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Layoffs have been hitting the ad industry as marketers trim spending amid a softening economy. Insider is tracking which ad and marketing companies have laid off staffers, and how many. Layoffs have been hitting the ad industry since early this year as marketers reined in their spending over growing economic concerns. Marketing is typically the first expense companies cut in downturns and times of uncertainty, and the industry's biggest trend forecasters have revised down their estimates for global ad revenue growth next year. Insider is tracking which companies across the ad industry are cutting staff and how many.

☆ Apple is looking for a top sales executive to spearhead a giant advertising push in sports and streaming. Here are 16 execs who could score the job.
▼ + stars: | 2023-01-19 | by ( Claire Atkinson | Lucia Moses | Lara O'Reilly | ) www.businessinsider.com time to read: +15 min

Netflix also conducted a search before hiring two Snap executives, Jeremi Gorman and Peter Naylor, to lead its new ads business. XandrLesser, a longtime digital ad executive, has extensive experience working on issues around the future of digital marketing. McDonald has a ton of other digital ad sales and publishing experience. She helped launch Modi Media, ad buying giant GroupM's addressable TV business, before joining TV adtech startup Cadent. UnivisionValentino runs Disney's digital ad business as EVP, client and brand solutions.

☆ 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.

☆ One of Google's big plans to replace third-party cookies just hit a huge setback that it might not recover from
▼ + stars: | 2023-01-13 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +5 min

Google's plan to replace third-party tracking cookies with new tech has hit another snag. A W3C group has rejected Google's Topics API proposal, saying it won't adequately preserve user privacy. The W3C rebuke marks the latest in a series of snags in Google's effort to kill off third-party cookies. However, other browsers like Apple's Safari and Mozilla's Firefox already block third-party cookies as privacy features. The company has its own commercial priorities and the commitment to the CMA that it can't remove third-party cookies until new features provide an adequate replacement.

☆ Pitch Decks That Advertising Tech Startups Used to Raise Millions
▼ + stars: | 2023-01-10 | by ( Business Insider | ) www.businessinsider.com time to read: +19 min

Check out these pitch decks that they've used to sell their vision and raise millions from private equity and VC investors. Blocking ad fraudAdtech startup Lunio, announced a $15 million Series A funding round in September 2022. In May 2022, the software-as-a-service startup raised a $30 million Series B round, led by Insight Partners. Marketing in the metaverseAnima, an augmented-reality startup, raised a $3 million funding round from investors in Janury. He raised $50 million in Series D after closing a $34 million Series C last year, bringing its total raised to $100 million.

☆ Political advertisers are excited to return to Twitter as Elon Musk lifts the platform's 3-year-old ban on political ads
▼ + stars: | 2023-01-05 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +5 min

Twitter has said it plans to unwind a 3-year hiatus of political ads on the platform. Political ad experts have mostly cheered the news. Political ad buyers on both sides of the aisle are keen to return to Twitter after the company said it planned to reverse its ban on political advertising appearing on the platform. The company generated under $3 million in political ad spend for the 2018 US midterms, according to its former chief financial officer. Some political ad experts said they remained wary about advising clients to advertise on Twitter, given Musk's hasty leadership style.

☆ Experts say these 9 European digital-marketing companies could be top acquisition targets in 2023
▼ + stars: | 2022-12-30 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +2 min

Insider spoke to experts who identified nine European adtech companies ripe for acquisition. Private-equity firm Mayfair Equity Partners took a majority stake in UK-based adtech firm LoopMe in January. Given the strength of the dollar versus the euro and the pound, European companies may now be more affordable than in prior years. These characteristics make European companies attractive acquisition targets for US firms. Insider spoke to six experts — a mix of bankers, adtech insiders, VCs, and M&A advisors — who identified nine European digital marketing and adtech companies that are on the market or would be attractive targets.

☆ From the digital ad crash to Elon Musk buying Twitter — these were the ad industry's 5 biggest shocks of 2022, and what it means for 2023
▼ + stars: | 2022-12-29 | by ( Ryan Joe | Lara O'Reilly | ) www.businessinsider.com time to read: +7 min

The ad industry is crossing its fingers that Twitter is a safe place to advertise. 2022 was a volatile year for the advertising industry. DeGroote believes the 2023 ad market growth forecasts from major ad buyers like GroupM (5.9% growth), and Magna (5% growth to $822 billion) are too optimistic. Meta, has also seen its ad revenue decline, and has dumped $4 billion so far into building a so-called Metaverse, which hasn't driven any revenue yet. Elon Musk acquires TwitterMusk's acquisition of Twitter — and subsequent decimation of its employee ranks, including its revenue-driving advertising operations — shook the ad industry.

