Agencies

“The personalized targeting data points we’ve gotten used to are under examination,” said Jeremy Hlavacek, CCO of data services provider Experian. “Advertisers want better identity data, better segments and better understanding of consumer behavior. So they’re going to shift to higher-quality, more precise, more accurate, more trusted data sets.”

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Going Nowhere FAST Streaming TV services want people to pick a show already. Too often, viewers peruse a streaming app for a bit and never actually settle on a show, then try another app.  It’s an underappreciated linear advantage that something is always […]

Getting cozy with agencies wasn’t always a priority for Criteo, which has direct relationships with more than 20,000 clients. But now that Criteo has commerce and retail media aspirations, it needs to strike agency partnerships, says its CRO Brian Gleason.

For digital media, Scope 3 includes agencies, tech companies and publishers. Everyone in the digital advertising supply chain is equally responsible for its sustainability. That’s why, to successfully sustain it, marketers must connect their efforts to wider corporate goals, use standard certifications and measurements, and prioritize innovations that create a winning, sustainable scenario for everyone, writes Ben Riley, general manager at SeenThis. 

Media standards are needed to help guide buyers on where to invest and help publishers and platforms do better themselves. The “onus is on advertisers” to drive change,” said Eli Harris, EVP of global digital partnerships and media responsibility at MAGNA Global, presenting the fourth annual edition of the company’s Media Responsibility Index (MRI) at an event in New York City earlier this week.

To plan, target and measure media buys on TV, advertisers need to resolve identity at the household level, which calls for full media transparency, said Kelly Metz, managing director of linear and advanced TV activation at Omnicom Media Group. Kelly Metz will be speaking about the future of TV measurement at AdExchanger’s Programmatic I/O conference on October 17-18 in New York City. Click here to register.

Ecommerce momentum has tailed off since last year, but global ecommerce and retail media still have plenty of room for growth, according to GroupM’s 2022 Ecommerce and Retail Media Forecast. Total global retail media spend will hit $160 billion by 2027, which represents a 60% growth rate over five years, GroupM predicts.

Merkle’s retail and consumer goods group has become a testbed for multiple other verticals. Although people tend to think of retail advertising from the perspective of grocery store chains and major CPG brands (Walmart, Target, Kroger and the brands they carry), these days the “retail media” category includes a host of new entrant: Best Buy, Marriott, Lyft, Uber, craft goods store Michael’s.

For much of 2022, business leaders have been bracing for a downturn. But if a recession does hit, advertisers are unlikely to pull back on performance spend as they continue to chase consumer attention amid changing media consumption habits.

Rather than looking at one particular data signal, attention metrics include a variety of data points, which are fed into a machine-learning model to predict the likelihood that a given media environment and ad creative will draw attention from a hypothetical audience member.