Less BS, More Facts, Some Opinions
When “The Attention Economy” warned marketers of the increasing difficulty of engaging consumers “in the face of overwhelming options,” it was 2002. Twenty years later, consumer attention has never been more valuable – or scarce. The world that prompted psychologist, economist, and Nobel Laureate Herbert A. Simon to coin the term “attention economy” in 1971 […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Doomsday or Dealsday? Ben Kruger, Google’s former marketing emissary to DTC brands, left the big G earlier this year and has been chronicling his experience as an ecommerce dropshipper. Essentially, he’s gone from consulting with advertisers to showing how he uses automated tools […]
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Originally published on January 27, 2021, this article has been updated to include an explainer video and to reflect Google renaming FLEDGE to Protected Audience in April 2023.
Despite Google’s commitment to finding a privacy-safe alternative to third-party cookies by 2022, the company is still only tinkering with cookie replacement concepts.
Google has gathered its evolving collection of ad targeting and measurement methods in what it calls a Privacy Sandbox. This is an iterative process — “sandbox” in software parlance refers to a testing environment, after all. But in this case, Google is keeping observers updated as things develop.
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Even with more than 20 agencies and 3,000 employees under its umbrella, Plus Company doesn’t position itself as the typical agency holding company.
Established in 2021, Plus Company set out to create an “interagency” model with integrated services that differ from traditional holding companies. In 2022, the Canadian holding company acquired independent agency Mekanism as it began charting a path for its U.S. expansion with other leadership hires. Instead of gobbling up its competition, CEO Brett Marchand said the company believes in supporting agencies from the bottom up.
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Here’s a twist: Advertising on X might be lucrative for a certain type of marketer, provided they can overlook the deluge of hate speech, misinformation and violent content rampant on the platform. It’s a bargain bin for ad space at the cost of compromising principles.
Thanks to Elon Musk’s battle with major advertisers, less of them are advertising on the platform. Less competition for ad inventory means lower prices, but at the cost of associating with a platform facing ethical challenges. This is why four advertisers who Digiday caught up with haven’t shied away from the platform, at least not yet.
One U.K.-based advertiser, who wanted to remain anonymous said some of the brands they have been talking to recently have been discussing how they can play in those spaces (meaning X), where there is cheap inventory now.
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Few would argue Brian O’Kelley’s right to claim the title of being one of the godfathers of ad tech, for what is still one of the nascent spaces of the media industry, his tenure in the sector dates back three decades.
During this time, O’Kelley has helped build two of the most notable independent ad tech companies that later sold to the biggest names in telecoms and internet history, and now at the helm of Scope3, he aims to decarbonize digital media.
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IPG’s Mediabrands unit underwent another round of layoffs within its UM and Magna units last week, Digiday has learned — but among them are evp and svp level staffers whose roles were not directly connected to revenue generation. It’s the latest in several small waves of layoffs conducted across Mediabrands’ various media agencies (mostly UM) in recent months, on top of several high-level executive departures that have also had an impact on operations there.
Several sources close to the company attributed the layoffs, and even some of the departures, to client losses, which have included UM’s SharkNinja and BMW — as well as the looming departure of Spotify’s global account, which put UM into review — and from which UM has already been dropped after the first round of review (even though technically it’s still a global UM account today). Those losses, despite other wins, are said to have put significant financial pressure on UM’s North American revenue situation, while globally the media agency is holding its own. Mediabrands, it seems, is in better shape as the other agency brands, with a number of client wins that offset losses.
“It’s very unusual for an incumbent to be eliminated before a final decision is made,” said one source about UM already being out of the review process for Spotify. The client did not respond to a request for comment.
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The 2019 series “Valley of the Boom” portrays the heady days of the mid-to-late 1990s, an era that bore witness to the creation of “the internet economy” as technologies such as ISPs (like AOL) or web browsers (Mosaic, Internet Explorer by Microsoft and sworn foe Netscape) took the world by storm.
Meanwhile, in more niche areas of this economy, there were other notable industry firsts emerging. These developments would eventually spawn the near-$270 billion digital media landscape as we know it today.
Few industry observers had a better ringside seat than Martin Kihn. A former Gartner analyst and best-selling author, he is also the brains (and voice) behind influential industry-tome Paleo AdTech. This pursuit has seen him play host to some of the biggest names of this era, a period he now describes to Digiday as “a very dramatic time.”
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All the AI hype has made its way into the app stores.
Last week, Apple and Google unveiled their lists for the best apps of 2023, both of which showcased a range of AI-powered apps. Although Apple didn’t include any in its main list, it curated a separate list featuring generative AI apps including ChatGPT, Canva and Picsart. Other apps — including Pinterest, Craft, Artifact and Sololearn — were also featured for their AI integrations.
“Apps are a reflection of culture, and in 2023, generative AI captured users’ collective imagination with its evolution unfolding in real time,” according to Apple’s statement. “Apps started integrating AI throughout the year in a variety of ways. Although many features are still in their infancy, they gave users a chance to see, firsthand, the technology in action and come to their own conclusions about the benefits and risks.”
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