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☆ We're entering advertising's new era
▼ + stars: | 2024-05-02 | by ( Dan Defrancesco | ) www.businessinsider.com time to read: +7 min

NEW LOOK Sign up to get the inside scoop on today’s biggest stories in markets, tech, and business — delivered daily. download the app Email address Sign up By clicking “Sign Up”, you accept our Terms of Service and Privacy Policy . In today's big story, we're looking at the biggest topic at this year's TV upfronts , and how it's a sign of advertising's new era. What's on deck:Markets: Morgan Stanley's new wealth boss outlines the bank's playbook for hitting $10 trillion in client assets. Andy Kiersz/Business InsiderYou might be wondering what retail data has to do with television advertising.

Persons: —, Morgan, Don Draper's, Burton, Jenny Chang, Rodriguez, Business Insider's Lara O'Reilly, Lucia Moses, Andy Kiersz, Andy Jassy, hasn't, Finn, Morgan Stanley, Michael M, Tyler Le, Jed Finn, Andy Saperstein, there's, Joseph Stiglitz, Jerome Powell, Justin Sullivan, Wells Fargo, Kevin Scott, Satya Nadella, Bill Gates, Pablo Declan, Shari Redstone's, tanked, BI's Peter Kafka, Dan DeFrancesco, Jordan Parker Erb, Hallam Bullock, George Glover Organizations: Business, Service, Tech, Wall, Getty, Google, Amazon, Disney, Kroger, Walmart, Big Tech, US Department of Labor, Apple, Department, Paramount, Trump Media Locations: China, OpenAI, New York, London

☆ Meet the 33 rising stars of adtech solving digital advertising's toughest challenges
▼ + stars: | 2024-04-11 | by ( Lauren Johnson | Lara O'Reilly | ) www.businessinsider.com time to read: +1 min

Advertising tech companies are rushing to move away from third-party cookies. They're also developing new products for hot areas like streaming TV and retail media. With big challenges like the death of third-party cookies and new opportunities from areas like retail media and streaming TV, adtech companies are in a race for the industry's top talent. And they're hoping to cash in on the rise of retail media from the likes of Amazon, Walmart, and Kroger. They're also aiming to solve for cookieless advertising as Google's Chrome browser removes third-party cookies used for targeting and measuring digital ads, and they're developing next-generation generative AI tools.

Persons: They're Organizations: Business, Netflix, Disney, Amazon, Walmart, Kroger

A general view of Super Bowl signage displayed in the NFL Super Bowl Experience ahead of Super Bowl LVIII on February 06, 2024 in Las Vegas, Nevada. Super Bowl 58 kicks off at 6:30 p.m. The Super Bowl is advertising's biggest stage, with companies jockeying for a limited supply of spots to get their products in front of millions of consumers. Even as linear ad revenue slips, companies know there's no opportunity guaranteed to reach more people than the Super Bowl. — Amelia Lucas, Michael Wayland, Micah Washington, Gabrielle Fonrouge, Lorie Konish, Drew Richardson and Jordan Novet contributed to CNBC's Super Bowl coverage.

Persons: Bob Iger, Jason Momoa, Quinta Brunson, Jenna Ortega, Tina Fey, Kate McKinnon, Pete Davidson, Addison Rae, Usher, — Amelia Lucas, Michael Wayland, Micah Washington, Gabrielle Fonrouge, Lorie Konish, Drew Richardson, Jordan Novet Organizations: NFL, Super, AFC, Kansas City Chiefs, NFC, San Francisco 49ers, Disney, CBS Locations: Las Vegas , Nevada, Las Vegas, U.S

NEW YORK (AP) — Budweiser is bringing back some familiar characters this year in its Super Bowl ad. Some advertisers are releasing ads ahead of Super Bowl 58 in the hope of capitalizing on the buzz that builds as the game approaches. Bud Light also angered supporters of transgender rights who felt it abandoned Mulvaney. “The first Super Bowl spots to be released embrace light humor," said Northwestern University marketing professor Tim Calkins. "This isn’t a surprise; safety is key when advertising on the Super Bowl so most advertisers will stay far away from controversial topics.”As always, commercials are stuffed — even overstuffed — with celebrities.

