Marketing Technology

Consumers want control over their ad experiences: Google is taking steps toward greater personalization, but new data suggests that personalization experiences don’t always yield better results for advertisers.

In preparation for the cookieless future, marketers are homing in on first-party data to target consumers. Worldwide, 36% of marketing professionals expect that customer purchase history will be their most valuable source of data once third-party cookies are gone. Meanwhile, 32% see social media profiles as key, and 31% plan to rely on website registrations.

Bipartisan bill strikes at Google’s ad dominance: The bill would ban companies that hit a revenue threshold from operating digital advertising exchanges.

Storm clouds are brewing: The $10 billion NSA contract with AWS leaves Microsoft out in the cold as the race between the top three cloud providers tightens. More deal tension to follow.

EU looks to make online platforms safer with sweeping law: Digital Services Act will ban ads to kids and allow regulators to levy big fines against Big Tech violators.

The pandemic has significantly disrupted brand loyalty: Worries over inflation and supply chain issues are causing customers to prioritize price and availability.

Some 58% of marketers and analysts say routine marketing reports are still built on spreadsheets, according to a recent Adverity survey. Harriet Durnford-Smith, CMO of Adverity, shares key results from that research and how automation can solve the challenges of manual data wrangling. Watch this sponsored video, contributed by Adverity.

Consumer centricity is at the core of Kellogg Co.’s marketing. Watch Industry Voices: CMOs Look Ahead with Charisse Hughes, chief brand and advanced analytics officer, to learn how a holistic data approach powers the brand’s engagement, acquisition, and innovation strategies, as well as the importance of communicating a value exchange.

The metaverse promises to be transformative for the digital marketing landscape—at least, as soon as tech platforms figure out how it will actually work.

Google ravenous for square footage: A leading provider of virtual productivity tools, Google spends big on offices and data centers. But hard times are ahead to keep its workforce intact.

Personalization pays off with customers: Companies like Netflix see it as a priority, as the platform launches Two Thumbs Up to improve recommendations.

Google’s ad business is still under fire in Europe: The company lost an appeal of a fine from a French watchdog which says the company’s ad business unfairly changed its rules.

Chipotle introduces a Roblox game and virtual restaurant: The simulation challenges players to roll burritos in the metaverse to earn “Burrito Bucks” that are redeemable for food at Chipotle locations.

Intel ups its SaaS game: In a bid to cater to data center customers, Intel harnesses Granulate’s AI optimization software. It’s part of a bigger strategy to expand its high-performance computing business globally.

Big Tech’s strategies in the EU could be dramatically overhauled in October: That’s when the Digital Markets Act goes into effect—and it could be huge.

L’Oréal experiments with beauty x tech integrations once again: The global cosmetics giant will launch an in-store experience later this year that lets customers don a headset to receive a personalized fragrance consultation.

50 million data points are great, but only if they’re actionable: That’s according to Ashley Ross, head of CX at Bank of America, who we sat down with for an exclusive interview.

A new set of regulations on AI recommendation algorithms went into effect in China on March 1 in an attempt to introduce unprecedented oversight and inject transparency and accountability into an opaque industry. This is the first case of a major economy enforcing such sweeping rules on the machine, and the world is watching.

On this episode of Brand Anatomy, Briefing director Jeremy Goldman sits down with Ashley Ross, Bank of America’s head of customer experience (CX). Hear how the bank pivoted its service model during the pandemic, leveraged technology and personalization to better serve its customers, improved the ROI of CX—and how customer feedback helped Bank of America build a stronger brand.