#media-buying

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from Adweek
1 week ago

Omnicom's IPG Acquisition Can Rival Publicis' Data and AI Supremacy, But It Won't Be Without Challenges

Omnicom's $14 billion acquisition of IPG positions it to enhance its tech and advertising capabilities, challenging competitors like Publicis Groupe.
#transparency

Should marketers ask harder questions of their brand safety and ad verification partners?

Marketers are increasingly demanding transparency and accountability from ad verification companies following audits revealing issues with ad tech intermediaries.

Agency execs balance automation and strategy with new ad formats

AI-driven advertising promises efficiency but risks compromising brand-building efforts.
Advertisers seek greater transparency and control in automated ad platforms.

Walgreens' Media Chief Calls TikTok Virality 'All a Lie'

James Lerner distrusts TikTok's virality, suggesting it's manipulated for advertising goals, raising concerns about transparency in AI media buying tools.

Media Buying Briefing: How one independent agency CEO sees the advantages she has over holdcos

Independents are gaining ground against holding companies thanks to programmatic accessibility and operational flexibility.

Should marketers ask harder questions of their brand safety and ad verification partners?

Marketers are increasingly demanding transparency and accountability from ad verification companies following audits revealing issues with ad tech intermediaries.

Agency execs balance automation and strategy with new ad formats

AI-driven advertising promises efficiency but risks compromising brand-building efforts.
Advertisers seek greater transparency and control in automated ad platforms.

Walgreens' Media Chief Calls TikTok Virality 'All a Lie'

James Lerner distrusts TikTok's virality, suggesting it's manipulated for advertising goals, raising concerns about transparency in AI media buying tools.

Media Buying Briefing: How one independent agency CEO sees the advantages she has over holdcos

Independents are gaining ground against holding companies thanks to programmatic accessibility and operational flexibility.
moretransparency
#programmatic-advertising

Innovid Wants To Create Harmony Within The CTV Supply Chain | AdExchanger

TV inventory shrinking due to increased supply paths
Innovid's Harmony Direct optimizes CTV ad buys for efficiency and transparency

How Sky & Permutive beat the limitations of third-party cookies to reach 100% of consumers

Sky revolutionized its media buying strategy by leveraging Permutive's technology to surpass traditional cookie limitations, ensuring future-ready advertising success.

Essential Guide to Programmatic Advertising: What You Need to Know (2024) - Shopify

Programmatic advertising revolutionizes digital marketing by automating ad placements and improving targeting, expected to account for 85% of ad spend by 2029.

The Modern Media Planner Buyer - From Old School to Future Resilient

The role of the media planner/buyer is evolving towards a blend of traditional skills and technical expertise in the modern ad tech ecosystem.

The First Programmatic Olympics Is Attracting New Advertisers | AdExchanger

Programmatic advertising opens up Olympic ad space to new advertisers by lowering the barrier to entry.
Ad pricing can fluctuate significantly in programmatic ad buying for live sports like the Olympics.

Buyers Ask To Prune Streaming TV Tech Partners Ahead Of Upfronts

Brands seek efficient CTV supply paths with fewer tech partners for upfront deals.

Innovid Wants To Create Harmony Within The CTV Supply Chain | AdExchanger

TV inventory shrinking due to increased supply paths
Innovid's Harmony Direct optimizes CTV ad buys for efficiency and transparency

How Sky & Permutive beat the limitations of third-party cookies to reach 100% of consumers

Sky revolutionized its media buying strategy by leveraging Permutive's technology to surpass traditional cookie limitations, ensuring future-ready advertising success.

Essential Guide to Programmatic Advertising: What You Need to Know (2024) - Shopify

Programmatic advertising revolutionizes digital marketing by automating ad placements and improving targeting, expected to account for 85% of ad spend by 2029.

The Modern Media Planner Buyer - From Old School to Future Resilient

The role of the media planner/buyer is evolving towards a blend of traditional skills and technical expertise in the modern ad tech ecosystem.

The First Programmatic Olympics Is Attracting New Advertisers | AdExchanger

Programmatic advertising opens up Olympic ad space to new advertisers by lowering the barrier to entry.
Ad pricing can fluctuate significantly in programmatic ad buying for live sports like the Olympics.

Buyers Ask To Prune Streaming TV Tech Partners Ahead Of Upfronts

Brands seek efficient CTV supply paths with fewer tech partners for upfront deals.
moreprogrammatic-advertising
#advertising

Marketing Briefing: Why marketers aren't focused solely on 'use it or lose it' spending in Q4 anymore

End-of-year ad spending is increasingly strategic, focusing on performance rather than just spending to avoid budget loss.

