InMobi Advertising, a leader in content monetization and marketing technologies, has launched the next generation of its Consent Management Platform (InMobi CMP). This self-service solution empowers mobile publishers to stay aligned with global privacy regulations, enhancing compliance, user trust, and ad revenue.

1. Global Privacy Platform (GPP) Support

   • InMobi CMP now supports GPP compliance across all mobile apps (Android, iOS, and Unity) and websites. This addition ensures compliance with multiple state regulations in the U.S., including CCPA in California, CPA in Colorado, CTDPA in Connecticut, UCPA in Utah, and VCDPA in Virginia, all of which are part of the MSPA framework.

2. Unity-Compatible UI Customization

   • The platform offers expanded customization for Unity-built apps, allowing publishers to personalize color schemes and font styles on consent prompts, seamlessly integrating the CMP with app design. This focus on UI enhances user experience and improves consent rates by making it easier for users to understand and manage their data preferences.

Industry Insights on Privacy and Consent Management
As privacy regulations like GDPR and CCPA evolve, compliance becomes critical for mobile publishers seeking to maintain user trust. According to InMobi's survey, while 87% of mobile users expect privacy protection, only 42% feel that apps deliver on this promise. Bridging this trust gap can directly impact engagement, as 77% of users indicated that trust in an app influences their willingness to make in-app purchases.

Expert Opinions on Privacy-First Design

1. Abhay Singhal, CEO, InMobi Advertising

   • “Implementing robust consent management practices like the InMobi CMP demonstrates transparency and builds user trust, leading to higher engagement and advertiser demand for consented traffic.”

2. Mia Chen, CEO, BrainWave Games

   • “Prioritizing user privacy is essential for building trust. Our consent management process focuses on simplicity and seamless app integration, making privacy compliance user-friendly and efficient.”

Why Consent Management Matters for Mobile Publishers
In today’s data-conscious environment, implementing a consent management platform (CMP) provides visitors with a transparent, user-controlled experience over their data. CMPs like InMobi’s enable users to update data permissions easily, reinforcing a transparent and trust-based data relationship, which can drive user satisfaction and increase app engagement.

With InMobi CMP’s latest features, mobile publishers can confidently navigate the complex landscape of privacy regulations while enhancing user experience and trust. Through GPP support and Unity UI customization, InMobi enables publishers to meet compliance requirements and improve consent rates, paving the way for stronger engagement and ad revenue growth.

Five9, a leader in Intelligent CX, has published a new survey exploring consumer attitudes toward AI in customer experience (CX). The survey results show a strong consumer preference for human interaction in customer service, especially during high-demand seasons like holidays. As businesses leverage AI to streamline CX, transparency and balance between automation and empathy become crucial for customer trust and brand loyalty.

1. Trust in AI-Driven CX Is Still Growing

   • Despite the integration of AI in customer service, 48% of consumers distrust information provided by AI customer service bots, with 56% expressing frustration over AI-driven chatbots.
   • 84% of consumers are aware of AI's role in CX, yet the preference for human interaction remains across all generations.

2. Younger Generations Are More Open to AI

   • Gen Z and Millennials are more comfortable with AI in CX than older generations, with 63% of Gen Z and 60% of Millennials trusting information from AI-powered customer service bots.
   • Gen Z is also less likely to prefer human interaction for support (66%) compared to Gen X (76%) and Baby Boomers (86%).

3. Holiday and High-Demand CX Expectations

   • During holiday shopping, 48% of consumers prioritize fast delivery, while 47% value product availability. This heightened demand also extends to sectors like healthcare and travel, where appointment and service availability top consumers' needs.
   • Poor customer experience during peak periods directly impacts brand loyalty, with 72% of older generations associating poor CX with decreased loyalty.

The Role of AI and Human Support in CX
AI has the potential to streamline routine tasks, allowing human agents to focus on more complex issues requiring empathy. According to Niki Hall, CMO at Five9, AI in CX can reduce friction, but empathy and transparency remain key to building long-term trust.

Implications for Businesses
As demand grows, brands must strategically balance AI’s efficiency with the human touch that consumers value. By fostering transparency around AI's role and maintaining empathetic support, brands can enhance customer satisfaction and loyalty.

Five9’s survey highlights a vital takeaway for businesses: consumers value the combination of AI-driven efficiency with the reliability of human support. For brands, the path forward lies in transparently integrating AI to complement, not replace, the human touch in CX.

Marketers have long faced the challenge of balancing short-term sales objectives with the enduring work of brand-building. Tracksuit’s new report, The Emotion Effect, addresses this issue by highlighting the power of emotional storytelling in brand marketing. With insights from Tracksuit, Google, IPSOS, and the Institute for Practitioners in Advertising, the white paper provides actionable insights to help marketers prioritize emotional connections over quick-fix strategies.

