Publishers

Brand marketers are still hesitant to lean into a mobile-first approach, particularly in programmatic. But with the mobile app economy predicted to grow to $156 billion by 2023, why the uncertainty? Today, the digital advertising industry has the opportunity to transform the mobile app channel by acknowledging, understanding and tackling marketers’ concerns, writes Steve Roach, head of mobile app sales at Index Exchange.

Advertisers often talk about supporting Black- and minority-owned media companies. It’s Mark Prince’s job to help them turn those pledges into action. As SVP and head of economic empowerment at Dentsu Media, he pushes brands to consistently diversify their media mix – and move away from one-off investments.

The most commonly cited rationale for publisher staffing cuts has been marketers’ hesitance to spend on advertising amid persistent economic uncertainty. But publishers’ latest pivot to video and increased competition among digital channels is also likely to blame.

Google Ad Manager (GAM) was out of commission for about three hours Thursday evening across web, app and video inventory. Any ad placement served through GAM, even ads monetized by a non-Google SSP, went dark, leading to lost revenue for publishers of all sizes at a time when they can least afford to lose out on revenue.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Can You Talk The Tok? With TikTok, it’s like the clone wars. (We’re looking at you, Reels and Shorts.) But TikTok has a special power, which is its seemingly limitless feed of quick, infinitely swipeable, likable, shareable videos. Reproducing TikTok’s success is no […]

DOOH has been thought of as pure branding, according to Elliott Hasiuk, principal for digital media at Part and Sum. That makes sense, considering out-of-home media might just be a big picture of, say, a Big Mac and the McDonald’s arches plastered 40 feet in the air. “Now we’re able to tie that branding to bottom-of-the-funnel metrics that matter more to the business.”

The IAB Tech Lab has updated its OpenRTB standard to include objects specifically designed for DOOH. It also published new DOOH-specific guidelines and technical resources for real time bidding in collaboration with the Out of Home Advertising Association of America (OAAA) and Outsmart, the Out of Home Advertising Association for the UK.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. BuzzCuts BuzzFeed is laying off 12% of its workforce, Variety reports, based on an SEC filing. The reduction will apparently help BuzzFeed “weather an economic downturn that I believe will extend well into 2023,” writes CEO Jonah Peretti in a memo.  BuzzFeed’s revenue […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. That’s A Wrapped This week once again saw social timelines taken over by Spotify Wrapped, the audio service’s year-end user roundup of the most-played music and podcasts. In addition to highlighting Spotify’s first-party data, Wrapped has become the company’s most effective marketing tool, […]

Brand safety has a hypocrisy problem. Violence that gets a pass when it’s a fictional TV show becomes flagged if it’s part of an online news story. But to what end? Plus: what Black Friday and Cyber Monday sales results portend for retailers’ prospects in Q4 and beyond.