40% of an Ecommerce Brand's Pmax Buys Were Served on AI-spun MFA Sites and Dead Domains

The growth of AI-generated sites complicates ad quality assurance for advertisers using AI media buying tools, with significant portions of ads appearing on low-quality sites.

PayPal Is Ready For Its Advertising Payday; The Brand Safety Conundrum | AdExchanger

PayPal Ads is taking a more aggressive monetization route compared to Shopify's cautious advertising strategy.

Brands Are Planning a Big Shake-Up to How Media Agencies Are Paid

Global advertisers show a strong need for change in media agency pay structures, focusing on performance alignment and transparency.

Media buyers say programmatic spend on Spotify is increasing as platform builds its own SSP

Spotify is nearing its first profitable year, with rising programmatic advertising spend indicating a shift in advertiser strategy.

Carwow Partners with Adform to Transform its Digital Marketing & Expand Retail Media Offering

Adform partners with Carwow to enhance marketing capabilities and establish a media network across Europe, focusing initially on the UK.

Marketing Briefing: Why marketers aren't focused solely on 'use it or lose it' spending in Q4 anymore

End-of-year ad spending is increasingly strategic, focusing on performance rather than just spending to avoid budget loss.

40% of an Ecommerce Brand's Pmax Buys Were Served on AI-spun MFA Sites and Dead Domains

The growth of AI-generated sites complicates ad quality assurance for advertisers using AI media buying tools, with significant portions of ads appearing on low-quality sites.

PayPal Is Ready For Its Advertising Payday; The Brand Safety Conundrum | AdExchanger

PayPal Ads is taking a more aggressive monetization route compared to Shopify's cautious advertising strategy.

Brands Are Planning a Big Shake-Up to How Media Agencies Are Paid

Global advertisers show a strong need for change in media agency pay structures, focusing on performance alignment and transparency.

Media buyers say programmatic spend on Spotify is increasing as platform builds its own SSP

Spotify is nearing its first profitable year, with rising programmatic advertising spend indicating a shift in advertiser strategy.

Carwow Partners with Adform to Transform its Digital Marketing & Expand Retail Media Offering

Adform partners with Carwow to enhance marketing capabilities and establish a media network across Europe, focusing initially on the UK.
moreadvertising
#agency-practices

One media agency gets vocal against principal media - and hopes others will too

Jared Belsky advocates against principal-based media, aiming to raise industry awareness and promote resistance among agencies and clients.

Local Know-How Is Your Agency's Secret Weapon

Customization in marketing is crucial, but requires local insights beyond just data.

One media agency gets vocal against principal media - and hopes others will too

Jared Belsky advocates against principal-based media, aiming to raise industry awareness and promote resistance among agencies and clients.

Local Know-How Is Your Agency's Secret Weapon

Customization in marketing is crucial, but requires local insights beyond just data.
moreagency-practices
#marketing-strategies

The state of local advertising: Evolving messaging and strategies for more effective audience targeting and engagement

Local advertising is gaining traction, with a projected increase in budget allocation by brands, agencies, and media buyers.

Media Buying Briefing: Overheard at the Media Buying Summit

Media agencies face complexities as they navigate beyond traditional roles to address client business dynamics and stakeholder diversity.

ADWEEK's Media All-Stars Navigate a Changing Landscape

AI is influencing media buying and industry evolution, highlighted in the Media All-Stars showcase with tech as a key tool.

The state of local advertising: Evolving messaging and strategies for more effective audience targeting and engagement

Local advertising is gaining traction, with a projected increase in budget allocation by brands, agencies, and media buyers.

Media Buying Briefing: Overheard at the Media Buying Summit

Media agencies face complexities as they navigate beyond traditional roles to address client business dynamics and stakeholder diversity.

ADWEEK's Media All-Stars Navigate a Changing Landscape

AI is influencing media buying and industry evolution, highlighted in the Media All-Stars showcase with tech as a key tool.
moremarketing-strategies
#connected-tv

As spend balloons and new formats emerge, IAB Tech Lab moves to standardize CTV ad formats

The lack of standardization in connected TV ad formats is a significant challenge for advertisers, prompting the need for uniformity to enhance performance.

Adform & Happydemics Strengthen Partnership for Enhanced Global Omnichannel Measurement

Adform's partnership with Happydemics enhances ad analytics and media optimization, especially for Connected TV (CTV).
The integration of brand lift metrics helps advertisers measure campaign effectiveness and adjust budgets accordingly.

