Featured Story WTF is Ad Maturity? Ad maturity is a critical factor in programmatic advertising that refers to the state of readiness of advertising technology (adtech) and associated infrastructure. In a recent roundtable organized by Xandr and Campaign Asia-Pacific, industry experts discussed the challenges of digital advertising in a cookieless world, particularly in tackling audience fragmentation and accessibility. Achieving ad maturity involves consolidating media, optimizing
supply-side solutions, and building an ecosystem that facilitates seamless communication between stakeholders. To improve adtech maturity, marketers can work with partners like Xandr and Lotame, and through a data-driven approach like that of dentsu, to create custom audience segments and curate inventory to reach the right users in the right places. Direct interaction with publishers, building a first-party data strategy, and creating a value exchange with consumers were also highlighted as key
approaches for improving adtech maturity.
Ad maturity refers to the state of readiness of advertising technology (adtech) and associated infrastructure. It is a critical factor in programmatic advertising, which uses algorithms and data to automate ad buying and
delivery. Achieving ad maturity involves consolidating media, optimizing supply-side solutions, and building an ecosystem that facilitates seamless communication between stakeholders. In a roundtable organized by Xandr in partnership with Campaign Asia-Pacific, industry experts discussed the challenges of digital advertising, particularly in a cookieless world. Among the panellists were Sanket Sasane, director of paid media at Accor, Sunil Naryani, chief product officer at dentsu, Nishanth Raju,
managing director at Lotame, and Tom Dover, director of video marketplaces at Xandr. The discussion highlighted key takeaways on how marketers and agencies are working towards solutions for audience fragmentation and accessibility. The pandemic has accelerated the process of digitalization for both consumers and brand owners. However, the rapid increase in digitally-driven communication has
brought complexity, even for categories with high degrees of adtech maturity, such as travel. As the industry booms buoyed by the ‘revenge travel’ phenomenon, a challenge for marketers like Accor is finding solutions that capture and create more demand. A highly fragmented audience has made this an even tougher task. To tackle this challenge, Accor partners with dentsu and Xandr, which power
a global marketplace for premium advertising, with a full ecosystem at play on the buy and sell sides. According to Sasane, “We have a framework based on different stages of the consumer journey, which helps dentsu’s approach to media planning. There are also supply-side solutions in place to improve the quality of our inventory and drive campaign performance.” Dentsu’s approach involves starting with an audit of the client’s current setup, including media mix, supply partners, and tech stack
with emphasis on their first-party data. The aim is to assess the scale, quality, and structure of the data along with supply sources to mobilize a plan for improving their adtech maturity. Dentsu has been pushing for adtech maturity for a couple of years now. According to Naryani, the agency has a robust set of best practices in place with demand-side platforms (DSPs) and for supply
curation. However, he adds that “The understanding of the supply side, which accounts for the inventory deal types, quality of media, and the publisher ecosystem, is still not common knowledge. As practitioners, we need to educate our teams and the industry further so as to leverage the full potential of supply curation for marketing.” The panel agreed that direct interaction with the
publisher usually worked the best. Naryani said, “In the adtech supply chain, many intermediaries exist who may not necessarily add value but contribute to the tech tax and are inefficient over time.” However, where direct approaches are not feasible, dentsu works with partners like Xandr and Lotame who possess relevant, rich, scaled local data sources. An example of this is curated data marketplaces. Explaining this phenomenon, Lotame’s Raju said, “It starts with curating a list of publishers scoped to specific verticals, markets, or regions – for example, finance, parenting, or automobiles in Asia. We then enable the creation of custom audience segments broken down by verticals and overlaid with demographics and intent along with branded datasets distributed via the marketplace such as spend data from Mastercard or consumer data from Nielsen. Agencies and brands can
