How Privacy Will Upend Advertising in 2021

Of course, if mobile numbers are adopted as a universal ID, Apple, Google, and Facebook won’t get their way. They will not go down quickly and will likely continue to bury email IDs as a viable solution. We’ll see the entire industry disrupted as each of the powerhouses marches forward with their plans to own the future of privacy, ensuring they monetize the very thing they are touting to protect.

How Realistic is the IAB’s Rearc?

Behind the scenes, at conferences and in meetings, we’re told of solutions for the death of the third-party cookie that will use CNAMEs, Universal IDs, device IDs, IP addresses, or other Rube Goldberg-ian hijinks to create the supposed 1:1 replacement for how marketing was previously done. The bridge from marketing using the third-party cookie to first-party data is as simple as snapping your fingers!

Of course, it won’t be that simple. There will not be a simple replacement for the third-party cookie. In truth, there shouldn’t be. The third-party cookie never worked as well as the industry liked to believe. Third-party data was used to measure the performance of first-party inventory, and attribution was biased toward a last-click model that benefited the triopoly of Amazon, Facebook, and Google. The third-party cookie never really worked in a society that has adopted mobile as a way of life. In a way, it’s time to bid good riddance to a flawed system, albeit one with which we’d all grown comfortable.

Government Regulation Is Marketers’ Most Common Concern About Data-Driven Initiatives

Changing political headwinds and increased media attention on data collection and privacy are apparently rattling marketers, who named government regulation as an obstacle to data-driven campaigns more than any other single factor. That’s per a survey of U.S. marketers by Winterberry Group and the Interactive Advertising Bureau, eMarketer reported.

Street Fight Daily: Amazon’s New Brick-and-Mortar Highlights Local, Quality; New Hires in Hyperlocal

TODAY IN LOCAL & DIGITAL MARKETING AND MEDIA… Amazon’s New Store in NY Offers 4-Star+ Products Trending with New Yorkers… New Hires at Adsquare, IAB, GatherUp… No Data? No Problem! Build Loyalty Despite Lack of Data…

New Hires at Adsquare, IAB, GatherUp

Every two or three weeks, Street Fight rounds up some of the latest hires and new openings in the hyperlocal marketing, tech, and media industries.  This week includes new hires at PebblePost, dataPlor, and Snapsheet.

Street Fight Daily: How Much Ad Viewability Matters, IAB Eases In-App Measurement

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Placed Study Outlines Viewability’s Impact on Store Visitation… IAB Releases Tool to Ease In-App Ad Measurement… Snap Is Testing Commerce with Discover Publishers…

Street Fight Daily: Benchmark’s Kalanick Suit Dismissed, IAB Releases Influencer Guidelines

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Benchmark’s Lawsuit Against Former Uber CEO Kalanick Dismissed (TechCrunch) It’s over. Benchmark’s lawsuit against former Uber CEO Travis Kalanick has now been dropped, ending one of the biggest VC-founder disputes in history. Street Culture: A Culture of Growth at PacketZoom (Street Fight) “Introducing [new employees] […]

Why Location Measurement and Attribution Are Key to Brand Visibility

Attribution “is the metric that all brands and media verticals are moving to as it solves a number of gaps in the market.” says Freckle IoT’s Neil Sweeney. He believes measuring how branding strategy is working is becoming just as important as brand visibility.

IAB Primer on Ad Blocking for Publishers Leans Toward Carrots Over Sticks

“Ad blocking is a crucial wakeup call to brands and all that serve them about their abuse of consumers’ good will,” says the IAB. Street Fight recently spoke with IAB general manager Scott Cunningham about how the group is working to help publishers combat ad blocking.

As Ad Blockers Proliferate, IAB’s Rothenberg Tells Local Publishers to Stick to Their Guns

“Ad blocking represents the new normal in the media industry,” he said at Borrell’s local advertising conference in NYC. And if present trends continue, ad blocking could soon “surpass 50% on most sites.”

