Apple Search Ad Network Gained from Apple Privacy Rules: Singular Research

Mobile ads aren’t much impacted by the loss of third-party cookies, but Apple’s post-iOS 14.5 restrictions on its IDFA device ID has a similar effect.  Attribution company Singular reports the Apple changes hurt ROI for social networks and boosted results for intent-based networks.  It may not be entirely coincidental that the Apple’s own Search Ads Network was among the big winners.

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Marketers Should Worry More About Cookie Loss: IAB Report

February 9, 2022

Marketers are overconfident in their ability to adjust to the loss of third-party cookies, scolds this IAB report.  While 77% say they’re prepared for the changes, most are not taking steps like collecting more first party data (59%), changing measurement strategies (66%) or using more AI (69%).  One reason marketers may be chill: the report notes that cookie loss directly impacts up to $10 billion in open real time programmatic ad bidding, but not that this is a tiny fraction of the $700 billion global ad market.

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Endgame Raises $30 Million to Build Profiles for Product-Led Marketing

February 9, 2022

Product-led marketing – where sales are generated primarily by free trials – is one of the ways that some marketers can redirect budgets which would otherwise have gone to cookie-targeted web ads.  Endgame supports this by collecting data from all company systems and using it to decide which accounts need attention.  Yes, there’s a CDP vibe to that, although they don’t mention the term.  They did mention their $30 million Series B.

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Microsoft Lets Publishers Block Bing Chat Separately from Bing Search

September 26, 2023

Nearly one-third of major news publishers have blocked generative AI tools from reading their content.   But that’s a drastic measure which could also exclude their results from conventional search engines.  Microsoft has just given publishers the option to block access by Bing Chat without also removing their content from search results.  We’ll see if competitors do the same.

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