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Give users genuine control over ad targeting, MEPs urged – TechCrunch

Over 30 civil society organizations, pro-privacy tech businesses and European startups are making a last ditch pitch to try to convince EU lawmakers to put stricter limits on surveillance advertising as a major vote looms on an update to the bloc’s digital rules. The European Parliament will vote shortly to confirm its negotiating position on […] ....

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How major publishers are driving revenue with brand lift measurement

How major publishers are driving revenue with brand lift measurement
While many advertisers are back to spending money in Q4, many are also continuing to be very cautious with their budgets. And some haven’t committed spend for 2021 at all. Now as Google Chrome’s sunset of third-party cookies promises to weaken traditional insight tools, many publishers are looking for new data-led strategies to entice agencies and clients to bring them next year’s business.
Brand lift measurement that is, campaign effectiveness measures that include brand awareness, consideration, preference and action intent can form part of the solution, especially if it’s cookie-free, automated and delivered at scale. For many major publishers and broadcasters, effectiveness measurement has now become crucial to unlocking advertiser budgets. Here’s why several have made strategic choices to invest in brand lift measurement, and how the investments have paid off. ....

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