Adweek
JUNE 3, 2024
Direct-to-consumer brands, historically very performance-driven, are breaking away from walled garden metrics from platforms like Meta and Google, relying on third-party measurement firms and their own data to measure effectiveness, according to four sources. Over the past decade, walled gardens helped launch thousands of startups by letting them buy cheap ads to reach new audiences.
The Ad Tech Blog
JUNE 3, 2024
Understanding Real-time AI Monitoring for Ad Fraud Key Points Real-time AI monitoring utilizes advanced algorithms to detect and prevent ad fraud as it happens, enhancing the security and efficiency of digital advertising campaigns. By analyzing data patterns and user behavior in real time, AI systems can identify irregularities that may indicate fraudulent activities, such as bot interactions or spoofed locations.
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Adweek
JUNE 3, 2024
At 15 years old, Kickstarter has helped various projects and creators secure funding to get off the ground. Success stories include the Fidget Cube, "slow news" platform Tortoise and Issa Rae's Awkward Black Girl series. To mark its anniversary and showcase its role in culture, the brand invested in its first out-of-home campaign designed to.
Martech
JUNE 3, 2024
The 118th session of the U.S. Congress is drawing to a close and the legislators have again failed to pass a national data privacy law. This means marketers will soon have to comply with the regulations in 17 different states. Five are already in effect, 12 more will come online by October of next year. That’s 17 slightly different headaches for marketers to deal with.
Advertiser: ZoomInfo
Marketing technology is essential for B2B marketers to stay competitive in a rapidly changing digital landscape — and with 53% of marketers experiencing legacy technology issues and limitations, they’re researching innovations to expand and refine their technology stacks. To help practitioners keep up with the rapidly evolving martech landscape, this special report will discuss: How practitioners are integrating technologies and systems to encourage information-sharing between departments and pr
Adweek
JUNE 3, 2024
There was a time when Megan Lally had doubts about accepting a private equity investment. Now, hot on the heels of inking a new deal with private equity firm Svoboda Capital Partners, the creative agency CEO has a new perspective. Eight years ago, Lally co-founded Highdive, an independent shop known for creating fan-favorite Super Bowl.
Martech
JUNE 3, 2024
As companies prioritize “efficient growth,” vertical software has gained prominence due to its lower customer acquisition costs, higher expansion sales and stronger gross retention than its horizontal counterparts. Here’s why you should consider adapting your horizontal software to attract vertical buyers, plus essential tips to help you go vertical.
AdTech Trends brings together the best content for advertising professionals from the widest variety of industry thought leaders.
AdExchanger
JUNE 3, 2024
Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video. The post Seedtag Acquires Beachfront For Deeper Roots In TV And Streaming appeared first on AdExchanger.
Adweek
JUNE 3, 2024
Two broods of cicadas are emerging this summer from their underground resting places for the first time since 1803--when Thomas Jefferson was president--unleashing their distinctive high-pitched cries across more than 17 American states. For people with entomophobia--the fear of insects--this is the ultimate creepy-crawly nightmare. For Orkin, it's a reason to put on a show.
Martech
JUNE 3, 2024
Personalization is a hot topic in martech, but the concept is nothing new. Lester Wunderman, known as the creator of modern direct marketing, outlined similar strategies in his 1996 book “Being Direct: Making Advertising Pay.” Chapters like “The Consumer, Not the Product, Must Be the Hero” and “Communicate with Each Customer or Prospect as an Audience of One” emphasize the benefits of tailoring communications to individual consumers — the essence of personaliz
Adweek
JUNE 3, 2024
In this episode of Yeah, That's Probably an Ad, presented by Ally, community editor Luz Corona sits down with Andrea Brimmer, chief marketing and PR officer at Ally Financial. They discuss Ally's transformative 50/50 pledge to invest equally in men's and women's sports media, the challenges and successes along the way, and how this initiative.
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Martech
JUNE 3, 2024
“We have reached the retrofitting limit.” That was the message of Kristina LaRocca-Cerrone, Gartner senior director, in the first keynote at this year’s Marketing Symposium. Retrofitting is what marketing did in response to disruptions like the internet, then social media, then mobile. It is what many expect to continue to do in response to the end of third-party cookies, the growth of privacy regulations and the rise of generative AI.
