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In recent years, Amazon’s growth in the advertising market has been remarkable. The ecommerce platform opened the door to the inclusion of advertising messages and, as purchases increased and also as consumers looked for products there even if they later went to buy them elsewhere, the interest of brands for a good position in the service was growing too. Ad spend was on the rise and analysts were beginning to point out that Ivory-Coast Mobile Database only Amazon had enough room for maneuver to impact the market share of Facebook and Google. The crisis of the last year has accelerated this process. In the face of the confinements but also in the face of the reduction in interest in leaving home, online purchases were growing. Ecommerce became the refuge of consumers and Amazon one of its great leaders. 2020 has already closed with a mutation: when talking about the online advertising market, it is no longer possible to talk about the duopoly, as it has been up to now, but rather about the tripolis . Amazon’s weight in the advertising market has grown remarkably. The latest market share accounts already make it clear: Amazon has a significant share of the pie.

The last accounts of its percentage of market share come from the United States and are linked to the digital advertising market of that country. Even though the numbers are American, the data is invaluable for understanding industry changes and market trends. The US market tends to function Brother Cell Phone List as an advance to understand what will happen in the online markets of other countries afterwards. And in 2020 Amazon closed having control of 10.3% of the online advertising market, according to eMarketer figures collected by The Wall Street Journal . This represents a remarkable growth compared to the 7.8% it had in 2019. In terms of how much this means in advertising revenue, the study’s estimate puts it at 15,730 million dollars, a figure that is 52.5% higher than the which closed in 2019.

What it means in market terms
The growth is important and, although it still has a lower market share than Google and Facebook (which are 28.9% and 25% of the online advertising market), it shows the risk it poses for these players. Amazon is rising and becoming an ever stronger rival. eMarketer believes that Amazon will reach 11.9 and 12.8% of the advertising market in 2022 and 2023, respectively. By 2021, they believe that it will close the year with 10.7% of the online advertising market, a slight rebound compared to the end of 2020. Nicole Perrin, an analyst at eMarketer, explains that it is a situation “in which the pandemic accelerated somewhat which was already happening anyway. ” The immediate future will bring continued “notable” gains.

Their ad revenue will ‘eat’ part of the market that the two duopoly giants now compete for, but they won’t just feed off of it. Analysts estimate that changes in consumption patterns will also change how advertising budgets are distributed. Some of the money Amazon makes will come from traditional marketing and advertising budgets. After all, 90% of the giant’s advertising revenue comes from its online store and not from other services (such as Twitch). It is just the market that marketers want to conquer and recover.

Google ads tend to fall a priori in the digital advertising industry as great destabilizers for the sector. First was the one from two years ago in which it was said that by the end of 2021 third-party cookies would disappear from your Israel Mobile Database Chrome browser. And more recently that it will not build alternative identifiers to track people as they surf the web. But although at first the concern in the industry appeared. Quickly, we see that its strength is repeated to adapt to the new order of things and respond to the challenges that arise. 

In this game of chess publishers have to move quickly to optimize their publishing businesses in the cookie-free world to come. And how can they do it? Focusing on the collection of a greater volume of user data in order to better understand the readers of their sites. Because this will not only help Brother Cell Phone List them cushion the blow, once third-party cookies disappear completely, but it will also allow them to gather audiences that are of interest to brands. The philosophy described reflects the interest of publishers in putting the user at the center of their strategy. A centrality that passes through offering them an attractive design of their site with quality content, in addition to having a marketing plan focused on people through, for example, content recommendations offered by native advertising, as well as with other tools that provide information on user attributes based on their profile according to browsing behavior or their interests, with which it is easy for users to provide them with their personal data, as happens with social networks.

In this regard, I wanted to highlight four ways to obtain personal information from readers. First, I would point out the importance of offering more transparency in the process. Even more so considering that in recent years users have become increasingly protective of their personal data. And this especially in Spain where half of the users (52%) are concerned about sharing personal information on the internet. So many percent percent that it is also five points above the world average. If readers’ emails are to be collected, publishers will need to offer them a significant level of control over their data, which is attractive enough to them, as well as greater transparency on how it is used after they log into your site. corresponding site. At the same time, it is important to note that actively engaging people in the value proposition of collecting their data is an opportunity for publishers to demonstrate their commitment to providing a positive user experience.

