Curated Guide to Research
MediaPost's comprehensive guide to current research in the marketplace.
Search results for "ad tracking"
- "Daily Mail" ran an eye-tracking study with Lumen Research challenging the a long-held practice among brands to take brand-safety measures that avoid ads running alongside scandalous, negative or undesirable news content.
- NordVPN has found billions of ad tracking cookies leaked on the dark web. At least 1.5 billion were from the U.S.
- Here's one more reason to say goodbye to tracking browser cookies.
- A recent survey of advertisers and agency execs found 60% of reported moderate to "extreme pressure" from the brands they work with to drive even better ad performance. Here are some of the media combinations that perform the best.
- Reruns' share of spend hit 21% in June -- up 10 percentage points from May and the highest share since the pandemic forced studio shutdowns, according to tracking data from Guideline.
- Peter Jakus, product manager at Bloomreach, said while Apple has tried to take the privacy lead among the major browsers, bad actors who abuse digital tracking technologies for nefarious purposes often rely on the same underlying tools such as cookies and URL parameters, as honest marketers.
- A government operated Missouri website that offers information about COVID-19 appears to have sent ad-related data about visitors to TikTok, researchers at Princeton University reported this week.
- Delivery trucks and buggies may have been the original OOH vehicle. Goodlife apparel reshuffled the idea with branded office trucks tagged with tracking beacons. The truly innovative model allowed the brand to retarget street level viewers with digital e-commerce promotions. How did this novel use of old school signage and new school activation not only drive digital traffic but explode social awareness? Goodlife Clothing's VP of Growth, Jesse Miller, brings us inside the great delivery truck caper.
- AdTheorent Health recently announced the launch of Predictive Audiences for the healthcare industry. It allows programmatic advertisers to target audiences in a more precise, data-driven and less opaque manner than previously possible.
- In a fragmented, multichannel programmatic ad landscape, audio has emerged as one of the more impactful formats. But what are data-driven audio spots good for in the larger marketing mix? Are programmatic ad insertions as effective as traditional host reads? And how trackable and accountable has this medium become since the days of vague download counts? Spark Foundry's VP, Programmatic Consulting, Natasha Morris, shares best practices and learnings from Spark Foundry's work across many audio formats for a range of clients.
- The biggest driver of adopting identity solutions for advanced TV is the need to better define audiences for targeting.
- Publishers using Next-Gen Solutions -- now available for the open web -- must also have adopted Yahoo ConnectID, which enhances audience matching, enabling advertisers to deliver more relevant messaging.
- Brands are already paying more to reach Apple customers after the iPhone maker introduced more privacy protections.
- Contextual advertising awareness has a steep hill to climb. But brands like Frito Lay, which has tackled the challenge, have found success, GumGum data shows. James Clarke, Frito Lay senior director, media strategy and CRM, believes success in contextual advertising is less dependent on the brand being advertised and more so on the strength of alignment between messaging and creative with the surrounding environment in which the ad is placed.
- Gartner analysts predict changes in media, from mobile app tracking to how B2B companies will use machine learning to slow the customer journey. Strategic planning may be the most interesting part of the report.
- A study of the impact of ownership and control of consumer-generated data shows advertisers can be harmed by limited sharing of information. Giving consumers rights over their own data can improve outcomes.
- While many consumers have some implicit knowledge why digital identity trackers exist, most don't understand what the explicit value exchange is.
- Citing "a renewed focus on measurement" in the wake of Google's decision to abandon "identifier" tracking and ad targeting, a major equities research firm has upgraded Nielsen shares from a "market perform" to "outperform," a Wall Street rating it hasn't had in more than two years.
- The ad industry had mixed reactions Wednesday to news that Google will not build alternate identifiers or use consumers in its products following the phaseout of third-party cookies. In a statement, Network Advertising Initiative President/CEO Leigh Freund said privacy is a shared commitment, but should not be used as a barrier allowing platforms or tech companies to hold all data about online activities. Advertising Research Foundation CEO/president Scott McDonald doesn't think the move will harm advertisers.
- Newly commissioned research from The Winterberry Group delves into the surge of data collaboration across companies in a post-cookie world, based on in-depth interviews across the U.S. and U.K. with more than 50 industry experts and a panel of senior brand marketers providing input.
- Changes to how Apple handles the IDFA have brands talking. Every app publisher must now ask users to enable IDFA sharing via an ominous prompt that warns of tracking "across apps and websites owned by other companies" and offers the choice to either "Allow Tracking" or "Ask App Not to Track."
- "Personalization" may now be the biggest buzzword in marketing, but it also represents a fundamental paradox, according to new insights revealed in Kantar's "2020 Media Trends & Predictions" report, which includes an analysis by Kantar Chief Digital Officer Thomas Zaruba on ethical use of data. Zaruba cites a data paradox showing that while 45% of consumers like seeing ads personally tailored to their interests, 54% objective to ads targeting them based on their past behavior.
- "Tracking,' defined as benchmarking the value of a marketing organization's performance over time, was identified as the greatest weakness by the majority of execs participating in a survey taken by the Advertising Trust & Transparency Forum during the recent ProcureCon Marketing 2019 conference in Seattle, WA.
- 2018 campaign ad spending set new bars for both broadcast TV and digital media, according to Kantar Media and its CMAG political media specialty division. In total, those Big 3 political media took in $5.25 billion in spending during the 2018 midterm elections -- up 20% from 2016's presidential election year.
- A study reveals that Republican candidate campaign websites have the highest number of trackers at an average of 5.33 per site, with 47% in the advertising tracker category.
- The funds are earmarked for research and development of technology to enable advertisers to tie an ad served and seen to an anonymous ID.
