Mediaboss Marketing

Cheerio, Europe.

Experian-owned Tapad is exiting its European business after seven years in the market. Tapad will stop the delivery and use of its graph in the EU by August 1.

The company denies rumors that its move is a preemptive measure to avoid an investigation by the UKs Information Commissioner's Office.

Our decision to cease the use of the Tapad Graph in the EU and UK is a strategic commercial decision given these markets make up a very small portion of Tapads revenue and the greater opportunities that exist in Tapads larger market, the company told AdExchanger. It is not driven by any interactions with any regulatory body.

Even so, the European market hasnt proven hospitable for cross-device companies since the General Data Protection Regulation went into effect in May 2018.

Cross-device provider Drawbridge discontinued its EU media and advertising business in March 2018. Thus unencumbered, Drawbridge was acquired by LinkedIn a few months later.

The following year, Oracle Data Cloud shut down its AddThis business line rather than risk selling third-party audience data collected without the proper consent.

And although Tapad is adamant that its exit from Europe is purely a business decision, the fact is that its new parent company Experian acquired Tapad from Norwegian telco Telenor for $280 million late last year has been under the microscope across the pond.

After a two-year investigation by the UKs ICO into how the major credit reporting agencies, including Experian, Equifax and TransUnion, handle sensitive financial data, Experian was found wanting and issued with an enforcement notice to make substantive changes to its direct marketing services line or face a fine under GDPR.

The investigation, which followed complaints by privacy advocacy groups, also dinged Equifax and TransUnion. Both were able to avoid further action by making voluntary changes based on recommendations from the ICO.

The complaints that triggered the ICOs investigation, which were filed by watchdog group Privacy International in November 2018, also called out a handful of other data and ad tech companies by name, including Acxiom, Criteo, Quantcast and Tapad.

One of the key arguments in those complaints is that the data ecosystem is so complex that theres no way a layman could understand how his data is being sourced or where and how its being used.

The Tapad Graph includes digital IDs that are clustered at the individual and/or household level. The graph is built on customer-provided identifiers as a baseline that Tapad uses to connect those IDs to other associated IDs across multiple digital device types.

A brand or agency that has a file of first- or third-party cookies, for example, could use Tapads graph to associate them with mobile devices, CTVs and other cookies for a cross-device customer view.

Data is Tapads main business these days.

In January 2018, Tapad offloaded its media business to social marketing tech firm Brand Networks so as to remove the conflict of interest that exists for any technology company attending to sell both media and services.

Tapad first entered the European market in the summer of 2014 when it opened offices in London and Frankfurt.

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Tapad Is Shutting Down Its Business In Europe - AdExchanger

Global Social Media Integration Market Report 2021 comes with the exclusive industry analysis of development components, patterns, flows, and sizes. The report also calculates present and past market values to forecast potential market management through the forecast period between 2021-2026. This research study of Social Media Integration involved the extensive usage of both primary and secondary data sources. This includes the study of various parameters affecting the industry, including the government policy, market environment, competitive landscape (including companies like Magicbyte Solutions Pty Ltd., Softeq Development Corp, DOMOTZ, INC., Social Integration, Media Integrations LLC, and more), historical data, present trends in the market, technological innovation, upcoming technologies, and the technical progress in related industry.

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Qualitative Analysis of Social Media Integration Market 2021-2026 Strategical Assessment of Magicbyte Solutions Pty Ltd., Softeq Development Corp,...

Worcester, MA and PALM DESERT, CA, June 02, 2021 (GLOBE NEWSWIRE) -- Vystar Corporations (OTCQB: VYST) RxAir division has joined forces with a powerful new ally, Nothing in the Air (NITA), to market and distribute the RxAir ultraviolet light (UV-C) air purifier product line. NITA expands Vystars network of licensed distributors and will focus primarily on marketing online and via television in select markets.

