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☆ Meta's top ads boss tells Insider how artificial intelligence is saving its ad business and what's the next big opportunity for Reels
▼ + stars: | 2023-02-02 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

Meta's ad chief Marne Levine told Insider that AI will play a bigger role boosting advertisers' creative. Meta is also exploring new ways to make money from short-form video Reels. Meta's rebuilt ad business has seen early success after it took a $10 billion hit last year thanks to Apple's privacy update. "There is a general feeling of uncertainty because the context is changing week-to-week," Marne Levine, chief business officer for Meta, told Insider. While Meta advertisers might be pulling back because of the economy, Meta still has an advantage over other digital ad platforms.

☆ Lowe's will no longer outsource its ad sales business as it gears up to grab a bigger piece of the $45 billion retail media opportunity
▼ + stars: | 2023-01-30 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

Lowe's will no longer outsource its ad sales business, and will take full control of it this year. The shift is meant to help Lowe's grab even bigger retail ad budgets than it did before. But this year, Lowe's is taking full control of its own ad sales, said Abi Subramanian, VP and GM of Lowe's ad arm, the One Roof Media Network. Unlike the retail business, ad sales has high margins. Insider Intelligence forecasts that retail media will be a $45 billion market in the US this year, with Amazon controlling 76% of spend.

Here are Insider's 2023 rising stars of brand marketing. These marketers adapted to a tough economy, explored new media channels, and grew brand awareness. They come from established companies like Procter & Gamble and newer startups like Instacart. They hail from established companies like Coca-Cola and General Mills and newer startups like Uber and Instacart, and all show the potential to be the industry leaders of the future. Scroll on to see the 26 rising stars of brand marketing, listed alphabetically.

☆ Publisher tech firm OpenWeb is making a $100 million acquisition to help publishers better target ads and emails
▼ + stars: | 2023-01-26 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

The acquisition is the third company OpenWeb has bought in about a year. The Jeeng acquisition will help OpenWeb's publisher clients collect data for subscriptions and ads. OpenWeb, a tech company that helps publishers engage with readers and sell ads, has acquired Jeeng for $100 million, the companies said Thursday. OpenWeb is acquiring Jeeng to provide publishers with tools to take that data and personalize emails, push notifications, and SMS messages. In January 2022, OpenWeb acquired Hive Media for $60 million to build tools for publishers to better recommend content, and the company acquired Adyoulike in April for $100 million to expand into social advertising.

☆ Dotdash Meredith's CEO explains why its $2.7 billion acquisition of Meredith has been tough as the ad industry gets creamed
▼ + stars: | 2023-01-24 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

CEO Neil Vogel said an ad market slowdown and culture challenges have been hard. IAC-owned Dotdash Meredith is about a year into its $2.7 billion acquisition of magazine giant Meredith, and a rough ad market has made the transition to become a big player for advertisers tough. "The market is hard," said Neil Vogel, CEO of Dotdash Meredith. Dotdash Meredith owns more than 40 brands including People, The Spruce, and Food & Wine. At the same time, the ad market soured last year as advertisers reigned in spending.

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.

☆ A top Unilever exec breaks down the CPG giant's investments in e-commerce advertising and why it's pushing for retailers to adopt better measurement standards
▼ + stars: | 2023-01-23 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

A top Unilever ad exec told Insider the CPG giant is looking for new ways to measure digital ads. She said that the brand is also structured to account for bigger ad budgets moving to retail media. Unilever, one of the biggest spenders on e-commerce ads, is pushing for retailers to adhere to the same measurement standards. Donkada said such specifications for Unilever's retail media ads would likely look similar to standards Unilever created for brand safety and also take into account privacy. The ads team manages both national and retail media spend, meaning that one Unilever team can tweak retail media budgets to be higher or lower.

☆ Retail advertising will make $45 billion this year — here are 3 ways companies like Nordstrom and Albertsons are looking to cash in
▼ + stars: | 2023-01-17 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +4 min

Many big retailers are building ad businesses this, which Insider Intelligence predicts will be a $45 billion opportunity in the US this year. Leaders from Albertsons and Nordstrom spoke during the panel about how they plan to grab that money. But retailers also need to grow their advertising businesses beyond those companies to so-called non endemic advertisers, like automakers and insurance companies. Argyilan said Albertsons is also working on a tool to help advertisers plug Albertsons' measurement into their broader measurement efforts. "I think measurement needs to grow up quite a bit in retail media space," she said.

☆ Meta's ad business is making a comeback thanks to its AI-powered improvements — but core Facebook is still struggling to get spend
▼ + stars: | 2023-01-12 | by ( Lauren Johnson | Lara O'Reilly | ) www.businessinsider.com time to read: +4 min

They're now seeing improvements in performance, and are planning to devote bigger budgets to the platform this year. Those capabilities are finally showing up in Meta's ad offering. Another example is a recently-released feature called Advantage+ that uses Meta's AI to find relevant audiences for ads. Analysts at Arete research forecast a 6% decline in Facebook's annual ad revenue to $72.4 billion this year, though they also expect Instagram ad revenue will grow by 2% to $36 billion. Besides TikTok, Meta is now going head-to-head with Apple, and a host of new retail media and streaming TV ad businesses.

