Agencies invest in data tech, but advertisers want more

Also: What Amazon's price changes mean for media industry The most insightful customer data sits at the heart of commerce media — but that doesn’t mean advertisers always get the insights they’re looking for. May 05, 2023 [Despite agencies' investments in data tech, advertiser expectations still fall short]( The most insightful customer data [sits at the heart of commerce media]( — but that doesn't mean advertisers always get the insights they're looking for. This article is the fifth of a six-part, limited series exploring the challenges and opportunities associated with commerce media, from e-commerce to retail media networks. [More from the series.]( Additional coverage: - Amazon and supply-side platforms may have come to a temporary arrangement on how to process cost increases for advertiser demand over the next couple of months, but in the meantime, [some big decisions will have to be made](. - Data from Roblox's advertising beta test, shared exclusively with Digiday, indicates that the platform's Portals advertising product [results in considerable organic lift for brands](. - TikTok, Meta and Vevo announced new ad products and media planning tools, and Condé Nast highlighted its popular live events on [the final day of the IAB NewFronts](. - A [Digiday+ Research survey]( found that Comscore and Nielsen will be the dominant measurement providers during this year's NewFronts and upfronts. More than half of publishers said they will accommodate Comscore this year, and nearly half said they will accommodate Nielsen. - As gaming expands its hold on entertainment and popular culture, the way that gamers engage with the medium is [becoming more inherently social]( — and gamers' spending habits are evolving as a result. - Gannett reported Q1 earnings, and CEO Mike Reed [is confident that tides will turn]( for the company as soon as Q2. - Our most read story this week: Inside [the breakdown of EA's revenue share deal]( for Apex Legends esports. Other things to know about - To future-proof content recommendation models, publishers are working to ensure they can [move beyond third-party cookies and optimize their feeds with contextual and first-party data](. Produced in partnership with Marketecture. - As CTV audiences engage across an expanding array of touchpoints, brands are seeking [measurement and analytics solutions that can keep pace with the entire omnichannel customer journey](. Sponsored by MNTN. - Cost-effective, hyper-relevant and not reliant on cookies, CTV is becoming a [critical method of reaching sports fans at scale](. Sponsored by Genius Sports. Top Stories Ivy Liu [Evolving Agencies]( [Despite agencies' investments in data tech, advertiser expectations still fall short]( The most insightful customer data sits at the heart of commerce media — but that doesn’t mean advertisers always get the insights they’re looking for. howdy! [The Programmatic Marketer]( [Amazon's price changes are a window into some of the media industry's fundamental challenges]( The debate over who should pay a 2.5% buyer-fee raises debate on Big Tech, lagging innovation, and the eternally sorry lot of the publisher. [Sponsored by impact.com]( [The state of commerce content]( As publishers diversify revenue streams, they’ve found a successful and trustworthy one — commerce content. Consumers flock to it for reviews and product guidance, allowing media companies to monetize content via affiliate links and drive conversions. Advertisement howdy! [Gaming & Esports]( [Roblox reports early positive organic lift after advertising beta test]( In a data poll that ran between February 1 and March 12, Roblox worked with over a dozen brands across verticals such as fashion, sports, entertainment and retail to measure the organic lift generated by its in-game Portals. [Sponsored by Viafoura]( [Report: The publisher's guide to audience engagement]( Download this guide to learn how publishers are using first-party data to turn visitors into subscribers. howdy! [Business of TV]( [TikTok, Meta, Vevo announce new ad products and planning tools on NewFronts' final day]( TikTok, Meta and Vevo announced new ad products and media planning tools, and Condé Nast highlighted its popular live events on the final day of the IAB NewFronts. Advertisement [Sponsored by Spotify Advertising]( [How digital audio drives more effective ad experiences]( Knowing how listeners process digital audio helps advertisers create more immersive, memorable and emotional messages. howdy! [Business of TV]( [Digiday+ Research: Nielsen gets boost in NewFronts, upfront cycle — but Comscore wins as measurement provider]( Digiday’s survey found that Comscore and Nielsen will be the dominant measurement providers during this year’s NewFronts and upfronts. More than half of publishers said they will accommodate Comscore this year, and nearly half said they will accommodate Nielsen. howdy! [Gaming & Esports]( [How the rise of social gaming has impacted consumers' gaming and spending habits]( The COVID-19 pandemic forced millions of consumers to hunker down at home, leading to an explosion of gaming activity between 2020 and 2022. As the world reopened last year, these newly minted gamers re-emerged — but they retained their interest in using games to connect with others, both in-game and in the physical world. [All Latest Stories]( You received this email because you’re a member of the Digiday community. If someone forwarded this to you, [subscribe for yourself here](#). [Unsubscribe from this newsletter or update your preferences](. I don't want to hear from Digiday anymore. [Stop receiving all Digiday emails](. Digiday Media, One Liberty Plaza, 9th Floor, New York, NY 10006 [Forward to a Friend](