Roland Perez, became President of NITA specifically to market RxAir products after learning about them via interviews with Bryan Stone, MD, for the PBS channel American Health Journal. Dr. Stone is the Chairman of Medicine Emeritus at Desert Regional Medical Center in Palm Springs, Calif., and the Medical Director at multiple DaVita Dialysis Centers. Dr. Stone has become an international spokesperson on RxAir after doing extensive medical research on epidemiology, airborne pathogens, and air purification in an effort to keep his patients healthy.

Mr. Perez is the owner of Windsor Broadcast Productions, and a long running television producer currently syndicating 28 shows, programming and content on public television to more than 100 million public television viewers weekly. He has won more than 100 national and international awards for broadcast and production excellence in the course of his 32-year career.

I was intrigued by my conversations with Dr. Stone about the RxAir and the fact that this FDA-cleared UV-C light air purifier had been proven in EPA certified lab tests to destroy a myriad of harmful airborne pathogens without chemicals or any significant ongoing effort by the consumer, Perez stated. Ive interviewed more than 7700 doctors and produced hundreds of videos to educate on various health conditions, preventive measures and treatments, and I was drawn to this incredible opportunity to easily improve health with RxAir. Our NITA team is combining online marketing and sales with the power of storytelling to educate about RxAir-- a simple preventative measure that can help reduce illness and suffering to help consumers enjoy healthier lives.

Dr. Stone noted, People pay so much attention to the food they eat and beverages they drink, but usually dont pay attention to the 23,000 breaths they take each day. Air is invisible so they dont think about the profound and far-reaching effects it can have on long - and short-term health, such as headaches, fatigue, respiratory issues, irritation of the eyes, nose, throat and skin, as well as infections and cancer. The EPA's Science Advisory Board (SAB) has consistently ranked indoor air pollution among the top five environmental risks to public health. RxAir is an important tool in improving indoor air quality (IAQ).

On June 3rd, NITA will roll out its first RxAir advertising campaign on ROKU, TV commercials during PBS healthcare programming, as well as an online campaign with RxAir customer testimonials and interviews with Dr. Stone. Hundreds of video segments will showcase RxAirs abilities to harness the power of UV-C light to improve air quality by:

The initial ROKU campaign will target the Los Angeles County California area, then expand to YouTube and Apple and other geographic markets. All traffic will be driven to the new NITA website where visitors can learn more about RxAir and place orders.

Dr. Stone noted, Many school districts are addressing indoor air quality with the use of RxAir, with great results, as noted in their testimonials. NITA offers ideal channels to introduce RxAir to combat IAQ issues faced by a broader audience, such as governmentagencies, churches, healthcare facilities, gyms and commercial entities.

How RxAir Works

The RxAir UV-C light air purifier is uniquely effective because its patented kill chamber forces the air to spiral in close proximity around the three 10-inch UV-C tubes for an extended period of time, ensuring the proper 254 nm wavelength dosage for maximum microbicidal and neutralization activity.

For more information on RxAir, visit http://www.NothingInTheAir.com, or http://www.RxAir.com. For service questions contact info@Rxair.com or 508-791-9114.Follow us on social media:Twitter: @VystarCompany@RxAirFacebook: @RxAirInstagram:@rxair_air_purification

# # #

About Vystar Corporation:

Based in Worcester, Mass., Vystar Corp. (OTCQB: VYST) is the majority owner of Rotmans Furniture and Flooring and environmentally friendly technologies and products to improve lives, including RxAir UV light air purification products that destroy harmful airborne viruses and pathogens, Vytex Natural Rubber Latex (NRL), and Fluid Energy Solutions. Vytex is a multi-patented, all-natural, raw material that contains significantly reduced levels of the proteins found in natural rubber latex for a stronger, more durable, yet environmentally safe, "green" and fully biodegradable product that can be used in a broad range of consumer and medical products. For more information, visit http://www.vystarcorp.com.

