Google disables most outside ROI tracking, will likely ace its own tests


Understanding what ad spending achives just got harder, at least for brands whose media buys include Google and anything other than TV. Thank GDPR, and Google's response to it. Google last month restricted access to consumer data all over the world, saying the move was necessary to comply with Europe's new General Data Protection Regulation. In the process, it cut off most companies in the business of evaluating brands' returns on investment for digital and some non-digital ads. Now, only seven companies are approved to integrate their data with Google's Ads Data Hub, the repository of its audience data. Thousands of agencies and others could previously use various tags to get and integrate Google user data. And only one of the seven, C3 Metrics, is a so-called "multi-touch attribution" provider that calculates sales return on ad spending across Google and non-Google platforms, including traditional media. Continue reading at AdAge.com

Down with viewability: MRC chief says it’s time to move past ‘marketplace fixation’


Enough is enough, marketers: Media Rating Council CEO George Ivie has heard your complaints about viewability, and he thinks you're missing the point. It's taken longer to nail down "viewability" than the MRC wanted, Ivie says, but the whole digital ad viewability idea was only meant to be a relatively quick fix en route to a bigger thing, which is now set to arrive by 2019. That would be cross-platform media measurement standards across all forms of TV and digital video delivery around demographics or any other audience data that marketers want. The digital video piece of that standard came out in December, and many marketers are already trading on it using tools from Nielsen and ComScore, Ivie notes. The broader cross-platform guidelines that should emerge in draft form by late this year could include something else many advertisers long have clamored for: more precise ratings of TV commercials. Continue Continue reading "Down with viewability: MRC chief says it’s time to move past ‘marketplace fixation’"

Ad research association wants new privacy rules after Cambridge Analytica


The ad industry's chief research group wants new guidelines to protect consumer privacy following the allegations that Cambridge Analytica misused Facebook data on 50 million people. Advertising Research Foundation CEO Scott McDonald plans to call for the new guidelines on data privacy and protection at the group's ConsumerXScience event Wednesday morning in New York. The group is also looking into rescinding a top honor it gave the data firm last year for the very work in question. Cambridge Analytica won the Gold Award in the big data category in last year's David Ogilvy Awards for its "Make America Number One" campaign. Continue reading at AdAge.com

New Viewability Standards May Give Extra Credit to Ads That Play Longer


The ad industry's standards body wants help as it considers toughening the requirements to call digital ads "viewable" so they're more comparable with TV and other media. The Media Rating Council on Tuesday issued a call for research to help gauge what would happen, for example, if it required "viewable" ads to appear on screen in full instead of the current standard of halfway. It also wants to look at "duration weighting," or varying standards above its current 1 second for display ads and 2 seconds for video. Viewability became a big issue in digital advertising several years ago as marketers realized they were often paying for ads that appeared on screens only fleetingly, partially or not at all. The MRC responded with standards that it described as a "first step." Continue reading at AdAge.com

L’Oreal Buys ModiFace to Get Edge in Beauty Augmented Reality and AI


L'Oreal has purchased leading beauty tech firm ModiFace for an undisclosed sum to bolster its digital-technology effort, giving it an apparent edge over rivals in augmented reality and arttificial intelligence for beauty. Terms were not disclosed. The 11-year-old Toronto-based company has been providing services for L'Oreal at least since 2014, when Garnier used ModiFace technology to deliver customized digital ads featuring the customer as the model. More recently, L'Oreal Professional and ModiFace introduced an app called Style My Hair, which provides augmented-reality hair color tryouts. Now ModiFace will become part of L'Oreal's newly formed Digital Services Factory, a network that designs and develops new digital services for the company's brands. Continue reading at AdAge.com

P&G Sees Better Attitude Among Big Digital Players But Still Cuts Spending


Big digital players have done much since he issued a challenge for them to get third-party audience verification, eliminate fraud and ensure brand safety a year ago, but Procter & Gamble Co. still has cut spending on them by 20 to 50 percent, Chief Brand Officer Marc Pritchard said in a speech to the Association of National Advertisers Media Conference in Orlando on Thursday. Pritchard also outlined how his company will bring more media agency work in house and reunite creative and media sides of agencies. The biggest change with digital players may be attitude. Pritchard recounted a recent meeting with YouTube CEO Susan Wojcicki on what her platform is doing to shape up on accountability issues. "She shared her realization that YouTube had outgrown its infrastructure, similar to when a small city grows into a big metropolis," Pritchard said. "She realized the impact YouTube has on popular culture, leading Continue reading "P&G Sees Better Attitude Among Big Digital Players But Still Cuts Spending"

Weed Treats Social Media Like Palm Oil: You Must Shape Up Eventually


Unilever Chief Marketing and Communications Officer Keith Weed has gotten tougher on big digital platforms but he's not ready to go cold turkey on the Google-Facebook duopoly just yet. His threat to stop doing business with media that "breed division in society or fail to protect children" in yesterday's speech to the IAB leadership meeting isn't an ultimatum with a firm deadline, he says in an interview with Ad Age. But he isn't giving social media forever to make things right, either. Think of it this way: Weed is also in charge of Unilever's sustainability program. When Greenpeace sent folks in gorilla suits to scale the company's London headquarters in 2008 over it using palm oil that led to deforestation, Unilever didn't go cold turkey on producers who clear-cut rainforests overnight. Its goal is to use 100-percent third-party-verified sustainable palm oil by 2019, while steadily weaning itself off questionable ingredients Continue reading "Weed Treats Social Media Like Palm Oil: You Must Shape Up Eventually"