Month: July 2024

The activation includes a multi-episode “Chat’s Civic Mods” interactive segment featuring the new 2025 Civic hybrid sedan.

A WIRED investigation found public statements from officials detail a much closer link between Project Nimbus and Israel Defense Forces than previously reported.

Sophia Cao, RTB House’s newly appointed director of private advertising advocacy, knows how to play nice in the sandbox – because, well, she used to work there. Cao moved to Ad Tech Land in May after nearly a decade at Google, including a two-year stint on the Privacy Sandbox partnerships team as a liaison to the […]

The post Why This Googler Left The Privacy Sandbox For RTB House appeared first on AdExchanger.

The traditional media operating model is broken, demanding more money, time and resources as brands scale. Outdated metrics like CPMs and CTRs can hinder efficiency, while media fragmentation makes finding the right metrics tricky.  But it doesn’t have to be this way. Digital media standardization can make practices, formats and metrics consistent across platforms. Aligning […]

The post Boost ROI And Cut Waste: Mastering Incrementality And Standardization appeared first on AdExchanger.

Amazon’s Rufus: yet another example of Big Tech pushing AI bots onto its platforms. Plus, pushback against Google search engine monetization.

The post Amazon Joins The AI Chatbot Fray; Google Search Evolves Again appeared first on AdExchanger.

Short-form videos may have surged in popularity over the past several years, but the long-form video format is on the comeback trail.

The number of 20-plus minute-long videos creators around the world are uploading to YouTube each month has increased from 1.3 million in July 2022 to 8.5 million in June 2024, according to data from Tubular Labs.

YouTube’s growing viewership on connected TV screens is likely a major factor at play, but it’s not the only reason creators like Charlotte Dobre and MissDarcei are lengthening their videos. And even short-form video creators such as Alan Chikin Chow, Sheena Melwani and V Spehar are stretching beyond the sub-60-second mark, as covered in the video below.

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The future of the generative AI hype cycle is up in the air, especially after a report from Goldman Sachs questioning the actual value of AI tools. Still, these tools and platforms, whether they’re built on generative AI or glorified machine learning, have flooded the marketplace. In response, agencies are wading through them via sandboxes — safe, isolated and controlled spaces for testing — as well as internal AI task forces and client contracts.

While artificial intelligence itself dates back some time, the industry’s generative AI arms race started last year with the promise that the technology would make marketers’ jobs easier and more efficient. But the jury is still out on this promise as generative AI remains in the nascent stage, and faces challenges with things like hallucinations, biases and data security. (And that’s not to say anything of the energy issues associated with AI.) Additionally, AI companies sit on heaps of data, which could make hacking more of a concern.

“There’s so many ad platforms out there. Everything is AI now. Is it really? Trying to vet that up front and being thoughtful to that, that’s something we spend a lot of time with,” said Tim Lippa, global chief product officer at marketing agency Assembly.

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The sooner the marketing ecosystem accepts that any marketer who generates data from sales is most likely going to monetize that data by launching a retail media offering, the sooner the media agency world can wrap its arms around how to use it properly.

For the most part, the holding companies have stepped up their resource-building around retail media and the broader catch-all of commerce media — although there’s a lack of standardization around the terminology used in the space. So have many larger independents, and there are even smaller agencies devoted to the practice of commerce media.

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The rise of the founder-influencer has been commonplace in recent years, especially for direct-to-consumer brands. As founders grow their brands they at the same time tend to use social media to post how they’ve done something or what their path to success has looked like online and, in turn, grow their own personal brands. 

When that helps to boost brand growth that’s something DTC investors can appreciate. However, when it seems like brand founders are more focused on their own personal brand over the brand growth that can be a tricky situation for investors to navigate. In the latest edition of our Confessions series, in which we trade anonymity for candor, we hear from a DTC investor on what it’s like to work with founder-influencers and why it’s a difficult balancing act.

This conversation has been edited and condensed for clarity. 

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Add contractual landmines to marketers’ growing gripes with Google’s third-party cookie alternatives.

Turns out, if its tech stumbles and a company’s profits plummet, guess who’s left footing the bill? Yep, not Google. The companies diving into these alternatives (aka the Privacy Sandbox) are on their own, with no Google-sized safety net in sight. 

While many ad execs have long been aware — it’s right there in the sandbox contracts — the risks hit home hard several weeks ago when a tech glitch rendered the sandbox useless for several hours. Ad revenue took a nosedive for those companies testing it. Google fixed it fast, but not before ad execs caught a glimpse of what could go wrong for them once third-party cookies are history.

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