Skip to main content

Intelligence Briefs

Data privacy-first ads are the new black - winners and losers

Paul McIntyre
Executive Editor

12 August 2019 2min read

As the pressure rises for tighter user data privacy protections, commercially available data will be squeezed. Here's Digiday's take on the winners and losers in a new data privacy-first regime. Australia take note. 

Winners:

  • Contextual targeting
  • Authenticated-consent buys
  • Scaled log-in strategies
  • Consumers

 

Losers:

  • Real-time bidding
  • Third-party cookie addicts

 

My Takeout

A rewiring of the Australian media buying mindset, particularly among programmatic buyers, should be a high priority as the pool of data sources to pull from for behavioural targeting becomes increasingly restricted by regulators. Contextual targeting is a back-to-the-future scenario. Those who have been around long enough will remember that's what pretty much drove media mix planning before it was crushed online. Contextual targeting is going to get a contemporary take but programmatic buyers are mostly fixed on performance metrics and user behaviour inputs. Changes are coming.     
Market Voice

Best brands on Twitter for 2019: Airbnb, Xbox, OptusSport, ANZ, IBM, Sportsbet and Apple

As 2019 comes to a flying finish, Twitter has named the standout brands and their work on the platform this year. From IBM Australia’s Best Use of Live Streaming to xBox’s gamification project as the Best Digital to Physical Activation, there’s a terrific line-up of market-shaping case studies and work launched this year. All of them have created human-centric ideas and triggered conversations across a variety of categories which drove impact on Twitter in Australia and beyond. Check them out here. 

Go deeper 2min read

Lee Owens

Head of Brand Strategy, Twitter Australia

Twitter Best Of 2019

8 December 2019 2min read

Best brands on Twitter for 2019: Airbnb, Xbox, OptusSport, ANZ, IBM, Sportsbet and Apple

As 2019 comes to a flying finish, Twitter has named the standout brands and their work on the platform this year. From IBM Australia’s Best Use of Live Streaming to xBox’s gamification project as the Best Digital to Physical Activation, there’s a terrific line-up of market-shaping case studies and work launched this year. All of them have created human-centric ideas and triggered conversations across a variety of categories which drove impact on Twitter in Australia and beyond. Check them out here. 

Go deeper 2min read

By Lee Owens - Head of Brand Strategy, Twitter Australia