U.S. Ad Index Expands For First Time In 11 Months In May (mediapost.com)

The advertising industry is being reshaped by a convergence of necessity, curiosity and opportunity, driven by consumer expectations for more privacy and advancements in technology. A new generation of performance advertising is emerging. Currently, 86% of users state that privacy is a high priority, and this number continues to grow. Mozilla and Apple have already responded to this demand by blocking third-party cookies completely, and now Chrome—the browser with the highest market share—is poised to dramatically increase the fraction of users who won’t allow third-party cookies to be set. This growing demand for privacy, combined with customer expectations for personalized interactions presents a challenge and opportunity for brands, requiring innovative solutions and a shift in thinking.

How do you meet your customer where they are? Longtime client Bryan Seeley, Marketing Director at BSW, sits down to chat with VP Account Strategist Lauren Ackerman about the varied strategies and tactics they've used to engage their passionate-yet-nerdy audience of broadcast engineers. watch the video at: https://www.jschmid.com/blog/brand-lounge-episode-2-engaging-a-unique-customer-base/

Despite the fact that the retail landscape continues to undergo massive waves of post-COVID evolution, there are many things that still haven’t changed — like the fact that consumers continue to go to physical stores to shop and that the physical portion of retailers' businesses still command the largest share of their revenues by a very large margin. Despite this, many retailers still only focus on the e-commerce sales impacts of their digital marketing, and ignore the in-store sales impacts because it's “difficult to measure.” This myopic focus is costing them — a lot. Web analytics tools or the measurements provided by the large platforms like Google and Meta have always relied on clicks to tell the story of campaign value. However, with major privacy changes in the market made by Apple and coming soon from Google, any measurement approach that relies on tracking individual consumers has been dying a death of a thousand cuts. Even measuring digital ads’ impact on e-commerce is getting a lot harder.