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We helps teams at leading companies like Yahoo, TikTok, NBCU, Criteo get smarter about the industry so they can deliver better outcomes for their customers and grow their business.

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The Great Digital Identity Bake-Off: Life After Third-Party Cookies
Continuing our insightful exploration of identity in the realm of digital marketing, ADOTAT delves deeper into this multifaceted issue that sits at the heart of advertising's future. Our ongoing discussion emphasizes the seismic shift the industry faces with the phasing out of third-party cookies, a topic that has been stirring up a potent brew of challenges and opportunities. With the landscape of digital advertising undergoing such a fundamental transformation, our focus remains steadfast on how marketers can navigate this new era. We're examining innovative strategies that balance the intricate dance of targeting and personalization with the ever-growing consumer demand for privacy. In this dynamic environment, the concept of identity morphs from a mere data point to a nuanced understanding of consumer engagement, making our continued conversation not just timely but crucial for the future of effective and responsible marketing.

In the intricate tapestry of digital marketing, the concept of identity emerges as a kaleidoscope of challenges and opportunities, especially in light of the anticipated demise of third-party cookies—a pivotal shift that's sending ripples through the industry. As Google prepares to bid adieu to these cookies by the end of 2024, it's not just a farewell to a familiar tool but a clarion call for marketers to pivot towards more innovative, consumer-respecting strategies in identity resolution.

Shiv Gupta, the co-founder of U of Digital, eloquently encapsulates the dichotomy of identity in marketing. He observes that understanding a user's journey across various platforms is vital for effective marketing. However, he also highlights the growing consumer unease with privacy invasion, posing a critical question: How do we balance marketing effectiveness with consumer privacy?

Mark Donatelli, from Cimply, points out the misuse of the term "identity" in our industry. He emphasizes that while different sectors require different precision in identifying individuals, there’s an overarching need to consider the actual people behind the numbers. His remarks about the controversy surrounding China’s social score system and the potential risks of a unified identity system highlight the complexities of identity in the digital age.

Joe Zappa from Sharp Pen Media sheds light on the industry's reliance on third-party cookies and the urgency to find alternatives. He questions the feasibility of hashed email IDs as a replacement and points to a future dominated by first-party data and collaborative technologies like data clean rooms.

Pesach Lattin, the publisher of ADOTAT, draws an analogy between marketers and culinary wizards, stressing the importance of choosing the right tools for identity solutions. He emphasizes the need for tools that are enduring, scalable, high-quality, interoperable, cost-effective, and, importantly, compliant with privacy regulations.

Josh Mortensen of Digiseg raises concerns about the public's perception of identity in advertising. He notes the contradiction between technological advancements in identifying individuals and the essence of privacy legislation. Mortensen reminds us that contextual targeting and zip code segmentation were effective in the past, questioning the overwhelming need for highly detailed identity data.

Judy Shapiro, CEO of engageSimply, critiques the adtech industry's obsession with profile tracking. She warns against the risks of fraud and bots associated with this obsession and agrees with Apple’s Tim Cook that advertising does not need vast personal data to succeed. She advocates for alternative targeting methods like contextual topic targeting that respect privacy.

Dave Morgan, the founder of Simulmedia, offers a nuanced view of identity in advertising. He distinguishes between the advertiser's and the consumer's perspectives on identity, emphasizing that identity should be more about recognition, ease, and relevance from a consumer standpoint. Morgan stresses the importance of managing identity in the eyes of the person identified, not just as a target for advertisers.

As these experts articulate, the evolving landscape of digital advertising is a complex jigsaw puzzle where identity plays a central role. The departure of third-party cookies marks a new era where the industry must adapt and innovate. The challenge lies in navigating this transformation while respecting consumer privacy, maintaining marketing effectiveness, and acknowledging the human element behind every digital footprint.

READ THE FULL WORD PROMPT HERE

Pesach Lattin
Editor-in-Chief, ADOTAT

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🌟📉 Walmart+ members, here's your ticket to binge-watching bliss! Since August 2022, you've been chilling with Paramount+'s ad-tier for free. Now, for just $64.99/year (a cool $5.41/month), you can leap to the ad-free Paramount+ with Showtime. It's usually $11.99/month, so talk about a blockbuster deal! 🍿📺 Quietly confirmed to TVanswerman, but still hush-hush on Walmart+'s end. As for the revenue and data sharing terms? That's top-secret! 🕵️‍♂️💸

🚀 YouTube is revolutionizing its ad game with a handy self-service feature, allowing advertisers to effortlessly reserve spots in YouTube Select Lineups, Select Shorts, and YouTube TV Lineups. This means getting a set number of impressions for every 1,000 views just got easier! 📊🎥 On the other side, TikTok is expanding its playground to larger screens, embracing tablets and foldables. This upgrade brings a sharper video feed and flexible navigation with both landscape and portrait modes, potentially boosting the appeal of TikTok Ads. More screen real estate? That's likely to mean more eyes on ads, offering a bigger stage for advertisers to shine! 📱➡️📺✨

Touchdown for Dove! 🏈💄 The beauty giant is set to star in a 2024 Super Bowl ad, focusing on #KeepHerConfident, linked to its Body Confident Sport initiative with Nike. Aimed at boosting body confidence in girls aged 11-17, Dove's 30-second spot marks its big game return since 2006. This move is part of Dove's broader Self-Esteem Project, impacting 100+ million young people and counting. Meanwhile, Dove's sister brand, Hellmann’s, is also gearing up for game day with its "Make Taste, Not Waste" campaign. 🌟🍔🌍

Celebrating "Elf's" 20th anniversary, Warner Bros. launches an immersive Roblox experience, inviting players to join Santa's workshop in roles like Wish Taker and Toy Maker. This playful activation, in partnership with Fairview Portals and Supersocial, aims to connect the iconic holiday movie with a younger audience, featuring music from the film and appearances by beloved characters. 🎄🎮🎅

Vevo's 2023 charts 📊 reveal the rhythm of the year's music scene. Taylor Swift shines as the U.S. 'Most Watched Artist' 👑, captivating with 649.5 million views, a testament to her star power 🌟 and unwavering "Swiftie" loyalty. Lil Baby and KAROL G also make impressive strides in the U.S., while globally, KAROL G dominates, alongside Shakira and Swift. Top videos like "TQG" and "Flowers" 🌸 resonate worldwide, highlighting the power of storytelling and visuals in music. The charts reflect a dynamic blend of iconic artists, viral hits, and emerging trends, painting a picture of a year rich in musical diversity and cultural impact. 🎵✨

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)

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Identity Icing: Shaping Marketing Identity in a Post-Cookie World
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. READ MORE OF THIS STORY

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. 
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

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!
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