AdExchanger

JANUARY 10, 2024

The Chrome Privacy Sandbox, Google’s petri dish for testing and developing privacy-preserving ad targeting and measurement, has become the rope in a game of tug of war. On one side we have Google Advertising and sandbox backers, and on the other, industry opponents, including The Trade Desk, who see Google as self-serving and sandbox solutions […] The post Google Tells Ad Tech To Take Its Medicine And Give The Privacy Sandbox A Try appeared first on AdExchanger.

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Ad Tech Ad Targeting Advertising 140

Adweek

JANUARY 8, 2024

WNBA legend Sue Bird is teaming up with Giant Spoon's Laura Correnti to change the way brands interact in the women's sports world. Correnti launched Deep Blue Sports + Entertainment in December with the mission of forming the leading agency of record in women's sports, and the firm has now added Bird as chief strategy.

Entertainment 350

Entertainment Agency Marketing 350

Seth Godin

JANUARY 10, 2024

Frederick Lewis Donaldson created a list of seven social sins that was soon popularized by Gandhi. One hundred years later, it’s more relevant and more urgent than ever. Wealth without work. Pleasure without conscience. Knowledge without character. Commerce without morality. Science without humanity. Religion without sacrifice. Politics without principle.

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Martech

JANUARY 12, 2024

As we slide into 2024, B2B marketing leaders face new challenges: deals are harder to close, budgets are shrinking, and expectations are rising. It’s a challenge beyond being more efficient with limited resources. We must rethink what it means to be effective in marketing. Traditionally, aiming for something like a 20% improvement in activity or efficiency in marketing, especially during budget constraints, has been normal.

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Marketing Audience MarTech Communications 124

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

MarTech

AdExchanger

JANUARY 10, 2024

While 2023’s return to fiscal responsibility made for rough waters, it will pale in comparison to 2024. Google Chrome will deprecate third-party cookies, Privacy Sandbox will dominate the conversation, and media will continue having a major crisis, as years of removing friction between consumer and content has cratered the value chain. Despite 2023’s turmoil, there’s […] The post The Precipice of Peril: Publishers And Ad Tech Face A Harsh 2024 appeared first on AdExchanger.

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Adweek

JANUARY 9, 2024

Yahoo is helping ad buyers get ready for cookie decline. The company is letting buyers compare campaigns running with third-party cookies and identifiers against those running without, days after Google finally deprecated third-party cookies for 1% of Chrome users. This testing capability is an evolution of Yahoo's Identity Solutions, which covers addressable and non-addressable inventory.

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Cookies Advertising Ad Tech 327

Martech

JANUARY 9, 2024

The $100 billion creator economy is changing how brands collaborate with influencers across social media and niche communities. Today’s brands recognize the value of authenticity and targeted reach for online consumers. They’re embracing the demand for relatable content, the power of niche audiences and the unignorable effectiveness of influencer partnerships.

Marketing 125

Marketing Audience Click Through Rate Conversion 125

AdExchanger

JANUARY 7, 2024

The Federal Trade Commission isn’t kidding around. In late December, right before the holidays, the FTC announced a notice of proposed rulemaking to update its Children’s Online Privacy Protection (COPPA) Rule. And it’s been a long time coming. Passed in 1998, COPPA is a US federal law that restricts what data online service providers can […] The post How Will Contextual Advertising Fare When The FTC Revises Its COPPA Rule?

Advertising 126

Advertising 126

Adweek

JANUARY 12, 2024

Ikea isn't a brand usually synonymous with luxury, so creative agency Mother aimed to show off the design and quality of its kitchen furnishings by inventing a fictional premium brand with its own commercial and influencer event. The 30-second "Eureka Spiritis" spot is dripping with absurdity and pretension, with a woman playing a cello under.

