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Tech Titans on the Turf: The Trade Desk’s Offensive Against Google
In the high-stakes game of digital advertising, The Trade Desk and Google are like rival football teams, each with its own playbook, vying for the championship title in a league where the rules are constantly changing. The recent accusation by The Trade Desk’s CMO, Ian Colley, that Google has to "bribe companies" to test their Privacy Sandbox APIs, throws the equivalent of a bold, challenging flag on the field,
signaling a heated contest ahead.
Google, akin to a seasoned team with a storied legacy, is pushing forward with plans to continue fully phasing out third-party cookies in Chrome. It's a strategic play that could be compared to a team changing its star quarterback in the middle of the season - risky, with potentially massive implications. In this scenario, Google's new quarterback is the Privacy Sandbox, a player surrounded by both intrigue and skepticism. The Trade Desk emerges as the nimble, independent player, adeptly dodging the tackles from tech giants like Google and Facebook. Picture them as the spirited underdog football team, one that trains in a modest facility but harbors ambitions that stretch far beyond the local league. Their latest play, the Unified ID 2.0, is akin to a Hail Mary pass in a tightly contested game. It's a bold, audacious move, designed to travel the full length of the field, bypassing
the traditional pathways and directly challenging the status quo of digital ad tracking. Unified ID 2.0 isn't just any ordinary play; it's a game-changer, a strategic ploy that has been meticulously crafted in the playbook. By offering an alternative to Google's entrenched cookie system, The Trade Desk is not just throwing the ball; they're rewriting the rulebook. They aim to pivot the entire game of online advertising towards a model that’s more transparent, more
user-friendly, and arguably, more in tune with the evolving digital landscape. It’s a gutsy strategy, betting on the idea that the market is ready for a significant shift, one that could potentially redistribute the power dynamics of the entire ad tech ecosystem. Despite The Trade Desk’s vocal criticism of Google's Privacy Sandbox, their actions off the field tell a more nuanced story. Much like a shrewd coach who publicly questions the opposing team's tactics while quietly studying their
playbook, The Trade Desk is engaging in a bit of double play. Behind the curtains of public discourse, they’re meticulously assessing and even integrating several of Google's APIs. This move, while seemingly contradictory, is a classic strategy in the high-stakes game of digital advertising. On the surface, they maintain the stance of a challenger, openly skeptical of Google's moves. Yet, in the shadows, they're pragmatically exploring these very technologies, perhaps acknowledging that in this
complex game, understanding and occasionally adopting your rival's strategies can be key to staying ahead. This approach is akin to a football team that publicly dismisses a rival’s innovative formation but then covertly drills their players in similar tactics. The Trade Desk, in its pursuit of market dominance, recognizes the value in Google's plays, even as it seeks to disrupt the status quo. By integrating with Google's APIs, they are essentially trying on their
rival’s armor, seeing how it fits, and possibly looking for chinks to exploit. It’s a savvy move, reflective of the adage 'keep your friends close and your enemies closer.' The Trade Desk isn’t just playing the game; they’re also playing the player, adapting and evolving in a landscape where rigidity can lead to obsolescence. Ultimately, this dual strategy underscores a key aspect of the digital advertising arena: while companies may posture as adversaries, the
reality is often more complex. In a field driven by rapid technological advancements and shifting consumer behaviors, learning from competitors can be as crucial as differentiating from them. The Trade Desk’s simultaneous critique and exploration of Google's offerings reflect a deep understanding of this dynamic. It's a dance of competition and cooperation, where the music never stops and the steps are always changing. As The Trade Desk navigates this dance,
they demonstrate a keen awareness that in the digital ad league, victory often lies in flexibility and strategic adaptation. The Trade Desk's efforts to pivot from display advertising to newer strategies are like a team diversifying its offense, trying to be less predictable and more dynamic. In the constantly evolving ad tech league, sticking to a single game plan isn't an option if you want to stay competitive. Meanwhile, Google isn't content to simply guard
its turf in the digital advertising showdown. They're on the offensive, strategically deploying their resources to orchestrate the game's future. Picture a football team not just focused on defense, but also proactively training and equipping other teams in the league to play by its rules. This is Google, actively funding third parties to test their APIs, a masterstroke that's part power play, part savvy investment. By incentivizing other players in the digital arena to adopt and integrate their
