Month: January 2024

Over the summer, Gartner placed generative AI at the peak of inflated expectations on its hype cycle covering emerging technologies. Sounds about right. Moving from hype to reality check is a rite of passage for technological innovations after they burst onto the scene making bold promises. Once the excitement starts to wear off, companies begin […]

The post Generative AI Is Moving From Hype Into ‘Serious Mode’ appeared first on AdExchanger.

Generative AI has become an invaluable content creation tool for marketers. But, while it is fun to experiment with the tool and watch it generate seemingly intelligent outputs in seconds, it’s essential that the technology be deployed in a responsible manner. But how can we establish guardrails while supporting creative exploration? As banal as it […]

The post 5 Tips For Drafting An Ethical Generative AI Policy appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Prime Time Ads have arrived on Prime Video.  But audiences have just about had it with streaming services that nickel-and-dime them, The Wall Street Journal reports. Instead of forking over an additional $3 per month to avoid ads, many have canceled their Amazon […]

The post Amazon Turns The CTV Supply Spigot; A Mess In The Sandbox appeared first on AdExchanger.

If TikTok has its way, 2024 will be the year it finally has its Super Bowl moment.

With less than two weeks to go until the big game, the app’s executives are working hard to persuade marketers that it’s the prime destination for their ad dollars — pre-game, during and post-game. That is, if they’re willing to foot the hefty bill.

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In recent years, marketers were putting more emphasis on performance marketing, proving efficiencies of ad budgets and retooling creative to tout value amid economic uncertainty. More recently though, marketers have shifted focus back to brand building and they’re looking for help with things like brand affinity, brand strategy, brand identity and brand refreshes and redesigns as they plan to invest more in brand channels, according to agency executives and search consultants, who say they’ve seen more requests for proposals seeking partners for brand building over the last few months and even the last year. 

That’s not to say that marketers are less interested in performance marketing — they, of course, still want those wins — but it’s more that they’re interested in a more holistic approach now. The marketplace has shifted. The economic uncertainty of recent years isn’t as tense for some, which allows those brands to open the aperture and consider brand needs along with performance marketing. At the same time, the increasingly fragmented digital landscape makes it more difficult for marketers to win online now with solely performance tactics, so they’re thinking about how they can help their brands stand out. 

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Adam Baidawi stepped into the role of British GQ’s head of editorial content in November 2021 at a time when the legacy men’s fashion and lifestyle title was facing a crucial pivot point in its identity. 

Not only was Condé Nast reimagining its editorial and business strategy to be internationally structured, but the very idea of men’s fashion and luxury was evolving from a singular ideal image to embracing individuality. Baidawi, who had been a lifelong fan of the title, was also serving as the deputy global editorial director of GQ, and helped lead the refresh of the brand, focusing first and foremost on new luxury and community.

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With the ongoing cookie deprecation underway, independent agencies are shifting their attention to identifying new audiences, testing artificial intelligence and expanding data tools to prepare for the accompanying measurement changes, which may look different for independents than they do for their holding company counterparts.

Compared to holding companies, independent agencies may use a more “multifaceted approach” to cookie deprecation, said Alexander Potts, senior vp of programmatic and media lead at Tombras.

“[Independents will use what] is customizable to the unique capabilities and needs of their business-focused clients, while showcasing the return to their bottom line,” Potts said.

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The IAB’s flagship Annual Leadership Meeting is typically where the trade body outlines its key priorities for the year ahead; a reflection of the challenges unsettling the constituents of the $600 billion online advertising industry.  

In what is likely to be a portentous year, 2024 is set to pose unrivaled trials and opportunities as the biggest company in the sector (that’s Google, BTW) prepares to pull the plug on the industry’s connective tissue (third-party cookies) in its market-leading web browser Chrome. 

Digiday scoured the conference venue to bring you an insight into the proceedings. 

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BuzzFeed has inked a new deal with Culture Genesis that allows the Black-owned and multicultural-targeted media network to package up and sell ads against BuzzFeed’s multicultural content, alongside its own inventory.

This will increase the scale of Culture Genesis’ inventory, with access to BuzzFeed’s portfolio of multicultural brands like Cocoa Butter, Pero Like and HuffPost Voices. BuzzFeed, meanwhile, gets an ad sales partner to help sell its ad inventory. The details of this deal, including the financial cut and any sort of data sharing agreement, were not made available.

The move comes at a timely point for the digital publisher: BuzzFeed needs to boost its ad sales. The company reported digital advertising revenue was down 35% year over year in its Q3 earnings report on Nov. 2, 2023, bringing in $32.6 million for the quarter.

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