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November 16, 2021

8 Ways That Brands Can Utilize TikTok in Their Marketing


 
With TikTok on the rise, many are now scrambling in their respective app stores and looking to download the trending app in order to learn what all the fuss is about - and for marketers, whether they can use it to promote their products.

I hate to admit, but I’m among the former, and it wasn’t until just recently that I began looking at it from a brand perspective (as opposed to lamenting the fact that everyone can sing and dance except me).

Aside from its clear youth appeal, TikTok provides a growing range of ad options, and is taking extra measures to educate its users on how to safely use the platform.

Are you thinking about adding TikTok into your digital marketing mix? Then read on to learn more about the short video app.

What is TikTok?

TikTok, similar to Vine before is, is all about short videos.

Most of the app's former Musical.ly users simply uploaded videos of themselves lip-synching to music videos, while the more talented, enthusiastic, and technically proficient members uploaded videos of original content. The latter cohort went on to become influencers on the platform. 

multiple clips together for up to 60 seconds of total recording. Users are also able to upload longer videos which have been recorded outside the app itself.

There's also a live-streaming option and a range of filters and tools to help improve your video presentation.

The app is attuned to modern usage trends, and caters to an audience looking for a new and exciting way to connect. And clearly, based on the download stats, it's hitting the right notes with users. 

How Can Brands & Marketers Make the Most of TikTok?

Using TikTok for marketing is actually much simpler than you'd think.

There are currently three key options for brands looking to utilize TikTok for promotion:

  1. Create your brands' own channel and upload videos relevant to your business
  2. Utilize influencers to open your content to a much broader (but well-targeted) audience
  3. Pay to advertise utilizing TikTok’s new campaign options (though, personally, I’d recommend holding off on this until the market is a bit more established)

We’re full of fun and creative ideas for marketing on TikTok. Here are a few that we hope you can use or draw inspiration from:

  • In a world where consumers are becoming increasingly skeptical of ads, the raw, unedited videos on TikTok can be a great way to showcase people using your brand in their everyday lives. 
  • TikTok videos can also be a great place to showcase business behind the scenes or in-the-moment content - for example:
    • Human Resources can make trainings more interactive by going live on TikTok to conduct their sessions
    • Landing pages can have you popping on to drive traffic to lead magnets
    • With such a young demographic, TikTok can be great for higher ed marketers and students within colleges and universities.  There’s already a lot of content to be found on campus - sports, BTS, dance marathons, these all do well.
    • Boutiques can use TikTok for the ever-popular try-on videos - you can film a whole seasons worth of sales in a fun sped up video and you can even add your own hype music
    • Of course, larger clothing brands also see almost immediate success as well. Last fall, Guess was the first brand TikTok collaborated with in the US for its #inmydenim campaign
    • Does your product require assembly? User-friendly step by step videos can be produced on TikTok, and even linked to on your packaging.
    • Restaurants also have significant opportunities. Chipotle was the first major chain to jump onto the platform, and it recently launched its second major TikTok campaign with the #GuacDance challenge, which encouraged fans to show off their avocado-themed dance moves inspired by Dr. Jean’s “Guacamole Song.” 
    • #HashtagChallenges are great because they prompt engagement. They’re simple to join in and fun. If you’re not yet a well-established brand, you can also consider using influencers to help kickstart your challenge campaign.

As a marketer - but also as someone who is heavily influenced by marketing AND as someone that regularly writes on social media trends, I like to test new marketing channels and ideas. Generally, if there's something that's growing fast, I'll do a 1-3-month test before writing or publicly speaking on it.

In my time with TikTok thus far, I've seen promise, and an opportunity to connect with audiences in new, fun and engaging ways. 

It still has a way to go yet before it becomes a key channel, but it may well be worth considering for your 2020 campaigns. 

Written by: Lucy Rendler-Kaplan See full article here

November 12, 2021

6 Marketing Trends to Prepare For in 2022

 


6 Marketing Trends to Prepare For in 2022

Marketers face a landscape disrupted by a pandemic, new business models, new applications of tech, and the fallout of regulatory changes.


You can't go through something like a yearlong (and counting) global pandemic and not expect some things to change. Then again, marketers and change aren't exactly strangers. Marketing professionals have always lived in a world where consumers' preferences are constantly evolving and they are forced to adapt. In the past year, marketers have done so in spades, rolling with the abrupt suspension of in-person events, a massive shift toward digital marketing, and -- for many -- reduced budgets. 

