As any stateside ’90s kid can attest, backpack brand JanSport reigned supreme in the late ’90s and 2000s. Now, what’s old is new again. Fueled in part by Gen Z’s nostalgia for decades past, “we’ve resurged as America’s number-one backpack,” said Monica Rigali, JanSport’s vice president of global brand management.
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 […]
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.
Google Topics is Google’s proposed replacement, which takes us back in time to broad, interest-based segmented targeting. This means brands are about to return to the “bad old days” of marketing, when many audiences all saw the same message. And this one-message-fits-most approach doesn’t fix what’s fundamentally broken in MADTech: the consumer experience, writes Tara DeZao, director of product marketing, MarTech and AdTech, at Pega.
In Q2 of 2022, ad tech witnessed a slowdown in scaled deal activity (almost 60%). The reason? Global inflation, the Russia-Ukraine war, rising interest rates and the prospect of a recession are just a few factors. But what does this mean for publishers in particular, and how can they prepare? Kean Graham, CEO and founder, MonetizeMore, offers his perspective.
Budweiser is bringing a first-party data approach to its FIFA World Cup sponsorship, a sign of shifting priorities for many marketers. Budweiser’s recent focus on direct-to-consumer marketing is part of a broader effort to generate more first-party data to power its marketing, said Todd Allen, Budweiser’s global VP of marketing.
Automotive marketers were among the first major advertisers for legacy television. Now, they’re ditching their age-old audience demos for first-party audience data like everyone else. General Motors is the first brand to adopt NBCUniversal’s first-party data platform, NBCUnified – but the integration is just one of many stops on GM’s first-party data road map.
First-party data will be indispensable in a world without third-party-cookies. But before publishers can monetize that data, they need to respect it, said Karthic Bala, executive vice president of data, product and technology at CNET, a Red Ventures-owned publisher that covers tech and consumer electronics.
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.
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.
Mobile measurement provider Branch is expanding its offering with the acquisition of a first-party data platform. On Wednesday, Branch bought AdLibertas, a data platform that helps developers gather and analyze their first-party data in one place.
Marketers will soon be unable to rely on third-party data to understand customers at scale, and the jury is still out on how first-party data can power measurement. In an ID-free world, there are three ways partnerships can help marketers achieve holistic measurement to drive business outcomes and ROI: enhanced data, expedited insights and enablement of scale, writes Susan Tillou, SVP, global head of partnerships at Analytic Partners.
Many brands, startups and well-known CPGs are missing the more effective retailer data sets at their disposal: loyalty programs, writes Lauren Littlejohn, director of data science and research at 84.51°.
It’s no secret that, even in a perfect world, the “rules” of marketing are constantly changing. A recession is only going to exacerbate the inconsistency tenfold. You’ll do yourself a favor if you understand now that there is no blanket strategy, writes Tom Shea, co-founder and CRO of Adgile Media Group.
General Mills is going deep on its first-party data strategy. Heather Conneran, director of brand experience platforms, shares the CGP marketer’s lessons learned from its time in the digital transformation trenches.
Two years ago, shortly after the start of the coronavirus pandemic, Nike doubled down on what it refers to as its Consumer Direct Acceleration. Nike wasn’t simply weathering a storm, but taking COVID-19’s worldwide shakeup of consumer buying habits as an opportunity to rethink its business “by expanding our digital advantage, reshaping the marketplace of the future and creating deeper, more direct consumer relationships,” CFO Matthew Friend told investors.
Richard Russell, VP of omnichannel marketing at Deckers Brands, parent company of Ugg and Teva, has been on a mission to “wean people off of using return on ad spend as the end-all be-all metric” and to reorient the company’s marketing strategy to focus on getting the most out of first-party data.
Personalization – paired with effective measurement – has enabled marketers to see and understand results, ultimately driving them to spend more. Madan Sundararaju, vice president of the M&E sector at Capgemini Americas, writes on how traditional media platforms can adapt to these trends and increase their share of ad revenue.
We read between the lines of Google’s progress report to the UK’s antitrust regulator on its plan to remove third-party cookies from Chrome. Could Google miss its own self-imposed 2023 deadline? “Signs point to yes.”
You’ve probably heard (dozens of times) by now that first-party data will be the key to post-third-party-cookie ad targeting. But what exactly is first-party data? How does it differ from second-party, third-party and zero-party data? And what makes first-party data more suited to a privacy-centric ad experience?
In order to gain access to performance advertising budgets (and prove out the power of publisher first-party data), Vox Media is relaunching Group Nine’s G9 Direct performance marketing solution under the new name VM Connect. The relaunch is also a milestone in Vox Media’s integration of Group Nine’s digital properties and tech stack following its […]
Jay Glogovsky, vice president of revenue operations and analytics for The New York Times, talked to AdExchanger about how The Times relies on direct partnerships to create a positive ad experience for its readers, why open-web programmatic is the wrong choice for a privacy-centric in-app experience and why publishers should double down on close partnerships rather than worry about who will control the keys to monetization.
As brands build out their first-party data strategies and work to assemble post-cookie capabilities, many are “in-housing” to remain in control of their data. But to ensure success, they need to accomplish a few important tasks, writes Nancy Marzouk, CEO of MediaWallah.
AppLovin is looking at software as its main cash cow. Going forward, the company told investors that plans to prioritize its software platform and focus less on its apps business. Software is now responsible for 40% of AppLovin’s revenue compared with 14% when the company went public in April of last year.
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
Roughly three years ago, dairy and food manufacturer Land O’Lakes tested a customer data platform (CDP) to help with site optimization. People who visited pages about horse management, for example, or how to set up a home chicken coop, were targeted with relevant ads. Land O’Lakes sells farm feed and equipment, not just products you […]
Don’t apologize for having to monetize, according to Lisa Howard, global head of advertising and marketing solutions at The New York Times. “[We’re] unapologetic about ads,” she says. But when it comes to digital advertising, less is more.
Consolidation is a natural and necessary part of a maturing industry’s life cycle. But not all consolidation yields the same outcomes, particularly when it comes to mobile gaming, writes Itai Cohen, head of marketing and corporate strategy at Digital Turbine.
AppLovin is in the process of fully integrating MAX and MoPub, which AppLovin bought from Twitter in October for around $1 billion. Since the acquisition, the number of apps monetizing with MAX, AppLovin’s in-app bidding software is up by more than 60%,, according to CEO Adam Foroughi.
