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Must Read

Streaming Was The Star Of This Year’s Upfronts Why This Server Company Launched Its First Ad Product – And Why It Won’t Be The Last Brands Lean On New Attribution Tech – Just Don’t Call It MTA – As Budgets Split To New Channels AdExplainer: The Difference Between AVOD and FAST The Pivot To AVOD Is Happening And The Trade Desk Is Here For It How TikTok’s Ad Platform Stands After A Half Year Of Whirlwind Growth And New Products Why Alternate Currencies Probably Won’t Take Center Stage At This Year’s Upfronts AdExplainer: The Evolution Of Retail Media Facebook Advertisers Are Itching For Change As Bugs Infest Its Attribution Tech
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Latest

Spiceology Is Using Safari And Firefox As Its Cookieless Test Kitchens

by Allison Schiff  //  Posted on Friday, May 20th, 2022 at 11:02 am.

Third-party cookies will soon be off the menu.

Third-party cookies will soon be off the menu.

But even if 3P cookies weren’t on Chrome’s chopping block, brands would need a strategy to navigate signal loss online, said Chip Overstreet, CEO of Spiceology, a DTC company that sells spices, rubs, flavoring and condiments primarily online.

“Even in a world where third-party cookies exist, there’s still a huge swath of consumers who have already blocked them,” Overstreet said. “The problem is here today – it’s not a future challenge; it just gets more challenging in the future.”

Spiceology is used to rolling with the macro punches.

When the pandemic hit and restaurants shut down, for example, Spiceology pivoted from selling primarily to professional chefs to focusing on home cooks.

Addressing addressability (or the lack thereof) requires a similarly flexible approach.

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Streaming Was The Star Of This Year’s Upfronts

by Alyssa Boyle  //  Posted on Friday, May 20th, 2022 at 8:45 am.

Behind the scenes, the TV industry continues to grapple with the splintering of content consumption across channels and questions about how to effectively measure it.

But hey, let’s party.

If the NewFronts is where buyers flirt with newer media channels and, increasingly, streaming services, the upfronts, which wrapped up this week, is where things start to get serious, as legacy broadcasters showcase their new content in the hopes that advertisers will put a ring on it.

But this year, pretty much all of the major programmers (other than Warner Bros. Discovery) had streaming on the brain. NBCUniversal, Disney and Paramount made streaming a central theme of their upfronts pitch – and they’ve got their work cut out.

The competition for upfront dollars is getting fiercer.

YouTube, for example, made its upfronts debut this year – on the same day as Disney’s presentation – which was a cheeky move. While YouTube TV does distribute linear programming, the company’s roots are in streaming video, not linear.

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Higher CPMs Are Worth It – Here’s Why

by AdExchanger Guest Columnist  //  Posted on Friday, May 20th, 2022 at 12:35 am.

Elise Stieferman, director of marketing and business strategy at Coegi.

“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 Elise Stieferman, director of marketing and business strategy at Coegi.

You get what you pay for. This adage is considered way too infrequently in the world of digital advertising, especially programmatic. There is so much pressure placed on gaining efficiency, both in execution and cost, that marketers have begun to prioritize “added value” impressions over meaningful business results. 

But efficiency, while important, does not equate to effectiveness. 

So how can marketers change the narrative around programmatic CPMs?

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Comic: Programmatic’s Next Bet?

by Nate Neal  //  Posted on Friday, May 20th, 2022 at 12:15 am.

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

Comic: Programmatic's Next Bet?
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Senate Bill Seeks To Break Up Google; Yahoo Sues Data Scientist Hired Away By The Trade Desk

by AdExchanger  //  Posted on Friday, May 20th, 2022 at 12:03 am.

Comic: What Else?

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

Break The Chain

A new antitrust bill on the Hill is going straight for Google’s jugular.

On Thursday, a group of mainly GOP senators led by Mike Lee (R-UT), with some Democrat support, introduced the Competition and Transparency in Digital Advertising Act, which aims to prevent businesses from owning more than one part of the digital ad ecosystem if they process more than $20 billion in digital ad transactions. If a company processes $20 billion or more through a DSP service, for example, it can’t also operate an SSP.

(The senators may as well have called this the “Google, We’re Coming for You” Act.)

Although Google has been playing both sides against the middle(men) for years, it reacted to the bill by, as usual, claiming to be the hero.

Google’s tools across the internet “help protect users from privacy risks and misleading ads,” a spokeswoman told The Wall Street Journal. Breaking up those tools, Google argues, could cause security issues, embolden low-quality data brokers and “handicap small businesses” during a time of heightened inflation.

Google’s claim sounds a lot like Tim Cook’s pushback against the Open App Markets Act, which would force Apple to allow sideloading from third-party app stores. Cook claims that it’ll be a security nightmare, while advocates say it will give startups and small fries a fighting chance.

