Embracing First-Party Data: Navigating the Post-Cookie Landscape
In the turbulent tides of 2022, when the world's gaze was locked on the existential threat of climate change, a new contender stepped onto the stage of environmental responsibility: the advertising industry.
Brian O’Kelley, that super-trailblazer in ad-tech, ignited the spark by co-founding Scope3, a company aimed at wrestling the carbon emissions of digital advertising into submission. But as the curtain falls on another year, the grand implementation of media decarbonization remains a lofty ideal rather than a concrete reality. Is this drive for sustainability a
true crusade, or merely a fleeting fad? Let’s not mince words here. The advertising world, like an attention-hungry celebrity, loves to hog the spotlight. In January 2022, Brian O’Kelley's Scope3 burst onto the scene, promising to cleanse the murky emissions of the digital ad realm. GroupM, the colossal media buyer, jumped on board with a global framework to assess carbon footprints in the media supply chain. A d Net Zero, the knight in this narrative, promised global standards for media decarbonization after unveiling their ambitions at the Cannes Lions International Festival of Creativity. A year later, the skeptics aren't entirely surprised. According to almost anyone I've chatted up, progress is about as slippery as a wet eel. Yes, there's more chatter about digital advertising's role in climate change, and a few pioneers are inching forward, but what's it worth if the rest of the parade is playing catch-up? And don't
get me started on the mess of measuring these emissions - it's like trying to count raindrops in a storm. You might wonder why this is even a thing? After all, shouldn’t we be pointing our climate-change fingers at bigger culprits like fossil fuels? Well, here's a plot twist for you: digital advertising churns out a mind-boggling amount of emissions. Programmatic advertising, the fancy term for the automated buying and selling of online ads, is the sneaky villain here. Imagine thousands of little digital bidding wars happening every second, each one burning up precious computing power like a frenzied auctioneer. Did you know that your average online ad campaign can spew out about 5.4 tons of CO2? That's like half the annual impact of an entire British citizen. Mind-boggling, right? Each digital ad impression can generate a shocking 1.09 grams of CO2 before offsetting, according to the science nerds who crunched the numbers. Ryan Gordon, a sustainability guru, puts it
bluntly: "Trillions of digital impressions equal a lot of CO2." And here's the kicker: only one bidder wins, while the rest waste their energy. But hold your applause. The industry seems to be taking this whole matter with the urgency of a snail race. Danielle Azoulay, sustainability virtuoso, drops a truth bomb: "Media buyers don't quite get how they're contributing to sustainability." It's
like telling a toddler to eat their broccoli – they know it's good for them, but they'd rather play with the shiny toy. Now, don't get me wrong. The media's carbon guilt is tiny compared to the oil giants and their smoky dance. But that doesn't give the ad industry a free pass. The internet's contribution to global greenhouse emissions, about 3.7%, is on par with the airline industry's
pollution party. Programmatic advertising alone spews out a staggering 215,000 metric tons of CO2 per month across major economies – that's like chugging 24 million gallons of gas. Say it with me: not small fries. So, what's the ad world doing to clean up its act? Well, some are taking baby steps. iRobot, the household name, is partnering up to tackle emissions with Scope3 and Sharethrough.
They're trying to target low-emission inventory and offset their carbon mess. But here's the catch – this carbon-cutting venture isn't exactly a sprint. Sure, there's a finish line somewhere in the distance, but nobody's entirely sure when they'll get there. But let's take a moment to recognize the champions. SeenThis, the superheroes of streaming and data transfer, are joining forces with
GroupM to measure and curb carbon emissions in digital advertising. It's like Batman and Robin fighting the CO2 Joker. They're tossing their hat into the ring, using their tech-savvy prowess to turn the tables on carbon emissions while keeping the ads snappy. In the tumultuous seas of media decarbonization, the voyage is treacherous. Standards are a mess, and everyone's too busy guarding
their turf to take a leap of faith together. But remember, every empire starts with the first brick. The industry might be squabbling over timelines and strategies, but in the midst of it all, a spark of change is igniting. So, is this decarbonization frenzy a fleeting trend? A glitzy facade to distract us from the true culprits? Or is it the dawn of a new era? Well, my dear friends of industry, only time will tell. But one thing's certain – with carbon emissions, there's no room for smoke and mirrors. It's time for the ad industry to step up, or risk getting lost in the ever-thickening haze of its own making. |
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
📱💰 TikTok is tapping into its status as a Gen Z search hotspot by introducing Search Ads Toggle 🎯📊. This feature within TikTok Ads Manager allows brands to sneak their ads into the search results of users hungrily seeking info on products or brands 🔍🛍️. Rolling out in the
U.S. and testing in other corners of the globe, this tool lets advertisers dive into the minds of high-intent users, whipping up engagement and cash flow 🚀💸. By repurposing In-Feed Ad content, these ads strut their stuff alongside organic results, strategically labeled as sponsored content 🕵️♀️🏷️. Worried about brand safety? Fear not, for advertisers can sprinkle in "negative keywords" to dodge awkward pairings 🙅♂️🤝. With TikTok already hailed as a Gen Z brand discovery hub, this feature
could ruffle Google's feathers as it competes for search ad supremacy 🕊️🔍. Results from tests look promising, with Clinique and DIBS Beauty flaunting impressive lifts in all the ad-metrics that matter 📈🚀.