As the economic recovery gains momentum, many marketers will likely find themselves with more dollars to spend. But how and where should they spend them? Will people be yearning for a return to the old normal or continue to embrace the habits they developed over the past year? What messaging will resonate and which channels will reach the post-pandemic consumer?

As the marketing gaze turns futureward, here are some trends to look for in 2022.

1. The Future of Events Will Be Hybrid

When the pandemic forced closures and social distancing requirements, marketers faced the cancellation of all manner of in-person events, from store grand openings to big-ticket concert series. In their place, virtual events became a mainstay for engaging with customers and leads. Increased spending on social media and other digital platforms helped make these events successful. Now consumers -- and the marketers who pitch to them -- face two warring impulses. The urge to gather again is strong, for sure. But having experienced the immediacy of live events from the comfort of their couches, many consumers are happy to keep things virtual. To cater to both audiences, you'll need to craft hybrid events. In-person events will have a strong digital component, and technologies like AR and VR can create an immersive experience for those who prefer not to venture out.


2. Content Alignment Will Never Be More Important

Any company that wants to own its industry will need to align its PR, thought leadership, and SEO. Consider this thought leadership Venn diagram, which shows the importance of overlapping visibility, credibility, and authority. If you can align these things, you can easily stand out in your industry. 

That means you need to have some source content on your website and other things you own like social or sister sites. Once you get a solid base of authority on different topics, then work to gain added credibility by adding the PR element, where others are quoting or mentioning your content. Finally, make sure that people are linking to your content under certain topics that you can own ... which hints at my next point. 

3. Marketing Companies Will Take More Ownership

I'm seeing more sales and marketing companies take ownership in the products or services they help sell. This shift makes sense to me, because if you are able to sell somebody's product and bring in significant revenue, you will ultimately increase the value of that company. If you have an ownership stake, you'll be even more motivated to knock it out of the park. It's hugely beneficial on both sides. 

If you are in marketing and sales, start looking first at what products and services will benefit from your services. Then identify which of those companies will allow you to put performance metrics in place to gain some ownership as you meet those goals. For example, TechCrunch recently reported on an outsourced CMO firm that created its own venture firm to invest in companies that can benefit from the firm's resources. 

4. Engaging Nonprofits Will Be a Big Part of Marketing Plans

More and more, consumers are looking to support companies that have a mission or give back in some way. This trend is only going to increase, and a well-rounded marketing plan should take part in this development by partnering with nonprofits. This partnership opportunity has the potential to not only grow your business, but also align you with philanthropic missions that are important to you. 

Expanding your brand and reach while engaging in advocacy for a nonprofit is a win-win. However, your marketing plan shouldn't end at simply expressing support for a charitable organization. It should include effective goals such as product placement, affiliate marketing, percentage of sales donations, or corporate sponsorship. According to nonprofit executive coach Mallory Erickson, these types of partnerships can help you reach a new audience around the globe. 

5. A.I. Will Make Influencer Marketing Easier and More Results-Driven

The death of influencer marketing, while often predicted, has yet to occur. Valued at $9.7 billion in 2020, the market is estimated to reach $15 billion by 2022, with a near majority of marketers reporting they budget more than 20 percent of their spend on influencer content. Not that influencer marketing hasn't changed over the years -- the recent shift toward micro-influencers and their more highly engaged audiences being one example.

The next shift will be the widespread adoption of artificial intelligence. You can leverage the technology for everything from influencer identification (A.I. can watch and assess millions of influencer videos in ways a human can't) to performance influencer marketing. In this model, powered by predictive A.I., you pay only for the conversions and sales influencers produce. ROI is practically assured.

6. Marketers Will Find Alternatives to Third-Party Cookies

With Google's recent announcement, another predicted death -- that of the third-party cookie -- has been postponed (until 2023). But while the delay means that marketers' need to wean themselves from 3P-cookies-based targeting strategies has become slightly less urgent, it is no less critical. Consumers are demanding greater privacy protections and control over their data, and marketers will need to adjust. 

You could begin by increasing your efforts to gather and fully exploit first-party data -- after all, first-party cookies aren't going anywhere. Or you can use tools like Google's Privacy Sandbox or FLoC (Federated Learning of Cohorts) to achieve personalization and consumer targeting without intruding on user privacy. Regardless, CRM tools, surveys, and interactive content will become increasingly instrumental to marketing success. 

