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Contextual Ad Targeting Offers Poor ROI: Nielsen Research

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.

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Most Marketers Say They’re Using the Metaverse and It’s Great: Qualtrics Report

July 5, 2022

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.

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Optimal TV Ad Mix is 20-30% Streaming: Comcast Study

July 5, 2022

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.

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Big Tech Suffers Big Drop in Customer Data Trust: Jebbit Survey

August 8, 2022

Greater public attention to privacy has reduced trust in all tech providers, including those like Apple and Google that have positioned themselves as privacy-friendly.  Apple’s rank in Jebbit’s annual Consumer Data Trust Index fell from 17 to 43, while Google fell from number 4 to 89.  Amazon fell just slightly, from first to fourth place, while Facebook actually improved a bit from 97 to 88.

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