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☆ Instacart, Walmart, and others are rushing to power streaming TV ads to capture a $5.6 billion opportunity for retail media
▼ + stars: | 2023-04-27 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +4 min

They hope to use shopper data to prove that streaming ads are more effective than linear TV ads. Instacart, Walmart, Kroger, and Best Buy are racking up partnerships with streaming TV companies like Roku and Disney. By partnering with retailers, streaming TV ad sellers can gun for the big budgets that CPG brands spend on linear TV, she said. Streaming ads are often pitched as being more targetable and measurable than linear ads. Both Walmart and Albertsons works with the Trade Desk to target streaming ads.

Besides YouTube's 2.6% first quarter ad revenue decline, Google is facing multiple challenges to its advertising business. While Google's search revenue was up about 2%, Microsoft is in the early stages of a big play to go after it. Matthew Bailey, principal analyst at research firm Omdia anticipates Google will post digital ad revenue growth at around 5% in 2023 and in 2024. Google's monolithic search ads business is starting to see real competitionMost of Google's ad revenue is driven by its ubiquitous search engine. But Amazon, which has a $31 billion ad business, and Walmart, which has a $2.7 billion ad business, grab roughly 80% of retail ad spend.

Google's monolithic search ads business is starting to see real competitionMost of Google's ad revenue is driven by its ubiquitous search engine. But neither pose the threat to Google's search dominance that ChatGPT-powered Bing does today, according to an agency source. But ChatGPT-Bing has a bigger opportunity to grab budgets earmarked for Google search because it will change the entire way consumers search for information. But Amazon, which has a $31 billion ad business, and Walmart, which has a $2.7 billion ad business, grab roughly 80% of retail ad spend. Morgan Stanley recently estimated that adtech firms are poised to win $26 billion out of a $130 billion retail media market by 2025.

The group represents a range of roles at adtech companies, publishers, retailers, and advertisers. They are helping the ad industry grab new opportunities, like retail media and streaming TV ads. Adtech companies are jockeying against each other to capture market share in streaming TV advertising, servicing the needs of content owners like Netflix, Warner Bros. They're also trying to strike gold in retail media, a relatively new category that could represent a $26 billion market for adtech companies, according to Morgan Stanley. We considered nearly 90 people from adtech companies, publishers, and advertisers.

☆ Google incorrectly flagged some retailers' products as counterfeit, and it cost one company $150,000 in lost revenue
▼ + stars: | 2023-04-13 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

Google incorrectly flagged two retailers for selling counterfeit goods, and shut off their ads. In recent weeks, two agencies that manage Google ads for retailers say that their clients' accounts were incorrectly flagged as selling counterfeit goods, which then shuts off the ability for retailers to run ads. Both agencies said that the issue started when their retail clients' Google Merchant Center accounts were suspended because they were erroneously flagged as selling counterfeit goods. Google Merchant Center is a key sales driver because it helps consumers discover products. However, the issue underscores the risk online merchants face when they tie their product listings to their Google ads.

He had told Oxford Gold that he wanted to "get the lay of the land" ahead of picking up a $9 million order for 151 gold kilo bars. But most unusual was that Mancuso wanted to pick up the order from the Oxford Gold office, the source said. The next day, Mancuso contacted Oxford Gold about buying $9 million worth of gold, and the company agreed to sell him 151 gold kilo bars. But Oxford Gold was alerted on December 2 that this was a fraudulent transaction, said a source with direct knowledge. Unsure what to do, Oxford Gold contacted the Beverly Hills Police Department, and eventually got in touch with the FBI, this source said.

☆ Retail media will be a $130 billion industry next year, and adtech firms Criteo and The Trade Desk will win big, according to Morgan Stanley
▼ + stars: | 2023-04-06 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

Retail media will make $130 billion globally by 2025, according to a new Morgan Stanley report. Criteo and The Trade Desk stand to benefit the most, according to the report. They have opportunity to grab the most share of the retail media market, compared to other indie adtech players. However, this push to expand offsite is a big challenge, and there's no guarantee The Trade Desk can seize this market. To be sure, neither Criteo nor The Trade Desk are positioned to be the dominant player in retail media.

