🔊 Ad industry's new push against Google, Apple

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Plus, user-generated images hold powerful brand insights.

Aug 05, 2020

Good morning Marketer, the ad industry is ready to push back.

With Apple and Google increasingly forging their own — and disparate — paths to privacy, tracking and measurement in their browsers and operating systems, the ad industry is aiming to present a unified voice to push back and advocate for their interests.

Yesterday, leading trade groups, advertisers, agencies, ad tech and martech firms and publishers (well, one: NBC Universal) launched the Partnership for Responsible Addressable Media.

The primary aim: “protect critical functionalities” for ad targeting, personalization and attribution — which Safari’s Intelligent Tracking Prevention and Google’s coming approach for Chrome currently threaten — and establish common, global standards for doing so.

It will be interesting to see what comes out of this group and how much leverage it has over the powerful platforms. Google’s much more likely to lend an ear than Apple, which doesn’t rely on advertising as a business model outside of its App Store and has continued to tighten restrictions with ITP.

Keep reading for an interesting look at the insights brands can glean from user-generated images and more.

Ginny Marvin,
Editor-in-Chief

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Shorts

Why brands should “listen” to user-generated images

A new study on why consumers disengage with brands on social media finds that consumer-generated images have powerful sway over consumers’ perceptions of brands.

“Consumer-created brand images on social media are different from product images on retailer websites,” said one author of the study, Liu Liu of the University of Colorado. “Consumer-created brand imagery posted on social media depicts consumers’ interactions with brands and links brands with usage context, feelings, and consumption experiences.”

The authors developed and tested a model called BrandImageNet for brands to monitor and evaluate how their brands are portrayed in images and whether that aligns with their positioning.

Why we care. Social listening has focused mainly on what people say about brands with text. But as images become “the medium of choice for online conversations,” the authors say, brands need to reprioritize how they’re evaluating brand sentiment.