Adweek
JUNE 3, 2024
Lifestyle publisher LadBible Group has signed a seven-figure advertising deal with the NBCUniversal streaming service Peacock. This partnership marks LBG's first major foray into the U.S. market since acquiring Betches in October for $24 million. As part of the agreement, LBG and Betches will drive engagement to Peacock's unscripted television programming through social media, digital.
AdExchanger
JUNE 3, 2024
Brian Wieser recently forecasted that, by 2027, linear and streaming TV will lose up to 25% of available impressions. To quote AdExchanger Associate Editor Alyssa Boyle’s reaction to this prediction: “Huh?” Frankly, the TV market’s vanishing impression problem is even more concerning than the numbers indicate. We know that viewing is rapidly migrating from linear […] The post With TV Impressions Vanishing, Campaigns Must Focus On Resonance, Not Reach appeared first on AdExchanger.
Adweek
JUNE 3, 2024
It's Always Sunny in Philadelphia character Mac, played by Rob McElhenney, had a long-running obsession with now retired Major League Baseball player Chase Utley. The show's running joke has since developed in real life, with Utley and McElhenney becoming friends through the show. But that could all come to an end if Mac chooses a.
Advertiser: ZoomInfo
In times of economic uncertainty, account-based strategies are essential. According to several business analysts and practitioners, ABM is a necessity for creating more predictable revenue. Research shows that nearly three-quarters of marketers (74%) already have the resources needed to build successful ABM programs.
AdExchanger
JUNE 3, 2024
The track record of publishers branching out into ad tech is mixed. Future believes its new monetization offering can succeed where other publishers have struggled with selling ad tech and consulting to third parties. The UK-based media holding company – which counts over 200 pubs in its portfolio, including Tom’s Guide, Marie Claire, PC Gamer […] The post How Future Plans To Elevate Publisher-Provided Ad Tech appeared first on AdExchanger.
Playwire
JUNE 3, 2024
Key Takeaways In the past, more demand sources typically meant greater competition and ultimately higher CPMs, however, the ad tech landscape is shifting drastically toward a more quality-over-quantity approach. Building the infrastructure internally to integrate and manage demand sources that also prioritize brand safety is highly cost-prohibitive for most publishers.
Seth Godin
JUNE 3, 2024
In order to have a best ever, hearing this is part of the deal. Each thing is not going to top everything that came before it. Progress is rarely smooth.
Digiday
JUNE 3, 2024
Over the past few months, the ad industry has seen more and more interest in retail media networks (RMNs). But given their solid, but limited access to consumer data, financial institutions’ ears pricked up as they started to see a way for them to carve themselves a hefty piece of the ad spending pie. Enter: financial media networks. But what are they, why are they important and why would marketers even care?
Advertiser: ZoomInfo
Shifting to an account-based marketing (ABM) strategy can be both exciting and challenging. Well-implemented ABM motions build engagement with high-value accounts and drive impactful campaigns that resonate with your audience. But where do you begin, and how do you progress from crawling to running? Watch now as Demand Gen experts delve into the essentials of each stage of the ABM process.
AdExchanger
JUNE 3, 2024
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Etsy’s Unwinnable Hand Etsy, the handmade and vintage product marketplace, is in a bind. Chinese manufacturers of super-cheap plastic and clothes (namely, Temu and Shein) are hoovering up paid media shopping traffic across the major online funnels (namely, Meta, Google and Apple).
VideoWeek
JUNE 3, 2024
Seedtag, a contextual advertising company, has acquired Beachfront Media, a sell-side platform (SSP), for an undisclosed amount. The contextual ad tech firm has been building out its TV advertising business over the last few months, launching its Contextual TV product in March to provide contextual targeting on CTV ad buys. Today’s announcement builds on those capabilities, as the Beachfront SSP provides direct access to CTV inventory.
More About Advertising
JUNE 3, 2024
Advertising is a world full of b t, which is why I love elections. Because elections are a moment where reality rocks up and coldly mutilates everyone’s precious hypotheticals. Perhaps this is why so much of adland prefers to leave political marketing to specialist consultancies? In half a century of elections we’ve had maybe five good … The post James Appleby of Isobel: why important elections need agencies first appeared on More About Advertising.
Digiday
JUNE 3, 2024
Subscribe: Apple Podcasts • Stitcher • Spotify In a world where video has become the predominant medium for content creators, Substack offers a reprieve in the form of the written word. The subscription-based newsletter platform received a surge of interest during the pandemic, garnering hundreds of new creators — including Hunter Harris and Caroline Chambers — who were interested in monetizing their ideas without always needing to jump in front of a camera.
Advertiser: ZoomInfo
One of the biggest challenges for any B2B marketer is understanding your prospects’ next move — who is most likely to buy and when. Without these insights, marketing campaigns can feel more like guesswork, with high investment and little return. We’re here to tell you there’s a better way. By tracking buyers’ digital footprints and online activity, such as website visits, product reviews, and spikes in content consumption, you can engage prospects with a message that really resonates.
Rob Campbell
JUNE 3, 2024
Yes I’m back. No, I can’t tell you what I did. Or who for. Or even where I went. And I won’t ask if you missed me because I wouldn’t hear a response. Not because I don’t allow comments anymore, but because no one reads this blog anymore. If they ever did anyway, given any visitor was here to either insult me or read the insults.
Digiday
JUNE 3, 2024
Everyone’s mad at independent ad tech’s heavyweight, The Trade Desk. But let’s be honest, it’s par for the course. When you’re a giant in the industry, ruffling feathers left and right is just another day at the office. That’s why the latest uproar over The Trade Desk’s list of the top 100 sites it buys from wasn’t surprising.
VideoWeek
JUNE 3, 2024
A Paramount Global board committee has recommended accepting the latest offer from Skydance Media, potentially heralding the endgame of a six-month negotiation period for the media giant’s assets. Paramount’s board is expected to vote on the Skydance deal at its annual meeting on Tuesday. Shari Redstone, owner of Paramount’s parent company National Amusements, has reportedly favoured Skydance during the bidding process, entering exclusive talks with the Hollywood studio in April.
Digiday
JUNE 3, 2024
This story was first published by Digiday sibling WorkLife New research from EY reveals a growing cybersecurity anxiety among U.S. employees, with younger generations particularly vulnerable to sophisticated AI-powered attacks. Experts emphasize the need for engaging and tailored training programs and a culture of cyber awareness to combat evolving threats.
Advertiser: ZoomInfo
In this eBook, we’ll run through real-world examples that show how RevOps teams can benefit from modern solutions for the access, management, and activation of their GTM data. Whether you need to improve lead response times, boost adoption of core tools, improve lead qualification, or target and automate your GTM motions, you’ll find examples of how revenue teams are solving some of the toughest problems in modern business.
AdExchanger
JUNE 3, 2024
Contextual ad platform Seedtag acquires Beachfront, a supply-side platform that specializes in TV and video. The post Seedtag Acquires Beachfront For Deeper Roots In TV And Streaming appeared first on AdExchanger.
More About Advertising
JUNE 3, 2024
The new Dairy Milk “&More” bar from Cadbury looks pretty tasty, and that’s the whole premise of this new campaign by VCCP. In two TV executions, the chocolate is so distracting that a gamer abandons his team and a mother leaves her daughter waiting in the rain. OOH work plays on the same theme. The … The post Cadbury and VCCP get distracted for launch of Dairy Milk’s ‘&More’ bar first appeared on More About Advertising.
VideoWeek
JUNE 3, 2024
Consumer electronics brand HP is one of a number of major advertisers which has continued to increase investment in marketing even during uncertain economic circumstances, repeatedly reporting higher marketing spend in its quarterly financial results. But like many others which are maintaining high levels of ad spend, HP is focussing on efficiency. Despite overall marketing spend increasing, HP has included digital advertising operations within its cost savings programme, looking for ways to sav
Exchange Wire
JUNE 3, 2024
Yahoo has appointed Maddie Basso to the newly created role of Head of Commercial for Australia. At Yahoo, Basso will drive the company’s overall commercial strategy across partners, resellers and operations in the Australian market. Leading a team of 15, her [.] The post Yahoo Australia Bolsters Growing Team with Appointment of Maddie Basso as Head of Commercial appeared first on ExchangeWire.com.
Advertiser: ZoomInfo
Consolidating your tech stack is an effective cost-saving measure that drives GTM efficiency and adds value to your enterprise. With a cohesive, integrated tech stack, your revenue teams can deliver an excellent customer experience that sets you up to win faster than your competitors.
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