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2023's AdTech Odyssey: Navigating the Six Trends That Illuminated the Digital Landscape
As we stand on the cusp of a pristine year, it is but second nature to pivot our collective gaze towards the all-encompassing tapestry that unfurled in 2023's advertising technology (AdTech). Picture, if you will, a grand labyrinth bathed in the resplendent glow of digital luminescence—a labyrinth where the intricate choreography of innovation, strategy, and ethical enigmas entwined in a captivating dance.
This labyrinth, with its ever-evolving pathways and concealed alcoves, serves as a profound metaphor. It embodies the very essence of 2023—a year that witnessed the unprecedented transformation of our interaction with consumer behavior. Here, each twist and turn is a testament to the complex and multifaceted journey we embarked upon in the realm of digital advertising. So, we take a retrospective journey
through the serpentine corridors of this metaphorical maze, we do so in the company of six radiant beacons—the dominant AdTech trends that cast their luminous glow upon the landscape of 2023. These trends, spoken of and dissected in the beer halls of industry gatherings, encapsulate the year that has now found its place in the annals of digital history. 1. Connected TV (CTV): The Seer of the Living Room 2023
witnessed the remarkable rise of Connected TV (CTV) as a modern seer in the realm of digital advertising. It evolved from being just a household entertainment device to a sophisticated, data-driven platform, offering insights into viewer preferences with unprecedented precision. This transformation marked a significant shift in media consumption, blending the broad appeal of traditional television with the sharp targeting capabilities of digital technology. The
effectiveness of CTV in 2023 stemmed from its ability to leverage real-time data for precision targeting. Advertisers were captivated by the prospect of delivering content that resonated more deeply with viewers, based on a range of criteria from geographic location to viewing habits. This year also saw a surge in programmatic advertising within CTV, moving beyond direct purchases to more dynamic, customized advertising strategies. As CTV content became more
personalized, the traditional boundaries between programming and advertising began to blur. This blurring created a new landscape where ads were seamlessly integrated into the viewing experience, making them less intrusive and more relevant to the audience. The rise of CTV challenged advertisers to think creatively about how to engage viewers in a way that added value to their viewing experience, rather than interrupting it. 2. First-Party Data: The
Trust Conundrum The shift towards first-party data reliance was one of the most significant trends in 2023. Amid growing concerns over privacy and data security, first-party data emerged as a beacon of trust and transparency in the advertising world. Brands increasingly sought to build direct relationships with consumers, leveraging data shared willingly by them to tailor experiences and build loyalty. This reliance on
first-party data represented a philosophical shift in digital advertising. It moved away from the reliance on third-party data aggregators and towards a more transparent, consent-based approach. Brands that effectively utilized first-party data were able to gain deeper insights into their customers' preferences and behaviors, enabling them to create more personalized and effective marketing strategies. However, the increased reliance on first-party data also
brought challenges. Brands needed to find innovative ways to encourage consumers to share their data willingly. This often involved creating more engaging, interactive experiences and offering tangible value in exchange for consumer data. The focus was on building a relationship with the consumer that was based on mutual benefit and respect. 3. The Renaissance of Contextual Advertising In 2023, contextual
advertising experienced a renaissance, emerging as a key trend in the AdTech space. As the digital advertising industry moved away from cookie-based targeting, the relevance of contextual advertising came to the forefront. This method, which involves placing ads in relevant content environments, offered a more organic and less intrusive way of engaging with consumers. The resurgence of contextual advertising was driven by a growing recognition of the importance of
user experience in advertising. Consumers were increasingly wary of intrusive and irrelevant ads, leading advertisers to seek more sophisticated methods of placement. Contextual advertising provided a solution that was not only more respectful of the user's experience but also more effective in capturing their attention. The technology powering contextual advertising also saw significant advancements in 2023. AI and machine learning algorithms became more adept at
