Speaking of things we don’t mention, that includes stories getting tons of attention in the general media, since I assume you’re reading those at the source. But I’ll make an exception for the Wall Street Journal exposé of on Facebook, which documents with new depth just how knowingly harmful they have been. Anyone who supports Facebook with ad spending or even by being a member should really think again.
You haven’t read here about Gartner’s July report that marketing budgets fell dramatically in 2021 because the result was so far out of line with other surveys that it didn’t seem worth mentioning. But Duke Fuqua’s latest The CMO Survey solves the mystery: like Gartner, they report that marketing budgets fell as a percentage of revenues, from 13.2% in 2020 to 8.6% in 2021 (Gartner’s numbers were 11% to 6.4%). Unlike Gartner, Duke Fuqua also reports marketing spend as a share of company budgets rose from 11.7% to 12.1%, clarifying... Read More >
Back to our usual programming: as privacy changes make online ads less targetable, the measurability of Connected TV (CTV) becomes more appealing to mass advertisers. CTV ad platform Innovid is narrowing the gap with Innovid Key, which collects ad viewer data from over 25 device types in 95 million homes, ties it to Innovid’s own ID graph, and lets advertisers link to external keys from publishers, clean rooms, and other ID partners. It’s one of many approaches to tracking on CTV devices.
Procrastinators of the world can throw a party whenever they get around to it: Google has once more pushed back complete third-party cookie deprecation. The new target is “early next year.” Reasons for the delay include concerns expressed by U.K. data regulator Information Commissioner’s Office, an ongoing inquiry by the U.K. Competition and Markets Authority, and widespread discontent in the advertising ecosystem.