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Press Start to Play: In-Game Advertising's Billion-Dollar Odyssey
In a world where your toaster might soon ask about your emotional state, it's worth pondering if AI marketing is the future's brave new frontier or just another tech mirage. Let’s cut the tech jargon: AI is changing the game for marketers. Today, we'll embark on a journey into the labyrinth of AI marketing, brushing up against its fascinating corners, its shinier opportunities, and the gritty challenges we face as we make friends with our digital comrades. Goldman Sachs, not your average soothsayer, but a titan of finance, rolls its eyes at the “AI bubble” whispers. Remember the dot-com drama of the
90s? Some see AI's rising star and think, "Here we go again." But Goldman Sachs? They're ready to place their chips on the AI table. Our guy Peter Oppenheimer, top dog at Goldman Sachs' equity strategy team, is rather convinced we're just toddlers in this tech playground. With AI investments predicted to hit a cool $200 billion by 2025 and generative AI tipped to toss a casual $4.4
trillion into the world's money jar, it seems we're onto something big. With AI’s grand entrance, guess who gatecrashes the party? Ad fraud! The shadier corners of programmatic marketing are buzzing with bots and scam artists, draining advertisers' pockets faster than you can say "clickbait." For context, programmatic ad fraud stole the limelight (and cash) with a whopping $65 billion heist
in 2021. That's bigger than the entire credit card fraud scene! It’s like a Hollywood sequel nobody asked for, reminding us to keep our digital wits about us and give fake news and spam the cold shoulder. AI’s given the fraudsters some new tools, leading to us throwing cash at phantom audiences. Almost a quarter of the money poured into programmatic advertising might just be vanishing into
thin digital air. The antidote? Tight partnerships and eagle-eyed vetting. Voice-activated AIs are the new BFFs. Siri and Alexa aren't just tech toys; they're shaping how consumers search. If you own a smartphone (and who doesn’t?), there’s a 97% chance you’ve chatted with an AI. If that's not a hint for marketers to get voice-savvy, I don't know what is. Beyond the voice game, AI is a mastermind in deciphering the hieroglyphics of consumer behavior, predicting the next big thing, and fine-tuning engagement blueprints. Armed with AI, marketers now have the digital sixth sense they never knew they needed. Think of AI as the ultimate matchmaker, setting up marketers and
consumers for meaningful connections, thanks to predictive analytics. With AI's uncanny ability to predict trends and desires, the age of hyper-personalization isn't coming—it's here. Modern CMOs, like Lisa Cole of Cellebrite, aren't just leading marketing troops; they're teaming up with AI, turning it from a tool into a strategic confidant. Embracing AI isn’t just tech-savvy; it’s downright revolutionary. While the kids these days are often seen as digital natives, it's the silver surfers who might just have the adaptive edge when it comes to AI. Breaking news: age isn't a barrier to befriending algorithms! As AI dives deep into marketing, it stirs up a cocktail of dilemmas: Are consumers chatting with a bot or Bob from accounting? Ever heard a chatbot spew nonsense? That’s a "hallucination," and not the fun kind. As AI evolves, will it leave human marketers in the dust? AI's penchant for "borrowing" content and faces? A tricky legal minefield. In the swirling dance of AI
and marketing, one thing's clear: AI isn’t some digital diva set to exit the stage. It’s here, reshaping the very core of the marketing cosmos. Companies harnessing AI are poised to elevate customer joy by a quarter. So, if you're placing bets on the future, put your money on a
world where AI and marketing groove together, crafting a digital symphony that’s more captivating than ever. AI in marketing isn't just a trend; it's the headliner.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
Small and midsize businesses are stepping up their marketing game, realizing that personalized connections are key, just like major brands. According to Javier Molinos from Intuit Mailchimp's Wink Creative, personalization isn't just a buzzword; it's a potent tool that makes customers feel valued and emotionally invested in a brand.
However, without the right tools, these businesses can unintentionally spam their customers. Enter Mailchimp's innovative campaign, "Turn Clustomers into Customers," which brilliantly portrays customers as a chaotic mass (the "clustomer") receiving personalized emails that help them break free from the crowd and feel like unique individuals. This creative concept brilliantly highlights Mailchimp's ability to personalize at scale, whether you're dealing with a list of 10 people or 10,000.
💌🚀📧 In the ongoing Justice Department's antitrust battle with Google, the ad industry's perspective has taken center stage. While Big Tech revelations have grabbed headlines, antitrust expert Eric Posner suggests that a complete Google breakup might not be on the horizon. Microsoft CEO Satya Nadella's testimony revealed the challenges of entering the search market,
citing Google's exclusive agreements with manufacturers like Apple and Samsung as roadblocks. Recent witness testimony from Google's own customers, Joshua Lowcock and JP Morgan Chase's Tracy-Ann Lim, emphasized the unique value of Google search ads, backed by intent data signals, making them practically irreplaceable. 🚀💼🔍 Posner also noted the potential for follow-on private litigation, with advertisers seeking damages if Google is found guilty of prior anti-competitive practices.