understanding content and matching ads to relevant environments. This technological evolution allowed for more nuanced and effective contextual targeting, enhancing the user experience and the effectiveness of the ads. 4.The Emergence of Retail Media Networks Retail media networks emerged as a significant force in the digital advertising landscape of 2023. These networks, which allow advertisers to leverage
first-party data from retailers, offered a unique opportunity to engage with consumers at the point of purchase. This trend represented a blurring of the lines between advertising and the retail experience, turning every digital interaction into a potential advertising opportunity. The rise of retail media networks was driven by the increasing digitization of the retail experience. As consumers shifted more of their shopping online, retailers found themselves with
a wealth of first-party data that was highly valuable to advertisers. This data allowed for highly targeted and effective advertising campaigns, making retail media networks an attractive option for brands. Moreover, retail media networks offered a level of integration that was previously unattainable in digital advertising. Ads could be seamlessly integrated into the shopping experience, making them more relevant and less intrusive. This integration also allowed
for more innovative advertising strategies, such as using AI to recommend products based on browsing history or integrating interactive elements into the ads. 5. The Integration of Artificial Intelligence Artificial Intelligence (AI) played a pivotal role in shaping the AdTech landscape of 2023. Its integration into various aspects of digital advertising marked a significant evolution, enhancing both the efficiency
and creativity of advertising strategies. AI's ability to analyze vast amounts of data and identify patterns enabled advertisers to gain deeper insights into consumer behavior and preferences. The use of AI in AdTech in 2023 extended beyond data analysis to content creation and ad placement. AI algorithms were increasingly used to create dynamic, personalized ad content that resonated more deeply with consumers. This level of personalization was key in capturing
consumer attention in an increasingly crowded digital space. Furthermore, AI's role in optimizing ad placements was crucial in maximizing the effectiveness of advertising campaigns. By analyzing user behavior and engagement patterns, AI algorithms could determine the optimal time and place to display ads, thereby increasing the likelihood of consumer engagement. This optimization not only improved campaign performance but also enhanced the user experience by
reducing the frequency of irrelevant or poorly timed ads. 6. The Ascendance of Digital Out-of-Home (DOOH) Digital Out-of-Home (DOOH) advertising became one of the fastest-growing sectors in the AdTech industry in 2023. This innovative form of media, encompassing digital billboards, LED screens, and signage in high-traffic public spaces, bridged the gap between the digital and physical worlds, offering unique
opportunities for contextual and engaging advertising. The rise of programmatic DOOH was a key driver of this growth. The ability to dynamically change and target advertisements on digital outdoor screens brought a new level of flexibility and effectiveness to out-of-home advertising. This shift allowed advertisers to reach audiences in real-world settings with unprecedented precision and relevancy. Moreover, DOOH's growth was fueled
by its ability to deliver contextually relevant content to targeted audiences at scale. The integration of real-time data, such as traffic patterns, weather conditions, and demographic information, enabled advertisers to tailor their messages to the right audience at the right time. This level of targeting was particularly effective in capturing the attention of consumers on the go, making DOOH an attractive option for brands looking to increase their reach and impact. As we reflect on the AdTech trends of 2023, it's clear that the year was marked by a series of transformative shifts. From the rise of CTV and first-party data to the resurgence of contextual advertising and the growth of retail media networks, each trend represented a step forward in the evolution of digital advertising. The integration of AI and the ascendance of DOOH further highlighted the industry's ongoing innovation, pushing the boundaries of what's possible in connecting with
consumers. As we move into a new year, these trends offer valuable insights into the future direction of AdTech, shaping the ways in which brands engage with and influence consumer behavior in an increasingly digital world.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
Amazon's playing legal defense 🛡️ against FTC's antitrust charges! In a "not guilty" plea, Amazon argues their retail practices are just typical market moves, beneficial to consumers 🛍️. FTC, with 17 states backing, accuses Amazon of unfair play - like stopping sellers from offering discounts elsewhere and pushing them to use Amazon's delivery for Prime perks 🚚.
