The Media Minute 11.9.22

A report from Merkle is again shining a light on brands and marketers as they operate amidst ongoing privacy issues, though the surprising takeaway may just be the seemingly lack of concern some are showing. The Q4 2022 Performance Media Report surveyed 250 “marketing decision-makers” across a variety of industries to gauge their mood and methods. Of those, only 29% said they strongly agreed with the statement: I’m concerned about the impact of the cookieless future on my business

Google Topics, the newest entrant to the identity space, is the most popular solution when it comes to compliance with privacy regulations to identify and target consumers with ads. It’s actively used or tested by 71% of respondents to a recent Lotame study. The use of probabilistic or predictive solutions like Cohorts, contextual, authenticated email-based and Google Topics has grown 50% year-over-year (YoY), demonstrating a larger jump than any other identity category.

We’ve just returned from a week in Lisbon attending the Web Summit. We will be posting a number of in-depth features from the event in due course, but below are some key ‘front of mind’ takeaways. Bottom line: Publishers need to rebuild audience trust and micropayments could soon have their day in the sun. The publisher track featured presentations and panel interviews with a raft of publishers including Vice, Axios, Washington Post, TechCrunch, Teen Vogue, The Atlantic, Fast Company, and more. Here are five key front-of-mind takeaways.

Marketers have been riding a years-long roller coaster regarding new privacy laws and policies governing how they can use data to guide their campaigns and customer relationships. At every turn, they’ve received a constant piece of advice: to avoid disruption in third-party data availability, build first-party data assets.  While that’s good advice for many marketers, it’s also not enough. For most brands, third-party data is still a fundamental requirement for enriching and scaling the information they use for effective marketing, particularly acquisition efforts.

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