zero-party data

Aprovechando que ha terminado el periodo de gracia de quince meses para la aplicación del Reglamento de Gobernanza de datos (Data Governance Act), hoy lanzamos una puesta al día rápida de lo que ha pasado en las últimas semanas antes de que se acumulen demasiadas cosas en este otoño vertiginoso. En las categorías habituales: 

• ePrivacy y novedades legales
• MarTech y AdTech
• IA, competencia y mercados digitales
• PET y Zero-Party Data
• Futuro de los medios

Referencias principales:

• Masters of Privacy (EN): Entrevista con Eve-Christie Vermynck de Skadden Arps (brechas de seguridad).
• Masters of Privacy (EN): Entrevista con Cory Underwood de Search Discovery (datos sensibles en la normativa federal y estatal de EEUU).
• Masters of Privacy (EN): Entrevista con Sille Sepp de MyData Global (en relación al Reglamento de Gobernanza de datos).
• Cláusulas contractuales modelo de la Comisión Europea para el uso de servicios de inteligencia artificial en el sector público. 

Texto completo con más referencias: https://mastersofprivacy.com/es/newsroom-de-octubre-llega-la-dga-instagram-de-pago-y-mmm-2-0/ 

Oh boy is TikTok in the news this week.

Now more than 150 million Americans use TikTok on a regular basis. The US government believes this is a security risk for multiple reasons. But most people aren't talking about the #1 reason (we discuss this).

Streaming is down from its lofty levels. Will it continue to dip? We think it might. Is there a new streaming model on the way?

And social media is going the way of the DM. What does this mean for marketers?

In rants and raves, Joe raves about Rand Fishkin's ChatGPT rant while Robert rants (again) about zero-party data.

This week's links:

TikTok to 150M

Map of States Banning TikTok

TikTok Gears Up for Congress

Streaming Slowdown

Social Media and the DM

Zero-Party Data Rant

YouTube and Podcasts

Rand's ChatGPT Rant

-----

Liked this show? SUBSCRIBE to this podcast on Spotify, Apple, Google and more. Catch past episodes and show notes at ThisOldMarketing.site.

Subscribe at TheTilt.com and get Joe Pulizzi's content creator newsletter 2x per week.
Subscribe to Robert Rose's newsletter at Experience Advisors.

With all the economic headwinds, CPGs are facing a double crisis – costs are up, demand is down in many markets, and consumers are hunkering down for a recession. Meanwhile, the supply chain is still in disarray after COVID, and geopolitical trends are volatile. It’s tough out there for marketers – it looks a lot like hurricane season in these kind of conditions.

That means marketers face more scrutiny, and need to demonstrate the value they will get for every penny they spend. 

CPGs are notoriously data poor – they have much less data than their key collaborating sectors, the media ecosystem, and retail. Yet, conversely, Nielsen found that 69% of marketers agreed first-party data was essential to their strategies.  

Epsilon research found that: 

1. 86% of digital relies on third party cookies 
2. 83% anticipate moderate to significant impact on their digital advertising efforts when cookies deprecate 
3. 53% are not fully prepared 
4. 70% are not confident their partners will provide a comparable solution

Customer identity and access management software creates a single cloud platform that enables brands to do three things:

1. Capture and manage customer identities to remove friction at registration and log-in
2. Build robust customer profiles based on first-party, permission-based data
3. Orchestrate and govern customer profiles in near real-time to other customer engagement solutions to deliver personalized experiences

Tracking has allowed marketers to cost-effectively zero in on specific consumers on Facebook and customize ads for the most success. Without access to IDFA, marketers will have a limited view of the consumer, restricting their ability to personalize ads, making customer opt-in and consent critical. 

Relevant Content: 

CIAM: What is customer identity and access management?

Benefits of CIAM: Better security, slick CX, and more revenue

SAP Customer Identity and Access Management for B2C

Zero-party data: Definition, examples, and marketing benefits

Hi again! We are bringing our regular “Newsroom” updates to this channel, covering quarterly news on five particular topics: 

• ePrivacy and regulatory framework
• MarTech and AdTech in a Privacy-First world
• Competition and digital markets
• Zero-Party Data and Customer Centricity
• The future of media

We will add relevant links on a subsequent blog post. Please find more information and resources on mastersofprivacy.com 

Wordle wiggles seven figures out of the New York Times, while product analytics company Pendo went out and purchased themselves a media company as the M&A market heats up.

In rants and raves, Robert complains yet again about zero-party data. Joe comments on the early nature of NFTs, and begs Mark Ritson for more curiosity.

Robert's book recommendation: The Opposable Mind by Roger Martin.

---------

Liked this show? SUBSCRIBE to this podcast on Spotify, Apple, Google and more. Catch past episodes and show notes at ThisOldMarketing.site.

image: Getty Images

Con Cris Moro y Sergio Maldonado

Referencias:

• Directrices para el uso de Google Analytics sin consentimiento de cookies (Holanda)
• Resolución austríaca en contra de usar Google Analytics
• Especificación de Topics API en Privacy Sandbox
• Conflicto entre el RGPD y la Directiva de Contenidos Digitales

En nuestra web puedes encontrar el post completo con todas las noticias comentadas y sus fuentes.