Month: May 2024

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In this edition of the Digiday+ Research Briefing, we examine the top ad attributes marketers want from ad-supported streaming platforms, how brands are increasing their marketing spend on YouTube, and how Walmart and Roblox are teaming up to make virtual e-commerce a reality, as seen in recent data from Digiday+ Research.

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Hosted on the IAB’s mainstage, day three of the organization’s annual four-day NewFronts focused on ad tech products and media companies pitching their ability to reach multicultural audiences, such as the U.S. Hispanic and LGBTQ+ markets.

The key details:

• Q&A with IAB CEO David Cohen
• BBC talks up its U.S. expansion
• Raptive offers a new way to buy ads around diverse-owned creator content
• Telly makes their NewFronts debut, while Samba TV touts its AI-powered tools
• A range of media companies pitch their ability to reach multicultural audiences, with new partnerships and ad formats this year

Q&A with IAB’s David Cohen

Digiday’s senior media editor Tim Peterson spoke with IAB CEO David Cohen to find out why the NewFronts are important compared to the Upfronts (and why the two events are unlikely to combine – for now), what topics are standing out at this year’s NewFronts (hint: it’s two letters). Peterson and Cohen also discussed the role of the IAB amid Google’s latest third-party cookie deprecation delay – and shared more details on the IAB Tech Lab working with Google PAIR.

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If you wanted to make up a character like Robert Durst, you’d have trouble matching his actual crime spree. It’s too preposterous.

“The TikTok ban violates the First Amendment because it shuts down a popular platform for speech,” the company writes in papers filed this week with the 9th Circuit Court of Appeals.

A professor is seeking court approval to study the impact of Facebook’s algorithms on users’ well-being.

The move to add gaming to its platform will likely increase the time LinkedIn users spend on the app while attracting a more diverse user base. The move is in line with the company’s recent testing of
a TikTok-like video feed filled with short videos highlighting business-related content.

Brands advertising on Roblox can now publish video ads for users 13 years and up without having to create custom large-scale immersive experiences.

Academic Ethan Zuckerman is suing Meta to win protections for add-ons that help researchers study the platform and give users more control over their feeds.

Despite political party affiliations, Americans are far more likely to say social media has a negative rather than positive impact on the country, while the majority also believes social-media
companies hold too much influence in politics and censorship, according to a new survey by Pew Research Center.

Sponsored by A+E

In a complex media ecosystem, advertisers are striving to understand metrics in ways that enable holistic decision-making. The attention economy is at the heart of successful ad campaigns, so the KPIs associated with attention have become a central factor in marketing strategies. 

The approach is particularly beneficial as advertisers seek more effective methods of demonstrating ROI, especially when investing in video. Impressions and views only go so far when teams need to justify spend, while attention metrics can connect conversions and actions to eyeballs on a screen. 

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