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The word monopoly has been linked in headlines, analysis and reports to the names of the big technology companies in recent years constantly. In a relatively few years, the giants of the network have been climbing positions and have been taking an increasingly high part of the distribution of the pie in income generated by the network. Their positions are very firm and their weight against other potential players is very high. So much so that if the market is analyzed by looking at their joint positions, it can be concluded that they are the market. There is already talk of a duopoly about Facebook and Google.

But one thing is the analysis and the headlines in the press, others are the movements of the market and the activity of the public administrations. There, in those last points, is where the network giants are having big problems right now, problems that affect all of them and that also come from Spain Mobile Database several fronts. They are also problems, the consequences of which could lead to a tectonic change in how business is done online and what future awaits in marketing, advertising, big data or e-commerce for internet companies. Pressure against Google, Facebook or Amazon has been increasing in the European Union in recent years. Google received a billion-dollar fine in 2017 and another in 2019 , both for abusing its dominant position in the market. Amazon could be the next, as the European Commission finalizes an investigation in this area .

And Facebook has even threatened to leave the European Union, not because of a monopoly investigation but because of a data issue, which is another delicate point in the relationship between the Internet giants and public Brother Cell Phone List bodies. Community justice has ruled that they cannot share data from Europeans with the United States and now Ireland has to apply it. If you do, Facebook warns, they will stop providing service. For the European Union, in one way or another, the American tech giants seem, or at least that’s the feeling it gives from outside, one of the great priorities. At home, however, these companies don’t have it any easier.

A report has been presented in the United States Congress, prepared by the Democratic group, which concludes that Apple, Amazon, Facebook or Google have too much power in their respective markets. They are de facto monopolies, they warn, and must be regulated. “These four corporations increasingly serve as gatekeepers in commerce and communication in the digital age,” they point out , pointing out that this position gives them “an enormous capacity to abuse that power.” And, as some American politicians had pointed out before (it was one of the things Elizabeth Warren said in her race to become the Democratic presidential candidate), her power should be fragmented. They cannot go on, alert, doing everything they do. These conclusions come after a months-long investigation (which included both parties, although only these conclusions come from the Democrats).

The four companies have already defended themselves against these accusations, but the truth is that only the fact that these conclusions have been reached is a basic problem for them. If a political shift occurs in the United States in November, as polls seem to indicate, and the Democrats regain the presidency, this analysis could impact how tech markets will regulate. And, whatever happens, the conclusions work as a legitimizer for what the media and the competitors of these companies have been denouncing for some time. These conclusions are more fuel for the bonfire.

Online advertising fraud is not a new problem. Programmatic advertising has created windows of opportunity for cybercriminals, who take advantage of system weaknesses to divert funds. Advertisers are paying for advertising they create on legitimate sites, but they are actually views South-Korea Mobile Database that make bots. The media are losing income that was destined for them at the hands of the evil of the network. Some studies already speak that about 42,000 million dollars are lost per year in advertising fraud, a figure that will increase with the appearance of new supports for online advertising such as streaming. As the years go by, the numbers will grow.

In recent years, the tactics for diverting funds and grabbing some of the revenue from online advertising have become more and more sophisticated. Thus, for example, analysts have been warning that spoofing, generating both Brother Cell Phone List clicks and false impressions, was going to increase in these years. But the truth is that more and more elements and more activities are appearing that are causing the industry to lose money. For having there are even fake agencies .

And, as a GeoEdge study just pointed out, in a way it’s as if cybercriminals are professionalizing themselves. That is, they have always been professionals ‘of their own’, but now they are fine-tuning what they do ‘as marketers’ much better. That is, they are much more efficient segmenting audiences and targeting victims and with this they are managing to connect more efficiently with consumers. In short, they are better fooled. In fact, as those responsible for the study explain, it is as if they had recruited their own marketing geniuses. Their techniques are much more efficient and much more sophisticated when it comes to convincing consumers.

