Report: Google is chief platform driving e-commerce sales | NBCU bolsters ad targeting capabilities with One Platform | Report: Video dominates mobile traffic usage
February 26, 2020
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Top Story
Report: Google is chief platform driving e-commerce sales
Oribi analytics firm is reporting that Google drives more e-commerce traffic and sales than Facebook and Instagram because it "reaches consumers who are more intent on making a purchase," writes Robert Williams. The primary drivers of e-commerce site traffic are email and apps, and consumers tend to gravitate toward less expensive products on Facebook and Instagram, Oribi reports.
Full Story: Mobile Marketer (2/24) 
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Marketing Technology
NBCUniversal is readying to launch One Platform, an ad tool that enables marketers to plan and purchase linear and digital ad space across all of its properties with guaranteed buys for broad reach, demographics, advanced target audiences and sponsorships and live events. NBCU is also expanding its CFlight cross-platform impression measurement system to include over-the-top co-viewing, out-of-home measurement and short-form videos.
Full Story: Adweek (tiered subscription model) (2/25),  MediaPost Communications (2/25),  Ad Age (tiered subscription model) (2/25) 
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Report: Video dominates mobile traffic usage
More than 60% of global mobile traffic is video, a report from Sandvine found. YouTube, Facebook Video and Instagram were the top app traffic generators, respectively, Sandvine says.
Full Story: Telecompetitor (2/25) 
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Ad groups including the American Advertising Federation, Interactive Advertising Bureau, American Association of Advertising Agencies and Association of National Advertisers have written a joint letter protesting Hawaii's proposed privacy bill. "Requiring opt-in consent for the sale of geolocation information and internet browser information would fundamentally change Hawaiians' ability to access products and services they enjoy and expect through the Internet," the letter says, noting that Hawaii's proposed bill is "far out of step with other states' consumer privacy proposals."
Full Story: MediaPost Communications (2/24) 
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Data Management
Google's new policy may hinder location-based marketing
This year, new apps in the Google Play store will first need approval from Google before they can collect user location data when users are not aware that the data is being gathered, and Google is extending the policy to include all apps in November, according to a corporate blog post. The move "should further squeeze an already rattled location-based ad market, which has been forced -- through consumer awareness, regulation and the actions of operating systems -- to reduce its reliance on GPS signals to target consumers," writes Lara O'Reilly.
Full Story: Digiday (tiered subscription model) (2/26) 
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Business Insights plans to move its data to's cloud service to improve the customer experience. J.D. Power's Tyson Jominy says shoppers' ability for 360-degree vehicle views and to use virtual reality gives them more confidence before they go to dealerships, adding, "By moving to the cloud, you're going to improve speed, keep consumers at cars longer and give more information than they were previously ingesting."
Full Story: The Wall Street Journal (tiered subscription model) (2/25) 
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Association News
The top ANA article in January was about complying with the California Consumer Privacy Act of 2018 (CCPA), which went into effect at the start of the year. While it presents a slew of cascading challenges for marketers, here's how you can ensure your compliance.
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Looking to bounce out of your marketing slump? Then you need to come to the 2020 ANA Brand Masters Conference, March 4 to 6 in Scottsdale, Ariz. As the springtime companion to the ANA Masters of Marketing Conference, CMOs and marketing leaders will share their inspirational approaches to effective, results-driven brand marketing that can help you drive sales, profitability and return on investment.
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I don't have a feeling of inferiority. Never had. I'm as good as anybody, but no better.
Katherine Johnson,
mathematician, NASA scientist, Presidential Medal of Freedom recipient
February is Black History Month
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