As cost-per-acquisition rises on Facebook and Instagram, that’s changing how buyers handle DTC brands that have primarily focused on that acquiring first-time customers.
| For direct-to-consumer brands the cost to acquire new customers has gone up, especially on Facebook and Instagram, in recent years. For media buyers who manage DTC brands, it can be tricky to balance the brands' expectations and the realities of costs today. Read more below. In the latest edition of our Confessions series, we hear from a media buyer who primarily works with DTC companies about how this shift has changed media buying for those brands. The big agency holding groups are cutting out their demand-side platforms and going straight to supply-side platforms and publishers to find out how programmatic ads are really sold. Pinterest is banking on the hope that consumers and advertisers will flock to a platform that's more conscientious, caring and kinder than the rest. The Washington Post is using the old journalism maxim "show don't tell" in a new ad campaign for AT&T to hype the coming deployment of 5G technology. Other things to know about Last year the Digiday Content Marketing Awards recognized R/GA, Airbnb, Refinery29, Kellogg's and more as the best in the industry. Learn more about this year's program and joining this exclusive group here. Location data analysts are tasked with determining whether a device was truly in a certain location at a certain time — and if the device is even real. Here's how they use location data to spot ad fraud. Sponsored by Gravy Analytics. | | |
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howdy! | Sponsored by Gravy Analytics | | The risks and rewards of the 2020 regulatory landscape | | A patchwork of data privacy regulations has taken shape, influenced by the likes of Facebook and Google. The tech giants continue to steer the rules in their favor, edging out competitors and stifling innovation through the acquisition of smaller players. | | |
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