February Overview: Digital advertising news & trends


Published: 1 March, 2023

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

Deep Dive: Advertising Resource Management


The advertising landscape is more complicated today than it has ever been. Advertisers have been forced to adapt to a changing world, one where they have to juggle infrastructural changes with managing their resources to reach their marketing goals – a feat made more challenging in the current economic landscape.

The need to make assets go further has given rise to a new technological solution: Advertising Resource Management (ARM). ARM is a category of marketing technology that focuses on helping organisations consolidate their resources, their processes, workflows, and information into a single system to better support their advertising operations.

Continue reading: ExchangeWire

How technology delivers great customer experience and long-term value


Each year brings the opportunity to set a new direction and 2023 is no different. Appropriately, CES is a place each January where the future of media comes to life, acting as a guide to help buyers and sellers sink or swim as they navigate a new year.
This year at CES, leaders across the industry discussed what’s new and what’s next for TV advertising.
Continue reading: AdAge

Top 10 Digital Advertising Conferences for 2023


As the world becomes increasingly digitized, the advertising industry is no exception. Digital advertising has rapidly become one of the most effective and efficient ways for businesses to reach their target audiences. However, keeping up with the latest trends, strategies, and technologies can be a daunting task. That's where conferences come in - they offer a unique opportunity for professionals to learn from industry experts, network with peers, and stay up-to-date with the latest developments in the field.

In this article, we've compiled a list of the top Digital Advertising conferences that you won't want to miss in 2023. Whether you're an affiliate marketer, media buyer, advertiser, publisher, or work at an ad agency, these events offer something for everyone. Get ready to gain valuable insights, build new connections, and take your digital advertising game to the next level.

Continue reading: UBIDEX

Bad news for publishers: Over half of marketers expect a decline in programmatic ad spending in 2023


The news: More than one in two marketers (53%) expect programmatic advertising expenditures will fall in the coming year, owing in part to increased investments in walled gardens.

Ultimately, 15% expect to reduce programmatic spending by more than 50%, and an additional 20% expect to cut it by 26% to 50%, according to a survey commissioned by identity platform Lotame and conducted by PureSpectrum.

Only one in three marketers indicate they intend to increase programmatic spending next year.

The survey included over 1,400 industry professionals, marketers, and publishers in the US, UK, Australia, Colombia, India, Mexico, and Singapore.

Continue reading: eMarketer

TV's Existential Challenge: Gen Z's View Time About Half Of Older Generations'


Given the downward trends in pay-TV subscribers and the surge in popularity of short-form online video and gaming among younger consumers in particular, a new survey confirming that Gen Z spends far less time consuming traditional television than older generations isn't likely to come as a shock to either advertisers or media owners.

But the extent of Gen Z's behavioral differences with older groups as illustrated by these self-reported behaviors is pretty attention-getting.

Hub Research surveyed 1,900 U.S. consumers between 13 and 74, including 579 consumers between 13 and 24, in December 2022.

Continue reading: MediaPost

From customized to creepy: how to get personalized ads right


Personalization has been the gold standard for data-driven digital marketing for many years. But the role of personalization is changing as consumer expectations shift and technologies evolve. Personalization is no longer a value-add, but rather a need-to-have.

Failing to tailor your advertising to your highest-value customers will result in a lack of engagement and handing over the opportunity to convert to your competition. The role of personalization in 2023 is not isolated to unique messaging by interest or demographic. It also requires careful consideration of channel, context, and timing. However, being personalized requires an element of restraint and nuance that is sometimes a difficult balance to strike without careful research and reflection on your marketing strategy.

Continue reading: The Drum

The Real Ways Synthetic Data Is Changing Advertising


Data is the lifeline for digital advertising. As the digital landscape continues to change, so too will data. Whether it’s evolving data privacy regulations or third-party cookie deprecation, access to high-quality data—data that’s clean, well structured and free of bias—is a challenge for marketing organizations.

As data becomes increasingly difficult to collect, store and activate, digital marketing leaders need solutions that maintain effectiveness while protecting their customers’ privacy. Enter: synthetic data.

Continue reading: AdWeek

Is this the dawn of advertising's generative AI era?


This may well be the week that the generative AI phony war ended.

The major players have all broken cover, falling over themselves to announce their own AI chatbots and make the first dent in the market. The arms race began in earnest as Microsoft announced a revamped version of its Bing search engine, with integrated ChatGPT.

Chinese search giant Baidu also announced that it will be launching the AI chatbot Wenxin Yiyan, or Ernie bot, in March, while privacy-centric search newcomer Neeva had already introduced NeevaAI on January 5th.

Continue reading: ExchangeWire

How performance agencies are unlocking a new acquisition channel (and revenue) with TV


Many digitally-native brands are now utilizing streaming and linear TV for the first time as they diversify their media mix beyond search and social. While this is a huge shift, this democratization of TV is largely happening at the brand level and less so at agencies.

There is a massive opportunity for the thousands of smaller agencies with strong digital experience to further this democratization and bring the power of TV to more brands. TV ads will not only help their brands grow but also add revenue and profitability to the agencies themselves.

Continue reading: Digiday

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