Month: May 2024

Oracle has big plans beyond enterprise software as it prepares to move its headquarters from Austin, Texas to Nashville, Tennessee.

Some startups that launched buzzy generative AI products are now narrowing their offerings to try to make them more useful to business clients.

Hey Readers, Welcome to the AdExchanger Commerce Newsletter. This week, we’re catching up with Shopify, which, in the past couple of years, quietly became one of the most important players in online advertising, despite rarely being thought of in the category. Once upon a time, the idea of Shopify involving itself in advertising at all […]

The post How Shopify Learned To Love Advertising appeared first on AdExchanger.

Most of the companies in the digital marketing ecosystem have traditionally serviced either the supply or the demand side.   But in the last few years, this trend has started to change. Google and Meta have always served both sides of the advertising ecosystem, and other examples are emerging as well.   In 2022, leading […]

The post Why SSPs And DSPs Are Breaking The Barrier Between Supply And Demand appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Spelling “New” Without News Online news revenue is being throttled around the web. Google freaked out some news industry folks earlier this year when it removed the News tab from search query response pages as part of a test. That’s ominous. X, meanwhile, […]

The post And The News Gets Nothing; Build It Blox By Blox appeared first on AdExchanger.

This is the third installment in Digiday’s multi-part series covering the top ad-supported streaming services and part of Digiday’s CMO Strategies series. In case you missed it, the first installment provided an overview of the various platforms’ offerings, including pricing and plans, ad options, and new ad formats, along with our methodology. The second installment examined which platforms receive the bulk of marketers’ ad budgets and ad placements.

Frequency capping matters most to advertisers

Chief among the options marketers weigh when deciding on which streaming services to place ads are the ad attributes themselves — factors such as ad break length, the number of ads in a pod and whether viewers are exposed to the same ad too often.

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In 2024, marketers need to be paying attention to anime.

For decades, Japanese animation was viewed as a niche interest, the exclusive territory of nerds and basement-dwellers. But over the past few years, anime has hit the mainstream in a big way — and in 2024, brands such as McDonald’s are starting to pay attention.

In the past, anime-based marketing efforts have largely been a focus of brands endemic to the gaming community, which has a strong natural connection to the anime audience. As more non-endemic brands look to take advantage of anime’s entry into the zeitgeist, they might be wise to observe the parallels between the evolution of anime as a marketing channel and the ways brands have learned to better leverage gaming in recent years.

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Though the TikTok ban looks like it might actually happen sometime next year, execs from publications that have built followings and businesses on the platform aren’t concerned about what this will mean for their audience development and monetization strategies around short-form vertical video.

Execs at Bustle Digital Group, Gallery Media Group and The Washington Post told Digiday that they don’t have plans to change their audience development strategies on social media or abandon TikTok. This confidence comes down to having a strong production and distribution strategy for short-form vertical video on other social platforms, thanks in large part to TikTok. 

Ultimately, they said they were not concerned for the time being about the possibility that TikTok would be barred from operating in the U.S. — which is likely to happen unless ByteDance, its Chinese parent company, sells its stake in its allocated nine to 12 months to do so. 

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Over the next two days, a Washington D.C. court will hear closing legal arguments from both defense and prosecution in a lawsuit alleging Google has undue control over the internet search market.

It’s the conclusion of a months-long trial between the Justice Department and several attorneys general, which alleges Google has committed several violations of the Sherman Act, a U.S. federal law prohibiting monopolistic business practices, and Alphabet’s search business.

The outcome of these proceedings will have enormous repercussions for the wider online media market and serve as a prelude to further upcoming legal tussles between the Alphabet-owned entity and governments in Europe and the U.S.

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Pressure is still on to leave third-party cookies behind

Google’s announcement last week that it was delaying the removal of third-party cookies from its Chrome browser – again – came as a shock to few, if any, publishers. 

And while it’s never fun to sweat about a perpetually moving deadline, by and large the five publishers that spoke with Digiday for this story are maintaining a “glass-half-full” mentality. That’s because this delay extends the runway publishers need to make cookie-less solutions viable for both their businesses and their advertisers.

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