News and Analysis
Uberall Releases Direct Integration with Apple’s Business Connect
Days after Apple announced the launch of Business Connect, a feature that allows businesses of all sizes to customize the way their information appears across Apple apps, the customer experience platform Uberall has come out with its own integration solution.
Amazon Gets into E-Commerce as a Service
Amazon may be getting into a new service business: e-commerce as a service. The company announced that Buy with Prime, already available to third-party merchants on Amazon, will be available to non-Amazon merchants in the U.S. starting January 31.
Will 2023 Mark a Tipping Point in Data Privacy Regulation?
Data protection is becoming a key discussion point among advertisers in the U.S. as central provisions in the California Privacy Rights Act (CPRA) take effect and publishers begin rolling out transparency notices to users. Will 2023 go down in history as a turning point in data privacy?
Commentary
The Problems with a Band-Aid Approach to Data Governance and Compliance
As more privacy laws pop up, blanket policies and compliance band aids could result in brands cutting away 20% to 40% of the data they would have previously collected. A big portion of that data is likely usable in different scenarios, but a failure to operate at the edge means that brands are cutting away portions to be on the safe side.
Rather than jettison huge chunks of data because it may not be compliant, the industry needs to adopt granular data governance controls that provide a view into the circumstances of every piece of data.
How Advertisers Can Turn the Facebook Boycott into a Transformative Moment
It would be helpful if about 20 of the large brands boycotting Facebook put their money where their mouth is and invested in the establishment of a data and publisher sharing network.
The next step would be identifying the media publisher outlets as partners. The co-op would need to negotiate a performance-based publisher relationship, which would effectively increase content monetization for publishers’ content channels.
How Email Marketing Will Evolve in the Next 5 Years
With a tool that enables us to reach millions of potential customers with the click of a button, it’s tempting to send out mass promotional emails that reach the maximum number of people possible, but besides having been done to death, that means missing out on huge opportunities. Over the years, email marketing has steadily been moving away from the newsletter and promotional blast to behaviorally driven, event-triggered, one-to-one messaging. In one word: personalization.
Latest Posts
Vendors Rush to Bring Privacy Verification Solutions to Market
The demand for data privacy is at an all-time high, just as consumer trust in the technology space is at an all-time low. Advertisers are grappling with wasted ad spend and uncertainty over ad verification. The market is in disarray, and technology vendors are hoping they have a solution to the problem.
Just this month, the offline consumer intelligence and measurement company Cuebiq launched a new verification solution for third-party data. The solution gives advertisers verifiable proof of compliance with the European Union’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA).
Consumers Welcome Some Automated Business Messaging, But Humans Must Tag Along to Help
More than half of consumers are frustrated by customer-service situations in which they can only interact with automated agents, and nearly one in five even reporting feeling angry in those situations. That’s per a new survey of U.S. consumers conducted by The Harris Poll and commissioned by call tracking and analytics firm Invoca.
Texting Allows Marketers to Reach Customers Where They Spend the Most Time
Seventy-six percent of consumers are already receiving texts from businesses, and a majority of consumers across all age groups would prefer that more businesses take up texting as a mode of communication, a new report from business text messaging platform ZipWhip indicates.
A whopping 83% of Gen-Z respondents and 82% of millennials said they “wish more businesses” would use texting. Even for older generations, that number made up a more than slight majority, including 76% of Gen-Xers and 64% of Baby Boomers.
The Retailpocalypse Doesn’t Have to Be Scary for Local Businesses
Headlines about retail closures suggest it’s Amazon’s world and we’re all just living in it, but there’s more to the story. For local businesses, in particular, there’s ample reason to be optimistic that the retail apocalypse doesn’t have to spell end times. In fact, exactly the opposite could be true. Let’s walk through a few of the reasons for optimism.
Alexa, Podcasts, and the Role of Voice in Today’s Marketing
The increasing popularity of smart speakers, digital assistants, and podcasts means we need to begin thinking differently about voice and marketing. That includes tailoring online content to users and how they engage with it, making voice functionality a part of the sales funnel, and creating podcasts or partnering with influencers to reach audiences in a new way. With the right approach, a creative brand could get a considerable head start in this new but quickly developing marketing landscape.
5 Consent Management Platforms for Brands and Publishers
For brands and publishers that work with multiple ad tech partners, the process of obtaining user consent for data processing is overwhelming. To simplify the workflow, publishers have started using consent management platforms (CMPs). Not only have CMPs been designed to help brands and publishers obtain and manage user consent, but they also help with monetizing users, even when users haven’t opted-in to sharing data.
CMPs were largely developed in response to the GDPR — most are built on the IAB’s transparency and consent framework — which means the systems themselves are still relatively young. Nonetheless, the popularity of this type of platform has led to a spring of new players entering the space. Here are five examples of CMPs on the market right now.
Google’s Fake Listings Problem Gets More Attention—and May Spur Regulation
Blumenthal to Mihm: It seems to me that Google could take the fake listings issue off the table by seriously investing in cleaning up the fake listing and fake review issue. I just don’t think that they think that way.
At a minimum, as the company that has the monopoly in the local space, Google faces the expectation and responsibility to provide a service that truly serves the public and businesses. And they seem to forget that.
Cannes Roundup: A Triad of Innovation is Capturing Advertisers’ Attention and Spend Right Now
This year, we saw the rise of three elements of technology-driven outcomes that, I’d suggest, represent a triad of innovation — and those elements are agility, speed, and the product-development capabilities to allow early-adopting brands to actually access emerging marketplaces (such as audio, as we saw this year). The first two terms are interconnected, and each fuels the drive for innovative products that big-name brands are beta-testing already.
Report: Fake Google Maps Listings Ensnare Consumers, Harm Legitimate Businesses
“Chronic” local listings fraud on Google Maps, where con artists pose as handymen and other local service providers, sometimes stealing the names of legitimate operations, is endangering consumers and sucking business away from viable local businesses, the Wall Street Journal reported.
As Google seeks to prop up its lucrative but “cresting” search business and consolidate its lead in local, the tech giant is struggling to address the fraud issue and perhaps even to care about it.
LBMA Vidcast: Square Adds DoorDash and Postmates
On this week’s Location-Based Marketing Association podcast: AppNexus rebrands to Xandr Invest with AT&T data, Cerebro Platform hyperlocal DOOH, Welcome travel itinerary app, McDonald’s McNugget experience in the UK, Square adds DoorDash & Postmates, iOS 13 to be much more location-sharing friendly.
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Meta Is Automating Ads, But Brands Still Face a Bigger Problem