Month: March 2024

Higher expected political ad spending and rapidly growing local CTV and OTT platforms will lift 2024 U.S. local advertising

Government intelligence agencies have their own galaxies of acronyms worthy of ad tech. The IC, for example, as the intel community refers to itself, has HUMINT (info collected by humans), GEOINT (geospatial data collection) and OSINT (open-source online info), to cite just a few. And here’s another: ADINT, or information gathered through commercial ad tech […]

The post How US Intelligence Agencies Buy And Use Programmatic Data For Surveillance appeared first on AdExchanger.

Tesla and General Motors may be struggling with self-driving tech, but the opposite is true in Asia. WIRED tested China’s top three autopilot systems to see just how far ahead they are.

Contextual targeting is getting a generative AI glow-up. In the old days of contextual targeting, a media planner came up with a target audience and had basic segments (“fashionistas”) to choose from. Now, a media planner can copy and paste a creative brief into a prompt field and watch a long list of potential URLs […]

The post Meet The Ad Tech Players Using Generative AI For Their Media Buys appeared first on AdExchanger.

Converged funnel. Flattened funnel. Collapsed funnel. The non-funnel funnel. The funnel has been such a powerful visualization for the buying process for so long that, even a decade into radical shifts in consumer shopping habits, it’s hard to let go. It’s still useful in explaining and shaping marketing strategies and tactics. Consider retail media, which […]

The post Shopping Has Transformed. It’s Time For The Marketing Funnel To Catch Up appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Sandbox Soapbox The Trade Desk and other ad tech companies (not to mention the IAB Tech Lab) have been antagonistic to the Chrome Privacy Sandbox. Which has opened a wide lane for Criteo to establish itself as the largest and most heavily […]

The post Kids Fighting In The Sandbox; Whistling Past The Cookie Graveyard appeared first on AdExchanger.

Amid heightened anticipation that the end of third-party cookies is near, sources are calling for a further hiatus in Google Chrome’s retiring support for them as the industry awaits the outcome of its ongoing antitrust trials.

Some stakeholders are concerned its Privacy Sandbox proposals — a means of continuing behaviorally targeted advertising without the foundational technology — are tactics meant to evade government censure that may arise from its multiple anticompetitive tussles with governments on either side of the Atlantic.   

Such parties highlight how Google’s proposals within Privacy Sandbox effectively equate to the Chrome browser fulfilling the role of ad server and supply-side platform. For example, if Google’s proposals receive full approval from the U.K.’s Competition Markets Authority, effectively the global lead regulator on Privacy Sandbox, they argue, it could nullify any potential remedies sought by antitrust authorities in the U.S.   

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Despite Snapchat’s new brand marketing campaign, it’s still the same old story for advertisers: they don’t know what to make of the platform.

A month after Snapchat launched its global riposte to social media with the strap line “Less likes, more Snapchat,” marketers have been left none the wiser as to whether this is going to ladder up into something for its ads business.

And it looks like they’re going to be waiting for a while yet. 

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This week’s Future of TV Briefing looks at how business outcome measurement and guarantees may figure into this year’s upfront market.

• The outlook for outcomes
• WTF is server-side ad insertion?
• Apple’s TV ad sales staff, Netflix’s live sports portfolio, Facebook’s AI video recommendations and more

The outlook for outcomes

TV and streaming advertising remains predominantly a game of reaching as many people as possible. But generating results from that reach — such as foot traffic to stores and downloads of mobile apps — has been a growing consideration among ad buyers and sellers and may play a bigger role in this year’s upfront market.

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The drums of the $20 billion-plus video upfront marketplace are starting to beat quietly, but their sounds will soon get much louder. One of the first video sellers to pick up sticks and test out its kit is National Cinemedia, which is planning to bring new offerings to market in hopes of securing a bigger share of ad dollars. 

Digiday has learned that NCM will for the first time offer guarantees on business outcomes for advertisers who commit dollars in the upfront. Sales goals will be agreed to between NCM’s sellers and the client, and “makegoods” or extra ad inventory, will be offered in case those goals are not met. 

NCM executives also explained that the largest cinema ad operation — which emerged from bankruptcy last year — will offer its ad inventory across programmatic SSPs, starting with Exchange Place but eventually expanding to other platforms. Mike Rosen, NCM’s chief revenue officer, said advertisers can now target specific demographics, DMAs, zip codes, dayparts and times of day through private marketplaces. 

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