Less BS, More Facts, Some Opinions
In 2022, according to company filings, customers spent a whopping $2.4 billion buying clicks from Taboola ($1.4 billion) and Outbrain ($1 billion). In the same period, the two firms paid publishers $1.6 billion for placing their infamous “chumboxes” on their websites. Both Taboola and Outbrain refer to these costs as Traffic Acquisition Costs (TAC). Taboola […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. A Win Is A Win? Blue-chip accounts are coveted on Madison Ave, but it’s impossible to tell which clients are really the key wins for the agencies involved. Winning the McDonald’s or Coca-Cola account comes with cachet and solid earned media, but the […]
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This week’s Future of TV Briefing looks at how the streaming ad market’s programmatic guaranteed vs. private marketplace debate is reaching a compromise.
This much holds true: TV and streaming ad buyers would prefer their programmatic purchases to be conducted via private marketplaces, whereas sellers would pick programmatic guaranteed deals. Binary as those inclinations are, they not only continue to coexist in the marketplace but appear to be blending a bit into a kind of compromise between the PMP model’s bidding control for the buyer and the PG model’s revenue assurance for the buyer.
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Pre-season games have traditionally offered NFL teams chances to generate additional ad revenue via commercials and brand partnerships. However, recent adjustments to the NFL schedule have led to a reduction in the number of pre-season games to three games per team, consequently limiting the inventory available for teams to capitalize on monetization opportunities.
To address this issue, the Detroit Lions have taken a proactive approach by introducing an additional channel for its local NFL broadcast. This move aims to expand advertising opportunities, utilize direct-to-consumer distribution, and forge stronger connections with local fans, to ultimately boost pre-season viewership.
The Detroit Lions signed interactive video company Kiswe, who also did DTC streaming for the Phoenix Suns and Utah Jazz basketball teams. Together, the two parties developed Altcast for the Detroit Lions’s website and NFL app, utilizing Kiswe’s cloud production platform to coordinate with the crew remotely and add in the on air talent from their various locations. Altcast was introduced for free for fans to use starting with the Detroit Lions’ pre-season games back in August.
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Rockstar Games published the first official trailer for the hotly anticipated “Grand Theft Auto 6” on Dec. 5 — and immediately sparked a frenzy of excitement within the online gaming community.
It’s been over a decade since the most recent entry in the wildly popular “Grand Theft Auto” series came out in September 2013, meaning anticipation for “GTA 6” has been building for years. Rockstar titled yesterday’s trailer as “Trailer 1,” making it clear that the company is poised to launch a massive marketing campaign in the lead-up to the game’s 2025 release. (Rockstar representatives did not respond to requests for comment prior to the publication of this article.)
Here’s why the release of the first “GTA 6” trailer was arguably the gaming industry’s splashiest marketing moment of the year — just in time for 2024.
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Although 2024 is shaping up to be a big year for ad spending with the potentially most expensive presidential election in history on its way, there remains some uncertainty in the industry — given the economic conditions and move toward cookie deprecation.
That said, independent agencies are so far hearing a positive outlook from some clients, depending on their sector and size or performance of a particular brand. For others, spending looks to be more reserved in a still-recovering economy next year.
“Clients are keeping macro economic conditions in mind as we head into 2024,” said Stephanie Stanczak, vp of media operations at Ocean Media. “However, it feels to be a repeat from early 2023 where clients want to plan for the year, but have contingencies in place so they can pull back on dollars if needed.”
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The advertising industry appears set for a last-second scramble to adapt to a cookieless world if and when Google officially disables third-party cookies in its Chrome browser by the end of next year. That’s based on the conversations taking place during the Digiday Programmatic Marketing Summit in New Orleans this week. And in an onstage session, Butler, Shine, Stern & Partners head of marketing sciences Trina Arnett gave a preview of what that scramble will look like.
“I have a client that just pulled all of their [conversion] tags,” Arnett said. A healthcare brand, the client had gotten nervous about privacy lawsuits popping up in California and decided to stop using all tracking mechanisms, including cookies. “They basically pulled everything. So we’re back in 1994 world.”
The client made its decision within a matter of weeks, which has effectively kneecapped its measurement capabilities and optimization efforts in the near future.
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Much like a band that just stopped playing but most of the audience already left a long time ago, Google’s looming banishment of ID cookies forever will come when most of the marketing ecosystem has already moved on. After all, necessity forced them to find alternatives to identifying (and tracking) the most likely consumers to buy their products or services.
One of the newer alternatives working the video space comes from measurement firm VideoAmp, which has introduced the ability to commingle various ID sets into its clean room technology, Digiday has learned. The tech is already available to current users of VideoAmp’s measurement software and aims to offer a clearer picture of consumer identity while maintaining privacy safeguards, by virtue of its presence in clean room tech.
That tech aims to safely incorporate a variety of identifiers, including hashed emails, signed-in users, IP addresses and device IDs — but ensuring any given consumer’s personal identifiers are privacy-protected from VideoAmp, its partners or clients.
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Despite the fact that marketers will (allegedly) come face-to-face with Google’s deadline for removing third-party cookies by the end of next year, having their post-cookie playbooks ready to go was not the only top-of-mind task amongst the attendees at the Digiday Programmatic Marketing Summit, which took place in New Orleans this week.
During the town hall discussions, which are held under Chatham House Rules, meaning participants are granted anonymity to speak candidly, everything from Google allegedly invalidating traffic without explanation to how AI is being used to streamline more mundane tasks was discussed.
Participants were asked ahead of the discussion to share some of the challenges they’re facing at work for Digiday’s challenge board, which was used to help spark conversation within the group. The bolded headers below are a few of the challenges shared by attendees and the quotes that follow are highlights from the resulting discussions.
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