Marketers

Consumer expectations have changed, as have the best strategies for reaching them. Across social, search and display, many old tactics no longer fit the bill, writes Steve Wendling, VP of media at MMI.

Spreaker is returning to its roots by allowing small independent creators to sign up for free, the podcast platform announced Friday. The move is part of Spreaker’s strategy to become the Google AdSense of the podcasting world.

DoubleVerify reaped the benefits of a cautious Q4 for ad spending – and it will continue to benefit as measuring performance remains a priority for advertisers. The measurement company reported a 27% growth rate in Q4.

Publishers, such as The Arena Group, are now partnering directly with brand safety solution providers to lower their block rates for direct-sold inventory.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Trade Desk Trade-Offs The investment bank Needham has both the bullish and bearish takes on The Trade Desk after the DSP reported earnings this month. And there is a compelling case in both directions.

The TV term du jour is supply-path optimization. And SSPs in particular are under intense pressure to carve out competitive edges.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Artificial Ads Advertisers can use AI to generate entire TV commercials. Wait, what? Spectrum Reach launched an AI tool on Wednesday that clients can use to input basic company information (name and location), select the desired tone for the commercial and choose one […]

The ad agency holding company WPP is on the up and up and remains confident in its clients’ continued investment in marketing projects despite a challenging macroeconomic environment. WPP is “well positioned to deliver sustainable, long-term growth” after seeing broad-based growth in 2022, said CEO Mark Read during the company’s earnings report on Thursday.

The supply-path optimization trend is catching on with video publishers, including the AVOD platform Future Today.

Supply-side platforms are under intense pressure to prove unique value or hit the chopping block. And Magnite is using connected TV as its competitive edge.

Buyers already have access to the same information from the same trusted third-parties that publishers use to define Contextual Categories. So why bother?

TV fragmentation is only getting worse. And, according to FreeWheel’s newly promoted chief product officer, troubleshooting means simplification.

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

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The round-up will return Tuesday, February 21, in observance of the Presidents’ Day holiday. Thanks, George and Abe, for the long weekend! The Clone Wars Every few months, social platforms align on a shiny new object … that’s really just another version of […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. AppLovin You … Next Quarter  AppLovin didn’t have a very good Q4 by the numbers, but shares leaped by 30% after the company reported earnings on Wednesday. What gives? Although revenue declined 11% year over year to $702 million, AppLovin still beat analyst […]

Retail media networks overall still have a ways to go before they’re able to satisfy several basic buy-side demands, including better measurement, more transparency and some form of standardization.

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

How should the ad industry treat consumers’ call for data privacy? The IAB, ANA and 4A’s are at odds on how to tackle a thorny issue.

Growth marketing firm Power Digital has acquired marketing consultancy Sproutward to strengthen its data and analytics chops. The acquisition is Power Digital’s fifth in the last four years.

Havas Media named FreeWheel a preferred SSP partner for premium video for two reasons: transparency and supply path optimization.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Lost And Found If you’re wondering what happened to all the titles HBO Max just cut, they were rehomed across two other streaming platforms. On Tuesday, Warner Bros. Discovery announced that it’s making more than 220 canceled titles available on Roku and Tubi […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Let The Search Begin The long-dormant search category is rousing. Microsoft recently invested $10 billion in OpenAI, maker of machine learning content creation software DALL-E (for images) and ChatGPT (for text responses), with plans to test ChatGPT’s returns for Bing searches. Meanwhile, Amazon […]

The integration is the latest sign that agencies are getting serious about supply-path optimization (SPO) by forging direct relationships with SSPs. It also illustrates the need for SSPs to differentiate themselves from their peers by providing publishers and broadcasters with unique connections to demand sources.

Disney bumped up its annual tech and data showcase from March to January this year to show off its ad targeting and measurement chops in time for the upfronts.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Better Sorry Than Safe Twitter is partnering with DoubleVerify and Integral Ad Science on brand safety. Gotta do something to woo back its advertisers. “Through custom-built solutions for Twitter’s feed environment, these tests have shown that more than 99% of measured impressions appeared […]

Netflix President of Advertising Jeremi Gorman was hired September 26. Less than two months later, on November 12, Netflix launched its ad-supported tier in 12 countries. For now, Basic with Ads is focused on the basics, including ad tech and measurement partnerships and the rudiments of brand safety. But Netflix is “ripping through all the […]

Independent performance agency Tinuiti is making a bigger push into social with the acquisition of growth marketing shop Ampush on Tuesday.

Whereas brands and DSPs are whittling down the number of supply paths they use to purchase ad inventory, publishers are financially incentivized to work with as many partners as possible. But there are changes afoot that could alter the economics for publishers.

In 2023, we’ll see a Great Meta-reversal, a shift toward rich content and experiences that build enduring, engaged communities. Rather than building a separate experience for each mode of interaction, brands now have the tools to integrate the consumer relationship across many digital touch points, writes Mitch Ratcliffe, partner at Metaforce.

Pinterest is launching a new data clean room with LiveRamp to help drive incremental sales, with Albertsons onboarding as the first advertiser to pilot the tech.