DIAL: Digital Innovations Awesome List (January 2020)

At Centro, we know that keeping up with the trade pubs and latest trends can be tough and time-consuming. To make that easier, we’ve compiled all the articles, reports, and other bits of awesomeness you may have missed, but should definitely read. Enjoy our latest list below!

Twelve Million Phones, One Dataset, Zero Privacy [:24]

A fascinating (non-advertising industry) look into how every connected individual is tracked, can be targeted with advertising, and how anonymity may not be we believe it to be.

The Top 10 Events That Shaped–And Rocked–The Digital Ad Industry Over The Past Decade [:07]

Over the last ten years, programmatic buying and the rise of ad tech changed the face of digital advertising. Look back on what impacted the industry from the rise of the walled gardens to mobile’s meteoric rise to the decline of ad networks.

The Best Cannabis Marketing Campaigns of 2019 [:04]

New year, new laws. While CCPA may be a focus for many marketers, the hottest opportunity in advertising may be in cannabis. With 33 states allowing medicinal, there are 11 states who have legalized recreational sales, not to mention the green-rush that is CBD. Take a look at the creative approaches marketers took in showcasing (and normalizing) cannabis to the masses.

The Call For Clarity: How Measurement Will Change in 2020 [:04]

Marketers are seeking a more complete view of their audience. The following shifts are predicted to take place in 2020 – clarity will reign over clutter, campaign KPIs will change, and cookies will give way to connections. As we approach this next decade, we can expect to see cookie dependence for brands to decrease and brands will turn to richer, direct connections with their audiences.

Where to Go from Here: The Outlook for Programmatic Advertising in 2020 [:03]

2019 has come to a close, and it featured key developments for programmatic advertising. From the rapid growth in over-the-top (OTT) and connected TV to significant improvements in addressable advertising to the current implementation of the California Consumer Privacy Act, 2019 saw momentous developments in the programmatic space that will change industry standards this year.

In a Post-Cookie World, RTB is Key to Effective Digital Marketing [:02]

Since GDPR became enforceable, the number of third-party cookies used per webpage declined from about 80 in April to about 60 in July, and the number of third-party cookies found on news websites (major advertising publishers) in Europe declined by 22%. In response, there’s been an onslaught of articles claiming the value of real-time bidding (RTB) and all of programmatic will decline in direct correlation with enforced privacy regulation, browser and cookie deprecation. While the cookie (and associated use of cookies) has been the centerpiece of all digital advertising performance reconciliation in the last 15 years, it is not the only reason RTB is an important component of effective digital marketing.

Why LiveRamp Quietly Sold Its Location Data Business Last Year [:02]

LiveRamp is distancing itself from location data. With the recent privacy regulations like the CCPA and GDPR and new iOS features that aim to cut down on location tracking, the location data business will be getting a bit complicated from a privacy perspective. LiveRamp will be focusing on data manufacturing business and focusing on their strategy on operating a neutral and open marketplace to connect high-quality, ethically-sourced data sources with data buyers.

WTF is Chrome’s SameSite Cookie Update? [:04]

On February 4, Google will be rolling out a new Chrome update that includes a new approach to cookies. The SameSite update will require website owners to explicitly state label the third-party cookies that can be used on other sites. Cookies without this proper labeling will no longer work in the Chrome browser. Chrome currently has 64% of the browser market. Chrome already offers user the ability to block third-party cookies. This change will allow users more control over their settings.

AR Puts the Person in Personalized Advertising [:04]
With investment in augmented reality (AR) advertising beginning to boom, the global market is expected to grow over 30% each year to 2023. The hardware and software technology has improved for AR and opened up unique advertising opportunities, most notably through Facebook and Snapchat.