Month: July 2024

A controversial new surveillance system in Paris foreshadows a future where there are too many CCTV cameras for humans to physically watch.

Hi Readers, President Joe Biden is out of the race. And FTC Chair Lina Khan isn’t slowing down at all. “Sure,” you say. “But why is that relevant to the AdExchanger Commerce Media newsletter?” Because Khan, an aggressive antitrust enforcer, is ordering data from eight companies, which she describes as a “shadowy ecosystem of pricing […]

The post The FTC Orders Companies To Disclose Info On “Surveillance Pricing” appeared first on AdExchanger.

When Google announced its plan to remove cookies from Chrome, whispers of an apocalypse echoed across the ad industry. Many feared this change would disrupt the $120 billion in ad spending that currently relies on cookies. Words like “demise” and “unprecedented” appeared in headlines.  And then Google surprised us with its latest announcement: Cookies are […]

The post How The Aftermath Of Apple’s ATT Prepares Us For User Choice In Chrome appeared first on AdExchanger.

Media buyers and ad tech companies are accusing Pluto TV of bid duplication. Plus, Reddit is now only accessible via Google Search.

The post Pluto Took Bid Duplication To The Moon; Reddit and Google Search Get Monogamous appeared first on AdExchanger.

The Brandtech Group is creating an influencer marketing residency program to continue expanding its generative AI projects.

This comes as Brandtech continues to acquire and invest in various companies to expand its business in content, AI and influencer marketing. Brandtech acquired digital media agency Jellyfish last year and Acorn Intelligence in 2022.

The residency program will be overseen by Brandtech’s influencer company Collectively, which will be open to creators who use generative AI to join throughout this year. Each will participate for four weeks to focus on their specific area of expertise, ranging from video generation to AI animation.

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As influencer marketing continues to grow up, taking in more marketing dollars, smaller influencers are asking for a bigger piece of the pie — sometimes double or trouble the rates they charged back in 2021, ad execs say. 

Two or three years ago, when influencer marketing was taking off, the average payout for TikTok micro-influencers (those with followings ranging from 5,000 to 20,000) ranged from $1,000 to $3,000 per post, according to Krishna Subramanian, CEO and co-founder of Captiv8 influencer marketing agency. Today, that figure has increased to range from $3,000 to $5,000. 

Mostly, industry experts say the uptick in costs is because influencer marketing has matured, becoming a mainstay in ad budgets. As more advertisers are willing to shell out for influencer content, asking for content usage rights and exclusivity, the more money influencers are asking for.

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At this year’s Olympic Games, one advertiser is pushing brand sponsorships into previously unclaimed territory: The human heart.

Figs, a U.S. apparel brand that provides scrubs to medical personnel, will be the first brand sponsor of a heart-rate monitor, which will be strapped to the parents of select athletes as they watch from the sidelines and and whose data will be shown live on NBC and Peacock.

The feature, dubbed “The heart of the moment,” is both a broadcasting and advertising first for parent firm NBCUniversal. Details around how the monitor will actually show up on viewers’ screens, and which lucky spectating parents will be chosen, remain unclear. Other than telling Digiday the company is “grateful” to have brought sponsor Figs onboard, a spokesperson for NBCU didn’t divulge further information.

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As ad tech companies compete for their share of record spending in political advertising, more CTV players are hoping new tools will help them win over candidates’ wallets up and down the 2024 ballot.

The latest updates come from Nexxen, an ad tech firm, which today is debuting new tools for political advertising that let campaigns geo-target voters by political districts and provide ways to optimize campaign end times within their flight schedule. The company — which provides digital video and CTV services for advertisers — also has two new audience partnerships, including one with Comscore and another with News Corp. Another added feature is a new political dashboard that offers real-time analysis of national and state-wide candidates as well as the ability to measure shifts in public sentiments and content engagement. (Nexxen was previously known a Tremor International until rebranding last year.)

The goal is to help campaigns craft ad strategies based on trends or to target people with ads depending on which candidates they support, according to Ariel Deitz, Nexxen’s vp of enterprise partnerships. She wouldn’t disclose Nexxen’s total revenue from political ads, but said it’s one of the “core pillars of the business” for 2024, with the political team comprising up to a fourth of the company’s enterprise sales team.

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Back in the sandbox

Just last week, publishers told Digiday that allocating resources to testing Google’s Privacy Sandbox in-house was not worth the effort. 

But Google’s announcement on Monday to reverse its plans to fully deprecate third-party cookies from its Chrome browser seems to have, in turn, reversed some publishers’ stances on the Privacy Sandbox. 

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Microsoft has made important changes as it transitions to AI-supported search by combining the power of large and small language models with Bing’s search results. It has also taken publishers into
consideration as it makes this transition.