As brands vie for consumer attention in these still uncertain times, marketers will find themselves in a familiar role: change agent. By taking these six trends into account, you'll be able to stay ahead of the curve. 


Written by: JOHN HALL, CO-FOUNDER AND PRESIDENT, CALENDAR

@JOHNHALL InC.com View article here

May 3, 2021

How To Build A Digital Marketing Strategy For Businesses Targeting Growth In 2021



 2020 was a very challenging year for everyone, with Covid-19 causing the global economy to plummet. As a result, brick-and-mortar companies and businesses with a limited online presence had to seriously consider their digital marketing strategy. 

However, many businesses jumped on the bandwagon without carefully planning out their strategy. So, they ended up blowing their budget on driving traffic through ads without first building a solid foundation—an optimized website.

Now is the time, more than ever, to master your digital marketing strategy to get your business in front of more eyes. But strap yourself in for a journey rather than a two-stop trip—digital marketing is not a one-off effort, but rather an ongoing objective that needs daily monitoring. 

So, what steps should you take to get your digital marketing campaign off the ground?  

1. Highly Optimized, Mobile-Friendly, Scalable Online Environment 

I could've simply said that you need a website, but what you need is an online environment that is secure, has a clear structure and works fast.

Here are three vitally important things any modern website needs: 

• Speed: Create a clear site structure so that people can quickly find what they need. And with Google confirming that Core Web Vitals will be ranking signals in May 2021, you must pay extra attention to how users experience the speed, responsiveness and visual stability of your site's pages.

• Mobile-Friendliness: Desktop searches fell behind mobile back in 2017, with over 55% of global web traffic now falling on mobile devices. Moreover, mobile is no longer a growing trend, but the norm, especially in Asia, Africa and Latin America. If your website isn't optimized for mobile, don't even think about going online. 

• Security: Web security is critical in preventing hackers and cyber-thieves from getting access to sensitive data, including that of your users. Without a proactive security strategy and an HTTPS connection, businesses risk the development of malware attacks and attacks on other sites, networks and so on. 

Search engine optimization (SEO) isn't easy, but it's essential when it comes to digital marketing. Don't think that a set-it-and-forget-it approach will work here. You need to be consistent so that potential customers can always find your website for relevant searches.

2. Get On Google My Business

Another way to help customers find you is through Google My Business (GMB). 

Google My Business puts your details where potential customers can find them more easily. It also puts your business on Google Maps where it can be reviewed. This can also ensure your business is ranking on the map alongside other similar businesses, giving you a massive boost in visibility, thanks to the Google Local Pack. Optimizing a GMB account is trickier than it looks to begin with. But there are plenty of sources online that provide extensive guides on this topic.

3. Social Media Profiles And Activity 

Besides being on Google, you need to actively engage your audience on social media. Think of the difference between eating at a chain restaurant or at a small local one. You never see chefs at restaurant chains, but at your local diner, if a chef talks to you, you find out more about the place and the ingredients used, and unless the food's awful, you're likely to spread the word and go back. As a small business, this is the approach you need to take on social networks: Actually talk to and engage with your customers. 

Learn what social media platform is popular among your potential customers and get on it too. The most obvious option, Facebook, even has tools for promoting business pages to segmented audiences. If your clients use Twitter, LinkedIn, YouTube and Instagram, expand your presence there too. This is something business owners may need help with, as the most effective way to grow an audience on social media is to consistently create and publish interesting, engaging content. 

And if your audience has migrated to newer platforms like TikTok or Clubhouse, try them out. The point is, follow your audience to attract the right traffic. 

4. Figure Out What's Right For Your Business: SEO Or PPC 

Before making a decision, assess your financial capabilities and understand if you need to go for search engine optimization, pay-per-click advertising or both at the same time.

SEO and PPC are both digital marketing strategies that ultimately get your site to appear on Google page one. But to yield positive results, both strategies need a lot of expertise, tech knowledge and a marketing budget. 

PPC is perfect for quick sales if you have a new website that isn't performing well in organic search, if you think you have a great product/service and want to test it out or if you have reasonable profit margins.

On the flip side, SEO is what you need if you're looking for long-term growth and can afford to invest in it, if you want to build up your brand over time or if you want to optimize your marketing costs.

using SEO, you'll start driving high-quality traffic to your business at no cost. In PPC, you won't get any clicks if you don't regularly fork over a small fortune.

Alternatively, you can choose to do SEO and PPC at the same time. This totally depends on your opportunities.

