Campaign US The Martech Fix
May 10, 2021

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

Sign up for The Media Fix, our companion newsletter covering all things media.

By the numbers: Apple has officially released its iOS 14.5 update, letting consumers opt-into being tracked by advertisers on iPhones. Opt-in rates aren’t clear yet, but advertisers are bracing for a 50% drop in the number of consumers they are able to track, according to a survey by AppsFlyer. Facebook, meanwhile, could take a $5 billion revenue hit from the changes, which will impact tracking on Facebook Audience Network. 

Deep-dive: Ad buyers are looking to Google’s FLoC as a lifeline to preserve targeted advertising, but other browsers are pushing back. According to Digiday, Mozilla and Brave have “no plans” to implement FLoC, citing privacy concerns. CMS provider Wordpress, which claims to power 41% of the web, also released a blog post titled ‘Treat FLoC like a security concern,” and publishers including The Guardian and The Markup are opting out of FLoC. The pushback comes after FLoC tests have been suspended in Europe due to security concerns. Still, Google owns almost 70% of the browser market in the U.S., making FLoC an inevitable tool for advertisers. 

Catch up quick: Verizon Media launched an ID that doesn’t rely on cookies or mobile IDs; Ericsson Emodo acquired programmatic ad exchange Axonix; Extreme Reach acquired Adstream; Kenshoo acquired Signals Analytics; DoubleVerify uncovered seven connected CTV fraud schemes; Innovid partnered with Magnite and The Trade Desk on interactive CTV ads.

Good reads: 

  • A global tipping point for reigning in tech has arrived (NYT
  • Will consumers trade their Facebook and Google data for brand deals? (AdAge)
  • LinkedIn released a progress report on improving measurement (blog
  • Google’s removal of third-party cookies is an antitrust concern in Europe (AdExchanger)
  • How Tim Cook and Mark Zuckerberg became foes (NYT)
 
Latest from Campaign
The shoe has dropped on IDFA. Now what?
The shoe has dropped on IDFA. Now what?

Sabrina Sanchez

Advertisers are waiting to see the impact on opt-in rates while ramping up first party data strategies.

 
WPP launches new global data consultancy
WPP launches new global data consultancy

Alison Weissbrot

WPP Choreograph will pull data and technology resources from across the holding company to create privacy-focused solutions for clients.

 
TV consortium OpenAP launches an identifier for TV planning, measurement
TV consortium OpenAP launches an identifier for TV planning, measurement

Alison Weissbrot

OpenID will allow advertisers to use a single audience definition across major TV networks.

 
Edelman hires Karima Zmerli as global head of performance and predictive intelligence
Edelman hires Karima Zmerli as global head of performance and predictive intelligence

Sabrina Sanchez

The Wavemaker vet will lead performance and predictive intelligence globally.

 
DoubleVerify goes public at $4.2 billion valuation
DoubleVerify goes public at $4.2 billion valuation

Alison Weissbrot

The ad tech company IPOs as brand safety problems persist.

 
Platforms make progress against harmful content, but there’s still work to be done
Platforms make progress against harmful content, but there’s still work to be done

Sabrina Sanchez

The Global Alliance for Responsible Media put out its first brand safety measurement report.

 
Meet our Female Frontier honorees: Cynthia De La Torre Castro
Promoted
Meet our Female Frontier honorees: Cynthia De La Torre Castro

PMG Digital Agency’s senior designer Cynthia De La Torre Castro discusses the traits needed to achieve longevity in the creative industries and the ways TikTok has brought out creativity during COVID-19.

 

Subscribe to Campaign US today

Subscribe now from just $89 and get unrestricted access to campaignlive.com, insightful commentary, inspiring work and the news that matters, plus exclusive subscriber rates to Campaign US events for you and a colleague.

Find out more

Keep up with Campaign! Drop us an email, comment on our stories, join our Facebook page, find us on LinkedIn and follow us on Twitter to be part of the conversation.

manage bulletins          unsubscribe