Advertising & Marketing

FLoCs get their first run in the real world: Chrome has officially rolled out testing of its newest privacy-based tracking tool to marketers who are anxious to see whether the cohorts can live up to Google’s hype.

Edelman's Trust Barometer shows the tech industry is rapidly losing trust worldwide, and most acutely in the US. The report details how trust is declining across specific technologies as well, including 5G, AI, IoT, and VR.

Google's Chrome wasn't the first browser to put the kibosh on third-party cookies. Phil Acton, country manager for the UK, Benelux, and France at end-to-end programmatic platform Adform, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss how the company has been testing cookieless targeting with publishers in Europe, where Apple's Safari and Mozilla's Firefox have significant market share, as well as the importance of supply path optimization (SPO).

DoubleVerify and Facebook team up: The company will provide brand safety tools for Facebook video ads, which could help the social platform attract advertisers that are in danger of being swayed to more premium video content from YouTube or ad-supported streaming services.

On today's episode, we discuss Twitter's major initiatives and figure out what the platform will look like after it reinvents itself. We then talk about Facebook's cost-per-thousand (CPM) recovery, TikTok's ecommerce efforts, and a recent study about COVID-19 news on Facebook. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg.

Businesses have been moving their data operations to the cloud for years, but the low latency, fast speeds, and decentralized architecture of 5G networks will accelerate this trend and create opportunities for financial services firms to design much more flexible teams and offices.

On today's episode, we discuss why paid newsletter subscriptions are having a moment, the competitive advantages of the biggest players, and why marketers should (or shouldn't) get involved. We then talk about HBO Max's upcoming ad-supported offering, whether Microsoft buying Discord makes sense, and the real problem with password sharing. Tune in to the discussion with eMarketer analyst at Insider Intelligence Nina Goetzen.

Nell Shapiro, CEO and founder of Kibou, shares how she reimagined the diaper bag brand’s go-to market strategy by leaning into Facebook Groups, Pinterest, and virtual touchpoints to build brand awareness and reach its target demographic. Watch Industry Voices, a conversation between Nell and Marissa Coslov, vice president of business development at Insider Intelligence, in celebration of Women’s History Month.

Brands encouraging vaccinations is seen as a positive: New data shows that the expectation for brands to wade into the conversation when it comes to sociopolitical issues extends to vaccines, too—most US adults said they support brands that offer such input.

The Washington Post’s international breaking news push: The publisher expanding its international news coverage could draw in new advertisers if it diversifies and scales audiences in non-US local markets.

For shoe retailer DSW, TikTok is a place to test, learn, and have fun. In this excerpt from our new report, "Marketing in the Short-Video Landscape," Maria Wollenburg, DSW’s manager of social media and content, shares what the company has done on the social platform and what was learned in the eight months since launching its first TikTok paid ad campaign.

On today's episode, we discuss Clubhouse's content and competitors, how the pandemic changed social media, the future of social networking, the potential of Instagram Lite, Facebook launching a kids' version of Instagram, some eerily accurate predictions about 2021 from 100 years ago, and more. Tune in to the discussion with eMarketer principal analysts Jeremy Goldman and Debra Aho Williamson, and forecasting analyst at Insider Intelligence Peter Vahle.

Tech CEOs back in Washington: The heads of Google, Facebook, and Twitter appeared before Congress to discuss misinformation and potential changes to Section 230, with a reform bill likely passing this year.

GDPR delays FLoC rollout in the EU: Chrome’s alternative to third-party tracking of individuals will be delayed in the EU as regulators question its adherence to specific consent requirements.

Neustar's product marketing director Devon DeBlasio and eMarketer principal analyst at Insider Intelligence Nicole Perrin discuss how the deprecation of third-party cookies and changes to Apple's policies will affect how advertisers can identify and track users across channels and what they can do to continue measuring their success by taking a unified approach.

Verizon sees opportunity in more subscriptions: Verizon Media is realigning its various media properties around the Yahoo brand and plans to introduce multiple new subscription offerings in a bid to reduce its reliance on digital advertising.

We estimate that one in four US internet users will use TikTok this year, and adult users will spend almost 32 minutes per day on average with the short-video app. Evan Horowitz, co-founder and CEO of creative agency Movers + Shakers, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss TikTok's ad products, how advertisers are using the app to build brand equity, and the need to tailor social creative to make sense for each platform.