Everything covered here is fundamental to boosting your business's online visibility. For businesses new to digital marketing, these steps may feel huge to begin with, but once you get the hang of it, it will seem as natural as wearing a seatbelt in a car. With the right set of tools—a well-optimized website, a Google My Business account, an active social media presence and constantly-published engaging content—you can drive web traffic, generate new sales and even get customers to fall in love with your brand.

Curated content written by: Valery Kurilov

CLICK Here to view the full article

May 1, 2021

Privacy rules and a cookie purge will transform online marketing

 


The rise of data regulations and the end of third-party cookies should make businesses rework their approach to customers


The coming together of three big factors—the pandemic, growing privacy concerns among users and governments, and changes initiated by Big Tech giants—will change the way the marketing and advertising industry functions in the coming decade. The covid pandemic has accelerated the adoption of digital technologies and this sudden change promises to disrupt marketing as a lever of business as we know it today. Given the direct impact this has on revenues and revenue growth, this issue warrants the attention of business leaders.

Consumer concerns on privacy have grown over the years. The rampant use of user data for behaviour manipulation, including for elections, has raised hackles worldwide among businesses, governments and people at large. Consumers are getting increasingly conscious of how their data is being used. A recent update of WhatsApp’s privacy policy, allowing the service to share user data with its parent Facebook, created a furore. Together, these issues have led governments to enact privacy laws across the world. These laws have mandated businesses to collect data in a manner that is compliant with norms, and which protects the right to privacy of consumers.

In India, the Personal Data Protection Bill (PDPB) is in its final stages of passage through Parliament. While laws related to information technology have been in existence since the early 2000s, these were focused on cybercrime and activity such as hacking, spam and offensive personal messaging.

Privacy laws such as the EU’s General Data Protection Regulation (GDPR), and India’s PDPB have changed two things: 1) they acknowledge that devices such as smartphones are an intrinsic part of a person’s identity, and hence, any information that can be used to profile an individual comes under the ambit of laws; and 2) these laws articulate what is consent—that it should be free, informed, specific, clear, and capable of being withdrawn.

This evolving landscape around privacy is what has forced tech giants Google and Apple to toughen their stance on privacy. Last year, Google had announced the blocking of third-party cookies effective January 2022. As we approach this deadline, Google has signalled that it shall not allow any form of alternative identifiers across its suite of products.

Apple had taken an aggressive privacy-first stance even earlier, and upped the ante on trust. With the release of iOS 14, it has mandated privacy ‘nutrition labelling’ on its App Store and mandated consumer consent for tracking purposes.

These Big Tech companies are also increasingly subject to more regulation by governments, given their ability to create monopolistic or oligopolistic markets and control the playing field. The recent Information Technology (Guidelines for Intermediaries and Digital Media Ethics Code) Rules in India and the landmark News Media Bargaining Code in Australia are a few examples of anti-trust laws that are coming up across the world.

The faster adoption of digital media driven by the pandemic means that business processes need to be digitized and delivered seamlessly as customer experiences across the internet. The onus of delivering these experiences calls for collaboration among experts of marketing, technology, design, cybersecurity and law.

The emergence of privacy laws requires businesses to collect and use data in ways that are both ethical and compliant. So, while designing and delivering customer experiences, business leaders need to be on top of data protection and consent management, even as they ensure that processes are set up for ethical and sensitive use of data.

A data breach has multiple costs and entails various risks, including financial risk, legal risk, compliance risk and the biggest of all, reputational risk. Privacy is being weaponized and any laxity on behalf of a business could have serious consequences. Any inadvertent data breach results in loss of reputation and the possibility of legal action.

On the positive side, the evolving privacy landscape presents brands and advertisers an opportunity to educate and strengthen their relationship with customers and get to know them better. Businesses will need to invest in harnessing their own customers data across platforms, as every company now needs to behave like a tech company.

Consequently, customer relationship management (CRM) modules will go mainstream and be fully integrated into marketing efforts.. Harvesting market research and aggregated anonymized data is also critical to enriching this first-party data. These strategies will help businesses bridge the gap between consumer insights and marketing implementation, which will soon be constrained by the death of third-party cookies.

The end of browser-based third-party cookies also means that campaign planning, targeting, optimization and measurement are affected. The move signifies the death of re-targeting and lookalike marketing as practised today. Cost-per- impression-based buying will transition to cost-per-click/engagement-based buying. Walled gardens such as Google will only provide attribution within their publishing domain. Businesses need to evolve mechanisms to measure their marketing campaigns to be able to determine omni-channel effectiveness.

