Contextual advertising is a more realistic option to replace cookie-based targeting. Sadly, this Nielsen study finds that contextual data alone is among the least valuable signals for delivering return on investment, although it does help in combination with other factors. Their conclusion is based on multi-touch attribution studies, which find that individual-level purchase data and look-alike models work best.
Will the metaverse rescue marketers from the loss of third-party cookies and device tracking? Perhaps you scoff the metaverse doesn’t actually exist. That didn’t prevent 74% of marketers telling Qualtrics they were already advertising in it and 59% of that group saying it’s their most successful channel. Pioneering? Optimistic? Delusional? Take your pick.
Comcast Advertising took another reality-based approach to media optimization, analyzing more than 20,000 multi-screen TV campaigns to see what’s working. Their chief conclusion was the budget optimal mix is 20-30% streaming with the rest going to linear TV. There some other intriguing data about the growth in programmatic and audience-based buying, but they show percentages without base values so it’s tough to assess.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.