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☆ Ad prices are now cheaper than they've been all year. Here's how much marketers are paying for ads on Google, Meta, Amazon, and TikTok.
▼ + stars: | 2022-11-07 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +7 min

Ad prices on Meta, Amazon, and Google skyrocketed during the pandemic but are now declining. Digital ad prices are declining due to a number of factors:Advertisers are pulling back on spend on Meta and Google. Ad prices are typically low during the third quarter as marketers prepare to spend during the fourth quarter. Ad buyers usually anticipate a 15% to 20% increase in ad prices during the fourth quarter, said Vic Drabicky, founder and CEO of ad agency January Digital. As TikTok continues to build out its technology and relationships with advertisers, ad prices continue to rise.

☆ Netflix has launched its ad-supported tier — here's everything we know about how the streaming giant is pitching advertisers
▼ + stars: | 2022-11-03 | by ( Lauren Johnson | Elizabeth Pham Janowski | ) www.businessinsider.com time to read: +7 min

Netflix launched its ad-supported tier in the US on November 3. The new ad-supported tier does not have the full Netflix catalog and will offer video quality up to 720p. NetflixThe ad-supported tier is initially offered in 12 countries, beginning with Canada and Mexico on November 1. Netflix has been pitching advertisers with aggressive pricing, according to advertisers briefed by Netflix. Advertisers said they expect prices to drop after Netflix's ad-supported tier launches, as has been typical with other streaming services like NBCUniversal's Peacock.

☆ As advertisers cut spend, ads on Google, Meta, and Amazon are cheaper than they've been all year — but marketers don't expect it to last
▼ + stars: | 2022-11-02 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +7 min

Ad prices on Meta, Amazon, and Google skyrocketed during the pandemic but are now declining. Digital ad prices are declining due to a number of factors:Advertisers are pulling back on spend on Meta and Google. Ad prices are typically low during the third quarter as marketers prepare to spend during the fourth quarter. For ads designed to get people to take more immediate action, like Amazon's and Google's shopping and search ads, we looked at cost per click (CPC). As TikTok continues to build out its technology and relationships with advertisers, ad prices continue to rise.

☆ Seeking nominations for the hottest adtech companies of 2022
▼ + stars: | 2022-11-02 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

Business Insider is compiling its annual adtech list that honors the companies transforming how digital ads are bought and sold. We're seeking nominations for Insider's annual list of the hottest adtech companies. As in previous years, we plan to publish a list of the hottest adtech companies that are driving change with publishers, agencies, retailers, and brands and solving problems in new ways. What we're looking forThe list will highlight public and private adtech companies. Companies must share 2021 revenue numbers, and those numbers will be reported.

☆ Amazon has frozen headcount at its growing advertising business, after it posted a glum fourth-quarter outlook amid slowing sales: reports
▼ + stars: | 2022-11-02 | by ( Huileng Tan | ) www.businessinsider.com time to read: +3 min

Amazon has frozen headcount at its growing advertising business, Bloomberg reported on Tuesday. Amazon has frozen headcount at its growing advertising business, Bloomberg reported on Tuesday, citing a person familiar with the matter. A hiring freeze at Amazon's fast-growing ad business is important, because it underscores the fact that the company is doubling down on profitability. Although advertising isn't Amazon's largest business, it's one of the e-commerce giant's fastest-growing areas, Insider reported in August. In the third quarter of 2022, Amazon's ad business grew 25% to $9.55 billion in the third quarter of 2022 from a year ago.

☆ Criteo's CEO reveals how the adtech firm's retail media business will grow from hundreds of millions in revenue to about $1 billion by 2025
▼ + stars: | 2022-11-01 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

Criteo expects its retail media revenue to grow from hundreds of millions to about $1 billion. The firm faces stiffening competition as small startups and The Trade Desk seek their share of retail ad dollars. The new estimate significantly increases Criteo's retail media revenue. Criteo made $172 million from retail media through the first nine months of 2022 for Criteo, according to third quarter earnings. Part of the playbook of winning retail media is getting as many retailers as possible to sign up with an adtech firm.

☆ 3 ways that Amazon's advertising business is becoming as dominant as Google's
▼ + stars: | 2022-10-31 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +4 min

Amazon's advertising ambitions used to be focused on search ads to promote products available through Amazon's marketplace. But today, Amazon's ad business is the third biggest seller of digital advertising, behind Google and Meta, and that business drove $31 billion in revenue in 2021. Amazon Advertising is further extending its influence beyond its platform and across the entire internet, much like Google's sprawling advertising business. Amazon is using its giant cloud business AWS to make ads more powerful both on and off Amazon sitesAmazon has traditionally separated its advertising business from other business units like AWS, but those lines are gone. Amazon's adtech products that use AWS' technology exemplify how Amazon's ad business is proliferating across the digital advertising industry, and competing much more directly with Google than in the past.