Second, I would point out the paywalls. It is true that at the beginning of the internet era, publishers did not think about whether or not to offer their content for free to anyone who was on their website. Now, however, as paper and ad revenue are falling, publishers can no longer afford to be passive. Along these lines, as I said, an interesting tool is paywalls. Among these there are different options. There are, so to speak, ‘hard’, in which all the content of the website is subject to a paid subscription. As well as those of the ‘flexible’ type, which allow people to access some content without the need to register, but which nevertheless require a login once users reach a number of views of free articles. And finally, a hybrid model, which is based on a combination of free access and paid content. A question that I think the publishers themselves should determine, because, on the one hand, they are the ones who can establish the best way to value their content and thus demonstrate it to readers. And on the other, since by having information on the behavior of users on their site, they will be able to decide what type of payment wall would encourage more people to register.

Continuing with the own data collection options, there is the well-known and no less effective newsletter, which has also experienced great growth in recent months. This resource helps publishers collect their own data in different ways. First, it allows them to identify people who are interested in a certain type of content. Secondly, because they can collect your emails. And finally, because publishers can use the newsletter subscription process to obtain more information about the topics that interest each user, thus enabling them to offer them personalized experiences that increase their engagement with the site.

At the same time, newsletters can be very valuable for generating income. LiveIntent, for example, an email marketing platform, reported that last year its local media customers expect a 45% increase in impressions and a 32% increase in revenue from their newsletter. Finally, I wanted to point out the great validity of obtaining personal information about discounts via email. First of all, because discounts have a great power of attraction. In fact, offering users a discount in exchange for their emails is a relat

In the online advertising pie, search advertising has traditionally been one of the highlights. Its success has been, in fact, one of the elements that have established the dominance of some great giants of the network, such as Google. When the coronavirus crisis began a year ago, search advertising was Iran Mobile Database one of the major victims and one that analysts feared would be negatively affected by changes in consumption. The tourism industry has been one of the fundamental pieces to settle the data of search advertising and an important part of the data, therefore, of Google. This industry was also one of those that stopped its investment in advertising, since its market had collapsed and mobility had collapsed. Their consumers weren’t looking for tickets to buy or booking hotels. Therefore, they did not need to position themselves in the first results.

However, the search advertising apocalypse never happened. Market data for search advertising has risen in recent months because of a change. It is true that the tourism industry had frozen its investment, but the space it left was being occupied by another market. The ecommerce was in charge of positioning itself in its place. The US market data, just released by eMarketer, can serve as a guide to understand how the change has occurred. In absolute numbers, search advertising has lagged behind expectations in the last year. When an estimate was made in March 2020 of how much the year would close with, it was at $ 63.92 billion. The reality was a little lower and 2021 closed with 61,690 million dollars.

However, the future graph has changed. The projections that are made now about how much Brother Cell Phone List money this market will move are well above those made in 2020. Thus, now it is expected that 2021 will close with 76.520 million dollars (compared to 72.730 million), 2022 with 86.950 million ( vs. 80,160) and 2023 with 97,760 (vs. 86,180). Even in the year in which the data were worse than previously imagined, the figures represent a rise. 2020 closed with spending on search advertising 10.4% higher than the previous year. After this year, growth will continue and, as the totals show, will be higher than expected in 2020. Why is this happening and where do the numbers come from? The key is in a change in trend. Ecommerce has become a crucial piece of ad spend, one that has had a remarkable year.

And that outstanding year has also brought a spin-off effect. Amazon was already growing as an advertising giant, but the year of the coronavirus has accelerated it. This growth in search advertising should not necessarily be understood as a growth in Google advertising, because it is not. Amazon is a fundamental piece that supports this peak. Its weight in the total US advertising market is increasing and this growth underpins the search market. Advertisers, after all, pay for their products to appear prominent when consumers search for their categories. In addition, they remember from eMarketer, this growth of ecommerce has not only benefited Amazon, although it has been the main winner. Other players in the e-commerce industry that include advertising have gained weight.

