'A V-shaped recovery': Slow recovery ahead for mobile marketers post-Apple tracking crackdown

Marketers are couching any optimism they have of a steady recovery after Apple’s crackdown on user tracking saps media dollars from the market. March 30, 2021 The real impact on media spending from Apple’s imminent tracking crackdown isn’t yet clear, but the actual amount is likely to be severe — at least in the short-term. Marketers believe spending will recover from the knock of Apple’s App Tracking Transparency (ATT) plan, but the trajectory will be U-shaped, not V-shaped — a dip to start, followed by a slow but steady recovery over four to six months. Read more below. - Marketers are couching any optimism they have of a [steady recovery after Apple’s crackdown]( on user tracking saps media dollars from the market. - [Medium plans to scale back its investment]( in publications to focus instead on what its founder calls relational media. - Right now retail media is defined by an [arms race between Amazon and Walmart](. However, challengers like Target and CVS are looking to compete with their own offerings. - Media buyers assess [which publishers are outpacing their competition]( in the race for creating first-party data solutions. - For Digiday+ members, brands are aiming to create [entertaining video content to help them target]( consumers who’ve become more difficult to reach. - A healthy inventory of commercial real estate in many cities has made subleasing a nonstarter. So companies are [making their office spaces more utilitaria](n and employee-friendly environment. - The most expensive product sold at [NTWRK's latest commerce festival]( was a painting by artist Lefty Out There for $4,800. - March Madness and NBA All Stars mark the perfect occasions for Turner Sports to try and [engage both younger- and female-skewing audiences.]( Other things to know about - Gain exclusive recognition from Digiday in categories including Best Content Studio, Best Use of Video and more through the Digiday Media Awards. See the full list of[categories and submit by the last chance deadline on April 9.]( - Survey: Brand marketers and media agencies — how are you adapting your TV advertising strategy to [reach consumers in the connected TV landscape](? Sponsored by Innovid. - When it comes to companies taking a stance to protect the planet, 70% of polled consumers say [they’d pay a premium for brands that are environmentally responsible](. Sponsored by Sendle. Top Stories Ivy Liu The Programmatic Marketer ['A V-shaped recovery': Slow recovery ahead for mobile marketers post-Apple tracking crackdown]( Marketers are couching any optimism they have of a steady recovery after Apple’s crackdown on user tracking saps media dollars from the market. howdy! Subscriptions [Four years into a subscription strategy, Medium still doesn't spend money to acquire subscribers]( The platform plans to scale back its investment in publications to focus instead on what its founder calls relational media. Sponsored by Innovid [TV advertising is adapting to consumer viewing habits]( Survey: The streaming TV boom means brands must consolidate omnichannel advertising to personalize and measure marketing across multiple devices. Brand marketers and media agencies, tell us how you’re responding to shift from linear to CTV; we’ll send you a $5 Starbucks gift card with the results. Advertisement howdy! Retail Media [Scouting report: Buy-side pros evaluate winners, challengers in retail media]( Right now retail media is defined by an arms race between Amazon and Walmart. However, challengers like Target and CVS are looking to compete with their own offerings. Sponsored by sticky.io & Kount [Why 91% of brands and retailers say fraud prevention is failing]( Only 9% of industry professionals are confident that their fraud prevention strategies are very effective. Download this report from Modern Retail, sticky.io & Kount to learn why. howdy! Life Beyond the Cookie [Scouting report: How some publishers' first-party data offerings stack up, according to media buyers]( Media buyers assess which publishers are outpacing their competition in the race for creating first-party data solutions. Advertisement Sponsored by YouGov [New report: COVID-19’s impact on global media consumption]( As the pandemic continues, media planners and buyers are settling into the new normal — and the new necessary. This new report explores how media consumption has changed over the past year, featuring key industry findings that highlight future challenges and opportunities. howdy! Content & Commerce [NTWRK’s 'festivals' show building consumer appetite for luxury goods through e-commerce]( The most expensive product sold at the latest commerce festival was a painting by artist Lefty Out There for $4,800. howdy! Publishing in the Platform Era [How Turner Sports uses new platforms and content to expand audience, advertising offerings]( March Madness and NBA All Stars mark the perfect occasions for Turner Sports to try and engage both younger- and female-skewing audiences. 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