Generative AI has exploded in popularity, and advertisers are figuring out how to use it. Insider profiled 15 ad execs leading generative AI projects for their own agencies and major brands. They're using AI tools to build creative assets quickly, kickstart ideas, and automate boring tasks. Generative AI has taken the world by storm, but many in the advertising industry were experimenting with it well before OpenAI's ChatGPT catapulted the technology into the zeitgeist last November. Insider has identified 15 ad industry experts who are leading the charge around generative AI by figuring out what it can and can't do, and teaching their colleagues and clients how to get the best results.

☆ As competition for the $45 billion retail media market heats up, one of its biggest players is expanding beyond advertising to stay on top
▼ + stars: | 2023-03-27 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

Retail firm Pacvue is expanding beyond advertising. The firm made its name in e-commerce advertising but will now pitch advertisers on retail tech used to manage sales. Retail adtech firm Pacvue is moving beyond retail advertising, an industry that will be worth $45 billion in the US this year, according to Insider Intelligence, Insider's sister companyFour-year-old Pacvue is one of the biggest players in this space, handling $150 billion in gross merchandise value for retailers. At the same time, traditional adtech firms like Pubmatic, Magnite, and The Trade Desk are rolling out retail media products, creating even more retail media tools that brands must navigate. Pacvue is also expanding beyond retail media because it recognizes that there is a ceiling on how much brands will spend on retail advertising.

☆ Gap has quietly dissolved its advertising business. It shows the challenges companies have competing for the $45 billion retail media industry.
▼ + stars: | 2023-03-22 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +4 min

Gap was hoping to tap into a lucrative new revenue stream called retail media, projected to be worth $45 billion in 2023, according to Insider Intelligence, Insider's sister company. Instead of GPS Media, Gap is devoting resources to support GPS Platform, which handles logistics and fulfillment services for other retailers including next-day and two-day shipping. Gap has also started GPS Apparel, which customizes apparel for companies. Lipsman said that Gap also had a disadvantage in retail media because it only sold its own brands. Are you a Gap employee or do you have insight about retail media to share?

☆ YouTube lets advertisers use creators' video content as ads without their permission, hurting their ability to make money and build audiences
▼ + stars: | 2023-03-21 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +6 min

YouTube creator Taki Udon said his video was used as an ad without his permission. YouTube is letting advertisers use creators' video content as ads without their permission. He said that advertisers promoting creators' videos without their knowledge could risk a creator's audience and key metrics like watch time. TikTok has an ad program that allows advertisers to promote creators' videos but requires advertisers to first get permission from the creator. Meta-owned Instagram also requires advertisers to virtually agree to using a video by asking creators to opt-in to sharing their content with advertisers.

☆ Retail media is upending the business relationship between brands and ad sellers like Amazon and Walmart
▼ + stars: | 2023-03-16 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +4 min

In order for retail media to continue its surge, retailers are rethinking their pitches so they can continue to attract ad spend. Masters said Amazon is trying to entice sellers to buy ads by bundling a cloud-based ad product called Amazon Marketing Cloud into JBPs to smooth over some of sellers' frustrations. Walmart said it offers benefits to brands that buy ads as part of their JBPs, but declined to comment on specific details. Also, retail media has significant benefits and can lead to non-advertising perks, said Dieringer. For instance, brands that buy ads from retailers may have first access to unique data and insights about shoppers.

☆ A top GE HealthCare marketing exec reveals the brand strategy that helped the GE spinoff become a $35 billion company two months after going public
▼ + stars: | 2023-03-13 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

GE HealthCare built a brand campaign that helped the company hit a $35 billion marketing cap. In January, GE HealthCare started publicly trading as its own business, and it now has a market cap value of $35 billion. GE HealthCare launched an ad campaign created by BBDO on January 4, the day of the spinoff. GE HealthCare is also building a social presence, mostly focused on LinkedIn. "It was a brilliant move because the GE brand stands for innovation, thinking differently, and creating dialogue," Fallon said.

