Musk OK's Jewish
Hatred on X-Twitter
Welcome to the wild and ever-wacky world of programmatic advertising, where the rules change as often as the weather in the British Isles. This month, we've got a front-row seat to what could be the industry's next seismic shift: The Trade Desk is shaking things up by refusing to let
publisher- or SSP-dictated floor prices dictate their bids anymore. Yes, you read that correctly. The Trade Desk is going rogue, sending bids on behalf of clients even when those bids are wading knee-deep in the price range that publishers and SSPs would rather keep their well-heeled
shoes far away from. Now, before you imagine The Trade Desk as a corporate supervillain, complete with a cape and a diabolical laugh, let's hear their side of the story. According to the Trade Desk's Vice President of Inventory Development, Will Doherty, this move is as harmless as a kitten in a
cardboard box. Doherty insists that they're not changing how they set their bids; they're just going to flood the market with more bids. Think of it as unleashing a stampede of bids to let publishers and SSPs know that there's a hidden treasure trove of demand out there for inventory they've been undervaluing. So, what's the big deal, right? Well, here's where it gets spicy. Some industry
experts are convinced that this seemingly innocuous move could put immense pressure on publishers and SSPs to do the unthinkable: lower their CPM (Cost Per Mille) ceilings to accommodate these lower bids. In other words, it's like telling your favorite restaurant that you'd love to pay half the price for their signature dish, and if they don't agree, you'll just go eat elsewhere. The jury's
still out on how publishers will fare in this high-stakes poker game, whether they'll emerge as the winners, losers, or just end up breaking even. But what's clear is that this move by The Trade Desk is creating ripples in the otherwise serene programmatic pond. Now, let's take a moment to address a sore point that's plagued the programmatic landscape for years: transparency. Publishers have
long grumbled about missing out on bids because their floor prices were too high for some advertisers' tastes. Imagine going through life blissfully unaware of all the secret admirers you never knew you had. It's like receiving love letters you never read. Doherty hits the nail on the head when he says, "If there's any demand below that line, you'll just never see it. You'll never know it exists." The Trade Desk's move, however, brings a glimmer of hope to the transparency conundrum. By sending bids that dive below set floor prices, publishers finally get to see what some advertisers think their inventory is worth, even if it's less than they expected. It's like receiving a brutally honest critique of your cooking from Gordon Ramsay – painful, but ultimately enlightening. Doherty adds, "We're not changing our bids … [but] going forward, [publishers] at least have
the data to understand all the bids we never would have sent you anyway." Of course, it's not all rainbows and unicorns. Sharing this newfound treasure trove of data from The Trade Desk is, to some extent, the responsibility of SSPs. It's something Justin Wohl, CRO of Salon, TV Tropes, and Snopes, believes publishers should advocate for more within the programmatic supply chain. After all,
knowledge is power, and in the world of programmatic advertising, data is king. Now, let's talk about the elephant in the room, or in this case, the Trade Desk in the room. David Spiegel, ever the contrarian, has an intriguing theory. He thinks The Trade Desk is sitting pretty, holding a golden ticket to potentially bankrupt most SSPs. How, you ask? Well, it's a three-step plan: reduce or eliminate publisher fees, launch a platform for publishers to sign up, and develop templates that advertisers can use. Essentially, it's like The Trade Desk saying, "Hey, SSPs, thanks for playing, but we'll take it from here." Sure, it sounds like a daunting task, but it's not exactly
rocket science. The Trade Desk seems to be sending a clear message: "We're here to disrupt, not be disrupted." While some SSPs, like Magnite, are fighting back by building their own DSPs, Spiegel argues that it's like bringing a knife to a laser gunfight. Building a robust, competitive DSP is a complex and expensive endeavor, one that might not stack up against the colossal DSP giants. Media
buyers, the ultimate decision-makers in this opera of dollars and data, now face a choice. Do they stick with five smaller SSPs, each equipped with their less advanced DSPs and serving their limited supply? Or do they opt for one or two massive, technologically sophisticated DSPs with access to a treasure trove of supply? The answer, it seems, is written on the wall. As we peer into the crystal ball of programmatic advertising, one thing's for sure: the game is afoot, and the future is uncertain. Will The Trade Desk's bold gambit lead to a more transparent, efficient ecosystem, or will it unleash unforeseen consequences upon us? Only time will tell, my friends, but one thing's for sure – the programmatic landscape is far from stagnant, and change, as always, is the only constant. |
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
Major ad organizations and business groups are rallying against the Delete Act (SB 362) in California, which would make it easier for residents to remove their data from state-registered data brokers. 😡 They argue that the bill would negatively impact Californians by hindering
