Major changes are coming to how advertisers and others in the ecosystem can identify users across channels and devices. The loss of third-party cookies and changes to Apple’s Identifier for Advertisers (IDFA)—rumored to roll out this month—will affect ad addressability, but also measurement and attribution. Advertisers are taking steps in response, including more emphasis on first-party data, data collaborations, and modeling-based approaches.
eMarketer principal analyst at Insider Intelligence Nicole Perrin discusses whether major marketers will pull spending on social platforms because of brand safety and ethical concerns, what to make of Facebook's new advertiser “topic exclusion controls” test, and the types of content consumers prefer brands avoid the most. She then talks about tech companies introducing rules that favor their own business models, Facebook's relationship with political content, and whether Google is waving goodbye to Australia.
Advertisers, publishers, and their partners are now confronting changes to the infrastructure of platforms and devices that will have significant effects on how they do business.
eMarketer senior analyst Bill Fisher hosts principal analyst Karin von Abrams, senior analyst Paul Briggs, and research analyst at Insider Intelligence Man-Chung Cheung to discuss internet regulations worldwide: how Brexit will change UK internet rules, major EU antitrust cases, Canada's Consumer Privacy Protection Act (CPPA), why the Chinese government has turned its attention to homegrown tech giants, and more.
eMarketer principal analyst at Insider Intelligence Victoria Petrock discusses how to make marketing more accessible. She then talks about the most interesting takeaways from this year's Consumer Electronics Show (CES), how to make people feel more comfortable with facial recognition technology, and the significance of two driverless car developments.
eMarketer principal analyst at Insider Intelligence Victoria Petrock discusses what she's paying attention to in 2021 and why: the acceleration of tech, multisensory experiences, and purpose-driven marketing.
eMarketer principal analysts Mark Dolliver, Sara M. Watson, and Debra Aho Williamson, junior analyst Blake Droesch, and vice president of content studio at Insider Intelligence Paul Verna discuss whether the FTC will break up Facebook, a new Discovery+ streaming service, whether Facebook ads are reaching saturation, how customer service changed in 2020, the FTC wanting Big Tech to explain what they do with data, what most people dream about, and more.
The coronavirus outbreak has created unprecedented challenges for deaf and hard-of-hearing people in the US. Not only have social-distancing protocols and stay-at-home orders proved isolating, mask mandates have made speech-reading difficult and stymied communication in American Sign Language (ASL), a visual language that relies on hand signing and facial expressions to convey tone, meaning, and nuance. As a result, many of the country’s 48 million adults with hearing difficulties cannot access potentially life-saving information.
Worldwide revenues for big data analytics is forecast to grow by nearly 450% to reach $68.09 billion in revenues by 2025.
Paige O’Neill, CMO of Sitecore, talks with Rimma Kats, executive editor at eMarketer, about the acceleration of digital-first tactics amid the coronavirus pandemic, and the importance of thinking from the customer perspective.
Advances in AI and predictive analytics are using consumer scores to automate business decisions to predict things like risk and fraud. But concern over fairness means companies need to make scores transparent to consumers.
While email may not be changing as rapidly as some other digital disciplines, it evolves nevertheless. Gone are the days when a best-in-class marketer could rely on batch-and-blast techniques, where 100% of a brand’s email distribution list received emails that were 100% identical. Opportunities abound particularly in the realms of personalization and testing.
On November 3, Californian voters approved Proposition 24 to pass the California Privacy Rights Act (CPRA). The final result was closer than pre-election polls suggested, but nonetheless 56% of voters approved the measure.
eMarketer forecasting analyst Eric Haggstrom, principal analyst Nicole Perrin, and research analyst at Insider Intelligence Mariel Soto Reyes discuss the possible outcomes of the US Department of Justice's antitrust lawsuit against Google.
eMarketer forecasting analyst Eric Haggstrom, principal analyst Nicole Perrin and research analyst at Insider Intelligence Mariel Soto Reyes discuss the US Department of Justice's suit against Google. What are Google and the government's cases? What is a monopoly? What constitutes anticompetitive behavior? And is Google inadvertently harming consumers?
Rather than blindly relying on third-party brand safety mechanisms baked into programmatic exchanges, brands should look at other indicators for quality and develop direct relationships with publishers.
Addressable advertising relies on being able to identify users to serve them the right message at the right time. But the identifiers that marketers use to do this are coming under threat as platforms and regulators work to improve data privacy and protection practices for consumers—namely by killing the third-party tracking cookie.
eMarketer vice president of content studio at Insider Intelligence Paul Verna speaks with Business Insider Intelligence senior research analyst Audrey Schomer and research associate at Insider Intelligence Daniel Carnahan about a recent report titled "Digital Trust Report 2020: How US social media users rank 9 major social platforms on privacy, safety, misinformation, ad annoyance and ad relevance." They break down the report into easy-to-understand bits and examine how users are helping to shape the popularity of the platforms examined in the report, available on eMarketer PRO.
One of the unique qualities of retail media advertising is the ability to use closed-loop attribution, tying ad engagements to sales. This is possible because the same company is running the ad and selling the product advertised. Brands often look to Amazon and Walmart.com because those sites facilitate closed-loop attribution—and with the ongoing disruptions to digital identity, this tool will likely provide even greater advantages to those who use it.