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Ask advertisers, not Meta, how best to use Meta’s ad platform; holdcos and big brands are pressuring Big Tech to self-regulate; and how data-driven animal husbandry is impacting marketing.

What will the ad tech industry look like five years from now? The audience at CIMM’s Summit earlier this week weighed in with their predictions.

OMD’s Emily Proctor outlined the criteria the ad agency uses to evaluate alt IDs. She also shared which five IDs OMD uses most often and why.

The ANA and TAG TrustNet released a new programmatic transparency benchmark so advertisers can see how their campaigns stack up compared with the broader industry.

Curation’s shift to the sell side is giving DSPs less control over how advertisers curate audiences, which is creating new tensions in the programmatic ecosystem.

TV buyers predict that streaming publishers will heed their demands for greater flexibility, more programmatic execution and improved measurement during this year’s upfront season.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Apple’s Bite Apple will now let paid subscription apps (think The Economist or meditation app Calm) offer audio content exclusively for their subscribers, a trendy tactic in Podcast Land. Spotify has a similar idea, but it partners with the subscription service Patreon. And […]

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.

Brand awareness is top of mind for PepsiCo’s senior director of media strategy and investment Katie Haniffy. And PepsiCo is focused on adjusting its brand awareness campaigns in response to shifting consumer behavior, as well as pivoting to keep up with the latest evolutions in ad tech.

Rather than looking at one particular data signal, attention metrics include a variety of data points, which are fed into a machine-learning model to predict the likelihood that a given media environment and ad creative will draw attention from a hypothetical audience member.