Month: September 2023

As SBF’s trial approaches, a group of FTX creditors want to relaunch the collapsed exchange. It’s not as crazy as it sounds.

As post-pandemic excursions continue, travelers are looking beyond beaches and mountains and adding cultural experiences to their itineraries. According to Viator’s 2023 Travel Trends, there was a 228% increase in cultural tourism compared to 2021. And that doesn’t always mean flying off to Paris, Rome or London. Travelers are increasingly getting their share of next-level…

When the multicultural agency, Lerma, prompted the generative artificial intelligence tool Mid Journey to generate an image of a Hispanic or Latinx man at work, the results were troubling. The team consistently received stereotypical images featuring a male figure with a prominent mustache and wearing a sombrero. “And no matter how we regenerated prompts hoping…

Return-path data is viewing information processed by a TV device. But it’s still convenient to distinguish data from set-top boxes versus automatic content recognition.

The post AdExplainer: What Is Return-Path Data (RPD)? appeared first on AdExchanger.

What’s in a name? A lot, actually, if you’re Chris Symmes and your job title is director of dressings for Unilever North America. Unilever owns Hellmann’s – a name that would be familiar to anyone from the East Coast – but perhaps less so to people from the western US, where the same products go by […]

The post The Secret Sauce Behind Marketing Hellmann’s And Its West Coast Twin, Best Foods appeared first on AdExchanger.

The other Republican presidential candidates largely left the front-runner off the hook.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Snap Decision All sorts of non-advertising companies have recently launched ad businesses – and vice versa. Companies that rely heavily on ad revenue, including Meta, Twitter and Snap, want to diversify their one-pillar businesses. But diversifying an ad business is much harder than the […]

The post Snap’s Uphill Struggle For Revenue Beyond Advertising; Can Privacy Save Money? appeared first on AdExchanger.

Some content creators are using generative AI tools to spark new levels of creativity and innovation and are sharing their experiences online in how they’re using these tools to streamline their workflows and boost productivity.

This experimentation with generative AI extends to brands, like Coca-Cola, as well. Notably, platforms are in a race to stand out. Platforms like YouTube are also delving into this area of generative AI, which announced a new suite of AI-powered tools for creators last Thursday. But it’s not without competition: Snap said on Wednesday that it would sunset its AR innovation department due to a variety of factors including “the advent of generative AI” making it more difficult for the company to differentiate its product set.

“The biggest change will be in [who] creates the most compelling content,” said Adam Dornbusch, CEO and founder of the creator management platform EnTribe. “We will see diamonds in the rough shine now more than ever and the sooner platforms and brands recognize that tomorrow’s best content creators are not yet on any marketing team, the more they will win.”

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The Financial Times has launched another subscription-based mobile app product a year after the debut of FT Edit to reach readers outside of its U.K. home base and offer a lower-priced option to convert them into paying subscribers.

Called the FT Digital Edition, the standalone subscription initially launched in 2020 on desktop as a digital version of the FT’s print newspaper and weekly magazine. It now has 12,000 subscribers in the U.S., according to Nicola Halstead, the FT’s director of print subscriptions and digital editions. The mobile app version went live last week, and she declined to share how much the product overall has grown in the past year.

About 55% of Digital Edition subscribers and 40% of FT Edit monthly users are now based in the U.S., according to Halstead. The FT has 1.3 million print and digital subscriptions, the same number as earlier this year. The FT declined to share how many digital subscribers it has now — but the FT had 1 million in March. Halstead said about 20% of the FT’s subscribers are based in the U.S. — the same share the FT told Digiday in March, when it had 1.3 million global paid subscribers.  

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Not to sound confusing, but influencer marketing agency Influencer is adopting a brand lift measurement solution in a move to demonstrate the value of employing influencers and creators, Digiday has learned. The move comes at a time when influencers are under more scrutiny than ever before, as the honeymoon phase with this form of marketing nears its end.

Through its partnership with data and measurement company ThisThat, Influencer will use brand lift metrics to measure the return on influencer marketing across all its major campaigns. Brand lift, as Influencer views it, is the measurable increase in consumer perception after a campaign – and these metrics illustrate the consumer interaction and improved brand awareness that can impact sales and revenue.

Many agencies continue to tackle measurement challenges that go beyond a brand’s core metrics, whether it’s evaluating a brand’s inclusion, loyalty or business impact through influencers. As Ben Jeffries, CEO of Influencer, explained, the most common question from CMOs tends to be how they can measure success of an influencer campaign.

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