Marriott is one among a platoon of non-advertising companies that have launched programmatic ad platforms lately. Just don’t call Marriott’s new platform a retail media network. “I wouldn’t put us in that category,” said Elizabeth Donovan, global director and head of ad revenue for the Marriott Media Network. “We are a travel media network and I think more like a publisher, too.”
When it comes to targeting, the ad industry is in the process of effectively turning back the clock 20 years.
And that’s not a bad thing.
The simple fact is that the ad industry, on its first run-up to personalized marketing, made a number of missteps. The time has come for a course correction. And while the transition may be rocky at times, we now have the opportunity – and means – of laying a sustainable, data-driven foundation for the future.
Google’s new “reject all” cookies button is about to disrupt the entire ad tech ecosystem even more. The next era of ad tech is about user consent, not cookies, writes Joe Root, CEO of Permutive. And the age of opt-outs means publishers and advertisers need solutions to serve an ad without processing user data – and some are already making mistakes.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Mix Of Arc And Science Arc XP, The Washington Post’s subscription software publisher monetization business, has had outside sales interest in the low nine figures, Axios reports, if it were to spin off the business. But the Post isn’t interested. “I personally think […]
With additional browser- and device-based identifier restrictions dropping almost every other month, publishers are getting pitched a dozen addressability solutions every week – and we’re already seeing cases of buyer’s remorse: publishers not getting the value they expected from proposed solutions.
The IAB, in collaboration with the IAB Tech Lab and the Media Rating Council (MRC), released its first update to in-game ad measurement standards since 2009. The new standards reexamine the metrics for counting a valid in-game ad impression and add criteria for measuring ad placements in 3D and virtual environments. They also define in-game measurement terms in alignment with cross-channel measurement efforts.
For years, data privacy regulators didn’t have the tools – or the teeth – they needed to effectively enforce proper standards on the internet. Then came GDPR. Now they have the tools and the teeth. But, still, privacy enforcers are mostly unable to disrupt the status quo. At least to hear Johnny Ryan tell the story on this week’s episode of AdExchanger Talks.
Show me a digital publisher, and I’ll show you a team of people busily doing their best to collect first-party data before the clock runs out on third-party cookies. But, depending on the site, roughly 5% of the emails that publishers collect from their readers – fine, call it zero-party data, if you must – are generated by machines.
Two years of sweeping disruptions – supply-chain shortages, staffing challenges, fluctuating COVID regulations and looming inflation – were tough on consumer packaged goods (CPG) marketers and retailers. But consumers are eager to shop in stores again. As data across touch points converge, marketers have the power to elevate customer experience and increase conversions, writes Gila Wilensky, president of Xaxis US.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Google’s $18 Billion Offer Almost exactly one year ago, the EU began an antitrust inquiry into whether Google restricts access to the cross-site web and app data it uses to benefit its own products. Specifically, the European Commission examined how Google forces advertisers […]
When messaging app developer Pinger started experimenting with CTV advertising last year, it learned a lot – about what not to do. “Mistake number one is that we really thought a CTV agency could guide us through the process … and I would encourage you not to assume that,” says Brook Lenox, Pinger’s senior marketing manager.
Rising inflation, flagging consumer confidence and uncertainty due to ongoing supply-chain issues have economists predicting a recession. But, based on GroupM’s and Zenith’s mid-year forecasts of the global ad market, the recession fears may be unfounded. Still, after the record highs of 2021, ad spending will see a deceleration in 2022.
Although Apple held off on dropping any ad tech industry-shaking privacy news at its Worldwide Developers Conference last week, it did publish documentation about the next version of SKAdNetwork – we’re up to 4.0 now – which includes a handful of new features that developers and mobile measurement providers have been asking for.
