Month: December 2023

Omnicom has agreed to participate in the sale. Exactly how remains unclear, but there is speculation about a new holding co. joint venture to own and operate it.

Stagwell formed the unit in 2021 to develop and market a suite of technology products to support in-house marketing teams and their transformation efforts. Elspeth Rollert joined early last year as
CMO.

Reporting gives advertisers and agencies a holistic view of emissions from campaigns, with comparisons to global benchmarks.

Nexxen announced an integration with out-of-home ad tech platform Taiv to extend its CTV ad campaigns to TV screens in restaurants and sports bars. Guess what’s old is new again when it comes to marketers using TV as a way to reach as many people as possible.

The post Ad Tech Companies Are Trying To Make CTV Out-Of-Home Happen appeared first on AdExchanger.

How would you describe the state of privacy in the ad tech industry? “In one word: fragmented,” said Tony Katsur, CEO of the IAB Tech Lab, speaking during a virtual event hosted by ID5 on Thursday. You already need both hands and one foot to count the number of US states that have passed comprehensive […]

The post Solving For Identity With Privacy In Mind Is ‘The Issue Of Our Industry’s Time’ appeared first on AdExchanger.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

The post Comic: The Buck Has To Stop Somewhere appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. When Ad Dependence Is Independence Buried in a worthwhile Economist longread about mainstream news and The New York Times struggling to balance revenue needs with journalistic standards is an interesting nugget about the value of an ad-based business versus one that relies on […]

The post Why The Gray Lady Misses Its Old Ads Biz; Google’s Location Data Update Changes Nothing appeared first on AdExchanger.

The esports industry is at a crossroads going into 2024.

For many companies in competitive gaming, the past year has been difficult, to say the least. Facing lower-than-anticipated returns on investment, some brands have reduced their spending on esports in favor of stepping up their presences in the broader casual gaming space, throttling the advertiser relationships that have long formed the bedrock of esports teams’ revenue strategies.

In 2023, esports leagues and teams that were once stalwarts of the industry stumbled or collapsed entirely. The Overwatch League is officially over; esports organizations like CLG and FaZe Clan have shut down or been absorbed by other companies; and the League of Legends Championship Series has reduced its number of participating teams from 10 to 8, among other tumultuous changes.

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As Stagwell’s Marketing Cloud division continues to expand its offerings and revenue, the unit realized it needed a full-time leader. And this week it appointed its first chief executive, Elspeth Rollert, Digiday has learned.

This comes as the network of agencies has invested millions in innovation and technological developments, from augmented reality and generative AI to acquisitions. The investment may be starting to pay dividends: The unit for the first time reported its financial results in Stagwell’s Q3 earnings, showing that revenue increased 7% and net revenue increased 20%.

Rollert, who has a marketing background that includes being CMO of SMC since February 2022, previously served as the global head of partnership marketing at Uber and held other roles at Microsoft and IBM. Rollert told Digiday about how innovation is a driver of culture at Stagwell — and how the company is trying to establish itself in AI with domain expertise across its network.

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In video games, brand marketing is on the rise — and live service gaming might be one of the most effective ways to do it.

This month marks the fifth anniversary of “Star Trek Fleet Command,” a mobile and PC strategy game developed in collaboration between Paramount and Scopely. The game allows players to explore a virtual “Star Trek” universe, interacting with other players to complete missions and accrue resources. The game gets an infusion of new ships, characters and other content on the first Tuesday of every month, and it is completely free-to-play, making most of its revenue through in-game purchases.

But “Star Trek Fleet Command” is not a direct revenue play for Paramount — it’s a particularly engaging form of brand marketing designed to both capture the hearts of potential new “Star Trek” fans and keep longtime fans interested in the IP. Any revenue gleaned from the game is a secondary concern, as shown by the fact that “Star Trek Fleet Command” serves no in-game ads.

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