The programmatic landscape's No. 1 problem is also its No. 1 opportunity

Plus: Super Bowl takeaways, repeating ads, and paying for news February 18, 2022 /ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ= eMarketer Daily will not publish on Monday, February 21, due to the Presidents Day holiday in the US. [The programmatic landscape's No. 1 problem is also its No. 1 opportunity](/ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ=) Third-party identifiers, upon which programmatic digital display was built, have been under fire for years. Regulatory scrutiny has heightened and consumer sentiment around privacy has grown in favor of increased transparency into, and control over, where and how companies use personal data. Google’s plans to deprecate third-party cookies in Chrome and Apple’s introduction of the AppTrackingTransparency (ATT) framework are just the latest of the major milestones in the slow demise of third-party identifiers. At the end of 2020, we predicted that a US federal privacy law reminiscent of the EU’s General Data Protection Regulation (GDPR) would pass in 2021. Although that did not happen, demand for more privacy regulation is mounting as the ad industry navigates multiple state laws with varying levels of enforcement. Nearly two-thirds of US adults said the government should do more to regulate how internet companies handle privacy issues, according to a November 2021 survey from The Washington Post and the Schar School of Policy and Government at George Mason University. 2022 has already been eventful for congressional attempts at regulating digital advertising practices, with two bills introduced in the first 18 days of the year. [Read the full article.](/ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ=) [Are You Ready for Mobile-First Customers?](=/ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ=) Today, 1 in 3 financial companies have a mobile-first customer base, according to new research. Learn how the finserv sector has leveraged apps to propel growth, boost engagement, and acquire new customers. Plus, hear key metrics for measuring mobile marketing success. Join this live eMarketer Tech-Talk Webinar, presented by AppsFlyer. [Register Now](=/ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ=) /ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ= [The Weekly Listen: Super Bowl takeaways, repeating ads, and paying for news](/ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ=) On today's episode, we discuss the main takeaways (and the best/worst ads) from this year's Super Bowl, the power of bad customer experiences, what repeating ads can do, how hard it is to hold on to subscribers, whether people will pay more for news, an unpopular opinion about Valentine's Day, what the Scottish are best known for, and more. Tune in to the discussion with director of reports editing Rahul Chadha and our analysts Paul Verna and Dave Frankland. ["Behind the Numbers" is made possible by MNTN. Listen in.](/ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ=) [chart-image](/ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ=) [Webinar: Programmatic Video Advertising Is Thriving](=/ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ=) We predict that US advertisers will spend nearly $63 billion on programmatic digital video in 2022. In this webinar, we’ll help you decide where to invest with an overview of our new forecast, including trends like ad spend by device, measurement, and more. Join eMarketer’s live Meet the Analyst Webinar, presented by StackAdapt. [Register Now](=/ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ=) /ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ= [Which luxury products do US shoppers buy in-store?](=/ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ=) Across almost all product categories, US luxury shoppers are far more likely to make purchases in-store than online. Physical retail had the widest lead in the food and beverage category, followed by watches and jewelry. Digital got the upper hand in only fashion and travel, suggesting that for many tangible luxury goods, shoppers prefer to see and feel them before spending big bucks. [Go beyond the chart.](=/ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ=) [chart-image](=/ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ=) /ODY3LVNMRy05MDEAAAGCrB3KG25qXP4P8DZdCfV6f3G1nZfwNbfxo5J6EZljQLJGnITBS6FxuQNuyV9qfs3PO_kqlxQ= ©2022 Insider Intelligence Inc. 11 Times Square, New York, NY 10036 eMarketer Daily is published by Insider Intelligence Inc. 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