GroupM Takes a Stand Against Made-for-Advertising (MFA) Sites in Programmatic Media Buys
Our months long coverage of MFA sites seems to have made some sort of impact. Although we've been talking about these for over a year, only in the last month have folks started to pay attention, with several other
publications following suit and starting to realize, well -- that I am 100% right. So, a significant shift is underway, led by media buying giant GroupM. This agency has boldly stepped forward as a pioneer in the battle against low-quality, Made-for-Advertising (MFA) sites that have plagued the digital advertising landscape. With an innovative approach, GroupM is reshaping the very foundations of media buying, placing client interests, brand safety, and ethical advertising practices at the
forefront. In the heart of programmatic advertising lies the concept of inclusion lists, which dictate where marketers allocate their advertising budgets. These lists comprise a selection of approved publisher websites that guide the placement of programmatic campaigns. However, the rise of MFAs has raised concerns about the integrity of these lists, pushing marketers to avoid placing their
ads on questionable domains. In response, GroupM has embarked on a groundbreaking initiative to systematically exclude MFAs from their media purchases. In a paradigm-shifting move, GroupM has introduced advanced tools to identify MFAs within the bid stream of programmatic purchases. This strategic maneuver aims to eradicate the presence of low-quality MFA sites and restore the credibility of
programmatic advertising. This progressive approach aligns with the agency's commitment to brand safety, content quality, and environmental sustainability. This undertaking gains added significance following a damning report by the Association of National Advertisers. The report unveiled the alarming revelation that advertisers were squandering billions of dollars on MFA sites that yielded
little value. GroupM's response to this report underscores its dedication to elevating the standards of programmatic advertising and fostering a more transparent and effective ecosystem. Collaborating with Jounce Media, a prominent player in the programmatic landscape, GroupM has taken a bold step towards safeguarding their clients' interests. Jounce Media's expertise in data analysis
enables the identification of patterns associated with low-quality traffic, a hallmark of MFAs. Through this partnership, GroupM demonstrates its commitment to upholding industry best practices and ensuring that programmatic advertising operates in an environment free from dubious influences. Beyond combatting MFAs, GroupM is actively engaged in enhancing other aspects of media buying. The
agency's holistic approach encompasses filtering bidstream data for indicators of brand safety, content quality, and environmental impact. This multifaceted strategy reflects GroupM's vision of building a premium programmatic marketplace through direct collaborations with reputable publishers. GroupM's relentless pursuit of excellence extends to its collaboration with Jounce Media in
crafting an MFA identification process. Jounce Media's MFA list is updated daily and is meticulously compared against GroupM's inclusion lists, which consist of approved publisher domains. This rigorous screening process ensures that only high-quality publishers make the cut, aligning with industry-wide efforts to curate a transparent and trustworthy advertising landscape. GroupM's
commitment to transparency is exemplified through its open dialogue with publishers flagged on the MFA list. By engaging with publishers to validate their inclusion or exclusion, GroupM ensures transparency and fairness in its decision-making process. This approach fosters cooperation between agencies and publishers, contributing to a healthier advertising ecosystem. As one of the pioneering
media buying agencies taking a stand against MFAs, GroupM sets a precedent for industry transformation. This move challenges the prevailing trend of relying on inflated vanity metrics that MFAs often exploit. The agency's bold stance resonates with its peers and industry observers, sparking discussions and reflections on the future of programmatic advertising. The transformative impact of
GroupM's actions reverberates throughout the advertising landscape. Industry experts predict that other major players will follow suit, adopting similar measures to combat MFAs and elevate the standards of programmatic advertising. This wave of change underscores the agency's commitment to meaningful metrics, ethical practices, and genuine consumer engagement. |
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🚀 Double the honor, double the growth! Look Left Marketing, the B2B tech-focused content marketing and PR agency, secures a spot on the Inc. 5000 National List of Fastest Growing Companies for the second year straight. 🏆📈 This recognition salutes their remarkable rise,
