Inside the Mobile Marketing Industry’s No-ID world - Catherine Perloff (AdWeek)

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Rating: 4.8 (3721 reviews)

05/15/24 • 29 min

Catherine Perloff is the platforms reporter at Adweek, an American publication covering news related to the brand marketing ecosystem. In this episode, Catherine gives us the latest news on what’s happening within the murkiness of cookie depreciation and the advertising industry’s no-ID world. She also discusses emerging trends from AI-powered media buying to retail media and more.

At Adweek, Catherine focuses on how media buyers and brands spend their marketing budgets, what channels are most effective for them, and what struggles they encounter in buying the best media to reach the right audience. She also covers how publishers monetize effectively with digital marketing tools.

Questions Catherine answered in this episode:

What does ‘platforms’ mean from the perspective of a marketing reporter?
What's the feedback from the industry on Meta’s AI-powered Advantage+?
Besides the impacts of privacy, what other trends do you foresee happening this year?
How do you stay up-to-date on what’s happening in the marketing space?

Timestamp:

0:52 Catherine’s background
4:39 Unpacking the platforms
7:33 ATT’s impact on Meta for advertisers
11:00 The scoop on Meta’s AI-powered Advantage+
13:46 What’s happening in the no-ID world
15:45 The future of AI-driven media buying
17:10 Retail media and connected TV
21:25 ID bridging: shady business?
25:44 Resources

Quotes:

(7:39-7:59) “I think that there was a mindset that you could build a whole business on Meta, like that would be your main channel – and after ATT, I think a lot of businesses, especially DTC brands, realized they had to diversify.”

(15:01-15:20) “The purveyors of premium inventory are always going to say that high-quality inventory will be performative. I don’t think that’s true, but it’s definitely harder to prove. It’s often said that if you can’t track it, it’s branding.”

(16:47-17:07) “AI is being used for creativity in the advertising space. Is generative AI going to replace creative agencies? Is it going to replace copywriters? It poses a real existential threat to media agencies if more of the technology is doing the decision-making.”

Mentioned in this Episode:

Catherine Perloff’s LinkedIn
Email: [email protected]
Twitter (X): @catherineperlo1
Adweek

Questions Catherine answered in this episode:

What does ‘platforms’ mean from the perspective of a marketing reporter?
What's the feedback from the industry on Meta’s AI-powered Advantage+?
Besides the impacts of privacy, what other trends do you foresee happening this year?
How do you stay up-to-date on what’s happening in the marketing space?

Timestamp:

0:52 Catherine’s background
4:39 Unpacking the platforms
7:33 ATT’s impact on Meta for advertisers
11:00 The scoop on Meta’s AI-powered Advantage+
13:46 What’s happening in the no-ID world
15:45 The future of AI-driven media buying
17:10 Retail media and connected TV
21:25 ID bridging: shady business?
25:44 Resources

Quotes:

Mentioned in this Episode:

Catherine Perloff’s LinkedIn
Email: [email protected]
Twitter (X): @catherineperlo1
Adweek

Previous Episode

How the Subway Surfers Game Handles User Privacy - Janos Perei (SYBO Games)

Janos Perei is the Head of Growth for SYBO Games, the mobile game developer responsible for Subway Surfers, one of the most downloaded mobile games on the planet. In this episode, you’ll learn how SYBO is navigating privacy regulations in the U.S. and Europe and the importance of working cross-functionally with your teams. Before joining SYBO, Janos worked for Voodoo and Socialpoint.

Questions Janos Answered in this Episode:

How is SYBO approaching user data privacy?
What data points do you still rely on in performance marketing related to user privacy?
How do you communicate your privacy policy to your users?
How do you come together internally to discuss the business’s approach to privacy regulations?
How are you using some of that data to inform your decisions without operating in a grey area?

Timestamp:

1:10 Janos Perei’s background
3:28 SYBO’s approach to privacy
5:24 Communicating consent with users
9:22 Setting up our internal teams around privacy
13:08 Short-term pains for long-term gains

Quotes:

(3:42-3:56) “As human beings, we value our privacy – so we also value the chance to safeguard and decide how our users’ data is used. Coming from this mindset has been our guiding principle from the very beginning.”

(6:08-6:25) “We try to put compliance first – so if a user doesn’t consent, we might not even initialize certain SDK systems and certain technical tracking infrastructure, to make sure we can safeguard the privacy of the user from the get-go.”

Mentioned in this Episode:

Next Episode

Building Your In-App Community - Amadeus Norén (Amity)

Amadeus Norén is the Director of Product Marketing at Amity. Amity’s platform provides customizable SDKs for every social feature imaginable so that app-based businesses can launch, grow, and monetize their in-app social community. In this episode, you’ll learn how to leverage this community, and why not doing so could be a missed opportunity for your brand.

Questions Amadeus Answered in this Episode:

Why should businesses consider moving away from social media platforms to build their communities within their apps?
Why is it important for apps to own the user data of their social network?
How can apps monetize their in-app communities?
How can you use the customer feedback collected from the conversations of your in-app community?
Does Amity’s platform address the challenges companies are facing right now?
What does your day-to-day look like when marketing Amity’s products?
Can apps track revenue or user engagement generated from within their in-app community?

Timestamp:

0:49 Amadeus’s background
1:27 What is Amity?
4:32 The decline of Facebook group organic reach
5:43 Why build your community within your app?
7:44 How to monetize your in-app community
9:17 Use cases for collected customer feedback
11:40 Amity’s AI tool
14:24 Marketing Amity’s products
17:13 Evaluating the performance of Amity’s platform
19:17 User expectations for social networks
22:23 What’s Amadeus excited about in the future

Quotes:

(4:42-5:01) “Ten years ago, your organic reach for a Facebook page was 20 to 15 percent. Currently, the organic reach for all of the following that you’ve built up on your Facebook page is one percent. So in order to reach your audience, you now need to pay for ads to reach those people.”

(9:37-9:46) “You can take all of the data from conversations that are happening in your in-app community, analyze it with AI, and make smarter decisions for the future.”