Privacy Sandbox technologies, Google is essentially ensuring that its playbook becomes the league standard. This isn't just about maintaining a strong defensive line; it's about setting the field, defining the game's parameters, and keeping the ball in their court. This strategy is reminiscent of a veteran team that knows the game inside out, understanding that true dominance comes from shaping the way the game is played. Google's funding is like providing other
teams with state-of-the-art training facilities and top-notch coaching staff, all with the catch that they play the game Google's way. It's a clever blend of largesse and control, designed to keep Google's influence pervasive and persistent across the digital advertising ecosystem. This isn't just about winning individual matches; it's about ensuring the entire league operates under a Google-centric paradigm. In doing so, Google is not just a player in the game; they're also the architects of
the arena, subtly steering the course of digital advertising towards a future where their influence is as ubiquitous as it is unchallenged. ensuring their influence remains strong in the game. Jeff Green, The Trade Desk’s CEO, has likened the current advertising landscape to a historical shift in technology, akin to a game-changing season where new strategies and players emerge, reshaping the league. In his view, advertising is undergoing a transformation, an
evolution that’s both inevitable and irreversible. This rivalry between The Trade Desk and Google is more than just a competition; it's a battle over the future direction of the digital advertising industry. Each company is playing to its strengths, with The Trade Desk pushing for a more open, diverse approach, while Google aims to maintain its dominant position, even as it navigates the complex field of privacy concerns. As 2024
unfolds, this contest will only intensify. The Trade Desk, with its focus on innovation and challenging the status quo, is our favorite underdog team that’s suddenly a serious contender for the championship. Google, with its vast resources and entrenched position, is the defending champion, determined not to yield its title. Plus they've rigged the game (according to the DOJ.) In this high-octane game, every play counts, and the outcome will shape not just the
fortunes of these two teams but the entire digital advertising league. One thing is certain: both The Trade Desk and Google are playing to win, and the competition will be nothing short of thrilling.
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All the news you need today, in a format that isn't TL:DR summarized for the busy executive.
📉📺 2023's TV ad scene, as Wayne Friedman notes, is a real head-scratcher! More households saw ads, and broadcasters aired more commercials, but the national TV ad spend still took a 4.7% nosedive to $43.71 billion. Why? Well, 2022 was a tough act to follow with the Winter Olympics and mid-term political ads pumping up the volume. Plus, with linear TV's reach waning, networks pumped up ad minutes in
primetime by 2.9%, but streaming platforms, the new cool kids, kept their ad loads light as a feather (just about five minutes per hour). CBS leads the pack in TV ad impressions, but the NFL reigns supreme in grabbing eyeballs for ads across networks. Meanwhile, shows like “Law & Order”, “Friends”, and “NCIS” are also ad magnets. It's a changing landscape where more ads don't necessarily mean more money. 🏈🚀📊 🔍👚
Gap Inc., the fashion heavyweight, is shaking things up! They're rethinking their U.S. media agency strategy, even after dropping a cool $190 million on media last year. Omnicom’s PHD, the reigning champ, is gearing up to defend its title. Gap, with its crew of Old Navy, Banana Republic, Athleta, and the Gap brand itself, is on a mission for a brand makeover, aiming to boost both bucks and buzz. Despite hauling in $15.6 billion in 2022, they're bracing for a possible sales dip this
year. It's all about staying sharp and relevant in the ever-changing fashion game. 💸📈🛍️ 🎯📈 Retail's big leap! At the National Retail Federation's show, it's clear retail media is getting a major makeover, stepping into either its 2.0 or 3.0 era. Goodbye, old-school search and display ads; hello, in-store ad revolution! With giants like Walmart and 7-Eleven turning aisles into ad spaces and Instacart playing with AI-powered carts, it's all
about blending the digital with the physical. The goal? To make shopping aisles the new prime-time TV. It's a mix of high tech and high touch, with a dash of "let's hope this works!" 🛒🤖💡
🎮🚗💨 Surprise in esports! BLAST, a Danish company, just scored big by partnering with Epic Games to run "Rocket League" esports, leaving industry insiders 🤯. This twist overtakes expectations of Saudi-Arabian-owned ESL/FACEIT clinching the deal. BLAST,