anti-fraud initiatives, loyalty programs, and public interest research, as well as limiting small companies' ability to reach new customers. 😱 Privacy advocates support the bill, saying data brokers collect sensitive information that could lead to harassment and discrimination. However, opponents, including the Consumer Data Industry Association, insist that it's being rushed without proper debate and could jeopardize fraud prevention efforts. 🤔 The bill's fate will be decided by the
Assembly by September 14, with the ad industry and business groups strongly opposing it. 🗳️📊
The agency-advertiser tango gets stickier as clients demand longer payment terms, sometimes stretching up to a whopping 120 days or more! 😬 The 4A's is now stepping in, advising agencies to put their foot
down against these extended terms, arguing that clients reap all the rewards while agencies bear undue costs and risks. 💼💰 In its report, "The Ripple Effect Of Extending Payment Terms," the 4A's firmly states that anything beyond a 30-day payment cycle clashes with the typical agency model, and lending clients money for media buys is a big no-no, likening agencies to banks for usually better-funded clients. 🏦 Not only do agencies lose out, but consumers also suffer due to inefficient
financial dealings. 🙅♂️💳 The 4A's finds allies in the World Federation Of Advertisers, the UK's IPA agency trade group, and ID Comms, all endorsing the 30-day norm. 🌐 Meanwhile, the ANA warns that extended terms can strain relationships, reduce flexibility, and inflate costs, urging clients to consider fair treatment. 🤝💸 Payment terms have stretched from a 30-day average in 2010 to around 60 days today, and the 4A's warns that if unchecked, clients might keep pushing until it all goes
belly up. 📅💥
Apple's iPhone users are not just outnumbered globally; they're spending a staggering seven times more on apps compared to their Android counterparts, even though Android users are four times more numerous. 📱💸 This phenomenon is partly attributed to iPhone's dominance in wealthier demographics, especially in the US. 🇺🇸 When you break it down, an iPhone
user rakes in a whopping $10.40 in monthly app revenue, while an Android user generates a modest $1.40, and this doesn't even factor in Apple's service subscriptions. 💰📈 Although US App Store downloads are slowing down, it's not causing significant turmoil, and certain app categories like sports streaming, education, productivity, and shopping are still on the upswing. 📈📚🏀 Plus, overall revenue is soaring, with the App Store's Mobile Revenue Index spiking by 36.4% since 2018, making it a
lucrative market. 💼📊 So, next time someone complains about high CPMs for iOS users, just whip out this study for some negotiation power! 💪📊
Google is back in the tracking game with "Enhanced Ad Privacy" for Chrome, allowing websites to target users based on their browsing history, though it can be manually turned off. This move, linked to Google's Topics API rollout
and third-party cookie phase-out, leaves us curious about its long-term impact on ad performance. 🍪🕵️♂️ In a different arena, Google is beefing up its Performance Max and Dynamic Search Ads with "URL Contains" targeting, granting users greater control over where they land while automation does the heavy lifting. 🎯💼 Meanwhile, YouTube is testing fewer, longer ad breaks for a more seamless viewing experience, resembling traditional TV, and plans to add a clear countdown timer for content
resumption, potentially risking disengagement. 📺⏳ So, while the cookie jar may be empty, tech giants are still cooking up ways to track and engage us. 🍪🤖
PepsiCo, the company behind iconic brands like Pepsi, Gatorade, and Frito-Lay, has made significant strides in boosting its global first-party data
records by a whopping 50% in the past 18 months. 📈 How did they achieve this? By enticing consumers with rewards in exchange for their email addresses through various means, such as QR codes on product packaging, in-store point-of-sale interactions, and TV commercials. This treasure trove of consented first-party data enables PepsiCo to deliver more personalized and relevant messages to its audience, ultimately driving revenue. 🥤💻📊 While specific numbers remain under wraps,
PepsiCo's data-driven approach is undoubtedly paying off. 🌟 GumGum is on fire 🔥 with over 2X industry growth, and they're gearing up for a cookie-less digital advertising world by bringing industry veteran Michelle Hulst on board as President. With 20 years of experience in advertising and data
management, Hulst's leadership will help GumGum navigate the evolving digital landscape. The company's Mindset Platform™, combining creative, context, and attention products, is gaining traction, delivering up to 400% ROAS for brands like Domino's. As GumGum shapes meaningful connections for advertisers worldwide, Hulst's expertise is set to take their innovative approach to the next level. 🌐💼📈 #DigitalAdvertising #Growth #IndustryLeadership
Virgin Atlantic has chosen Amperity, a leading enterprise customer data platform (CDP), to handle and optimize its customer data from various digital touchpoints and offline transactions. This partnership aims to create a more personalized ecosystem for Virgin Atlantic customers, improving their digital experiences throughout their journey with
