Jenny Park

An interesting article published by B&T below, featuring a wide range of industry perspectives on the impact of Googles decision to backflip on 3rd party cookie depreciation. Well said Shane Hanby. In my opinion, this doesn't change things too much. The 'Opt-In/Out' process will still drive significant signal loss across Chrome, and cookies have already deprecated in Safari & Firefox. The smart digital marketers are already activating 1st party data, with reputable, privacy compliant publishers & AdTech partners. Epsilon APAC #digitalpersonalisation #digitalmedia #1stpartydata

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“The DOJ’s push to force Google to sell Chrome could create one of the most significant disruptions in the advertising landscape in years,” said Bradley Keefer, chief revenue officer of Keen Decision Systems. Google’s push to deprecate third-party cookies in Chrome, first set into motion in 2020, spurred a broad movement to wean off reliance on the ad-targeting technology.

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‼️ICYMI ‼️Rachel O'Hara, Laura DeCristofaro, Sammy Natour, and Matthew Tilley sat down with AdExchanger to talk about the evolution of contextual targeting last week. 🚨SPOILER ALERT 🚨— traditional taxonomies are out, custom AI-enabled categories are in. Watch the full webinar here — https://lnkd.in/earNZGhZ

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CPG/DTC friends: Brand vs. Direct-response marketing is such a silly debate. You can (and SHOULD) do both at the same time. A well-positioned brand will get direct response... AND set itself apart in the mind of the consumer. This is desired effect of 'brand building'. How can you do this? - Study your prospects (their needs, problems and/or desires) - Study your product (how it can fulfill the above) And then "position" 🎯 your product/service as the [SOLUTION] to your target audience's [PROBLEM] Or the [PRODUCT] for [TARGET AUDIENCE] Or the [FULFILLMENT] of your target audience's [DESIRE] If you have a DTC channel, you can test those new positioning angles in your ads, landing pages, etc. Oftentimes you'll find an angle that outsells the rest by a factor of 10:1... And that's your path to build a brand that sets itself apart in the mind of the consumer. Most successful brands did this. Brand building is NOT coincidental.

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And just like that, Google calls it quits on its plans to kill the cookie. It's a win for advertisers, but after 4 years of shifting timelines, countless POVs and more prep work than anyone wants to quantify, it may not fully feel like it. #advertising #digitalmarketing https://lnkd.in/eB69GwiS

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CTV ads + first-party data = your new marketing power couple 🤩 Want to learn how brands like Kroger and Nielsen are making the most of CTV? LiveRamp's CTV Activation Guide for Brands is here to help you turn viewers into buyers, one ad at a time. https://lnkd.in/gvkYGNV9

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5 areas that AI will impact Advertising 1. Search - chatGPT will change how people search 2. Gen AI can improve predictive relevance in programmatic 3. Creative process - people with machines 4. Cost efficiency and productivity - people will become more interprtors and editors vs creators 5. AI for customer experience - CX software, recommendation engines, shopping assistants #ANAAFM

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Generative AI is accelerating the erosion of value for organic search results. Google has been pushing organic results further and further down SERPs, and is now showing AI Overview (AIO) answers more and more. An addition, Copilot is an increasingly important part of Bing’s online strategy, and ChatGPT uses Bing’s index to answer queries. What, as digital marketers, are we supposed to do about these developments? Luckily, SEO best practices will also help your content get indexed and used in AI answers. But there are a few twists: - Concentrate on User Intent Over Keywords: AI-powered search engines prioritize understanding user intent. Create content that addresses the underlying purpose of queries, not just the keywords. 🔍 - Focus on Informational Intent: Prioritize informational keywords over commercial, navigational, or transactional ones. AI Overviews often appear for queries with informational intent, offering direct answers in the SERPs. 🎯 - Write Educational Content: Develop comprehensive, informative articles, guides, and tutorials that address common questions and provide in-depth knowledge. 🎓 - Use Long-Tail and Conversational Keywords: Long-tail keywords and conversational phrases match natural speech patterns and are more likely to trigger AI Overviews. But avoid keyword stuffing. 📉 - Utilize Q&As: Infuse your content with Q&A or FAQs sections to increase the likelihood of being featured in AI responses and “People also ask” sections. ❓ - Fresh Content is Key: Regularly update your content. AI systems favor the latest information, so keeping your site fresh helps maintain rankings. 📅 I’ve pulled these tips from my own experience as well as articles from Search Engine Journal and Ahrefs. Links to these articles will appear in the comments. #AI #SEO #DigitalMarketing #SearchEngineOptimization

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In a surprising move, Google has announced it will abandon its plan to phase out third-party cookies in Chrome. This decision marks a significant shift from their previous focus on eliminating these tracking tools entirely. What are your thoughts on Google's decision? Is this a win for user privacy, or will it hinder the effectiveness of online advertising? #Google #Privacy #ThirdPartyCookies #DigitalAdvertising

