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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

19 August 2019 3min read

It’s weird: streaming services are boosting demand for cinema’s big screens

Subscription video services are capturing more consumer attention and revenue, putting ad-funded TV networks under pressure.

Go deeper 3min read

Guy Burbidge, Managing Director

Val Morgan Cinema

16 August 2019 3min read

Why media company activism is risky but crucial in driving culture change for Australian women

Bauer CEO Brendon Hill says the activist agenda Bauer is taking on for women - from the "Tampon Tax" to "Financially Fit Females" and "Financial Elder Abuse" initiatives - is galvinising the company and proving a powerful force for driving change for women.  

Go deeper 3min read

Brendon Hill

CEO - Bauer Media