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Kubota Tractor Corporation has plenty of first-party data on customers who are likely to need its line of residential tractors and lawnmowers – namely, people who live on properties with a lot of land. But to capitalize on the trend of people moving from cities to rural locales during the COVID-19 pandemic, Kubota needed to be able to reach people who were actively looking to make such a move. That’s where Realtor.com’s first-party data came into play.

Bloomberg Media just turned off third-party ads on its site. But as it shuts the door to open-market programmatic, Bloomberg is opening a first-party data advertising platform. The business media giant described the change as part of a broader evolution in how online advertising works. “The reason we chose to make this investment is because […]

TAZO’s strategy under new ownership is to rebuild its brand on social media and its approach to media in general with a focus on sustainability, including a transition into product supply lines that are entirely regenerative by 2029, to help promote biodiversity. And that new strategy starts on TikTok.

The ad tech hits keep coming this earnings season. The latest is Criteo, which reported total revenue of $446.9 million in Q3 2022, down from $508.6 million last year, while net profit in Q3 dropped from $24.2 million in 2021 to $6.5 million.

Publishers covet business from big brands, but working with small to mid-size businesses (SMBs) can be a major source of revenue growth. That’s why Reddit is shoring up its ad offering for SMB and mid-market clients by improving its onboarding process and launching an advertising API.

Brands historically have stayed on the sidelines when it comes to hot-button social and political issues. But nowadays, American consumers often expect – and even demand – that companies form an opinion on issues they’re close to. Namely, consumers expect brands to stand up for women’s rights, especially following the recent Roe v. Wade overturn.

Political advertising is in full swing for the US midterm elections. We go deep into where candidates are spending their digital ad dollars and how they’re using data, with special guest Grace Briscoe, who oversees some 850 ad campaigns as head of political business for Basis.

Everyone knows retail media is hot right now. But more and more retail ad dollars are also being sponged up by social media. Social networks like TikTok can drive incremental sales … when used correctly, said Jacques Hagopian, SVP of marketing for Procter & Gamble’s North American business, during a panel at the ANA Masters of Marketing summit this week in Orlando.

Google Analytics began 2022 with an important goal to migrate its entire customer base onto Google Analytics 4 (GA4). Universal Analytics (UA), the longtime baseline analytics service, was to sunset by October 2023. UA was set for shutdown next year, but Google Analytics announced on Thursday that the company will push that deadline to July 2024.

Meta reported $27.2 billion in ad revenue in its Q3 earnings report on Wednesday. That represents a 4% drop year-over-year (YoY). Net income for Q3 was $4.4 billion, down 52% YoY. And Meta is projecting another revenue dip for Q4. As a result, the company will implement layoffs and hiring freezes throughout 2023.

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.