Month: February 2024

Starting today, Ford electric car drivers can plug into the Supercharger network. You can bet more makers will follow.

Paramount touted its tailwinds during its Q4 earnings call, including a new partnership with Walmart that gives it access to the retailer’s shopper data.

The post Paramount Hypes Shopper Data To Dispel Doubts About Its Streaming Future appeared first on AdExchanger.

As Chinese automakers prepare to launch in the US, the White House is investigating whether cars made in China could pose a national security threat.

Connected TV is still Magnite’s golden goose. But although CTV’s share of Magnite’s business continues to grow, the company actually rode a surge in non-CTV spending to hit $187 million in Q4 revenue, a 7% year-over-year increase. Magnite’s Q4 numbers, alongside PubMatic’s from earlier this week, are more evidence that advertisers are back to spending […]

The post Magnite’s CTV Spend Swelled By 20% In 2023 appeared first on AdExchanger.

DoubleVerify is bullish on social. How bullish? “We expect customer adoption of DV solutions across social media to fuel revenue growth for years to come,” CEO Mark Zagorski told investors on the company’s earnings call on Wednesday. Social media measurement rose 62% in the fourth quarter compared to Q4 2022. The category now accounts for […]

The post DoubleVerify Is Feeling Social appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Ad Tech’s Open Intel  Starting in 2019, a government technology contractor named Mike Yeagley went on a roadshow of sorts, demonstrating to US intelligence agencies how ad tech data might be used to compromise Americans. He was also a “scout” for US agencies […]

The post How Government Agencies Use Ad Tech; Can Reddit Get Out Of The Red? appeared first on AdExchanger.

As esports winter extends into 2024, Blast has claimed profitability for 2023, a stark contrast with the ongoing struggles of some of its competitors. The company’s secret: a co-production strategy that requires both Blast and its publisher partners to buy into the success of its esports products.

It’s layoff season in the gaming industry, and esports has been far from exempt from the wave of cuts. In January, Activision Blizzard let go of the majority of its esports staff; on Tuesday, Feb. 27, the competitive gaming giant ESL/FACEIT Group announced its own 15 percent cut. The news has some observers wondering whether game publishers or their partners are really in esports for the long haul.

None of that doom and gloom was to be found at last weekend’s Six Invitational 2024, competitive “Rainbow Six Siege” event held in São Paulo in partnership between Blast and Ubisoft. Blast executives and staff at the Invitational projected confidence about their future, pointing out both the aforementioned profitability and the event’s record-breaking attendance and viewership. (Note: Ubisoft paid for this reporter to travel and board for the final weekend of the event.)

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Audio agency Ad Results Media this week launched an audio buying offering to increase programmatic ad-buying access to streaming and podcasting.

With the new platform, ARM Pro, brands can access a custom suite of audio solutions for purchasing their target audiences. The audiences are vetted by ARM’s teams for direct and programmatic deals, with the goal of driving investments solely toward campaigns for an intended target audience.

“A wasted impression is an impression that a company doesn’t want to buy and an audience doesn’t want to hear,” said Gretchen Smith, vp of media at ARM. “In traditional podcast advertising, you buy a show and all of their listeners with little choice on who hears your ad. But with this, we can trigger the impressions to serve when we’ve identified the audiences we want to reach.”

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Major marketers are spending more time on brand building efforts this year as the digital landscape continues to shift and the focus on performance marketing has proved difficult in parts of that environment. Consumer packaged goods brand Quaker is among those marketers. 

Over the last 18 months, Quaker’s global team has been working on “elevating the positioning and the storytelling” of the brand, explained Ciara Dilley, vp of marketing for Quaker, in the hopes of cultivating “passion for the brand” from new consumers. As a result, PepsiCo-owned Quaker is rolling out its first global brand positioning this year with ads debuting in Canada and Latin America first before expanding to other markets around the globe including the US. 

“We believe that some of the best advertising in the world is done when brands find the incredibly powerful global creative idea that can work in many markets,” said Dilley. “[It’s the] idea that … a local resident in China or in Canada or in England, [feels like], ‘I get the brand. The brand gets me. They’re talking to me.’” 

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After a comparatively quiet two years, investors appear to have regained their appetite for ad tech in terms of early-stage investments, as sources also predict grander-scale mergers and acquisitions in late 2024.

It would be premature to say a fresh wave is on the horizon. Still, recent activity is a stark contrast to the conservatism of investors in 2023, with speculation centering upon the AI and CTV sectors.

For example, France-based Vibe.co today announced $22.5 million in funding, with the startup likening itself to “the Google Ads of streaming” as it pitches itself as the go-to CTV platform for marketers in the SME sector.

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