Performance Marketing Strategies
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At a time when the phrase “ad slowdown” is commonly used (even if that slowdown might be abating), it might be surprising to hear that many publishers actually increased their marketing spending in the last year.
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When Apple announced its iOS17 update (debuting in September) would come with new privacy and security features, some publishers were initially concerned that it would impact their ability to measure engagement rates — especially after the iOS15’s Mail Privacy Protection feature led to inflated and unreliable email open rates.
However, those fears — at least according to three publishers that have built their businesses around newsletters — have since abated. Unlike the murkiness that marketers face, the impact to newsletter publishers’ email analytics hopefully won’t be that impactful after all, they said.
An Apple spokesperson did not immediately return a request for comment.
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