Week 4 | March 2024
Times Internet for Marketers
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In-Depth
Recent reports by Adalytics and the Wall Street Journal unveiled that Forbes, a reputable publisher, operated a secondary site primarily for advertising. This highlights the current challenges in digital media, where trusted publishers resort to tactics associated with bot farms or clickbait. It underscores the need for brands to scrutinize the quality of their programmatic investments, as even established publisher brands' URLs and domains may not be entirely reliable.
?Many organizations are removing MFA inventory from their programmatic purchases, recognizing its lack of value. However, most strategies for blocking MFA are incomplete, assessing entire domains rather than individual pages. Consequently, MFA detection solutions may pass ad inventory from seemingly "good" domains without properly evaluating specific page environments and ad load.
Forbes' revelation of running a hidden MFA version of its site shows advertisers can't assume any publisher is "safe." Publishers, irrespective of size or type, may continue hiding problematic ad environments. Advertisers must ensure their tech partners use a comprehensive strategy to detect problematic placements before purchasing them. Failing to combine domain-level analysis with real-time page-level assessments leaves advertisers vulnerable to MFA and other undesirable environments. They should understand their tech and supply partners' methodologies and pay attention to page-level activity, not just domains.
Industry News
LinkedIn unveils Live Event Ads, a new global ad format to boost event registrations, enhance brand awareness, and yield measurable results. With a 34% year-over-year increase in event viewership on LinkedIn, Live Event Ads allow companies to promote their events before, during, and after they occur. Additionally, LinkedIn introduces new ad offerings and measurement tools: LinkedIn CTV targets audiences streaming television in North America, Sponsored Articles enable brands to share long-form content, and Dynamic UTMs enhance campaign performance tracking by automatically adding UTM parameters to track the impact of LinkedIn ads on web traffic.
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At Adobe Summit, Adobe introduced innovations in Adobe Experience Cloud to help brands enhance customer engagement across channels. These include a new unified experimentation capability for increased testing volume and pinpointing customer paths, as well as Adobe Journey Optimiser capabilities for personalized experiences in both B2C and B2B contexts. Unified experimentation and optimization services enable marketers to leverage decision-making capabilities within customer journeys.
Inshorts revealed a shift in its executive leadership. Azhar Iqubal, the company's co-founder and CEO since its establishment, will now serve as Chairman. Meanwhile, fellow co-founder Deepit Purkayastha will step into the CEO role.
ChatGPT has announced the rollout of an instant-use feature, eliminating the need for signing up or logging in. This move aligns with OpenAI's goal of making AI accessible to all, resembling the ease of use found in search engines like Google. Users should be aware that content shared in ChatGPT may be utilized for model training, with options to opt-out available in settings, though accessing these settings isn't straightforward. Additional safeguards have been implemented to maintain safety, such as blocking output on a broader range of topics. However, certain features like saving chat history and sharing chats are exclusive to paid or free accounts.
Disney Plus has introduced a new logo featuring a teal green hue named "Aurora," inspired by the aurora borealis and Sleeping Beauty, replacing the original Disney blue. This change symbolizes the merger of Disney and Hulu, with the logo combining both colours. Additionally, all Disney Bundle subscribers in the United States now have access to "Hulu on Disney+," allowing them to enjoy Hulu content through the Disney+ app.