Messaging channels are surging: Monday’s daily brief

As you may have seen last week, The Trade Desk joined Prebid.org and introduced it with its popular open-source third-party cookie alternative, Unified ID 2.0. Prebid.org is a family of open-source publishing products, with senior executives from platforms such as Media Math, Criteo, Mediavine, and now The Trade Desk.

Does this mean a new era of transparency for the adtech industry? After all, Unified ID 2.0 is widely known as the gold standard for alternative identity solutions. Not yet: LiveRamp works independently to integrate its ATS identity with other identity providers. Tapad offers its own solution for PBX identity management (The Trade Desk is a partner, LiveRamp – last I looked – no).

And of course, the IAB Tech Lab and other industry workgroups carry out their various collaborative activities. Be afraid before saying goodbye to the cookies. Keep an eye on this space.

How message channels grow and become essential for marketing success

Companies used to create more fixed and predictable store windows, even on digital channels. Advances in personalization can revive a standard homepage or digital advertising campaign. But a homepage, even personalized, is not enough. Many customers also expect to talk to someone on the other end of the line.

The expectations of these customers are dynamic, so it is helpful to see how marketers respond. The way marketers respond again creates new expectations for the customer. The process is to give and receive. It’s like a conversation.

More customers are using message channels to connect with brands and make purchases. Show how many users used a messaging channel for the first time in the past year.

For example, the CRM software vendor, Zendesk, recently looked at the overall acceptance of messages and found that nearly 40% of Millennials and Generation X used messages for the first time in 2020 (on social media, in text, or on their channel). associated with a trademark. 20% of baby boomers and the elderly have also started using messages. Marketers need to consider this activity when formulating long-term orchestration and decision-making strategies.

Facebook is hostile to Australia after government proposes rule change

ICYMI: Facebook hit hostile Australia this week after the government proposed a legal code that would allow Australian publishers to ask tech companies to use their content in search results and news feeds. Facebook responded by stopping users there to view or share news content on its platform.

The face may have changed when Josh Frydenberg of the Australian Treasury Department said on Friday that he had spoken to Facebook CEO Mark Zuckerberg to continue the conversation over the weekend. At the time of writing, the mandatory code of conduct for media and digital platforms has not been revised, pending further negotiations between the Australian Government, technology, and media companies, of which Notícias is the most important. Rupert Murdoch Corp.

Why do we care: What does this mean for marketers who live on news sites? And if Facebook can leave the relocation of an entire continent to support equality between technology and media giants, how can we not block similar efforts in other sectors or countries? Marketers can benefit from developing solutions based on technological monoliths and walled gardens.

Maryland is the 1 state to tax digital advertising services

Last week, Maryland passed a bill that would introduce a tax on digital advertising services. The law requires businesses that make money from selling digital ads to pay a percentage to the state. “Digital advertising services, as defined in the invoice, include ‘banners, search ads, temporary ads, and other similar advertising services,'” Kate Cox told Ars Technica.

Here is the explanation:

• Between $ 100 million and $ 1 billion in global sales = 2.5% payment

•> $ 1 billion in revenue = 5% payment

•> $ 5 billion in revenue = 7.5% paid

•> $ 15 billion in revenue = 10% paid

Why do we care?

So, I’m sure you can guess where Google and Facebook are … (Hint: according to AdExchanger, they generate more than $ 15 billion a quarter). Technology companies are obviously complaining about the law to prevent this. , is against the internet. Tax Freedom Act. If fully implemented, it could lead to an increase in similar legislation across the country. Some dissidents believe that this law will have a greater impact on companies in difficult times, as technology platforms will find ways to pass on additional costs to advertisers.

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