June Marketing Chatter: AI Laws, TV Clean Rooms, and a Reddit Strike
Marketing never stops moving. Wpromote's monthly Marketing Industry Chatter newsletter will keep you up-to-date on the biggest headlines, updates, and trends in the wide world of marketing and media—with the expert insights you need to take action.
The stifling heat of summer might have you craving a margarita, but we're here with a frosty glass of marketing news from the last month. So, to everyone who missed something because you were standing in front of the fridge wondering why it's still 90 degrees at 9:00 p.m., we've got you covered.
From regulating artificial intelligence in the EU to a platform-wide Reddit strike, here's our breakdown of the most important June industry news.
EU drafts first major law to regulate artificial intelligence
What you need to know:?On June 14th, the European Union took a step toward passing what would be one of the first major laws to regulate artificial intelligence.
The draft law, known as the AI Act, would curtail the use of facial recognition software and require makers of AI systems like ChatGPT to disclose more about the data used to create their programs.
A team of Stanford researchers warns that leading AI models are currently non-compliant with standards set forth by the draft law. A final version is not expected to be passed until later this year.
What you need to do:?AI technology is still largely experimental, and a regulatory law in the US could happen sooner rather than later. It’s clear that AI providers aren’t prepared to cope with legislation that mandates disclosure of their processes and mitigation of risks. You need to stay up to date with the latest regulations or changes in this space.
Find out more:
Data clean rooms will play a major role in the TV ad industry
What you need to know:?Nielsen teamed up with Snowflake, a cloud-based data management platform, to build a media data room, a sort of precursor to data clean rooms.
The media data room lets advertisers access near-real-time insights, including measurement data/analytics, in a more efficient, cloud-based way.
Omnicom Media Group and Albertsons Media Collective are also?leveraging Snowflake, announcing a multi-party clean room technology that allows advertisers to combine multiple data streams to power enhanced cross-channel video investment.
What you need to do:?Snowflake’s multi-party clean-room capability allows cross-publisher deduplication across all of the key TV networks. The use of data clean rooms is an important part of the shift toward first-party data collection. Clean room technology is a key element to ensuring the safety and privacy of data you’re using to power marketing campaigns across channels.?
Find out more:
Reddit users protest company's new third-party API policy
What you need to know:?On June 11th, over 8,000 Reddit communities went dark or private in response to the tech company’s new policy that will charge third-party apps for the use of Reddit’s previously free API.
The policy has already forced several top Reddit-focused app makers to prepare to shut down because they cannot afford the new costs, which are set to go into effect as soon as July.
Advertisers were affected by the protest, pausing campaigns and redirecting impressions, which affected performance on the platform.?
What you need to do:?Between Elon Musk’s Twitter takeover, a potential TikTok ban, and the Reddit “strike,” it’s critical to keep tabs on the current state of marketing platforms and how the wider world is affecting potential performance on those channels. Make sure your brand is ready to pivot and adapt to any sudden changes with a diversified strategy, so you’re not over-reliant on any one platform.?
领英推荐
Find out more:
Walmart and NBCU partner to test retail media ads
What you need to know:?After positive results from other connected TV (CTV) and digital partnerships, Walmart Connect is partnering with NBCUniversal to test retail media-powered ads delivered on live sports on streaming.
This marks the first time inventory on NBCU’s live sports, including NFL, NCAA, and MLB games, will be available through a retail media network.
Early data shows viewers were at least 3x more likely to click through on a television commerce ad compared to the Walmart Connect average for offsite video campaigns.??
What you need to do:?Consumers’ viewing habits are changing and the growth of both OTT and retail media advertising opportunities is the ultimate testament to those changes. Combining CTV and retail media could offer a more frictionless shopping experience for consumers and give brands new ways to engage with consumers in the future.
Find out more:
Apple’s iOS 17 can automatically remove tracking parameters
What you need to know:?Some websites add extra information to their URLs in order to track users across other websites, typically in the form of URL parameters.?
With Apple’s release of iOS 17, certain parameters will be removed from links users share in Messages and Mail. The links will still work as expected. This information will also be removed from links in Safari Private Browsing.
While the first public beta of the new iOS is slated for July, we predict that the public release will be closer to Q4 2023.
What you need to do:?The iOS 17 update directly impacts the ability to track email and SMS campaign links that are shared by users. While the initial release may only impact a small number of brands, Apple is likely to continue to crack down on what is tracked over time. Explore solutions to pass alternative URL parameters, parse them, and remap to push correctly into analytics like GA.
Find out more:
June Featured Content
The OTT revolution has upended the status quo for brands, and you need to make sure your strategy is built to take full advantage of this rapidly evolving space while keeping ad dollars accountable to business outcomes.?
Download our new guide to streaming trends to learn how to adapt to this brave new world, including changing TV viewer behavior and expectations, the fragmentation of the streaming ecosystem, and the rise of AVOD and ad-supported subscription tiers