The Power of Emotional Advertising
The report demonstrates that emotional advertising outperforms rational messaging across both traditional and digital media. Emotional storytelling helps brands stand out, creating lasting impressions that drive long-term business value. This approach contrasts with the common, short-term focus on rational, promotional campaigns that can leave brands vulnerable in the long run.

Insights from The Emotion Effect
The Emotion Effect details seven “deadly sins” of emotionless advertising, revealing the pitfalls marketers often fall into when prioritizing short-term wins:

1. Greed

   • An excessive focus on brand awareness, prioritizing volume over quality connections.

2. Wrath

   • Using aggressive promotional tactics that push rational messaging without first fostering brand affinity.

3. Sloth

   • Relying on rational messages to meet short-term sales goals, which often undermines pricing power and long-term brand health.

Commentary from Industry Experts
James Hurman, Founding Partner at Tracksuit, notes the pressure marketers feel to achieve quick results, which can lead to an over-reliance on rational, activation-driven campaigns. By contrast, Ariane Pol, Global Head of Research at Google, emphasizes the importance of taking consumers on a journey, allowing brands to be perceived as unique and relevant even when consumers are not immediately in the market.

Brand Campaign Examples
The white paper showcases successful emotional campaigns from brands like Airbnb, Heineken, La Roche-Posay, and Mattel. These examples illustrate how brands can resonate deeply with audiences by focusing on emotional connections, storytelling, and shared values.

The Emotion Effect underscores the value of emotional storytelling for marketers seeking sustainable brand growth. With compelling insights and actionable strategies, Tracksuit’s report offers a roadmap for brands to avoid common pitfalls and achieve enduring success through emotionally engaging campaigns.

Vimeo, a leader in video technology, has launched an immersive new app for Apple Vision Pro, introducing viewers to an entirely new way of experiencing content. The app, now available on the visionOS App Store, empowers users to watch, upload, and share spatial videos in a visually immersive format that adds depth and dimension to storytelling.

What is Spatial Video?
Spatial video introduces a groundbreaking format that creates a richer, more immersive viewing experience. By capturing content with enhanced depth, spatial video makes scenes feel more lifelike, with applications ranging from personal memories to professional projects. Spatial videos can be recorded on Apple Vision Pro, iPhone 16, iPhone 15 Pro, and iPhone 15 Pro Max, with Canon also joining the wave by announcing a new stereoscopic lens, the RF-S7.8mm F4 STM DUAL Lens for the EOS R7 camera, compatible with spatial video recording.

Key Features of Vimeo’s Vision Pro App

1. Seamless Integration Across Devices

   • Vision Pro users can watch, upload, and manage spatial videos directly from their Vimeo library, accessible on visionOS, iOS, and vimeo.com.

2. Enhanced Storytelling for Creators and Businesses

   • Professional creators and businesses can leverage spatial video to deliver innovative experiences, from immersive customer tours to engaging training modules. Apple’s upcoming update to Final Cut Pro will further support this trend, allowing creators to edit spatial video content and add dynamic effects on Mac.

3. Expanding Vimeo’s Content Library

   • With this app, users can explore and contribute to Vimeo’s growing collection of spatial videos, building a community that shares and celebrates this unique form of storytelling.

Exclusive Content with Jake Oleson
To celebrate the app's launch, Vimeo has partnered with award-winning filmmaker Jake Oleson, whose exclusive content showcases the possibilities of spatial video. This collaboration aims to inspire other creators to explore the capabilities of immersive video and share their experiences on Vimeo’s platform.

Quote from Philip Moyer, CEO of Vimeo
“Vimeo has always been committed to supporting creators with top-quality formats and cutting-edge technologies. Our Apple Vision Pro app represents a pivotal moment in the evolution of video experiences, bringing creators closer to their audiences with the power of spatial storytelling.”

Vimeo’s Apple Vision Pro app opens a new chapter in video content creation and sharing, enabling both personal and professional users to dive into spatial video experiences like never before. As more tools and hardware join the spatial video ecosystem, Vimeo is positioned as a pioneer in the next generation of immersive storytelling.

McAfee, a global leader in online protection, has partnered with Yahoo News, the top news and information site in the U.S., to enhance content integrity by integrating McAfee’s advanced deepfake image detection technology into Yahoo News's content quality system. This partnership aims to swiftly identify and flag images that may have been altered or generated by AI, ensuring high standards of journalism and credibility for readers.

