GSTV Wants To Turn Gas Stations Into A Video Ad Marketplace

GSTV is trying to win a larger share of spend earmarked for TV. In GSTV’s case, it wants to reach a broad and captive audience – while they’re at the fuel pump.

The post GSTV Wants To Turn Gas Stations Into A Video Ad Marketplace appeared first on AdExchanger.

Third-Party Cookies Will See Their End, No Matter The Timeline

On Tuesday, Google Privacy Sandbox extended its arbitrary timeline for deprecating the third-party cookie yet again, saving the industry from the looming Q4 deadline.  But was it really that juicy of an announcement? There’s been collective scrutiny from the industry and plenty of concerns voiced pertaining to the solutions proposed in the Privacy Sandbox. The […]

The post Third-Party Cookies Will See Their End, No Matter The Timeline appeared first on AdExchanger.

Comic: The Curated Marketplace

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

The post Comic: The Curated Marketplace appeared first on AdExchanger.

Friends Lose In The Sandbox; The New Retail Supply Chain

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Maybe Next Time One painful aspect of Google’s third-party cookie deprecation delay is how acutely it affects companies making good faith efforts to support the Chrome Privacy Sandbox. Criteo, OpenX, RTB House and others invested heavily in Privacy Sandbox testing and potential product […]

The post Friends Lose In The Sandbox; The New Retail Supply Chain appeared first on AdExchanger.

Why some publishers aren’t ready to monetize generative AI chatbots with ads yet

Publishers are testing generative AI technology for all kinds of functions — from onsite search to games. But monetizing those offerings is slow going. Some publishing execs told Digiday they’re not ready to do so by adding advertising to these generative AI products just yet.

Like the rest of the digital publishing world, monetizing these AI experiences falls into two camps: subscriptions or advertising — both for publishers and the AI companies themselves.

OpenAI’s more powerful version of ChatGPT requires a subscription to use and publishers like Ingenio are starting to roll out subscriptions asking users to pay for more interactions with its AI chatbots. On the other hand, BuzzFeed is selling brand sponsorships to its GPT-powered games, and generative AI search engine Perplexity is planning on adding native advertising around the suggested related questions that appear next to the response to users’ questions, such as organic or brand-sponsored questions, according to Adweek.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Ahead of Euro 2024 soccer tournament, brands look beyond TV to stretch their budgets

We’re 10 weeks out from the Union of European Football Associations’ Euro 2024 tournament, one of the largest sporting events on the planet and a major opportunity for marketers to get their brands in front of enormous audiences. Just 12 days afterward, some of them will be doing it all over again when the Olympic Games roll into Paris.

Though only European teams compete in the Germany-hosted Euro 2024 tournament, soccer has been growing in popularity in the United States in recent years. “There’s Wrexham effect, the Beckham effect and the build-up to the World Cup, which will be in the U.S.A. in a couple of year’s time,” said Toan Ravenscroft, Amsterdam managing director of M&C Saatchi Sport & Entertainment. “It’s like a super-Super Bowl. The scale is there for this summer to be massive.”

Coca-Cola is a top official partner of both Euro 2024 and the International Olympic Committee, and is taking those opportunities to push its Coca-Cola Zero brand. But marketers across Europe will aim for their brands to catch the eyes of audiences, with or without “official partner” status. Media agency EssenceMediacom, for example, is working with both official partner Adidas and clients looking to elbow in through less official routes, such as Subway and sports book Betfair.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Google’s third-party cookie saga: theories, hot takes and controversies unveiled

Looks like those third-party cookies aren’t going anywhere just yet. And you know what that means: cue the flood of theories and hot takes about what Google is really up to.

Digiday has gathered up some of the juiciest theories and added a bit of extra context for good measure.

The third (and final?) delay to third-party cookies in Chrome came because Google read the tea leaves

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

X’s latest brand safety snafu keeps advertisers at bay

For all X has done to try and make advertisers believe it’s a platform that’s safe for brands, advertisers remain unconvinced — and the latest headlines don’t help.

Earlier this month it was revealed that DoubleVerify reportedly provided incorrect data for X advertisers over the course of at least four months, later apologizing for the snafu. Around the same time, Hyundai became the latest advertiser to pause advertising on the platform after a sponsored post was seen next to antisemetic content. 

X CEO Linda Yaccarino has since responded on from her own account, urging advertisers who left on account of DoubleVerify’s “erroneous data” to reconsider their decision. But the DoubleVerify blunder is only the latest in a long string of issues that have plagued the platform since November 2022. At this point, the juice may not be worth the squeeze, according to four paid social experts Digiday spoke with for this story.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Speculation continues to swirl over a possible WPP breakup

WPP reported Q1 revenues of £3.4 billion ($4.27 billion), equating to a 1.4% annual decrease or a 5% reduction when “revenue less pass-through” (£2.69 billion, or $3.36 billion) is considered.

Executives at the agency holding company underlined client wins such as AstraZeneca, Canon, Molson Coors, and Nestlé (among others) and how investments in AI and closer integration with its agency portfolio will improve future results. 

However, for some, the figures, which represent continued flat or declining revenue performance, signal the need for a more root-and-branch turnaround approach for the entity that is still thought of as the largest marketing communications agency in the world — even if its market cap, which nears the $11 billion mark significantly lags rivals such as Publicis Groupe or Omnicom.

Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

Google Thinks It Can Cash In on Generative AI. Microsoft Already Has

While both Alphabet and Microsoft boasted strong quarterly earnings, only one tech giant showed that its generative AI bet is starting to pay off.