Month: January 2024

In his new book Read Write Own, investor Chris Dixon mounts a defense of blockchain, arguing it can save society from the monopoly power of tech giants.

Just because you can personalize ads doesn’t mean you should. When you know the inner workings of ad tech, you appreciate the ways personalization can hit the wrong note. A creative message like “Hey, Sarah” feels right as an email greeting, for example, and oh so wrong when placed in a display ad. In the […]

The post The Big Story: Personalization Put-Offs appeared first on AdExchanger.

JamLoop is a specialized DSP that launched in 2018 with a focus on local CTV advertising. It pitches its in-house ad tech that specializes in pacing smaller campaign budgets as a way to win over independent agencies and smaller, local advertisers.

The post This DSP Sees A Future With Local Streaming Advertisers appeared first on AdExchanger.

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

The post Comic: Willy Wonka and the Bid Duplication Factory appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Board Games The LG Ads board of directors has three new members. Or, more accurately, two previous board members – Alphonso co-founders Ashish Chordia and Lampros Kalampoukas, who were fired as part of an orchestrated corporate coup in late December 2022 – have […]

The post Alphonso Folks Get Back On Board; How Netflix Evolves Through Crisis appeared first on AdExchanger.

OpenAI launched an app store called GPT Store on Jan. 10 where developers can share their custom ChatGPT chatbots powered by generative artificial intelligence, but digital publishing companies haven’t been all that eager to build chatbots — or add the chatbots they’ve already built — and make them available on OpenAI’s app store just yet.

Media execs pointed to a few reasons why they haven’t made full investments there, such as their own limited resources to explore the store’s capabilities, as well its lack of defined audience and revenue growth opportunities.

However, of the half dozen media companies that Digiday contacted that had experimented with building custom chatbots on their own sites, one publisher had started to test using the GPT Store. Ingenio added three generative AI chatbots it had already built for its own site Astrology.com to the GPT Store on Jan. 22.

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The third-party cookie going away won’t only affect advertisers’ abilities to target ads but also their means of knowing which of those ads led to product sales or conversion events.

To help fill that cookie-sized hole in the digital ad industry’s measurement system, Google has developed the Attribution Reporting API as part of its Privacy Sandbox set of proposed third-party cookie replacements.

The Attribution Reporting API effectively has the browser play the part of the third-party cookie. But in order to protect people’s privacy, it restricts advertisers’ and publishers’ abilities to connect ad exposure and conversion data while introducing noise and delays.

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For a long time, digital marketing was considered the darling of the ball, with granular metric reporting, hyper targeting capabilities and lower price points than its offline counterparts.

However, there’s been a shift on the digital front. Google’s third-party cookie (which is finally crumbling) and Apple’s App Tracking Transparency initiative has made targeting more challenging. At the same time, CPMs are up and users’ tolerance for digital ads is down, agency execs say.

“As with digital, the only constant is change,” said Laramey Lawson, evp and director of insights and engagement at GS&F, an independent ad agency. “Some of the fantastic targeting that we’ve grown accustomed to is not going to be as easily accessed as it has been in the past.”

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Ad buyers relationships with platform reps are often tenuous – and dependent on how much ad buyers are spending on the platform. That’s even more clear this year. 

For the latest edition of our Confessions series, in which we trade anonymity for candor, we hear from a seasoned media buyer who says that the platforms are looking for more predictability when it comes to ad spending this quarter and that support from platforms reps correlates with how much brands said they expect to spend. 

This conversation has been lightly edited and condensed for clarity. 

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Publicis Groupe may have snagged the headlines yesterday with its massive investment into AI, but it’s far from the only agency that’s putting together an AI-driven platform to help clients unlock new value.

Digiday has learned that independent agency group CourtAvenue — which has invested in social media shops, e-commerce and other burgeoning areas of marketing — has quietly assembled a generative AI-driven platform it has dubbed Genjo (soft G).

A mashup of the phrase “generative journey,” Genjo is the result of CourtAvenue seeking client input as to what they are looking for, then assembling the pieces and expertise to execute on those goals — it attempts to take all the lanes that generative AI travels today and coordinates them to generate even more knowledge, creativity and power. Kenny Tomlin, CourtAvenue’s co-founder and partner, describes it as sort of what Salesforce did for using the cloud for marketing, Genjo does for generative AI.

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