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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.

Many publishers are betting big on seller-defined audiences (SDA) as a centerpiece of their post-third-party-cookie monetization plans. Problem is, although publishers are eager to test the performance of SDAs, there’s still very little demand from the buy side. AdExchanger spoke with ad agencies and buy-side tech platforms to get their side of the story.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Upfront Tax Advertisers might be holding out on their TV commits, but that delay will likely cost them, according to Tim Peterson of Digiday. Because of the pandemic, TV advertisers are clamoring to buy based on a calendar year rather than the traditional upfront calendar, […]

Brands are getting involved as civil rights and activist groups pressure Facebook to stop the spread of misinformation and hate on its platform. Last week, REI, The North Face and Patagonia said they would suspend their ad spend on the platform for the month of July as part of the Stop Hate For Profit campaign, […]

For better or for worse, the country is starting to reopen. But that doesn’t mean advertisers are simply flipping their media plans back on. As advertisers return to the market, they’re thinking critically about how consumer media and shopping habits have changed, and how strategies that worked in the past won’t necessarily work in the […]

Working with clients in travel, brick-and-mortar retail, hospitality and live entertainment right now is a bit of a hot mess. These brands are pausing their ad spend as their businesses get completely shut down – which makes it tricky for media agencies to perform their regular duties. “It’s volatile, chaotic, uncertain and ambiguous, and on […]

Agencies, used to face-to-face meetings, are grappling to pivot to a remote workforce in light of the COVID-19 pandemic. Navigating client uncertainties, making urgent changes to in-market campaigns and pausing long-term projects to make room for pressing work are top concerns as agencies adjust to work-from-home life. Here’s how a handful of large digital and […]

Content is increasingly available across platforms and devices, but most media agencies still take a channel-based approach to planning.  Linear and digital planners not only operate in silos, but the former use demographic data as their source of truth while the latter use behavioral data, creating a divide in both how agencies plan media and […]

The Cannes Lions, the annual advertiser confab celebrating creativity on the French Riviera, is all about the glitz and glamour. But this year, beyond the branded yachts and magnum-sized bottles of rose, proving that creativity drove business performance will be a key ingredient in winning awards as marketers struggle for growth. Creatively, the focus will […]

Agencies can no longer plan digital and linear investments separately. Integrating planning strategies and investments at OMD will be a core focus for George Manas, who joined as president and chief media officer last week from Omnicom performance agency Resolution Media. “I’ve been bullish on making sure programmatic talent doesn’t live in just an activation […]

After 25 years at BBDO, John Osborn jumped to the media side as the US CEO of OMD last year. He joined the media agency at a time when it was trying to bring content closer to media, and parent Omnicom was encouraging more collaboration among its agencies. “The work we’re doing creatively has to be […]

The two-year-old TV startup Adcuratio is rolling out a platform in Q1 2018 that lets marketers dynamically swap and insert personalized ads into linear TV streams based on CRM or other first-party data. Early beta testers will include the brands Clorox and Kohl’s, as well as agencies like Omnicom’s OMD and Publicis Groupe’s Zenith. The problem […]

Despite rising content marketing budgets, the logistics of briefing multiple publishers, approving content and measuring results makes it difficult to scale investments. To help brands and agencies address this logistical pain point, Pressboard designed a platform to automate, standardize and scale sponsored content. The company has helped clients such as GE, Ford, General Mills and […]

Mobile data exchange adsquare is proposing an alternative method to cross-device matching: starting with device IDs rather than cookies as the core identifier. On Tuesday, adsquare introduced mobile cross-device capabilities into its exchange through partnerships with Tapad, Drawbridge and Adbrain. Crosswise is coming soon. Rather than building mobile audiences based on cookies, the industry’s de […]

For the big six holding companies, 2016 was a year of acquisitions, restructures, reviews and leadership shakeups, centering expertise around data and digital. But they also engaged in strategies at odds with best practices and client interests. Faced with shrinking margins and rising technology costs, holding companies found new ways to eke revenue – methods […]

Shaina Boone will discuss viewability, fraud and supply chain issues on April 14 at PROGRAMMATIC.IO in San Francisco. Talking about fraud and viewability is one thing – but “actually managing it is an entire program,” said Shaina Boone, managing director of marketing sciences at OMD USA, where she helms the analytics practice. Managing advertiser expectations is […]

In two weeks, Levi Strauss & Co. will launch a campaign focusing on a broader, more inclusive brand direction – one that also ties its messaging closer to its line of jeans and apparel. As such, Levi’s is retiring the “Go forth” tagline it’s used since 2009 in favor of the more product-centric “Live in […]

Creating a futures marketplace is easier said than done, but over the years, the TV upfront model has been adopted and refined by parts of the ad industry in a multitude of ways. The latest comes from AOL, which this past week unveiled a plan to hold a “Programmatic Upfront” in September. The AOL event […]

The growth of online media has upended the way media is bought and sold, and the traditional ad agency model is under greater pressure than ever before. On one side of the office are established account planners and media buyers; on the other side sits the trading desk. A group of media agency heads kicked […]

The ad industry has moved well past the experimental phase of audience buying. But where programmatic media has proven most effective are still primarily around direct response objectives. Many in the space agree it’s only a matter of time before brand marketers get serious. But is that true? To answer that, we asked three senior […]

John Donahue is Global Director of Business Intelligence Analytics for Omnicom Media Group. AdExchanger.com: From your agency perspective, what trends are you seeing in the marketplace? JD: Digital up, TV down. I think we’re in a position where the economy is causing everyone to seize up their budgets. What’s going to be interesting is not […]