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The Top 10 Advertising and Marketing Legal Issues to Watch for in 2022
2022 has the potential to be a major year for the advertising and marketing industry — new laws and guidance are going into effect, the Federal Trade Commission (FTC) is reviewing various guides, and new enforcement priorities have emerged.
How digital out-of-home can meet the data privacy moment
Apple’s iOS 14.5 privacy changes, which force apps to get explicit consent to track user behavior, tore through the ad tech ecosystem like a tornado. The privacy policy Apple calls App Tracking Transparency (ATT), coupled with the expansion of data privacy laws and Google’s upcoming elimination of third-party cookies (though not until 2023) has forced advertisers used to one-to-one targeting to reassess their data practices. It’s even caused many to wonder whether adtech – and the many businesses dependent on one-to-one targeting using cookies or mobile advertising IDs for user acquisition and engagement – will crumble in an era focused on consumer consent.
NFTs, Hybrid Commerce, and More for Advertising in an Unpredictable and Complicated Reality
NFTs are new tools in the marketing technology stack for brands to use to reaffirm loyalty and amplify cultural impact. Brands ceding control to consumers has been one of the fundamental tenets of digital marketing. NFTs promise to accelerate and amplify consumer control with the ability for consumers to take authentic and documented ownership of the brands they love.