Less BS, More Facts, Some Opinions
Google is testing a new badge for shopping-related searches on some mobile devices. Plus, should brands have political opinions?
The post Google Gives Retailers Its Seal Of Approval; The Benefits Of Brands Getting Political appeared first on AdExchanger.
This week’s Future of TV Briefing recaps the top stories from the first six months of 2024.
In a streak of unprecedented years, 2024 is still panning out to be a pretty eventful one.
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Agency group Common Interest aims to fill a gap in marketing where cultural authenticity trumps appropriation.
If that sounds surprising in an industry that touts cultural reflection, remember that hits like the marketing for the Barbie movie are rare exceptions. Indeed, marketing often flirts with culture but rarely delivers.
Harsh? Maybe, but for every Barbie, there are countless flops that miss the cultural zeitgeist entirely. Bud Light, PepsiCo, Balenciaga, Burger King, Peloton — even these revered brands with savvy marketers have had their share of tone-deaf attempts to reflect culture in recent years.
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According to sources, media buyers can still buy Yahoo video inventory using The Trade Desk following a weeks-long dispute, including marketplace suspensions.
While exact details remain unclear, a gap has seemingly been narrowed over how video advertising inventory is represented, even after an earlier July 1 deadline. Last month, the industry’s largest demand-side platform began notifying buyers, informing them it was considering moves to limit access to Yahoo’s inventory.
The DSP proposed the measure to resolve a disagreement over Yahoo’s representation of its video ad space – pending further negotiations. Hence, on June 17, Yahoo’s access to The Trade Desk’s buyer demand for video inventory on the open market was initially throttled.
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Eden Collective got its start just before the pandemic ravaged so many agencies in the industry, and forged a niche for itself balancing performance media goals with an appropriate blend of modern and classic tactics to hit them.
Along the way, Eden Collective’s founder and CEO Alison Monk, a veteran of digital, performance and traditional agencies, put together a lean team led by COO Chris Novak, and landed a handful of clients that are still with the agency today — The Farmer’s Dog and Jackpocket among them. Enjoying 20-25% revenue growth on average since its 2019 founding hasn’t hurt.
And yet Eden has also evolved its offering to serve as an agency for agencies, helping other shops with their performance media needs as well as analytics and strategic input that would require too much effort to build from scratch. Among its current agency partners are Pereira O’Dell, MBMG and Quirk as well as Acadia.
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