With new first-party ID solutions flooding the market, the buy side of the ad industry is looking for ways to enhance campaign targeting and attribution by matching different first-party data sets. To that end, Goodway Group built its own first-party ID solution dubbed Passport One. The tool allows advertisers to connect to multiple data sets in one place.
Since 2020, brands have made commitments to diversity, equity and inclusion (DEI) in their ad campaigns and spending. In response, a number of ad networks have cropped up that specialize in connecting advertisers to diverse audiences via partnerships with minority-owned and minority-led publishers. My Code Founder and CEO Parker Morse believes the rise of multicultural ad networks over the past two years is great news for the advertising industry and for efforts to monetize minority-led publishers’ media inventory.
When it comes to privacy legislation, denial often comes before compliance. When GDPR went into effect back in 2018, some companies in the US simply ignored it, opting to shut down or limit operations in the EU instead of adjusting their data privacy practices. But with privacy legislation in California (CPRA), Colorado (CPA) and Virginia (VCDPA) set to go into effect 2023, American businesses will have no choice but to accept and act, says Ines Henrich, VP of sales planning and media strategy at Aki Technologies.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Kilar Out Outgoing WarnerMedia CEO Jason Kilar had interesting tidbits for Bloomberg about HBO Max advertising, now that WarnerMedia merged with Discovery (and is run by Discovery chief David Zalsav). Set aside the rubble of AT&T’s once-ambitious plan to build a top global […]
It makes perfect sense for TV manufacturers to break into advertising. But what about content and software-first companies considering the legacy biz? There are pros and cons to the move, but it all comes down to a profitable plan because “a better go-to-market strategy will crush better technology every time,” said GroupM’s global president of business intelligence Brian Wieser.
Connected TV has been a buzzword for years, but its categorization distinct from other over-the-top (OTT) media was only made official last summer. In August, the Media Rating Council (MRC) revised its official definitions to draw the line between CTV and OTT based on critical differences in measurement, viewability and attribution.
TV inventory fragmentation means publishers need new ways in which to aggregate their inventory, connect with buyers and transact. To make TV convergence a reality, FreeWheel’s new GM Mark McKee plans to bolster the company’s role in the ecosystem as a player in cross-platform TV standardization and automation.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Privacy Tech And Privacy Theater The ad industry, particularly publishers, need programmatic ways to convey signals of trust. There’s the IAB Europe’s Transparency and Consent Framework. But that was ruled illegal by the Belgian data privacy regulator and is being overhauled. The regulators say […]
It’s your friendly neighborhood ad platform. At least, that’s the pitch by Nextdoor as its advertising business matures. Nextdoor launched a consolidated ad platform called Nextdoor Ads (if you can believe it), which brings self-service tech and new formats and features to its local and small business advertisers.
Machine learning and statistical models have evolved to provide an extremely sophisticated understanding of the contribution of each marketing investment and the interactions between them. But models can leave marketers vulnerable to misguided decisions and the underutilization of data and analytics, which inhibits them from realizing the full value of the insights the model can provide, says Alice K. Sylvester, Partner at Sequent Partners.
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. The Royal Rumble Of Ratings The TV analytics company EDO, co-founded by Edward Norton, raised $80 million at a $200 million valuation. The actor’s involvement stemmed from Norton’s experience with streaming production, since there are no obvious benchmarks like box office or DVD […]
The Privacy Sandbox proposals are moving forward in an organization whose governance is in the air and whose leadership is disengaged. We unpack what’s going on at the W3C with working group member and IAB Tech Lab advisor Alex Cone. He also weighs in on what went wrong with FLoC.
AppLovin and The Trade Desk announced twin news items today. The mobile gaming and advertising giant launched an integration with Unified ID 2.0, and The Trade Desk buy directly from AppLovin for the first time. The Trade Desk has historically been a major demand partner for MoPub, said Meagan Martino, AppLovin head of demand for EMEA and the Americas, who came to AppLovin with the acquisition. “Getting The Trade Desk to migrate and transition to AppLovin was one of the top priorities for my team.”
Video game ads are the new hot commodity. And ad tech companies that specialize in in-game ad inventory are seeing an infusion of cash. After just 11 months in market, Gadsme announced Wednesday it raised $8 million in seed funding.
