App developers are hit especially hard by new privacy rules, Bango reports. The majority (59%) say they’ve already lost revenue, 62% say they have “no idea” how they’ll acquire new users after the changes are fully deployed, and 27% expect to shut down entirely as a result. You won’t be surprised that Bango proposes a proprietary solution, something it calls “purchase behavior targeting”.
Marketers are taking a gloomy view of the impact of privacy changes, according to this Modern Marketing Association (MMA) survey. They expect cookie deprecation alone to reduce ROI by at least 22% and say Apple’s App Tracking Transparency (ATT) has already reduced ROI by 17%. In response, well-prepared companies are accelerating their investment in first party data and 59% expect to invest in a CDP as part of the solution.
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.
A U.S. district court judge has ruled that Google acted to create illegal monopolies in online advertising technology in a way that blocked competition and allowed higher ad prices to be charged. Google will appeal; meantime, the government will decide what to ask the court to do to remedy the monopoly. Google also faces a new U.K. antitrust lawsuit over its dominance of search.