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☆ How Microsoft can double its ad business to $20 billion
▼ + stars: | 2022-11-28 | by ( Jordan Parker Erb | ) www.businessinsider.com time to read: +5 min

As the ad industry braces itself for what's sure to be a challenging 2023, we're taking a look at what Microsoft will need to do to achieve its ambitious goal of doubling its advertising business to $20 billion. Microsoft plans to grow its advertising business to $20 billion. In an interview with Insider, Microsoft Ads chief Rob Wilk shared plans to double the size of the company's ad business. Were Microsoft to reach $20 billion in ad revenue, it would overtake Chinese tech and media giant Tencent to become the sixth-largest digital ad seller worldwide, based on Insider Intelligence's estimates. Gyasi Calhoun, a front-end software engineer and developer at Twilio, said there's perks to the job, but that the industry can be stressful.

☆ 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.

☆ 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.

☆ Privacy restrictions will hit the ad industry hard in 2023. These 16 privacy tech companies will make sure brands like McDonald's and Disney can still find customers online.
▼ + stars: | 2022-11-23 | by ( Business Insider | ) www.businessinsider.com time to read: +2 min

A new wave of companies is helping marketers get consumers to share their data and manage the information. Insider identified the top 16 privacy tech vendors in the space. Insider has identified the top 16 privacy tech vendors that work in the advertising industry, based on nominations and our own reporting. It includes established giants like LiveRamp, which offers a data cleanroom where advertisers and publishers can share data. There also are new players like TerraTrue, a startup founded in 2019 by two Snap vets, which automates the process by which advertisers audit their tech vendors for privacy violations.

☆ 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.

☆ Elon Musk has just given this little-known Twitter exec the toughest job in advertising right now
▼ + stars: | 2022-11-09 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +6 min

Twitter executive Robin Wheeler is leading the company's global ad sales teams. But she is now de facto Twitter ad sales chief, and those who know her say she's used to navigating complex problems. Advertisers describe a sales team hampered by an information vaccuum as Musk unleashes chaos through his tweetsOne of Wheeler's biggest tasks is getting a depleted ad sales team organized and running. From AOL to Twitter, Wheeler has managed sales teams in crisis beforeWheeler has operated successfully in chaotic environments before. In 2020, she become the commercial lead for MoPub, Twitter's ad network that helped publishers and app developers sell mobile ads.

☆ 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.

☆ 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.

☆ 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.

☆ After Elon Musk’s wild weekend on Twitter, will advertisers stick with it?
▼ + stars: | 2022-11-01 | by ( Clare Duffy | ) edition.cnn.com time to read: +8 min

“I think advertisers are bracing to leave,” said Claire Atkin, co-founder of the adtech watchdog Check My Ads. Most marketers bristle at the thought of having their ads run alongside toxic content such as hate speech, pornography or misinformation. Also on Monday, Angelo Carusone, CEO of media watchdog Media Matters for America, tweeted calling on major Twitter advertisers “to be putting pressure on Twitter right now” to better address the increase in hate and other toxic content. “I think advertisers are going to look at this and say, is the weak Twitter advertising product becoming a better or worse investment? After GM announced its Twitter advertising pause, some users on the platform, including some right-leaning political figures, have called for a boycott of the automaker.

☆ 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.

☆ New York Magazine cut digital ads on abortion-related content so readers wouldn't be tracked — showing the challenges publishers face post-Roe v. Wade
▼ + stars: | 2022-10-31 | by ( Elizabeth Pham Janowski | ) www.businessinsider.com time to read: +4 min

Vox Media, which owns the magazine, pulled ads from the digital versions of the articles to protect readers from being tracked. Walton told Insider that Vox Media made the decision because the priority was to "provide a utility and service" to their audience. Vox Media declined to comment on the financial loss from pulling ads and removing the paywall. Shah said that in his view, Vox Media took all reasonable measures to mitigate reader privacy risks by pulling digital ads. Shah agreed that these ad products minimize opportunities for readers' data to leak out to third parties.

☆ 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.

☆ Schonfeld is rolling out a team focused on credit in another sign of Wall Street's rising interest in debt investing
▼ + stars: | 2022-10-31 | by ( Dan Defrancesco | ) www.businessinsider.com time to read: +5 min

Everybody wants to be a lender these daysStop me if you've heard this before, but a Wall Street firm wants to invest in debt. Schonfeld Strategic Advisors, the $14 billion family-office-turned-hedge fund is building out a new group focused on credit within its macro trading business, Insider reports. A general rule on Wall Street is that firms like to build businesses around complex things. A simple process means it is easily repeatable by someone else, which means more competition, which means smaller margins, which means less profit. The SEC issued $2.2 billion in fines on public companies, including 13 fines larger than $100 million, during its 2022 fiscal year, The Wall Street Journal reports.

☆ 9 hot European digital-marketing companies that experts say are prime acquisition targets for 2023
▼ + stars: | 2022-10-28 | 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.

