Month: August 2024

I suppose I am not the only one – journalist or civilian – who reacts cynically to these quadrennial exercises of political self-congratulation.

Modern dating is no fairy tale. The dating app invited six high-profile writers, including Roxane Gay, to tell real-life love stories.

Admiral, a startup that first got its start with ad block recovery tools, announced the close of a $19 million growth equity and debt funding round on Wednesday.

The post Former Ad Block Recovery Startup Admiral Secures $19 Million In New Funding appeared first on AdExchanger.

Google’s decision to cancel cookie deprecation may just be the move that eliminates third-party cookies for good. Exact details are still unclear, but Google said it will offer Chrome users the chance to “make an informed choice that applies across their web browsing.” The fate of cookies is now in the hands of the consumer. […]

The post Google Won’t Kill Off Cookies, Consumers Will – And That’s How It Should Be appeared first on AdExchanger.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Twinning Marketing and ad tech companies are trying to make “digital twins” a thing, according to an Ad Age column. For instance, a brand might use its own first-party data about high-value customers as a seed audience to create a digital twin. A […]

The post The New Ad Tech Twinsies; Call It The Netflix Nudge appeared first on AdExchanger.

From technical complexities to regulatory issues, Gartner’s 2024 Digital Advertising Hype Cycle highlights many of the themes marketers continue to address. The annual report — which includes all manner of innovations ranging from marketing analytics and programmatic advertising, to the future of AI — also analyzes how marketers can tackle ongoing challenges through such means as consent-based targeting, data transparency, first-party data sourcing and new ideas for measuring and optimizing campaigns.

Released August 7, the nearly 70-page report covers more than a dozen technologies with forecasts for adoption timelines, along with their myriad promises, challenges and potential outcomes.

“Marketers are looking to increase or stretch fewer dollars over more expensive mediums and more expensive tools,” said Gartner marketing analyst Mike Froggatt, who co-authored the report. “With marketing tech providers, it’s pretty safe to say they’re not going to be reducing their costs — especially as they started to create AI and other tools that … require a ton of processing power. That’s not cheap.”

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When advertisers shift their media operations in-house, they usually do so with transparency and budget-slimming in mind. There’s not often much room left over for experimentation.

That doesn’t have to be the case, though. U.S. paper company Georgia-Pacific, which manages its entire digital media budget in-house, is increasing its ad spending in streaming audio platforms, according to Javier Bustillos, senior director of integrated marketing. 

Georgia-Pacific is set to  “double or triple” its investment in Spotify and Pandora over the next three years, Bustillos told Digiday. At the same time, he estimates that its eight-person in-house media team, which manages an annual digital media investment of $30-$50 million across its entire portfolio, had increased media cost efficiencies by 25% compared with its previous agency arrangement — a result stemming, he said, from a combination of absorbing agency staffing costs, forging direct relationships with DSPs and cutting the number of adtech vendors it deals with.

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Although gaming is more popular than ever before, the in-game advertising market has failed to match the growth of the medium. Leaders in the space believe more cross-collaboration between in-game ad companies could help rectify the industry’s issues.

Gaming — and in-game advertising — exploded in 2021 as COVID-locked consumers spent much more of their time and money inside virtual worlds. With the pandemic coming to an end, the gaming market has returned to earth, and the in-game advertising space has contracted as well.

These days, following tumultuous events such as the acquisition of Bidstack and Admix’s pivot into Web3, there are fewer active in-game firms in 2024 than in 2022 or 2023. Some of the remaining competitors in the space are Anzu, Frameplay, Gadsme, Adverty and AdInMo.

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