First part time

As proprietary data sets grow, marketing operations lower their advertising costs and increase ROI, Wall Street DayI bring.

For example, PepsiCo has amassed approximately 75 million user records from its consumer base. This data saves tens of millions of dollars in ad spend, according to Shyam Venugopal, senior vice president of global media and commercial capabilities. Based on these results, Pepsi hopes to double its first party data over the next two years.

Likewise, Molson Coors has compiled over one million customer profiles and plans to increase that total to 13 million by 2025. To this end, the beer brand has conducted more than 300 data collection operations this past. year only. And by “data collection event”, the Journal means sweepstakes on social networks or contests in bars.

Those data collection efforts are often fanciful, but this is serious business for brands. Molson attributes more than $ 300,000 in data cost savings for online advertising to its internal data collection efforts.

Keep a low profile

Advances in “real-time profiling” help advertisers target by location or mood, rather than by individual. Think of a gaming app that could benefit from targeting around sporting stadiums, for example, or when people are feeling happy. Whether using these signals is ethical, this is where the waters become murkier.

Using these types of data points, an advertiser can decide when to pitch a product, request a review, or even when you might be willing to pay more, according to a research summary published by the academic journal of law and technology. . SCRIPT.

The problem? These pattern locations – like the mindset implied by a low battery signal read by an app – can be used to take advantage of vulnerable consumers. The authors call this practice “psychological hijacking”.

Real-time profiling that takes advantage of a temporary mindset doesn’t trigger the same privacy threads as user-level targeting. But it’s still a regulatory action on pending consumer data.

Burners-Lee

Web standards body W3C has been criticized by web inventor Tim Berners-Lee.

W3C is “no longer suited to its purpose,” according to a statement by Berners-Lee, director of W3C, and the advocacy group Movement for an Open Web (MOW), The daily mail reports. “The body … has been hijacked by Big Tech, especially Google.”

For example, Google has employed 106 employees to help its W3C work, while other companies involve one or two people. It’s hardly surprising – Google’s Chrome, privacy, legal, and advertising units are involved, while other companies send hands-on engineers to implement the changes.

The claim is that Privacy Sandbox, Google’s data privacy testing kit, is simply a mechanism to validate Google’s ideas.

“The W3C has been captured by Big Tech, even its own antitrust guidelines weren’t enforced when they should have been,” said Timothy Cowen, MOW legal counsel and head of anti-trust at the firm. lawyers Preiskel & Co, cited in the post. A precedent to know: The United States Department of Justice investigated a cellphone standards organization about bias towards its largest carriers.

But wait, there is more!

The case to put the technical expert in charge, after the CTO of Twitter took the reins. [Protocol]

Mediaocean announces the issuance of a new patent for CTV fraud verification technology. [release]

An interview with Snap’s new VP of Platform Partnerships. [The Information]

Why the Ithaca hummus brand is now investing in OOH and radio. [Digiday]

Redbox plans to run ads on 4,000 DVD kiosks. [Variety]

Tubular Labs: A quarter of all consumer sales on Amazon come from social video audiences who have watched videos in this category. [Forbes]

LinkedIn is testing a new targeting approach on its platform to reduce reliance on and use of third-party data. [Adweek]

You are engaged!

Goodway Group promotes Susan Kirksey to Vice President and Amanda Martin to Senior Vice President. [release]

Acast Appoints Veronika Taylor Vice President Of Its Designer Network. [release]