U of Digital will help your teams get smarter in crucial areas like privacy / addressability, clean rooms, programmatic, connected TV, AI and more.
We helps teams at leading companies like
Yahoo, TikTok, NBCU, Criteo get smarter about the industry so they can deliver better outcomes for their customers and grow their business. How can U of Digital help you? Contact U of Digital to learn more.
Lost in Data Translation: The CTV Advertising Conundrum In the bewildering world of CTV advertising, where data often seems to speak in riddles, navigating the maze of metrics can feel like
trying to solve a Rubik's Cube blindfolded. "Lost in Data Translation: The CTV Advertising Conundrum" dives headfirst into this digital jungle, untangling the vines of viewer statistics and campaign performance. With a narrative as engaging as a detective novel, this article illuminates the path from ad impression to consumer action, dissecting the chaotic landscape where standardization is as elusive as a mirage. It's a wild ride through the fragmented territories of CTV platforms, where
advertisers embark on a quest for the Holy Grail of perfect optimization, armed only with their wits and a patchwork map of data. Get ready to decode the enigma of CTV advertising, where every click, impression, and conversion is a clue in this high-stakes treasure hunt. 🕵️♂️📊🖥️
In the labyrinth of CTV (Connected TV) advertising, the journey from ad measurement to optimization is strewn with complexities. This is vividly illustrated by Innovid's report, which reveals a startling reality: 62.6% of advertisers are caught in a conundrum, measuring performance on one platform but optimizing on another.
This disjointed approach is akin to a chef preparing a meal in one kitchen and then having to run to another to serve it – an exercise in inefficiency and missed opportunities. This misalignment, however, is just one facet of a larger challenge. The CTV landscape is fragmented, resembling a patchwork
of platforms, each with its own metrics and rules. For advertisers, this means navigating through a digital Tower of Babel, trying to weave a cohesive narrative from a myriad of disparate data threads. In such an environment, the absence of standardization isn't just a minor inconvenience; it's a significant barrier to effective advertising. Amidst this fragmentation, Camelot and Attain emerge as potential pathfinders, offering solutions to unify these fragmented metrics. Attain’s consumer panel aims to bridge the gap between ad impressions and consumer transactions, striving to provide a more tangible and actionable understanding of advertising effectiveness. Yet,
the overarching challenge transcends the mere connection of disparate data points; it lies in understanding the complex web of interactions within the broader digital ecosystem. In this realm, each piece of data – be it an ad impression, a consumer transaction, or viewer behavior – is a critical element. However, without a standardized framework, these data pieces often fail to coalesce into a coherent whole, leading to fragmented insights and suboptimal decision-making. As the CTV market continues to expand with an ever-growing array of content and platforms, the task of optimizing campaigns becomes increasingly daunting. Advertisers are required to constantly adapt their strategies in an environment where both economic conditions and viewer preferences are in flux. In this dynamic landscape, every advertising dollar spent must be justified by its effectiveness,
necessitating a deep and clear understanding of the impact of each campaign. This is where the critical role of data standards in CTV advertising comes into sharp focus. Data standards are akin to a Rosetta Stone in this fragmented landscape, offering a way to decode the myriad data languages spoken across various platforms. Without these standards, the industry is like a ship navigating
without a compass, lost in a vast ocean of data. The issue of data sprawl – the unchecked spread of data across different platforms and formats – adds a further layer of complexity. Advertisers and agencies grapple with this sprawl, often encountering contradictory or incomplete data sets. This challenge is compounded by privacy and compliance concerns, adding yet another dimension of
complexity to the already intricate ecosystem. As the conversation about data standards gains momentum in the CTV advertising space, industry leaders are advocating for standardized practices and protocols. These standards are essential not just for unifying disparate data but also for ensuring privacy and compliance with regulations like the CCPA and GDPR. Tools like OneTrust OTT and CTV
Consent offer frameworks for managing these aspects, but integrating them into advertising operations remains a significant challenge. Furthermore, the variety within the CTV ecosystem – encompassing traditional linear TV, digital platforms, and streaming services – each with its own measurement and optimization methods, further complicates the landscape. Addressable TV, the ideal of
personalized advertising, is still in its nascent stages, adding another layer of complexity to this already multifaceted environment. The path to effective CTV advertising requires a multifaceted approach: establishing robust data standards, integrating privacy and compliance measures, and understanding the nuances of various TV platforms. This approach calls for a holistic view,
considering not just individual components of CTV but the ecosystem as a whole. In conclusion, the journey towards effective CTV advertising is a complex and multidimensional one. It demands concerted efforts from all industry players to embrace standardization, navigate privacy concerns, and understand the intricacies of various platforms. Only then can the industry hope to transform the
current state of confusion and inefficiency into a harmonious and effective advertising environment, unlocking the full potential of CTV advertising in the digital age.
