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Quality Thought Leadership is More Valued in B2B Than Marketing: Edelman, LinkedIn

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.

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Consumer Trust Boosted When They See Brands Disclose AI Use: Yahoo!

March 4, 2024

A report by Yahoo! Advertising in collaboration with Publicis Media found that disclosing the use of AI in ads significantly drove the appeal of the ad and trust in the brand responsible. A randomized, controlled experiment (sample size=1200) showed that one in four consumers noticed AI disclosures in ads; those that noticed found the ad 73% more trustworthy and the brand 96% more trustworthy than those that failed to notice. The result held across industries.

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Google Sued by European Publishers Over Digital Advertising Practices

March 1, 2024

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.

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The Trade Desk Now Offers High Attention Inventory

October 10, 2024

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.

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