As spend balloons and new formats emerge, IAB Tech Lab moves to standardize CTV ad formats

The lack of standardization in connected TV ad formats is a significant challenge for advertisers, prompting the need for uniformity to enhance performance.

Adform & Happydemics Strengthen Partnership for Enhanced Global Omnichannel Measurement

Adform's partnership with Happydemics enhances ad analytics and media optimization, especially for Connected TV (CTV).
The integration of brand lift metrics helps advertisers measure campaign effectiveness and adjust budgets accordingly.
moreconnected-tv
#advertising-strategies

Google Paid Advertisers To Buy Certain Media Types; Brand Safety Is Ruining The News | AdExchanger

Google's substantial media rebate program reveals influence over brand media budgets, raising antitrust scrutiny.

What Rich Lehrfeld's media buying background means for Walmart RMN business

The retail media network space is rapidly expanding, with Walmart Connect leveraging unique insights and customer-centric strategies for advertising success.

Google Paid Advertisers To Buy Certain Media Types; Brand Safety Is Ruining The News | AdExchanger

Google's substantial media rebate program reveals influence over brand media budgets, raising antitrust scrutiny.

What Rich Lehrfeld's media buying background means for Walmart RMN business

The retail media network space is rapidly expanding, with Walmart Connect leveraging unique insights and customer-centric strategies for advertising success.
moreadvertising-strategies

Interpublic Reports 2.9% Revenue Drop in Q3

IPG's revenue declined in Q3, with organic growth remaining flat compared to competitors' strong growth rates.

AI Briefing: Media Buying Summit highlights judicious adoption of AI ad tools

AI is influential in marketing discussions but remains met with skepticism at events, highlighting the complexities of its application and reliability.

Lego considers bringing more media in-house after appointing Publicis One to handle global media

Lego is enhancing in-house media buying capabilities as part of a marketing transformation effort.

Exclusive: Media Matters Worldwide rebrands to stop confusion amid X-Media Matters lawsuit

A media buying agency, Media Matters Worldwide, is rebranding to Ars X Machina to avoid confusion with the media watchdog Media Matters for America.

Amazon Wields New Influence in TV's Upfront Sales Haggle Through Massive Media Account Review

Amazon is disrupting traditional TV advertising by influencing upfront negotiations amid its media buying review.
#ai

As the funnel breaks down, what's the road ahead for media buying?

The media buying field is undergoing significant changes, requiring adaptation to new privacy regulations and the rise of automation.
Despite challenges, opportunities exist for innovation and creativity in media buying, potentially leading to a new golden era.

Ring, Party City, 22squared, GSD&M, Pizza Hut, Carhartt, January Digital and Movers + Shakers are 2024 Digiday Media Buying and Planning Awards winners

Agencies and brands succeed with data-driven, personalized campaigns.
AI and emerging technologies play a crucial role in enhancing marketing strategies and driving results.

As the funnel breaks down, what's the road ahead for media buying?

The media buying field is undergoing significant changes, requiring adaptation to new privacy regulations and the rise of automation.
Despite challenges, opportunities exist for innovation and creativity in media buying, potentially leading to a new golden era.

Ring, Party City, 22squared, GSD&M, Pizza Hut, Carhartt, January Digital and Movers + Shakers are 2024 Digiday Media Buying and Planning Awards winners

Agencies and brands succeed with data-driven, personalized campaigns.
AI and emerging technologies play a crucial role in enhancing marketing strategies and driving results.
moreai
#political-advertising

The Assembly CEO Valerie Davis on what brands can learn from US political campaigns

Political advertising influences all marketing efforts, requires real-time strategies, and impacts brand visibility and messaging during election cycles.

Navigating the political storm: Why out of home media is your campaign's shelter

Political ad expenditure surge in 2024 may push marketers towards utilizing out of home (OOH) media.

The Assembly CEO Valerie Davis on what brands can learn from US political campaigns

Political advertising influences all marketing efforts, requires real-time strategies, and impacts brand visibility and messaging during election cycles.

Navigating the political storm: Why out of home media is your campaign's shelter

Political ad expenditure surge in 2024 may push marketers towards utilizing out of home (OOH) media.
morepolitical-advertising

Goodway Group launches retail media accelerator to bring order to a growing industry

Goodway Group added Gradiant focusing on the marketing funnel & G-Comm for retail media expertise to expand strategically in the industry.

Amplified Intelligence Launches New Self-Serve Measurement Tool

Agencies can optimize campaign effectiveness and ROI with self-service attention evaluation using the attentionPROVE® solution.