Contacts:Media: Julie Shepherd, Accentuate PR, 847_275_3643, Julie@accentuatepr.comInvestors: Lee Howley, lhowley@vytex.com, 508_791_9114

Forward-looking Statements: Investors are cautioned that certain statements contained in this document as well as some statements in periodic press releases and some oral statements of VYST officials are "Forward-Looking Statements" within the meaning of the Private Securities Litigation Reform Act of 1995 (the "Act"). Forward-looking statements include statements which are predictive in nature, which depend upon or refer to future events or conditions, which include words such as "believes," "anticipates," "intends," "plans," "expects," and similar expressions. In addition, any statements concerning future financial performance (including future revenues, earnings or growth rates), ongoing business strategies or prospects, and possible future VYST actions, product development and delivery, which may be provided by management, are also forward-looking statements as defined by the Act. Forward-looking statements involve known and unknown risks, uncertainties, and other factors which may cause the actual results, performance or achievements of the Company to materially differ from any future results, performance, or achievements expressed or implied by such forward-looking statements and to vary significantly from reporting period to reporting period. Although management believes that the assumptions made and expectations reflected in the forward-looking statements are reasonable, there is no assurance that the underlying assumptions will, in fact, prove to be correct or that actual future results will not be different from the expectations expressed in this report. These statements are not guarantees of future performance and VYST has no specific intention to update these statements.

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Vystar Partners with Nothing in the Air for RxAir Marketing, Advertising & Distribution - GlobeNewswire

In the fall of 2019, WeWork laid off thousands of employees as the business that would eventually spawn a juicy documentary crumbled.

Lia Zneimer, who served as WeWork's head of social media, wasn't laid off. But as she watched her former colleaguesmany of whom were women whod held marketing positions at the companylook for work, she wanted to help; she felt as though they were scrappy, resilient, talented people who honestly could turn hay into gold. That's how The MarketHer, a newsletter that curates marketing jobs for women, was born.

Through The MarketHer, Zneimer wanted to make it easier for her former colleagues to find opportunities. Plus, it was a side hustle that allowed her to flex skills outside social media.

Since then, the newsletter has expanded outside of the WeWork bubblenow, anyone who works in the marketing or creative industries can subscribe to the newsletter or submit a job opening. According to Zneimer, she hasn't monetized The MarketHer or its website yet, though she told Marketing Brew shes working on some possible revenue stream opportunities.

It really started from a place of wanting to do good and give back in some way. And so it's just me. It's a time-consuming process at the moment, all done by hand, Zneimer explained.

The MarketHer has evolved into a community where Zneimer and her peers find the best women for the jobs available. This involves introducing job seekers to employers and highlighting women on the hunt for employment via The MarketHers website.

Much of her role involves chatting with her network to find open marketing positions, meaning Zneimer has seen what jobs were popular pre-pandemic, what types of positions took a hit, and which ones are coming back...or being invented as we speak.

Marketing Brew sat down with Zneimer to learn more about hiring trends shes seen during the pandemic and how remote work has impacted marketing opportunities.

This interview has been lightly edited for length and clarity.

Marketing Brew: You started this newsletter before the pandemic began. What are some of the hiring trends youve seen throughout the past year, particularly as they pertain to women?

Lia Zneimer: I've seen an increased focus on hiring women specifically looking to get back into the workforce after sacrificing their careers in order to provide full-time childcare during the pandemic. Theres more generosity in terms of understanding gaps on resumes. I think employers have more empathy than they did in the past.

MB: Tell me what the newsletter's shown you about how marketing industry roles have changed throughout the pandemic.

LZ: As layoffs began more broadly over the course of the pandemic, available marketing roles definitely saw a decrease. But they bounced back more quickly than a lot of other industries. There was just this need for storytelling throughout the pandemic. So many marketing roles have the luxury of being remote jobs that can be done from anywhere, which is amazing. The remote work movement really enabled people to apply for positions that they might not have otherwise had a chance to.

