NASCAR has nothing on The CMO Survey, whose current cover credits Duke Fuqua, Deloitte, and the American Marketing Association as co-sponsors. The latest edition shares the usual insights into spending trends, management methods, and hiring. Martech fans may be sad to learn that CMOs rank tech and data last among revenue drivers, while placing talent at the head of the list.
Search ad king Google will surely place ads in its own chat results when it’s ready. In the meantime, they’ve launched an Ads Transparency Center that gives consumers information about the ads they are shown. The center also lets consumers set options that offer some control over how they’re targeted.
European Union users will be able to opt-out of “some” Facebook and Instagram targeted advertising. But, despite EU regulators’ ruling that Meta lacks legal basis for behavioral ad targeting, the company isn’t making opting-out automatic, or easy. Users will need to submit a form objecting to having activity monitored, which Meta will evaluate and decide on. Meta is also working to appeal the ruling and the fines – plus is arguing it still can target using personalized ads.
Media mix models (MMM), originally developed in the 1960’s, have undergone a resurgence as new technologies make them easier to execute and click-based attribution becomes less credible. But evaluating MMM brings its own challenges. Australia-based Mutinex offers a vendor-neutral Open Source MMM Validation Framework which is now available for free to North American marketers and agencies.