Mediastruction Taps Long-Time Media Researcher Josh Chasin As Startup Advisor

The Norwell, MA-based media shop is rolling out a new media data-management platform, “FutureSight.” Chasin most recently served as chief measurability officer at VideoAmp.

Global Marketing Spending Rebounds, U.S. Gains Share

“Early 2024 pacing data shows that brands continue to increase their budgets, as more consumers are shopping at brick-and-mortar stores, driving more miles in automobiles and attending events after
years of being sequestered by the pandemic,” PQ CEO Patrick Quinn notes, adding, “If the 2024 Super Bowl audience is an indication of consumer viewing habits, we believe brands will spend top dollar
to be included in the over-the-air, digital and streaming coverage of the Paris Summer Olympics as well.”

Which One Started Reality TV: ‘American Family’ Or ‘Seven Up’?

“An American Family” is considered to be the first TV documentary in which a family agreed to be followed around by camera crews.

6 Months After New York Banned Airbnb, New Jersey Is Doing Great

New York placed strict restrictions on short-term rentals last year. Rents still remain high, and some former hosts are frustrated. Meanwhile, Airbnb rentals in New Jersey are booming.

What Is A Data Broker?

The next wave of privacy regulation revolves around data brokers. And while the term “data broker” may have a negative connotation, its legal definition is fairly straightforward.

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IAS Adds Another Shade Of Gray To The MFA Debate

Since the ANA revealed last summer that 15% of annual ad spend goes to made-for-advertising (MFA) sites, ad tech vendors have rushed to identify and restrict MFA inventory. In most cases, these anti-MFA solutions focus on finding ad arbitrage networks, such as when MFA publishers pay for native ad placements on more reputable sites. When […]

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Unpacking ‘Performance TV’

Advertisers expect direct proof of performance from their streaming ad buys. But even though most people don’t shop via their TV screens (yet), new ad formats can still help brands boost consideration, says MediaLink Managing Director Mark Wagman.

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Don’t Generate The Player, Generate The Game; Who’ll Play In The Sandbox?

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Next Gen AI Virtually every industry is experimenting with generative AI applications. But there’s an especially strong early use case for advertising technology. For one, generative AI can enrich an ad file’s metadata. (“Describe in detail whatever is depicted in this ad.”) Humans, […]

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Marketing Briefing: Madison Avenue, Hollywood get closer, with marketers more ‘open to bigger investments’ in entertainment

Luxury behemoth LVMH (Louis Vuitton Moët Hennessy) made headlines recently with the announcement of a new venture, 22 Montaigne Entertainment, a new platform in partnership with Superconnector Studios that will use movies and TV to market the company’s 75 brands. The move is the latest from a major marketer looking to deepen the ties between Madison Avenue and Hollywood, and follows the success of recent brand and entertainment efforts from the likes of Mattel, Nike and Nintendo, among others.

Marketers are all too aware of changing consumption habits and the fragmentation that’s come with those changes, making it all the more difficult to reach people through traditional forms of advertising. With that being the case, marketers are more interested now in finding ways to be part of culture and part of the entertainment that people actively seek out. There were more CMO-level executives at the Sundance Film Festival this year, for example. And at that same festival, a documentary funded by Nike was then picked up by Netflix. While Nike is a first-mover in this scenario, there’s a sense that other brands will start taking bigger swings with entertainment properties too.

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Advertisers slowly acknowledge that measurement, not targeting, might be the bigger cookie deprecation challenge

As third-party cookies fade into oblivion, marketers are awakening to a harsh reality: The era of a single source of truth for measurement is over. Now, they must navigate the murky waters of determining their own truth.

This shift has been brewing for quite some time — to be precise, since about four years ago, when Google first voiced concerns about third-party cookies in its browser. Executives were apprehensive then, foreseeing challenges such as tracking user behavior across websites becoming more difficult, resulting in incomplete data, attribution issues, less precise audience segmentation and a less personalized browsing experience.

In fact, these concerns may have been in play for even longer, considering that Safari and Firefox have been phasing out those same cookies since 2017 and 2019, respectively. However, given Chrome’s dominance as the largest browser, it’s not surprising that these concerns have become more acute. Especially now that they’re actually being phased out — well, one percent of them — from traffic in the browser.

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