Month: June 2024

Nearly 50% of consumers say the airing of live sports is “very/extremely important.” Big advertiser brands continue to buy in. But for how long?

Google’s AI feature bumped my article down on the results page, but the new AI Overview at the top still referenced it. What gives?

Excluding political, Wieser now projects U.S. ad spending will rise 6.3% this year, a two percentage point increase from his September 2023 benchmark of +4.3%.

During a tour of Silicon Valley, EU vice president Věra Jourová said she expects tech giants to prioritize stamping out content that could distort democracy.

It’s been nearly a year since Yahoo DSP launched Backstage, its direct-to-publisher connection. It debuted at a time when DSPs and SSPs were launching solutions that bypass different parts of the programmatic supply chain. Yahoo and its fellow DSP The Trade Desk introduced products that cut out SSPs, while SSPs PubMatic and Magnite launched solutions […]

The post The Evolution Of Yahoo Backtage, One Year After Its Debut appeared first on AdExchanger.

It’s been a tough couple of years for people working in media and marketing, including mass layoffs and uncertainty about the future of ad tech. But while these changes have been difficult for those involved, they’ve also created fertile territory for individual consultants with in-demand expertise. These are people who either left their jobs or […]

The post Meet The New Media Consultants Thriving Despite Disruption And Macroeconomic Woe appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Price Of Being Upfront TV advertisers and publishers are in the throes of upfront negotiations. Buyers think they have the upper hand, and they’re using it to push publishers for more competitive pricing, Variety reports. With more competition than ever before – […]

The post Upfront Buyers Push For Lower CPMs; Is Meta’s Pivot To Video Finally Paying Off? appeared first on AdExchanger.

Turns out, AI applications aren’t just useful for cutting marketing production costs. U.K. clothing retailer Matalan has found they can also be used to drive website traffic by juicing the placement of Google Shopping ads.

The retail brand and its media agency Havas Media U.K., placed AI-written copy in product descriptions on Google Shopping ads for men’s suits in the spring, and saw that impressions on the Matalan site increased by up to 16% compared to human-penned copy. The reason for the increase? Google’s ranking algorithms preferred the keyword-heavy sentences penned by ChatGPT over more descriptive copy written by people.

The tactic was considered so promising that Matalan has begun piloting it on other product categories, including children’s shoes, homewares and womenswear. ”We find Google Shopping to be one of the best ways to drive our online performance and ensure that our products are reaching customers,” said Ali Jones, Matalan’s chief customer and omnichannel officer, in an email.

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Amidst the ongoing chaos of life without third-party cookies, the concept of the authenticated web stands out as a puzzling enigma. The idea of a marketplace filled with premium ads, all at a fair price, seems almost too good to be true outside of the walled gardens. Yet, here we are, still pondering its tantalizing potential while The Trade Desk’s CEO Jeff Green throws another curveball into the mix.

So, let’s hit the pause button, catch our breath, and dig deep into what the heck this authenticated web is all about — and why it’s worth our attention, or maybe not.

What is the authenticated web?

It’s anything that makes users verify their identity through a secure process (like logging in with an email) to access content on a site or app.

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This week’s Future of TV Briefing looks at the changes that may — or may not — transpire during this year’s upfront cycle.

• Upfront watch
• Paramount’s backup plan, reality TV’s troubles, Disney vs. Comcast and more

Upfront watch

This year’s upfront cycle is likely to be lengthy. This not only gives TV and streaming ad buyers and sellers more time to firm up their annual commitments, but also for sorting out how this year’s deals could reflect changes in the broader marketplace.

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