July Overview: Digital advertising news & trends

#IndustryNews

Published: 1 August, 2024

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

5 key stats on ad waste: Fraud, MFAs, brand risks, and beyond

ExchangeWire logo

Last year, Adalytics reported that Google misplaced 80% of video ads. Google contested the report, but concerns about ads showing up in places advertisers don’t want them to persist.

Running the wrong kind of campaign in the wrong place wastes ad spend. Fraud, made-for-advertising (MFA) websites, adtech inefficiencies, and brand safety issues all exacerbate this waste. Here are five key stats evidencing the ad waste problem, and what marketers can do to keep their ad spend effective.
Continue reading: eMarketer

Adtech's 3 Main Gripes With Google's Privacy Sandbox

AdWeek logo

Several firms have recently tested Privacy Sandbox, the suite of solutions Google has offered the programmatic ecosystem to use instead of third-party cookies. Along with highlighting some familiar complaints, the firms raised new gripes about how protocols are lacking.

Criteo, Index Exchange, NextRoll and MiQ all published public reports in the past two weeks detailing the results of their experiments, in response to calls from the U.K.’s Competition and Markets Authority. The IAB Tech Lab also posted the final version of its analysis on Privacy Sandbox in late June.
Continue reading: AdWeek

iGB L!VE 2024: Amsterdam

UBIDEX logo

Attending the iGB L!VE 2024 was an outstanding experience for the UBIDEX team. Reconnecting with our existing clients was a highlight of the conference. These face-to-face interactions allowed us to discuss ongoing projects in depth, explore new opportunities, and further solidify our relationships.

Equally rewarding was the opportunity to meet potential clients and partners. The iGB L!VE's dynamic and welcoming atmosphere facilitated productive networking, enabling us to establish meaningful new connections. The overall atmosphere of the conference was exceptional. Being surrounded by so many passionate and knowledgeable individuals created an environment that was both inspiring and energizing.
Continue reading: UBIDEX

Cookie or not, nothing has changed. Don’t leave your destiny in the hands of Google

The Drum logo

Publishers may well get caught in the crossfire as the consumer is empowered and perhaps encouraged to ditch the third-party cookie, as Permutive’s Joe Root explains. Google's announcement that it's no longer getting rid of third-party. cookies risks creating a false sense of security for publishers and advertisers alike, but let's be clear: Nothing has changed.
Continue reading: The Drum

Fighting AI with AI: Is This The Future Of Brand Safety?

AdAge logo

Cannes Lions 2024 may seem like a hazy, rosé-tinted memory now, but among all the discussions on La Croisette, two key themes stood out that will define the industry in the coming year: AI and quality.

Unsurprisingly, AI dominated the discussions, panels, and presentations. From accelerating creativity and driving effectiveness to enabling better incorporation of consumer sentiment, the takeaway was clear: to gain a competitive advantage, brands need to not only lean into AI but be ready to grasp the wealth of opportunities it unlocks with both hands
Continue reading: ExchangeWire

Unlocking the Power of Post-Click Attribution

Forbes logo

In the ever-changing world of digital marketing, programmatic advertising has become a valuable tool for brands looking to connect with their audiences in a more efficient and impactful way. With the power of automation, data, and real-time bidding, programmatic advertising allows for highly targeted and optimized allocation of ad spend. To fully leverage the potential of programmatic advertising, marketers need to have a deep understanding of and effectively utilize advanced attribution models.

Understanding the impact of different marketing efforts on desired outcomes is crucial for successful digital marketing. Post-click attribution is especially important among the various attribution models because it establishes a clear and measurable connection between ad clicks and conversions. This approach emphasizes the user actions that take place following an ad click, providing valuable insights into the real impact of advertising efforts.
Continue reading: UBIDEX

New entrants make media mix modeling faster and more accessible

Digiday logo

In the never-ending quest to answer the famous Wanamaker question — I know half my advertising is working, I just don’t know which half — media mix modeling was hailed for years as a possible solve, but it always took a long time before one could see the results of what MMM uncovered.
In the post-Covid world where the fate of third-party cookies has had the industry on an emotional roller coaster and where time is more of the essence than ever before, newer attempts at media mix modeling (or the broader marketing mix modeling, which examines all marketing tools not just media channels in media mix modeling) are more accessible to mid-market and smaller clients, not just huge multinational corporations.
Continue reading: Digiday

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Toolkit for cookieless retargeting, custom audience collection, and programmatic media buying. Tailored for iGaming industry.

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