☆ YouTube and Meta are going after TikTok's vulnerabilities in a high-stakes attempt to bring creators, users, and ad dollars to their short-form video platforms
▼ + stars: | 2022-10-27 | by ( Lindsay Rittenhouse | Lauren Johnson | ) www.businessinsider.com time to read: +6 min

YouTube and Meta look to short-form video as a way to revive declining ad revenue. Creators will be the key to enticing brands to advertise on short-form video apps. Meta, which reported a 3.6% year-over-year decline in ad sales, is also betting big on its short-form video format Reels. But even as Meta and YouTube lean into short-form video, advertisers still say TikTok comes out on top. But TikTok is still their priority for making short-form video content, said Kolin Kleveno, SVP of addressable media for Tinuiti.

Snap's disastrous earnings is an indicator to some industry insiders that the digital ad market is collapsing. Snap's dismal showing in its recent earnings due to lost ad spend signified an ad market further collapsing in the face of a likely recession. And now, the ad industry is scrambling to figure out what to do in a worst-case economic scenario. "I think the digital ad market collapsed in September," one adtech exec told Insider, noting a precipitous drop that month in particular. One ad industry recruiter who is coming off of one of their busiest years in 2021 for running talent searches for ad agencies amid the Great Resignation said new opportunities have all but dried up, as many ad agencies have instituted a hiring freeze.

☆ How former Amazon execs built their own successful startups by adopting famous aspects of the retailer's culture, from writing super-short pitches to measuring meeting costs
▼ + stars: | 2022-10-17 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

Below are three Amazon business tactics former execs used — from writing press releases for products that haven't been built yet to tallying the cost of meetings — that helped them launch their own successful companies. Ko Umeno, founder and CEO, Globalive, said he used these types of documents to win adtech clients including ID5, Browsi, and Acorn-i. Umeno said the process for writing Amazon-style documents requires rigorous research, and Umeno's clients thought his Amazon-style pitch was unique and packed with information. "I was quite happy that I worked at Amazon and learned how to write this stuff," he said. Walker used the strategy to determine what challenges clients have with Amazon, which guides what services the firm offers.

☆ Netflix says that its new ad-supported tier is 'nearly' sold out — here's everything we know about the November 3 US launch
▼ + stars: | 2022-10-13 | by ( Lauren Johnson | Elizabeth Pham Janowski | ) www.businessinsider.com time to read: +6 min

Netflix will launch its ad-supported tier in the US on November 3. The new ad-supported tier will not have the full Netflix catalog and will offer video quality up to 720p. NetflixThe ad-supported tier will be offered in 12 countries, beginning with Canada and Mexico on November 1. Gorman said that partners like Microsoft will only be able to use data collected by the ad-supported tier for targeting within Netflix. Advertisers said they expect prices to drop once Netflix's ad-supported tier launches, as has been typical with other streaming services like NBCUniversal's Peacock.

Earlier this summer, Snap executives told managers they should put at least 10% of their teams on performance improvement plans. In a few weeks, Snap employees have gone from feeling relatively stable to joking that they now work at "Snapazon," a reference to the sometimes grueling, metric-heavy approach of Amazon. Snap is chopping the Snap Pixy mini drone, its accelerator program, Snap Originals, Snap Minis and its Games vertical. Other Snap workers expressed similar doubts about the company's acquisition strategy. AR likely will not be a major success story, despite Snap's leadership in the area.

☆ The ad industry is bracing for a recession. Here are 3 ways it could play out for Roku, Google, and Meta.
▼ + stars: | 2022-09-26 | by ( Lauren Johnson | Elizabeth Pham Janowski | ) www.businessinsider.com time to read: +4 min

Analysts from William Blair predicted in a new report how a recession would impact three of the biggest digital ad sellers: Google, Meta, and Roku. Without a recession, William Blair estimated that Roku's 2023 ad business would grow 22% year-over-year. Without a recession, William Blair estimates Meta's 2023 ad revenue will grow 11% year-over-year. In the report's worst-case scenario, Google's 2023 ad business would decline 8% year-over-year while a bullish outlook sees its ad revenue increasing by 5%. Without a recession, William Blair estimates that Google's 2023 ad revenue will grow by 10% year-over-year.

