Audience Intel Report 25

April 28, 2021

Industry Insights Marketing Tactics RCG News

This ongoing report on consumers provides valuable advertising and media news for marketers and advertisers. We curate stories of interest and insight. Use the button below to have each Audience Intel Report delivered directly to your inbox.

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Data, Data, Data

Consumer Data

More data, more better.  Data analytics powerhouse, Kantar, has announced the acquisition of Chicago-based data firm, Numerator. The acquisition adds Numerator’s proprietary data, including a panel of more than 1 million U.S. consumers, to Kantar’s already substantial “Worldpanel” analytics base.

Less data, more privacy. An upcoming update from Apple is expected to disrupt advertising in the mobile space. The release of the 14.5 OS updates will give consumers the ability to deny tracking permission to apps, potentially hamstringing the ad-serving structure on popular platforms like Facebook, Google and others.

More privacy, more compliance challenges. A wave of new state laws could help improve consumer data privacy and security, but they also present new compliance challenges. Retailers are focusing on sorting out the requirements of maintaining customer data safely … and legally.

Nom, Nom, Nom

The bell rings for veggies. Beginning today, Taco Bell is testing a new plant-based taco, called the Cravetarian Taco, at a single location in Tustin, California. Available “while supplies last,” the veggie taco is notable for eschewing the use of the branded meat substitutes despite the chain’s parent, Yum Brands, currently having an agreement with Beyond Meat.

A salty way to compete? Grubhub, the popular food delivery service, recently settled a class-action lawsuitinitiated by a Colorado eatery. The suit alleged that online searches for individual restaurants turned up Grubhub results that, when clicked through, suggested those restaurants were closed when they simply weren’t Grubhub partners but were otherwise open for business.

Money, Money, Money

Podcasting forecasting. Advertising investment on the increasingly ubiquitous on-demand audio platform is projected to top $1 billion this year according to eMarketer. If the trends continue as expected, in 2025, that number will be closing in on $3 billion.



Buying more, buying longer-term. A new survey by the Interactive Advertising Bureau reports that nine out of ten buyers have confidence that their projected 2021 media budgets will be realized. The result is a willingness to make longer-term ad buys and greater investment in broad market media.



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