June Overview: Digital advertising news & trends


Published: 1 July, 2024

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

Why advertisers are turning away from walled gardens

ExchangeWire logo

The news: Some brands are choosing to base advertising decisions on their own personal data and third-party measurement solutions rather than relying solely on walled gardens, per Adweek reporting.
Adweek spoke with four digital advertising firms who reported that clients were increasingly moving away from walled gardens operated by Meta and Google, instead choosing to rely on third-party services.
Are walled gardens withering? The ad industry isn’t done with walled gardens just yet.
Continue reading: eMarketer

People Want Ads That Make Them Laugh, Research Shows

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The 2024 Cannes Lions International Festival of Creativity has a new category: humor.
“Work entered into this category should use wit and satire to provide amusement and create memorable, laughter-inducing connections with audiences,” Cannes Lions noted in a statement.
Data shows there’s good reason behind adding a humor category. More than purpose, surprise or novelty, humor is the most prominent factor behind many of the most popular commercials in modern history, according to new findings from marketing and innovation consultancy Spikes, which partnered with data analytics firm YouGov to survey more than 3,500 U.S.
Continue reading: AdWeek

Unlocking the Power of Post-Click Attribution


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

Is it time to panic about Google’s SGE?

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Last year, Google launched Search Labs, a program for people to experiment with and provide feedback on early-stage Google Search experiences. One tool worth paying attention to in light of the increasing popularity of GPTs is Search Generative Experience (SGE). It uses AI to scan the top SERP content and generate a text summary of information at the top of the search results page.

While still in beta in the US, the word on the street is that Google is gearing up to test Search Generative Experience queries for a “small slice” of Chrome users here in the UK. But there’s likely a good reason this one hasn’t come out of Beta - Google probably doesn’t want to give up on a business model it has spent nearly three decades perfecting.

Continue reading: The Drum

CTV: How Big is the Opportunity?

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As the industry accelerates its efforts to take full advantage of CTV’s rapid global growth, what are the main opportunities and benefits for advertisers?

As connected TV (CTV) gradually dominates more and more of the TV landscape, new opportunities keep coming for advertisers. From Europe to APAC, the channel is seeing rapid worldwide growth and advertisers are certainly taking advantage of it. CTV dominates a huge portion of ad spend for digital video – it’s expected to rise by 12% this year, 32% faster than predicted for total media overall. 

Continue reading: ExchangeWire

Step-by-step Guide:Launching Retargeting Campaigns

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Welcome to our comprehensive step-by-step guide on starting with retargeting. In today's digital landscape, retargeting has become an essential strategy for businesses aiming to re-engage users who have previously interacted with their brand. Whether you're looking to boost sales, generate leads, enhance brand awareness, or foster customer loyalty, retargeting offers a powerful way to reach your goals.

Learn the entire process of setting up a successful retargeting campaign, from defining your objectives to connecting traffic sources. This comprehensive guide covers best practices, audience segmentation, ad creatives, and optimization techniques to enhance your retargeting strategy and drive better results. By the end of this ebook, you'll have the knowledge and tools to create, manage, and optimize your retargeting efforts effectively.

Continue reading: UBIDEX

Shrinking budgets leave programmatic marketers with a raw deal

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Programmatic advertising — at least the open marketplace part of it — might be turning into the forgotten child of the marketing industry.
Chalk it up to a few reasons: Ad budgets are spread thin across channels these days. That means clients aren’t keen on dishing out enough cash for all the ad tech tools, staff time and commissions needed for programmatic buying.
Plus, they’re already facing challenges with generative AI, burnout from Google’s hurry up and wait (again) cookie deprecation, measurement, inventory and the list goes on.
Continue reading: Digiday

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