💾 The rundown on April Fool’s Day in advertising

AdExchanger Rounds Up April Fool’s Day in the World of Advertising

Feed The Meter

Google introduced an “ad strength” meter in 2018 as an indicator of whether ad creative is expected to perform well.

But ad strength could quietly be a more important backend lever that helps Google shape campaigns and funnel budgets where it prefers – even if an advertiser does not.

Don’t Stand InFront Of Me

Retail media networks are copying the TV upfront playbook.

Last week, Home Depot hosted what it called an “InFront” to flaunt its RMN, Orange Apron Media.

The dog-and-pony show is Home Depot’s way of trying to stand out among the crowd of RMNs while marketers decide where to allocate their media spend for the year.

Can’t Uncrumble The Cookie

Here’s a tricky question: What if, as the digital ad industry speed-runs through its testing and implementation phase of the Privacy Sandbox – presumably sometime in Q2 this year – the results show huge losses in open web revenue and CPMs?

If the CMA, the UK’s competition authority, which has oversight over the rollout of the Privacy Sandbox APIs, doesn’t step in and pull the breaks, the online ad industry could be in serious trouble.

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🍪 Industry KPIs: YouTube and X emerge as leaders for social media advertising attention

The news: YouTube is outperforming all other social platforms in regards to social media ad attention, per our Industry KPI data via Adelaide, reinforcing its position as a leading platform for advertising.

Why it matters: With long-standing tools for measuring ad effectiveness online facing extinction this year, platforms that can deliver strong attention for advertisements stand to gain while marketers adjust to the changing landscape.

📖 Privacy plus personalization: The new frontier of digital advertising

By embracing transparency and accountability in their digital marketing efforts, brands can navigate the complexities of privacy regulations without sacrificing an engaging and lucrative consumer experience in the steadfast charge forward.

The zeitgeist of digital advertising today is characterized by a shift toward less invasive strategies, prioritizing consumer privacy and engagement over the cheapest possible click. Mounting regulatory pressures make the landscape seem less like the Wild West, urging marketers to connect with their audience ethically and effectively. This can be a welcome moment of transition.

😠 AT&T says a data breach leaked millions of customers’ information online. Were you affected.

In a Saturday announcement addressing the data breach, AT&T said that a dataset found on the “dark web” contains information including some Social Security numbers and passcodes for about 7.6 million current account holders and 65.4 million former account holders.

Whether the data “originated from AT&T or one of its vendors” is still unknown, the Dallas-based company noted — adding that it had launched an investigation into the incident. AT&T has also begun notifying customers whose personal information was compromised. Here’s what you need to know.

How To Prepare for the Data Apocalypse

Everybody knows the apocalypse of ad tech data approaches. Yet, most aren’t rushing to do anything about it.

That’s the latest finding in the Internet Advertising Bureau’s 2024 State of Data Report: How the Digital Ad Industry is Adapting to the Privacy-By-Design Ecosystem.

IAB finds that 94% of survey participants say they expect Google Chrome to eventually eliminate third-party cookies. Yet only 42% believe Google will do as it said and end them by the end of the year.

What should you do?  Marketing and content teams must prioritize getting good at first-party data in the coming months and quarters.

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• Revolutionizing Digital Advertising: Inside Everyworld's Game-Changing Model -  "Behind the Startup" series Podcast

• Meta announces Account Wide Audience Controls for ALL Campaigns - Jon Loomer on YouTube

• YouTube unveils 3 new updates, including live stream reaction analytics - Creator Insider on YouTube

• B2B Marketers on LinkedIn love to talk about “building brand” but the reality is that on average less than 10% of Marketing investments go there. - Chris Walker on Linkedin

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