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Curated News from TheDrum on January 21, 2022

Business-to-business marketers were slow to adopt digital platforms. Some were tortoise slow. Now with the metaverse suddenly thrust upon them, how should they be reacting? With most experts agreeing that a wait-and-see approach will just be history repeating itself, The Drum explores how and where B2B marketers should get involved as part of our Metaverse Deep Dive.​

Trade shows, product demonstrations, client meetings, customer service and advertisements are among the core pillars of business-to-business (B2B) marketing. Each of which now has the potential to be radically altered by the metaverse.

While it’s clear the promise of avatars striking a multi-million dollar, multi-year deal with a virtual handshake isn’t going to happen any time soon, the fact remains it’s certainly within the realm of possibility. And at the very least, the beloved B2B sales funnel is already being impacted by emerging technologies at a rate faster than most would have expected.

Curated News from TechCrunch on January 19, 2022

A new bill seeks to dramatically reshape the online advertising landscape to the detriment of companies like Facebook, Google and data brokers that leverage deep stores of personal information to make money from targeted ads.

The bill, the Banning Surveillance Advertising Act, introduced by Reps. Anna Eshoo (D-CA) and Jan Schakowsky (D-IL) in the House and Cory Booker (D-NJ) in the Senate, would dramatically limit the ways that tech companies serve ads to their users, banning the use of personal data altogether.

Curated News from The Drum on January 19, 2022

As part of The Drum’s Metaverse Deep Dive, Anzu’s Itamar Benedy (co-founder and chief executive) and Dow Jones Live’s Elena Corchero (director of emerging technology) look at the evolution of the metaverse, its future and what it means for modern advertising.

The metaverse – a digital space where people gather to play, hang out, create, learn, spend, consume media and interact with brands – is fast approaching. At its core are connected experiences, linked together via one giant virtual environment, which will create a new and exciting playground for advertisers.

Curated News from Digiday on January 18, 2022

After delays and missteps, Google is outlining its latest plan for advertising in Chrome web browser following the demise of the cookie.

The tech behemoth is now ready to test what it calls Topics advertising, an iteration on an experiment that it ran last year, where it can serve personalized ads to Chrome web browsers to groups of people, or cohorts, so ads do not target individuals.

This comes after it received push back on its previous test of its Federated Learning of Cohorts [FLOC] model, which hid users in pools of anonymity. But that solution was found to allow for bad actors who could use techniques to trace “cohort” data back to personally identifiable information.