|
All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
Meta's Legal Showdown Against FTC 🏛️👨⚖️📱💼: In a bold move, Meta Platforms has launched a lawsuit against the Federal Trade Commission (FTC), claiming the agency's structure and in-house hearing processes are unconstitutional 🚫📜. This legal challenge focuses on preventing an FTC hearing that might ban Meta from using
teens' data for targeted advertising and algorithms 🚸🎯🔒. Earlier, a federal judge rejected Meta's request to stop the FTC's efforts in this regard, leading Meta to appeal the decision 🤷♂️⚖️. The lawsuit highlights a broader debate about the powers of federal agencies and the protection of consumer rights in the digital age 🌐💥. Critics, however, see Meta's latest legal maneuver as an extreme and desperate attempt to challenge regulatory oversight, suggesting it's more about delaying action
than addressing constitutional concerns 🏃♂️⏳. The case adds another layer to the ongoing discussion about data privacy and big tech's responsibility in handling user information 🛡️📡.
Gillette's Gaming Campaign 🎮🧔✨: Gillette launches "Hit Reset with Gillette," a global campaign targeting gamers 🕹️. This initiative, part of the Gillette Gaming
Alliance, encourages players to freshen up with personal care products after gaming sessions 🚿. The campaign, aligning with The Esports Awards, includes branded content on Twitch, YouTube, and social media 📺🌐, and features top streamers showcasing their grooming routines with Gillette products 💈. This move, aimed at connecting with the growing esports market, echoes Gillette's ongoing focus on integrating with the gaming world for authentic engagement with younger audiences
👾👨💻.
Advertisers Pull Away from X (Formerly Twitter) 🚫💸🐦: Advertisers are distancing themselves from X, formerly known as Twitter, after owner Elon Musk's derogatory comments towards brands. Many marketing agencies report that their clients are firm in not advertising on X, with some advising a complete halt in platform activity 🛑🗣️. Temporary ad pauses are
likely turning permanent, especially with Musk's recent remarks at the DealBook Summit. He criticized advertisers for pulling out over content moderation concerns and an antisemitic post, even using foul language and accusing them of blackmail 🤬🔥. Despite an apology for the post, his stance could cost X up to $75 million this quarter. Notable brands like Apple, Disney, and IBM have already paused their campaigns, while Musk's approach is making him a risky partner for advertisers, according to
industry experts 🍏🏰💻. Musk acknowledged a potential bankruptcy for X if the ad boycott continues but remained defiant against pandering to brands 📉💬.
Greenwashing in Advertising: The Truth Behind Eco-Friendly Claims 🌿♻️🔍: Consumers are increasingly eco-conscious, but how genuine are the "green" claims in ads? An audit of Facebook ads reveals that terms like
"sustainable," or symbols like ♻️, often mean little. This issue is highlighted by the Australian Ad Observatory project, where researchers found thousands of ads with vague environmental claims. While some companies do uphold these claims, many use green-colored imagery, nature emojis, and earthy color palettes to create a "green halo" effect, misleading consumers about the product's true environmental impact. Despite regulations against misleading advertising, the vagueness of these claims
makes enforcement challenging. The ACCC is stepping up its focus on these issues, but current laws may not be sufficient to ensure transparency and truth in green marketing.