Importance of Deepfake Detection
In an age where distinguishing authentic content from AI-manipulated material is increasingly challenging, empowering consumers with reliable tools to identify real versus fake images is crucial. The integration of McAfee's technology adds an essential layer of verification, helping to maintain the trust of readers and ensuring the accuracy of news content, particularly during significant news events.

How the Integration Works

• Automated Detection: McAfee’s deepfake detection technology, powered by McAfee Smart AI™, efficiently identifies AI-generated or manipulated images.
• Editorial Review: Flagged images are sent to Yahoo News’s editorial standards team, which evaluates whether the images meet the platform's editorial guidelines.
• Content Quality Assurance: This process reinforces Yahoo News's commitment to delivering credible journalism, supported by a network of top publishers and content creators.

Quotes from Key Leaders
Steve Grobman, McAfee Chief Technology Officer, emphasized the importance of trust in news sources:
“With the rapid pace of news today, misleading AI-generated images are a real concern. Our collaboration with Yahoo News demonstrates the power of AI for good, reinforcing the integrity and value of high-quality news at a crucial time.”

Matt Sanchez, President & GM of Yahoo Home Ecosystem, noted:
“Working with McAfee to implement their innovative deepfake detection technology gives us the opportunity to continue delivering excellence across our product with incredible scale and efficiency.”

Enhancing the Reader Experience
The seamless integration of McAfee’s deepfake detection technology allows Yahoo News to rapidly authenticate content while maintaining high-quality journalism standards. This proactive measure not only improves content validation but also addresses the growing concerns among readers regarding the authenticity of news images. With approximately two-thirds of Americans expressing worries about deepfakes, this partnership is timely and essential for ensuring a trustworthy news experience.

The partnership between McAfee and Yahoo News represents a significant step toward improving content quality in journalism. By integrating deepfake detection technology, Yahoo News reinforces its commitment to providing accurate and credible information, allowing readers to engage confidently with the news.

MediaRadar, the award-winning marketing intelligence platform, has announced the release of its groundbreaking report, “Future Titans of Advertising.” This comprehensive study, developed in collaboration with Vivvix, delves into the media and campaign strategies of successful challenger brands that are reshaping the advertising landscape. The report categorizes brands into three groups: Titans, Future Titans, and Contenders, based on their media spend growth and market impact.

Research Overview
The report analyzes the top 100 brand advertisers across 10 highly competitive industries, utilizing an exclusive dataset that encompasses over five million brands and more than 30 media channels. This marks the first installment of a series that will continue with monthly reports focused on key sectors such as Retail, Pharma & Healthcare, Apparel, Automotive, Finance, Home & Beauty, Media & Entertainment, Restaurants, Technology, and Travel.

Key Insights from the Report

• Challenger Brand Growth: Future Titans and Contenders are experiencing rapid media budget growth, often exceeding 30% year-over-year, allowing them to experiment with innovative media and creative strategies.
• Established Brand Dominance: Brands with a share of voice (SOV) of at least 15% maintain their market presence through consistent branding efforts. Amazon serves as a notable example of sustained leadership in media allocation.
• Media Spending Dynamics: Future Titans, identified as high-growth brands, demonstrated substantial media spending growth, with notable examples such as Temu (404%) and Adobe (139%). Their success highlights the impact of strategic media planning and execution.

Strategic Implications for Marketers
Matt Krepsik, CEO of MediaRadar, emphasizes the value of this report for marketers navigating today’s complex advertising environment:
"By analyzing how these Future Titans are employing unique approaches to media mix and brand strategy, marketers can gain the predictive insights needed to outmaneuver their competitors and achieve better business outcomes."

Quote from Expert
Brett House, Senior Vice President at MediaRadar, adds:
"Advertising spend relative to industry peers serves as a key indicator of a brand's market vitality. Our research shows that Future Titans often lead the charge in adopting innovative creative strategies and exploring emerging media channels, setting them apart for success in a rapidly changing marketplace."

The “Future Titans of Advertising” report by MediaRadar provides valuable insights into the evolving advertising landscape, highlighting how challenger brands are leveraging innovative strategies to disrupt the market. As marketers look to the future, understanding these dynamics will be crucial for achieving sustainable growth and maintaining a competitive edge.

LTK, the first and largest influencer marketing platform, has unveiled findings from its second annual brand study conducted in partnership with Northwestern University’s Retail Analytics Council. The study provides valuable insights into creator marketing trends as the industry is projected to reach $24 billion by the end of 2024. With creators becoming a top digital marketing investment, brands are recognizing their potential to engage audiences and drive impactful results across multiple channels.

