Global Data Market News - May 17th, 2024

After latest cookie delay, Google tells ad tech there will be ‘gradual ramp up’

There’s not going to be a day that Google will go from 1% to 100%; it’s going to be a gradual ramp up. That will not be a forever ramp up. Google doesn’t want people to feel like things are broken.

Source: Digiday?

Ad Tech Companies Should Test The Privacy Sandbox?

The Chrome team is getting “loads of feedback” about the Privacy Sandbox from the ad tech industry. This feedback comes from two main camps: those with a desire to provide meaningful, constructive criticism and others pushing to maintain the status quo as long as possible.

Source: AdExchanger?

ID Solutions Guidance?

IAB Tech Lab has developed the ID solutions guide as an informational guide for advertisers, publishers, media agencies, data collaborators, & ad tech vendors to demystify the landscape, better understand the scope and scale of ID solutions and the technology, so that they can evaluate different ID Solution partners. Download here.

Source: IAB Tech Lab

The death of cookies raises the bar for ad quality?

Advertisers must embrace experimentation. They should understand their existing customers and map out where they spend their time and what messages they respond to before focusing on the specific tactics they’ll use to reach them.

Source: eMarketer

OpenAI Announces New Model

OpenAI has launched a new model: GPT-4o. The “o” stands for “omni”, which refers to the model’s improved ability to handle text, speech, and video. It’s also designed for better interaction to function more like an assistant, able to deliver real time responsiveness.

Source: ExchangeWire

Netflix Is Launching Its Own Ad Tech?

Netflix announced that its ad-supported plan now has 40 million monthly active users globally, up from 23 million in January. Considering that level of growth, Netflix also shared plans to launch its own ad tech platform, plus new partnerships with more programmatic platforms and measurement vendors.

Source: AdExchanger

AI To Calm Roller-Coaster Budgets And ROI

The 395 global CMOs who participated in the study say they continue to live in an "era of less" - meaning that in the four years preceding the pandemic, average marketing budgets were 11% of overall revenue. In the four years since, they have dropped to 8.2%.

Source: MediaPost

B2C marketers are increasingly eyeing LinkedIn

B2C brands in sectors like automotive, hospitality, music, sports, and travel are investing in the platform. LinkedIn is definitely heading into a direction where more direct B2C marketing is going to become prevalent.

Source: Insider Intelligence