Marketers

If Alex Schultz, Meta’s CMO and VP of analytics, had his way, the term “performance marketing” would be retired. There isn’t a line [between] brand and performance,” he says. “It all performs.”

Gathering information from industry insiders is a critical part of the CMA’s evaluation process, says Chris Jenkins, director of the its Digital Markets Unit.

In today’s newsletter: Criteo gets MRC accredited for display impressions and click metrics; Google Analytics and Google Ads now use the same definition for “conversions”; and how marketing mutated the beverage aisle.

The vast majority of advertisers who buy ads in video games (91%) no longer consider gaming to be an experimental media channel. But ad spend in games still lags behind audience engagement.

In today’s newsletter: NAD says influencers should label endorsements as ads, even if they invest in the company; Netflix’s password-sharing crackdown was a catalyst for ad-supported audience growth; and G/O Media sells more of its portfolio.

It’s been more than a year since Bloomberg stopped running third-party programmatic display ads on its website – and it was the right move, says Christine Cook, Bloomberg Media’s global CRO.

Whether taxi riders like it or not, backseat screens are ad inventory, too. Curb, which operates a network of digital screens within taxi cabs, has technology that helps advertisers get in front of cab passengers.

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

In today’s newsletter: The CMO role is disappearing, but it may not be a bad thing; MFA sites use gen-AI images to game Facebook’s algorithm; Apple’s policies should end fingerprinting, but enforcement falls to app developers.

Now, advertisers have more flexible access to the MTA’s four million daily riders while they’re inside the stations, waiting for their trains.

Cookie loss is happening, even if it doesn’t feel imminent, and there’s no point in procrastinating, according to Sisi Zhang, chief data and analytics officer at Publicis-owned Razorfish.

Continued low concentration of brand spend in the mid- and long-tail retailer segments could pose an existential threat to grocery businesses, negatively impacting local communities.

In today’s newsletter: Meta will shutter news benchmarking service CrowdTangle; Reddit rolls out a new ad format to monetize its user activity; and the ANA readies a report analyzing the programmatic supply chain.

Why are there so many loss-leading streaming services? Blame it on Bob Iger, says LightShed’s Rich Greenfield.

Why the 4A’s is hosting secret meetings to redefine MFA from “made for advertising” to “made for arbitrage.” Plus, a new report from Adalytics reveals that MFA-blocking solutions aren’t as effective as tech vendors claim.

In today’s newsletter: MiQ’s Lara Koenig takes the stage at CTV Connect to talk about what’s next for programmatic CTV; Snap can’t compete because it lacks scale; and TikTok faces a potential ban (again).

Third-party cookie deprecation creates an opportunity for publishers to increase inventory value, efficiency and partnerships in the open exchange. Here are some efficiency initiatives that should make your inventory more valuable to advertisers.

Despite the backlash against MFA websites, there is still no industry standard to define MFA. So the 4A’s is hosting monthly meetings between buyers and sellers to nail down more explicit criteria for what constitutes MFA.

Programmatic advertising is rife with misinformation. Brands can protect themselves this election season without blocking the news.

G/O Media introduced a new contextual targeting solution that combines first-party contextual signals and data on audience browsing behavior to create cross-site contextual segments that can be activated programmatically.

Data has not only become the new oil for marketers; it is also the oxygen breathing life into TV advertising with new branding and performance opportunities.

Advertisers are turning the spigot back on. And PubMatic’s investments are paying off. The SSP reported 14% year over year revenue growth in Q4, powered by 9% growth in display.

In today’s newsletter: Meta’s growing “other” revenue; charting the depths of Reddit and Google’s new partnership; and TikTok’s ecommerce biz doubles down on influencers.

Here are five steps that all advertisers should take to strengthen their supply chains, improve transparency and ensure that MFA Freedom Day is a holiday they never have to commemorate again.

Due to declining paid social traffic, Wildgrain, a subscription box company that built its brand on Facebook, has ramped up its email marketing efforts through a partnership with LiveIntent.

In addition to establishing another pipe for programmatic demand, Colossus SSP will add SHE Media’s network of minority- and woman-owned publishing brands to its own minority-focused PMPs.

DoubleVerify added a feature to its platform on Tuesday that classifies MFA sites based on a tiered system.

Lots of marketers are playing around with generative AI. But for Ally Financial, generative AI is a serious investment, not a game or a gimmick, says CMO Andrea Brimmer.

Here are four common errors that can curtail the success of any influencer campaign – and advice for getting it right.

Meta’s shares surged by nearly 15% after reporting Q4 earnings on Thursday. It was the company’s fourth consecutive quarter of revenue growth, following a dismal 2022.