This week's review of ad fraud and quality in the digital advertising space.
At the Adweek Outlook 2021 summit, Joanna O'Connell, VP and principal analyst at Forrester, shared factors that could change the way marketers use consumer data. Adweek has the recap, including O'Connell's notes that consumers are being more proactive about protecting their privacy as well as the potential for a U.S. federal privacy law.
"Facebook for months has been preparing an antitrust lawsuit against Apple that would allege the iPhone-maker abused its power in the smartphone market by forcing app developers to abide by App Store rules that Apple’s own apps don’t have to follow," reported The Information.
In 2021, eMarketer projects that U.S. mobile ad spend will rise by 22% to $117 billion, which is still below eMarketer's pre-pandemic estimate of $124 billion. "Still, due to increased mobile usage, we expect US mobile ad spending to continue rising, reaching $156.38 billion by 2023," noted eMarketer, a mark above pre-pandemic estimates.
"Apple’s long-awaited privacy control that will require developers to ask permission from users before tracking them will arrive early this spring," wrote Digiday. Digiday offers up a cheat sheet with everything advertisers need to think about before the change goes live, including a look at Apple's SKADNetwork.
AdExchanger reported that Google claims "that with cohorts marketers can expect to see around 95% of the conversions per dollar spent when compared with cookie-based advertising." AdExchanger notes that "There’s been some skepticism in the advertising community ... about the viability of FLoCs as a replacement for third-party cookies."