Amazon's rebuttal? "Our price-matching is pro-consumer, not anti-competition!" They also don't buy the idea that their Prime requirements squish rivals like Walmart or UPS 🚀. Meanwhile, similar cases in California and D.C. add more spice to this legal soup 🍲. Let's watch how this court drama unfolds! ⚖️🍿
Elon Musk, the maverick behind X Corp. (aka Tesla), is knocking on the Supreme Court's door 🚪🏛️. He's got a
beef with restrictions on his Tesla tweets, claiming it's a First Amendment faux pas 📜🚫. The deal? In a 2018 SEC settlement (over some iffy tweets), Musk agreed to lawyer-check his Tesla tweets before hitting send 📲👨⚖️. His lawyers are now like, "Hold up, that's free speech censorship!" 🗣️🚫. Musk's worried about getting slapped with fines or worse for unapproved tweets 🚨💬. Despite earlier court thumbs-downs, he's hoping the Supreme Court will give his tweet freedom the green
light 🤞🚦.
Linear TV isn't ready for retirement yet! 📺👵 23andMe, the DNA-decoding experts, are channel-hopping back to traditional TV, despite the digital dazzle. 🧬🌐 They're airing their "Hero Gene" tales during big events like the Macy's Parade. 🎈🐕 It's all about sharing unbelievable customer stories that just can't be contained in the digital sphere. 📖💥 Despite a budget trim, they're sticking
with TV's wide reach and charm, especially when digital gets murky with privacy updates. 🕵️♂️🛡️ Meanwhile, they're still playing the field with YouTube, Facebook, and even TikTok. 📱💃 It's a media mix-and-match, juggling the old-school cool of TV with the snazzy new world of online ads. 📺✨🌍 In the CTV (Connected TV) universe, it's not just about catching eyes; it's about catching clicks and sales! 💸📺 Marketers are on a mission for measurable
results, making CTV a "performance channel" 🎯. But here's the plot twist: tracking who watches what and then buying stuff (hello, retargeting!) is tougher than solving a Rubik's cube 🧩🚫, thanks to tech hiccups like vanishing cookies 🍪💔 and Apple's privacy play 🍏🔒. Agencies and tech wizards are conjuring up new spells (think partnerships and first-party cookie magic) to keep the ad alchemy alive 🎩✨. Meanwhile, brands like Rumpl are dipping their toes in CTV's waters, lured by
promises of digital-style results tracking 🏊♀️💻. The big question: Will 2024 be the year CTV becomes the performance marketing superstar? 🌟🤔 Only time (and maybe a few more tech tricks) will tell! ⏰🔮 (DIGIDAY)
Disney is shaking up the streaming world 🌍📺 by rolling out "Hulu on Disney+," a mash-up more epic than a superhero crossover! It's like Disney decided to throw a house party 🎉 and invited Hulu to
crash with its own flashy room. Subscribers can now mix and match their binge-watching menu, whether they're craving a Disney+ original, a Marvel adventure, or Hulu's spicy dramas 🎬🍿. This move is like a dream come true for advertisers, offering a buffet of ad spaces 📈💰. Bob Iger, Disney's head honcho, is like a proud chef serving up this streaming feast, boasting about increased engagement and juicier margins 🍽️🤑. And let's not forget Disney's $8.6 billion splurge to fully own Hulu - talk
about putting your money where your mouse is! 🐭💸
🚀🎮 "Lego Fortnite" is here! A groundbreaking collaboration between Lego and Epic Games, this game ups the ante with a gigantic digital world, 20 times larger than "Fortnite: Battle Royale." 🌍 Imagine building with 10,000 digital Lego bricks! 🧱 Lego's not just playing games; they've been mastering this since '97 with hits
like "Lego Star Wars." 💫 With this Epic (Games) partnership, they're leveling up, merging Lego's building blocks with Fortnite's gaming giant. It's like mixing peanut butter with chocolate - a delicious combo for gamers and Lego lovers alike! 🎉💻🤖 🚀 Verizon's masterstroke in the streaming wars: a $10/month deal for Netflix and Max, but with a twist – it's ad-supported! 📺 It's a bold move in the "Great
