In a study commissioned by the IAB, a Harvard professor estimated that eliminating access to consumer data would result in a cascade of protective responses by brands and agencies. The impact would consolidate and shrink the $110 billion digital marketing industry by an estimated $40 billion.
Concern over the banning of online data and targeting is already driving the marketplace into the hands of top internet platforms who are pulling access to third-party cookies and consolidating their consumers’ data for their own use behind walled gardens.
Consumers using these services are forced into a data for services value exchange. In turn, advertisers are being forced to spend only on these platforms in order to get access to data about qualified consumers.
Regulations should exist for the benefit of the people.
After a long and somewhat contentious process, CCPA is a reality. The regulations have finally been released. Unlike the Fair Credit or HIPAA legislation that clearly identified harmful behaviors and the data risks involved, CCPA and other state actions seem to be less about identifying actual behaviors that are risky to the consumer, and more about controlling the influence of select platforms.
Innovations and strategic evolutionary decisions, like the move to walled gardens, will always be able to outflank rules based on regulating tactics like cookies, location, AI or predictive models.
Unfortunately, with CCPA, the regulators seem more interested in blocking specific technologies that “sound bad” in a press release than actually pursuing online behaviors that are in bad faith and lead to harm.
Clearly, marketers, social networks and digital entertainment platforms haven’t done a good job of explaining privacy to consumers. For years, there has been an explicit value exchange being made – free content in exchange for the limited and anonymous use of a consumer’s data in advertising. Up until Cambridge Analytica, a polarized electorate and activist responses like CCPA, this has been a civil conversation between the platforms and the consumer. Studies show that most consumers understand and accept this trade-off.
The online industry has been largely good about guarding the privacy rights of the consumer in this exchange. While not perfect, certifications, industrywide notice, and consent policies are widely adopted for the proper handling of personal information. Brands and advertisers have every reason in the world to protect user privacy and act in good faith.
CCPA may change all that by conflating Facebook and Google business practices with bad actors like Cambridge Analytica and Julien Assange.
Combin has released a new service – Instacheck, an Instagram account audit for individuals, brands and influencers.
With InstaCheck, Combin intends to help entrepreneurs, influencers and regular Instagram users enhance their Instagram marketing by offering a thorough review and exclusive advice given by Combin social media expert.The innovative feature of the audit is that it is run by an AI and a human expert, not by artificial intelligence or a bot alone.“The idea behind InstaCheck was to help those who want to monetize their Instagram accounts realize what works for their profiles and what doesn’t,” says Anna Semyanova, Combin social media expert and an InstaCheck analyst.InstaCheck allows advertisers to examine their own accounts’ or influencer’s quality, and influencers can prove their trustworthiness to brands afterwards.
The report compiles an overall profile review, caption, hashtags, and engagement analysis, content examination and posts ideas, and an analysis of branding, tone of voice and aesthetics
More often than not, they’re the result of retargeting campaigns (ads are repeatedly shown after a potential customer shows interest in a product but does not purchase it right away), and they may even appear as interstitial ads – full-page ads that appear right after the client clicks a link.They may also appear as “rich media”, or interactive media, which is when the ad presents spaces for the potential customer to enter information or even to play a small in-ad game, that will end up redirecting them to your website.
Video ads are also very common, especially in YouTube’s and Dailymotion’s ad spaces.
Whichever is your preferred approach to display ads, FrescoData has got you covered.
But while few people are drawn to a particular brand, at first sight, retargeting campaigns show much better results.
By a small tracking line, placed on websites’ source code.
Still, it will anonymously follow people who have shown interest in your brand over the internet and display your ads on pages they visit.FrescoData also offers the email retargeting campaign feature.
