Less BS, More Facts, Some Opinions
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Broker A Peace Data broker Adstra is suing IPG-owned businesses Acxiom and Kinesso for allegedly stealing trade secrets and sharing its data between them while launching a competitive product, Digiday reports. Adstra was originally founded as the American List Counsel way back in […]
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Integrated agency CG Life on Tuesday acquired digital agency Toolhouse to expand its technology and omnichannel capabilities in the health care and biopharma space.
The combination doubles CG Life’s size, now totaling 150 employees together, and will allow the agencies to strengthen their focus on commercial life science brands and digital omnichannel strategies. Toolhouse, founded in 1995, specializes in working with biopharma companies to organize and strategize data, user-centric design and marketing technologies.
Financial terms of the acquisition, which closed on March 22, were not disclosed.
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In this week’s Digiday+ Research Briefing, we examine publishers’ reservations about Google’s Privacy Sandbox, how subscriptions aren’t the revenue driver they once were for publishers and how X is once again telling advertisers it’s serious about brand safety, as seen in recent data from Digiday+ Research.
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The marketing industry’s efforts to showcase its environmental wares will peak as Earth Day 2024 (April 22) draws ever closer, with ad tech players eager to demonstrate their efforts to minimize the sector’s carbon footprint.
Ahead of this, Brian O’Kelley’s Scope3 unveiled GMP+, the latest iteration of its Green Media Product offering. This offering aims to “enhance advertising efficiency by eliminating “problematic placements,” such as unviewable ads or those that reload too frequently.
Sharethrough is the first supply-side platform to offer GMP+, which uses a standardized identifier designed to track ad placements across the digital advertising ecosystem known as Global Placement ID, as it likewise aims to highlight its sustainable wares.
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Publishers are seeing how much more valuable authenticated audiences are compared to random passersby visiting their sites. But with authenticated users representing a minority of the traffic, publishers are under pressure to persuade more of their site visitors to submit their emails, which can be appended to third-party cookie-replacing deterministic IDs like The Trade Desk’s Unified ID 2.0 and LiveRamp’s RampID.
For Unwind Media – a casual gaming company that owns two online Solitaire sites – authenticated users generated 42% more revenue programmatically than non-authenticated users, and the lift was 90% in cookieless environments like Apple’s Safari browser, according to svp of programmatic revenue and strategy Emry DowningHall.
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As generative AI continues to evolve, marketers are faced with a choice: Does using the technology in marketing and advertising make sense for their brands? And if it does, then how do they go about doing so?
Using AI in that way doesn’t make sense for all marketers, of course, which is why it’s not surprising to see Dove come out this week with a statement that the beauty brand, known for its now 20-year-old Real Beauty campaign, does not plan on using the tech in its advertising.
“As we navigate the opportunities and challenges that come with new and emerging technology, we remain committed to protect, celebrate and champion Real Beauty,” Alessandro Manfredi, chief marketing officer for Dove, said in the brand’s release on the announcement. (Dove’s PR noted that Manfredi and other Dove executives were unavailable for interviews.) “Pledging to never use AI in our communications is just one step. We will not stop until beauty is a source of happiness, not anxiety, for every woman and girl,” Manfredi added.
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