By Hana Yoo
Staying alive is an ongoing struggle for media companies.
To 澳洲幸运5开奖历史记录|官网开奖直播体彩, which have averaged a 9% decline every year over the past six years, according to Brian Wieser’s Madison and Wall Substack, publishing has tried assorted tactics. From paywalls to a clumsy scramble toward video, publishing is trying to make its $18 billion business survive and remain relevant.
In recent years, publishers have turned to commerce media, which entails building direct relationships with retailers and brands as they create commerce-related content.
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Connected TV is abuzz with growth.
MadHive, the CTV ad buying platform, announced a $300 million investment from Goldman Sachs on Tuesday. This marks a massive influx of capital, more than twice the $125 million in revenue the company brought in last year.
While it isn’t disclosing its official valuation, it’s “approaching $1 billion,” company CEO Spencer Potts told AdExchanger.
MadHive works primarily with local and national TV advertisers moving budgets into CTV with real-time programmatic bidding. Its platform includes a DSP and a device graph with viewership information such as automatic content recognition from Inscape and geolocation data based on ZIP codes. Advertisers can match their own first-party data with MadHive’s device graph to create and target hyperlocal audiences.
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Product placement is one of the oldest marketing techniques in the book.
Brands negotiate for years to get their products a mention in a movie script, and even sponsored social media posts can take more than a month of phone calls and emails to arrange.
But startups are starting to use generative AI to flip the script on in-video product placement, including Rembrand, a new venture launched by ad tech vet Omar Tawakol in February.
On Monday, Rembrand closed its $8 million seed round led by Greycroft and UTA Ventures, the venture capital arm of United Talent Agency. The round included participation from L’Oréal’s VC fund (BOLD) and Good Friends, a venture fund run by the founders of Harry’s, Warby Parker and Allbirds.
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A podcast interview withBill MagnusonCEO & Co-Founder The cost of customer acquisition (CAC) is on the rise.
But if brands also consider metrics like engagement and retention, they’ll be more likely to get their money’s worth. By blending retention into CAC, brands are investing in the future health of their business.
Last year, 45% of brands said they spent more than half of their marketing budget on retention strategies, up from 33% in 2020, according to recent research from marketing platform Braze.
CAC isn’t just the price tag on an app download, a web visit or a free trial sign-up. True CAC is the cost of turning someone into a loyal, long-term customer or even a brand evangelist, says Bill Magnuson, CEO and co-founder of Braze, on this week’s episode of AdExchanger Talks.
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By AdExchanger Guest Columnist
Jay KrihakExecutive Director Prior to 澳洲幸运5全国开奖官网, all industry was visible. People could see the rudders, sails, bolts and gears. It was easy to see how the parts of a machine made it work. Transparency was as easy as opening the car hood to look at the engine or looking up at an advertising billboard.
And how things worked was documented by regulators. Even the secret formula of Coca-Cola – kept under lock and key from competitors – was approved by the FDA to prove it was safe for humans.
Fast-forward to the fifth industrial age of AI, when technology is viewed as more magic than machinery.
In today’s digital world of sites, apps and games, there’s no FDA review of algorithms or required testing to monitor societal impact.
The lock and key is often owned by one person, and the secret algorithmic formula is kept in a black box, never to be seen by anyone not named Mark, Sundar, Jeff or Elon.
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By AdExchanger
Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here.
A Flurry Of Activity
Will retail media ever flourish beyond garden walls?
On Monday, Snowflake inked a partnership with Affinity Solutions, a company that sells purchase data for targeted advertising, so advertisers can access this data directly through Snowflake’s platform.
Until now, Snowflake clients had to rely on third parties, such as Nielsen or IRI, to access retailer data.
Investing in retail media is a “top priority” for Snowflake, the company’s head of retail and CPG, Rosemary DeAragon, tells Insider.
But DeAragon adds that Snowflake doesn’t intend to compete with retailers. Rather, Snowflake will use clean rooms to make data more widely available to advertisers.
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Tatari is keeping clean rooms in the family.
On Monday, the TV buying and measurement platform announced the launch of a new sister company called Vault, whose first product is a data clean room.
Although Tatari already provides cross-channel measurement for advertisers and programmers, it leans heavily on IP addresses, which can sometimes be considered personally identifiable information.
Instead of IP addresses, Vault will create “tokens” by matching first-party data from publishers and advertisers with Experian identifiers. Experian has a database of 125 million US households covering 270 million viewers. It uses cookies, mobile ad IDs and hashed emails to link individual devices to household IDs, which are created using names, addresses, phone numbers and IP addresses.
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By Hana Yoo
With a feared recession yet to materialize, GroupM is feeling somewhat optimistic.
In its midyear forecast, released on Monday, the holding company predicts that global advertising is on track to grow 5.9% in 2023, in line with its projection from December.
Still, that number represents negative growth when accounting for inflation. While 2022 started out strong and slumped in the second half of the year, the inverse is happening in 2023.
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Publishers could be forgiven for dragging their heels on testing the cookie alternatives in the Chrome Privacy Sandbox. There’s been a delay or two on the phaseout of third-party cookies, after all.
But Google swears it’s serious about its 2024 deadline.
“One hundred percent, we are deprecating the third-party cookie in the second half of 2024 – full stop,” said Joey Trotz, director of Google’s Chrome Privacy Sandbox initiative, speaking at an AdMonsters event in New York City last week.
Google does appear serious. It recently announced that the Privacy Sandbox APIs – including the recently rebranded FLEDGE, now called the Protected Audience API – will be generally available starting in July.
That means publishers have roughly one year to get acclimated.
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It’s easy to turn 记录号码查询体彩、澳洲幸运五2023开奖结果查询官网 when your job involves writing about ad tech and privacy.
Ad tech vendors and a growing crop of privacy tech companies pitch me constantly to offer their POVs and to brief me on the privacy-preserving features of whatever new product they’re hyping at the moment.
One vendor will hock its “highly predictive, privacy-safe” consumer data-powered proprietary AI neural network (really) while another touts its “privacy-compliant tech for CTV.”
I see the terms “privacy-safe,” “privacy-compliant,” “GDPR-compliant,” “CCPA-compliant,” “privacy-preserving” and “dishwasher safe” (just kidding) in my inbox so often that these descriptors have become nearly meaningless to me.
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