The Federal Trade Commission is making privacy a priority. But that’s hard to do without a federal data privacy law. In the meantime, the FTC hopes to fill in the gaps with new rulemaking to apply privacy practices to consumer welfare enforcement broadly, said Rashida Richardson, attorney advisor to FTC Chair Lina Khan, speaking at AdExchanger’s Programmatic IO conference in New York City this week.
What do Marriott, Lyft and Lowe’s have in common? All three are non-advertising companies that recently launched their own media platforms. Lowe’s rolled out its One Roof Media Network in October 2021; Marriott announced its travel media network in May; Lyft Media launched in August. Both Marriott and Lowe’s use Yahoo’s ad tech to support […]
Uber formally organized a new segment of the business called Uber Advertising on Wednesday. Uber also introduced a new ad offering called “journey ads” that allow brands to target Uber riders based on their destination.
Although Netflix lost roughly 1 million users in Q2, the streaming giant gained 2.4 million subs in Q3, which helped boost the company’s revenue by 6% year over year. The question is: What happens to Netflix’s subscriber count when it flips the switch on ads in less than two weeks?
Google isn’t bluffing about quitting its third-party cookie habit. That’s because consumer concerns about data privacy and pressure from regulators around the globe have left Google with no choice but to discontinue third-party cookie usage in Chrome, said Dan Taylor, VP of global ads at Google, at AdExchanger Programmatic I/O conference in New York City on Monday.
TV ad measurement has seen a lot of positive progress, but it’s still something of … a big fat mess. Luckily for advertisers, TV measurement is nowhere near as messy as it was just 12 months ago, said Kelly Metz, managing director of linear and advanced TV activation at Omnicom Media Group, speaking at AdExchanger’s Programmatic I/O conference in New York City this week. Still, buyers aren’t getting the data transparency they say they need in order to make more informed media buys.
The data clean room category is like wet cement right now. And Snowflake is writing its name everywhere. On Monday, Snowflake announced an investment in OpenAP, an advertising identity data company co-owned by Comcast’s NBCUniversal, Fox, Paramount and Warner Bros. Discovery.
Retail media networks (RMNs) and the ad industry are in the honeymoon phase. RMNs are currently cresting the peak of inflated expectations, according to Gartner’s most recent hype cycle report focused on digital advertising, which was released over the summer. And you know what comes next: a slip down into the trough of disillusionment. It’s […]
One emerging alternative to the use of third-party cookies is predictive modeling that optimizes targeting using privacy-compliant data signals, such as weather and time of day. Mercedes-Benz recently worked with Merkley + Partners to test this type of cookieless targeting solution against both cookie-based targeting and contextual targeting.
Podcast listeners bear a striking resemblance to CTV audiences. The majority (62%) of weekly podcast listeners regularly stream ad-supported content, according to research from Acast, a podcast monetization and distribution platform.
Media standards are needed to help guide buyers on where to invest and help publishers and platforms do better themselves. The “onus is on advertisers” to drive change,” said Eli Harris, EVP of global digital partnerships and media responsibility at MAGNA Global, presenting the fourth annual edition of the company’s Media Responsibility Index (MRI) at an event in New York City earlier this week.
Google, and every other ad tech company, is trying to figure out how to deliver personalized marketing without being creepy or violating a privacy policy. “First-party data is imperative,” said Michael Burke, managing director of Google’s branded luxury apparels business, at the IAB Tech Lab’s Brand Disruption Summit in New York City on Wednesday. “But the fallacy is the idea that [first-party data] needs to be used for one-to-one marketing.”
Netflix has ads starting in November. The Netflix Basic With Ads plan is launching in 12 countries on November 3, including the UK, Italy and Korea, and will cost viewers $6.99 a month. Netflix was originally planning an ad tier for 2023, but the streaming wars are moving full steam ahead.
“When you enter those [agency] doors, you are you coming into an office of all media professionals – media planning, media strategy, custom content makers, research – where everybody eats, sleeps and breathes media,” said Aaron Sobol, Unilever’s head of media investment and partnerships. On the brand side, however, the in-house media team is comparatively small and sits “inside of a relatively small marketing community, inside of a very, very large company.”
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.
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.
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.
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.
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.
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.
On Monday, Fandom snapped up GameSpot, Metacritic, TV Guide, GameFAQs, Giant Bomb, Cord Cutters News and Comic Vine from Red Ventures. The acquisition improves Fandom’s reach among fan communities, which will supplement its offering for marketers throughout their journey through the marketing funnel, said Fandom CEO Perkins Miller.
The conventional wisdom in Washington DC is that half or more of political ad budgets during an election year are spent in the final 45 days before the election. We’ve rounded that final bend and are now in the home stretch to the midterms, and programmatic companies are like race horses chomping at their bits.
