June Overview: Digital advertising news & trends


Published: 1 July, 2023

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

Will AI Help or Hinder Privacy?


Since ChatGPT launched last November, interest in artificial intelligence has skyrocketed, with discourse around its potential impact on everything from healthcare to dating. Wherever artificial intelligence is being discussed, however, one overarching theme persists: privacy.
AI systems need copious amounts of data to operate effectively, and when we consider Big Tech’s chequered history of scraping, exploiting, and mishandling people’s data, it’s no wonder there’s trepidation over the privacy implications of AI. How tech giants, however, are able to handle users’ data is changing and perhaps the privacy wave sweeping the tech industry can reassure worried netizens that AI’s use will be regulated.
Continue reading: ExchangeWire

Using Attention Metrics, Publishers Aim to Prove Their Ads Work


Publishers have long struggled to prove the efficacy of their digital ad products to brand partners, but in the last year, media companies including Condé Nast and Insider have begun experimenting with attention-based ad metrics to more clearly quantify their value, ultimately looking to drive more ad revenue.

Using attention-based metrics—devised often by a mix of eye-tracking software, machine learning and feedback from focus groups—to determine the value of specific ad products can help publishers better tie brand marketing campaigns to outcomes, a measurement capability that could lead to larger direct deals and higher yields in programmatic auctions.

Continue reading: AdWeek

The Cookieless Future: Best Practices for Advertisers


The digital advertising landscape is undergoing a significant transformation as we enter the cookieless era. Marketers were able to acquire information about users' surfing habits and preferences thanks to these little data files saved on users' devices, paving the way for more tailored and relevant advertising. Third-party cookies have been phasing out, and the cookieless environment has developed as a new reality for advertisers as a result of worries about privacy and data protection.

The cookie-less environment calls for a new strategy, one that places more emphasis on personal data security, user consent, and innovation. Cookies used to give advertisers with a wealth of user information, but that data is no longer reliable. Instead, they need to experiment with new approaches and tools for connecting with the people they are targeting. To adapt to this new reality, advertising strategies will need to change their primary focus to gaining users' confidence.

Advertisers need to adjust to a cookie-less environment because it presents a chance to strengthen their connections with consumers. Advertisers may gain trust, provide more personalized experiences, and increase ROI. To survive and thrive in the cookieless era, businesses in the digital advertising industry will need to adapt and change.

Continue reading: UBIDEX

3 ways to improve the relationship between ad clicks and conversions


To accelerate sales, marketers cannot think about any part of the sales funnel in isolation. Instead, marketers should marry their approach to awareness, consideration, and conversion to create a singular experience for customers.

This starts by viewing an ad and landing page in tandem. When introduced to a product by an ad, consumers will click if they’re interested. But if the landing page doesn’t match up to and fulfill the promise introduced by the ad, the consumer will likely drop off.

To boost consumer engagement, the clickthrough shouldn’t follow the generic ad to static website flow, explained Jon Oberlander, executive vice president of social at Tinuiti and CEO of Ampush, during a recent Tech-Talk Webinar.

Continue reading: Insider Intelligence

8 ways AI can revolutionize your digital marketing strategy


If you’re not already using artificial intelligence (AI) to enhance your digital strategy, fear not. Tug’s Elliot Gray has you covered.
Artificial Intelligence (AI) is revolutionizing the media industry. It’s opened up a huge range of new possibilities for digital marketers, helping them gain competitive advantages and engage with customers in new and exciting ways.
Continue reading: The Drum

How Companies Can Turn Consumers Into Loyal Fans


Google, Amazon and Apple. YouTube and Dawn. Android. Netflix. Walmart. These familiar names have the highest levels of “brand fandom,” according to a new study from Stagwell’s global insights and strategy agency the National Research Group (NRG).

While it’s another accolade for marketers at some of the nation’s most popular brands, which tend to appear on lists of this sort, what about everyone else? How can brands with low levels of fandom turn members of the public into loyal customers?

Continue reading: AdWeek

Could Contextual be the Future of Digital Advertising?


On day one of ATS London 2023, an expert panel discussed how contextual advertising is evolving amidst the shift to privacy and the recent surge in AI and machine learning.

As the deprecation of third-party cookies draws near and more stringent privacy regulations come into effect, can the ad tech industry find a sustainable future in contextual advertising?

Continue reading: ExchangeWire

WTF are made-for-advertising sites (MFAs)


What’s deceptive, fueled by profit and involved in ad arbitrage? Made-for-advertising (MFA) sites. These cunning sites masquerade as prime real estate for online advertising, luring gullible advertisers into their web of trickery. With each passing day, their misleading practices grow more refined, perpetuating a lucrative grift that shows no signs of abating.

Sounds bad right? Read on to find out how bad, why the situation is so dire and what can be done about it.

Continue reading: Digiday

Follow us to get more insights and useful content.