An initial framework for measuring media-related carbon emissions has been released by the World Federation of Advertisers’ Global Alliance for Responsible Media and trade organization Ad Net Zero. The framework covers digital advertising, TV and DOOH, with print, film and radio set to follow. Among the supporters of the initiative are L’Oréal, Omnicom, Mastercard, Meta and Unilever.
Yahoo Advertising is introducing a new, AI-powered solution to support creative execution across channels including display, CTV, mobile and DOOH. The content will be personalized using Yahoo’s DSP identity solution based on consented data from over 200 million logged in users in the U.S. alone. The solution was developed in collaboration with CX platform Innervate.
At Cannes in 2023, the ANA reported that 15% of media buys was spent on inventory from bogus made-for-advertising sites. The good news this year is that the spending has dropped to 4%. It looks like advertisers are finally starting to take control of the situation, although that is still a lot of wasted dollars.
Changes in marketing channels and data access have made advertising measurement more important, and challenging, than ever. Taking advantage of growing interest in the topic, Bain Capital is selling Kantar Group’s audience measurement division, Kantar Media, to global investment firm H.I.G. Capital for “approximately $1 billion”. Kantar Media accounts for 4,500 of Kantar Group’s 25,000 employees.