navigating challenging economic landscapes while driving revenue leaps and tackling hiring hurdles. The secret to their success? Expanding their team and services, embracing digital marketing and SEO to offer clients a well-rounded PR and marketing experience. 📣🔎 This achievement comes on the heels of their inclusion in the Inc. Best Workplaces and Inc. 5000 Fastest Growing Companies in the Pacific lists for 2023, painting a picture of a team that's not just growing, but thriving! 🌟👥
#Inc5000Champion #GrowthGurus #B2BTechTrailblazers 📊📢
🏆🎉 A triumphant win for FullThrottle Technologies, LLC as it claims the "Best Advertising Measurement Platform" award in the 6th annual MarTech Breakthrough Awards. 🥇📊 Fullthrottle.ai is leading the charge with its end-to-end, first-party data-powered technology that empowers marketers to identify, curate, and target audiences with unrivaled precision. This victory is a nod to
their patented identity resolution, AI-driven buyer insights, and content performance optimization prowess. 🎯💡 By shattering the reliance on cookies and mobile ad IDs, they're helping businesses build and measure first-party data household audiences across all channels, while AI-powered buyer propensity insights maximize messaging impact. 👥📈 The accolade resonates with their commitment to revolutionize first-party data addressability and data democracy. 👏🌐 #MarTechBreakthrough
#DataRevolution #FirstPartySuccess 🚀📈
📢🤝 Best Lawyers®, the renowned name in legal industry recognition, just announced its acquisition of Good2bSocial®, a leading digital marketing agency catering to law firms and legal professionals. 📈💼 This strategic move expands Best Lawyers' offerings to support legal experts and firms in the digital era, bolstering their online presence and client reach. 🌐👥 Good2bSocial's expertise in
digital marketing strategy, content marketing, SEO, and website development aligns seamlessly with Best Lawyers' existing capabilities. 💡📊 Guy Alvarez and Kevin Vermeulen, leaders of Good2bSocial, are on board as Executive Vice Presidents, ensuring the continuation of their digital marketing excellence under the Best Lawyers umbrella. 💼🚀 The acquisition boosts the industry's engagement and creates a more informed, content-driven network. 📚🖋️ #LegalMarketingEvolution #DigitalExcellence
#LegalIndustrySynergy 🏛️🌐
📈💼 Mergers and acquisitions (M&As) in the digital agency sector are a red-hot topic, with the tech-specialized M&A advisory firm FE International leading the way. Unlike other digital sectors, agencies are resilient to Google ranking fluctuations and AI disruptions, making them a stable investment. 💪🌐 The data reveals a significant 59% rise in buyer interest in agency businesses compared to 2020,
indicating that the current climate is ripe for building and selling service-based businesses. 🏢🚀 FE International's 1H 2023 State of Digital Media Report delves into the digital media landscape, highlighting the rebound of the digital media M&A market and the challenges and opportunities it presents. As the digital shift continues, strategic investment in digital marketing is recognized as crucial for growth and engagement. 🔥📊 With institutional investors entering the content sector and
increased emphasis on data-driven, long-term analysis, the demand for acquisitions is projected to remain strong through 2024. 📈💰 #DigitalAgencyMnA #GrowthStrategies #MarketInsights 📊🏢
"📰🤖 Navigating the AI News Frontier: AP's Editorial Odyssey! 🧠📸 In the world of news, AI pens stay capped, according to the Associated Press. 🖊️🚫 While AI won't churn out publishable pieces, AP encourages its staff to embrace the AI realm, but
with a mindful eye. 🤓💡 Vetted AI content is key, and AI-generated visuals or audio should grace stories' spotlight. 🎥🎙️ AP's signature stylebook gets an AI chapter today, marking the path for cautious experimentation. 💼📚 A recent alliance with OpenAI ignites curiosity, as AP's text treasure trove meets OpenAI's prowess. Meanwhile, The Guardian and Wired echo the chorus: AI is the star only when it's center stage. 🎭📝 Amidst this evolving AI dance, OpenAI's grant to NYU fuels ethical
journalism strides. 💰🗞️ AP's VP of News Standards underscores the aim: to innovate, while keeping newsrooms on solid ground. 🌍🔍 #AIInNews #EthicalJournos #InnovationBoundaries 🌱📰"
The Trustworthy Accountability Group (TAG) has published its first "threat assessment" report focused on malvertising – the spread of malware via digital ads. The report explains methods used in malvertising, including social engineering, phishing,
multichannel phishing, and search engine optimization (SEO) poisoning. The report does not give specific figures on the magnitude of the issue but suggests that as traditional ad spending is slowing, market conditions may offer more opportunities for cybercriminals to enter the advertising ecosystem and exploit current conditions. TAG plans to publish quarterly reports generated by its Malvertising Threat Exchange, a group of cybersecurity and threat assessment experts.
