AI-powered services like LazyApply zip through the grunt work of job applications, helping one programmer apply for 5,000 jobs. But they can make mistakes, and some recruiters scorn the technology.
This App Is Using AI To Reach People With A High Likelihood To Stay Loyal
Many developers specifically target Apple device owners because they’re known to spend more on in-app purchases than people who own an Android device. But Mode Mobile has a very different target audience in mind: budget-conscious Android users looking to generate a little extra income. Mode owns an app called Earn that lets people collect in-app […]
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To Combat Climate Inaction Claims, Cedara Hunts For Hard Data
Without data to back it up, sustainability in business feels more self-promotional than productive. Although more companies are promising to reduce emissions and reach net zero by some unspecified date in the future, many onlookers are starting to question whether progress is being made. Their skepticism is warranted, but businesses across industries argue they need […]
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Data Privacy Discussions Need A Reality Check
Data privacy has been one of the hottest topics in digital advertising for the past five years. Despite all the ink spilled on the topic, however, the way industry stakeholders discuss the ideal outcome for consumers is out of touch with basic intuition about consumer preferences and technical reality. Granular consumer consent over tracking is […]
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Google AdSense Changes Publisher Payouts; The Costs (And Gains) Of Generative AI
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Making An Impression Starting early next year, Google AdSense publishers will see their payouts switch from a per click metric to per impression, the first change to its revenue sharing model in 20 years. Paying per impression is the industry standard for how […]
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WTF is Apple’s Private Click Measurement?
Originally published on May 29, 2019, this article has been updated to include an explainer video and to reflect Apple changing the name from Privacy Preserving Ad Click Attribution to Private Click Measurement in 2021.
Apple’s two latest updates to Safari’s anti-tracking feature, Intelligent Tracking Prevention, have created a headache for anyone looking to attribute an ad clicked on one site to a product purchase or other conversion that occurs on the advertiser’s site. Now Apple is offering an olive branch of sorts: an ad attribution tool dubbed Privacy Preserving Ad Click Attribution Private Click Measurement.
WTF is Privacy Preserving Ad Click Attribution Private Click Measurement?
A terrible less-terrible name for Apple’s ad attribution tool, so let’s just call it Apple’s ad attribution tool. Apple recognizes that companies need to be able to tie ads to business results, like someone purchasing a product on an advertiser’s site after clicking on an ad on a publisher’s site. But it’s not wild about companies using ad attribution methods to track people around the web. So it has come up with its own ad attribution tool that tries to strike a balance between the two by recording when someone clicks on an ad and then converts on the advertiser’s site but without letting companies trace that conversion to a particular person.
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Media Buying Briefing: How agencies are adapting omnichannel strategies as stores return to pre-pandemic traffic
With ongoing changes in the retail and commerce space, agencies are adapting their omnichannel and dynamic marketing strategies as store traffic bounces back to pre-pandemic levels.
With big tech like Amazon cutting in on retail and pharmacy competition, brick-and-mortar clients from Rite Aid to Walgreens now face worker walkouts, stores shuttering and bankruptcy filings. To combat this, media agencies focusing on health care have been honing their “omni-dynamic” efforts to expand digital marketing beyond the in-store experience.
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Crayola looks to increase its presence on social media by creating 40 videos a month
The short-form video boom has created a seemingly never-ending need for content with marketers turning to creators as well as publishers to help feed the content beast. Crayola has partnered with TheSoul Publishing this year to help it do just that.
The 120-year-old art supply brand now rolls out roughly 40 videos a month on YouTube — roughly three times what it was producing prior to the partnership — with the hopes of generating more organic viral videos to continue to grow its presence on social media. By working with TheSoul Publishing, which has brands like 5-Minute Crafts, Crayola is employing the publisher’s expertise in creating do-it-yourself and craft content for its social channels.
“It doesn’t matter if you make great content if no one ever sees it,” said Victoria Lozano, executive vice president of marketing at Crayola, of the brand’s need to partner to help reach audiences. “How do you scale it? How do you get out there? How do you make sure it reaches the maximum number of consumers in a way that’s really engaging? That’s it’s informing them about our products or inspiring the use of our products? Engaging the brand at a high level? We’ve been looking at partnerships as a way of accomplishing that.” Since employing the strategy, Crayola’s organic views have increased and watch hours have grown significantly, according to the companies, who did not immediately respond to a request for specific figures.
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GroupM is in the trough of the business cycle — when will it reach the crest again?
It is a tense time for GroupM, the world’s largest media buyer.
With Kirk McDonald, the CEO of its North America division and arguably one of its most prominent senior executives, stepping down after three years, the pressure is on to not only find his permanent replacement — but to replace hundreds of millions of lost media revenue from client desertions.
What’s even worse for this WPP-owned global media agency group is that these issues represent just the tip of the iceberg. There are challenges on several fronts, including economic uncertainty, fierce competition, talent retention concerns, structural weaknesses, and evolving data privacy regulations, among others.
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How mobile game developers are using AI tools to boost user acquisition
Artificial intelligence is improving every aspect of the game development process, all the way down to user acquisition.
For years, mobile game developers have used user acquisition tools such as AppLovin’s AppDiscovery program to get their products in front of targeted demographic groups via mobile ads. These user acquisition campaigns have historically required at least two or three weeks to find the right audience; thanks to recent AI advancements made to AppDiscovery, that process has been streamlined considerably.
“It used to take weeks, and/or tens of thousands of installs, to get a campaign optimized on AppLovin,” said Michael Dawson, chief business officer of the mobile game studio Pocket Gems. “Now, it can happen within a week.”
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