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Brands across industries are seeing a decline in Google LSA results YoY. For a channel that regularly produces the lowest cost per lead, this can cause a lot of scrambling.   To alleviate some of the head scratching, here's a list of the factors for increasing LSA visibility (in no particular order): -Improve your review rating -Implement "Service Area Recommendations" (only if you actually service those areas) -List all relevant job types -Respond to leads as quickly as possible -Mark lead disposition (book or dispute) -Use bid strategy "Let Google set the right bid" -Use the "Messaging" feature if you can support it -Maximize your budget (least important factor) If you're doing all of these and still seeing decreases, you may be out of luck.   Here's why: -Number of providers has gone up significantly -Inventory has gone down (the reason is to “improve” things) -Reviews outweigh budgets -LSA is meant to show the “best” businesses, not prioritize the highest spenders It's not all doom and gloom, though. Google has tested three LSAs on a page rather than two in the past. If they were to expand this inventory, it would greatly help the number of total clicks going to LSA overall.   Likewise, the Messaging feature was not always available. Whenever a new product or feature becomes available in LSA, as long as you can swing it while maintaining the other ranking factors, it's likely going to improve your performance. Just make sure you're replying quickly and picking up the phone when it rings.   If you don't yet have LSAs available to you, keep an eye out. Google recently added five new categories. LSA started small, and now has over 70 different types of companies listed. #ppc #marketing

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"We need to do more with less" -your boss, VP, CEO, board (probably) 😤 I have been having a lot of conversations with agency execs and in-house marketing leaders over the past several months, and the feelings are all very similar. Everyone feels crunched, budgets and headcount are tight, but expectations around output aren't decreasing inline. You know the drill. You're probably living it right now. But let me tell you, the idea that you're going to "throw a little AI on it" isn't going to fix the problem. It's a different world out there and the brands that are seeing success while not pulling their hair out are the ones who have inherently evolved their process and workflows to be efficient AND maintain a high bar. The two aren't mutually exclusive. You CAN work smarter and deliver game-changing work. You just need to figure out the operational flow to do so. And that piece is what so often falls to the bottom of the to-do list amidst all of the other client or stakeholder demands. If you're nodding your head in agreement to all of this but thinking you'll never have the time to figure this out, you're in the same boat as so many others. But the good news? You don't have to. I can do it for you. And I'm currently working with select clients to help operationalize their brand. Because it works. And it can work for you. If that sounds interesting, check out the link and let's chat! Or if you can commiserate, but really don't like chatting, and wouldn't mind hitting 'like', that's great too and I guarantee others in your network are feeling this way. Stay sane out there. https://lnkd.in/eH4dZNAG

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Did you catch The Wall Street Journal’s recent take on Google's growing challenges in search? Google isn’t just losing ground—it’s losing relevance. The WSJ’s recent article paints a vivid picture in their opening paragraph: "If Google were a ship, it would be the Titanic in the hours before it struck an iceberg—riding high, supposedly unsinkable, and about to encounter a force of nature that could make its name synonymous with catastrophe." Like many of my recent articles have shown, there is a seismic shift happening that's driving a new frontier in search. In 2025, EMARKETER projects, Google’s share of the U.S. search-advertising market will fall BELOW 50% for the first time since the company began tracking it. Here's what's driving this shift: 1. Younger generations aren’t Googling—they’re searching on TikTok, Amazon, and Instagram. 2. AI platforms like ChatGPT and Perplexity are rapidly becoming the go-to for answers. 3. Search quality is declining under the weight of AI-generated content "slop" flooding the web. 4. Trust is decaying, with ongoing antitrust battles against the DOJ casting doubt on Google’s business intentions. 5. Google is showing it's age, people are demanding better search options designed for today. This isn’t just Google’s problem—it’s a wake-up call for brands and marketers. The search ecosystem is changing faster than anyone anticipated. So, what’s the playbook for the future? • You can no longer rely on building your marketing solely around Google. Diversify your search and content strategies now. • Embrace AI search platforms. Optimize for ChatGPT, Perplexity, and Google Gemini to gain an early movers advantage on these new growing AI search engines. • Build an audience. Brand recognition will be your lifeboat when search behaviors shift. The future belongs to brands that disrupt—not those who wait to be disrupted. Are you steering into this new reality, or are you still riding the waves of the past? Let’s discuss how to adapt and thrive—drop your thoughts below! https://lnkd.in/emkVmhgm

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As the allure of RMNs grows, marketers will need to exercise caution given the numerous challenges ranging from the lack of transparency to regulatory risks, and the growing acceptance of conquest marketing and the leverage that provides retailers.

