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Must Read

Universal Music Makes Its Data-Driven Ad Platform Play Levi’s AI Chief Katia Walsh On Lifting Up Women And Fighting Algorithmic Bias Ad Tech Company Perion And The Producer Of MTV’s ‘Catfish’ (Really) Tout Contextual Targeting Nike Touts Its DTC And Data-Hungry Wholesale Deals In Upbeat Q2 Earnings Marketers Have One Year To Migrate To The New Google Analytics – But It’s Already A Mess Ready To Advertise In The Metaverse? (No, You’re Not) Why The Grocery Chain Albertsons In-Housed Its Retail Media Network And What It Plans To Do Next AdExplainer: What Is Advanced TV? T-Mobile Rebrands Its Ad Biz And Navigates The Perilous Line Between Programmatic And Privacy
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Latest

Comic Strip

Comic: Summer Of Programmatic

Nate Neal By Nate Neal

Monday, July 4th, 2022 – 12:15 am

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Comic: Summer Of Programmatic

 

Happy July 4! This classic AdExchanger comic was originally published on June 22, 2018.

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Online Advertising

Universal Music Makes Its Data-Driven Ad Platform Play

James Hercher By James Hercher

Friday, July 1st, 2022 – 11:18 am
Comic: Media Planning "Research"The parade of data-driven ad platform launches by companies that don’t traditionally monetize through advertising seemingly cannot be stopped.

In the past month alone, Walmart-owned Sam’s Club, the hotel chain Marriott and Volta, which manufactures charging stations for electric cars, have all launched or rebranded their advertising and programmatic revenue groups.

Last November, music labels got into the mix with the launch of WMX, Warner Music’s ad platform.

And the beat goes on. The latest example is Universal Music Group (UMG), a top music label which last week launched its data-driven ad-targeting platform called the UMusic Media Network.

Universal has some owned-and-operated media, including a social media-based entertainment company called Rebel Labs aimed at teens and a younger demographic, as well as Mercury Studios, which works with artists to create content. It also has a TV and film production group called Polygram Entertainment.

But the UMusic network primarily aggregates inventory from across Universal’s footprints on major social media platforms.

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OPINION: Data-Driven Thinking

Ready to Experiment With Influencer Marketing? 3 Strategies For Getting Started

By AdExchanger Guest Columnist

Friday, July 1st, 2022 – 12:45 am
Jason Chitwood, general manager of MarketerHire for Agencies
Jason ChitwoodGeneral Manager

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.

Today’s column is written by Jason Chitwood, general manager of MarketerHire for Agencies.

The creator economy grew during the COVID-19 pandemic, as audiences turned to content for entertainment more than ever before. More than 50 million independent content creators, curators and community builders drove the influencer marketing industry to $13.8B in 2021, with an estimated reach of more than $104 billion globally in 2022.

However, investing client budgets into new media platforms can feel like a significant departure from traditional marketing. 

With that said, if executed correctly, this approach – working closely with creators and influencers – can be less expensive than traditional media and can afford agencies and brands a much more targeted avenue for building trust and loyalty. 

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The Sell Sider

As Ad Tech Consolidates, Publishers Need To Tread Carefully

By AdExchanger Guest Columnist

Friday, July 1st, 2022 – 12:35 am
Jayson DubinCEOPlaywire

“The Sell Sider” is a column written by the sell side of the digital media community.

Today’s column is written by Jayson Dubin, CEO at Playwire. 

Remember ad exchanges? They used to be a regular feature of the ad tech landscape. Now? You can hardly find a stand-alone ad exchange. That’s because other ad tech players, including supply-side platforms (SSPs), and ad servers bought all of the ad exchanges and rolled them into their suite of services.

Consolidation is happening at record-breaking speed in ad tech. That leaves the industry with a problem. At best, this consolidation is confusing for publishers. At worst, it’s causing them to partner with tools and companies that simply can’t deliver on the promises they are making.

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Comic Strip

Comic: Ignoring The Third-Party Cookie Deadline

Nate Neal By Nate Neal

Friday, July 1st, 2022 – 12:15 am

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Comic: Ignoring The Third-Party Cookie Deadline

 

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Ad Exchange News

NBCU Struts Like A Peacock After Upfronts Haul; The Volunteers Who Keep The Internet Humming

By AdExchanger

Friday, July 1st, 2022 – 12:03 am

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.

Paid Upfront

NBCUniversal says this year’s upfronts was its highest-grossing since Comcast acquired the programmer in 2013. 

Unsurprisingly, streaming media helped break the record. Of NBCU’s $7 billion in ad commitments, per a release, $1 billion is earmarked for its AVOD service Peacock less than two years after its launch.

And NBCU said it saw “significant” category growth across pharma (up 40%), travel (up 30%) and broadcast entertainment, the NFL and multicultural segments (each up 20%).

