Month: March 2024

The data and analytics vet will serve as Chief Business Officer responsible for driving Night Market’s expansion.

If you’re playing buzzword bingo, your card’s about to fill up, because this article covers automated incrementality testing, causal measurement and full-funnel media-mix modeling (MMM). On Tuesday, media measurement startup Measured released a souped-up version of its platform that fully automates the process of incrementality planning and optimization, including geo-based testing. The platform update also […]

The post Measured’s Revamped Platform Blends Automation, Incrementality And MMM appeared first on AdExchanger.

A lovefest between two late-night foes on NBC’s “Password” is the latest evidence that late-night TV is not the competitive war zone that it once was.

It’s been more than a year since Bloomberg stopped running third-party programmatic display ads on its website – and it was the right move, says Christine Cook, Bloomberg Media’s global CRO. Today, Bloomberg favors direct-sold advertising coupled with a subscription-based model. It’s not that open programmatic is conceptually problematic, she says on this week’s episode of […]

The post Bloomberg Media Went Direct And Has No Regrets appeared first on AdExchanger.

Say what you will about the quality of made-for-advertising (or is it “made-for-arbitrage”?) inventory: At least there are real people behind those ad impressions. Well, maybe not. Digital media company Nubai Ventures filed a lawsuit with the New York State Supreme Court on March 11 against native ad platform Outbrain. The suit claims traffic Nubai […]

The post Nubai Ventures Sues Outbrain, Claiming Its Traffic Is Riddled With Bots appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The DSP Podium Amazon’s ad business is to the moon. But its third-party DSP hasn’t achieved the same acceleration. The company is pushing to become a ubiquitous buy-side tool alongside Google Display & Video 360 and The Trade Desk’s DSPs, Digiday reports. With […]

The post Can’t Everyone Love The Amazon DSP Already?; A Big Year For US Ad Spend appeared first on AdExchanger.

Marc Pritchard, the marketer with the keys to Procter & Gamble’s $8 billion ad budget in the U.S., is calling for more transparency from digital platforms. You know what that means — it’s that special time of year when marketers dust off their soapboxes and preach about the virtues of honesty and clarity in advertising.

No sooner had Pritchard, P&G’s chief brand officer, dropped those remarks at the Association of National Advertisers’ Media Conference last week, than marketers, figuratively speaking, joined hands in a show of solidarity.

A quick glance at the social buzz surrounding Pritchard’s words reveals just how much they stirred the pot. There were enthusiastic nods of agreement punctuated by exclamation marks, messages laden with supportive emojis, and even the occasional #ROAS thrown in for good measure.

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As the CMO role continues to evolve, the halcyon days of the rock star CMO have seemingly come and gone. The job has become increasingly more difficult, with expectations of what marketers should be delivering for their businesses continuing to rise as marketing is being tied even closer to business results. At the same time, marketers are having to do more with less, with every dollar working harder — and some are even expected to exceed these higher expectations of the job despite being fractional CMOs.

The tumult of the CMO role in recent years has certainly become more intense. Last week’s shake-up at Starbucks, with the company retiring the global CMO role altogether, could be seen as another chip against the role. Walgreens, Etsy and UPS have also eliminated the role. With that said though, McDonald’s eliminated its global CMO role and then brought it back not even a year later in 2020, and Coca-Cola went through a similar process in 2019 — although it took the company closer to two years.

“I don’t think this is necessarily a canary in the coal mine for CMO [role] — I think it illustrates that the marketing function needs to appropriately fit within the structure and the strategy of the business,” said Jay Pattisall, vp and principal agency analyst at Forrester. “For every doom and gloom story, there is an example of a thriving marketing practice or a thriving and growing marketer — McDonald’s and Coca-Cola represent that. They are organizations that brought back the chief marketing function as a means to help the company to grow.”

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Earlier this year, Janice Min, CEO of The Ankler, said that she’s expecting to hit $10 million in annual revenue in 2025. During a podcast recording with Digiday, Min revised that statement to say, “We have a shot of getting to that number this year.”

To do that, Min’s team is taking a three-pronged, straightforward approach: Make good content to attract audiences, quality audiences that are attractive to advertisers, and combine those things in-person through events.

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