Less BS, More Facts, Some Opinions
If you’re sick of hearing about the volatile macroeconomic environment, Magna has some decent news. The US ad market is set to grow this year. US ad revenues are expected to increase by 6.7% to $360 billion, excluding cyclical spending, according to a Magna forecast released Thursday. And when you add political campaigns and international […]
The post Streaming, Politics Star In Magna 2024 US Ad Forecast appeared first on AdExchanger.
Retail media has a serious attribution problem. Closed-loop purchase attribution is one of the main selling points of retail media. It’s why retail media network (RMN) placements are so expensive relative to open programmatic. But purchase attribution can be gamed by programmatic metrics and create perverse incentives for RMNs to serve ads across low-quality and […]
The post How RMNs Use MFA And Cheap Inventory To Game Attribution Rules appeared first on AdExchanger.
Google Chrome’s third-party cookie deprecation plan is in effect, and the industry continues to await the fallout from the death of the cookie. However, it’s worth recognizing that the third-party cookie actually stymied the development of digital advertising. Sure, that little http text file was key to the evolution and dominance of programmatic advertising – […]
The post Sins Of The Cookie: How Third-Party Cookies Set The Industry Back appeared first on AdExchanger.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Dwindling Organics There’s been a Big Bang-like expansion of retail media networks. From just a handful of small units within Amazon and Kroger a decade ago, we now have a galaxy of ad networks courtesy of nearly every regional or midsize retail and […]
The post Maybe ‘Everything Is An Ad Network’ Isn’t A Good Thing; The Ghostbusters Prequel Nobody Wants appeared first on AdExchanger.
Dozens of publishers made the annual trek to snowy Vail, Colorado for the spring iteration of the Digiday Publishing Summit this week with hopes of discussing and finding solutions to the challenges facing their media businesses.
As both social and search platforms change their algorithms to keep users locked-in longer, media execs were eager to learn from one another which alternate routes were working to get audiences to their sites. And once on site, how they can convert those readers into authenticated audiences that ultimately can be monetized better using publisher first-party data, deterministic IDs or subscriptions.
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In this week’s Digiday+ Research Briefing, we examine which revenue streams were top of mind for publishers at the Digiday Publishing Summit, how TikTok is getting even more marketing spend from brands and retailers despite facing a potential U.S. ban, and how Disney is rolling out DRAX Direct, a direct integration with the industry’s largest DSPs, as seen in recent data from Digiday+ Research.
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The rapid growth of the retail media space has continued apace this year. Some marketers are testing more retail media networks and betting on said networks as Google crumbles Chrome’s third-party cookie and first-party data becomes that much more valuable.
Figuring out which retail media network is worth spending on given the glut of new retail media networks can be a challenge for marketers. In recent years, Georgia-Pacific has vetted roughly 40 retail media networks, run tests with over 25 of them and ultimately consolidated 90% its retail media network spending with seven retail media networks including Amazon Advertising, Walmart Connect and Kroger Precision Marketing, among others. The other 10% of its retail media spend is dedicated to additional testing with retail media networks (either new or those that have evolved capabilities). The company did not say how much money this represents.
“There were almost 40 retail media networks we were vetting at the end of 2020 at one time because every time you turn around, you’d find another network saying, ‘Hey, let’s start working together,’” said Paras Shah, director of digital marketing at Georgia-Pacific. “We did almost two years of testing and learning, experimenting and vetting through different retail networks to see who we want to work with.”
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Esta historia fue reportada por primera vez en Modern Retail una publicación hermana de Digiday en Español.
Los fármacos para adelgazar como el Ozempic, que hasta hace un par de años se utilizaban para tratar la diabetes, han irrumpido con fuerza en el zeitgeist cultural. Por eso, no es de extrañar, que las empresas de telemedicina DTC hayan adoptado rápidamente este tipo de medicamentos.
A finales de 2022, los profesionales sanitarios estadounidenses habían prescrito 9 millones de Ozempic y Wegovy, lo que supone un crecimiento del 300% en solo tres años. Hoy en día, se estima que alrededor del 7% de los adultos estadounidenses están usando algún tipo de medicamento GLP-1. La rápida explosión de popularidad de estos fármacos ha hecho incluso que los conglomerados de alimentos y bebidas reconsideren sus productos para atender a las personas que toman GLP-1.
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