California unanimously voted “No” to supporting H.R. 8152, the national draft legislation, the American Data Privacy Protection Act (ADPPA). The state’s privacy protection Board determined that in fact, the ADPPA would significantly weaken the privacy rights of California citizens by preempting the state’s CCPA law, as well as the laws of other states that have enacted privacy laws.
I apologize for that headline, Dear Reader, but do have one relevant factoid: Ebiquity reports that nearly 10% of U.S. programmatic ad spend goes to “made for advertising” web sites, which have high viewability but low quality, suitability, and effectiveness. In other words, clickbait. The global average is just under 8%. Also, 32% of third-party marketing cookies fire before users have a chance to consent and 93% of domains first at least one. So plenty of other people should apologize too.
Russia doesn’t want its data processed and stored overseas and has begun to levy fines in an escalation against Big Tech. The 18 million ruble ($301,255) fine against WhatsApp is the second in a year, while Tinder, Snap and Hotels.com were fined more than 1 million, and Spotify, which in March closed its Russian office, was fined 500,000 rubles.
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.