“This was not the case a few years ago and it has led us to believe that malvertisers have hired their Chief Marketing Officers to improve their content marketing and launch more efficient attacks from a marketing point of view,” say those responsible for the study. Your campaigns perform better because they are so much better done. With this, they not only manage to generate more income with techniques to steal the space that legitimate ads occupy, but also malicious ads are achieving a much better position in the market.

Native advertising has established itself in recent years as a key piece in online advertising strategy. The pull of the format is explained within the same logic that has established content marketing. Consumers are tired of traditional advertising and do not receive it in a positive way. Marketers must find ways to get their messages across and to get consumers to connect with them. Native advertising integrates South-Africa Mobile Database in a simpler way and has managed to bypass those barriers. But is it all worth it in native advertising? The truth is that no: a study has just analyzed how consumers respond to different ads and the different channels that the media and advertisers use to serve this type of ad and has found powerful differences. The essence of what makes native advertising work is that it is integrated with the content of the channel it is served on. That is, it seems like one more content, or at least it doesn’t clash too much with the trend of that channel. That is why it is less annoying and less disruptive.

However, and as a study has just shown, fitting the channel should not imply that it is like the channel: if it is not easy to separate what is native advertising from what is not, consumers react in a negative way. This is what a study prepared by experts from two South Korean universities has just Brother Cell Phone List shown and which has just been published in the Journal of Advertising Research (JAR). Native advertising, they conclude, can arouse a negative response from the consumer if it is too similar to organic content. If it is too similar, the reactions it arouses are those of disappointment and deception.

In addition, it is not only that consumers feel more that they are being cheated, but also that the results that are achieved are also much more negative. Ads that use a format that differentiates them achieve better data on click intent and annoyance perception (they are less irritating). How the way we process information changes
Why is this happening? Researchers have a theory. To manage the information flows and the things that are relevant, our brain must make an effort. We must be vigilant and work for it. That is, we are perceiving the information and doing a processing job. Given the amount of information available, this implies that our brain is overworked. When advertising is not exactly the same as informational content, the brain is able to differentiate it. You know that it is different and that you can treat it in a different way. But that also has a negative point: brand recognition and recall is reduced. Because we don’t pay the same attention to it, we process it less firmly. Therefore, marketers must consider very well what they want to achieve and how they will integrate native advertising into their advertising campaigns. They must be able to take advantage of all the possible benefits, but without burning their consumers for it.

Advertising on the Internet has already had to face not a few analyzes in terms of privacy and not a few problems in its relations with data protection regulators. Regulatory changes, especially the European data protection law, the GDPR, have forced the industry to change many things and readjust many of its actions. The big question, however, is whether the adjustments have been sufficient or whether the industry, on the Singapore Mobile Database contrary, has not been able to fully refine what it is doing to comply with the requirements imposed by the administrations. According to the Belgian data protection body, they have not. The agency has just concluded that Google and the other programmatic advertising players are not complying with what the RGPD requires and that, therefore, they are not protecting the privacy of their users.

This conclusion has been presented in an internal report of the organization (it does not, therefore, consider a resolution and does not suppose, for now, a blow to the industry) to which The Wall Street Journal has been able to access . However, the conclusions of this report could become a serious problem for the programmatic advertising industry, because what the Belgian body has studied are the standards used by the Interactive Advertising Bureau in Europe. It has also done so, taking into account its presence throughout the European Union: given that the body’s headquarters are in Belgium, the Belgian privacy regulator considers it to be the one with jurisdiction.

The data is preliminary, but its findings are concerning for the programmatic online advertising industry. According to the Belgian regulator’s conclusions, platforms fail to comply with the rule in those milliseconds in which they determine which ads will serve each page. During those milliseconds, ad platforms cross a lot of information. They use everything Brother Cell Phone List
they have been able to find out about the Internet user. That use of information is what would not be following the basis of European law. The basic problem is, for the Belgian body, in how information collected is used in circumstances in which the consumer did not give clear consent to be used in advertising. It is the type of data that European law allows companies to collect for “legitimate interests”. Then companies also use them to segment advertising, but according to the conclusions of the agency, consumers did not give them permission to do so and the law does not cover it.