A report from Adalytics Research has alleged that YouTube served targeted ads on channels designed for young audiences, where such ads are prohibited, without parental consent. The research has been challenged by Google, YouTube's owner. The study has the support of Senators Markey and Blackburn, who have called for an investigation into YouTube. Robert Webster, a partner at CvE, noted that while proving behavioural targeting is difficult, Google could
use a different tag for collecting data via cookies for the purpose of frequency capping. Google's use of cookies and its privacy policies have previously come under scrutiny.
🗞️🚫 The New York Times has drawn a digital line in the sand, revising its terms of service to put the brakes on content scraping for AI training, signaling a more aggressive stance against unauthorized data mining and automated collection 🛑🤖. In its updated
terms, the Times clearly prohibits the use of automated tools or devices designed to mine or scrape its content. The move could be a response to Google's revised privacy policy that enables data collection from the web for AI training purposes, with the company's Bard and Cloud AI services speculated to be in the mix. The Times now firmly prohibits the use of its content for machine learning or artificial intelligence systems, putting the brakes on data-hungry AI aspirations. With penalties,
sanctions, and potential suspension at stake, the tides of data usage are shifting in the world of content and AI. 📰🔐🤖
🍕📊 "Papa John's Shakes Up Marketing Playbook! 🧀🚀 Papa John's is tossing things up by initiating reviews of its marketing agencies to align with an analytics-driven marketing approach, post-COVID. 📈🔍 The pizza chain is on a quest to optimize its media and creative partners
for a revamped marketing strategy. 🎯🎨 CMO Mark Shambura leads the charge, armed with a vision that encompasses advertising, digital customer experience, and more. 📣📲 With a focus on innovation and evolving consumer habits, Papa John's aims to savor success in the next three to five years. 🕰️🌟 As the search for strategic partners commences, a multicultural lens and a dedication to diversity, equity, and inclusion emerge as key values. 🌍🤝 Papa John's, ready to slice through the marketing
landscape! #PizzaPowerMoves #InnovationUnleashed #DiverseDeliverables 🍕📈"
🔍🏛️ "Google's Legal Duel: Pay-Per-Click Perplexities! 🕵️♂️💼 Google is set to step into the courtroom ring, as a pay-per-click advertiser's class-action complaint gains ground. 💥🤝 The long-standing battle revolves around allegations of unfulfilled discounts and geographic ad misplacements. 🗺️💸
While Google sought a pre-trial victory, the U.S. District Court judge deemed a genuine dispute, calling for a trial to uncover the truth. ⚖️🔎 The feud traces back to 2011, with Rene Cabrera accusing Google of overcharging for ads, and the journey through courts eventually reviving his claims. With the spotlight on 'smart pricing' formulas and geographic targeting, the tech giant now faces a legal showdown. 📢💻 #GoogleLegalShowdown #PayPerClickPuzzle #LegalTechTussle ⚔️📊".
