AI Issues, DMA Fallout, & NRF's Retail Media Spotlight
Ad Tech Insights
AI, fraud enablement, & how to avoid it
The story: Over 60% of marketers are already using AI technology in their marketing strategies -- an unintended consequence of this step forward is a significant rise in “junk sites” ?or “made for advertising” (MFA) sites. These illegitimate platforms, though increasingly higher-quality in content thanks to AI, are still nefarious due to their penchant for misinformation, lack of transparency, and overall masquerading as legitimate or organic news sites.?
The takeaway: If you do business with illegitimate sites, your brand image can entwine with theirs. Avoid negative associations by working with trusted brands or content creators who actually have passion for the topics they discuss. As this AdvertisingWeek article puts it, these solutions not only maximize spend and improve campaign efficacy, but can also help “rid the internet of sites that purely exist for fraudulent financial gain.”?
DMA Drama: Google & Meta respond
The story: The EU’s Digital Markets Act is spurring major tech players into action -- Meta has given users control over data sharing and Google Cloud has removed their data migration or “egress” fees for customers transferring data to another cloud platform (although critics note that these fees are only waived for those terminating their contract with Google Cloud, not for customers utilizing cross-cloud integrations).
The takeaway: Digital marketing is a constantly evolving landscape and regulatory measures like the EU’s Digital Markets Act can, at any point, demand strategic adaptation. Prioritizing transparency, upholding brand integrity, and continuously reassessing internal systems are key steps marketers must take to thrive in such a dynamic environment.?
NRF Insights: RMNs take center stage
The story: Retail media was all the rage at this year’s National Retail Federation conference in New York. Talking points spotlighted the shifting power dynamics between advertisers and retailers, and the importance of in-store retail media -- especially in coordination with other advertising strategies.?
The takeaway: While it can be challenging to keep up with change, recognizing the transformative impact of RMNs and in-store retail media is going to be crucial for retailers in the coming years. Speakers at NRF predict that in-store advertising will be the next retail media boom -- but not without proper collaboration and strategic alignment.?
Kevel Catch Up
领英推荐
PUBLISHED: Kevel's Key Takeaways on IAB In-Store Retail Media Report
We’ve put together key insights and takeaways from the IAB ’s latest report on in-store retail media. The 20-page report covers pros and cons, what it will take for retailers to properly implement in-store retail media, and which retailers are already embracing this new opportunity.
Check out the full report here or read the highlights on Kevel's blog below:?
Keep Learning
WATCH
Digiday 's breakdown that answers: "WTF Are Privacy State Tokens in Google's Privacy Sandbox?"
READ
AdExchanger 's coverage on martech and ad tech trends in 2023.?
LISTEN
Episode 12 of the AdTechGod(?) Pod features Brian O'Kelley, the "Godfather of Programmatic."?
Absolutely thrilling to see the #KevelNewsletter keeping us informed and ahead of these challenges! ?? As Bruce Lee once said, "Be water, my friend." Adaptability in the face of such challenges is key. ?? Also, did you know Treegens is part of a journey towards a Guinness World Record for Tree Planting? It might just be the positive impact your adaptation strategy needs. Discover how to be a part of this monumental effort: https://bit.ly/TreeGuinnessWorldRecord ????
So excited to see Edition #12 of the #KevelNewsletter out! ?? As they say, "Change is the only constant in life." - Heraclitus. Staying informed and adaptable is key in navigating the ever-evolving ad tech landscape. Keep up the great work! ????