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The&Partnership gets a new U.S. captain, Sam Lewis! 🎉🇺🇸 With a decade under his belt at the agency and some flashy achievements like AI-penned TV ads and big-name rebrands, Lewis is set to take the U.S. helm. 📺🍚 He's got tight ties with media buddies mSix&Partners and some big client names like Electronic Arts. 🎮💍 Worldwide CEO, Nick Howarth, will be
his go-to, and founder Johnny Hornby is singing Lewis's praises, reminiscing about the Toyota and Mars Wrigley wins 🚗🍫. Pre-The&Partnership days, Lewis was a big shot at McCann Erikson with some iconic brands in his dossier. 🛍️💄 Lewis eyes the future, hinting at an AI-led branding revolution 🤖🎨. A quick peek into The&Partnership's wallet shows a cool $160 million from 2022. 💰📅
Netflix plays the "Ad Game" with Nielsen's shiny toy 📺📊! Integrating Nielsen One Ads, Netflix is leveling up its ad business by measuring its baby ad-supported tier against big kids like Hulu 🍼🆚🎩. One candle on the cake for Netflix's ad-version, boasting 10M global viewers and juicier profits 💰🎂. Opinion twist: Netflix's ad-adventure feels like a toddler in big shoes. To charge premium, it needs fancier steps (read: features). But hey, with moves
like the Nielsen jig, the streaming titan might just awaken its adzilla! 🎥🐉
📺✨ Crate & Barrel's younger sibling, CB2, is giving its popular Instagram content a second life on the big screen. How? By turning trending social posts into snazzy connected TV (CTV) ads. Because why limit a good post's shine to just one platform? CB2's mantra: If it's buzzing on the
'gram, let it dazzle in the living room. 🛋️🔄📱 #RecycleTheBuzz
Musk's X (previously Twitter) sees its ad dollars fly away since the takeover 🚀💸. A staggering 78% YoY plunge in December 2022? Ouch! 😬 CEO Yaccarino offers a glimmer of 2024 profit hope with brands making a cautious comeback 👜🐢. Their new strategy? Subscription tiers that range from "ad-full" to
"ad-null" 🎢📺. Opinion twist: The X ad-drop saga isn't just a hiccup, it's a coughing fit! 🤧 Multiple subscription tiers might feel more like rearranging deck chairs on the Titanic. Amidst chaotic changes and dwindling dollars, Yaccarino's CEO seat feels more like a hot potato 🥔🔥.
Google gives a cookie-less glimpse with its Privacy Sandbox, but leaves many in the sandbox
still building castles of confusion 🍪🏰. At a fancy techie conference, Alex Cone from Google took the stage to assure that Google's cookie-jar changes are transparent and under the UK watchdog's eye 🇬🇧🔍. What's with the new-fangled "Protected Audiences API" (previously called FLEDGE)? It’s like hosting ad auctions in your browser's living room instead of a noisy market square 🛋️🆚🏪. And yes, it plays nice with others. Opinion twist: Despite Alex's clarity concert, Google's PR tune
on Privacy Sandbox feels a bit off-key 🎵🤔. With the cookie clock ticking, will Google hit snooze again on its timeline? The plot thickens... 🕰️🍪🤷♂️.
Google's unveiling a global upgrade: Demand Gen campaigns 🌎💼! Whether you're a YouTube addict catching up with your favorite NFL touchdown 🏈 or just cruising through a 60-second short, Google's got your advertising
cravings covered 🎥🍿. Vidhya Srinivasan, Google Ads' VP, hints: trust in creators matters, and YouTube's the place to be—beating out other social giants 🥊📺. Built with AI superpowers, 🤖, Demand Gen isn't just a swanky tool; it's the evolved form of Discovery campaigns. It's got new bells and whistles like inventory insights, and a smoother ad creation process. Short vids, carousels, you name it, it's there 🔄! Online shopping has evolved, with consumers now more likely to go Google
than your regular social site for product digging 🕵️♂️🛍️. Plus, with success stories like Naranja X raking in 3X click-throughs at cheaper rates, retailers and agencies are definitely intrigued 📈. Buckle up advertisers, Google's offering a revved-up ride! 🚀🎯
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The Ascendancy of Connected TV: A Dive into the Future of Advertising In the dim light of modern living rooms, a battle is being waged: the evolution of television consumption. From black-and-white family gatherers to colorized rectangles of
entertainment, TVs have long been the center of home recreation. Today, the rise of Connected TV (CTV) marks a significant shift in how we view and interact with content. As Millennials, Gen X, Y, and even Gen Z make their mark, they’re tuning into CTV like never before. READ THE FULL STORY
The Murky Waters of Podcasting Ad Fraud The digital soundscape of podcasts has experienced exponential growth. Millions worldwide tune in every day, taking solace in the intimate embrace of a podcast's
comforting audio. Like any influential medium, podcasts have piqued the interest of advertisers and with that, an influx of capital. But this golden age for podcasts, with its rapid expansion and significant revenue milestones, is facing the timeless ailment of the advertising world: fraud. READ MORE
ADTECH’S SECRET SAUCE: IT’S NOT ALL ABOUT THE CODE If you're anything like me, it's all too tempting to get caught up in the glitzy allure of cutting-edge software and groundbreaking products.
