Media Buyers Growing In-House Resources: Kantar Report

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.

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Marketers to Focus on Platforms Not Ad Channels in 2023: IAB Survey

November 29, 2022

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.

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Yahoo Buys 24.99% Stake in Taboola

November 29, 2022

Yahoo somehow feels they can predict the future well enough to sign thirty-year deal for Taboola to power Yahoo’s native content and ad targeting.  Yahoo will buy just under 25% of the company as part of the transaction.  Perspective: it’s one year since Yahoo was purchased by private equity investors; it’s two years since Taboola failed to consummate a planned merger with Outbrain; thirty years ago, neither firm existed.

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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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