If the preliminary data becomes definitive conclusions, the players of programmatic advertising would have, remember in the Journal , to change how they operate in order to comply with European law or create a special service for Europe. Its segmentation capabilities would change with the process. Of course, the IAB has a say in this funeral as well. The organism has indicated to the Journal , in declarations of its maximum European person in charge, Townsend Feehan, that the Belgian investigation has started from “great misunderstandings” on the capacity and functionality of the advertising platforms.

In an update on their blog, in addition to insisting that the Belgian report has no legal implications and does not imply that they are found to have broken the law, they have also made it clear that they disagree (“we respectfully disagree” with ” apparent of the APD (the Belgian data protection body) from the law. “The IAB has also warned that the body’s findings could have very negative effects on the development of open source standards in the advertising industry. Now, the Belgian conclusions will be analyzed by the agency’s litigation chamber. From there a final decision will come out, from which it is not yet known what date it will have (the Journal points out that it could be until next year). That conclusion will go to consultation with European privacy regulators, before becoming final.

Is highly targeted advertising set to disappear from the internet in Europe? European data protection regulations have made it more difficult for companies to collect according to what data and use information from third parties. And indeed, it may be even more difficult for them to do so in the immediate future: according to the conclusions of a Belgian investigation, but with potential effects for the whole of Europe, Google and the programmatic advertising giants would be violating the GDPR by using data that they collect as basic to later segment advertising with them. Beyond what happens with data collection and regulations in terms of advertising, the European Senegal Mobile Database Union has focused its attention on behavioral ads , advertising that follows consumer behavior and uses their previous patterns as a brand. to make decisions about which ads to show, to whom and when. Basically, you could say that Europe is now focusing on microtargeting. For now, the EU has not legislated this issue, although it has already burned one of the key steps to start doing so. The European Parliament has just supported the request of its committee on legal affairs to ask for a legislative initiative to regulate this type of advertisement. The approval of this petition places it in the hands of the European Commission, which is the one that designs the community laws.

Although the process that would culminate with a potential approved law still has several steps left, the simple implementation of the mechanism should function as a wake-up call for marketers and for the companies responsible for offering these advertising services. It makes it clear that  Brother Cell Phone List
Europe is focusing on this issue and also that, if other open fronts are added, programmatic advertising and the market giants have complex years ahead in the EU. What is Europe marking? Parliament’s petition calls for clearer regulation limiting microtargeting. Seeks to make advertising less intrusive and less annoying (which would further enhance contextual advertising and reduce formats such as retargeting). Other changes handled by Europe Although this is the element that could most visibly change the landscape of digital advertising, it is not the only element that they are working on in Europe and that could force online companies to change part of how they operate.

Thus, for example, a petition has also been approved to create a system that allows Internet users to notify online intermediaries of the presence of illegal content or activities on the network. Similarly, parliamentarians supported a call for digital platforms to improve the transparency of how they handle hateful, harmful and misinformation content. In ecommerce, it seeks to increase measures to fight against the sale of illegal and unsafe products on the network, but also to create rules that help prevent dominant players from limiting the market and new players from entering. The European Commission is working on the Digital Service Act, which it plans to introduce next month and which will possibly incorporate many of these points. The end of the year could come, therefore, with potential changes for the giants of the network and the usual practices in marketing and digital advertising.

The crisis of cookies, which are destined to disappear in the immediate future or at least to cease to be effective since large browsers will block them by default, has caused advertisers and the online advertising industry to once again focus on a old acquaintance, contextual Saudi-Arabia Mobile Database advertising . These ads were the first to operate on the network and used the content as a guide to determine which ad to serve. If you were reading an article about hotels in the Caribbean, contextual advertising would position you travel messages in the medium you were visiting. A few years ago it was the great queen of online advertising, until programmatic advertising and its personalization to the person became the stars. That change didn’t necessarily mean that contextual advertising didn’t work. Studies have been pointing out over the last few years that internet advertising is closely connected to the content that accompanies it. That is, the quality of the medium in which online ads are served ‘infects’ the ads that appear in it, so appearing in reference media and headlines with a good image is key.