Rebundling" saga, as mobile carriers (with their mammoth subscriber numbers) are giving traditional MVPDs a run for their money. 🏃♂️💨 The plan? Bundle streaming with other services like 5G broadband. 🌐 It's a clever "pay-less-and-watch-ads" strategy that could make ad-supported tiers the new norm, shaking up the streaming landscape. 🤔💡 For competitors, it's time to rethink strategies and possibly embrace the ad-loving bundle train. 🚂🌍 (ALAN WOLK)
🚀 Atlas Creative dives into the Roblox realm, led by new director Alex Graham-Watson, signaling a big shift in the metaverse brand game! 🎮 This strategic move, aiming to create immersive worlds for brands in Roblox, challenges Fortnite's market position. With Roblox's robust brand ecosystem and Atlas's expertise in creating virtual experiences, they're set to capitalize on the platform's higher brand activation rate and user engagement. 🌐 It's a smart play,
potentially inspiring more Fortnite studios to follow suit, as the race to dominate the metaverse heats up. 🔥🌟 (DIGIDAY)
🚀 Google's on a spree! GA4's got a refresh with a 28-day data window and strict event data retention; watch your analytics! 📊 Real-time review updates in multiple languages mean quicker ranking changes. 🔄 2024 brings AdMob's programmatic bidding, but mind the cookie consent! 🍪 And crypto advertisers, mark Jan 29 for
mandatory US certification. 📜 Google's keeping us on our toes! 🕺💻
🚀 Meta's AI adventure is a mixed bag! They're launching cool AI tools for better mobile interactions and integrated Facebook and Instagram features, plus a safety initiative, Purple Llama. 🛡️ But, their Imagine image generator can't quite keep up with the likes of Dall-E. 😕 Meanwhile, Google's Gemini Pro faces backlash over performance issues and allegations of a misleading
demo, reminding us that AI's road to perfection is still filled with bumps. 🤔💻🚧
🤝📱 Meta teams up with Dentsu for a WhatsApp upgrade! Dentsu, with its savvy customer-experience arm Merkle, is now the go-to for WhatsApp Business in the UK. They're offering a full package: account management, analytics, and optimization tools. This move taps into the huge base of 200M+ monthly WhatsApp Business users globally.
Since its 2018 launch, the app's been a hit for small businesses to chat in real-time with customers, offering deals and updates. A Meta study reveals a whopping 75% of adults prefer messaging businesses like friends. Dentsu's plan? Blend AI advancements with Meta's apps for innovative media and brand activation solutions. And guess what? Dentsu is the first global agency network to bag the title of WhatsApp Business Solution Provider. Angela Tangas of Dentsu highlights the trend towards easy,
conversational customer-brand interactions, aiming to deepen customer engagement through this integration. 💬🚀 #WhatsAppBusinessEvolution #DentsuMetaPartnership #ConversationalMarketingBoost
🚀📧 esbconnect boosts its team with a new star player! Ross Lafayette, a former pro footballer turned adtech expert, joins as Sales and Partnerships Director. He's bringing his digital
solution skills to help UK's top brands with first-party data strategies. This move comes as esbconnect, known for its data-driven email marketing, gears up for growth post-management buyout. They're already big in the game, managing campaigns for 600+ clients with a massive UK email database. In this cookie-less world, email's becoming the MVP of customer data. CEO Suzanna Chaplin is excited about Ross turning client needs into wins. He's got a cool background too, balancing a 15-year adtech
career with scoring goals in football! At esbconnect, he'll be helping clients like HelloFresh and Ted Baker to connect with customers across devices using their cutting-edge platform. Here's to Ross scoring big in the digital marketing league! ⚽️💼 #RossLafayetteJoinsEsbconnect #DataDrivenMarketing #EmailMarketingGoals 🎬📺 Warner Bros. Discovery and Amazon's Freevee join forces! They're adding 37 new free, ad-supported streaming channels (FAST)
