In the tech world, updates and innovations move so quickly it can be hard to keep up. This week, we’ve been reading up on the latest marketing technology news and rounding up all the features you need to know about. Catch up on the latest and greatest in our Weekly Must Reads.

Unilever To Test Disney’s First-Party Data Platform

Last week at their annual Tech & Data Showcase, Disney revealed Unilever would be the first company to test their new Audience Graph with The Trade Desk’s Unified ID 2.0 identity framework. In layman’s terms, that means Unilever will be able to test ads using first-party audience segments on Disney’s platforms while complying with increased data privacy regulations. According to Disney, their integration is “creating an audience match reliant on high fidelity first-party data,” rather than third-party cookies, to help advertisers analyze how best to reach consumers on a variety of platforms.

In other Disney Tech & Data Showcase News, the media giant will also roll out its advanced audience segmentation and targeting features currently used on Hulu to all Disney platforms. Learn more about Disney Audience Graph and other recent ad tech announcements here:  https://adage.com/article/data-driven-marketing/unilever-and-mindshare-test-disneys-cookie-alternative-trade-desk/2465511

Divisive Data Clean Rooms

Disney’s Audience Graph is one example of a “data clean room,” or a digital space that allows advertisers to compile first-party data while protecting individual users’ privacy. Multiple companies can then use the pot of data to improve their ad targeting without using third-party cookies. Many large corporations, such as Amazon, have prioritized data clean rooms in 2023. However, building the technology needed to create and maintains DCRs is incredibly expensive, and therefore only accessible to the biggest brands.

As a result, smaller businesses and agencies will be at a serious disadvantage whenever third-party cookies are officially phased out. Further, if the economy continues to trend down, more marketing budgets may not allow for investment in DCRs. How will the industry respond to these divisions and roadblocks? Find out more about the looming issues here: https://www.marketingdive.com/news/data-clean-room-marketing-IAB/641064/

Snap Highlights Their Unique AR Features

Snapchat has been at the center of several recent augmented reality campaigns from some of the biggest brands. Chipotle and Louis Vuitton are just a couple of the latest businesses to utilize the social media platform’s AR filters. To land even more accounts, parent company Snap created a new series of ads to highlight the many unique possibilities with its technology. The first spot argues that AR helps us “see the world in a more interesting way,” and bring the imaginary into our real world.

Though digital giants like Meta and Apple have also invested in AR, Snapchat still seems to be the platform of choice for these interactive campaigns. According to the company, 72% of their active users engage with AR features in the app every single day. Check out Snapchat’s newest ad and discover more about their AR success here: https://www.socialmediatoday.com/news/Snapchat-Launches-New-AR-Showcase-Ad-Campaign/641347/

TikTok Survives and Thrives Despite Recent Bans

Despite its staggering growth and popularity, video platform TikTok has dealt with the threat of a potential ban since it first entered the US social media scene. The concerns mainly center around Chinese parent company ByteDance and the possibility that the company is tapping US consumers’ data. In recent months, 31 states have banned TikTok from government-issued devices, while some large universities have blocked use of the app on their campus Wi-Fi.

Despite the bans on select public networks, consumers are still free to download and use the app through their own private networks and carriers. TikTok still reports growth in app downloads, especially among users 35 and under, and has yet to see a decline in advertising interest. Read more about TikTok’s privacy battles and continued popularity here: https://www.marketingdive.com/news/tiktok-data-privacy-concerns-social-media/641218/