No fewer than 47% of media buyers plan to use attention metrics on their buys in 2024, according to a survey of 1,000 decision-makers by DoubleVerify. Two other growing trends: impression volume on made-for-advertising content increased 19% YoY and retail media is expected to hoover up one fifth of global digital ad spend in 2024. AI got a bad report with more than half of those surveyed thinking it detrimentally affected media quality.
As Disney+ prepares to launch in Latin America, Disney is bringing a range of audience solutions to the global market for the first time. Beginning in Latin America, Disney will offer its first-party data Audience Graph and its data clean room technology. Disney’s new Bridge ID solution will enable advertisers to activate their audiences against Disney’s in a privacy-compliant way.
Apple, which only three months ago received a 1.8 billion euro (US$1.9 billion) fine from the EU related to music streaming access, has been told its App Store is breaching digital competition rules and the fine could be up to 10% of its $383 billion annual global revenue if it repeats the offense. This is the first time a company has been accused of breaching the Digital Markets Act, which is aimed at curbing the power of Big Tech.
Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.