All articles tagged with #advertising technology
Trade Desk shares fell about 7.4% after Publicis Groupe advised clients to stop using the platform following a third‑party audit by FirmDecisions that allegedly found improper fees, auto-enrollment in paid features, and questions over media/data cost markups; Trade Desk disputes the findings, but Publicis’ stance threatens a key revenue channel and agency relationships, with shares closing at $25.07.
Trade Desk stock jumped roughly 18–20% after reports that OpenAI has discussed selling ads on ChatGPT, with OpenAI planning to test ads in ChatGPT in the U.S. on its Free and Go tiers to broaden access to features. The move comes as Trade Desk, which has faced slower revenue growth and fierce competition, sees a rare market rally; however, analysts warn the gains could be temporary if ChatGPT ultimately develops its own ad-tech capabilities.
Google is integrating generative AI into Demand Gen campaigns, allowing advertisers to create custom visuals for their promotions in various Google ad formats. The new generative image tools enable more efficient testing of creative concepts and the creation of tailored visuals for specific campaign types. This could help enhance the effectiveness of ad promotions by providing custom visuals aligned with size requirements and product placement, though the primary generation process focuses on creating visuals from prompts.
Reddit has introduced "Free-Form Ads," a new ad format that closely resembles regular posts on the platform, with upvotes and comments. Early testing has shown a 28% increase in click-through rates, and brands like Just Eat Takeaway, Kraft Heinz, and Leica have seen positive results. The ads are marked as "Promoted," but otherwise blend seamlessly into users' feeds, and are expected to become more prevalent in the future.
Reddit has introduced a new advertising format called "free-form ads," designed to seamlessly blend in with user posts and mimic the site's megathreads, allowing advertisers to use various formats in a single post. Early results show a 28% increase in clicks compared to other ad types, with successful engagement seen in campaigns like Philadelphia Cream Cheese's, which garnered over 1,000 comments and a 42% higher clickthrough rate.
Adalytics report exposes the prevalence of low-quality inventory in the ad tech ecosystem, despite claims of MFA prevention by vendors. The report highlights major SSPs and media companies for oversaturating the supply with garbage inventory, pointing to a systemic issue in programmatic advertising. While some companies like The Trade Desk are commended for effectively filtering out MFA, the industry's conflicting incentive structures and lack of ongoing maintenance contribute to the persistence of MFA supply.
The Trade Desk's shares surged over 18% after the company exceeded revenue expectations and provided strong first-quarter guidance, with fourth-quarter sales increasing by 23% and net income rising by 37%. The company's focus on providing technology for targeted advertising across the web, particularly in the Connected TV and streaming platforms, has contributed to its success. Additionally, the company announced a significant increase in share repurchases, reflecting confidence in its future performance amidst a broader recovery in the digital advertising market.
The Trade Desk, a leading adtech firm, plans to lower the price advertisers pay for digital ads by bidding below the asking price on ads starting in September. The Trade Desk aims to standardize price floors set by supply-side platforms (SSPs) to eliminate inaccuracies and unfair auctions. This move could potentially weed out SSPs that manipulate prices and help publishers better understand the true value of their ads. The Trade Desk's software, a demand-side platform, handles a significant amount of ad spend and its new strategy may increase bids for publishers' ads. However, publishers are not obligated to accept the lower bids. This development comes as tech for advertisers and publishers are increasingly competing with each other in the industry.
Google will remove similar audiences from all ad groups and campaigns on August 1. Marketers can opt into optimized targeting and audience expansion or manually turn off campaigns. While the new automation features aim to improve reach and ROI, losing similar audience data generated from first-party data may concern users. Google encourages an audience strategy anchored in automation to market at the speed of consumers and meet privacy expectations. The transition is part of Google's efforts to phase out third-party cookies and develop more durable strategies for business growth.
Google Performance Max now allows users to create product collections, which combine products with creative assets such as images, videos, and text. This feature simplifies the product listing experience, saves time and money, and can enhance product performance and customer engagement. Collections can include up to 100 products and are currently available for local products sold within Performance Max for store goals. Google has not yet announced plans for wider-scale or international promotions, making it a valuable opportunity for local marketers to maximize their outreach.
A Google Ads script that uses OpenAI's GPT to write an account performance summary and optimization suggestions has been developed. The script uses a table of campaign performance data to provide GPT with facts about the account's performance and optimization methodology. The prompt is engineered to provide GPT with precise instructions, and the resulting code is used to pull CSV data and send it to GPT for a summary. The script can be customized with target metrics and optimization suggestions, and the resulting summary can be shared with clients and stakeholders.
Advertising giant WPP has partnered with Nvidia to use generative artificial intelligence (AI) in advertising. The technology will allow WPP to create personalised ads at scale, using AI to generate images and videos based on data inputs. The partnership will also explore the use of AI in other areas of advertising, such as media planning and buying.
Google is reportedly working on generative AI tools, powered by PaLM 2, that will help advertisers and YouTube creators create media assets. The tools will generate media assets, including titles and descriptions, based on relevant topics. Amazon and Meta are also testing generative AI for advertisers. The integration of generative AI by Google will be worth testing to see if it helps improve performance, especially with conversion rates down and CPLs up. The official announcement of these AI solutions may be made at the upcoming Google Marketing Live event.
Meta has launched AI Sandbox, a "testing playground" for advertisers to try out new generative AI-powered ad tools. The company has been working with a small group of advertisers on three AI Sandbox tools so far: text variation, background generation, and image outcropping. Meta has also announced several AI-powered updates to Meta Advantage, its portfolio of automated tools and products that advertisers can use to enhance their campaigns. The company has been investing "tens of billions of dollars" into AI each year, and the advanced models will help drive better results for businesses.
Google plans to integrate generative AI into its advertising business through Performance Max, a program that uses an algorithm to determine ad placement, budget allocation, and simple ad copy creation. Advertisers can submit creative content, and the AI will "remix" these materials to generate ads that target specific audiences and meet objectives like sales targets. However, concerns have been raised about the potential for the tool to disseminate misinformation. Google intends to implement strict safeguards to prevent such errors as it rolls out its new generative AI features.