AdTech News Round-up
It ain’t easy being a streaming service. Programmers have to juggle subscriber growth and advertising simultaneously, which is proving to be a struggle.
Disney’s revenue rose 3% YOY in Q3 to $22.3 billion, up from $21.5 billion, but Disney+ continues to lose subscribers.
The streaming service shed nearly 12 million subscribers, down from 157 million in Q2 to 146 million, although most of that came from its Disney+ Hotstar service in India. But there’s a good reason for the losses, Kevin Lansberry, interim chief financial officer, told shareholders during the company’s earnings call on Wednesday.
Less than two weeks after finally ramping up its adoption of SKAdNetwork 4 (SKAN 4), Meta is rolling back to version 3 following a bug in Apple’s system that messed with conversion values.
The bug was first uncovered late last month by mobile attribution provider Singular, which submitted a bug report to Apple after its discovery.
SKAdNetwork, Apple’s privacy-focused attribution solution, is the only source of reliable conversion data on acquired users now that IDFAs are no longer available without a double opt-in through the AppTrackingTransparency framework.
Meta’s move to downgrade back to SKAN 3 could cause overall adoption of SKAN 4 to plateau.
Tying media spend to sales is an ongoing challenge for marketers and advertisers. With increasing pressure to demonstrate the value of their media investment decisions, teams are increasingly turning to marketing mix modeling to analyze the performance impact of campaign decisions.
However, traditional marketing mix modeling has some challenges — key among them is the speed of delivery and the visibility of results. Standard models may rely on data that quickly become outdated, which reduces its value when informing future media planning. In other instances, data devolves into isolated pockets that aren’t conducive for iterative decision-making.
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Google has been hit with a proposed action lawsuit following accusations of widespread ad fraud at the firm. A bombshell report from Adalytics, an ad campaign analytics firm, suggested that Google frequently violated its own standards with the placement of TrueView video advertisements. According to the lawsuit, Google misled advertisers, charging “hefty amounts” for online ads which were not served as agreed.
As more agencies weave generative AI into their work, there are growing concerns around how much these tools can be trusted to avoid copyright infringement or biases in their content.
Human Driven AI, an AI coaching and training service for agencies and marketers, this month surveyed 1,100 U.S. marketers, including in-house and agency teams, to ask about their most-used AI tools, upcoming challenges with these technologies, regulation and current training and education at their organizations. The company sizes varied: 42% of respondents were from a company with 101-2,000 employees, 30% were from a company with more than 2,000 employees and 28% came from organizations with 21 to 100 employees.
The IAB’s Retail Media Buyer’s Guide promotes collaboration among retailers, brands, and agencies to streamline ad targeting goals in Retail Media Networks.??
Retail Media is a relative newcomer to the ad tech ecosystem, but in its short existence, it gained widespread popularity. It can provide brands with highly targeted advertising opportunities and a lucrative retailer revenue stream.?
Check out our blog post: What Is Retail Media & Retail Media Networks (RMNs)?
Some brands are still trying to figure out their approach to Web3, but Puma is a true believer. The sportswear manufacturer views Web3 as a commerce opportunity on the level of e-commerce and the social media boom — and this time around, Puma is looking to get in on the ground floor of the trend.
The brand is no stranger to Web3. It already has its own Unreal-Engine-based virtual world, Black Station and a non-fungible token project titled Super Puma PFP, as well as in-game activations like a “Fortnite” collaboration with pro footballer Neymar. With that said, Puma is looking to build a more fully-formed plan to knit all these sorts of investments together.
A core element of the company’s Web3 strategy is its relatively broad definition of the term, which includes both NFT projects and non-blockchain immersive worlds such as “Fortnite” and Roblox.?
Check out our blog post: The Future of Advertising and AdTech in the Metaverse
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