Persons: Bud Light, influencer Dylan Mulvaney, “, ”, Ray Taylor, they’ve, hasn't, Lionel Messi, Kate McKinnon, Pete Davidson, Tim Calkins, Vince Vaughan, Tom Brady, Brady miffed, Wayne Gretzky Organizations: Budweiser, Super, advertising's, CBS, Paramount, Nickelodeon, Anheuser, Busch, Villanova School of Business, ” Anheuser, Bud, Kawasaki, Northwestern University Locations: Labrador, America

The Inter Miami star, World Cup champion and global soccer icon will headline a Super Bowl ad for Michelob Ultra, the brand announced Thursday. It’ll be Messi’s first Super Bowl commercial and adds to his massive advertising reach in the U.S. and globally. The Super Bowl spot is part of the beer’s sizable investment in soccer. It’s also expected that Ultra will partner with the men's World Cup when it comes to the U.S., Canada and Mexico in 2026 — when Messi and Argentina will aim to defend their title. He scored twice in the most recent World Cup final in 2022 that Argentina won against France on penalty kicks.

Persons: — Lionel Messi, He’ll, Messi, Michelob, It’s, —, ”, Serena Williams, Tony Romo, Jimmy Butler, Rickie Fowler, Alex Morgan, Canelo Alvarez, ___ Organizations: MIAMI, Inter Miami, Anheuser, Busch, Copa America, Messi, Adidas, Gatorade, International, Royal, Apple, Super, advertising's, Bushwood Country, Dallas Cowboys, Miami Heat, Argentina, France, League Locations: football’s, U.S, Las Vegas, Canada, Mexico, Argentina, Royal Caribbean, “

☆ Twitch's chief revenue officer is set to leave the company
▼ + stars: | 2023-12-05 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: 1 min

Twitch Chief Revenue Officer Walker Jacobs is set to leave the company this month. It's understood he has another job lined up, a person familiar said. It's been a rocky year for Twitch amid a CEO change, layoffs, and soft ad market. Twitch Chief Revenue Officer Walker Jacobs is set to leave the Amazon-owned livestreaming company at the end of this month, according to two people familiar with the matter. This story is available exclusively to Business Insider subscribers.

Persons: Walker Jacobs, It's, Jacobs Organizations: Twitch, Amazon, Amazon Prime, English Premier League soccer, Business

☆ The digital world remade itself and now every company has become an ad seller
▼ + stars: | 2023-12-04 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +8 min

To use precise consumer data, advertisers now must work directly with the company that owns that data — like the retailer that knows what its customers bought or the media company that knows what its audience watched. Streamers including Netflix are building new ad businesses, while platforms like YouTube are trying to bolster their existing ad businesses with more content, such as live sports. "In a world of less data or worse data, whoever has the least-bad data wins," Brian Wieser, an advertising-industry analyst, told Business Insider. Even companies that aren't traditional retailers, such as Uber and Marriott, have kick-started ad businesses. The pandemic pushed the world to embrace streaming services.

Persons: Ana Milicevic, Brian Wieser, Sephora, Morgan Stanley, Milicevic, Neal Mohan, Vinny Rinaldi, Hershey's, Taylor, it's, Weiser, Wieser, influencers Organizations: Data, Apple, Sparrow Advisers, Walmart, Netflix, Companies, Retailers, Target, Marriott, Amazon, Major League Soccer, NFL, Columbia, Bose, YouTube, Advertising, Comcast, Hulu, Meta Locations: California, influencers

☆ Amazon Advertising's hiring freeze is over, and it is staffing up like crazy
▼ + stars: | 2023-11-09 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

Similar to its tech giant peers Meta and Google, Amazon pulled back on hiring last year, including roles for Amazon Ads — one of its fastest-growing and highest-margin business units. Amazon Ads' career page currently lists 423 open roles, up from 29 open roles in January, according to an archived version of that page. An Amazon spokesperson said that the company has continued targeted hiring as well as hiring for backfilled roles. Amazon Advertising has huge growth ambitionsMany of the open roles include positions to support newer products and initiatives within Amazon Advertising. It now has 34 roles open for software development roles like engineers working on measurement, ad tech, and data science.