With less than eight months left for the purge of third-party cookies and a rapidly evolving regulatory framework, businesses need to be ready to implement privacy-by-design in their marketing efforts. A sharp focus on first-party data and on contextual advertising is imminent. Time is running out and many businesses have yet to wake up to this reality.

Ravi Ganesh & Lloyd Mathias are, respectively, a data and analytics expert and founder of TMber Data and an investor & business strategist and former marketer at PepsiCo, Motorola & HP

Curated content written by: Ravi Ganesh,Lloyd Mathias

To view full article click here

April 29, 2021

Apple Is Changing How Digital Ads Work. Are Advertisers Prepared?





Summary.   

The rollout of Apple’s new privacy settings is upending the rules of digital advertising on the iOS platform. By limiting advertisers’ ability to track user behavior, Apple is forcing them to adapt to a new paradigm — and fast. As other tech companies may soon follow suit, this disruption is an opportunity for advertisers to prepare for the coming era. They should embrace new privacy preserving approaches; know that privacy workarounds are a short-term strategy at best; transition away from user-centric models; invest in better understanding their audience; and use ad creativity as a way of differentiating themselves from rivals.

Apple is turning the privacy settings of its mobile ecosystem upside down. When it releases its app tracking transparency (ATT) framework with iOS 14.5 on April 26, it will shut off a stream of data that app developers, measurement companies, and advertisers have used to link users’ behavior across apps and mobile websites — a move that could reshape the digital advertising industry. With the update, the “identifier for advertisers” (IDFA), which has been activated by default on Apple devices and provides access to user-level data to app publishers, will be switched off and users will need to grant apps explicit permission to access it. With in-app prompts asking users, “Allow [app name] to track your activity across other companies’ apps and websites?” opt-in rates will likely be low. 

We anticipate that Apple’s ATT initiative will deliver a major blow to targeted advertising, which is crucial to the business models of publishers of online content such as Facebook, Google, and many news outlets. But while large digital content providers will feel the effects of ATT, the large proprietary datasets they’ve amassed may protect them in the long term. Smaller companies, such as e-commerce operations that rely on targeted advertising to reach customers, and mobile measurement providers, which collect and organize app data, will likely find it harder going — a point Facebook has tried to bring home in a campaign responding to Apple’s policy changes.

Through the rollout of ATT, Apple is re-imagining the role that advertising plays within its ecosystem. The move will allow the company to more tightly control users’ app experiences and content curation. It will also allow Apple to push adoption of its own target advertising solution — its in-house ad tracking services use friendlier language than what is required of third-party apps and it recently introduced new ad spots on the App Store. Establishing itself as a leader in privacy can serve to strengthen its brand and have lasting positive effects on its hardware sales to boot.

While ATT might be the most impactful change to the digital advertising ecosystem to date, more restrictions around user privacy are in the offing. Developments such as private click measurement (PCM), Google’s Federated Learning of Cohorts (FLoC), the end of third-party cookies in Chrome, and governmental privacy regulations such as GDPR and CCPA all point to a new privacy-centric era on the horizon. That means that advertisers and advertising firms need to learn how to play by a new set of rules — and fast. Here’s a primer on how you can be prepared to navigate the changes.

What ATT Changes

Apple’s new approach to privacy presents a clear problem for advertisers who rely on targeted advertising — in other words, most digital advertisers — in that it will make it much harder to meaningfully link user behavior across apps and mobile websites in the iOS ecosystem. Depending on opt-in rates (which, again, are expected to be low), this presents a major challenge for advertising targeting algorithms that achieve their current good performance by observing not only what ads users view and click on, but also who then proceeds to take relevant actions on the website or in the app of the advertiser.

Overall, ATT can be expected to make ads substantially less relevant for consumers and to make them perform substantially less well for advertisers — except for ads delivered by Apple’s own personalized ads system. It also reduces the precision of advertising measurement across iOS apps and mobile websites. Many industry insiders expect Google to make a similar change in the Android ecosystem at some point in the future, effectively rendering digital advertising less relevant across the board and its measurement much less granular and precise.* These changes in the digital measurement landscape roll back some of the innovations that became possible through digitization, namely precise measurement through user-level attribution and advertising experiments.

