HUGE SHAME: 
Israeli Ad Tech Company IntangoMedia 
Doubles Down on Made-For-Advertising

In the convoluted world of online advertising, where ethics often take a backseat to profits, Israeli ad tech giant IntangoMedia has sent shockwaves through the industry with its audacious acquisition of Reignn, a content management system boasting ownership of no less than ten publications. While the $10 million deal may appear to be another innocuous business maneuver, insiders are raising red flags, declaring Reignn to be nothing short of a Made-for-Advertising (MFA) scam that egregiously manipulates the system in defiance of ethical norms and network regulations.

CEO Uri Lichter, in an exclusive disclosure to Axios, unveiled the controversial acquisition, sending shockwaves through the industry and leaving many experts deeply skeptical of IntangoMedia's motives. Notably, A.J. Carrillo, the custodian of the master MFA list, pulled no punches as he weighed in on the matter, declaring, "These MFA companies extract billions annually from legitimate domestic U.S. publishers ranging from local papers to larger national pubs using their software to game programmatic auctions. REIGNN is a usual suspect on my master MFA list."

Jud Spencer, a prominent voice from the influential mega-network The Trade Desk, echoed Carrillo's concerns. "This is a pretty clear description of all MFA," he opined, exposing the sinister underbelly of the MFA industry. Spencer highlighted a disconcerting reality: as advertising budgets remain mostly fixed, the rampant prevalence of MFA enterprises diverts a substantial chunk of resources away from journalism, leading to layoffs and a continuous erosion of the industry's integrity.

Even the enigmatic Adtech God, shrouded in anonymity yet renowned for insights, validated the mounting skepticism, cautioning, "Don’t worry Jud. Everyone’s celebrating that people are now removing MFAs from their allow lists… 5 min later… But we didn’t have a clear definition of MFAs so those 23,698 sites seemed ok to add to the allow list."

But why has the spotlight suddenly shifted towards these alleged "clear scams"? For Joe Zappa, founder of Sharp Pen Media, the MFA discourse's resurgence is emblematic of a larger trend in the industry. He articulated, "The MFA discourse happening in adtech is a great marketing case study. Companies in our industry are spending millions per year to make their pet issue the dominant topic of discussion." Zappa delved into the psychology driving the anti-MFA movement, as the crusade resonates on a profound level, reflecting not just wasted ad spend, but the pilfering of funds from legitimate publishers who are in dire need of support.

In a candid exchange, I questioned Zappa about the apparent lag in addressing the MFA menace despite its longstanding presence. His response was unequivocal, "I think industry influencers, e.g. trade press, had become so accustomed to fraud and the like that the topic wasn't sexy. To Paul's point, maybe because of the economic environment, it's become sexy again, and now the snowball is rolling downhill."

Dave Morgan of Simulmedia added a layer of complexity, pointing out that trade media's reliance on MFA enablers for sponsorship support complicates efforts to call out their wrongdoing. The very ecosystem meant to disseminate the truth often finds itself entangled in a web of allegiances.

Enter Reignn, the centerpiece of this storm. On the surface, they present themselves as content-rich sites, a treasure trove for visitors seeking valuable information. However, industry insiders paint a damning portrait of a company adept at exploiting the system's weaknesses. They assert that Reignn's publications are essentially dynamically generated pages, manipulated through keyword optimization to display high-ticket ads. What ensues, according to whistleblowers who accuse the company of orchestrating scams, is a sleight of hand. Reignn, these insiders assert, purchases hefty volumes of inexpensive traffic, funneling them to pages devoid of organic traffic. Their ultimate goal? Coaxing users into clicking on ads that, unbeknownst to advertisers, are often charged at a premium rate, generating sizable profits.

The deception at play here is stark and unambiguous. This study unearths a shocking statistic: advertisers are squandering a staggering 21% of their programmatic display ad budgets on these spammy, MFA websites. Known for their clickbait headlines, subpar content, intrusive ads, and infuriating user experience, MFA sites rake in billions in ad clicks annually, duping advertisers into pouring money into underperforming, and sometimes outright fraudulent, ventures. All the while, these ill-gotten gains are facilitated by some of the most prominent programmatic exchanges globally.

