SANDY HOOK, Conn., September 4, 2019 (Newswire.com) – Mediassociates, an independent media planning, buying and analytics agency, has hired Alicia Weaver as Executive Director, Offline Activation. Weaver comes to the agency after nine years at ID Media (An IPG Company), where she led media buying for high-profile accounts including Anthem, Match.com, Applebee’s, American Public University, and the U.S.... Read more » Read Article

  Growing up is full of challenges. The programmatic advertising industry is moving out of its awkward, rebellious teenage phase into that of a more responsible young adult. They’ll still stay out too late, but odds are they’ll make it to work on time. What’s changed? The rise of quality and safety. Programmatic advertising is... Read more » Read Article

Gen Z is the first digital native generation. Born around 2000 or later, they intuitively know how to swipe a phone and download an app — and unlike previous generations, all stages of their lives have been captured on social media. They are more than just media trendsetters: Gen Z has annual purchasing power of $44 billion per year, and 73% of this cohort say they would make a purchase based on a social media communication. Marketers ignore Gen Z’s use of social media at their peril.

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Millennials tend to get all of the media’s attention, but in between that generation’s attempts to spend all their money on avocados and kill mayonnaise, Generation Z has been quietly coming into its own. Mediassociates invests heavily in researching media trends among Gen Z (born 1995 to 2015), and we’ve restructured our media offerings in the past several years around digital, mobile, social, and geo-data to speak specifically to these audiences.

Why is understanding Gen Z important? This generation now accounts for 24% of the world’s population, and in the United States, Gen Z controls about $148 billion in annual spending power. It’s not just the future. Gen Z has arrived and is vital for today’s marketing results.

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Mediassociates recently attended Google Marketing Live 2019. While there we got a preview of some of the products that Google will be rolling out this year. Here are some of the highlights:

BE RESPONSIBLE Privacy is a hot topic and Google addressed the issue throughout the event. While personalization matters, privacy is the priority, was a common refrain from the main stage and break-out sessions. There is an ongoing tension between delivering relevant, personalized ads and honoring an individual’s privacy requirements and advertisers are concerned how long-term funnel measurement will be impacted by the recent and future privacy changes (GDPR, ITP, CCPA in California).

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