Google toughens its stance on ad tracking

Hi and welcome to Insider Advertising for June 3. I’m deputy editor Lucia Moses, filling in for Lauren Johnson, and here’s what’s going on:

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Tips, comments, suggestions? Drop me a line at or on Twitter at @lmoses.

Sundar Pichai
Alphabet CEO Sundar Pichai

Google is toughening up on Android ad tracking but won’t yet go as far as Apple’s radical changes

  • Google is making it harder for app developers to access information about Android users who ask not to be tracked across their devices, Hugh Langley and Ryan Joe report.
  • Google is under pressure from privacy advocates and regulators to scoop up less information about its users but also needs to keep its huge ad business growing.
  • That pressure has resulted in delicate compromises that contrast with a firmer approach from archrival Apple.

Read the story.

richard marques
Revcontent CEO Richard Marques

Content-recommendation company Revcontent has been acquired by a duo of asset-management firms as rivals Taboola and Outbrain prime themselves to go public

Read the story.

Lisa Ross
Lisa Ross, CEO of PR giant Edelman US.

Public relations giant Edelman is shaking up its leadership as it tries to position itself as the top crisis and social issues agency

  • New US CEO Lisa Ross is shaking up the PR giant’s leadership to gain an edge in crisis management and social issues-related work, Sean Czarnecki reports.
  • She’s combining Edelman’s brand and corporate divisions to stand out from firms like Sard Verbinnen & Co. and Porter Novelli that are known, respectively, for crisis and purpose-related PR.
  • She’s also elevated execs to focus on tech and diversity.

Read the story.

Other stories we’re reading:

Thanks for reading and see you tomorrow. You can reach me in the meantime at and subscribe to this daily email here.

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How Apple’s targeting clampdown could reshape advertising

Hi and welcome to the Insider Advertising newsletter, where we break down the big news in advertising and media news, including:

Apple’s ad targeting changes;

Instagram’s new creator tools;

Edelman’s new US CEO Lisa Ross.

If you got this newsletter forwarded, sign up for your own here.

Apple CEO Tim Cook
Apple CEO Tim Cook.

Apple targeting controls arrive

Apple released its long-awaited software change that, among other things, requires developers to get users’ permission to track them across other sites and apps – but it’s already been having ripple effects:

  • Advertisers are fretting about how Apple’s policy will limit campaign measurement and attribution, especially on Facebook.
  • The change could wipe out as much as 7% – or $5 billion – of Facebook’s total revenue in the second quarter of 2021, estimated mobile consultant Eric Seufert.
  • There’s opportunity for others as marketers lean more on first-party data like email addresses and look for help solving issues like measurement and identity. We identified 12 companies best positioned to ride out Apple’s privacy changes.
  • The software change has made some companies attractive M&A targets by others seeking to build out mobile advertising and measurement capabilities.
  • Meanwhile, As Apple tightens the screws on ad tracking, it’s preparing a new ad format of its own. Its Suggested Apps ad format opens up a potentially lucrative new revenue stream as other tech platforms like Facebook and Snap, have said Apple’s changes could hurt their businesses.
  • Apple has made privacy central to its brand. Nevertheless, a 2015 iAd pitchdeck obtained by Insider shows how it was happy to promote personalized advertising on the back of iTunes data, including segments such as their age, gender, and past interactions with ads.

GettyImages 1228027515

Instagram’s new creator tools

New monetization features are pivotal for Instagram and Facebook as they compete for creators with platforms like YouTube and TikTok.

Sydney Bradley got the details on new ways the companies are trying to help creators make money, including:

  • Putting more resources toward creator shops and commerce using Instagram’s shopping features.
  • Introducing native-to-Instagram affiliate-marketing tools that will let creators “get a cut” from the sales they are driving on Instagram.

Read the rest here: Mark Zuckerberg outlined new tools Instagram is building to help creators make money

Lisa Ross

Meet Edelman’s Lisa Ross

Sean Czarnecki caught up with the new US chief of Edelman, the world’s biggest PR firm. Ross, the first Black woman to lead a major PR agency, is charged with overseeing the firm’s biggest regional business and bolstering its diversity efforts. From his interview:

Hiring is not the problem. Retention is where we struggle in terms of creating a culture where people feel like they belong and can contribute and don’t have to code-switch.

I also think sponsorship is important. We have recently been more intentional about conducting talent reviews to help identify career paths, promote from within, and provide additional opportunities for exposure and learning.

While we focus on all employees, it is important to ensure specific focus on areas where we need to increase representation.

Read the rest here: Lisa Ross just became Edelman’s US CEO. She talks about facing discrimination in her rise to the top, dealing with burnout, and how she plans to not just hire but retain people of color.

Other stories we’re reading:

That’s it for today. Thanks for reading, and see you next week!

– Lucia

Read the original article on Business Insider

Everything to know about the public relations industry, from pay and hiring to growth areas

Huawei China
Huawei, facing criticism over its expansion plans, hired Ruder Finn to handle its US PR.

  • PR firms are investing in data and analytics and expanding into areas like advertising and ecommerce.
  • They’re also taking advantage of booming areas like financial communications and diversity, equity, and inclusion.
  • Insider compiled this guide to how the field is changing for people looking to grow their PR business or break into it.
  • Visit Business Insider’s homepage for more stories.

The public relations industry is going through big changes as PR firms invest more in data and analytics to prove the value of their services to clients and fend off competition.

They’re also expanding into hot new areas like creative, digital, and ecommerce services.

Some have begun rehiring and restoring pay cuts after making cutbacks in the pandemic and taking advantage of booming areas like financial communications and diversity, equity, and inclusion, creating lucrative if high-pressure jobs.

