"Third-party ad tech has always struggled with a painful dichotomy. Some consider it unworkably opaque and untrustworthy, yet direct competitors for ad dollars - namely, Google, Meta and Amazon - continue to win budgets despite their lack of transparency. "There's not a ton of visibility," said another who tested OpenPath this year and has since sworn it off. On the other hand, these same agencies almost certainly buy media via platform products like Google's Performance Max, Meta Advantage+ Shopping Campaigns and Amazon Performance+. Meanwhile, third-party programmatic gets tarred by web-wide issues like MFA content - but that's because they share their files. Yet the platform products account for 90% of MFA ad spend. Go figure. History is written by the winners."
"What's Appening? Sam Altman is not a fan of ads. Instead, ChatGPT is launching its own app store. This isn't completely out of left field. Back in October, ChatGPT introduced integrations with major apps - including Expedia, Spotify and Zillow - so users could take advantage of the app-based services directly within chats. It's not clear whether ordering groceries or creating a slide deck within ChatGPT (rather than within the app's native environment) has any benefit for consumers other than saving them a button click or two. But that's not the point. The purpose here, TechCrunch notes, is simply to give users "more reasons to use the app and stay on it.""
"Springering To Action German publishing giant Axel Springer is eagerly scouring for digital "new gold." M&A advisors in Berlin and New York City are on the hunt for potential flagship digital media properties, he says, as well as American or Israeli tech companies that focus on advertising, storytelling or subscription services. "The priorities are the new media properties of the future that we can either launch organically or we can acquire," Döpfner told the Journal in an interview earlier"
Third-party ad tech faces a persistent dichotomy between perceived opacity and continued budget loss to major platforms. Agencies criticize limited visibility even as they buy media through platform products such as Google Performance Max, Meta Advantage+ and Amazon Performance+. Programmatic vendors are blamed for web-wide issues like MFA content, while platform products account for the majority of related ad spend. ChatGPT is launching an app store to embed app services and increase user retention by keeping tasks inside the chat experience. Axel Springer is actively seeking digital media and tech acquisitions focused on advertising, storytelling, and subscription growth.
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