And then there’s news that Facebook and Google have made ad attribution harder by limiting ability to track individual users. In the name of privacy, of course, but the result is marketers have fewer ways to independently measure ad performance. Apple recently increased marketers’ direct access to attribution data but you can argue that’s a ploy to increase their power by harming independent attribution vendors.
Mobile advertising is hot: mobile accounted for 57% all digital ad revenue in 2017, according to a study from Interactive Advertising Bureau (IAB). Mobile grew at 36% while all of digital grew 21% to reach $88 billion. Spend on mobile video alone was $6.2 billion, also more than half the video total of $11.9 billion.
More bad news: when CRM vendor SuperOffice signed up anonymously to 1,000 B2B email lists, 59% of the companies sent nothing within 90 days. Other worst practices: 8% lacked an unsubscribe link, 9% sent emails after an unsubscribe attempt and 18% were not mobile-friendly.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.