TelevisaUnivision used its upfront stage to remind agencies and advertisers that Hispanic audiences drive business results. It shared ways buyers can work directly with it for targeting and measurement, plus new video currency options for media transactions.
In today’s newsletter: Data broker Adstra sues IPG-owned Acxiom and Kinesso; Apple could strip the P address of its status as a useful identity signal; and Roblox will introduce video ads later this year, with SSP PubMatic as its programmatic vendor.
Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem …
Crunchtime The EU’s Digital Markets Act has teeth – and now it’s biting, TechCrunch reports. The DMA regulates anti-competitive practices within “gatekeeper platforms” that have an annual turnover of at least 7.5 billion euros. Meta, Apple, Alphabet, Amazon, Microsoft and ByteDance all tick that box. Gatekeepers have until March to ensure their operations in the EU […]
Brands interested in targeting Hispanic and Latinx audiences run into challenges, from insufficient data that doesn’t accurately represent different segments to cookie-cutter creative that erases the complexity of a demographic with roots in more than 20 countries.
Although precisely measuring Hispanic audiences is in the best interest of marketers, there are many ways that measurement can get messy, from the data sources used to quantify who is Hispanic to the shortcomings of measurement technology itself.
There isn’t going to be one single resolution to the measurement debate. The TV market will most likely end up with a hybrid model that includes everything from ACR and big data via smart TVs to, yes, much-maligned Nielsen-style panels.
Trebel Music has released a ChatGPT-powered product called Trebel AI, which instantly generates personalized playlists in response to natural language queries. Advertisers on Trebel AI can target users in the moment based on their intent.
To create the caliber of inclusive cross-platform measurement that it aspires to – the Jont Industry Committee must broaden its horizons.
National broadcasters, including Warner Bros. Discovery, Fox and NBCU, are forming a joint industry committee to create a standard for multiple cross-platform video currencies in time for the 2024 upfronts. Notably absent from that initial list: Nielsen.
