Yahoo's Cookieless Breakthrough, Blockchain vs. Deep Fakes & AI's Newsroom Negotiations

Media Mentions is a newsletter on the media business published by Letterhead. We cover industry news, essential reads, and cool projects to follow each week.

TOP NEWS

Yahoo's new ID testing allows advertisers to compare campaigns in a cookieless environment. This feature enables A/B testing with various audience types, addressing the challenges posed by the decline of cookies in digital advertising.

Fox Corporation and Polygon are launching Verify, a blockchain service to establish the authenticity of media content and tackle deep fakes. This service enables media companies to register their content on the Polygon blockchain for reliable consumer verification.

Advertising spend will bounce back in 2024 with digital advertising leading the recovery, while legacy media like linear TV and radio will face ongoing challenges, showing only modest growth later in the year.

Conversion-based marketing is diverting marketers from creative, brand-building ideas. Data-driven strategies, focused on immediate results and fueled by AI and automation, limit long-term brand development and the cultivation of deeper customer relationships.

OpenAI is negotiating with media giants CNN, Fox Corp, and Time to license their content for AI development, amid a legal battle with The New York Times over similar issues. These talks are part of a broader effort by AI firms to access news content legally.

The Cool Down, a climate-focused publisher, finds profitability by adding programmatic ads to their affiliate content, boosting revenue and audience growth since June 2023, a year after its inception.

Mastercard has developed a gen AI tool to provide diverse, multilingual support to small businesses, using content from publishers such as Blavity Media Group, Group Black, and Newsweek for training. This move marks a step toward inclusivity in tech, addressing language and bias barriers.

DEEP DIVE

10 Essential Steps for Ensuring Email Deliverability in 2024

As we continue to navigate the dynamic landscape of email marketing in 2024, maintaining strong email deliverability is more crucial than ever.?

Here are 10 proven strategies essential for any email marketer looking to ensure their messages consistently reach their intended audience:?

• Regular List Cleaning: Keep your email list fresh and engaged to enhance deliverability.
• Sender Reputation: Maintain a positive reputation with ISPs to ensure your emails are trusted.
• Engagement-Based Segmentation: Tailor your content to different segments for higher engagement.
• Quality Over Quantity: Focus on the value of content rather than just frequency.
• Spam Trap Avoidance: Understand and avoid common triggers that land emails in spam.
• Email Authentication Protocols: Implement protocols like SPF, DKIM, and DMARC for security and trustworthiness.
• Responsive Design: Ensure emails are mobile-friendly for better user experience.
• Consistent Sending Schedule: Establish a regular sending pattern for reliability.
• Feedback Loop Setup: Use feedback to refine and improve your email strategy.
• Comprehensive Testing: Regularly test different aspects of your email campaigns for optimization.

By following these steps, you can significantly improve your email deliverability in 2024. Learn more at Inbox Collective.

WORTHY OF YOUR ATTENTION

Here’s a selection of tools and resources for improving your newsletter, media, marketing, and growth strategies:

• Craft: Ideate, organize, and create documents, which will make an impact
• Headline Hero: Write better headlines with the power of AI
• Newsifier: Makes online publishing easy and profitable
• A 6-week Digital Marketing Strategy course by Harvard Business School
• POSSIBLE Miami: Marketing Conference & Expo 2024: April 15-17 in Miami, FL

CLASSIFIEDS

Explore exciting opportunities in newsletters, journalism, and publishing. Looking for an intern or have a job opening? Respond to this email to inform us:

• Product Marketing Manager - TikTok
• Director, Subscription Growth Management - National Geographic?
• Vice President - ABC News
• VP, Media Director - US International Media
• Senior Editor - Mediaite