then activate these audience segments on curated inventory to reach the right users in the right places to help drive value at both the top and bottom of the funnel.” The curation process at dentsu encompasses both inventory supply and audience sets. Naryani said, “It is critical to ensure that the audience data is clean, compliant, and enriched to derive maximum value. We also focus on
building a closed loop feedback mechanism to optimize the campaign’s performance continuously.” As the industry grapples with the impact of a cookieless world, the panel agreed that building a first-party data strategy was crucial for marketers. They discussed the importance of creating a value exchange with consumers, where they willingly share their data in exchange for personalized
experiences. This approach would help brands build a loyal customer base while improving their adtech maturity. Achieving ad maturity is critical for programmatic advertising success. It requires consolidating media, optimizing supply-side solutions, and building an ecosystem that facilitates seamless communication between stakeholders. While the pandemic has accelerated digital adoption, it
has also brought complexity, particularly with the fragmentation of the audience. However, by partnering with companies like Xandr and Lotame, and through a data-driven approach like that of dentsu, marketers can work towards solutions that capture and create demand while improving their adtech maturity. |
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LinkedIn has announced an update to its ad targeting system, which will now allow advertisers to target users based on their interests. The interests are segmented into three categories, including general interests, product interests, and service interests, with over 500 specific attributes available. This new
feature will enable advertisers to narrow down their targeting, reach the right people and save on ad expenses. LinkedIn recommends checking trending content on your organization page or blog to select the relevant interests. However, the effectiveness of this new feature will only be evident through testing. Black hat SEO tactics may offer
immediate results, but they can harm your website's ranking and reputation in the long run. A recent SEO case study has warned against some of the most notable black hat techniques, including hidden text and links, bait-and-switch tactics, paid backlinks, and spammy programmatic content. Such tactics can result in a website being flagged by Google and can harm its ranking. While some black hat methods, such as private blog networks, still seem to be effective, it is important to note
that they carry a significant risk of being detected and penalized by Google's algorithms. Therefore, it is advisable to avoid black hat SEO tactics and focus on organic and legitimate SEO techniques. Orangetheory Fitness has launched a campaign called "the science behind it," aimed at educating consumers about the proprietary technology and
coaching behind its tech-driven approach to exercise. The ads, from Tombras and directed by Grammy winner Dave Meyers, show small groups moving between treadmills, rowing machines and weights, with their heart rates tracked in real-time. The company, which started in 2010, operates in 24 countries and had 1,500 locations throughout the US by 2019, aims to differentiate itself from rivals such as CrossFit, SoulCycle, F45, Peloton, Mirror and Tonal. The European Commission's IT service has asked all of its employees to uninstall TikTok from their corporate and personal devices using corporate apps, citing data protection concerns. The request to uninstall the Chinese-owned social media app was communicated via email to EU officials, and employees have been asked to do so as soon as possible and no later than 15 March.
For those who do not comply by the set deadline, corporate apps like the Commission email and Skype for Business will no longer be available. The measure is aimed at protecting Commission data and systems from potential cybersecurity threats. TikTok has expressed disappointment with the decision and has contacted the Commission to explain how it protects the data of its users. Last November, TikTok admitted that the personal data of users worldwide could be accessed in the Chinese
headquarters. Amazon is now taking over 50% of sellers' revenue, up from 40% five years ago, due to increased fulfillment fees and advertising spending being unavoidable, according to a report. Sellers are paying a 15% transaction fee, up to 35% in Fulfillment by Amazon fees, and up to 15% on advertising and promotions on Amazon.