I've seen a huge increase in the number of roles that offer remote flexibility, more flexibility than what I was seeing in 2019 when the newsletter first started. Back then I was super mindful of trying to include roles based in cities other than New York, LA, and San Francisco. At this point, it's a very even split when it comes to remote opportunities.

MB: You mentioned that companies are making a concerted effort to hire women who left the workforce because of the pandemic. Can you share an example?

LZ: One of the companies that Im featuring in an upcoming edition of The MarketHer is doing this amazing thing: They are purposely and intentionally hiring women who don't necessarily have traditional backgrounds in their industry. They'll provide the training and the resources needed in order to be successful in these roles, helping women get back on their feet post-pandemic, which I think is really cool. I do think we might see more of that as the world comes back from this past year. Overall, Im definitely seeing companies make more of an effort to be inclusive of women and of various lifestyle changes.

MB: Do you have any way of gauging how many women are looking for jobs right now, versus during the height of the pandemic?

LZ: I noticed a spike in subscriptions come November 2020 through March of 2021. It started out with a surge of subscriptions, then trickled off a bit, then boomed again in Q4.

I was actually kind of surprised by it because I feel like a lot of companies pre-Covid were hesitant to hire in Q4, given budget constraints and whatnot. But I feel as if it was folks trying to get ahead of the 2021 New Years resolution job search bandwagon.

MB: What was the most common complaint from women in the marketing industry trying to find jobs before the pandemic?

LZ: Pre-pandemic, I think a lot of general job search frustrations stemmed from not feeling like there was a hand crafted or curated process. It just felt like blindly applying to companies through LinkedIn. You hoped you knew someone who worked there that you could reach out to, but it didn't feel as personal.

MB: And how did those frustrations change during the pandemic? Were they ever addressed?

LZ: There are some really amazing marketing job hunting resources that have grown and come from this. The need for services or newsletters like The MarketHer or companies like Teal has increased. I hope there are more companies like these that come about. I'm going to be really curious to see how that unfolds, and honestly, how many people want to go back to the traditional nine to five in an office, now that they've had a taste of something different for a little bit.

MB: Did the pandemic affect the types of roles listed in The MarketHer in terms of seniority?

LZ: People started making career changes out of necessity, not choice. There was an interesting shift: Because so many folks were out of work, more senior applicants applied to things they were probably overqualified for. It caused a chain reaction in terms of making it harder for a younger set of people to get their foot in the door.

But a beautiful thing that came out of it is the fact that a lot of folks decided to go independent, or start freelancing, or start their own businesses in the wake of Covid-19. It led to a sort of rebirth.

MB: What types of jobs have you seen becoming increasingly available in the past year?

LZ: The two that come to mind are related to events and TikTok.

There had been quite a few event roles available in late 2019, early 2020. And then they fell off for several monthspeople were just not hiring for events. And then there was a little bit of a surge with virtual event planning. Those roles are definitely on the rise again with Covid-19 restrictions lifting and folks getting back to real life events.

Another one that's been interesting to see unfold over the course of the pandemic is the specific need for TikTok content creators. That was definitely not something I'd seen when the newsletter first started in 2019. Those TikTok roles are great for those in their early twenties looking for a foothold in the social media marketing space.

MB: Whats the biggest challenge for women in the marketing industry right now?

LZ: My hope is that companies will take salaries seriously for women and bring them up to par with what men have made for so long.

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What WeWorks former head of social media has learned from running a job board for women throughout the pandemic - Morning Brew

Jacqueline Kuntzman plans to continue the candle and soap-making business she started during the pandemic on social media after things begin to open back up.

The full-time student and mother of two relied on popular social media apps like Tik Tok to gain customers over the past year.

The pandemic sped up the online shopping trend that existed prior, said Roland Rust, executive director of the Center for Excellence and Service at the University of Maryland Smith School of Business.

We are in an environment where a substantial percentage of the buying is going to happen online and that is probably always going to be true, Rust said.