📢🔍 "Twitter's Brand Safety Slip: A Risky Reckoning! 🐦🚫 Brand safety claims hit a snag as watchdog Media Matters uncovers monetization of unsavory tweets. 📉💰 Despite X Corp.'s assertions of enhanced safety post-privatization by Elon Musk, affiliations with pro-fascist and hate-driven accounts cast shadows on the platform's assurances. 🌑🔒 Major brands, including USA Today, Amazon, and Sports Illustrated, found themselves adjacent to unsettling
content. 😱📰 While the account in question was swiftly suspended, the episode underscores the challenges of maintaining brand-safe environments. 💼🔍🛡️ The timing, not in harmony with positive spin, leaves X Corp. facing a trust-testing moment in its quest for credibility. 🕊️🤔 In the social media realm, brand protection remains a dicey dance. 🕺💬 #TwitterTrustTest #BrandSafetyBlunders #ContentConundrum 🚫🔥"
🕵️♂️👦 "YouTube Under Fire: Targeted Ads Circumvent COPPA? 🎯📺 A new study reveals YouTube's potential breach of its own policies by serving targeted ads on channels aimed at children, leading to questions about its adherence to COPPA regulations. 🕵️♂️👶 Despite YouTube's promise to halt personalized ads on 'made for kids' content, researchers from Adalytics Research have found that such campaigns persist on these channels. 🔄📊 The
installation process of the YouTube app allegedly creates a persistent identifier, complicating consent management and potentially violating FTC's Children's Online Privacy Protection Rule. 🔍💻 Brands like Mars, Procter & Gamble, and Netflix have been observed in these instances, further raising concerns about the platform's practices. 🧐❌ Google has contested the findings, with tensions escalating amidst ongoing scrutiny over its advertising practices and antitrust charges. ⚖️🔎
#YouTubeAdControversy #COPPAConcerns #DigitalAdvertisingDilemma 🚫🎯"
Facebook's creator earnings are in a perplexing whirlwind: some creators received account restriction alerts without rule violations; a recent glitch inflated earning estimates, followed by dramatic payout reductions; and an earlier fluke showed creators wildly exaggerated billion-dollar earnings
estimates. Meta cited anti-fraud measures for the first issue, promised fixes, and admitted to errors causing the other glitches. The creator economy on Facebook is facing an erratic earnings ride. 🎢💰
🎮📈 "Roblox's In-Game Ads: Partner Program Progress 📺🚀 As Roblox gets closer to its
self-imposed deadline for rolling out programmatic in-game ads, brands like Puma and the NFL are beta testing immersive ads, including in-game billboards and 'Portals' to branded experiences. 🏈🎮 These partnerships have sparked increased interest in Roblox among clients of participating companies, elevating their reputations and visibility. 🤝📈 Roblox's strategy of informal agreements to onboard partners was led by Ashley McCollum, who's played a key role in building relationships.
However, as the advertising offering expands, more formalized pitching processes may come into play. 📊🔄 Despite the intangible benefits of legitimization and relationship-building, some partners remain reticent about the specifics of ad incentives, given the fluctuating CPM rates for Roblox ads. 📉 The platform's push for advertising is part of its effort to develop new revenue streams and regain investor confidence following Q2 2023 earnings that fell short of estimates. 💰💡 #RobloxAds
#PartnerProgramProgress #InGameAdvertising 🎮📊" 🤖💰 "Insight Partners' AI Investments: $4 Billion Over 5 Years 📊💡 Insight Partners, the New York-based investment firm, has invested around $4 billion in artificial intelligence companies over the past five years. 🏦💼 George Mathew, a partner at Insight, highlighted the transformative potential of AI and how generative
AI models like ChatGPT are raising the bar for software development. 🚀 Mathew emphasized the firm's focus on three AI investment layers: the modern data stack, MLOps (machine-learning operations), and generative AI applications. 📊 Insight's investments span across data orchestration, AI model performance, synthetic data creation, and more. They're looking for generative AI companies building domain-specific models on private datasets with excellent user experiences. 💼💡 Insight is
particularly interested in vertical opportunities in finance, healthcare, and reimagining software applications through generative AI, such as robotic process automation. 🏦🌐"
Generative AI has the potential to revolutionize various industries, but its use must be balanced with caution to avoid copyright infringement and the spread of misinformation. Matt Candy, the
Global Managing Partner of Generative AI at IBM Consulting, recognizes the need for a safe and competent approach to leveraging this technology. He highlights IBM's focus on helping clients adopt generative AI and emphasizes the importance of multi-model, multi-cloud, and open approaches. Candy notes that the technology can automate manual tasks, improve content production processes, and enhance creativity and idea generation. He believes that AI will accelerate workflow and drive transformation
while allowing humans to excel in creative thinking. While there are concerns about AI, Candy is excited about the opportunities it offers and believes that the tech industry should help enterprises adopt AI safely.