Fulfillment fees have steadily increased, with Amazon raising them every year and introducing storage fee increases. Advertising on Amazon is not optional, with most of the best-converting screen space allocated to advertising. As a result, Amazon sellers are paying more fees every year as a percentage of their sales. Investors are looking to
capitalize on the growing hype surrounding virtual and augmented reality technologies by investing in companies that reimagine how people interact and do business in the metaverse space. Nvidia, Unity Software, Microsoft, Autodesk, and Roblox are some of the metaverse growth stocks that investors should seriously consider. Nvidia's robust graphics processing units will play a crucial role in developing the virtual environments of the metaverse, while Unity Software's easy-to-use 3D
tools are tailor-made for the sector. Microsoft has a multi-fold plan to dominate the metaverse market, while Autodesk's building information modeling solution has changed the construction and engineering industry. Roblox's immersive gaming platform is poised to be a major player in the metaverse space. The metaverse could offer a solution to
some of the problems people face with traditional dating apps, according to dating expert Hayley Quin. The immersive virtual reality space can provide an extra layer of interaction that apps lack, such as body language and tone of voice, and offer a fully immersive dating experience. Safety is also a significant advantage, allowing people to practice in-real-life dating skills without putting themselves at risk. However, finding a soulmate in the metaverse will be difficult if there
aren't enough people on the platform, and deepfakes may become a real issue. Chief Marketing Officers (CMOs) are considering the potential uses of AI chatbot ChatGPT, according to a survey by Chief Outsiders. The study found that CMOs believe ChatGPT could be most useful for content creation and management, with a score of 7.37 out of
10. It also received scores of 6.1 for market research and insights on the competition. CMOs in both B2B and B2C businesses are using ChatGPT to obtain first party data through automation and analyze consumer behavior. While ChatGPT may not be a silver bullet, its use could help to automate processes and assist CMOs in setting growth agendas. Twitter has laid off dozens of employees, including senior leaders in the engineering and product divisions, in one of the largest rounds of cuts since Elon Musk took over the company last October. Advertisers have left the platform in droves in response to Musk's erratic response to content moderation, and new products like Twitter Blue have so far failed to generate meaningful revenue. Esther Crawford, a product manager who led Twitter Blue and its unlaunched payments
initiative, was among the executives cut. The extent of the cuts, at least 200 employees or around 10% of the remaining workforce, suggests that Musk has failed to reverse the steep decline in revenue that has occurred since his takeover. |
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FROM SNOW CRASH TO THE METAVERSE: NEAL STEPHENSON’S VISION FOR THE FUTURE. Neal Stephenson, a renowned science-fiction author and co-founder of Lamina1, a blockchain-based start-up that aims to build an expansive metaverse, recently discussed his views on the metaverse with Tim Bradshaw, the FT’s global technology correspondent. Stephenson’s breakthrough 1992 novel Snow Crash predicted many technological advancements, such as cryptocurrency, Alexa, avatars, virtual-reality goggles, multiplayer online games, and destructive
computer viruses, that are now part of our everyday experiences. The concept of the metaverse, which is a virtual universe where people interact with each other through audiovisual bodies called avatars, was also first introduced in his book. READ MORE
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THE METAVERSE’S SECURITY DILEMMA: DECENTRALIZED OWNERSHIP VS. CENTRALIZED
PROTECTION. Web3 is the evolution of the internet, where the centralized control mechanism is eliminated, and data ownership is given back to the users. The technology that underpins Web3 is blockchain, which is a distributed ledger that provides secure and immutable data storage. Web3 has been touted for its decentralization and user-centricity. However, when it comes to security and threat detection, Web3 is outgunned. Web3 has
five main blockchain security threat vectors, including user vulnerabilities, API and Oracle vulnerabilities, off- and on-chain data vulnerabilities, smart contract vulnerabilities, and node vulnerabilities. READ MORE ABOUT THIS
FTC CHARGES COMPANY FOR REVIEW HIJACKING ON
AMAZON Online shopping has become a common practice in recent years, and it has become increasingly important for customers to rely on product reviews to make informed decisions. As a result, online marketplaces like Amazon have created features that allow customers to rate and review products. However, it has become a growing concern that some companies are manipulating these features to deceive
customers. For the first time, the Federal Trade Commission (FTC) has filed charges against a company for “review hijacking.” READ MORE
WHAT IS THE FUTURE OF IN-GAME ADVERTISING? Intrinsic in-game
advertising and measurement may be the future of marketing and advertising. Cary Tilds, Chief Strategy and Operations Officer at Frameplay, believes that the power of immersive and interactive content will drive significant engagement for all brands, big and small. This concept applies not only to gaming and the Metaverse, but to all content and media channels. READ MORE NOW
YES, BLACK INFLUENCERS ARE TREATED DIFFERENTLY AND PAID LESS. Black influencers are treated differently, paid less, and seen as less serious than their white counterparts. This is a problem that has persisted in the influencer marketing industry, even with the increased focus on diversity, equity, and inclusion (DE&I) in marketing. Black influencers face significant challenges, such as pay inequity and a lack of brand partnerships, that make it difficult for them to succeed in the industry. READ MORE |
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