Data Market News in a Nutshell

60 percent of Americans plan to spend more time on the open internet in the coming year

According to a study by The Trade Desk Intelligence, 60% of American adults plan to spend more time on the open internet in the coming year. The survey of 2,002 U.S. adults found that 61% expected to spend more time on online blogs and news sites, 68% on personal-interest sites and entertainment magazines, and 66% on online newsletters.?

Social media and YouTube ranked lower, with 47% and 50% respectively. Gaming platforms, especially those allowing live game streaming, were expected to see increased usage by 70% of respondents, and 55% planned to play more online mobile games.

Source: The Current?

Record ad spend predicted for Christmas season in the UK

UK advertisers are set to spend a record ￡9.5bn during the Q4 Christmas season. This is a 4.8% increase from last year’s record spend of ￡9bn and demonstrates the continued importance of advertising to the economy during the festive period. The internet continues to be an important platform for advertisers, with four out of five pounds now spent on online advertising.

Source: Warc

Wrong Ads Serve To The Wrong Consumer 1 In 3 Times

According to a joint study by Advertiser Perceptions and Claravine, nearly one in every three times, the wrong ad creative is served to the wrong consumer.?

The study highlights the impact of not having data standards and a strategy in place, showing how advertisers and agencies struggle with brand safety and ad targeting. It also reveals that about half of the 140 U.S. advertisers surveyed would not know if an ad ran next to unsuitable or unsafe content until a day or more later.

Implementing data standards can help identify mistakes faster and lead to a direct increase in ROI of about 30%. The study emphasizes the importance of data standards in understanding advertising performance and improving processes across organizations.?

Source: Media Post

Retail Data Isn’t A Consolation Prize For Cookie Loss

“Cookie deprecation is going to drive better data, better personalization,” said Ben Sylvan, VP of data partnerships at TTD. “It’s going to lead to a much cleaner and more sustainable internet.”

Programmatic advertising is shifting away from behavioral data and broad-based demographic targeting, and instead, retail data is stepping in to provide stronger signals. Retailers have access to years of purchase data, allowing advertisers to create detailed customer segments and target specific audiences.?

Retail data can be particularly useful for non-endemic advertisers and financial institutions, as it helps them target consumers based on their purchasing behavior. However, there are challenges in reaching a threshold of scale with retail data, and advertisers are advised to think at a category level when building custom segments.

Source: AdExchanger

Why the open internet is crucial to our everyday lives

The battle between the open internet and walled gardens is intensifying as marketers seek more control and transparency over their ad campaigns. While the average American spends 66% of their time on the open internet, 60% of ad spend still goes to walled garden platforms like Google and Amazon.?

Marketers are increasingly questioning the power dynamic and looking for viable alternatives. The expected end of third-party cookies and the rise of alternative identity solutions that leverage first-party data further challenge the dominance of walled gardens.

Source: The current