Tik Tok has also helped Kuntzman meet other small business owners, who support and buy from one another, she said.

Ninety percent of consumers will buy products from a brand they follow on social media, found a 2020 study by software company, Sprout Social Inc.

Any smart business goes where the people are and, during the pandemic, they werent walking down the street, Rust said.

There is no way of getting your business out there except for social media, said Kuntzman, who has shipped her products internationally.

Last March, Allie Rose Mitrovich started her sticker business and began posting videos of the creation process on Tik Tok.

The majority of her sales, in the beginning, came from one of her Tik Tok videos, which went viral and racked up more than 2.4 million views.

Social media represents the perfect commercial response to the restrictions imposed because of the pandemic, said Johan Ferreira, a visiting professor of marketing at George Washington University School of Business.

And social media platforms drive consumer awareness of small businesses products, while costs are cheaper than hosting events or creating television advertisements, he said.

According to a 2021 report from Hootsuite, a social media management platform, Tik Tok is the second-largest social media app for consumer spending. The social dating app Tinder was the first.

Whether it is a mom-and-pop shop or someone baking cakes in the kitchen, every business today has to be digital, said Philippe Duverger, director of graduate programs in marketing intelligence and interactive marketing at Towson University.

For everyone [the pandemic] has given the opportunity to try out new stuff and accelerate the penetration of habits and services, Duverger said. Online is where the game is played.

Latoya Thomas started her Instagram account before the pandemic, using it mainly for personal purposes. However, since the pandemic began, Thomas has dedicated her account strictly to business.

Everybody is selling something on Instagram, she said.

The real estate broker and small business owner was diagnosed with lupus at the beginning of the COVID-19 pandemic and was apprehensive about being around people.

Social media was a way for her to continue work without fearing for her life.

Promoting yourself and your business on social media is an area that has exploded during the pandemic, said Gil Appel, assistant professor of marketing at George Washington University School of Business.

People are not commuting, they are home and social media was one of the limited outlets you could use to talk to other people, Appel said.

Im not reaching anybody sitting behind a desk. I need to be out and about, said Thomas, who makes videos with her daughter and follows mom groups on the app.

Ferreira said there is a general misconception that only the younger generation use and are comfortable with social media.

Social media platforms have traditionally skewed towards younger generations, Rust said. However, that is increasingly no longer the case, he said. Rusts 92-year-old mother is on social media because she wants to know what the kids are up to, he said.

Even so, the world of social media small businesses is not always easy to describe.

Mitrovich said it is difficult to explain what she does and the legitimacy of her work.

Social media is my lifeline, I consider it the biggest part of my job, Mitrovich said.

The older generation will feel disconnected if they dont follow along and it will widen the gap between the generations on how business is dealt with in general, Duverger said.

Even old school industries are adapting to a new online environment.

Ruth Anne Phillips, offers editing and proofreading services at her small business, Turning Prose LLC. During the pandemic, large publishing houses moved what were typically paper-and-pen processes online.

Phillips, who is also a lecturer at the University of Maryland, said there was a learning curve for those traditional hard copy publishing houses.

The biggest issue has been problems with the functionality of documents on the cloud, she said; if there are too many markings on a document it slows down. But sending large manuscripts weighing 10 pounds is not something Phillips thinks will return after the pandemic.

It would feel like a step backward, she said.

Ferreira hesitates to say whether the world will shift to solely online business. What he can confidently say is that social media has become a place for businesses to thrive.

It is definitely a real channel for anybody who doubted that was the case before, Ferreira said.

Born and raised in Annapolis, NatalieDrumis a freelance reporter and graduate student at the University of Maryland. She works as an investigative reporterat the Howard Center for InvestigativeJournalism at the University of Maryland. She can be reached at [emailprotected]

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TikTok and Google Docs: Small Businesses Thrive After Adapting to the Pandemic Maryland Matters - Josh Kurtz