The Worldwide Web Consortium (W3C), the main technical standards developer of the internet, will lose longtime university partner MIT as administrator and US host organization at the end of this year. Many W3C members are advocating for a new organizational structure as a non-profit funded by members and board members – a familiar structure for industry orgs. But there is no immediate solution and MIT won’t renew its host contract at the end of the year. The clock is ticking.
Despite fragmentation and automation in TV inventory, marketers and brands have options to ensure advertising quality in their media buys. Ad quality is a “team sport” that requires industry-wide standards, writes Louqman Parampath, Roku’s VP of Product Management. But on top of that, “the best way for brands to ensure quality is to prioritize direct relationships with trusted platforms and publishers.”
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Not So FAST FAST channels have been slow to develop original content. Most free ad-supported TV (FAST) channels are feasting on the scraps of linear TV. It works because old shows are still new for millions of viewers who didn’t catch them over the […]
Imagine: You are a political trader, and it’s 7 p.m. on a Friday night in October 2022. A customer needs to launch 13 CTV-focused campaigns that target districts in four states – immediately. Do you have the tools to make it happen?
In-cinema advertising company National CineMedia says renewed moviegoer traffic put it “back in business.” But it wasn’t waiting idly – NCM rolled out new technology rife with first-party data that allows clients to layer exposure data into media buys across the NCM footprint for the first time.
Two years after Instacart made its first major push into ad tech, the company is launching more products that follow the playbook written by other major online ad platforms. “We’re a maturing ad platform,” said Instacart VP of advertising product management Ali Miller. As Instacart itself learns over time what works and what doesn’t on its ad platform, it will turn those learnings into commercial products.
Paula Connard, chief personalization officer at Horizon Media, on why third-party data is disappointing, why testing proposals in the Chrome Privacy Sandbox isn’t a top priority, why the indie agency decided to build rather than buy a data platform and the questions she’s getting from clients as they deal with signal loss.
88% of advertisers say they’re still using cookies – which is down from 97% in May last year, says Nicole Perrin, VP of Business Intelligence at Advertiser Perceptions. Cookies are eroding well ahead of Google’s “sunset date,” so publishers need contextual and cohort-based alternatives to stay competitive with a “one-to-some” offering.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Roku On A Roll Roku announced a beta program for dynamic linear ad insertion (DLA). Dynamic ad insertion (DAI) was one piece of Roku’s acquisition of Nielsen’s advanced video advertising business last year. Roku’s pitch for DLA is to increase linear addressability by targeting […]
Does the rise of the subscription media model signal the end of ad-supported journalism? Not likely. But big-name news outlets like Bloomberg are finding subscriptions offer a more stable revenue source than advertising, said Bloomberg Chief Digital Officer Julia Beizer.
Don’t apologize for having to monetize, according to Lisa Howard, global head of advertising and marketing solutions at The New York Times. “[We’re] unapologetic about ads,” she says. But when it comes to digital advertising, less is more.
Moments of connection that provide holistic experiences are on a journey to replace data-based advertising. And with the rise of technologies like blockchain and the metaverse that make consumers more connected than ever, it’s time for brands to accelerate that journey, says Azlan Raj, chief marketing officer of Merkle EMEA.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. If It Ain’t Broke, Don’t Flix it Why does Netflix cancel shows people seem to love? Why does Netflix stick with full-season drops while every other streaming service reverts to a weekly episode cadence? The answers are tied up in Netflix’s commitment to […]
Polaris, one of only several Black-owned TV networks, debuted in October on VIZIO’s streaming service, WatchFree Plus. Originally launched as a media outlet for BIPOC creators by former MTV exec Rahman Dukes, Polaris’s goal is bridging the gap between “old-school” entertainment and content with “new-school” digital signals and connectivity.
Consumer habits and changes among retailers themselves have reshaped the agency landscape around a new form of commerce media. The trend wasn’t as obvious a few years ago, when online retail media opportunity looked scattered with an emphasis on discounting: think cash-back apps and the heady days of Groupon sales, or CPGs on Amazon Fresh. Now, a brand that sells online faces a different landscape and an entirely different team of partners helping them.
