Maserati Taps Accenture's 'Experience'; Did Covert Russian Ads Meddle In Brexit Vote?

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Service Station

Maserati tapped Accenture Interactive to be its “experience agency of record,” a term that encompasses brand strategy, content production, campaign management and, yes, programmatic. Specifically, Accenture will help Maserati take programmatic operations in-house, Campaign reports. Universal McCann and Starcom will continue buying traditional media for Maserati in the US and in global markets, respectively. Read on. Related in AdExchanger: Where Consultancies Play In The Media Buying Space.

From Russia With Love

The US isn’t the only country targeted by covert Russian ad buys on social media leading up to an important national vote. Facebook and Twitter have agreed to hand over information about ads purchased by Russian agents around the time of the Brexit referendum in June 2016. University of Edinburgh researchers found 419 accounts associated with Russia that tweeted about Brexit over 3,000 times, according to The Guardian. Both Facebook and Twitter are expected to share information before the end of the year. “They have given similar information to the US Senate,” says Damian Collins, chair of the British parliament’s digital, culture, media and sport committee. “For our parliamentary inquiry, I want that information too.” More.

Identify Yourself

Many forces are hobbling cookie-based identification. Apple’s new ITP restrictions on Safari limit the data accessible to marketers and tech vendors, and Google Chrome has followed suit with data-limiting policies of its own. DSPs and agencies are assembling identity solutions and consortiums in the hopes of matching logged-in platforms like Google, Facebook and Amazon that have swallowed up advertising market share. And on top of that, GDPR and ePrivacy regulations coming into effect in Europe next year will set a new bar on cookie access and opt-in standards. “The industry is in a holding pattern currently,” ad tech consultant Paul Gubbins tells Jessica Davies at Digiday. But once these billowing changes have shaken out, “There’ll be a race by all vendors to own the scaled ID.” More.

Organic Chemistry

Facebook used to be a great place for brands to post fun, creative content, and if followers thought it was actually fun and creative then it would pick up steam across a huge network. But that party’s over, and agencies and brand social media managers have resigned themselves to paying for whatever traction they gain on the social platform. If you’re producing organic content (aka content without media budgets) on Facebook, “You might as well take your budget to the bank, cash it out in greenback $20s, pile it up in the parking lot and light the money on fire,” says Ogilvy’s Marshall Manson. More at eMarketer.

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