☆ Seeking nominations for the 2023 rising stars of adtech
▼ + stars: | 2023-03-07 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

Business Insider is compiling its annual list that honors the rising stars transforming how digital ads are bought and sold. We're looking for up-and-comers who specialize in adtech at adtech firms, brands, agencies, and publishers. Criteria and methodologyThe list will profile talent at adtech companies as well as adtech specialists at ad agencies, publishers, retailers, and platforms. We will look at several factors to determine who to spotlight including the nominee's specific role and responsibilities as well as the person's impact on the industry. Please include as much detail as possible about the nominee's role when submitting a nomination here.

☆ Amazon Advertising talent is being poached for C-suite roles at other firms. Meet 9 former execs who jumped to companies like LoopMe and Walmart.
▼ + stars: | 2023-03-02 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

A number of Amazon ad execs have taken top tier jobs at giants like Walmart and hot startups like LoopMe. They're bringing deep experience at Amazon Advertising building businesses from scratch to their new roles. In recent years, Samba TV, Cooler Screens, Walmart, and Netflix have all hired former Amazon Advertising staffers to crucial, revenue-driving roles centered around advertising. He said Amazon's ad execs have both relationships with advertisers, retail expertise, and operational experience in standing up an ad business from scratch. Insider identified nine former Amazon ad execs who have moved into C-suite roles.

☆ Meta has massively revamped its ads division. Here are the 21 most powerful execs tasked with saving the company's biggest revenue stream.
▼ + stars: | 2023-02-28 | by ( Ryan Joe | Lara O'Reilly | Lauren Johnson | ) www.businessinsider.com time to read: +1 min

Nicola Mendelsohn and Justin Osofsky are Meta's top ad execs after Marne Levine stepped down. After Meta's ad revenue took a series of hits, the company banking on an overhauled ad offering powered by AI. Insider identified Meta's 21 top ad execs tasked with reviving its most crucial revenue stream. Here are the 21 most powerful and important advertising execs still at the company, listed alphabetically. Their roles span ad sales, strategy, marketing and product across Meta's portfolio.

☆ 3 things that will propel Uber's ad offering to become a $1 billion business, according to advertisers
▼ + stars: | 2023-02-24 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +4 min

The company is justifying its steep ad prices by pitching advertisers its first-party data that shows where people are and where they're going. Advertisers laid out why Uber's ads are so valuable, and how the company has been able to pull in their budgets. Uber's data-driven ad offering however isn't as compelling as what's offered by retail media competitors, like Walmart and Target. Uber has a new strategy to go after video ad budgetsUber also wants to corner a piece of the lucrative video advertising market. The tablet ad format is squarely aimed at video ad budgets.

☆ The TSA caught more guns at airport checkpoints in 2022 than any other year. Here are the top 5 airports where the most firearms were found.
▼ + stars: | 2023-02-20 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

The TSA caught 6,542 guns in carry-on bags last year. Six airports in Texas and Florida contributed to the top 10 airports with firearm incidents. The TSA attributed the uptick in caught guns from increases in Americans owning and traveling with guns. Eighty-eight percent of the guns caught last year were loaded, according to a graphic released by the TSA. Phoenix Sky Harbor International Airport: 196 firearmsTwo states contributed to six of the top 10 airports with firearm incidents last year.

Not only have marketers been pausing ad spend en masse, YouTube is also battling TikTok for audiences and content creators. Industry insiders credit Mohan with building out the ad products that made YouTube Google's main growth engine for so many years. Tal Chalozin, CTO and cofounder of the adtech company Innovid, said that Mohan's expertise stretches across all of YouTube's ad business, particularly adtech. "He was leading product for the launch of YouTube Premium and YouTube TV, and the growth of YouTube Music," said one former YouTube employee. "It's now Neal and YouTube against TikTok, and that's the existential battle for short-form video monetization and creators," Norman said.

