Adomotive Insider brings you media insights on the programmatic landscape.
  Volume 2 Issue 5
May 25, 2023
Winterberry Group Research Finds Marketing Analytics And Data Infrastructure Spend To Reach $32B
New research provides a comprehensive look at the path to significant growth and the challenges of marketing analytics.



The Insights: An advertising and marketing consultancy, Winterberry Group, has released its research on the present and future state of marketing analytics. They are forecasting marketing analytics spend to grow from $22 billion in 2022 to $32 billion in 2026, in the US, UK, and EU. Most of this growth is due to technological advancements that have been made in recent years. One of the most widespread beliefs is that data-driven analytics are essential to compete in today’s marketing landscape. It’s critical that organizations adapt to the changing environment since there are so many opportunities for organizations to get ahead by using data strategically.
Meta Adds New Lead Generation Tools On Facebook
Meta’s looking to help brands make more direct contact with consumers via Facebook, with a range of lead generation form updates that will make it easier for users to connect with businesses via simplified, automated info-sharing tools and processes.


The Insights: Meta is introducing updates to their lead generation tools to help brands have more contact with consumers and make it easier for users to connect with businesses. One of the updates involves the utilization of discount codes within the Facebook platform. Users can claim offers directly on Facebook, with the relevant discount code applied automatically during checkout. If a user initiates checkout but doesn’t complete a purchase, they will receive a notification on Facebook before the deal expires, therefore, providing an additional opportunity for businesses to promote the offer or discount code.

Meta is enhancing their lead ads by introducing a dynamic question flow that will automatically adapt based on users' responses. They will also be introducing the ability for brands to overlay the Instant Forms on their business webpages within Facebook's in-app browser. This means that when users click on a link from Facebook, they can access and complete forms directly on the brand's website, which will autofill with information from users’ profiles. These updates aim to simplify the lead generation process on the platform, making it easier for businesses to collect valuable customer information and initiate follow-up interactions. By leveraging these new features, brands can enhance their engagement with consumers and capitalize on promotional opportunities more effectively.
Google Turning Off 1% Of Cookies In Chrome To Test Its New Ad Tech
Google will create ‘real world’ conditions so publishers and ad tech providers can ease into post-cookie internet.


The Insights: Google intends to test its new ad technology by eliminating third-party cookies in Chrome. The company's proposed alternative is a privacy-centric system known as Federated Learning of Cohorts (FLoC), which classifies users into cohorts based on their browsing patterns instead of individually tracking them. Google plans to start a trial of FLoC with advertisers in the coming months to eliminate 1% of cookies in Chrome in 1Q24 before turning off 100% of the cookies in 3Q-4Q24. 
 
This shift aligns with the industry's general direction and addresses mounting concerns surrounding user privacy. However, the decision has sparked apprehension among advertisers and publishers who heavily rely on cookies for targeted advertising. The fear is that without individual tracking, the effectiveness of ad campaigns may be compromised. But, Google aims to strike a delicate balance between respecting user privacy and delivering effective ad targeting. 

By leveraging FLoC, Google hopes to provide advertisers with the ability to target audiences based on shared interests and characteristics within cohorts, while keeping individuals' identities anonymous. This approach enables advertisers to reach relevant audiences without sacrificing individual user privacy. This has been an ongoing discussion over the past year, so stay tuned for more updates and how Adomotive stays ahead of this change/trend.
YouTube’s Rolling Out 30-Second Unskippable Ads to Connected TVs
YouTube’s looking to capitalize on the rising usage of the app on home TV sets, with the expansion of 30-second non-skippable ads to Connected TV campaigns.


The Insights: YouTube is expanding its advertising reach on Connected TVs (CTV) by introducing 30-second non-skippable ads. This will allow marketers to capitalize on the rising usage of YouTube on home TV sets and provide advanced targeting options for broad-reach marketing. YouTube reaches over 150 million people on CTVs and holds the dominant position as the most-watched streaming service for TV in America, making it have significant marketing potential. The platform is also introducing interactive pause experiences and incorporating AI tools to enhance ad creative. With over 2.5 billion active users, YouTube remains the leader in online video, making it essential for marketers to incorporate it into their promotional efforts. Reach out to a Adomotive contact to see if this could be the right fit for your campaigns!
If you would like to pick our brains on how to navigate the evolving digital media landscape during this time, we'd be happy to help.
Adomotive
Adomotive is an omnichannel DSP that uses real-time bidding to target specific audiences using 1st and 3rd party data and leverages brand safety and viewability to ensure optimal results.