☆ From Amazon to The Trade Desk, experts predict these companies will be the most active acquirers of advertising businesses next year
▼ + stars: | 2022-12-27 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +7 min

There's a strong interest from acquirers in hot trends like commerce media and data consultancy. Experts predicted the companies most likely to be acquirers of advertising businesses in 2023. Many industry observers expect advertising industry M&A deal volume and value to be down next year due to volatile macroeconomic conditions. Experts across the advertising industry — from consultants, to agency executives, analysts, investors, and adtech leaders — named the companies likely to be active in the advertising M&A market in 2023 and why. Apple could make an under-the-radar adtech acquisition for its sleeping giant advertising businessIndustry insiders predict Apple has big plans for its $5 billion-and-growing advertising business next year.

☆ 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.

☆ 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.

☆ Meet the little-known Google exec steering the company's $209 billion ad business through an uncertain economy and the minefield of privacy concerns
▼ + stars: | 2022-12-24 | by ( Ryan Joe | ) www.businessinsider.com time to read: +10 min

Jerry Dischler is steering Google's $209 billion ads business through major challenges. It falls to him to reinvent digital advertising to keep its $209 billion ad business going. At the same time, he has to keep growing Google's ad business amid increasingly dour spend forecasts. He went on to search ads in 2008, and by 2009, he was overseeing Google's team that developed new ad formats. Even when some parts of Google's ad business slows, as YouTube and Google network ads did last quarter, it gains strength in other areas, such as search.

☆ 6 predictions for Apple's growing ad business in 2023 — from ads on Apple TV+ to building and buying adtech
▼ + stars: | 2022-12-22 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +6 min

Its App Store search ad business is growing at a clip and Apple has begun pitching advertisers Major League Soccer ad packages. Here's what experts think Apple might have in store for its advertising business next year, from TV ads to further privacy interventions. Prediction 2: Ads will be placed on Apple TV+Apple's 10-year, $250 million-a-season deal to broadcast Major League Soccer on Apple TV will air its first game in February 2023. It could become the key entry point for advertisers looking to reach Apple users across its portfolio of apps and services. "Apple is about to find out how difficult it is to serve TV ads," he added, referring to its MLS telecasts.

☆ Google will soon kill the cookie, and 2023 will be the year to show whether the technology invented to replace it can save the ad industry's revenue
▼ + stars: | 2022-12-22 | by ( Ryan Joe | ) www.businessinsider.com time to read: +7 min

The loss of the cookie and other ways to identify people online has caused ad revenue to crater. "Too soon to say, but the platforms don't like it," said David Temkin, a Google executive who focuses on ads privacy. "Clean rooms we think are promising because they can respect user privacy," Temkin said. He notes that clean rooms can be slow and expensive. The prevalence of retail media already jumpstarted the need for clean rooms in 2022, said Scott Howe, CEO of LiveRamp, which provides clean rooms and identifiers.

☆ From ads in video games, retail media, and cookieless tracking — experts predict these surging areas will drive ad industry M&A in 2023
▼ + stars: | 2022-12-20 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +8 min

Despite an economic downturn, experts predict there will be plenty of advertising M&A in 2023. While that could include some and firesales, deals are expected in hot areas like retail media and CTV. Insider spoke to more than a dozen industry experts who dished on the trends that will drive advertising M&A next year. Companies in hot areas like performance marketing, retail media and CTV will buy others to build out their offeringsPerformance marketing, retail media, and the growth of connected TV advertising have been among the hottest trends for advertising companies and agencies in recent years. Areas like retail media and ad-supported streaming are on fire.

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☆ Netflix has lost its golden touch. Here's why the streamer is so boring now.
▼ + stars: | 2022-12-16 | by ( Diamond Naga Siu | ) www.businessinsider.com time to read: +5 min

Finance has long ranked employees, but it's been out of fashion in tech for nearly a decade. Netflix once made an explicit choice to invest in underrepresented communities, Paris Marx writes. Shows like "Orange is the New Black" and "GLOW" gave spotlights to women, queer people, people of color, and non-Americans. But, according to Marx, the company stopped prioritizing stories from underrepresented communities, and new players were throwing their hats into the streaming wars. Now, Marx writes that Netflix is filled with bland shows, half-assed reality TV, and hopelessly derivative movies.

