Changes in privacy legislation, the deprecation of the third-party cookie, and new rules on Google and Apple platforms have set the stage for the impending data disruption in the advertising industry, as outlined in IAB’s State of Data 2022 report and OptiMine’s overview on Google Topics. Both presentations and the subsequent panel discussion in this Insights Studio session emphasized the unavoidable impact the loss of individual tracking will have on measurement and attribution and urged marketers to act quickly to prepare for the effects on revenues.Member Only Access
Bill Koenigsberg talks about the future of media, the crisis in Ukraine and how Horizon is getting staff back into the office. Horizon Media has just reopened its doors to staff after yet another COVID-19 shutdown and is ready to get people back into the office on a hybrid schedule. As Media CEO Bill Koenigsberg puts it, you can't compete with rolling out of bed in your pajamas, but people do miss being together. Koenigsberg is at the helm of Horizon as it navigates a complex and shifting media landscape for clients -- from the end of cookies to the rise of the metaverse, to all things shoppable commerce. These changes are informing the agency's strategy, from its data platform blu to upfront negotiations. Koenigsberg also talks about how Horizon is helping clients navigate the crisis in Ukraine and where he sees growth coming from in 2022. Source: Weissbrot, A. (2022, March 3). Campaign Chemistry: Horizon Media CEO Bill Koenigsberg. campaignUS.Member Only Access
Merkle's Q1 2022 Customer Engagement Report, released this week, indicates that most consumers are quite willing to share their data in return for relevant offers. Merkle, a part of Dentsu, surveyed 2,000 U.S. consumers at the end of 2021. Eighty six percent of respondents say they are likely to trade their data to receive personalized offers based on their interests and browsing or purchase history. In addition, 90% say they will share more data if they have a positive experience with a brand. But 70% expect something in return. "Our study shows that consumers are increasingly aware of what personal data they are sharing with brands and have a heightened sense of the value exchange that they receive," states Michael Komasinski, global CEO at Merkle. "Brands need to continue to up their game on the customer experiences that they create and be strategic with how data drives value for consumers in both known and unknown interactions along a customer journey," Komasinski says.
Source: Schultz, R. (2022, February 21). Consumers Will Trade Data For Personalized Offers: Merkle.EmailMarketingDaily, MediaPost.Member Only Access
Findings from a Google commissioned study of marketers and advertising professionals show how they think about programmatic advertising, in light of changes in access to third-party cookies and shifts in consumer privacy preferences. Tiffany Miller, on “Think with Google” says: The good news is that marketers and agencies can win with privacy-first marketing. One key success factor is for advertisers to evolve their tech and data infrastructure to decrease reliance on third-party data. Google commissioned Forrester Consulting to field an online survey with 1,065 brand marketers and ad agency professionals. The results revealed that, while marketers and agency professionals continue to have faith in programmatic advertising, they look to automation, machine learning and new skill sets to help future-proof their advertising needs.
Episode 4: Looking into the Crystal Ball: The Future of Pharma Advertising Through Data-Driven Targeting, a conversation with Jen Werther, Chief Strategy Officer of DeepIntent, moderated by Moffat Frazier of Horizon Media and Seth Duncan of Real Chemistry (Co-Chair, Pharma Council).View other Podcasts in the series. Member Only Access
The ARF’s latest report, its yearly Privacy Study, examines trends in consumer attitudes towards sharing personal information with advertisers, as well as their trust in various institutions. Here are some key findings from the report, based on a survey of over 1,200 consumers conducted in Q3 of last year: