Less BS, More Facts, Some Opinions
Improving media mix modeling (MMM) is a top priority for U.S. marketers, according to a 2024 eMarketer study, with 61% claiming they’re working on making MMM “better and/or faster.”
Doubtless, many hope to seize the benefits of AI, with some of the ad industry’s largest names like Amazon, Google and Meta backing open-source marketing mix model (MMM) projects to help further adoption. Just last month, Google launched a new open-source MMM called Meridian, which is designed to help marketers measure performance across media.
Some point to the proponents of open source large language models and hope it’s not a case of adland’s digital oligopoly building a better mousetrap to ensnare marketers’ budgets further — only this time employing the user-privacy narrative as a moat.
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Rockstar Games is gearing up to make “Grand Theft Auto VI” the next big metaverse platform.
When Rockstar releases “GTA 6” later this year, it won’t just be the biggest video game launch of the decade — the launch will represent “GTA’s” attempt to transform from a popular game series into a bona fide creator platform.
Rockstar Games has been in discussions with top Roblox and Fortnite creators, as well as dedicated “GTA” content creators, about the potential to create custom experiences inside the upcoming game, according to three industry insiders with knowledge of these meetings, who requested anonymity in order to protect business relationships. These experiences would allow creators to modify the game’s environment and assets to bring their own intellectual property — and potentially their brand sponsors — into “GTA’s” virtual sandbox.
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The big news of the week was Elon vs. Sam Altman, but in adland, our collective (AI-withered) attention was focused on other things.
The ad tech world tries to weather another brand safety storm
Every Adalytics report sparks debate around whether ad tech vendors and brand safety partners are properly managing advertiser dollars. But the latest? It hit a nerve.
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Less than two full months into 2025 — and with something like four to six months before its acquisition by Omnicom is consummated (if it’s consummated) — Interpublic Group is experiencing challenges on an almost-unprecedented level. But the payoff in the end could be worth the trouble, since a merged company would easily be the biggest purveyor of principal media, which regardless of one’s opinions on the ethics of the practice, can make a holding company a lot of money.
Here’s a walk-through of those challenges and opportunities IPG has in store.
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This article was first published by Digiday sibling WorkLife
Corporate America is undergoing a seismic shift in its approach to diversity, equity and inclusion (DEI).
Following recent Supreme Court decisions on affirmative action, mounting political pressure and a series of headline-making controversies, many organizations are scaling back or eliminating their diversity initiatives entirely.
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