the airline. Amperity's AI-powered platform will help create unified customer profiles, enhance customer acquisition and loyalty, and ensure a seamless end-to-end experience. Virgin Atlantic seeks to leverage Amperity's identity resolution, audience segmentation, and predictive analytics to deliver highly relevant content and communications to its customers. This move reflects the airline's commitment to enhancing customer interactions through data-driven personalization. ✈️📊🤝
Meta bids farewell to the Facebook News tab in the UK, France, and Germany, leaving publishers searching for alternative avenues to reach their audience, though regular news feed access remains intact. Meanwhile, on Twitch, the platform experiences a user exodus, shedding 450k active users in a year, possibly in
response to contentious monetization changes. As for Elon Musk's enigmatic X, it no longer relies on US ad dollars for its survival, with a shift in revenue sources and a private status shrouding the details. Twitter Blue users on iOS can now discreetly tuck away their Likes tab, a feature bound to ripple across other platforms soon. 📰👋🎮🚀 #MetaNewsTab #TwitchTroubles #XSurvival #TwitterBlueHideLikes In a concerted effort to bolster advertising and marketing spending on diverse media suppliers, the Association of National Advertisers (ANA) and the American Association of Advertising Agencies (4A's) have unveiled 11 new guidelines for their members. Among these, they encourage companies to evaluate their existing investments with diverse suppliers and to align such spending with
strategic communication objectives, avoiding undue fixation on benchmarks. Measuring market share among various ethnic segments is recommended to uncover growth potential, while exploring non-traditional media avenues like event sponsorships and experiential marketing is encouraged. Importantly, the guidelines stress the importance of year-round investment in diverse media rather than limiting it to specific events. They also advocate for direct dialogue between marketers and diverse suppliers
and underscore the significance of reflecting diversity within both internal and agency teams when targeting a diverse consumer base. This initiative aims to assist marketers in formulating substantial strategies that resonate with their diverse customer demographics. 🌟💼🌎 #DiversityInMedia #MarketingGuidelines #DiverseSupplierInvestment
As the digital landscape evolves,
Microsoft Advertising drops a Q4 feast for advertisers, like a tech-savvy 🍂 autumn fairy. With audience expansion features, your targeting game just went worldwide 🌎, and bulk associations for various audiences are like the Marie Kondo of campaign management, sparking joy everywhere. 🧹💼 Add in auto-generated assets for responsive search ads, turning them into multimedia magicians, and your campaigns will shine brighter than a supernova! 🌟 Don't forget the Logo extension, giving
your ads that extra swag. 💼✨ And for the grand finale, Customer match integrations with Hightouch and Zapier arrive like campaign wizards, simplifying your workload. 🪄 So gear up for Q4 – Microsoft Advertising's got your back! 💪📈 #AdMagic #Q4Feast
Canada is playing hardball with big tech, asking Google
for a cool $172 million and Facebook for $62 million annually as compensation to publishers under the Online News Act (C-18). 🇨🇦💰 However, Meta is unimpressed, rejecting the offer and keeping news content blocked. Meta's Rachel Curran insists they won't be swayed, claiming the law is based on an "incorrect assertion." 🚫📰 Trudeau's government, on the other hand, says it's all about leveling the digital playing field. Heritage Minister Pascale St-Onge is on the case, emphasizing that
the goal is to make the big players pay their dues. 💼💡 As the tech giants argue they help local news by linking to them, the battle rages on, with both Google and Meta vowing to block news content when the law kicks in next year. The federal government even pulled $10 million in ad spending from Meta, joined by news and telecom bigwigs in a show of solidarity. 💥📺💔 Threads, the meteoric rise and sudden fall; it started as the bright alternative to the Twitterverse, amassing over 100 million users in a week 🚀📈, but now it's shedding them like autumn leaves 🍂. Brands, wary of the digital wilderness, aren't exactly committing to a Threads-centric strategy 🤔💬, and even Meta's CEO, Mark Zuckerberg, had to admit it's facing turbulence. Meanwhile, marketers are testing the waters but not
diving in headfirst, cautiously posting memes and asking generic questions 🙃🤷♂️. In this ever-evolving social media landscape, Threads may be just one thread in the fabric of fleeting platforms 🪡📱, leaving brands to seek the enduring factors elsewhere. 🌟👥
Burger King's legal beef sizzles on as a Florida judge gives the green light to certain parts of a class-action lawsuit
alleging false advertising. The suit, representing a nationwide group of plaintiffs, claims Burger King exaggerated the size and beef content of its burgers. 🍔🤨 While the judge dismissed claims related to TV and online ads, he allowed allegations of negligent misrepresentation, breach of contract, and unjust enrichment to advance. 📜💼 His reasoning? Let the consumers themselves be the jury on whether these discrepancies affect their buying choices. 🤷♂️👩⚖️ So, the courtroom drama
continues to sizzle in this Whopper-sized legal battle. 🍔⚖️
