Less BS, More Facts, Some Opinions
With the cost of customer acquisition on the rise – and access to signal on the demise – brands need to invest more in customer retention. It’s way cheaper and more efficient to keep existing customers than it is to attract new ones or to woo back the disgruntled. But it’s often not clear exactly what’s driving […]
The post This Startup Just Raised $2.2 Million To Predict Whether Customers Are Happy (Or Ready To Leave) appeared first on AdExchanger.
The rise of machine learning in buying algorithms is helping to debunk some of advertising’s commonly held truths. The assumption that high viewability equates to high quality is often misleading. When campaign goals are lower funnel and there is no constraint to purchasing only highly viewable placements, AI frequently reveals that lower-viewability placements – as […]
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Oracle’s growth rate will increase without its declining ad business. Plus, Ad-supported news no longer brings home the bacon.
The post Oracle Goes Ad-Free, The Way To Be; No Longer Printing Green appeared first on AdExchanger.
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Social media is always changing, and that’s especially true for publishers, who often find it challenging to determine where each platform fits into their business.
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At this year’s Roblox Developers Conference, the platform’s burgeoning romance with brands and advertisers was on full display.
Roblox Developers Conference — Roblox’s annual, invite-only gathering for studios and developers operating within its ecosystem — took place over the weekend in San Jose, California. This year marked the first RDC since Roblox rolled out both e-commerce and video ads last year, both incremental steps on the way to the company’s ultimate goal of becoming a platform for all elements of virtual life.
RDC 2024 was chock-full of announcements spanning across just about every aspect of Roblox. Don’t worry — we sifted through them for you. Here are the most important updates for brands and marketers announced during this year’s Roblox Developers Conference.
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Major brands like Harley Davidson, Lowe’s, John Deere and, most recently, Molson Coors, continue to take a step back from diversity, equity and inclusion efforts. In general, brands doing so is a shortsighted move that may hurt the brand in the long term as inclusion is necessary for growth, according to industry analysts.
The companies have been removing diversity quotas, required training efforts and DE&I executive roles as well as cutting ties with organizations like the Human Rights Campaign, an LGBTQ advocacy group. The shift follows boycotts against “woke” marketing efforts as well as pressure from a right wing activist investor, Robby Starbuck. The push for companies to walk away from DE&I comes amid softer consumer spending and earnings, which has made it easier for companies to do an about face in the name of the bottomline, according to industry analysts, who say the move is often coming from brands that were starting to dip their toe into DE&I efforts in recent years.
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Marketers’ attention to the industry’s latest shiny object, generative AI, has yet to shift out of focus. Some agencies have moved to ink enterprise-level deals with major AI players, like OpenAI, Runway and soon, Perplexity. As these AI-powered tools continue to flood the marketplace, agencies and brands alike say they’re creating auditing policies to ensure data security, stability and fairness. It’s a similar story at Babylist, a baby registry company, according to Lee Anne Grant, chief growth officer of Babylist.
“Even before AI, when we tried to build things in-house, our founder and CEO would always say, ‘I always want to see the recommendations of the machine against a human and just gut check it’,” Grant said.
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On the first day of Google’s antitrust trial, the word “control” was front and center. The case is dissecting how Google seized, maintained and wielded its ad dominance — and the price it paid for it.
Of course, the defendant rejects all such charges, with Lee Anne Mulholland, vp, regulatory affairs at Google, imploring those paying attention to “let’s not break what’s working.”
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In what many deem the trial of the century for the digital media landscape, legal representatives from the Justice Department and Google yesterday appeared before Judge Leonie M. Brinkema in the U.S. District Court for the Eastern District of Virginia.
The outcome of the proceedings could potentially result in the break up of Google’s empire as officials from the Department of Justice appeal for divestiture of Google’s sell-side ad tech tools.
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