In today’s newsletter: Nielsen sues VideoAmp alleging patent infringement; Rembrand’s virtual product placements hit social media; and the MOW, CMA and publishers cry foul over the Chrome Privacy Sandbox’s Related Website Sets.
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Addressing Addressable Say hello to yet another trade org that wants to address the current woes of TV advertising: Go Addressable. The industry initiative that TV and broadband distributors pushed is now a nonprofit organization, NextTV reports. Paramount is the first programmer to join […]
Publishers’ operational success depends on the abilities of a few specific individuals. If you have amazing operations leaders that can think strategically, you can do things other publishers can’t. But lose that leadership and the company’s future prospects take a hit, writes Rob Beeler, founder and CEO at Beeler.Tech.
With so much upheaval in our industry, agencies are the ones bearing the brunt of the greatest changes. If you’re an agency that wants to last beyond this chaotic inflection point, you will need to make three core changes across your business: evaluate what your core competencies truly are, take proactive steps to retain your top talent and accept that brands want more ownership in your relationship, writes Rob Beeler, founder of Beeler.Tech.
It’s nearly impossible to accuse ad tech of being behind on automation. In fact, ad tech is now built on algorithms, all designed to maximize yield for buyers and sellers.
Today, every impression has multiple systems evaluating every data point to determine its value. The price is negotiated without human intervention. The creative itself might be dynamically generated to be specific to the individual that will see it. And all of this is done in a fraction of a second.
Multiple threats to the ad tech industry make navigating forward complicated, writes Rob Beeler, Founder and CEO of Beeler.Tech. But as “fun” as it is to bet on what dooms us, might I suggest we start placing bets on what saves us? For publishers, the way forward lies in revenue diversification and building real trust with consumers.
The IAB Tech Lab’s seller-defined audience (SDA) spec is touted as a key contextual targeting alternative for the post-third-party-cookie digital ad ecosystem – one predicated on privacy-friendly addressability and publisher first-party data monetization. Some publishers are enthusiastic about testing SDA campaigns in the run-up to Google’s 2023 deadline for the phaseout of third-party cookies in Chrome. There is growing concern, however, about a marked lack of advertiser interest in doing the same.
The moment you entrust some or all of your digital advertising strategy to an agency is the moment you make yourself vulnerable to the pains of “red tape.” Simple tasks take too long, and you’re beholden to a third party’s business priorities in order to execute on your business objectives, says Rob Beeler, founder of Beeler.Tech.
