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Adtech's New Golden Rule:
He Who Holds the First-Party Data Makes the Rules In the lively arena of the Adtech Word Prompt, thought
leaders tossed their hats into the ring, musing on the evolution from data wild west to first-party data frontiers. Joe Zappa waxes philosophical on trust’s resurgence, while Shiv Gupta plays the role of a digital navigator charting a course through the cookie-less expanse. Sean Black dons the mantle of an adtech tactician, advocating for a nimble pivot to stay relevant in the consumer's eyes. The enigmatic Adtech God watches over the discourse, a silent sentinel of the sector's collective
wisdom. And Dave Morgan? He’s the bard of the bunch, painting the shift to first-party data as a revolution akin to tossing tea into the harbor—a stand for consumer respect in a sea of digital disruption. Their collective insights, sought and compiled into this Word Prompt, serve as a mosaic of musings on the future of advertising, as personalized as the ads they champion, and as private as the data they protect.
Within the intricate tapestry of the adtech realm, a narrative unfolds—one where first-party data isn't just a commodity but a covenant between the consumer and the digital world they inhabit. A s the oracle of this domain, Joe Zappa of Sharp Pen
Media, articulates the pivot towards a model where advertisers dance with data they've been granted access to, a respectful tango that respects the boundaries of privacy. Zappa's discourse isn't just about the mechanics of data collection; it’s a clarion call for an ethical renaissance where trust is the currency. In concert with Zappa's vision, Shiv Gupta of U of Digital heralds first-party
data as the linchpin of modern marketing. He envisions a landscape where the data captured is a mutual exchange—a token of value given and received. Gupta's narrative isn't just insightful; it's a roadmap for marketers navigating the new terrain of consumer relationships, one where each interaction is tailored, each experience enriched, and each transaction is clear and consensual. Sean
Black of DailyMotion wades into the conversation with the gravitas of a seasoned general. He surveys the adtech battlefield, recognizing the impending demise of the third-party cookie. His words are a strategic treatise on the future of advertising—a future where agility in data collection and utilization becomes the cornerstone of survival and success. Yet, in this pantheon of adtech
deities, a silent figure looms—the enigmatic Adtech God. Not a meme, not a mere account, but a symbol of the omniscient observer, a reflection of the market’s consciousness. This cryptic entity embodies the collective knowledge and foresight of an industry at a pivot point, grappling with the dichotomies of transparency and effectiveness, of privacy and personalization. Dave Morgan of
Simulmedia enters the discourse, painting a picture of the paradigmatic shift unfolding before our eyes. To him, the adoption of first-party data is not a tactic; it's a declaration of independence. It's about reclaiming power from the nebulous networks of third-party data, a bold step towards a future where marketing is a dialogue and consumer interaction is a respectful exchange. Yet,
these prophetic voices speak against a backdrop of stark reality. A quarter of US marketers still cling to the vestiges of third-party cookies, relics of a fading era. Meanwhile, the forerunners—nearly 23% of them—are already sculpting the foundations of a post-cookie future with innovations like Unified ID 2.0 and ConnectID. The investment is colossal, with $10.4 billion funneled into identity solutions, a threefold leap from yesteryears, underscoring the magnitude of this digital
evolution. This saga of transformation is not just written in the ledgers of investment but etched in the consciousness of the consumer. With 84% wielding the knowledge of what browsing cookies signify, and 70% rejecting the notion of being unwitting participants in a marketer's tracking game, the message is clear. The consumer is empowered, skeptical, and demands a new deal—a deal where
personalization is welcomed but not at the expense of privacy. In this narrative, the marketer's conundrum is as compelling as it is complex. How does one honor the newfound consumer enlightenment while still engaging in the delicate art of personalization? The answer is woven throughout the fabric of these expert insights—a testament to a future where first-party data is not just the holy
grail but the golden standard of a marketing renaissance rooted in ethical practice. CLICK ON IMAGE TO ENLARGE!
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
In a digital David vs. Goliath moment 🤳🏻🏛️, a U.S. District Court Judge just said "Nope" to Meta, Google, TikTok, and Snapchat's plea to dismiss a lawsuit accusing them of harming teens. The judge, Yvonne Gonzalez Rogers, basically told these social media giants that their "addictive design" and "harmful content" allegations need
more court time. The plaintiffs, a mix of teens, schools, and state attorneys, are waving the "products liability" flag, claiming these platforms are digital Frankensteins 🧟♂️. The platforms, on their part, tried the "Section 230 shield" and the "First Amendment armor," but the judge wasn't buying all of it. She did agree that some claims were off-limits, like those about recommendation algorithms, but filtered photo labels and addiction warnings are still fair game. This drama unfolds just a
month after a California judge allowed similar lawsuits to proceed. Looks like social media's legal rollercoaster 🎢 just hit a new loop!
