Less BS, More Facts, Some Opinions
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Line In The Sandbox The Chrome Privacy Sandbox was hyperactive when it launched in 2019. (Remember the sudden appearance of all those bird names?) That was back when the deadline to remove third-party cookies was Q2 2022. But in 2021, Google Chrome […]
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A number of publishers — including Bloomberg and The New York Times — were quick to block OpenAI’s web crawler from accessing their sites, to protect their content from getting scraped and used to feed the artificial intelligence tech company’s large language models (LLMs). But whether this tactic is actually effective is debatable, according to conversations with five publishing executives.
“It’s a symbolic gesture,” said a senior tech executive at a media company, who requested anonymity to speak freely.
In August, OpenAI announced that publishers can now block its GPTBot web crawler from accessing their web pages’ content. Since then, 26 of the 100 most-visited sites (and 242 of the top 1,000 sites) have done so, according to Originality AI.
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Snapchat’s decision to close its AR Enterprise division has raised questions about the platform’s evolving augmented reality strategy.
Launched in April 2023, this division aimed to assist businesses in integrating Snapchat’s AR technology into their own applications. However, the investment needed to broaden AR capabilities to meet the needs of retail clients as well as the growth of generative AI has made it harder for Snapchat to “differentiate its offering,” per a note from CEO Evan Spiegel.
With the move, Snapchat is firm that it still plans to invest in its AR experiences for users and advertisers. Existing deals with notable brands like the LA Rams at SoFi Stadium for the current NFL season and American Airlines won’t be affected, said Anmol Malhotra, head of sports partnerships at Snap Inc. American Airlines did not respond to a request for comment and LA Rams declined to comment on this story.
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To give marketers a better idea of the reach and power of in-game ads, Activision Blizzard is beefing up its offerings in the field of attention measurement.
In Q4 of this year, Activision Blizzard Media will start beta testing of a new measurement tool dubbed the Attention Measurement Scorecard. It’s a free attention measurement service offered as an additional benefit for brands advertising within Activision Blizzard Media titles, with the goal of raising brands’ and marketers’ confidence in in-game advertising.
The scorecard combines three pre-existing tools to give marketers a more holistic view of gamers’ attention during ads: gyroscopic data to determine whether users keep their device within a 15 degree range of motion during ads, surveys to determine users’ ability to recall ads and Moat data measuring ad viewability and video completion rates. Activision Blizzard Media will manage the measurement tool, sharing results and campaign analysis with participating clients.
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Taylor Swift’s sold out Eras tour will finally be more accessible to the average fan when it hits theaters early next month on October 13th. The buzzy event has cinema ad firms — National CineMedia (NCM) and Screenvision — hoping for a boost in Q4 cinema advertising as consumers and (and their captured attentions) continue to return to theaters.
The concert film will likely help build on cinema advertising’s momentum from the summer’s major movie event, the Barbie and Oppenheimer double feature AKA Barbenheimer. The film, Taylor Swift: The Eras Tour, is predicted to rake in more than $100 million opening weekend; it has already garnered $37 million in pre-sales for the first day of the film’s release.
“The popularity of box office hits like Barbie and Oppenheimer definitely paved the way,” said Gary Feldman, svp of local investment at Publicis Media. “It gave cinema sellers ideas for how to build excitement and take advantage of any positive buzz for a highly-anticipated, big-screen event (selling tickets in advance and maximizing pre-show on-screen offerings as well as a number of lobby and digital solutions).”
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More companies are throwing their lot into offering some form of retail media network on a seemingly daily basis. The latest move comes from Microsoft, which on Tuesday launched the U.S. version of the retail ad network it announced back in January that allows retailers to tap into Microsoft’s many ad opportunities.
That gold rush to monetize the hills of first-party data has created a glut of inventory and a lot of varied approaches to selling, which has created as much confusion as opportunity in the $45 billion-plus retail media network (RMN) marketplace.
Criteo is just the latest ad-tech platform to try to bring some order to the chaos, having launched a DSP and a series of data tools and solutions two weeks ago — and claiming to have the involvement of more than 200 RMNs.
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Not to be outdone by the other tech giants launching new advances in generative AI products and tools over the last few weeks, Meta unveiled a number of major hardware and software updates related to its ambitions for virtual reality, mixed reality and generative AI at the annual Meta Connect developer conference this week.
Between debuting the new Quest 3 mixed reality headset and new Ray-Ban smart glasses, Meta CEO Mark Zuckerberg previewed the numerous new genAI tools it’s creating for users, developers and businesses.
To compete with OpenAI’s ChatGPT and Google’s Bard, Meta debuted its own new chatbot called Meta AI, which will be available on various Meta apps, and also will power the new Ray-Ban Meta smart glasses. (Just last month, Amazon announced a new version of its own smart glasses, which will be powered by a newly updated version of Alexa.)
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