In the ever-changing world of social media, it's a rollercoaster ride of features coming and going! 😱 X introduces an option for paid users to hide the likes tab, potentially tempting some to go premium, which might make content and influencer research a tad trickier. Threads' attempt at a web version didn't
quite take off as expected, but Meta isn't giving up. Meanwhile, LinkedIn is experimenting with the removal of hashtags—how often did we really use them on LinkedIn anyway? And as Business Insider notes, posts are making way for videos and ads galore. 📱🔄💡 But hey, videos do engage the social media crowd, so maybe it's time to become a video pro! 🎥🌟
Israel-based AI startup AI21 Labs just hit the jackpot with a whopping $155 million Series C funding round, featuring tech giants Google and Nvidia among its backers. 🚀💰 This investment propels AI21's valuation to an impressive $1.4 billion, adding to the $283 million it has raised thus far. AI21 is gearing up to expand its text-based generative AI services for enterprises, putting it in competition with the likes of OpenAI and
Anthropic. With its proprietary Jurassic-2 language models, AI21 offers a developer platform for creating custom text-based business applications and a versatile multilingual AI assistant. 🤖💡 Big corporations are eagerly participating in the AI funding frenzy, as evidenced by Microsoft's massive $10 billion investment in OpenAI, while Anthropic recently secured $100 million from SK Telecom and $450 million in a Series C round. It's clear that big tech is making multiple bets in the AI arena,
ensuring they stay at the forefront of innovation. 🌐🤝💼
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SEAN BLACK: A MAVERICK IN THE ADTECH ARENA TAKES THE HELM AT DAILYMOTION We know
what it’s like when it comes to AdTech PR: attention spans resemble mayflies on caffeine. So the announcement of Sean Black’s appointment as General Manager for North America at Dailymotion Advertising is more than a headline—it’s a declaration of major intent. With all the subtlety of a neon-lit billboard in Times Square, Dailymotion has proclaimed, “Ladies and gentlemen, put on your seatbelts; a new era of AdTech leadership has arrived.” With the charisma of a trailblazer and the strategic finesse of a chess grandmaster, Sean Black steps into the limelight not merely as an executive but as a mastermind reshaping the digital marketing terrain. READ FULL ARTICLE
EMILIE COTTER TAKES THE HELM AS AUDI’S CHIEF MARKETING OFFICER In a pivotal move signaling
Audi of America’s determination to navigate the ever-evolving automotive landscape, the luxury automaker announced the establishment of a groundbreaking brand marketing team. Leading this visionary endeavor is the seasoned Emilie Cotter, who has been appointed as the Head of Brand Marketing and Communications, holding the esteemed title of Chief Marketing Officer. This strategic restructuring is set to harness the power of
integration, aligning brand strategy, marketing efforts, and external communications with a singular aim: to accelerate growth and propel consumers toward an electrifying automotive future. READ FULL HIRING ARTICLE
METAVERSE MIRAGE OR DIGITAL DESTINY? THE GREAT UNVEILING
In a world where trends come and go like fleeting neon lights on a nighttime boulevard, the metaverse has
emerged as a captivating enigma, oscillating between exuberant optimism and skeptical scrutiny. However, a newly published report from Market.us dares to defy conventional wisdom, painting a compelling picture of the future. This report, akin to a guiding torch through the digital labyrinth, boldly predicts that the metaverse will experience an annual growth rate exceeding 40 percent, transforming its current $64 billion value into a staggering $2.3 trillion by 2023. Such a forecast evokes the
excitement of prospectors seeking gold in uncharted territories. Yet, amidst this fervor, there are whispers of doubt from some quarters, dismissing the metaverse as a relic of past buzzwords. The central question that lingers, akin to an insistent itch, is whether these conflicting narratives reflect diverse interpretations of a complex fusion of gaming and interactive experiences. READ THE ARTICLE
DECODING THE DISRUPTION: WILL AI UNRAVEL INFLUENCER MARKETING?
The winds of change are rustling through the world of influencers once again, echoing the cadence
of evolution. The ascent of Artificial Intelligence (AI) has unfurled a new chapter in the narrative of influencer marketing, plunging both creators and consumers into a quest to comprehend the imminent transformation. An era marked by generative AI tools, exemplified by the likes of ChatGPT, is poised to redefine the contours of influence, leaving us to grapple with the implications of this paradigm shift. READ MORE
WHO ARE THE PROGRAMMATIC SCAMMERS? A pervasive threat lurks beneath the glossy surface, ensnaring marketing budgets,
eroding trust, and redefining the very essence of return on investment: We’re talking about programmatic ad fraud—a cunning game played in the shadows, where bots and automated systems orchestrate an elaborate dance of deception, siphoning off billions from advertisers’ pockets. As we stand on the precipice of a new era, with AI and quantum learning technologies beckoning us toward uncharted realms of automation, the question
looms: Who are the biggest scammers orchestrating this grand charade? READ MORE
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 |
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