We’re into week 12 of lockdown and life seems to be settling into this new way of living and working. In terms of marketing news, there have been some interesting developments. In particular, the use of AI to make marketing more ‘human’ and digital ads finding itself under scrutiny.
Here’s our five to watch this week in digital …
State officials in the US are pushing to break up Google’s ad tech business. Over fifty attorney generals are planning to raise a new lawsuit against Google’s monopoly over digital advertising.
Google is no stranger to being under the microscope for its ‘anti-competitive’ behaviour. Now, it seems that they have reached a boiling point with these state officials.
Currently, it’s not clear as to whether this move will result in tighter restrictions on Google’s hold on digital marketing or whether the aim is to break up the ad tech business altogether.
When it comes to AI (artificial intelligence), the last thing we would think about is how ‘human’ it is. However, an article from ClickZ explores the idea that AI can actually be beneficial for creating a more ‘human’ experience for users.
For example, making the most of new algorithms and historical user behaviour to tailor content that could maximise conversions. However, it’s important not to tailor it too much as this can make people feel uneasy or ‘watched’. The personalisation of data is sure to make waves in the marketing world in the not too distant future.
If this year has taught us anything it is the importance of flexibility and reactivity. With this in mind, many of us may have completely overhauled our marketing strategies and budgets to better suit our new way of living.
With that said, it’s important to continuously evaluate and learn from our actions. Business2Community has put together an article on some of the common mistakes made in marketing that could actually be costing you more money than you think. From Black Hat SEO to tone-deaf brand campaigns, there’s plenty to unpick.
IAB Europe reveals a prediction of -5.5% downturn for digital ads in 2020. As part of the virtual Interact conference, Chief Economist, Dr Daniel Knapp, highlighted that digital ads, although facing a decline, is actually to be the least affected as a result of COVID-19.
Most of us have heard of it but how much do we actually know about digital ad fraud?
In a more detailed look as part of a Forbes article, Dr Augustine Fou explains the history, common hallmarks of fraud and how the system works.
One of the first points to be discussed is the continued increase in digital ad spend against the plateau of human usage of the internet. It will be interesting to see how this continues to develop.
It’s been quite a newsworthy week in the marketing world, what’s caught your attention the most?