☆ Former EMX Digital employees are furious they were let go without severance after the adtech firm's owner Big Village filed for bankruptcy
▼ + stars: | 2023-02-10 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +5 min

Nearly all staff at adtech firm EMX Digital were laid off this week after parent company Big Village filed for Chapter 11 bankruptcy. Big Village, EMX Digital, and Lake Capital Partner did not respond to a request for comment. EMX Digital got backlogged on payments to publishersTwo of the former EMX Digital employees said that financial problems started last summer, after Big Village rebranded from Engine Group. There were internal rumors that this was when Lake Capital Partners started looking for a buyer for Big Village, according to two former employees. At the same time, EMX Digital stopped paying publishers, and between July and September, EMX Digital was bombarded by emails from publishers who were getting increasingly mad about missed payments, said one former employee.

The rise of AI-powered search could transform the internet. If AI-powered search catches on, it will upend the practice of search advertising. Right now, not a lot seems to have changed on the ad landscape, despite the media frenzy around the new AI search tools. Bannister doesn't think AI-powered search will change advertising drastically in the short term, but even small changes can have an impact on business. Sutton is cautiously optimistic though that the addition of AI to search queries on Bing and Google Search won't impact publishers like Gannett, which owns mostly news sites.

☆ Super Bowl LVII won't have any crypto ads because firms pulled out of deals following FTX's bankruptcy
▼ + stars: | 2023-02-07 | by ( Pete Syme | ) www.businessinsider.com time to read: +3 min

But this year's Super Bowl will have no crypto ads after FTX's collapse. The Super Bowl ad landscape will look much different this year, Insider previously reported. But a lot has changed since then, to the extent that there will be zero crypto ads at Super Bowl LVII on Sunday. The crypto exchange cofounded by Sam Bankman-Fried filed for bankruptcy in November, nine months after the Super Bowl, following mass customer withdrawals. The advertising landscape at this year's Super Bowl is likely to be much different to 2022, thanks to rising economic uncertainty.

Buying a Super Bowl can be a big risk because it's a big investment months ahead of the game. Diageo CEO Ivan Menezes said during the company's January earnings call that its brand Crown Royal will run its first Super Bowl ad this year. Anheuser-Busch's move is an indication that the sky-high price of running a Super Bowl ad is getting harder for companies to justify. Bookings typically happen in May, said one ad agency exec who's purchased many Super Bowl ads for clients, including this year. Super Bowl ad slots sold briskly for both Fox this year and NBC last year.

☆ Big Tech got crushed by falling ad prices, and the damage could last well into 2023. Here's exactly how much ads cost on Google, Meta, Amazon, YouTube, TikTok and Snap.
▼ + stars: | 2023-02-06 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +8 min

Meta, Google, and Snap reported declines in ad sales, or flat ad revenue, during the fourth quarter. Out of the four big ad-supported tech companies — Google, Meta, Amazon, and Snap — only Amazon reported that its ad business grew year-over-year in the fourth quarter. Meta's ad prices have declined as the company rebuilds its ad business with artificial intelligence after getting hit by Apple's app-tracking privacy crackdown. While CPMs fell year-over-year during the fourth quarter, ad prices were 7.2% higher in the fourth quarter compared to the third quarter, according to Northbeam. The average return on Meta ad spend during the fourth quarter was $1.96, up from $1.30 in the first quarter of 2022.

☆ Digital ad firm Kargo is acquiring a video tech firm in a deal that could be worth $100 million to move into streaming TV ads
▼ + stars: | 2023-02-03 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

The acquisition is aimed at giving Kargo inroads into the surging streaming TV ad market. Advertising technology firm Kargo has acquired VideoByte, a video tech firm that helps advertisers make ads for streaming TV platforms. Three-year-old VideoByte sells an ad server that lets advertisers run custom ads on streaming TV platforms. Kargo's competitors PubMatic and Magnite, for instance, have rapidly built out products that let publishers run ads in streaming TV platforms. As part of Kargo's move into streaming TV, the company has also hired Jennifer Pelino as chief strategy officer.

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