to Freevee. Today, 16 channels like CNN Headlines and Warner Bros. TV - Generation Drama go live, with more coming in 2024. This expansion builds on a previous deal, boosting Freevee's FAST channel count by 75% in 2023. Amazon's Freevee, evolving from IMDb Freedive to IMDb TV, has grown rapidly in content since its 2019 launch. Meanwhile, WBD, despite facing challenges like a recent subscriber loss and a stock drop, continues to push its licensing agenda, even offering HBO hits like
“Westworld” to other FAST services. However, licensing revenue dipped recently, and the future is uncertain with the ad market's unpredictability. Still, WBD CFO Gunnar Wiedenfels sees potential in their expansive library for licensing. As the streaming world evolves, consumers are demanding quality over quantity, despite rising subscription costs. WBD and Amazon are adapting, aiming to meet these shifting viewer preferences. 🌐💼 #WarnerBrosDiscoveryFreeveeExpansion #StreamingStrategy
#AdSupportedTVGrowth
Yahoo is diving headfirst into AI with Blueprint, its new DSP feature for ad optimization. 🚀🎯 It's all about crunching first-party data and email-based insights to make campaigns smarter and more effective. Yahoo, waving goodbye to its SSP, is now all in on helping advertisers hit their targets with less grunt work and more AI magic. 💻🔮 Blueprint's not just about suggestions; it's about
giving advertisers the power to choose smarter strategies while keeping an eye on privacy concerns and transparency. In the digital marketing world, it seems Yahoo is keen to be both the brainy geek and the cool kid on the block. 🧠😎 It's trend report time! 📊🌟 First up, TikTok: the king of short-form videos predicts 2024 will be all about curiosity, unique storytelling, and building trust. Brands, get creative and
transparent to win hearts! 💃🎥 Next, Pinterest is vibing with a mix of old and new in fashion and decor, thrifty DIYs, and... jellyfish? 🎨🏡 And on Reddit, with 70M daily users, subreddits like r/amitheasshole, r/mildlyinfuriating, and r/popculturechat are the hot spots. Plus, a big thumbs-up for AI discussions. If you're AI-savvy, Reddit might just be your new playground. 🤖💬 So, whether you're a TikTok trailblazer, a Pinterest pioneer, or a Reddit raconteur, there's a trend for you
to lead in 2024! 🚀🌍 Publicis Media's Zenith has gone low-key 🤫 with its latest global ad forecast update, trimming its 2024 growth prediction to +5.3% 📉 from an earlier +6.9%. This subtle revision, shared quietly on its website 🌐, contrasts with the usual December fanfare 🎉. Meanwhile, Zenith's 2023 outlook remains steady at 4.4% 📊. Interestingly, while skipping a fresh U.S. forecast, they're more optimistic
about the Americas overall, predicting a 5.7% bump, a leap from North America's 4.3% forecast in June 🌎. This comes just after similar updates from IPG Mediabrands Magna and WPP’s GroupM 📺.
🥤🤖 Coca-Cola, riding the generative AI wave, has emerged as a trailblazer among consumer brands. In collaboration with Bain & Company and OpenAI, Coke launched the "Create Real Magic"
platform and embraced AI across digital and experiential channels, including a buzzworthy Las Vegas Sphere campaign. 🎄 Their Christmas campaign, "the world needs more Santas," resulted from these AI-driven efforts, offering people-friendly, engaging platforms for creating personalized Christmas cards. Coca-Cola's AI journey extends to their internal processes and marketing strategies, notably with the launch of the AI-assisted Y3000 flavor, demonstrating how generative AI can offer
personalized, scalable consumer experiences while honoring the brand's longstanding values. 🚀🌐 🌆📱 Downtown Baltimore is lighting up with innovation! The Downtown Partnership of Baltimore has spearheaded the installation of digital billboards on two buildings at Lombard and Charles streets. These aren't just any billboards; they're a beacon of revitalization and hope for the city. 🎨🏙️ Amy Jordan, the property manager of 36 S.
