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Addressability is a “slow-motion train wreck” says IAB CEO

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Addressability is a "slow-motion train wreck" says IAB CEO

“Less incrementalism and more burning impatience from the entire industry.” This was the mantra repeated again and again by IAB CEO David Cohen in his opening keynote address to the Annual Leadership Meeting convened this week, both virtually and in-person, in New York City. His message was a stark warning: major challenges are facing the industry and a cautious response to them will be disastrous.

The “IAB State of Data” report, released to coincide with the event, underlined the scale of these challenges, raising concerns about a measurement blackout as the industry continues to invest in third-party data despite the threats of cookie deprecation and stringent legislation.

In the dark. “If we don’t diversify our approach to the market, soon we’ll be operating by the equivalent of candlelight.” said Angelina Eng, Vice President, Measurement and Attribution, Programmatic+Data Center, IAB, in a release. “The industry risks losing $10 billion in annual sales — without a serious plan for what happens when everyone’s in the dark.”

Advertisers are trusting in adtech and publishers to solve the problem, but in the view of the IAB, and despite its REARC initiative, it’s not happening. The IAB is calling for the industry to develop common standards and KPIs, develop privacy-centric solutions for addressability and measurement, and leverage existing tech standards to apply across channels.


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Diversity is mandatory. Among Cohen’s warnings was a shortfall in tech talent. By 2030, he said, more than 85 million tech jobs could go unfulfilled. “What does it have to do with diversity? Everything.” Failure to diversify the talent pool puts recruiting an adequate workforce at risk.

The media and entertainment industry has made big strides: “They had no choice. New technologies, our technologies, enable audiences to find what they want, where they want it, when they want it. Entertainment companies knew they had to reach deeper and broader to satisfy their existing audiences and the new audiences they [needed to] gather.” The marketing and advertising industries need to catch up. IAB is supporting this with its Digital Media Apprenticeship program. “Talent and DEI needs less incrementalism and more burning impatience from the entire industry.”

Privacy and addressability. The deprecation of third-party identifiers was described by Cohen as “the world’s biggest slow motion train wreck. We can all see it coming from miles down the track. And the industry’s response? More incrementalism. ‘Someone will figure it out for me.’”

It’s not just about cookies, it’s about Congress too, said Cohen, referring to the proposed surveillance ad ban legislation. “We are simply not prepared,” said Cohen. He called, inevitably, for less incrementalism and more burning impatience.

Next generation measurement. “We have at least 27 individual industry efforts focused on next generation measurement,” said Cohen. “Learning is good,” he continued, “but couldn’t we all use some standards in measurement we could all build off of?” It requires industry involvement rather than businesses defending their “favorite metrics.”

Why we care. Marketers and advertisers will look back on this speech as an urgent call to action. The question is whether they will look back from the perspective of an unresolved addressability and measurement blackout, as the IAB is warning, or from the happy uplands of an industry-wide resolution to these challenges.

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Right now, with Google flip-flopping on what will replace cookies and a bewildering portfolio of composite deterministic/probabilistic identity resolution solutions on offer from a range of adtech vendors, the IAB’s warnings have force.


About The Author

Integrate announces the recipients of its College Game Changers awards
Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.


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Trends in Content Localization – Moz

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Trends in Content Localization - Moz

Multinational fast food chains are one of the best-known examples of recognizing that product menus may sometimes have to change significantly to serve distinct audiences. The above video is just a short run-through of the same business selling smokehouse burgers, kofta, paneer, and rice bowls in an effort to appeal to people in a variety of places. I can’t personally judge the validity of these representations, but what I can see is that, in such cases, you don’t merely localize your content but the products on which your content is founded.

Sometimes, even the branding of businesses is different around the world; what we call Burger King in America is Hungry Jack’s in Australia, Lays potato chips here are Sabritas in Mexico, and DiGiorno frozen pizza is familiar in the US, but Canada knows it as Delissio.

Tales of product tailoring failures often become famous, likely because some of them may seem humorous from a distance, but cultural sensitivity should always be taken seriously. If a brand you are marketing is on its way to becoming a large global seller, the best insurance against reputation damage and revenue loss as a result of cultural insensitivity is to employ regional and cultural experts whose first-hand and lived experiences can steward the organization in acting with awareness and respect.

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How AI Is Redefining Startup GTM Strategy

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How AI Is Redefining Startup GTM Strategy

AI and startups? It just makes sense.

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More promotions and more layoffs

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More promotions and more layoffs

For martech professionals salaries are good and promotions are coming faster, unfortunately, layoffs are coming faster, too. That’s according to the just-released 2024 Martech Salary and Career Survey. Another very unfortunate finding: The median salary of women below the C-suite level is 35% less than what men earn.

The last year saw many different economic trends, some at odds with each other. Although unemployment remained very low overall and the economy grew, some businesses — especially those in technology and media — cut both jobs and spending. Reasons cited for the cuts include during the early years of the pandemic, higher interest rates and corporate greed.

Dig deeper: How to overcome marketing budget cuts and hiring freezes

Be that as it may, for the employed it remains a good time to be a martech professional. Salaries remain lucrative compared to many other professions, with an overall median salary of $128,643. 

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Here are the median salaries by role:

  • Senior management $199,653
  • Director $157,776
  • Manager $99,510
  • Staff $89,126

Senior managers make more than twice what staff make. Directors and up had a $163,395 median salary compared to manager/staff roles, where the median was $94,818.

One-third of those surveyed said they were promoted in the last 12 months, a finding that was nearly equal among director+ (32%) and managers and staff (30%). 

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Extend the time frame to two years, and nearly three-quarters of director+ respondents say they received a promotion, while the same can be said for two-thirds of manager and staff respondents.

Dig deeper: Skills-based hiring for modern marketing teams

Employee turnover 

In 2023, we asked survey respondents if they noticed an increase in employee churn and whether they would classify that churn as a “moderate” or “significant” increase. For 2024, given the attention on cost reductions and layoffs, we asked if the churn they witnessed was “voluntary” (e.g., people leaving for another role) or “involuntary” (e.g., a layoff or dismissal). More than half of the marketing technology professionals said churn increased in the last year. Nearly one-third classified most of the churn as “involuntary.”

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Men and Women

Screenshot 2024 03 21 124540Screenshot 2024 03 21 124540

This year, instead of using average salary figures, we used the median figures to lessen the impact of outliers in the salary data. As a result, the gap between salaries for men and women is even more glaring than it was previously.

In last year’s report, men earned an average of 24% more than women. This year the median salary of men is 35% more than the median salary of women. That is until you get to the upper echelons. Women at director and up earned 5% more than men.

Methodology

The 2024 MarTech Salary and Career Survey is a joint project of MarTech.org and chiefmartec.com. We surveyed 305 marketers between December 2023 and February 2024; 297 of those provided salary information. Nearly 63% (191) of respondents live in North America; 16% (50) live in Western Europe. The conclusions in this report are limited to responses from those individuals only. Other regions were excluded due to the limited number of respondents. 

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Download your copy of the 2024 MarTech Salary and Career Survey here. No registration is required.

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