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Multicultural markets are the single biggest growth opportunity for the media and advertising industry. At least according to Marc Pritchard, chief brand officer of Procter & Gamble, speaking at the Association of National Advertisers’ (ANA) Masters of Marketing Summit in Orlando, Florida, this Wednesday. The industry needs to step up not just because it’s the right thing to do, he said, but because multicultural markets could be “the economic growth driver for decades to come.”

The Alphabet C-suite faced a tougher grilling than usual during its quarterly earnings report on Tuesday. YouTube had a YoY decline in revenue for the first time since Alphabet started disclosing YouTube ad revenue two and a half years ago – and likely for the first time ever since YouTube was acquired.

The Amazon Marketing Cloud, which emerged from beta last year, is at the beating heart of Amazon’s advertising ambitions. Amazon touted the product, which is its answer to a homegrown data clean room, at its Amazon Ads unBoxed conference in New York City on Wednesday.

Ad analytics startups have been springing up lately. The latest example is Memorable AI, a creative testing startup that raised $2.75 million earlier this month, including stakes from MediaLink CEO Michael Kassan and from programmatic vet Brian O’Kelley.

“The personalized targeting data points we’ve gotten used to are under examination,” said Jeremy Hlavacek, CCO of data services provider Experian. “Advertisers want better identity data, better segments and better understanding of consumer behavior. So they’re going to shift to higher-quality, more precise, more accurate, more trusted data sets.”

Old El Paso launched an awareness campaign to reach new customers in the UK with personalized ad creative promoting “Fajita Friday” (because why stop at Taco Tuesday?). Specifically, the General Mills-owned brand saw an opportunity to reach incremental new households with more individualized messaging, said Aditi Hilgers, head of meals for General Mills in the UK, which is partnering with WPP-owned agency Mindshare and search intelligence company Captify on the campaign.

Reach for the stars: That’s the lesson from Procter & Gamble’s quarterly earnings report on Wednesday. Its new measurement approach, which is oriented around the reach metric, is behind a reduction in media spend.

With a recession looming and even more signal loss on the way, publishers need to experiment to find the best mix of revenue-generating solutions and approaches. Bloomberg’s Julia Beizer, Blavity’s Jeff Nelson and Dotdash Meredith’s Daniel Papalia offered insights into their revenue strategies at AdExchanger’s Programmatic I/O event in New York City.

Transparency. Privacy. Signal Loss. Coming out of Programmatic IO New York, the full editorial team debriefs on the hottest topics driving ad tech conversations in 2022.

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.