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AdTech's Buzzword Bake-Off: Can 'Signal Loss' Take the Cookie's Crown? Meet the Signal Squad: Donatelli's Declassified, Lattin's Laughs, and Divine Declarations from
@adtechgod!
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. This past summer was hotter than a server room without AC, with chitchat about ad tech's survival hitting more ears than a pop song with a catchy chorus. Equity researchers might be crying doomsday, but, in the spirit of Monty Python, we're not dead yet! We're in the thick of it—a major shift every half-decade, and this time it's about signal loss. But,
like a phoenix with a penchant for programmatic buying, ad tech adapts. Every company splurges on advertising like it's Black Friday because, well, it moves products from shelves to shopping carts. These budgets aren't just big; they're "how many zeros is that?" big, translating to enough revenue to make a small country blush. Companies aren't about to let signal loss tell them, "Sorry, no
more ads for you!" So, what's happening isn't the end of ad tech—it's more of a pivot. Like bell-bottoms becoming skinny jeans, we're shifting from the outmoded to the innovative. Third-party cookie deprecation isn't a death knell; it's a wake-up call for better data practices, and it’s time to roll up our sleeves and get cracking. Technology’s Limitations
Ad tech's current mantra might as well be "collect all the data," and saying that out loud does feel a smidge grimy. Clean rooms popped up as the new speakeasies for data, but if they’re the entire answer, we might want to think again. It's about direct
relationships now, more so than ever. That cookie that used to be everyone's plus-one to the party? Well, it's time to mingle without it. This once standoffish industry needs to learn to play nice and collaborate, or it'll be standing alone at the punch bowl. Apple’s privacy framework pulled the rug out from under ad revenue, and Meta's looking a bit seasick from the wobble. Signal loss is
the iceberg, and our Titanic is ad tech and marketing, figuring out whether to steer clear or double down on the string quartet. The Voices of the Adpocalypse
Let's hear from some signal loss soothsayers, shall we? MARK DONATELLI,
the Yoda of signal chasing, tells us the cookie apocalypse is an opportunity, not a eulogy. A military-grade makeover for marketing? Sounds intense, but Donatelli might just be onto something. It's about thriving in the era of the privacy-minded customer. PESACH LATTIN spins a yarn of signal loss like it's an epic saga. With cookies walking the plank and user IDs fading into myth, Lattin
casts ad tech's plight with a blend of wit and existential dread—our digital Don Quixote tilting at data windmills. PAUL KNEGTEN is our feet-on-the-ground realist who can smell nonsense a mile away. His take? The cookie-free promise land is a mirage, and we’re all thirsty for results. It’s high time for a reality check, and Knechten’s not afraid to play the buzzkill at the ad tech hype
party. ADTECH GOD, our meme lord and savior, preaches the gospel of the approaching privacy paradigm. We’re not just losing cookies; we’re entering a new ad epoch, where context is king, and the old ways are roadkill on the data superhighway. DAVE MORGAN offers a perspective sharper than
Occam’s razor. Adtech’s precision? More like a funhouse mirror. We thought we had a high-res picture, but turns out it was more abstract art. Now, we're moving to a world where genuine engagement trumps the smoke and mirrors of yesteryear's metrics.
