Agencies Face Fresh Ad Buying Challenges

Even as agencies expand into consulting, they’re being challenged to do a better job at their core business of buying media. Third-party measurement of “walled garden” audiences from Google, Facebook, Snapchat, Pinterest and Twitter has been one sore point. Another is preventing ads from running on offensive Web sites, in particular those owned by extremist groups that are effectively being funded by the ad revenues. Programmatic buying is the culprit, since ads are placed with a human deciding where they’ll be seen. Better technology to identify offensive sites will probably be the answer but it won’t be adopted without pressure from advertisers — which is starting to appear.

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Adobe Adds Experience Cloud Label to Marketing, Advertising, and Analytics Clouds

March 21, 2017

Adobe made a slew of announcements at its Summit 2017 conference, including a “Experience Cloud” as a master label for its Marketing, Advertising, and Analytics Clouds. Not much talk of direct integration among those components, though.  Adobe did discuss connecting them to its Sensei artificial intelligence platform and Creative Cloud. There was one bit of data-related news: Adobe is working with several other vendors to create a standard marketing data model.  This would simplify future integrations.

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Adweek: Global Consultancies Are Buying Agencies and Reshaping Brand Marketing

March 17, 2017

As advertising involves more technology (see above), it’s no wonder that tech experts are playing a larger role in the industry. Here’s a very interesting piece from Ad Week on investments in ad agencies by giant tech firms like Accenture and IBM. Did you know that Accenture already has 36,000 design and creative professionals worldwide?  If you’re wondering what this means for marketing technology and CDPs, here are some additional thoughts.

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Microsoft Lets Publishers Block Bing Chat Separately from Bing Search

September 26, 2023

Nearly one-third of major news publishers have blocked generative AI tools from reading their content.   But that’s a drastic measure which could also exclude their results from conventional search engines.  Microsoft has just given publishers the option to block access by Bing Chat without also removing their content from search results.  We’ll see if competitors do the same.

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