Two years in the making, IAB’s GPP is now available. It has been designed to help businesses, including advertisers, publishers, and technology vendors, comply with the EU’s TCF and US CCPA legislation across digital media channels. The intent is to simplify transparency for consumers via managing signals they receive.
Budgets are shifting to search and social channels as privacy changes make display ads less effective. Nielsen finds that social influencers are much more trusted (71%) by consumers than social media ads or search ads (tied at 36%). The spectacular rise of TikTok is one result. Read the report for more on influencer types, demographics, locations, and engagement rates.
While not final, a draft from California’s Privacy Protection Agency (CPPA) indicates what CPRA businesses should prepare for. Rules include a requirement to honor global opt-out requests, clarification of language when choices are given, consumer notification of third-party collection and information handling, consumer rights to limit use of sensitive information, and having hyperlinks guide consumers directly to applicable areas of privacy policies for transparency and ease-of-use.
Adobe has announced a new solution within its GenStudio suite, GenStudio for Performance Marketing. This self-service application is aimed at accelerating the creation of display and social ads, emails and banners using approved, on-brand content. The solution will leverage Adobe Firefly as well as third-party LLMs.