The court heard arguments against Google and Twitter, and the plaintiffs argued whether the companies are liable for the content that their algorithms promote. Big Tech.The industry is worried the Supreme Court is ill-equipped to decide this case. The victim's family sued Google because they felt they were responsible for radicalizing ISIS members.Īnd, after two and a half hours of oral arguments, witnesses say SCOTUS was confused about the plaintiff's arguments. This particular case started after the ISIS Paris attacks in 2015. Of course, there are valid arguments for reforming Section 230, but mostly, no one has had any great ideas about how to drive that forward.Įven now, some speculate that SCOTUS will pass on making a decision and leave it up to Congress to decide. This decision has significant blowback on any website curating third-party content. The case will decide if the Court will make drastic changes to the 1996 law that protects service providers and publishers from being sued over the content their users post. The Supreme Court recently heard arguments in this landmark case. They have their eye on big tech, and major changes may be on the horizon impacting the entire advertising ecosystem. If you haven't been paying attention to the Supreme Court, we firmly suggest you do. The Supreme Court Takes a Big Swing at the Ad Tech Industry Results versus relationships will drive the next growth stage, " Joel Paquin writes in an ANA blog post on the topic. “The next phase of growth for RMNs and value creation for brands will be through RMNs assuming shared responsibility with advertisers for driving brand growth as well as demonstrating the ability of their platforms to drive profitable incremental growth and positive ROAS for brands. The degree to which it grows will depend on how helpful the RMNs are in meeting the marketer’s needs. It’s important to note that the ANA survey respondents are still bullish on retail media, and the ANA says that it is here to stay. Clearly, many expected to see meaningful brand growth at a time when consumers are cutting back. Perhaps the RMNs over-promised the sales marketers could expect to get from advertising with them. Meanwhile, shoppers are introduced to products they never knew they wanted. And as a walled garden, they can attribute actual sales to their ad spend. Moreover, they can use the retailer's first-party data to hone their targeting strategy and reach the right user at the right time. It seemed like a win-win-win for everybody: retailers like Walmart benefited from diverting the marketer’s ad spend to retail media and higher average order values from targeting shoppers in real-time.Īdvertisers benefit by getting their messages in front of consumers closer to the point of sale. Many in the industry pinned their hopes on retail media, especially as cookie deprecation loomed. In a panel discussion, Vinny Rinaldi, Head of Media Analytics, Data, and Technology at Hershey’s, suggested that retail media is pricey, but performance is not remarkably better than other data sets. It was a topic covered at AdExchanger’s yearly kick-off conference. Only 18% say brand awareness was their most important goal for retail media. Most brands (75%) want their RMN spend to result in direct sales. Brand growth is a far cry from brand awareness. What’s going wrong? According to the ANA, brands credit RMNs with driving sales, but they’re not convinced they can drive brand growth. Some marketers hint that the relationship between the advertiser and the retail media platform can veer into toxic territory. In fact, 88% of brands say they feel pressured by retailers to spend in their channel, with some 42% feeling it’s just a cost of doing business. In its earnings report, Walmart noted that its ad revenue grew by 30% in 2022, delivering the retailer $2.7 billion in revenue and contributing to its overall profitability.īut a recent Association of National Advertisers survey revealed that marketers aren’t as enamored of the channel. There’s no doubt that brands are spending on retail media, which is a Godsend to the retailers that attract those budgets. Retail media is supposed to be a bright spot in an otherwise concerning market. eMarketer predicted that spending would grow nearly 26% to reach $51.36 billion and would even disrupt the linear TV market. Judging from the press late last year, 2023 looked like it would be the year of retail media. Retail Networks Might Not Be the Shiny New Thing After All Google’s Black and LatinX Publishers 2023 Summit Are These Marketing DEI Initiatives Going Anywhere?
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