Digiday

Traditional traffic-shaping solutions have attempted to address challenges around efficiency and scale. However, many of these methods lack real-time intelligence, resulting in missed opportunities and suboptimal performance. A more collaborative, sustainability-driven approach between DSPs and SSPs can potentially transform programmatic advertising — including meeting the growing demand for more sustainable ad-buying practices, improved monetization for publishers and better performance for advertisers. Sponsored by Amazon Ads.

Barely three months into the year, and here we are with yet?another exposé on the cesspool of content?that programmatic ads bankroll. A decade into these recurring scandals, the reaction cycle is predictable: outrage, disbelief and a flood of finger-wagging — this time, even from U.S. senators. Usually, this would be the part where someone unpacks the convoluted mechanics of ad tech to explain why it keeps happening. But let’s be honest — there’s nothing new to say there. So instead, here’s a guide to decoding the platitudes and corporate tap-dancing that invariably follows these fiascos.

Time to check in on how TV network owners’ advertising businesses are faring as they shift to streaming. As has been the case, the companies’ streaming ad businesses are growing but not to the extent of meaningfully offsetting their shrinking traditional TV ad businesses. Although not every TV network’s traditional TV advertising business shrunk in the fourth quarter of 2024. Story by Tim Peterson

We caught up with YouTube creators Marques Brownlee, Michelle Khare, Rhett McLaughlin, and Link Neal at SXSW to find out what they wish marketers knew about working with creators ?? #sxsw

Independent media agencies tout their agility and attention to detail as a draw for advertisers who feel they’re overlooked by holding companies. In our Independent Agencies vs. Holding Companies: Best Practices for Success session, we hear from David Dweck of Wpromote about the advantages (and challenges) of investing for clients on linear, walled gardens and programmatically without a holding company’s scale (or burden). "Ultimately there's the way of measuring linear advertising far more measurable approach that doesn't rely on large data sets and and medium mixed models that are built by Nielsen. There's a concerted interest in measuring things," Dweck said. #digidaymediabuying

In our Talent & Recruitment session, Justin Roberts of Kepler discusses the ways DEI programs shape recruiting, operations, and support across the organization globally. How do ERGs, client surveys and health checks play a role? Justin also dives into business growth and a Kepler Academy program geared toward training upcoming marketing talent. #digidaymediabuying

If I paid for ChatGPT Plus from my own pocket and used it to help me write this article, would my boss know — or care? That’s the question surrounding “shadow AI” —?which refers to the use of AI tools at work that haven’t been formally approved by companies. The ongoing pressure to work faster, along with the proliferation of easy-to-use generative AI tools, means more editorial staff?are using AI?to complete tasks. And while using generative AI for minor tasks — like grammar checks, rewriting copy, or testing different headlines — falls into one bucket of offenses, there are other uses which could cause bigger problems down the line, if left unchecked. And that could lead to inconsistent editorial standards, security vulnerabilities and ethical missteps, legal experts say. Here’s a more detailed look at what it is, and how publishers are set up to deal with the risks.? In this piece by Sara Guaglione, we speak to Michael Yang of Husch Blackwell, Felix M. Simon of University of Oxford, and Gary Kibel of Davis+Gilbert LLP.

In our The Creator Economy: The Power of Talent & Tech session, we hear from different agency experts on how they work with creators in new ways, from the red carpet to serialized content. They also discuss how finding niche communities can open more ways to partner with creators, how to deal with changes in the social landscape and political environment, and how influencer marketing budgets are shifting. "I hear of some rates that are completely ridiculous, and I always ask the sales team to justify the rates. And 99% of the time I hear back crickets. If they can’t justify why their rate is what it is, you really shouldn't work with them," said Ebony Haley, MBA, Global Head of Influencer Partnerships at Trailer Park Group. "You don’t know what your benchmark is for that brand [with a certain creator] until you do something you test," said Amy Choi, Executive Director of Creator Strategy and Marketing for Trade School. #digidaymediabuying

Digiday's Media Buying Summit is officially underway in Nashville! ?? As the Omnicom-IPG merger dominates industry conversation, we’ll explore the potential implications of this unprecedented deal, including arguments for and against consolidation in the face of rapid industry change. We’ll discuss real-world uses of generative AI, explain the promise and pitfalls of retail media, and the importance of data-driven decision-making. We’ll also discuss how to approach programmatic investment, including the need for robust measurement and fraud prevention strategies. And we’ll hit on the continuing blending of brand and performance, media and creative, and talent development and retention. Stick with us for coverage and updates! #digidaymediabuying

It’s been just over two years since YouTube started a revenue share program for Shorts. Last year saw a growth in brands’ usage of YouTube, but this year usage has dropped off. At the same time, more brands are spending just a little on marketing on YouTube while a lot fewer are spending a lot. This is according to Digiday+ Research surveys conducted every six months among brand and retailer professionals. For creators specifically, it turns out that payouts from YouTube for short-form content are dwarfed by the ad revenue they can get from long-form videos. A group of creators?recently told Digiday?that their RPMs (revenue earned per 1,000 views) for YouTube Shorts were consistently beneath $0.20, compared with average RPMs of between $3 and $6 for their long-form content. Read the full story by Julia Russell Tabisz here: https://lnkd.in/dygCf8cR