☆ Amazon is paying back some ad buyers after a holiday glitch cost them big — but advertisers are upset they aren't getting the right amount back
▼ + stars: | 2023-01-09 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

Amazon is issuing credits to advertisers who ran holiday campaigns with inaccurate data. Amazon is issuing advertisers makegoods after a holiday glitch caused some marketers to overspend on their campaigns, while others underspent and missed out on holiday sales. Some of those ad buyers said that they've received credits from their campaigns over the past couple of weeks, after requesting makegoods for the campaigns where they overspent. One of them received credits from Amazon that totaled about 10% of the amount overpaid. Sandor suspects the client that received credits got them by having a direct relationship with an Amazon rep.Sandor described Amazon as not been pro-active handing out credits.

☆ Amazon bulked up its advertising behemoth in 2022 — and its becoming an even bigger threat to Meta
▼ + stars: | 2022-12-27 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +10 min

Amazon's digital ad business is only behind Google's and Meta's — and it's already stolen budget from Meta. Today, that advertising business is no longer simply a way to drive product sales on Amazon. Amazon's ad business, which generated $9.5 billion during the third quarter of 2022, dwarfed Microsoft and Snap and ranked third behind Google and Facebook parent, Meta. There are now nearly 600 advertising partners in Amazon's advertising ecosystem, according to Amazon's directory of companies in the space. As part of its ambitions to grow advertising, Amazon also pitches a data clean room called Amazon Marketing Cloud.

☆ YouTube's $2.5 billion deal with the NFL could rock streaming TV advertising in 2023. Experts predict 4 things that will impact the flow of ad dollars next year.
▼ + stars: | 2022-12-23 | by ( Ryan Joe | Lauren Johnson | ) www.businessinsider.com time to read: +6 min

Streaming TV ad spend will surge in 2023. The foundation is set for streaming TV advertising to be a huge growth area in 2023. The global media agency Magna Global predicted in its recent forecast that streaming TV ad spend in the US will surge 32.7% next year. Here's what experts — including advertisers, content owners, TV measurement firms, and analysts — think will impact the flow of dollars in streaming TV advertising next year. More advertisers will buy streaming TV ads — and pay higher rates — because of live sports2022 was a boom year for live sports in streaming TV.

☆ 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.

Here are the 12 hottest adtech companies of 2022. Marketers reined in digital ad spend, and adtech companies felt the blow, leading to industry-wide layoffs. Adtech companies with solid businesses that solved problems in hot areas like retail media and streaming TV stood out this year. And retailers like Walmart and Kroger signed new deals with adtech companies to expand their advertising businesses. Here are the 12 hottest adtech companies of 2022.

☆ Some DTC brands moved up to 30% of their holiday ad spend from Meta to Amazon
▼ + stars: | 2022-12-08 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +4 min

DTC brands' ad spend is moving from Meta to Amazon with new urgency. That trouble has led to more ad budgets going to Amazon during the holiday season, according to direct-to-consumer brands and ad agencies. Because Meta ads haven't been able to drive website sales, DTC brands are now selling on Amazon. Naim added that his DTC brands have moved between 20% to 30% of ad spend from Facebook and Google into Amazon during the fourth quarter. Amazon has massive limitations for DTC brandsWhile Amazon can generate sales for DTC brands, it also has disadvantages.

☆ Digital ad firm Integral Ad Science is laying off 13% of staff
▼ + stars: | 2022-12-07 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

Integral Ad Science is going through a round of layoffs — bringing the company's headcount down to 800 people. The firm is the latest adtech to make layoffs due to economic uncertainty. Integral Ad Science plans to lay off 13% of staffers — or 120 people — as the ad industry reacts to an economic downturn. IAS CEO Lisa Utzschneider said that the layoffs bring the company's headcount to 800 people, a similar size to February 2022. Despite the layoffs, IAS slightly increased its expected fourth-quarter revenue from $110 million to $113 million, according to the 8-K form.

☆ Crypto advertising is under fire after the FTX implosion, but firms like Binance, Grayscale, and OKX are pouring money into marketing to win back consumer trust
▼ + stars: | 2022-12-06 | by ( Lara O'Reilly | Reed Alexander | Lauren Johnson | ) www.businessinsider.com time to read: +5 min

The bitcoin crash and FTX implosion massively dented the crypto advertising boom. But fewer crypto advertisers can also create an advantage for those still trying to get their messages to consumers. And Dinu added that crypto companies' efforts to advertise to restore trust could persist "well beyond" the next six months. Some crypto companies are still launching splashy campaigns, similar to crypto ad campaigns from the beginning of the year. "Crypto companies have to stop talking about themselves and start talking about how cryptocurrency or blockchain fits into normal people's lives."

