Tech bashing isn’t exactly a market, but it’s definitely a growth industry. WPP’s GroupM media agency is adding heat with a report that the top 25 media suppliers earn 67% of ad global revenue, up from 42% four years ago for the same companies. The better comparison would be the top 25 suppliers four years ago vs the top 25 today, but there’s no doubt that concentration is up. Plenty more here on other aspects of the industry.
The virtual event market is another hot space, and no company is hotter than Hopin. The return of live events will probably cool things down a bit, so Hopin just hedged its bets by purchasing on-site event management vendor Boomset.
We’ll say it again: personalization does work. ROI was over 4x for 71% of retailers who invested in personalized customer experience, according to this Netcore report. Data gathering is a challenge, with barely half using cross-device and offline data (51%) or real-time behavioral data (49%). Lots more here of interest.
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.