We’ve been talking about this sh!t for almost a year now and it still hasn’t gotten heated. It’s literally the reversion of what’s been called “the lifeblood of digital advertising for decades.” (Ad Age) And all I’m hearing anyone say is that they’re going to “wait-and-see… as Google and Apple apply new privacy restrictions.” (Ad Age)
More on that later as I’ve got to explain this first. This is the Black Collar Club. And in it I’ll address relevant marketing, advertising, social and cultural “news” in a condensed format sourced from hours of early morning time spent scouring the internet in hopes of finding out what’s REALLY going on in our industry.
Yes, Black Collar Club, brands are taking a “wait-and-see” approach to “the data lockdown that has been the lifeblood of digital advertising for decades.” (Ad Age) The data lockdown being, of course, Apple’s new opt-in-option for IDFA and Google’s removal of third-party-cookies. Together, they’re the lifeblood of advertising like whale-oil was the lifeblood of energy before petroleum and natural gas.
And while we’ve been talking about this sh!t for almost a year, “the scope of the impact on advertisers on sites like Facebook and Snapchat are just now becoming clearer…” (Ad Age)
Here’s what that clarity looks like:
“With less data, brands will have a harder time reaching individual consumers, leading to potentially smaller audiences for ads. The social media platforms will have a harder time creating ‘lookalike’ audiences — new customers who look like ones brands already have, based on their internet activity — which are essential to finding new customers. Also, brands won’t be as accurate when they measure the effectiveness of ad campaigns.”
But no one’s been too, too heated.
Probably because this past year’s been the perfect-storm to implement under. Everyone’s been exhausted as they’ve searched like Ahab for newer, better and more marketable blubber. Some have found it and while others haven’t — the world’s been screaming. Incoherently, adolescent-ly and without pause.
So, advertisers having their “lifeblood” stripped from them now, after having it held over their heads for almost a year, probably feels fine. (Ad Age) Sure, there will be “drops in performance on all the platforms, including Facebook, Pinterest, Twitter and others.” (Ad Age) But they just faced a pandemic… AND… for the most part… PREVAILED.
Why would they not, now armed with pandemic-conquering-confidence, “wait-and-see?” (Ad Age) They can conquer this too, like the hardened criminals say in square rooms with steel tables, standing on their heads.
And those that can’t, well, they can call me Ishmael. Because I’ll be tattooed like Queequeg while whaling newer, better and more marketable blubber like Ahab.
I know not all that may be coming, but be it what it will, I will go to it laughing…