Navigating the Ethical Maze:
Behaviorally Targeted Ads Clash with YouTube's Kids' Content
Where algorithms dictate the destiny of brands and campaigns, a series of revelations has shaken the foundation of trust in the promises made by tech giants: Nestled within the sprawling realm of YouTube, this story unravels
the enigma surrounding behaviorally targeted advertisements that appear to have surreptitiously infiltrated channels specifically earmarked as "made for kids." At the heart of this narrative lies the labyrinthine world of audience targeting – a realm where advertisers wield the power of precise customization. YouTube's arsenal offers an array of tactics, from contextual to audience
targeting, allowing advertisers to tailor campaigns with the precision of a master craftsman. Audience targeting delves into the psychology of viewers, dissecting their interests, demographics, and even digital behaviors across Google's vast landscape. It's an intricate dance of data that holds tremendous potential, but is fraught with ethical complexities. A pivotal turn of events occurred
against the backdrop of a pronouncement by YouTube's CEO in 2019, a proclamation that resonated with the need to safeguard the interests of young audiences. The CEO's decree included the cessation of personalized ads on content explicitly designed for children, coupled with a classification of data collected from viewers of such content as child data, irrespective of the viewer's actual age. Yet, the story doesn't end there. Enter the media buyers, tasked with navigating the convoluted path of digital advertising. Armed with an unquenchable thirst for understanding, these buyers embarked on an expedition, setting up ad campaigns with meticulous precision to leverage behavioral targeting – not just targeting any audience, but crafting an intricately woven tapestry of interests, intentions, and demographics. Their campaigns aimed to engage users that fit into
distinct categories, unveiling a realm where the intersection of data and intent led to both enlightenment and ambiguity. Curiously, these campaign architects adopted a proactive stance, configuring their campaigns to exclude content deemed suitable for families, YouTube's expansive video partner network, and even users that Google had identified as parents. A seemingly cautious approach, a
commitment to aligning with YouTube's stringent guidelines for content catering to young audiences. However, the plot thickens as the narrative reaches its zenith – the analysis of campaign reports. The first media buyer's campaign unfolded like a cryptic riddle, revealing that every ad impression served with meticulous behavioral targeting had found its way to channels explicitly marked as
"made for kids." Astonishingly, the second, third, and fourth media buyers mirrored this outcome – their campaigns danced in harmonious symphony with the same perplexing pattern, a seemingly inexplicable union of behaviorally tailored ads and content catering to children. These discoveries cast a shadow over the assurances laid down by YouTube's CEO. The data presented a stark contrast
between the promise of no personalized ads on kids' content and the undeniable reality encapsulated within these campaigns. Detractors might argue that these ads could potentially be viewed by parents watching alongside their children – the concept of "co-viewing." A plausible explanation, but a deep dive into demographic data yielded a different narrative. The proportion of viewers
classified as parents across these campaigns hovered between zero and a mere 2%. This glaring discrepancy raised doubts about the credibility of the co-viewing theory. From the wings, industry insiders leapt onto the stage of this unfolding drama. Advertising veterans and experts voiced their concerns, with some suggesting that the evidence presented by these campaigns punctured the veneer
of transparency and authenticity enveloping YouTube's assertions. Skepticism was cast upon the definition of behaviorally targeted ads and their compatibility with content explicitly designed for children. As the curtains begin to close on this chapter, a cloud of uncertainty lingers over the digital advertising universe. The debate around behaviorally targeted ads and their unexpected
presence on content tailored for children has opened Pandora's box of inquiries. Within the ever-shifting sands of data-driven marketing, the future holds the key to unraveling whether these incidents are mere outliers, anomalies in a meticulously engineered system, or if they signify a broader upheaval, one that could potentially redefine the landscape of digital advertising as we
know it. |
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
TikTok couldn't have picked a better moment to unveil their latest tricks, just in time for the impending Q4 rush! 🎉 Say hello to the Search Ads Toggle – a nifty new feature that lets your ads shine bright within search results, nestled beside organic content. 📈🔍 This gem
activates automatically when crafting an in-feed ad, harnessing insights from your existing content and targeting settings. When users type in their queries, your ad swoops in with the perfect fit, guided by user intent and lessons learned from your in-feed creations. 🚀 Not to mention, you can switch up Search campaigns on the fly, no need to restart the learning process. ✈️ If this isn't your style, just toggle it off. 🚫 Need more excitement? For all the Shopify wizards out there, TikTok's
gifting you the TikTok Events API. 👩💻👨💻 This nifty tool lets you forge a server-side link between Shopify and TikTok, sharing accurate data and supercharging your campaigns. In a world where privacy rules the land, this addition is truly a game-changer. 🌍 And as we chat about transformations, the ongoing evolution of regulations also steps into the spotlight... 🕵️♂️📜
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Big news in the affiliate marketing world! Earlier this month, Webgains proudly announced its groundbreaking achievement as the first affiliate network to obtain B Corp status. 🌍🌱 A remarkable milestone that not only marks a win for Webgains but also holds promising prospects for the entire industry's reputation. 🏆 After navigating a rigorous application journey, the company's unwavering commitment to social and environmental causes proved instrumental in clinching this prestigious
certification. Yet, as Ami Spencer, the Chief Operations Officer at Webgains, wisely points out, the true journey is just commencing. 🚀 The path to living up to B Corp standards has only just begun! 💪🚴♂️
📰🚫 The New York Times isn't holding back in its battle against AI content scraping. After tweaking its terms of service to clamp down on scraping for AI training, it's
taken things a step further by blocking OpenAI's web crawler, GPTBot. 😱😡 The rift has grown so intense that the Times is even mulling over the possibility of a lawsuit against OpenAI, following intense negotiations over licensing agreements. 💼⚖️ The two sides are grappling over payments for OpenAI's right to incorporate Times content into its AI tools. The Times' updated terms clearly put their foot down, prohibiting any tool or process aimed at data mining or scraping their content.
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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!
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📺 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. 📰🔐🤖
🛒💰 Retail
media, the fast-growing marketing channel, is facing a reckoning with the stakes higher than ever. As the $100 billion-plus industry grapples with fragmentation and issues like accurate measurement, calls for standardization have emerged. However, achieving true industry-wide standardization is no easy feat and might not gain support from the major players shaping retail media practices. While players like Albertsons are pushing for unity, skepticism exists, with some viewing their
efforts as a strategic positioning move. The industry's juggernaut growth faces headwinds due to sentiment changes, but even if standardization is achieved, the landscape's sustainability remains a question, especially in the looming presence of Amazon. 📊🤝📈
🍕📊 "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 🍕📈"
🎮📊 Teens are picking YouTube over other platforms like Twitch for gaming content, according to a report by Precise TV and Giraffe
Insights 📈🎥. The report, which surveyed 1,000 U.S. families with teens aged 13 to 17, revealed that YouTube ranks as their favorite social platform, with TikTok and Facebook following. The study also found that gaming content on YouTube effectively drives reach, ad recall, and purchases 📚🕹️. While YouTube has been attracting a younger audience, its core demographic has aged on Facebook, with the challenge of standardization emerging for retail media networks as fragmentation and
measurement issues persist. In a landscape dominated by YouTube and Twitch, advertisers are exploring data clean rooms and targeting options to engage with teen gamers 🤖🎯.
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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. READ THIS EXPOSE!
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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