Resisting the rise of underhanded workarounds to replace third party cookie-style user tracking – sometimes known as fingerprinting – should be central to advertisers’ post-cookie planning or industry risks a more aggressive privacy response from regulators, which have already taken cookies as their first scalp, digital industry leaders warned yesterday. A wave of direct deals between publishers and brands is also building as authenticated, logged-in users become mission-critical – but lazy defaults to the tech giants remain a reality.
Contextual marketing is the new black - or the new old black. But nobody can land on the same definition. As marketers scramble for privacy-compliant ways to manage scaled campaigns, what does 'contextual marketing' actually mean? Mi3 asked six experts about how context plays out in a cookie-less future – and what it means for marketers.
Media agencies have pushed back on a proposal from Seven and 10 to replace the decades-long ritual of overnight ratings with a seven-day reporting cycle to capture ongoing shifts in viewing times and screen types. Some critics say it's to “paint a rosier picture” of declining audiences across linear TV and others were “confused” as media agencies typically report to clients already on a similar cycle. Broadcasters point to the US and UK markets as already there.
While Facebook delivered on its ultimatum to shut down news, industry figures say its implicit threat to replace free, ad-funded services with a paid model in response to Apple's iOS tracking changes is "ridiculous" – given Facebook takes north of $80bn in ad revenue. Meanwhile, as Australia's opt-in percentages struggle to reach double digits, some publishers and brands are holding out for higher public acceptance of tracking over the next few weeks.
Athena takes its name from the goddess of war and wisdom. The fintech upstart is waging an all out attack on both the conventional wisdom that brands must be universally liked, and the homogeneity of a mortgage sector that appears to value new customers over old. In two years since launch, CMO Natalie Dinsdale has baked performance media into everything – even brand – and she's had Josh Frydenberg plug Athena's customer-first mantra and scold the banks. She's begun building her own econometrics model and barely looks at last click figures. Both brand and CMO are looking to land more punches on the established order.
If you’d asked agency bosses how the market was tracking before Easter, you would have received an uneasy response along the lines of “a bit slower than usual”. A few weeks later, the response is "we're under the pump" after an influx of global and local pitches. The market's stacked from here to Christmas.
Apple's privacy changes, set to kick in as early as today via iOS14.5, have massive ramifications for brands, publishers, developers, ad tech and martech firms – and Apple's Big Tech rivals. In Australia some $2billion-plus of ad spend will be affected as addressable audiences shrink, tracking is vastly reduced and analytics upended. But in the new world order, there are also winners.
WPP's carbon footprint is equivalent to that of a small country - literally. But last week it committed to reaching net zero emissions across its entire supply chain by 2030. That has major implications for production house Hogarth, which accounts for more than half of WPP's production emissions, according to global CEO Richard Glasson. Meanwhile, WPP's supply chain includes publishers. So media owners that want WPP client dollars must also decarbonise – fast.
Rod Sims has pushed back after being called a Murdoch minion by the New York Times in driving forward Australia's news bargaining code. Sims also harpooned claims by Google that 'big business' had bent the ear of federal government and regulators. Murdoch, he suggested, is a midget compared to the tech giants. He also suggested Facebook had misunderstood the nature of antitrust – and flagged that the code is merely one small part of Australia's overhaul of data, privacy and competition.
Following Mi3's report on the IAB putting Nielsen's measurement service to tender, the industry body has also confirmed it won't fully endorse Nielsen's new audience measurement service, which replaces the now scrapped Digital Content Ratings product. Nielsen's panel-only service has been renamed Digital Media Ratings and publishers with upmarket audience skews are likely to see declines of up to 25% under the revised methodology.
A ruling by the Federal Court last Friday finding Google misled consumers about location tracking data is another signal the ACCC will use both consumer and competition law to pounce on data economy misdemeanours. Google's latest breach may lead to fines in the tens of millions of dollars, the ACCC says. Experts say the decision should serve as a warning to all companies that collect data: you are squarely in the ACCC’s sights.
As companies stampede to digital transformation programs, brands and agencies are scrambling to secure specialists in high-demand channels such as SEO, paid search, programmatic, UX and e-commerce. Digital marketing salaries are up 15-20% but recruiters claim the talent pool is shrinking and wage demands are rising as it becomes a “favourable market for candidates”.