‘A New Normal’ — What Advertisers Should Know As Media Inflation Rate Stabilizes

The World Federation of Advertisers recently compared global media forecasts from last year to current forecasts, finding a somewhat stabilized +4% inflation rate that settles media “into a new normal of moderate but persistent inflation, mirroring the wider economy.”

“The headline rate also hides a number of starker contrasts between regions and channels,” WFA says, “highlighting opportunities for advertisers to identify smarter ways to invest their ad budgets.”

According to MediaPost’s reporting on the WFA Members-only report, U.S. advertisers have seen a half-point rise to a 3.8% inflation rate this year, with that number expected to reach 4.0% next year.

 

AI Writing Hasn’t Overwhelmed The Web Yet

New articles generated by AI briefly outnumbered those written by humans online, but the two are now roughly equal, per a new report from SEO firm Graphite. … Researchers have long feared that if AI-made content online overwhelms human-created material, large language models could choke on their own exhaust and collapse.

 

Data Watch: Consumers Trust Few Firms To Protect Their Identity

Marketers should not delude themselves that consumers have faith in their privacy protections. Only 14% of consumers fully trust global brands with their identity data, especially in this age of artificial intelligence (AI), according to Bridging The Trust Gap. In The Age of AI, a study by Ping Identity. A mere 7% in the study said they have full trust in the organizations that manage their data. 

 

Nearly Half Of US Marketers Plan To Invest In Mmm Over The Next Year

27.6% of US brand and agency marketers found MMM to be the most reliable marketing measurement methodology, according to the same July survey from EMARKETER and TransUnion. … With an increasingly fragmented digital environment, brands and agencies are looking for dependable measurement solutions, especially as marketing teams come under more pressure to prove ROI.