fifty-five’s Post

One year ago (time flies!) at AdExchanger Programmatic IO Conference, I had the opportunity to present on “Data Privacy Fundamentals: Balancing Privacy with Business Outcomes” and had a blast!  With this year’s conference coming up, I’ve been reflecting on that workshop and realizing how much is still relevant even today. As we count down to this year’s Programmatic IO, here are some of the key takeaways from last year that could help you be more privacy-centric in your marketing and advertising practices. These apply in the current regime regardless of what becomes of the Google DOJ antitrust case. ⚖️Regulatory Evolution As the technology and advertising industry evolves, so do the priorities of regulatory bodies like the FTC. Instead of playing catch up, they’re proactively evolving their focus to include privacy, online advertising, children’s data, AI, facial recognition and more. They’re becoming more holistic in their approach, using strategic enforcement, policy guidance, and rulemaking to address these issues. 📈Key Trends 1️⃣ Increasing scrutiny on online advertising, tracking technologies, data brokers, health data.  2️⃣ Focus on AI, surveillance practices, and dark patterns. Tougher consequences: personal liability, data deletion, and higher fines. 3️⃣ As marketers we may not spend our days thinking about what folks like the FTC might be doing, but we should be more proactive to ensure our practices are futureproofed and compliant with current and future regulatory activity. You can achieve business results and stay in line with regulation! #digitalmarketing #digitalmedia #privacy #regulation #adtech #techregulation #ai #programmaticIO #firstparty #Google #AdTech #Antitrust #DigitalAdvertising #B2C #adagencies 

Happy 3rd Party Cookie Deprecation Day to all who celebrate. Google has switched off 3rd Party cookies for 1% or more than 30 Million Chrome users with all to be eliminated by end of 2024. The industry is nowhere near ready. By now you should have a well-defined and robust first-party data strategy that is already being executed. This will be key to success. Noting also, data privacy and AI will be the key hallmarks of 2024. Quality, well governed data which, as a brand you retain autonomy over, is critical for both consumer privacy and for advancements which leverage AI. A poor data foundation will see (significant) failings in both areas. #data #dataprivacy #datamanagement #firstpartydata #cookieless #privacy #cdp #ai https://lnkd.in/gzSwrbaA

After numerous false starts, Google has begun phasing out third-party cookies, starting this month, through their new browser feature, Tracking Protection. KWG and its clients have been evolving past cookies since the demise was introduced years ago. As we enter this true cookieless era, it is important as marketers to continue to diversify our approach to data and remain committed to working with partners that are prepared through AI, first-part data, alternative IDs, and cookieless identity solutions at the core of their offering. #thirdpartycookies #googlechrome #cookielessfuture #kwg #communicationsagency 

{ Data Measurement & Privacy } > Exciting times are ahead in digital advertising as customers continue to demand more transparency and control over their data. With the advancements in AI technology, marketers have never had more opportunities to reach their audience in new and innovative ways. Additionally, the shift towards privacy-preserving technologies, such as consent-based data collection, is replacing outdated methods like third-party cookies. > Think of AI as the vehicle and data as the GPS. The implementation of GDPR has sparked a privacy wave, and a solid measurement strategy is crucial for digital marketers. Consent is a game-changing tool that unlocks the power of AI and lays the foundation for accurate measurement in 2024. > New regulations are being developed worldwide, and it's imperative that advertisers, agencies, and partners take proactive steps to prepare for them. By doing so, accurate measurement can be achieved, ensuring a positive impact on performance. Let's embrace these changes and look forward to a future where digital advertising is more transparent, efficient, and effective than ever before. #measurment #consentmode #gtm #ga4 #googleads #serversidetracking

🌐 Small Brands Beware: Rough Waters Ahead w Google’s New Privacy Rules 🌐 Google's Privacy Sandbox aims to create privacy standards without compromise, but the reality is looking far from ideal. According to IAB Tech Lab, this "massive sea-change" could throttle the ability of smaller businesses to compete, potentially causing a 60% drop in revenue if third-party cookies are removed. 😬 As a digital marketing strategist, I’m closely watching these developments. The challenge is clear: adapt or risk falling behind. In my role at Tinuiti, I've seen firsthand the importance of integrating advanced AI and Martech solutions to stay ahead. The Privacy Sandbox introduces new features but also significant challenges. For example, Google's Ad Manager capturing 83% of spend in the treatment population highlights a growing over-reliance on Google for ad revenue—a dependence that’s likely unsustainable for smaller players. As we navigate these changes, it’s crucial to explore innovative solutions and advocate for fair competition. As marketers, we've got to stay informed and agile, ready to pivot strategies to maintain effectiveness in an evolving landscape. Let's continue the convo— which advanced modeling / martech solutions have you explored for impact mitigation in a post-cookie world? 🗣️ #DigitalMarketing #PrivacySandbox #Martech #AI #AdvertisingInnovation More on IAB's Report, here: https://lnkd.in/e4VB_AuG

