Klar for jobb igjen etter inneklemt helg? Her er 7 ferske lesetips om reklame, markedsføring og teknologi

GDPR, Martin Sorrell, transparens og duopolet: Dette er Jan Morten Dranges siste anbefalinger.

Jan Morten Drange, ANFO

Publisert 02.05.2018 - 07:30

Denne artikkelen er over to år gammel.

I vår forrige tips-kommentar fokuserte vi ene og alene på Sir Martin Sorrell og hans avgang fra WPP.

ANFOs lesetips

ANFOs lesetips er vår nye spalte i samarbeid med Annonsørforeningen og direktør Jan Morten Drange.

Han leser de fleste internasjonale fagnettsteder om reklame og markedsføring, og deler mange artikler blant annet på Linkedin.

Hver uke oppsummerer Jan Morten noen av de beste, viktigste eller mest interessante artiklene i en anbefaling.

Det gjør vi selvsagt ikke to ganger på rad. En kommentar eller to kan vi selvsagt dra frem denne gangen også, men i stor grad er vi nå tilbake til «hverdagen».

Vi begynner med en kort kommentar hvor Google rett og slett hoverer litt over Facebook i etterkant av Cambridge Analytica-skandalen: «We have brand safety issues, but we are no Facebook.»

Da håper vi de har alt på stell?!

Google on Cambridge Analytica scandal: 'Yes, we have brand safety issues, but we are not Facebook'

Google is confident it will never suffer a similar data breach on the scale that Facebook is currently facing with Cambridge Analytica, even though it has suffered brand safety and advertising fraud issues in the past.

GDPR rykker stadig nærmere.

Vi og mange med oss bruker en del tid på å se for oss hvordan dette vil påvirke hvordan vi bla annonserer på Facebook i fremtiden. Her får du en meget to the point-artikkel fra Johnny Ryan i Pagefair:

The GDPR is coming and will change Facebook ad targeting - Digiday

While most focus is on Facebook's travails in Washington, the real threat for Facebook looms in Europe. The General Data Protection Regulation kicks in May 25, and it is poised to change how Facebook targets ads.

Vi fortsetter i GDPR-sporet. Flere adtech virksomheter forlater rett og slett Europa. Og de begrunner dette med GDPR. Eller er det bare en unnskyldning?

Ad tech firms are quitting Europe, blaming the GDPR (often as a scapegoat) - Digiday

In the last two months, a pair of U.S.-based ad tech firms - cross-device targeter Drawbridge and location data firm Verve - said they would wind down European operations due to the looming General Data Protection Regulation.

Vi diskuterer gjerne hvordan vår bransje vil se ut i fremtiden. Det gjør veldig mange andre også. Ikke minst har det blitt relativt vanlig at sentrale byråtopper gjerne mener litt mer om dette i etterkant av Sir Martins exit fra WPP. Her får du en kommentar fra Publicis-sjefen, som er ganske tydelig på at sentrale endringer må til:

Publicis boss: 'There will be a reconfiguration of our industry. It can't stay as it is'
Advertising is under pressure and holding companies must transform themselves drastically if they are to remain fit for purpose, according to Publicis Groupe boss Arthur Sadoun. His rival Sir Martin Sorrell's shock exit from the helm of WPP has led some analysts to speculate that the once all-powerful agency conglomerates are now ripe for being broken up.

Brand safety er en gjenganger. Og dessverre er det noen plattformer og kanaler som går igjen. Ny sak hvor YouTube er involvert…:

Exclusive: YouTube ran ads from hundreds of brands on extremist channels

US tax dollars may have gone to the channels, too. Ads from five US government agencies, such as the Department of Transportation and Centers for Disease Control, appeared on the channels. Many of the companiesthat responded to CNN said they were unaware their ads had been placed on these channels and were investigating how they ended up there.

«There is a relationship between price paid and quality and brand safety». Det visste vi vel egentlig!

It's the ROI, stupid: Advertisers talk a big game on brand safety, but rarely follow through - Digiday

Last week, CNN reported that YouTube had served ads for major advertisers alongside Nazi, pedophilia and propaganda videos. Affected advertisers included Netflix, Adidas, Hilton and Under Armour, which immediately said it would suspend YouTube spending for a short period of time. If that sounds familiar, it's because it is.

Transparens eller mer riktig mangel på transparens er dessverre også en gjenganger. Her en en kommentar som rett og slett sier: «Blame the duopoly, not just the agencies. Lack of transparency a serious challenge!»

Advertisers, agencies agree transparency in ad buying is a problem, but not so much on the blame - Digiday

The blame game between advertisers and agencies is stalling the former's efforts to uncover what happens to money spent on programmatic ads. Transparency was unsurprisingly the recurring theme at the Digiday Programmatic Marketing Summit Europe in Estoril, Portugal, where it was clear the issue is far from solved.

God lesing!