☆ New York Magazine axed digital ads on abortion-related content so readers wouldn't be tracked — and it shows the new challenges publishers face post-Roe v. Wade.
▼ + stars: | 2022-10-28 | by ( Elizabeth Pham Janowski | ) www.businessinsider.com time to read: +4 min

☆ Elon Musk closed his deal to buy Twitter, and it could cost the platform big with advertisers
▼ + stars: | 2022-10-28 | by ( Lucia Moses | Lindsay Rittenhouse | ) www.businessinsider.com time to read: +5 min

Elon Musk's $44 billion deal for Twitter has big implications for its advertising-driven business. Musk reportedly will eliminate lifetime bans, and advertisers were already worried Twitter would be less brand safe. This article was updated October 28 to reflect news that Musk closed a deal to buy Twitter. Just before he closed on the deal on Thursday, Musk tweeted a message to advertisers assuring them the platform wouldn't become a "free-for-all hellscape. When Musk balked on following through with the deal, that uncertainty further hurt the company's revenue, Twitter said during its second quarter.

☆ Meta's successive quarters of dismal earnings show just how much of a chokehold Apple has on Facebook. All signs suggest it's going to keep squeezing harder.
▼ + stars: | 2022-10-27 | by ( Lara O'Reilly | Kali Hays | ) www.businessinsider.com time to read: +6 min

Apple this week updated its terms to require Meta cede 30% of the sales of some ads to the iPhone maker. The company posted its second successive quarter of revenue decline and again pointed to Apple as a major culprit. And just this week, Apple revised its App Store Review Guidelines. "Apple previously said it didn't take a share of developer advertising revenue, and now apparently changed its mind." To be sure, Apple's ad revenue is currently largely derived from search ads within its App Store, which don't necessarily directly compete with Meta's social ads.

☆ Meet 11 adtech companies helping marketers like Nordstrom and P&G supercharge their ads on TikTok
▼ + stars: | 2022-10-26 | by ( Lindsay Rittenhouse | Elizabeth Pham Janowski | ) www.businessinsider.com time to read: +1 min

Insider identified 11 adtech companies helping marketers develop their TikTok strategies. While brand marketers initially flocked to TikTok to grow awareness among Gen Z, they're increasingly seeing TikTok ads drive sales, especially with the popularity of the "TikTok Made Me Buy It" phenomenon. Adtech and marketing tech companies have seized this opportunity and are introducing new products to help marketers succeed on TikTok, whether that's making their TikTok ads perform better, making those ads easier to create, or identifying which influencers are best for a given brand to work with. "A good TikTok adtech company is one that helps realize the fact that, because of data deprecation, creative is the new audience targeting," he said. Insider identified 11 adtech companies helping marketers make their TikTok ad campaigns easier to create and execute, based on conversations with advertisers, analysts, and investment bankers.

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.

☆ Uber says it's on track to build a $1 billion advertising business and that in-car ads will make your rides cheaper
▼ + stars: | 2022-10-19 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +4 min

Uber Ads General Manager Mark Grether said ads should maker users' journeys cheaper. Uber now offers an array of ad formats throughout the Uber and Uber Eats apps, and also on emails, cartops, and in-car tablets. The retail ads on Uber Eats can be bought via a self-service platform; Uber app ads are currently sold directly to advertisers by its sales team, though Uber eventually plans to make those ads purchasable through automation. Uber Ads General Manager Mark Grether said the addition of ads would ultimately make rides cheaper for consumers, though he declined to say by how much. He said marketers have been impressed by Uber Ads average click-through rate, which he said is 3% — above the industry average of around 0.35% for display ads .

☆ Data-management company InfoSum has laid off staff as its tech struggles to gain traction in the US, sources say
▼ + stars: | 2022-10-19 | by ( Lara O'Reilly | ) www.businessinsider.com time to read: +4 min

Sources said the company had struggled to gain traction in the US and missed revenue targets. Data-management company InfoSum had a recent round of layoffs, the company confirmed. Founded in the UK in 2016, InfoSum is a software-as-a-service platform that offers companies tools to store and manage their data. Another person familiar with the matter estimated the layoffs hit 12% of Infosum's staff, or about 20 employees. The company didn't hit its revenue goal last year and these people said it was unlikely it'd hit its 2022 target either.

☆ 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.

☆ The CEO of Barry Diller's IAC says they're on the hunt for new deals in media and tech as valuations have fallen: 'We're entering the reality period'
▼ + stars: | 2022-10-17 | by ( Lucia Moses | ) www.businessinsider.com time to read: +3 min

Barry Diller's IAC is back on the hunt for deals as companies are seeing lower valuations. CEO Joey Levin said IAC has $1.5 billion to spend and plans to leverage a tough operating environment. "We're in that adjustment period entering the reality period," Levin told Insider in a September interview. In September, its combined Dotdash Meredith unit continued a multi-month string of pro forma revenue declines, posting a 24% decrease. We could still be right or wrong, but if we're right, we can create value," Levin said.

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