But does that imply anything in relation to contextual advertising? Studies have also tried to see how consumers’ perception of brands and products impacts using contextual advertising. A US study noted a few months ago that the response to the ad was better with contextual ads. If the ad fits Brother Cell Phone List the content, he added, the ads became 93% more memorable than when it didn’t. Of course, to this we must add that for the media and for advertisers, contextual advertising – at least the one that is offered now – gives more control over the type of content in which it is positioned and the brand security it offers. These studies and analyzes have now been joined by a British study , prepared by Integral Ad Science, which has focused on the recall of advertisements and consumer preference.

Their conclusions are in favor of contextual advertising: according to their tests, in 70% of cases, the consumer is more likely to remember a contextual ad more than another online advertising format. That the advertising is aligned with the content makes it perceived as more memorable. Contextual advertising also generates other types of positive emotions. Thus, 81% of those surveyed assure that they prefer to see ads that are relevant in relation to the content they are viewing, which impacts the perception of brands. 65% of the consumers surveyed indicate that, in general terms, they have a more favorable view of those brands that offer them ads that are relevant in their context. Of course, brands must take great care in which content they position themselves and in which they do not. 73% of those surveyed recognize that the feelings that the content generates affect the perception of the ads that accompany it.

The move isn’t exactly unexpected – it was, in fact, one of the big changes Google made to data and advertising at the end of the summer. In September, Google changed how it offered the search data that its advertisers received. It did so, it explained then, for reasons related to the privacy of its users. From that moment on, Google was only going to Russia Mobile Database provide data on search terms for those that had a number of users considered significant. Searches with few users, even if they generate advertising impact, will not be reported as data. This was an important change, as the specialized press explained then, because until then marketers received all the data generated by their paid searches. If a search for a term only generated a click or an impression, they received that data as well.

For advertisers, the change was not something they liked very much. The vast amount of data they had been receiving so far helped them better understand how and what worked in their campaigns and what their consumers were like. The information gave them more granular access to what their consumers were like. In addition, the disappearance of that data report did not make those searches disappear. Advertisers feared Brother Cell Phone List
they were facing an onslaught of invisible searches, which they paid for and didn’t know much about. The most common estimates were that it would be 20% of searches, but some marketers feared even half. Now, a couple of months after the change, it’s time to take stock. A study by Tinuiti, which starts from the data generated in the United States by dozens of accounts of its largest clients, suggests that there has been a drop in the percentage of advertising spending that is attributed to searches. Although the impact it has had on the loss of visibility has changed and varied according to companies, the study indicates that there has been a “significant” drop.

For example, the percentage of desktop text ads that were attributed to searches has plummeted 24 percentage points. In August, before the change came into force, they were 98%. In September, right after, it was 74%. On the phone it has gone from 96 to 75% and on tablets from 94 to 76%. All this change in the data you have and in what you know about the market affects how advertisers understand what is happening. As explained in Search Engine Land , it becomes a challenge for advertisers. It is also a special way for those of those brands that move in a very niche market. For them, the searches that drive their products and the keywords behind them are more likely to have lower search data.

Therefore, it is more likely that the amount of information available has been reduced. Against them, the most mainstream market brands have the advantage of reaching more massive audiences and having more popular searches. How do you survive this situation and how not to damage your online advertising and search-related marketing strategy? As they point out in Search Engine Land , brands must evolve their search and keyword management team and start working operating with reduced visibility. Search is a very important part of online campaigns and, despite everything that has been said in recent years, it continues to be so and is growing. With less data, managing that work is more complex, but not impossible. As they point out in the American media, instead of waiting to see data to make decisions about negative or poor matches between the keywords used and the brand, you have to be more proactive. You have to act before the potential problem occurs.

