This AppsFlyer report takes a glass-half-full view of Apple’s tightened privacy rules, reporting that 46% of users have opted to allow app tracking when asked, and predicting rates will increase over time. They also report that companies are getting better at doing attribution in privacy-compliant ways. In plainer terms: the sky is not falling.
This is our last newsletter of the year, Dear Reader, so I’ll keep it upbeat. Here’s a nice study by market research firm Censuswide, which reports that 66% of marketers expect a higher budget in 2022. Greatest growth will be in mobile advertising, podcasts, connected TV, and out of home. Fun!
And lest you conclude that Big Tech is entirely evil, here’s news of talking prescription drug labels to help the visually impaired – in multiple languages, no less. Let that warm your heart a bit, Dear Reader, and accept our best wishes for the holidays and New Year.
Digital advertising platform PubMatic’s new partnership with GroupM, WPP’s media investment group, will enable the delivery of AI-powered cohort modeling to advertisers. Using a distributed AI model developed by Resolve, the collaboration aims to generate privacy-compliant audience segments across multiple publishers simultaneously. Not only does the targeting not rely on third party cookies, it also eradicates the need for user data to be moved or shared during the ad buying process.