Signal loss is here, shaking the ad world like a snow globe. But maybe, just maybe, when the snow settles, we'll find ourselves in a prettier, privacy-first wonderland. The future of advertising? It's looking
like a wild, cookie-less ride, where creativity, connection, and consent are the main attractions. Buckle up, ad land; it's time to fly by instruments of our own design.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
In a digital world where personal data often feels as exposed as a fish in a transparent tank 🐠, the IAB Tech Lab is playing the privacy hero by launching a new "forget-me-please" signal 🚦for ad land. Anthony Katsur, their head honcho, announced a nifty plan that'll ensure your digital footprint can be wiped cleaner than a
whiteboard after a brainstorming session 🧽. This isn't just a one-and-done deal with the publisher; this signal is like a hot potato, getting passed all the way down the ad supply chain 🔗. But don't get too comfy—the tech's as tricky as assembling IKEA furniture with a toothpick. While Consumer Reports has a data-deletion gizmo, it's got the reach of a T-Rex's arms. Katsur's betting big that this will do better than the '03 Do Not Call list, which now just rings hollow (much like our phones
with those relentless spam calls 📵). With privacy more in vogue than ever, they're counting on everyone from tech geeks to suits to make digital amnesia a reality. 🕵️♂️💾✨
Elon Musk's rebranded Twitter, now known as X, is stirring up the digital pot by playing favorites with a timeline takeover that would make even the boldest advertisers blush 🤯. Doubling down as
the Wild West of social media, X holstered its algorithms to give a VIP pass 🎟️ to Prager University Foundation's controversial anti-trans film, sparking a hashtag hurricane #detrans. By painting the "What's happening?" sidebar with a political hue, X is proving that when it comes to free speech, they're all about that "anything goes" life—unless it's, you know, against their policies 📜. With PragerU at the steering wheel, driving a $1 million campaign for a narrative that's about as welcome
as a skunk at a garden party, X has turned the timeline into a battleground for what "free speech" means in the social mediascape. YouTube might've shown PragerU the door 🚪, but X? They're rolling out the red carpet, setting the stage for a showdown between clicks, kicks, and ethics. 🎥👀🔥
Arthur
Leopold and Jonathan Meyers are flipping the script on how YouTubers monetize their fame with their brainchild, Agentio—a digital cupid 🏹 that matches content creators with ad dollars using the smarts of large language models (LLMs). Imagine a cybernetic auctioneer that not only hollers bids but also digs into the data mines of content and campaign briefs to strike gold. It's like having a backstage pass 🎟️ to the YouTube ad bonanza, but without the chaos. Picture DoubleClick and The
Trade Desk's brainchild, all grown up and mingling at the cool kids’ table in the social media cafeteria. With a juicy $4.25 million seed money sandwich, Agentio is prepping to serve up a feast where creators cash in without selling out, and advertisers shop for screen time without the blindfold. They're not about to let the .com domain dull their sparkle, as they charge a 20% cut of the ad spend treasure chest. As the social sphere buzzes with TikTok and Instagram playing matchmaker too,
Agentio's betting its algorithmic arrows can make the perfect love match between YouTuber stars and brand wallets.💘💻💰
FuboTV is kicking goals left and right, finishing the third quarter with a roster of 1.47 million subscribers—a solid 26% boost from last quarter's stats 🌟. It's not just the numbers; they're dialing up the user experience to "super aggregator"
status, aiming to be the one-stop-shop for sports fans with a personalized app touch down 🏈🎯. With a treasure chest of $313 million in revenue, they're not just playing in the big leagues; they're setting up to dominate with tech-savvy features like AI-curated sports playlists 🤖🏀. While YouTube TV was blitzing with NFL Sunday Ticket deals, FuboTV held its ground without breaking a sweat 💪. Tackling the ad game strong, they're pulling in $30 million, all while keeping an eye on the 2025
prize: positive cash flow 🏆. With strategic moves on and off the field, FuboTV's playing a long game that could see them as the MVP of sports streaming. 📺🌐
In a showdown that seemed more bush league 🌳 than big league ⚾, the World Series whiffed with a record low of 8.13 million viewers 📉, while
the NFL effortlessly tackled big with 15.2 million fans 🏈📈. The MLB is now in a scramble, trying to crack why their postseason batted below average, especially against a regular season that hit a 26% viewership home run 📊. As the sports streaming league races towards the digital future 🖥️🚀, and live showdowns become the MVP for reaching ad-dodging fans 🛡️💻, the MLB needs to slide into a strategic game plan 🤔⚡ before the next season's opening pitch in 2024.
Amazon's ad sales might be booming 💰, but an FTC antitrust complaint has thrown shade ☁️ on the tech titan's practices, alleging it embraced "defect" ads—irrelevant and potentially misleading results for users' searches—to inflate its advertising revenue. This move, reportedly encouraged by Bezos himself, may have prioritized profit over shopper experience, possibly directing customers towards
pricier products 🛒💸. Despite Amazon claiming that its advertising is mostly seen as relevant and helpful, the FTC's findings suggest a greedy glitch in the retail media's shiny armor 🛡️🐛, questioning the integrity of a sector that's becoming ever more pivotal in a post-pandemic world.