Adtech companies, often driven by an unwavering belief in their innovative solutions as the ultimate game-changers, have been swept away by the irresistible current of technology. As the adtech industry continues to grow, it is becoming increasingly important for companies to differentiate themselves from their competitors. According to Joe Zappa, the Founder of Sharp Pen Media, the key to this differentiation lies in the
quality of service and caliber of individuals backing the product. Adtech companies often place a steadfast faith in their software or product, but this can lead to a focus on features and functionality rather than the overall customer experience. By prioritizing customer service and investing in top talent, adtech companies can set themselves apart in a crowded marketplace. READ FULL STORY
IS THE OPEN MARKETPLACE DONE? THE SLOW EXODUS FROM OMP TO DIRECT-SOLD ADVERTISING Ah, the digital
age – a world where you can have 500 friends yet be terribly alone, and where advertisers think they’re omnipresent until they realize 70% of their audience is in the digital witness protection program. But in an age of hyper-targeted advertising, there’s a plot twist worthy of a classic film noir. The Open Marketplace (OMP) – the trusted intermediary between publishers and advertisers – seems to be on the ropes. Are its days numbered? READ MORE OF THIS ARTICLE
FORTNITE: THE ULTIMATE PLAYGROUND FOR BRANDS AND GAMERS There’s a war going on, and it’s not just between the players. It’s a war for attention, for loyalty, for hearts and minds. It’s a war that brands are waging on the virtual battleground of Fortnite, the colossus of gaming that has captivated millions of fans across the globe. In this article, I reveal the secrets of Fortnite advertising, the psychology behind its appeal, the tactics employed by savvy marketers, and the fine line between enchantment and annoyance. READ THIS STORY
THE MEDIAMATH DEBACLE: IS THIS AD TECH’S THEATER OF THE ABSURD? In the tumultuous world of business, where the unexpected often becomes the norm, the recent acquisition of MediaMath by Infillion has sent
shockwaves rippling through the industry. It’s a move that’s ignited more debates than a late-night political talk show. The burning question on everyone’s mind: Has Infillion just pulled off a brilliant coup or taken an audacious gamble with a hefty side of risk? It’s a high-stakes poker game, and we’re all spectators, wondering whether we’re witnessing a grand adventure or a fool’s errand. READ MORE OF THIS STORY
Nandini Jammi: The Woman Who Cost Breitbart 90% of Its Ad Revenue and Exposed Pubmatic’s Support for Hate Speech and
Disinformation Nandini Jammi is not your typical activist. She doesn’t march on the streets, hold up signs, or chant slogans. She doesn’t even have a catchy name for her cause. She just has a laptop, a Twitter account, and a mission: to stop the flow of money from advertisers to
publishers of hate speech and disinformation. Jammi is the co-founder of Check My Ads, a non-profit organization that helps brands regain control of their ad placements and avoid funding bad faith publishers. She is also the co-founder of Sleeping Giants, a grassroots movement that exposed how thousands of advertisers were unwittingly supporting Breitbart News, a far-right website that promotes white nationalism, misogyny, and
conspiracy theories. READ FULL ARTICLE
EMILIE COTTER TAKES THE HELM AS AUDI’S CHIEF MARKETING OFFICER In a pivotal move signaling Audi of America’s
determination to navigate the ever-evolving automotive landscape, the luxury automaker announced the establishment of a groundbreaking brand marketing team. Leading this visionary endeavor is the seasoned Emilie Cotter, who has been appointed as the Head of Brand Marketing and Communications, holding the esteemed title of Chief Marketing Officer. This strategic restructuring is set to harness the power of integration, aligning
brand strategy, marketing efforts, and external communications with a singular aim: to accelerate growth and propel consumers toward an electrifying automotive future. READ FULL HIRING ARTICLE
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