Agency 317

Agency Retail 317

illumin

JANUARY 12, 2024

There are many different ways that marketers can build their ad strategies on Meta and their social media marketing does not have to be an island. In fact, social media strategy ideally falls within a broader programmatic strategy, taking advantage of better targeting. Meta can and should be a part of a marketer’s programmatic approach. Marketers in the USA will spend more than $57 billion on digital display advertising in 2024 alone, with over half of this spent on social media – on trac

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Demand Side Platform Ad Space Display Advertising Ad Inventory 105

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Advertising

Martech

JANUARY 11, 2024

When done right, email is an effective low-cost channel that speaks directly to the customer. In 2024, this channel will grow in importance as marketers deal with the deprecation of third-party cookies and other privacy challenges. Marketers will continue to refine their email strategies because the payoff can be substantial. A full 58% of consumers say they’re positively influenced by email about purchase decisions, according to a new survey of 1,000 consumers by media technology company Adlook

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Marketing Cookies Machine Learning MarTech 122

AdExchanger

JANUARY 11, 2024

VideoAmp may have established itself as one of the top alternative currency contenders in 2023, but the pressure to win market share is causing cracks in its shiny facade. The post Why VideoAmp Stumbled In The Race To Replace Nielsen appeared first on AdExchanger.

Marketing 124

Marketing 124

Adweek

JANUARY 10, 2024

Disney is known for its vast media holdings, but it is working to become an ad-tech juggernaut, too, and marketers are noticing. Two years ago, Disney launched clean room capabilities. The tool's main use case in advertising is to match brand and publisher first-party data sets in a privacy-safe way, for targeting, activation and measurement.

Ad Tech 306

Ad Tech Media Advertising Marketing 306

Seth Godin

JANUARY 8, 2024

“Do as I say.” That’s industrial management in four words. If you don’t follow the instructions to the letter, you’re insubordinate. Not subordinate. Complete subordination might have been the goal in an industrial setting. But now, it’s dangerous, expensive and inefficent. Because people close to the work know exactly what needs to be done.

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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.

Marketing

Martech

JANUARY 8, 2024

Years ago, I was working with an ecommerce team that would hire and fire based on what they saw in their Google Analytics dashboard. It’s hard to see anything like that happening in today’s world, where marketers are increasingly doubting the accuracy and veracity of their analytics data. The reason for this is one word: privacy. And it’s causing a big rethink on the viability of web-based analytics — a category caught in the crossfire between government regulators, Big Tech and our own mo

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Banner GDPR Cookies eCommerce 121

AdExchanger

JANUARY 9, 2024

Retail media may be hot right now – but retail search is a bit of a hot mess. Brands bid against themselves, retailers bid against brands they carry, and sometimes a product search for one item leads to a purchase – but not of the product itself. One retail search startup, Symbiosys, which launched last year, […] The post Retail Search Startup Symbiosys Raises $9 Million For Its ‘Collaborative Bidding’ Model appeared first on AdExchanger.

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Retail Media Search Advertising Advertising 121

Adweek

JANUARY 8, 2024

Prime Video's ad tier is on the way, and Amazon is trying to make advertisers and viewers an offer they can't refuse. The company is offering lower ad prices than competitors at launch on Jan. 29, and projecting massive reach thanks to a plan that automatically enrolls consumers, according to several media buyers familiar with.

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Video Ads Media Advertising 302

Digital Remedy

JANUARY 12, 2024

In today’s ever-evolving digital landscape, effective marketing strategies demand innovation and precision. YouTube TV advertising has emerged as a game-changing platform, offering businesses unparalleled opportunities to connect with their target audience. But how can you utilize this worthwhile platform to its fullest potential? In the words below, you’ll learn how to navigate the intricate world of YouTube TV advertising and uncover the strategies, techniques, and insights that wi

Advertising 105

Advertising Marketing Click Through Rate Conversion Rate 105

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.

Audience

Martech

JANUARY 10, 2024

Websites made with Google Business Profiles will be turned off in March. Customers attempting to visit those websites will be automatically redirected to your Business Profile until June 10. Beyond this date, visitors will encounter a “page not found” error. If your Ads campaign is linked to a website from Google Business Profile, either change the link before March 1 to keep your ads running or choose to pause your campaigns.

