Month: August 2023

Consent is becoming one of the most important requirements in online advertising – and InMobi wants to help publishers collect it.

The post InMobi Acquires Quantcast’s Consent Management Platform appeared first on AdExchanger.

As cookie deprecation closes in on third-party data, the advertising industry must find new ways to approach audience targeting. In search of better-performing identity graphs, advertisers and publishers are beginning

The post How Data Clean Rooms Are Helping Deliver On The Promise Of Advanced TV Advertising appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Cost Of Ad-Free(dom) Streaming is getting a lot more expensive. The average cost for major ad-free streaming

The post Why Streaming Costs So Much; Twitter Throttles Traffic To Musk’s Rivals appeared first on AdExchanger.

For a while, all esports industry news was good news — but as esports winter crested the horizon over the past year, cynicism, not hype, became the industry’s prevailing mood.

In 2023, esports industry leaders are looking to thread the needle between these extremes, adopting a more pragmatic tone as they attempt to steer the industry toward profitability by acknowledging both its strengths and weaknesses.

As brand spending and venture capital slows down in esports, some observers have begun to take any kind of news as a sign of the industry’s imminent collapse. There was NRG’s April acquisition of CLG, which was decried as a sign of doom before company leaders explained the logic behind the deal; when the Olympics announced an esports event in March, much of the online esports community mocked the announcement for seemingly missing the mark.

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Keeping the complexities of marketing channels in mind, Digiday+ Research has analyzed strategies and challenges across leading marketing channels — like retail media and social media — to identify key trends and best practices in our CMO Strategies series. 

In this installment, Digiday+ Research focuses on an analysis of the display ad landscape and its role in marketers’ playbooks. Our first report focused on social media usage and budgets and our second report focused on an analysis of the retail media landscape. Future reports will focus on ad-supported streaming usage and budgets and retail and social media platform specifics.

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This week’s Future of TV Briefing looks at how the latest quarterly earnings season evinces more streaming subscriber growth struggles and a growing fondness for the bundle.

• Bundle up
• TV viewership hits a tipping point
• The bundle is back, the streaming bundle is expensive, YouTube Shorts bans links and more

Bundle up

The second quarter of 2023 was not exactly a boom time for many subscription-based streamers in general. But it may herald a boom time for the streaming bundle.

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For the last few years, digital has dominated marketing and advertising budgets. But as the digital space becomes more crowded, big-name retailers like Nordstrom and Zappos are adding print to their marketing mixes, hoping to stand out among competitors and reach more shoppers.

This year, 122-year-old fashion retailer Nordstrom re-launched its anniversary sale catalog after phasing out the print publication back in 2019. Similarly, Amazon-owned online retailer Zappos is ramping up print efforts by launching its first print catalog as part of its back-to-school marketing efforts. 

Seemingly, these retailers are inching into somewhat of a print renaissance, especially as the digital landscape becomes increasingly crowded, expensive and — thanks to recent data privacy regulations — harder to measure. 

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Social media is becoming more bifurcated as an experience and marketers are left trying to read the tea leaves to determine which channels will suit their needs.

The split looks like this: there’s the user element of social media (as a way for people to connect and interact with each other) and there’s the media one (for advertisers and brands to target users). As new and emerging platforms enter the competitive field, the contrast of these use cases was clear during the recent earnings window. Platform execs appeared less interested in supporting user connections for the sake of them and more fixated on increasing users to bring in more money.

Meta CEO Mark Zuckerberg said that once execs have sorted user retention and experience on Threads, they’ll work on monetization. Snap’s CEO Evan Spiegel said that his platform’s top priorities are investing in products to sustain community growth and engagement, including measurable returns for advertisers and new revenue sources. And Pinterest’s CEO Bill Ready confidently noted that his team has become “laser focused” on its strategy with the aim of helping users go “from inspiration to action.”

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In this week’s episode of ad tech M&A, InMobi has acquired Quantcast’s consent management platform.

Riding the wave of recent dealmaking, this acquisition follows InMobi’s previous purchase of performance measurement business Appsume in 2021.

The rationale behind this deal is straightforward enough; InMobi wants to bolster the publisher (or mobile developer) side of its ad tech business. By incorporating a consent management platform (CMP) into its toolkit, the goal is to empower its publishers with finer control over data usage and consent preferences.

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Alleging a RICO conspiracy makes the Georgia 2020 election case less credible.