This Month in Data-Led Marketing
Less Cookies, but not a Cookie-less Future.
Google announced on July 22nd that it has scrapped its plans to completely shut down the use of 3rd party cookies on its Google Chrome browser (see below). Google introduced their Privacy Sandbox API, and many data organizations have been testing and trying to figure out how to continue to provide high-quality programmatic ad placements without the use of 3rd party cookies.
Well, with the recent news, we can all sleep well knowing these cookies aren’t going away, right? Wrong! Google instead announced that it will use an approach within Chrome that lets people make an informed choice about their web browsing and adjust that choice at any time. To learn more about why Google has made this decision, you can read the article below.
Building a rock-solid and widespread data foundation is more important now, but luckily, Google has extended the window to allow everyone to catch up. At Response Media, I have been able to work with our whole organization to build that foundation so that we can grow in any direction.
Right now, we are blending our 44-year past with our present to create a limitless future. Below are the solutions available and how we approach our clients' marketing goals from a 360-degree view:
Response Media is leading the way and is ready to go wherever the world of digital marketing takes us, and I am excited to share all of our capabilities with you!
Best,
Benjamin Filip / Sr. Director of Analytics and Engineering?
Online Privacy and Other Areas Where Supreme Court Rulings Could Reshape Marketing Regulation
WHAT HAPPENED: The Supreme Court’s rulings this month regarding how federal agencies regulate business will inspire new legal battles that could have significant long-term effects on the marketing industry. A key decision said judges no longer must defer to agencies in cases where statutes don’t make clear officials’ authority.
For marketers, the agency in the spotlight will be the Federal Trade Commission because it has been particularly assertive in releasing guidelines, issuing fines, and filing lawsuits against marketing organizations.
WHY IT MATTERS: Little may change in the short term because agencies will retain authority granted to them by Congress. However, lawyers and industry groups may begin channeling the FTC's top regulatory priorities following the Supreme Court decisions. Among these are Consumer Privacy, Data Sharing, marketing to Children, and Click-to Cancel Subscriptions
In Shock Decision, Google Abandons Third-Party Cookie Deprecation Plans
WHAT HAPPENED: Privacy Sandbox had been touted by Google as a replacement for third-party cookies. Yet, reports from industry players Criteo, Index Exchange, and NextRoll, suggested that publishers could lose between 30 and 60% of their revenue from Google Chrome if third-party cookies were depreciated and they were to rely on Privacy Sandbox. So what did Google do? It announced an “updated approach” and revealed it won’t be “deprecating third-party cookies.” Instead, it’s introducing a “new experience in Chrome” that lets users make an informed choice throughout their web browsing, which they can adjust at any time.
WHY IT MATTERS: There’s real money at stake. Google Chrome is the most popular browser in the world. More than three-quarters of US programmatic buys relied on cookies as recently as Q3 2023. For those who poured time and effort into third-party cookie alternatives, don't fear: Google will keep the APIs in the Sandbox. Your work isn’t going to waste. But, this pivot breeds even more uncertainty.
Join us for the "Future-Proofing Your #CPG Growth #Strategy" Webinar on Thursday, September 19 at 1pm ET to hear the latest on consumer #Insights, #data, and #analytics trends to Get You Ready for 2025. Register Now!
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As big-box retailers cut prices, CPG startups are also facing pressure to lower costs
WHAT HAPPENED: Despite the fact that inflation has decelerated, Americans still say rising prices are the most important problem in the US right now. To combat higher rings at retail, his summer, retailers like Walmart, Target, and CVS announced they’re lowering prices on essentials to bring inflation-weary shoppers back in.
WHY IT MATTERS: According to the US Bureau of Labor Statistics, the cumulative rate of inflation (i.e "how it feels to consumers") is +19%. As retailers aggressively cut prices on thousands of items, startups, and other CPG brands are also feeling the pressure to cut costs.
Response Media Launches First-Ever Carbon Neutral Email Service To Enhance Marketer Sustainability Efforts
WHAT HAPPENED: Unknown to most, emails do leave a carbon footprint. Due to energy used by sending and storing email, basic calculations show text-based emails emit about 4 grams of CO2e (carbon dioxide equivalent), though ones with attachments can emit 19 grams. Sending 65 emails is equivalent to driving a mile in an average combustion engine car.
WHY IT MATTERS: Response Media was the first to offer Carbon-Neutral Email marketing. This service allows a brand or company to offset the carbon produced by every marketing email it sends, making each campaign fully carbon-neutral.
Empowering Creativity: The Intersection Of Art & Science In Data-driven Advertising
WHAT HAPPENED: Marketers now have access to a tremendous amount of data (information) about their consumers and all the environmental or ecosystem data that may be potentially influencing behavior. While sophisticated platforms are available to help comb through the data, the challenge that brands face today is that of data deluge. Making sense of data is not easy and comes at a considerable cost.?
WHY IT MATTERS: The expansion and democratization of the data-driven targeting and marketing personalization does not guarantee increased effectiveness unless it is infused with the right creative articulation that is driven by human insight that can resonate with the hearts and minds of the consumers and influence behavior.?Advertisers must strike a balance between the data used to inform the creation of the communication and the art necessary for effective creative.
Want to learn how Response Media leverages data-led marketing to grow brands? Contact Marty Kahnle for more information.
Insightful article highlighting that while inflation has decelerated, Americans still say rising prices are the most important problem in the US right now. This has major implications for retailers and CPG brands.