🐦📊 When Linda Yaccarino stepped up as X's CEO, the hopes were high, but it seems the ad magic hasn't quite caught fire yet. 🚀💥 According to MediaRadar's analysis, despite her stellar rep from NBCUniversal, a
chunk of advertisers took a rain check in June, post her May debut. 😕 Big spenders like AT&T, Coca-Cola, and GM put their wallets on lockdown, causing ad revenue to hit the brakes by about 50%, as Elon Musk himself admitted. 😬📉 The X rebranding hasn't exactly been a game-changer, and Musk's grand super-app vision has left some scratching their heads. The name change apparently hasn't done wonders for X's brand image, and dropping "tweeting" made it less friendly for advertisers seeking
familiarity. 💬👀 Seems like Yaccarino's got her work cut out for her, trying to tame the wild west of X. 🤠🌵
🚀🤖 Automated Creative introduces a game-changing interface featuring ChatGPT! This creative effectiveness platform is revolutionizing brand strategies by seamlessly integrating AI-powered ChatGPT into its updated grid-style interface 🎨💬. With a single click, brands can ideate, test, and optimize a plethora of unique ads at
lightning speed, all in one convenient space. Gone are the days of creative bottlenecks – now, teams can unblock their creative flow and experiment with strategies effortlessly 🧠🛠️. ChatGPT empowers users to brainstorm diverse copy variants, tones, and messaging ideas, amplifying audience engagement and response rates 📊📈. This innovation propels Automated Creative to the forefront of the industry, enabling brands to extract actionable insights, optimize on-the-fly, and make informed
decisions faster than ever before ⚡📣.
📊💸 Infillion swoops in to acquire MediaMath amidst Chapter 11 proceedings, sparking an ad tech saga 🕊️💥. AperiamVentures, led by former MediaMath CEO Joe Zawadzki, guides the winning $22 million cash bid, reigniting a potential collaboration with the company Zawadzki founded in 2007 🚀👥. As the ad tech world watches, MediaMath's rebuilding journey gains momentum with input from
AperiamVentures, hinting at fruitful future alliances between their portfolio of start-ups and MediaMath 💼🤝. "Project Phoenix," Zawadzki's consortium of ad tech investors, sets out to reclaim MediaMath but eventually bows out, leaving Infillion to shine. With MediaMath's second chapter underway, industry insiders weigh in on its prospects for resurgence and the vital task of re-establishing trust 💪🔗.
🔍💰 The world's major media agencies are turning their attention to identifying and filtering out made-for-advertising (MFA) sites from their programmatic buys, following a study by the Association of National Advertisers that revealed advertisers were wasting around $13 billion on low-quality MFA sites. GroupM, for instance, has integrated signals into its programmatic media buys to
identify and exclude MFAs, adding this to their existing brand safety and content quality filters. GroupM's Senior Director of Global Investment, Programmatic, Rory Latham, explains the partnership with Jounce Media, which scrapes data signals to detect patterns of low-quality traffic indicative of MFA domains. Notably, this move aligns with GroupM's goal of reducing carbon impact, as MFA sites contribute significantly to carbon footprints 🌍🚫. This initiative, addressing a major industry
concern, marks an important step forward in programmatic filtering efforts 🌟🛡️. |
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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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