🍔👕 McDonald's is throwing it back with a splash of street style in its latest collaboration with Kerwin Frost. They're revamping the
iconic Happy Meal with a customized box and the return of the McNugget Buddies, last seen over 25 years ago! 🎨🍟 The Kerwin Frost Box, launching Dec. 11, features one of six artist-designed Buddies, along with a side of trendy merch like Fry Guy shoes. 🤩👟 This nostalgic nod, complete with a TV spot, social buzz, AR fun, and gaming content, follows the footsteps of last year's hit Cactus Plant Flea Market collab. 🎮🌵 McDonald's is dialing up the digital cool factor too, with
Instagram (@mcnuggetbudds), Snapchat AR, and a gaming site feature. 💻🕹️ They're mixing childhood joy with streetwear swagger, proving Happy Meals aren't just for kids anymore. This mashup of fashion, nostalgia, and fast food is McDonald's playful way to keep us all lovin' it. 🎈🔥 #McNuggetBuddies #McDonaldsXKerwinFrost 🥤✨ Coca-Cola's "Create Real Magic" platform is the new
digital elf on the shelf this holiday season! Teaming up with OpenAI and Bane & Company, they're letting us play Santa's helper by crafting personalized AI-powered holiday cards, using vintage Coca-Cola art. 🎨🎄 Earlier this year, fans whipped up over 120,000 images for a chance to see their art on big city billboards. 🏙️🖼️ It's not just about sipping Coke anymore; it's about blending tech, creativity, and a dash of nostalgia to keep the brand fizzing with excitement. 🎅💻
#CocaColaChristmas #AIArtwork 🎁🤖
📉📰 Publishers' programmatic ad dreams didn't quite light up like a Christmas tree this year, according to Digiday+ Research. While almost half were gung-ho about boosting programmatic ad revenues in early 2023, the reality was more 'meh' than 'yay'. 🎢💸 By Q3, those raking in big bucks from programmatic ads dipped to 28% from 38%,
though a moderate revenue uptick was seen. Good news? More publishers are making at least some dough from programmatic ads, up from 85% to 87%. 📈💰 The programmatic pie is growing, just not as fast as hoped. And in the programmatic playground, it's the open market swings that are seeing more action than the direct-sold slides. 🎪🎟️ #ProgrammaticPuzzle #AdRevenueRollercoaster 🎲🚀
The Wall Street Journal's investigation into Instagram's Reels algorithm raised eyebrows 🤯: it recommended racy content, including videos of children, to accounts following young influencers. 🚸📹 Meta, Instagram's parent company, set up test accounts mimicking young users and found explicit content alongside ads from big names like Walmart and Disney. 🛍️📱 This issue also caught the attention of the Canadian Centre for Child Protection. In response,
brands like Bumble and Disney paused their Instagram ads, demanding action. 💬🛑 Meta's rep, Samantha Stetson, defended their efforts in safety and security, claiming the Journal's findings were not reflective of the typical user experience. Despite this, Meta agreed to fund brand-safety audits but kept the specifics under wraps. 🛠️🔍
Digital advertising shines as the hero in
the latest ad spend saga! 🦸♂️💻 U.S. media ad sales jumped 4.4% in Q2, beating expectations and setting a positive trend for 2023. Magna forecasts a 5.2% increase for the year and even higher in 2024, especially with big events like the Olympics. 📈🎉 While digital ads are booming (8.7% up YOY), traditional media like TV and print are in a slump, dropping 4.1%. 📉📺 The only old-school format doing well? Out-of-home ads, thanks to digital billboards. 🌆🚏 Linear TV's struggles
continue, with falling ratings and rising costs. Meanwhile, digital's stars - search, social, and retail media - are thriving, with search spend hitting $94.6 billion in 2023! 🚀💲 Retail media is the dark horse, growing a whopping 22%. In the mix, consumer goods companies bounce back from inflation woes, splurging on ads for personal care, food, beverages, and even pharma. 🛍️💊 Despite economic jitters, people aren't skimping on cars or vacations, hinting at a resilient market for advertisers.
