August Overview: Digital advertising news & trends08/21

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

Turn back time: what can programmatic learn from its past mistakes?

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As the Covid-19 pandemic continues along the relentless passage of time, commercial director Cadi Jones considers whether programmatic can learn from its history. As conversations go in these times, we got into a great hypothetical discussion – if we could turn back time on the programmatic industry, what would we find a way to change?
So much has changed over the last decade or so that programmatic advertising has been in the mainstream. But every now and again there is a feeling of history repeating itself, and somehow us struggling to learn from mistakes we should have corrected first time around. So why have some things taken us so long to get right, when they are key to success for both media owners and advertisers?
Continue reading: The Drum

Digital Ad Fraud: Types of Ad Fraud to stay aware of

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The U.S. ad economy expanded 35.2% in June vs. the same month a year ago, marking the fourth consecutive month of expansion since the ad industry pulled out of its COVID-19 recession. It was the best June ever since Standard Media Index began the U.S. Ad Market Tracker, though it represented only a slight 0.3% increase over June 2019.
Both digital and analog media showed strong gains in June, but the national TV ad market remains 19% below June 2019.The expansion also was led more by smaller advertisers than the biggest, as the top 10 ad categories grew at only about a third of the rate of "all others" in June. So what is Ad Fraud?
Continue reading: Pragmaspace

How Publishers Are Pushing Forward After Third-Party Cookie Deprecations

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It’s critical for marketers and publishers to not only be compliant with privacy regulations and best practices but to start using privacy as a competitive differentiator and way to build your brand.
The Adweek NexTech 2021 summit offered insights from speakers Paul Bannister, chief strategy officer of Cafe Media, Michael Balabanov, svp of advertising, North America at The Guardian and Sasha Heroy, senior director of ad products and platforms at The New York Times. Together, they discussed their views of first-party data and how new technology can replace third-party cookies after Google announced a shift from alternative identifiers once third-party cookies are phased out.
Continue reading: Adweek

IAB: Digital advertising records highest double-digit annual growth in 5 years

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FY21 results show all aspects of digital marketing reported double-digit expenditure increases. According to the latest Interactive Advertising Bureau (IAB) Australia and PwC digital advertising expenditure figures, Australia’s digital marketing sector reported 24.2 per cent year-on-year growth to hit $11.4 billion in the 12 months to 30 June 21. The total included a 38.8 per cent jump in video advertising to $2.4 billion, along with a 29.7 per cent rise in general display to $4.4bn.

All forms of digital advertising reported double-digit growth over the 12-month period. Search and directories reported a 22.3 per cent increase to $5.1bn total expenditure for the year, while classifieds lifted 17.4 per cent to $1.9bn. Mobile rounded off the tally of strong performances, with 24.1 per cent year-on-year growth to $6.1bn.
Continue reading: IAB

Why The Ad Industry Needs More Of A Collective Consciousness

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By now, it is little surprise that the programmatic advertising marketplace underwrites lots of nefarious activities, including various forms of ad fraud, organized crime and a variety of publishers of misinformation. But who knew it was all being funded by legitimate advertisers? Apparently, NewsGuard did.
To put some dimension around the role legitimate advertisers play in supporting illegitimate information publishers, NewsGuard teamed with Comcscore to conduct a unique analysis correlating NewsGuard's database of bad actors with Comscore's estimates for digital advertising value. The result: advertisers are sending $2.6 billion annually to misinformation sites.
Continue reading: MediaPost

Facing The Cruel Reality Of First-Price Auctions

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When Google Ad Exchange completed the last mile of the industry’s transition from second-price auctions to first-price auctions in September 2019, publishers were enthusiastic about the change. They believed, intuitively, that this transition guaranteed a price jump in media-consumption cost that benefited the sell-siders – which could be true if demand-side platforms (DSPs) reacted to first-price auctions the same way they did in second-price auctions.
However, the result turned out to be the exact opposite. The change in auction model completely altered the bidding behavior of DSPs and transformed the DSPs into insatiable cost-saving (bid shading) machines, alongside their already-powerful audience-cherry-picking capabilities. This could turn into the worst nightmare for publishers. Here’s why such a development was inevitable and what publishers can do to break the ongoing downward spiral.
Continue reading: Ad Exchanger

Preparing for a Cookieless Future with Contextual Advertising

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Google recently announced that it is delaying its plans to phase out third-party cookies in the Chrome browser until 2023, a year later than it originally planned. However, while the announcement may feel like a backward step in the battle for consumer privacy, the wider industry continues to press on with plans to deprecate the use of third-party cookies. Apple launched changes to IDFA (ID for Advertisers) as part of its iOS 14.5 update, which requires apps to ask users to grant permission to collect and share their data. What’s more, Mozilla and Firefox have already stopped the support for third-party cookies to track users on their browsers.
This all leads to online advertising being pushed to adapt to a more privacy-driven web, giving end-users better control over their data. The 2022 timeline was always very ambitious, meaning this additional time has been welcomed by advertisers and publishers, as it provides them with more time to adapt. However, the transition to a cookieless world will not be a one-off switch, but an ongoing process for advertisers that is already underway.
Continue reading: ExchangeWire

In the age of consumer privacy, relevance wins for advertisers

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Privacy and the management of user data have become primary considerations among advertisers, consumers and legislators. Brands must secure and responsibly use consumer data — completely changing how the business of advertising will be done going forward. The challenge now is how advertisers can best operate in this new world.
As consumers take more control of their personal information, advertisers may be restricted in how and when they do one-to-one targeting. But that does not mean that brands can never use data for targeting or that they must revert to generic advertising. Rather, brands must treat consumers as people, not merely data points. That means using data in ways that respect people’s choices and preferences. And that makes targeted marketing based on demographics, interests, location and other consumer information just as essential as ever for effective marketing campaigns.
Continue reading: Digiday

As CTV embraces contextual, it’s time to talk about content information

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In the midst of adtech’s reckoning over data privacy, the world of connected television (CTV) and over-the-top (OTT) media is turning to new ad targeting methods. One of those methods, contextual advertising, offers much more than an acceptable privacy workaround – it promises valuable, largely untapped insights that can improve advertising effectiveness, writes Alex Knudsen, Amobee’s vice-president of solutions engineering.
The conversation around contextual targeting for connected television (CTV) is picking up steam as the adtech world focuses on navigating new privacy rules introduced both by big tech companies including Google and Apple as well as lawmakers across the country. But we’re missing the forest for the trees. Contextual advertising for CTV isn’t a privacy workaround – it’s an opportunity to leverage content data and use those insights to build a sustainable, healthier and more effective ecosystem.
Continue reading: The Drum

Why Digital Marketing Is Important For Business Owners

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Whether you’ve been in business for decades or a day, one of the most difficult things to predict about your operations is how to most effectively reach and engage with your target audience. The most pristine product development and highly efficient logistics in the world won’t matter if you cannot get your message across to the right people at the right time.
You’re familiar with commercials, billboards, magazine ads and other traditional forms of advertising, but how much do you know about digital marketing? Many business leaders may think of pop-ups or banner ads on websites. Some are aware that a well-maintained social media presence is an important facet of digital marketing as well. But while you may know some of the tactics used in digital marketing, do you know what makes digital ads effective, especially compared to more traditional forms of advertising?
Continue reading: Forbes

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