There’s been a pivot on the things advertisers take in house. It’s not biddable media anymore — i.e the stuff that isn’t scalable, doesn’t deliver much competitive advantage and is riddled with hidden costs.
'Away from tactical media buying': Advertisers shifting in-housing efforts in to gain more ad spend control There's been a pivot on the things advertisers take in house. It's not biddable media anymore -- i.e the stuff that isn't scalable, doesn't deliver much competitive advantage and is riddled with hidden costs. Additional coverage: While further economic hardships lie ahead following layoffs in the digital media economy in recent weeks, there are some emblems of hope for those looking to regain a foothold on the career ladder, even if expectations will have to be managed. As issues continue to come to the fore during the World Cup, some marketers and agency execs expect sponsor positions will become even trickier. More in this Digiday+ Marketing Briefing. Marketers are split 50/50 between focusing on customer retention and new customer acquisition heading into the holidays this year, Digiday+ Research found. Apartment Therapy's event strategy closely revolves around its commerce business to appease both advertisers and consumers. The company's president, Riva Syrop, discussed this and more in this episode of the Digiday Podcast. Other things to know about Programmatic advertising capabilities and tactics are being adapted for the CTV ecosystem, allowing publishers to more effectively monetize those platforms. Produced in partnership with Marketecture. Download this new guide to learn how more brands are employing increasingly in-depth approaches to glean contextual insights from audience actions. Sponsored by Brandwatch. Industry benchmarks no longer reflect advertisers evolving environments, leading marketing teams to seek out new approaches for keeping a pulse on campaign performance. Sponsored by DISQO. | | |
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