The Media Minute 10.19.22

It’s been just over a year since Apple implemented its much-discussed-about, much-fussed-about Mail Privacy Protection feature, and the initial first-year findings confirm many of the impacts that email marketers predicted. Apple’s intent was to provide iPhone iOS15 users who wished to opt-in with “even more transparency and control over the data users provide to apps.” To those third-party marketers, Apple’s feature would prevent them from knowing whether their emails had been opened by automatically impacting the open-rate and thus upending one of the most important metrics for email-marketing success.

Performance marketing inherently promises results—and practitioners rely on customer data to satisfy the expectations set. But the increasing restrictions around privacy has forced brands need to find alternatives to cookies and third-party data sources to build digital resilience and stay competitive in a privacy-first marketing ecosystem… Here’s how marketers can adapt to changing privacy regulations and develop digital resilience for a cookieless world.

Times of economic uncertainty can favor recurring revenue businesses, which appears to be playing out today, based on an analysis of SEI companies in the first half of 2022. Subscription Economy businesses continued to show resilience, growing at faster rates compared to the S&P 500 and U.S. retail sales. Churn also remained lower than pre-pandemic levels, demonstrating that these companies are retaining subscriber relationships at higher rates compared to before the pandemic.

Google officially unveiled PAIR (or Publisher Advertiser Identity Reconciliation), its latest option for publishers and advertisers using Display & Video 360 to “securely and privately reconcile their first-party data for audiences who have visited both an advertiser’s and a publisher’s site.” In contrast to the walking-dead phase-out that Google is giving third-party cookies, its PAIR processes would be founded upon first-party data, or information that customers have willingly agreed to share through their direct relationships as opposed to pooled data.

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