The latest courtroom drama between one of the British tabloids and Google may seem, at first glance, a more or less private affair between one player and the other. However, once the surface is scratched, the courtroom drama has all the wits to turn into something more. It could be the Indonesia Mobile Database first step in changing relations between Google and the media, but also the crucial battle in the war between the old-fashioned media and the online giants over how power is shared. The mainstream media accuse the online giants of having a dominant position. The judicial process could lead to addressing that in a much more in-depth way. What exactly is happening? The battle has been planted by the Daily Mail and the point of conflict is the place that the articles on the British royal family published by the British newspaper occupy in the search results of the giant.

According to the accusation of the Daily Mail , presented before a federal court in Manhattan as published by The Wall Street Journal , Google would have punished the Daily Mail : the company that publishes the newspaper assures that its news about the British royal family has been penalized in the results search results this year to occupy much lower positions. It would be a punishment for selling little advertising space on the Google marketplace. According to the publishers, who have Brother Cell Phone List sued Alphabet, the owner of Google, for monopolistic practices, the company is manipulating search results and advertising auctions to punish online media. If they do not sell enough publicity through them, they claim, they are punished.

Thus, the Daily Mail points out that in recent times its news has not appeared prominently in search results with key terms of the moment (“Meghan and Harry”, “Piers Morgan” or “Prince Philip”, the terms in English for the latest news from the British royals). British tabloids are often very popular with this type of news. Google has completely denied the allegations and noted that the Daily Mail’s claims are “completely wrong.” Even so, and as much as Google defends itself, the reputational damage has already been done, especially since the tensions between media and Google are not something new. As recalled in the Journal , media executives often complain on a recurring basis about Google and its dominance, although few are those who later come to make these accusations in public and few are also those who make radical decisions such as questioning complaints (several local US media have done so).

To that must be added the leak of the so-called Project Bernanke, which came to light as a result of a judicial process in Texas. The project started from big data, using data from past advertising auctions, to give Google a competitive advantage: the accusation in that Texas process points out that Google is always the winner in the context it creates. Google has acknowledged that the project existed, but not that it was inappropriate. As the company has defended itself, it is similar to what its rivals do in the advertising market. Furthermore, the Daily Mail does not only address this point in its lawsuit. He also defends that the blackout of the cookies that Chrome will make will mean an imbalance in the market. According to their allegations, it will be more difficult for advertisers to reach consumers if they do not go through Google services.

One of the great soap operas that big internet companies have been embroiled in in recent months is the tug of war of privacy on Apple devices. With the latest update to their operating systems, Apple devices are going to make it much more difficult for the Internet giants to follow consumers and accumulate data about them to serve advertising. Apple has defended that it has made this decision to protect the privacy of consumers and to give them more tools to control what happens to their data.

The industry does not see it that way and the most vocal of the opponents of the movement is Facebook. According to their accusations, with this movement it prevents them from doing their job and, in addition, they India Mobile Database accuse them of not being such a disinterested movement. Facebook says its practices are anti-competitive. Its CEO, Mark Zuckerberg, has said that Apple may talk about “helping people, but the movement clearly follows their competitive interests.” With the action of Apple and with the restriction of data collection, collecting information and segmenting advertising on the network for users of their devices has become more complicated.

And perhaps the giant’s latest move will give them reason, because Apple wants to launch now to strengthen its presence in the online advertising market. Apple already sells ads online in its ecosystem, but for now its presence in the advertising market is minimal. That is, it is not a competitor of those Brother Cell Phone List who usually end up starring in the analyzes. It has not even been one of the names that has sounded in recent years as one of the giants that could break the Facebook-Google duopoly (who has done it has been Amazon).As the Financial Times has learned , Apple plans to expand its advertising business. Right now, Apple sells advertising in the search results of its App Store. The move he is now trying is to add a new advertising position: it will be in the apps suggested in his App Store.

