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Marketers are combining a holistic understanding of past campaigns, careful audience selection and in-flight campaign adjustments to drive campaign performance. Sponsored by Wiland.
The advertiser’s guide to campaign optimization | Tactics and insights for improving digital performance through data
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Gaming is well on its way to becoming a part of brands’ marketing budgets in 2024 — but via customized brand integrations, rather than traditional programmatic formats. As the space matures, both publishers and marketers are looking to develop more seamless ways for brands to plug themselves into these in-game experiences.
In the gaming industry, immersive integrations are winning the battle for marketing dollars — for now
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After much back and forth, Google has decided to keep third-party cookies in its Chrome browser. Turns out all the fuss over the years wasn’t in vain after all; the ad industry’s cries have finally been heard.
After years of uncertainty, Google says it won't be 'deprecating third-party cookies' in Chrome
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The timeline on which Google will officially kill the third-party cookie is anyone’s guess at this point. According to a Digiday Research survey conducted in the second quarter, marketers’ guesses look very different from publishers’.
Digiday Research: Publishers anticipate having more time with third-party cookies than marketers
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The Guardian is accelerating toward being a reader-supported business instead of a traditional ad business with the launch of its new globally available cooking and recipe app, Feast.
The Guardian moves closer to being a reader-supported business as it launches new cooking app
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“We need to know from our client brands how a campaign is going,” said Michelle Harness, division vice president of digital agency and platform sales at Wiland. “They can be in the throes of running a campaign, but if they come back to us with feedback, we can adjust the audiences to drive better performance…when we’re able to ingest past campaign data and perform an analysis, we can use our vast data resources to provide marketers with superior audiences and make other recommendations for their next campaigns.” Sponsored by Wiland. https://buff.ly/3WaBC0D
The advertiser’s guide to campaign optimization | Tactics and insights for improving digital performance through data
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Ad-sales stalwart Peter Naylor, the well-regarded vp of global ad sales at Netflix, will be departing the company, in a move that surprised many but not all of the media agency community.
Media Buying Briefing: What Naylor's exit from Netflix means for streaming overall
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Manchester City Football Club is looking to become a global hashtag #sports brand, and it’s using Fortnite as its secret weapon. Tomorrow, the football club will become the first The Premier League team to launch its own experience inside the hashtag #metaverse platform. Manchester City’s Fortnite Creative experience, titled “The Ladder,” goes live at 4 a.m. Eastern Time on July 20. The game features one-on-one competitions in which players face off for the right to ascend a series of virtual arenas inspired by Manchester City branding. At the moment, there is not a set duration for the experience, but City Football Group head of hashtag #esports, gaming and metaverse Kris Lewis told Digiday that the experience is “not something that we want as a short-term activation.” In this piece by Alexander Lee, we also speak to Michael Herriger of Atlas Creative, Naef Ba of SPORTFIVE, and Nuria Tarré, MBA.
Manchester City uses Fortnite to expand its global audience
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Consent management platforms at Immediate aren’t just about ticking boxes for data laws. They’re the compass steering strategic partnerships: helping decide who stays and who gets the boot among ad tech partners dropping cookies on their site.
Immediate deepens CMP strategy, slashes ad tech partnerships for sharper data governance
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Amazon has joined the likes of Google and Meta by launching its own black box-style ad campaign called Performance . Designed to make campaign creation and management as easy as possible, Performance , which sits within Amazon’s demand-side platform uses a predictive model to predict the likelihood of users who will convert hourly, in order to drive cost per acquisition performance.
Pitch deck: How Amazon is talking to marketers about Performance
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