Marketers Not Much Prepared for Privacy Laws
Marketing Charts had a great article this week summarizing how marketers are preparing for data privacy laws. Spoiler alert: Not too prepared.
Proximic by Comscore has a downloadable 2024 State of Privacy in Advertising report here.
Couple stats:
- Audience targeting in digital media thought to be most affected.
- But it’s going to mess with measurement and validation, too.
- Only 1 in 5 marketers say they’ve significantly adjusted approach to audience targeting as a result.
#rightsideofrelevance
You Can Now Layer Attention Metric to Programmatic Buy
We’ve written a lot about the value of “attention” as a media metric, and some marketers are using it as a primary digital KPI. As backdrop: the industry seems to be evolving from “viewability” to “attention” as a better way to evaluate an impression. This week attention measurement firm Adelaide announced a partnership with The Trade Desk, so that media buyers can pre-bid on various attention levels. What makes this innovative is the idea that measuring attention is not a post-campaign exercise, but one that buyers can build into pre-exposure bids. We think this will be a super interesting test of performance.
TikTok Sued By 13 States
New York, California, District of Columbia and 11 other red & blue states have joined the federal government in going after TikTok, claiming it fails to protect young people.
Short video is popular across all platforms, and if your brand uses TikTok, it’s a good time to test into other social media reels.
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