Month: March 2024

An architect of the EU’s tough new Digital Markets Acts says Apple would be a logical first candidate for investigation under the law, which aims to “break open” tech platforms.

AdExchanger lifts the hood on the hottest topics in CTV live onstage at the inaugural CTV Connect event in New York City on March 13 and March 14.

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Over the course of my 20-year career in digital advertising, I’ve mostly considered Google’s advertising business to be a threat to independent media.  You might expect that I would be very critical of Google Chrome’s impending deprecation of the third-party cookie, and that I would see the emerging Privacy Sandbox APIs as an attempt by […]

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Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. TCF? As In, “The ClusterFu…” IAB Europe’s Transparency & Consent Framework, a mechanism for collecting (ostensibly compliant) consent under GDPR, has ping-ponged through European courts for more than two years. The TCF, which is used by the majority of European publishers, was found […]

The post The TCF Is Under Fire – But When Is It Not?; A Fingerprint By Any Other Name appeared first on AdExchanger.

As brands and marketers become more familiar with esports, they’re less likely to be wowed by the sector’s flashy productions and high viewership. To keep sponsors interested, esports companies are leaning into soft metrics such as community engagement over viewership and the other traditional forms of measurement — for better or worse.

Esports companies might be struggling to turn a profit in 2024 — but esports, as a form of entertainment, is still growing steadily. Between 2022 and 2023, hours of competitive gaming content watched online increased by 160 million, according to Stream Hatchet’s annual esports viewership report. Interest in tentpole esports events such as February’s Six Invitational has also grown year-over-year, reflected in both rising ticket sales and ballooning streaming numbers — and yet none of this growth seems to be moving the needle with brands, which have only become more wary about committing marketing dollars to the space.

“It’s not that people have got smarter per se — maybe some have — I think it’s that now they’re in a position where they actually need to interrogate this more, because it’s not the shiny new thing,” said Malph Minns, managing director of the agency Strive Sponsorship.

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When it comes to social media marketing on behalf of their clients, agencies see the value in Instagram much more so than its Meta sibling Facebook — and that’s especially clear in how agency clients are spending on each platform.

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If data is the oil of the media business, new repositories and refineries are popping up everywhere. Especially when the biggest oil field — third-party cookies — is drying up. 

Just days after Stagwell launched a new consumer research product called Unlock Surveys within its Stagwell Marketing Cloud division, consumer research firm Disqo has moved to partner with TV set maker Vizio’s Inscape technology unit to generate a deeper set of omnichannel behavioral research in hopes of helping marketers and other media agencies get closer to achieving deterministic outcomes.  

Through the partnership, Digiday has learned, Disqo will gain access to Inscape’s automatic content recognition (ACR) TV viewing data, to be paired with Disqo’s other products that measure brand lift and outcomes, which in turn help advertisers measure the cross-media and full-funnel impact of ad campaigns. Clients, which include marketers and agencies, can bridge the divide between brand metrics, like awareness, favorability and purchase intent, to performance outcomes, like search, site visits and shopping, across their whole multimedia campaign. 

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The writing has been on the wall for years, but Google finally started turning off third-party cookies to 1 percent of Chrome browsers in January. Google insists they’ll disappear before the end of the year, but it’s unclear if the company will make good on its promise. Until then, marketers are prioritizing first-party data, either mining it to make up for the signal loss or peddling it as the rise of retail media continues. 

Overall, marketers have been apathetic about Google’s crumbling cookie all while testing alternatives and making bigger bets on first-party data. The amount of brands that are actively preparing for the end of the third-party cookie has jumped from 56% in Q1 of 2021 to 72% in Q2 of 2023, according to Digiday research.

“Because of the privacy laws and everything that’s going on with AI, we believe that brands will operate as ecosystems — their own walled gardens, if you will — and take the control back from the Google and Meta duopoly, and take that control with first-party data into their own ecosystems,” said Pat Goggin, partner and CEO, Morning Walk marketing agency. 

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Among the variety of topics addressed at the two Town Hall discussions at Digiday’s Media Buying Summit in Nashville on March 4 and 5 — including measurement challenges, AI’s looming presence, brand safety concerns and misalignment with client needs/demands — the internal-facing topic of talent and talent retention dominated the second day. 

Put simply, agencies struggle with a number of obstacles when it comes to the issue of colleagues, bosses and subordinates in the same agency. There’s the lure of more money at ad-tech firms, the flow of talent into the client during in-housing and the perennial hassle of too much work on too few shoulders when cutbacks hit.

So how’s a media agency supposed to manage those issues, among others? The agency-only crowd attending the town halls offered up a handful of interesting solutions. 

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