Month: August 2024

Fun-loving Kamala Harris apparently enjoys a good laugh, but the GOP is serious about turning her laugh into a liability.

Bill Gross’ ProRata, which has struck deals with partners like Time and Universal Music Group, has a strategy for making AI powerhouses pay for content.

The vast majority (90%) of programmatic Olympics ad sales on Peacock are coming from brands that are new to the Games, according to data NBCU shared with AdExchanger earlier this week. And agencies are seeing good results.

The post How Programmatic Ad Targeting Is Shaping Up During The Paris Olympics appeared first on AdExchanger.

Publicis has outperformed its agency holding company peers, including WPP, Omnicom, Dentsu and IPG, largely on the strength of its retail and ecommerce acquisitions. The Publicis commerce strategy will be put to the test, though, as agencies plan to curtail spending with Publicis-owned businesses. You read that right: agencies. Many of Publicis’s fastest-growing and most […]

The post Publicis Acquired Retail Tech With Agency Clients – And Now Those Agencies Want Out appeared first on AdExchanger.

Shares of WPP took another thumping yesterday. Plus, advertisers are getting post-lawsuit cold feet about X all over again.

The post The New HoldCo Agency Model; Does X’s Lawsuit Alienate Advertisers More? appeared first on AdExchanger.

The threat of Google’s crumbling third-party cookie led to a boom in the retail media network space as they were seen as a cookieless solution. However, after years of uncertainty, Google had a change of heart, and decided to keep cookies in Chrome after all leaving users to decide if they want to be tracked. Even with cookies seemingly back on the table, retail media’s growth spurt won’t slow any time soon, according to three agency execs who say RMNs are still worth the investment.

Marketers’ push for first-party data is expected to continue, they said. Especially given there’s still uncertainty around how many users will enable cookie tracking versus killing them off. As long as retailers are hawking their wares, advertisers are buying.

“Does it take a little bit of the pressure off [to find alternative identifiers]? Sure,” said Jennifer Kohl, chief media officer at VML ad agency. But, she added, “We have to keep waiting because you never know when Google is going to issue another statement that might be, maybe not a complete 360, but a little left turn.”

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This story was first published by Digiday sibling ModernRetail

Hemispheres, United Airlines’ on-flight magazine, is ceasing its print product, according to sources familiar with the matter.

Already, the magazine’s website appears to be winding down. Its domain, hemispheresmag.com, now redirects to United’s website. As early as last month, the site was up and contained the archives of past issues, according to the Wayback Machine. Now, the archive seems to be offline and instead includes links to sample articles from the most recent issue. Indeed, much of the August issue was never published online, according to sources.

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As relationships between athletes and brands evolve, agencies working in sports marketing are also changing.

A new class of agency businesses has formed in recent years, combining sports talent management, influencer-style matchmaking and, in some cases, content production.

“We handle everything off the field and off the court,” said Eric Eways, head of marketing at sports management agency Klutch Sports Group, which works with over 60 NBA and WNBA players, such as Philadelphia 76ers point guard Tyrese Maxey and college ballplayer Juju Watkins of the USC Trojans.

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The prominent esports organization G2 Esports has hired its first head of media house in a bid to capture a larger share of brands’ marketing budgets.

G2 has been winning championships in games from “Counter-Strike” to “Rainbow Six Siege” since 2014, and already enjoys sponsorships from a smorgasbord of non-endemic brands such as Ralph Lauren and Mastercard. The company’s appointment of marketing agency veteran Mathieu Lacrouts to a leadership position reflects its goal to move beyond esports and position itself as an all-purpose marketing agency for brands looking to tap into youth culture.

“We hate when we are squeezed into boxes, and we don’t just want to be seen as an esports org, or as a gaming brand, or whatever. We always have the urge to be more, and we believe we have the secret sauce on how we can tell stories way outside of esports,” said G2 COO Sabrina Ratih. “There is one thing that we feel is maybe missing, and that is an in-depth media and advertising understanding, to really 100 percent understand how brands think.”

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Advertising the AI ad tools

News publishers have largely been reluctant to implement generative AI technology in the newsroom. But using generative AI to improve their advertising businesses is another story. 

News UK, The New York Times and The Wall Street Journal all debuted proprietary AI-based advertising tools this year that aim to more effectively deliver advertisers’ campaigns to the publishers’ audiences, such as by having the AI tools determine which inventory is brand-safe or which audience segments are most suited to a campaign.

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