Digiday Sunday
Digiday: A steady week of coverage coming off the upfronts and DPMS (Digiday Programmatic Marketing Summit) the week prior. A piece that unpacked Google’s latest roll out of more tools for advertisers — particularly for AI-generated search, drew strong views as did several platform-based pieces running across the week. Those included two focused on Amazon. The first was a Pitch deck that showed how Amazon is talking to marketers about its Performance+ offering. The second ran down how the digital retail giant, and growing ad sales force, is courting publishers to bolster its $50 billion ad business. Speaking of publishers, a look at how sending fewer emails and content previews improved The New Yorker’s newsletter engagement also drew solid viewer stats as publishers continue to experiment with revenue and reader engagement plays. – James Cooper
?Story highlights
Marty Swant the week’s most-read piece that looked Google new tools for advertisers — including new formats for AI-generated search. As he reported, ‘Alongside an array of other ad-related updates, Google is testing new ways to serve ads above, below and inside automatically generated summaries of query results distilled from different sources. AI Overview ads — which use advertisers’ existing search, shopping and Performance Max campaigns — debuted Tuesday during Google Marketing Live.’
Krystal Scanlon pulled together a very well-read, especially for a premium story, Pitch deck that broke down how Amazon is talking to marketers about Performance+, an offering that is part of its demand-side platform that uses a predictive model to predict the likelihood of users who will convert hourly, in order to drive cost per acquisition performance. As she reported, ‘The tool works by using “first-party signals and machine learning to automate campaign setup, audience creation and optimization,” as Amazon itself put it in its pitch deck, which was shared with Digiday. In other words, Amazon is saying, “Hey marketers, get set up, or we can help with that if you need support, plug in the CPAs you need to hit for this campaign to be a success and we’ll sort the rest.”
Ronan Shields and Seb Joseph were also across the Amazon beat with a rundown on how Amazon is chasing publishers to continue to build up its $50 billion ad business, which has grown by almost 25% year over year As they reported, ‘An?eMarketer forecast?maintains the e-commerce giant’s advertising revenue will top $67 billion by 2025, and earlier this week at Amazon Publisher Services’ summit, it revealed new features (it hopes) will help its edge closer to that number… APS announced several new features spanning its full product suite with updated features for the cleanroom offering it?first unveiled in beta last year, topping the bill at its New York City earlier this month.’
Sara Guaglione reported out an interesting read that reported that The New Yorker– in sending fewer emails and content previews – actually improved its newsletter engagement. As she reported, ‘Last August, The New Yorker began sending newsletters less frequently and giving paid subscribers early access to content in their inboxes. As a result, onsite page views and time spent from newsletter users has gone up, as has the percentage of newsletter subscribers who are also paying New Yorker subscribers.’
Antoinette S. ,as the interest in, and confusion about, retail media networks grows, had a nice daily that reported that digital media agency network Goodway group had launched a RMN accelerator for its clients to help make better sense of the increasingly fragmented sector. As she reported, Goodway ‘launched Gradiant, an agency offshoot that focuses on brand visibility across the entire marketing funnel, and G-Comm, a retail media accelerator aimed at addressing the challenges in the retail landscape. The two new units add to the agency’s umbrella of existing brands CvE, a marketing advisory firm, Tuff, a performance marketing agency, and Goodway, its managed service media and analytics business.’
Kayleigh Barber and Kimeko McCoy last week started rolling out a special series of the Digiday weekly podcast that will look at how content creators are building their brands and earning revenue from various major social media platforms. In the first edition of the series, Kimeko featured an interview with Jessica Davis, a part-time creator who focuses on career content, who has not been deterred by the drama surrounding Twitter, quite the opposite actually. Give a listen here
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Here are the Digiday + Briefings for the week
See you next Sunday!