Marketers are left head scratching over 2023 after the pure chaos that was digital advertising last year.
- Digital media drawbacks. The golden age of digital advertising, when Meta was considered the so-called holy grail of e-commerce, isn’t what it used to be. There’s still no standard resolve for Apple’s data privacy measures, rendering targeting and attribution on social media unreliable, Twitter’s turbulent takeover has spooked its biggest advertisers and at least one digital marketer said they were “burning money” with CPMs on Meta ads fluctuating from $22 one day to $41 the next. Most of the industry is still trying to do the same strategy and implementation that they did last year and the year before. Is this the year the cookie actually dies and we need to rewrite the targeting and measurement rules.
- Predicting the unpredictable. This year, eMarketer forecasted that U.S. advertisers would shell out $58.11 billion on Facebook ads, up 15% YoY in spite of iOS changes. The industry’s dirty secret is that although performance marketing is good at directly tying a click or impression to a sale, correlation doesn’t always equate to causation, he added. Meaning, there’s no sure way to know if the sale would have happened with or without the impression. Digital advertisers say they’re leaving 2022 on a higher note than it started, with a better understanding of the landscape, navigating scrutiny within big tech, scrambled targeting, new measurement systems and of course, economic uncertainty. (Digiday)