Top Marketing News of 2023

NBCUniversal’s Linda Yaccarino resigns, named Twitter CEO; Amazon allegedly welcomed ‘defect’ ads. What does it mean for retail media?; AB InBev US CMO to resign as Bud Light woes continue; Google will deprecate cookies for 1% of users in Q1 2024 View online | Sign up | Forward

BROUGHT TO YOU BY — Marketing Dive’s studioID How AI Streamlines Customer Profiling Mastering your brand’s ideal customer profile (ICP) can unlock new revenue streams. Learn how to use AI for ICP creation to refine message accuracy and expand revenue opportunities in this playbook.   In 2023, marketers faced a preponderance of challenges: ongoing culture wars exploded, COVID-19 surged, global conflicts multiplied, Hollywood faced dual strikes and a general sense of uneasiness persisted despite seemingly rosy economic indicators. The advertising industry navigated its own setbacks and success stories: a Super Bowl undermined by uneven stunts and measurement errors, executive shake-ups at tech platforms and major brands, a surging but unsteady retail media boom and changes to bedrock principles finally came into view. Below, revisit the most significant news developments for marketers from this year. These stories show not just where the industry has been, but hint at what is in store for 2024. We look forward to bringing you news and analysis when we return on Jan. 2. To support our original journalism, please consider sharing our newsletter with your colleagues and industry peers. Send them this link to get them subscribed: https://www.marketingdive.com/signup/insiders/?signup_referred_by=5b0544e291d15c374412ca76 Chris Kelly Reporter, Marketing Dive Email UPDATED M&M’s spokescandies take ‘indefinite pause’ amid polarizing rebrand An ad starring Maya Rudolph debuted as part of a new storyline that includes the characters and will resolve with their appearance in a Super Bowl spot. UPDATED NBCUniversal’s Linda Yaccarino resigns, named Twitter CEO The former NBCUniversal executive will focus primarily on business operations while Elon Musk focuses on product design and new technology. Amazon allegedly welcomed ‘defect’ ads. What does it mean for retail media? The prevalence of junk ads on the platform eventually led Amazon to implement a “cost of defect” into its ad auction, the FTC’s antitrust complaint alleges. AB InBev US CMO to resign as Bud Light woes continue Benoit Garbe will exit at the end of the year, with marketing to be overseen by U.S. Chief Commercial Officer Kyle Norrington. Google will deprecate cookies for 1% of users in Q1 2024 The move will allow for scaled testing of its Privacy Sandbox APIs in advance of the wider deprecation of third-party cookies. Earnings Walmart’s US ad biz has nearly doubled in 2 years amid retail media boom The unit grew ad sales 36% and its number of advertisers by 60% in Q2 amid new bets on channels like in-store. Meta’s ‘year of efficiency’ brings lofty AI ambitions — and more mass layoffs The company detailed a restructuring plan that will see 10,000 more layoffs and a focus on AI, speaking to the impacts the tech could have on social media. Nielsen miscounted Super Bowl LVII viewership On the heels of regaining MRC accreditation, the platform acknowledged measurement issues around the most-watched Super Bowl in history. MediaMath’s bankruptcy demonstrates difficulties of DSP model The ad-tech company filed following its inability to lock down an acquisition by potential buyers including Viant Technology and Verve Group.

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