Vibrant News

Curated News from Beet.tv on September 9, 2020

Apple may have delayed a big change to the way advertisers can get user data from iOS devices – but the change will still be profound for advertisers.

More than that, however, the change could have a destructive effect on sections of the overall economy, right when many businesses are suffering from the effects of COVID-19.

That is the assessment of a seasoned digital media deal-maker and trends-watcher.

Curated News from Beet.tv on May 15, 2020

Finding the right audience for marketing messages was already becoming complex. But the COVID-19 pandemic has posed a whole new set of challenges.

Audience targeting appears to be entering a third age. After initial buying of ads against content that delivers key demographics, marketers have been in thrall to laser-targeting audiences, no matter they content they are consuming. Now we are seeing “contextual targeting”, the data-driven practice of buying content, not audiences, rise up.

Curated News from The Drum on January 14, 2020

‘Sex’, ‘violence‘, ‘death‘, ‘alcohol‘, ‘slavery‘, ‘kill‘, ‘injury‘, ‘shoot‘, ‘disaster‘ and ‘bastards‘ – these are some of the keywords brands are choosing not to advertise against in 2020, enlisting automated tech to stop their ads from appearing around content containing these words.

With global digital ad budgets taking an increasingly big slice of the pie, brand safety is still high on chief marketers’ agendas. However, exclusion lists aren’t just protecting brands against misplacement: they’re also blocking active participles that feature in trusted publishers’ most important and most-read news stories, creating a deficit of support for hard-hitting journalism.

Top media owners are being penalised with blunt brand-safety tools to the tune of $3.2bn a year across the US, UK, Japan and Australia according to fresh research from real-time brand safety business Cheq. Its study found that the exclusion lists employed by publishers and buyers can include as many as 3,000 word and are blocking ads from articles, regardless of the context of the word.

CONTINUE READING

Curated News from campaignlive.co.uk on January 20, 2020

More than 60% of total UK ad spend is predicted to be online this year, according to the Advertising Association. Only the US and China have bigger online ad markets. 

For media outlets like The Guardian, this should be good news. The majority of our 5.5 million UK daily audience is online. Our premium environment offers well established media arguments of context, trust, attention, audience affinity and quality.

Those attributes are still agreed to be important on advertising panels across the land.

Why then, did some of the UK’s biggest advertisers buy almost none of our digital inventory in 2019? An answer lies in the ongoing brand/performance debate.

CONTINUE READING