Rezonence

Predictions 2020: Privacy - ExchangeWire.com

This article compiles industry leaders' views on how privacy will shape ad tech and martech in 2020. It follows 2019's regulatory focus, including the ICO’s adtech RTB update, and notes that the California Consumer Privacy Act takes effect on January 1, 2020. The piece argues that 2020 will be about actions, not words: greater transparency and security in auctions, a pivot toward first-party data, and the use of consent frameworks such as the Transparency & Consent Framework (TCF). It warns of consent fatigue and anticipates major platform-driven changes from Chrome, Apple, and Mozilla affecting cookies and tracking. Regulators and cross-border data handling under GDPR/CCPA are highlighted, with calls for open standards and compliant data practices. Quoted contributors include Townsend Feehan (IAB Europe), Simon McDougall (ICO), Colin O’Malley (The Lucid Privacy Group), and other privacy-focused executives.

Only Brands Can Reverse Digital Marketing Disengagement - ExchangeWire.com

An ExchangeWire opinion piece argues that brands are the only lever to reverse digital marketing disengagement driven by ad blockers. The author recalls a time when magazines protected reader experience and where editorial and advertising work in harmony through a fair value exchange that funded high-quality content. Citing an IAB study, it notes 18% of adults use ad blocking (up 3 percentage points since June 2015) and that 61% would rather not pay for the content they consume. The piece highlights City AM’s approach to block access when ad blockers remain and Axel Springer’s option to charge £2.23 per month, illustrating market-tested responses. It discusses how client metrics have shifted toward clicks and social measures, sometimes at the expense of brand lift, with Collective, Nielsen, and comScore studies cited. Industry voices Nick Baughan of Maxus and Steve Brown of Rezonence advocate industry unity, better attribution, and experiments such as cost-per-human over CPM to improve ROI and engagement.

The Neuroscience Behind Interactive Ad Formats; the State of European Retargeting - ExchangeWire.com

ExchangeWire Research’s weekly roundup covers neuroscience-driven interactive ad formats and the state of European retargeting. A Neuro-Insight study using Rezonence’s FreeWall found that interactive ads produced 29% higher memory encoding in the left hemisphere than traditional MPUs, with hair care brand engagement rising 41% and positive emotion up 25%. Dwell time for interactive hair care ads was nearly twice that of static ads, while dwell time for the lottery brand increased 41%. FreeWall is described as a value-exchange among publisher, audience, and advertiser to boost engagement and monetization. In Europe, AdRoll surveyed 250 marketers across about 4,000 advertisers, revealing that 88% say retargeting performs equal to or better than search and 64% plan to increase retargeting budgets in 2015, with brand awareness (60%), sales (57%), and retention (51%) being top objectives, and 56% retargeting on mobile devices.