Month: May 2024

Marketing executives at cryptocurrency exchange OKX believe they can travel in the slipstream of a resurgent Formula One and put space between their brand and the crypto sector’s dented public reputation.

Prior to this weekend’s Monaco Grand Prix racing event, OKX revealed its latest bid to emphasize its association with F1 team McLaren — a one-off tribute to the late, legendary wheelman Ayrton Senna that saw the team’s cars and drivers decked out in the colors of his native Brazil.

According to OKX’s chief marketing officer Haider Rafique, consumer perceptions of the crypto sector are turning a corner. And in the wake of Netflix’s docuseries “Drive To Survive,” er, driving new viewers toward the sport, he said he views its sponsorship of McLaren as key to getting OKX, the world’s second-largest crypto exchange by trading volume, into the winner’s circle.

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Publishers affiliated with the trade organization the Brand Safety Institute (BSI) are lobbying leading measurement firms to better help them understand how such platforms flag MFA content, Digiday has learned.

If successful, they aim to launch a “publisher portal” to help cash-strapped media owners better understand how not to fall foul of vendors such as DoubleVerify and Integral Ad Science, with involved parties asking for direct input to the operation.

The parties involved favor such an approach over fears that existing guidelines on how best to avoid MFA websites published by advertising authorities are now being “gamed” by fraudsters while also penalizing legitimate publishers.

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Out of chaos comes order.

At least, that’s the hope for a group of marketers who’ve been hit by one ad tech disaster after another lately.

First, they cringed at Forbes selling ads on a shady site built to game ad spending. Then, they were floored by Colossus misrepresenting traded IDs.

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If there is one thing that has revolutionized the working world this past year, it’s the surging popularity of generative artificial intelligence. 

Technology like ChatGPT and Microsoft’s CoPilot can take notes for you, draft emails, summarize meetings, write performance reviews, provide tips for tough conversations, and even write you an introduction for your podcast. 

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In 2024, brands and creators are jumping into Fortnite Creative with both feet, bringing with them a wave of new agencies and studios intended to facilitate the relationship between the two. Observers of the space see parallels to the early days of other creator platforms such as YouTube.

It’s been just over a year since Epic Games revamped the ecosystem of Fortnite Creative, an offshoot of the popular first-person shooter game “Fortnite” that allows users to design and publish their own virtual worlds. The updates included the launch of Unreal Editor for Fortnite (UEFN), a tool that allows users to publish Unreal Engine creations directly inside Fortnite Creative, and the introduction of a new in-game economy giving in-game creators a 40 percent cut of all “Fortnite” revenue. 

Over the past year, Epic’s updates to the Fortnite Creative ecosystem have sparked an influx of interest from digital creators into the platform, who have brought with them both their communities and the marketing dollars of the brands looking to reach them.

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Market check

About a year ago, advertiser categories like technology, finance, insurance and retail were decidedly not spending very much with digital publishers. In the first half of this year, however, publishers say there’s been a rebound – though not quite a full blown return. 

In general, publishers reported an uptick in digital advertising revenue during the first quarter of the year — a good sign considering how tumultuous the ad market was in 2023. They also reported that this growth is expected to persist into the second quarter. According to data from MediaRadar shared with Digiday, digital ad spend in the U.S. exceeded $52.8 million in the first four months of 2024, up 7% year over year.

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In this edition of the Digiday+ Research Briefing, we examine how publisher-hosted events and influencer partnerships offer brands more key marketing opportunities, how The New Yorker refocused its newsletter strategy in the last year, and how digital media companies are exploring the fediverse, as seen in recent data from Digiday+ Research.

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Part two shows the ravages of time. Durst appears as a terrifyingly shrunken figure in a wheelchair. His bony skull looks cadaverous.

A federal appeals court won’t revive anti-vax doctor Joseph Mercola’s lawsuit claiming that YouTube wrongly terminated his account and deprived him of access to his videos.

Pinterest has expanded its Creator Inclusion Fund — now simply called the “Inclusion Fund” — beyond creators from underrepresented communities to include small businesses, independent publishers and
boutique creator agencies.