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A new campaign from Bombay Sapphire, which launched on Wednesday with spokesperson and “Elvis” director Baz Luhrmann, combines influencer-led social media interactions with the goal of building a loyal customer base that’s (hopefully) willing to share personal information. Bombay Sapphire is looking to generate the kind of lift in brand awareness and affinity that can lead users to intentionally opt into future promotional efforts.

The 2022 midterm elections are expected to see a record amount of political ad spend going to streaming, even compared to the 2020 presidential cycle. Almost all marketers love CTV for the granular audience buying it supports, but CTV wouldn’t have the political clout it has today if not for the media’s roots in legacy television.

My Code, a publisher network that specializes in multicultural media, manages display and video inventory across nearly 800 sites under its umbrella. Because of the complexity of programmatic sales across such a diverse portfolio of sites, including a mix of owned and third-party clients, My Code has relied on PubMatic’s OpenWrap unified bidding solution for the past two years.

In Q2 of 2022, ad tech witnessed a slowdown in scaled deal activity (almost 60%). The reason? Global inflation, the Russia-Ukraine war, rising interest rates and the prospect of a recession are just a few factors. But what does this mean for publishers in particular, and how can they prepare? Kean Graham, CEO and founder, MonetizeMore, offers his perspective.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Unfulfilled One of TikTok’s advantages has been that, as a private company, it doesn’t report earnings to anxious shareholders. Having a Chinese tech backer with bottomless pockets doesn’t hurt. (Actually, sometimes it does. More on that later.)  But while Google, Meta, Snap and others […]

Brands and publishers can add one more first-party data item to their cookieless testing to-do list. Google built a clean-room-style add-on so brands and publishers with their own customer email lists can match against each other’s audiences. Dubbed Publisher Advertiser Identity Reconciliation, or PAIR, the solution is available Tuesday via Google DV360, its DSP. The […]

Some business practices on the internet may not be against the law, but they undermine or manipulate consumer choice. Legal advocates have coined a new name for this practice: dark patterns. And dark patterns are next up on the enforcement docket both for the Federal Trade Commission and state-level data privacy laws.

Just like a rising tide lifts all boats, a receding tide grounds all ships. When someone turns on an ad blocker out of frustration, that decision also affects publishers making an effort to serve up respectful ad experiences, says Blockthrough CEO Marty Krátký-Katz.

Social media, especially Facebook, has been the backbone of many brands’ advertising strategies for the past decade. However, new trends indicate it might fall off the favorites list soon. A recent report from the tech giant shows an unprecedented decline in its daily active users, writes Pedro Campos, founder of Advertongue.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. As Far As The Eye Can CTV Connected TV feels like it has reached a critical threshold to become a major programmatic revenue driver.  But it hasn’t. Industry consultant Mike Shields writes that an unnamed media exec recently threw cold water on CTV optimism.  […]

While brands want to be active in video games, on influencer-driven streaming video platforms like Twitch and in metaverse-like online games like Roblox, it can be hard for marketers to measure ROI in these spaces. However, for Invisalign, like with other early-adopter brands, the opportunity in new gaming and metaverse channels has more to do with driving awareness than increasing incremental sales.

Multitouch attribution has fallen into disrepair. Facebook and Google platform attribution is a mess. User-level tracking is going the way of cigarette smoking during a pregnancy. So, what’s left for digital advertisers who need to bring performance measurement back to their media plans? Incrementality testing, it seems. “I was a little bit skeptical as to […]

Pet food brand Nestlé Purina is using a combination of behavior data and survey data to peek into the lower funnel and get a feel for whether a lift in awareness translates to a potential lift in sales.

Transparency is the keystone that will bring together the best of linear advertising with the best of programmatic. Brands should be able to get more transparency on programmatic CTV, but, just as importantly, publishers should get something in return for sharing this information, writes Nicole Scaglione, global VP of OTT and CTV at PubMatic.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The End Of IP Damn patent trolls to hell – but this is about a different kind of IP. The walls are closing in on IP addresses as an identity signal, as browser makers and hardware manufacturers devise methods for passing the data they need […]

Roku premiered “The Lesbian Bar Project” in New York City, a docuseries chronicling lesbian-owned bars scattered across the country. The three-episode miniseries was co-produced by Roku’s Brand Studio and German liqueur company Mast-Jägermeister, the title sponsor of the show streaming on The Roku Channel.

Now that on-demand delivery service Gopuff has an ad platform business, it’s become an unlikely springboard to help creators promote and distribute their brand ventures.

With so much upheaval in our industry, agencies are the ones bearing the brunt of the greatest changes. If you’re an agency that wants to last beyond this chaotic inflection point, you will need to make three core changes across your business: evaluate what your core competencies truly are, take proactive steps to retain your top talent and accept that brands want more ownership in your relationship, writes Rob Beeler, founder of Beeler.Tech.

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Suite Smell Of Success Xandr CTO Ben John and EVP and GM Mike Welch recently shed some light on how Xandr plans to win in the CTV and video ad-serving market, which is essentially new to Xandr and a capability it’s building […]

Media planning is evolving in the lead-up to the midterm elections. Geotargeted CTV campaigns are winning over local media placements. Plus: Is Meta the new AOL? The argument for and against a behemoth’s slow decline.

Video SSP Beachfront and Canoe Ventures expanded their ad-serving partnership across several more programmers. The two companies integrated their tech stacks in 2019 so broadcasters or streamers that work with Canoe can channel inventory more effectively to Beachfront’s programmatic pipes. Now, six more programmers, including Kabillion, Afro TV and TV One, are using the integrated solution.

Almost one year ago, the W3C created a small sub-group called the Private Advertising Technology Community Group (PATCG). And, against the odds, the PATCG has made theoretical progress on a number of key ad tech and privacy logjams in the past year.

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.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Jeff Of All Trades The Trade Desk CEO Jeff Green touted retail advertising as a major growth opportunity at a presentation to TTD investors this week. Green says the market could soon reach $500 billion (retail media currently makes maybe $50 billion per […]

The mobile marketing landscape is changing. While many marketers are focused on getting back to business as usual, the reality is, the world has changed.The playbook they leaned on in the past is in need of evolution.

US political ad spending is exploding in the runup to the 2022 midterm elections, with an estimated $8 billion to $13 billion up for grabs this election cycle. But, while CTV and streaming video are seeing an infusion of political ad cash this year, local news publishers aren’t seeing a dramatic change in their bottom lines.

VideoAmp released a tool that allows publishers and advertisers to compare audience viewership second by second throughout the duration of a program. The purpose is to help buyers target their ads more effectively. Advertisers have been demanding discrete program insights for targeting and measurement planning, Jonathan Bohm, VP of product at VideoAmp, tells AdExchanger.

Major acquirers love software-as-a-service companies. Recurring, predictable revenue makes their ears prick up. So, why doesn’t every business, ad tech or otherwise, go down the SaaS route? Because for some it “would be a disaster,” says Tolman Geffs, managing director of BrightTower.

Everyone in our industry has been on the edge of their seat since Google first began developing the Privacy Sandbox more than three years ago. But things have been moving slowly, writes Lukasz Wlodarczyk, VP of programmatic ecosystem growth and innovation at RTB House. The cookieless future is virtually here, and the time to experiment with alternatives is now.