Month: July 2024

The impending closure of Oracle’s ads business has left advertisers with a tricky choice: opt for established alternatives for a faster, smoother transition, or take a chance on a challenger that might take longer to integrate but could offer unique benefits beyond what Oracle provided.

It’s not entirely clear who will win out as marketers look to replace Oracle’s expertise in data, contextual targeting and most of all, ad verification. While some expect the market’s incumbent frontrunners DoubleVerify and Integral Ad Science (IAS) to become the go-to options, others believe marketers will take the time to look farther afield.

Whatever they decide, marketers are on the clock. Oracle’s entire ads business, including Grapeshot, Moat, Bluekai and Datalogix, shuts down at the end of September. That leaves just over two months to make decisions that usually take much longer, especially for ad verification companies.

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In this edition of the Digiday+ Research Briefing, we examine how programmatic advertising is opening up the Olympics to more advertisers, why some social platforms are distancing themselves from the social media label, and how Walmart and Target are gaining ground in retail media, as seen in recent data from Digiday+ Research.

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The British Grand Prix this weekend will see hundreds of thousands of spectators flock to the English village of Silverstone, home to one of the most hallowed circuits in motorsports.

It’s also a chance for U.K. automaker Aston Martin Lagonda to turn the attention given to its Formula 1 team into consumer goodwill and, hopefully, purchase consideration. The sport has found a new fanbase in recent years, in part due to the popularity of Netflix’s Drive To Survive. That’s drawn new sponsors to F1, but it’s also given marques such as Aston Martin an opportunity to engage with a broader crowd than their traditional target audience.

“From the road car business point of view of Aston Martin, [there is a] very niche target audience. The opportunity of Aston Martin Formula 1 is to really use that amazing brand equity to grow the fan base globally,” Rob Bloom, chief marketing officer of Aston Martin Aramco told Digiday.

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Mid-year review

The first six months of 2024 were anything but peaceful. 

Between the changing timelines for third-party cookie deprecation, marketers’ uneasiness towards the programmatic market, AI companies’ rapidly growing interest in media companies and internal woes within publishers’ leadership structures, it feels as though the first half of the year flew by. But that’s not to say things didn’t ultimately change for the better compared to where the industry was in 2023. 

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Blueland, an eco-conscious home products brand, has partnered with drag queen and environmental activist Pattie Gonia for the “Pointless Plastics” campaign.

Despite steady growth, Threads is still trying to determine how to be a replacement conversation hub for real-time events – X’s primary attraction – while avoiding incendiary messaging around
controversial news topics.

“Because Meta approved and maintained advertisements that unauthorizedly used and exploited plaintiff’s name, photograph, and likeness, plaintiff is now wrongly associated with the CBD industry and
marijuana use,” former Arkansas Governor Mike Huckabee alleges.

More than two dozen attorneys general are urging a federal appeals court to rule that the e-commerce platform Shopify can be sued in California over alleged privacy violations.