🔍🔵 A year into X platform's swanky premium subscription, turns out 60% of its users are in
the dark about the blue check's 'show me the money' reality, per a YouGov survey for NewsGuard. A check mark once equated with credibility is now seen more like a VIP pass bought at the door by 16% of users. Steven Brill from NewsGuard waves the red flag, calling out the 'pay to play' move as a free pass for mischief-makers to dress up as credible sources. 🤑✅ And, as if to prove a point, during an intense week of the Hamas-Israel conflict, the blue-checked brigade was caught waving the
flag for 186 out of 250 viral but dodgy war stories. 🚩💬
🎬🍿 A year into its ad-venture, Netflix is rolling out the red carpet for advertisers with a new ad-supported free tier, attracting 15 million viewers ready for some commercial breaks. The streaming giant, now helmed by ad-president Amy Reinhard, is eyeing sponsorships for 'Squid Game: The Challenge' and 'The
Crown,' turning binge-watchers into binge-buyers. 🦑👑 QR codes, 'binge ads,' and flexible spot lengths are the new kids on the ad block, aiming to keep viewers and their wallets open. With a global expansion of its ad measuring stick, Netflix is sweetening the pot for ad lovers, offering higher quality streams and download options to win the great streaming game. 📊🌍 Industry whisperers hint at a shift from pricey subscriptions to wallet-friendly, ad-laced streams, and Netflix's move may just
be the ace up the sleeve, betting on a blend of big-brand and performance ads to keep both viewers and advertisers glued. 💳📺 Despite being the newbie in the ad game, Netflix is leveling up to its AVOD cousins, aiming to be the cool kid at the streaming high with a mix of showy ads and sneaky QR codes—all while juggling the premium content cachet with a newfound ad hustle. 🎉🆕
In a city-shaking twist that's more dramatic than a soap opera cliffhanger, Tremor International is giving the London Stock Exchange the old 'it's not you, it's me' as it flirts with a swanky new listing across the pond 🌉💼. Shares have tumbled down the Big Ben like a double-decker bus with a flat tire, halving in value and sparking chit-chat of a transatlantic leap to Uncle Sam's shores 🇺🇸💸. The ad-tech troupe, boasting a former tabloid titan on its
board, might just swap tea for coffee as it seeks to woo those big-spending American investors with deeper pockets and sweet Wall Street dreams 🏙️💰. With City bigwigs like Paddy Power and Marsh McLennan already RSVPing 'yes' to the American listing party, Tremor could be next to ghost London's financial scene 👻📉, stirring up more drama than a royal scandal and leaving London's financial rep ready for a rebound. 🎩🔔
At London's MadTechMoney, where ad tech meets Shakespeare, the "to thine own self be true" backdrop serves as an ironic reminder for founders wheeling and dealing in a market as stable as a house of cards 🏰🃏. Investors are clutching their wallets tighter than Scrooge, with valuations getting more haircuts than a sheep in summer 🐑✂️. Term sheets once fluttered like confetti; now, they're as rare as hen's teeth 🐔🦷. The climate's shifted
from startup-friendly to "show me the money" 🤑, with profitability the new prince charming. While the global tech and marketing deal dance sees a timid 2% uptick, valuations are diving like it's an Olympic sport 🏊♂️. The silver lining? This financial frost might just breed leaner, meaner business machines — if they don't freeze first ❄️💪. With IPOs and M&As hiding like shy groundhogs, hope flickers for the second half of next year. Meanwhile, private equity looms as a potentially sweet
escape route, promising a future where cautious optimism is the new black 🎩💼. (Source: Digiday)
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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
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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,”
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HOW GIANTS LIKE NETFLIX ARE CIRCLING BACK TO CABLE’S SHADOW
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by the constraints of traditional cable. But as the years have rolled on, those early promises seem to have evaporated, much like morning mist under the blazing sun. Today, we stand at a curious juncture where the once-revolutionary pioneers, like Netflix, echo the missteps of the very institutions they vowed to replace. READ MORE OF THIS STORY
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In the dim light of modern living rooms, a battle is being waged: the evolution of television consumption. From black-and-white family gatherers to colorized rectangles of
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The Murky Waters of Podcasting Ad Fraud
The digital soundscape of podcasts has experienced exponential growth. Millions worldwide tune in every day, taking solace in the intimate embrace of a podcast's
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