Surprise, surprise... Google announced that they are delaying their deprecation of third-party cookies to 2025. But don't take your foot off the gas now. Investments in first-party measurement, tracking, and targeting should still be a FY24 priority. Here's why... 1️⃣ Regulation is moving fast. Even if Google isn't ready to deprecate cookies, advertisers need to invest in collecting and activating consented customer data. 2️⃣ First-party data drives better performance. The walled gardens have invested heavily in AI over the past 5+ years. Your first-party data is the fuel that makes the AI work (e.g. conversion signals to train the AI & customer lists to build lookalikes and manage exclusions). Even if third-party cookies are here to stay, your first-party data is essential to compliance and performance.

Last Chance to Register! 🚀 Join Matthew M. Rohrs and Anthony Caccioppoli for an Exclusive Media Insights Webinar: Unlock the Future of Media As Google shifts the landscape with its latest cookie decision, the rules of the game are changing for publishers and advertisers alike. Are you ready to adapt and thrive? Agenda Highlights: 🔍 Google's Cookie Decision: Unpack the implications of this major announcement and what it means for your strategy. 🛡️ Privacy Sandbox & User Control: Explore how Privacy Sandbox will replace third-party cookies and the pivotal role of user consent. 📊 First-Party Data Importance: Discover why first-party data is now essential, and how to maximize its potential in your campaigns. 🛒 Retail Media Networks: Learn about the growing influence of retail media networks in today's advertising ecosystem. ⚖️ Antitrust Issues & Industry Consolidation: Gain insights into Google's antitrust case and its ripple effects on the media landscape. 🤖 The Role of AI in News Publishing: Delve into the benefits and challenges of AI in content creation, and how to balance innovation with editorial integrity. Don’t miss this opportunity to stay ahead of the curve. Secure your spot today! If you register, but don't attend, you will receive a recording of the webinar afterwards. Register at the link below. https://lnkd.in/eSVdGXp5 #adtech #cookieless #thirdpartycookies #privacysandbox #firstpartydata

Today, Google is implementing the 'Tracking Protection' feature, deactivating internet cookies for 30M Chrome users. The moment to adopt advertising tech based on non-identity, non-cookie, and non-consumer data is now. That's where our AI technology, IntentKey, steps in. Learn more at https://ow.ly/rZPR50QnV9F

“Unlike data protection, which is of course, an undisputed fundamental right, there is no such fundamental right to access a platform and a service.” So, is Meta's latest move towards an ad-free subscription model an issue of free-market economy? Listen to Nathalie Laneret from Criteo's take below and rewatch our full #StartTalking webinar here 👉 https://lnkd.in/dYmJnXfg #DataPrivacy, #dataprotection, #dataprivacymatters, #euroconsumers

Will attention measurement replace good old CTR? Recently, attention metrics have been conquering the advertising industry, and this is not just my allegation. According to a Statista report, 96% of advertisers worldwide either already use or have plans to use attention metrics in their media buys. However, there is an opinion that it’s all about the short-term fuss. Click-through rate (CTR) is still considered the top campaign criterion. It has proven its worth, while attention metrics are kind of hyped newbies on the market. IMHO, the root of this lies in the primary challenges that also impede the widespread adoption of attention metrics:: * difficulty in measurement * lack of standardization of this metric and complexity in its interpretation. In general, there are three concepts that shape attention metrics measurement: 🟢 Biometric surveillance This one involves tracking users’ physical movements and psychological reactions to ads on devices. 🟢 Data proxy These signals gather information about users’ activities, such as cursor positioning, dwell time, scrolling tempo, play/pause ratio, volume control, and mouseover movements. 🟢 Psychological aspect User introspection and emotional responses help to understand how the audience views the brand. This refers to chat forums, questionnaires, feedback forms, or client surveys. So, it's evident that while some of these measurement concepts may not be easily scalable and applicable, others might be challenging to implement due to GDPR and privacy regulations. As for standardization and interpretation, it feels like we're still in the pioneering phase, sort of 😉 Nevertheless, I believe attention metrics have not been fully explored yet. What are your thoughts on this? I'd love to hear your perspective! #adtech #advertisingandmarketing #attentionmetrics