News and Analysis
Marketers Want Multiple IDs to Replace Third-Party Cookies
Marketers and publishers asking which will be the next-generation ID to rule them all are misguided, according to a new study by data solutions provider Lotame. The company surveyed 200 senior US marketing and publisher decision-makers, and 33% of marketers said they were open to “any number” of IDs, while 33% said three identity solutions would do the trick.
What’s Behind Google’s Fake Review Problem?
In an analysis of more than 4 million store reviews on Google, Facebook, Yelp, and TripAdvisor, Uberall and The Transparency Company found that Google has the highest average percentage of inauthentic reviews across business categories. More than one in 10 reviews on Google’s platform was identified as fraudulent or fake in Uberall’s analysis. The category with the highest percentage of fake reviews was locksmiths, while pharmacies came in as the category with the lowest percentage of fake reviews.
Why Are So Many Chatbots Missing the Mark?
The use of chatbots for retail customer service has been on the rise for years. According to a report by Drift, use of chatbots as a brand communication channel increased by 92% between 2019 and 2020. Nearly one quarter of consumers used chatbots to communicate with a business last year. But how many of those interactions were positive, and how many customers left those interactions feeling like their issues were resolved?
Commentary
Lens on Strategy: Connecting In-App Video Creative to Mobile Consumers
US mobile-video ad spend will reach $15.93 billion this year, and climb to $24.81 billion by 2022, according to eMarketer. There will be 187.7 million smartphone users in the US poised to experience that creative, a figure that will mushroom to 205 million by 2022, the same report predicts. The time for in-app video is undoubtedly now, but the question remains: what steps can publishers, advertisers, and marketers take to stay on the path of accelerated growth? The following strategies are part of the answer. Each will drive success when it comes to in-app video opportunities.
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Street Fight Daily: Zuckerberg Breaks His Silence, Voice Revolution Not Here Yet
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Zuckerberg Breaks His Silence on the Controversy Surrounding Data Security… Survey Finds Few Consumers Using Voice-Assisted Devices to Browse, Make Purchases… Amazon Customer Shopping Habits Divided by Age, With Some Surprises…
Will the ‘Sustained Outrage’ of One W. Virginia Newspaper Survive Auction Block’s Hammer?
The biggest heartbreaker is what happens to those families whose long-held newspapers were dedicated to publishing all the news without fear or favor. This is the story of one of those families, the Chiltons, and their paper, the Charleston (W.Va.) Gazette-Mail, which the Chiltons owned for 111 years.
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Streets Ahead: Google Chat, and Instagram Reels