In a plot twist worthy of a spy novel 🕵️♂️💻, the Irish Council for Civil Liberties is sounding alarms over real-time bidding (RTB) data being a potential goldmine for foreign snoops. Their report, titled "America's Hidden Security
Crisis," paints a grim picture of how this ad-tech data, including categories like "military personnel" and "aerospace and defense," could be misused for blackmail or manipulation. Imagine, your online shopping habits might tell more than just your preference for sneakers! They're worried that even the most secure individuals can be tracked through the digital footprints of their not-so-careful friends and family. Google, caught in the crosshairs, insists it's all a big misunderstanding,
claiming they've got the digital equivalent of Fort Knox guarding people's data. They've even ghosted Russia's ad market since 2022. But the Irish group is not convinced, suggesting that what's being touted as anonymous could be a privacy Pandora's box. 📦🔒🚨
In 2024, Google Chrome is set to send third-party cookies into extinction, causing a stir in the digital media world.
With Chrome's hefty 63% market share, this change is a big deal, despite Safari and Firefox having done it years ago. Enter WPP’s GroupM, partnering with Google to launch a "post-cookie readiness program." This initiative aims to test new privacy-friendly tech, ensuring advertisers aren't left in the dark. GroupM and Google are cooking up a unified approach to understand privacy tech better, involving a select group of clients in testing and learning from these changes. The goal? To
smoothly transition into a less cookie-dependent, more privacy-conscious advertising world, all without demanding extra investment from clients. This move is crucial for GroupM, especially as they navigate leadership changes and look to bounce back from various challenges. 🍪🔍🌐💼🔚
Ad tech's Q3 earnings are
like a rollercoaster at a tech-themed amusement park: wild, unpredictable, and not for the faint-hearted! 🎢🤓 Some companies are popping champagne with soaring revenues, while others are sobbing into their spreadsheets. The Trade Desk's playing high-stakes poker with $493M up 25%, but their stock's doing the limbo - how low can it go? 🍾📉 Meanwhile, the whole ad world's biting nails over the 'death of the cookie' and a market softer than a marshmallow in hot cocoa. 🍪☕ It's not just
ups and downs; it's loops and twirls, and everyone's bracing for the next twist in this ad tech theme park! 🎪🤪 In the epic battle of bots vs. ads, Web2 was like a knight with a blunt sword, swinging at digital windmills. 🌬️🤺 Enter Web3, strutting in with its blockchain shield, making ad
interactions as tamper-proof as a bank vault. 💰🔒 While Web2 giants DoubleVerify and IAS are counting their billions and playing it safe, Web3's underdog Verasity, with its modest millions, is the new cool kid on the block(chain), promising a bot-free ad utopia. It's like going from playing checkers to 3D chess in the ad world! 🎲♟️ #BotBusters #Web3Wins Amazon Ads is leveling up their game with a bunch of fancy new tools to help advertisers play Sherlock Holmes with their ad campaigns. 🕵️♀️💻 They're giving advertisers x-ray glasses to see deeper into audience insights and ad performance. Kelly MacLean, the big cheese at Amazon DSP, is jazzed about simplifying marketing chores like planning and measuring, making life easier for advertisers who just want to reach more folks and make some
cash. 💸🎯 They've rolled out cool features in Amazon DSP, APIs, and the Amazon Marketing Cloud. Think of it like getting a souped-up car with all the latest gadgets for your marketing road trip. 🚗🚀 Advertisers can now predict how many eyeballs will see their ads across Amazon and other sites, and even create custom audiences with just a few clicks. It's like having a crystal ball for your ad campaigns! 🔮✨ The actor's strike is over, and Hollywood's back in action 🎬🌟! Sag-Aftra's deal with the AMPTP means a bustling winter for productions. Actors and writers, who've been striking since May and July respectively, can now promote their projects again, a big yay for PR folks 📣🎉. Reality TV and live sports had the spotlight during the strike, and this trend might
continue for a while. The post-strike landscape sees marketers cautiously navigating the return to scripted shows, with a keen eye on audience shifts and the scatter market 📺🔍. Meanwhile, AI's growing role in entertainment remains a hot topic, signaling a transformative era for TV and film. It's a time of adaptability and strategic planning for advertisers and agencies, blending new tech with creativity to stay ahead in the game 📊💡. Meta's exciting venture to integrate Threads into the fediverse is like opening the doors to a massive social media party 🎉📲. Picture this: 10 million Threads users, previously in their own corner, now mingling and sharing emoji-laden messages with folks on platforms like Mastodon. It's a digital extravaganza where boundaries blur, akin to Gmail users
