Month: June 2024

As of Tuesday, June 11, Riot Games is combining several of its “League of Legends” leagues across Asia and the Americas. So far, most stakeholders in Riot’s esports ecosystem appear to approve of the change, despite the potential for conflicts between regional sponsors.

The updates to Riot’s “League of Legends” ecosystem were announced by Riot esports head John Needham during a “Dev Update” posted to the official “League of Legends” YouTube channel on June 11. The biggest change was the consolidation of Riot’s “League of Legends” leagues in the Americas — the North American LCS, the Latin American LLA and the Brazilian CBLOL league — under a single umbrella.

The new league, so far left unnamed, will include six teams from the current North American ecosystem and seven from Latin America, as well as a promotion and relegation system that allows one team from the second tier of “League of Legends” esports to participate in the top flight every season.

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IAB Tech Lab marked its 10th anniversary this week with a two-day summit hosted in New York City where participants debated the challenges of the years ahead, not to mention the shortcomings of the years gone by.

To kick off proceedings, the IAB Tech Lab CEO claimed, “Nothing will be the same again…” while fellow conference participants shared their points of view, both publicly and privately, at a time of reflection.

“Mandates are hard for trade bodies …” — IAB Tech Lab CEO Anthony Katsur discussed the difficulties involved in convincing different tiers of the industry to convene around an identifier that can replace the third-party cookie.

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Thanks to Blockboard for sponsoring Digiday’s Cannes coverage this year and presenting this edition of the Digiday+ Media Briefing, normally available exclusively to paying subscribers.

‘Catch that lightning in a bottle’

On Monday, droves of media and marketing leaders will descend on the Croisette in Cannes, France, for The Cannes Lions International Festival of Creativity – more colloquially known as Cannes – for a week full of wheelin’ and dealin’. 

And this year, media companies are sending more of their sales folk than in years prior as the lure of face-to-face time with prospective advertisers and clients becomes all the more enticing. 

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As the value of legacy identifiers declines, publishers are rethinking their advertising strategies and seeking alternative ways to demonstrate the value of their hard-earned audiences. The change underway has significantly impacted the addressability of these audiences and made it more challenging for publishers to monetize their content effectively. 

In response, publishers are activating their first-party data as a durable, privacy-first and wholly-owned substrate to support ad targeting and personalization. For example, ranking highest among publishers in a recent survey, 47% believe activating their first-party signals is the most promising solution to cookie deprecation. This data includes audience events and behaviors at particular moments, indicating interests and affinities. 

“Every publisher we’ve talked to — whether a large broadcaster with a TV and digital ad business or one with a large web presence — is in a different stage of their journey in first-party data,” said Sharmilan Rayer, general manager at Amazon Publisher Cloud, built on AWS Clean Rooms. “For these publishers to be successful, they need to define and implement their first-party data strategy — even if they are starting from scratch — and engage with technology partners that can meet them where they are.”

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Evan Johnson, content marketing manager, Upland

In the competitive online world, it’s become clear just how powerful a solid email list can be; reaching readers’ inboxes boosts visibility and engagement. Additionally, advertisers prize active and engaged audiences.

However, the challenge for publishers is creating an effective yet user-friendly method for gaining subscribers while establishing multiple methods for continually engaging those subscribers in their inboxes. 

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Advertisers that rely on ad tech vendors to protect them from buying ads on shoddy, offensive or deceptive news content are … in for some bad news. Researchers at Stanford University and Carnegie Mellon University recently set out to determine how often ads are served to sites that publish misleading stories, propaganda or conspiracy theories, […]

The post Advertisers Are Misinformed About The Ad Industry’s Misinformation Problem appeared first on AdExchanger.

The co-founders of a new privacy tech startup called Precise.ai are two names you’ll probably recognize: Adam Helfgott and Jesse Redniss. On Wednesday, the duo announced the formation of Precise.ai, which merges Qonsent with blockchain-based data infrastructure technology developed by Valence Labs, an R&D hub for cryptography tech founded by Helfgott in 2021. Helfgott is […]

The post Qonsent Is Merging With A Blockchain Provider To Launch A Full-Stack Privacy Tech Startup appeared first on AdExchanger.

Pete Crofut, vice president, business development, agencies and brands, Wurl

The adage that all publicity is good publicity doesn’t necessarily apply to advertising, especially on connected TV. As a non-skippable environment on the largest screen in the home, CTV offers brands a prime opportunity to meaningfully capture viewers’ attention through ads — while it can also pose a significant risk if not done right.

Attention has often been considered a way of measuring ads’ effectiveness on CTV, but not all attention is created equal. Positive attention on CTV means relevant audiences meaningfully interact with an ad, leading to mental availability, future engagement with the brand and, ultimately, return on investment. Negative attention, on the other hand, does just the opposite, turning viewers actively away from wanting to engage with a brand.

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