Street Fight Daily: Amazon Gets Creative with Delivery, Dissecting Starbucks’ Mobile Success

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Amazon Tested Package Delivery by Newspaper Trucks (Wall Street Journal)… Why Starbucks’ Order and Pay Is More Than Milk Froth (TechCrunch)… IAB: First Half 2015 Ad Revenues $27.5 Billion, Search Captures 50 Percent (Search Engine Land)…

Street Fight Daily: IAB Accepts Blame for Rise of Ad Blockers, Analyzing Yahoo Gemini

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… The IAB Pivots on Ad Blocking and Issues a Mea Culpa: ‘We Messed Up’ (Adweek)… As Yahoo Gemini Ramps Up, How Well Is It Performing for Search Advertisers? (Search Engine Land)… First Data Slips in Trading Debut (Wall Street Journal)…

Street Fight Daily: Facebook Wants Your TV Ad Budget, Are Ad Blockers ‘Highway Robbers?’

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… Why Sheryl Sandberg Says Big Brands Should Spend Their TV Ad Budgets on Facebook (Adweek)… Ad Blocking Companies Are Like Highway Robbers, IAB Says (Wall Street Journal)… Instacart Hires Its First CFO (TechCrunch)…

Street Fight Daily: Search’s Mobile Problem, Square Eyes Back-Office

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technology… First Half Ad Revenue: Search Dominates PC Ads But Not Mobile (Search Engine Land)… Square Testing New Payroll Product as Ambition Grows (Recode)… Gannett Earnings Strong, But Publishing Revenues Continue A Steep Slide (Poynter)…

Street Fight Daily: Mobile Ad Revenue Hits $19B, Food Delivery Roll-Up

A roundup of today’s big stories in hyperlocal publishing, marketing, commerce, and technologyIAB: Search And Display Fuel $19.3B In Worldwide Mobile Ad Revenue (AdExchanger)… Delivery Hero Joins The $1B Valuation Club As It Gobbles Rival (TechCrunch)… Yahoo Dusts Off E-Commerce Service to Juice Revenue (Wall Street Journal)…

Revenue Flowing Faster to New Marketing Channels, But Integration Is Key

A recent advertising report from the IAB found that U.S. interactive advertising revenues hit an all-time high of $42.8 billion in 2013, with digital exceeding broadcast television advertising revenues ($40.1 billion) for the first time ever. But some brands who are succeeding at hyperlocal are integrating legacy channels rather than eliminating them…

5 Keys to Making Location Work for Mobile Marketing

Smartphones generate billions of bits of location data every day, creating an unprecedented opportunity for marketers to understand and engage with local consumers at scale. In a Street Fight webinar Wednesday sponsored by YP, Patrick Dolan of the IAB joined David Petersen of Sense Networks and YP’s Luke Edson to discuss the trends that make location data a must for mobile marketing, and outline a handful of ways advertisers can use big data to unlock local relevance in their campaigns…

Street Fight Daily: Foursquare’s Real-Time Recs, First Data (Re)Launches POS

A roundup of today’s big stories in hyperlocal content, commerce, and technologyWith Real-Time Recommendations, Foursquare Checks Into Google And Apple’s Turf (ReadWrite)… First Data Quietly Buys Payments Startup Clover; Launches Point Of Sale Platform For Merchants (TechCrunch)… Google Now Cards Invade The New Google Maps (SearchEngineLand)…

Study: Digital Ad Revenues Grow As Mobile Accelerates

Internet advertising revenues surged in the first half of 2013, reaching $20.1 billion on continued growth in the mobile sector, according to new study commissioned by the IAB, and conducted by PricewaterhouseCoopers. Mobile revenues, which include both smartphones and tablet media, more than doubled in Q1 and Q2, growing from $1.2 billion in 2012 to over $3 billion this year…

Bolstered By Bulls In North America, Global Mobile Ad Spend Jumps 82%

A new report from the IAB finds that global mobile advertising revenue jumped 82% in 2012, growing from $4.84 billion in 2011 to nearly $9 billion last year as smartphone adoption ramps and blue-chip marketers shift budget to mobile media. The bullish numbers, which are in line with other estimates, were bolstered by exceptional growth in the North American market…