seamlessly chatting with Yahoo! Mail pals 📧🔄. This move isn't just about connecting platforms; it's about creating a vibrant, diverse online community where conversations flow freely, emojis fly, and the social media experience becomes more inclusive and interconnected than ever 🌍❤️🗨️. A true game-changer in the realm of digital communication! 🚀🌐 Amazon's latest collaboration with Meta is set to transform how we shop on social media 🛍️📲. Users on Facebook and Instagram can now directly purchase from Amazon's vast network of sellers without leaving their feeds. This e-commerce leap comes with a data-sharing clause for those who opt to link their Meta and Amazon accounts, offering perks like real-time pricing and Prime benefits right within the social platforms 🌐💳. E.l.f. Cosmetics is taking a dive into Roblox with "e.l.f. Up!" 🎮💄, an open-world game that's all about entrepreneurship and social awareness. Players get to run their dream startups, from recording studios to animal rescues, all while earning Robux 💰🌐. It's not just a game; it's a financial literacy class
with a virtual twist! 🤑📚. Future updates include a pet adoption center and more, mirroring E.l.f.'s real-world products 🐾🖌️. This move caters to the Gen Z entrepreneurial spirit and is a masterclass in blending creativity, coding, and cosmetics in the metaverse 💻💅. E.l.f. is not just playing games; they're crafting a new realm of social entrepreneurship! 🚀🌟 Pop-Tarts Bites, the snack-sized pastry, is blending emotion and function in ads with a tech-savvy twist 📱💡. Teaming up with VidMob, they analyzed what sings to different consumer groups on Instagram and Facebook - from faithful fans to Gen Z newcomers 🎯👥. It's not just about making mouths water; it's about crafting messages that resonate, whether it's a heart-tugging "grab your bites" or a texture-focused "Get snackin'
today!" 🥐❤️. This data-driven dance is all about fine-tuning the ad tune to the rhythm of changing tastes and tech, like AI, to serve up the perfect snack-sized message 🤖🍪. Hello, future of flavorful advertising! 🚀🌈 The love for ad-supported streaming is soaring in the U.S. 🚀📺! In just two quarters,
the number of households using ad-supported video-on-demand (AVOD) or free, ad-supported streaming (FAST) services jumped from 31% to 41%. That's a big leap! 📈👀. As streaming services hike prices and limit account sharing, wallet-conscious viewers are finding a sweet spot with ad-supported options 🛍️💡. It's a win-win: viewers get their entertainment fix, and streaming providers keep the lights on. Sarah Lee from Parks Associates sums it up: ad-supported models are the perfect
harmony for consumers and companies in these streaming times 🎶💻.
In a power move that could make Uncle Sam do a double-take, the Washington Capitals and Wizards have opened the U.S. sports treasury doors to Qatar's royal riches, with a cool $200 million slice of the pie 🥧. Ted Leonsis, Monumental's money maestro, wagers this is just the opening act, envisioning a
future where college funds and foreign fortunes become the NBA's new benchwarmers. 🏀 While the NBA's Adam Silver nods in agreement, the NFL's Roger Goodell plays hard to get, keeping the league's financial playbook under wraps—for now. 💼 And as MLS's NYCFC plays ball with Abu Dhabi royalty, Saudi Arabia's PIF is teeing off into American greens with LIV Golf, showing that in the great game of sports investment, it's sovereign wealth funds for the win! 🏌️♂️📈 #MonopolyMoneyMoves
The Gray Lady is strutting in high digital style, smashing the 10 million subscriber mark like it's the latest trend. 📰💥 With a digital army 9.41 million strong thanks to its savvy bundle bargains, and a sturdy battalion of 670,000 print loyalists, The New York Times is ticking off subscribers faster than a New York minute. They're eyeing a 15 million subscriber bonanza by 2027
while raking in digital dough to the sweet tune of $282.2 million, a snazzy 15.7% year-over-year lift. 📈 Meanwhile, the print side of things is shedding dollars like last season's fashions, but who's to fret when digital ads are plumping up the purse by 6.7%? Despite The Athletic sprinting through cash with a $7.9 million operational oopsie, its revenue sprint has picked up pace by a breezy 45.8%. The Times' exec squad, led by the strategy-savvy Meredith Kopit Levien, is popping the champagne
🍾, celebrating a concoction of news, games, sports, and shopping advice that's got the curious English-speaking world hooked. #SubscribeMeUpScotty 🚀
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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
HOW GIANTS LIKE NETFLIX ARE CIRCLING BACK TO CABLE’S SHADOW
The age of streaming dawned with a promise, a vision of a horizon where content was king, and viewers were no longer shackled
by the constraints of traditional cable. But as the years have rolled on, those early promises seem to have evaporated, much like morning mist under the blazing sun. Today, we stand at a curious juncture where the once-revolutionary pioneers, like Netflix, echo the missteps of the very institutions they vowed to replace. READ MORE OF THIS STORY
The Ascendancy of Connected TV: A Dive into the Future of Advertising
In the dim light of modern living rooms, a battle is being waged: the evolution of television consumption. From black-and-white family gatherers to colorized rectangles of
entertainment, TVs have long been the center of home recreation. Today, the rise of Connected TV (CTV) marks a significant shift in how we view and interact with content. As Millennials, Gen X, Y, and even Gen Z make their mark, they’re tuning into CTV like never before. READ THE FULL STORY
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