July Overview: Digital advertising news & trends07/21

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Every month, we select a few digital advertising industry insights to help industry players stay updated with trends and news. Enjoy July Industry Insights and stay up-to-date!

Most consumers are creeped out by ads that follow them across devices

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Consumers are wary of how companies collect and use their personal information for digital advertising, having witnessed companies fail to protect and properly handle user data. Not many know how it works, but they’re aware of its outcomes when they perceive ads as invasive.
Despite transparency initiatives aimed at educating users, how advertisers use consumer data can be problematic for the consumer. Some advertising practices that presently use third-party cookies can produce experiences consumers are more likely to feel are “creepy.”
In the December 2020 Cheetah Digital and Econsultancy survey of consumers in the US, UK, Australia, Spain, France, and Japan, respondents evaluated brand interactions on whether they perceived them as “cool” or “creepy.” About two-thirds felt that ads that follow them across devices are creepy. In the US, 54% felt this was creepy.
Continue reading: eMarketer

Ad Market Grows 35.2% In June, Marks Fourth Consecutive Month Of Expansion

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The U.S. ad economy expanded 35.2% in June vs. the same month a year ago, marking the fourth consecutive month of expansion since the ad industry pulled out of its COVID-19 recession. It was the best June ever since Standard Media Index began the U.S. Ad Market Tracker, though it represented only a slight 0.3% increase over June 2019.
Both digital and analogue media showed strong gains in June, but the national TV ad market remains 19% below June 2019.The expansion also was led more by smaller advertisers than the biggest, as the top 10 ad categories grew at only about a third of the rate of "all others" in June.
Continue reading: MediaPost

What’s the Role of AI in Ad Tech in 2021?

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Artificial Intelligence (AI) has been used in marketing for years—but it’s often difficult to separate hype from real use cases. The technology is developing rapidly and sometimes getting Big Tech companies into trouble.
With the California Consumer Privacy Act, Apple’s opt-out features and a post-cookie internet on its way, what is AI’s current role in ad tech?
Continue reading: MediaRadar

Navigating ad fraud and consumer privacy abuse in programmatic advertising

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Programmatic advertising is a $200 billion global marketplace that is rapidly growing and far-reaching, with Connected TV (CTV) serving as its latest accelerant. Unfortunately, however, it’s also a business sector rife with fraud and consumer privacy abuse, particularly in emerging media forms like CTV and mobile.
Global losses to ad fraud exceeded $35 billion last year, a figure expected to rise to $50 billion by 2025, according to the World Federation of Advertisers. Per the WFA, ad fraud is “second only to the drugs trade as a source of income for organized crime,” but there is no one-size-fits-all ad fraud strategy.

To capitalize on the promise of video advertising in mobile and CTV, and measure ad efficacy with confidence, business leaders must ensure that they’re reaching customers — not bots — and achieving their business goals while remaining compliant with the latest regulations and laws.
Continue reading: TechCrunch

Contextual Advertising: AI's Answer to a Cookieless World

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Over the last 30 years, the digital advertising landscape has evolved immeasurably. Having adapted to audience responses to become much more targeted towards consumers, the industry has come a long way from its origins, where simple banner ads were seen as the most effective way to target audiences.
Since then, we’ve witnessed the introduction of pop-up ads, ad blockers, in-image formats and even social media advertising. Times undoubtedly change, but so too have the tactics deployed by advertisers.
Continue reading: ExchangeWire

How the ad industry can use its borrowed time to future-proof first-party data solutions

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For marketers, the longer road to a cookieless reality grants companies more time to develop and fully leverage their first-party data. One powerful avenue for doing this — not only in the U.S., where deterministic data has been overemphasized to date, but also globally, where a consistent solution can be applied across multiple markets — is through cohort onboarding.

Cohort onboarding represents a consumer-friendly solution to harnessing first-party data by enabling marketers to transform their first-party data assets into powerful digital audiences to reach new customers, enhance marketing analytics, deepen insights and boost omnichannel campaign performance.
Continue reading: Digiday

Are the walls closing in on cryptocurrency ads?

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As celeb-fronted campaigns bring cryptocurrency into the mainstream, is it time for clearer regulation of ads?

A harsh spotlight was shone on cryptocurrency ads this month. The UK’s ad regulator the ASA has said that it now will better police cryptocurrency content while TikTok has issued a warning to creators that it will not tolerate promotion of the divisive digital currency. At the same time, Google and Facebook appear to be opening the gate to more advertising from crypto companies having previously banned all ads. And even ads that do make it to air on the big screen have been quick to face criticism from the general public, wiser to the pitfalls of the crypto boom.
Continue reading: The Drum

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