Business Insider has been tracking all these trends at some of the largest PR firms including Edelman, Weber Shandwick, and Sard Verbinnen, and rounded up our coverage, including the hot practice areas that are boosting firms’ revenue, how to get hired, and compensation.

Below are resources to guide people looking to learn about the industry, grow their existing PR businesses, or break into the field.

Hiring, pay trends

The PR industry employed around 270,000 people in the US as of 2019, according to the Bureau of Labor Statistics. It employs people who work in-house at brands as well as agencies of all sizes.

PR firms have cut hundreds of jobs in the downturn, but the field remains high-paying and intensely competitive. Recruiters still see growing opportunities in pharma, tech, healthcare communications.

PR salaries can vary widely. A VP at privately-held consulting and PR firm Teneo can earn $205,000, while the same role at Publicis’ MSL brings in a base salary of $165,000.

Read more: PR industry salaries revealed: How much top firms like Teneo, BCW, and FTI pay employees, from consultants to managing directors

How to get a job at PR giant Edelman and what to expect if you land an interview, according to the company’s recruiters

Meet 12 top public relations recruiters to know right now

What it takes to get high-paying jobs at strategic consulting firms like Finsbury and Kekst CNC, from handling tricky questions to nailing writing tests

Some areas are thriving in the downturn

While the industry took a hit in the downturn, CEOs of some of the biggest firms like Edelman, BCW, and FleishmanHillard see their businesses benefitting as new pitches pick up and companies seek help with crisis situations and communicating to the public and their workforces about office reopening and diversity and inclusion issues.

PR itself has come under scrutiny along with other industries for falling short when it comes to diversity leading some to pledge to hire more people of color, among other steps.

Read more: A PR trade group representing firms including Weber Shandwick and FleishmanHillard is embroiled in disagreements over whether firms should have to reveal how diverse their workforce is and pledge to hiring people of color

The world’s two largest PR firms, Edelman and Weber Shandwick, pledged to hire more people of color in senior positions

The Black Lives Matter movement has been an unavoidable subject for the C-suite – and PR giants are reaping the benefits

Internal communications business is booming for PR firms like Edelman, Prosek, and Kekst CNC as CEOs scramble to reassure remote workforces and plan for a return to the office

Insiders at Omnicom agency GMMB say the workplace is rife with ‘systemic’ racism, where people of color are tokenized and treated like ‘the help’

Firms are gearing up to take share from other industries

Some firms are also gearing up to take market share from advertising and management consulting companies, arguing that they can help clients deal with crises and promote brands while people may not be receptive to traditional advertising.

Among the most aggressive in this area is Edelman, which has built a 600-person staff of creatives including adland vets like Leo Burnett’s Judy John and McCann’s Lee Maicon to expand into advertising services.

Read more: Public relations heavyweight Edelman has quietly built a 600-person creative team and says it’s becoming a ‘serious alternative’ to ad agencies, winning clients like Ikea and Tazo

CEOs of PR firms like Edelman and BCW reveal why they’re focused on winning business from advertising and consulting companies coming out of the pandemic.

Strategic communications is a growth area

A lucrative but less understood niche is strategic communications, which involves crisis, litigation, financial, and other high-stakes public relations. It comprises firms like Finsbury, Kekst CNC, and Gladstone Place Partners, which have worked on crises like WeWork’s and blockbuster mergers like Disney-Fox.

These firms seek people who thrive under pressure and use the interview process to test job candidates’ intellectual curiosity, commitment to their job, and if they’re good culture fits.

Read more: Meet 18 top PR pros that companies like SoFi and Talkspace are turning to in the SPAC IPO craze

PR firm Bevel hired a Goldman Sachs alum to cash in on the SPAC craze and win market share from financial communications heavyweights

Meet PR exec Jennifer Prosek, who built a $60 million business spinning for clients like Goldman Sachs and The Carlyle Group, and now faces her biggest challenge yet

These are the top 15 financial public relations pros CEOs call when their companies are on fire

PR firms like Joele Frank and Sard Verbinnen are seeing a windfall from bankruptcy cases but some risk being sued by former clients – here’s how agencies can protect themselves

PR giants like Edelman and Sard Verbinnen are seeing a surge in demand as companies seek to minimize damage from the coronavirus pandemic

How technology is changing PR

Public relations pros are facing increased pressure to prove the value of their services to clients.

These pressures have given rise to a $4.5 billion communications software industry that helps PR pros do things like monitor news coverage and social media, provide accurate measurements, and identify influencers and journalists.

Some PR firms like Edelman and MSL have responded by developing their own tools to monitor news and track the impact of PR for clients like Procter & Gamble and Cadillac.

Read more: The top 27 software companies serving the public relations industry

PR agencies are beefing up their data services to keep consulting firms like Deloitte and Accenture from eating their lunch

PR giant MSL breaks down how it’s using tech tools to prove its work drives results for clients like P&G and Cadillac

Cision and Meltwater, the two largest PR software companies, are planning a merger, and the DoJ has explored whether it would hurt competition

A year after PR giant Edelman struck a ‘first of its kind’ partnership with Cision, the deal is no longer exclusive

Companies are under fire for climate change. PR firm APCO Worldwide just partnered with a data startup to help them control the reputation risk.

Public relations giant Edelman is poaching execs from WPP, Google, and others to build a data analytics powerhouse

Omnicom is boosting its data arm with a new tool to convince skeptics that PR can drive business results

Healthcare marketing giant W2O just snapped up two more companies as it seeks to take on consultancies like Accenture and Cognizant

Read the original article on Business Insider