Less BS, More Facts, Some Opinions
Now that Google has deprecated 1% of cookies, the clock is ticking for advertisers and agencies to future-proof their media buying strategies. Cookies offered precision and scale in ad tech, and their deprecation leaves trading teams with more fragmentation and complexity to manage than ever before. To adapt, traders need new solutions to simplify operations, […]
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Is there such a thing as good MFA? After being demonized in the ANA’s transparency report last summer – which found that 15% of global ad spend goes to made-for-advertising (MFA) sites, often unintentionally – agencies and ad tech vendors immediately started launching anti-MFA solutions. The MFA label connotes spammy sites with undesirable audiences that many advertisers […]
The post DoubleVerify Says Classifying MFA Means Considering Shades Of Gray appeared first on AdExchanger.
Tastemade taps Wurl for performance marketing campaigns that direct viewers to its FAST channels while lowering customer acquisition costs.
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Remember, back in the ’90s, when AOL seemed like the internet’s Goliath? Well, Goliath ultimately fell. That brings me to Google, the present-day internet Goliath. The advertising giant’s financials are strong today, but it’s facing several threats: advertiser discontent, legal minefields, a shift in search advertising budgets toward new platforms and retail sites, and everyone’s […]
The post AI, Antitrust Or Advertisers: What Will Bring Google Down? appeared first on AdExchanger.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. CTV Shortcut Two years ago, The Trade Desk sliced out SSPs with its direct-to-publisher product, OpenPath. Now the DSP is opening up OpenPath to CTV inventory, Digiday reports. Cox Media Group and Vizio are early adopters, and other CTV publishers are talking to […]
The post TTD’s OpenPath Adds CTV Inventory; News Subscriptions Aren’t Extinct Yet appeared first on AdExchanger.
Bridge, a diversity, equity and inclusion trade nonprofit that includes brands, tech and agency diversity leaders across the marketing industry, is expanding its board of directors with a new vice chair, along with executives from agency holding groups and major brands.
The independent trade group will add Yin Woon Rani, CEO and CMO of MilkPEP, as vice chair, plus five new leaders to its board of directors as it aims to increase DEI impact across the marketing industry. The board appointments come from global brands and agencies, including Colgate, E.&J. Gallo, H&R Block, Publicis and Havas Media.
This comes as media agencies, their clients and consumers have pushed to increase DEI efforts across the business. In recent years, agencies have strived to increase diversity and representation internally and expand their client offerings and partnerships outside of the organization — but it has not been without obstacles. From trying to prove and measure impact to criticism over the rate of progress within these companies, many continue to feel challenged in including DEI as a business imperative.
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New York Magazine’s women’s fashion and lifestyle publication the Cut is expanding this year, adding four full-time editorial staff, verticals and inventory as it chases new and existing advertiser dollars.
But how can the Vox Media-owned title afford to expand at a time when most large digital publishers are undergoing layoffs?
Vox Media chief revenue officer Geoff Schiller told Digiday the title’s expansion is justifiable due to an increase in advertiser demand (especially in categories such as luxury brands, retail, beauty and CPG) and a need to keep up with that demand. The Cut’s advertising revenue — the majority of the publication’s business — is up year-over-year, though he declined to share by how much. A New York Magazine spokesperson said the company has hit its revenue goals for the first quarter, and the Cut’s average advertiser deal size and number of deals won is up. Schiller and the spokesperson declined to share specific details. Schiller said the company is investing some of that revenue back into the Cut to grow its audience this year.
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Magic Spoon, the cereal company that launched entirely online back in 2019, has since expanded its footprint to more than 16,000 national retailers to meet shoppers where they are, whether that’s online or in-store.
Historically, the cereal company built its millennial and Gen Z following via short-form social media videos, podcasts alongside other direct-to-consumer brands. But as its retail footprint expands, so does its ad strategy, to include things like in-store aisle displays. On this episode of the Digiday Podcast, we caught up with Gabi Lewis, co-founder at Magic Spoon, to talk about the brand’s expanded retail footprint, standing out in a crowded category and of course, the measurement woes plaguing marketers.
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For all the talk of the importance and rapid growth of the creator economy, few brands tapped creators for the Big Game stage this year.
The Super Bowl is one of the few monoculture moments left for brands to show up and get the attention of a live audience that may actually pay attention to the ads. Given the varied audience and the need for mass appeal, marketers turned to celebrities — so many celebrities (several ads featured multiple celebs) — this past Sunday in hopes of connecting with consumers during the big game, according to agency execs.
“You need names and faces that are recognizable cross generationally,” said James Nord, founder of influencer marketing shop Fohr, when asked about the lack of creator representation in linear Super Bowl spots. “Now that culture has fractured into hundreds of thousands of small branches, even somebody who is hugely influential in a number of those branches is going to be completely anonymous to others.”
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