For the uninitiated, understanding what MFA sites entail is crucial. These are platforms crafted with a singular objective: ad arbitrage. Publishers exploit the gap between revenue generated from users clicking on ads and the cost of acquiring these users. The modus operandi is distressingly clear—employ sensational headlines, bait users with clickbait content, and inundate pages with a deluge of ads. The core aim? To maximize ad impressions and clicks, often through manipulative pagination navigation that coerces users to click through multiple pages, inadvertently stumbling upon ads.

To add a layer of duplicity, MFA sites have managed to infiltrate even reputable ad networks like Outbrain and Yahoo Native, cloaking their nefarious activities under the guise of "native ads." This audacious exploitation, however, stands in stark defiance of Google's ad placement policies, which explicitly prohibit pages drowning in ads and those encouraging accidental clicks. MFA publishers, though, cunningly sidestep Google's Adsense, resorting to unsavory ad networks like Taboola and Outbrain or others that route ad inventory through low-quality sellers.

These publishers sometimes resort to an audacious trick: they limit excessive ads only for users arriving from advertising channels, duping Google's scrutiny while still earning the ad revenue. Consequently, MFA sites offer a treasure trove of inventory, often amounting to billions of impressions, with CPM rates 30-40% lower than legitimate sites, making it an uphill battle to dissuade marketers from indulging in this reckless spree.

The story of IntangoMedia's acquisition of Reignn serves as a stark reminder of the deep-rooted challenges within the ad tech industry, where the pursuit of profit sometimes trumps ethical considerations. As the industry grapples with these unscrupulous practices, the echo of the MFA menace reverberates louder than ever, demanding a reckoning that extends far beyond the business boardroom.

Pesach Lattin
Editor-in-Chief, ADOTAT

Please connect to my new linkedin profile just for this publication

All the news

 you need today, 

in a format 

that isn't TL:DR

summarized 

for the 

busy executive.

Revving up for a streaming showdown, NASCAR is hitting the Netflix track to attract fresh, younger fans to the racing scene. Inspired by the "Drive To Survive" Formula 1 docuseries, NASCAR aims to tap into the Netflix magic that reels in 18 to 34-year-old viewers by partnering with production powerhouse Words + Pictures for a captivating show chronicling the 2023 Cup Series Playoffs, with racing legend Dale Earnhardt Jr. adding his touch as an executive producer. Following suit, the University of Colorado is throwing its hat into the streaming ring, offering up its football season to Amazon's lens for a series on Deion Sanders' inaugural coaching journey. With streaming becoming a turbocharged route to viewer engagement, these sports are racing to capture the attention of the digital generation. 🏎️📺🏈

In the world of email marketing, the CAN-SPAM Act has been around since 2004, but bad actors have often treated it as a playbook for their tricks. The law prohibits false header information, spamming people who don't want emails, and bans the use of botnets for sending malicious emails. However, cybercriminals have found ways around these rules, using tactics like falsifying header information with generative AI and employing fraudulent means to avoid providing opt-out options. Legitimate companies must remember to comply with the law, and a recent settlement by Experian with the Federal Trade Commission highlights the tricky nature of determining whether an email's "primary purpose" is commercial. Reputable companies often use double opt-ins to send commercial emails, but potential updates or new laws could impact email marketing practices. 📧🚫🔒

Amazon.com is back in the shipping game after pausing during the pandemic, and it's geared up to challenge the likes of FedEx and UPS. Amazon Shipping revs its engines, offering sellers the opportunity to ship both Amazon and non-Amazon orders. While previously limited to sellers who use Amazon's storage and delivery service, Fulfillment by Amazon, this new shipping arm lets sellers use Amazon's delivery services without storing goods in its warehouses. The catch? It's exclusively for domestic shipments and comes with a brand-new fee for sellers who don't opt for Amazon's logistics services. This bold move propels Amazon further into the logistics arena, giving UPS and FedEx some serious competition. As the holiday shopping season approaches, sellers must now weigh the convenience, speed, and costs of different fulfillment options, making the decision an intricate dance of trade-offs. 🚚📦💨

