Less BS, More Facts, Some Opinions
Happy birthday, ChatGPT! At one year old, a human baby might be able to say a few words, point and wave and take their first steps. Nov. 30 will mark one year since the public release of OpenAI’s large-language-model-based chatbot, and it’s safe to say it’s had different milestones. ChatGPT’s busy year has included racking […]
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Across the globe, more and more privacy laws are being introduced on state, national and international levels. Many of these new and existing regulations have stricter rules and provisions for “sensitive” categories of data, such as data revealing racial or ethnic origin, political or religious opinions, sexual orientation and so on. Some new US state […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Think FAST Free ad-supported TV (FAST) is more than just traditional TV streamed over the internet. From a marketing perspective, FAST is a complement to both TV and streaming, says Scott Reich, SVP of programming at Paramount-owned Pluto TV, speaking at Paramount Advertising’s […]
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This week’s Future of TV Briefing looks at how this year’s upfront and recent announcements from AMC Networks and Paramount indicate the progression of programmatic in the TV and streaming ad market.
This year would seem to have been a fairly momentous one for the programmatic side of the TV and streaming ad market. Programmatic played a bigger part in upfront deals signed this year. AMC Networks officially made its linear TV networks’ live inventory available for sale programmatically. And programmatic supply-side platforms have established more direct lines to streaming ad inventory, as evinced most recently by Paramount’s Conduit ad product.
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Black Friday and Cyber Monday ushered in holiday shopping, but the jingle-jangle of AI has shoppers wrapped in worry about seasonal scams.
In a recent survey conducted by McAfee, 88% of U.S. consumers think hackers will use AI to “create compelling online scams” during the holidays. Meanwhile, 57% expect scam emails and messages will be more believable while 31% think it’ll be harder to know if messages from retailers or delivery services are real or not. (The report includes answers from 7,100 adults surveyed this past September in the U.S., Australia, India, U.K., France, Germany and Japan.)
Concerns about AI could also lead some to shop less online; 19% of respondents that expressed worry about AI said they plan to shop less online this year as result. However, that doesn’t seem to be the case for everyone. According to Adobe Analytics, U.S. shoppers spent a record $12.4 billion on Cyber Monday this year, a 9.6% increase over 2022.
Using AI to craft a well written email or other correspondence has become popular with fraudsters, explained McAfee CTO Steve Grobman. Holiday shopping also poses risks for digitally active consumers who are buying gifts on websites they might not usually visit, Grobman said, adding that “sometimes a deal that’s a great deal can can play at odds with your sense of caution.”
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Ad measurement firm Innovid’s recent report on television insights revealed advertiser challenges around the growing gap between measuring media and optimizing campaigns across various services and platforms.
Across converged TV — which includes traditional linear, digital and streaming — the study showed a disconnect between using measurement and optimization. It found 62.6% of advertisers were measuring performance on one platform but optimizing on another one. This can lead to optimization lagging behind measurement when data is not being used in real-time — resulting in poor ad performance and less effective ROI, the report found.
“As an agency investment lead or someone on the agency side who is a steward of their client’s money, they need to ensure that every dollar performs — and the optimization that we can do now is real time,” said Dave Fahey, vp of agency partnerships at Innovid. “A lot of times the optimization is happening well after the insights are gleaned.”
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Sustainability is currently up against a myriad of other challenges that face the digital advertising industry when it comes to which focus will take priority in 2024. And while the ultimate incentive to address the industry’s carbon emissions issue is pretty clear — ahem, global catastrophe — there are not currently sufficient incentives nor sufficiently coordinated efforts to rally advertisers, agencies, publishers and ad intermediaries around the issue.
While many agency, ad tech and advertiser voices have started talking about the need to prioritize sustainability, going as far to include questions about carbon emissions in request for proposals (RFPs), SSP execs and buyers agree that it doesn’t appear that much is being done yet to actually incentivize sustainability and cohere industry members’ individual efforts to cut carbon emissions.
“This feels like yet another thing that publishers are being saddled with the custody and are unilaterally being the responsible party to solve [the problem] when, frankly, we’ve been put in this position by the nature of the programmatic ecosystem,” said a programmatic revenue exec at a media company who spoke on the condition of anonymity.
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