Charles St., sees these billboards as a symbol of Baltimore's reset, showcasing local businesses, artists, and big events. With partnerships from Orange Barrel Media and Capitol Outdoor Media, these digital displays are more than just advertising tools; they're a statement of urban rejuvenation. Shelonda Stokes, the Downtown Partnership president, envisions these billboards as a key strategy in attracting major events like the World Cup and Super Bowl to Baltimore. By summer, 11 digital
billboards will light up the city, reflecting hope and progress in Charm City! 💡✨
🗞️👩⚖️ The Spanish Information Media Association, representing titans like El País and El Mundo, has thrown a legal gauntlet at Meta, seeking a hefty 550 million euros! They're accusing Meta of playing fast and loose with EU data protection laws, saying "¡Basta ya!" (enough already) to Meta's ad profiling antics. Meta's
response? A digital "🤷♂️," having not yet peeked at the lawsuit. Meanwhile, the association's rallying cry is for advertisers to jump ship to more data-respectful media, as they seek to clip Meta's digital wings and champion "democratic quality" in Spain. 🇪🇸💻🏛️ 📊🚀 "Everything old is new again, but with a high-tech twist!" says the OAAA, giving a hat-tip to AI and machine learning for making Media Mix Modeling (MMM) the new/old darling in
advertising. 🌟💡 Anna Bager, the CEO who probably loves pie charts as much as real pie, suggests cranking up Out-of-Home (OOH) advertising budgets for better brand buzz. 📈🎯 According to their time-traveling data analysis (2017-2022), bumping up OOH spend is like adding extra hot sauce to your marketing strategy: it just makes everything better! 🌶️💰
📲🚀 Meta's new kid on the block, Threads, is zooming past
X (aka the app formerly known as Twitter) in the app download race! 🏎️💨 According to Apptopia, Threads is getting all the love with a whopping 41 million downloads, overshadowing X's 27 million since September. 🌍📈 The twist? Most of Threads' fans are from India, not the U.S.! 🇮🇳🌟 Meanwhile, X is experiencing a bit of an identity crisis and a not-so-warm reception post-rebranding, dropping from a top app to "where did it go?" in the rankings. 📉😕 As advertisers give X the cold
shoulder, all eyes are on Threads to see if it becomes the new advertising sweetheart once Meta rolls out the red carpet for ads. 🌟🤔
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YAHOO RISES FROM THE DIIGITAL ASHES Silicon Valley giants and plucky startups alike vie for the spotlight in the adtech world but a familiar name is making an extraordinary comeback. Yahoo, the once-ubiquitous portal to the online universe, is scripting a
revival that’s as unexpected as it is impressive. This resurgence is not just a tale of technological innovation; it’s a story of strategic reinvention, led by the launch of Yahoo Blueprint, an AI-powered suite that’s redefining the landscape of digital advertising. READ THE STORY AND LEARN MORE
Billion-Dollar Blindspots: The ANA Report’s Eye-Opening Revelations In the complex world of digital advertising, the Association of National Advertisers (ANA) has released a groundbreaking report, shedding light on the often opaque and misunderstood
intricacies of programmatic media buying. This detailed study, analyzing an impressive $123 million in advertising spend from notable brands such as State Farm, Mondelez, and Discover, spans the period from September 2022 to January 2023. It offers an unvarnished look at the realities of digital advertising, where the conventional wisdom about the relationship between the cost of media and its quality is turned on its head. READ MORE
Roblox Roulette: Why Some Brands Win, and Others Just Lose A common misconception continues to lure brands into treacherous waters: the belief that mere presence guarantees relevance, and relevance, in turn, ensures resonance. This misguided notion has led
many brands to venture into the captivating world of Roblox, a thriving digital universe, only to find themselves grappling with disappointment. The burning question arises: Why do so many brands stumble when trying to harmonize with the Roblox community? Let’s embark on a comprehensive exploration of the matter. READ MORE
NOW
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
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