It has been another week of big developments: the ad industry is rethinking its icons and jargon, the Supreme Court has ruled against workplace discrimination, and tech companies like Twitter, Spotify, Adzerk, and more have joined in adding Juneteenth (Freedom Day) to their annual holiday calendars.
These changes, and the latest news stories, are the inspiration for this week’s theme: cultural shifts.
While recovery during the pandemic will be slow, many of the societal changes we’re experiencing are long overdue but progressing rapidly. All require quick-but-careful pivots in ad industry practices as publishers and advertisers are urged to build something better that puts all users first — and fast. We’ll share the key takeaways, tips, and topics we’ve been discussing.
What we’re reading
Gradual RecoveryAs life outside our homes slowly resumes, advertisers and publishers are analyzing the post-pandemic road ahead. Adweek finds pandemic-related keyword restrictions easing, Digiday sees publishers pivoting to more direct relationships and direct response ads, and a renewed focus on local advertising and location targeting as businesses reopen. Marketing Pulse notes which eCommerce platforms will continue to prosper, Street Fight offers reengagement advice for app publishers, and Marketing Dive unpacks travel publishers pooling their resources to boost ad revenue.
Forecasting ChangeLooking ahead, Digiday reports that digital ad spending is slowly ‘trending in the right direction,’ and Marketing Dive examines COVID’s long-term effects on the advertising industry — which Google predicts will be long-term ‘home centricity.’ AdExchanger shares 2020 market declines and sources of relief — and any relief will be welcome, given Magna’s latest forecast for an $11B drop in ad revenue.
Rethinking Industry NormsAs the call for social justice grows louder, so do the calls for ad industry reforms. Digiday makes the case for updating industry terms and against incorrect keyword blocking that reduces ad revenue for Black and minority publishers, including ‘black’ and ‘LGBTQ.’ Adweek cites the same “knee-jerk reaction” keyword blocking for ‘protest,’ ‘Black Lives Matter,’ and related terms, as brands seek brand safety in a time of social change. (Related: Our recent brand safety interview with BRANDED’s co-founders)
Retiring Outdated PracticesAs companies rethink their advertising practices for today’s culture, so does the IAB. AdExchanger reports the IAB Tech Lab will retire its DigiTrust cookie-sharing program next month, while Google experiments with a cookieless future. Adweek reports on similar moves by Rubicon Project and LiveIntent, who hope to develop a “non-ID” cookie alternative.
What we’re writing
- Member and data privacy pro Jodi Daniels offers advice for navigating current laws and user expectations: Data Privacy Insights from Red Clover Advisors’ Jodi Daniels
- We asked four members and Ad Ops pros which ad platform features they prefer: 4 Ad Ops Offer Server Building Advice
- Member and QA Engineer Alex Carl shares his work-life culture shifts: Balancing LGBTQ Work-Life: Adzerk’s Alex Carl
- We’re looking for your perspectives for an upcoming roundup:
AdExchanger reported Wednesday on Google’s incomplete release of sellers.json.
Question: How has Google’s incomplete sellers.json file affected your supply-path optimization?
Email me by next Friday, June 26 with 1-3 short paragraphs (plus your bio and headshot).
What we’re discussing
- Member Lara O’Reilly wrote about changing ad terms: Share your thoughts
- Member Gary Portney is partnering with the Ad Council: Read how they’ll reach ad block users
- We can recover from Ad Tech Madness: See the final results
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