Marketer’s Dependency On Tech Giants A Key Concern: Criteo Report

Businesswoman laptop using ,Social, media, Marketing concept / blue tone
SHARE
THIS



The industry’s high dependency on tech giants such as Google and Facebook has emerged as a key concern, according to a new report which assessed the impact of COVID-19 on marketing.

The research, conducted by Criteo, asked 1,000 senior marketing executives around the world – including 125 in Australia – how they adapted to the pandemic.

A key theme through the report is the continued rise of social media and search marketing through the pandemic.

Compared with the same period in 2019, 62 per cent of respondents said they were spending more on social media marketing, while 59 per cent reported an increase in search marketing.

However, this has also resulted in a sense of nervousness for some. 30 per cent of marketers revealed they now have concerns around brand safety, ROI and targeting with their digital campaigns. A high dependency on Facebook, Google and Amazon was also a contributing factor.

And with Google set to deprecate third-party cookies next year, these fears will only be exacerbated.

According to Criteo’s managing director ANZ Colin Barnard, the results show that transparency has never been so important for marketers.

“It comes down to fairness and transparency, the biggest industry-wide challenge that consumers and businesses alike want to see tackled,” Barnard told B&T.

“Put simply, users should have the control over their data, understand how it is used and measurement for marketers should be accessible and verifiable.

“There’s no doubt Big Tech are reaping the benefits of their near-monopoly power, with many deploying arguably anti-competitive practices that need examining. That’s why at Criteo we champion the open Internet, helping advertisers maximise their return on investment without relying on walled gardens.”

Life after cookies

When asked about the third-party cookie situation, Barnard said he expects end users to ultimately benefit from the shift away from previous targeting strategies.

“The transparency debate will continue to evolve as the industry makes the necessary steps to improve advertising experiences. What’s important is the way marketers approach this – we want to empower people with more choice and transparency and individual control over their data,” he said.

As the industry continues to weigh up possible solutions for life after cookies, The Trade Desk’s Unified ID 2.0 has emerged as a potential suitor.

Late last year, Criteo joined the Unified ID 2.0 initiative, something which Barnard said is a sign of the future.

“Our commitment to the Unified ID 2.0 initiative is our first public nod to this, where we shared our plans to integrate our single sign-on solution so people can have unprecedented control over their personal data and ad experience, and ultimately the ability to give their consent to advertising,” he said.

“The main concern lies in whether it will create a more fragmented market with each browser and operating system making their own decisions. At Criteo, we believe that the ad industry needs a unified, long-term solution to provide relevancy with increased privacy controls.”

Please login with linkedin to comment

Criteo

Latest News

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign
  • Campaigns

Crater Teams Up With Director Luna Laure For ‘Harry’s Story’, Canteen’s Newest Campaign

Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. While his mother fortunately survived, he lost his […]

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners
  • Campaigns

AFL Legend Kevin Sheedy Narrates ‘A Love Letter To Victoria’ Via Enthral Partners

In partnership with storytelling agency Enthral, AFL star Kevin Sheedy has voiced a video ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state experiencing four lockdowns. Sheedy has partnered with Ethral to share […]

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media
  • Advertising

Telstra’s Belong Appoints Howatson + White For Strategy & Creative, Retains OMD For Media

Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy
  • Advertising
  • Campaigns

Coke Releases New Campaign, ‘Turn Up Your Break’, Via Ogilvy

Coca-Cola Australia has rolled out its new campaign ‘Turn Up Your Break’. The campaign will be led by a TVC that encourages people to truly pause with a Coke on their break so they can walk away feeling refreshed and uplifted. The TVC features two busy chefs stepping outside for a break, the bustling kitchen […]

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health
  • Marketing
  • Media

Nova 91.9’s Ben And Liam Locked Up In Rundle Mall To Raise Awareness For Mental Health

Nova 919’s Ben & Liam breakfast show announced that they’ll be throwing their support behind and raising awareness for a cause very close to their hearts, mental health. On Monday 21 June Ben Harvey and Liam Stapleton will be locked in a purpose-built glass structure, in the middle of Rundle Mall, for an entire week […]

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal
  • Advertising
  • Media

iHeartPodcast Network Australia And The New York Times Agree Podcast Ad Sales Deal

ARN and The New York Times have reached an agreement for ARN to become the advertising sales representative for The New York Times’s podcast portfolio in Australia. The deal will enable Australian brands to connect with Australian listeners to The New York Times’s most popular podcasts, such as The Daily, Serial and This American Life, […]

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off
  • Advertising
  • Media

Verizon Media Academy Ends For 2021 With Youth Charity Pitch-Off

Verizon Media’s talent program has come to an end for the third year, closing with a hybrid pitch-off event for Musicians Making A Difference (MMAD). The Verizon Media Academy class of 2021, made up of 44 emerging leaders from across Australia and New Zealand media, advertising and marketing industry, were given just one hour to […]