The advertising will appear there at the end of this month (which is practically already), according to sources close to the economic newspaper, and will offer developers a new window to position the apps. It may seem like a small thing but it is not. The move implies that Apple wants to get more out of the ad market, and it wants to do so just as it has maneuvered to reduce what potential rivals can do. In the Financial Times they speak of this launch as the first concrete sign that Apple wants to improve its advertising business. It’s not that surprising either. Big technology companies are already making money with advertising and Apple has been trying for a few years now. As you recall in the FT, in 2010 he made a millionaire purchase of a mobile advertising company and launched iAd.

If there is a domain that remained more or less oblivious to investment problems during the last year in marketing and advertising, it has been the online universe. While companies have generally rethought their marketing and advertising strategies and readjusted their investments, the internet has come out more or less unscathed. If things had been Iceland Mobile Database  as expected, possibly it would have grown much more. However, amid the context of falls and investment reductions, the online universe closed in positive numbers and did not lose companies. After all, consumers were locked in their homes and the web had become even more important in their day-to-day lives. Internet has been the strong point of entertainment, but also the universe to access services and products of all kinds. The ecommerce boom in recent months has been, for example, notable.

But from what happened in the last year, marketers should not be left alone with the fact that the network remained with a certain resilience, but they should also study where those investments went because it says a lot about how the market is changing and what are the stronger channels. The big winners of the year have been branded content and influencer marketing. That is what can be concluded from the data of the latest Advertiser Perceptions study, which asked at the end of 2020 about investments in online marketing and advertising to companies and which has just published its data.

20% of the digital advertising budget is going to content and influencers combined, making these areas the big joint winners when it comes to getting the juiciest part of the pie. As they point out in Marketing Dive , the portion of the budget they take is higher than that dedicated to paid search, digital video or advertising on social networks. Also, do not Brother Cell Phone List forget that these two categories are also very strong independently. That is, beyond what marketers spend together in a combined strategy is what they spend on content and influencers independently. Thus, more than half of those surveyed recognize that both branded content and influencer marketing have become something much more important, critical, now than in the previous year. 32% have increased spending on content marketing and 25% have done so on influencers during the second half of the year.

The trend will continue this year: marketers believe they will continue to prioritize content and influencers, because they need to build brand awareness and enter conversations safely, and because they feel bad news makes positioning traditional advertising more difficult. (They fear it will look in bad taste to run ads that accompany negative news.) In addition, the two disciplines have become normalized and have become more integrated into their day-to-day life. Two-thirds of the advertisers with whom the study has spoken even assure that doing content marketing and with influencers is now easier than it was two years ago. Companies have more and more resources and more skills to manage both content and influencers, while questions such as how much influencer campaigns cost or how to work with them have been established in a more clear and stable way.

Although Apple is not one of the major players in the advertising market, it is that of mobile devices. That is why your latest ad tweak on your mobile operating system has a very profound impact and has become one of the most popular and popular topics in the industry. The death of cookies has garnered more analysis and headlines, but the change Apple has brought will also have profound ramifications. Apple has given Hungary Mobile Database its users more control over who follows their activity and how the data is collected. From now on, users will have to expressly accept that the apps follow them and collect information, something that was done until now by default to be able to segment consumers and serve more targeted advertising. The company has argued that this increases privacy controls and gives more power to the users of their smartphones, although the view of the industry is much more negative. Apple is simply using their dominance position and preventing them from doing their job, they denounce.

The large companies in the advertising industry, in fact, have developed parallel strategies to continue operating despite the changes Since the update of the operating system is already available, the problem is no longer a theoretical issue to be a practical one. The industry must already face the consequences of Apple’s move and, as they have Brother Cell Phone List just shown in an analysis published by Harvard Business Review, these could be multiple and have direct effects on many fields in the online advertising market. From the points they make in the analysis of the environment, several conclusions can be drawn. As much as Apple’s movement is one of many that the industry is making and that the issue of privacy is not only linked to its movements (the measures that increased the control that users have over what can or cannot be done have been appearing on a recurring and staggered basis over recent years), the giant’s decision will have a notable echo.

It will do it for large companies that depend on advertising to generate revenue – such as Google and Facebook, who have become the declared public enemy of the measure – but also for much smaller players who will see access to data cut. available on consumers. The echo will not only be in the advertising universe, but also in others that are highly dependent on data in their strategy. In theory, if consumers agree to be tracked, companies will have no problem doing so. However, it is unlikely that faced with the dilemma and directly that is the option they choose.