But the line needs to be drawn somewhere. As much as Big Tech touts cooperation and “co-opetition,” a slew of secret deals suggest otherwise.

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The Big Story: Attribution Evolves, Media Networks Explode

by Sarah Sluis  //  Posted on Thursday, May 19th, 2022 at 12:36 pm.

The Big Story podcast

Digital media has always had great attribution – great last-click attribution, that is.

Despite lots of time, effort and money spent convincing marketers to embrace multitouch attribution (MTA), the tactic was doomed. Its Achilles’ heel was an overreliance on user-level tracking, and that was true even before cookies went away. Walled gardens made it more difficult to track across channels, and after Google pulled the DoubleClick ID in response GDPR, it was curtains for MTA.

But from the ashes of MTA, new attribution and analytics vendors are beginning to rise. Over the past two months alone, Measured raised $21 million and Triple Whale raised $24 million. Other attribution startups of note include Rockerbox and Northbeam.

Many marketers, especially DTC brands, are looking for alternative attribution solutions. Changes to Google Analytics mean the free platform isn’t as compelling anymore.

But don’t expect a future in which marketers will be able to measure channels granularly and shift budgets accordingly.

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Why This Server Company Launched Its First Ad Product – And Why It Won’t Be The Last

by James Hercher  //  Posted on Thursday, May 19th, 2022 at 1:30 am.

Edgemesh Server, a commerce-based site and server operator, launched its first solution targeted at the ad industry this month to help commerce companies identify and root out bots and automated traffic that trigger valueless ad clicks.

Edgemesh is one of several new cloud and mar tech solutions that see programmatic advertising and commerce as a growth opportunity, but aren’t wading into ad tech themselves.

The company works primarily with online merchants and retailers, as well as some media companies, including Hearst, said Co-Founder and CEO Jacob Loveless.

AdExchanger caught up with Loveless.

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Will Ad Tech Ever Persuade People The ‘Value Exchange’ Is Worth It?

by Allison Schiff  //  Posted on Thursday, May 19th, 2022 at 1:00 am.

Comic: Please opt-in to our pseudonymous identifier. Excellent value exchange!

Even the experts at companies whose future depends on explaining the value exchange of personalized advertising to consumers struggle to make a convincing argument.

“It’s amazing that an industry that creates messaging to sell things to people has done such a poor job communicating this very basic value exchange,” said Ana Milicevic, principal and co-founder of digital consultancy Sparrow Advisers, speaking at LUMA’s Digital Media Summit earlier this week.

Part of the problem is that the ad industry’s MO has been to “overcomplicate” matters, said Lauren Wetzel, chief operating officer at InfoSum.

For evidence, just look at the overly crowded identity vendor landscape.

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Content, Commercials And Commerce: The Future Of Ads On Netflix

by AdExchanger Guest Columnist  //  Posted on Thursday, May 19th, 2022 at 12:35 am.

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

Today’s column is by Chris Keune, Kargo VP of data science and product. 

Netflix has suffered from flat subscriber growth in recent quarters, tanking the stock price and internal morale. Now, without a diversified revenue model, the company has announced that it will open up its content to nonpaying subscribers in an ad-supported model. 

But a move to sell ads doesn’t have to be a fall from grace. If done right, Netflix can set the standard for modern media companies. It can offer a model where content, commerce and commercials combine into a single, seamless experience. 

There are a number of huge opportunities that no streaming content provider has captured yet, from livestreaming retail to immersive content-as-advertising. Netflix can be the company to make it happen.

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The Powers Of Creation, When It Comes To Creative; Facebook’s A Whale … A Beached Whale

by AdExchanger  //  Posted on Thursday, May 19th, 2022 at 12:03 am.

TikTok is a dancing fly in the FTC’s argument ointment.

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

The Vibe Wars

TikTok has launched an ad product called Branded Mission, which identifies potential influencers and puts paid media behind content even if it isn’t part of a campaign. 

“Turn top-performing videos into ads,” is how TikTok puts it in a release. In a nutshell, that means giving the TikTok community a “creative hand” in the ads that are part of a brand campaign and also helps brands discover emerging creators broadly across TikTok. It’s a two-way street.

This TikTok news is part of a cold war being waged between the social platforms to secure their creative dominance.

Snapchat, for instance, reshaped ad creative with the shift to vertical video. The Pixy, Snap’s new drone that captures pictures while hovering around you (it’s basically an automated selfie stick married to a drone), is yet another example of a content creation play. Pixy-filmed media has an unmistakable Snapchat vibe, even if it’s later pushed to other platforms. 

Facebookagram has tightened up its ad platform this year, too, by requiring creative to be made within its system. Meta is tired of advertisers repurposing TikTok posts, just without the watermark. It’s a moral blow for Instagram when ads and viral content were originally (and quite obviously) made by and for TikTokers.

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