Showing off a flush balance sheet could replace hiring the fancy yacht at Cannes as an ad tech marketing tactic.
| In a move that’s part customer service, part-flex, some ad tech companies have been offering to pay their publisher clients early. PubMatic paid all its publishers three days early for the entire second quarter. In July, fellow supply-side platform TripleLift also began paying its publishers three days early. Showing off a flush balance sheet could replace hiring the fancy yacht at Cannes as an ad tech marketing tactic. Read more below. For Digiday+ members, early payments have become another way ad tech vendors can peacock an outward display of their apparent financial heft and create an apparent competitive advantage. In the latest episode of the Digiday Podcast, Blake Chandlee, TikTok's vp of global business solutions, downplays any compromising ties between the company and its country of origin. Publisher branded content studios — once thought of as the silver bullet for depleting display ad sales — are facing sharp declines. Also for Digiday+ members, to survive, agencies have to change how they do business instead of making cuts here or there to manage for the next quarter. For small boycotting advertisers like JibJab, staying off the Facebook advertising ecosystem permanently is untenable. Other things to know about ICYMI: On last week’s Digiday+ Talk, we learned how Insider is tracking and scaling audience behavior using first-party data, including how they’re preparing for the death of the third-party cookie. Digiday+ members can view the key takeaways and watch the on-demand recording of the discussion here. As consumer preferences change, traditional CPG brands are using DTC-like business models to obtain better margins and more data. Sponsored by Yext. | | |
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