🌐 ZTX raises $13M in seed funding for its Web3 virtual world and creator hub, riding the wave of investor excitement within the #Web3 space. Leveraging the
legacy of Zepeto, with 400M users, it aims to challenge metaverse giants like Roblox and Minecraft. 🚀 Exciting partnerships with Gucci, Starbucks, and K-Pop sensations Blackpink give ZTX a stylish edge. Led by Jump Crypto, the funding lineup includes Collab+Currency, Parataxis, MZ Web3 Fund, and more. With a seasoned team blending Apple, Roblox, and web3 expertise, ZTX plans to fuel global adoption of web3 technology. 🎮💡 Their upcoming Playtest platform and unique NFT projects signal a
promising journey into the metaverse realm. #VirtualWorlds #MetaverseMagic #Web3Innovation 🌍🔮
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STOP LYING: NO ONE WANTS MADE-FOR-ADVERTISING SITES IN THEIR MEDIA BUYS Where every pixel holds a promise of profit, a sinister underworld thrives –
Made for Advertising (MFA) sites. These digital charlatans operate in the shadows, exploiting the vulnerabilities of the advertising industry for their illicit gain. There is no ambiguity, no room for doubt – MFA sites are unequivocally fraudulent enterprises that deceive marketers, steal their resources, and undermine the integrity of the entire ecosystem. It's a staggering revelation that a Digiday writer recently contended that the industry lacks a clear consensus on what exactly constitutes an MFA site. Such assertions are not only misguided but also dismissive of the unequivocal truth: Made for Advertising sites are nothing more than dens of deception, existing solely to perpetrate fraud. They are the wolves in sheep's clothing of the digital realm. Let's stop lying here: they are fraud, and need no definition besides that. READ MORE
DOUBLEVERIFY: REIGNING SUPREME IN THE BATTLE FOR ATTENTION METRICS Let’s make this clear: traditional identifiers are fading away and consumers are
scattered across various channels. Attention metrics have emerged as the new gold standard. Enter DoubleVerify, a trailblazing force that is redefining the way advertisers measure and optimize their campaigns through attention metrics.Made for Advertising Sites have shown “viewabiltiy” can be easily scammed, and easily fooled. Advertisers and marketers are now shifting their focus towards a more sophisticated and insightful
measurement: attention metrics. These metrics, often referred to as the “next-gen KPIs,” provide a deeper understanding of consumer engagement and interaction with advertisements, transcending the limitations of mere viewability. READ MORE
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STREAMING ADVERTISING: EMBRACING CHANGE AND CONQUERING THE NEXT 24 MONTHS We currently find ourselves sailing through turbulent waters, but also
witnessing the birth of new opportunities. Over the next two years, streaming advertising is set to become a major force, transforming the way brands interact with consumers and ushering in a digital renaissance. So, hoist the sails, grab the helm, and let us set our course on this digital odyssey.
The old world of advertising with its trusty compass, the Gross Rating Point (GRP) currency, provided a sense of direction to advertisers for decades. But as the digital storm rages on, we must embrace a new currency, the impression-based metrics. This sleek, modern approach allows for precise targeting, granting us the power to reach our desired audience with laser-like accuracy, like daring buccaneers navigating
through treacherous waters. READ MORE NOW
TECH BEHEMOTH GOOGLE FACES BILLIONS OF DOLLARS LAWSUIT OVER DECEPTIVE AD PRACTICES In a shocking revelation, Google, the tech giant known
for its search engine dominance and online advertising prowess, is facing a monumental class-action lawsuit alleging that it has defrauded advertisers of billions of dollars through misleading practices surrounding its proprietary TrueView video advertisements. The 26-page lawsuit, filed on July 26, has sent shockwaves through the advertising industry and has raised serious questions about the credibility and ethics of Google’s advertising platform. READ ENTIRE STORY
YOGURT’S GOT A NEW GURU: CHOBANI SCOOPS UP MARKETING MAESTRO THOMAS RANESE We all know Chobani, the foodie trailblazer known for its heavenly Greek
yogurt and a fresh outlook on snacking! They’ve just unveiled their secret weapon as Chief Marketing Officer: Thomas Ranese, the marketing maestro who’s conquered the branding world at Uber and Google. Chobani’s CEO, Hamdi Ulukaya, gushed about their quest to serve up “better” everything – from ingredients to quality, nutrition to business practices. And guess what? They’ve found their brand wizard in Thomas. His superpower?