To aid advertisers in navigating the limitation in data availability introduced by ATT, Apple is offering a measurement solution called SKAdNetwork (SKAN) that makes performance data available at the campaign level. However, not only is there a limit on the number of available campaign slots per advertiser, SKAN also adds a random time delay on the observation of performance events such as purchases or cart-adds and restricts how and how many of such events can be observed per campaign.

SKAN falls within the sphere of differential privacy, an approach to marketing measurement that uses statistical methods to make it impossible to infer any individual user’s behavior while still allowing linking of behavior across different digital properties. Differential privacy is likely to become more prevalent. Other tech companies, such as Google, are investing significantly into such technologies as well but there may be a long way to go before wide acceptance and adoption as a new privacy-safe measurement approach.

In the meantime, more traditional measurement solutions that are privacy-safe by default will likely stand to gain in relevance. For example, marketing mix models (MMMs) were developed on and for aggregate advertising and sales data observed over time and do not require any linking of lower-level tracking data. They make use of natural variation in a firm’s marketing mix or, where possible, of explicitly induced randomization over time and/or geographies to measure advertising effects. Bearing testament to the likely renaissance of MMMs in marketing measurement, Facebook published an open-source computational package that allows advertisers to implement MMMs in a guided manner.

How You Can Adapt

So what should advertisers and advertising firms do? We believe that internalizing the following strategic viewpoints can help businesses navigate this changing privacy landscape.

1) Embrace privacy preservation methodologies like differential privacy (Apple) and federated learning (Google). These are the primary means by which large platforms are ushering in new privacy protections for consumers — firms that are planning ahead should build advertising technology that aligns with them.

When privacy policy changes, the biggest pain point for advertisers is infrastructure upgrades. This sea change should be seen as an opportunity to invest in new and innovative technologies that not only comply with platform regulations but do so in a way that is forward looking. New restraints on the data that can be used for measurement and analysis can create competitive advantage in moments of dramatic change, when competitors are reticent to invest or adapt.

2) Understand that workarounds to new privacy regulations are not a viable, long-term solution. It may seem relatively cheap or straightforward to build solutions that preserve advertising workflows and measurement schemas by sneakily contravening platform policies — using device fingerprinting or server-to-server conversion management — but taking this approach merely delays the inevitable pain of adaptation. A firm should make investments into real solutions, not gimmicks that exploit loopholes or are predicated on rules not being fully enforced, especially since the privacy landscape is currently mostly dictated by large platforms that mostly operate according to their own rules.

3) Transition advertising measurement away from deterministic, user-centric models. Instead, use more holistic, macro-level models that look at variations in ad spend and revenue over time to attribute efficiency to channel-specific ad campaigns. This approach requires sophisticated data-science expertise, and these types of models can be difficult to tune properly, but a measurement solution that relies on statistical sophistication is more robust and durable than one that relies on the precision of user identity. Tools like MMMs not only provide insight from data that is readily available and affirmable such as revenue and ad spend, but they also allow for traditional advertising channels such as television and out-of-home to be included in the advertising media mix and accommodated for in measurement.

4) Deepen your understanding of your audience and rely less on niche products. The products that suffer most in the loss of the identifier-based advertising targeting are those that target niche audiences and depend on very high rates of monetization participation, or very extreme levels of monetization from a small segment of the customer base. Building a more broadly appealing product is a strategy for overcoming the degradation of advertising effectiveness: The more people that are receptive to your product, the less targeted your ads must be in order to reach customers.

5) Get more creative and use it as a means of differentiation. Absent the targeting capabilities that are unlocked with device identifiers and behavioral histories, advertisers can focus on ad creative as a way to increase the reception their ads receive with potential customers. Novel, creative, and attractive ads can’t fully replace the efficiency lost in digital advertising from the deprecation of advertising identifiers, but it can help to reach the most relevant segment of an audience by penetrating through generic, nondescript advertising from competitors. With precision targeting largely removed from the advertiser’s toolbox, ad creative can be used as a way to stand out to the most appropriate portions of the broader audiences to which ads will be exposed.

Apple’s ATT framework may be the most economically impactful and brazen change to privacy policy in years. It won’t be the only one, however. As this step is likely the start of a new era rather than an outlier event, we recommend using the opportunity to brush up on privacy technologies such as differential privacy and federated learning and to sustainably revamp your marketing measurement toolkit.
*Correction: An earlier version of this article stated that Google had announced a similar move in the Android ecosystem. Google has not publicly announced this change.

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