Junk food has become one of the workhorses in advertising regulations in multiple countries. In a way, it might seem that fast-food is the new tobacco , with more and more regulations and more control measures on how these companies sell their products. As obesity rates have skyrocketed in many countries and health problems linked to unhealthy lifestyles have increased, so has the pressure from public administrations against advertising promoting this type of obesity. food. In Spain, the regulations will toughen the regulatory framework for the Romania Mobile Database advertising of so-called junk food, to make it much more difficult for them to reach children but also adolescents. An awareness process against sugar has also been started, while the VAT on sugary products will be raised. The sugar has become in recent years one of the major players elements awareness campaigns for a healthier life. The move is in line with what is happening in Europe, where some countries are even preparing much tougher and more restrictive laws on advertising and marketing messages for fast food and unhealthy products.

Thus, the United Kingdom has been one of the countries in which more measures have been activated in recent years in this direction. In summer, it banned television advertising for these types of products and placed limitations on when and how they were advertised online (it couldn’t be before 9pm). Now, they are going to go one step further in that field Brother Cell Phone List and are going to directly block all online advertising of products considered junk food. That is the plan that the British government has. The British administration wants to implement a total ban on online advertising of junk food, which would make it, as noted in The Guardian , the most restrictive regulation in the world. The standard is not yet firm. He has the support of health activists, but there is still a six-week consultation period, as they recall in the British newspaper.

The British advertising industry has already signaled that it seems like an indiscriminate and draconian move. Advertisers consider the move to be “disproportionate” and will deal a severe blow to the British advertising industry at a time that is already difficult. With the new regulations, brands will have to pause all advertisements for foods deemed to be too high in fat, salt and sugar. This affects all considered junk food, true, but also products and foods that until now were not seen in such a negative way, such as jam or avocados. These products are also rich in those elements considered negative.

According to The Guardian , the measure is driven by what has happened in recent months. The data on overweight of British children is very high (one in three children in primary school and two thirds of English adults), obesity has been an important risk factor for the coronavirus and, as recalled in the British environment Boris Johnson, the prime minister, has changed his view on personal health decisions after being in the ICU himself because of covid-19. If the British rule comes through, it will not only affect the British market. It will also be the first precedent for a total ban on this type of advertisement, which could serve as a guide for other countries to implement similar regulations.

Whether it’s working out in the living room before dinner, catching up on a podcast, or listening to a virtual concert on a Friday night, people are increasingly turning to YouTube as they spend more time at home. To help better tailor advertising to the different ways consumers interact on the platform, YouTube has introduced Audio Ads, the first advertising format specially designed to connect brands with YouTube audiences Qatar Mobile Database during both active listening and listening. as environmental. Audio Ads, currently in beta, help you extend your reach and increase your brand awareness with audio-based creativity and the same measurement, audience, and security options available to you in your video campaigns. Music has always been an important part of culture. It is also an excellent medium for capturing an audience that is listening to what you like; Yet most companies miss the potential of music on YouTube. Now that the broadcasting of music videos on YouTube is at its peak (more than 50 percent of users who log in and consume music content in a day do so for more than 10 minutes), we present new solutions for your brand to be seen, heard and recognized along with the musical content.

In addition to audio ads, one of the solutions we launched is dynamic music selections, that is, groups of channels dedicated to popular music genres such as Latin music, K-pop, hip-hop and the Top 100 – but also to moods or hobbies, such as fitness – so that you can easily reach fans of these genres around the world and increase your turnover. We also introduce Audio Ads, our first aural format for YouTube, that will help you reach your audience with ads specially created to be heard. Music selections and audio announcements help you be Brother Cell Phone List present, on a large scale, both when audiences are actively watching YouTube and when it is playing in the background during their day-to-day activities. Audio ads are characterized by being an advertisement in which the soundtrack plays the main role in transmitting the message. The visual component is usually a still image or a simple animation.

