Advertisers love a captive audience, and there are few audiences more captive than mass-transit riders. So it was perhaps inevitable that Intel-owned urban mobility app Moovit would launch an ad platform. Moovit’s advertising service is live for advertisers in Latin America, Italy and Israel, and the company plans to roll it out everywhere its app is used.
Google launched Google Analytics 4 (GA4) back in October 2020 to unify digital web and app analytics. Its push toward the new solution underscores the need for advertisers to implement a data strategy built on first-party data. But now the question is whether brands should prioritize the switch to GA4 before the sunsetting of Universal Analytics (UA) in July 2023 and what this transition means, writes Jessica Jacobs, global director of partnerships and growth at Incubeta.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Game-Changer The NFL has a history of media and marketing innovation. If we’re keeping score, it was the first sports league to reach every TV in America, the first to invest in studio-style production and the first to mic players on the field. […]
The Digital Markets Act (DMA) is coming to the European Union. But rest assured – it will have implications for United States brands, too. The DMA will implement a clear set of rules prohibiting tech giants, including Google, Meta, Amazon and Apple, from engaging in specific practices that might be viewed as “anti-competitive.” While it seems that the act aims to create a fair playing field, the actual outcomes may be more nuanced, writes Chris Comstock, chief product officer of Claravine.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. No Compromise For Google Google’s reported offer to US regulators as a bid to avoid an antitrust suit was to spin off part of its ad business. But that news apparently landed with a thud. The Department of Justice is poised to move […]
Google is signaling it may spin off its ad tech business. A DSP and SSP change would create new winners and losers and potentially open up access to walled-off inventory, says our guest, Ari Paparo, founder of Marketecture. Plus: How Google Analytics’ coming change will affect publishers.
Google may have a solution to the antitrust regulatory pressure it’s facing from governments around the world: a proactive spinoff. Alphabet, Google’s parent company, is exploring splitting Google’s digital ad business into a separate entity under the Alphabet umbrella. The question is whether Google’s proposed solution will pass muster with regulators, and if it does, who stands to win – and who stands to lose?
The impending Google customer force-shift from Universal Analytics (UA) to Google Analytics 4 (GA4) represents a major change to how advertising ROI will be measured via Google’s services going forward. But publishers that spoke to AdExchanger about their migration plans aren’t feeling the same pressure as with, say, preparation for third-party cookie deprecation, Google’s other major upheaval scheduled for next year.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Can A Tiger Change Its Stripes? Google offered to split its ad tech business into a stand-alone company (owned by Alphabet) as a concession to divert an antitrust suit, The Wall Street Journal reports. It’s unclear which products Google would transfer – although […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Positive Influence Recession-wary brands are redirecting ad spend away from Google Search and Facebook and toward influencer marketing, Marketing Brew reports. Influencer marketing is more effective than other media channels right now, according to Junior Pence, CMO of Peace Out, a skincare brand […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Paid Upfront NBCUniversal says this year’s upfronts was its highest-grossing since Comcast acquired the programmer in 2013. Unsurprisingly, streaming media helped break the record. Of NBCU’s $7 billion in ad commitments, per a release, $1 billion is earmarked for its AVOD service Peacock […]
With more eyes on consumer privacy than ever before, data clean rooms have become one of the hottest technologies in marketing when it comes to secure, modern data collection. But as clean rooms come to the forefront, many brands are finding that building and working with this technology requires a little acumen and a lot of planning. St.Clair McLean, VP of infrastructure and security at Alliant, shares three clean room approaches to consider as brands look to align the right capabilities with their needs.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Get Connected The coveted prizes in programmatic right now are exclusive CTV contracts. In Cannes, the crème de la crème for handshakers and lunch-takers is Netflix. Google is meeting with Netflix there, Ad Age reports, and is an obvious choice as Netflix purportedly […]
The platforms taketh away – but sometimes regulators can giveth back. Google is seriously flirting with the idea of reopening YouTube inventory to appease European regulators and Criteo just won its 2019 case against Meta over being booted from the Facebook Marketing Partner program.
Google may open up YouTube to outside programmatic demand as a bargaining chip to EU regulators. And a looming recession won’t deflate digital advertising – although don’t expect pandemic-level growth.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Google’s $18 Billion Offer Almost exactly one year ago, the EU began an antitrust inquiry into whether Google restricts access to the cross-site web and app data it uses to benefit its own products. Specifically, the European Commission examined how Google forces advertisers […]
A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Brick By Brick-And-Mortar The march of the retail media networks cannot be stopped. Dollar General on Tuesday announced a rebrand of its advertising business, now DGMN (for Dollar General Media Network), to extend its data to ad-buying across the web. According to the […]
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.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. WWD-See It To Believe It Ad tech is on tenterhooks waiting for privacy-related news from Apple’s upcoming Worldwide Developers Conference next week. Sandwiched between glitzy announcements about shiny new products and hardware, many expect a momentous mention as to whether Apple will start […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Since You Asked … When the National Telecommunications and Information Administration (NTIA) asked what tech companies thought of Apple, Meta happily chimed in. Meta, which has lost billions of dollars due to Apple’s new tracking prompt, says its ability to innovate has been […]
At Programmatic I/O in Las Vegas, CafeMedia’s Paul Bannister, Tinuiti’s Nirish Parsad and Insider’s Jana Meron weighed in on the ad industry’s worsening signal-loss problem due to the deprecation of device identifiers and third-party cookies.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Four-Minute Mile Details of the new Disney+ ad-supported tier are leaking as Disney lays the groundwork for its upfronts sales pitch. For one thing, Disney+ will carry about four minutes of commercials per hour, with zero ads for preschooler-aged accounts, The Wall […]
Despite what you may have heard, artificial intelligence (AI) is not a magic solution for every problem facing the ad industry. But AI can help advertisers optimize the performance of their campaigns. Luxury beauty brand Charlotte Tilbury, for example, recently tested a custom integration with Scibids, a company that specializes in AI-based marketing solutions for the demand side. Over the course of two months, the brand was able to reduce its average cost per acquisition (CPA) by 29%.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Path Less Traveled More publishers have signed up for OpenPath, The Trade Desk’s direct buy-to-sell-side integration. Since launching in February, TTD says it’s “registered interest” (interesting turn of phrase) in OpenPath from more than 100 publishers. The latest crop to, uh, register […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Improved Transparency (Sure … ) The Digital Advertising Alliance (DAA) has launched a certification program for addressable media identifiers (AMIs), which have become super important since ATT. If you haven’t heard of AMIs, don’t worry. It’s not a common term, at least not […]
Following Russia’s invasion of Ukraine, the ad tech industry took steps to freeze Russian-owned media companies out of the advertising ecosystem. But programmatic technology continues to be used by parties on both sides of the conflict as a platform to conduct psychological warfare.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. An Influx Of In-Ear Influencer Inventory Outside of hard news and true crime, podcasting has come to be dominated by influencers. Advertisers are increasingly trying to capitalize on internet celebrities’ and reality TV stars’ massive followings through the tried-and-true podcast marketing method of […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Take It To The Max Google has introduced a new targeting parameter for Performance Max campaigns. Soon, all advertisers will be able to use “customer acquisition goals” to guide their campaigns. Performance Max is less than two years old, but it’s already taking […]
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. I See You … Tube DoubleVerify has gained MRC accreditation as a third-party measurement provider of viewability reporting on YouTube. Specifically, the seal covers DoubleVerify’s access to YouTube site and in-app page-level information via Ads Data Hub, the cloud service that houses Google’s […]
