[Marketing Week] Bob Koigi: Emerging advertising threats

Depreciation of third-party cookies/IDs, across-media addressability constraints and innovations are impacting advertising measurement, bots and fake users are emerging as the newest and greatest threats to the advertising industry.

The Interactive Advertising Bureau, IAB, State of Data Report has raised alarm bells, indicating that advertisers are on the brink of losing their ability to measure advertising campaigns with no industry consensus about what to do next.

Advertisers trust that publishers and ad tech will find workable solutions, but it simply isn't happening.

This coming at a time when market security company CHEQ in its latest data revealed that 17 billion Super Bowl ad views came from bots and fake users on social media.

The research was conducted across a pool of over 50,000 websites, and was the cross-referenced with the total ad numbers of Super Bowl 56 LVI. The study ran thousands of tests on each user to determine their validity and authenticity, uncovering a wide range of ivalid traffic (IVT) forms, including scrapers, click farms, malicious botnets, automation tools, and more.

Still on advertising, the global TV advertising market is expected to grow from $91.72 billion in 2021 to $95.98 billion in 2022 at a compound annual growth rate (CAGR) of 4.6% according to a recent report by Research and Markets.

The growth is mainly due to the companies rearranging their operations and recovering from the COVID-19 impact, which had earlier led to restrictive containment measures involving social distancing, remote working, and the closure of commercial activities that resulted in operational challenges. The market is expected to reach $105.96 billion in 2026 at a CAGR of 2.5%.

And, Lightspeed Commerce Inc., a commerce platform for merchants around the world to simplify, scale, and create exceptional customer experiences, has announced that Lightspeed eCommerce merchants using the recently acquired Ecwid integration can sell to consumers directly through TikTok.

In other news, Innovid, an  independent connected TV (CTV) advertising delivery and measurement platform, and TVSquared Ltd, an independent global measurement and attribution platform for converged TV, have entered into a definitive agreement in which Innovid will acquire TVSquared in a cash and stock transaction valued at approximately $160 million.

YouTube is adding more creator tools including NFTs, video effects and Live shopping, expanding the ways creators will be able to connect with fans and monetise their content.

In a recent  blog post, YouTube’s Chief Product Officer, Neal Mohan, gave more details on the platform’s plans to build more tools for creators this year, to enable them to generate new ideas, monetise their content and interact with viewers.

Orange Belgium is gradually opening its 5G network in Belgium, using the temporary spectrum allowed by the national regulator BIPT. Every eligible postpaid customer, including those of its b-brand hey! will be able to discover a much faster network experience, at no additional cost.

On the appointment front,  WPP Scangroup recently appointed Patricia Ithau as Chief Executive Officer.

Patricia is a highly accomplished business and marketing leader who brings more than 25 years of experience in senior leadership roles overseeing the expansion of major consumer brands in Eastern Africa at companies including Unilever, Diageo/East African Breweries Ltd and L’Oréal.

Outbrain Inc., a recommendation platform for the open web, has announced the appointment of Paul Knegten, to the newly created position of Chief Marketing Officer, expanding the organization’s global marketing efforts, following the company’s recent IPO.

And GroupM’s Essence has named Laura Wade its Head of Sustainability as it works to grow an environmentally sustainable digital-media ecosystem. In her new role, Wade, who has been VP, Content and Innovation in Essence’s EMEA region for the past three years, will have five key areas of focus.

Bob Koigi is an editor at Marketing Report EU

 

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