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9 mentions found


☆ Why some adtech companies are soaring even as the end of cookies threatens to crush the industry
  + stars: | 2024-03-01 | by ( Lauren Johnson | ) www.businessinsider.com   time to read: +4 min
Read previewThere's a lot of doom and gloom in the digital ad industry, but a handful of adtech firms are showing surprising growth. But advertisers are also bracing for Google to kill third-party cookies in Chrome browsers at the end of this year. AdvertisementThe death of third-party cookies is loomingHowever, adtech firms are also bracing for the death of third-party cookies this year, and the loss of third-party cookies isn't accurately shown in companies' earnings yet. Google killed 1% of third-party cookies from Chrome in January and plans to stop supporting them by the end of the year. Adtech firms including The Trade Desk and PubMatic haven't estimated the potential impact of cookies, but both cite cookies as risk factors in their annual reports.
Persons: —, Magnite, Mark Wright, Wright, Rajeev Goel, PubMatic, Goel, Prohaska Consulting's Wright, Criteo, haven't, Todd Parsons Organizations: Service, Trade, Business, Google, Prohaska Consulting, Unity Software, CTV
☆ The Trade Desk is exerting its power in the ad industry, and some insiders fear it's becoming more like Google
  + stars: | 2023-09-01 | by ( Lauren Johnson | ) www.businessinsider.com   time to read: +6 min
AdvertisementAdvertisementPublisher-focused adtech firms that traditionally work with The Trade Desk, which helps advertisers buy digital ads, are now in competition with it. The Trade Desk has been aggressively building products that will undercut the business of publisher-focused adtech companies, or "supply-side platforms," according to industry insiders. The Trade Desk has not traditionally competed with SSPs, which help publishers of online content price their ad inventory and make it available to buy. "By saying this publicly, The Trade Desk is throwing down the gauntlet." He added that other ad-buying platforms besides The Trade Desk have direct deals with publishers, similar to OpenPath.
Persons: SSPs, Ari Paparo, Matt Prohaska, Will Doherty, Prohaska, Rajeev Goel, Shiv Gupta, Gupta, Desk's Doherty, Magnite, PubMatic, Adam Soroca, they're Organizations: Google, SSPs, Marketecture, Prohaska Consulting, Trade, Exchange, Microsoft, Publishers Locations: OpenPath
☆ Amazon is quietly building a publisher-focused ad product team to grow its $37 billion ad business
  + stars: | 2023-08-11 | by ( Lauren Johnson | ) www.businessinsider.com   time to read: +3 min
The tech will help publishers sell ads on and off Amazon, according to job postings. The retail giant has 11 job postings for a new team called "PubTech" that will be part of Amazon Ads. The Amazon Ads' team is building products for first-party publishers that have channels on Amazon — like Twitch, FireTV, and Freevee — as well as third-party web publishers, according to the job listings. While Amazon does help publishers sell ads through a unit called Amazon Publisher Services, that unit is not part of Amazon Ads, and those services require publishers work with third-party SSPs. The core of Amazon's $37 billion ad business are search ads, and its ad division has mostly focused on building tools for advertisers.
Persons: Twitch, Freevee —, Ameet Shah, Magnite Organizations: Amazon, Google, PubTech, Ads, Amazon Publisher Services, Prohaska Consulting, Exchange, Microsoft, Trade Locations: what's
☆ Elon Musk's Twitter is moving deeper into programmatic advertising as it attempts to revive revenue
  + stars: | 2023-05-30 | by ( Lara O'Reilly | ) www.businessinsider.com   time to read: +4 min
Twitter is going to make its ad inventory available to buy on the open programmatic market for the first time. The company is entering into a partnership with adtech company InMobi, and has been speaking with other ad vendors. Twitter had had ongoing conversations with multiple adtech vendors about partnerships for months, according to people familiar with the matter. Insider Intelligence last month slashed its forecast for Twitter's 2023 ad revenue to $2.98 billion, down 37% on its October projection for the same period. The move to work with external programmatic advertising vendors comes more than a year after Twitter sold its mobile advertising network to MoPub to gaming and adtech company AppLovin for $1.05 billion.
