Month: May 2024

In addition to taking execs through its plans to launch its own ad platform, Netflix hosted a separate event open to the press to showcase its content as part of its efforts to stand out to advertisers.

The post Netflix Put Its Own Spin On The Upfronts To Pique Advertiser Interest appeared first on AdExchanger.

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

The post Comic: Smart Bet appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Clock’s Ticking TikTok has a legit ads biz, cultural heft and more than 1 billion monthly active users – including 150 million in the US. But within a year, ByteDance, TikTok’s Chinese owner, must divest the app or face banishment from US app stores and […]

The post TikTok’s Tricky Suitors; The New Age Of Upfronts appeared first on AdExchanger.

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A therapy session and a one-on-one with your manager can be eerily similar.

In fact, managers often have to navigate tough conversations with team members. Those conversations range from figuring out a flexible work schedule so that your team member feels comfortable picking up their child from school instead of attending a 4 p.m. meeting to telling a team member they’re being laid off and will need to turn over their laptop ASAP.

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For as much energy as advertisers and agencies have put into supply path optimization over the years, the programmatic supply chain is still in need of cleaning up. See the recent examples of made-for-advertising sites, Forbes and Colossus calling into question ad buyers’ abilities to control what inventory they’re purchasing programmatically.

This helps to explain why Digitas North America is planning to take a stricter approach to how it sources inventory.

“I’m setting a rule this year that we’re coming off of the open exchange. We’re going to start buying on auction package only. … So basically setting up [private marketplace] deals with suppliers,” Leah Askew, svp and head of precision media at Digitas North America, said on stage at the Digiday Programmatic Marketing Summit in Palm Springs, California, on Wednesday.

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Things are heating up between publicly-traded media companies and generative AI tech companies, resulting in more than one new AI licensing deal.

Of the half dozen or so publishers’ earnings that Digiday tracks, two of them have announced deals with tech companies since their Q4 earnings calls in February. IAC’s Dotdash Meredith struck a three-part deal with generative AI tech company OpenAI on May 7 and The Wall Street Journal’s parent company News Corp recently signed an agreement with Google that pays the news publisher to develop new AI-related content and products.

Meanwhile, publishers like BuzzFeed, Gannett and The New York Times are finding internal applications for the technology, from developing products to synthetic audio, which was addressed — in some cases ad nauseam — during their respective earnings calls.

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When CMOs suspect agencies are profiting off of their ad spend, they often become uneasy. Typically, this leads to audits, hiring consultants and publicly expressing frustrations about agencies covertly earning margins on their ad dollars. So, when a recent ANA report highlighted how major agency holding companies profit from media sales to clients, there was an expectation of a significant uproar.

However, that hasn’t happened — at least based on conversations Digiday has had with ad executives following the report. Instead, there’s an acceptance. Many CMOs seem to be OK with their agencies finding new ways to increase margins, as long as the process is transparent, or at least openly acknowledges a lack of transparency.

“As far as cost, I am OK with my agency adding their margin if they are doing all the heavy lifting and proving their ROI,” said Raj Nijjer, head of marketing at growth platform Edge. “As media buying becomes commoditized and channels are increasingly fragmented, I expect my agency to offer the service so I don’t need to spend on a full-time staff cost.”

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Digital advertising took years to transform TV’s business model, but AI is making its way into ad-buying tools much faster than past tech trends.

At the annual upfronts in New York this week, major TV networks and streaming platforms touted new ways of using generative AI and machine learning to find and reach new audiences with targeted ads. From legacy networks like NBCUniversal and Disney to digital newcomers, the topic was a part of pitches from YouTube to Amazon and others across the week-long event.

Sandwiched between performances by Little Big Town and Kelly Clarkson, generative AI shared the spotlight at Radio City Music Hall as NBCUniversal execs showcased its upcoming slate of shows and various advertising updates. In recent months, NBCU has been beta-testing a platform with AI-generated audiences derived from identity-base signals, content and other context. While the topic was only briefly mentioned on a screen flashing a chart with various segments, NBCU chief data officer John Lee later spoke with Digiday about the process of coming up with more than 300 unique audience segments identified by AI.

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OpenAI is partnering with Reddit to bring its content to ChatGPT and new products, the companies announced Thursday.