#attribution

#attribution

Hey, subscribers!This is James Hercher of AdExchanger, with our latest dispatch from the intersection of commerce and media.This week, we consider retail media networks (RMNs).Specifically, the inventory that's behind many of these platform storefronts.The retail media mystery box American retailers now see themselves as media companies with their own ad impressions, audiences and valuable data.

Hey, this is James from AdExchanger.Coming in hot with this week's dispatch about what legacy CPG brands are learning from online natives and how they're reasserting their strength in retail stores.I've been asking marketers from well-known store brands whether their toughest competition comes from legacy CPGs, retailer private-label brands or ecommerce-native brands.

Google's standard Universal Analytics (i.e., all previous generations of GA) will stop processing data as of July 1, 2023.Any new properties created since October 2020 default to the new Google Analytics 4 (GA4.)If you have older properties, you should switch to GA4 as soon as possible to prepare for the transition.

Marketers report significant sales increases from personalized advertising placement
The dominance of mass-market advertising may be coming to an end as one-size-fits-all advertising isn't as effective as it used to be.The fragmentation of digital audiences across a growing number of platforms has placed an increasing emphasis on personalized content.

Instacart, last week, rolled out its sponsored product ads to fresh produce brands.It's the latest sign that the company views its advertising business as a big area of growth as it tries to diversify away from its well-known grocery delivery service.Instacart will now let brands run ads for random weight produce items like bananas and grapes with price-look-up (PLU) codes or stickers, the company said.

Physical store retail media represents the next big business potential for retailers to capitalize on as in-store audiences are substantially larger than digital audiences on average.A new study by Insider Intelligence found that for 13 leading brick-and-mortar retailers including Walmart and Target, their in-store audience is 70% greater than their digital audiences, citing data from Placer.ai and Comscore Media Metrix Multi-Platform.

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Hot: Performance-based marketing on connected TV.Not: CPM-based pricing for CTV campaigns.On Wednesday, app marketing platform AppLovin added CTV supply from streaming video distribution platform Wurl, which it acquired last March, to its mobile user acquisition platform, AppDiscovery.AppLovin's marketer clients can now buy CTV inventory across more than 3,000 channels and hundreds of FAST apps on a cost-per-install (CPI) basis.

* By Marty Swant




This article is part of a limited series exploring the challenges and opportunities associated with commerce media, from e-commerce to retail media networks.More from the series →

When Dollar General began building out its retail media network a few years ago, the discount retailer made a surprising realization: There was a disconnect between the audiences it was reaching and where its customers lived.

Here's today's AdExchanger.comnews round-up... Want it by email?Sign up Network To Get Work here.Being called an "ad network" is a major slur for ad tech companies.It implies arbitrage and obfuscation.The Trade Desk and Google butted heads in 2019 over the designation of Google's exchange bidding (now called Open Bidding) as a network intermediary (which it is, to be fair) when Google sold those impressions through direct publisher integrations.

Anyone keeping an eye on logo design over the past few years may have noticed a certain trend.Logos have been getting simpler, flatter and more minimalist.For many, this makes sense.A simple logo is easy to recall and it has the flexibility to work in small digital uses such as in favicons and app icons.

Originally published on March 1, 2019, this article has been updated to include an explainer video that highlights IAB Tech Lab's data clean room standards that were introduced in February 2023.Advertisers' attempts to break down data's walled gardens have found a second wind.The emergence of so-called data clean rooms - safe spaces where insights gleaned from the walled gardens are commingled with first-party data from advertisers for measurement and attribution - is gathering pace as media trading becomes more addressable.

* By Kristina Monllos



Slack is retooling its brand marketing efforts this year to focus on tentpole events like South by Southwest and Dreamforce.By doing so, the workplace messaging app wants to reach its target audience of software decision makers and small business owners more efficiently, explained Colin McRae, head of brand and creative at Slack.

