{"id":16711,"date":"2023-07-31T12:06:38","date_gmt":"2023-07-31T16:06:38","guid":{"rendered":"https:\/\/illumin.com\/?p=16711"},"modified":"2025-01-30T06:07:53","modified_gmt":"2025-01-30T11:07:53","slug":"july-2023-spotlight-on-journey-advertising","status":"publish","type":"post","link":"https:\/\/illumin.com\/insights\/blog\/july-2023-spotlight-on-journey-advertising\/","title":{"rendered":"July 2023 Spotlight on Journey Advertising"},"content":{"rendered":"

The Spotlight is illumin\u2019s monthly round-up of the latest trends and must-know articles in journey advertising.<\/span><\/p>\n

Insider Intelligence\u2019s latest on programmatic advertising solutions\u00a0<\/span><\/h2>\n

According to <\/span>Insider Intelligence<\/span><\/a>, first-party data activation is emerging as the most promising <\/span>cookieless marketing<\/span><\/a> solution. Buyers and sellers leverage first-party assets to form more intimate partnerships. Almost 9 out of 10 CTV ad dollars are bought and served programmatically, according to the report. Despite YouTube’s dominance, that share remains around 8 in 10 when it is excluded, but continues to rise as advertisers become more and more reliant on streaming.<\/span><\/p>\n

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Junk websites pull money from programmatic ads\u00a0<\/span><\/h2>\n

According to a new <\/span>report from NewsGuard<\/span><\/a>, some are using AI to create junk websites and attract paid advertising. 140 major brands pay for ads on unreliable AI-written sites without their knowledge. In these <\/span>AI-generated news sites<\/span><\/a>, 90% of the ads from major brands are served by Google, even though Google’s own policies prohibit sites from placing Google-served ads on pages that contain “spammy automatically generated content.”\u00a0<\/span><\/p>\n

Ads are placed on various websites based on complex calculations that optimize the number of eyeballs an ad might attract from the company\u2019s target audience. In a recent survey, the Association of National Advertisers <\/span>found that 21% of ad impressions in their sample went to made-for-advertising sites<\/span><\/a>. The group estimated that around $13 billion is wasted globally annually on these sites.\u00a0<\/span><\/p>\n

Audio advertising and podcasting continue to rise\u00a0<\/span><\/h2>\n

According to<\/span> Proximic’s survey<\/span><\/a> of marketers in various industries in the U.S., <\/span>programmatic advertisers<\/span><\/a> are anticipating numerous changes in the upcoming year. This points to marketers adapting to new targeting methods and data partners preparing for regulatory changes.\u00a0<\/span><\/p>\n

Audio and podcast advertising experienced significant growth, showing the highest year-over-year gains compared to other channels. Additionally, 5% of marketers are predicted to invest in <\/span>CTV<\/span><\/a> for the first time this year. According to the report, 47% of marketers are expected to switch to ID-free tactics by the end of 2023, as <\/span>contextual data<\/span><\/a> is projected to surpass cookie-dependent data.<\/span><\/p>\n

By 2023, 44% of marketer ad spend will come from third-party ID-based targeting, while 25% will come from audience targeting using first-party data.<\/span>\u00a0<\/span><\/p>\n

Online News Act in Canada<\/span><\/h2>\n

Canada’s new Online News Act, previously known as <\/span>Bill C-18<\/span><\/a>, requires global tech companies to compensate Canadian news outlets for sharing or using their content on their platforms. A<\/span> survey by Angus Reid Institute<\/span><\/a> found that 61% of Canadians believe that Big Tech companies should pay Canadian organizations for sharing their content as these platforms benefit from advertising dollars that should have gone to the original <\/span>content creators<\/span><\/a>.\u00a0<\/span><\/p>\n

Losing Google and Facebook as news vehicles would have a significant impact on Canadians, as these platforms are used daily by more than 40% of Canadians for news consumption.<\/span><\/p>\n

Google implements GA4 fractional, cross-web conversions feature<\/span><\/h2>\n

Google Ads has introduced a new feature that lets the platform import fractional, cross-channel web conversion credits from Google Analytics 4 properties. This update enables Google Ads to import fractional <\/span>cross-channel<\/span><\/a> conversion credits, even when the last non-direct click was not from Google advertising.\u00a0<\/span><\/p>\n

Advertisers can make better-informed decisions when optimizing their ad spend, leading to improved ROI and increased campaign effectiveness. By considering all touchpoints in the customer journey, advertisers gain a holistic view of their marketing efforts, ensuring they allocate resources efficiently and ultimately achieve better results.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

The Spotlight is illumin\u2019s monthly round-up of the latest trends and must-know articles in journey advertising. Insider Intelligence\u2019s latest on programmatic advertising solutions\u00a0 According to Insider Intelligence, first-party data activation is emerging as the most promising cookieless marketing solution. Buyers and sellers leverage first-party assets to form more intimate partnerships. Almost 9 out of 10 […]<\/p>\n","protected":false},"author":10,"featured_media":15861,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[31,19],"tags":[76],"class_list":["post-16711","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","category-insights","tag-journey-advertising"],"acf":[],"_links":{"self":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts\/16711","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/comments?post=16711"}],"version-history":[{"count":0,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/posts\/16711\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/media\/15861"}],"wp:attachment":[{"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/media?parent=16711"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/categories?post=16711"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/illumin.com\/wp-json\/wp\/v2\/tags?post=16711"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}