The curation of programmatic marketplaces gathers pace across advertising – except with advertisers

Chalk this up to a bunch of reasons, some more rational (curated costs more) than others (an unwillingness to be accountable). All of them, however, can be traced back to the fact that advertisers still aren’t overly familiar with all the intricacies of programmatic advertising. January 19, 2023 The curation of programmatic marketplaces gathers pace across advertising -- except with advertisers Advertisers continue to buy many of their programmatic ads from one, all-encompassing (often opaque) programmatic marketplace. That's despite the fact that [they don't necessarily have to](. Additional coverage: - As a new wave of businesses have arisen to take advantage of the growing influence of individual online creators, [athletes have been some of the first movers]( in getting involved. - Some publishers are pushing back tentpole events to give advertisers more time to spend, while others are moving ahead with or without sponsorship revenue. More in this [Digiday+ Media Briefing](. - Yogurt brand Activia is [beefing up its multicultural marketing strategy]( by increasing its media investment dedicated to Hispanic audiences in the U.S. - Brand marketers [rolling out activations at Sundance]( this year include long-running partnerships like Acura, Adobe and Canon as well as newer additions like Stanley and Stacy's Pita Chips. - As fewer publishers saw traffic increases last year, a Digiday survey found that publishers didn't grow the number of titles they published but [many did increase the number of advertising products]( they offered. - WPP's GroupM is [in the process of laying off up to 126 staffers]( across its North American and EMEA regions, sources told Digiday. ICYMI: From our winter break archives - Digiday+ Research [tracked 2022 trends]( in the media and marketing industries. The standouts, we found, are cookies, platforms and, unsurprisingly, the economy. - Last year left tech companies, marketers and others [rethinking everything]( from data and content to e-commerce efforts. Other things to know about - When DSPs like SMADEX share detailed information about their data and algorithms, brands are better equipped to [discuss digital advertising strategies](. Sponsored by Marketecture. - As digital marketers seek cookieless solutions to target relevant audiences, more teams are [optimizing campaigns for attention rather than clicks](. Sponsored by Nano Interactive. - Successful digital publishers are [embracing changes in the subscription market and new consumer trends]( to stay ahead of the competition. Sponsored by Zephr. Top Stories Ivy Liu [programmatic-marketer]( [The curation of programmatic marketplaces gathers pace across advertising – except with advertisers]( Chalk this up to a bunch of reasons, some more rational (curated costs more) than others (an unwillingness to be accountable). All of them, however, can be traced back to the fact that advertisers still aren’t overly familiar with all the intricacies of programmatic advertising. howdy! [Gaming & Esports]( [Why athletes like the NBA's Kevin Durant are aggressively investing in the creator economy]( As a new wave of businesses have arisen to take advantage of the growing influence of individual online creators, athletes have been some of the first movers in getting involved. [Sponsored by Arc XP]( [Publishers: How are you attracting younger audiences?]( Publishers, we want to know how your editorial teams are learning about Gen Z and younger millennials’ values and what challenges you face when attracting and engaging these demographics. Take this survey and we’ll send you a $5 gift card. Advertisement howdy! [Navigating Economic Instability]( [Media Briefing: Some publishers are changing event timelines to appeal to advertisers]( Some publishers are pushing back tentpole events to give advertisers more time to spend, while others are moving ahead with or without sponsorship revenue. [Sponsored by Sitecore]( [Brands are prioritizing personalized CX in the metaverse]( The metaverse is capturing attention from both marketers and consumers, and recent research shows consumers are ready to engage with brands in new virtual environments. howdy! [Equality and Opportunity]( [Activia joins brands ramping up multicultural marketing efforts]( The U.S. Hispanic population is growing and brands are taking notice, hoping to acquire new customers. Advertisement [Sponsored by TheViewPoint]( [Report: Driving programmatic success with SSPs]( SSPs are helping publishers connect with new ad networks and DSPs to find buyers, optimize deals and provide valuable analytics. howdy! [Brands in Culture]( [After two years virtual, Sundance returns in person with brands prioritizing experiential marketing]( Brand marketers rolling out activations at Sundance this year include long-running partnerships like Acura, Adobe and Canon as well as newer additions like Stanley and Stacy’s Pita Chips. howdy! [Strategizing for the Future]( [Digiday+ Research: Publishers grew ad offerings last year as fewer saw traffic increases]( As fewer publishers saw traffic increases last year, a Digiday survey found that publishers didn’t grow the number of titles they published but many did increase the number of advertising products they offered. [All Latest Stories]( You received this email because you’re a member of the Digiday community. 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