Month: March 2024

Sam Bankman-Fried is finally facing punishment. Let’s also put his ruinous philosophy on trial.

On Tuesday, iHeartMedia-owned Triton Digital acquired AI brand safety and suitability startup Sounder in a bid to improve its programmatic chops. Triton declined to disclose the deal price. It’s worth the noting, however, that the two companies have history. Triton first integrated with the company it now owns around six months ago and shared data […]

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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Investor, Inorganic A popular new tactic in DTC marketing is to bring on influencers or popular content creators as stakeholders, co-founders and/or backers of the brand.  When celebrities invest in a company, it’s usually because they actually do believe in the product. Still, […]

The post Investors As Organic Fans; Netflix Weathers Its Password Crackdown appeared first on AdExchanger.

This week’s Future of TV Briefing looks at the measurement currency outlook for this year’s TV and streaming ad upfront market.

• Currency contention
• OpenAI’s Hollywood talks, Walmart-Vizio worries, Fox’s Netflix ad deal and more

Currency contention

This was supposed to be the year. The one when the TV ad industry finally completes its yearslong measurement currency changeover. But nope. With annual upfront negotiations set to kick off in a couple months, ad buyers and sellers alike say that’s extremely unlikely to happen.

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As the creator economy continues to boom, creators are making their way off of mobile screens and onto the small screen via influencer companies like LTK (formerly rewardStyle and LIKEtoKNOW.it).

LTK is a digital marketing platform, which allows creators and influencers to monetize their content via shoppable images. Earlier this month, the platform launched LTK Connected TV, in which brands can leverage LTK creator content for shoppable streaming ad spots. 

The premise is that creators make content for a brand, but instead of living solely on social media channels, that content lives in 15- and 30-second spots on ad-supported streaming platforms. Part of the pitch to advertisers is cost efficiency and measurement, thanks to continued technological developments in the ad streaming space. 

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Just as advertisers and agencies are the clients of demand-side platforms, publishers are the clients of supply-side platforms — though it may not always seem that way. Forbes has sought to reassert the relationship through a series of tests with its SSPs to improve the ad tech firms’ contributions to the publisher’s revenue.

Because SSPs work with many publishers, publishers can often take the lead of SSPs to identify what is and isn’t working in the publishers’ SSP integrations based on what has and hasn’t worked for other publishers. But last year, Forbes adopted a different approach.

“We actually stopped, and we thought, ‘What if they were wrong? What if the integration that worked for other publishers wasn’t as successful that it was for us?’ We did see revenue coming in, but we really wanted to start looking at testing what if we tried different integrations,” said Rebeca Solórzano, svp of programmatic operations and strategy at Forbes, during an on-stage session on March 25 at the Digiday Publishing Summit in Vail, Colorado.

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Bustle Digital Group’s flagship title Bustle published about 150 articles a day in 2022. But that was before search and social platforms changed their algorithms to prioritize quality over quantity. 

That number has since dropped to about 30-40 daily stories, according to Wes Bonner, svp of marketing and audience development and head of social at BDG, who spoke onstage Monday at the Digiday Publishing Summit in Vail, Colorado.

BDG has since focused its resources “into bigger reported pieces, celebrity features, photo shoots, video shoots… that really take off and create viral moments,” Bonner said.

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The Hearst e-commerce marketplace is just over a year old, but is already proving that publishers with categorical authority and expertise on topics have a better chance at selling products to readers — sometimes at a higher commission rate.

In September 2022, Sheel Shah, Hearst Magazine’s svp of growth for the enthusiast and wellness portfolio, took the stage at the Digiday Publishing Summit in Key Biscayne, Fla. to talk about the publisher’s investment in building out an e-commerce marketplace. A year-and-a-half later, Shah returned to the stage at the summit in Vail this week to share how that plan has come to fruition, and why focusing on the enthusiast and wellness titles, like Oprah Daily and Men’s Health, within that marketplace has increased average order value and frequency of transaction, particularly amongst subscribed readers.

Hearst’s affiliate and commerce revenue was up in 2023 year over year, though Shah declined to share exactly how much, though he said the enthusiast and wellness portfolio had some of the strongest growth rates. He pointed specifically to Popular Mechanics, which experienced a 25% lift year over year in commerce revenue last year, which is why the onus has been put on the brands in this portfolio to continue to build out the marketplace.

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MSNBC’s Rachel Maddow compared Ronna McDaniel’s hire to putting a mobster to work in a district attorney’s office.

“Google’s dominance in the search and search advertising markets alone is insufficient to allege that Google and Apple are engaged in a horizontal antitrust conspiracy,” U.S. District Court Judge
P.Casey Pitts wrote.