Persons: Meta, Bose, that's Organizations: Amazon, Google, Carnival Cruises, Variety Locations: New York City

☆ Adtech giant The Trade Desk strikes deal to solve one of marketers' biggest challenges in the $80 billion retail media space
▼ + stars: | 2023-05-02 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +4 min

The Trade Desk wants to take a bigger slice of the $80 billion retail media market. Adtech giant The Trade Desk has landed a partnership that aims to solve one of advertising's biggest challenges in the $80 billion retail media space: getting timely data on how their ads are driving sales across multiple retailer sites and stores. Attain, which will charge advertisers on a CPM, or cost-per-thousand-impressions basis, will offer The Trade Desk advertisers metrics including sales, return on ad spend, and conversion rates. The Trade Desk is the largest independent adtech firm, and the company's moves typically indicate where the industry is investing. The Trade Desk is set to release its latest earnings report on May 10.

Kickoff for Super Bowl LVII is at 6:30 p.m. The Super Bowl is advertising's biggest stage, with companies jockeying for a limited supply of spots to get their products in front of millions of consumers' eyeballs. Fox said it raked in a record amount of Super Bowl ad revenue this year. Absent this year will be crypto companies. Last year, four cryptocurrency companies shelled out millions for commercial spots during the big game.

☆ 4 reasons why Amazon's advertising business is still surging while Meta, Google, and Snap are all wrestling with declines
▼ + stars: | 2023-02-06 | by ( Ryan Joe | ) www.businessinsider.com time to read: +6 min

Amazon's ad business grew 19% over the past year, while rivals like Meta were managing a decline. Amazon's ad business seems to be the only major ad business that's on the upswing. Part of the reason is that Amazon's ad business is newer than Google's and Meta's so a higher growth rate should be expected. Insider spoke with several ad buyers and industry experts to reveal why Amazon's ad business is growing compared to competitors like Google, Meta, and Snap. Both McKenna and Kern Schireson, CEO of the ad agency Known, believe this is the biggest reason why Amazon's ad business is thriving compared to its competitors.

The digital ad industry is scrambling as consumer anti-tracking policies from big tech companies like Google and Apple and privacy regulations across the world have already started to wipe out ad revenue. By one estimate, Apple's 2021 app tracking privacy change alone was expected to erase $16 billion in revenue from the world's biggest digital ad companies last year. "As every year progresses, it's much more of an existential issue for the ad industry than the year prior," said Anthony Katsur, CEO of IAB Tech Lab, an ad industry trade group. These companies were selected based on Insider's own reporting, input from ad industry experts, and data from Sincera, an analytics company that tracks which adtech companies are most used in the industry. This list does not include the big tech companies like Google and Amazon.

☆ Here's the latest on Amazon's $31 billion ad business, which continues to grow despite the economic upheaval
▼ + stars: | 2022-12-27 | by ( Business Insider | ) www.businessinsider.com time to read: +6 min

Amazon has become the third-biggest digital advertising company behind Google and Facebook, hitting $31 billion in ad revenue in 2021. Under CEO Andy Jassy, Amazon is shaking up its ad business to attract TV ad dollars, especially from advertisers that don't sell their products on its platform. Here's the latest on Amazon's moves to expand its advertising business and the growing competition. Amazon's ad business is big and growingAdvertising is a tiny sliver of Amazon's business, but it's one of the company's fastest-growing areas. Amazon's ad business is booming.

☆ Retail advertising surged in 2022 — but in 2023, these new ad businesses will need to steal TV ad budget to survive
▼ + stars: | 2022-12-16 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +5 min

Retailers will face more competition for ad dollars with smaller ad budgets from marketers in 2023. WPP's media buying unit GroupM said that retail media brought in $110 billion this year and is on track to generate $160 billion by 2027. But 2023 will be the year that determines which retail ad businesses will win and which will lose. But some retailers are trying to grow their retail media businesses by separating those two, so retail ads are no longer part of the distribution deal. Retailers are coming for TV budgetsIf retail media budgets increase, other types of ad budgets must get cut.

☆ 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.

☆ Meet 18 private-equity firms that are investing in the ad industry, where dealmaking continues despite economic jitters
▼ + stars: | 2022-08-11 | by ( Lindsay Rittenhouse | ) www.businessinsider.com time to read: +3 min

Private equity firms continue to pour money into ad agencies, despite the slowing economy. And while rising interest rates could dampen dealmaking for the rest of 2022, PE firms are still sitting on $1.6 trillion they're looking to invest, according to the firm. More PE firms have been entering the sector, managing director Marc Flor of investment bank Berkery, Noyes & Co., has said. Specifically, private equity is eyeing digital agencies and adtech companies with subscription-based models that aren't tied to ad spending cycles, Master said. Representatives for the PE firms either declined to comment or didn't respond to requests for comment unless otherwise noted.

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