Privacy rules could reshape the Internet; Google streamlines its display campaign tools

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Here is the recap of today’s AdExchanger.com news… Want it by email? Register now here.

Tale of two Internets

Apple and Google’s user privacy rules have caused distress among advertisers and could reshape the Internet itself, The New York Times reports. Audience targeting technology (i.e. site beacons and third-party cookies) has helped turn many ad technology and social media platforms into giants, at the top of a vibrant digital advertising industry of $ 350 billion. But with the rules tightening for government agencies around the world, let alone the apps and browsers where internet users all congregate, everyone except Silicon Valley executives is worried. “The Internet answers a question it has struggled with for decades, namely: how is the Internet going to finance itself? Said Jeff Green, CEO of The Trade Desk. Sheri Bachstein, IBM Watson Advertising Director, In an AdExchanger interview cited in The Times article, companies that depend entirely on ad revenue are at risk because of privacy policies. Even if a particular policy change has no effect on your business, there is now a feeling that platforms will make impactful changes with little or no warning, and often without considering the business categories impacted if they do. This is a privacy policy. “The big tech companies have put a clock on us,” Bachstein said.

Big clever

Four years ago, Google introduced Smart Display campaigns in the form of a checkbox to allow its DSP to automatically generate new prospecting audiences on millions of sites and applications on its network. This week, Google integrated standard display campaigns into the Smart Display. Read it blog post. The old standard campaigns targeted specific audience types, but didn’t necessarily search for leads in independent demographics, based on conversion data. Advertisers will still have the same manual audience search options as previous standard display campaigns, but the default setting will be Smart Campaign Audience Extension. Facebook has also bundled different ad buying products since the launch of Apple ATT. Even the platform giants need more scale to reach a statistically significant number of conversions, which are used as a seed audience to create similar sets. The purchasing channels will consolidate within these platforms to create larger audiences with more optimization and prospecting. Privacy rules mean the end of endless experimentation and easy A / B testing in ad technology.

It gave me quite a freight

The freight transportation industry will exceed $ 100 billion in profits this year, up from $ 15 billion in 2020. But what’s good for the goose isn’t necessarily good for the gander. Marketers need to prepare for a messy and difficult fourth quarter this year. In the United States, wildfires, hurricanes, warehouse backlogs, gas prices, and labor shortages have made the accomplishment a headache. But that’s nothing compared to the problems in China, where factories’ output is down and rates are up 20-fold from 18 months ago to get freight containers out of the country. The result will be less clothing, consumer electronics, gifts and dads made for the holidays, with prices rising and advertising budgets falling. Brands are also nervous about restarting manufacturing now, given the high costs if e-commerce sales decline as economies reopen, or if there are economic setbacks and declines in consumer spending. “The fear is that we are ordering all of this for demand, and demand is going to run out of steam before the product gets here,” said RoxAnne Thomas, logistics manager at manufacturing company Gerber Plumbing. Bloomberg.

But wait, there is more!

Making Science acquires Sweft Digital. [release]

Lawmakers are relying on Facebook to reject Instagram for Kids. [BI]

Virtual reality creates huge opportunities for brands. [The Drum]

FTC orders health apps to notify consumers of privacy breaches. [MediaPost]

Google is adding more automation to its display ads. [Social Media Today]

You are engaged

Jellysmack chooses Sean Atkins as president. [Variety]

DDB hires Mat Bisher as Creative Director. [Ad Age]

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