Month: December 2023

All candidates run ads against opponents. This one calls out the former president as a singular threat to the U.S.

Erwin Ephron taught me there is no perfect form of media research. And as good as neuromarketing, biometrics, and computervision are in unlocking some of the mysteries of our brains may be, we still
need to apply our brain’s to interpret what those outputs actually mean.

The year’s TV news was characterized by high-profile exits, two strikes that disrupted TV’s content pipeline, and a “Golden” bachelor.

I created an experimental chatbot with 50 of my WIRED articles. Try it out for yourself.

Rather than rounding up the obvious online privacy trends of 2023, let’s dive into the weeds. Because we’ve spent enough time and spilled more than enough ink this year talking and writing about Big Tech privacy fines, enforcement actions and the unutterably slow phaseout of third-party cookies in Chrome. That said, this article would be […]

The post The Top Ad Tech Data Privacy Stories Of 2023 appeared first on AdExchanger.

Supply-path optimization (SPO) is nothing new. But 2023 saw SPO become further cemented in the strategies of DSPs and SSPs for capturing market share. As a result, stakeholders on all sides of the programmatic ecosystem are more SPO-savvy than ever, making these initiatives essential for courting direct business. Last year, The Trade Desk and GroupM […]

The post 2023: The Year SPO Went Mainstream appeared first on AdExchanger.

Marketers no longer have the control they once did over how their brands are perceived and talked about by consumers. For decades, traditional advertising allowed marketers to feel like they were the true stewards of their brands, making decisions about how their brands would go to market, what consumers should think about them, how they should advertise and where they would show up.

That perception of control — regardless of whether it was true — is waning. While in the past consumers certainly had ideas about brands that didn’t line up with how marketers wanted those brands to be perceived, they didn’t have the ability to voice those opinions en masse in the way that social media allows now. How an influencer talks about a brand can have a direct impact on a brand’s perception, sales and overall stature in a way that has marketers spending more time figuring out how to influence influencers.

“There’s no amount of money that could allow a brand complete control of their narrative now,” said James Nord, founder of influencer marketing shop Fohr, adding that consumer voices are more powerful than advertiser voices which changes the job of an advertiser. “It goes from, ‘How do I tell a story? What story do I want to tell?’ to ‘What story do I want other people to tell about me? How do I encourage that? How do I curate that?’ If you can work with influencers and they start talking about a brand they can kind of train the audience to do the same thing.”

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It’s been over three years since the media industry’s white and male-dominant composition was put under a microscope. Since the murder of George Floyd in May 2020, publishers have appointed diversity, equity and inclusion leaders, expanded employee resource groups, led hundreds of DEI training sessions and committed to numerous goals to diversify their workforces.

But almost four years later, some of those efforts — at least the more public ones — seem to have lost their steam. Media companies that were publishing their workforce diversity reports at a relatively regular, annual cadence delayed posting those reports on their sites, including BuzzFeed, NPR and the Los Angeles Times. 

BuzzFeed published its diversity reports in October 2020, January 2022 and then not again until November 2023. NPR, which has released its past two reports in October, is not publishing its report with 2023 data until next January. The Los Angeles Times published a report in February 2021 and February 2022, but has not released a report publicly since then. Gannett typically publishes newsroom-level diversity data (including for USA Today) each year, but has yet to release the data for 2023.

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This year was another one for the advertising and media history books, but not for the ways that marketers and media execs hoped for at the start of 2023. 

Brands’ advertising budgets never quite found their footing and the competition for ad revenue only got steeper. On top of that, the platforms are no longer reliable places to drive traffic or revenue but competing with their scale is a losing game. Plus generative AI is quickly finding its way into virtually every facet of the industry — for worse or better.

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A 2019 accident put Rip in a coma. He came to last week in a different world.