Salesforce quietly introduced a new app in its App Exchange on Wednesday that was developed by The Trade Desk as a way to convert CDP identity data to Unified ID 2.0 (UID2) IDs. “The evolution of ad tech and martech is toward more and more first-party data being stored in cloud databases and in CDPs,” said Ben Sylvan, The Trade Desk’s GM of data partnerships.
Earlier this week, AdExchanger asked FTC Commissioner Alvaro Bedoya during his keynote at the NAD’s conference on advertising law in Washington, DC, why the commission decided to sue Kochava rather than any other ad tech company with a location data business. And, according to Bedoya, Kochava was singled out for a reason.
Group Black, a collective that represents 200 Black-owned media publishers, launched in 2021 with a mission to make Black-owned media easier to buy. Now, it’s partnering with Magnite to help scale Black-owned inventory by making more of it available programmatically.
Jeff Clark began at Walmart in 2017, before Walmart Connect was Walmart Connect, and before even Walmart Media Group prior to that. But whatever you call it, Walmart is homing in on a major opportunity in the booming retail media category. Clark, who’s now Walmart Connect VP of product, product marketing and analytics, is focused […]
Although the Federal Trade Commission has historically been a fan of the ad industry governing itself, it’s been making moves to signal that the commission might start to reject self-regulatory practices, at least on the privacy front.
Olaplex, which launched in 2014 making premium hair care products, was content growing its biz purely by word of mouth among stylists online. But when it started investing in paid media earlier this year, the brand turned to TikTok primarily for brand building rather than sales lift, said Chief Marketing Officer Charlotte Watson, who was hired in January as its first CMO.
Ecommerce momentum has tailed off since last year, but global ecommerce and retail media still have plenty of room for growth, according to GroupM’s 2022 Ecommerce and Retail Media Forecast. Total global retail media spend will hit $160 billion by 2027, which represents a 60% growth rate over five years, GroupM predicts.
Walmart Connect has gotten a lot more Connect-y of late. Now the retail media platform is striking partnerships to measure social commerce on TikTok and Snap, CTV ads on Roku and live-shopping content with companies Firework and TalkShopLive. The Walmart ad business has had bursts of new partners since it settled on The Trade Desk […]
Meta is struggling to get its wheels turning on Reels. But Meta has seen more success with business messaging. Click-to-message ads are “one of our fastest-growing ad products,” Dan Levy, VP of business messaging at Meta, tells AdExchanger.
Assistant Attorney General Jonathan Kanter, who leads the Department of Justice Antitrust Division, is pressing a tougher interpretation of American antitrust law to meet the requirements of a new digital economy. “We have all seen that in digital markets, monopolies self-sustain,” he said.
What exactly does “premium” mean? It seems the definition varies depending on who’s using it – that “premium” is in the eye of the beholder. But there are some areas of agreement. And the industry isn’t setting the premium bar as high as you might think.
For the most part, metaverse early adopters say they’re just exploring the possibilities rather than trying to really demonstrate ROI. And while hugely popular online games like Roblox and Fortnite are lumped in with metaverse platforms, they’re really Web 2.0 gaming without the decentralized interoperability promised by Web 3.0 and blockchain technology. The few actual metaverse environments in market, such as Decentraland and The Sandbox, don’t offer the audience reach advertisers crave.
Streaming has a Hispanic underrepresentation problem. Hispanic Americans account for nearly 20% of the US population, but Latino actors were cast in only 5.5% of the roles in digital programming during the 2019-2020 broadcast season. The representation gap is even wider in streaming TV than it is in broadcast, where Latino actors accounted for 6.3% of all roles.
Vertical video won the user-generated content wars long ago. If you see someone filming with their phone in landscape, they probably have a hotmail email address, too. Snapchat and Instagram may have shifted the way most people (or at least, most young people) take photos and videos, but it took TikTok to shift the way YouTube and its advertiser base use the Google platform.
Kevel launched a new set of APIs on Thursday, called Relay, for publishers and their ad tech partners to build their own programmatic stacks. Kevel’s overarching vision is to provide an AWS cloud-like infrastructure to support online advertising. The purpose of Relay, specifically, is to help publishers get more innovative with their programmatic monetization strategy.
