| | | | | First Things First | | February 10, 2020 | By Jess Zafarris |
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| How Ad Tech Is Bracing for Life After the Cookie | |
| | Google’s decision to become the latest browser to kill the cookie has industry trade groups scrambling to pick up the pieces. The IAB Tech Lab, the research and development arm of the IAB, wants to lead a broad coalition of interests that can come to a consensus about how to continue online advertising. The trade organization is planning an announcement at this year’s IAB Annual Leadership Meeting concerning how the industry will move ahead when it comes to targeting online ads. One proposal currently under consideration puts forward the idea of using a recently launched common data taxonomy and publishers’ first-party data, where a user registers an ID such as an email address, to help advertisers target audience types. Advertisers can then find their desired audiences by bidding against a relevant audience ID that is created using this verified data, as opposed to a cookie, with the working theory that it can be applied across browsers. Read more: However, the next two years are still likely to see a significant shock to the system. | | | |
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| Del Monte’s Quest to Change How Americans Feel About Canned Produce | |
In a report commissioned by the company, Del Monte Foods, maker of canned fruits and vegetables, learned that only 19% of Americans consider frozen produce healthy, and a mere 13% said the same about prepackaged goods. By contrast, the majority of people believe fresh (78%) and organic (61%) food is good for them. The view that fresh fruits and vegetables are healthy, while frozen and canned are not, has been around for a while, and it’s a problem for companies like Del Monte. But according to experts, whether fruits and vegetables are fresh, frozen, canned or dried, they’re all nutritionally equivalent. Read More: Learn how the company's latest campaign aims to change minds about prepackaged produce. | |
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| For Black History Month, we asked marketers about their efforts to partner with Black-owned firms, during Black History Month or otherwise. | |
"Back in 2017, J. Walter Thompson (now Wunderman Thompson) launched the 20/20, the first racial equality program in the Brazilian advertising industry and whose main goal is to change the company culture through a more plural hiring process, avoiding unconscious bias. To this end, we hired EmpregueAfro, an HR and ethnic-racial diversity consulting firm, which helped us implement the program and with whom we have an annual contract. We are also signatories to CEERT (Center for the Study of Labor Relations and Inequalities), one of the most important Brazilian organizations in the fight against racial discrimination in the labor market." —Andrea Assef, director of communications, Wunderman Thompson Brazil "We wanted to do something more to amplify black voices and have a lasting effect on the community, so we created a three-day incubator program called 'Blackness in Full Bloom.' Three-hour sessions each week across the next three weeks, focused on the area each business needs the most help: social/digital media plus a professional photoshoot. There will also be an installation done by florist designer, Maurice Harris, to top the month off. We’re excited to work with Nappily Naturals Apothecary, a wellness shop, Behind the Sneaker, a content/experience platform, and Palette, a DTC hair styling product line and equip them with the tools to help their business bloom." —Maya Thompson, Deutsch LA strategist and creator of 'Clear Dat Throat' "Spark Foundry’s partnership efforts with Black-owned firms is not limited to just Black History Month. Throughout the year, we help our clients invest in a variety of efforts with Black-owned firms designed to reach, engage and build relationships with this highly valued community. In addition to client-led initiatives, Spark Foundry is a long-standing member of the 4A’s and AAF’s Mosaic Council—actively participating as leaders in these important industry organizations promoting policy, programs and practices fair to all." —Esther (E.T.) Franklin, evp and managing director of global strategy and cultural fluency, Spark Foundry | | | |
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| | Featured Jobs | WCCB-TV Charlotte, North Carolina | CCOM Group Miami, Florida | Truth Initiative Washington, Washington DC | Truth Initiative Washington, Washington DC | GumGum Chicago, Illinois | | |
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