Month: June 2023

The Modi government is forcing low-paid workers to use a glitchy new digital registration system that fails in places with weak internet.

Dotdash Meredith bet on contextual with its launch of D/Cipher, but it remains to be seen whether it can turn its revenue numbers around.

The post Dotdash Meredith Wants To Make Contextual Targeting A Cookie Killer appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Buy Me Maybe Could Experian acquire LiveRamp? Rumors abound, Digiday reports. LiveRamp is the data onboarding company behind the

The post LiveRamp’s Identity Crisis; Amazon Wants To Resell Mobile Plans appeared first on AdExchanger.

In December 2021 The Association of National Advertisers confirmed PricewaterhouseCoopers as lead partner for a landmark study geared toward bringing further transparency into the programmatic media-buying landscape.

Although, 18 months later, the pairing has run its course after the ANA ended the relationship over dissatisfaction with PwC’s performance; ANA has already secured alternative partners, sources told Digiday.

There are still wranglings over the duo’s initially agreed-upon contractual terms with disagreements centered on issues such as accreditation, according to sources.

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Marketing channels have had a turbulent time in recent years, from shifts in privacy regulations to an increase in marketing costs and the impact of macro-economics on marketing spend. As marketers continue to face roadblocks in their efforts to keep their brands at the top of consumers’ minds, Digiday+ Research has analyzed strategies and challenges across leading marketing channels — like programmatic display, Instagram and Amazon Ads — to identify key trends and best practices in our CMO Strategies series. 

First up, Digiday+ Research will focus on social media usage and budgets. The following reports in the series will focus on platform specifics and different channels.

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The TV and movie industry is once again on the verge of a production pause, at least for scripted projects. 

The Writers Guild of America’s ongoing strike has put the brakes on the pre-production process, and while the Directors Guild of America reached an agreement with film and TV studios on June 4 to avert a strike, the Screen Actors Guild could still strike and bring about a work stoppage come July 1.

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Brands today want watercooler moments that breakthrough to be part of culture rather than simply advertising around it.

Of course, it’s only become harder to score those moments in today’s increasingly fragmented and politically divisive media and marketing landscape. That might be why some brands like Wendy’s and Pepsi, among others, are eyeing deeper partnerships with musicians like Bad Bunny and T-Pain. 

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When Eunique Jones Gibson founded Culture Brands, her Black-owned marketing agency in 2017, the 39-year-old business leader wanted to ignite conversation, introspection and social change in the industry.

As opposed to what Gibson sees as general marketing agencies trying to hop on trends often spurred by Black consumers, Gibson said she strives to recognize that speaking from a lived experience requires a focused skill set. Culture Brands currently has 30 employees, 57% female and 43% male. While most (67%) of its employees are Black, 13% are Asian, and 10% are white and Latino.

Danone-owned yogurt brand Light + Fit is doubling down on its streaming ad strategy. It’s investing in Netflix for the first time in addition to other streaming services, with the goal of better targeting younger consumers.

Last month, the 34-year-old brand announced an effort to modernize and garner a bigger share of millennial and Gen Z attention without alienating its core older demographic. Part of that effort hones in on expanding Light + Fit’s digital video investment, namely adding Netflix to its media mix alongside Hulu and YouTube, as well as linear television spots.

“We really had to make some key pivots and key shifts in our media strategy, and [media] buy, in order to reach our ambition,” said Surbhi Martin, vp of greek yogurt and functional nutrition at Danone North America. “We want to both shift our media mix to recruit that younger consumer in premium digital while also retaining our core through some existing linear TV buys.”

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