This year was NBCU’s first upfront presentation since it became the most vocal, prominent backer of alternative currency systems (alternatives to Nielsen, that is). NBCU says 40% of its upfront deals will be “conducted outside traditional age and gender currency guarantees,” a euphemism for Nielsen.

“The results of this upfront say we’ve built the future our partners want,” Linda Yaccarino, chairman of global advertising and partnerships, says in a release.

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artificial intelligence

Levi’s AI Chief Katia Walsh On Lifting Up Women And Fighting Algorithmic Bias

Allison Schiff By Allison Schiff

Thursday, June 30th, 2022 – 1:18 pm
Katia Walsh, SVP and chief strategy & AI officer, Levi Strauss & Co.
An interview withKatia WalshSVP, Chief Strategy & AI OfficerLevi Strauss logo

When Katia Walsh, SVP and chief strategy and AI officer at Levi Strauss & Co., was a young student, a teacher told her math “isn’t for girls.”

It wasn’t until years later when she was working on her Ph.D. in strategic communication at the University of Missouri-Columbia, which involved some applied math and statistics, that she discovered a love – and aptitude – for numbers.

“So many women have been locked out,” Walsh said. “I was in my twenties before I realized, wow, this is fun, I love doing it and there are so many applications.”

STEM careers are more welcoming for women and people of color, but progress requires ongoing investment.

Last year, Levi’s launched an in-house machine-learning bootcamp to help employees who don’t have a formal data science background learn about AI and develop new digital skills. More than 450 people applied for just 60 spots in the program.

Roughly two-thirds of the first class were women.

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PODCAST: The Big Story Podcast

The Big Story: Google Wrestles With An Analytics Overhaul, While The Ad Tech Market Preps For A Downturn

James Hercher By James Hercher

Thursday, June 30th, 2022 – 10:54 am
The Big Story podcast

Google has tried – and so far mostly failed – to get its customers on board with major new migrations for its online advertising platform.

There was the Ads Data Hub switchover, kind of, and the move away from third-party cookies … which was supposed to happen already. We’re still waiting.

This time, though, Google means it. And this time the migration is away from the tried-and-true (well, true-ish) Google Analytics that most marketers are very familiar with, to GA4, an updated and more sophisticated version of the platform – that also doesn’t include IP addresses and isn’t built on online advertising IDs.

That deadline to migrate is July 2023. In this week’s episode, we’ll talk about why this major overhaul of Google Analytics is happening and why businesses across the board need to be on top of the change.

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On TV and Video

Why Amazon Fire TV Is Leaning Into Live Content

Alyssa Boyle By Alyssa Boyle

Thursday, June 30th, 2022 – 12:35 am
An interview withMatt HillHead, Fire TV Device Monetization

“On TV & Video” is a column exploring opportunities and challenges in advanced TV and video.

Ad-supported video on demand is growing, but that doesn’t mean viewers aren’t still consuming live linear content.

Live TV made up 21% of the billions of hours people spent watching content on a Fire TV device in February alone.

Fact is, TV audiences still consume live linear content – they just want to be able to watch it on their own terms, said Matt Hill, head of Fire device monetization at Amazon.

But there’s fragmentation in terms of how people can access streaming content. Amazon is trying to close that gap through its Fire TV interface by creating an “aggregated experience as an easy leaping point” to any piece of content, Hill said, including live linear content.

Fire TV offers content recommendation and sponsored tiles, which are ad placements that appear on the Fire TV user interface to promote content and apps.

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Ad Exchange News

Let’s Write An Obit For Ad-Based Death Sites; Amazon Go Go Go, Ramping Up Store-Based Ad Tech Chops

By AdExchanger

Thursday, June 30th, 2022 – 12:03 am

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.

Programmatic Grave Robbers

Caity Weaver, a New York Times Magazine writer, shined a light on a gross and morbid open web practice – death-related news as an online advertising funnel. 

Weaver paid $900 to publish an obituary for her mother in her local paper. Which, because it was funny and well-written, was picked up by local news and aggregator sites, including the New York Post. The thing is, now these sites profit directly from that obituary, including original photographs taken by her father.

Some sites even include donation links that seem to be part of the family’s wishes – with language like “plant trees to honor her memory” – but actually just earn the site a commission (if they aren’t straight-up fraudulent). 

Aggregator sites and programmatic death mills, as they could be called, have gained traction by scraping funeral home sites, the web and social media for news of deaths, just to create landing pages featuring names, copy-and-pasted obituaries … and a barrage of ad units. 

These sites slip by brand safety tags (obituary language is mellow, not graphic) and invalid traffic detection because they get legit organic search traffic; often the first thing people do when they hear tragic news is Google a name.

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