Silicon Valley Tech Is Spending More On Ads – Largely On Itself

Internet-age companies like Apple, Alphabet, Amazon and Netflix, not to mention Chinese technology giants, are spending more on advertising, catching verticals like CPG, automotive and financial companies that traditionally spend the most on ads. There are 10 new-age tech companies among Ad Age’s top 100 global advertisers. In 2017, the most recent full year dataContinue reading »

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Machine Learning Sits At The Heart Of Google’s New App Ads Products

Machine learning is becoming central to user acquisition and app advertising at Google. On Wednesday, Google introduced five game developer-focused ads products, four of which are powered by some form of machine learning. The first new release, called pre-registration ads, for example, allows developers to reach Android users across the Play store, YouTube, search andContinue reading »

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Google Switches To First-Price Auction

Google will move to first-price auctions for Google Ad Manager, its publisher exchange and ad server, by the end of 2019. At that time, it will also run a single, unified auction and remove last look, ceding a key advantage Google held in a second-price world. Google Ad Manager will be the last major exchangeContinue reading »

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YouTube’s Latest Brand Safety Scare Is Very Different From 2017

Marketers are reacting differently to YouTube’s latest brand safety flare-up compared to 2017, when scores of global brands suspended YouTube campaigns over ads monetizing violent or offensive videos. There’s certainly some déjà vu, with Disney, Nestlé’s and McDonald’s halting YouTube spending after YouTube creator Matt Watson showed them advertising on a video that had aContinue reading »

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US Digital Marketing Spend Beats Traditional For The First Time

US digital ad spend in 2019 will surpass all traditional advertising for the first time, according to eMarketer’s latest forecast. Digital advertising is being driven by mobile, which is now more than two-thirds of the digital category, and by TV dollars moving to streaming and online video. Oh, and Amazon, which grew from 4.5% ofContinue reading »

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Google’s GDPR Policy Delays Throw Digital Media Into Disarray

Since GDPR came into effect last year, Google has been at the center of two connected issues around resolving identity in digital marketing. First, it planned to remove the DoubleClick ID (now the Google ID) from its log files, preventing ad tech and analytics companies from using the ID to track campaigns across the web.Continue reading »

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Google’s Expenses Increase As It Makes Its Way Into TV

Google still brings in the big bucks, but its costs are skyrocketing as well as the digital media giant pushes its way into TV advertising. First, the basics. Alphabet brought in $39.3 billion in Q4 2018, up 23% from the same period the year before, the company disclosed in its quarterly earnings report on Monday.Continue reading »

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Why British Gas Ditched Google’s Ad Server

Google has maintained its dominant share of the ad server market because switching ad servers is a hellacious process that requires a hard reset on media plans, analytics, creative and billing. But Google’s announcement last May that it would remove the Google ID from its ad-server log files, thus prohibiting marketers from tracking or measuringContinue reading »

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Verizon’s Media Business Disappoints; Walled Gardens Weather The Privacy Storm

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Down, But Still Substantial Verizon’s media biz dropped 5.8% YoY in Q4 2018 – bringing it to “only” $2.1 billion in the quarter. Verizon Media (née Oath) has disappointed this year. “Certainly, when you see -6.9% revenue growth in 3Q and -5.8% in 4Q,Continue reading »

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