Observed Signal · Feb 8, 2023 · Regulation · Source: CMSWire · Impact: 2/5 · Sentiment: Negative
How Marketers Can Adapt When Personalized Data Targeting Closes
This CMSWire editorial by Jason Ball examines how B2B content marketers should respond to the tightening of personalized advertising data. It references a Reuters report that Meta, under a confidential EU privacy watchdog decision, would only be allowed to run ads based on personal data with users' consent under GDPR. The author suggests that rather than treating this as an apocalypse, marketers should see it as an opportunity to diversify distribution. He recommends audience research tools like SparkToro, surveying customers, and testing channels such as industry publications' advertorial opportunities, newsletters, niche communities, Reddit, Quora, and podcasts. He also cautions against untested assumptions about channel performance, arguing that claims like 'podcasts outperform blogs' lack evidence and should be validated through experiments for each specific business. Overall, the piece is strategic commentary rather than breaking news, focused on adapting content distribution to a less personalized data environment.
Relevant editorial for marketers on the impact of EU privacy rulings on personalized advertising, but not a major industry announcement or breaking news.
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Key Takeaways & Evidence Grounding
- The CMSWire editorial by Jason Ball was published on Feb 8, 2023.
- Reuters reported that Meta would only be able to run advertising based on personal data with users' consent under an EU privacy watchdog decision.
- The article argues that restrictions on personalized data should push B2B marketers to test alternative content distribution channels such as advertorials, industry newsletters, niche communities, Reddit, Quora, and podcasts.
- The article cites SparkToro as an audience research tool for discovering where target audiences spend time online.
- The author emphasizes that claims such as 'podcasts outperform blogs' lack evidence and should be tested per business.
Connected Companies & Entities
8 Entities mapped“In December, Reuters reported that Meta ... will only be able to run advertising based on personal data with users' consent, according to a ...”
“In December, Reuters reported that Meta ... will only be able to run advertising based on personal data with users' consent....”
“In December, Reuters reported that Meta ... will only be able to run advertising based on personal data with users' consent....”
“In B2B, this typically means LinkedIn and Google PPC (with some Facebook and Instagram for good measure)....”
“In B2B, this typically means LinkedIn and Google PPC (with some Facebook and Instagram for good measure)....”
“Tools like SparkToro, an audience research tool flagging websites, social accounts and hashtags visited and used by your audience, can be he...”
“Platforms such as Reddit and Quora have engaged specialist groups (though be careful you understand how to approach them)....”
“Platforms such as Reddit and Quora have engaged specialist groups (though be careful you understand how to approach them)....”
Ontology Mapping & Concepts
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