As laws in the United States continue to undergo massive change, one in particular — the overturning of Roe v. Wade, which transfers the right to abortion from federal to state governments — may prompt people to move away from Google and Bing as they rethink privacy, states MediaPost. Some believe the decision will have a major influence across the advertising industry, adds MediaPost.
“Everything that happens in this world, especially political, changes the ways marketers bid on keywords and advertising,” says Marty Weintraub, founder of the agency Aimclear. “If there’s wildfires, marketers bid differently on fire suppression. I think there will be medical tourism ads, and health destination ads to the more affluent.”
He said marketers might target these types of ads in wealthy neighborhoods in states that outlaw abortions. For example, in highly affluent neighborhoods in Dallas, consumers may see more destination marketing from places in California, New York or other states where it is legal to have an abortion.
He added that people who support the Right to Life will be more bullish, while those in favor of the Right to Choose will become more cynical. Marketers always factor in optimism and cynicism when making decisions on ad auctions and keyword bidding, he said.
“It’s unknown how this will shake out,” he said.