‘Tis the season for advice from companies you don’t trust. Having created immense uncertainty with its ever-changing schedule for third-party cookie deprecation and rotating cast of privacy-safe(ish) targeting alternatives, Google has set out its latest version of the path forward. It mostly comes down to letting Google target for you and grade its own results.
Credit Clear (CCR), which provides tech solutions to the debt collections industry has just mapped out a three-year plan to triple its market share in Australia. The company anticipates revenue to grow to $100 million per annum over this period, underpinning an “earnings before interest, taxes, depreciation, and amortization” (EBITDA) growth to $25-30 million per annum. CCR currently has a 1.4% market penetration in the Australian debt collection industry worth $2.5 billion.
Meta also has a big “trust me” sticker attached to its latest offering, Advantage+ Shopping Campaigns. Similar to Google’s Performance Max, the service asks marketers to share customer lists, ad materials, campaign targets, and a budget, and then let Meta decide what ads to buy and offers to show. Like Google, Meta will tell advertisers how well it did rather than giving them data to judge for themselves.
Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.