April Overview: Digital advertising news & trends


Published: 1 May, 2023

Every month, we select a few digital advertising industry insights to help industry players stay updated with trends and news. Enjoy April Industry Insights and stay up-to-date!

3 Reasons Why In-Game Advertising is Perfect for Brand-Building


In this exclusive byline ahead of ATS London 2023, Mark Slade, VP, brand sales at Digital Turbine, outlines how in-game advertising can be used to attract audiences and build brands.
In-game advertising has been proven to reach a wide range of audiences in innovative formats that capture attention. And yet advertisers are still hesitant to spend their marketing budgets on the not-so-niche mobile gaming platform. Here are three reasons why in-game advertising is perfect for building your brand.
Continue reading: ExchangeWire

Media companies pressed to open up walled gardens in new global charter for advertisers


WFA global playbook calls out media ‘self-preferencing’ amid Google litigation but sees broader issues.

The World Federation of Advertisers has issued the first update of its Global Media Charter in five years, pushing for media companies to open up their walled gardens with more data transparency, allowing third parties to make comparisons more readily among media and platforms, and to avoid data restrictions or other deal structures that unfairly channel media buys toward their own inventory, among other things.

Continue reading: AdAge

Customer Retention in Digital Advertising: Best Practices and Strategies


For any business, customer retention is a critical factor in ensuring long-term success. Customer retention refers to the ability of a company to keep its existing customers engaged and satisfied with its products or services. The importance of customer retention cannot be overstated, especially in today's highly competitive business environment.
Customer retention is a critical factor in ensuring the long-term success of any business. It is more cost-effective than customer acquisition, leads to increased revenue and profitability, helps to build a positive brand image and reputation, and fosters innovation and growth. By focusing on customer retention, businesses can build strong relationships with their customers and create a foundation for sustainable success.
Continue reading: UBIDEX

5 ways to optimize marketing efforts amid shrinking budgets


Seventy percent of marketers expected budget cuts from 2022 to continue into 2023, according to data from performance marketing firm Wunderkind.
“Many of us are seeing budgets shrink year over year,” said Richard Jones, chief revenue officer at Wunderkind, during a recent Tech-Talk Webinar. “And many are feeling the heat in terms of hitting their 2023 revenue goals.”
Continue reading: eMarketer

How Many Ad Trackers Load With A Page And Slow Browsers On Average?


On average, one in five domain-name system (DNS) requests from a browser ask to load an ad or tracking domain. That means nearly 20% of internet traffic is junk -- mostly ads, according to AdGuard.

Ads and pixel trackers hide in nearly every website. They slow content and eat traffic. But by how much?

AdGuard wanted to know. The company, which blocks ads and online tracking pixels, compared the number of requests its ad-blocking server handled in one day with the number of requests it blocked.

Continue reading: MediaPost

What does broadcast-to-podcast tech mean for audio advertising?


Spotify is investing in tech that easily converts broadcast audio to podcasts. What does that mean for broadcasters’ ad revenue?
Digital audio ad spend has been on the rise for years. Advertisers have responded positively to platforms like Spotify and Acast investing in attribution and measurement tools for digital audio: forecasts suggest ad spend on those platforms will continue for the next few years, and podcast ad spending is projected to hit nearly $2.2bn in 2023.
Continue reading: The Drum

Google's Rare Privacy Sandbox Test Highlights More Questions for the Cookieless Future


Despite the protracted timeline for deprecating third-party cookies scheduled for next year, there is still little data to help marketers understand what that future might look like.
Google Ads is trying to add some clarity to this murky picture. This week, Google released results of testing interest-based audience solutions, a suite of tools that are designed to be more privacy-safe than third-party cookies.
Essentially, the results found that these solutions only do a slightly worse job in scale, ad quality, and ad relevance than third-party cookies, digital advertising’s decades-old workhorse, which regularly offered inaccurate representations of real audiences online.
Continue reading: AdWeek

Is CTV a Playground for Contextual Ads?


With the deprecation of third-party cookies on the horizon, contextual advertising is experiencing something of a resurgence, allowing advertisers to target consumers effectively without compromising privacy regulations.

While its versatility means contextual can be applied to a number of environments, the CTV landscape may prove especially appealing to advertisers. Boasting a global audience of over 1 billion, CTV has experienced staggering growth since the start of the decade. And although the medium’s use crosses demographics, it is especially prevalent amongst Millennial and Gen-Z viewers whose behaviours are reshaping the digital advertising landscape.

Continue reading: ExchangeWire

Gaming app ad spend reaches $26.7bn globally


As the post-Covid era unfolds, life has almost returned to normal under a very different macroeconomic climate. While the effects of the downturn are becoming increasingly apparent in metrics like overall app installs by consumers, the gaming app economy still showed resilience, with nearly $27 billion invested in ad spend by gaming marketers and developers worldwide in 2022 to acquire new users, according to AppsFlyer’s newly published report, State of Gaming App Marketing 2023 edition.

The study contains an in-depth analysis of key trends shaped by the pandemic and forecasts on what marketers and developers can do to adjust to the “new normal.”

Continue reading: The Drum

‘We have too much volume’: The open programmatic market may be down, but it’s definitely not out


There is nothing more inevitable than death and taxes — except maybe musings on the end of the open programmatic marketplace for publishers.

That’s how often it’s been discussed over the years — and it normally doesn’t take much to get those conversations going. Supply-path optimization, the growth of direct deals in CTV and the death of third-party tracking are just some of the issues that have stirred debate over the perennial topic in the past.

This time, it’s publishers seeing more ad dollars trickle out of those auctions, which has reignited speculation that this is it — the beginning of the end of the open marketplace where prices are decided in real-time through an auction.

Continue reading: Digiday

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