In this exclusive byline ahead of ATS Madrid 2023, Carlos Risco, senior client success manager, Lumen, discusses how attention is shaping the future of ad measurement.We live in a world where there are distractions and entertainment everywhere.As soon as you wake up and check your phone or turn on the TV, you've engaged with brands and advertisers before you've even had your first cup of coffee.

The United States is wiring Ukraine with sensors that can detect bursts of radiation from a nuclear weapon or a dirty bomb and can confirm the identity of the attacker.In part, the goal is to make sure that if Russia detonates a radioactive weapon on Ukrainian soil, its atomic signature and Moscow's culpability could be verified.

A JMW Turner painting of Chepstow Castle overlooking the River Wye has sold at auction to Chepstow Museum for 93,375.The sale price has beaten by almost double the pre-auction estimate of 30,000 to 50,000.The British artist was 19 years old when he created the watercolour, which has been kept in a private family collection in London since 1956.

For free real time breaking news alerts sent straight to your inbox sign up to our breaking news emails Sign up to our free breaking news emails A JMW Turner painting of Chepstow Castle overlooking the River Wye is to be sold at auction where it has an estimate of 30,000 to 50,000.The British artist was 19-years-old when he created the watercolour painting, which has been kept in a private family collection in London since 1956.

Marketers are increasingly hemmed in by the rising tide of privacy laws across the globe, plus multinational corporates' preference for a tighter grip on the technology they use forcing them to seek flexibility.The signals marketers have traditionally used to both target online audiences and track the efficacy of such activities are on the wane as epitomized by the sunsetting of third-party cookies in the Google Chrome browser and Apple's diminution IDFAs on iOS.

Apple introduced SKAdNetwork (SKAN) to replace IDFA-based attribution.But SKAN's methodology, which uses encrypted data to represent a campaign ID, is much more complicated than the straightforward use of a single device ID.Adoption of the latest version, SKAN4, is therefore still very low.Only about 5% of mobile ad inventory is currently SKAN4-compliant, said Adrienne Rice, director of media investment at M&C Saatchi Performance.

Acast, the world's largest independent podcast company,launched Audience Segments on its self-serve advertising platform.The new capability enables advertisers booking campaigns through the self-serve platform to target listeners based on Nielsen Audience Segments across Acast's more than 92,000 podcasts.

Today, TransUnion announced the expansion of their TruAudience line of marketing solutions.These solutions now combine the consumer data, identity resolution, audience building and targeting capabilities of TransUnion and Neustar, which TransUnion acquired in 2021.TruAudience offers a suite of privacy-first identity resolution, data enrichment, audience targeting and advanced analytics solutions.

Earlier this year, it emerged that Netflix was exploring potentially adjusting its ad strategy after what can be considered a tricky start to the advertising business.Sources said outcomes could include the streaming service overhauling its relationship with Microsoft, which has powered Netflix's ad tech.

Linear addressable TV promises the ability to target audiences at the household level, comparable to streaming.But addressable TV also has a bunch of kinks to work out before buyers can take full advantage.Scale is limited, attribution remains a challenge and planning is typically a "painstakingly manual" process that can take multiple days, said Ari Turner, SVP of sales operations at Ampersand, a TV ad sales consortium co-owned by Comcast, Charter and Cox.

Pre-Audible ... Way Pre Who started audio books?Go way back before Audible to 1955, when Marianne Mantell began, then in her early 20s, began recording authors reading their own books for a new label called Caedman.Participating writers included T.S. Eliot, Sylvia Plath, William Faulkner, Zora Neale Hurston, Langston Hughes and Gertrude Stein.

Tired in 2022: Growth at all costs.Wired in 2023: Realistic ad tech valuations."We were in a 12-year bull run with very low interest rates for such a long time that the push towards growth [as the primary valuation driver] had gotten a little out of hand," said Conor McKenna, a director at LUMA Partners.

TV ad measurement looked for a new currency in 2022, but no one new has ascended the throne just yet.After Nielsen lost its accreditation for local and national TV ratings in 2021, alternate measurement currencies saw an opening.They made their presence known in this year's TV upfronts, and connected TV advertisers started putting real money behind them.