CDP Institute

The good news in this Hypeauditor report on influencer marketing is that Instagram fraud rates dropped more than 20% since 2019. The bad news is fraud still impacts 49% of influencers. Perhaps worse still: according to Winterberry Group, 2022 U.S. influencer ad revenue of $7.0 billion is actually higher than ad revenues for U.S. newspapers ($6.3 billion) or magazines ($6.2 billion).

This YouGov report doesn’t break out influencer media, but it does put social networks (36%) second behind only TV (50%) as a news source, roughly tied with newspaper websites (35%). Printed newspapers are far down the list (18%) although still just barely ahead of podcasts (16%). But podcast use is growing while the others are all coming down. (Pew Research shows higher podcast use but slower growth.)

Circling back to marketing issues, this Merkle survey finds that consumers express the usual conflict between liking personalized offers (86%) and suspecting that big tech data policies mostly benefit the tech companies themselves.  Still, just 13% say they always reject cookies and 90% would provide more information in exchange for a positive brand experience.

Automated copy generation vendor Persado has launched new tools to tailor content to personal preferences, at the segment or individual level.  They call their customer-level “Language Profiles” a “new form of first party data” but it’s not clear whether they’re asking customers about the copy they receive or simply observing what they respond to.  If they were really good at this, they’d have known to show me the answer.

AI plays a big role in this Yahoo announcement, which describes how they’ll use it to put anonymous website visitors into audiences based on how closely they resemble identified users.  As they describe it, Next-Gen Audiences “considers a mix of real-time signals received on the bid request, including content, location, weather, device type, and more” to build anonymous audiences that are more effective than content-based targeting alone.  No cookies or persistent user profiles are involved.  Today’s news is they’ve extended this from in-app inventory to web advertising.

Back in the world of identified web visitors, Nielsen is adding demographic data from The Trade Desk to profiles in the Nielsen Identity System, starting with France, Italy, and the UK.  Other Asian, European, and non-U.S. markets will follow.  The arrangement will enrich Nielsen’s cross-media measurement reporting.

The head-spinning world of advertising privacy got even dizzier today when Google announced a “multi-year initiative” to deploy Privacy Sandbox on Android.  Heaven knows what it really means but the general idea is they’re trying to limit sharing of personal data while still supporting some ad targeting.  Don’t confuse this announcement with one made last November, which recently resurfaced, about letting publishers share pseudonymized first-party IDs with programmatic ad bidders through something called Encrypted Signals for Publishers.

Content personalization vendor Movable Ink announced a deal to buy Coherent Path, which helps companies guide customers to buying products they haven’t tried before.  The deal nicely complements Movable Ink’s core business, which it automatically adjusting messaging within digital content every time the user opens it.

Trust (41%) now outweighs even convenience (38%) and reliability (35%) as consumers’ top priority when picking a business, according to this ActionIQ survey.  Personalization rates a distant 17%.  The primary finding of the study is the companies consistently overestimate customer satisfaction with their experience.  Lots of fun detail here by industry and experience type.