Less BS, More Facts, Some Opinions
Influencer marketing spending is poised to reach $7B in 2024, nearly tripling since 2019. Brands trying to cut through an increasingly noisy, saturated digital environment are finding growth gains by using the social media content of third-party personalities to promote their products or services. But, of course, mistakes happen as brands rush into the space. […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Measurement Strife Nielsen just hit VideoAmp with a lawsuit. (Talk about kicking them while they’re down.) The lawsuit, filed in Delaware District Court on Wednesday, alleges that VideoAmp infringed on two patents issued to Nielsen in the last two months, Ad Age reports. […]
The post Nielsen Sues VideoAmp; Rembrand Dials Up Product Placements appeared first on AdExchanger.
As agencies get more serious about finding the right third-party cookie alternatives, they are running into challenges, both old and new.
Some of these include changes in audience size or measurement and standardization obstacles — and potentially even its own set of privacy questions. As Rio Longacre, managing director of advertising and marketing transformation of consultancy Slalom, noted, some of the cookieless solutions, like universal IDs, are leading to other privacy concerns.
“Some UIDs are inferred, using deterministic or probabilistic models that mash together information gleaned from various sources – including first-party cookies, mobile IDs, IP addresses and so on,” Longacre said. That mashup might not be clean from beginning to end, from a consent basis.
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Big tech really went from “always hiring” to “always firing”. The opening act of 2024 is driving that point home, with each day seemingly delivering a fresh batch of pink slips. And, as per usual, there’s been a mix of scorching hot takes and finger-pointing galore, as industry observers try to decipher this chaotic spectacle.
Before we start the platform blame game, let’s take a moment to contextualize just how far-reaching these layoffs have become.
Google already cut jobs across the business last month impacting over 1,000 roles, while hundreds more were impacted in its advertising division, and around 100 more across YouTube’s business. TikTok also laid off around 60 staff from the app’s sales and ads team, while Meta’s latest restructure requires staff to reapply for their roles (though there are significantly fewer vacancies), Twitch has reduced its headcount by 35%, and Discord reduced its workforce by 17%.
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Out of all the measured thoughts, hot takes and wild guesses about the impending demise of third-party cookies in Google’s Chrome browser this month, there’s one blunt question that’s like a slap of reality: When will marketers finally start caring about these cookies going extinct? Apparently the beginning of the cookies’ end didn’t quite set off the alarm bells.
It’s been a month since Google pulled the plug on these cookies on one percent of its browser’s traffic, and the marketing world’s reaction has been rather… underwhelming.
Marketers are chatting about it, but that’s about it. No mad dash to explore alternatives, no frenzied quest to fathom the full scope of the repercussions and they’re still scratching their heads over what this Privacy Sandbox thing even is.
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Publishers have been struggling with the challenges brought on by the economy for the past few years, and that’s probably not going to change much in 2024. However, the industry is facing another challenge this year that might just put the economy on the back burner for a bit: the death of the third-party cookie.
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The agency holding companies, or at least some of them, are putting down their chips to bet that generative AI will become a cornerstone of their business moving forward. But will an AI strategy be enough to help them generate a new level of relevance for their clients, in an age where platforms have strived to generate direct relationships with clients, and consultancies have muscled into holdco territory? That remains to be seen.
Some, like WPP last week and Publicis Groupe the week prior, declared their intent through financial investment commitments, while others like Omnicom have laid smaller but more widespread bets across various parts of their businesses. It remains to be seen how IPG and Dentsu will spread their stack, but some clarity should come soon as they announce their 2023 results in the coming days and weeks.
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Just like with other recent financial quarters, AI is coming up plenty in corporate filings and and earnings calls with investors.
Last week, the major tech giants showed renewed strength, as companies credited AI as a key growth driver. Google, Meta, Amazon and Microsoft all mentioned AI — generative AI and otherwise — dozens of times while touting new AI tools and the customers using them.
“Google Cloud benefits from thousands of product advancements,” analysts with William Blair wrote in a research note about Alphabet’s results. “Within the segment, Google’s product and generative AI capabilities allowed it to both win and expand relationships with a variety of large brands.”
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