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Chaos incoming: Omnicom, News, Journey Beyond, LiveRamp, Adfixus forecast deep impact as privacy overhaul accelerates, brands scramble for consent, legal teams fear ‘fair and reasonable’ fallout

It’s not just third-party cookies that will cause signal loss for brands. With privacy law reforms speeding towards the marketing and media industry, pretty much every identifier used for ad targeting is under threat. During this week’s D_Coded News Corp event, panellists from Journey Beyond, Omnicom, Adfixus and LiveRamp predicted chaos ahead but some emerging opportunities – including a 150 per cent lift in performance for Journey Beyond off its News Corp partnership – if consented first party data is harnessed right.

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News Corp cracks data interoperability with new Google and LiveRamp deals; beefs up ‘plug and play’ customer insights in bid to tackle fragmentation, privacy pincer, big tech’s hegemony

News Corp went large on tech at its D_Coded event, touting new data and targeting tools that it says will have advertisers future-proofed for life after cookies and an accelerated privacy overhaul that now has brands scrambling. A new customer insights unit is at the forefront of its big play, with segmentation capabilities buoyed by data interoperability partnerships with Google and LiveRamp, and sporting a clutch of new features including location targeting, programmatic booking, a new analytics dashboard and an AI concierge. Magna boss Lucy Formosa Morgan reckons it’s going to land with agencies – but stopped short of saying it puts daylight between the publisher and its local rivals.

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Brands squander nearly $100m in digital ad spend in Q1 2024, reveals Next&Co report

Brands have reportedly wasted close to $100 million in digital advertising spend in the first quarter of 2024, marking a decline of 3.85% from the same period in 2023, according to the latest quarterly Digital Media Waste report from Next&Co. The report, compiled from data gathered through Next&Co’s proprietary media auditing tool, PrometheUs, reveals that wasted digital advertising spend reached $97.1 million between January and March 2024, averaging 42% across total audited digital media spend.

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Apple’s ‘destructive’ iPad Pro ad sparks controversy, forces apology

Apple’s latest ad for its iPad Pro, which depicts a variety of creative tools being crushed by a hydraulic press, has sparked controversy and criticism from various quarters. The ad, released last week, features the destruction of pianos, trumpets, metronomes, paint, sculptures, pinball machines, desks, screens, and books. High-profile critics include actor Hugh Grant and Hollywood creator Justine Bateman, who accused Apple of insensitivity to the creative community. Grant described the ad as the “destruction of the human experience. Courtesy of Silicon Valley” while Bateman stated, “Tech and AI means to destroy the arts and society in general. This is not making things better. This is just making some people insanely wealthy at the expense of all of us.”

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OpenAI unveils GPT-4o, makes it free, suggests a leap forward in AI interaction

OpenAI has launched its latest artificial intelligence model, GPT-4o, with several updates including a new desktop service, vision reasoning, and enhanced voice assistant features. Unlike previous versions, GPT-4o will be available for free, a departure from the subscription model for previous ChatGPT 4 users.

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Commbank Household Spending Index drops amid rate rises

The CommBank Household Spending Insights (HSI) Index saw a decline of 3.9% in December. This drop is attributed to interest rate rises and consumers’ holiday spending. The HSI Index, which is based on de-identified payment data from approximately seven million CommBank customers, representing around 30% of all Australian consumer transactions, saw a fall in eight of its 12 underlying categories.

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Chartered Accountants, AFL, Menulog, recruiters back Australian Marketing Institute’s push for all marketing industry execs to pursue Certified Practising Marketer status; Mi3 alliance announced, professional development points earned for reading content

This article is about getting marketers, agencies, media and tech talent to become more like chartered accountants – in a good way. That is, have letters after their name that mark them out to employers, peers and recruiters as the most horizontally skilled and relevant in the business – and be required to continue learning every year to keep them. It’s why marketing leaders at the AFL, Menulog and Chartered Accounts Australia and New Zealand are backing the AMI’s competencies framework, embedding it to future-proof their teams and drive marketing upstream – and pushing for industry-wide CPM status. And it’s why Mi3 and the Australian Marketing Institute (AMI) have partnered as part of the industry body’s ambition to elevate the profession’s standing. From today, AMI members can log-in and read Mi3’s articles and earn continuous professional development (CPD) points that count towards retaining the AMI’s Certified Practising Marketer (CPM) status. CPMs need 100 points every year to keep their status. So keep reading – as getting to the end of this article earns a point while unpacking

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Chartered Accountants, AFL, Menulog, recruiters back Australian Marketing Institute’s push for all marketing industry execs to pursue Certified Practising Marketer status; Mi3 alliance announced, professional development points earned for reading content

This conversation is about getting marketers, agencies, media and tech to become more like chartered accountants – in a good way. That is, have letters after their name that mark them out to employers, peers and recruiters as the most horizontally skilled and relevant in the business – and be required to continue learning every year to keep them. Which is precisely why Mi3 and the Australian Marketing Institute (AMI) have partnered. Log-in and read Mi3’s articles and earn continuous professional development (CPD) points that count towards retaining the AMI’s Certified Practising Marketer (CPM) status. CPMs need 100 points every year to keep their status. So get reading.But first, listen to why chartered status, continuous learning and breadth of skills are critical for marketers and those in the supply chain that want to a) remain relevant and b) progress to the top and beyond.Menulog CMO Simon Cheng is using the AMI framework of 25 competencies to create “horizontal” marketers. “Don’t be afraid to swim in other lanes, and become best mates with the CFO” is his advice to marketers – and amass financial acumen much earlier in your career. For AFL marketing boss, Anthony Voyage, harnessing the framework is all about “marketing fitness” and gaining incremental advantage through it. Chelsea Wymer knows exactly the value of chartered status – because she’s CMO at Chartered Accounts Australia and New Zealand, which accredits 136,000 chartered accountants. Her advice? “Take control of your own learning” – and sign up with the AMI: “It really does tell the organisations we work for that we’re more than just ‘the colouring in department’; that we’re experts with serious tech and digital skills – and commercial acumen.”AMI CEO Bronwyn Heys says businesses need “bench-ready talent” if they are to promote from within – which requires more horizontal and “more adaptable” talent given accelerating flux. Hence developing the AMI’s 25 competencies with counterparts in the UK, Europe and the US. But she says there is one constant: “If you do not have commercial acumen as a marketer, you are going to fail.”AMI Board Chair Andrew Thornton says recruiters are exasperated at the lack of “broader, non-marketing expertise” in those applying for CMO roles. “It is really hindering where they are going,” he suggests.If recruiters are telling you what’s closing off your job options… it’s probably worth listening.

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