already a whiz at "Fortnite" events, now gears up to turbocharge "Rocket League" with its event, sales, and marketing magic. While the deal's finer details are under wraps, it's a long-term play. For "Rocket League" fans and players, it's game on, no matter who's behind the joystick. 🏆🕹️🌍 (digiday)
🕺💡 TikTok's not just for dance moves anymore! Adobe's latest scoop shows a whopping 10% of Gen Z ditching Google for TikTok when they need
answers. Millennials, Gen X, and even Baby Boomers are hopping on this trend too. Whether it's whipping up a new recipe, tuning into the latest tunes, DIY hacks, or fashion fixes, TikTok's the new 'Ask Jeeves'. And let's talk video tutorials - 62% of users are all in for these visual guides. Business owners, perk up your ears: video tutorials are outshining traditional search results. Plus, creative content, product reviews, and influencer chit-chat are big hits. If you're not on TikTok
yet, you might be missing out on a goldmine of potential customers, especially if your biz is in one of those hot search categories! 🎥🔍
🍪🕵️♂️ GA4's like the cool new kid on the block, mixing up the old cookie jar with a dash of future tech! It's tracking users like a pro, doling out unique _ga cookies to every visitor like exclusive VIP passes. Want a sneak peek? Dive into the User explorer, where you'll
find every digital footprint neatly lined up. But hey, it's not just about collecting data – GA4's playing nice with privacy rules, making sure everyone's data is as safe as a secret diary. So, whether you're a data geek or a privacy ninja, GA4's got something for everyone. 🚀📊💾 🇮🇹🍰 Chiara Ferragni, Italy's selfie queen and influencer extraordinaire, finds herself in a sticky situation sweeter than Christmas cake. Her partnership with Balocco for a
charitable pandoro cake – priced at a hefty €9 – promised donations to a children's hospital but crumbled under scrutiny. Turns out, the hospital got a pre-campaign €50,000, while Ferragni pocketed over €1m. Italy's anti-trust body wasn't amused, slapping fines on both Ferragni and Balocco. Amid apologies and a pledge to donate €1m to the hospital, Ferragni's empire is wobbling, losing followers and big clients faster than a cake loses its icing. This tale's moral? Even influencers
can't sugarcoat a half-baked charity scheme. 📉🤳✨
📉 Starting today, Meta's ad game is changing: they're dialing back on detailed ad targeting options. 🎯 The full list of axed categories is still under wraps, but health, race, and ethnicity are on the chopping block. 🚫 Details are scarce, but we're all ears for more info. 🤔 Ads using these soon-to-be-gone targeting options have until March 18 to run their course. ⏳ Then, it's update time!
Why the big change? Meta's aiming for a more ethical, discrimination-free ad world, stepping away from super-specific targeting. 🌍🕊️ Their solution? Leaning into automated options like Meta Advantage+ audience, promising better ad performance. 🤖📈 This shift might just be the start of a bigger trend towards systematic display options in the ad industry. Stay tuned! 📻👀 #MetaShift #AdEvolution
🎬📉 VideoAmp, once buzzing with optimism, is now dialing down
its energy levels. 2023 saw them as a top contender in alternative TV ad measurement, but the heat of market competition is causing some cracks. 🛠️ Last week, they bid farewell to 20% of their team and waved goodbye to their CEO, Ross McCray, with board member Peter Liguori stepping up as the interim boss. This layoff wave follows a 10% cut just five months earlier. 🐢 Behind the scenes, VideoAmp's alternative TV currency business isn't sprinting as fast as the headlines suggested. Mostly
making dough from client campaigns, the company's finding it tough to stay afloat without this financial lifesaver. 💸 With cash burning fast and revenue projections trimmed, layoffs became inevitable, an insider spilled to AdExchanger.
Elf Cosmetics is blending beauty with mystery in their latest glam caper 🕵️♀️🎥. "Cosmetic Criminals," a 15-minute mockumentary, takes us on a wild ride through a true crime-style tale of a makeup thief and a
house full of shady suspects 💄🔍. This isn't your average YouTube flick; it's hitting the big screens in AMC theaters, setting the stage for Paramount’s "Mean Girls" adaptation 🍿🎬. You can also stream this beauty whodunnit on Amazon Freevee – talk about making a dramatic entrance into the world of cosmetics and crime! 🤩🎉
Disney's streaming dreams are looking a bit like a roller coaster ride 🎢 in the world of direct-to-consumer (D2C)
business. The Magic Kingdom's 2023 forecast? A not-so-magical $2.5 billion loss 💸, despite some pixie dust efforts to trim the deficits. MoffettNathanson Research points out that when Disney's D2C is stacked against Netflix's glittering past performance, with over $20 billion in revenue, Disney is still lagging in the trend race 🐢🚀. Flashback to 2019: Netflix was basking in a sunny $20.2 billion revenue with a cozy $2.6 billion positive cash flow, strutting a 13% profit margin 🌞💰.
Meanwhile, Disney is playing catch-up with a projected negative 13% profit margin on $19.9 billion in revenue for 2023, though slightly up from last year's 19% margin dive 📉.