Transparency in audience measurement and ad sale pricing and has grown over time. But The need for greater transparency around the cacophony of growing advanced TV offerings is glaring, writes John Link, VP of sales at AdImpact. Compared to the linear TV market, digital ad transactions remain more opaque because the nature of the medium calls for more advanced targeting with more granular data.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Performance Maxin’ And Relaxin’ Performance Max may be the most important name in ad tech that many people in ad tech have never heard of (unless you read this newsletter, of course). PMax, as the cool kids call it, is Google’s new optimization product. […]
The market is not being kind to digital media companies. The nearly 40% drop in BuzzFeed’s stock price on Monday and the decline of its valuation from $1.5 billion when it went public in December to roughly $300 million now is no doubt causing other digital-native publishers to rethink their IPO plans. But any doom and gloom about the long-term viability of digital publishers in public markets is likely overblown.
Connected TV may be the media industry’s shiniest new toy, but it’s not squeaky clean – it’s rife with ad fraud, and high CPMs only make the channel a better target for con artists. Several industry execs discussed why the industry’s best shot is to increase transparency as much as possible across the bid stream at IAB Tech Lab’s Transcend summit.
After Apple’s WWDC, the company’s next step will be to clamp down on fingerprinting … the question is, when? Plus, industry orgs struggle to build a path forward with new signals.
As an advertising vehicle, podcasts have yet to reach their full potential due to a limited array of formats and a relatively small amount of inventory. To take full advantage of ad monetization, the podcasting industry will need to “rip up its playbook,” writes Paul Kelly, Chief Revenue Officer of A Million Ads. But there are ways the industry can bring podcasting revenue to its full potential.
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Baby Steps Babylist began as a registry to combine a gift registry and services (like helping new parents by arranging dog walks) with an affiliate revenue model. Although the approach worked well, 85% of Babylist’s sales went to a single retail partner, CEO […]
Mike Schott joined Volta, which makes electric car charging stations, almost six years ago to build out the company’s nascent advertising business. That makes Volta early to the everything-is-an-ad platform trend. But even back in 2016, Schott, a longtime EV owner himself with a background in ad tech – he’s the former VP of sales for DSP Viant – had the sense that “an advertising business would be a strong differentiator.”
TV ad tech and identity resolution company Blockgraph – jointly owned by Comcast, Charter and Paramount – announced a partnership with FullThrottle, which focuses on household-level data as opposed to user data like third-party cookies, to expand its pool of anonymized advertising IDs.
The growth of connected TV advertising isn’t simmering down anytime soon – but the lack of an industrywide standard for campaign measurement is making it a rocky road. Several executives at AdMonsters’ Ops conference in New York City discussed how interoperability between TV publishers can help solve for some of the standstills stemming from the lack of consensus.
A rare trifecta of factors influencing the marketplace today — political tension, a war in Europe, a continuing pandemic and high inflation — means this year’s midterms will be a bumpy ride, writes George Leon, Chief Strategy Officer at Hawthorne Advertising. Buyers who need to drive action around time-specific events will need to maintain a presence during the midterms, and they’ll have to plan on paying more to place inventory that receives lower response rates.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. All Systems Ro’ Roku insiders are abuzz about a potential acquisition by Netflix, Insider reports. There’s no firm reporting of a deal, or even of negotiations. But two employees say Roku abruptly closed the trading window to sell vested stock. That kind of trading […]
As clients look for alternatives to third-party cookies, ad agency Dentsu can steer them to its in-house Contextual Intelligence tool, which launched today. Although contextual targeting is often considered inferior to demographic or behavioral targeting, it can drive performance. Jewelry retailer Pandora piloted the tool during the 2022 Valentine’s Day season. Ads placed using the solution represented 2% of campaign spend, but drove 36% of revenue, a 24x return on investment.
Cookie deprecation is hanging over the media and advertising industry like a storm cloud. New identity solutions built on first-party data are clearly one solution, but publishers and advertisers differ on whether they’re building their own proprietary solution or a shared shelter that will scale – and explained why at AdMonsters’ Ops conference in New York City.
Frustration with blanket brand safety and suitability solutions is boiling over, leading some publishers to call for marketers to block the blocklist and throw away the keywords. That frustration was on display during a brand safety and contextual targeting panel at AdMonsters’ Ops 2022 conference in New York City on Monday.
Three web standards organizations tasked with the online ad industry overhaul, the W3C, the IAB Tech Lab and Prebid.org, called out for help this week during a series of presentations and a joint panel at the AdMonsters Ops conference in New York City.
