AdTech News Round-up
Although gaming is more popular than ever before, the in-game advertising market has failed to match the growth of the medium. Leaders in the space believe more cross-collaboration between in-game ad companies could help rectify the industry’s issues.
Gaming — and in-game advertising — exploded in 2021 as COVID-locked consumers spent much more of their time and money inside virtual worlds. With the pandemic coming to an end, the gaming market has returned to earth, and the in-game advertising space has contracted as well.
Netflix is getting further into the weeds of its advertising business.
The world’s biggest streaming platform, which has been hard at work building out its ads platform, is partnering with cloud data platform Snowflake, data broker LiveRamp, and clean-room technology company InfoSum. The partnerships will give advertisers access to clean rooms, a relatively nascent privacy technology that lets advertisers share data across platforms.
“The clean rooms will allow advertisers to determine audience overlap, post-campaign reach and frequency, and last-touch attribution in a secure environment,” according to a company press release.
Reports that the U.S. government is pushing for a breakup of Google are starting to emerge after a federal judge recently ruled that it monopolized the search engine market through illegal commercial deals.
These developments could fundamentally alter the advertising industry, albeit it’s worth noting that the resulting remedies from this case are far from certain, and Google intends to challenge this ruling.
The Trade Desk has delivered another smash earnings report, with $585 million in Q2 revenue, up 26% year-over-year.
The company, which reported on Thursday, generated $85 million in net profit, more than double the $33 million it generated in Q2 2023.
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Meanwhile, Unified ID 2.0, the open-source identity initiative created and backed by The Trade Desk, has “reached a critical mass of adoption,” CEO Jeff Green told investors.
UID2 is “addressing much bigger issues and is expected to have more ubiquity than cookies ever did or do,” he said. “[It’s] an identity framework that works across all digital advertising channels, not just a couple of walled gardens that own browsers.”
TikTok isn’t just racing YouTube and Meta to be on every smartphone or mobile device.It has a plan for practically any screen you can imagine.
“There are billions of additional screens outside of mobile phones, outside of mobile phones,” Dan Page, TikTok’s global head of partnerships and new screens, told AdExchanger. “We want to be in all of them, in some way, shape or form.”
Page joined TikTok in 2021, after long stints at Canadian telco operators TELUS and Rogers Communications. That telco experience was part of helping pick up distribution for TikTok’s nascent TV app.
Since joining, Page has expanded TikTok’s new screens programs from TV device manufacturers like Vizio, LG and Amazon, that carried a native version of its TV app, to out-of-home screens wherever they may be.
Worldwide, finding a consensus on nearly anything is just about impossible. Yet, when thinking about the way people interact with brands online, there are two glaring truths: consumers demand personalization and privacy in nearly equal measure.
Studies show time and again that nearly 90% of consumers want to do more to protect their online privacy, and almost as many consumers will choose one brand over another if that brand provides a personalized experience. Both of these aspects of digital advertising and commerce are now table stakes. Striking the balance between the two, however, can be difficult, particularly for upstart brands.?
Uber Ads is having a good run. For a two-year-old venture, Uber’s ad business is expected to reach its $1 billion revenue goal this year, based on its run rate, according to the company’s Q2 earnings report released earlier this week.?
Google’s left turn on its third-party deprecation plan, now leaving users to decide if they want to be tracked, isn’t expected to make Uber take its foot off the gas anytime soon. Uber is positioning itself as insulated from Google’s cookie fallout, keeping its value proposition around its first-party data, location-based consumer insights and global scale front and center.
MarTech Director @ OMG Italy
1 个月Data Clean Rooms are incredibly interesting tools, but I fear they are currently overrated. Let me explain: they are like beautiful cars, capable of taking you on amazing journeys, but without fuel. Why do I say that? Data Clean Rooms are essentially vertical lookups, similar to Excel's VLOOKUP, between two or more databases. The key difference is that the data from these sources is never directly visible to any of the parties involved, providing insightful results without sharing raw data. However, the main issue is that a unique identifier is required to make these matchings. Many believe that the best unique identifier is the user's email, and they are right. However, there are at least two issues with using email as a unique identifier: 1) Not all databases collect the email of every user (for example, in Italy, few publishers require users to browse while logged in) 2) If users are not logged in, the only information tied to the email is related to strong conversions, such as online purchases. Sometimes, this information alone isn't sufficient for targeting and measurement.