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2024: The Year AdTech Broke the Internet – And Fixed It Again
As the clock chimes midnight, signaling the advent of 2024, the adtech world doesn’t just turn a page; it rips out the entire chapter. Here, in this madcap maze of pixels and platforms, a band of industry mavericks and misfits are scribbling a new narrative, one that’s as audacious as it is uncertain. First up is Shiv Gupta, a co-founder at U of Digital, not your average digital guru
but more of a modern-day digital Nostradamus. Gupta, with the air of a man who has seen too many adtech faux pas to stay silent, calls for an industry-wide upheaval. “It’s time for a deep cleanse,” he declares, his words slicing through years of digital debris – from the murky shadows of ad fraud to the smog of carbon emissions. Gupta isn’t just envisioning change; he’s demanding an adtech renaissance. Then, we have Mark Donatelli from Cimply, part philosopher,
part digital strategist. Donatelli, with a twinkle in his eye, delves into the etymology of 'resolve,' weaving a tapestry that connects Apple’s triumphant iPhone saga to Kodak’s tragic tale of missed opportunities. “Resolve is an odyssey, a journey from doubt to decisive action,” he proclaims, his rhetoric inviting us to ponder the fate of adtech in this ever-shifting digital cosmos. In the corner, scribbling furiously on a napkin, is Joe Zappa from Sharp Pen
Media, who seems to have distilled the essence of the industry’s new year resolutions into a potent trio. “Embrace ads that reach consumers,” he starts, his voice a mix of exasperation and hope. Zappa’s no fan of buzzwords. “AI-powered solution? More like AI-powered delusion,” he quips, a mischievous glint in his eye. He’s the industry’s reality check, reminding everyone that beneath the layers of tech jargon, the core of adtech still beats with the simple heart of consumer connection. And what’s a good story without a voice of conscience? Enter Dave Morgan, the co-founder of Simulmedia. Morgan, part prophet, part pragmatist, doesn’t mince words when it comes to the industry’s moral compass. “We’re on the edge of an ethical precipice,” he warns, his voice carrying the weight of a thousand digital campaigns. Morgan’s call to action is clear - it’s time for adtech to grow a conscience, to tread the fine line between innovation and integrity. Finally, Judy Shapiro, CEO of engageSimply, steps into the spotlight. Shapiro, with the wisdom of a digital sage, zeroes in on the trust gaps plaguing adtech. “We’re suffering from a crisis of confidence,” she notes, her insights cutting to the heart of the industry’s dilemma. Shapiro isn’t just critiquing; she’s reimagining a future where topic targeting becomes the new holy grail, a beacon of hope in the murky waters of digital advertising. As the curtain falls on this adtech odyssey, one thing is clear – 2024 isn’t just another year. It’s a wild, whimsical journey into the heart of digital destiny, a labyrinth where every turn promises new challenges and every challenge, a new opportunity. This is the year adtech wakes up, shakes off the dust of complacency, and dances into the dawn of a new era -- or not.
READ THE FULL ADTECH WORD PROMPT HERE
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
🌏🔀💼 Interpublic has waved goodbye to its iconic agencies Hill Holliday and Deutsch New York, handing them over to New Zealand's Attivo Group. 💸 Terms? Top secret! 🤐 The deal is Attivo's ticket to the U.S. market. 🇺🇸 Both agencies keep their names and bosses but get to play with Attivo's toys too. 🎮👔 Launched in 2020, Attivo, led by Cam Murchison, is like a collector of marketing gems,
already cozy with IPG. 💎✨ Excitement's in the air as Attivo promises growth and an entrepreneurial vibe, while IPG's Philippe Krakowsky sends a virtual high-five. 🙌 Meanwhile, Deutsch LA sits this dance out. 💃🚫 Hill Holliday's CEO, Chris Wallrapp, talks big dreams and new chapters, while Deutsch NY's Val DiFebo is all about embracing the startup life with IPG as a familiar friend. 🚀🤝 #AdWorldShuffle #NewBeginnings
This infographic rolls out the red carpet, revealing the cash cows of tech's high society 🎩. Amazon reigns with a $514 billion pie, a majority sliced by its retail might, while AWS puffs up a decent chunk too 🥧. Apple, not far behind, banks on the iPhone's charm, capturing over half its $383 billion fortune 📱.
Alphabet spells success with $283 billion, with Google Search and YouTube Ads casting the winning spells 🪄. Microsoft, the $212 billion "Windows" to the corporate soul, finds Office Products snugly in its revenue repertoire 🏢. Meta, with $117 billion, thumbs through most of its riches via ads, keeping its social kingdom afloat 💬. Lastly, NVIDIA, the $27 billion whiz kid on the block, flexes its GPU muscles for the tech-savvy crowd 💪.