And here we must also keep in mind an important point: the company that will continue to have access to the data will be Apple (who could launch in the future to the advertising market ). All this will change the role of advertising in one way or another. In the analysis they point out that the ads will become much less relevant, since companies will have much less scope for personalization and targeting. Also, remember, do not forget that Apple will be the first step, but not the only one. Android, its most important rival and with whom the smartphone market is shared in terms of operating system, plans a similar move for the near future. Perhaps, it will also lead to a change in the language used to talk about advertising, data and monitoring, to be more transparent and clear and thus achieve that consumers better accept the tracking of companies.

False advertising has become a serious problem for the online advertising industry. Ads that mislead consumers in one way or another circulate on the net without much problem and they do so not only through pages of dubious quality but also through spaces that should be safe. The  Hong-Kong Mobile Database advertising networks of Google and Facebook have too many false ads and are doing too little to kill them, a British study just pointed out. Fraudulent ads have a constant presence on their ad networks and, according to a study by consumer group Which ?, the two giants are not being effective in stopping them, even when consumers alert them to their existence.

This is a problem, since many of these ads have an impact on the reputation of real brands (one of the models of fraudulent advertising is the one that uses the reputation and corporate image of a popular brand to sell fake products) but also on digital advertising in a generalized way. It makes consumers lose confidence in this content and are much more skeptical when it comes to processing advertising, however legitimate and real it may be. In addition, the slowness of the big players in the advertising market to attack the problem is also problematic for another reason. Consumers have been locked in their homes for the past year and have spent much more time online, causing ad fraud to skyrocket.

Different studies have pointed out that fraud increased and that the economic impact it has had has been greater than expected in ‘normal’ times. It makes sense: cybercriminals often use peak moments – such as parties or sales campaigns – as a hook for their fraudulent actions. The last year has been a kind of sublimation of that idea. Returning to the data Brother Cell Phone List of the British study, one in three consumers who have seen a false advertisement and have reported it claims that this advertisement was not removed from the platform. This is what 34% of consumers who reported a fake ad on Google and 26% of those who did so on Facebook say. In general, the consumers surveyed indicate that Google is the one that manages the worst notices of false ads, although where it is more common to come across them is on Facebook. Thus, only 19% of consumers have seen a fake ad on Google compared to 27% who have seen it on Facebook.

The problem with these ads is not only that they exist, but that they are becoming more refined and effective. Cybercriminals make the browsing experience of their landing pages very similar to that of the real brand they want to impersonate or generate a feeling of security in their consumers. With this, they improve their results and achieve a higher conversion, no matter how malicious. The big question is, now, what responsibility do the advertising platform giants have in making this happen. The giants insist that such practices are prohibited and that they persecute them, but the data makes it clear that they are there and continue to reach consumers.

It accompanies us unconsciously through language and it is something that our interlocutor interprets naturally. Thus, the same expression can change its meaning depending on where it is said and how. In fact, the dictionary of the RAE indicates that the context is the linguistic environment on which the meaning of a certain word, phrase or fragment Honduras Mobile Database depends. However, this reality of our language that we manage easily is extraordinarily complex when it is transferred to the digital advertising environment. Because an impression, with a stimulating message, can be greatly affected by the context as well as by the feeling or tone of the content next to which it appears and alter the perception of consumers. And not only the ads themselves, but also the image of a brand.

The context in which an ad is displayed affects its relevance as this will depend on the content it appears next to. And this concept is something that has broken into the industry recently because of the power that context has in effectively targeting the audience. Efficiency that also exists when Brother Cell Phone List brands can target a user based on the type of content they are consuming on the page. Not to mention that it is an alternative for the segmentation of audiences in a world without cookies. In this sense, a recent study carried out in Spain on the question of context provides light. In fact, its IAS title : The Power of Context speaks for itself. His first contribution is that he broadens the view of marketing specialists in their approach to optimizing digital campaigns. In this sense, they are encouraged to have a 360-degree vision in the implementation of the appropriate verification technology that guarantees not only brand safety , but also brand suitability . And what characteristics must such technology have to be effective? It must be contextual and sophisticated so that, using machine learning and natural language processing, be able to properly analyze and determine both the context of the content next to which the digital ads are inserted and the feelings and emotions to be transmitted, in order to improve the segmentation of the campaigns.

