This IAB study finds that connected TV and paid search are expected to be the fastest-growing ad channels next year, while linear TV and other traditional media continue to shrink. More intriguing: marketers are focusing more investment on foundational tools like measurement and first party data, and less on specific ad channels. Download for deep dives into retail media networks and the metaverse.
It takes Google parent Alphabet less than thirty minutes to earn $13.2 million, so it’s hard to be impressed when they contribute that amount to a worthwhile cause. Still, let’s give them some credit for supporting Poynter Institute’s International Fact-Checking Network. How’s this: we won’t think anything bad about them for half an hour?
Kantar is also reading the media tea leaves. They find that audience fragmentation and higher ad costs are pushing marketers to rely more on their own resources: 80% want in-house segmentation tools; 78% of large businesses plan to strengthen their in-house data platforms; and 64% believe data quality will become more important. They also spy a counter-trend of consumers preferring real-world channels including sponsored events and ads in magazines, cinema, point of sale, and digital out of home.
Salesforce has reversed course on its bid to acquire data management and integration platform Informatica a source has told Reuters. Informatica itself said that it is not in talks to be acquired. Salesforce stocks rose on this latest news while Informatica’s fell.