🍪❌ Monetizing The Post-Cookie Attention Economy

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A new report by Accenture dives deep into new and emerging trends and approaches to data tracking in a post-cookie digital landscape.

The battle for advertising share of voice and attention is multifaceted, but the report focuses on 1) platform proliferation; 2) competition for eyeballs; and 3) data privacy shifts. Their findings? "Advertisers are at a critical inflection point, and survey data reveals that almost 1/3 are at risk of falling behind due to four common challenges."

The report gives "Seven key actions to thrive in a cookieless world":

"Nailing the Basics"
1) Centralize and fortify in-house customer and audience data
2) Test resilient targeting solutions without disrupting current strategies
3) Use revenue-based ROI as the core metric

"Enhancing the Foundation"
4) Build or enhance resilient measurement and attribution capabilities
5) Diversify content development and activation strategies through AI and creators

"Advance Ahead of the Pack"
6) Invest in identity resolution capabilities
7) Redesign the organization to drive shared full-funnel accountability

→ Apple’s loud entrance into the VR scene really turns up the volume on its continued (relative) silence on the AI front— other than banning its employees from using ChatGPT on the job, that is. Forbes dropped some predictions about how Apple might join the AI arms race… This piece details the Transformer-based Autocorrect currently in development, which some have said is basically an understated launch into the AI space.

→ Bing Chat has increased its limits from 20 to 30 messages per chat, and up to 300 per day. It’s also showing more visuals for travel queries:

→ This hour-long video collab between iPullRank and WordLift is worth a watch for anyone who wants to hear smart people analyze AI Content for SEO.

→ Anthropic’s Claude hasn’t been generating as much buzz as other chatbots, but that might need to change. According to SEJ, Claude-instant-100k is outperforming Bing, Bard, and GPT-4 not only in terms of token limit but also wrt hallucination frequency.

→ Hot tip: here’s a cheeky piece on how to use ChatGPT to create an SEO Chrome extension.

→ According to a survey by Botco.AI, 73% of marketers are now using generative AI. Of the 27% not using it, almost half expect to be doing so within two years— if you’re in this camp, may I humbly suggest:

→ LinkedIn just dropped a new playbook on "Winning in the new age of SAAS" that explains where SaaS has been and is going, how to drive growth and expansion through a new GTM approach, and three core principles to accelerate growth sustainably: 1) Leverage data to lower CAC; 2) Create pipeline acceleration campaigns; and 3) Reallocate budgets to brand and installed base expansion.

→ NYT reports that Twitter’s US ad sales have plunged 59%.

→ Why the skyrocketing prices of accessing the API of apps like Twitter and Reddit could be a really bad thing for the web... Mods of some of the most active subreddit communities on the site are organizing rebellions.

→ Instagram just made a big move toward transparency, explaining how the different Feed, Stories, Explore, Reels, and Search algorithms each individually rank and recommend content.

→ Social Media Today unpacked Meta’s new report on New Insights into Video Ad Performance, highlighting a few key takeaways: Meta ads generated a 30% return on ad spend than TV ad campaigns; Meta videos deliver the highest return on ad spend, with Reels and short video clips seeing the best performance; and Videos shorter than 15 seconds performed best for promotions.

🍪❌ Monetizing The Post-Cookie Attention Economy

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