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Ok. Omnicom + IPG acquisition. My thoughts: (1) Networks will continue to commoditize. In the grand scheme it's not going to make much difference. The management consultancies are still going to continue to erode revenue from networks as they have for over a decade now and networks will continue to act shy of the C-Suite and allow themselves to continue commoditizing their services. (2) Boutiques will not boom. Those looking for specialized services, who prefer the vibe of a boutique or have personal connections at one will continue to use boutiques. A major bank or telco is still going to go with a scale agency who can field a large team immediately vs taking a risk with the scale-up promises of a smaller shop. No one is going to risk a career over that. (3) Noise. There's going to be a lot of noise. Omnicom will talk about efficiencies, scale, investment. They'll launch some branded tech-driven HR efficiency play, similar to what Publicis did the last time Omnicom failed to make a similar play happen. Independents will wave the freak flag a little higher. Memes will be created. (4) New acronyms. If you thought VMLY&R was ridiculous, wait until the FCBBDODDB press release makes its way to your inbox.

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📊 In the fast-paced marketing world, blending data with creativity can feel like a balancing act. Are you navigating this journey, too? You’re not alone. Cella's latest read explores how data-driven decision-making is transforming the way we approach marketing and creativity. Discover insights on striking the perfect harmony between numbers and innovation to drive impactful results. ✨ https://lnkd.in/ejJiS9mH #MarketingStrategy #Cella #RandstadDigital

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Some #LinkedInGems seen this week 💎👇 • How MWM Scales Ad Concepts Across Apps by Charles Perrot https://lnkd.in/ePiATDDf • AEM vs. SKAN vs. ASC Measurement by David Vargas https://lnkd.in/emppSWNk    • Most CRM and Lifecycle marketers design their onboarding journeys using a "one email per day" approach — which is lazy to say the least 🤮 by Rômulo Gomes 🏎️  https://lnkd.in/e-54CEGf • Monetizing an App Using One High-value Feature by Justine Arnaud https://lnkd.in/edKAbPWu • Applovin or Appscammin? by David Nyurenberg https://lnkd.in/eDV56JWb ------- No carousel...More family time...Same value? 𝗖𝗼𝗺𝗺𝗲𝗻𝘁/𝗥𝗲𝗽𝗼𝘀𝘁 𝗳𝗼𝗿 𝗔𝗽𝗽 𝗚𝗿𝗼𝘄𝘁𝗵 𝗞𝗮𝗿𝗺𝗮.

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I reference Pacvue's quarterly report for benchmarks and trends pretty frequently, which is why I'm more than a little excited to be included in this quarter's release. Things that caught my eye: -The CPC inflation on Amazon is real, 6.8% increase YoY for Sponsored Products -Walmart's CPC went up by a double digit % but their base is so low that a jump still puts them well below Amazon, something to watch -Instacart is riding steady in costs which is helped by a lower amount of competition in daily spending YoY, (odd considering Easter demand was closer to Q1 last year but it might be a function of more diverse ad offering YoY taking dollars from sponsored products)

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There's still quite a bit of unknown of how Google integrating Gemini into its standard search experience (referred to as Search Generative Experience, or SGE) will broadly impact SEO. But more and more data is coming out about the current state of the SGE. Search Engine Journal published an in-depth report with their findings today. Below are the key takeaways: 🔥 This is critical: websites can only accrue organic traffic from the SGE AFTER users click on the source of the AI-generated content. We all know how much adding an additional click to the process of the user journey can negatively effect traffic. This alone will likely decrease how much organic traffic is being driven to everyone's website 🤖 Some results (around 5%) don't even have original sources, meaning the content of the results are produced by Google 📈 The appearance of SGE's varies drastically by vertical, but will holistically increase over time. Of the industries analyzed, Beauty saw the highest rate of SGE at 95% and Finance saw the lowest at 47% 📊 In some cases, Google will show a generate button prior to showing the AI-based results. Safe to assume Google is experimenting with different layouts of this new experience, and testing how users will engage with Gemini if the AI results aren't delivered right away. The discrepancy between these two experiences also varied drastically by vertical 📉 Verticals with a higher portion of SGE results will have less time to pivot their SEO strategy accordingly. The Health industry has the highest portion of auto-generated SGE results, and therefore will be the most impacted by this change 🤑 Primary conclusion - This change will drastically overhaul everything we know about SEO, and everyone needs to be ready to pivot to this new reality very quickly. My personal opinion: everyone will likely see less organic traffic, and have to become more reliant on Paid Search. https://lnkd.in/gRj_Gwp9

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📣 📣 Proud to share our news: Yahoo DSP advertisers can now use Kroger purchase data for audiences and measurement. 📣 📣 More relevant advertising means less ad clutter. Ultimately, if we can change the incentives in digital advertising by optimizing against true results – then the entire digital ecosystem gets better. Less ad fraud, less garbage sites – more high-quality content and experiences. #KrogerPrecisionMarketing @8451 #RetailMedia #Programmatic #lovewhereyouwork

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