🎬 Netflix's ad-supported plan is booming with 23 million MAUs, a big jump from 15 million! 📈 Amy Reinhard, the ad chief, shares that 85% of these users are actively streaming for over 2 hours monthly. 🕑 Launched at $6.99/month in November 2022, this plan is a key
strategy after Netflix faced subscriber drops in early 2022. 📉 By Q3, it's already 30% of new sign-ups in 12 countries, marking a turnaround for the streaming giant. 🌍 Netflix is focused on growing this user base while keeping content and ads engaging. 🎥👀 #NetflixAdsOnTheRise #StreamingStrategySucces
📱 Gen Z and News: Digiday+ uncovers Gen Z's (born 1997-2012) preference for social media over traditional news sources. 🌍 51% of younger Gen
Z get news from social feeds and messaging, with Instagram and similar platforms being key. 📲 A Reuters study shows 39% of 18-24-year-olds use social media as their main news source. News orgs are adapting with platform-specific content. 💬 Christina Capatides of CBS News emphasizes the need for brand content to mimic creator content. TikTok is a major news source for 32% of U.S. adults under 30, says Pew Research. 📊 Lulu Chiang of ABC News highlights the trust Gen Z places in social platforms
for news. (SOURCE)
🚫📱👎 "Just because you can, doesn't mean you should!" TikTok Ads, take note: Non-skippable ads might just be your downfall. Users crave control, with 73% more engaged when they can skip and 56% more likely to watch with that freedom. A
MediaScience study reveals half the ad impact happens in the first 2 seconds. Forcing views? Not a click-winner. Test it, but listen to your data—it speaks volumes! 📊👥💡 🏈📈 The NFL's 2023 season scored big with a 7% hike in TV viewership and a slight uptick in stadium attendance, reaching 18.9 million. Every team was on fire, selling over 93% of tickets, a stark contrast to 2021's pandemic slump. Highlight teams: Detroit Lions, basking in
their first division win in 30 years, and Washington Commanders, with a 10% jump in attendance under new leadership. Globally, the NFL's game plan includes Chicago Bears, Minnesota Vikings, Jacksonville Jaguars, and Carolina Panthers playing abroad in 2024. It's more than just touchdowns; it's a global sports blitz! 🌎🏟️🎟️
🌟 Joanna O’Connell joins Omnicom Media Group as the first Chief Intelligence Officer for North America! 📈 With a
journey that began at Avenue A in 2000, she's now the brains behind navigating the media maze for clients. 🧠 After stints as MediaMath’s CMO, a top analyst at Forrester, and EVP of Innovation at R3, she's back in the agency game. 💼 Ralph Pardo of OMG praises her two-decade expertise in turning market trends into winning strategies. 🏆 Joanna's new mission? To boost OMG's intelligence initiatives and lead projects like the Future Signals series and CASA, shaping the future of advertising
identity. 🚀🔮 #MediaMaven #StrategyGuru
🎉 Disney's self-service ad platform, Disney Campaign Manager, is making waves! 🌊 Launched in 2021, it's now supporting 4,200 brands and 1,000 agencies, with 85% being new to Disney Advertising. 🚀 Dentsu's Brad Stockton highlights the platform's appeal in data and tech advancements, offering advertisers more control and agility. 💻📊 With 16,000 campaigns launched, the platform caters to small budgets
(starting at $500) and allows targeting by location, demographics, and more. 🎯 Coming up: Disney+ and ESPN+ ad spaces will join the platform, spreading its magic globally! ✨🌐
🎭 Big news in the media world! Shane Ankeney, a bigwig at Havas Media since 2015, has called it quits, spilling the beans on LinkedIn. 📣 Meanwhile, Havas Media's doing some musical chairs, promoting Greg Walsh and Greg James, but mum's the word on Shane's exit.
🤫 A Havas insider hints at more shake-ups, but keeps it hush-hush. 🤐 Shane, a 2020 MediaPost All Star and veteran of the ad game since the '90s, is teasing a "next chapter" but keeping it mysterious. 📖 And here's a twist: Havas' website still shows Shane and some other long-gone execs as part of the gang. Seems like someone forgot to hit the update button! 🙈🖥️🤷♂️
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Nick Friese of Digiday, Lana McGilvray of Purpose Worldwide and speaker and author Ted Rubin Joined us for a discussion on work-home balance WATCH ON YOUTUBE NOW!
The Attention Alchemist: How Yan Liu is Redefining TV's Golden Metric In the restless panorama of media and technology, where the flickering screens hold sway over the collective gaze, Yan Liu stands as a visionary sculptor of invisible data. As
CEO and co-founder of TVision, Liu is not merely observing the tides of television viewership but actively reshaping the way brands, agencies, and TV media sellers comprehend the deep, often unseen currents of viewer attention. READ MORE OF THIS STORY
FAST and Curious: The Free Ad-Supported TV Phenomenon Taking Over Streaming Netflix’s dive into the ad-infested waters isn’t just a splash—it’s a cannonball that’s sent waves through the SVOD sea. In a landscape where “subscriber growth” was
the chant, the major players are now humming a different tune: advertising tiers. This shift is more than just a fad. The year 2023 in media was less a rollercoaster and more a rocket ride to the moon—without a clear landing strategy. WGA and SAG-AFTRA strikes turned studios into frantic chefs in a kitchen where half the ingredients are missing. This chaos was the backdrop to the intensifying streaming wars. READ MORE AND LEARN MORE
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
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