Making a difference for humanity through good food. Talk about a match made in yogurt heaven! READ MORE NOW
SCHILLER’S SHOWTIME: A MEDIA MAVERICK’S INSIGHTS UNVEILED As we sat down with the media maverick himself, it quickly became evident that Schiller’s sharp wit and encyclopedic knowledge of
the industry were a match made in heaven. We had wanted this interview for a while. Why? He can effortlessly traverse the complexities of digital media, technology, data, and monetization while vividly portraying the future of advertising and media consumption. I only wish I had asked more and better questions. In our first tête-à-tête, we explored Schiller’s insights into the evolution of technology and its impact on the media
industry. “Technological innovation is the catalyst for change,” Schiller remarked with a knowing smile. “In the entertainment and media business, we’ve witnessed how technology has consistently unlocked new consumer behaviors since the dawn of media. The problem, however, is that our industry often moves at the speed of a snail on vacation. We saw it with the advent of streaming, from the Napster days to YouTube. Ever tried
doing something different, and people around you are like, ‘Wow, why are you doing that? Can you say ‘streaming video’?” READ MORE OF THIS INTERVIEW
THE FUTURE OF IN-GAME ADVERTISING: A TRANSFORMATIVE SPACE FOR BRANDS As the gaming industry continues to evolve,the next years promise to be a pivotal
marked by significant shifts in gaming culture, technology, and advertising strategies. Gaming has become a multifaceted medium that transcends traditional entertainment boundaries, attracting diverse audiences and opportunities for brands to engage with consumers on a deeper level. In this comprehensive article, we explore the future of in-game advertising through the insights and perspectives of industry experts. From hybrid
monetization models to co-creation with gamers, the rise of AR gaming to the potential of streaming platforms, brands are discovering innovative ways to immerse themselves in the gaming universe. READ THIS ARTICLE
HOW REPETITIVE ADVERTISING IS RUINING THE CTV SPACE Where content is abundant and viewers have endless choices at their fingertips, a new menace has emerged that threatens to tarnish the
reputation of brands and the streaming platforms themselves: repetitive advertising. A recent ad effectiveness test conducted by Magna Media Trials and Nexxen, an ad-tech platform, shed light on just how damaging these repetitive ads can be to both the viewers and the advertisers. READ MORE
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FUTURE OF AI IN ADTECH: OPPORTUNITIES AND SPECULATIONS AI has become a transformative force in various industries, and Adtech is no exception. With the potential to revolutionize advertising,
AI holds the promise of enhancing targeting, personalization, and efficiency. In this comprehensive article, we delve into the various aspects of AI and its implications for Adtech, exploring its different types, current applications, and the exciting prospects it holds for the future. READ MORE NOW
THE RIGHT WAY TO MEASURE MEDIA “Half the money I spend on advertising is wasted; the trouble is I don’t
know which half.” The quote, from retail magnate and marketing pioneer John Wanamaker, is over 100 years old. Despite digital media’s promise of accountability, many retailers still struggle with this attribution conundrum. We’ve written this paper because we’ve witnessed first-hand the misleading results of ham-fisted and sometimes lazy models. At Undertone, we offer unique High Impact
digital circulars, recipe ads, and more, all personalized through a slew of AI- driven selected variables that drive sales lifts leading to 15x to 19x ROAS. These state-of-the-art products can stymie old and tired media models. This is because, in some retailer attribution models, high-impact display is treated with the same modeling considerations as boring, small, and entirely missable standard display ads. READ MORE OF THIS WONDERFUL ARTICLE |
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