Google has been sued by a multinational roster of 32 European publishers and media businesses claiming damages of 2.3 billion euros.They claim that Google’s market dominance reduced the value of their ad inventory and made adtech services more expensive. Google’s possible abuse of its market position is already under investigation by the Competition and Markets Authority in the U.K.
Eighty-six percent of B2B decision-makers are more likely to accept sales or marketing outreach from companies that consistently produce quality thought leadership, based on a survey of 3,500 management level professionals by Edelman and LinkedIn. Three quarters reported positive sentiment about companies producing good thought leadership, valuing it more than its “marketing materials and product sheets.” Just under a third could link specific purchases back to thought leadership engagement.
Interpublic Group (IPG), the ad agency and media holding company, has launched IPG Engine, a platform that leverages Adobe GenStudio for AI-driven content creation, production and activation. Adobe capabilities available in GenStudio include Adobe Workfront, Adobe Experience Manager, Adobe Express and Adobe Firefly. The Engine will leverage IPG-owned Acxiom’s data and identity tools to support its profiling and audience creation capabilities.
In partnership with attention metrics provider Adelaide, The Trade Desk is now offering high attention inventory to advertisers. Attention — often based on reactions of opt-in panels to ads — is now competing with viewability as a valued attribute, and is being used to complement contextual metrics. Attention has been used in the past to test ads once they have been published; now it’s entering the pre-bid space.