Month: May 2024

With a brand name like “Masterpiece,” expectations are high when new shows imported from the U.K. arrive in America on PBS.

Hello, readers! Welcome to the 70th edition of AdExchanger’s Connected TV Roundup. If you’re still busy digesting the news of Google delaying the death of third-party cookies, the potential ban of TikTok in the US and what the heck all this means for online advertising, then this week’s dispatch will fill you in on what […]

The post How Streamers Respond To Mounting Pressure From Buyers And Investors appeared first on AdExchanger.

Tired: vanilla contextual targeting. Wired: contextual targeting that uses emotion-based signals. On Friday, Business Insider (BI) released a new targeting tool called SAGA reACT that analyzes the sentiment associated with its content alongside the emotional reactions the content produces to create actionable, emotion-driven audience segments. But you could argue that BI is a little late […]

The post Business Insider Embraces Emotional Analysis To Boost Contextual Targeting appeared first on AdExchanger.

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

The post Comic: They’re STILL Here? appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Closing Time The DOJ vs. Google Search antitrust trial is approaching an end.  On Thursday, both sides began presenting their closing arguments. Judge Amit Mehta’s responses, reported by The New York Times, indicate the issues on which the decision hangs. Mehta poked holes […]

The post Searching For The End; One Ad Spend Bubble Has Nearly Popped appeared first on AdExchanger.

Agencies hope connected TV and digital out-of-home will play a bigger role in upcoming elections and politics — especially for smaller media agencies that are handling many of the less visible races in the crowded political space.

For a number of media agencies looking to place their political ad dollars down in this major election year, they are paying attention to CTV and DOOH as additional ways to engage with voters and audiences. Interestingly, it’s these media that are also spurring more political investment through programmatic means.

In some cases, this offers more opportunities for smaller and independent agencies to jumpstart local campaigns and use data more widely, said Johnathan Barnes, principal of agency Population Science, which focuses on programmatic in the political space.

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Retailers are either beefing up their retail media networks or launching their own, as the retail media arms race continues to heat up and Google moves very slowly toward its third-party cookie apocalypse — giving retailers the opportunity to hock their first-party data in an attempt to fill Google’s cookie-sized hole. CVS is one such retailer.

However, measurement and attribution are common pain points for advertisers looking to track campaign performance in retail media. They’re pain points that CVS Media Exchange, CVS’s retail media arm, which is also known as CMX, is aiming to solve to help it stand out in an increasingly crowded landscape. 

“P​​roviding a level of transparency around measurement and the way in which we are delivering that back to our advertisers — so we create a transparent playing field for our retail media networks — that’s what’s going to continue to help grow the industry,” said Parbinder Dhariwal, vp and general manager at CVS Media Exchange.

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Healthcare and pharmaceutical advertisers such as Gilead Sciences are injecting more and more of their media budgets into the creator economy.

Brand advertisers in the health and pharma sector are some of the biggest-spending clients on media agency books. In the past, though, they’ve steered clear of influencer marketing. Now, despite uncertainty over the future of TikTok, industry experts say that influencer marketing has matured enough that healthcare clients are embracing it. And with the third-party cookie on its (albeit delayed) way out, pharma brands are hoping it’s an alternative means to target key audiences.

“I’ve always found pharma, as an industry, to be a couple steps behind,” said Klick Health executive creative director Tim Jones. Now, he said, “it’s getting in lockstep with [consumer brands], as we get braver and braver clients.”

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Publishers could see the writing on the wall when it came to Google’s announcement that it was delaying cookie deprecation from Chrome yet again.

And while there’s a shared commitment amongst media execs to continue testing cookieless alternatives in the meantime, allocating resources to delve further into Google’s Privacy Sandbox isn’t going to happen — at least not until the company accelerates beyond the 1% deprecation level.

Four out of five publishers who spoke for this story told Digiday that they welcome the delay to fully depreciate third-party cookies from Chrome, especially if the alternative solutions — including Google’s Privacy Sandbox — aren’t up to snuff. And they encourage Google to make improvements based on the reports issued by the U.K. Competition and Markets Authority (CMA) that will ultimately produce a solid solution. The fifth publisher, Justin Wohl, CRO of Snopes and TVTropes, however, said the delay was, “more frustrating than anything.”

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On the last day of the IAB’s four-day NewFronts, social platforms like Meta and TikTok pitched their short-form video offerings to advertisers – despite the latter social media platform dealing with a tricky legal situation in the U.S.

TikTok addressed the ban – and its plans to fight it – in a private event held Wednesday night. More on that below. 

The key details:

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