🚗✈️ All in all, it's a digital dazzle with a traditional media fizzle in the ad world. 🌟📉
At Disney's Town Hall in NYC, CEO Bob Iger put a twist on his previous hint about selling Disney's linear TV networks. 🔄📺 He emphasized evolving, not selling, these networks, focusing on a more efficient, new-age business model. 🚀🌐 This reframe happened during his chat with
ABC's David Muir, a shift from his July CNBC interview. On stage at the New Amsterdam Theater, Iger was joined by Disney's top brass, including Josh D’Amaro and ESPN's Jimmy Pitaro. 🌟🎤 Dana Walden suggested a synergy between linear TV and streaming, integrating live shows and sports into streaming schedules. 🏈🎭 Pitaro highlighted ESPN's 2025 streaming debut, teasing features like advanced stats and fantasy sports to lure in the youngsters. 🕹️📊 It's a tale of modernizing traditional TV,
blending it with the streaming world to keep the Disney magic alive in the digital era. 🧙♂️💫
Microsoft Retail Media and Vibenomics, under Mood Media, are revolutionizing in-store retail through a simple yet effective collaboration. 🌐🛍️ They're running tests in grocery spaces, merging audio ads in physical stores with digital advertising on retail websites. 📢💻
Their strategy is showing impressive results, like a 40% increase in spend for a yogurt brand test case. Microsoft initially struggled to link in-store sales data with online ads, but Vibenomics' engaging audio content and AI-supported creative strategies are changing the game. 🤖🎵 This partnership, leveraging Mood Media's vast retail network, is creating a seamless, multi-channel shopping experience, blending the digital and physical realms of consumer engagement. 🛒💫
🍪🖥️🔍 Google is tiptoeing into a cookie-less future, announcing baby steps to phase out third-party cookies in Chrome. Johann Hofmann, Google's senior software engineer, laid out a roadmap for this cookie crumble, starting with a modest 1% block in early January 2024, known as M120. This journey, marked by a "holiday freeze" hiccup, will be a slow and steady one. To smoothen the
path, Google has whipped up some workarounds for site owners, users, and browsers, ensuring minimal chaos in the digital cookie jar. Additionally, they've cooked up user interface controls in Chrome for temporary exceptions per top-level site. This cookie diet plan, aligned with UK's Competition and Markets Authority commitments from February 2022, is part of Google's bigger plan: the Privacy Sandbox initiative. It's a grand scheme to balance privacy protection with the free flow of online
content and services, including ad support, while minimizing cross-site tracking. The tech world is buzzing, with IAB Tech Lab's CEO calling it a “radical” shift in ad targeting. This cookie phase-out is not just a change in flavor but a whole new recipe for the web's future. 🌐🛡️🚦
📊🔥🤔 Purpose-driven marketing found itself in hot water in 2023, sparking controversies that hit brands where it hurts: sales and revenue. Amid economic
strains, the backlash sent shivers through the industry, challenging the once-celebrated approach of aligning with noble causes. While research sings praises of purpose's potential profits, its execution faced criticism, hinting at a deeper issue of faltering brand-building. The rise of generative AI adds to the tumult, questioning the relevance of human touch in an increasingly automated landscape. Experts like Margot Acton from Kantar emphasize the criticality of purpose-led marketing in an
era where brand distinctiveness is key. But the road ahead is thorny, with political tensions and "anti-woke" sentiments complicating matters. Brands like Bud Light faced boycotts, and others, like Unilever, are reevaluating their purpose-centric strategies. The marketing world now stands at a crossroads, weighing the merits of purpose against the backdrop of heightened political divisions and a generation weary of corporate advocacy. As 2023 closes, the industry ponders the sustainability of
purpose-driven marketing amidst these challenges. 🌐🧭🚧
|
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
CIPA AI class action defense and counseling
|
OOH LA LA: THE TRANSFORMATION OF OUTDOOR ADS FROM SIMPLE TO SMART In the labyrinth of advertising history, Out-of-Home (OOH) advertising stands like an ancient monolith, etching its
story into the very walls that house our everyday lives. From the first lease of a billboard in 1867, a time when the world was draped in the smoke of the industrial revolution, to the neon-drenched present, OOH advertising has not just survived; it has thrived, morphing with the ages, mirroring human ingenuity. READ MORE
THE ADTECH FORECAST FOR 2024: TRENDS YOU CAN’T AFFORD TO MISS As we approach 2024, the global advertising market is on the brink of surpassing the $1 trillion mark, marking a new era in
the world of advertising technology (AdTech). This burgeoning field, a confluence of retail, fintech, and programmatic advertising, is set to redefine the landscape of how businesses connect with their audiences. READ MORE NOW
NO MORE CREEPY ADS: THE RISE OF CONTEXTUAL TARGETING In the ever-shifting, often bewildering universe of digital advertising, marketers are forever on the prowl for the latest tricks to
mesmerize their audience while preserving their privacy. We’ve talked about this numerous times here. In recent times, one tactic has risen steadily through the ranks – Contextual Targeting. It’s a peculiar beast, distinct from its shadowy cousin, Behavioral Targeting, in that it doesn’t stalk individual user habits but rather takes root in the contextual soil of web page content. In this expedition, we embark on a deep dive
into the realm of Contextual Video Advertising, probing its innards, technological sinews, and the capricious industry currents that shape its destiny. READ MORE NOW
Gram Glam: Unpacking Instagram's Shopping Bag of Tricks In the vast, variegated vista of the modern internet, Instagram has slyly sidestepped into a role it was once only flirting with: the
cyber Shangri-La for shoppers, a dream woven into the fabric of the digital marketplace. As 2023 unfurls its tapestry, we find Instagram has embroidered itself into the very center, eclipsing its origin story as a humble photo-sharing app to become a titan of e-commerce hustle and bustle. READ MORE NOW!!!