☆ 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.

☆ Futures slide as hawkish Fed quashes policy pivot hopes
▼ + stars: | 2022-12-15 | by ( Sruthi Shankar | ) www.reuters.com time to read: +3 min

Investors currently expect at least two 25 bps rate hikes next year and borrowing costs to peak at 4.9% by May next year, before falling to around 4.4% by year-end. Both central banks are expected to hike borrowing costs by 50 bps. Shares of megacap companies, including Apple (AAPL.O), Amazon.com Inc (AMZN.O), Microsoft Corp (MSFT.O) and Nvidia Corp , fell between 1.1% and 2.1% in premarket trading. Trade Desk Inc (TTD.O) slipped 4.1% after Jefferies downgraded its rating for the adtech firm to "hold" from "buy". Reporting by Sruthi Shankar and Ankika Biswas in Bengaluru; Editing by Savio D'Souza and Vinay DwivediOur Standards: The Thomson Reuters Trust Principles.

☆ Junior bankers sound off: From how much sleep they get to what kind of company they want to work for next, first-year investment banking analysts spill the beans
▼ + stars: | 2022-12-15 | by ( Dan Defrancesco | ) www.businessinsider.com time to read: +5 min

Junior bankers hold an interesting position on Wall Street. While these young investment bankers are often the butt of the joke — something something Murray Hill something something Patagonia vests — they also represent a key piece of the dealmaking machine. That's why I always find surveys of junior bankers so fascinating. Emmalyse examined 10 different slides from the poll, which was conducted by recruiting firm Odyssey Search Partners, that show what junior bankers like, and don't like, about their jobs. Click here to learn more about what junior bankers love, and hate, about their jobs.

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.

☆ Digital ad firm Viant plans to lay off 13% of its staff
▼ + stars: | 2022-12-13 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +3 min

Viant, a publicly traded adtech company, disclosed plans to lay off 46 employees, or 13% of its staff. It becomes the latest in a line of adtech companies to reduce their workforces in recent months. Digital ad firm Viant said it plans to lay off 13% of its workforce, or about 46 employees, becoming the latest in a line of adtech companies trimming headcount in the face of an advertising downturn. Advertising-funded technology companies from Meta to Google have suffered a decline in ad sales in recent months and major advertising forecasting firms have revised down their estimates for the industry's growth in 2023. Adtech companies including Integral Ad Science, Taboola, and Meta have announced plans to trim their workforces in recent months amid the softening economy.

☆ 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.

☆ Google faces claim from UK publishers over online advertising
▼ + stars: | 2022-11-30 | by ( ) www.reuters.com time to read: +2 min

LONDON, Nov 30 (Reuters) - Google was sued on Wednesday by a group of British website publishers who allege the U.S. company and its parent Alphabet abused their dominant position in online advertising, depriving them of revenue. The class action claim was filed at the Competition Appeal tribunal on behalf of 130,000 businesses publishing around 1.75 million website and apps in Britain, law firms Humphries Kerstetter and Geradin Partners said in a statement. Toby Starr, a partner at Humphries Kerstetter which is leading the claim, said multiple investigations into Google's advertising practices were under way. "However, none of these regulatory actions will do anything to compensate the UK publishers of thousands of websites and mobile apps who have lost billions in advertising revenue because of Google's actions," he said. The action is in parallel with an EU claim that is expected to be filed in the Netherlands next year, the law firms said.

☆ 13 behind-the-scenes executives leading Apple's $5 billion advertising division
▼ + stars: | 2022-11-30 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +10 min

Right now its roughly $5 billion-in-revenue ads business largely consists of search ads sold within the App Store. It's been a big year for Apple's ad division. We asked more than a dozen advertising industry insiders and former Apple advertising staffers to identify the most important executives building Apple's advertising business. Teresi's ascent coincides with the explosive growth of Apple's ad business in recent years. A digital advertising veteran — having held senior roles at Yahoo, Quantcast, and Adobe — Teresi joined Apple in 2012 as vice president for its iAd division.

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