AdExchanger | News and Views on Data-Driven Digital Advertising and Marketing

Time 2020-09-23 14:04:01

Web Name: AdExchanger | News and Views on Data-Driven Digital Advertising and Marketing

WebSite: http://adexchanger.com

ID:57014

Keywords:

Views,on,and,

Description:

Is Linear Ad Replacement Finally Here? SpotX Bolsters Its Addressable TV Chops by Ryan Joe // Posted on Wednesday, September 23rd, 2020 at 12:35 am. The video ad server and SSP SpotX boosted its addressable TV capabilities Tuesday by upgrading its platform, which can now replace linear ads on smart TVs in real time.This function can be enabled by content owners working through Project OAR, an open standard led by TV manufacturer VIZIO and whose founding members include AMC Networks, Disney, NBCUniversal and Comcast’s FreeWheel among others. OAR lets ad decisioning platforms like SpotX hook in and replace linear ads, based on the programmer’s needs.Ad replacement can happen in one of two ways, said Matt McLeggon, VP of advanced TV at SpotX. There’s single advertiser slot optimization (SASO) where a national advertiser can insert a different version of an ad to specifically target demos or DMAs.And there’s multiple advertiser slot optimization (MASO), which replaces a national ad with a spot from a completely different advertiser. Continue reading Salesforce’s CDP Will Be Ready For Prime Time In October by Allison Schiff // Posted on Wednesday, September 23rd, 2020 at 12:05 am. Salesforce will finally make its customer data platform, Customer 360 Audiences, generally available in October.You’d be forgiven for thinking it was already in market. Salesforce first said it would unveil a CDP in March of last year. The product entered beta in the autumn of 2019 around the time of Salesforce’s Dreamforce conference in San Francisco.Salesforce then ran what Adam Blitzer, EVP and general manager of Salesforce Digital 360, called “a very thorough pilot” for Customer 360 Audiences throughout the spring and summer of this year.Like a classic CDP, Customer 360 Audiences serves as a repository for customer data from different sources, “putting it into one place so marketers can slice and dice it, build rich segments and profiles and activate it,” Blitzer said during a virtual press conference on Tuesday.Salesforce’s own data sources mostly flow into Customer 360 Audiences automatically, such as marketing data from Marketing Cloud, service data from Service Cloud, and so on. In the case of external data sources, Salesforce builds integration mechanisms to pull in data from ERP systems, POS systems, offline sources and various other endpoints. Continue reading Once Protective Of Their Data, Retailers Are Now Eager To Share It by AdExchanger // Posted on Wednesday, September 23rd, 2020 at 12:04 am. “The Sell Sider” is a column written by the sell side of the digital media community.Today's column is written by Corbin de Rubertis, head of innovation at Meredith Corp.Retailers once operated as walled gardens and were deeply unwilling to share their data. But a shift in marketplace conditions and their own priorities has caused retailers to now view data integrations with publishing partners as a competitive advantage.A decade ago, retailers fixated on the possibility that sharing real-time pricing data with publishers would lead to comparison shopping and lost sales. But that concern abated as retailers began exposing pricing information on their own sites, creating a cottage industry of third-party aggregators to monitor price fluctuations.Retailers were also once laser-focused on margins, but they are now more concerned with customer “lock-in” and repeat business. This new focus has deepened during the COVID-19 pandemic, as shoppers migrated online to purchase everything from groceries to exercise equipment from fewer retailers to streamline deliveries. A big-box store such as Walmart or Target knows people will come to buy certain “value” items, for example, and wants to get them buying across multiple categories.Increasing loyalty and basket size is the name of the game and can be achieved by letting publishers integrate real-time pricing and availability information directly into native content. New click-to-cart capabilities let customers complete nearly the entire path to purchase within a display ad, article or video. That requires a much greater openness with data. Continue reading Dotdash Buys Serious Eats And Simply Recipes; Ad Industry Groups Agree On How to Define Hate by AdExchanger // Posted on Wednesday, September 23rd, 2020 at 12:03 am. Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.Tastes Like DiversificationIAC-owned Dotdash is cooking with gas. Dotdash, which publishes The Spruce and Investopedia among many others, has solidified its position as a provider of culinary content with its acquisitions of Serious Eats and Simply Recipes in an all-cash deal, according to Sara Fischer of Axios. Both pubs had previously been owned by Fexy Media. These are pretty tremendous buys for Dotdash, with CEO Neil Vogel describing them as "probably 3-4 times the size of anything we've bought to date." Dotdash plans to inject some serious cash into the two properties to help them scale, Fischer reports, and it plans to rip-and-replace a number of ad units in the name of efficiency and speedier performance. Unlike many of its peers, Dotdash has zeroed in on ad revenue rather than subscriptions – and shown double-digit revenue growth despite the pandemic. Part of its strategy has been investing in diversified content to help readers in their day-to-day lives, whether that’s managing money, decorating their homes or, now, cooking.Later, HatersAgencies, platforms and advertisers, working in collaboration with the World Federation of Advertisers and the Global Alliance for Responsible Media, said Wednesday that they’ll adopt a common set of definitions for hate speech and other harmful content. The groups have been working on the project since late July. Using these standard definitions as a baseline should help platforms, including Facebook, YouTube and Twitter, enforce their advertising content policies more consistently. Under the auspices of GARM, the platforms will continue working to harmonize metrics and reporting formats throughout the rest of this year, with plans to launch a formalized system sometime during the second half of 2021. Examples of categories that fall under the common definition of harmful content as defined by GARM include adult and explicit sexual content, arms and ammunition, crime, online piracy, death and injury, obscenity, terrorism and debated sensitive social issues. That last one might upset news publishers … [Related in AdExchanger: “The Amount Of Hate Speech Facebook Found On Its Platform Doubled Between Q1 And Q2.”] Continue reading How To Own Data And Measure Performance In A Cookieless World  by AdExchanger // Posted on Tuesday, September 22nd, 2020 at 12:38 am. “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Scott Tieman, head of programmatic services, and Brad Herndon, managing director of personalization and marketing analytics, both at Accenture Interactive.Despite the abundance of consumer data caused by the COVID-19 pandemic, third- and even some first-party cookies as well as the related tools marketers use for audience targeting and attribution are becoming obsolete as consumers prioritize privacy.This shift will impact audience planning. Data management platforms (DMPs) and demand-side platforms (DSPs) typically leverage cookies to identify, group and target audiences — and to report on behaviors and conversions.While marketers won’t have to give up tracking consumers and measuring the effectiveness of their campaigns, they must go about it differently.Although it’s important for marketers to have data and measurement tools that demonstrate success, assessing effectiveness especially can be tricky, as it's more complicated than a simple ROI measurement, especially in the age of COVID-19. Effectiveness and what it means can vary on so many factors, such as the life stage of a brand, its business context, and category.So how can brands own data and measure performance in a cookieless world? Here are three key strategies: Continue reading Adobe On Launching A CDP: ‘We Could Hear The Drum Beating For This Technology’ by Allison Schiff // Posted on Tuesday, September 22nd, 2020 at 12:35 am. This is the 11th in AdExchanger’s “Meet the CDPs” series. Read previous interviews with mParticle, Acquia-owned AgilOne, Amperity, Segment, ActionIQ, Lytics, Bluecore, Microsoft, Tealium and Optimove.Most brands suffer from the same cascade of data-related challenges.Data coming in from different sources leads to inconsistent customer experiences and a throbbing privacy and compliance headache. These challenges are being accelerated by COVID-19 and third-party cookie loss.“And so we’re finding that our customers have to rely even more on first-party data,” said Suresh Vittal, VP of platform and product for Adobe Experience Cloud, which includes Adobe’s real-time CDP offering.At the heart of Adobe’s CDP, which hit the market late last year, is its identity graph and Experience Cloud ID. The latter serves as a persistent, universal identifier to pinpoint customers across the solutions housed within the Experience Cloud.“Our goal is to create a platform that stitches data together across the enterprise, from transactional data and behavioral data, to the high-velocity, high-volume data from across digital platforms,” Vittal said. “We recognized early on that giving customers the ability to harness all of that data is what they need to drive personalization and real-time interactions at scale.”Vittal spoke with AdExchanger. Continue reading How TikTok Could Bolster Walmart's Ad Biz; Microsoft Acquires Video Game Studio ZeniMax For $7.5B by AdExchanger // Posted on Tuesday, September 22nd, 2020 at 12:03 am. Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.A Match Made In HeavenWhat the heck is Walmart gonna do with TikTok? Faithful followers of this ridiculous saga will recall that the retail giant landed a 7.5% stake in TikTok Global. Megan Graham of CNBC believes the deal “could be a boon for the retailer’s tiny but growing advertising business.” Citing Credit Suisse analysis, for instance, Graham notes that TikTok’s 50 million US daily users is substantially more than the 1.5 million to 2 million daily Walmart shoppers. That’s not a perfect comparison but, hey, those are a lot of potential new people Walmart could access. “From the other side,” writes Graham, “Walmart could help TikTok accelerate its own young advertising business with a built-out sales team and strong industry reputation.” Though it’s hard to imagine a world where TikTok wants Walmart’s help with digital advertising, not to mention that if such were the case Walmart competitors might decide to avoid TikTok. So maybe it’s best to have a Chinese wall – no pun intended – between them.Not Playing AroundTikTok might have slipped through Microsoft’s fingers, but it’s got other fish to fry, In the latest mega gaming merger, Microsoft is acquiring ZeniMax, parent company of gaming studio Bethesda, for $7.5 billion in cash. The deal will help bolster Xbox’s lineup ahead of a planned launch of next-gen consoles slated for early November, The Verge reports. The acquisition gives Microsoft control over upcoming, highly anticipated video game releases, including Bethesda’s forthcoming Starfield. New games, including Starfield, will launch on Xbox Game Pass the day they come to Xbox or PC. Despite shutting down Mixer, its gaming streaming service, Microsoft considers gaming to be a big part of its future. In Q2, Microsoft’s gaming revenue increased $1.3 billion, to 64%, with Xbox content and services driving the majority of growth. Xbox hardware revenue was up by nearly 50% in the second quarter. Continue reading Not A Good Year For Pay TV: More Than 6 Million US Households Will Cut The Cord In 2020 by Allison Schiff // Posted on Monday, September 21st, 2020 at 3:58 pm. This ain’t no papercut.Roughly 6.6 million United States households will cut the cord this year, according to eMarketer’s latest forecast on pay TV trends, released Monday. That’s a 7.5% year-over-year decline, the biggest drop eMarketer has observed.And the picture doesn’t get much rosier for broadcast TV.By 2024, more than one-third of all US households will have canceled their pay TV subscriptions, and fewer than half will still be shelling out for a cable package.“It’s an acceleration of an existing trend,” Eric Haggstrom, a forecasting analyst at eMarketer, which is now a part of Insider Intelligence.UnbundledThe more obvious trends driving this decline are pandemic-induced increases in streaming consumption combined with access to exclusive streaming content, cable package price sensitivity and the loss of live sports during the first half of the year.But there’s more to the story, Haggstrom said. Continue reading Advertisers Must Take The Lead In The Next Privacy Sandbox by AdExchanger // Posted on Monday, September 21st, 2020 at 1:59 pm. “Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media.Today’s column is written by John Sabella, CTO at PubMatic.As Google Chrome slowly dribbles out concepts for a cookieless future with little structure, many media buyers in the industry are getting restless to have a common solution that will be both privacy-compliant and standardized.As a result, brands and leading advertiser coalitions including the ANA, 4A’s and IAB formed the Partnership for Responsible Addressable Media (PRAM) in early August.The advertisers and advertising consortiums in the partnership want a standardized, privacy-compliant solution without relying on a huge company with its own motivations. This means that companies in the open web are going to be expected to adopt standards dictated by advertisers, not just Google. Continue reading When The Future Is A Question Mark, With Ebiquity’s Jed Meyer by Zach Rodgers // Posted on Monday, September 21st, 2020 at 10:51 am. Subscribe to AdExchanger Talks on iTunes, Google Play, Spotify, Stitcher, SoundCloud or wherever you listen to podcasts.Planning for 2021? Break out your blindfolds and your dartboards. This week on AdExchanger Talks, Ebiquity’s North America lead, Jed Meyer, discusses how marketers are handling the uncertainty of this moment.“The theme you hear from our broad client base is the need to be more agile and to be more responsive,” Meyer says. “In the early days of the pandemic, the premium among all advertisers was looking for flexibility amid the uncertainty. They didn’t know if this was going to last for a few weeks or a few months. We’ve gotten out of that and now brands are adjusting.”One big example of adjusting is advertisers booking less media far in advance. Brands still want the flexibility afforded by short-term media planning.But first-tier inventory such as tentpole events, sports sponsorships, takeovers and custom engagements, are still being booked early in guaranteed deals.“From a negotiating point of view, the publishers still have a fair amount of influence to control that [premium] inventory,” Meyer says. “When you move outside those environments, that’s when you get more flexibility and the ability to be more optimistic.”

TAGS:Views on and 

<<< Thank you for your visit >>>

AdExchanger provides news, analysis and events dedicated to the data-driven marketing space.

Hot Websites