Monday, February 26, 2024

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    In rocky digital advertising landscape, advertisers reconsider direct mail

    For a long time, digital marketing was considered the darling of the ball, with granular metric reporting, hyper targeting capabilities and lower price points than its offline counterparts.

    However, there’s been a shift on the digital front. Google’s third-party cookie (which is finally crumbling) and Apple’s App Tracking Transparency initiative has made targeting more challenging. At the same time, CPMs are up and users’ tolerance for digital ads is down, agency execs say.

    “As with digital, the only constant is change,” said Laramey Lawson, evp and director of insights and engagement at GS&F, an independent ad agency. “Some of the fantastic targeting that we’ve grown accustomed to is not going to be as easily accessed as it has been in the past.”

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