Recent reports
Apple's privacy push: Publisher ad revenue in trouble
14 October 2021Apple’s latest software update continues its drive to limit the data that can be collected about iPhone users as they browse the internet. Prior changes have had an effect on ad prices for publishers, and on advertiser results
The new changes target cornerstones of profiling and targeting: IP and email addresses. The impact will be gradual, but could be profound if takeup is high
The lesson for publishers is that no technical implementation of targeted advertising is safe. Layering third-party data on top of anonymous audiences is not a future-proof business model
Living with the Pandemic in October 2021
12 October 2021Enders Analysis has worked with the IPA to produce this wide-ranging study into the effects and key lessons from the pandemic for the marketing industry. Tracing what are likely to be permanent structural shifts in the economy, this report will quantify and explore the impact for the industry on mobility restrictions, the rise in ecommerce, the explosion of in-home media consumption, and shifts in media spend.
Press reports that Sky is in advanced talks to co-invest in Virgin Media O2’s upgrade of its cable network to full fibre are something of a surprise, with a host of issues for both parties to carefully consider
The muted deal would be somewhat negative for BT (although limited by Sky’s c.15% market share in VMO2 areas and regulatory protections/upsides). It is, however, a stark reminder of the precarious economics of alternative networks such as CityFibre
Whether this makes VMO2 more likely to extend its network further is a more critical issue, certainly for BT