This week’s summary of what’s happening in e-commerce, as seen by the data:
- The IAB released a data-filled report on the in-housing of programmatic ads. Interesting numbers include that programmatic will be 68% of worldwide digital ad spend this year; 85% in the US, and over 80% in most western European countries.
- The same report reports that 21% of companies have moved programmatic ad buying fully in-house and 48% partially in-house.
- Supermetrics summarizes the demographics and targeting data of different platforms, so you can know whom you’re targeting. Facebook’s audience is 54% female and 46% male, for example. 71% of the search market is through Google, and 65% of those surveyed prefer ads that “align with buyer intent.”
- Biden will spend $60 million on digital advertising for the campaign. That spending will be concentrated in 15 states.
Morgan Friedman has been building and running Display campaigns on top of GDN Network of Adwords, err, he means "Google Ads," for almost 15 years. Friedman is, by nature, an obsessive optimizer, and has been A/B testing every obscure option, configuration, strategy, and tactic on Display Ads. Oh and search ads, as well as figuring out how to grow companies and politicians from just the seed to hundreds of thousands of users, or voters, as well. His favorite number is eleven. He is weirdly proud of his series on this site of how philosophers would behave if they were PPCs.