Google Updates Rules on Consumer Finance
Google is rolling out updates to its rules for personalization of consumer finance ads. Starting March 1, 2024, consumer finance ads will no longer be able to target users based on gender, age, parental status, marital status or ZIP code. While privacy advocates are likely celebrating a victory, advertisers promoting consumer finance products will need to make plans to adjust to these new rules.
Programmatic Continues to Grow
A recent survey by the IAB claims that over half of advertisers now allocate over 40% of marketing budgets to programmatic, but a third of advertisers don’t measure campaign success. The growth of programmatic makes sense given consumers shifting media consumption habits and increased targeting capabilities. Programmatic is also easier to track than traditional media, so advertisers should begin to pursue better measurement.
TikTok Users Watching Longer Videos
After pushing creators for months to focus on longer videos, TikTok claims its users spend half their time watching content that is longer than 60 seconds. These longer videos likely still don’t make up more than a quarter of the videos on TikTok overall, but it does suggest a shift in user behavior that could benefit advertisers by providing the opportunity to tell a longer, more compelling story to consumers.