The advertiser trade association ANA has long been cranky about waste in the advertising supply chain. Its latest 125-page opus lists dozens of problems and estimates that $22 billion of the $88 billion spent on programmatic ads could be saved through greater efficiency. They have lots of suggestions for how to do better, most of which seem require more work for media buyers.
The days of AI developers merrily scaping web contents without concern for copyright are clearly numbered. OpenAI just cut a deal with publishing giant Axel Springer to use its content in return for attribution, links, and some unspecified payments. They made a similar arrangement with Associated Press earlier this year.
Truth be told, most advertisers are aware of waste in ad buying but accept it as part of doing business. Their bigger problem at the moment is the impending loss of third-party cookies. This eMarketer study finds that about 80% of programmatic ad buys still rely on cookied inventory (the figures vary by industry). Lots more on AI, TV measurement, streaming media, and walled gardens.
Amazon advertisers can now measure results outside of Amazon stores using a new service from Stackline and Gigi. Gigi will enable unified audience buying for Amazon Marketing Cloud and Amazon DSP, which run ads in Amazon’s online stores and streaming TV channels such as Prime Video. Stackline’s panel-based multi-retailer attribution will track customer behavior across Amazon, Walmart, Target, and other major online or in-store retailers.