Newswire - May 2021

Consumers have spent more time online during the pandemic than ever before, leaving companies overwhelmed by an unprecedented volume of raw data. Analysts are increasingly relying on location data to filter through these huge quantities of first-party data, and many plan to continue layering in location during the gradual return to in-person contexts. (Ad Age)

The dramatic growth of Connected TV and streaming companies like Roku over the last year has opened up the television landscape in a cost-effective way to new, smaller advertisers. One ad executive advises that marketers new to the technology turn to a dedicated agency: “They have the resources, they have the expertise… the worlds of digital and data and AI and machine learning are really coming into TV.” (The Drum)

A fragmented landscape of data regulations has led to digital platforms increasingly calling the shots when it comes to consumer privacy protection. Advertisers should take note: Changes made by juggernauts like Google and Apple will likely have broader and more dramatic ramifications on the global ecosystem than those of government bodies (e.g. GDPR or CCPA.) (Digiday)