The truth is, these councils are ways for the platforms to curry favor with senior marketers and extract market intelligence from them.
| The truth is, platform marketer councils are ways for the platforms to curry favor with senior marketers and extract market intelligence from them. Additional coverage: Digital Content Next, a non-profit aimed at promoting the interests of online publishers, is offloading its ad tech arm TRUSTX to Symitri following months of strategic deliberations. What used to be a relationship business with finite parameters (aka the upfront) has become tech-heavy and snarky. Could this be the end so long predicted? We tackle this question in this Digiday+ Media Buying Briefing. At the Digiday Programmatic Marketing Summit, agency executives participated in closed-door town hall discussions, in which they were granted anonymity for their candor. And they were quite candid about the challenges they are having to confront. Major game publishers’ flirtation with in-game ads has yet to blossom into a full romance in 2024 — but the question of advertising has become nearly impossible for them to avoid, as shown by Electronic Arts CEO Andrew Wilson’s endorsement of the revenue stream during the company’s earnings call last week. Independent boutique agency Exverus Media is reshaping what KPIs and client expectations amid marketing shifts. The Washington Post added AI-generated audio (and AI-read ads) to three politics- and policy-focused newsletters. The agency behind names like Blackberry, Subaru and InDesign is researching emotions and associations consumers have with AI. ICYMI check out all our coverage from the upfront: Inside YouTube’s 2024 upfront pitch to advertisers TV networks embrace AI at the upfront to improve audience targeting and commerce How streaming muscled its way into the upfront spotlight among the OGs of TV How indie agencies will compete with holding companies during the upfront Future of TV Briefing: How upfront ad sellers’ ‘advanced audiences’ pitches have, um, advanced this year ‘Fasten your seat belt’: What to watch for in this year’s TV and streaming advertising upfront market Digiday+ Research: How advertisers are approaching spend in the upfront market Amazon’s upfront debut crowns its courtship of adland Twitch is just another piece of the video content portfolio at Amazon’s upfront debut Other things to know about The Digiday Awards have recognized industry leading work from Disney, P&G and many more. Submit your entries by Friday, June 21 to save. Publishers are leveraging new and emerging solutions to foster increased monetization and operational efficiency in the wake of third-party cookie deprecation. Sponsored by PubMatic. With high-quality data, marketers develop more robust insights into their audiences to improve campaign performance and drive growth. Sponsored by Acxiom. | | |
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