Botmasters have created a Kafkaesque system where companies are paying huge sums to show their ads to bots. And everyone is fine with this.
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Botmasters have created a Kafkaesque system where companies are paying huge sums to show their ads to bots. And everyone is fine with this.
Brands must dream big to push the limits of experience design in the metaverse.
Actual figures show the third quarter of 2021 reached the highest adspend on record at £7.3bn.
So what are the alternatives? Google’s plan is to target ads against people’s general interests using an AI system called Federated Learning of Cohorts (FLoC). The machine learning system takes your web history, among other things, and puts you into a certain group based on your interests. Google hasn’t defined what these groups will be yet but they will include thousands of people that have similar interests. Advertisers will then be able to put ads in front of people based on the group they’re in. If Google’s AI works out you really like sneakers, for example, then you’ll be chucked in a group with other similarly-minded sneaker fans.
Medium doesn't fit in this world in any way. It has rejected the ad model, and it can't afford to do the subscription model because no one is going to pay to get access to what are basically people's blog posts – the vast majority of which are, let's be honest, pretty terrible. The majority of those people provide their work for free, and although there are persistent rumors that Medium pays its biggest-hitting writers, the company has remained extremely tight-lipped about it and apparently even makes writers it pays sign non-disclosure agreements. Not exactly an open door to professional freelance journalists. When those unpaid writers find that the 100 people that used to read their posts has fallen to five thanks to a paywall, they aren't going to write anything else. And then the whole site dies.
Advertisers will be able to buy video ad inventory across a swathe of publishers on Apple News in the UK for the first time, reaching a potential audience of up to 11 million Britons.
Mark Read has only just got his feet under the desk at WPP but already the new boss has an industry-wide scandal on his hands. Late last night reports surfaced that the FBI was set to investigate advertising agencies and their media-buying practices. The US domestic intelligence and security service has reportedly issued subpoenas to subsidiaries of WPP, Omnicom, Publicis, Interpublic and MDC Partners.
Matomy disclosed that as a direct consequence of removing suspicious publishers and advertisers from its platform it suffered a revenue hit of $3.8m (£2.9m) between the first half of 2017 and the first half of 2018. However, the Israeli-headquartered company’s financial problems range wider than ad fraud, with its net losses tripling to $19.1m (£14.7m). It has exited or sold its video ad exchange Optimatic, email marketing platform Whitedelivery and digital media buying platform myDSP since announcing a restructure last year. As of 30 June it had $14.4m in cash, down from $29.4m at the start of the year after major shareholders agreed in December 2017 to provide funding through to December 2018. Today it said it could give no assurance regarding raising additional capital in the future if needed.
2015/16 saw an unprecedented number of major brands put their media accounts up for review. These included Unilever, Procter & Gamble, L’Oréal and Coca-Cola. It was reported that at least $25 billion of media spend went into review. It wasn’t the easiest of times for anyone. In many circles, the jovial-sounding "mediapalooza" was renamed "reviewmageddon" as agencies went into overdrive, not knowing if they would be able to hold on to even the longest-standing clients. As it turns out, 2015/16 wasn’t an anomaly. The past 12 months have been an even busier pitch period than "mediapalooza", and it shows no signs of slowing.
Have you just started your entrepreneurial journey and wondering what marketing strategies to follow?Today, content marketing, among many other import