☆ Microsoft has laid down a plan to double the size of its advertising business to $20 billion
  + stars: | 2022-11-25 | by ( Lara O'Reilly | ) www.businessinsider.com   time to read: +6 min
Microsoft Advertising has ambitions to double the size of its ads business to $20 billion. Today, Wilk heads up Microsoft Advertising, a $10 billion business. Microsoft is now looking to double the size of its ads business, Wilk said, though he didn't offer a timeframe of when it might hit that target. If Microsoft Advertising were to grow into a $20 billion business, it would overtake Chinese tech giant Tencent. Gaming could become an important Microsoft Advertising assetGaming will become another key driver of Microsoft's advertising growth.
☆ Elon Musk has just given this little-known Twitter exec the toughest job in advertising right now
  + stars: | 2022-11-09 | by ( Lara O'Reilly | ) www.businessinsider.com   time to read: +6 min
Twitter executive Robin Wheeler is leading the company's global ad sales teams. But she is now de facto Twitter ad sales chief, and those who know her say she's used to navigating complex problems. Advertisers describe a sales team hampered by an information vaccuum as Musk unleashes chaos through his tweetsOne of Wheeler's biggest tasks is getting a depleted ad sales team organized and running. From AOL to Twitter, Wheeler has managed sales teams in crisis beforeWheeler has operated successfully in chaotic environments before. In 2020, she become the commercial lead for MoPub, Twitter's ad network that helped publishers and app developers sell mobile ads.
☆ New York Magazine cut digital ads on abortion-related content so readers wouldn't be tracked — showing the challenges publishers face post-Roe v. Wade
  + stars: | 2022-10-31 | by ( Elizabeth Pham Janowski | ) www.businessinsider.com   time to read: +4 min
Vox Media, which owns the magazine, pulled ads from the digital versions of the articles to protect readers from being tracked. Walton told Insider that Vox Media made the decision because the priority was to "provide a utility and service" to their audience. Vox Media declined to comment on the financial loss from pulling ads and removing the paywall. Shah said that in his view, Vox Media took all reasonable measures to mitigate reader privacy risks by pulling digital ads. Shah agreed that these ad products minimize opportunities for readers' data to leak out to third parties.
☆ Marketers Brace to Defend Their Ad Budgets in an Unsteady Economy
  + stars: | 2022-10-28 | by ( Megan Graham | ) www.wsj.com   time to read: +5 min
ORLANDO, Fla.—An opening session of a major marketing conference this week included a quick mention of a conversation many industry executives expect to be having soon. As the ad industry braces for whatever broader macroeconomic troubles come its way, its executives expect history to repeat itself: When the economy sputters, companies frequently reduce their ad and marketing budgets. Bob Liodice, chief executive of the Association of National Advertisers, at its conference this week in Orlando. The 4A’s has put together a paper on “recession-profing,” which argues that defending marketing budgets is synonymous with maintaining brand health long-term and keeping customer advocates. The consulting firm Analytic Partners promised during a virtual-only workshop to help marketers defend their spending to the C-suite.
☆ New York Magazine axed digital ads on abortion-related content so readers wouldn't be tracked — and it shows the new challenges publishers face post-Roe v. Wade.
  + stars: | 2022-10-28 | by ( Elizabeth Pham Janowski | ) www.businessinsider.com   time to read: +4 min
Vox Media, which owns the magazine, pulled ads from the digital versions of the articles to protect readers from being tracked. Walton told Insider that Vox Media made the decision because the priority was to "provide a utility and service" to their audience. Vox Media declined to comment on the financial loss from pulling ads and removing the paywall. Shah said that in his view, Vox Media took all reasonable measures to mitigate reader privacy risks by pulling digital ads. Shah agreed that these ad products minimize opportunities for readers' data to leak out to third parties.
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