It’s been a busy year for digital advertising industry regulators. How will the latest legislation impact advertising and marketing professionals?
Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don't have to. Here’s what to read from the week of 10/7/22 - 10/13/22 to stay ahead of the curve:
Data privacy regulators are not playing around: In September alone, Zillow, Expedia, Chewy.com, and Lowe’s were all fined for alleged data privacy breaches. In response, marketers are reevaluating their data practices and partnerships with renewed urgency—but that’s easier said than done, thanks to collection and sharing processes that are many-layered and difficult to audit.
Not only are marketers dealing with the threat of repercussions from misused data, but the loss of third-party cookies also looms on the horizon. While Google’s delay makes it tempting to procrastinate, marketers who test and implement alternatives early will be better off in the long run. (P.S. There’s a pun in that sentence, but you’ll have read the article to get it!)
This article from The Drum lays out five consumer trends that brands will need to grapple with in 2023—from increased competition for consumers’ time, to decreased brand trust. Thought we were done talking about the many challenges facing marketers, huh? Don’t worry, the next couple of links are much friendlier.
It seems that Apple is set on taking a bite out of the ad industry: Just a few months after rumors first started circulating around an Apple DSP, the tech giant is reportedly ready to start running ads alongside its original video content. With Netflix and Disney+ already planning to jump into the ad-supported pool, 2023 is shaping up to be a year for premium video inventory.
That inventory doesn’t come worry-free, though! In addition to brand safety concerns that have been exacerbated with the backlash around Netflix’s “Monster: The Jeffrey Dahmer Story,” the lack of independent measurement offered by the platform has made advertisers uneasy. In response, the streaming giant has partnered with DoubleVerify and Integral Ad Science to reassure advertisers that their ads will run where and how they're expected to.
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