This week, in data
We're still locked in to Resolutioner's season. CPMs are up while CACs are irregular by platform. We're still seeing a lot of spend focused on the core Meta/Google funnel - what are you doing with your own spend? Could be that perfect opportunity to test Axon or YouTube that you've been dreaming of.
Just be sure to use Clicks + Deterministic Views to measure any efforts you take there.
Short week of insights, so I'll make up for it with an incredible selection of links.
🚀 ICYMI: Northbeam Incrementality is here. Sign up now to join the future of incrementality.
❄️ Online shopping spikes during snowstorms. ARBITRAGE, PEOPLE! Let's see that spend go UP!
📌 The new TikTok US business is trying to collect precise user location data. Finally, Larry Ellison will know when you're doomscrolling makeup tutorials on the toilet. But real talk - is this for advertising or what? How will this affect our algos? Only time will tell.
🍞 Dumbphone users have literally lost their minds. The battle against the iPhone is a battle against performance marketing in general, so we should pay attention as this movement grows.
👶 Age verification is threatening to upend the hierarchy of social media. Responsible advertising is coming, but can TikTok circumvent it? Do we not, as marketers, need to be thinking more about this?
📲 Instagram wants to be on your TV. It's like I said - everything becomes cable TV eventually. The TV is the biggest screen in your house. They gotta put ads on it.
📺 Google is adding brand searches to their Demand Gen data. I still trust Northbeam better.
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