I go first. My name is Meg and I am new here. As the editor of MarTech Today, I support and love to tell stories that answer your questions, provide solutions to your most difficult problems, and help you achieve your goals.
Which Martech tools will you use in 2021?
The pandemic has changed the way we work in many ways. It has changed the way we work together and it has changed our budgets, so we want to know: how has it changed the Martech tools you or your team use? Have you tried new solutions due to a long trial period or a freemium offering? Will it end up as familiar parts of your stack? Complete our short marketing technology survey
The Australian media code succeeds with Facebook information
We learned from CNET that Australia adopted its news trading law on Wednesday after it was rewritten earlier this week with proposals from Google and Facebook. The mandatory commercial code for digital media and platforms requires Google and Facebook to sign licensing agreements with publishers for news articles that appear in tech giants’ searches and feed.
The revised code was created by Australian treasurer Josh Frydenberg, Mark Zuckerberg of FB, and Sundar Pichai of Google.
After Facebook announced Australian user news and Google concluded with Australian media organizations, including Rupert Murdoch’s News Corp, embarking on a six-month, six-million-dollar journey, the code concludes with three major changes:
To qualify as a digital platform under the new law, a company must commit to “making a significant contribution to the sustainability of the Australian information industry”.
• Companies classified as digital platforms receive 30 days notice to negotiate with publishers
• The code now only applies to platforms that deliberately make news content available (to create a vacuum for platforms like Facebook, which claims that the news content they post is accidental)
Facebook has promised to lift the block in Australia but reserves the right to block the content again. Facebook’s Nick Clegg admitted in a blog post-Wednesday that the original blockchain goes too far, but holds the position of “It’s not us, it’s you” and writes: A potential source of money has its losses, but it means who can ask for a blank check?
Why do we care? While Australia is not alone, the scope of the law and its potential impact – remember Australia is home to Rupert Murdoch’s massive News Corp – has led to similar legislation around the world. Canada and the UK are considering finding equality between tech giants and creators of news and content. France has copyright laws on books similar to Australian books. As consumer protection laws are being considered at the state level, it may only be a matter of time before this trend is also reflected in the United States.
Virginia has passed its own consumer protection laws
the Virginia legislature overwhelmingly passed the Consumer Data Protection Act (CDPA), AdExchanger reports. CDPA is similar to Consumer Privacy and EU GDPR (and now DSA 2.0) in that it is designed to protect people from insufficient information. Virginia law draws clear lines that the CCPA, for example, does not. Instead, users can access, correct, delete, or move their information. Unlike California law, which applies to all businesses with annual gross sales of at least $ 25 million, the CDPA tracks by location and unit. It refers to …
• any entity that also does business in Virginia
• the personal data of at least more than100,000 consumers, or
Generates more than half of the gross sales or data processing revenues of 25,000 or more consumers, which the law defines as individuals living in Virginia.
Moreover, the law can only be applied by the Community Advocate General.
Governor Ralph Northam is expected to sign the bill in the coming weeks.
Why do we care? If privacy laws exist, buy new tools to help you analyze data, change permissions, and enforce it. In the long run, try to apply GDP laws at the federal level.
Programmatic ad providers are growing faster than premium publishers
According to the video ad platform’s standard video report, the number of video impressions posted by media collectors is greater than that of premium publishers. The impression of media collectors went from 22% of the messages in the first quarter to 52% in the fourth quarter. It is very steep.
Other findings include:
• CTV remains a leader and has a share of 35% of all impressions;
• The 30-second ad remains dominant, with 79% of all impressions in 2020 (and over 67% in full-year 2019); YOUR
• The average completion rate of videos (videos) has decreased by 10% compared to the previous year (to 80% in 2020); The premium provider’s VCR remained strong at 91% in the fourth quarter.
Why do we care? With concerns about video space and ad fraud among programmatic media collectors, 2020 appears to be the year where marketers trust digital marketing and get results. The impressions speak for themselves. And if the content is solid, the old classic 30-second ad will still grab viewers’ attention no matter what size they see.