ADTECH’S BUZZWORD BAKE-OFF: CAN ‘SIGNAL LOSS’ TAKE THE COOKIE’S CROWN?Picture this: You’re a high-flying marketer, charting your course through the digital skies. Your flight
instruments? A plethora of data points that tell you who’s eyeballing your ads and when. But suddenly, you’re flying blind, all thanks to a phenomenon we’re calling “Signal Loss.” Signal Loss is akin to a pilot losing their instruments mid-flight. Only instead of altitude and speed, you’re losing sight of where your customers come from. It’s like Hansel and Gretel without the breadcrumbs—how do you find your way back home?
Well, updates in privacy policies have essentially eaten those breadcrumbs, leaving marketers feeling a bit peckish for data. READ MORE
FIND A WAY: THE TRUE BIG CREATIVE Get the creative narrative right, and you’re more than halfway there, regardless of the media strategy. Of course, in those days the targeting choices were very limited, as
broadcast reach was highly concentrated. With limited channels and the Internet in the realm of DARPA researchers, it was easy to reach just about everyone but far more difficult to persuade those to whom the ad was particularly relevant. Targeting in those days was best performed in special interest magazine publishing (we miss Soap Opera Weekly). Wrong Way Fast forward to the Internet era. The data hustlers had a new war
cry: creative/schmeative! READ MORE
PRIVACY MASQUERADE: ARE TECH GIANTS PLAYING US FOR FOOLS? Our personal details are the coin of the realm — and we find ourselves at an odd juncture—a privacy parade, bustling and vibrant,
with tech titans and data brokers waving the banners high for data protection and user privacy. Yet, if one dares to peek behind the elaborate floats and the glossy brochures, the truth is not so festive. It’s a parade, alright, but one that marches to a tune that’s far more complicated than it appears. READ MORE NOW
THE ALCHEMIST’S GUIDE TO STREAMING: TRANSMUTING PIXELS INTO GOLD In the dim-lit rooms of 90s family homes, the familiar drone of a cable box would hum in the background,
anchoring households to one shared reality: the televised world. There was a certain comfort, a certain predictability to the rhythmic switch between channels. But as time pressed on, that comfort faded, the predictability lost to the maddeningly vast digital universe of streaming. “Canceling cable was liberating,” said a friend recently, their voice wistful, “but now? Every night is a dissertation defense on what to watch next.” Megan Halscheid, a bespectacled woman in her mid-thirties with an analytical mind, once noted on Digiday that we, as humans, are insatiable in our thirst for content, always seeking more. READ MORE NOW
FROM GUT FEELINGS TO GIGABYTES: THE AI MARKETING METAMORPHOSIS Today AI stands like a monolith. Not just as a technological achievement, but as a beacon for what our future holds. No
longer is AI just a buzzword; it’s intertwined with our everyday existence, particularly in the world of business and marketing. The crescendo of the digital age is echoed by businesses and their marketing efforts. The bridge between businesses and the ever-evolving consumer is now maintained by Artificial Intelligence. Deep insights into consumer behavior, understanding minute preferences, and predicting future consumer trends
have turned marketing into a sophisticated game of chess. The king? AI Marketing. READ MORE NOW
Email Marketing Law Update: Google Announces New Requirements for Bulk Email Senders to Gmail On October 3, 2023, Google released an
announcement entitled “New Gmail protections for a safer, less spammy inbox.” By February 2024, Google will require bulk senders to authenticate their emails, allow for easy unsubscription and stay under a reported spam threshold.
“…[T]oday, we’re introducing new requirements for bulk senders — those who send more than 5,000 messages to Gmail addresses in one day — to keep your inbox even safer and more spam-free,”
according to the announcement. READ ARTICLE
|
|