When it comes to precision targeting, there simply is no substitute for modeling. Many marketers have descriptions of their customers in their minds, and some might have completed extensive segmentation work to back up their assumptions. Some will even go further and try to select target prospects based on such descriptions, which may read something…
In the last 12 hours, EU officials have agreed on two landmark rules: the Digital Markets Act and the revival of the transatlantic deal with the U.S. Thursday night, EU negotiators from the European Parliament and the Council finished legislation that aims to rein in the global digital market dominance by the world’s largest tech…
Women have appeared in advertising since the industry’s beginnings. But are there certain products consumers trust more when women appear in their ads? And which brands are seen as allies to women? Those questions are grappled with in a wide-ranging Women’s History Month survey by consumer analytics firm Engine Insights, which was shared exclusively with…
Utah is on the cusp of becoming the fifth state to pass consumer-privacy legislation, joining California, Colorado and Virginia. Earlier this year, Massachusetts advanced its privacy law through a bipartisan cybersecurity committee with a 12-0 vote. The Utah Consumer Privacy Act (UCPA) follows Virginia’s privacy model that gives people leverage over the collection of personal…
The constant tug-of-war between the U.S. big tech companies and European regulators over cross-border data transfer has led to some extreme claims in recent weeks. While the eventual outcome may not be as drastic as Meta having to pull its services in Europe, marketers should still be clued up about the latest transatlantic data deal….
The general perception of gender as binary has eroded more in recent years than at any other time in history but, still, online there are websites that have yet to catch up, still offering only “male” or “female” options. In response, telecommunications business Spark and its creative agency Colenso BBDO have developed a piece of…
McDonalds has begun a digital competition in the U.K. asking customers to share their stories of what they eat when they go to one of their restaurants. The marketing drive titled “My McDonalds Story’ is running through the brand’s app and emails asking users to create a story to be entered into a draw to…
Meta’s Facebook has agreed to pay $90 million to settle a decade-old class-action privacy lawsuit over the tracking of users’ internet activity even if they logged out of the platform. If approved by the court, it would be among the 10 biggest data-privacy class-action settlements. The outcome would require Facebook to delete all the data…
Today, the French data watchdog ruled data transfer by Google Analytics, the web analytics service by Google that tracks and reports website traffic, as illegal and unsafe. The regulators may ban Google Analytics altogether, due to concerns over U.S. surveillance on EU citizens. As a verdict, Commission Nationale de l’informatique et des libert?s (CNIL) has…
A stay-at-home parent with young children and an elementary school teacher may use the same Clorox product, but prefer different advertisements. The brand needed to find a way to individual consumers with customized messaging, but before July 2020, when it consolidated all media with Omnicom’s largest media agency, OMD, it relied on disconnected data to…
Vice Media Group released a report Monday morning, the Vice Media Guide to Culture, an 81-page document distilling data and qualitative expertise into 10 categories. It aims to use these findings to bolster its reputation among marketers as the arbiter of all things youth, and ultimately, generate new business and grow ad revenue. The report…
On Tuesday, Massachusetts’s state lawmakers advanced the Massachusetts Information Privacy and Security Act (MIPSA), a digital-privacy bill that would protect the residents’ safety and privacy, giving them more autonomy over personal information in the digital world. If the bill passes, Massachusetts would be the fourth state joining Colorado, Virginia, and California to enact comprehensive data-privacy…
IAB Europe is considering legal action having been fined $283,000 (250 thousand euros) by the Belgian Data Protection Authority after it was found that the Transparency and Consent Framework (TCF) it had developed failed to comply with GDPR measures. The TCF investigation followed a complaint from the Irish Council of Civil Liberties (ICCL) which claimed…
Looking ahead to 2022, there are multiple concerns for lawmakers that will impact the media and marketing industry. For Data Privacy Day, here’s a look at those that are chief among them, including data collection, privacy, and antitrust concerns. Congress faces a myriad of bills including the Information Transparency and Personal Data Control Act that…
Editor’s note: This article was submitted in response to Performance Marketing contributor Erik Matlick’s December guest post entitled, While Valuable, Publishers Can’t Afford to Get Distracted by First-Party Data The data game has changed. All b-to-b intent providers claim to offer accurate and timely information on buyers actively in-market, but those with an overdependence on…
Ad spend is set to grow by 9.2% this year, fueled by the rise in digital activity which is expected to account for over half (55.5%) at $408 billion. According to the Dentsu Global Ad Spend Forecast, spend will reach $745 billion this year with China, Japan, Germany, the U.K. and the U.S. expected to…
Most brands believe the future without third-party cookies will have a moderate or large impact on how they acquire customers, and their ability to deliver quality customer service to them, according to a report by customer engagement and data management Redpoint Global with the Harris Poll. While brands are setting plans in motion for this…
The Federal Trade Commission (FTC) announced a settlement of $2 million with OpenX, the programmatic advertising company, for allegedly collecting personal information from children under 13 without parental consent. The complaint filed by the Department of Justice on behalf of the FTC also accused the California-based company of securing geolocation information from users who specifically…
When it comes to global crises, many take to social media to express support, sadness or even outrage. In a new campaign, the International Committee of the Red Cross (ICRC) is reminding people that we can put value behind those reactions on social media. The ICRC, a humanitarian organization based in Geneva, and agency Wunderman…
The influencer marketing industry has been on the rise in the past few years and is expected to pass $3 billion in spend in the U.S. alone this year. Despite the level of money flowing through the sector, it has also found itself in need of bridging the racial pay gap. A survey by one…
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