3 new things in advertising: Data collection, streaming subscriptions, and brand reputations

1. How marketers are collecting consumer data in the wake of ATT

The trend: Apple’s launch of AppTrackingTransparency (ATT) in iOS 14.5 has started to reshape digital advertising and is affecting mobile app publishers’ and advertisers’ monetization models, budget allocations, and measurement strategies.

First and foremost: As first-party data becomes more important than ever in wake of the privacy changes, mobile app publishers with the largest caches of user data will suffer the least deprecation of their ad targeting abilities.

Read more about specific brands' strategies.

2. Streaming services focus on ad-supported tiers

The news: Ad-supported video is the new hot thing in streaming. Several major streaming services—and even subscription-based video-on-demand (SVOD) services, which have historically opposed advertising—have either expressed interest in or already launched ad-supported channels.

Why ads, why now? Offering cheaper, ad-supported subscription tiers is a win-win for streaming services in a crowded market looking to increase revenues without going overboard on raising subscription costs.

Read more about streaming strategies.

3. Companies weigh brand strategies in Ukraine and Russia

The news: Companies including Airbnb, Uniqlo, Netflix, and Shell all continue to debate the pros and cons of operating in Russia after its invasion of Ukraine prompted global rebuke that has made the country a commercial outcast.

The big takeaway: Russia isn’t a huge market, but it’s not a small one, either. The real reason brands are cutting ties with Russia is because consumers are willing to punish brands that aren’t taking positive actions.

Read more about American businesses in Europe.