☆ Retailers like Walmart and Best Buy are racing to capture a $9B opportunity by selling ads off their own sites — but it could destroy what makes retail advertising so unique
▼ + stars: | 2022-09-23 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

It's extremely important to snatch this new opportunity now, as more retailers leap into ad sales. Insider Intelligence, which is owned by Insider, expects for retailers' offsite ad revenue to grow from $5 billion this year to $8.5 billion in 2024. Brian Gleason, the company's chief revenue officer, said offsite ads open up new programmatic ad budgets for retailers. But in pursuing offsite ad sales, retailers risk undermining the main draw of their ad-selling business. But companies that sell ads off their own sites have difficulty proving that ads drove someone to do something.

☆ Walmart is bolstering its $2 billion ad biz by selling ads on TikTok and Roku, as rivals like Kroger are also pushing to sell ads in other platforms
▼ + stars: | 2022-09-20 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +2 min

Walmart data can now power ads on TikTok, Roku, and Snap. Walmart's $2 billion ad business just got a major shot in the arm amid heated competition from retailers like Kroger and Amazon. Walmart data can now power ads on TikTok, Roku, and Snap. This is the first time it will power ad sales on other sites, said Rich Lehrfeld, SVP and GM of the retailer's ad arm Walmart Connect. BCG estimates that retail media will be a $100 billion market by 2026; ad agency GroupM has an even more ambitious forecast, saying retail media will hit $160 billion by 2027.

☆ The biggest ad buying agency predicts e-commerce advertising will be a $100 billion industry this year. Here are 3 problems retailers need to fix for that to come true.
▼ + stars: | 2022-09-20 | by ( Lauren Johnson | ) www.businessinsider.com time to read: +3 min

A new report from ad network GroupM says retail media will be worth $100 billion by the end of 2022. But retailers need to entice ad dollars from brands that don't sell e-commerce products. Retailers also need to make sure people keep buying online, despite an e-commerce slowdown. An automaker, for example, could use a retailer's data to target ads for people who recently bought ice scrapers. E-commerce activity is slowing down, and retailers need to make sure consumers keep buying onlineRetailers will need to keep customers shopping online to grab ad budgets.

☆ Google, Meta, Are Losing People to Walmart, Amazon in the Advertising Talent Wars
▼ + stars: | 2022-09-14 | by ( Lucia Moses | Lauren Johnson | ) www.businessinsider.com time to read: +3 min

Amazon, Walmart, and others are in a war for talent as they build advertising arms. Amazon recently listed more than 2,800 advertising jobs on its site while Walmart's advertising arm, Walmart Connect, had nearly 1,000 openings. The biggest hirers were Walmart, Amazon, where advertising headcount has grown roughly fourfold in the past two years, and Instacart, per Revelio Labs' data. Walmart started building an ads business, Walmart Connect, in earnest in 2019 and has turned it into a $2 billion-plus revenue stream. Movement of advertising hires to Instacart, Walmart, Amazon, Jan. 2021-present.

☆ Streaming services are in a land grab for TV ad dollars. Here's a rundown of what HBO Max, Peacock, and others are offering and what they charge.
▼ + stars: | 2022-06-13 | by ( Lauren Johnson | Lindsay Rittenhouse | ) www.businessinsider.com time to read: +8 min

Competition for streaming TV ad dollars is heating up. The battle for streaming TV dollars is heating up. Amazon wants to make a big push into TV advertising, and recently hosted its first in-person NewFronts event to pitch its streaming TV offerings. Two ad buyers said that Hulu is looking to up its ad prices this year and compete for larger budgets. Ad prices vary significantly based on the amount of data and targeting that advertisers use, according to ad buyers.

☆ Nicola Mendelsohn has been named Facebook's new ad chief. Here are the 22 most powerful ad execs still at Facebook.
▼ + stars: | 2021-10-13 | by ( Lauren Johnson | Tanya Dua | ) www.businessinsider.com time to read: +1 min

Nicola Mendelsohn has been named Facebook's new ad chief, a role previously held by Carolyn Everson. Facebook has named Nicola Mendelsohn to the top advertising sales role of VP of the global business group. She had been the interim ad sales leader since June, when former ad exec Carolyn Everson left to become Instacart's president. Facebook's ad revenue continues to increase despite the exodus and ongoing regulations and warnings about the impact on ad performance from the introduction of Apple's App Tracking Transparency, which will limit ad targeting and measurement on Apple devices. Their roles span ad sales, strategy, marketing and product across Facebook's properties including its core app, Instagram, WhatsApp, and Messenger.

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