🍪🚫🔍 Today,
Google's Chrome crew began the great cookie crumble, axing them from 1% of browser traffic. 🌐✂️ Ad folks, listen up! It's time to cook up new ad auction recipes 📈🧑🍳 because by year's end, when 100% of Chrome's cookies are history, it's a whole new internet ad game. 🕹️🌐 #CookieCutting #AdRevolution #TechTrendsetter 🥳📅
📰🤡 "Fake news may be the final curtain call for marketing hoaxes," warns the ad world. Snoop Dogg's 'no smoke' prank
for a fire pit ad was fun, but as 2024 rolls in, the line between fun and fiction gets blurry. 🌫️🎭 In the internet's echo chamber, marketers used hoaxes from Taco Bell's Liberty Bell purchase to The Gunshop's anti-violence message. 🌮🔔 Now, the rise of fake news and AI's deepfake wizardry has everyone second-guessing reality. 🤖👀 The big worry? Losing trust in what we see and read, leading to a dystopian, post-truth world. 🌍🔮 Brands, beware: what once was a chuckle-worthy trick
might now be a credibility crisis in disguise. 😕🃏 #MarketingMischief #RealityCheck 🚫🤹♂️
🛒💻 Commerce media's booming, and retail media networks are the new gold rush! 🌟 GroupM's Kate Scott-Dawkins dialed back her retail media spend forecast, but Brazil, Mexico, and France are gearing up for big growth. 🌍💹 In the U.S., the big names like Amazon and Walmart dominate, but now there's a shift towards the middle market. 🎯🛍️ Enter Jared
Belsky's Acadia, targeting the untapped potential of mid-sized retail platforms like Chewy, Kroger, and Ulta. 🐶🛒👗 Acadia, with its 90-person global team, is diving deep into the unique mechanics of each client and platform, proving that the first dollar spent in these middle-market spaces can be more effective than the last dollar in the giants. 📈💸 As 2024 unfolds, expect more agencies to join this middle-market retail media movement, aiming for a slice of the predicted $150 billion pie by
2026. 🍰🔮 #RetailMedia #MarketingTrends #MiddleMarketFocus
🎥🕵️♂️ TikTok's in a legal tango over privacy! They're facing a lawsuit for allegedly hoovering up data from non-users via a tiny digital spy called the 'TikTok pixel' on sites like Hulu and Etsy. 🌐💼 Their defense? "You clicked, so you consented!" Meanwhile, Bernadine Griffith, a non-TikTokker, claims TikTok's been secretly snooping on her online shopping and streaming habits.
🛍️🔍 The court's like, "Let's hear more," allowing most of her privacy invasion claims to dance on. TikTok's next move? Arguing it's the websites' fault for installing their sneaky pixel in the first place. 🕺💻👀
🥤👨👩👦👦 Coca-Cola's stirring up a fizzy family affair! Their latest ad campaign marries their soda spectrum with homey vibes, aiming to give viewers those warm, fuzzy goosebumps. 🌟🏡 Directed by "The Bear" creator Christopher
Storer, the ad spotlights a newbie introduced to a chaotic, yet endearing family gathering, with Coke products naturally part of the scene. 🎬👋 While AI isn't the main chef in their creative kitchen, it's seasoning the mix with insights. The goal? To be the toast of family moments, just like their beverages. 🍹🎉📺
🏦🌟 Tyrrell Schmidt steps up as the new Global Chief Marketing Officer at TD Bank Group! 🚀 After a
stellar interim stint, she's now officially in charge, reporting to Christine Morris. Her mission? To keep the bank customer-obsessed and brand-strong. 💪🤝 Under her guidance, TD's marketing has gone personal and segment-savvy, driving record sales in FY'23. 📈 Tyrrell, a champion of inclusive leadership and team building, has been a magnet for top talent in both the U.S. and Canada. 🇺🇸🇨🇦 With a rich history in roles across continents and industries, she's primed to lead TD's
marketing into a dynamic future. 🌍📊 #BankingLeadership #GlobalMarketing #TeamTD
Omnicom's big buy! 🛒💸 They just snapped up Flywheel Digital from Ascential for a cool $900M, with former Ascential bigwig Duncan Painter leading the charge. 🚀 Painter's dream of spinning off Flywheel is now a reality, boosting Omnicom's AI system with juicy commerce data. 🤖💰 Meanwhile, there's some intriguing sidebar action: Omnicom's dipping its toes into
Hudson MX's sale, a tech start-up previously backed by Ascential. 🎭🤔 But wait, there's drama! Flywheel's caught in legal tangles with Compass Marketing, which could see Omnicom dragged into court. ⚖️🔥 Amidst all this, Ascential's board sees a shuffle, waving goodbye to two directors and crowning Philip Thomas as the new Executive Director. 👋👑
Elon Musk's social media saga continues! 🚀📱 His company X tried to sidestep California's social media
law, AB 587, but got a big "nope" from a federal judge. 🚫⚖️ The law demands social platforms spill the beans on their content-moderation policies, but X cried "First Amendment violation!" 😱📜 X argued the law would force them to censor, but Judge William Shubb wasn't having it, calling the reporting requirements "factual" and "uncontroversial." 🤷♂️📄 Meanwhile, X, Musk's rebranded Twitter, slashed its trust and safety team, leading to a digital wild west with rising harmful content.