Equativ Enhances Curation Offering to Drive Greater Addressability in a Changing Identity Landscape

Equativ enhances Equativ Buyer Connect (EBC) for controlled media buying solutions and extended addressability options.

Media Disco Launches Self-Serve Ad-Buying Platform For SMBs | AdExchanger

Small and midsize brands struggle with limited access to publishers due to lack of resources.
Media Disco launched a self-serve ad-buying platform to bridge the gap between SMBs and media platforms.
#data-driven-decision-making

Digitas, Wpromote, Known and Critical Mass are 2024 Digiday Media Buying and Planning Awards finalists

Data-driven decision-making is crucial in successful media planning and buying.
Innovative partnerships and technologies can lead to significant improvements in campaign performance.

Digitas, Wpromote, Known, Critical Mass and Juice Media are 2024 Digiday Media Buying and Planning Awards finalists

Data-driven decision-making and innovation are key in modern media landscape.
Collaboration and adaptability play crucial roles in successful media strategies.

Digitas, Wpromote, Known and Critical Mass are 2024 Digiday Media Buying and Planning Awards finalists

Data-driven decision-making is crucial in successful media planning and buying.
Innovative partnerships and technologies can lead to significant improvements in campaign performance.

Digitas, Wpromote, Known, Critical Mass and Juice Media are 2024 Digiday Media Buying and Planning Awards finalists

Data-driven decision-making and innovation are key in modern media landscape.
Collaboration and adaptability play crucial roles in successful media strategies.
moredata-driven-decision-making

Council Post: Boutique Vs. Behemoth: Choosing The Right Media Buying Partner

Partnering with large agencies offers vast resources and diverse expertise, but may lack personalized service.
Choosing between large and boutique agencies impacts campaign effectiveness and efficiency.
from AdExchanger
10 months ago

What Most Buyers Are Missing In Their Cookieless Strategy | AdExchanger

Google's deprecation of 1% of cookies has forced advertisers and agencies to find new solutions for media buying strategies.
Curated deals are emerging as a valuable cookieless solution that bundles audience, supply, optimization, and measurement into a single package for buyers.

Politics, conflict and media: how to navigate challenges and opportunities

Advertisers are seeking guidance on navigating the challenges and opportunities of the highly politicized media landscape in 2024.
Media buyers are cautious about where they place their media dollars and are looking for opportunities to be part of the conversation without supporting harmful media environments or misinformation.

Inuvo's AI-Driven Twist On Segmentation Zeroes In On The 'Why,' Not The 'Who' | AdExchanger

Inuvo, an AI software company, has an unlikely origin story, originally operating in the oil and gas industry before pivoting to online advertising.
The company's main focus now is on AI-powered tools for audience intelligence and media buying, targeting midsize agencies that want to experiment with AI products.

Marketers' Gen-AI Priorities for 2024

In 2024, generative AI will be used in marketing to enhance the creative process, personalize campaigns, and improve media buying.
Agent AI, which goes beyond chatbots to perform tasks on behalf of users, will facilitate direct interactions between consumers and brands.

Two in Three Media Buyers Cite Measurement Issues; UK Watchdog to Investigate Microsoft; BBC & ITV Get 24.2 Million Streams in Euro Final

Media buyers are facing measurement challenges, with two in three citing issues and most embracing alternative measurement currencies.

The Trade Desk holds fire on full Yahoo suspension

Media buyers can still access Yahoo video inventory on The Trade Desk after a dispute over inventory representation.

AI-powered martech news and releases: June 27 | MarTech

The smallest companies lead in AI adoption.

Is Social Media Still Cool?; Claritas Searches For A Buyer | AdExchanger

Social platforms rebrand; ad industry shifts to prioritize ad tech M&A and prioritize deals with large media portfolios.

Read the Pitch Deck This Firm Used to Raise $1.1 Million to Automate Media Buying

Secured $1.1 million in pre-seed funding round led by SMRK venture capital.
Ability AI focuses on automating media buying across Meta and Google platforms to enhance performance marketing.
Aims to improve ROI for brands and agencies by streamlining operations using AI technology.

Media Buying Doesn't Have To Be A Mixed Bag | AdExchanger

Advertisers buying media on the open web face ad quality issues similar to buying a mixed bag of candy, leading to wasted money.

SSPs Are Taking Over The CTV Market, And Buyers Are Paying The Price | AdExchanger

SSPs are significantly increasing in the streaming media industry.
from Forbes
6 months ago

Why Media Shouldn't Drive Your Creative Process

A strategic, long-term marketing plan is crucial, balancing media commitments with creativity-driven flexibility.
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