Changing your name is like donning camouflage: you become a challenge to spot. But unlike camo, that's not a clever move in the App Store. Just ask Twitter: X, whose rebranding plummeted its download stats from top 10 glory to a dismal 66th place. Even worse, a search for Twitter brings up a host of X's rivals. Oops. Meanwhile, X is calling in its Client Council to woo back ad partners spooked by Elon Musk's takeover. First meeting's in September—let the charm offensive commence. Speaking of charm, TikTok's dishing holiday tips in its snazzy new advertising guide, helping businesses nail their clips and ad formats for the festive frenzy. And then there's BeReal, waving goodbye to its Discovery feed and welcoming a "Friends of Friends" feature, aiming to halt the tumble in daily usage. Hold onto your digital hats! 📱🎩

Horizon's Night Market is on the move! 🌃🛍️ After three years of rocking the pure-play ecommerce scene, they're leveling up by bringing in the big guns. 💼🔝 Kyle Csik, the newly appointed Chief Data & Technology Officer (CD&TO), is a force to be reckoned with, coming in hot from S4 Capital, where he spearheaded growth. 🔥📈 Guang Yang, VP of Data Science, brings his data wizardry from Wonder, a restaurant delivery service, while Geoff Gross, VP of Data Strategist, hops aboard after leaving his CTO and managing director role at LeapAnalysis. 🤯💻 And let's not forget Stephen Kurian, the VP of Engineering, who's fresh from advising a stealth mode startup. 🚀👨‍💻 With these all-star additions, Night Market is primed to skyrocket in the ecommerce galaxy! 🌌🛒

📺 Remember the buzz last year about streaming "beating out" cable and broadcast? 📡📺 Turns out, streaming was winning individually, but not when combined! Now, a year later, the headlines are at it again, claiming streaming's victory as cable and broadcast slip below 50%. 📉 But wait! There's a twist. Nielsen's "The Gauge" has four categories, not three. 📊 So, while Broadcast and Cable have slid to 49.6%, Streaming is still at 38.7%. What's left? 🤔 A hefty 11.6% dubbed "Other." And what's inside this enigmatic category? Keep reading to find out! 💡 According to Nielsen, "Other" includes everything outside Broadcast, Cable, and Streaming, like unmeasured sources, video on demand, audio streaming, gaming, and more. 🎮🎶📥 While Nielsen aims to measure all things "on the glass," defining all TV usage, even when the TV is used for non-TV activities, might not be the perfect approach. 📺🎮 The result? Headlines, like the one from the Wall Street Journal, stating "Americans spent less time watching traditional TV than they did streaming services and other platforms, according to Nielsen data," might miss the mark. 📰🤷‍♀️

🚀 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 🚫🔥"

You're looking for an edge in your online marketing.
Interest: ADOTAT.com is the answer.

Our library of resources has been compiled by some of the world's top internet marketing experts, and it's constantly updated with new information, case studies, and strategies.

We want to help you succeed online - that's why we offer this information for free. It's our way of giving back to the community and helping people achieve their business goals.

 Sign up now and gain access to our entire library of resources!

Want to advertise? Contact pesach@lattin.us

The most POWERFUL 

name in 

TCPA
Privacy

CIPA

AI 

class action defense 

and 

counseling

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 NOW

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 NOW

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

NETFLIX’S ADVERTISING ODYSSEY: FROM PASSWORD PIRATES TO ADVERTISEMENTS AND ARRRPU!

Attention all binge-watchers and streaming enthusiasts! Gather 'round as we take a hilarious peek into the wacky world of Netflix's Q2 earnings report for 2023. Get ready to witness the epic showdown between subscribers and password-sharing rebels, with Netflix flexing its muscles like an entertainment superhero! 🍿🎬
READ MORE

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