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MarTech eCommerce 118

AdExchanger

JANUARY 11, 2024

When a generative AI tool spouts misinformation, breaks copyright law or perpetuates hateful stereotypes, it’s the people using the technology who take the fall. After all, a large language model (LLM) generating text or an image “doesn’t use a brain of its own” or understand the implications of what it’s generating, said Paul Pallath, VP […] The post Crafting A Conscience For Generative AI In Marketing appeared first on AdExchanger.

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Marketing 117

Adweek

JANUARY 12, 2024

When we last saw the Geico Caveman, he was having nightmares about being slighted by the brand so many years ago, but resolved to tell his truth. Now, just as it appears that the character is getting his due by being the subject of a Geico documentary, viewers will see that the modern Neanderthal plays.

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VideoWeek

JANUARY 11, 2024

Netflix has amassed 23 million monthly active users on its ad-supported tier, the company’s advertising chief announced at CES 2024. Speaking at the Variety Entertainment Summit in Las Vegas, Amy Reinhard revealed that 85 percent of ad-supported members watch Netflix for more than two hours per day. “The thing we’re really excited about is the engagement,” she said.

Advertising 105

Advertising Entertainment 105

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.

Marketing

Martech

JANUARY 9, 2024

Like much marketing technology, many marketing automation platforms (MAPs) are being enhanced with new AI-powered features. One reason for this is the need to improve personalization and drive it to all parts of marketing. A recent survey shows 73% of respondents — both consumers and business buyers — expect companies to “understand my unique needs and expectations,” while 62% expect companies to anticipate their needs, and 56% expect offers to always be personalized, according to the Salesforc

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Marketing Machine Learning Conversion MarTech 119

AdExchanger

JANUARY 11, 2024

Disney announced the availability of combined Disney+ and Hulu ad campaigns for brands in the US during its fourth annual (and first in-person) Tech and Data Showcase. The post Disney Makes Its Case For Bigger Ad Budgets At CES appeared first on AdExchanger.

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Adweek

JANUARY 10, 2024

The advertising viewer experience is about to get better. Today, ad-tech platform FreeWheel, along with audience research firm MediaScience, released new findings from the Viewer Experience Lab initiative, with the latest report revealing how publishers can optimize ad breaks to create more brand impact and better viewer sentiment. "With so much choice for consumers on.

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Ad Tech Audience Advertising 294

illumin

JANUARY 9, 2024

As an integral part of a full-funnel marketing experience, retail media aims to target consumers at or near the place of purchase, encouraging conversion. Lower-funnel activities like this are important for engaging customers throughout their buying journey and in retaining brand interest after a purchase has been made. While retail media has been long established as critical to promoting goods and services at the bottom of the marketing funnel, larger media agencies have recently started to pay

Retail 105

Retail Media Entertainment Ad Tech 105

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.

Martech

JANUARY 10, 2024

Many marketers speak at industry events for various reasons. Some do it to position themselves as thought-leaders, gain new clients or just because they enjoy teaching. I’ve had the pleasure of working with many interesting marketing speakers over my 20-plus years in events. Here are a few tips for success I have developed from watching hundreds of presentations and reading tons of audience feedback.

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MarTech Audience Marketing 108

AdExchanger

JANUARY 10, 2024

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Pod Patrol The CTV ad experience is a hot topic at CES this week. Streamers and brands are exploring interactive ad units, while platforms are still trying to determine the optimal streaming ad load. But no matter how advertisers prefer to engage viewers, […] The post Learnings On Ad Loads; Take Your Bets On Programmatic Gaming appeared first on AdExchanger.

Advertising 116

Advertising 116

Adweek

JANUARY 12, 2024

It was my first "real" vacation since the pandemic. On the morning of day three, I got a text from the CMO of a client of mine for the past thirteen years. My only client, in fact. I managed a team of 120 people who were the brand's digital AOR. "Can u talk tomorrow morning?".

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Agency Media 288

Seth Godin

JANUARY 7, 2024

Robert Caro never learned to type. He pecks out his books two fingers at a time on an electric typewriter. There are two reasons to avoid learning a proven new technology: You know what it can do and how it will change your life and you don’t want it. You don’t know what it can do and you don’t want to find out. Kevin Kelly has pointed out that many Amish communities are in the first camp.

Media 106

Media 106

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.