This technological development is in absolute accordance with what the majority of Spanish consumers demand. Since 75% of them consider it important that impressions appear alongside relevant content. And 81% say that their perception of a digital ad is influenced by the content around it on a page. At the same time, 70% value seeing ads that are related to the topics or articles they consume online . Along with all the above, contextually relevant ads are more popular and achieve greater recall capacity for more than eight out of ten consumers (81%). In this sense, receptivity to an advertisement or brand, as well as favorability – how favorable consumers find a brand in a given environment – and memorability or the ease of remembering an advertisement, increase significantly when it is relevant to the content. next to the one that appears. In fact, for 82% of Spaniards, relevant ads create a more favorable opinion of the brand.

At the same time, it is observed that the sentiment conveyed by an article, which could be positive, neutral or negative, is valued as important by almost eight out of ten consumers (79%) and that it influences their opinion of brands that are advertised. In addition, consumers are more receptive to the ads inserted next to content with positive or neutral headlines, which also find them easier to remember and associate with a brand. In line with the above, it is noted that 67% of consumers are more favorable towards brands that insert ads near content with positive sentiment. And on the other hand, 59% are more receptive to ads that appear alongside content of this type.

The last week served to reveal not a few data on economic growth and the complicated situation in which the coronavirus crisis is leaving the economies of many countries. The fear of the recession, the economic crisis and its effects Guatemala Mobile Database have been planning for months, frightening the public, worrying companies and brands and taking over the governments’ agenda. But, despite the fact that things are far from being positive, for the big names on the internet it could almost be said that everything is rosy. The tech giants may wonder what crisis it is that everyone seems to be talking about. Their accounts are going from strength to strength. And in this highly positive and optimistic situation, digital advertising is the key to its good news and its good numbers. All the major companies in the industry have presented their financial results in recent days and the numbers are highly positive. They all grow up and they all have staggering incomes.

The data has no exceptions. Alphabet, the corporate name of Google, just presented record numbers, driven by spending on online advertising and, especially, by the good performance of YouTube. As they point out in The Wall Street Journal, analyzing their numbers, there are even Brother Cell Phone List those who read Google’s figures as a kind of oracle of what will happen when the economy reopens to normal, a prodigious rebound. Google’s revenue was $ 55.31 billion in the first quarter of the year, with a growth of 34% compared to the same period last year (when, on the other hand, Google also suffered the blow of the pandemic). If revenue growth is impressive, earnings growth outpaces it. Alphabet’s profits were up 162%: they were $ 18 billion. Something similar has happened with Facebook. Facebook also beat analysts’ expectations in revenue forecasts for the quarter, with revenue growth 48% with which it closed the quarter.

The Google jackpot was linked to the increase in digital advertising during the period. Facebook also responds to the boom in the prices of its ads: this last quarter it served 12% more ads than in the same period last year and it has made it 30% more expensive. Facebook’s profits grew 94% to $ 9.5 billion. Its income was 26.170 million dollars. Even smaller players in the advertising market benefited from the surge of growth. Amazon, the company that is turning the duopoly into a tripolio , has grown remarkably in revenue from online advertising. Its ad sales rose 77%, reaching $ 6.91 billion. Advertising revenue grew more than sales (which rose 44% to $ 52.9 billion) and than they did in the Christmas period (64%). Advertisers continue to reward their targeting capabilities and market dominance.

Every minute, Amazon makes just over $ 837, Apple 691, Alphabet 426, Microsoft $ 321 and Facebook $ 201, according to CNBC Make It accounts . These estimates take into account all sources of income for these companies, but clearly demonstrate their strength and dominance in the market. The numbers thus show that these giants are somewhat immune to the crisis situation and have a position of high strength. Things are going for them, however you look at it, quite well, at least until the public administrations do not act on their suspicions about positions of supposed monopoly. But that will be another problem.