Campaign US The Martech Fix
April 20, 2021

Welcome to The Martech Fix, a bi-weekly newsletter where we break down all you need to know about marketing and technology. 

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Hand in the cookie jar: Advertisers are desperately searching for a loophole to Apple’s new privacy changes. Procter & Gamble worked with Chinese trade groups and ad tech firms to test an alternative tracking method called the China Advertising ID, which uses device fingerprinting to track users (a no-no in Apple’s book). P&G isn’t the only Western company with its hand in the cookie jar. The China-based divisions of Nielsen, Deloitte and PwC all helped draft the CAID spec. Even Snap is searching for loopholes with “probability matching,” which allows it to match its user data to third-parties without their consent. Apple is already pushing back on these efforts by rejecting app updates that conflict with its new policy.  

IDFA Impact: How big of an impact will Apple’s tracking changes have on the industry? Performance marketers anticipate a sharp dip in impression rates of up to 50%, followed by slow, U-shaped recovery, Digiday reports. CPMs for bids that can use IDFA will rise sharply, as high as 50%, according to InMobi. The changes will also lead to inevitable consolidation. Business Insider lists seven mobile ad tech companies that could get acquired soon.  

Putting it in context: The loss of third-party cookies isn’t bad for everyone. Just look at contextual targeting platform GumGum, which raised $75 million from Goldman Sachs this week. Contextual may be the future for everyone. Even Google is facing backlash from ethics researchers who say FloCs, its cookie alternative, could still discriminate against people based on their searches and interests. While the industry looks for a viable solution, brands are going all-in on first-party data collection and loyalty programs to keep targeting alive. Still confused about the cookieless future? AdExchanger lists 80 identity companies looking to preserve targeting. 

Mayday, there’s been a breach: Sound the alarm! Social platforms are under cyber attack. In the past few weeks, hackers have leaked the personal information of 533 million Facebook users and 1.3 million Clubhouse users. Meanwhile, LinkedIn hackers are cashing in on the data of 500 million users, approximately two-thirds of its entire user base, including names, email addresses, phone numbers and workplace information.  

ICYMI:

  • Google advantaged itself in ad auctions by using past bid data from publishers that use its ad server, per a Texas antitrust case documents (Wall Street Journal)
  • Microsoft is acquiring Nuance Communications for $19.7 billion (TechCrunch)
  • Disney and ad tech firms agree to privacy changes for children’s apps (NYT)
  • Colorado and Florida have new consumers privacy laws (Lexology) + (AdAge)
  • Newsguard launches tools for advertising on trusted news sites (press release
  • Facebook is making changes to its News Feed controls (Business Insider
  • Big tech competitors collaborate to get stronger (Wall Street Journal)
  • India-based mobile ad company InMobi plans $15 billion U.S. IPO (Mint)
  • LiveRamp to integrate ID products into Google Cloud (Adweek)
  • Criteo Retail Media expands API partner program (PR Newswire
  • Snap acquires Screenshop in e-commerce push (The Information)
  • Facebook Analytics will phase out by June 30 (AdExchanger
  • Why Adobe cut back on its $540 million advertising business (Business Insider
 
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