News and Analysis
Marketers Weigh the Downstream Effect of Changing Privacy Regulations
Virginia became the latest state to pass digital privacy legislation when Governor Ralph Northam signed the Consumer Data Protection Act (CDPA) earlier this month, but it won’t be the last. The piecemeal approach to privacy standards happening across the United States right now is creating a challenge for marketers who are faced with complicated, and sometimes conflicting, regulations.
AdColony: “There Is No Alternative Tracking”
Marketing tech companies are widely surfacing solutions to fill the data gaps that these privacy-oriented changes will yield. But companies differ on what approach will work best: IDs rooted in mobile devices or email log-ins, for example, or panel data that users consent to share with advertisers. Other companies and thought leaders are even more polemical, declaring that the era of targeting ads based on individual user behavior is coming to an end.
Digital Marketers Deploy AI to Break through the Noise
Chief among the newest strategies brands are adopting is the use of artificial intelligence in digital marketing. Brands are increasingly willing to try AI to gain a better understanding of customer behavior, so they can spend more time on creativity and delivering more relevant content, says Mary Schneeberger, director of the integrated marketing practice at Avionos.
Commentary
LBMA Podcast: Amazon’s Search Re-Targeting, Target’s Use of Runerra
Listen to This Week in Location Based Marketing, a weekly video podcast from the Location Based Marketing Association with Asif Khan & Aubriana Lopez. On the show: Amazon’s search re-targeting, Target using Runerra, Intraposition raises $1.5M, Buick integrates Yelp, Walmart goes with maps and faster checkout, Macy’s invests in VR roll-out.
How Content Partnerships Have Made Yelp a Data Amplifier
Damian Rollison: It became clear to me, during Yelp’s presentation at the recent Brandify Summit, that the company has become a data amplifier. Here I’m making use of Gib Olander’s helpful term for companies whose data finds its way into a multitude of consumer-facing channels. In this column, I break down the significance of that state of affairs for hyperlocal marketing.
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Street Fight Daily: Brands Navigate Snapchat, Amazon Tightens Grip on the Smart-Home Future
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… How Brands Get Around Low Discoverability on Snapchat… This Year’s Prime Day Echo Sales Could Mark a Tipping Point for Amazon’s Product… Uber Offers a Thankless Job, and The Applications Roll In…
Cutting Through the Crowds at Festivals: How Brands Can Reach Summer Groupies
When fans use their mobile phones to travel to or around a festival, or when contacting their friends on-site, they’re giving brands valuable information about where they are and what they like. And if advertisers know how to capitalize on this data, they’ll be able to identify and reach their ideal audiences.
Street Fight Daily: Uber Grows Despite Scandals, Facebook Expands Messenger Ads
A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Uber Sees Financial Growth and Possible Waymo Settlement… Facebook Globally Tests Injecting Display Ads into Messenger Inboxes… Ikea’s Back-to-School Campaign Uses Influencers on Snapchat to Target Millenials…
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Beyond Search: AI Visibility the New Growth Lever for MULO Brands