Less BS, More Facts, Some Opinions
Covering Google’s ad tech antitrust trial in Virginia is surreal for anyone who’s been in ad tech as long as Ari Paparo. Paparo, who decamped to Alexandria for the first two weeks of the trial, watched as a parade of his acquaintances, personal friends and former colleagues were called to the stand to get grilled […]
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Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The Crusts Are Off The growth of online groceries and retail media puts new pressure on false advertising. It is not a coincidence that false advertising lawsuits have risen sharply. For one thing, claims made on packages on a store shelf or in a […]
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Calling 2024 eventful for TikTok would be putting it mildly: from flirting with a ban to sparring with creators in court, cozying up to publishers, reshaping how we search and diving headfirst into e-commerce, TikTok is straddling chaos and opportunity while trying to lock down its place in an increasingly splintered digital world.
So, when Blake Chandlee, TikTok’s president of global business solutions, hit London last Thursday to meet U.K. CMOs at the Behind the Screen event, there was no shortage of hot topics to chew on with him and Kris Boger, TikTok U.K.’s general manager of global business solutions. Well, except for the elephant in the room: TikTok’s ongoing legal fight to avoid a forced split from its China-based parent company, ByteDance — or risk being banned from the U.S. entirely.
Their responses have been lightly edited for brevity and clarity.
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The publishing industry faced volatile times throughout most of 2024. The L.A. Times, Business Insider, The Wall Street Journal, Chicago Tribune and The Washington Post all laid off staff in the last year. Along with those layoffs, publishers have also been hit by major changes within the advertising industry as a result of Google’s revision to its cookie deprecation plan. Many publishers were prepared to work around Google’s original plan to deprecate third-party cookies in Chrome by investing in alternative IDs and building up their own first-party data stores. Now, some publishers have had to reevaluate their ad strategies significantly.
Additionally, many publishers rely on subscriptions as a main revenue stream. However, some advertisers have been “news avoidant” due to the upcoming U.S. presidential election and overseas wars and conflicts making headlines.
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As fractional or part-time execs become more commonplace throughout organizations’ leadership suite, the fractional CMO is still chief among them.
When organizations bring in fractional CMOs, doing the day-to-day job of directing the marketing arm of the company is just one element of the remit. Often, according to current and former fractional CMOs, another element of the gig is to evaluate the current marketing team and vendors’ strengths and weaknesses.
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Women’s basketball team New York Liberty is having a moment. It just finished the regular season last Thursday with the best record in the league, defeating top teams like the Las Vegas Aces and the Connecticut Sun. Meanwhile, the team’s mascot Ellie the Elephant has become a celebrity in her own right, known for her dance moves and fashion.
But it hasn’t always been that way. Five years ago, the team was struggling, playing in Westchester County Center, a smaller court far away from home. But then things started looking up. Joe Tsai, co-founder of Alibaba and owner of NBA’s the Brooklyn Nets, purchased the Liberty and paved the path for the eventual move to the team’s current home at the Barclays Center. Then in 2021, Shana Stephenson started as the team’s full-time chief brand officer.
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This State of the Industry report, sponsored by PubMatic, examines how marketers are adjusting their performance marketing strategies and allocating resources outside of walled gardens for success now and in the future.
Performance marketing has cemented its position as the dominant paradigm for advertisers on the hook for ROI. The basic formula is simple: Marketing teams build their campaigns around specific goals and measurable outcomes — making the most of their budgets by recalibrating and optimizing their way to more impactful results.
But the reality is much more complex, and as brands face budget constraints, addressability changes and shifts in consumer behavior, the channels they rely on and how they distribute their advertising continue to evolve. Marketers’ fixation on driving an uptick in sales and revenue is stronger than ever this year, and to do so, teams are leaning even further into performance marketing while diversifying their strategies beyond walled gardens — and taking the huge opportunity of the open more seriously.
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