Month: July 2024

Even techno-optimists hesitate to say teaching is best left to the bots, but there’s a debate about where to draw the line.

You know that oft-quoted axiom about “unknown unknowns” – unexpected and unforeseen conditions that can lead to the failure of a complex system? Well, programmatic advertising is a very complex system, and it’s got a well-earned reputation for murkiness. But many of the factors that contribute to opacity in the supply chain aren’t unknown unknowns. Low-quality […]

The post Adfidence Helps Prevent Programmatic Campaign Setup Snafus Before They Happen appeared first on AdExchanger.

In the tale of the Israelites and the golden calf, fear and doubt drive a once-faithful people to embrace a shiny object – a symbol of misplaced trust and faith. This story finds a poignant parallel in today’s digital advertising industry, particularly as we stand at the crossroads shaped by the impending sunset of third-party […]

The post The Golden Calf Of Addressability: Reevaluating The Foundations Of Digital Advertising appeared first on AdExchanger.

Ad tech faces a GDPR compliance paradox. Plus, TikTok will make it harder to target teenagers and plans to give users more control.

The post Xandr Can’t Find Who It Doesn’t Know; The New Teenage Wasteland appeared first on AdExchanger.

This week’s Future of TV Briefing looks at how creators are preparing for the career long haul.

• Career creators
• Paramount’s new parent, Amazon’s upfront impact and more

Career creators

The creator career path is still pretty new and fairly uncharted. But this year has shown how it is maturing, with veteran creators like Matthew Patrick and Tom Scott stepping away from regularly making videos, even retiring in Patrick’s case.

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News U.K. just closed applications for its head of consent role. If you missed out, no need to worry — chances are, similar opportunities will come up again in the future.

After all, consent is no longer just a box to tick for ad dollars. Data privacy laws and platform responses on both sides of the Atlantic have made sure of that.

Hiring a head of consent at News U.K. is just the latest move in a series of responses to this shift.

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Fortnite and Roblox are thriving by riding the coattails of the very social platforms they aim to dethrone.

Brands’ presence is rising inside video games, but actually getting users to spend time inside in-game branded experiences remains a consistent challenge. Simply building a branded world and letting it molder on the platform is not a successful strategy, and some creators have complained that Fortnite’s built-in discovery tool is ineffective at bringing new traffic to user-created maps.

Instead, marketers are leaning on the tried-and-true channel that is social media to make their gaming activations worth the squeeze. They’ve found that it is necessary to stand up social campaigns parallel to the launch of branded Fortnite or Roblox worlds if they want gamers to get involved at scale. 

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The 2024 Olympic Games are right around the corner, the upfront market is picking up steam and, along with these developments, advertisers are solidifying their plans for TV and streaming spend. In other words, TV advertising is ramping up.

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With greater economic pressures and competition from consultancies that doesn’t appear to be ebbing, media agencies are expanding their arsenals with financial and business intelligence for clients. The tactics range from collaborating with consulting and private equity firms to developing business and artificial intelligence platforms to analyze client investments and customer data.

In the case of growth marketing agency Markacy, cofounder Tucker Matheson sees the goal as combining media buying and digital strategy, with the aim of bringing a financial and strategy lens to boost profits for clients.

“Instead of the traditional agency model, where it’s just managing spend and testing creative — we obviously do those things, but really are much more of a fiduciary for the business,” Matheson said.

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Ad mimics the first text exchange that a real couple on Tinder named Samantha and John actually had.