☆ Winners and Losers of Advertising During an Economic Downturn
▼ + stars: | 2022-12-05 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +4 min

Executives from three of the largest ad agencies — Magna Global, GroupM, and Zenith — spoke at UBS' Global TMT Conference about how the ad industry will shake out next year. Kate Scott-Dawkins, global director of business intelligence at GroupM, said that retail media was the fastest-growing area within digital advertising this year. It upped its retail media forecast to $110 billion this year, up from $100 billion in September. Streaming TV is also starting to compensate for dips in linear TV ad spending. TV advertising will dip because it lacks annual commitments from advertisers, causing ad prices to come down to pre-covid levels.

☆ Seeking nominations for the rising stars of brand marketing
▼ + stars: | 2022-12-01 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

In sider is seeking nominations for our list of rising stars of brand marketing. W e're looking for up-and-coming brand marketers who have the potential to be industry leaders. Please submit nominations by January 6.Insider is seeking nominations for its 2022 rising stars of brand marketing. Criteria and methodologyThe candidates shouldn't be CMOs or other high-ranking marketing executives, but the people working behind the scenes to create the future of marketing at established and up-and-coming brands. Submit your nominations here and include as much detail as to why your nominee deserves to be recognized.

☆ Crypto firms like Binance, Grayscale, and OKX are pouring money into marketing to regain trust and save their companies from the fallout of the FTX implosion
▼ + stars: | 2022-12-01 | by ( Lara O'Reilly | Reed Alexander | Lauren Johnson | ) www.businessinsider.com time to read: +5 min

☆ Some Amazon advertisers are fuming after a Black Friday glitch cost them up to hundreds of thousands of dollars while others underspent and missed out on sales goals
▼ + stars: | 2022-11-28 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +4 min

Amazon's ad tool inaccurately showed how much advertisers spent on Black Friday campaigns. Ad buyers said the glitch cost them betweens tens of thousands to hundreds of thousands of dollars. The range of overspending varies wildly from tens of thousands of dollars to hundreds of thousands of dollars, the agencies said. Ad buyers often devote up to 80% to 90% of their Amazon ad budgets to these two formats. Another agency source suspects Amazon might decline to give their money back and simply tell advertisers that their overspent ad dollars drove sales.

☆ The hottest marketing tech companies of 2022
▼ + stars: | 2022-11-28 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +1 min

Marketing tech is crucial to help companies deal with the loss of cookies and the growth of e-commerce. The companies deliver new ways to do mobile messaging, attract online buyers, and use consumer data. download the app Email address By clicking ‘Sign up’, you agree to receive marketing emails from Insider as well as other partner offers and accept our Terms of Service and Privacy PolicyThe competition to standing out in marketing tech is intensifying. But a crop of startups and newly public companies are vying for a piece of the billions that CMOs spend each year. For the fourth year in a row, Insider is recognizing the marketing tech companies shaking up the industry.

☆ Criteo has bet big that e-commerce ads will contribute to $1 billion in revenue by 2025. But a new crop of startups are also coming for those dollars.
▼ + stars: | 2022-11-25 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +7 min

Adtech firm Criteo is battling for retailers' ad businesses with new competitors like CitrusAd. E-commerce advertising is driving much of Criteo's growth, with the firm hoping to hit $1 billion in revenue from retail media by 2025. Criteo's technology has moved beyond search ads to include display ads and ads that appear off the retailer's site. Not all retailers outsource their ad businesses, creating more competition with CriteoCriteo also faces competition from retailers themselves. Some retailers don't want Criteo or CitrusAd managing their ad businesses and license technology to build ad businesses that they manage themselves.

☆ Read the pitch deck startup TVision used to raise $16 million to measure how many people are watching TV together
▼ + stars: | 2022-11-15 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

TVision has raised $16 million in funding, led by TV adtech firm iSpot. Digital advertising firm TVision has long pitched advertisers on a measurement system that uses eye-tracking to gauge whether people are actually watching TV ads. It just got a new round of funding to expand its capabilities to tell how many people are watching TV together. TVision has raised $16 million in funding, led by iSpot, a TVision client that also offers advertisers new ways to measure TV ads. TVision has a panel of about 5,000 homes that covers 14,000 people who have opted in to have their TV watching tracked in their house.

☆ These are the 35 rising stars of Madison Avenue who revolutionized advertising in 2022
▼ + stars: | 2022-11-15 | by ( Lauren Johnson | Elizabeth Pham Janowski | ) www.businessinsider.com time to read: +1 min

Introducing this year's rising stars of Madison Avenue. The ad industry continues to undergo massive changes, and these early- and mid-career professionals are helping advertisers navigate the chaos. They're challenging the traditional agency model, finding creative uses of data to inform their ad strategies, and making standout creative. They're also finding unique ways to help brands connect to the next generation of consumers, Gen Z. Scroll on to see the 35 rising stars of Madison Avenue, listed alphabetically.

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