Key Findings from the Study

1. Increased Investment in Creators

   • A staggering 93% of brands anticipate allocating a larger portion of their marketing budgets to creators in 2025.
   • 41% of brands are investing at least half of their digital marketing budget on creators this year, a notable increase of 14% from the previous year.

2. Multi-Channel Creator Utilization

   • Marketers are leveraging creator content across an average of four different channels beyond social media, including:
     • Content Marketing: 56%
     • Sponsorships: 44%
     • Connected TV (CTV): 43%
     • Display Advertising: 43%
     • Affiliate Marketing: 31%
   • Media boosting is a key strategy, accounting for 30% of brands’ total creator marketing budgets, with 82% utilizing creator content in social ads.

3. Connected TV Advertising Growth

   • CTV ads are emerging as a significant growth area, allowing brands to utilize authentic creator content for shoppable advertising spots. LTK’s CTV offering enhances brand messaging and optimizes reach.

4. Creator Marketing as a Retail Media Priority

   • For retail media networks, creator marketing is paramount, with 82% using creators to enhance awareness and leverage customer data. Earned media value is the primary metric for assessing effectiveness.

5. Expansive Audience Reach

   • Brands recognize the importance of creators’ extensive audiences, with 58% noting that creators helped increase brand or product awareness over the past year.

6. Multidimensional Impact of Creators

   • Brands report measuring multiple goals through creator marketing, including audience growth, awareness, engagement, and brand sentiment. Creators are also used to inform inventory decisions and enhance customer lifetime value.

7. AI Utilization in Creator Partnerships

   • The leading use of AI by marketers is in identifying creators for collaboration, surpassing other applications like creative asset generation. LTK Match, powered by AI, helps brands efficiently find ideal partners, with over 60% of creators cast being new to brand partnerships.

Expert Insights
“Creators are no longer a niche portion of the marketing mix – they are essential to driving brand growth and audience engagement,” said Rodney Mason, Head of Marketing, Brand Platform at LTK.

Frank Mulhern, Professor and Director of Retail Analytics Council at Northwestern University, added, “This study confirms that creators are driving measurable, multidimensional value for brands compared to more traditional marketing strategies.”

As the digital marketing landscape evolves, the LTK study underscores the critical role of creator marketing in driving brand success. With significant investments planned for 2025, brands are recognizing the multifaceted impact of creators across various channels, making them integral to future marketing strategies.

Koddi, a leader in retail and commerce media technology, has announced a strategic partnership with Grubhub aimed at enhancing Grubhub's marketing platform. This collaboration introduces advanced advertising capabilities that enable Grubhub’s merchants to leverage automated optimizations, detailed reporting, and a self-serve campaign creation interface to drive better performance and sales.

Key Features of the Partnership

1. Enhanced Pre-Checkout Advertising

   • Grubhub merchants can now access advanced pre-checkout advertising tools that include:
     • Bid Automation: Automatically fine-tunes budgets and bids to optimize campaign performance.
     • Advanced Targeting: Utilizes precise audience parameters to reach specific customer segments.
     • Granular Performance Reporting: Provides insights into key metrics such as share of voice, time live, and return on ad spend (ROAS).

2. Data-Driven Decision Making

   • Merchants are empowered to make informed decisions based on real-time data. Key performance metrics allow them to optimize campaigns effectively, enhancing their advertising strategy.

3. Intuitive User Interface

   • Koddi has developed a custom-built interface that simplifies the campaign performance monitoring process, providing merchants with deeper insights and greater control over their advertising spend.

4. Optimization of Customer Interactions

   • Koddi's first-party data-driven technologies ensure that customers receive the most relevant options based on their behavior and preferences. The platform supports over 10 audience parameters, allowing for millions of targeting combinations.

5. Continuous Improvement

   • Koddi and Grubhub are committed to testing new features and advertising placements, ensuring that merchants achieve the highest impact and return on investment.

Expert Commentary
Adam Krueger, Director of Merchant Ads and Engagement at Grubhub, remarked, “Grubhub is a valuable marketing channel for merchants to grow their sales and reach our tens of millions of customers. We’re excited to expand the services we provide our partners to include greater advertising capabilities.”

Nicholas Ward, Co-Founder and President of Koddi, added, “Grubhub is a pioneer in online delivery that has centered its business around innovation. Our partnership has focused on delivering real value to customers and merchants alike, and we’ve rolled out advanced features to enhance advertising effectiveness.”

Future Developments
Koddi is recognized for powering several of the world’s top commerce media networks and plans to introduce new revenue-driving offerings in the coming months. These initiatives will focus on generating demand and optimizing inventory for commerce media programs, tapping into the $100 billion commerce media opportunity.