnerships and first-party cookie magic) to keep the ad alchemy alive 🎩✨. Meanwhile, brands like Rumpl are dipping their toes in CTV's waters, lured by promises of digital-style results tracking 🏊‍♀️💻. The big question: Will 2024 be the year CTV becomes the performance marketing superstar? 🌟🤔 Only time (and maybe a few more tech tricks) will tell! ⏰🔮 (DIGIDAY)

Disney is shaking up the streaming world 🌍📺 by rolling out "Hulu on Disney+," a mash-up more epic than a superhero crossover! It's like Disney decided to throw a house party 🎉 and invited Hulu to crash with its own flashy room. Subscribers can now mix and match their binge-watching menu, whether they're craving a Disney+ original, a Marvel adventure, or Hulu's spicy dramas 🎬🍿. This move is like a dream come true for advertisers, offering a buffet of ad spaces 📈💰. Bob Iger, Disney's head honcho, is like a proud chef serving up this streaming feast, boasting about increased engagement and juicier margins 🍽️🤑. And let's not forget Disney's $8.6 billion splurge to fully own Hulu - talk about putting your money where your mouse is! 🐭💸

🚀🎮 "Lego Fortnite" is here! A groundbreaking collaboration between Lego and Epic Games, this game ups the ante with a gigantic digital world, 20 times larger than "Fortnite: Battle Royale." 🌍 Imagine building with 10,000 digital Lego bricks! 🧱 Lego's not just playing games; they've been mastering this since '97 with hits like "Lego Star Wars." 💫 With this Epic (Games) partnership, they're leveling up, merging Lego's building blocks with Fortnite's gaming giant. It's like mixing peanut butter with chocolate - a delicious combo for gamers and Lego lovers alike! 🎉💻🤖

🚀 Verizon's masterstroke in the streaming wars: a $10/month deal for Netflix and Max, but with a twist – it's ad-supported! 📺 It's a bold move in the "Great Rebundling" saga, as mobile carriers (with their mammoth subscriber numbers) are giving traditional MVPDs a run for their money. 🏃‍♂️💨 The plan? Bundle streaming with other services like 5G broadband. 🌐 It's a clever "pay-less-and-watch-ads" strategy that could make ad-supported tiers the new norm, shaking up the streaming landscape. 🤔💡 For competitors, it's time to rethink strategies and possibly embrace the ad-loving bundle train. 🚂🌍 (ALAN WOLK)

🚀 Atlas Creative dives into the Roblox realm, led by new director Alex Graham-Watson, signaling a big shift in the metaverse brand game! 🎮 This strategic move, aiming to create immersive worlds for brands in Roblox, challenges Fortnite's market position. With Roblox's robust brand ecosystem and Atlas's expertise in creating virtual experiences, they're set to capitalize on the platform's higher brand activation rate and user engagement. 🌐 It's a smart play, potentially inspiring more Fortnite studios to follow suit, as the race to dominate the metaverse heats up. 🔥🌟 (DIGIDAY)

🚀 Google's on a spree! GA4's got a refresh with a 28-day data window and strict event data retention; watch your analytics! 📊 Real-time review updates in multiple languages mean quicker ranking changes. 🔄 2024 brings AdMob's programmatic bidding, but mind the cookie consent! 🍪 And crypto advertisers, mark Jan 29 for mandatory US certification. 📜 Google's keeping us on our toes! 🕺💻

🚀 Meta's AI adventure is a mixed bag! They're launching cool AI tools for better mobile interactions and integrated Facebook and Instagram features, plus a safety initiative, Purple Llama. 🛡️ But, their Imagine image generator can't quite keep up with the likes of Dall-E. 😕 Meanwhile, Google's Gemini Pro faces backlash over performance issues and allegations of a misleading demo, reminding us that AI's road to perfection is still filled with bumps. 🤔💻🚧

🤝📱 Meta teams up with Dentsu for a WhatsApp upgrade! Dentsu, with its savvy customer-experience arm Merkle, is now the go-to for WhatsApp Business in the UK. They're offering a full package: account management, analytics, and optimization tools. This move taps into the huge base of 200M+ monthly WhatsApp Business users globally. Since its 2018 launch, the app's been a hit for small businesses to chat in real-time with customers, offering deals and updates. A Meta study reveals a whopping 75% of adults prefer messaging businesses like friends. Dentsu's plan? Blend AI advancements with Meta's apps for innovative media and brand activation solutions. And guess what? Dentsu is the first global agency network to bag the title of WhatsApp Business Solution Provider. Angela Tangas of Dentsu highlights the trend towards easy, conversational customer-brand interactions, aiming to deepen customer engagement through this integration. 💬🚀 #WhatsAppBusinessEvolution #DentsuMetaPartnership #ConversationalMarketingBoost

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2023’s AdTech Odyssey: Navigating the Six Trends That Illuminated the Digital Landscape
As we stand on the cusp of a pristine year, it is but second nature to pivot our collective gaze towards the all-encompassing tapestry that unfurled in 2023’s advertising technology (AdTech). Picture, if you will, a grand labyrinth bathed in the resplendent glow of digital luminescence—a labyrinth where the intricate choreography of innovation, strategy, and ethical enigmas entwined in a captivating dance. READ THE ARTICLE

YAHOO RISES FROM THE DIIGITAL ASHES
Silicon Valley giants and plucky startups alike vie for the spotlight in the adtech world but a familiar name is making an extraordinary comeback. Yahoo, the once-ubiquitous portal to the online universe, is scripting a revival that’s as unexpected as it is impressive. This resurgence is not just a tale of technological innovation; it’s a story of strategic reinvention, led by the launch of Yahoo Blueprint, an AI-powered suite that’s redefining the landscape of digital advertising. READ THE STORY AND LEARN MORE

Billion-Dollar Blindspots: The ANA Report’s Eye-Opening Revelations
In the complex world of digital advertising, the Association of National Advertisers (ANA) has released a groundbreaking report, shedding light on the often opaque and misunderstood intricacies of programmatic media buying. This detailed study, analyzing an impressive $123 million in advertising spend from notable brands such as State Farm, Mondelez, and Discover, spans the period from September 2022 to January 2023. It offers an unvarnished look at the realities of digital advertising, where the conventional wisdom about the relationship between the cost of media and its quality is turned on its head. READ MORE

Roblox Roulette: Why Some Brands Win, and Others Just Lose
A common misconception continues to lure brands into treacherous waters: the belief that mere presence guarantees relevance, and relevance, in turn, ensures resonance. This misguided notion has led many brands to venture into the captivating world of Roblox, a thriving digital universe, only to find themselves grappling with disappointment. The burning question arises: Why do so many brands stumble when trying to harmonize with the Roblox community? Let’s embark on a comprehensive exploration of the matter. READ MORE NOW

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. 
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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

FTC Action Leads to $18MM in Refunds for Alleged Deceptive Promises About Cash Advances, Hidden Fees and Blocked Cancellation
On November 2, 2023, the Federal Trade Commission announced that it is taking action against personal finance app provider Brigit, alleging that its promises of “instant” cash advances of up to $250 for people living paycheck-to-paycheck were deceptive and that the company locked consumers into a $9.99 monthly membership they could not cancel. READ MORE

ROI or RIP: Are Media Buyers Getting It All Wrong?
"Half the money I spend on advertising is wasted," wailed John Wanamaker,  “The trouble is I don’t know which half.” His voice echoing through the halls of commerce like a ghost ship's foghorn through a pea-soup fog. 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!
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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.
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