Hardly a week goes by without a marketer or an investor declaring their interest in committing more support to minority-owned media. But the timing is unfortunate, writes Lashawnda Goffin, CEO of Colossus SSP. Just as brands are ready to shift more dollars toward minority audiences and publications, the death of third-party cookies is making those audiences harder to zero-in on.
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.
Apple made an announcement that might have digital advertising ramifications sooner than news about the company’s DSP. Apple’s forthcoming “Lockdown Mode” can protect consumers from illicit activity and unwanted tracking. But it’s designed for a specific group of individuals vulnerable to attacks – plus, it can impact functionality in a way most users won’t tolerate.
The programmatic ecosystem is so complex and opaque that bad actors are able to game the system to fund hate and social harm. Now, advertisers are getting more concerned about funding harmful activity through ad fraud and high-velocity disinformation within social and programmatic ecosystems, writes Sarah Bolton, EVP of business intelligence at Advertiser Perceptions.
Brands without scalable first-party data are turning to retailers to connect directly with customers. At the same time, writes Andreas Reiffen, CEO of Crealytics, retailers are seeking ways to combat margin pressure, emulate Amazon’s extraordinary advertising success, deepen relationships with brand partners, and better understand their customers. Cue the retail media boom.
For Enthusiast Gaming, a publisher that specializes in ad-supported gaming content and game development, macroeconomic trends have contributed to a perfect storm. But Enthusiast is looking at the bright side, as advertiser interest in game-related properties is on the rise. Enthusiast CRO Bill Drolet talked to AdExchanger about gaming’s cross-platform value proposition, plans for continued direct sales growth, early forays into in-game advertising and more.
The LGBTQ+ community is the fastest-growing minority group in the US, accounting for over 20% of Gen Z. Yet, to date, social platforms have not fully embraced and supported our community. Across popular social networks like Facebook and TikTok, queer creators face censorship and potential legislation to limit their rights, writes Lauren Zoltick, director of performance marketing at Storyblocks.
Marketers are often mission-driven. But too often, when informing the public through news and information is of utmost urgency, marketers choose to steer clear not just from bad or hot-button issues, but from all news content entirely, choking off potential revenue for news enterprises and doing a disservice to the public good, writes Dev Pragad, CEO of Newsweek.
Multiple threats to the ad tech industry make navigating forward complicated, writes Rob Beeler, Founder and CEO of Beeler.Tech. But as “fun” as it is to bet on what dooms us, might I suggest we start placing bets on what saves us? For publishers, the way forward lies in revenue diversification and building real trust with consumers.
All ad tech activities, from buying impressions to processing data, require electricity. And it’s estimated that the Internet’s overall environmental impact is around 2%-4% of global carbon emissions, which is on par with the airline industry. But there’s a very real opportunity to ignite real, long-term change that can benefit all stakeholders involved, writes John Goulding, global chief strategy officer at MiQ.
