Month: November 2023

Losing third-party cookies is often framed as a negative for the advertising industry. But it doesn’t have to be, according to The Trade Desk (TTD). “Cookie deprecation is going to drive better data, better personalization,” said Ben Sylvan, VP of data partnerships at TTD, during a session on retail data at Night Market’s eCommFronts event […]

The post Retail Data Isn’t A Consolation Prize For Cookie Loss. It’s The Future appeared first on AdExchanger.

Performance Max (PMax), the Google machine learning-based ad product, is notorious for its black box qualities. Advertisers set their preferred KPIs and upload other business priorities and creative assets, then a Google custom bidding algorithm takes it from there. Soon, you may not even need to upload creative assets. On Tuesday, the company announced the […]

The post Performance Max Introduces Auto-Generated Text And Image Creative appeared first on AdExchanger.

Most local advertisers (73%) consider social media marketing to be a “necessary evil.” That’s up from 60% in 2020, according to a poll conducted over the summer by Borrell Associates, a research firm that tracks local ad spending in markets across the country. During the same time, the number of local advertisers who believe social […]

The post Exploring The Minds – And Ad Spending Habits – Of Local Advertisers appeared first on AdExchanger.

The West Bank was Israel’s surveillance laboratory. Since the Israel-Hamas war began, Palestinian residents have been locked in for days at a time.

Last year, when the Federal Trade Commission started cracking down on digital health companies for sharing personal information with third parties (without permission), it sent the equivalent of an Arctic wind howling through the health care industry. “That really was the temperature in the market,” said Ray Mina, head of marketing at Freshpaint, a data […]

The post Meet Freshpaint, The ‘Recovering CDP’ That Pivoted Into Privacy Tech For Health Care appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Location, Location, Location The FTC’s consumer privacy case against Kochava is back on the docket. Last year, the consumer watchdog accused the mobile app analytics platform of selling users’ geolocation data in an open market. However, the presiding judge threw out the FTC’s […]

The post Kochava And The FTC Head Back To Court; Troubles Abound For GroupM appeared first on AdExchanger.

The industry may very well be headed toward a retail media arms race, if it’s not there already. With Google’s crumbling cookie on the horizon next year, data becomes marketing gold and retailers from Walmart to The Home Depot, are looking to cash in on their audiences. It has created some fragmentation in the marketplace and forced agencies to figure out how best to spend client ad dollars in the growing space. 

“You go to sleep. You wake up and there’s another retail media network. That’s how it feels lately,” said Jennifer Kohl, chief media officer at VMLY&R ad agency. “Every $1 we represent for a client used to go four ways. Now it can go 4,000 ways. You have to make a lot of decisions.”

Last month, Cars.com, an automotive company rebranded and created its own retail media network (RMN), dubbed the Cars Commerce Media Network, which grouped the company’s media products, including Cars Social, FUEL IMV, and its advertising — making it yet another player in the retail media space.

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Last week, Walmart reunited the cast of “Mean Girls” (sans Regina George — a.k.a. Rachel McAdams) for a nearly two-minute spot touting early access to Black Friday deals. The spot, released on Nov. 1, would seemingly be a better fit for the Super Bowl with its use of nostalgia and its cast reunion than a traditional Black Friday ad.

The spectacle of the ad is emblematic of an ongoing shift when it comes to Black Friday and Cyber Monday: The marketing moment is extending way beyond just the weekend itself and, as a result, requires that marketers do more to capture consumer attention around the official kickoff of the holiday shopping season.

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As marketers head into the holidays, where do the many — and growing — number of marketing channels stand?

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