In measurements taken during months of alpha testing, we found that more than 75 percent of YouTube audio ad campaigns generated a significant increase in brand awareness. An example of the impact that audio ads can have is that of SEAT. The automaker wanted to expand an existing audio-based digital campaign to reach listeners who might be interested in the summer sale of its Ibiza FR model. The company repurposed audio materials to turn them into audio ads on YouTube, and used YouTube audience tools to reach people with an affinity for technology and social media, and those in search of a vehicle. By providing ads to interested listeners, SEAT managed to increase ad recall by 21% and increase brand awareness.

When preparing an advertising campaign based on audio, you must bear in mind that sound has to play the main role. Think: “If I close my eyes, I can still clearly know what the ad is about.” Be clear and specific in your message and choose a close and authentic voice to convey it. If you do not know which is the most suitable creative material, you can turn to Video Experiments to do a test and know the results quickly and at no additional cost. Auditory ads are available in beta via auction on Google Ads and Display & Video 360 based on CPM, with the same audience targeting options, bidding strategies, and Brand Lift measurement capabilities available to you for your video campaigns. in Youtube. By using visual and audio ads together, you can reach more people, just when they are consuming the content they love, with the ad format that best suits their specific YouTube experience.

One of the workhorses between advertisers, advertising platforms and users is in the personalization tools. For advertisers, accessing data about consumers and being able to target specific audience segments is very important, because it helps them launch much more specific messages and reach potential buyers in a much more direct way. The essence of online advertising has also been based on this idea, that messages will reach specific audiences based on a high filtering of audiences.

However, as citizens became increasingly aware of what it meant for companies to be able to do this and have access to all that data, awareness of the importance of privacy has been growing. Consumers have become Portugal Mobile Database activists increasingly convinced of the need to protect their privacy and limit the access that brands have to their data. The data protection regulations that have been approved in recent years go in that direction. The European regulation is the most popular, but it is not the only one. California also passed a data protection law similar to that of the European Union that is limiting things for the big guys on the net.

But, in addition, different associations are launching movements against the different players in the industry to try to ensure that regulations are complied with and that consumers are protected. One of those latest movements has been in Europe – and specifically in Spain – against Apple. Apple is one of the companies that has prepared for the post-cookie world, that problematic scenario that is looming in which cookies will become obsolete. Precisely, the greatest concern about privacy is the one that has made the context not favorable to them. In addition to having to request prior permission from Internet users, some browsers – Chrome will be the next and the one that will work as a knockout – block them by default. If you add to that that cookies do not work well in mobile environments, you have the full picture.

The alternative is to have other systems that help shape identities and markets. In the case of Apple, the company has the IDFA, which identifies devices and allows more effective mobile tracking than cookies. But is the very nature of IDFA causing it to invade consumer privacy? That is what an organization, None of your business, NOYB, believes that  Brother Cell Phone List has just denounced Apple in front of the data protection authorities of two European countries, Germany and Spain. The organization has filed a complaint because it believes that IDFA is monitoring user behavior without their prior consent. “iOS automatically generates a unique ‘IDFA’ for each iPhone”, they explain in their claim, as collected by ABC . “Like a license plate, this unique string of numbers and characters allows Apple and other third parties to identify users in applications and even connect with online and mobile behavior,” they add.

With this data in hand, you can make profiles of consumer preferences and segment advertising in a personalized way. It is precisely what cookies allow us to do and what European law has regulated. For cookies to do that job, the consumer must have given their consent. However, in this case and according to NOYB’s accusations, the user has not given his permission for them to follow him, even though Apple has made blocking cookies in its mobile browsers one of its letters of introduction. “Although Apple introduced functions in your browser to block cookies, it places similar codes on your phone without the user’s consent,” complain the plaintiffs, pointing out that it is a “violation of privacy laws” of the European Union.