{"id":11867,"date":"2022-02-10T16:46:09","date_gmt":"2022-02-10T16:46:09","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/10\/are-brands-tuned-out-on-the-addressability-crisis\/"},"modified":"2022-02-10T16:46:09","modified_gmt":"2022-02-10T16:46:09","slug":"are-brands-tuned-out-on-the-addressability-crisis","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/02\/10\/are-brands-tuned-out-on-the-addressability-crisis\/","title":{"rendered":"Are brands tuned out on the addressability crisis?"},"content":{"rendered":"

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MarTech\u2019s daily brief features daily insights, news, tips, and essential bits of wisdom for today\u2019s digital marketer. If you would like to read this before the rest of the internet does, sign up here<\/a><\/strong> to get it delivered to your inbox daily.<\/em><\/p>\n

Good morning, Marketers, and is the advertising industry in crisis?<\/p>\n

Perhaps more importantly, are brands completely tuned out? Spending time at the IAB\u2019s Annual Leadership Meeting in New York City this week, I was impressed with the trade association\u2019s determination to sound the alarm about the pincer movement that is threatening the industry\u2019s future. On one side, the steady deprecation of technological means of tracking users across domains \u2014 chiefly the deprecation of third-party cookies \u2014 and on the other side, the growing support for eradicating user identity from digital marketing altogether, if necessary through legislation.<\/p>\n

The IAB\u2019s objective is to get the entire industry working on a common response to these challenges. But cunning adtech fixes for identity tracking don\u2019t sit easily with calls to use first-party data only. And meantime, one has the impression that marketers are content to carry on using third-party data until doomsday.<\/p>\n

One expects agencies and adtech to predominate at an IAB meeting, but I don\u2019t believe I heard from one brand marketer in the audience (they were involved, if at all, as guest speakers). Are brands just waiting for someone else to tell them what their future segmentation and targeting strategies should look like?<\/p>\n

P.S. We\u2019re still looking for your help with our marketing salary survey.<\/a><\/p>\n

Kim Davis<\/em><\/p>\n

Editorial Director<\/em><\/p>\n

Shorts\u00a0<\/strong><\/p>\n

Quote of the day. \u201cReminder: your job as a manager is to enable your team by giving them the tools, time and opportunity to SHINE. That\u2019s it. It\u2019s not about you.\u201d Hana Jacover<\/a>, director of marketing technology, Unreal Digital Group<\/p>\n

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