Month: July 2024

The US military has abandoned its half-century dream of a suit of powered armor in favor of a “hyper enabled operator,” a tactical AI assistant for special operations forces.

Rainbow-themed marketing schemes were muted during Pride Month this year, continuing an unfortunate trend of brands moving away from marketing to the LGBTQ+ community. Experts weigh in on how to effectively reach and resonate with this audience, despite a dearth of identifiable data.

The post Reaching LGBTQ+ Consumers Is Important All Year Round – And Here’s How To Do It appeared first on AdExchanger.

Why even bother with creative? The big ad platforms all auto-generate ads now. Most ad viewers watch for only a second or two. Influencers will produce content for you. In this environment, creative is either less important than ever or more important than ever. One way to get a handle on your brand creative is […]

The post Why Vodafone Is Giving Out Grades For Its Creative appeared first on AdExchanger.

Reducing global climate emissions to a sustainable level requires such an overwhelming amount of work that the problem can feel disconnected from our daily lives.  At work, becoming more sustainable can seem particularly daunting. Companies rely on factories and trucks, computers and offices. Becoming less reliant on these things requires capital investment. And many people […]

The post Minor Tweaks Can Produce Major Environmental Wins For The Advertising Industry appeared first on AdExchanger.

Yahoo may have earned itself a stay of execution with The Trade Desk. Plus, TV buyers are clinging to Nielsen for yet another upfront season.

The post Did Yahoo And The Trade Desk Bury The Hatchet?; TV Buyers Can’t Quit Nielsen appeared first on AdExchanger.

Ad tech could be about to have a new and surprising entrant: Electronic Arts.

Electronic Arts is making key ad tech hires that appear poised to streamline the company’s advertising offerings. It’s the latest development in EA’s push into advertising, following CEO Andrew Wilson’s statement that ads represented a “meaningful driver of growth” for the company during its May 8 Q4 2024 earnings call.

At the moment, EA has four active job listings for ad tech roles, which went up on various job boards beginning in late May and as recently as weeks ago. The jobs are based across EA’s various offices, with the majority located in the company’s headquarters in Redwood City, California. An Electronic Arts representative declined to comment on the hiring plans, pointing to Wilson’s earnings comments as the company’s statement on the matter.

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Agencies and brands continue to study Gen Alpha’s distinction from Gen Z as they prepare to adapt their marketing tactics and strategies to court this even-younger generation. The short answer seems to be: Look to channels like YouTube, influencers and gaming.

Interactive agency Razorfish and video ad platform Precise TV in June and July released findings on the Gen Alpha cohort and their parents, diving into some of their social behaviors and media trends challenging stereotypes, as well as the particular educational and gaming content that will most appeal to this group.

Razorfish studied 3,474 Alpha participants and their parents based in nine markets globally. Precise TV surveyed U.S. families with 3,000 kids ages 2 to 12.

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It’s easy to think of innovation as something big, explosive and sudden, but that isn’t always the case.

Whether it’s artificial intelligence or influencer marketing platforms, Jessica Berger, svp of innovation for Publicis Media, finds that testing new technologies is sometimes about building off of existing trends and techniques – while being able to embrace rapid testing and versatility.

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If ID spoofing is the latest villain of the open programmatic market, nefariously trying to siphon ad revenue from advertisers’ pockets, ID bridging is the hero trying to play peacemaker amid cookie deprecation.

But the twist in this story is that the hero and the villain are twins separated at birth, operating on the same genetics, but raised on different moral codes. While ID bridging champions transparency, ID spoofing masquerades behind a lack of reporting, hoping to not get caught.

“It’s a disservice to call it ID bridging and separate that from ID spoofing,” said Justin Wohl, CRO of Snopes and TV Tropes. “[That] might suggest that these are differentiated technologies, but it’s one and the same.”

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Amidst the artificial intelligence hype cycle, shoe and accessories retailer ALDO is working to lay its own internal AI foundations, expectant that the tools evolve from hopeful hypotheticals to mechanisms that deliver business results.

Last October, the retailer held its first Retail Gen AI Hackathon in collaboration with McGill University in Montreal and Amazon Web Services. It led to a plan to revamp ALDO’s search functions and enhance product recommendations. The company is still focused on growing these areas, said Fatih Nayebi, vp of data and AI at ALDO.

“Having machine learning and generative AI is something that people really are working on,” he said. “But all of them require to have a good foundation, from the data perspective, to be able to consolidate all of [the functionalities].”

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