The Media Minute 12.8.21

Unlike mass campaigns, an automatic email is sent after a user reaches a trigger on your website. It’s a strategy to reach the right audience with the right message at the right time—without doing it individually every time. It’s done by linking website analytics with your email marketing platform and targets users based on web behavior, preferences, and previous sales.

The endgame for publishers is wrapped up in a belief in the email newsletter’s superpower: building direct relationships with readers. With platform dreams dead in the dust, publishers are leveraging the intimacy of the inbox to connect with individuals, build media habits, drive traffic and in some instances monetize relationships.

The latest global ad revenue forecast from WPP’s GroupM is out — and if it’s accurate, media is going to have a pretty great 2022. Brian Wieser, GroupM’s global president of business intelligence, and a longtime prognosticator of media fortunes, revised his 2021 global ad revenue forecasts upward from 19.2 percent growth back in June to 22.5 percent. Wieser also bumped up his 2022 ad revenue forecast from 8.8 percent back in June to 9.7 percent. Both numbers exclude U.S. political advertising.

That opportunity brought along digital tools and techniques now considered essential for many to conduct business, but renewed privacy concerns are inviting not only deeper, scrutinizing looks at those techniques, but sweeping changes by tech companies who essentially hold the keys to the toolbox. In this blog, we’ll look at some of the modern, more common tracking practices, the takeaway if these techniques are ultimately taken away, and what those working in the publishing industry can do to craft and execute even more effective outreach plans in their wake.

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