Month: May 2024

Hundreds of people and two WIRED reporters gathered at the Portal, which is open again after being closed due to “inappropriate behavior.”

Data and ad tech experts at Programmatic IO in Las Vegas discuss how brands can make better use of their first-party data by working more closely with walled gardens – whether brands like it or not.

The post First-Party Data Is In “Trough Of Disillusionment” – Can Walled Gardens Help? appeared first on AdExchanger.

Closed-loop attribution is a marketer’s dream. But the ease of measuring return on ad spend (ROAS) from placements on ecommerce sites is a “moral hazard,” said Stephen Howard-Sarin, managing director of retail media at Criteo, during Programmatic IO’s first-ever Retail Media Summit on Monday. “The hazard is that ROAS can flatten your strategy and turn […]

The post Why Marketers Shouldn’t Obsess Over Retail Media ROAS Claims appeared first on AdExchanger.

Like any addiction, buying cheap impressions on made-for-arbitrage (MFA) content is a vicious cycle that feeds itself. If our industry doesn’t stop the cycle at the source, it will continue indefinitely.  The need for a solution is growing as junk publishers tarnish the reputation of the open internet. We’ve even reached the point where The […]

The post We All Have A Role To Play In Ending MFA appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Attribution vs. Contribution Ad platform over-attribution is boiling over right now for frustrated marketers. Walled garden platforms aren’t new, but server-side data plugins by Google and Meta, plus the explosion of retail media walled gardens, mean brands might see a dozen platforms claim full […]

The post How Advertisers Might Handle Over-Attribution; Political Ads Still Hinge On Linear appeared first on AdExchanger.

Amazon has joined the likes of Google and Meta by launching its own black box-style ad campaign called Performance+.

Designed to make campaign creation and management as easy as possible, Performance+, which sits within Amazon’s demand-side platform uses a predictive model to predict the likelihood of users who will convert hourly, in order to drive cost per acquisition performance.

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Amid the dragged-out demise of the third-party cookie, marketers everywhere are experimenting with alternative means of measuring campaign effectiveness. Tracking the eye movements of cat and dog owners could be one of them.

Lily’s Kitchen, a premium brand operated by pet food giant Nestlé Purina, has begun to incorporate eye-tracking audience panels into its campaign measurement with the aim of using audience attention — measured in the seconds spent actually looking at an ad — as a proxy for ad effectiveness. The move follows a test campaign launched in the run-up to Black Friday last year that increased sales by 20%, marketers working for the brand told Digiday.

Though eye-tracking isn’t a new technology, using it as one of the primary measures of performance for a brand campaign is unusual. Despite that, Lily’s Kitchen’s “first foray” into programmatic video presented a chance to pilot the technique, said Pablo Lalor, the brand’s head of e-commerce.

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Roblox’s burgeoning ad network could drive significant revenue for the platform — but as the company widens its advertising offerings, it will have to tackle the inevitable child safety challenges that come with such an expansion.

The full rollout of video ads on Roblox earlier this month represented the latest step in the company’s plan to transform its core product from a gaming hub into a full-service digital platform à la Facebook or Amazon. Roblox now allows advertisers to programmatically purchase digital ads in static, video and Portal form, with the ability to target specific demographic and geographic groups across the platform’s tens of millions of daily active users.

Roblox’s foray into advertising is a potential godsend for marketers looking to reach both Gen Z and gamers at large. After all, many of Roblox’s power users are children or teens who are rapidly aging up into brands’ coveted 18-to-34-year-old demographic. The company’s daily active user count of over-13 players grew by 22 percent between Q1 2023 and Q1 2024, according to figures shared by CEO Dave Baszucki during Roblox’s May 9 earnings call.

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This week’s Future of TV Briefing looks at the state of play for measurement currencies as advanced audiences become a focal point in this year’s upfront market.

• Advanced measurement
• Netflix’s Greg Peters era, NBCU vs. WBD for NBA rights, AI in Hollywood and more

Advanced measurement

There is — finally — some measurement currency activity worth monitoring in the annual upfront market.

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One of the most common ways workers can find support and camaraderie is through a union. But what if your role doesn’t allow you to be a part of a union?

That’s the case for middle managers. 

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