Oracle is big. Huge. But, the fact is, Oracle Data Cloud (what is now Oracle Advertising) doesn’t have and has never had 5 billion people in its ID Graph, regardless of Larry Ellison’s flair for the dramatic.
At the Next TV Summit in New York City on Tuesday, legacy TV companies and the technology providers that serve them pushed back against an early eulogy for broadcast television. As old players reinvent themselves and new ones join the scene, TV distribution is coming full circle — broadcasters are focused on getting their network signals to stream on mobile devices and connected TV (CTV).
Merkle’s retail and consumer goods group has become a testbed for multiple other verticals. Although people tend to think of retail advertising from the perspective of grocery store chains and major CPG brands (Walmart, Target, Kroger and the brands they carry), these days the “retail media” category includes a host of new entrant: Best Buy, Marriott, Lyft, Uber, craft goods store Michael’s.
David’s Bridal has been selling dresses since the 1950s, but it didn’t say “yes” to a social advertising strategy until 2019. Now, the retailer allocates one third of its spend to social media – and half that budget goes to TikTok alone. Next on the agenda is live shopping, which David’s Bridal tested in August with its “First Annual NashBlast.”
New York Times-owned sports publisher The Athletic introduced display ads on its site and in its app on Monday – but don’t expect to be able to buy these ads on the open web. The goal is to make The Athletic profitable within three years.
Kroger Precision Marketing, the grocer’s advertising and data business, announced an expansion into CTV and video inventory channels. “It’s critical to … move into these channels that are increasing with respect to where advertisers are investing their dollars,” Kroger SVP Cara Pratt told AdExchanger.
Mobile game developer Zynga closed its acquisition of ASO provider Storemaven on Monday. Zynga, which declined to share the terms of the deal, is acquiring all of Storemaven’s IP and technology, and it will add Storemaven’s staff of 50 to its current headcount of 2,900. Storemaven founder and CEO Gad Maor will continue to lead the Storemaven team.
IAB Europe’s litigation with Belgium’s data protection authority (DPA), which began in February with a ruling over the legality of IAB Europe’s Transparency & Consent Framework (TCF), will drag on for another year at least. This week the Belgian appeals court deferred specific questions in the case to the Court of Justice of the European Union. The appeals court will not deliberate until these questions are answered.
The Financial Times has long avoided chasing open web programmatic ad revenue. Now, with signal loss prompting a renaissance for contextual targeting and direct deals – and with momentum behind attention metrics, of which the FT was an early proponent going back to 2015 – the publisher’s longtime strategy seems prescient. Brendan Spain, the FT’s VP of advertising for the Americas, spoke with AdExchanger.
Smartify Media launched in 2020 as a digital out-of-home platform to allow small businesses in Boston to share real-time updates with customers during the pandemic. Now, the company is trying to create a retail media network with small businesses nationwide, like bodegas and other mom-and-pop shops, through its Small Business Revenue+ program.
The US is long overdue for a federal privacy law, but the American Data Privacy and Protection Act might not be it. Considering the midterms are two months away, it’s unlikely we’ll see a full vote on the House floor before the election. And so we asked the experts: If the ADPPA doesn’t pass soon, what happens next?
Invisalign, which makes aligners and other alternatives to braces, launched its first marketing campaign in the metaverse in August. The purpose is to help Invisalign build brand awareness among a younger demographic, the same demo that spends a lot of its time playing games, said Kamal Bhandal, the brand’s VP of consumer and brand marketing.
Personalization platform Dynamic Yield has the distinction of having been acquired by not one but two large brands. McDonald’s bought the company in 2019 and then sold it to Mastercard late last year. “I guess this is just our destiny,” said Ori Bauer, Dynamic Yield’s CEO.
For CPG brands, valuable business lines and data access can come from unlikely sources. One such example is the Tide laundromat franchise business. Selling laundry detergent and opening laundromat franchise locations may not seem like a cutting-edge marketing tactic … but it’s arguably more exciting than anything happening in the metaverse right now.
P&G publicly signaled its support for Unified ID 2.0 on Thursday. But the CGP giant had already been using UID 2.0 since last year to create anonymized identifiers tied to its first-party data for activation in the bidstream.
