A new study from the Association of National Advertisers has uncovered a notable shift in programmatic spending from public marketplaces (where inventory is open to all) to private marketplaces (high quality placements for select advertisers). It’s a straight reversal from 59% public in 2023 to 59% private in 2024. Ad spend efficiency has also increased with 43.9% of ads reaching consumers, a 7.9% improvement.
New updates to Microsoft Advertising come under three main headings: Household attribution will track engagement across devices in the same household. End-user consent management tools will bring the platform into compliance with the European Economic Area, U.K. and Switzerland. Store traffic measurement, meanwhile, is on pause.
Customer engagement platform MessageGears will partner with content localization and translation platform Smartling to streamline email translation and localization for 450+ languages. The workflow is automated but actual translations are still done by (machine-assisted) humans.
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.