#industry-news

#industry-news

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.

Digital ad trends that publishers and advertisers should pay attention to this year
When it comes to creating and supporting effective advertising strategies, publishers need to be proactive in taking on the new technologies driving digital advertising trends.Writing for INMA, the association's advertising initiative lead Mark Challinor has spotlighted a number of developments that publishers and advertisers should be paying attention to this year.

Uncertainty in established social media channels sees publishers turning to LinkedIn
With Twitter's future uncertain and Meta pulling back from any commitment to publisher content on Facebook, LinkedIn is getting more attention than ever.Boasting more than 800 million members in more than 200 countries, publishers are looking to the professional networking platform as a potential channel for extending their audience reach.

New signups bring the number of publishers in the shared advertising sales network to 35
The latest additions to the lineup of publishers signing up for the UK's industry-owned Ozone platform include Buzzfeed UK, HuffPost UK, Mumsnet and Autovia.The shared advertising platform - owned by News UK, Reach, Guardian News and Media and Telegraph Media Group - sells online display advertising and pre-roll video spots on behalf of member publishers.

Ad market changes, pressures on consumer spending and evolving media habits and preferences
It is no great surprise to read that the media industry will face a number of 'significant challenges' in this New Year.Journalism professor Damian Radcliffe addresses some of the biggest trends companies are likely to encounter in publishing in 2023.

Have you ever been hypnotized by social media?According to our recent Consumer Trends survey, users of it spend an average of three hours a day there.It's easy to fall into a social media trap, filled with endless distraction.One minute you're checking a DM and the next thing you know you've spent an hour watching videos of corgis playing fetch.

The digital advertising marketplace may choose smaller publishers and traditional media over big tech
Digital advertising spending  declined 1% in November, according to data from Standard Media Index (SMI).This is thought to be the first time that overall spending has fallen in the digital publishing era.

Baidu's stock fell 6.4% following the release; Google's ranking algorithm may have a competitive edge
The hype around generative AI seems to have lasted forever and frantic release schedules will see it continue for some time.Mid-March saw the release of next-generation AI tools from three of the world's biggest search players, Google, Microsoft and China's Baidu.

AI-powered search results could have serious consequences for publishers' search traffic
Last week saw the announcement from Google that it plans to integrate the Bard AI chatbot into its search.Microsoft confirmed that it will do the same with ChatGPT in its Bing search engine.The widespread development of AI technologies has been described as 'the most important shift in consumer technology since the iPhone'.

Online search has seen its fair share of big players come and go.From Lycos to AltaVista, search engines have risen to dizzy heights only to disappear from view.All except Google; from its launch in 1998, the company's name is now synonymous with finding information on the web.But while Google dominates the search space today, could Microsoft's AI search introduction be about to challenge its top spot?

The programmatic market is moving from open to curated solutions, bringing access to 'premium' supply
The programmatic market could be moving from an open marketplace model, where everyone transacts with one another, to a more controlled, curated, environment.Curated marketplaces are seen as opening up 'premium' opportunities for publishers and advertisers, improving brand safety in in contextual environments for targeted audiences.

Publishers looking to engage younger audiences are experimenting with TikTok strategies
Publishers are looking beyond the more established social media platforms for engagement.TikTok strategies in particular have moved up the agenda for publishers looking to engage younger audiences.The platform is responding with added features that make the platform more effective for audience development.