🌵🔥 This move scared off advertisers and piqued the EU's interest, probing whether X broke the Digital Services Act. 🕵️♂️
Advertising's cookie conundrum! 🍪💔 Mid-last year, ad spending finally bounced back, but 2024's looking like a year of penny-pinching for advertisers grappling with identity crises and the cookie's demise. 📉🔍 Nicole Perrin, an ad expert from Advertiser Perceptions, spotlights the big shift: publishers must now invent
new tech for cost-cutting advertisers. 🛠️📚 Goodbye, cookies! These relics, absent in apps and shunned by major browsers, are phasing out, with Google Chrome's upcoming 'Tracking Protection' leading the charge. 🚫🌐 This cookie crackdown, coupled with Apple and Google's ad ID changes, is tossing advertisers into a whirlpool of data dilemmas. 🌀💻 The real scare? Losing precision-targeted ads and reliable metrics. 🎯📊 But there's hope! Alternatives like cleanrooms, UID2, and Yahoo Connect ID
offer deterministic targeting, while AI's already shaping ad targeting in digital fortresses. The question is, will the ad world unite under one solution or juggle multiple tools? 🤹♀️🌐
Social media's kiddie cash cow! 🐄💰 Harvard's latest study reveals a whopping $11 billion ad revenue from minors on big platforms like Facebook, Instagram, Snapchat, TikTok, X (ex-Twitter), and YouTube last year. 🚸💸 The
study's calling for government action, arguing these tech giants are too busy counting coins to self-regulate kid's screen time. 🚨👶 The breakdown? YouTube's the top earner from the under-12s, raking in nearly $959.1M, while Instagram's the teen champ with a cool $4B. 🏆🧒 For Snapchat, a staggering 41.4% of its ad dough came from those 17 and under! TikTok (35%), YouTube (27%), and Instagram (16%) aren't far behind. Meanwhile, Facebook and X pocket less from the youth, with under 3% each. 📉👧
The research, blending data from the U.S. Census, Common Sense Media, Pew Research, Insider Intelligence, and Qustodio, paints a vivid picture of how social giants monetize minors. 📊👀 🚀💼 LinkedIn's ad game is leveling up! As X (you know, the bird app 🐦) faces drama under Elon Musk, advertisers are flocking to LinkedIn. 💸👩💼 Ad prices there? Up 30% in a year! Think $300 per 1K views, while Meta's at a
cool $10-$15. 📈💰 LinkedIn's still a small fish in the big ad pond (1.5% market share), but hey, they're growing – almost $4 billion in ad revenue in 2023! 📊💹 Meanwhile, Meta and Google dominate with 21% and 27%. The twist? Brands are loving LinkedIn's pro vibes. 🤝🏢 After Musk's "colorful" advice to advertisers, LinkedIn swooped in like, "We're the respectful ones!" 🕊️🛡️ Plus, they're evolving:
from job-hunting to a B2B social hub, targeting the C-suite crowd (11% growth, baby!). 🎯👔 And guess what? They're even dabbling in connected TV ads and fancy premium slots. LinkedIn's not just about resumes anymore! 🌐📺 #LinkedInLevellingUp 📈👨💼🚀
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🚀 Don't Miss Our Latest Podcast Episode on the Future of Ad Tech and Marketing! 🎧 Attention all readers! In our newest podcast episode, host Pesach Lattin brings together a stellar panel of industry leaders, including Lana McGilvray, Crick Chris Harar Harihar, Joe
Zappa, and Lou Paskalis, for an insightful discussion on the dynamic world of advertising and marketing. This episode is a treasure trove of wisdom, packed with innovative strategies and expert perspectives on navigating the complex interplay of ad tech innovation and privacy regulations. Whether you're a marketing professional, a tech enthusiast, or simply intrigued by the evolving digital landscape, this conversation is not to be missed. Tune in to gain a deeper understanding of the challenges
and opportunities in today's ad tech world and be inspired by the ideas shaping the future of marketing. Listen now and join the cutting-edge dialogue that's defining our industry! 🌟 MUST LISTEN PODCAST
For a deeper understanding of digital identity in advertising, our round table discussion with industry experts is a must-watch. The panelists delve into the challenges marketers face in this evolving landscape, emphasizing the need for adaptability in response to regulatory changes and platform shifts.
They highlight the importance of balancing precise advertising with user privacy and underscore the potential of contextual advertising and local/geo-targeting. Key topics include the role of first-party data, collaboration within walled gardens, AI's influence in privacy debates, and navigating user perceptions. The discussion also touches on the impact of government regulation and the criticality of industry education. This comprehensive conversation offers valuable insights for marketers
navigating the post-cookie era and the future of identity in 2024.
WATCH NOW
Identity Icing: Shaping Marketing Identity in a Post-Cookie World
The marketing world is at a crossroads with the decline of third-party cookies. This once ubiquitous and economical tool, embraced by publishers, advertisers, and agencies alike, is now
nearing its end. Triggered by a combination of heightened data protection regulations and consumer privacy concerns, this shift challenges the core practices of targeted advertising and inventory monetization. The question that now looms large is how brands and publishers can adapt to maintain effectiveness without these digital mainstays. Folks who have been baking cookies for all this time, suddenly are being told they need to make cake, and frankly, they were bad bakers to start with. READ MORE OF THIS STORY
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
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