Every intelligent marketer throws terms like “data activation” around freely. But what does data activation mean? And where does it get applied? Here, we will go into detail about the critical stages for a growth marketer to understand data activation. The growth cycles have been generalized for the most common use cases and can be…
Since the introduction of the General Data Protection Regulation (GDPR) in 2018 and privacy laws in the U.S. like the California Consumer Privacy Act (CCPA), media agencies have spent the past four years building privacy departments, requiring them to make significant financial investments. For instance, digital agency Rakuten Advertising hired data protection officers to keep…
“Would you like to share your location?” The question is a pesky roadblock for people looking to buy groceries, get to work or date using their phones. But the answer is of great value for advertisers, helping them pinpoint potential customers and learn more about existing ones. Location data–metrics of where people go all day–is…
Today Havas Media Group announced it will offer an advertising ethics certification course to over 9,000 of its employees and clients. It’s the first network to partner with the Institute of Advertising Ethics (IAE) to roll out an independently-administered ethics certification. The IAE, which is an educational foundation dedicated to the advancement of ethical advertising…
As the ad industry races toward a cookieless future where first-party data will be the guiding light for marketers, several new studies have offered insights into how chief marketing officers are struggling with their data and measurement strategies. In a global study from measurement firm Nielsen published in April, 69% of 2,000 senior marketers agreed…
The Connecticut General Assembly advanced a privacy bill last week, bringing the Constitution State a step closer to becoming the fifth state in the U.S. to pass legislation regulating how people’s data is collected and shared online. The Connecticut Data Privacy Act–which would take effect July 1, 2023–emulates the privacy laws passed in Utah, Virginia…
Black Lives Matter went from a social movement to a business mandate in 2020. Protests that began over police shootings escalated into every industry reflecting on how they’ve been, at best, complacent–and at worst, complicit–in systemic racism. Part of dismantling that system is changing the stories being told about the Black community, shifting away from…
Culminating in a 16-hour negotiation, the European Union reached a deal on Saturday on a regulation that will effectively force tech giants like Meta and Google to combat misinformation, illegal content and restrict ads based on a person’s sexual orientation, ethnicity or religion. The EU law, called the Digital Service Act (DSA), also aims to…
If data is the new oil, then first-party data is a crypto farm sitting atop an oil field. Like all valuable commodities, though, first-party data is not evenly distributed. There are the “haves,” like publishers requiring authentication, onboarding data entities and walled garden platforms. There are the “have-nots,” like most brands, third-party data providers, publishers…
This week, customer data platform ActionIQ and data clean-room platform InfoSum announced a partnership combining the CDP’s customer toolkit ActionIQ CX Hub with InfoSum’s Secure Data Clean Room. The announcement is another signal of the potential for data clean rooms as brands and publishers figure out audience targeting. Through this partnership, brands and publishers can…
The future is zero- and first-party data. Audiences must regain a central role in the digital advertising ecosystem. But the industry is facing one of its biggest challenges to date, and it’s not on the technical and regulatory fronts. There is a clash between the need to regain credibility by embracing society’s expectations around privacy…
Among the many changes to where and how we’ve worked since March 2020 has been the shift to virtual events. Two years on, they have become a fixture of the hybrid workplace–but when it comes to sales, networking and education, Zoom is falling out of favor. This shift, enabled by Covid-19 vaccine availability, is reflected…
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…
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